Foundation Year Project: Apex Hotel - Market Analysis & Strategy

This foundation year project provides an overview of the tourism industry, focusing on Apex Hotel, a small family-owned three-star hotel chain based in Edinburgh, UK. The project examines Apex Hotel's market and product development strategies, highlighting their goal to increase sales by targeting new customer segments. It details the company's short-term goals, such as increasing publicity and building a strong brand image, and long-term goals, including CSR initiatives and improving hotel occupancy rates. The project also touches upon the company's vision to become the best hotel in the UK by providing outstanding lodging services and its current operational strategies, including digital marketing and environmental and ethical services. The assignment brief provided focuses on cleaning services for serviced apartments, AirBnb flats, holiday lets, aparthotels, in London area.

INTRODUCTION
•The present study will discuss on the tourisms industry
which provide hospitality services to their customer in
order to run their business.
•Along with this, it is based on Apex Hotel which is a
small family owned company with the headquarter
located in Edinburgh UK
FOUNDATION YEAR PROJECT
OVERVIEW OF APEX ORGANISATION
•Apex is an hotel industry that provide their customer
with hospitality service in order to run their organization.
•It is mainly an operator of three star hotel that is owned
small family.
•Moreover, organization have 10 hotels in UK and the
headquarter is based on Edinburg (Apex Hotel., 2022).
•The aim of the company is to provide their customer
with signature warm welcome in UK.
SHORT TERM GOALS.
•To increase their publicity of the hotel and for
other service such as opening Spa and Hair
saloon.
•Creating good brand image through
communicating with their stakeholders.
•LONG TERM GOALS
•To follow CSR policy to protect the
environment.
•Increase the occupancy rate of the hotel.
MARKET DEVELOPMENT AND
PRODUCT DEVELOPMENT
• Market development is define as strategic
approach that has been taken by the firm for
developing the existing market instead of
looking for new market area.
•Along with this, in this process organization
mainly looks for new buyer in order to sell
their product in different segment of
consumer (Sarkar and George, 2018)
• The main motive behind market
development is to increase the overall sales
of the firm.
VISION
•To become the best Hotel in UK
by providing outstanding lodging
services to the guest and
facilitate leisure vacation
experience.
•To recognized as leading
hospitality industry in UK
•VALUES:
•HOSPITALITY
•INTEGRITY:
•LEADERSHIP:
• REFERENCE:
• Camilleri, M. A., 2018. The tourism industry:
An overview. Travel marketing, tourism
economics and the airline product. pp.3-27.
CURRENT OPERATIONAL
•The organization is currently
following digital marketing for
expanding their business in the
market.
•It helps in accomplishing the
vision related to increasing the
brand image of the firm in
business environment (Songling,
Ishtiaq and Thanh, 2019)
•CSR ACTIVITIES
•The aim of the organization is to
provide environmental and
ethical services to their customer
in order to build healthy relation
with them.