International Hospitality Management (Doc)

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INTERNATIONAL HOSPITALITYMANAGEMENT
Table of ContentsINTRODUCTION...........................................................................................................................1BACKGROUND TO INTERNATIONAL HOTEL INDUSTRY.................................................1Background to Marriott Hotel, West India Quay.............................................................................2SWOT Analysis of Marriott Hotel..................................................................................................2Background to Global Hotel and Tourism Industry – developed and emerging markets..............6Background to Emerging markets...................................................................................................7PEST Analysis of India....................................................................................................................7Analysis of SWOT and PEST..........................................................................................................9Hotel strategy to be adopt and to be implemented within the entering market.............................10Justification of strategy..................................................................................................................13Practical application of strategy – 5 and 10 years ahead...............................................................14CONCLUSION..............................................................................................................................14REFERENCES..............................................................................................................................15APPENDIX....................................................................................................................................18
INTRODUCTIONInternational hospitality management is basically a field that prepares for advancedposition in hospitality and tourism. Management skills in the international hospitality industry toprepare advanced position in the industry of hospitality and tourism. In this present report,Marriott Hotel West India Quay is taken for assessment. This is London Marriott Hotel, WestIndia Quay is a luxury star hotel in London, England. It was opened in 2004. John Christodoulouis the owner of this hotel. Marriott Hotel Group operates this hotel. According to WTM 2014Industry report and UNWTO Tourism Highlights 2014, India is reported as an emerging country,so in this report, India is chosen as an emerging market. Further, this report also conducts SWOTof hotel and PESTLE analysis for emerging market. In addition to this, Porter's genericstrategies, Ansoff Matrix will also be included in this report. This report will also makeunderstood background to International Hotel Industry as well as background to hotel.BACKGROUND TO INTERNATIONAL HOTEL INDUSTRYThe Hotel industry is any types of business that provides services like accommodation inlodging, beverages and food, travel and tourism. The history of hospitality industry could betraced back by the end of 1700 in the colonial period. The word hospitality comes from a Frenchword. The French word 'hospice' is adapted from the French word that has been adapted to formthe word hospitality that means taking care of the visitors. It is the broad range of field within theservice sector that moves around lodging, theme parks, transportation, event planning, cruiselines and plethora of other services geared towards comforts and serving others. The history ofhospitality is an outstanding landmark (Geerlink and Lashley, 2018). Hotel is place where travela traveller receive food and shelter. It is one of the oldest commercial business in the world. In 6thcentury, there were no vehicles but people felt desire to travel. There was an 'Earliest inn' whichwas started by husband and wife after the innovation of wheels. This hotel provided big halls tothe travellers to make their own bedding and take sleep on the floor. Food is also provided by thehotel. Their business of inn keeping came into the more outstanding picture in England after theindustrial revolution. After some time, there was invention of steam ships and railways, whichmade travelling much faster and easier. Travelling at the time is only with the purpose of socialtravelling, which has changed to business travelling. The most common motive for travelling isfor commerce, trade and other activities connected with it.1
Hospitality industries not only offer tremendous range of guest services such asconferences, banqueting and fitness, beauty, spas, bars as well as restaurants. In the economy ofUK, more than 20% of people are employed in hospitality sectors. There are various categorieswhich are included in international chains of five star resort, trendy boutiques, guest house, andleisure. From earlier scenario till today, hospitality industry is the most important sector for theentire development and growth of the economy. In 2017, it was recorded that about£141revenue was contributed by the hospitality sector.Background to Marriott Hotel, West India QuayThis is London Marriott Hotel, West India Quay is a luxury star hotel in London,England. It was opened in 2004. John Christodoulou is the owner of this hotel. Marriott HotelGroup operate this hotel. Marriott Hotel West India Quay is operated by the group of MarriottHotel. It is located at1 West India Quay, 22 Hertsmere Road,Canary Wharfoverlooking theWest India QuayMarina. At present it has 301 room with 47 apartments. The owner of MarriottHotel West India Quay is a billionaire developed of property. The