Analyzing Competitive Intelligence in UK Hospitality: Hilton Hotel

This report provides an executive summary of a research project focused on analyzing the role of competitive intelligence (CI) in the success of UK hospitality firms, using the Hilton Hotel in London as a case study. The study explores the meaning of CI, examines its role in hospitality success, and assesses the CI strategies employed by Hilton's management. The research incorporates a literature review discussing the meaning of CI, its role in firm success, and different CI strategies. The methodology includes an interpretivism research philosophy and an inductive research approach. The report highlights the importance of CI in the hospitality industry, emphasizing the need for firms to gather, analyze, and distribute information about competitors, customers, and products to gain a competitive edge. The findings suggest that Hilton Hotel effectively utilizes CI to achieve its goals and objectives, providing a competitive advantage in the market. The report also discusses various data collection methods and concludes with recommendations for future research and improvements in CI practices within the hospitality sector.

Research Project
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EXECUTIVE SUMMARY
In present study, key aspects of competitive intelligence has been discussed so that better
understanding can be provided to them. Competitive intelligence is process that includes
identifying information on the competitor with respect to requirement of decision-maker and
collect raw data from different sources in a legal and ethical manner. It has also focused on
analysing the role of competitive intelligence in UK hospitality's firm success. It has been
noticed that the Hilton Hotel employees are effectively focused towards effective development of
competitive intelligence. It provides better accomplishment of goals and objectives for
sustainable development.
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TABLE OF CONTENTS
BRIEF..............................................................................................................................................3
RESEARCH AIM AND OBJECTIVES..........................................................................................3
RESEARCH QUESTIONS.............................................................................................................4
LITERATURE REVIEW................................................................................................................4
RESEARCH METHODOLOGY.....................................................................................................7
Research paradigm/ research philosophy....................................................................................7
Research approach.......................................................................................................................7
Research nature............................................................................................................................7
Methodological choices and research strategy............................................................................8
Research techniques.....................................................................................................................8
Population profile, sampling theory and sample size .................................................................9
Time frame...................................................................................................................................9
Ethical and accessibility issue......................................................................................................9
DATA COLLECTION .................................................................................................................10
CONCLUSION AND RECOMMENDATION.............................................................................21
REFERENCES..............................................................................................................................23
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Topic: To analyse the role of competitive intelligence in UK hospitality's firm success: A study
on Hotel Hilton, London.
BRIEF
Hospitality industry is having rapid growth in current market industry but it also facing
high ratio of competition in the market. It indicates that the understanding in regard to
competitive intelligence is significant. Competitive intelligence is considered as action that
allows to have effective designing of key factors that may lead business to impressive level of
success. In this, it is also necessary for businesses to have effective gathering of information,
analysis and distribution about intelligence. With an assistance of this, the successive factors that
relates with the product, customer and competitor can be evaluated in desired manner. It clearly
indicates that the environmental aspects can be understand by mangers in appropriate manner
which is beneficial to design strategies and ensure that business is attaining various advantages.
By having improved focus on competitive intelligence the businesses can improve their customer
base and design strategies in such manner that the operational issues can be overcome
effectively.
Hospitality industry is offering wide range of services to its customers so it is necessary
to ensure that the activities are being designed as consideration of competitive intelligence. By
having consideration of this, the better competition can be provided in order to attain benefits.
However, there are number of studies has been accomplished in respect to hospitality sector. But
there was no statement provided in context to role of competitive intelligence in hospitality's
firm success. Current study is beneficial to understand factors that helps in gaining competitive
advantage. Hilton Hotel is considered as an organisation in order to meet the key objective of the
study. Hilton Hotel is one of leading hospitality firm that offers wide range of services to its
customers. Company is having good brand image in the market that allows to attain better
competitive advantage, it means the selection of hotel is appropriate.
RESEARCH AIM AND OBJECTIVES
The main aim of research is to analyse the role of competitive intelligence in UK
hospitality's firm success: A case study on hotel Hilton. On the basis of given aim, following
objectives are framed:
 To explore the meaning of competitive intelligence.
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 To examine the role of competitive intelligence in hospitality firm's success.
