INTERNATIONAL HOSPITALITY MANAGEMENT CONSULTANCY PROJECT

Explore the causes and effects of managerial challenges in the hospitality sector at Bedford Hotel. Analyze management theories, develop strategic plans, and enhance professional competencies for effective decision-making.

INTERNATIONAL HOSPITALITY MANAGEMENT
CONSULTANCY PROJECT
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Table of Contents
Introduction......................................................................................................................................3
1. Identify the causes and effects of a range of managerial challenges within the Hospitality
sector (use the organization)............................................................................................................4
2. Critically analyse management theory, analyse and interpret a variety of complex industry-
specific managerial issues and problems.......................................................................................10
3. Exercise initiative and take responsibility for the outcomes of their decision, or proposed
actions, and to evaluate the impact of these outcomes in a real-life context.................................16
4. Develop, apply and practice a range of professional competencies in the development of
management decision making and strategic planning...................................................................19
5. Present a strategic plan in professional oral and written formats..............................................22
Conclusion.....................................................................................................................................27
References......................................................................................................................................28
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Introduction
Different components have been used by the hospitality industries to manage its operations.
Management of hospitality is the element of the service industry that brings in more money and
placement opportunities for the people. The managers of the hospitality industry are educated in
customer service, human resource and business. They give an exceptional experience by
coordinating their guests and staff members. Several conventional and modern management
theories have been used by the hospitality industries.
The chosen organization for the report is a Bedford hotel which is situated on the waterfront in
Brighton, London. After becoming a component of the holiday tavern business, it has been
renamed as the Holiday Inn Brighton. With over 40 years of establishment, it served millions of
people in United Kingdom. Different management theories and principles have been explained
and critically analyzed in the project to plan a strategic plan for the organization.
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1. Identify the causes and effects of a range of managerial challenges within the Hospitality
sector (use the organization)
The industry of hospitality requires constituents from diverse conventional management theories
as well as finest practices based on the experience of industries. Various management theories
and practices by various theorists have been implemented by various hotels to manage their
operations. The hospitality management sector improved the productivity of employees together
with elevated quality (Walker and Walker 2016). The main focus of the Bedford hotels is to take
care of its customers. There are different hospitality managers in the Bedford hotels to convene
and go beyond the expectations of their guests by serving them high quality service. A
significant component of Bedford hotels is outstanding consumer services because it is the point
of creating a long lasting impression of their hotels on them. Tangible as well as intangible
services are provided to the consumers by them to make their travel extravagant and memorable.
Irrespective of the services performed by the hospitality management, there are several
challenges which are faced by the hospitality sector.
Due to huge number of staffs, managers, guests and so on, there are major challenges which are
faced by the Bedford hotels because of large man force. The industry of hospitality is a highly
manual labor exhaustive industry which requires working in harsh environment. The
environment of work within Bedford hotels includes generally long hours of working, repetitive
work, low control, unpredicted communications with guests, evening and night work and so on.
There are also problems with coordination of work since the work space of the hotel is large.
Various reports on hospitality industries determine the high stress level of the people working in
the hospitality sector (Van der Wagen and Goonetilleke 2015)
The managerial challenges and their causes and effects within the hospitality industries with
relation to Bedford hotels are as follows-
 Shortage of labor and skills- The main concern of Bedford hotels is magnetizing and
retaining a group of qualified workers. Different innovative strategies have been planned
by the professional to attract a team of skilled and talented workers. The man force
requirement in the hospitality sector is large due to which Bedford hotels require a large
team to interact and serve their guests. The different issues which contribute to the global
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challenge in the hospitality industries are low satisfaction of workers, low pay,
unfavorable environment long working hours and so on. The causes and their effects can
be elaborated as-
 Low satisfaction of workers- Since it is a universal rule that every person can’t be
satisfied. Every hospitality sectors fails to satisfy their workers who are the main
service providers to their consumers (Morden 2017). It is important for the hotels
to give their workers a favorable and stress free work environment. The
environment which includes long working hours with low wage rates basically
hampers the necessity of an employee.
 Lagging rate of wages- The wages provided to the employees may not satisfy
their basic requirements which in turn may lead to the reason of leaving their jobs.
The skill of workers also plays a vital role in determining their wages in the
policy of wages of Bedford hotels. The higher the skill and talent, higher are the
wages.
 Reputation of industries- The hospitality sector has not gained so much
prominence in the world. It has not earned enough reputation to come in top
career choices of students.
