Analyzing JK Place Roma's UK Market Entry Strategy: A Project Report

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Managing a Successful Business Project
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Table of Contents
Task 1...............................................................................................................................................3
1. Introduction...........................................................................................................................3
2. Aim and objectives of proposed research.............................................................................3
3. Scope and limitations............................................................................................................4
4. Cost considerations and resources........................................................................................4
5. WBS, Gantt chart..................................................................................................................5
6. Risk register..........................................................................................................................6
Task 2...............................................................................................................................................8
Chapter 1: Introduction................................................................................................................8
Chapter 2: Literature review......................................................................................................10
Chapter 3: Methodology............................................................................................................13
Chapter 4: Results and analysis.................................................................................................16
Chapter 5: Conclusion and recommendation.............................................................................24
Chapter 6: Reflections...............................................................................................................26
Reference List................................................................................................................................27
Appendices....................................................................................................................................29
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Task 1
1. Introduction
The research topic associated with this study lies in the analysis of the JK place Roma as an
organization having a potential interest in the expansion in the UK market. For the conduction of
the research, multiple marketing resources would be taken into consideration. This would be
done to understand the multiple options of marketing in the UK for a hotel chain in the five star
categories.
The rationale for choosing the mentioned topic could be discussed in two aspects. First, in the
aspect of potential customer base of UK, the research so undertaken would enable the probability
of growth in hospitality and associated service for the mentioned organization. This would be
due to the reduction in tourist visa constraints in the UK coupled with stability in the political
and economic strength of the nation. Both the mentioned strengths would attract more tourists
relative to more costlier and unstable foreign destinations in current scenario. Second in the
domain of digitization and connectivity, the chosen topic would result in the identification of the
acceptance that the local business and potential tourist view of the UK market as a tourist
destination. In the long end, this would enable the organization to identify areas of expansion
other than hotel-based hospitality. For example, some of the areas that could be taken into
consideration could be integrated travel packages in lines with the Thomas Cook model of
operations with minor changes as per the management decisions.
However, in the negative aspect, this research would additionally identify the rate of saturation
of the UK tourism and hospitality market coupled with changing expectations and service quality
relative to price for the same
2. Aim and objectives of proposed research
The aim of this research lies in the development of the project plan for the potential expansion
and entry of JK place Roma, an Italian hotel chain in the UK market. However, the purpose for
the conduction of this research lies in the identification of marketing resources that could be
used by the organization for effective entry and expansion in the UK market as well as the EU
market.
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The objectives associated with the research include the following:
 To identify the marketing resources that could be used by the organization to gain a
direct entry into the UK market
 To identify the response of potential customers relative to the entry of a Italian hotel
chain due to the prejudice that Italian hospitality is of best quality in the world
 To recommend the effectiveness of entry in the UK market to the mentioned
organization
 To develop a critical reflection based on the value of project management process used
by the organization post the conduction of the research including data analysis
3. Scope and limitations
The scope of research however lies in the identification of the market research that the
organization should consideration for a successful and sustainable entry into the UK market.
Additionally, on the personal front, the scope of the conduction of this research lies in the
effective demonstration of management and implementation of a small business research.
However, for the conduction of the same, there could be two major limitations:
 First, common questions would have to be developed for the four managers that might
result in the reduction of the variability of the answers.
 Second, in the segment of quantitative analysis, reaching out to the required sample size
would be a challenge; as such, individuals would want something in return for sharing
their views or even participating in the survey.
4. Cost considerations and resources
For the conduction of the research, the following cost distribution could be taken into
consideration.
Segment Potential cost (GBP)
Stationeries 100
Development of research framework 15
Conduction of research-Primary data collection 250
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Data Analysis using multiple software 185
Data protection 150
Report formation and submission 100
Travel 150
Miscellaneous 250
Total 1200
Table 1: Cost Distribution
(Source: Developed by author)
For the conduction of the research, multiple resources would be taken into consideration. First, in
the domain of literature review, four scholarly articles would be taken into consideration for the
conduction of the same. Similarly, for the collection of survey data, Google forms would be
taken into consideration. Additionally, online instant messaging applications would be used for
the conduction of the mentioned interview. Similarly, for the analysis, data entry and analytical
software would be taken into consideration like Microsoft excel. In the segment of marketing
resources, the concept of B2B and B2C marketing resources would be taken into consideration.
