Centre Parcs Growth Strategy: PESTEL, Porter's, Trends & CSR Analysis

This report provides a comprehensive analysis of the growth strategy of Centre Parcs within the hospitality industry. It begins by outlining the importance of various sectors, including restaurants, accommodation, and gaming. A SWOT analysis of Centre Parcs identifies strengths, weaknesses, opportunities, and threats. The report then employs the PESTEL model to assess the external factors impacting potential expansion into Switzerland and China, considering social, technological, legal, economic, political, and environmental aspects. Porter’s Five Forces model evaluates the competitive landscape, highlighting the threats of substitution, rivalry, barriers to entry, and the bargaining power of buyers and suppliers. The report also discusses future trends in the hospitality industry, such as the influx of international tourists and the growing emphasis on eco-friendly practices. Furthermore, it includes an Ansoff Matrix, Porter's Value Chain analysis, and examines CSR and management issues within Centre Parcs, ultimately concluding with insights into the company's strategic positioning and future prospects. Desklib provides this and many other solved assignments for students.

Running head: HOSPITALITY SECTOR
HOSPITALITY SECTOR
Name of the student
Name of the university
Author Note

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Table of Contents
Introduction................................................................................................................................3
Discussion..................................................................................................................................3
An overview of the various sectors within the hospitality industry.................................3
PESTEL......................................................................................................................................5
Social:.....................................................................................................................................5
Technological.........................................................................................................................6
Legal.......................................................................................................................................6
Economic................................................................................................................................6
Political:.................................................................................................................................6
Environmental:.......................................................................................................................6
Porter’s five forces model..........................................................................................................7
Threats of substitution.........................................................................................................7
Medium rivalry of the competitors.....................................................................................7
Low Barriers to entry..........................................................................................................7
Low Bargaining power of the buyers.................................................................................7
Low bargaining power of suppliers....................................................................................7
Future trends of the hospitality industry....................................................................................8
An influx of the international tourist.................................................................................8
Eco-friendly rules.................................................................................................................8
Ansoff Matrix of the Centre Parcs.............................................................................................8

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Porters value chain...................................................................................................................10
CSR issues with Centre Parcs..................................................................................................11
Management issues of the company........................................................................................12
Conclusion................................................................................................................................13
References................................................................................................................................14
Appendix A..............................................................................................................................17
Appendix C..............................................................................................................................18
Appendix C..............................................................................................................................19

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Introduction
The aim of the report is to analyse the growth strategy of the chosen organization in
the hospitality industry. This part of the paper will be discussing the importance of the three
sectors of the hospitality industry, the first one being the restaurants and its significance and
contribution in the hospitality industry. The second part of the analysis would be discussing
the importance of gaming and the accommodation demand of the hospitality industry.
Discussion
 An overview of the various sectors within the hospitality industry
Firstly, it is crucial to remember that the importance of restaurants in the hospitality
industry is inalienable. Among the important sectors of the hospitality industries, restaurants
and the foodservice industry are one of the most crucial. The food services include the
division of restaurants and bars, the banquet and events and the catering (Bowie et al. 2016).
The importance of the restaurant's sectors is the following: one of the major events of
personal, professional and any other forms of other issues are largely celebrated in
restaurants. It is one of the crucial sectors of the hospitality industries in countries like
America (Kasiri et al. 2017). It is important to consider the way it is contributing to the
development and growth of the hospitality industry. Firstly, it adds to customer service. It
also builds a relationship between the customers and develops their trust in the brand in terms
of reward for their loyalty. It also helps to increase business sales since people are mostly
driven towards the restaurants for the celebration of their events (Kasiri et al. 2017).
The second most important sector of the hospitality industry is the accommodation
demand. This particular sector is a large sector that comprises things like lodging to

