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Tourism And Hospitality Strategy in the Global Marketplace

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Tourism And Hospitality Strategy in the Global Marketplace

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  1. Tourism And Hospitality Strategy in the Global Marketplace TOLL-FREE NO: +61 879057034 EMAIL: help@assignmentprime.com WHATSAPP NO: +61 424715655 WEBSITE: www.assignmentprime.com ASSIGNMENT HELP & WRITING SERVICE AUSTRALIA

  2. TABLE OF CONTENTS INTRODUCTION...........................................................................................................................3 TASK 1............................................................................................................................................3 TASK 2............................................................................................................................................6 TASK 3..........................................................................................................................................10 TASK 4..........................................................................................................................................15 CONCLUSIONS............................................................................................................................16 REFERENCES..............................................................................................................................18 TOLL-FREE NO: +61 879057034 EMAIL: help@assignmentprime.com WHATSAPP NO: +61 424715655 WEBSITE: www.assignmentprime.com ASSIGNMENT HELP & WRITING SERVICE AUSTRALIA

  3. INDEX OF TABLES Table 1: Ansoff's matrix.................................................................................................................11 Table 2: Poter's generic strategy....................................................................................................12 TOLL-FREE NO: +61 879057034 EMAIL: help@assignmentprime.com WHATSAPP NO: +61 424715655 WEBSITE: www.assignmentprime.com ASSIGNMENT HELP & WRITING SERVICE AUSTRALIA

  4. ILLUSTRATION INDEX Illustration 1: Strategy Canvas.......................................................................................................10 TOLL-FREE NO: +61 879057034 EMAIL: help@assignmentprime.com WHATSAPP NO: +61 424715655 WEBSITE: www.assignmentprime.com ASSIGNMENT HELP & WRITING SERVICE AUSTRALIA

  5. INTRODUCTION The tourism and hospitality industry is the highly growing industry nowadays. Every sports, games and lifestyle enhance the profit of tourism industry. Tourism sectors is highly successful business in global market place (Cox and Koelzer, 2004). The hospitality industry is crossing the boundary line for expansion of their business on global platform. Globalization is concerned with the movement of people, information and capital across the countries (Christou, 2011). It is working globally by transferring the information, people and concepts. Their expansion is easy at international level. The report is considering various strategic steps taken by the hospitality industry for expanding their business. It is also including the various factors effecting the growth and success of the hotel (Hsu and Powers, 2002). THIS IS A SAMPLE ASSIGNMENT BUY ERROR-FREE ASSIGNMENT & SCORE TOP GRADE CONTACT US: TOLL-FREE NO: +61 879057034 EMAIL: help@assignmentprime.com WHATSAPP NO: +61 424715655 WEBSITE: www.assignmentprime.com It is already transferring people and capital from one place to another place. Hospitality is the concept of trading and it is a very core layer for the globalization (Reid and Bojanic, 2006). It is helpful for gaining market share but it is affecting the imbalance of trading between the nations (Hassanien and Eid, 2007). Marriott International is one of the best known hospitality companies of the United Kingdom. The framework of hospitality industry includes responsibilities and sustainability in tourism and performing cultural balance between tourism and hospitality (Wearne and Baker, 2002). The report is covering various factors outside the company and inside the company affecting the functioning of firm. It is including application of analysis tools on practices of firm. TOLL-FREE NO: +61 879057034 EMAIL: help@assignmentprime.com WHATSAPP NO: +61 424715655 WEBSITE: www.assignmentprime.com ASSIGNMENT HELP & WRITING SERVICE AUSTRALIA

  6. TASK 1 PESTLE Analysis of Marriott International: there are many forces which affects the functioning of the company externally (Ball, Horner and Nield, 2007). These factors are political, economical, social, technological, legal and economic factors. These are the external forces which are affecting the practices of the mentioned hotel.  Political or legal factors: visa restriction is the barrier for the people to transfer from one place to another place (Hayes and Ninemeier, 2009). It plays an important role for hotel industry and tourism. Political wars can affects the travel and tourism industry. Obviously is affecting by the political restriction by the Home country (Knutson, 2001). The company have to reduce the prices of their offering for getting the customers. Change in government of home country or hosting country will affect the transfer of people from one nation to another nation (Harris, King and Jago, 2005). It is affecting the business in negative way to the functioning of the hotel “Marriott”.  Economic factors: Marriott International is a big hotel of UK and it is highly affecting by the recession in home country (Huang and Sun, 2014). The economic factors such as recession in different countries are affecting the power of people to use their money as disposal incomes (Kaufman, Lashley and Schreier, 2009). This will reduce the strength of the person for expedition on travel and tourism. Exchange rates will affect expenditure on travel and this way economic factors are affecting this industry.  Social factors: it is the factor that significantly affects the tourism industry (Yasin and Yavas, 2001). It is related with the demographic profile and cultural background of the person which affects their thinking on travel and tourism (Hudson, 2008). Hotel Marriott international is affected by the social and cultural factors and it is developing themselves as an integration of social platform to the individual (Andrew, Damitio and Schmidgall, 2007).  Technological factors: Technology is the highly affecting factors that changes the way of functioning of the firm (Bowie and Buttle, 2004). It involves the functions of online booking, availability of prices and rooms. Accessing the effectiveness of technological TOLL-FREE NO: +61 879057034 EMAIL: help@assignmentprime.com WHATSAPP NO: +61 424715655 WEBSITE: www.assignmentprime.com ASSIGNMENT HELP & WRITING SERVICE AUSTRALIA