5. WBS, Gantt chart
Activities Start date
Duratio
n End date
Conceptualization of research
27.05.201
9 5 6/1/2019
Development of team members and research associates 6/1/2019 10
6/11/201
9
Development of research objectives 6/11/2019 5
6/16/201
9
Conducting a literature review 6/16/2019 25
7/11/201
9
Developing questionnaires for survey and interview 7/11/2019 5
7/16/201
9
Data collection and analysis 7/16/2019 45 8/30/201
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Developing recommendation and draft report 8/30/2019 10 9/9/2019
Development and submit of final report 9/9/2019 5
9/14/201
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Table 2: WBS
(Source: Developed by author)
Conceptualization of research
Development of team members and ressearch assiociates
Development of research objectives
Conducting a literature review
Developing questionnaiers for survey and interview
Data collection and analysis
Developing recoomendation and draft report
Development and submit of final report
13.05 02.06 22.06 12.07 01.08 21.08 10.09 30.09
Figure 1: Gantt chart
(Source: Developed by author)
6. Risk register
Risk description Probability
of risk
occurrence
Potential
impact of
risk
Severity Responsible
person
Process of
mitigation
Poor response of
survey individuals
Low Medium High Project
manager
Provide gift
hampers to lucky
ones from the
miscellaneous
budget.
Poor cooperation
of the managers
Medium Medium High Project
manager
Sharing of results
with the managers
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so promote
cooperation
Potential change
in entry strategy
of the taken
organization
Low High Medium PRO Extract reason of
change to reduce
influence on the
research
Unavailability of
analytical
software such as
SAS
High Low High Analyst Use of MS excel as
sample size is 30
only
Running behind
schedule due to
partial
achievement of
objectives
High Medium Medium Project
manager
Extensive
segmentation of job
to members to
increase frequency
and reduce delay
Table 3: Risk register
(Source: Developed by author)
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Task 2
Chapter 1: Introduction
The UK market has seen a gradual rise in the number of tourist visiting the nation over time.
This has resulted in extensive pressure on the existing hotels in the luxury and five star
categories. The 98 billion GBP hospitality industry of Britain caters to multiple segments of
travel, tourism and hospitality (PwC, 2019). This disparity and the extreme potential of the UK
hospitality industry is the main cause for the conduction of the research. The nature of the
problem lies in the identification of the marketing approach and techniques that would be
undertaken by the JK place Roma for effective entry in the UK market. Hence, the problem is of
futuristic nature where the main attributes and the variables are the UK market, the aspect of
competition as well as the potential five star service provided by the Italian organization.
The conduction of the research would provide two benefits. First in the domain of identification
of the acceptability in the UK market, the research would enable the identification of the easiness
of hospitality business in the UK by an Italian organization. This would be because of the
variation in hospitality culture between the two nations coupled with the difference of
expectations form a hospitality organization. Second, the research would help in the
identification and development of an integrated hospitality approach for the customers. This
would be characterized by the understanding and evaluating of the aspects associated with
marketing resources relative to customer service in the hospitality segment.
In the wider sector, the mentioned research would provide two benefits in long and short end. In
the short end, the data analysis segment associated with the research would enable the
organization to identify the general though process of the employees, the managers as well as
potential customers. This would enable the organization to cater to the internal demand and
identify local developments like providing extensive valet and chauffer service from the airport
to the hotel and others. In the long end, the recommendations so provided post the analysis of
the data could be incorporated to meet the growing demand of hotels as well as the changing
dynamics of perceived customer service in a hotel customer service.
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However, the academic interest of the mentioned topic would be in the attainment of the aspect
of management and analysis of a business. Additionally, since the hospitality industry is mostly
concentrated on specific seasons, data collection could be executed easily.
The aim of this study lies in the analysis of the potential entry of JK place Roma into the UK
market in a direct entry mechanism. Additional aim includes the analysis of the marketing
resources like the B2B and the B2C resource mechanism that would enable the organization to
conduct market penetration in the UK. The objectives associated with the research include the
following:
 To identify the requirement of market expansion for the organization
 To evaluate the aspect of expansion in UK due to constraints of space and difference of
culture
 To identify acceptability of a Italian hotel chain in the UK due to the current changes
arising from Brexit
 To analysis the aspect of direct entry into the foreign market relative to the preference of
the employees and the customers on multiple hospitality and marketing aspects
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Chapter 2: Literature review
Globalisation
As per the knowledge provided by Coyle (2016), the modern generation has witnessed a rapid
growth as well as development in the technological sectors that has given rise to the productivity
as well as efficiency of the organisation across the global platter. It is extremely beneficial for an
organisation to embrace the rapid changes of globalisation as it allows the management to tackle
the issues faced by the organisation at present. However, Asongu et al. (2017) argued that there
are several costs associated with globalisation and the management has to ensure that they have
an abundant capital in order to grip the rapid changes due to globalisation. Globalisation involves
growth in the technological sectors that allows employees of an organisation to adapt the
feasibility of using the modern technologies. In order to ensure that the application of the modern
technologies, the management has to invest on purchasing the technologies that are extremely
costly. Globalisation promotes the growth of international markets whereas it also increases the
competition in the international markets rapidly. This makes it almost impossible for the smaller
start-ups to compete in the highly competitive market.
