Strategies, Stakeholders, and Cross-Cultural Management at Hyatt Hotel

This report provides a comprehensive analysis of Hyatt Hotel's global business management, examining its strategies, stakeholders, and cross-cultural considerations. It delves into the company's international expansion, competitive landscape, and key economic data. The report utilizes frameworks such as SWOT and PESTLE analysis to evaluate Hyatt's strengths, weaknesses, opportunities, and threats. It also explores stakeholder relationships, cross-cultural management, international trade, marketing strategies, and operational aspects including technology and cybersecurity. The analysis covers strategic development, country competitiveness, and the application of Hofstede's cultural dimensions. The report concludes with recommendations for future growth and sustainability, providing insights into the challenges and opportunities facing Hyatt in the global market.

GLOBAL BUSINESS
MANAGEMENT

Abstract
The report is going to discuss the strategies, stakeholders, cross cultural management and
other factors which are associated with the company so that there is going to be effective
working. The competition in the market is high which needs to be analysed and worked upon so
that the company will be able to have stable economic factor and working of the company is
going to be higher which is a very important factor for the company to have. Tools like SWOT,
PESTLE, Marketing mix, etc. frameworks are used so that there can be effective working and
performance of the company is going to be present.

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
1. The content of International Business......................................................................................4
1.1 Global economy and country competitiveness......................................................................5
1.2 Key economic data and trends...............................................................................................5
2. STRATEGIES FOR GLOBAL BUSINESSES...........................................................................6
2.1 Strategic analysis...................................................................................................................6
2.2 Development of company's strategy......................................................................................7
3. STAKEHOLDERS IN INTERNATIONAL BUSINESS............................................................8
4. CROSS CULTURAL MANAGEMENT AND LEADERSHIP.................................................8
4.1 Country and regional cultural comparison.............................................................................8
4.2 Managing the cross cultural organization..............................................................................9
5. INTERNATIONAL TRADE AND INVESTMENT.................................................................10
5.1 International Trade ..............................................................................................................10
5.2. Foreign Direct Investment (FDI) .......................................................................................11
6. INTERNATIONAL MARKETING..........................................................................................11
6.1 Market intelligent and market analysis................................................................................11
6.2 Market segmentation............................................................................................................11
6.3 Managing the marketing mix...............................................................................................11
7. GLOBAL BUSINESS OPERATION........................................................................................12
7.1 The value chain....................................................................................................................12
7.2 The supply chain..................................................................................................................12
7.3 Managing quality.................................................................................................................12
8. TECHNOLOGY........................................................................................................................12
9. CUBER SECURITY..................................................................................................................12
10. SUMMARY.............................................................................................................................12
11. CONCLUSION........................................................................................................................12
12. RECOMMENDATION...........................................................................................................12
REFERENCES................................................................................................................................1

INTRODUCTION
Global business management is defined as the way of managing business at a global level
and facilitating all opportunities which are available in the market by expanding and enhancing
the market structure of an organization.
Hotel Hyatt is a multinational UK Company which serves in the hospitality sector by
proving luxury rooms, services, food and other luxurious services to its customers. Hyatt Hotels
was founded on September 27, 1957. Hyatt has over 100,000 employees worldwide providing
services to the customers who have been guests for the hotel. The hotel provides various services
which concern quality of services that are provided to the customers and so the hotel concerns
the effectiveness and efficiency of hotel.
The report analyses essentials of hotel. This multinational hotel is favouring its services
to the customers with best of opportunities to serve. The report consist of business management
process of Hyatt hotel by defining its global economy and company competitiveness, trends
which hotel follows which are running in current market structure, the stakeholders of hotel in
the international business, cross – cultural management and leadership along with international
trade and Foreign Direct Investment (FDI) plan.
MAIN BODY
1. The content of International Business
Hyatt as said is a multinational UK company opened in 1954 by entrepreneurs Hyatt
Robert Von Dehn and Jack Dyer Crouch. In 1957, hotel was purchased by Jay Pritzker for $2.2
million and his younger brother decided that the use air travel for business will increase the
importance of building hotel which will evoke more customers who will land directly to the
airport. In 1967, company opened their Regency Hyatt house in Atlanta and Georgia
(Cherunilam, 2020). Further, John Portman designed many chains for the hotel as the business
was expanding on large scale. To manage the business of the company and to evolve and expand
the customer base by providing them facilitation and services hotel provides. In 1969, Hyatt
opened its first hotel outside United States. In 1972, Hyatt formed Elsinor Corporation, a
subsidiary to operate four queens hotel and casino and Hyatt Regency Lake Resort, Spa and

