International Resort Management Report: Crystal Cruises Analysis

This report provides a comprehensive analysis of Crystal Cruises, a luxury cruise line. It begins with an introduction to resort management and the hospitality industry, followed by an overview of Crystal Cruises, its services, and positive and negative aspects. The report then delves into PESTLE analysis to assess the external environment, examining political, economic, social, technological, legal, and environmental factors impacting the cruise line. Recommendations are provided for improving hospitality operations, including market entry strategies like joint ventures, enhancing managerial staff, and improving services. The report also describes theories like Ansoff matrix and market entry strategies, and concludes with a SWOT analysis to identify strengths, weaknesses, opportunities, and threats, offering a detailed examination of the organization's internal and external environment and suggesting strategies for future growth and expansion.

INTERNATIONAL RESORT
MANAGEMENT

TABLE OF CONTENTS
Introduction..........................................................................................................................................3
About organization..........................................................................................................................3
Recommendations...........................................................................................................................6
Describing theories to analyse issues in expansion of organization................................................7
SWOT and PESTLE analysis........................................................................................................12
Conclusion..........................................................................................................................................13
References..........................................................................................................................................14

ILLUSTRATION INDEX
Illustration 1: cruise ship......................................................................................................................5
Illustration 2: PESLTLE analysis.........................................................................................................6
Illustration 3: Conceptual map...........................................................................................................10
Illustration 4: Ansoff matrix...............................................................................................................11
Illustration 5: SWOT analysis............................................................................................................14

INTRODUCTION
Resort management is part of the hospitality industry. There are various types of managers
and leaders in the resort including those who monitor food, maintenance as well as activities of the
division. Crystal Cruises is a floating resort which provides optimistic hospitality services and
holiday packages to families and couples (Teare and et.al., 2011). The present consultancy report
describes brief information about organization. Further, it explains its theories including advantages
and disadvantages which affect the organizational performance. Further, it will describe SWOT and
PESTLE analysis to find out of internal and external environment of Crystal cruises. In addition to
this, it will also give proper recommendations to remove issue for organization.
About organization
Crystal Cruises is a US based luxury cruise line organization. Headquarters of organization
is situated in Los Angeles. Enterprise was established in 1988 as subsidiary of the big Japanese
organization Nippon Yusen Kaisha (About Crystal Cruises, 2016). In addition to this, Crystal is
doing good work to provide effective experience for visitors to enjoy their vacations at cruise. It
contribute effective role for tourism sector to improve its growth in the country. It helps hospitality
industry sector to earn effective income and revenues by providing effective holiday’s packages to
visitors in the USA. Further, organization also achieved many awards in the USA. These things also
increase the image of Crystal cruise front of consumers in the country (Ooi, Mair and Laing, 2016).
Management of resort uses effective promotional techniques to reveal its holiday packages for elite
as well as premium class consumers in the nation. These things contribute effective role for resort to
attract more visitors for enjoying holidays at cruise.
Management of Crystal cruise uses corporate social responsibilities (CSR) activities for
domestic people of country. Firm contribute effective role for nation to provide effective
employment opportunities to local people in the nation. In addition to this, It also helps government
and other authorities to opens charity trusts for the welfare of old and orphan children in USA.
Further, it also supports public health care program to improve its image front of people of country
(Evans and Chzhen, 2016). This way, Crystal cruise contribute effectively to focus on welfare
activities by effective efforts in the USA.

Services of organization
Table 1: Services of organization
Types of services Description
Entertainment facilities Crystal entertains its consumers by providing effective facilities
like spa, gaming zones and sports facilities which provide good
leisure to them at cruise ship.
Travel and tour packages Organization provides effective holiday packages to all types of
consumers at cruise which give better enjoyable moments to all of
them at cruise.
Food and beverages services Crystal offer effective sea food and other beverages to make better
cruse trip.
Medical safety and insurance
services
Management of organization provide medical and insurance
services to all type of consumers which gives effective safety to all
of them at cruise (About Crystal Cruises, 2016).
Positive things
Crystal considers try to cover all facilities in order to provide effective entertainment to
consumers which gives better reliability to all of them at cruise ship. Further, organization also
offers effective living and accommodations which provides appropriate leisure to its consumers at
cruise.
Negative things
Illustration 1: Cruise ship