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breakfast. This one sector has primarily been successful since the last decade due to the trend
towards lavish resorts and their growing demands in the market (Bowie et al. 2016). This is
also because people have a taste towards finding luxurious hotels when they travel and
accommodation is one of the most crucial sectors here (Koritos et al. 2018). This contributes
to gathering a large number of people through their multiplicity of services in the lodging,
suites and the resorts sections. Hence it could be argued that the accommodation and food are
the two most important sectors of the hospitality industry.
The third important sector of the hospitality industry is gaming. The casino and
gaming industry is one of the booming sectors of the 21st century. Even though it has been a
highly contested sector of the hospitality industry, it can be argued that the social and
economic consequences of this industry are likely to affect the industry to a great extent (Kim
et al. 2018).However, it is not to rule out that this particular sector of the industry makes a
huge profit due to the acceptability of the youth and people’s urge to spend more on such
entertainment events. Hence it is to be mentioned that all the three industries are crucial to the
development and growth of the hospitality industry (Laird et al. 2017).
SWOT Analysis of Centre Parcs
The SWOT analysis is the model applied to the business analysis for identifying the
market analysis in terms of the strength, weakness, threats and opportunities. The chosen
organization for the SWOT analysis here is Centre Parcs. This offer one of the most relaxing
and world class experiences when it comes to celebrating leisure with the family. In terms of
service, this is one of the best service providers in the country(Refer to Appendix A)
(Centerparcs.co.uk, 2019).however, it is not to deny the fact that the industry indeed faces
some of the challenges in the market. One of the weaknesses of the industry is the cost
attached to the services; it is not to deny the fact that other sectors have comparatively lesser

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charge in terms of the services offered. This cam actually threats their sustenance hence it
looks for reduction in cost. There are other threats attached to the existence of the industry
like privacy issues and lack of internet issues(Refer to Appendix A). This is one of the
significant dangers of the industry presently in the making. The third important threat
associated with them is thehuge competition in the market. This is one of the crucial aspects
of their existence since it faces the threat of replacement. However, it is also to be noted that
there is a number of opportunities in the market for this industry. For example, it has the
scope to develop a better-personalised service system to the customers. It has the range to
establish face-to-face services in order to have better customer services ((Refer to Appendix
A). It also has the scope of developing the infrastructurepersonalised web presence and the
use of ICT.However it is not to mention that this particular industry is not a successful
endeavour. Further analysis would be conducted through the PESTEL model.
PESTEL
The chosen country for the PESTEL analysis isSwitzerland and China. Since the
company already has a long chain of business in most of the European countries, the
investigation would be conducted in the countries which do not have the existence of this
company in their region (Refer to Appendix D) (Refer to Appendix C).
Social: The Company should be focused on developing more face-to-face service in
case of any new installation since it consumers have an orientation towards the more
personalised system of service (Manhas et al. 2016). Hence it insignificant for them to
develop personalised services in the international market (Refer to Appendix D).It is crucial
to look into the social aspects as well before the installation of the new business in the market
since it is considered to be significant to consider the demands of the people at large to
understand the need of the people better.

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Technological: it is to be considered that not every customer will have the optionto
access the internet which is a restriction at times for the company to reach to a large number
of customers. Hence it is important tocater to the needs of the people at all levels and
reducing the source of dependency on the internet (Refer to Appendix C).
Legal: it is important to cater to the legal responsibilities of the country where it is
going to install a new business. Hence it is significant to remain concerned about the
constitutional laws like the labour laws in case of recruitment of new employees (Refer to
Appendix C)
Economic: economic volatility is one of the most crucial aspects of the business
since the success of the company depends on the success of the economic structure (Refer to
Appendix C). It is important in this case that the company has a stable financial condition
before installing the new business in the market since it is susceptible to the changes in the
market.
Political: It is crucial for the company to consider the political system of the country
like China where the number of restrictions and the system is more closed than the countries
of Europe. Hence it is important to cater to the needs of the government for sustaining in the
market for the longer run. For countries like Switzerland, the issues of licensing and support
are higher; it is expected to face some of the challenges within the context of China (Refer to
Appendix C)
Environmental: since the new business is in the hospitality sector, it is extremely
important to realise the need for protection of the environment. Hence it is important for
thecompany to respect theenvironmental protection laws of the country (Refer to Appendix
C).

