Case Study: Critical Issues in Business Management - Hmlet's Strategy

This case study critically analyzes Hmlet's international growth strategy, focusing on its market development approach in Singapore, Hong Kong, and Tokyo. The report identifies the main drivers for Hmlet's internationalization, including the rising trend of co-living, financial resources, diversification, and competitive advantage. It also explores the challenges Hmlet faces in incorporating sustainability, such as costly investments, evolving customer demands, and uncertain international business environments. The analysis concludes that while Hmlet has made significant strides in international expansion, addressing sustainability challenges and adapting to changing market dynamics are crucial for its continued success in the co-living space service market. Desklib provides a platform to access similar solved assignments and resources for students.

Critical Issues in Business
Management

Table of Contents
INTRODUCTION...........................................................................................................................3
1. Main drivers for internationalization for Hmlet.......................................................................3
2. Critical analyses of Hmlet’s international strategy..................................................................4
3 Challenges Helmet could face in including sustainability........................................................6
CONCLUSION ...............................................................................................................................7
REFERENCES ...............................................................................................................................9

INTRODUCTION
Critical issues in business management, needs to be significantly identified for larger
working pace within new efficacy working paradigms competitively for recent work operative
vision. Hlmet co living work space has been chosen as the case study for this project, to analyse
the latest working scenarios within business avenues fundamentally. Study will develop Hlmet
international growth strategy for international businesses competitively, where analysis of
possible challenges further plays stronger role to develop new range of sustainability. Report will
also evolve focus towards emerging cop-living space service market, where Hlmet aims to
further expand functional innovation actively.
1. Main drivers for internationalization for Hmlet Rising trend of co-living- One of the prime reasons for internationalisation of Hmlet is
the rising trend of co – living among the expatriates and also a section of locals.
Furthermore, a number of special characteristics could be offered by the co- living
services which also acted as a driver for the internationalisation.
 Large pool of financial resources- When an organisation has a large pool of financial
resources, it acts as a major strength for the business (Falahat and et.al., 2020). Owing to
this, the business is able to undertake other activities and strategies. Internationalisation is
one among them (Taylor and et.al., 2021). The Financial resources available with Hmlet
were in abundance owing to which the organisation decided to internationalise and
expanded to various countries rapidly. Investors such as Burda Capital, Sequoia India and
Mitsubishi estate Company. This was a driver behind internationalisation of Hmlet.
 Diversification- Internationalisation provides a benefit of diversification for the business
(Jain and et.al., 2019). Diversification would not only help in diversifying the assets of
Hmlet but it would also lead to protection of the bottom line of the company against
events which are unforeseen. Unique products and services could be introduced by Hmlet
by expanding in other countries. Therefore, Hmlet decided to internationalise in a rapid
manner.
 Competitive advantage- Another driver behind the internationalisation of Hmlet was that
it could gain a competitive advantage through it. When businesses expand in other

markets where there are less competitors, they get a first – mover advantage through it. It
also enables the organisation to build brand awareness in those markets. This was the
reason behind internationalisation of Hmlet.
 Supportive Strategies- This was another driver for internationalist of Hmlet. The
strategies adopted by the organisation were highly supportive to provide it the necessary
boost regarding internationalisation. Hence, Hmlet decided to internationalise to bring a
change in the organisational strategies and make them more successful.
 Expansion goal- As the trend of co- living is rising between the expatriates as well as the
locals, Hmlet had a goal to expand its business. It encouraged the organisation to explore
this opportunity in other countries. It is due to this that Hmlet was driven towards
internationalisation.
 Market factors- The competition and other factors of the market impact the organisation
and its strategies and actions (Ciravegna and et.al., 2019). Currently, Hmlet was in need
of novel strategies to survive as well as excel in the market. Covid pandemic had also hit
the organisation and its performance badly leading to the urgency of correction measures
being taken. It is due to this, that Hmlet decided to internationalise.
 High rent countries- There were certain cities where the rentals were high and seemed to
be attractive options for expansion (Ciravegna and et.al., 2019). These were Hong Kong,
Sydney, Singapore and Tokyo. All these were large cities and offered attractive
employment opportunities for people. This was the reason behind the rise in trend of co-
living in these cities. Growth of this trend and high rentals in the above cities was also a
major reason behind driving Hmlet for internationalisation.
 Revenue generation- This can also be regarded as a driver behind the internationalise of
Hmlet. Every organisation aspires and sets targets for increasing its revenue.
Internationalisation proved as a useful strategy for Hamlet to increase its revenue.
2. Critical analyses of Hmlet’s international strategy
The international growth strategy of Hmlet in Singapore, Hong Kong and Tokyo can be
critically analysed as follows. Hmlet used market development strategy for growth. According to

