International Hospitality Management Report

International Hospitality
Management
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
SWOT analysis of Marriott Hotel West India Quay ...................................................................3
PEST analysis for emerging market(Sri Lanka)..........................................................................4
Porters five forces analysis of emerging market(Sri Lanka).......................................................7
Market growth strategy for hotel.................................................................................................8
Implementation of strategy........................................................................................................10
Conclusion.....................................................................................................................................11
Recommendations..........................................................................................................................11
References......................................................................................................................................13
Appendices.....................................................................................................................................15
Porter’s Five Forces Analysis........................................................................................................15
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INTRODUCTION
International hospitality management is termed as managing a hotel or an event by
managing activities effectively and there by increasing experience of customer. Marriott hotel
west India Quay is leading organisation in the hospitality industry of London. The hotel
constitutes huegly to economic growth of UK. The organisation has popularity among its
consumers and have good brand image. Hotel is seeking for expanding its business in one of
emerging market of world. Present report covers Swot analysis of the Marriott hotel west India
quay to find out the strength opportunities and weaknesses and threats of the business entity.
Pestle and porters five forces analysis of Sri Lanka for hotel has been explained. Further more,
business and market growth strategy for the organisation is also illustrated. Moreover ,
implementation of best suitable strategy for hotel to expand its business in Sri Lanka has been
explained. Lastly recommendation and proper action plan which is to be followed by hotel is
illustrated.
TASK 1
SWOT analysis of Marriott Hotel West India Quay
Marriott hotel West India quay is leading hospitality organisation of London UK. It has
its branches in more than 122 countries (Mok, Sparks and Kadampully, 2013). Hotels has
reported revenue of $17 billion in the year 2016. Organisation has its headquarter in Maryland
US. It has approximately 6000 properties in 110 territories in world. The hotel provides stylish
guest rooms and best facilities to customers . It is one of the largest hotel in hospitality industry
globally. The organisation has many opportunities and weakness which can be identified using
SWOT analysis of Marriott Hotel.
SWOT analysis of hotel : SWOT analysis is a tool used to determine current market
opportunities and threats for an organisation. Following is the SWOT analysis of hotel:
Strengths: Marriott hotel west India quay is having reputed position in market and the brand is
very popular globally. The hotel has ability to gain position in local market. It has popular
brand image and organisation is famous among its customers. Organisation' internal control
system is very effective and well organised. The hotel use effective leadership style and have
skilled management staff. Its positive image and popularity makes it able to provide services
according to expectation of customers. Hotel is continuously implementing innovation and
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technical development in order to improve customer satisfaction . It has strong employee base
and having 200000 staff members worldwide. Hotel is upgrading its business constantly and
attaining good customer base. Further the strength of the firm is that it have highly skilled
employees who make innovative product and deliver high quality services to their customers.
Employee were provided training and development facility due to which there skills get
upgraded and they serve quality products. Further firm also motivates it employees which help in
increasing the productivity as well as profitability.
Weaknesses: The hotel does not concentrate on people who have middle class lifestyle and
cannot afford high priced hotels (Galliers and Leidner, 2014). Hotel provides service only for
people who have business class. The organization is ignoring need and expectation of middle
class customers. Due to this reason they are working in limited market and only with business
class people. The hotel is not able to diversified it services and due to that management is unable
to focus on needs of customers. Global expansion is also the weakness of the hotel. Due to
unavailability of advanced technology, firm need to pay high cost to employees. Along with this,
there are many competitor in market who sale same type of products and services at lower price.
Due to this reason firm unable to make huge profit by selling its products and services.
Opportunity: Marriott hotel is operating its business in more than 110 countries. The
management of hotel is bale to attain loyalty and trust for brand. Organisation has the
opportunity to get more revenue and profits (Dinnie, 2015). Operating in many countries is
giving opportunities to hotel to grow it business and revenue. Organisation is implementing
innovation in its services which is attracting customers towards it. Marriott is operating its
business in eco friendly manner. Organisation is also following sustainable development of its
business. It is creating opportunities for hotel to enhance it business. Marriott is currently
providing services for business class people and for tourist which is giving organisation and
opportunity to expand it business. Marriott hotel can adopt new technology so that it can reduce
the cost of production and deliver quality services to their customers
Threats: Terrorism in world and corruption politics is a big threat for its business activities.
Continuously increasing new organisations in market is also creating threat to the Marriott hotel
west India quay. For example Hilton hotel , Hotel Langham and star wood Hotel are present
competitors of Marriott hotel. Several international brands are also entering in market and these
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