 Cost of construction- A large work space is involved in the hospitality sector, therefore
the cost of constructing and furnishing the work place involves high cost. The Bedford
hotel has a large working space and the cost involved in furnishing and constructing it is
also soaring. The building of the hotel impacts a consumer’s preference, therefore the
building should be eye pleasing which can attract and retain large number of guests. The
impact of high cost on constructions lead to the rise in price of the hotels which are
payable by the guests. The following strategies may be developed by the professionals to
make the effective use of construction costs-
 Evaluate the specifications of materials carefully to ensure that the materials
which are cost effective are used in the construction process.
 Ensure that the professionals equipped with the constructing process are highly
talented.
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 Ensure that the maximum area is used by them for maximum revenue
generation.
 Demographics change and its impact on trends of travel- Different groups of people are
served by the hospitality sector. The needs and expectations of all the consumers vary
according to their taste and preferences. The ongoing and recent changes in the
environment of demographics hold most important implications for the industry of
hospitality. The Bedford hotel needs to create and implement a strategy to address the
needs, desires and wants of the multi generations. The hoteliers should offer amenities
and designs to outfit to the needs of the diverse group of customers (Kandampully and et
al., 2015). The approaches which can be used by Bedford hotels to cater to the needs of
changing needs of consumers can be summarized as follows-
 The design adopted universally should include bright lights, lower beds, and
large space that are comfortable to the users.
 Different package tours which offer alternative choices to the groups of people
should be provided, to give them the best attractive and appealing experience.
 Modern and updated technology should be used by the hoteliers to satisfy their
consumer expectations.
 Honest feedback should be given to the consumers about the products and
services offered by the sector
 Travel consent restrictions- There are a lot of restrictions which are imposed on the
travelers to travel around the globe. Different kinds of permissions are required to move
from one country to another like work permits and visas. These security measures have
been implemented due to several terrorism attacks. The previous attacks were basically
on some architectures and hotels. It is necessary to restrict people coming from different
countries for the safety measures. The various strategies adopted by Bedford hotels for
their protection are as follows-
 Facial recognition
 Fingerprint readers
 Biometrics
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 Optical scans
 Verification of passports
 Cost of operations- The cost of operations is one of the major components which hinder
the functioning of the hotel industries. Different obligations such as penalties, taxes, staff
costs and so on constitute to be the operating costs for the hospitality sector. There is an
emerging challenge for the industries to balance their profits with the operating costs (Liu
and Atuahene-Gima 2018) The job of balancing the operating cost of Bedford hotels
should be on capable hands to minimize its costs. The different strategies which can be
adopted to control the cost of operations are as follows-
 Compliance with rules and regulations
 Low staff costs
 Minimized cost for customary activities
 Efficient use of resources
 Technology- To maximize their revenues, the hospitality industries needs to maintain and
upgrade as per the latest developments. The industries which do not adapt as per the latest
technology generally declines in the long run. Many of the properties of Bedford do not
take the benefit of advanced technology to maximize their returns (Lee and et al., 2017).
This is the reason why the outsourcing function is required by the hotel industries to
manage their major tasks. The significant factors which are involved are as follows-
 Different systems are required by the hotel industries to manage the complexity
of the hotel environment.
 Lack of awareness is also a major factor
 Difficulty regarding knowledge of technical experts
 Competitive environment- Since there is a huge growth in the hospitality industry, the
competition has also mounted. The managerial tension arises because of the expansion in
hotel industries. The profit element involved is high in the hospitality industries so it
attracts a large number of businessmen towards them. This creates an environment of
competition. The profit level of Bedford hotel gets down due to increased competition.