this, the organization increased the sales of existing services in new markets which were
previously unexplored (Vătămănescu, Alexandru and Nistoreanu, 2017). However, it can be
critically analyse that Hmlet did not focus on serving new customer segments by modifying its
services. Although, it provided a number of facilities to the existing customer segments. The
growth strategy comprised of offering short and long tern rental options on furnished rooms and
apartments. These were provided on more flexible terms. It can be analysed that this provided
the element of flexibility to the customers who were now free from the requirements and hassle
of traditional leases or rentals.
A simple process of obtaining the property was introduced by Hmlet which attracted the
customers towards it. Therefore, it can be evaluated that the strategy of introducing a simplified
process of providing property was efficient and provided the required customer base to the
organization. Therefore, it can be analyzed that Hmlet expanded in the market through new uses
but not through new users as it focused on the existing segments rather than exploring new
customer segments.
The flat rental which was charged by Hmlet was inclusive of utilities and services. This
was another facilities that proved to be convenient for the customers who wanted a space to live.
The properties provided contained utilities and facilities which prevented and saved time and
money of customers as all the things were available under one roof. It can be analysed that this
made the strategy efficient in attracting the customers and also increase its popularity and
positive word of mouth. This further led to increase in the customer base of the organization and
its revenue. Furthermore, Hmlet also adopted the strategy where it catered to the other needs of
the customers along with the property.
This is because along with the apartments, they also provided common areas such as
lounges and kitchen. It can be analyse that the strategy was planned after thorough market and
customer behavior research as it could cater to the various needs of the consumers. Hence, the
strategy was efficient as it provided a number of facilities and utilities which could not be offered
by other competitors. Therefore, it provided competitive advantage to the organisation in the
case study. Moreover, the strategy of Hmlet was also efficient as it chose large cities for its
expansion which had high rentals. This provided the benefit to the organization by increasing its
profits.

3 Challenges Helmet could face in including sustainability
There are various critical issues in management, where Hlmet aims to further identify
challenges expanding new pathways and develop stronger productivity to be grown towards new
development goals. Sustainability comes with huge scope for businesses within recent time,
where specific work innovation and larger technical upraise for platforms to be evolved for
company. There are various challenges Hlmet could face while including sustainability, where
with changing international business laws it becomes typically crucial for adopting sustainability
aspects significantly. There should be specific focus evolved on collaboration of sustainability
working business rules, where intricate working rise signifies measurement and reporting
sustainability also comes as challenge for company to adopt towards sustainability. Measuring
best sustaining sustainability programs further forms competitive pace, significantly where
businesses in recent time period have to invest further on new functional pathways. Hmelt, to
develop co-living space service market has to develop stronger higher quality rise on
sustainability parameters which holds huge pace (Bocken, Weissbrod and Antikainen, 2021).
Challenges such as costly new capital investments, higher working advancement and
developing services as per latest customers demands needs huge determinants to be evolved on
functional new practices. Hlmet to further significantly invest on new sustainable services, need
to create long term orientation and develop functional rise towards competitive pathways.
Sustainability goals should be organized, formed up strategically for attending determined scope
on competent business benchmarks where Hlmet further significantly need to work towards
yielding higher expansion competencies rapidly (Ngoc and et.al, 2021). Educating customers and
stakeholders within business grounds, also comes as one of the specific challenge within recent
time framework which determines competent scope on extended paradigms innovatively. Using
the best leadership strategies to develop higher quality rise on sustainability operations, further
opens up scope towards functional working innovation actively. Creating business awareness,
and determined expansion on productive targets with new vision to determine potential
evolvement of the best resources structurally opens up scope for significant working targets.
Hlmet, has been further engaging to bring on new strategies, where approach of sustainable
business goals need to be intricately worked on for extended working targets rapidly on larger
domains. It further also can be understood that Hlmet for vitally going towards sustainability
targets, aim to evolve on optimistic working rise for strengthened reach within setting

