Analysis of Macro Environment and Internal Capabilities for NH Hotels
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This report analyzes the influences and impacts of the macro environment on NH Hotels and its strategies. It also evaluates the internal environment and capabilities of the hotel using appropriate frameworks. Additionally, it applies Porter's Five Forces model to assess the competitive forces in the market sector for NH Hotels.
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Contents INTRODUCTION.................................................................................................................................3 TASK 1.................................................................................................................................................3 P1. Appropriate frameworks for the analysis of influences and impacts of macro environment on selected enterprise and its strategies..................................................................................................3 M1 Critically analyse the hospitality macro environment to determine and inform strategic management decisions.......................................................................................................................5 D1 Critique and interpret information and data applying environmental and competitive analysis to produce a set of valid strategic directions, objectives and tactical actions for a hospitality organisation.......................................................................................................................................5 TASK 2.................................................................................................................................................5 P2 Analyse the internal environment and capabilities of a given hospitality organisation using appropriate frameworks.....................................................................................................................5 M2 Critically evaluate the internal environment to assess strengths and weaknesses of an organisation’s internal capabilities, structure and skill set.................................................................7 TASK 3.................................................................................................................................................8 P3 Applying Porter’s Five Forces model, evaluate the competitive forces of a given market sector for a hospitality organisation.............................................................................................................8 M3 Devise appropriate strategies to improve competitive edge and market position based on the outcomes............................................................................................................................................9 TASK 4.................................................................................................................................................9 P4 Applying a range of theories, concepts and models, interpret and devise strategic planning for a given hospitality organisation............................................................................................................9 M4 Produce a strategic management plan that has tangible and tactical strategic priorities and objectives.........................................................................................................................................11 CONCLUSION...................................................................................................................................11 REFERENCES..................................................................................................................................12
INTRODUCTION Business strategy involves actions and decision made by the entrepreneur so that organisational task can be achieved. With proper business strategy the hotel can get a competitive position in the market so that they can appeal the interest of internal and external stakeholder(Charter, 2017). For a better understanding NH Hotels which has it’s headquarter in Madrid, Spain is taken. The company comprises of various hotel, restaurant and resorts to make pleasant trip of the customer. This report cover topics like impact of macro or external environment within hospitality business. Determine internal environment or capabilities of the hospitality sector. Moreover, implement Porter’s five force model in order to examine competitive forces and devise strategic planning for hospitality organization. TASK 1 P1. Appropriate frameworks for the analysis of influences and impacts of macro environment on selected enterprise and its strategies The business major challenges is to take care of external environment, it affects the business growth by a huge margin. The company is aware about it and they do complete analysis of macro environment to overcome future challenges. In order to analyse the macro environment and its impact on performance the manager of the company use various framework are discussed. PESTLE ANALYSIS The company under this analysis try to determine key elements which can affect the firm and make decision to counter the external factor which can affect the firm. It helps the firm to have the knowledge about existing situation and what can be done to bring the potential positive changes. It consists of six elements which are as follows: Political factors:It plays a major role especially when it is about the economy of the country. NH Hotel main motive is to attract the foreign tourism so that they can get more and more revenue and at the same time expand globally. Taxation is levied heavily on hospitality industry and NH Hotel is no exception, govt. gets lot of revenue out of it. Any political issues may reduce tourism like terror thread to a country, so industry need to deal with such type of factors also.
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Economical factors:It includes many factors such as taxation, inflation, GDP, population and many more. Economic change brings a significant change in the behaviour of the firm(Feldman, Amit and Villalonga, 2016). The tourist coming for seminars, conferences and corporate meeting ask for more amenities and also pay more the services they have asked for. NH Hotel see this as an opportunity and they try to exploit it as much as possible. Social factors:Demand of the companies services and products are affected with the change in social factors. The company works on satisfying the customers by identifying their needs and then fulfilling them. The company works on meeting the culture of the society and try to satisfy the community in which they are working. Technological factors:The hotel is well aware of the fact to sustain the competition it is necessary to adopt updated technology. The use of updated technology may help the hotel to get a competitive advantage over their rival firm. Even the guest of today has become informed and advance, they also prefer hotels with updated technology and automation. They feel like with the availability of latest technology they are more safe and secure. People coming for business meeting look for WIFI and many hotels including NH Hotel provides this technology to its customers. Legal factors:legal factor have a close link with political factor. There are some rule and regulation which the company need to follow in an economy, those are called legal factors. It also includes safety and health law which is essential in a hotel industry. People only get attracted to those hotels which are legal and well rated in terms of security. Company need to take care of all legal element in an economy, if found guilty it may hamper the goodwill of the company. Environmental factors:weather change may impact the operation of the hotel and sometimes can be the reason for the decline in the revenue of the business. Sustainable development need to kept in focus as motive of the company should be doing development while using eco friendly technique(Grant, 2016). It will gather the interest of more tourist as they will also like to stay in environment friendly hotels. Various natural calamity like earthquake, flood may affect the hotel operation and employee are trained on how to tackle such situation in favour of company benefit. So these are the external factors which can affect the working of the hotel. Hotel need to properly analyse those factors so that they can get positives out of it in favour of them.
