Hospitality and Venue Management - ExCeL London Case Study Analysis

This report provides a comprehensive analysis of ExCeL London, a major international venue in London. The report begins with an introduction to the growing importance of hospitality and venue management, highlighting ExCeL London's significance. Task 1 assesses the external environmental factors impacting ExCeL London, including political, economic, social, technological, and environmental sustainability factors. The report then offers recommendations, such as market segmentation, online marketing, and customer relationship management, to enhance ExCeL London's sales and marketing strategies. Task 2 identifies a key barrier faced by ExCeL London and proposes solutions, emphasizing the need for a specialized marketing team focused on digital and online marketing. The conclusion summarizes the factors influencing ExCeL London's operations and highlights the importance of strategic adaptation to the external environment. The report also contains the references used throughout the assignment.

Hospitality and Venue
Management
Contents

INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Environmental factors affecting ExCeL London...................................................................3
Recommendations:.................................................................................................................4
TASK 2............................................................................................................................................6
One barrier faced by ExCeL London.....................................................................................6
Solution to such barriers or challenges...................................................................................7
CONCLUSION................................................................................................................................8
REFRENCES...................................................................................................................................9

INTRODUCTION
There has been growing importance of the hospitality & venue management in the present
scenario of changing external environment. It is a way that is being used for the purpose of
management of some tourist destination places by cities such as London so that they are
effectively able to manage these areas. In the present report there is discussion of excel London
that is an international venue having located at Royal Victoria Dock and is one of the largest &
most versatile venue in London (Popli, and Rizvi, 2015). There is discussion of the external
environment factors that can posses’ impact on Excel London and there is further discussion of
the specific challenge that is currently being faced by Excel London.
TASK 1
Environmental factors affecting ExCeL London
External environment
There are many factors that are part of external environment and can pose an impact on the way
organisations are functioning. In case of tourist locations it becomes very essential to take into
consideration such factors that can have a direct or indirect impact on the overall functioning of
such organisations (Roberts, Hall, and Morag, eds., 2017). In present case of ExCeL London
there is a discussion of some of the type of factors as discussed below:
Political & Legal environment: This is a factor that is in concern with the changing
political nature of a country that is affected both in a positive or a negative manner and their
functioning is also impacted in a continuous manner. In ExCeL London also there has been
negative impact because of the changing political nature of London because of the recent
referendum that is taking place and is commonly referred to as brexit. In this the Britain leaving
European union has resulted into a complete shift in the way economies are functioning and UK
has also been affect as there has been lot of changes on Visa policies that has lead to reduction in
the number of visitors for ExCeL London in the recent years and GDPR policies of government
is also having a affect on the management of ExCeL London
Economic factors: The economic environment of a country consists of different factors
such as interest rates, exchange rates and number of employed over unemployed ratio. All such
factors are part of economic conditions of a country or a specific location. In context of London
it can be said that there has been high purchasing power that is there with citizens and high

interest rates as people are able to afford it. Along with this with the high exchange rates of
dollar becomes string in comparison with other countries currency then it might lead to reduction
in number of tourist who are willing to visit such destinations as they have to pay a higher
amount (Smith, 2016). Also, if there is high unemployment rate which means people are not
having any source of income that affects their lifestyle they are not willing to spend much on
recreational activities are started they want to satisfy their essential requirements. So, in such
cases economic factors are leading to reduction in n umber of visitors for ExCeL London.
Social factors: The social factors consist of trends in consumer living patterns in society,
population demographics etc. are the most common features of society that can foster or may be
hinder behaviour of people towards a particular tourist destination. In ExCeL London, if there
has been a shift tin the trends that are people are willing to visit more places with multipurpose
space and attend some youthful events that are taking palace in ExCeL London then it is going to
lead to increase in number of visitors (Van Wart, 2014). Again, if the population demographics is
spread in such a way that there is not much scattering of population then it is going to prove an
advantage for ExCeL London as there will be more population that will be visiting to their
location.
Technological factors: There are changes taking place in technology also influences the
way organisations are making changes. Such as it can be said that in ExCeL London, with the
shift in digital media as a source of promotion and there has to be more investment made on such
avenues. Apart from that the media technology is also growing and television advertisements,
radio telecast are playing a crucial role on influencing people towards a particular destination.
ExCeL London Should also focuses on such type of sources that can help them in expansion of
the present number of visitors who are visiting their tourist location.
Environment sustainability: The external environment is the place where actually all
organisations are functioning. It is the responsibility of ExCeL London that they have to focus on
more sustainable development so that there must be development but not at the cost of
environment and depletion of natural resources. There must be fulfilment of responsibility of all
stakeholders associated with ExCeL London that they should comply with development but with
the focus on environmental development.
Recommendations:
From the above discussed points that there are certain recommendations as discussed below:

Market segmentation: Market segmentation is a criterion that can be used by ExCeL London in
which they have to classify the market according to similar characteristics that are shared by a
particular segment of customers. It is a very effective strategy that can help in classification and
segmentation of people according to the different categories such as:
 Geographic segmentation: In this type of segmentation there are some
geographical locations. Such as there is segmentation that is based on countries,
cities, continents etc, it is very helpful in classifying people according to their
locations belief or values.
 Demographic location: It is a type of location that is based on gender, age,
education, income, occupation, family size and such other characteristics. It is
used widely as it helps in making classification very easy as preferences of people
can be understand very easy by application of this particular method.
 Psychographic segmentation: It is a type of segmentation that is focussing on
range of attitude, interest, values, personalities and opinion of people. It is also a
segmentation that is used for the purpose of understanding the target customer’s
choices.
 Behavioural segmentation: It is segmentation that is focussing on some specific
reactions that customers are going through while they are making different
decisions.
From the above mentioned different types of segmentation it can be said that the most
suitable type of segmentation for ExCeL London is the Geographic location that can be used for
the purpose of formation of their strategies as London is one of the prime locations of UK and
this segmentation will help them in classification of people according to their specific location
that is going to further help them in predicting number of visitors from a particular area.
On line marketing: on line marketing is a very effective tool as now the preferences of
people are completely changing they are willing to visit and check some online sources before
selecting a particular place they have to visit (Pappaleporeand Duignan, ., 2016). There is a need
for use of different technique of online marketing. There are different types of ways in which
there can be online marketing such as social media marketing, influencer marketing, Email
marketing, Content marketing, Affilatie marketing etc. These are some of the very commonly
available tools that can be adopted by a particular organisation. In all of these the social media