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Porter’s five forces model
Five forces model is based on the parameters of the threat of substitution, the
bargaining power of the buyers, bargaining power of the suppliers, barriers to entry, the
rivalry of the competitors (Carraher 2018)(Refer to Appendix D).
Threats of substitution: it is crucial to important to note that there is low threat of change
in the market hence it offers one of the quality services. Therefore it is to be argued that this
particular company in its home country faces a low threat of substitute due to the services it
offers(Refer to Appendix D)..
Medium rivalry of the competitors: Since there is less number of competitors belonging
to similar industry, Centre Parcs faces medium competition of the competitors (Carraher
2018). Moreover it is important to note that this industry does not have enough competitors in
the market to create a rivalry for their services(Refer to Appendix D)..
Low Barriers to entry: however it is significant to note that this company do not face a
high barrier to entry to the market of Europe even though it facesthreats in markets of China
which is more restricted in nature for listing of new companies. However it does not meet a
threat or restriction for entry into the non-European markets(Refer to Appendix D)..
Low Bargaining power of the buyers:Centre Parcs ensures one of the quality services at
the moment which has no other probable competitors in the market; hence the service
provider does not have high bargaining power for the buyers(Refer to Appendix D).
Low bargaining power of suppliers:one of the strengths of the company is the robust
management of the stakeholders which is the cornerstone of low bargaining power to the
supplier (Carraher 2018). Suppliers will not have enough impact to make due to the lower
availability of similar services in the national domain(Refer to Appendix D).

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Future trends of the hospitality industry
The hospitality industry is expected to see positive changes in future due to the
changing trends in the market. It has been observed that the hospitality industry has become
conscious of the choice of people and it has been catering to the demands of the people better
than before (Lai et al. 2016). There is a need to rethink the strategy of the companies in order
to restructure their interest in catering to the needs of the millennial (Lopes et al. 2016). It
requires the restructuring of the strategy based on the analysis of the personality traits and
habits of the people in the new generation. In case of Switzerland, the chances of newindustry
in the hospitality sector would be positively impacting for the growth of the company ) (Refer
to Appendix C).
An influx of the international tourist
This has been one of the trends of the hospitality industry where the influx of the
international tourists have gone up in the recent past and this has been one of the significant
changes in the industry (Lai et al. 2016). Hence it can be required that the companies have to
enhance their strategy of catering to the international tourists in terms of equipping them with
multiple languages and services that it can offer.Switzerland has large number of
international tourist almost throughout the year since it is one of the most beautiful tourist
destinations of the world (Refer to Appendix C). However in case of China, number of tourist
in demand of this service will not outnumber Switzerland (Refer to Appendix C).
Eco-friendly rules
It is crucial to note that the nature of thehospitality industry has been changing as it has
focused more on the sustainability aspect oftourism (Lopes et al. 2016).It has become the new

9HOSPITALITY SECTOR
norm and it is crucial for the company. Hence it is recommended for the company to adopt
the new market rules and strategies for meeting the needs of the people. In case of China, it is
important for the company is ensure high standard for environmental rules since it is already
is one of the states contributing to pollution In case of Switzerland, the case is different, The
company needs to develop sustainable rules for the future growth(Refer to Appendix C).
Ansoff Matrix of the Centre Parcs
The Ansoff matrix is one of the management tools that is used in the providing a
framework to the executives and the senior managers of the company in order to have a
detailed understanding of the strategies for the future growth. In the case of the CentreParcs,
it is to be noted that theone of the strongest approach of the Centre Parcs is the organic
approach (Business, 2016). The company has made a number of significant growths. The
company has an amount of investment in this sector and it is bound to draw a large number of
the customer by their organic investment in the newluxury villages and to provide new kind
of leisure activities (Centerparcs.co.uk, 2019). However it is to be considered that organic
growth of the sector is a long process and it can be achieved only over a long period of
time.Another important strategy for the future growth that the managerial decisions should
consider is the development of a new strategy focusing on thenew market research (refer to
Appendix E). This will help the company to understand the newly emerging threats in the
market and help them to develop new plans for further recruitment. Hence it is to be
arguedthat the new marketing plan will have an enhanced understanding of the market threats
that will help them to develop a new method according to the demands of the market (Lopes
et al. 2016). Moreover it is important to consider the fact that no other present company has
the quality services that is offered by Centre Parcs presently, hence it should be focusing on
the further research and innovation for the company in order to find out the challenges in the