landmark of Marriott HotelWest India Quay is very beautiful and attractive and it is modern and vibrant hotel. It offerscomforts and convenience which is extraordinary and very advance. The room and interior ofMarriott Hotel West India Quay is beautifully designed the soul and body. For relaxing andprovide luxurious comforts by curve restaurant and bar with outstanding steaks and crisp seafoods (Korstanje, 2018). The reception area of Marriott Hotel West India Quay are open for 24hours. The entire management of Marriott Hotel West India Quay is managed by Marriott HotelGroup. The planning permission was obtained by planning commission in 2001 by Square andpartners. The entire structure or building of Marriott Hotel West India Quay is designed byHOK. Its construction was started in 2001 which was completed in 2004. It takes 3 years ofcomplete formation. It is about 33 floors story building in the Hotel.SWOT Analysis of Marriott HotelSWOT Analysis is the framework that is used to measure competitive position ofcompany by identifying its strength, weaknesses, opportunities and threats. It is the fundamentalmodel for assessment that helps to measure actual organisation position as well as its potentialopportunities and threats. It is a technique of strategic planning that is used by the managementof company. It also provides the structure or framework that in which area company needs2
improvement.Marriott Hotel is also using the framework to identify its strength and weaknessand its overall internal abilities and capabilities.It is the internal analysis of the organisation.SWOT analysis stands for S- Strength, W- Weakness, O-Opportunity, T-Threat (SWOTAnalysis, 2017).StrengthMarriott Ways-This is one of the biggest strength of Marriott Hotel that it is operatedby Marriott Group as Marriott Group is well recognised brand in the world. IT is operated bynorms and laws of Marriott group which is the international Inc. is a brand premium hotel andwhich has presence across the world.Financial Strength-This is one of the most powerful strength of Marriott Hotel WestIndia Quay. The financial strength of hotel is strong as its financial statements sounds good suchas balance sheet, profit and loss account and others statements as well. Companies financialposition sounds good which is one of the strongest strength of company (Van Niekerk, 2017).Marriott Hotel has effective and regular flow of cash. In the year of crises, its revenue is reportedas 12 billion.Focus on Innovation-Marriott Hotel always go for innovation and new creation in theiractivities and services. This is the biggest secret of success of Marriott Hotel is its investment offund in the field of innovation. In order to sustain in the market, it is very necessary to have hugeor at least appropriate amount of investment in the filed of innovation.Drive for competitive advantages- The strategies of Marriott Hotel in the area ofcompetition is very efficient as they have the main purpose of sustaining in the world ofcompetition and also to give level of competition in local as well as in global market.Power of Positivity- This is also the key strength of Marriott Hotel as it was fails whenMarriott Group has gone for continuous failure but still Marriott Hotel does not lose its faith onthem.Strength of learning and Growth- This is also the most powerful strength of MarriottHotel as they have strength of development and growth as well as strength of learning. Themanagement of Marriott Hotel used to organize development programmes within theorganisation.3
WeaknessesCustomer Weaknesses-Customers are the blood or soul of each and every businesses orcompany. So it is very important for Marriott Hotel that there customers should be satisfied. Theservices which is provided to customers, if they need some improvement, management shouldensure development and improvement in its activities and services. Make sure, if customers arenot happy then it is not possible to sustain in the market (Madera, Dawson, Guchait, andBelarmino, 2017).Cost of operation-The cost of operation in hospitality industries is very high as it is noteasy to control the cost of operations for example cost of land, total cost of project, cost ofinfrastructure and many other charges which is very high. Marriott Hotel is located in London,which has high structure of tax as compared to other cities.Internal Weakness- Marriott Hotel has many internal weaknesses like resources are notadequate, they are not fully utilized, employees are unskilled as well as less knowledge. Propertraining is not given to them, and many other weaknesses too.Overemphasis on standardisation of services- Marriott Hotel is a system that gavehuge emphasis on standardisation of services which results in weak system of management.Performance of the employees as well as management both become pathetic.High Debt-Marriott Hotel is facing high debt as because the financial position of hotelsometimes become unstable in financial issues. When company gave its efforts in maintainingthe position stable, it increases the amount of debt and because of high ratio of debt, they arefacing declining in its market share (Yüksel, 2017).Backward in the field of information technology- Marriott Hotel is also facingbackwardness as they are not investing fund in the expansion of digitalization or advancetechnologies in the operations and functions. In the area of infrastructure, they are facingslowness as well.OpportunitiesMerger and Expansion-This is also one of the most outstanding opportunities forMarriott Hotel as by doing merger with another big hotel industry leads to development andgrowth of company.4
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