 To assess different competitive intelligence strategies used by Hotel Hilton manager
RESEARCH QUESTIONS
 What is the meaning of competitive intelligence?
 What role is played by the concept such as competitive intelligence in hospitality firm's
success?
 What are the different types of competitive intelligence strategies used by Hotel Hilton
manager?
LITERATURE REVIEW
In the section, discussion is incorporate on varied aspects of competitive intelligence in
order to gain deep understanding related to same. This helps in gaining background information
and also supports in understating the discipline in appropriate manner.
Meaning of competitive intelligence
As per Leonidou and et.al., (2010), Competitive intelligence is the process of gathering
and evaluating information of competitor's strength and weaknesses in the systematic manner to
take better decision for business. Further, Xu and et.al., (2011) stated that it is the act to define,
collect, analyse information with respect to competitor's product, clients, services that helps
upper level of management to frame strategies for an organisation. It is conducted to understand
and learn what's going on in the business world to establish competitive edge in the industry.
According to Wang, Chen and Chen (2012), it is the continuous process where firm
monitors industry or market to recognize current and future competitor's activities and analyse its
impact on the firm and top level executives frame strategies to respond to these activities. In
contrast to this, Huggins (2010) stated that it is the collection of publicly available information
regarding firm's competitors and using that information to gain a competitive advantage over
others.
Tavitiyaman and et.al., (2012) defines competitive advantage as deep study and
knowledge of the industry and its competitors to survive and sustain for a long time. Some
authors have explained competitive intelligence as the program for gathering and interpreting the
information in a legal and ethical manner about competitor's positive and negative points to
further its own company's goal. In addition to this, Huggins (2010) explains competitive
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intelligence in the following way, by taking the help of different public sources like newspaper,
channels to collect information about the competitors in the market environment and industry
that would assist executive to make strategic decision of the firm in efficient manner.
From the viewpoint of Sigala, Christou and Gretzel (2012), Competitive intelligence is
also known as strategic intelligence, which means that it is a process that includes identifying
information on the competitor with respect to requirement of decision-maker and collect raw
data from different sources in a legal and ethical manner and analyse and convert that data into
intelligence, so that it can be used by executives to take action for their business accordingly.
Role of competitive intelligence in hospitality firm's success
According to Haase and Franco (2011) competitive intelligence plays integral role in
firm's success. Management of company depends upon competitive intelligence to take strategic
decision that gives them an edge over their competitors. It helps the executive to keep their firm
updated and in tune with the business environment. Competitive firm of UK is highly
competitive as there are number of firms that have good and renowned brand image that
functions within country. So it leads the need to know about their competitors thoroughly with
the help of competitive intelligence. In every business environment, firm collects information
about the competitors to understand and respond back to that research. If the firm does not pay
attention on competitive intelligence, company may face many complications such as decline of
market share and downfall of sales.
However, Wang, Chen and Chen (2012) have stated that to take right decisions, they
differentiate competitive intelligence information from the general information. Tavitiyaman and
et.al., (2012) stated that it is a continuous process that helps to add value to the planning and
framing strategies process regarding the operations and function for the firm. Leonidou and
et.al., (2010) has given that CI has significant importance in business management and practice.
It helps the hospitality firm's manager to identify strength and weaknesses of its rivalry. In
addition to this, it also helps information manager to analyse opportunities and threats that are
connected with the organisation. From the view point of Haase and Franco (2011), it has been
found that Hospitality manager collects data on industry and external environment to take
informed decision and monitor the system, customer's or external environment. It enables the
firm to take advantage of the weaknesses of the other firm and setting their strength as
benchmark to reach that level so that firm can grab the opportunities in the best possible way.
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Sigala, Christou and Gretzel (2012) has found that firm uses competitive intelligence to
compare themselves from other hospitality firms, to identify and analyse risks and opportunities
in their industry that assist them to take informed decision and protect them from any misshapen.
Due to ever changing technology, business environment has become disruptive. To survive in
such a disruptive environment, hospitality firm strives for a competitive advantage over their
rivals. These all factors rise to the need of competitive intelligence.