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market, since this is one of the ways strengthening the current policies of the company
(Centerparcs.co.uk, 2019). Another important aspect of the future strategy of the company is
the development of the diversification development strategy, the board of directors of the
company should have an enhanced focus on the diversification and expansion of similar idea
outside the territory of the home country. Diversification ofservices would be important
forthe development of a better customer base(refer to Appendix E) Hence it is to be
considered that the impact of a systematic development strategy is crucial to the development
of the future growth of the company. In all four parameters of the Ansoff matrix, Centre
Parcs will be focusing on the settings of market penetration in order to expand their services
and acquire larger customer base while for product development, there is a need to develop
further research and innovation to have a better understanding of the issue of new demands in
themarket (Centerparcs.co.uk, 2019). In the case of market development, it is required to
develop further market research and diversification of the products to have highergrowth and
development of the company in the international market (refer to Appendix E).
Porters value chain
This management tools that are used for deriving the strategies of future growth and
creating value for the customers, it is a series of activities and it is this value creation is the
key to creating further competitive advantage in the hospitality industry (Simatupang et al.
2017).
Value chain management of the centre Parcs is other important pillars of the effective
growth and development of the company. This includes two sectors of activities; one is
associated with events like the inbound logistics, operations, outbound logistics, marketing&
sales and after-sales service. Centre Parcs has a robust system of incoming logistics
management since it maintains a comprehensive system of access, data management and

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quality services (Simatupang et al. 2017). In case of operations, it continues its dominance in
the Netherlands with the aim of expanding to the other parts of Europe. In the case of the
outbound logistics management, Centre Parcs publishes its annual report from the board of
directors which helps us to have insight into the issue of their order processing and efficiency
of the system(refer to Appendix F). For marketing and sales, the company has enhanced
focus on the promotion and advertising in order to attract national and international tourist
who are looking for the tint of adventure. Hence it is to be noted that the company maintain
its brand image through the daily management of their websites and blogs which promotes
the list of services it offers to the customers (Centerparcs.co.uk, 2019). In the case of
management of the after-sales service, Centre Parcs has one of the most robust systems in
practice. It highlights the heightened importance on customer complaints and resolution of
any managers and employees dispute. This helps the company to maintain its brand image in
the market in a positive way to broaden their customer base (refer to Appendix F).
In addition to the primary activities, the company has a number of supportive
activities that help it to develop the smooth management of all the issues of the organization.
In the case of human resource management of the company, itconsiders its people as one of
the most crucial aspects of the organization (refer to Appendix F). They engage in employee
developing their skills since it believes in holistic development of the organization as well as
the employees of it. There is a fair amount of equality among the employees and performance
management is another important pillar of the company human resource management (refer
to Appendix F). Lastly the issue of technology development of procurement policies, Centre
Parcs has focused on the need of adopting latest technology for ensuring highly efficient
services to the people while in case of procurement, the company guarantees the availability
of highly skilled services and advertising platforms in order to enhance their scope
(Centerparcs.co.uk, 2019).

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HRM and operations:
 Staffing objectives:
The company will be structured in a way where the management will be in charge of
the overall administration followed by the board of directors, the human resource
management, quality, manufacturing and R & D. This structurewill beimplemented in case of
both the countries since the administrative structure is the foundation of the company, it
needs to have strong base. In case of thecontracts, the company will be focusing on the labour
laws of the respective countries. This will also establish contracts for the period of three years
and any further extension will be taken later on.
 Recruitment:
Therecruitment of the employees would be based on the systematic selection of the
employee on the basis of the experience and background in the respective
fields(Centerparcs.co.uk, 2019). Further it is also important to consider the fat that retention
of the employees would be dependent on the level of performance.
 Performances:
For the effective management of the employee performance, monetary and non-
monetary benefits will be awarded in terms of rewards and incentives. In case of the non-
monetary benefits, the company will be taking up re-skilling programs and promotion for the
employees. The higher motive of the companywould be development of training and personal
growth of the employees, in case of any change management, proper structural changes
would be incorporated within the stricture of the company (Simatupang et al. 2017).

