Business Development Analysis for Grand Hyatt Hotels in Singapore

This report provides a comprehensive analysis of the business development strategies of Grand Hyatt Hotels, focusing on its operations in Singapore. The study employs a descriptive research methodology, utilizing academic journals, textbooks, and research articles to examine various factors impacting the hotel's growth. These factors include service diversification, promotional strategies, and competitive positioning. The report delves into the demographic segmentation of Grand Hyatt's target market, highlighting the focus on high-income professionals. A SWOT analysis is conducted to evaluate the hotel's strengths, weaknesses, opportunities, and threats. Furthermore, the report includes a competitor analysis, identifying key rivals such as Ritz-Carlton and Starwood Hotels. Product positioning strategies, such as extensive staff training and unique service offerings, are also discussed. The research aims to provide insights into variables that contribute to successful development strategies within the hospitality sector, specifically for Grand Hyatt Hotels.

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Introduction
Implementing effective measures while developing organizations in the hotel industry
allows the organizations to experience better competition, offer a better supply and meet market
demands (Dominici & Guzzo, 2010). The paper will focus on Grand Hyatt Hotels in Singapore.
The objective of the paper is to analyze various factors affecting hospitality firms’ development
such as widening the range of service, promotion, incentives and tax exemption, support to
marketing, the manager’s commitment to the organization’s capital, family backing, location
attractiveness, support to training, support by government bodies, customization and
differentiated service, and cooperation with other units.
Methodology
The essay will adopt a formal research methodology through the use of descriptive
research to analyze the major factors affecting the development of hospitality organizations.
Descriptive research is an important research method as it can employ one variable or several
variables to conduct research (Gratton and Jones (2010). To gain deep insights about the
motives, observation methods will be used. Different research methods to be used include
academic journals, textbooks, websites and research articles.
Demographic
The research uses a set of variables for segmentation of the demographic market
including lifestyle, social class, income, age, life cycle stage and gender. Grand Hyatt Hotels
focus on the customer segments which represent the senior and middle age professionals with
high income levels and who socially belong to the upper class. In addition, Grand Hyatt Hotels
are targeted on professionals who pursue a luxury lifestyle. To achieve this, the company charges

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high prices for a customer to access its services and products believed to be of quality which is
relevant. The main goal is to ensure that customers gain value for their money.
SWOT Analysis
Strengths of Grand Hyatt Hotels include good retention of employees, technical
innovations, highly recognized brand, strong distribution network and successful track records
(Hyatt Corporation, 2019). Weaknesses include lack of enough investment in digital innovation,
poor organization structure, minimum success outside the organizations core business and lack
of success in integrating firms from different cultures. Opportunities include lower rates of
inflation, new consumer behavior trends, higher consumer spending and new environmental
policies (U.S. News & World Report, 2019). Moreover, threats include continuous fluctuations
and different laws, liability laws imposed by various countries, higher trend towards isolationism
and increased trends of local distributors.
Competitor Analysis
Some of Grang Hyatt Hotel competitors include Ritz-Carlton, Starwood Hotels and
Resorts, Trident Hotels and Taj Hotels (Chon, 2012). Currently, Grang Hyatt Hotels conduct
their business under three business segments including vacation ownership units, residential units
and hotels and all-inclusive resorts. Vacation ownership units included the sale of fractional
ownerships and timeshare intervals under the brand name of Hyatt Residence Club.
Product Positioning
The strategies of product positioning adopted by Grang Hyatt Hotels include extensive
staff training positioning, personal contact positioning and leadership positioning strategies.
(Min, Min & Chung, 2002). Furthermore, the Grang Hyatt Hotels use strategies of positioning

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regarding information technologies, security and safety systems, unique product features, a range
of product offerings and quality customer service.
Conclusion
The research will be useful in analyzing different aspects that should be put into
consideration while developing the Grand Hyatt Hotels in Singapore. Through the research, it
will be possible to suggest and identify variables which will contribute to the success of
development strategies at Grand Hyatt Hotels.

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References
Chon, K. S. (2012). The growth strategies of hotel chains: Best business practices by leading
companies. Routledge.
Dominici, G., & Guzzo, R. (2010). Customer satisfaction in the hotel industry: a case study from
Sicily. International Journal of Marketing Studies, 2(2), 3-12.
Gratton, C., & Jones, I. (2010). Research methods for sports studies. Routledge.
Hyatt Corporation, (2019). Retrieved from: https://www.hyatt.com/brands/grand-hyatt
Min, H., Min, H., & Chung, K. (2002). Dynamic benchmarking of hotel service quality. Journal
of Services Marketing, 16(4), 302-321.
U.S. News & World Report, (2019). Retrieved from: https://travel.usnews.com/Hotels/b-
Grand_Hyatt_Hotels/