Research Project: Market Development and Services at Hyde House Hotel

This research project focuses on evaluating market development and improving services at the Hyde House Hotel. The project begins with an introduction, outlining the research aim, objectives, and rationale for the topic selection, which emphasizes the analysis of internal and external factors. A comprehensive literature review is conducted, exploring SWOT and VRIO analyses for internal assessments, and PESTEL and Porter's Five Forces for external environmental analysis. The research aims to identify business opportunities and propose growth strategies for the hotel. The methodology section outlines the research approach, followed by data analysis and discussion. The conclusion and recommendations summarize the findings and suggest actionable strategies for market development and service enhancement. Finally, a reflection chapter provides insights into the research process and the student's learning experience.

Research Topic: “To evaluate about Market development and improving the
services offered. A research project on Hyde House Hotel.
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Table of Contents
Chapter 1: Introduction....................................................................................................................3
Background to the research.........................................................................................................3
Aim and objectives......................................................................................................................4
Rationale for selection of Topic..................................................................................................4
Research questions......................................................................................................................4
Chapter 2: Literature Review...........................................................................................................4
To analyse the internal and external environmental factors so as to identify business
opportunities of Hyde House Hotel............................................................................................5
To critically evaluate the relevant models and frameworks to propose growth strategies for
Hyde House Hotel.....................................................................................................................10
Chapter 3: Research methodology.................................................................................................17
Chapter 4: Data analysis and discussion........................................................................................19
Cheater 5: Conclusion and Recommendation................................................................................22
Conclusion................................................................................................................................22
Recommendation......................................................................................................................22
Chapter 6: Reflection.....................................................................................................................23
REFERENCES..............................................................................................................................24
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Chapter 1: Introduction
Background to the research
Management is defined as a coordination and administration of several different tasks in an
order to achieve particular goals and objectives that are developed strategically. The
administration of separate activities includes several actions such as organisations strategy,
collaborating and coordinating the efforts of different departments and workforce in order to
work according to the strategy and accomplish the goals with the help of implementing and
utilising all the available resources (Gold and et. al., 2017). Every organisation and workplace
depends upon the strength and competencies of those belonging to the management position and
working as a higher authority of the entity. Management is an essential duty and task for an
organisation, it is also considered as an art or science including those actions which are
continuous in nature such as a planning, organising, directing and controlling.
The organisation selected for current research project is Hyde House Hotel which is
Stylishly converted beamed barn and famous hotel available for large gatherings, private events
and weddings and also provide comfortable accommodation facilities and other hotel services to
its customers. The Hyde House Hotel is situated in England, UK and facing a tough competition
in its market place. Thus, current investigation is laid out Hyde House Hotel to evaluate about
the Market development and improving the services offered through analysis of internal and
external factors of an organization. Thus, this particular research report covers several aspects
acknowledging all the relevant information available with the help of secondary research and
resources to have better understanding about the set topic and its objective. At first internal
analysis is conducted where SWOT and VRIO analysis choose our required and utilised.
Moreover, environmental analysis is conducted with the help of PESTEL framework and by
applying porter's five forces model for understanding the competitive advantage of company.
Along with it which is the information gathered by conducting a situation analysis opportunity
analysis is also conducted highlighting numerous chances and possibilities available in external
environment of Hyde House Hotel which can be explored by making efficient use of internal
strengths and abilities of the organisation. Furthermore, risk analysis is conducted for identifying
the potential threats measures to mitigate them in relation with the identified opportunities. At
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the end growth proposal is developed for Hyde House hotel according to the data gathering and
analysis conduct.
Aim and objectives
Research Aim
The main aim of conducting current investigation is, “To evaluate about the Market
development and improving the services offered through analysis of internal and external
factors of an organization”. An investigation leads out on Hyde House Hotel.