Casino. Hyatt became a private company in 1972. As Donald died in 1972 and Jay continued to
run the company.
In June 2004, all the hospitality assets owned were consolidated under a single entity called
Global Hyatt Corporation. On June 30, it changed its name to Hyatt Hotels Corporation.
1.1 Global economy and country competitiveness
For the business to get into international market they need to have creativity and
innovation with technological advancement so that company will be able to maintain their
standards and operations effectively. There are a lot of competitors which are present for Hyatt
Hotel in the market.
Hyatt hotel is having a net income of $332 million as of 2018 which is a great value for
the hotel to have for a competitive advantage which is present in market. The further report is
going to discuss the competitive advantage and competitors in market in comparison to Hyatt. Marriott- There are 176,000 employees which are working in Marriott and the company
is having $17 billion in market as well. Marriott has got a higher competitive advantage
then Hyatt in market since Hyatt is having a revenue generation of $5 billion (Hyatt,
2020). Hilton Hotels Corporation- Hilton is maintaining their performance in the market
effective which is making operations of the company higher. There are 169,000
employees working in Hilton so that they can make customer's satisfaction increase
which is a very essential factor.
 Omni Hotels & Resorts- there are just 20,000 employees working in this organization
which is making the efficiency lower than Hyatt hotel.
1.2 Key economic data and trends
There are 5 elements through which economic data and trends can be analysed which are
unemployment, GDP, population, technology infrastructure and Gini coefficient. There are a lot
of trends which are changing in Hyatt Hotel so that there are going to be higher functioning
which is going to be present. The following report is going to discuss economic and trends which
are coming in hotel so that there are going to be higher market share and base which organization
can have.

From the above figure the net operating profit after tax of Hyatt hotel in market is falling.
It is important for the organization to maintain this figure in order to be able to operate
effectively in the market. The GDP of US is improving and Hyatt is expanding themselves in
India as well which is why it is essential for company to make right investments in order to be
able to operate effectively (Rezaee, 2018). There are a lot of hotels which Hyatt has started
which are going to help the business be able to develop and expand themselves globally and that
is a great factor for organization to have for a long run.
2. STRATEGIES FOR GLOBAL BUSINESSES
There has to be effective understand of specific mix of value of businesses so that the
activities is going to be set according which is said by Michael porter. Strategies are going to
help businesses be able to operate effectively and efficiently in market as well for a long run and
brand reputation and recognition is also going to be present (Barac and et.al., 2016).
2.1 Strategic analysis
There are a lot of strategies which are present in the market so that businesses in the
market will be able to analyse their functioning and operations in market like, SWOT, PESTLE,
BCG matrix, Porter's 5 forces, etc. These tools are going to help the businesses be able to plan
Illustration 1: NOPAT of Hyatt Hotel
(Source: Welcome to Hyatt, A hospitality leader, To your portfolio, 2020)

and make decisions accordingly (Silvius, 2018). The further report is going to discuss SWOT
analysis of Hyatt hotel so that there is going to be higher understanding of hotel.
Table 1: SWOT Analysis
Strengths
 New technology is got in the hotel
chain and renewable material.
 Low cost. Clarity in working with aims and
objectives.
Weaknesses
 Transparency missing with the
stakeholders and customers of the
organization affecting functioning in
the market.
 Products quality not well maintained.
Opportunities
 Expansion of the business in emerging
countries. Use of green model business for higher
performance.
Threats
 Products of the company can be
imitated in market and innovation and
invention is not going to be of great
help for company to have stable
economic factor.
2.2 Development of company's strategy
Strategic development is going to get in more ideas and targets for the company to
achieve which is good for competitive advantage in market. Design and goals of the company in
the international market have to be achieved so that there is going to be effective working.
 Company needs to find cost friendly measures to provide the customers with good quality
products and services.
 For the business to expand Hyatt hotel is using effective strategies and good partnership
so that outcomes are going to be effective.
 Creativity and innovation is present in Hyatt hotel so that end products and services of
the organization is going to be higher (Marom and Lussier, 2018).
Strategies are applied by Hyatt hotel so that their objectives and goals can be achieved
from time to time and employees can also be well satisfied with a clear sense of direction which
would be present.