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The Bedford hotel tries to give best quality of products and services to attract and retain
large number of consumers. The culture of foodie peoples has a huge impact on the hotel
industries. The strategies which can be espoused to avoid the managerial issues are as
follows-
 Better consumer relationship
 Better quality of products and services
 Superior environment
 Low costs of operations
 Compliance with rules and regulations
 Production process amounts to large quantity of waste- The hospitality sectors involve a
large amount of production processes. Large man force is involved which amounts in
large wastage of raw materials used. The lack of coordination between staffs may be an
important cause of wastage. Bedford hotel tries to minimize the amount of waste
generated in the production process. But total elimination of waste is not possible, some
strategies may be implemented the Bedford hotel. The approaches towards waste
minimization are as follows-
 Utilization of resources
 Trained staffs
 Coordination between staffs
 Friendly environment
 Attracting and retaining valued customers- The major concern of Bedford hotel is
attracting loyal customers towards them due to intense competition (Hill and Alexander
2017). The quality of products and services served to the consumers should be high to
retain their customers. Bedford hotels try to give best services to their customers’ despite
of several challenges faced by them. The various approaches adopted by Bedford hotel to
attract customers towards them are as follows-
 Better quality services
 Several discount packages to loyal customers
 Better environment
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 Additional facilities to regular customers
 Availability of capital- There are several factors which affect the timings, availability and
amount of the capital. Since the hospitality industry involves a large amount of capital,
various sources have been used to accumulate it. Bedford hotel finance its operation from
several sources to meet its expenses which leads to high capital cost (Karatepe and
Karadas 2015). To minimize the cost of capital, it is necessary for the hospitality sector to
finance from the best sources. The approaches which can be implemented by Bedford’s
to minimize the challenge of high requirement of capital can be as follows-
 Financing from low cost sources
 Utilization of capital by best means
 Efficient capital flow
 Employee theft-Many organizations suffers a major loss by employee thefts. The process
of recruitment of employee should be tightened so as to minimize the amount of theft by
them. Proper elimination is not possible due to large workforce and every person cannot
be questioned by the hotel managers. Proper training should be given to employees to
cultivate moral values in them. Bedford hotel tries to give adequate training to their
employees. The various methods which can be used by Bedford hotels to minimize the
theft of employees are as follows-
 Proper training program
 Employee developments
 Cultivating their moral values
 Adequate working facilities
By considering the above factors, the managerial challenges can be overcome by the
Bedford hotels. The causes and effects of each issue should be analyzed properly to
understand the overall environment of the hospitality industry. Various management
programmes on hotel industries can also help the Bedford hotel to learn the management
practices.
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2. Critically analyse management theory, analyse and interpret a variety of complex
industry- specific managerial issues and problems.
Hospitality encompasses a wide variety of actions ranging from accommodations to dining. It
includes the entertainment part too. The hospitality management has the task to oversee the
administrative duty. It has to ensure that the hotel is adhering to the rules and regulations of the
state. The manger should have a knack to entertain the guest and provide them satisfaction which
is required for them. There are a range of management theories for the industry:
Authoritarian, Democratic and Laissez Faire Leadership
In authoritarian leadership all the decision is taken by the top management and the
subordinates have no control and decision making power in the organisation. The policies,
procedures, goals and objectives all is set by the management. The employees just need to follow
it. They do not have a say in the operations of the business (Bertsch et al., 2017). The leaders of
the organisation take the decision independently without any discussion with the other
employees working. The authoritarian leadership is beneficial when the decision is to be taken
urgently. With the discussions the decision is delayed. In a hotel industry where the guests are
given the utmost importance, there cannot be any negligence in executing the duties.
Authoritarian leadership will be desirable in the Bedford Hotels when the decision of throwing or
making someone leave the hotel premises because of the misconduct. The leader has the
authority to take the decision without channeling a meeting.
Democratic Leadership is the exact opposite of the autocratic leadership. In this the
management wants to share the responsibilities and decision making power with the other
employees in the industry. In a hotel industry, where a lot of employees are working there is a
need of decentralization of authority as all the decision cannot be taken by the top managers
(Khuong and Hoang, 2015). For example, when, the decision of employing more staff for a
specific event. Bedford hotel is taken into consideration this is not a decision which needs the
guidance of the top management. The top management is not needed for the everyday thing. In
democratic leadership the opinions is discussed and given importance to. It gains the employees
confidence in the organization and makes them feel a part of the organisation.
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Laissez-Faire Leadership is well known as delegative leadership. In this the leaders let the
group members to take the decision and do not interfere in that. It turns over the control to the
other team members (Kalargyrou and Costen 2017). In this the employees need to be self-
motivated as they have to solve the problems that arise in the decision making process. It has
little use in the hotel industry as it leads to low productivity of the group members.
Herzberg’s hygiene and motivational theory
The theory was given by Fredrick Herzberg and his colleagues. They have examined that there
are goals that are needed to be achieved and some are undesirable which should be avoided. It
has revealed that there are some characteristics that are needed when a job is taken which would
provide the satisfaction and some factors are associated with dissatisfaction (De Vito et al.,
2018). It is divided into two set which are:
Maintenance or hygiene factor- There are an approximate of ten factors which are not in built
in the job characteristics but is very much related for the performance of the job. Factors such as,
interpersonal relations, working conditions, company policies, statuses etc. are essential for the
motivation (Holston-Okae and Mushi 2018). It is defined as the physiological needs that the
employees want. In the hotel industry a need of structured pay and security of the job is given the
utmost importance.
