Tourism And Hospitality Business Strategy

TOURISM AND HOSPITALITY BUSINESS STRATEGY

TABLE OF CONTENTS
INTRODUCTION................................................................................................................................1
TASK 1.................................................................................................................................................1
Explain how PEST and micro environment factors can impact the business and influence the
corporate strategy.............................................................................................................................1
TASK 2.................................................................................................................................................4
Use a range of analytical models, define and evaluate the models that would be the most
appropriate to formulate the right strategy for the business.............................................................4
TASK 3.................................................................................................................................................6
Critically evaluate how the chosen strategy would work in an international context......................6
TASK 4.................................................................................................................................................8
Explain how effective portfolio management and resource allocation can play a key role in the
business growth strategy..................................................................................................................8
TASK 5...............................................................................................................................................11
Identify the challenges involved in managing global workforce and explain how the
organizational culture can help to manage and motivate staff based across the globe...................11
CONCLUSION..................................................................................................................................15
REFERENCES...................................................................................................................................16

INTRODUCTION
Tourism and hospitality industry seems to be the most important sector in the contemporary
scenario because it facilitates large number of innovations and developments in the business
services and facilities (Zhang Chong and Jenkins, 2002). The present research study has been made
on Hotel Marriott International which delivers the best services to the clients as per the
requirements. Internal and external conditions of the business entity have been stated in the research
study along with the strategies which the subsequent hotel has developed to manage work processes
as per the corporate strategies. Furthermore, researcher has also discussed the need of effective
portfolio and resource allocation management in growth of the business. Apparently, challenges
arise at the time when hotel Marriott International works across the globe. Similarly, several
strategies have been formulated by the hotel entity for the purpose of reaching all the aims and
objectives.
TASK 1
Explain how PEST and micro environment factors can impact the business and influence the
corporate strategy
Background of the environment of Marriott International hotel
The present research study has been made with an attempt to ascertain the external and
internal environment of Marriott International hotel which is one of the largest hotels in UK’s
hospitality industry. It is a brand conscious hotel which always emphasizes on serving quality
services to the clients (Witt and Song, 2012). The hotel is competitive enough and is delivering
innovative and luxury amenities to the end users which in turn aids in customer retention. External
environment of Marriott International hotel is much more influencing than the internal environment
because of the social and cultural factors included in it. At the same time, technology is also
impacting the business decisions of Marriott International hotel and similarly, they have to
emphasize on new and innovative things so as to gain competitive aspects. However, on the other
hand, internal business conditions of Marriott International hotel is also changing because of the
competition (Weiermair, 2000). There are so many players who are operating the business in
hospitality market of UK. This has been enhancing competition in the same sector. Suppliers have
been supplying proper resources to the hotel so that they can meet different needs and demands of
the customers.
PEST analysis of Marriott International hotel has been conducted in the present research
study so as to analyze the factors that impact the business conditions (Vivanco, 2001). Similarly,
with the help of such analysis, Marriott is able to undertake adequate strategies for proper business
management.
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 Political factors: The political condition of UK market place has been stable from past many
years and this has been helping out all the industries of nation to operate the business
functions adequately. At the same time, Marriott seems to get impacted through political
aspects because the business conducts trade processes with numerous industries and players.
Though, instead of stability, Marriott International hotel has to consider all the political and
legal policies and there in all the concerned strategies are required to be followed (Uzama,
2009). Political scenario of UK may change after a certain period of time and this can also
alter the business conditions of Marriott International hotel. However, stern concern towards
the political aspect leads the hotel entity to formulate different strategies for managing legal
framework. Economic factors: Economic capability of UK aids the government to invest resources
properly in all the sectors and industries and this can also improve the prosperity of the
nation (Uysal and Williams, 2013). The government of UK is supporting Marriott
International because the industry has been employing number of people in the same area.
Hospitality industry is populous in terms of generating huge opportunities of employment;
hence this enhances purchasing parity of consumers and as a result, they spend more
resources in travel and tourism services. Nonetheless, on the other side, change in the
economic condition of the hotel can transform the overall scenario of business
organizations; hence this can impact the demand for hospitality services as well (Tijana and
Tivers, 2012). Hospitality industry has been greatly contributing in raising the economic
power of the nation because every year; it generates around 2% of employment
opportunities in the same sector for varied positions. Social factors: In terms of social factor, it can be said that Marriott International hotel is
highly affected by the various community aspects. Needs and preferences of clients have
been changing which leads the hotel to adopt new and different things to satiate customer’s
needs. Social factors encourages Marriott International hotel to adopt different cultural and
social values so that the hotel can depict concern towards social diversity (Thompson and
Martin, 2005). The hotel has been recruiting culturally diversified people so that they can
deliver all types of services to the clients. Along with these facets, Marriott is also required
to connect customer's beliefs with company's services so that overall satisfaction rate can be
enhanced. At the same time, Marriott hotel has to follow social policies and strategies so as
to become a competitive entity. It is an apparent fact that social changes affect business
practices and to safeguard the business from all such aspects, it is vital to analyze needs and
demands of customers on continuous basis (Tallant, 2011). Further, social factors also
enhance sustainability aspect because according to social beliefs, hotel entity can meet needs
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