M1 Critically analyse the hospitality macro environment to determine and inform strategic management decisions The NH Hotel is one of the leading hotel in Madrid and it has its operation all over the world. The industry deals with tourist and guest so it is very important for the hotel to do complete analyses in external or macro factors. The company need to thoroughly analyse the cultural background of the customer and pitch them product and services accordingly. The manager of the hotel need to identify the needs of the customer and try to met them. If the hotel has done their homework on external analysis, they can maintain good and healthy relations with the customers(Grayson and Hodges, 2017). So it is very necessary to have knowledge about the external factors as they are beneficial as well as harmful for the hotels, having the proper knowledge will help in reducing damage and increasing profit of the hotel. D1 Critique and interpret information and data applying environmental and competitive analysis to produce a set of valid strategic directions, objectives and tactical actions for a hospitality organisation The hotel need to take care of environmental factor also as most of the country focuses on preserving the environment. Over-exploitation of the resources need to be stopped and focus should be put on sustainable development. Strategy that the hotel can follow is using renewable resources, which is good for the nature. At the same time hotels need to focus on what their competitor are doing and they need to find a better way to out perform them. The hotel industry should give a proper message to the tourist about using environment friendly approach. TASK 2 P2 Analyse the internal environment and capabilities of a given hospitality organisation using appropriate frameworks Internal environment is also as important as the external environment for NH Hotel. It comprises of culture of the company, human resources, environment and many other factors. With this study the manager of the hotel can identify the strategy which need to be implemented or changed for NH Hotel. Strengths One of the major strength of the hotel is it provide a safe and secure accommodation to Opportunity The customersare gettingheavily pushed towards digital media. So digital media has
the public. As the brand is well known to the public they will be more than ready to stay at the hotel without any second thoughts. The hotel industry is paying huge % of taxes, so it is contributing to the country economy. The hotel labour cost is low which makes the profitmarginhigherascomparetoother hotels in the competition. become the platform for the hotel to advertise them and to get more market share from all over the globe. Hotel can use technology to their favour in marketing the product and can share the packages on basis of demographic segmentation (Hill, 2017). Weaknesses The hotel has certain weaknesses as well. Being a premium hotel, the rates charged is very high which not all the customer can afford, resulting in restricted market share. Season play a vital role, in off season there are less number of tourist resulting in less business(FinancialandStrategicSWOT Analysis, 2018). Threats Withincreaseinopportunitiesthe competition has also increased, lot of new hotels are getting established which result in more competition and decreased margin of profit. With the recent pandemic of COVID 19 tourism has stopped and it is predicted that the tourism business will remain down for couple of months at least, as the focus of each and everyone is on their health so they are least bothered to travel right now unless or until there is an emergency. VRIO ANALYSIS It is another internal assessment done by the hotel which helps them in certain ways. It analyse the resource and capability the hotel has in this competitive market. This tool is used so that the manager of NH Hotel can make some effective decision in favour of organisation. Following is the VRIO analysis in context to NH Hotels: CapabilitiesValuableRareInimitableOrganised Patents✔✘✘✘ Global✔✔✘✘
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distribution channel Brand image✘✔✔✘ Qualityof services offered ✔✔✔✔ Valuable:As mentioned in the above table global distribution channel, brand image, quality of services offered is the valuable component of the NH Hotel. Brand image helps in gaining the confidence of the customer and because of it they select the hotel for there stay and luxury usage. Rare:The service providing secret of the hotel is the rare component they have. The hotel never compromised on services to the customer. They go an extra mile to satisfy their customers. It ultimately results in retention of the customer and more greater things. Inimitable:The things which competitors cant copy fall under inimitable. Service providing secret and distribution channel falls under this section as far as NH Hotels are concerned. Organised:Hotel follows rule and guideline, proper training is given to the staff so that special services is given to the staff(Johnson, 2016). M2 Critically evaluate the internal environment to assess strengths and weaknesses of an organisation’s internal capabilities, structure and skill set From the above information it can be said that assessment of internal environment may lead to smooth functioning and coordination with the company. The manager of the hotel had done complete SWOT and VRIO analysis and it will help the company to find out internal problems. The analysis will give manager the way on how to approach to any problem in internal environment. It tells the NH Hotel has lot of strength like security and brand image along with that they are getting government support. At the same time some weaknesses are also there like off season and premium rates can’t be afford by all customers. The hotel needs to counter everything and find out the best way to increase margin(Morden, 2016).