Motivational factor – The factors do have a positive impact on the functionality of the
employees in the business. It has been stated by Herzberg that the hygiene factors cannot be
considered as the motivational factors (Yeboah, and Abdulai, 2016). The motivational factors
have to yield a positive satisfaction to the employees. The factors are recognition, achievement,
responsibility, growth, advancement, etc. When there is an increase in these factors it results in
positive satisfaction level in the employees’ performance. It has been sated that these will
increase the satisfaction but it will not affect the satisfaction when the factors decrease.
It has always been discussed and examined that the dissatisfaction is eliminated when the work
matches the skill set of the employees and create a peaceful working environment to indulge in.
Maslow Hierarchy of Needs
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Maslow’s hierarchy of needs is a theory of motivation in the field of psychology which
comprises of five levels of the human needs. It has always been stated that there are certain needs
which are to be conceived first than the others (Lee et al., 2015). The basic need of any
organisation or person is to survive in the business or economy.
According to Maslow, the individuals first have to satisfy the low level needs before proceeding
to the higher level. It has been clarified that is not all or none process. The false expression of
that there need to be hundred percent satisfactions is dismissed. It have been clearly assessed that
when the need is more or less met, it will go up to the next level. The growth continues and with
every step it becomes stronger. The hierarchy of the five stage model is:
Physiological needs- The biological necessity for the survival in the world, i.e. air, water, food,
shelter, sleep, clothing, etc. So these are to be satisfied or rendered firstly before any other
conditions. It is by these conditions a normal body can function in the world. It is always been
regarded that that physiological needs are the most important to be met.
Safety needs- the needs for protection, security, law and order, stability in life, freedom, etc. are
to be fulfilled after the physiological needs. When a person is secured it has the ability to
perform its best for the business. The job safety, family security develops the person to perform
and execute its duties in a more simple way.
Love and belongingness needs- The social needs a person has the feeling of belongingness to a
place and environment. For the employees working in the hotel industry when they feel that the
other employees appreciate the work and they develop a friendship it gives them the sense of
affection. The need of relation motivates the employees to work hard and be more dedicated
towards work.
Esteem needs- they are of two type’s internal and external esteems. Internal esteems are self-
respect, confidence, competence and achievement. The external esteems are recognition, status,
power and attention (Moradi et al., 2015). Maslow has indicated that the need of respect and
appreciation in the workplace is the most significant things that are needed to be catered. When
the employees are given the dignity for their job they are motivated to work hard.
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Self-actualization needs- This is the urge of being what one is capable of becoming. It includes
the growth and contentment a person have while performing the duties in the job. The desire of
becoming more and gaining more knowledge in the work process is important for expanding the
horizon of the employees. It is the need which is insatiable. One cannot be satisfied as it wants
more always. The opportunity to grow more in the work place is much needed for the employees.
Maslow wanted to know the determinants which motivate the people to work hard. It is when
one need is fulfilled the person wants to fulfill another (Conley, 2017). As in the hospitality
sector it is important for them to understand the need of its consumers and employees to work in
the long run. It tends to add to the success of the organisation when the needs is optimized and
understood.
Total Quality Management
It is an approach taken by the company to enable the ability to increase the market share and the
price advantage. Total quality management is defined as the as a management process which is
focused on the employees and the continuous development of them. It is the approach in which
there is the concept of continuous development of every employee in the business (Obeidat et al.,
2016). It has the mutual cooperation of the people in the company and has the involvement of the
stakeholders in the organisation.
In the hospitality sector, the focus is on the uninterrupted enhancement of the products and
services of the guests. Only when the guests in the hotel are satisfied with the improved quality
of service provided to them, they will be able to have belief in the organisation. The hotels have
incorporated it long ago that the quality and service in interconnected (Farrington et al., 2017). It
has the approach which has enabled them to equip more about the organisation and its working.
When the company believes in the quality and improvement then only it is able to achieve the
target set by them. Enhancing customer service and satisfaction is the core of the hospitality
sector. It is only possible when all the team work towards it. All the functional department need
to work together as there is tough competition.