Some things, management of Crystal resort cannot offer effective medical services to
consumers due to limitation of medical resources which create complexities for them in the cruise
ship. Further, many customers face issues regarding food services due to limitation of food products
at cruise.
PESTLE analysis
PESLTLE analysis is utilized to analyse external issues which contribute effective role for
Crystal cruise to develop effective strategies in the hospitality industry. Further, it aids in reducing
complexities of organization in the USA.
(Source: Spandre and et.al., 2016)
Political factors: These aspects like government stability, corruption levels, bureaucracy as
well as taxes regulations the affect business of Crystal cruise in the nation. These aspects help in
developing effective marketing strategies for organization which contribute effectively to overcome
its issues (Spandre and et.al., 2016). For example, Taxes regulations affect the business of enterprise
as comparison of domestic hospitality organizations in the USA. It reduces income of Crystal resort
in the Britain. In addition to this, bureaucracy issues affect organization to manage its hospitality
operations in the USA. Further, political factors contribute effective role for organization to analyse
its issues which help in designing appropriate strategies to overcome this impact in the country.
Economic factors: There are many economic factors like inflation rate, taxes and duties,
finance and credit, working practices, exchanges rates, cost of living, GDP (Gross domestic
product) as well as GNP (Gross national product) rates which create impact on the Crystal cruise in
a appropriate manner (Teare and et.al., 2011). For example, economic condition of USA is
Illustration 2: PESLTLE analysis

optimistic which also support the firm to establish and invest monetary funds for expansion
business in a better way. Further, optimistic inflation, exchanges rates as well as working practices
help the firm to use appropriate strategies in order to earn effective profit in USA. In addition to
this, it also contribute effective role for Crystal resort to reduce issues by using effective plans in the
nation.
Social factors: Social factors such as lifestyle, beliefs, social mobility, education,
demographics and ethics as well as religion help the organization to know the requirement of
visitors in the nation. In addition to this, they contribute effective role for Crystal cruise to provide
effective hospitality services to visitors in the country (Wang. and Mukherjee, 2016). For example,
lifestyle and trend of visitors aid the Crystal organization to know their requirement of them in the
USA. This process aids in developing effective strategies and plans in the country. It also helps to
increase business of resort in the hospitality industry of country. Further, it helps the Crystal resort
to increase frequency of visitors in the nation.
Technological factors: There are many technological factors such as quality, pricing,
communication as well as internet facilities which help the firm to find out technological issues in
the market. This thing helps the Crystal resort to design proper strategies in order to provide
effective services to visitors in the nation (Shalika, Ab Yajid and Khatibi, 2016). For example, status
of technological facilities is effective in most of tourist destinations of Britain. In addition to this,
they contribute effective role for Crystal resort to offer communication facilities in USA. However,
there are some areas where organization does not get proper technological facilities which create
issues for visitors in the nation.
Legal factors: They create impact on the business activities of hospitality organization in the
nation. Organization has to analyse many legal factors like taxation, employment, health and safety
as well as regulatory bodies to manage its hospitality operations in the nation (Pham and
Thirumaran, 2016). For example, legal policies of USA are very strict as comparison of other
counties in the nation. In addition to this, consideration of proper employment, health and safety
rule and regulations of employees also increases the complexities for Crystal resort in order to
manage business in the USA. In addition to this, it also increases expenditure of corporation in the
nation.
Environmental factors: Climates aspects like pollution affect the business activities of
Hospitality Corporation in the nation. These factors help the firm to make effective polices in order
to follow rules and manage its business without harming the nature of country (Zelinskaya Chueva,
and Chuev, 2016). For example, environmental policies of USA are very strict which compel the

Crystal resort to follow proper rules and regulations. In addition to this, they obligate the
corporation to implement proper CSR policies in the USA. So these environmental rules and
regulations contribute effective role for Crystal resort to perform its business activities in a
appropriate manner.
Recommendations
There many recommendations which can help Crystal cruise to improve its hospitality
operations in the USA. Some of them are represented below in the paragraph.
As per my suggestions, Organization should follow joint venture market entry strategy to
expand its business activities in India. There are many reasons to expand business in this nation.
Generally, growth rate of India is higher than many other countries in the world. This thing creates a
positive impact on the income on people. In addition to this, trends of tourism have also changed in
comparison with the past year. Further, spending power of Indians is enhanced as compared to the
previous year in India. These things can help the crystal cruise to increase its profit in other
countries.
So, this strategy can provide effective benefits to Crystal cruise because foreign firm has not
precise knowledge and information regarding many aspects like proper needs of resources and
market information. Indian Hospitality organization can help the firm to conduct optimistic market
research which can provide huge benefits to recognize the requirement and needs of consumers in
India. Joint venture can help the Crystal cruise to enhance its business by giving effective
hospitality facilities to tourists in the market.
In addition to this, management of organization should use effective promotional techniques
like Social media (Face book, you tube as well as Twitter), mail advertisements, television as well
as magazines to promote its holiday packages and services front of Indian consumers. So these
promotional techniques can also help the Crystal cruise to establish its business in India. This way,
Joint venture can aid the firm to increase its resorts in the world (Kulkajonplun, Angkasith and
Rithmanee, 2016).
Crystal cruise should increase its managerial employees to manage its hospitality
organizations in many nations. Organization can hire its managerial candidates from top hospitality
institutions of world. This process can contribute effective role for corporation to remove its
weakness which can help to increase its efficiency and performance in the hospitality sector. In
addition to this, Crystal cruise should open hotel in famous tourist destinations of world. This
method can also provide effective opportunities to increase its income, revenues as well as market
share of organization in many countries.

