Table of Contents INTRODUCTION...........................................................................................................................1 TASK 1............................................................................................................................................1 1.1 Examine the objectives of the business............................................................................1 1.2 Factors that effect upon the business................................................................................2 1.3 Determine potential developments to the business organisation and operations.............5 M1.Analyse how the objectives of their chosen organisation meet the ‘SMART’ criteria of organisational objectives........................................................................................................6 D1.analyse how the elements of Ansoff’s Growth Matrix have contributed to improvements to their chosen organisation....................................................................................................6 TASK 2............................................................................................................................................7 2.1 Effectiveness of the business............................................................................................7 2.2 Develop plans to improve the business and justification of their value...........................8 M2Evaluate howthe effectiveness of areas of business can contribute to organisational growth.....................................................................................................................................9 D2 Critically analyse how plans developed can lead to an improvement in the business. . .10 TASK 3..........................................................................................................................................10 3.1 Evaluate present skills of employees and management.................................................10 3.2 Justify and devise plans for the improvement of skills for management and staff........11 M3 Analyse effect current experience, skills and abilities of management and staff may have on the business......................................................................................................................12 D3 Critically evaluate various methods that can be used todevelop the skills of management and staff of their chosen organisation...................................................................................13 CONCLUSION..............................................................................................................................13 RECOMMENDATIONS...............................................................................................................13 REFERENECES............................................................................................................................15
INTRODUCTION Hospitalityindustryincludesvariousareaofservicessectorthatinvolves accommodation, travelling, and many more. This is accountable for facilitating food, services and accommodation into several places such as in hotels, resorts etc. This industry is leading rapidly within market that aids country to enhance its profitability (Arntz-Gray, 2016). There are many services that are involved in this industry for its guests, visitors and so on. For this report the chosen company is Hilton Hotel which is a international brands of full services and resorts. Its headquarters is in McLean, Virginia, US. The purpose of this report is to examine objectives, vision and mission of selected firm. The external as well as internal factors effects have explained with the aids of models and theories. Apart from this, the potential improvements to business enterprise or operation are explained. Effectiveness of business and plans are develop to improve enterprise and justification about their value. Justification of plans for the improvements of skills for employees and management are also mentioned in this report. TASK 1 1.1 Examine the objectives of the business Hilton is the fastest growing multinational hospitality firm that facilitate effective services to their guests. It was established by Canrad Hilton in year 1919 having headquarters in Virginia, United States. This firm is an international brand that facilitate full services into resorts as well as hotels in all over world and operates in approx. 85 countries. In year 1927, they opens their first hotel with AC and cold water running in guest rooms. Thereafter in 1947, it become the first hotel that install TV into their guest rooms as well as in 1959, they introduce their first airport hotel and pioneers airport hotel concepts. In year 1973, they started the reservation services utilising compute technology. A new dining concepts is launched Herb N' Kitchen in 2013 now they has approx 540 Hilton hotels and resorts running into 78 countries on 6 continents. Objectives:Short- term objective:“To facilitate effective hospitality services by enhancing the standard through personnel interchange as well as aids into hotel staffing”. Long-term objective:“To minimise consumption of energy from direct operations as well as decrease output of waste and water”.