Research Objectives
 To analyse the internal and external environmental factors so as to identify business
opportunities of Hyde House Hotel
 To critically evaluate the relevant models and frameworks to propose growth strategies
for Hyde House Hotel
Rationale for selection of Topic
The selection of current research topic is seemed rationale as it leads to better analysis
and evaluation of internal factors of a company and also leads for identifying internal capabilities
of an organisation which are vital to evaluate its strengths and weaknesses in order to improve
service offered. Further, a better determination of influence lade by external environment in
market development and expansion opportunities of an Nixonisation is also provided by current
investigation to accomplish the professional aspects and needs of researcher. Beside this, a
strategic understanding and enhanced knowledge and skill is also lead by current investigation
which meets the personal interest and academic purpose of the researcher.
Research questions
 What are the internal and external environmental factors that can identify business
opportunities of Hyde House Hotel?
 What are relevant models and frameworks to propose growth strategies for Hyde House
Hotel?
Chapter 2: Literature Review
Literature Review forms a vital aspect and part of an investigation and research project as
it facilitates better analysis and evaluation of secondary information to get better understanding
and analysis of specific set topic and its main objective (Ndlovu-Gatsheni, 2017). Following
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literature review is based on the topic of Market development and improving the services offered
through analysis of internal and external factors of an organization for which various online
articles and journals are evaluated a description and analysis of which is provided below:
To analyse the internal and external environmental factors so as to identify business
opportunities of Hyde House Hotel
As per the viewpoint of Noah Parsons, 2018 SWOT analysis is understood as the
framework that determine both positive and negative aspects of a business which assist the firm
to make a decision by making use of opportunities and combatting threats in a marketplace.
Thus, following SWOT analysis is lead out on Hyde House Hotel for evaluating its strengths
and weaknesses in order to improve service offered. Also, the firm use this so that it could
identify the market in a best efficient manner and could form a proper strategy so that it could
hamper threats and weaknesses and thus provide a vast growth of the firm within a market. In the
context of Hyde House Hotel Group, the SWOT is presented as follows:
Strengths Weakness Strong brand Image: Hyde House
Hotel Group is one of the popular
industry in UK as it provides excellent
offerings so as to provide greater value
proposition to their customers and also
it is operating in an around 100
countries in various different brands
such as Holiday Inn, Staybridge Suites
and many more across the globe. Ensure quality specifications: The
respective firm provide greatest quality
of merchandises and fast and efficient
services amongst their clients which in
turn-built customer loyalty and boost
the sales and productivity within the
confines of hospitality industry.
 Rapid obsolescence in technology: The
business environment is regarded as
dynamic so there is changes technology
which creates a major impact on the
growth of a firm and affects the
profitability.
 Minimise in profitability ratio: This is
one of the major weaknesses faced by
the manager of Hyde House Hotel
Group as this ratio is below the industry
average.
 Improper utilisation of financial
resources: The senior authority of
concerned firm does not make proper
financial planning which affect the
financial status of a company within a
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 Proper implementation of recruitment
and selection: The manager of
respective firm follow a proper
recruitment and selection procedure
and hire the best potential candidate so
that it could work with zeal and
produces desired level of output
(Betschart and et. al., 2017).
market.
Opportunities Threats New and innovative technology: The
respective firm uses new and unique
technology that simplifies the overall
working procedure and facilitates
smooth operations of a business. Online platforms: There is a vast
opportunity for the Hyde House Hotel
Group to promote its product or
services online through social media
sites such as Facebook, Instagram and
many more which create a brand
awareness in different parts of country. Facilitating more expansions: The
respective firm is planning to expand
its operations by opening new segments
of market which generate multiple
streams of revenue and diversification
in a workplace.
 Emerging number of competitors:
There are giant number of players of
Hyde House Hotel Group such as
Marriott, Hilton and many more which
possess a big threat for the firm.
 Impact of BREXIT: The vote for
BREXIT has created chaos and
adversely affects the operations of the
company and also declines the sales
and profit margins within hospitality
industry.
 Impact of Corona Virus: The
pandemic of Corona Virus has created
an unimaginable chaos which creates a
negative consequence for the company
which in turn create a greater impact on
the productivity of the company (Kang
and et. al., 2015).