TASK 3 P3 Applying Porter’s Five Forces model, evaluate the competitive forces of a given market sector for a hospitality organisation With proper study of Porter’s 5 forces thehotel can get the competitive advantage they are looking for to sustain in the industry for a longer duration. The porters 5 forces are as follows: Competition in the industry: the competition in hotel industry is immense which results in huge rivalry. The reason is there are lot of competitor and the cost of product differentiation and switching cost is low. All the hotels require huge capital so expectation in profit also increases, resulting in an intense competition. Potential of new entrants into the industry:the capital required in hotel industry is huge, but if someone can afford such type of capital they generally try their hands on it. The reason is simple the profit margin is also huge in hotel industry and anybody can enter into it given that they can invest. Investment is the only hindrance here. The competition is large because the tourism is increasing day by day. Tariffs are mentioned on basis of location and guest ratio, in this case new entrants have bit of disadvantage. Power of supplier:it is relatively low.The demands of the hotels are huge. Especially when the hotel is staged at tourist attracted places. In order to get better of the competition the hotel should have cost benefit so that they can sustain in the market. The hotel is old and they have already maintained the relations with there supplier resulting in less bargain. Bargaining power of buyer:The hotel are ready to bargain with those who are looking for bulk hotel rooms. They are trying to offer them best price in the industry so that they can take their offer(Müller, Buliga and Voigt, 2018). Bargaining power of buyer is restricted when they are looking for single room or less room. Bargaining power completely depends upon the situation also. Threat of substitute:the threat of substitute from other industry is relatively low. The people who are looking for economical price may opt for motels, hostels etc. but when talking about bulk booking hotel does not face any problem of substitution. They can make them different by providing technology and product and services enhancement and price differentiation.
Thus, on the basis of framework it has been analysed that NH Hotel needs to significantly upgrade its services on the basis of innovation in terms to satisfy target market. This can be effective help to wipe out the competitive pressure by establishing desirable strategy to gain organisational success. M3 Devise appropriate strategies to improve competitive edge and market position based on the outcomes The company can use the above mentioned framework to their favour. They need to analyse all external factor which can give them competitive advantage and need to work on them. The NH Hotel has commenced their businesses in tourist places so that they can get more people floating to their hotels. The hotel tries to use technology to their advantage to get the advantage of first mover and get competitive edge for a long duration of time. The hotel try to analyse their competitors and frame out measures to overcome them. TASK 4 P4 Applying a range of theories, concepts and models, interpret and devise strategic planning for a given hospitality organisation Ansoff matrixcomprises of four component, they are listed below: Market penetration:Within this strategy the company concentrate to offer customer reasonable rates with qualitative services in the prevailing geographical market. Application of this strategy can help NH Hotel to widen its market share because here low prices are set to deliver supreme quality of services in order to maintain strong customer base(Ortiz‐de‐ Mandojana and Bansal, 2016). Product development:Based on this strategies of the hotel, the manager takes decision to launch new product or technology in the existing geographical region. This can help the customers of NH Hotels to gain wider options in the product line of company. Also the latest technique is designed on basis of innovation after taking constructive feedback from the customer. Market development:The hotel focus on diversifyingits offering in new market which may be alike existing ones. This strategy can assist the company to expand its customer base and enhance the profitably margin by managing needs of foreign customers. Diversification:Extensive market research is done under this technique because it involve huge risk as company rely on trying new things and adopting new technology. The
