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International Hospitality Management: PDF

   

Added on  2021-01-01

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INTERNATIONALHOSPITALITYMANAGEMENT

TABLE OF CONTENT INTRODUCTION ..........................................................................................................................3A. SWOT analysis of Crown Plaza hotel ........................................................................................3B. Analysis of emerging market for Crown Plaza hotel through PESTLE analysis .......................5C. Porters generic growth strategies ...............................................................................................7CONCLUSION .............................................................................................................................10REFERENCES .............................................................................................................................11APPENDIX ...................................................................................................................................13

INTRODUCTION International hospitality management is defined as the strategy to understand the scopeand framework of hospitality services in context of international markets without restrictingscope of services to any single economy. Hospitality organisations aim at providing food, loungeand accommodation services to their guests. The globalisation and technology has promoted theconcept and trend of international hospitality. The need and preferences of consumers have greatdiversity and thus it becomes very essential for the international hospitality groups to useappropriate management strategies. International hospitality management techniques not onlyhelp hospitality groups to explore the growth opportunities in the international market but alsoidentify various challenges and factors which can affect the performance and growth of thehospitality organisations internationally (Ryan, 2015). The report will analyse the concepts andstrategies of hospitality management in context of international market. It will evaluate theSWOT analysis of Crown Plaza hotel which is situated in Royal Victoria Dock. International hospitality management is essential to study because with increasing trendsof globalisation people are finding it easy and necessary to explore different corners of worldinstead of restricting their activities to any single geographical location. The global movement ofpeople demands needs of hospitality services which can meet the needs and expectations ofdiversified culture and people. Hence, concepts of international hospitality aims to develop anunderstanding of marketing and management trends which can understand the variations ininternational context. The document will discuss the emerging market for the development of Crown Plazahotel and various factors which can affect the international operational activities of theorganisation. It will conduct PESTLE analysis of the organisation to evaluate business growthanalysis in the suggested emerging market. In the broad marketing environment provided byinternational hospitality the hospitality organisations can use various growth and developmentstrategies. The report will discuss the Porter’s growth strategies and approaches such as Ansoffmatrix and fourteen growth strategies of Nykiel which can be used by Crown Plaza hotel.

A. SWOT analysis of Crown Plaza hotel Crown Plaza hotel is well known multinational chain of hotels which provides itsservices in different countries. At present the organisation is operating in around 52 countriesand has more than 400 hotels. The organisation is part of the well recognised brand name ofInterContinental Hotel groups. The SWOT analysis of the organisation is as follows: Strength:Royal Victoria Dock Crown Plaza hotel (R.V.D Crown plaza hotel) has strong brandpresence and popularity among consumers. The great response of customers towards brandmakes it very easy for the hospitality organisation to promote its services and products. TheR.V.D Crown plaza hotel marks strong presence in global market. Currently it owns hugenumber of hotels and thus it helps to improve customer loyalty towards hotel. When organisationhas such huge size then it is also easy for the hospitality organisation to manage its resources(Sigala, 2017). With easy availability of the resources R.V.D Crown plaza hotel can create andmanage its new market effectively and can sustain its position among competitors. Theorganisation has been providing its hospitality services from long time and thus the high standardof quality and trust helps to expand its services across global boundaries. In parent country UKthe hospitality chain has earned huge response and customer loyalty. It also encourages andinspires the consumers in other global locations to consider and accept the existence of CrownPlaza hotel. Weakness: The biggest drawback which restricts the organisation to achieve same level of success indifferent parts of globe is innovation. R.V.D Crown plaza hotel is still using outdated technologysuch as offline booking management system and payment in cash only. For instance thecompetitive hospitality institutes are exploring rapid innovations in product and servicedevelopment. The outdated technology affects the performance of the organisation. Most of thehospitality organisations are diversifying their services and are focusing on different productlines for targeting royal as well as common people (Raj and Griffin, 2015). On the other handR.V.D Crown plaza hotel is not making any attempt to innovate its services. The marketingstrategy followed by the hotel is also not innovative and influential. It can give competitive

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