benchmarks in industry avenues profoundly. Challenges such as uncertain international business
environment, further has been identified to be crucial parameter for implementing sustainability
and objectives practically worked on for extensive growth targets.
Hlmet to emerge as strong player in co-living space service market within international
expansion aspects further has to form innovative community building platforms reach, and invest
on PR for brand promotions. Utilising the latest power of paid aids, and digital working services
further opens up pace to develop stronger quality rise for larger co-living space availability as
per international working benchmarks. To emerge as strong player, co-living space services has
to be further signified determined functional pace to be connected as per latest working specifics
for creative work advancement actively. This can be also analysed that adopting sustainability,
and bringing change in usage of modernized technically viable functional goals for determined
pace goals will enable Hlmet to gain best results (Pedersen and et.al, 2021). The brand enjoyed
high occupancy rates for all business strategies, where covid -19 has created significant change
among people preferences regarding co-living space services extensively. There should be
further new services launched, for faster catering towards optimum functional growth and
determining interior design, furniture subscription for extensive demands among customers.
Hlmet with changing pace within business avenues, need to evolve on optimistic
functional vision for competitive commercial rise where investments on new services launch
further plays active role. It enables customers to vitally enjoy best living space, high scale
hygienic working platforms where company business goals are inclined towards international
expansion variedly on latest horizons. This further heads on focus for engaging work growth
horizons, as per latest technical targets for also primitive work engagement actively as per
determined working pace goals. The brand has been witnessing significant functional growth for
representing new expertise dynamically on larger work horizons, where customers are being
served with best scale co working services. International business services further open up scope
for company to deliver keen new strengthened rise, which advances larger critical exponential
profit for business (Vidmar, Marolt and Pucihar, 2021).
CONCLUSION
From the above aspects analysed within report it can be concluded that Hlmet has been
significantly taking steps with drivers of competitive business, where increased international

business goals have been evolving rapidly. Study concluded that Hlmet has been determining
huge rise on extensive business aspects, where investments are inclined towards fundamental
growth for technical vision actively. It can be also concluded that research summarize
importance of sustainability, where challenges such as higher cost investment and uncertainty of
capital forms crucial importance.

REFERENCES
Journals and Books
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Ciravegna, L. and et.al., 2019. The timing of internationalization–Drivers and outcomes. Journal
of Business Research. 105. pp.322-332.
Falahat, M. and et.al., 2020. SMEs internationalization: The role of product innovation, market
intelligence, pricing and marketing communication capabilities as drivers of SMEs’
international performance. Technological Forecasting and Social Change. 152.
p.119908.
Jain, N.K. and et.al., 2019. Rapid internationalization of emerging market firms—The role of
geographic diversity and added cultural distance. International Business
Review. 28(6). p.101590.
Kraus, S. and et.al., 2017. Drivers of internationalization success: a conjoint choice experiment
on German SME managers. Review of Managerial Science. 11(3). pp.691-716.
Ngoc, N. M and et.al, 2021. Sustainability Issues in the Development of Higher Education
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Pedersen, E.R. G and et.al,2021. Toward collaborative cross-sector business models for
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Vătămănescu, E.M., Alexandru, V.A. and Nistoreanu, B.G., 2017. Leveraging business
relationships as SMEs internationalization drivers. In BASIQ International
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Sustainability: A Literature Review with Automated Content
Analysis. Sustainability, 13(3), p.1192.