Managerial Issues and Problems
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In the hospitality industry there will be issues in its operation. As the management of a hotel is
not an easy task to accomplish. There are a wide range of factors to take into account for the
business to succeed in the long run. The main issues and problems are the following:
Difficulty in energy management- For Bedford hotel there will always be a difficulty in the
management of the energy and renewable resources. It has always been perceived that the
electricity used in the premises is huge. The carbon emission generated by the hotel is rising at
an alerting rate (Molina-Azorín et al., 2015). There is a need of the eco friendly resources to be
used to cut down the price and save the energy. There is a need to shut down the appliances in
order to reduce the electricity consumption. The problem needs to be addressed in a limited time
to reduce the cost of the electricity used by them.
High Competition- The hotel industry is very blooming. The demand for the accommodation is
increasing, as the tourism is growing. With that growth there will also be a rise in the hotel
providing the accommodation facility. Bedford attracts a lot of tourists but it has to face a stiff
completion from the other hotels (Li et al., 2016). The competitive price range and facilities
provided by the hotels is almost the same. Bedford has to face the high competitiveness in the
business.
Hygiene problem- A proper hygienic condition is a must for the hotels to meet. When the
accommodation and the premise of the hotel is odor free and clean and even eco friendly it will
satisfy the needs of the customer. The hotel has to maintain the hygienic condition al around the
clock. The Bedford hotel has the appropriate staff to maintain the cleanliness of the place for the
accommodation to be fit for stay for the guests. But with the competition there is always to be
better to make the guests attract more to Bedford and not to any other hotel.
Lack of transportation facility- the problem of transportation in the city hampers the growth of
the hotel industry. When the hotels are providing the guests with the transportation all around the
clock, it makes the guests be satisfied with the services rendered. Bedford hotel is providing
transportation to its guests, but the problem at times arises because of the lack of transport
availability. The issue is there when the guests have to travel to remote places where there is
difficulty in travelling.
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Lack of productivity of managers and chefs- The hotel industry will only work when the
mangers are able to perform the duties well. There will be growth in the sector when there is a
recruitment of the right person at the right job. For the Bedford hotel, the right employment of
the chefs and mangers is needed. It is not that all the chefs are not appropriate but few do lack in
skills. There need to be continuous training to develop and improve the skill set.
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3. Exercise initiative and take responsibility for the outcomes of their decision, or proposed
actions, and to evaluate the impact of these outcomes in a real-life context.
According to Coelen and Gehrels, (2018), business practices are policies and methods
implemented by the company. This must be followed by all the employees of the organization to
achieve the company’s goals and objectives. Every organization has a certain mission. Effective
business practices help them to attain the goal successfully. Business practices cannot be static. It
needs to be changed time to time according to the market trends and customer expectations.
Bedford Hotels has initiated changes in the business practices to address the above-mentioned
managerial problems of the hotel.
Proper planning of the Action- The first important thing is to set a goal for the company. The
business owner of the Bedford hotels has set up guidelines and the objectives of the business. As
soon as the objectives were set, all the employees of the organization were informed about the
changes in the business practice. Burke, (2017) opined, employees are the most valuable
resource of the company. They must have all the details of the organization so that they work
effectively and accomplish the goals. This is how; the company was able to meet the
expectations of the customers by providing the best quality foods, amenities and customer
support.
Best Communication Breakdown- When the changes are made in the business, every employee
must have information about it. That is why; a proper communication channel is needed. The
managers of Bedford hotel was able to communicate effectively with all the members of the
hotel. The queries of all the employees were answered. The leaders explained the employees why
the change was mandatory, the benefits of the business practices and the effects of the changed
policies. When managers deal with the employees personally, they are more motivated and
committed to their work (Hayes, 2018). Bedford hotel was dealing with a complaint about
cleanliness. The changes in the business practice with effective communication were able to
resolve the issue and provide 100% customer satisfaction.
Identifying the business failed operations- It is very important to identify the problems and the
issues faced by the organization. There can be solutions only after the problems are analyzed and
examined. Bedford hotel was having transportation issues for a long time. The hotel is situated in
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a remote location. There were not enough public transport and the parking area was too small.
The managers and the leaders of the hotel identified these issues and recommended changes to
make the customers happy and satisfied. Now, there is 24*7 cab facility from major pick up
points like airports and tourist destinations. These changes in the business practices have
improved the issues of the concerned areas.
Implementation of Latest Trend of Technologies- Pearson, (2017) opined, hotel industries
need to continuously make changes to satisfy the changing preferences of the customers. This is
why technological innovation is important. The policies of the business practice also included
new technological developments. The Wi-Fi infrastructure was improved so that hotel guests can
connect to the internet seamlessly without any intervention. As five star hotels are highly
preferred by businessmen for business and leisure purpose, there should be a proper conference
room with all the facilities. The business operators of Bedford Hotel offered audio visual and
digital equipment to meet up with all the expectations of the clients.