Mission: “To become most hospitable firm in entire world through developing heartfelt experience for visitors as well as facilitate standard quality services for keeping good positive image”. Vision: “To deliver extraordinary experiences to all visitors all time in order to accomplish the Earth with lights as well as warmth of hospitality services”. 1.2 Factors that effect upon the business Hilton Company has to deal with several environmental external as well as internal factors. These factors have negative and positive effect upon respective firm services. For analysing their external environment, PESTEL model is applied (Brown and et.al, 2014). This is an strategic analytical tool that aids firm in finding possible impact of macro environment upon Hilton longer profitability as well as growth. Political factor:It is refers as the success key of firm as Hilton has resorts and hotels within several nations as well as required to deal with all political situations into world. Political factorsinvolves political stability, taxation policies, legal framework for contractenforcementandsoon.Firmhastoexaminevariouskindsofpolitical environment that may effect operations and risk of business from political factors which influences guest into that country. As there is some changes into taxation policies the respective firm have to comply that which impact their business operations. Economic factor:This is the factors that consider to GDP growth of country or adverse movement of currency upon nation. Hilton has to undertake these factors before making any decisions regarding their activities. Firm has to measure the factors of external environment like foreign exchange rate, inflation rate of nation that ascertain investment needs and demands into economy. Respective firm has to consider economic factors in order to have competitive advantage through facilitating several and effective quality of services in compare to their rivals. Labour cost as well as personnel skill level into economy of nation will also has effect on whole Hilton Hotel performance. Social factor:This involves social belief, culture, behaviours of individuals towards hospitality sector which has effect upon Hilton profit. These macro environments involve people cultures and social conventions in that society (Chen and Wang, 2016). Whole these factors have optimistic and pessimistic effect upon business operations. Society
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whereindividualsinterestismovingtowardstravellingcanleadstowardsfirm's profitability. As this is an opportunity for firm to facilitate standard quality services to visitors or guest as well as grab the attention of many consumers towards hotel which enhance their operations effectively. Technology factor:Now a days, all firms are concentrating upon obtaining and utilising advanced technology for their enterprises. Hilton can also offer their services through utilising updated technology for developing consumer satisfaction. This particular factor involves new trends of technology that aids in facilitating more effective services to clients (Crane and et .al., 2019). Respective firm have to apply advanced technology into restaurants and rooms for attracting consumers. Technology utilise by Hilton rivals will effect firm as more advanced technology are utilised into competitors services which impact their business negatively. Environmentalfactor:Itinvolveswholethosefactorswhichinfluencethrough environment. Hilton has their hotels in several nations and various markets.Thus, firms have to comply several rules and deal with various environmental norms that impact the organisationalprofit.Externalenvironmentlikeclimatechange,environmental regulations, pollutions etc. are all considered as environmental factors. Respective firm have to undertake all these factors as it is taking resources from surroundings so this is the accountabilities of firm to do not harm natural resources. Legal factor:Itrefers toregulation and laws that are set up through government and legal authorities of country. This involves customer protection law, health and safety law, anti- trust law and so on.Hilton required to comply all these regulations of nations where they are functioning. Firm has to examine that legislation of nation will facilitate appropriate protection to workers as well as operation of the business.As legislation are changing they have to follow all that laws which impact their business operations. For analysing the internal factors of Hilton organisation SWOT analysis is performed. SWOTisconsideredasthestrengths,weaknesses,opportunitiesandthreatsoffirm (Ghanbarzadeh and et. al., 2014). Strengths:Hilton is growing fastly in their sector that has high brand recognition. Their hotels are utilising advanced technology that aids them to develop consumers experience with regular up-gradation of business procedures and employees. It facilitates several
effectual consumer schemes for retaining them and it leads towards enhancement of consumer’s loyalty of Hilton Group. Moreover, it has several variety of room chain with high level of services and technology integration into hotel rooms. Weaknesses:Hilton has limited market share rather than having effective brand and huge portfolio of their brands. Its less market share are their weakness. Various political and legal factors impact whole business profit as this is allocated into different nations so sit has to deal with whole norms, policies etc. of many nations (Hodson, 2014). Thus, respective company operation gets affected because of government regulations and political parties instability can also affect them negatively. Opportunities:Firm can utilise advantage of advance technology in their business functions as creation within Hilton services will aids to grab the attention of consumers towards organisation as well as satisfy the requirements of customers. This is an opportunityforrespectivefirmtoattractmoreguestsintoemergingmarketplace. Organisation can use several digital sources for service promotion in more innovative manner with the help of many online sites. Threat:Hilton has several threats from consumers changing tastes as this will directly impact operation and profit of business. Clients are generally seeking to extent new things for its experiences so this is very essential for organisation to facilitate innovative offerings to consumers. Major changes into external factors can effect negatively upon respective hotels operations. They has threats from ethics regarding problems within internal environment of firm. Strategies applied through competitors are harmful affect on organisation. Porter's five forces: This is considered as the analytical structure which is established through Michael Porters in year 1979. it describe five forces which shape whole extent of competition within sector (Honnekeri and et.al., 2016). All forces are mentioned below:Rivalry among existing company:Within premium segment hotel sector is fierce. Hilton Company competes with Marriott, Westin and another premium segment hotel chains into international market area. As an outcomes of massive investment within several aspects of service provision within last some years.