3. STAKEHOLDERS IN INTERNATIONAL BUSINESS
Stakeholders are group of people who have interest and share in organization. There is a
high influence of them in organization and stakeholders of company are going to be customers,
employees, shareholders, suppliers, trade association, private organization and government. It is
according to the customers and performance of product that the decisions are taken by
stakeholders of organization. To improve quality, technology and management strategies.
These decisions taken by stakeholders are going to make performance level of sales,
communication, etc. of company with customers be improved. In multinational companies like
Hyatt the organization needs to have good stakeholders in business so that there are going to be
effective decisions and planning which can be done in organization (Laudon and Laudon, 2018).
4. CROSS CULTURAL MANAGEMENT AND LEADERSHIP
Leaders and managers have and play a very important role in international market since
they make environment of internal environment smoother. The cultural distance due to ethnicity,
language, religion, etc. are going to be maintained by them. There has to be a lot of flexibility
which needs to be present so that working of internal factor is going to match the demands and
culture factor is going to be better (Edelson, Senk and Stock, 2018). Management of employees
effectively is very essential in the market so that there is going to be higher functioning which is
going to be present.
4.1 Country and regional cultural comparison
Hyatt hotel have its chain worldwide so that there is going to be higher functioning which
is going to be present. There are a lot of differences which are going to rise in the company and
would be discussed further with help of Hofstede six dimensional cultural models.

 Power distance
There is a good power which is present in leader in India for the organization to be able
to expand themselves in country which is going to be very helpful. Distribution of work is very
important so that there is going to be higher operations which is going to be present.
 Individualism
There has to be a balance which needs to be present so that growth of business and good
functioning is going to be present. Managers and leaders have good build up relationship with
the employees of Hyatt so that they are satisfied and functioning is going to be higher.
 Long term oriented
Hyatt has invested in technology and research and development department so that they
would be able to have a competitive advantage which is going to be present (Kumar, Lall and
Mane, 2017). Economic factor of company has to be stable so that the company will be able to
invest in further operations and that is going to be very helpful as well.
 Masculinity
There has to be hard work and no discrimination of the base of gender, culture or any
other aspect and all employees must be given opportunities accordingly which is going to be
Illustration 2: Hofstede's cultural dimensions
(Source: What is the Hofstede's cultural dimensions theory? 2020)

very helpful. This is going to help company be able to gain competitive advantage and higher
profit margins.
4.2 Managing the cross cultural organization
Hyatt hotel has started its chain in India but with a lot of changes so that the cultural
value is going to be present in company. There are governmental laws and regulations which
make it easier for company to be able to operate and issues of the market are resolved
effectively. The cultural changes which Hyatt hotel has got while expanding themselves in India
are as follows.
 The interior of the company will change accordingly to people which is going to be liked
by the employees (Kačerauskas, 2019).
 Human resource department will have to get in changes so that they can make the
employees more satisfied and make the objectives of company be achieved effectively
with employees satisfaction.
 Hotels will have to make sure that employees are going to be familiar to the Indian ways
and employees are educated well for hosting must crowd making the satisfaction level of
the clients increase.
5. INTERNATIONAL TRADE AND INVESTMENT
International trade and investment are vital and important drivers for growth in the
economy. Due to recent trends and changes in trade and investment process, it has become a
more effective way of contributing to business growth and development factor. The digital
economy has improved and enhanced way the business deals and operations are done in
consideration with the perspective of growing the market structure of the company gradually and
then all at once (Roberts, Choer Moraes and Ferguson, 2019). Different trade policies and
investment criteria have helped in the company to prosper more in the hospitality sector by
diversifying and applying the internal trade policies.