Different competitive intelligence strategies
Huggins, (2010) has stated that there are different types of competitive intelligence
strategies that help an organisation to collect data and interpret them and utilize the information
to establish competitive edge in the market. Hospitality firm can review and analyse the
information available on company's website. As per Shih, Liu and Hsu (2010), manager can take
the help of internal and external experts to study in detail about the market trends and
competitor's strength and weaknesses. Executives can meet out experts who maintain blog and
are frequent speakers at industry events. Firm should attend various trade shows where various
industry experts and competitors are invited; they can interact with them to get updated about the
latest trend in the market, news about new competitors and their status.
Adidam and et.al., (2011) presents that firm can conduct competitive intelligence through
internet, which is a source of wealth of information. Hospitality firm must monitor information
published by regulatory agencies, expert blogs, competitor’s public relation department.
Manager can gather these data and compile them to make useful information. Xu and et.al.,
(2011) stated that the firm should not use unethical ways like hire any person to collect
confidential information about the company. Company can take feedback of their competitors
from the customer as the focus of all the companies is to satisfy their customers. It helps the firm
to make informed decision that helps them to establish competitive edge in the market. It can be
attained by collecting information about the rivals and analyse them and making them useful for
the firm to frame strategies that results in the best possible outcome for the companies' growth.
Shih, Liu and Hsu (2010) have said that take the help of win/loss analysis where executives will
interview new customers about their needs and expectation and customer that have moved to
their competitors to finding out the reasons for their decisions.
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RESEARCH METHODOLOGY
Research paradigm/ research philosophy
It is considered as belief that allows to provide description to understand the key aspects
of investigation. Selection of philosophy is significant to ensure that the assumptions are helping
in identification of key research questions and answers (Coram, 2011). In present study, the
researcher has considered philosophy as a key aspect so that objectives can be accomplished in
desired form. There are two kinds of philosophies that are mostly being adopted by investigators
such as positivism and interpretivism.
Current study has been accomplished by having consideration of interpretivism research
philosophy. By having application of this, the researcher can easily meet the aims and objectives
of the study in an effectual manner (Bell, 2010). It has also facilitated in effective interpretation
of outcomes as per considering framed aim and objectives.
Research approach
Research approach is referred as plan and procedure that facilitates in meeting designed
objectives. It means research approach allows to access methods that assist in data collection and
its interpretation (Creswell, 2009). Classification of approaches can be as inductive and
deductive. Inductive is mostly applied by investigator to complete study in general to specific
form. It mainly focuses on the observation of activities and formulate key aspects as per
consideration of collected information. However, the deductive is focused towards hypotheses
that are based on pre-existing theory (Esteves, 2010).
In the present study which is based on the topic of analysing the role of competitive
intelligence in hotel Hilton success, inductive approach has been applied. It is because the
inductive approach is most suitable for the study as per its nature. Researcher has performed
various activities that has provided results on the basis of existing and general information.
Research nature
It is significant for researcher to have proper understanding of nature of the study because
it assists in effective accomplishment of the research. Efforts must be carried out as per nature
because it allows to resolve issues that are present within the study. It has been noticed that there
are number of research design that are being selected as per nature (Golafshani, 2003).
Classification of designs can be as exploratory, descriptive and explanatory etc. In order to have
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effective accomplishment of the study and its objectives, the deductive design has been applied.
It has facilitated in effective analysis of role of competitive intelligence in Hilton Hotel, Park
Lane London. By having consideration of the selected design the understanding about the subject
can be improved.
Methodological choices and research strategy
It has been noticed that the selection of strategy and methodology is considered as most
essential section of the study. It means it is necessary for researcher to ensure about it in
appropriate manner. If these kinds of aspects are not considered effectively then overall outcome
may get influenced. There are number of methodological choices that are being preferred such as
qualitative and quantitative (Hannabuss, 2007). Current study has been accomplished as per
consideration of qualitative methods. By having an improved focus on qualitative methods the
answers of research questions has been identified. It has facilitated in understand the concept of
competitive intelligence. Moreover, the role of competitive intelligence in hospitality firm's
success has also been evaluated by having consideration of methodological choices and research
strategy (Massingham, Massingham and Diment, 2012).