Training the employees- Several training programs must be initiated by the company so that
there is no negligence and incompetency from the employee’s part. When hotel industry is
concerned, it is very important to get positive feedbacks from the clients (Chen et al., 2017).
The leaders of Bedford Hotel made changes in the training programs and incorporated new
training techniques to make them proficient. Few of the new training schemes initiated by the
hotel for the employees were Total Quality Management (TQM), process familiarization, simple
problem-solving techniques and quality circle concepts. Even managers and top executives went
through rigorous training for smooth functioning of the business.
Constantly assess and review- García-Lillo et al., (2016) said, it is essential to constantly
monitor the performances of the employees and check whether the changed business policies are
effectively practiced. This is how the organization will come to know about the loopholes and
make improvements accordingly. After constant assessment, Bedford hotel found out that the
chef of the hotel was not performing up to the mark. After the evaluation, the chef made changes
to suit the requirements of the clients.
The impact on the business performance for the proposed changes
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Due to the proposed changes in the business policies, Bedford Hotel was able to generate profit
and earn revenues significantly. Hotel industry is a booming industry and there is always a stiff
competition. It is important for every hotel to offer the best service and perfect accommodation
for the travelers and entrepreneurs. Due to the change in the business practice, the employees
could comprehend the targeted goals and objectives of the hotel (Balanon et al., 2017).
Accordingly, they have changed their ideas and designed strategies to accomplish the specified
goals. For example, Bedford Hotel addressed the energy management difficulties effectively by
creating voltage optimization that minimized the energy consumption. Bedford Hotel has also
invested on renewable and eco-friendly resources. Tourists now highly prefer environment-
friendly hotel rooms. This is how the hotel received positive feedbacks from the customers. The
employees of the Bedford Hotel went through effective training programs. As a result their
performances have also improved. The chefs, room service operators, receptionists delivered
productive and efficient results for constant training and evaluation of the performances. Further
they also worked with vigor to get additional benefits like incentives and promotion which was
also included in the business practice. In the words of Ryan, (2015), effective business practice
can be done when there is complete commitment and dedication towards the work. The staffs
and the managers of Bedford Hotel followed the rules of the business practice and achieved
positive results. Lastly, due to technological innovation, the customers were highly satisfied with
the new changes like mobile communication and automation, NFC technology and smart key
rooms. This helped the hotel to get positive response from the clients that generated maximum
profit.
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4. Develop, apply and practice a range of professional competencies in the development of
management decision making and strategic planning.
Hotel Industry constantly faces stiff competition. For this reason, the employees and the
managers of the hotel industry must be professionally competent to meet the demands of the
clients. Every individual needs to have certain skills to qualify for a job role. The employees of a
hotel need to have effective communication skill, problem-solving skill, IT and customer service
skills (Ozturen et al., 2017). With the help of these skills, the employees can perform efficiently
and make proper decision for the success of the organization. However, even with proficient
employees, hotel industry faces a lot of issues. The industry needs to make changes on several
areas to deal with the clients positively. The set of recommendations for effective management in
a hotel industry are illustrated below-
Mission and Vision- Every industry has a particular mission. Without a defined goal, there will
be no commitment towards work. The first and foremost strategy that Bedford Hotel needs to
adopt is to design a strategic planning and a company goal. As soon as the planning is done, it
needs to be conveyed to all the members of the organization. The staffs should be aware of their
roles and responsibilities. They should be guided and monitored effectively to achieve the
targeted goals.
Short-term goals- Short-term goal is important for the development of management decision-
making and strategic planning. Short-term goals refer to the immediate needs and changes to
enhance profit (Pearson, 2017). Bedford Hotel must incorporate short-term goals to work
effectively. Hotel faces a lot of trivial issues like no bathtub, the demise of clock radio, not
enough outlets, no local papers and high price of breakfast. These issues must be addressed
immediately so that every client is satisfied with the services offered by a hotel. The
housekeeping department of Bedford Hotel must be more conscious and serious about their job.
They should regularly change the bed sheets and pillow covers, put things in a proper place,
provide enough tissue papers, clean the rooms and the bathrooms so that there is no complaint
from the guest’s end. These are minor issues that hotels often neglect.
Long-term goals- Long-term goals are set by the topmost executives of a hotel industry. Long-
term goals are objectives set to earn profit in future (García-Lillo et al., 2018). Short-term goals
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help to achieve the long-term goals of a company. Long-term goals are revenue goals, customer
service goals, employee appreciation goal and website traffic goal.