Management of Crystal cruise should arrange meeting with government officials in order to
understand proper rules and regulations. This process can help the firm to reduce expenditure of
organization by knowing about rules and regulations in nation. (Towner, 2016).
In addition to this, Crystal resort should improve its bad services in order to provide
effective facilities to costumers at cruise trip. Organization should offer proper medical services to
customer by hiring appropriate medical staff and proper equipment’s. So this process can help the
firm to offer better medical facilities to sick patients at cruise. Further, management of Crystal
should give various quality food and beverages by storing much type of vegetables and other
products in the cruise ship. This process can help to reduce food related issues of consumers in the
ship (Spandre and et.al., 2016). In addition to this, organization should increase its security of ship
by hiring appropriate security guards which can help to give better safety services to the customers
at cruise trip.
Describing theories to analyse issues in expansion of organization
Conceptual map
Illustration 3: Conceptual map

There are many theories like Ansoff matrix and market entry strategies model which are
used to in expansion of Crystal resort business in India.
Ansoff matrix
(Source: Ansoff matrix, 2010)
It is strategic planning tool which provide effective framework for management of Crystal
resort to implement their strategies for future growth.
Market penetration: In this strategy, management of organization can increase its growth by
doing effective changes in its product and services in the present market. Further, Corporation has
to keep its product prices low in order to increase its sales in the market. Market penetration helps
in increasing market share of firm in the exiting market. For example, Crystal resort can improve its
holiday packages and hospitality services by adding its special values. In addition to this, enterprise
can improve its image and brand value in the mind of visitors. Market penetration can help the
organization to attract more visitors to use its hospitality services in lower prices (Ansoff matrix,
2010). So corporation can earn revenues and profit from the tourists in the nation.
Market Development: Organization can sell its products and services in the new market.
This method can help to expand its business operations in the India. For example, Crystal resort can
use market Development strategy to provide effective holiday’s packages and hospitality services to
Illustration 4: Ansoff matrix

visitors in the Indian market. This approach can contribute effective role for organization to increase
its revenues in India (Williams, 2008). In addition to this, it can also pull many new visitors to visit
Crystal resort place at least once which can help to increase its growth in the Indian market.
Product development: Management of organization can provide effective services to their
visitors by developing new products and services as per requirements of the consumers in the
existing market. Product development approach can help the hospitality organization to increase its
growth in current market (Spandre and et.al. 2016). For example, Crystal resort can design
hospitality its services like providing better entrainment, communication facilities as well as
adventure holiday packages to visitors as comparison of other corporations in the nation. So these
things contribute effective role for corporation to enhance its growth in the current hospitality
market. In addition to this, they can help the Crystal resort to gain effective market share and profit
as compare to before in the hospitality industry.
Diversification: Management of organization launch its new products and services in new
market. It is called diversification strategy which is helpful for effective growth of corporation. This
method can help the firm to make new brand identity in the other market (Wang and Mukherjee,
2016). For example, Crystal resort can open new hotels and travel and tourism business in the
Indian market. In addition to this, diversification strategy can help the firm to its increase growth by
expanding its business in other market. It can also aid Crystal resort to increase market share in
hospitality sector of India.
Advantages of Ansoff matrix:
 Ansoff matrix is play important role for Crystal resort to take complex decision regarding its
expansion strategy in other nations.
 It also helps the organization to make appropriate business strategy which contribute
effectively to increase its growth in the market (Shalika, Ab Yajid and Khatibi, 2016).
Disadvantages of Ansoff matrix:
 Ansoff matrix does not emphasize on the external factors in the market.
 It is time consuming process for Crystal resort. It requires many efforts to find out proper
results for firm in the hospitality industry.
Market Entry strategies:
Management of Crystal resort can use market entry strategies like Joint venture and
acquisitions to expand its business in the India.
Joint venture: Management of organization can use joint venture to its increase growth in