Globalisation has also affected the mindsets of the customers and the managers of organisations
strive to tie up with the randomly changing demands of the customers. The customers expects
trendy products as well as services and therefore, the development of the products of the modern
generation has a direct influence of the needs as well as requirements of the customers that gets
affected due to the rapid changes of globalisation. According to Coyle (2016), globalisation has
provided the common people with technologies, products, as well as services that are fast,
reliable, and of an excellent quality. Therefore, the customers expect products as well as services
that meet their expectation and demands.
Marketing theories
According to Fan et al. (2015), the marketing mix is an extremely beneficial theory that allows
an organisation to develop suitable marketing strategy that covers an all round approach of the
products, price, promotional channels as well as place. This allows an organisation to ensure that
the organisation is prepared with the relevant strategies regarding products that has to be sold to
the customers in the new market. In an emerging market, an organisation has to ensure that the
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products are developed according to the trend. Furthermore, the pricing strategy that has to be
applied by the organisation is also developed by applying this specific strategy. The place where
the organisation will be concentrating along with the promotional channels that has to be used to
promote the products as well as services. However, Bonelli (2017), argued that the Ansoff matrix
allows the management of an organisation to prepare suitable strategies that ensures future
growth of an organisation in a specific market. This allows an organisation to apply the market
penetration, product development, market development, and diversification.
Markets of UK
According to Dhingra et al. (2016), UK has been experiencing with an unstable political climate
due to brexit. The decision of UK leaving the markets of EU has brought several changes as well
as uncertainties in the economical policies of UK. Furthermore, a sudden reduction of skilled EU
labour force from UK due to brexit has reduced the productivity rates of organisations operating
in United Kingdome. The Rate of GDP growth of UK is 0.5% and 3.8% of unemployment rate
UK economy (2019). Although, the economic recession hit the economy growth that led to
several issues that included fluctuating prices in the shops. However, they were neutralised later
but brexit has again degraded the monetary value of UK pound sterling. This has affected the
international venture as the organisations have to import and export several goods as well as raw
material from various countries that has higher currency value.
However, Vasilopoulou (2016), argued that despite of the all uncertainties led by brexit, there are
several opportunities for business growth. UK is comprised of a diversified culture and religions
that has their individual religious beliefs. Therefore, it is extremely beneficial for an organisation
to ensure that the cultural beliefs remains unharmed and thereby set their way of approach while
entering in the markets of UK. Moreover, the various culture and religions further diversifies the
preferences of the products as well as services. An organisation can earn substantial profits from
the markets of UK if the resources are managed and allocated suitably. With an employment rate
of 76%, UK has an abundant availability of skilled as well as experienced employees.
Market entry
As per the knowledge provided by Hitt et al. (2016), the direct market entry strategy is extremely
beneficial for an organisation to enter into a targeted foreign market as it allows an organisation
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to gain the highest amount of profitability. The Greenfield Investment allows an organisation to
set up a wholly owned subsidiary in the targeted foreign market. However, Chen et al. (2017),
argued that Greenfield investment market entry strategy involves a huge amount of cash flow
and therefore, the amount of risks increases in terms of monetary losses. There are other market
entry strategies that are applied for international venture including joint venture, franchising as
well as licensing. According to Mackowiak et al. (2015), every organisation aims at profit while
setting their businesses in the international markets and therefore, pre planning is extremely
beneficial for the international venture. This allows the management of the organisation to gain
an in-depth knowledge of the business environment as well as cash flow that is required to
operate in the target market. The Greenfield investment allows an organisation to again a direct
entry on the targeted foreign market and gain substantial profits as there are no partners or
collaborative organisations associated in this specific market entry procedure.
Literature gap
The literature has provided detailed analysis of globalisation and the market entry strategy
however, has not emphasised on other market entry strategy such as franchising, joint venture,
and licensing market entry strategy. Furthermore, the technological, environmental, as well as
social factors have not been discussed in detail.
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