marketing is one of the areas that so getting very popular nowadays and is one of the most
trusted sources to be used for promotion. In ExCeL London also it can be used for purpose of
marketing and promotion their brand so that large number of customers can be approached at a
particular point of time and this will result into cost effectiveness that can be achieved by ExCeL
London.
Customer relationship management (CRM): ExCeL London has hosted numerous
events such as consumer trade, public events exhibitions, concerts and different types of
religious events are also hosted by them. It has made them to reach the place where they are
working in today’s present scenario (Moutinho, . and Vargas-Sanchez, . eds., 2018). There has
been lot of efforts that are done by them in order to create a long term and effective
relationships’ with their customers so that they are associated with this brand for a longer period
of time. So, in order to build such long terms relationships there is quality of services that has to
be maintained by ExCeL London. It is something that actually helps in enhancement of the
satisfaction level of their customers and once a satisfied customer is thee it helps in mouth
publicity and building up of a strong base of customers.
Differentiation from competitors: Nowdays there have been lot of competition that is
increasing, as there is no one single brand that is functioning but number of brands are their
present in the external market. So it confuses customer to decide their particular choice. Hence,
to achieve a differentiae position it becomes really very important for organisation such as
ExCeL London to have something unique and completely different from their competitors that
could help them in having a competitive advantage (Mok, Sparks. and Kadampully, ., 2013). So,
in present scenario, it can be said that there must be use of digital media as a tool to create a
different image for the target segment of customers. ExCeL London should make sure that they
are able to get a positive review from the customers who they have visited already and are
having a very high level of satisfaction from the services.
TASK 2
One barrier faced by ExCeL London
The world is growing very fast and this s resulting in lot of challenges that are being faced
by venue such as ExCeL London is a type of exhibition & international convention centre that is
located in East London. They are one of the world’s largest corporate suitability initiatives that

are inviting companies for alignment with different human rights, environment and labour (Joshi,
2019). It is a very popular area but it has not been able to successful market itself to different
location of world. So it is making it difficult to attract people from different countries or cities
outside London (Dhar, ., 2016). So, there is a big challenge of promotion themselves for ExCeL
London as they have to make lot of efforts so that they are able to make people aware about the
numerous trade fairs, exhibitions, public events, weddings, religious events that are being hosted
by this palace.
Solution to such barriers or challenges
The solution to above marketing problems or challenge that is being faced by ExCeL
London is related with how to make their marketing and promotional techniques more effective.
So, there can be formation of a marketing team by ExCeL London that has to be specialised in
the area of online or digital marketing.
The team must consist of specialist from fiddles who have a wide experience and
knowledge about how to sue social media platforms such as face book, instagram, twitter, you
tube etc. For the purpose of marketing their organisation (Ateljevic and Page, eds., 2017).
When such a team will be hired then it will lead to a specialised working force and a
specific department in ExCeL London that will be having one sole objective of working towards
the promotion of those venue on different prime locations of the world so that more number of
tourist and people from such countries can be attracted.

CONCLUSION
From this assignment it can be used to summarise that there are lot of factors that are
part of external environment and can impact the overall functioning of a organisation or a tourist
destination. There are lot of barriers that are increasing for such tourist destinations that are
present in different part of world and especially in countries like UK. So, there are some of the
solutions that can be adopted in order to deal with such challenges such as segmentation of
market, use of online source of marketing, having a USP or building up of long term relationship
of customers. These are some of commonly adopted methods to deal and pose such type of
challenges by tourist destinations.

REFRENCES
Books and journals
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Dhar, R. L., 2016. Ethical leadership and its impact on service innovative behavior: The role of
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Joshi, B. S., 2019. Leadership Style Paradigm Shift in Hospital Industry: Need of the Day, in
Comparison with Hospitality Industry. Journal of Health Management. 21(1). pp.141-
153.
Kajalo, S. Lindblom, A., and Mitronen, L., 2015. Exploring the links between ethical leadership,
customer orientation and employee outcomes in the context of retailing. Management
Decision. 53(7). pp.1642-1658.
Mok, C., Sparks, B. and Kadampully, J., 2013. Service quality management in hospitality,
tourism, and leisure. Routledge.
Moutinho, L. and Vargas-Sanchez, A. eds., 2018. Strategic Management in Tourism, CABI
Tourism Texts. Cabi.
Pappalepore, I. and Duignan, M.B., 2016. The London 2012 cultural programme: A
consideration of Olympic impacts and legacies for small creative organisations in east
London. Tourism Management, 54, pp.344-355.
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engagement and perceived leadership style: a study of managers in the private service
sector organizations in India. Journal of Services Marketing. 29(1). pp.59-70.
Roberts, L., Hall, D. and Morag, M. eds., 2017. New directions in rural tourism. Routledge.
Smith, P., 2016. International volunteer tourism as (de) commodified moral consumption.
In Moral encounters in tourism (pp. 45-59). Routledge.
Van Wart, M., 2014. Dynamics of leadership in public service: Theory and practice. Routledge.