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Pestle and Swot Analysis of Intercontinental Hotel

   

Added on  2020-10-22

14 Pages4086 Words218 Views
The ContemporaryHospitalityIndustry

Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................1TASK 2............................................................................................................................................4P4. Range of various operational roles within hospitality industry........................................4P5. Skills require for the role in hospitality industry and current skill shortage....................5D2 Impact of skill gap on the industry and solution for this..................................................6TASK 3............................................................................................................................................6P6. PESTLE analysis which affect the development of hotel within hospitality industry.....6P7. SWOT analysis for IHG...................................................................................................7D3. External factor impact on the current and potential trends..............................................8TASK 4............................................................................................................................................8P8. Implication of current and potential trends in hospitality industry..................................8M5. Evaluation of ability of IHG to meet current trends.......................................................9CONCLUSION................................................................................................................................9REFERENCES..............................................................................................................................11

INTRODUCTIONHospitality industry wider business group which provides various kinds services to thecustomers. This is a broad category of service industry which provides the different services likefood services, travel and tourism and accommodations in places such as hotels, resorts,conference centres and amusement. To better understand this concept Intercontinental HotelsGroup is being selected for this present report. There are various types of business withinhospitality industry and diverse products and services which is being explained in this report.The operational and functional departments within hospitality business, is being explained in thisproject. As this business make share in the growth of economies is discussed in this report. Arange of various operational roles and skill required for roles and shortage in current skills inexplained in this report. The PESTLE and SWOT analysis for selected organisation is beingundertaken in this report. Apart from this, implication of current and potential trend in hospitalityindustry is being discussed in this report.TASK 1Hospitality industry is wider business which focuses on the satisfaction of customers andproviding specific experience to them. This is a completely service base industry so betterservice organisation will provide more customer satisfaction will be there. There are differenthospitality sectors which are described as below:Accommodation is a broad sector of hospitality industry which ranges from bed andbreakfast and hotels to other facilities which offers lodging services. In today's environmentcomplete focus is being made these days to improve the lodging experience for people travellingaround world. As IHG hotels is trying to give its best in order to provide better experience to thecustomers (Bharwani and Butt, 2012). The diverse product and service of hotels are such asgreen promotional products, concierge, spa and wellness services, housekeeping and other roomservices etc. Restaurants is another business category of hospitality which comes under the Foodand beverages sector. Apart from restaurant, Food and beverage industry includes the fast food,takeaway, transport catering and licensed trade etc. The restaurant which feature course meals,drinks and other food services. As there is full range of service restaurant which starting fromfine dining to theme dining.1

The diverse services provided by the restaurant are the serving food at table to customers,delivering food at door step, buffet, casual dining and fast food etc. are services provided byrestaurant.Pub is also coming under this category which are licensed to sell alcoholic drinkssuch beer and ciders. Apart from this they also provide the service of meals and snacks.Apartfrom this there are bars and nightclubs, hospitality and food service providers and membershipsclubs and events comes under this category.There are different department in the IHG hotel such as operational and functional whichhave their roles and responsibility. The IHG has vertical organisational structure in their hotel.These departments are discussed as below:Operational department refers to those which perform the operation at ground level inhotel. These are: Housekeeping department take care about providing the housekeeping servicessuch as room cleaning and laundry services to the customers. This is a core and important servicefor every hotel (Williams, 2012). Food and beverage service department is also an operationalfunction which is performed in the hotel. This majorly concerned with the providing quality foodservices to guest and visitors. Front office department is very common but important function ofthe hotels. As this department of IHG directly connect with the guest and visitors. They welcomeguest, attend calls and solve basic queries of guest (Boella and Goss-Turner, 2013).Functional department is having various functions which are performed in hotel formaximising customer satisfaction these are as following such as, Sales and marketing is basicdepartment but this is backbone of every organisation. This department helps in maximising thesales of hotel by advertising its products and services. As department is also liable for generatingnew business for hotel.Human resource department handles the recruitment, hiring, trainingand development of hotel staffs. This is liable for maintaining the welfare and industrial relation.Hotels like IHG is putting more focus on the training and development in order to provide betterexperience to customers.Apart from this, Finance and accounting and purchasing and store isalso part of this functional department.In the hotel, there are different department which shares responsibilities according to thepost and designation of employees. As all the departments have coordination among them inorder to share duties as because all departments are very closely interrelated with each other. Asmarketing department is interrelated with human resource the human resource department hirethe skill employees in order to perform marketing and sales activities. Similarly, the finance2

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