5.1 International Trade
Regulation and tariff are two theories dealing in international trades. Regulation is of two
types which are mercantilism and laissez. Mercantilism is defined as to improve the country's
wealth government should apply some roles so that the people are more engaged towards
increasing productivity and performance in different sectors of operations that are consisted in
trade. Country's wealth can only be improved by people of country when they work according to
the recent trade policies and follow it in business. Laissez faire is second category which
specifies that government does not apply any roles for anti– free trades (Baier, Kerr and Yotov,
2018).
International tariff is one obstacle for this global company. Tariff is very expensive in
UK so to overcome such obstacles company will change the trade policies which stops the
growth and gives major downfall to economy in business segment.
There are some policies which have emerged from China mentioned as agreement rates,
general rates, preferential rates, quota rates, provisional rates and most favoured nation rates.
Tariff rates are lower when compared to most favoured nation rates. Hyatt has established its
services in worldwide to provide its customers best of the quality rooms and works in which they
have been excelled. They have produced their own products for the customers so that leisure
perspective solved and best use of the products are generated to increase its demand more in
global business. Thus, Hyatt being a multinational company has expanded its trade on global
level.
5.2. Foreign Direct Investment (FDI)
Hyatt is a UK multinational company serving in hospitality sector so any investment
outside the host country is known as investment in overseas market. For eg, Hyatt has been
investing through FDI In China over many years. The company enters into political, economic,
social, technological, environment, legal factors which affect base and the structure of whole
company. Because when these factors affect the business whole system of the business is
changed or diversified. China made some adjustments in their laws and regulations to grab some
attention from foreign investment and economic growth which helps in rapid growth in the
economy (Williams, 2017).

Hyatt's properties have upscaled properties that they have acquired in different countries
and states. The global business has occupied large sector in hospitality segment.
In August 2009, it was reported that Hyatt Hotels Corporation filed plans to raise up-to $1.5
million in an initial share scale. In 2018, Hyatt saw expansion in its hotels which provided more
services to its customers. On December 6, Hyatt signed a contract with Kasturi Group to manage
MAK Albania Hotel. The hotel was then branded as Hyatt Residency.
Thus, hotel served its best to customers and created a business stage for the expansion in
the hospitality sector which effectively and efficiently manages current Financial Direct
Investment plan of organization. Due to plan hotel manages its financial status and the
statements which helps in knowing company status.
6. INTERNATIONAL MARKETING
Hyatt is present in international market as well which is a great factor for the company
which is going to make marketing strategies of company be changed from place to place. The
problems have to be solved and only then product will be able to operate effectively. Hofstede
cultural dimension framework is being used by Hyatt so that there is going to be higher
operations. Using the right framework is going to help organization be able to operate effectively
and make sure that there are right decisions and planning which is taking place. The company is
expanding in developing countries which is a great market for organization to have for a long run
in the market.
6.1 Market intelligent and market analysis
It is important to understand demands of customers in market so that there is going to be
solution and productivity which can be decided accordingly. Analysis of market is important by
using SWOT, TWOS and PESTLE which are effective frameworks. Feedbacks are being taken
by the customers so that there is going to be effective working so that there is going to be good
development and improvement which can be done (Goxe and Belhoste, 2019). E-shopping is
also a great idea for the organization to have which is going to make company have unique
features and Hyatt will be able to have competitive advantage in the market. Techniques of the
company have to change with time so that there is going to be higher efficiency and productivity
which is going to be present.

6.2 Market segmentation
The customers also have to be divided in groups so that there is going to be higher market
segmentation. There are different kinds of segmentation distribution which can be done by the
people so that there is going to be higher functioning and understanding. Defensive segmentation
is strategy which is being used by Hyatt Hotel so that they would be able to operate effectively in
market. The company is going to get in changes according to competition in the market so that
there is going to be higher market share and profitability. Designing and working of company is
going to be upon customers and waste and recycling material in company so that company can
have a higher market base for themselves in market (Prokopenko and Omelyanenko, 2017).
Target of company has to be achieved and objectives as well so that company will be able to
have a strong base for themselves which is a very important factor for company to have.
6.3 Managing the marketing mix
To understand market there is marketing mix analyses which can be used by the
businesses in market so that they can get a competitive advantage in market. E. Jerome
McCarthy developed 4 P's which are promotion, price, place and product. Boom and Bitner
added 3 more P's to make this analyses effective which are physical evidence, people and
process.