According to the views of Murphy. F. 2018, the pestle analysis is a tool and a framework
which is devised in order to conduct an external analysis of a business environment of any
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industry in which an organisation exist and for which data is available. PESTEL analysis is
considered as an important step for a company eventually device a particular strategy which is
effective and manoeuvre of the competition for maximizing the organisation's sustainability and
profitability (Ushigome and et. al., 2015). PESTLE is an acronym for various factors that not
only affect the business and its activities but also affects the whole industry. These factors are
named as Political, Economic, Social, Technological, Legal and Environmental. Therefore, in
order to understand and identify growth opportunities of Hyde House hotel it is essential that
appropriate external environmental analysis is conducted so that the best and potential growth
strategies can be revised by hospitality provider. The PESTEL analysis of Hyde House Hotel is
as follows:
PESTLE Description
Political Political factors play a very significant and vital role in identifying and
you mining the elements that can impact the Hyde House hotels long-
term profitability in certain country or market along with helping it in
identifying appropriate growth strategies. Currently the political
environment in United Kingdom is unstable and which is very send
your for the organisation because of the influence its place on the
hospitality industry as well as on Hyde House hotel.
Economic The economic factors such as inflation rate, interest rate, foreign
exchange rate and economic cycle of a particular region determine the
aggregate demand and investment of the economy. Currently the
economy of United Kingdom is also unstable because of a very severe
factor and that is recently executed BREXIT deal. Due to BREXIT or
Britain exiting from European union for the economy is created
because of numerous changes taking place in economic structure of
United Kingdom directly imposes threat for businesses belonging to
circuit industries implying for Hyde House hotel as well.
Social The third macro environmental factors which influences the decision
making and profitability of a business entity belonging to a particular
region (Ahmed and et. al., 2016). The society’s culture and ways of
doing things directly in poses influence over the buying behaviour and
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purchasing decision of an individual and also on the sales and
profitability standards of a company. Currently There are several
different social trends that exist in the United Kingdom which are
creating a dynamic environment for Hyde House hotels but the public
and people of United Kingdom are known as loyal customers. Also,
Goodwill of Hyde House hotel in the particular region and around the
globe is very high which brings a positive influence over the
organisation and its business.
Technological Technology is regularly improving and improvising bringing
revolutionary change in the business world and several different
industries by changing the entire ways of working and operations that is
undertaken by company (Shen and et. al., 2017). For hospitality
industry as well technology brought a huge opportunity allowing it to
conduct best marketing actions without investing huge amount and
time. Hyde House hotel is an organisation which always keeps itself
updated with the new technologies that are coming in in by using it in
several areas internal operations, for conducting marketing actions and
promotional strategies and even for bringing sales and improving their
revenue standards. The technological factor is a positive one for the
business making it accessible to many different opportunities and
possible chances to revolt and develop better product portfolio and also
to innovate.
Legal The legal framework and institutions of every particular region is
different and unique which is developed by the governmental bodies
according to the environment of their country and its requirements. The
legal factor is interlinked with political element and which in relation
with Hyde House hotel and United Kingdom is very unstable and
unpredictable. The legal laws are changing due to BREXIT as
European union and Britain is implementing new laws for their
economy and it is becoming difficult for Hyde House hotel and other
businesses to comply and comprise their systems accordingly because
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of the complexities and uncertainty is caused by these laws.
Environmental The last and the most recent macro environmental factor that is being
identified environment. This is new and recently being considered as an
influential factor for the businesses because of the increasing awareness
amongst people as regularly increasing global warming and other
natural disasters due to pollution caused by businesses. Currently the
environmental factor is playing shoes negative part in in business
profitability and especially for the hospitality industry. This is due to
the reason of recent outbreak of coronavirus and as a precaution the
entire world is under lockdown. This factor directly influences bi
hospitality industry because people are scared and travel and leisure
services are seriously going to be affected as now tourism is going to be
reduced by a huge percentage (Page and et. al., 2016).
Analysing opportunity for market development
In view of Schmidt. S. 2018, opportunity analysis is a process of narrowing down the
separate opinions provided by different of sources and making sure to focus on the that has the
highest potential for success. Opportunity analysis refers to establishing demand and competitive
analysis along with studying market environment and conditions to be able to understand it and
having clear vision for developing plans and strategies accordingly. Opportunity analysis is
considered as the one is the vital process for the growth of an organisation and need to be
performed frequently by the entity. Therefore, opportunity analysis is important for Hyde House
Hotel because of the fluctuating an unstable external environmental factors that are affecting
business negatively moving towards worst scenarios.