  7. functions on hotel will give the quality of services they are providing to their guest. Also, mentioned hotel is highly affecting by technological factors (Fewell and Wills, 2000).  Environmental factors: obviously climate change are affecting the air travel industry and restrict the tourism sector (Kim and Hardin, 2010). It will decrease the amount of tourist for staying in hotel. Change in weather affects the functioning of the mentioned hotel industry. These are the external forces that are affecting the environment of the hotel for better functioning at global label (Ong, 2012). This analysis is useful for analysing the external factors affecting the functioning of Marriott. In the analysis, political factors are affecting the business in opposite way but technological factors helping it in development (Zaibaf, Taherikia and Fakharian, 2013). Strategic capability model: strategic capability model is the framework which is used for finding the capabilities of the company and their competitive advantage in the market (How To Apply Content Marketing In Hospitality, 2013). These models are having application in hotel industry for finding its competitive capabilities of hotel industry (Hsu and Powers, 2002). The company are using people and their skills for maintaining their brand image in market in service industry (Harris, King and Jago, 2005). The specific model for finding the competitive strength of Marriott International is: Capability model Resources Resources Organization in hotel “Marriott” People and their skills Processes in the hotel industry Information Structure of hotel and location of distribution Technology and it application Culture and leadership possibilities in the hotel Infrastructure and facilities Governance and control What to source Sourcing and suppliers relation comes under this category This is the model of generation of strategic capabilities for the hotel industry (Knutson, 2001). This is also a framework considering all the factors affecting the competitive strength of TOLL-FREE NO: +61 879057034 EMAIL: help@assignmentprime.com WHATSAPP NO: +61 424715655 WEBSITE: www.assignmentprime.com ASSIGNMENT HELP & WRITING SERVICE AUSTRALIA

  8. the firm (Fewell and Wills, 2000). The application frame of capability model can be drawn like this: Strategic support capabilities Advantage capabilities   These are the capability of The hotel management team are hotel for making brand image making advantage capabilities in the market (Zaibaf, for making competitive image Taherikia and Fakharian, (Hudson, 2008).  2013). They are enhancing the quality  Helps is changing corporate of services provided by the hotel marketing practices. Strategic Business necessity capabilities Essential capabilities impact on the   It helps in targeting the most It helps in opening user friendly hotel appropriate market with the online portal for their customers.  changing demanding needs. It also helping is creation and distribution of services. Greater financial impact------> Research Skills of Hotel Marriott: There are so many data that can be used for analysing the whole functioning of the firm. The resources used for analysing are company reports, trade association statistics and government reports (Bowie and Buttle, 2004). These are different source used for finding the current position of the company and lacking part of firm (Yasin and Yavas, 2001). This is used for planing the future strategy by management team of the hotel. Company report includes annual report which is having statistical data and financial report for analysing the operations of cited hotel and planning for future plan based on the data (Kim and Hardin, 2010). Trade association such as World Trade Organization and other institutions could be used for analysing future strategy of the hotel. Government policies and their report about operation of hotel will also help in designing future strategy of the firm (Bowie and Buttle, 2004). TOLL-FREE NO: +61 879057034 EMAIL: help@assignmentprime.com WHATSAPP NO: +61 424715655 WEBSITE: www.assignmentprime.com ASSIGNMENT HELP & WRITING SERVICE AUSTRALIA