Bargaining power of supplier:Hilton bargaining power of suppliers is low as they buy approx 4000 suppliers in all over world. Also because of their lack of uniqueness of goods or services supplied. Also, the significance of order volume for their supplier is paramount as well as there is not any switching cost for them in many circumstances.Bargaining power of customers:This tends to be high when there is more number of hotel and rivals. Thus, this based upon location, few areas only has single hotel as well as some has more than 15 within one places. This means that if there are many hotels rivals in tourist hotspot then bargaining power of consumers will be high as clients are capable to perform comparison. Also, hotel will utilise various kinds of advertisement, promotion and many to grab the attention of more clients.Threats of substitute’s products or services:Within hotel sector threat of substitute products or services is not important (Kim, Park and Park, 2016). Direct substitutes for leaving into Hilton Company involve individuals staying into their friends homes. However, arrangement of all these options may be time taking as well as related with huge hassle deal. Hotel sector is faced technology-fuelled indirect substitution like video conferencing, thus this kinds of communication can obviate the requirements to travel to other area and stay into hotel. Threats of new entrants:The high rated hotel in country such as 3 stars, 4 stars etc. in hotel sector is fundamentally dominated through some rivals like sunway, hilton and another global hotel firm, thus for new entrants which want to enter into luxury hotel market will be very tough as that may required huge funds, initial investment as well as develop image of the hotel against that high rated hotel. 1.3 Determine potential developments to the business organisation and operations This is very significance for Hilton Hotel to so improvement into their business function for attainment of objectives. For this, they required to find out effective strategies to formulate appropriate decisions within enterprise to sustain and gain profitability. Respective firm adopts the Ansoff's Growth Matrix strategy for potential improvement that are mentioned below: Market penetration:Herein, firm concentrate on gaining more profitability through offering similar products or services into present market place. Market penetration considered as that strategies in which enterprise looks to attain growth with utilisation of
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existent products into present market for obtaining more market share within present place. Market development:For this, firm required to explore their services within new marketplace. Herein, Hilton organisation can make strategies that aids company to enter into new market with same services. Through this strategies, organisation can target new clients. Product Development:Herein, firm required to create new services into existent marketplace (Laws, 2015). Respective company have change as well as upgrade their services as per the consumers requirements. Diversification:Herein, Hilton firm will concentrate upon facilitating new services into new market. Diversification is considered as entering into new market with new services or products for enhancing organisational profitability and sales. For particular strategies, respective company will facilitate new services fro satisfying consumers requirements into new marketplace. Hilton Company can utilise market penetration strategy as well as concentrate upon off erring into existing marketplace with existent goods and services. Organisation is offering huge range of services to consumers but they do not has knowledge regarding this. They have to develop their market strategies for attracting more number of clients towards their business. For it firm may utilise various kinds of marketing as well as promotional tools. M1.Analyse how the objectives of their chosen organisation meet the ‘SMART’ criteria of organisational objectives. The objective set up through firm is to minimise consumption of energy from direct functions as well as decrease useless output and water. It can be attained through facilitating effective training to its employees for minimisation of water at Hilton. For waste minimisation, they have to facilitate training programme to understand the effect of polluted surroundings to their health. Thus, for attaining SMART aspects of company's objectives task are to be done step by step in order to accomplish the target effectually. To meet business objective, they have to develop in SMART manner.
D1.analyse how the elements of Ansoff’s Growth Matrix have contributed to improvements to their chosen organisation The Ansoff's Growth matrix components aids into development of Hilton that can facilitate various advantage to it. Within market penetration, Hilton can facilitates present products or services into existing n appropriate manner. In context of product development component, respective firm can introduce more services for existing market for accomplishing their needs in effective way. For enhancing market share and profitability, Hilton company required to enter into new market with existent product or services that is known as market development. In respect of diversification strategy, they may enter into new market with new services in which it can add on customisation features for all services. Thus, in this manner, Ansoff's growth matrix can contribute towards Hilton company development efficaciously. TASK 2 2.1 Effectiveness of the business Effectiveness of business is considered as the efficaciousness of firm for attainment of objectives. This means that company have to generate effectual production without any damages as well as wastage. Effectualness into business is the quality level by which procedures is performed for better performance of business (Moskvitch, 2015). It is also refers as business capability for generating results with less time, materials, resources and so on. In this business effectiveness means that people who are working into company are performing with more efforts. This is accountability of manager to review business effectualness in appropriate way so that set objectives can be attained effectively. There are several place that aids Hilton Hotel to get knowledge regarding business effectiveness have been accomplished or not. Few areas that involves into effectiveness of business are mentioned below: Product/services:For business effectiveness, this is accountability of Hilton company to facilitate standard quality of services to its guests. The products may be in respects of effective room quality, WiFi facility, appropriate bedding and many more. Likewise, service involves on time delivery of food at room, proper cleaning and so on. This is essential for hospitality sector to facilitate standard quality services to its guest for effective functioning of business.