 Revenue Goals- Bedford Hotel must work efficiently to double the revenue by the end of the
year to achieve revenue goals. This revenue goal can be achieved by implementing planning
and executing it effectively.
 Customer service goals- According to the words of Kandampully et al., (2018), customer
service goal refers to positive response and feedback from the customers. Thus, Bedford
Hotel must make sure that their services satisfy the customers so that they write positive
reviews on the company website. These services can be keeping the room clean, providing
easy payment facilities, be friendly and outgoing and addressing the problems of the
customers. Bedford Hotel must also ensure security to its customers. The hotel must ascertain
that there is no crime, theft, robbery, credit card fraud, cyber crime issues, sexual abuse or
racial discrimination. The customers must feel safe in the hotel with no risk of food
poisoning.
 Employee Appreciation Goals- Long-term goal can be achieved by appreciating the work
of the employees. Employees are the backbone of an organization. If they are not motivated
or committed towards the work, the result delivered by them will be unproductive(Coelen
and Gehrels, 2018). The employees of a hotel need to be very efficient because they deal
with the customers 24*7. The best employee award in a year can boost the performance of
the employees. They will be more interested towards their job and work efficiently to get
appreciation and the benefits. In this way, they will contribute more towards the organization.
On the other hand, in short-term goal the employees are provided incentives and benefits
every month (Xiang et al., 2018). Thus, both short-term as well as long-term goal enhances
the productivity of the work. Moreover, a continuous evaluation will make the employees
understand their flaws and they can make improvements accordingly. Bedford hotel must
also provide customized training and professional development to get the best from the
employees. The HR department of the Bedford hotel must recruit skilled and competent
expertise.
 Community Outreach Goals- Coelen and Gehrels, (2018) stated, a long-term goal can be
achieved by creating a positive image of the company. Bedford hotel must make sure that
every client is satisfied with their services. Moreover, the hotel can also organize refreshing
20

events entertainment programs to make the clients happy. Additionally Bedford Hotel can
also organize annual charity events to reach out to the community.
 Website Traffic Goals- Website traffic goal can be achieved by increasing the traffic of the
company’s site by 60% at the end of the fiscal year (Zwaal and Otting, 2015). This can be
done by proper marketing strategies like advertisements, public relations and sales
promotion. There should be consultant who will look after the website on a daily basis.
Marketing Strategies
According to García-Lillo et al., (2018), a recent survey revealed that most of the hotels follow
old marketing strategies. Bedford Hotel must utilize the online technology like social media
platform and digital marketing to reach out to the clients globally. The deals and discounts
provided by the hotel must reach out to the targeted clients. The managers and the leaders of the
hotel need to design effective marketing strategies to reach out to the clients.
21

5. Present a strategic plan in professional oral and written formats
Defining the mission
The mission of Bedford is “Exclusive Experience for Exceptional people”. It has the mission to
provide the community with a good hospitality service. The company is normally a 3-star hotel
and the chief mission is to offer the customers with a amusing stay and a first class food service.
The company is dedicated to nonstop developments and making changes every day and serving
the clients with the finest quality (Viken and Granås, 2016). The guiding principles of the hotel
are to astonish the clients with the aptitude to foresee and fulfil the requirements of the
customers. It also has the endeavour to turn into the best in the area and wishes to be an
pioneering leader in the magnificence of hospitality industry. It also aspires to perk up the
excellence of the products and amenities to gain multi generational customers. The hotel aims to
amuse the workforce with a compassionate and motivated environment for all to generate a
perfect teamwork. The company maintains the reliability, equality and the integrity of all the
internal and external relations. The main aim of the concern is to uphold a ideal relationship with
the clients and the colleagues.
Evaluation of internal and external environment
SWOT stands for the strengths, weaknesses, opportunities and threats. To evaluate the internal
and the external analysis of the company the SWOT analysis have to be performed. It also helps
to identify the performance that match up to the basics the company identifies (Bull et al.,
2016.). By using this method, the company can improve of any situations that arise suddenly and
reduce the probable expansions that negatively affect the business operations.