Research techniques
Research techniques are considered as form of ways through which data is being
collected and analysed in order to meet objectives of the study. It is necessary to ensure that the
credibility and reliability of sources is according to standards so that researcher can gather data
in effective manner. Investigator has make sure about the same so that study can be
accomplished in appropriate manner. Other than this, the data collection is also significant so that
analysis of role of competitive intelligence in Hilton Hotel success can be evaluated
(Massingham, Massingham and Diment, 2012). In this respect, the primary and secondary data
collection methods has been implemented by the researcher. In order to have effective
accomplishment of the objectives the questionnaire has been designed. It also assists in meeting
the standards of primary study (Peffers and et. al., 2008). In respect to secondary study, number
of secondary sources has been referred such as books, journals, secondary documents, online
sources, etc. Secondary sources information has been presented in the literature review section
which present views and ideas of different authors.
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Population profile, sampling theory and sample size
Researcher has ensured that the sampling and population profile selection is according to
needs of the study. Random sampling method has been accessed by the researcher in order to
provide support to the data collection method. For current study, the selected audience was
employees who have working in the Hilton Hotel, Park Lane London (Silverman, 2004). It is
appropriate because it has helped in collection of primary information with consideration of
credibility and reliability factors. Selection of sampling was as per key standards of sampling
theory. However, the responses were taken from 5 managers of Hilton Hotel, Park Lane London.
Random Sampling is being applied because it gives equal chance to selected sample to provide
response.
Time frame
It has been noticed that the selection of time frame is significant because it allows to have
effective accomplishment of the study. Researcher has focused upon the time frame in order to
meet the objectives of study in appropriate manner. It also facilitates to manage activities in such
manner that the effectiveness of study can be maintained in desired form (Walliman, 2010).
Designed objectives has been meet by ensuring that the time frame is being allocated to each
activity in appropriate manner. As per detailed study, there are two different time frame
approaches that are mostly applied in the study. Classification of time frame approaches can be
as sectional and longitudinal (Walsh and Wigens, 2003). For present study the longitudinal time
frame is being applied which assist in effective analysis of information so that objectives can be
meet.
Ethical and accessibility issue
Ethical and accessibility aspects consideration is significant for meeting objectives of the
study. In present study, the researcher has evaluated ethical aspects so that outcome can attained
in appropriate manner. Any kind of ethical issue may affect the effectiveness of the study and its
outcome. Plagiarism issue has been considered and ensure that the drafting of report is according
to key standards (Wodak and Meyer, 2009). Moreover, the information in regard to study has
also been shared effectively with the respondents. Sharing about nature and ethical aspects has
helped in meeting key objectives. In order to have accomplishment of the study researcher has
make sure that data is being collected from credible and reliable sources (Yin, 2011).
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Furthermore, the scholar has also communicated about aims and objective in order meet ethical
standards.
DATA COLLECTION
Questionnaire
1. How does your company / organisation cope with rapid changes in traditional areas of
your business
 Above Average
 Average Below Average
2. How is your market share in the industry
 Very Low
 Low
 Average
 High Very High
3. Competitive intelligence is being adopted by your organisation
 Yes No
4. Leaders are focused towards creating healthy work environment
 Strongly Agree
 Agree
 Neutral
 Disagree Strongly Disagree
5. Management of Hilton Hotel has adopted monetary advantage mindset to attain better
success
 Strongly Agree
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 Agree
 Neutral
 Disagree Strongly Disagree
6. Which factor is essential for better competitive intelligence?
 Quality
 Accuracy
 Time relevance Other
7. Intelligence analyst at Hilton Hotel is well trained that improve quality of services
 Yes No
8. Are you aware of competitive intelligence process
 Yes No
9. Competitive intelligence is advantageous for better future in context to sales and
profitability
 Strongly Agree
 Agree
 Neutral
 Disagree Strongly Disagree
Collection
1. How does your company / organisation cope with rapid changes in traditional areas of your
business
Activity Frequency
Above
Average 3
Average 1
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