the global market. In this process, two enterprises makes new organization by following proper
rules and regulations of India. Joint venture can help Crystal resort to increase market share in the
Indian hospitality industry (Pham and Thirumaran, 2016). It can help the organization to gain
effective income as well as revenues by offering optimistic holiday packages and services to visitors
in India.
Advantages of Joint venture
This approach contribute effective role for Crystal resort to manage its business operations
by using resources of Partner Company in a appropriate manner. In addition to this, it provides taxes
benefits to organization which aid to decrease its expenditure in the India. Enterprise gets huge
reliability to share risky project with another firm by sharing monetary funds in the business
(Zelinskaya Chueva and Chuev, 2016). Further, joint venture also helps the firm to increase
relationship with other firms as well as government of India which provides flexibility to manage
international hospitality operations in the market.
Disadvantages of Joint venture
Organization has many benefits from joint venture in other nations. However, there is many
disadvantages of this strategy. Crystal resort has to share its profit from other organization. In
addition to this, it create conflicts with partner enterprise to take decision regarding launching of
new hospitality services in India.
Acquisitions: Organization can use acquisition method to expand its business in the India. In
this process, one corporation take over the other enterprise by purchasing it equity shares and assets
in the nation (Kulkajonplun, Angkasith and Rithmanee, 2016). Acquisitions can contribute effective
role for Crystal resort to increase its growth in the nation. Further, organization can achieve
effective market share as well as revenues by providing effective entertainment, communication,
living and food facilities to visitors in the Indian hospitality market. In addition to this, acquisitions
can aid enterprise to consolidate its brand value by creating good image front of visitors in the
Indian market. This way, Crystal resort can increase its global operations in various countries.
Advantages of Acquisitions
Acquisitions can help organization to achieve more financial gain as comparison other
market entry strategies in the country. In addition to this, it can help the Crystal resort to complete
its stakeholder expectation in the nation. It can also aid the firm to increase market share of
hospitality industry of India which help to gain synergistic advantages in the nation (Advantages
and disadvantages of acquisition, 2010). It contribute effective role for Crystal resort to reduce the
entry barriers which can help to reduce legal risks in the nation.

Disadvantages of Acquisitions
Acquisitions can increase expenditure of Crystal resort which creates shortage of monetary
fund in the nation. Further, it also increases financial related risk in the India. It also creates
complexities for the organization to acquire proper resources to manage hospitality operations in
India (Towner, 2016).
SWOT and PESTLE analysis
(Source: Pearce, 2016)
SWOT analysis is used to monitor internal environmental audit of organization. It helps in
finding out issues of cruise resort. It is described below in the paragraph.
SWOT analysis
Strength Weaknesses
 Management of crystal has effective
human resources to manage its
hospitality operations in the nation.
 Corporation has effective expansion
strategies.
 Management of Crystal cruise has
 Shortage of managerial level employees
in the Crystal cruise resort.
 Sometimes, management of organization
are unable to provide better hospitality
services and facilities to visitors due to
higher frequency of them in the summer
Illustration 5: SWOT analysis

optimistic investment plans.
 Promotional strategies of organization
are also effective in the world.
 Crystal cruise has diversified knowledge
of hospitality industry (Pearce, 2016).
holidays (Williams, 2008).
Opportunities Threats
 Crystal can open its hotel in various
places of world.
 It can open cruise resort business to
increase its business in many counties.
 It can enhance current hospitality
business in developing countries.
 Fluctuation in inflation rates can affect
the business of organization.
 Changes in rules and regulations of
employees and their health and safety
policies.
 Increasing competition in resort business
(Dioko, 2016).
 Modification in national taxes and tariffs.
CONCLUSION
From the report, it is found that proper information of Crystal cruise provide better help to
take effective decisions for its expansion in the world. Market entry strategies and market
development contribute effective role for organization to increase its growth in Indian hospitality
industry. It helps the firm to gain effective income and market share in the nation. It can be
concluded that Further, SWOT analyse helps the Crystal cruise to find out internal issues which
affect organizational performance in USA. In addition to this, political, legal as well as economic
factors also help the firm to identify problems which contribute effectively to resolve out these
complexities by designing proper market strategies in hospitality sector of USA.

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