Finances:This area is considered as the life blood of Hilton company in which appropriate allocation of finances is done for whole sections so that task can be performed effectually. Respective firm finance manager required to allocate funds into sales, marketing etc. for their business effectiveness. In case company is performing its activities appropriately then they can simply attain its objectives. Staffing:They are accountable for attainment of objectives. For developing business effectiveness, Hilton Company has to recruit proficient employees for its firm to carry out task appropriately. They have to facilitate the training for developing its weaknesses. Moreover, they have to motivate in context of rewards, appraisals and so on in order to retain them for long time. Sales:It is the significance areas of Hilton firm to enhance sales as well as profitability. These are several responsibility of sales manager to operate into business like appropriate market research, promotions, services and many more (Philbin and Kennedy,2014). To makethemeffectual,requirementshavetobeaccomplishedthroughanalysing marketplace. The market research can aid them to understand their consumers as well as its wants. Marketing:This is the most essential area of service sector that aids in developing relations with its customers for effectual results. For making business more effective, this is the accountability of Hilton hotel to perform appropriate marketing of its firm.They have to concentrate upon developing relations with guests as well as satisfying its needs in appropriate way and avail services. Thus, with assistance of these areas respective company can achieve its objective efficaciously. 2.2 Develop plans to improve the business and justification of their value. Business planning is considered as the written document that is developed for facilitating relevant as well as sufficient data regarding new or existent company. This explains marketing and sales strategy, forecasted profit and loss statement, financial background and nature of the business. It is considered as the upcoming road mapping of all firm that aids in facilitating guidance to them in order to attain goals. This plan of the business includes various element like overview of the industry, competitive as well as market analysis, operating, management and financial plan. All firm need business planning for performing its activities. Hilton hotel have to develop plans on several areas of its company as well as direct manager, staff to comply that.
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Thevariousareasinwhichrespectivefirmrequiredtoformulatebusinessplanningare mentioned below: Planning marketing:Hilton Hotel has to develop plans for marketing in which they should concentrate upon building relation with guests as well as satisfying them in effective way. In case market is planned in appropriate way then it can attain its objectives. Moreover, they have to examine the market first and its needs as well as develop plans consequently. Thus, market requirements have to be undertakes while developing plans. Sales and productivity: It is significant by which Hilton Hotel can gain profitability and income into competitive marketplace. They need to produce high quality goods and services in their business for increasing sales and productivity. They should focus on requirement of consumer and produce accordingly. Planning Organisation’s Financial Management System: It is regarded as significant part of business plan which means to allocate and divided resources into each and every department for achievement of business results. Hilton Hotel need to focus on financial management system so that there would not be any frauds, errors and others. Planning the roles and responsibilities of staff and management: Hilton Hotel requires both staff and management for proceeding activities, operations and functions of business in proper systematic manner. In order to plan management and staff, their responsibilities, roles and duties need to be identified and assigned properly so that they can carry work of organisation. This includes assisting, checking, guiding and others. PlanningPerformanceMonitoring:Thisistheimportantbusinessplanwhere performance of staff and management of Hilton hotel should be evaluated. This can be done through help of tools and techniques such as feedback form, 360 degree, appraisal, and management by objectives and others. Therefore, this can helps in better result achievement and improving staff as well as management for better performance. M2Evaluate howthe effectiveness of areas of business can contribute to organisational growth The effectualness of various area like marketing, sales, products or services, staffing and many more can aids into growth of the company. As product or services are considered as USP of firm that can allow customers to understand their products appropriately (Rudin and et.al., 2014). Marketing assists in getting knowledge regarding several activities that are performed
through enterprise as well as staffing aids them to develop effective relations with its guest and customers. Thus, all these areas can aids to understand more about firm as well as its offerings that leads towards organisational growth in context of income and profitability. D2 Critically analyse how plans developed can lead to an improvement in the business There are several planning that required to be performed through business like sales, staffing, marketing, performance monitoring and many more. It is the planning that develops both negative as well as positive effect to enterprise. In case planner examine requirement of market appropriately as well as formulate planning undertaking its needs then they can simply develop their business and attain its objectives. Likewise, if planning is done without examining firm and itsoperations then they make development into business. Thus, for improving enterprise, this is significance to formulate plan effectually. TASK 3 3.1 Evaluate present skills of employees and management Skill is classified as capacity and ability for performing activities in systematic and sustained manner through efforts for carrying out in efficient, efficient and smooth manner. In order to work in hospitality sector, different skills are required by individuals who are described below: Technical Skills: This is defined as knowledge and abilities which is required for performing particular work. This skill is practical in nature and possessing information about mathematical, scientific task, mechanical and technology. The examples of such skills are mechanical, programming and software tools. Operational Skills: This is defined as skills which are required by organisation for managing their planned and unplanned tasks. It includes structure making skills, policy deployment, daily operations management and others. Managerial Skills: This type of skill is held by management of organisation for managing various work and activities in an effective and efficient manner. The example of such skills is planning, organising, directing, staffing, controlling, decision making, problem solving and communication. The different current skills required for management and staff of Hilton Hotel is as follows: Management Skills: This includes:
Planning: The management of Hilton Hotel requires planning skills in order to plan various activities and work of business in systematic manner so that goal and objectives can be achieved. Organising: There are various activities and work which need to be planned by management to grab various opportunities in market. With help of planning it can be possible. Staff Skills Problem Solving: While running business in competitive market, various issues and problems arise in business which needs to be solved through problem solving skills. The staff of respective organisation should have such skills for current and future problems of business. Decision Making: There are various decisions which should be taken by staff to achieve set goal and objectives. The decision making can be related with complaints, issues of visitors and others. 3.2 Justify and devise plans for the improvement of skills for management and staff In order to run organisation in competitive market, both management and staff should focus on their skill improvement in order to achieve goal and objectives of business. Therefore, plan has been prepared by Hilton Hotel in order to improve existing skills of management and staff which is given below: Learning Objectives Target Proficiency Development OpportunitiesTime Scale Planning10Thiscanbedevelopedbyorganisationthrough planningvariousactivitiesandfunctionsof business.Theycanreadbooks,journalsand critiques for making better. They should be very creativethinkingandconsideringbothpastand future perspective for planning any activities and functions in business. 30to45 days Organising10For organising skill, there are various books and magazine available in market for users which can be 45to55 days
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learnedbymanagement.Themanagershould organise each and every activities in proper manner so that they can develop such skills in business to get positive outcomes. Problem Solving10This is the most important skill which is required by staff in order to solve arise problem in organisation. In order to improve such skill they can go through books and take advice from senior and manager so thattheycancomeoutwithariseissueand problems. 60to90 days Decision Making 10In order to improve decision making skills of staff they should be included at the time of decision making in organisation. They can watch and learn from their superior for taking effective decisions whichcanprovidebenefitstobothstaffand organisation. 75to90 days Time Management 10Each and every activity should be performed on timebasis.Thisskillcanbeimprovedby organisation through assigning work on time period. Thishelpsstafftoperformgivenactivitieson stipulated time. Therefore, they can also go through time management books and manage their work for each operations. 30to50 days M3 Analyse effect current experience, skills and abilities of management and staff may have on the business With the capabilities, skills and experiences possessed through management of Hilton Company that aids business in attainment of goals. The experience can assists them to do task in more effective way. Likewise, management capabilities and skills can direct them as well as aids to resolve any problems that rise within business. The employees have to play several roles and
accountabilities that can assists them to obtain experiences through performing similar work repeatedly and maximise capabilities and skills for another organisational activities. Thus, both facilitate optimistic outcomes to enterprise for attaining the objectives of the business. D3 Critically evaluate various methods that can be used todevelop the skills of management and staff of their chosen organisation There are several methods that can be utilise by Hilton Hotel for improving their management and employees skills which involves training, mentoring etc. with the assistance of training, they can maximise its present skills as well as develop upcoming ability that is needed into business. It has to be facilitated on regular basis for effective results so that objectives can attain appropriately. Likewise, this training can drives to enhance stress for employees as well as management due to performing into regular basis. This needs more time that can develop issues while handling another management and staff work within company. CONCLUSION As per the above report, it has been concluded that hospitality industry is the leading into market. This is very essential for firm to set goals for attainment of objectives. To get knowledge regarding the external as well as internal influences upon business, SWOT and PESTEL analysis has been performed. It can aid to understand the several factors for effective development. This is significance for company to perform continuous improvement into its operations for existent market. In order to make business effectiveness, many places have to be developed like finances, products or services, staffing and so on. The respective firm have to develop business plan to improve activities for accomplishing objectives.For operating the management activities both employees as well as manager needs skills like decision making, communication etc into hospitality industry. RECOMMENDATIONS For improving business and their activities and operations, there are some recommendations that are provided to Hilton Hotel for better results. They are described below: It is recommended to respective organisation to follow regulation and rules while serving their consumers, guests, users in proper manner for enhancing goodwill and brand value in market.
It is recommended to do proper market research analysis for fulfilment of consumers requirements. Therefore these recommendations can help business to achieve their set goal and objectives in competitive market. This can help to increase sustainability, productivity and profitability.
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