According to the situation analysis conducted it has been identified that there are three
particular strategies which can be evaluated and exploited by Hyde House Hotel. Current
scenario and external market condition are not well for the company because of the two most
influential factors that is recently execute BREXIT deal and the most recent outbreak of
coronavirus due to which the hospitality industry is severely affected and going to be affected for
the longer period of time in comparison with Other industries. These three opportunities are of
market development, product development and market diversification (Vogelmeier and et. al.,
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2017). Hyde House hotel either can develop New Market by moving internationally into those
potential areas where such luxury services are not available. The product development growth
opportunities suggest that organisation should improve its product portfolio and include more
services and offerings in it. The last growth opportunity which has been identified is of market
diversification which is a combination of product development and market development
allowing the company to move into an entirely new market by constructing alliances with other
existing forms and using their resources such as market knowledge to develop their presence and
sustain in the market.
To critically evaluate the relevant models and frameworks to propose growth strategies for Hyde
House Hotel
According to Aven, (2012), the procedure of strategic analysis involves researching about
the strategies of a business organisation. This procedure allows analysing the environment in
which the organisation operates. This process is important for an organisation to conduct as it
can help in strategic planning and decision making. In case of Hyde House Hotel Group, the
strategic analysis will be done by using three parameters which are risk analysis, scenario
planning and assessment of ethical and corporate social responsibility issues of the organisation.
From the viewpoints of Ayyub, (2014), risk analysis is a technique by which all the risks
in an organisation can be identified. This analysis of risk not only assists in identification of the
risks but also helps in assessing the likelihood and impact of that risk as well. The main objective
behind conducting a risk analysis is to effective review that risks so that steps for mitigating each
risk can be identified. By this analysis, an organisation can freely adopt a potential opportunity
without worrying about the risk consequences of that opportunity.
In this case of Hyde House Hotel Group, the risk analysis will be done in order to identify
the risks which are associated with opportunities analysed in above section. The risk analysis for
Hyde House Hotel Group is conducted below using a risk analysis template:
Risk Risk source Description Likelihood
of the risk
Impact
of the
risk
Mitigation steps
Authorisatio
n restrictions
Market
development
This risk will be
faced by Hyde
House Hotel
5 1 This risk can be
easily mitigated
by effective
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Group, if they
attempt to grab
their opportunity
of developing
markets in other
regions such as
Asian countries.
Each nation has its
own restrictions of
starting a business
that can be a risk
for Hyde House
Hotel Group.
research and
development.
Hyde House
Hotel Group only
has to activate
the R&D
department so
that they can
research about
which nations are
appropriate for
market
development.
Competition Market
development
While attempting
to develop market
in other nations,
Hyde House Hotel
Group can face
high competition
from the local
competitors that
can turn this
opportunity into a
threat.
4 5 Research and
development
department of
Hyde House
Hotel Group can
help into
mitigating this
risk but to a
limited extend
only due to
which its impact
is high.
Rapid up
gradation of
technology
Product
development
This risk can be
faced by Hyde
House Hotel
Group, if they
adopt the
opportunity to
5 5 In order to
mitigate this risk,
Hyde House
Hotel Group
must make sure
that their
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develop their
products. As it can
be seen from
current scenario,
the technology is
upgrading rapidly.
This rapid pace
can result into
degrading the
products of Hyde
House Hotel
Group which they
considered as their
tool to develop.
products are
developed with
using current
technology. And
also, Hyde
House Hotel
Group can use
develop products
which are
important for
their customers
so that even after
not having
upgraded
technology, they
will be used.
Exceeding
costs
Product
development
When Hyde
House Hotel
Group will
develop its
products and will
make efforts to
garb the
opportunity to
provide effective
products to their
customers, this
procedure will
result into usage
of high costs.
3 3 This risk can be
mitigated by
ensuring that
valid monetary
resources are
allotted by Hyde
House Hotel
Group for this
opportunity
project. And
also, for the case
of contingencies,
few provisions
must be made
which can be
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