 Product
The company is trying to provide the best of products to customers by getting in new
ideas. There are clear guidelines which are present for organization in market so that there is
going to be good performance and products can be developed around this area.
 Price
The company is going for luxury and premium guests in hotel so that they can have a
stable income and higher operations which is going to be present. Good investment is also being
done by Hyatt hotel from time to time which is a great factor (Saad, Sudin and Shamsuddin,
2018).
 Place
The company is operating in the international market and having its headquarters in
Chicago. The company is having its properties ion more than fifty-four countries which is a great
advantage for the organization.
 Promotion
Illustration 3: 4 P's
(Source: Hospitality marketing mix and service
marketing principles, 2020)

Hyatt is using top-notch marketing strategy so that they can have a strong base for
themselves in market. The company is offering discounts and other vouchers to loyal customers
so that they can gain loyalty and trust of them.
 Physical evidence
The rooms, banquets, gym, swimming pool, etc. are being present in interiors of company
so that there is going to be right customers getting attracted in organization.
 Process
The operations and productivity of company is being measured and taken care of so that
there are going to be right changes which are going to come. Competition in market is also high
therefore decisions will ave to be taken after good measurement.
 People
The employees of Hyatt is having a strong base for themselves in market, and they are
recruited according to standards of brand (Abreu-Pederzini and Suárez-Barraza, 2020).
Customers are well understood and changes come in the company accordingly so that there is
going to be a control on negative approaches.
7. GLOBAL BUSINESS OPERATION
With the help of technology, innovation and talent the companies in the market can easily
get in the right global business for themselves which is important. Hyatt is getting globally very
famous and brand value is increasing which is a great factor for the company to have. The
cultural and religious differences does get in a lot of issues which have to be solved which is
going to be a great factor to improve and work in international market easily (Barkhuizen,
Schutte and Nagel, 2017). There are a lot of activities which have to be planned effectively so
that there is going to be more sales and profitability which the company is going to have. Value
chain and supply chain are going to be discussed in the further report so that there is going to be
higher understanding and functioning which is going to be present.
7.1 The value chain
The company needs to have a competitive advantage in market therefore these activities
are going to be used and involved in the working. The collection of raw material is a part of

value chain which needs to be controlled and monitored so that there is going to be higher
operations.
Inbound logistics is procurement of products which is getting in raw material at cost
friendly methods. In China Hyatt is going to have 20% operational logistics and working which
is going to be present (Pathak, 2018). There has to be good methods of transportations which are
cost friendly and profit margins of company are going to be higher which is going to be used for
further investment of company which is going to be present.
There are right measures for promotions and tools which company will have to use in
order to be able to operate effectively in the market. There has to be good designed and
innovated website which Hyatt must have so that they would be able to capture the attention of
the customers which is going to be a great factor for company to have. Primary activities are
going to include customer feedback, refunds, replacement of goods and services and online
services for the customers so that there is going to be higher engagement of the customers which
is going to be present which is a great factor for the company to have.
Illustration 4: Value chain analysis
(Source: What is value chain analysis?, 2015)

7.2 The supply chain
The process which starts with raw material and ends with delivery of finished products is
supply chain which is going to make the working of the company be well planned and that is an
important factor for the company to have. The major roles are going to be played by suppliers,
customers and network and operations which have to be maintained and controlled by the
company so that there is going to be higher productivity which is going to be present (Meza-Ruiz
and et.al., 2017). Good communication is very important for the company to have so that the
suppliers and manufacturers will be able to match the demands and needs of the clients which are
coming in Hyatt so that the company can have higher brand value and reputation in the market
for a long run.
The distribution of network in the organization for the delivery and satisfaction of the
customers to be present in the company is important therefore this measure is being taken care
of.
7.3 Managing quality
There is a standard which the company is having for themselves in the market which
needs to be maintained only then the organization will be able to make a brand value and
Illustration 5: Supply chain
(Source: Nguyen, 2019)