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 Change Management:
In case of any change for example, technological changes, the company will ensure
proper training of the employees and this would be completed by recruiting the change
management agents who will be looking into the issue and ensure higher employee
involvement of since there are chances of employees feeling left out in cases of major
changes in the organization (Simatupang et al. 2017).
Administrative Objectives:
The administrative objectives of the company are to ensure higher productivity
throughthe processof proper training of the employees that will ensure higher returns for the
company. It will also be taking care of the health benefits of the employees in terms of the
health schemes and awards postretirement. The company will be setting clear goals for
theterms and conditions since it is important for those to remain clarified throughout the
process of functioning and recruitment. Lastly, it will further ensure the legal compliance of
the company as this is one of the most crucial aspects of the company in order to remain
smoothly functioning(Centerparcs.co.uk, 2019). Howeverwhat is important hereis to note that
the issue is different in case of the chosen countries. In case of China the legal compliance
andthe issue of contract and subcontract are to be different since it is based in one of most
stringentlaws than the case of Switzerland (Refer to Appendix C).
CSR issues with Centre Parcs
One of the buzzwords of the 21st century is the issue of corporate social
responsibilities; it is one of the corporate strategies that determine the level of engagement of
the company in socially responsible actions (Crowther et al. 2018). However in the case of
the CSR management, the company face a number of challenges and it is important to

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consider the issue in order to have enhanced development and growth of the company. Since
it is one of the services for the luxury of people within the lap of nature, it is to be noted that
the issue arising in the present situation is the exploitation of the natural resources and it is
one of the crucial aspects that can impact their CSR activities in a negative manner.Hence it
is to be argued that their adoption of the natural resources and exploitation of nature should
align with their CSR policies are not in contradiction (Manhas et al. 2017). Hence the
company has enhanced its focus in the recent past for the development of the community-
based approach that is acting as a bridge between the environment and the people. Centre
Parcs considers the issue of the well being of the stakeholders as one of their primary motto
(Centerparcs.co.uk, 2019).Since it has been previously observed that the company has been
facing challenges in the management of the natural resources, it will take up thefollowing
steps in order o ensure better CSR practices:
 Take up conservation of the natural resources project that will ensure socially
responsible actions of the company as well as the people. This will also help the
company to maintain he brand image of socially responsible.
 It should take up initiatives to find the right partners for managing the CSR activities
and it is important to focus on the aspects of philanthropy than to the profit making.
 It should also develop environmentallysustainable nature park that can also be aligned
withthe business strategy and to draw more customers to the service.
Management issues of the company
There are certain common management issues that are impacting every organization
at the internal and external level.
 Seasonality:

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One of the primary problems of management is the issue of seasonality, this is to be
noted that in case of Switzerland, the issue of seasonalityis more impacting since the weather
conditions and other aspects might hinder the type of services that this company offers,
however in case of China it is more dependable due to the absence of sudden change in
weather condition (Refer to Appendix C).
 Technology:
Another issue of the management would be the issue of technology. This is indeed a
difficult note to make because in terms of technology both ofthe chosen countries offer the
best of technology. In case of China it is to be arguedthat the availability of the new
technology would be fast and it will be helpful to further extension of the business (Refer to
Appendix C).
 Cost Related Issues:
In case of the cost related issue of the management, it is to be argued that the
company should deal with the issue of lower cost. In case of Switzerland, it is difficult for the
company to gain cheap labour however in case of China; it is more easily available which
will be helpfulfor making profit in China than in comparison to Europeans countries(Refer to
Appendix C).
 Changing Demographics:
In case of the changing demography, it is important to note that China would be the
better choice since the population is comparatively young and the chances of making profit
is higher since demand would be stable(Madera et al. 2017). Through analysis of the same
wouldhelp to have clarity regarding demographicchanges of the population hence it is
important to change the pattern of service in accordance to that. It is also important to have