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company have effectively adopt this strategy in terms to carry out global operations and address the needs of diverse customers systematically. Hence, amongst diverse strategy Product development strategy is recommended for NH hotel as it helps in building up advance strategy and delivering quality services for the success of hotel. STP Segmentation:It helps in dividing the large market into smaller sub sets for better classification of market. The hotel on the basis of geographical and psycho-graphic segment launch new product and try to provide better services to their customer by identifying what they actually wants. Targeting:Targeting refers to the process of selecting potential customers to whom the company target. The manager of NH Hotel has targeted to high income group people that can be part of different occupation like sportsmen, professional or entrepreneur and are inclined towards premium services during their stay and qualitative products. Positioning:The company can significant position there hotels to tourist destination so that they can get the crowd they have desired for success(Trevisan, 2016). Strategic management plan:It is the written document which consists of effective strategy in terms so that priorities can be set and resources can be configured which strengthens the internal operations of an organisation. Herein, the company strategic business plan is to give premium services to its customer and offers to the regular customer to satisfy the requirement of people within existing market and retaining the customer and building ever lasting relationship with their regular customers. Strategies Promotion:Promotion helps to spread the awareness about innovation which finally leads to increase in demand of the rooms. HN Hotel depend more on the digital technology such as use of website, social media, affiliate market, SEO and so on to reach out to the prospects for premium customers looking for a stay.Along with that company can use articles and blogs where it can deeply demonstrate the advantages and USP of the hotel.
Research and development:This strategy will be used by NH Hotel to determine the preferences of customer and gain insights about market dynamics. This can effectively attract the interest of potential customer towards service oriented approach. M4 Produce a strategic management plan that has tangible and tactical strategic priorities and objectives The hotel had made strategy on how to attract more and more customer so that market share can be increased and it will lead to competitive advantage in future. The manager has set tangible and tactical strategic priorities for the same(Wood and Logsdon, 2017). The hotel wants to attract premium customers by providing them qualitative services and new experiences on their stay at NH Hotel. The objective of the hotel is to concentrate in services and identifying what customer need and working on it so that it can be provided to them in immediate basis. CONCLUSION The report focuses on external and internal factors which can affect NH Hotel operation. All the factors has been thoroughly analysed and with the knowledge of those factors, those are used for organisation benefit. The report talk about various model like PESTLE analysis, VRIO analysis, ANSOFF matrix, SWOT analysis and many more. The report also discuss about the strategy which the hotel is adopting to increase their market share and sustain the competition for a long run.
REFERENCES Books and Journals: Charter, M., 2017.Greener marketing: A responsible approach to business. Routledge. Feldman, E. R., Amit, R. and Villalonga, B., 2016. Corporate divestitures and family control. Strategic Management Journal.37(3). pp.429-446. Grant, R. M., 2016.Contemporary strategy analysis: Text and cases edition. John Wiley & Sons. Grayson, D. and Hodges, A., 2017.Corporate social opportunity!: Seven steps to make corporate social responsibility work for your business. Routledge. Hill, T., 2017.Manufacturing strategy: the strategic management of the manufacturing function. Macmillan International Higher Education. Johnson, G., 2016.Exploring strategy: text and cases. Pearson Education. Morden, T., 2016.Principles of strategic management. Routledge. Müller, J. M., Buliga, O. and Voigt, K. I., 2018. Fortune favors the prepared: How SMEs approach business model innovations in Industry 4.0.Technological Forecasting and Social Change.132,pp.2-17. Ortiz‐de‐Mandojana, N. and Bansal, P., 2016. The long‐term benefits of organizational resilience through sustainable business practices.Strategic Management Journal. 37(8). pp.1615-1631. Trevisan, E., 2016.The Irrational Consumer: Applying Behavioural Economics to Your Business Strategy. Routledge. Wood, D. J. and Logsdon, J. M., 2017. Theorising business citizenship. InPerspectives on corporate citizenship(pp. 83-103). Routledge. Online: FinancialandStrategicSWOTAnalysis.2018.[Online].Available through:<aarkstore.com/swot-analysis/728802/nh-hotel-group-s-a-nhh-financial-and- strategic-swot-analysis-review >