reputation for themselves. The services and products of Hyatt hotel is improved from time to
time so that there is going to be higher competitive advantage which is going to be present in the
organization which is good for the overall development and global recognition. Challenges of
employees and customers are worked upon by the company effectively so that there is going to
be higher operations and functioning which would be present (Aithal, 2017). Democratic style is
being followed by Hyatt hotel from time to time which is going to be a great factor for the
company to have for a long run. Customers can jump from one hotel to another anytime
therefore Hyatt hotel is going to maintain their standards and make sure that the quality of the
services and products of the company are matching the expectations of the customers from time
to time.
8. TECHNOLOGY
Innovation and invention is being able to take place effectively in the tourism industry is
because of the technology advancement which is present. It is important for the company to
make sure that there are right measures and improvement which is being done by the company.
Technology is going to make the productivity and operations of Hyatt hotel higher which is good
for the development and improvement which is going to be present. Virtual reality has helped
Hyatt hotel in a lot of ways so that there is going to be effective planning and decision-making.
Marketing strategies are high of Hyatt hotel so that they can get the right customers and attract
more clients in the hospitality industry which is going to make the sales and profitability higher
of the organization in the market (Badzinska, 2017). The communication and message to the
customers has to be sent out effectively so that there are going to be higher improvement which
the company can have. There are going to be lesser errors when there is going to be effective use
of technology which is going to be present. Technology is going to make the sense of working
and operations higher which is going to make the company have loyalty and trust of the
customers which is good for the company. There are a lot of discounts and other promotional
techniques which are going to be operated by Hyatt hotel from time to time which have to be
addressed so that the company will be getting in more clients and tourists in the hotel.
Internationally the company is going to have the trust when there is going to be effective use of
technology and online platforms to get in more clients (Ivanov, Tsipoulanidis and Schönberger,
2017).

9. CUBER SECURITY
There is a lot of cyber security which is going to be required when a business is working
online which is going to make the threats of the company be reduced. There are hackers online
and that can create a great issue for the company. The IT manager and personnel managers of
Hyatt hotel are working on this factor so that there is going to be higher operations and working
which is going to be present. Technology has to be protecting the way of working so that the
competitors will not be able to make the same products and unique identity is going to be present
in Hyatt hotel (Kuzmin and et.al., 2018). Government has made sure that there are right
measures and awareness which is present in businesses so that there is going to be less criminal
activities which can take place online. Strategies of training and identification of problems with
the employees is important so that there are going to be right actions and methods which can be
planned for the company effectively which is going to be a great factor for the company to have
for a long run. There has to be no violations which the company must do in the market so that
they can make sure that they are having a strong base and reputation in the market.
10. SUMMARY
Being able to operate in the global market it is important for the company to have the
right innovation and invention in the business so that there are going to be more customers which
are going to get attracted. The report is discussing that there are a lot of analyses which the
businesses have to do of the market so that there is going to be effective and better planning
which the company is going to have for a long run. There are a lot of cultural, religious and other
differences which are going to rise in making the business globally successful which have to be
worked upon so that there is going to be higher performance and working which is going to be
present (Maloni, Hiatt and Astrachan, 2017). It is important to use the right technology and cyber
security has to be higher which is going to make the company have safer working and will be
easier for the company to be able to develop the right strategy for themselves.
11. CONCLUSION
Hyatt hotel is having a strong base for themselves in the market by getting in a standard
for the customers of living and travelling comfortability. The company has expanded themselves

in a lot of countries which is good for the sales and profit margins of the organization. The
company is getting positive responses which is why Hyatt is expanding itself in developing
countries as well even after all the differences which are coming between the businesses. GDP in
a lot of countries is improving which can be used as an advantage by Hyatt to get in premium
customers since Hyatt is offering good quality services and products in the market (Vlados,
Deniozos and Chatzinikolaou, 2018). Employees of Hyatt are also being trained and developed
with time so that the changes which are coming in the company so that the competitive
advantage and reputation of the company is not going to fall in the market. Cyber attacks and
technology will have to be included and good functioning has to be present. Proper guidelines
are provided by the organization for the customers and employees which makes the company
have a stable one direction for higher performance which is going to be there.
12. RECOMMENDATION
The threat of competitors in the market is high which needs to be controlled and
monitored by the organization so that they would be able to gain competitive advantage which is
good for a long run. Hyatt hotel will have to make sure that they are taking care of the threats
and problems are being worked upon by the organization so that market base can be stronger.
Unique ideas and innovation will have to be added in Hyatt hotel for the products and services
which the company is providing to the customers so that there is going to be effective working
which is going to be there. Pricing of the hotel will have to be according to the customers and
feedbacks of the customers will have to be taken more seriously by the company so that the
changes are going to come in accordingly which is going to be good for the brand value and
reputation.

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