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integration of knowledge of the vision of the company in order to have a better
implementation of the strategies (Centerparcs.co.uk, 2019).(Madera et al. 2017).The Centre
Pacrcs would be taking up localised approach since it is easier for the company to gainaccess
to the local market and the labour forces. However it will also be focusing on the global
aspects of it which will be helpful in instilling the feeling of local with global.
Conclusion
Due This paper highlighted the issue market research of the chosen industry, the
Centre Parcs. It has been analysed that there are number of managerial, administrative and
market related issues which act as a challenge to the successful operation of the company.
Moreover in order to enhance their scope of internationalisation, it is crucial to consider
number of factors that will make positive and negative impact on the effective functioning of
the company. Hence, it is important to consider the facteffective management of the internal
and external aspects of the company is the key to the successful endeavour in the domestic
and international market.This is to be concluded in case of the probable country for
expanding the market, the choice of China is destination (Refer to Appendix C). The rationale
for the choiceof this country is that it has one of the most expanding markets of the world
with the low labour cost. This country offers the chance of expansion and experience of the
new product in the market. In comparison to Switzerland, China seems to have higher
chances of successfully operating however there are certain negative aspects of this new
business in the new market. It has been observed that the China has number of trade
restrictions and barriers that are hindering the growth of the market to the fullest extent
(Refer to Appendix C). It is also to be considered thatChina has number of barriers to the
entry of the new entrants in the market hence it becomes important to remain cautious for
new entries in the market in terms of their operations.

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References
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at: https://www.centerparcs.co.uk/company-information/our-responsibilities.html [Accessed
11 Apr. 2019].
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[Accessed 11 Apr. 2019].
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Crowther, D. and Seifi, S. eds., 2018. Redefining Corporate Social Responsibility. Emerald
Group Publishing.
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Appendix A
Strengths Weakness
 This is one of the
best service providers
in the country
particularly in the
hospitality sector.
 cost attached to the
services
 other industries have
comparatively lesser
charge in terms of the
services offered
Opportunities Threats
 it has the scope to
develop a better
personalised service
system to the
customers
 . It has the range to
establish face-to-face
services in order to
have better customer
services. It also has
the scope of
expanding the
infrastructure
personalised web
presence and the use
of ICT
 The third important
threat associated
with them is thehuge
competition in the
market.

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Appendix C
Switzerland China
Political More stable form of political
system
Volatile in nature
Economic Stable, chances of success
are high.
Stable however with
reasonable restrictions,
however the chances of
success are high
Social More assimilative and
accommodative
Few barriers to the new
entries.
Technological Customer oriented
technology development
Customer oriented
technology development
Legal Adhere to the constitutional
laws of the country
Strict adherence to the
requirements of Chinese
labour laws
Environmental Adherence to the
environmental protection
laws
Adherence to the
environmental protection
laws

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Appendix C
Switzerland China
Country
 Switzerland, officially
known as the Swiss
Confederation is the
country of Europe,
geographically
landlocked have the
total area of (15,443sq
mi)
 China or the
People’s Republic
of China is the
country in the
South East Asian
world's most
populous nation.
China has a
political system
based on the rule
of the Chinese
Communist
Party. It
constitutesone of
the largest
labour market
and flourishing
market of the
world economy.
Choices
 There is the number of similar
holiday’s packages like Centre
Parcs like the Le Chalet de I-
atlier, Chalet Atlesse and Le
Boilley. These are one of the
primary avenues of hospitality
industries know to serve the
people in an effective manner.
There are chances of getting
stable business in this regard
as most of these are chances
of future merge and expand
the business
 China has the
number of luxury
cottages like the
Centre Parcs in
terms of the
services they
offer. For
examples, one of
the largest
companies
existing in China
having a similar
reputation of
Centre Parcs the
Byke Nature.
 In case of the
luxury cottages
of China and the
market abilities,
it is to be argued

22HOSPITALITY SECTOR
that
thisCompany has
the number of
chances to grow
and establish
than the other
Asian economies.
Concentration Switzerland has a population density
of212 sq. Km in 2016. It has type
mixture of a population of different
ethnicity and religions. It is divided
into few provinces with the system of
the autonomousoperation of
governance.
China has the number of
administrative divisions
and number of regions
with the population
density much higher
than the population
density of Switzerland.
According to the
population statistics of
2017, it has been found
that the provinces of
Guangdong have the
maximum number of
people followed by the
regions of Shandong. A
large number o
population is based on
the rural areas of China
in comparison to the
country chosen in

