Hospitality Business Strategy

Hospitality business
strategy:

Table of Contents
Introduction:.....................................................................................................................................1
MAIN BODY...................................................................................................................................1
Part A:.....................................................................................................................................1
Part B......................................................................................................................................7
Conclusion:....................................................................................................................................10
References:.....................................................................................................................................11

Introduction:
The hospitality business strategies are a plan which show the organisation a course of effective
action which helps the organisation to achieve the desire level of outcomes in the market places.
The term business strategy can be defined as those actions and approaches which have been used
by companies in order to achieve their goals. It is also known as the master plan used by the
organisation to accomplished the mission and vision of the company in the long period of time.
The hospitality industry is growing market so organisation uses different business strategies to
expand and growth in the target market place. under this report, the Crowne plaza organisation
which is world best hotel in the hospitality industry has been selected. This company is
headquartered in United Kingdom and there are numerous branches of this hotel around the
world. There are around 3600 branches in different nations with 118000 bedrooms of this hotel.
The project report is divided into two parts A and B. The part A consists information about
analysis of internal and external aspects by using different approaches such as Pestle, Swot,
Porter’s five forces. While in part B discussion about strategic plans and policies of chosen
company is done in accordance of environmental analysis. (Ansari and Kant,2019)
MAIN BODY
Part A:
Over view of the organisation:
The Crowne Plaza is a multinational hotel having the headquarter in the UK market and offering
the different kind of services to its target customer present in the international market. it also
forms the part of the intercontinental hotel group and operates across the 100 countries with 3600
hotels.
Mission and vision: The aim focus of the organisation is to offer the good quality of service to
its premium customer and expand their operational activities at the international market places.
Macro-environment: These are those factors which are present in the external environment of
the organisation and influence its operational activities and lead to affect the outcomes of the
organisation in the long run. In the context of the Crowne Plaza, the organisation analysis its
external factors which are stated as below:
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Pestle analysis-
Political factors: it includes the tax rates, political instability, unemployment rates, these rates
have affects on the organisation performances. The government of the UK uses the
Londonn2012 games to enhance the tourism and hospitality industry and focus on expecting the
4 million extra customer to the country by improving the political factors.
Economic factors: the currency fluctuation are common at the international market but the
Euro is used all over the Europe which provide some stability for the organisation. the
hospitality sector can generate the 236000 jobs across the global which improve the economics
of the country which lead to better functioning of the organisation.
Social factor: it includes the different kind of customer taste and preferences, their beliefs and
assumption which affects the productivity of the organisation. the Crowne plaza organisation
operates its activities at the UK market which is largest market in serving the hospitality
industry. (Cetin,Demirciftci. and Bilgihan., 2016
Technology factors: the Crowne Plaza organisation uses the advance technology to operates its
activities so that they can enhance the productivity of the organisation. the company uses
technology in the form of taking the online reservation and improving their services in the
market.
Legal factors: it involves the different government rules and policies which affects the business
strategies of the organisation. for example, if the government increase the value added tax in the
UK market by the 20% then the hospitality gets affects in the diverse ways.
Environment factors: as the hospitality industry provide various holiday destination which
cause harm to the nature in huge amount. So the Crowne plaza organisation focus on being more
ethical organisation, forming more green hotels and offers the eco-friendly product to the
customer.
Importance of macro environment for preparation of competitive strategies:
To make the effective and sound business strategies for the hospitality industry and for the
Crowne plaza, the organisation must examine the external factors which are present in outside
the organisation place. these factors can be in the form of political condition of the country,
social and economic and technology factors which can affects in the positive as well as in the
negative aspect. the positive side is that hospitality sector can grow their business at the
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