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International Hospitality Management Assignment

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Added on  2020-04-07

International Hospitality Management Assignment

   Added on 2020-04-07

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RUNNING HEAD: INTERNATIONAL HOSPITALITY MANAGEMENT1International HospitalityManagement Marriott Hotel West IndiaQuaySubmitted by:
International Hospitality Management Assignment_1
International Hospitality Management2ContentsBackground of the International Hotel Industry............................................................................3Background of the Hotel..............................................................................................................4SWOT Analysis............................................................................................................................4Strengths..................................................................................................................................5International Market leader...................................................................................................5Strong presence over social media and Internet...................................................................5Innovative Technology..........................................................................................................5Location based Advantage...................................................................................................5Weakness................................................................................................................................6Local market centric.............................................................................................................6Competition..........................................................................................................................6High standard.......................................................................................................................6Opportunities............................................................................................................................6Growth opportunities in emerging market.............................................................................6Implementation of technology based services......................................................................6Environment friendly strategy...............................................................................................7Threat.......................................................................................................................................7Entry of international hotel brands........................................................................................7Political and Economic unsteadiness....................................................................................7High fluctuation Rate............................................................................................................7Background of the Global Hotel and Tourism Industry in the emerging market...........................7India as an Emerging Market for Marriot West India Quay...........................................................8PEST Analysis.............................................................................................................................8
International Hospitality Management Assignment_2
International Hospitality Management3Political Environment................................................................................................................8Economic Environment............................................................................................................9Social.......................................................................................................................................9Technological...........................................................................................................................9Analysis of SWOT and PEST......................................................................................................9Porter’s generic strategies.........................................................................................................10Cost leadership strategy.........................................................................................................10Differentiation strategy...........................................................................................................10Ansoff Matrix..............................................................................................................................10Product development.............................................................................................................10Market Penetration.................................................................................................................11Market development...............................................................................................................11Nykiel’s fourteen growth options................................................................................................11Justification of strategy..............................................................................................................13Practical purpose of policy – 5 and 10 years ahead...................................................................14Conclusion.................................................................................................................................14References................................................................................................................................14Background of the International Hotel IndustryTourism industry plays an important role in contributing towards the global economy.The basic function of hospitality and tourism industry depends upon the customerrelationship and guests who works in coordination with each other. The internationalhotel industry is expected to grow at a fast pace in coming years. The industry isdeveloping at a fast pace creating opportunities not only in the local market but atinternational market as well. The hospitality market is important from the point of viewof Employment opportunities, growth and development. The global hotel industry
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International Hospitality Management4revenue in 2016 was predicted as $550 billion US dollars. The total amount of revenueearned by the industry in the year 2011 was worth $457 billion US dollars. Thisrepresents an increase in the revenue of almost $100 billion US dollars. There aremany countries emerging out to be beneficial from the business point of view. Thenumber of customers is expected to increase in the coming years. This indicates thatthe hotel industry will experience an immense growth in coming years creating withwidening opportunities. The hotel industry is doing explicitly well looking onto theexisting market state of affairs. This is effective in dealing with the existing marketsituation and to provide with diversified opportunities in the market (Andrew, Schmidgalland Damitio, 2007). With the changing business trends in the international market, bighotel chains are moving to Asian countries due to diverse business. In such a scenarioit is relevant to manage the opportunities in foreign nation. The change in lifestyle andincreasing business opportunities has accompanied in growth and development of thissector. In a decade this industry has witnessed tremendous changes. It is only possiblebecause of the business activities and responsibilities available in this sector for thepeople. This industry is been providing with employment opportunity. The advancementtoward Asian Countries is improving the overall scope hence helping in gaining marketcompetencies. Background of the Hotel The London Marriott Hotel, West India Quay is a magnificent 5-star hotel in London,England. The hotel is located at 22 Hertsmere Road, Canary Wharf supervising theWest India Quay Marina. The hotel is operated by the Marriott Hotels group,furthermore it has 301 rooms. The property is owned by the billionaire propertydeveloper John Christodoulou. The hotel is giving an enthralling experience to thecustomers due to its primary location in the heart of Canary Wharf. The rooms aredesigned to give a perfect setting to the business travellers and leisure activities. Theextravagance hotel provides all the amenities, like large room, mini-bar, flat screen TVand floor- to-ceiling windows. Interestingly there is a direct view to the LondonDockland. The hotel is providing with various amenities like a fitness centre for theguests and n supplementary amenities like: business centre, multipurpose event
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