23HOSPITALITY SECTOR
Europe.
Culture One of the primary ethnic groups
residing in the province is German
which account for 65% of the total
population. There is the existence of
French, Italian and Romans as the
minority population.
China on the other hand
has the mixed ethnic
culture comprising of
the Han Chinese, the
Zhuang people,
Uyghurs, Tibetan and
the Hui people. It can be
said that China has a
diverse ethnic
population in
comparison to the
European countries with
the multiplicity of
interest of people.
Consumption People having preferences for luxury
services
People had moderate
choices for luxury
services.
Capacity to pay
Currency
The Swiss inflation rate is0.6 %
The exchange rate of the Swiss Franc
0.89 Euro
The Chinese inflation
rate is 2.1 %
The exchange rate of
the Chinese Yuan 0.13
Euro
Channels of distribution Switzerland has easyaccess to the The Chinese market has

24HOSPITALITY SECTOR
American and the EU market. a larger share of the
international market in
the Asian, European and
the American market.
Contractual
Frameworks
The legal and the obligatory contract
in Switzerland is transparent and has
easy access to the countries of the EU
The legal and
contractual framework
of China is complicated
and stringent at times.
Communication The Swiss media do not highlight any
serious barriers to the companies in
the market
Due to the censorship of
the Chinese media,
there are m not many
avenues of new entries
to the market, however
number of barriers in
terms of export and
import exist.
Caveats Number of challenges for entry to the
Swiss market,
Few negligible trade barriers
Problems of the Chinese
market
Stringent trade barrier
and nature of the closed
economy with more
preference for the

25HOSPITALITY SECTOR
domestic companies
Commitment The trade barriers are lenient and it
has large channels of import and
export in the international market in
terms ofmachinery, chemicals and
watches to the US and other
European countries.
A large number of
international sanctions
and trade barriers are in
place with a large
number of exports in the
South Asian market.
China has a large share
of the global market in
commodities.

26HOSPITALITY SECTOR
Appendix D
Porter’s five forces model
Threats of
substitution
rivalry of the
competitors
Barriers to
entry
Bargaining
power of the
buyers
bargaining
power of
suppliers
Low Medium Low Low Low

27HOSPITALITY SECTOR
Appendix E
Ansoff Matrix of the Centre Parcs
Market penetration It is expected that the company should plan
for expanding outside Europe and target
markets of Asia and South-Asia to agreater
extent.
Product development Another important strategy for the future
growth that the managerial decisions should
consider is the development of a new
strategy focusing on the new market
research.
Market development It is required to develop further market
research and diversification of the products to
have higher growth and development of the
company in the international market.
Diversification New services are to be developed in order to
further develop the customer base. The
company should develop nature study, leisure
treks and family nature camps.

28HOSPITALITY SECTOR
Appendix F
Porters value chain
Primary value activities
Inbound
logistics
Operations Outbound
logistics
Marketing service
comprehensive
system of
access, data
management
and quality
services
It continues its
dominance in
the Netherlands
with the aim of
expanding to the
other parts of
Europe
Centre Parcs
publishes its
annual report
from the board
of directors
which helps us
to have insight
into the issue of
their order
processing and
efficiency of the
system
The company
has enhanced
focus on the
promotion and
advertising in
order to attract
national and
international
tourist who are
looking for the
tint of adventure
The company
has enhanced
focus on the
promotion and
advertising in
order to attract
national and
international
tourist who are
looking for the
tint of adventure
Secondary activities
Firm infrastructure Human resource
management
Technology
development
Procurement
the company it considers its people latest technology for Centre Parcs has

29HOSPITALITY SECTOR
guarantees the
availability of highly
skilled services and
advertising platforms
in order to enhance
their scope
as one of the most
crucial aspects of the
organization. They
engage in employee
developing their
skills since it believes
in holistic
development of the
organization as well
as the employees of it
ensuring highly
efficient services
focused on the need
of adopting latest
technology for
ensuring highly
efficient services to
the people while in
case of procurement