Strengths
 Relatively lower prices of the services
 1st class food service
 Uniqueness of the location
 Excellent accessibility
 Availability of many leisure activities
 Excellent Business services
Weaknesses
 Shortage of labour
 High cost of construction
 Change in demographics
 Increase in business restrictions
 Increased cost of operations
 Outdated Technology
22

 High quality of service
 Renowned
 Competitive Environment
 Employee thefts
Opportunities
 Planned investment in the
surrounding areas
 Paris attracts huge number of tourists
every year
 Changes in gender and age
differences attracts more customers
 Perfect climate of the place
 Increased globalization
 High demands of quality and highly
valued service
Threats
 Lack of labour
 Increased cost of human capital
 Increased black market conditions
and a threat to working conditions
 Political unrests and terrorism
 Changing trend of the markets where
customers prefer cheap lodgings and
fast food
PESTLE is used to determine the macroeconomic factors that affect the operations of the
company (Newton, 2014). This include the political, economic, social, technological legal and
environmental.
Political Recent terrorist attacks have affected very badly to the growth of the company as
very few of the customers come to Paris. However increase in the employment
factors has helped to increase in the growth of the company. There are a lot of
laws that have been implemented and this has barred the free movements and the
flexibility of the hotel operations (Bowie et al., 2016).
Economic Unemployment has increased the overall income of the region and this has
increased in the more of sales. Decreases in the exchange rates have increased the
arrival of more international clients and the decrease in the accommodation taxes
has increased the demand and supply of the hotel.
Social Some of the social factor that have affected the growth of the company are the
changing lifestyle of the people. The hotel has the old heritage touch but lacks
some of the trendy services that have changed the number of young clients that
used to come before. Even the social classes have affected as most of the rich
23

businesspersons have been conducting recent business meetings and the middle
classes people could not afford the price rises for this reasons.
Technological The hotel lacks most of he newest technologies that the modern hotels must have
to survive in the market. Due to the lack of technologies the employees still have
to depend on the primitive techniques of business operations.
Legal Legal changes have not affected much in the operations of the company. Only
some legal changes regarding the consumer laws and copyrights have barred the
company to implement new ideas.
Environmental The hotel is socially responsible and it treats its waste products very carefully and
thus helps to maintain a beautiful surroundings. Moreover, the French
government have introduced laws to safeguard the environment. Climate has
preferred the growth of the hotel.
Setting organisational goals and objectives
Technologies: The Company must take steps to develop the technologies and bring itself back to
the modern trend of the market. It is not such that the hotel cannot maintain its heritages if the
company introduces new technologies in the operations of the company. Moreover, it would help
in the development of the company as well as make the operations flexible. Cloud Computing
and email marketing can be introduced by the hotel to achieve that position in the market from
where it can expand.
Labour: Increase in the different posts inside the organization will automatically increase the
need for more human capital. Even technological advancements will also help to increase the
human capital as new people will be needed to operate these products. The company can also
introduce skill trainings for the low cost labours, recruit them, and allot them with different
works.
High Cost: Paris is a very costly area, however to develop the hotel the company must also need
to construct and expand (Walker and Walker, 2017). The managers of the concern must look for
better suppliers of the raw materials and decrease the cost of labours. The company can also
reduce the overhead costs so that they can spend that money in the constructions of new wings or
renovate the hotel.
24

Increase in business restrictions: This problem can be solved by consulting with different
advisors and tax offices that will help to find out ways to carry on business even after these
restricts are implemented.
Competitive environment: The Company can implement innovative ideas with the help of
experienced managers or innovators and develop newer marketing tactics to dominate over the
competitors.
Developing strategies and tactics
 Better teamwork
 Better Technology
 Advanced Services
 Increased transport facilities
 Adopting services according to change of trend
 Research and development of the products
 Renovations
 Decrease in prices
 Decrease in Costs of suppliers and labour
25

Execution
Main activities that were
undertaken
1-2
weeks
3-4
weeks
5-6
weeks
7-8
weeks
9-12
weeks
13-15
weeks
Choosing the research topic 
Undertaking derived data
assortments
 
Formation of the design of the
study

Literature review   
Research graph improvement  
Choice of the methods that
will be necessary for finishing
the research
 
Gathering of main data  
Finding the information that
has been collected and
understanding it
 
Writing a conclusion 
Rough outline formation 
Submitting the research 
Figure 1: Gantt Chart
(Source: Created by the author)
26

Conclusion
From the above study the causes have been identified and the effects of managerial challenged
have been highlighted. There was an analysis of management theory and a variety of complex
management problems and issues. It has also been highlighted how to take responsibility for the
outcomes of the decisions and actions and how it affects in the real life context. Moreover, a
range of professional competencies in the development of management decision making and
strategic planning is highlighted. Lastly, a strategic plan in professional oral and written formats
is also presented.
27

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