International Hospitality Management: SWOT and PEST Analysis of Crown Plaza Hotel

International
Hospitality
Management
·

Table of Contents
INTRODUCTION......................................................................................................................3
SWOT analysis...........................................................................................................................3
SWOT analysis of Crown Plaza Hotel...................................................................................3
PEST Crown Plaza Hotel...........................................................................................................5
Hotel strategy to be adopt and to be implemented.....................................................................6
Ansoffs Matrix .......................................................................................................................6
Porter Generic Strategy Model-..............................................................................................7
Nykiel’s 14 growth strategies ................................................................................................8
Justification................................................................................................................................8
CONCLUSION .........................................................................................................................9
REFERENCES .......................................................................................................................10
Books and journals ..............................................................................................................10

·INTRODUCTION
Tourism is transfer of visitors form there living place to other for exploring new
things and places for satisfaction of their wants and enjoys life. International Hotel Industry
is that part of truism industry which is related to accommodation of visitors for tourist place.
Hotel industry play an important role in firm tourism business as it provides infrastructure
facility to business and play as major part of tourism industry (Kozak and Kozak, 2016).
Crown Plaza Hotel in Royal Victoria Dock is a hotel chain with headquarter in London, UK.
It is a chain of hotels which is operating more than 100 nations with more than 3000 hotels
and 118000 beads. This hotel is listed in star category with market share is a more than 10%
in whole tourism industry. The main objective of hotel is to provide world class service to its
customers and provide maximum satisfaction from the side of hotel. In this report, This hotel
will be consider as the base where the SWOT and pest will be analyse for knowing impact of
internal and external factors respectively. Here the strategic modals will also include in
which decision making and strategies will be analysis. Porters Generic Strategies, Ansoffs
matrix and Nykiel’s 14 growth strategies will be used to help hotel in growth and
development (Grobelna and Marciszewska, 2016.
Overview of company
Crown Plaza Hotel in Royal Victoria Dock is a hotel chain with headquarter in
London, UK. It is a chain of hotels which is operating more than 100 nations with more than
3000 hotels and 118000 beads. This hotel is listed in star category with market share is a
more than 10% in whole tourism industry. The main objective of hotel is to provide world
class service to its customers and provide maximum satisfaction from the side of hotel.
·SWOT analysis
SWOT analysis is that framework which is used by firm for scanning it internal
factors which can impact on firm performance. In this framework strengths, weakness,
opportunity and threats of firm will be evaluated for development of function and use them
for formulation of strategy according to this.
l壱SWOT analysis of Crown Plaza Hotel


壱Strength WeaknessGlobal presence is major strength of Crown Plaza Hotel as it
help hotel in getting is operations at global level , it increase the chances of profit as

customer will get hotel services in every country where there is large number of
services and can visit the tourism destination which it want to visit.


弐Employees also act as the strength of this hotel because of recruitment and
selection process. hotel follow a strict process for recruitment of employee from
different sources this will also help firm in getting qualified employees and also lead
in achievement of firms objective on time with increase performance.


参Major strength of hotel is that it focuses on building relationship with customer
which will help firm in relating customer and will also leads in increase market share
of firm. This also aid customer in full satisfaction. Week information and technology
system acted as the weakness of firm this is because there is lack of updating in this
field by management. This can be improved by firm with the help of technical
assistance and upgrade.


壱Lack of feedback reporting is also a major issue in hotel as there is delay in
responding queries and complaints of customer, this is because there are number of
customer and staff is not according to this so some time hotel have to suffer from this
problem and it act as there weakness. Opportunities Threats Hotel have the chance to
increase its marketing operation more as there is continues development in tourism
industry. This will help hotel in establish its branches where there is more visitors.
This will aid it in increasing its market share and increase infrastructure for more
profitability and development.


弐Bring technological changes in firm is also an opportunity for Crown Plaza Hotel
as it can use online booking manager and can list itself on various platform like
Trivago and many more. This will help hotel in increasing the satisfaction of
customer and minimising burden from employees with booking rooms online. This
will also help in management of work (Buhalis and Leung, 2018).Large number of
competitor can act as threat of firm this is because large number of competitors will
decrease the profit ability of firm, and in hotel industry there is big range if hotels
which are selling same type of product also it all depend upon the brand value of
hotel (Chang and Busser, 2017).


参Legal requirements are changing continually and verify from nation to nation
which firm have to use to change its policies. This is so fast that firm have to which it
continually but some time is lag blind this al will stuck between legal liabilities.