Research Project Assignment - Hotel Crowne Plaza
Produce a 3000 words research project on a chosen topic, including a research proposal, literature review, research methodology, data findings and analysis, and conclusion with recommendations.
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Added on 2020-10-05
Research Project Assignment - Hotel Crowne Plaza
Produce a 3000 words research project on a chosen topic, including a research proposal, literature review, research methodology, data findings and analysis, and conclusion with recommendations.
Added on 2020-10-05
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Research Project
Table of ContentsTITLE: ............................................................................................................................................3CHAPTER 1: INTRODUCTION....................................................................................................4Research Overview.....................................................................................................................4Research background..................................................................................................................4Purpose of Research....................................................................................................................5Research Questions.....................................................................................................................5Time scale...................................................................................................................................6CHAPTER 2: LITERATURE REVIEW ........................................................................................1Brand extension concept and its significance in growth of hotel................................................1Ways through which brand extension can be practised in hospitality sector..............................1Influence of brand extension on business sustainability.............................................................2CHAPTER 3: RESEARCH METHODOLOGY ............................................................................2Type of investigation...................................................................................................................2Research design...........................................................................................................................2Research approach......................................................................................................................2Data collection method...............................................................................................................2Data sampling..............................................................................................................................2CHAPTER 4: DATA ANALYSIS .................................................................................................2CHAPTER 5: CONCLUSION AND RECOMMENDATION ....................................................13.......................................................................................................................................................14REFERENCES .............................................................................................................................15APPENDIX ...................................................................................................................................16
TITLE: To assess the influence of Brand Extension on growth and success of business. A casestudy on Hotel Crowne Plaza. CHAPTER 1: INTRODUCTIONResearch OverviewBrand extension is defined as vital component of marketing strategy under which a newgood or item is introduced with an existing brand name. Brand that administers height to productin its name is referred as parent brand. In existing business environment, stiff competition takesplace in market and companies are highly concerned about improving their performance bymaintaining strong brand existence and image. One of the fundamental aspect that requires to beconsidered by those organisations which provides wide variety of goods and services is HealthSafety. A vital role is played by Brand Extension in development and growth of business as ithelps in improving customer base and gaining their loyalty which ultimately creates value forcompany in terms of increasing its sales (Albrecht, 2017). For this specific research work, HotelCrowne Plaza is selected which is a multinational chain of upscale hotels located in UnitedKingdom. It forms intercontinental hotel groups part of brands which involves Holiday Inn andIntercontinental hotels and resorts & is operates in around 52 nations with over 400 hotels. Mainmotive of organisation is to strongly maintain its brand existence in market by attaining highposition. Brand extension strategy helps in increasing brand awareness regarding product thatcompany is going to introduce in market. Research backgroundBrand extension is referred as a marketing strategy under which enterprise market aproduct with a good and well developed image utilizes the similar brand name in distinct productcategory. Crowne Plaza Hotels & Resorts is a upscale hotel established in year 1983. It isoperated in approximately 52 countries and is having more than 400 hotels which are usuallylocated in coastal towns, city centres, resorts or near main airports. It offers high quality servicesand products to customers in order to cater their needs effectively (Armenski, Dwyer andPavluković, 2018). Brand extension strategy is usually applied by customer oriented firms aswell as service industries for introducing new product by using similar brand name. HotelCrowne Plaza is on of the large service organisation that is concerned about safety and security
of their clients so, they ensure safety of their customers. It assists in satisfying customers andretaining them for longer period of time. Firm majorly emphasize on brand extension bydeveloping new goods & services that helps in effectively satisfying needs and requirements ofcustomers. Purpose of ResearchThis research is based on impact of brand extension on growth and success of business.Safety and security of customers is vital part of every organisation that deals in hospitality sector.As people are now more concerned about their health and safety, it becomes essential for firm tofocus on this aspect and offer goods and services accordingly (Cvelbar, Grün and Dolnicar,2017). Main purpose of research is to analyse the impact of brand extension on growth andsuccess of firm. It is done by introducing new product or service by using existing brand name.Products are those goods which represents brand name of firm so, it is highly essential forcompany to maintain quality of product in order to attain high growth and success. Research aim: It is a crucial part of research product that provides direction to researcher so as tosubstantiate research components in effective way. It is a predetermined articulation thatdetermines about the general reasons of research and provides a path to come at outcome. Thisresearch aims “To asses impact of brand extension on growth and success of business”. A casestudy on Hotel Crowne Plaza. Research Objectives: It is also an essential part research work that rely on research aim. Objectives of researchrationale course of action that is specifically related with research problem. The main objectivesof this research is defined below: To identify brand extension concept as well as its significance in growth of HotelCrowne Plaza. To determine the way through which brand extension can be practised in hospitalitysector. To assess impact of brand extension on business sustainability.
Research QuestionsThese includes the questions that rely on research goals which are essential in analysingthe research issue in appropriate manner. This research part is mainly concerned with goals thatdepicts the basis of research. Some research questions are defined below: What are the concepts and significance of brand extensions in the growth of HotelCrowne Plaza?What are the ways through which brand extension can be practised in hospitality sector? What are the impact of brand extension on business sustainability?Time scaleWeek 1Week 2Week 3Week 4Week 5Week 6Week 7Week 8Week 9IntroductionLiterature reviewResearch methodologyData collection, Analysis & InterpretationConclusion
CHAPTER 2: LITERATURE REVIEW This part of research project assists in performing in-depth research so that validconclusion can be drawn. It provides theoretical framework which is essential in investigatingissue of research in appropriate way (Espiner, Orchiston and Higham, 2017). For gatheringinformation of this part, various sources are used such as books, journals, past records etc. Brand extension concept and its significance in growth of hotelThe concept of brand extension is wide that involves launching of product of differentcategory with existing brand name. According to the view point of Amanda, 2018, the termBrand Extension is defined as the utilization of brand name that is developed in one product classin order to enter into another one. It depicts the situation in which parent brand is used to enterinto distinct product category. Hotel Crowne Plaza, as a reputed company requires to maintain itsbrand existence in market to maintain its sustainability. Significance of brand extension: In Capitalizing existent brand assets, brand extension is relevant when there is highcompetition in market. The branding assists company in determining its products & reputation. Brand extension is effective in accomplish higher competitive advantage in market andcreating value to customers. Ways through which brand extension can be practised in hospitality sectorIn hospitality sector, brand extension has wide scope as this industry provides variousservices. Some ways through which brand extension can be done are defined below: Product form extension: In this, extension is done by launching new product and thesegoods are distinct from existing product line (Ghosh and Siddique, 2017). Customer franchise extension: In this, firm diverse its product range for brand extensionin order to fulfil requirements of customers. Brand image extension: Distinct goods are introduced by company to earn maximumprofit and capture large portion of market share in this type of extension. Companion product extension: In this, brand is extended by organisation by introducingcompanion product to existing one. 1
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