  9. TASK 2 The analysis of the hotel industry dependent on many factors because this is a core service industry (Cox and Koelzer, 2004). There are many methods which could be used for finding the primary inputs of overall strategic planning. These methods are such as: RBV analysis: RBV analysis is termed as resources based view of the hotel on that perspective (Hassanien and Eid, 2007). It is related with primary input of overall strategic planning in Marriott. This will help in making competitive advantage in outer market. These resources can be used for achieving goals and objectives of the company (Andrew, Damitio and Schmidgall, 2007). It is used for converting short run competitive advantage to long run competitive advantage. THIS IS A SAMPLE ASSIGNMENT BUY ERROR-FREE ASSIGNMENT & SCORE TOP GRADE CONTACT US: TOLL-FREE NO: +61 879057034 EMAIL: help@assignmentprime.com WHATSAPP NO: +61 424715655 WEBSITE: www.assignmentprime.com The strength of the hotel “Marriott” are high brand recognition and image in market. Their whole functions is dependent upon technical innovation by the company to improve customer experience in market (Hudson, 2008). Application of these factors affects the attributes of the hotel services (Kim and Hardin, 2010). The competitive advantage of the firm are related to production system and services providing ways of the hotel. The resources used for competitive advantage of the hotel should be valuable, rare and appropriate for the hotel (Ball, Horner and Nield, 2007). This will take the hotel towards the short term competitive advantage of the company. TOLL-FREE NO: +61 879057034 EMAIL: help@assignmentprime.com WHATSAPP NO: +61 424715655 WEBSITE: www.assignmentprime.com ASSIGNMENT HELP & WRITING SERVICE AUSTRALIA

  10. The whole functions of the company comes under these steps for following the objectives and goals. The resources' category are human capital, financials, physical and operational (Hayes and Ninemeier, 2009). These are used for making distinct image of the firm in world's market. Benchmarking: Every hotel of different states and different nations are taking London Marriott Hotel Grosvenor Square facilities as a benchmark for them (Knutson, 2001). In this regard, benchmarking is the process of comparing the functions and operations of industry to another industry or department for enhancing the quality of work provided within an organization (Hayes and Ninemeier, 2009). The standard of functions are ought to be settled for better functioning of the firm. In this context, main competitors of the hotel is Hilton and Hyatt (Cox and Koelzer, 2004). London Marriott Hotel i.e. Grosvenor Square international involved the practice of comparing of one department to another department for maintaining the quality of the services for providing value for the money to their customers (Ball, Horner and Nield, 2007). Need of benchmarking for hotel industry: There is a constant need of benchmarking for Marriott due to constantly changing environment of the hotel industry (Ball, Horner and Nield, 2007). The environment of hotel industry is constantly changing and this will make the company to change their functions and work culture of the firm (Christou, 2011). The hotel is indulged in making their position by fragmenting market for profit making in this industry. The hotel is constantly trying for making some of their function from economical to luxury state (Wearne and Baker, 2002). For achieving this, the company needs benchmarking for attaining the goal. This will help in evaluation of performance of hotel “Marriott”. Process of Benchmarking in Hotel Industry: process of benchmarking is the completed in twelve stages for comparing one department to another department (Harris, King and Jago, 2005). It is started with selection of the main lacking point of the company, defining the process and identification of the standard process which are performing in other department of the other company (Andrew, Damitio and Schmidgall, 2007). Then comes the collection of appropriate data and information about the source and determining the difference between standard process and other process (Hudson, 2008). The other step is to take decision regarding future performance of the company and communicating it with various parts (Reid and Bojanic, 2006). TOLL-FREE NO: +61 879057034 EMAIL: help@assignmentprime.com WHATSAPP NO: +61 424715655 WEBSITE: www.assignmentprime.com ASSIGNMENT HELP & WRITING SERVICE AUSTRALIA

  11. Decision regarding the goal and objectives of the company is another step than implementing it on the examined process (Hassanien and Eid, 2007). Final step is concerned with reviewing the whole process for their outcomes. Outcomes of Benchmarking process: the outcomes of benchmarking includes high quality and performance level of the process or identified gaps (Knutson, 2001). Benchmarking is operations, revenues, sales, marketing and finance (Huang and Sun, 2014). These are the areas of quality improvement for giving the value for the money to customers. It has to increase the performance level by using benchmarking operation in the hotel industry (Yasin and Yavas, 2001). Strategy Canvas: this is the process of comparing the different aspects of Hotel “Marriott” to their strong competitors (Kaufman, Lashley and Schreier, 2009). The factors for doing comparison between different restaurants are architecture, lounges, room size, receptionist and furniture (Zaibaf, Taherikia and Fakharian, 2013). The other factors of comparison are bed quality, hygiene, quietness and price of the services. These are the factors which can be sued for measuring the performance of Hotel “Marriott”. The graph could be drawn as: TOLL-FREE NO: +61 879057034 EMAIL: help@assignmentprime.com WHATSAPP NO: +61 424715655 WEBSITE: www.assignmentprime.com ASSIGNMENT HELP & WRITING SERVICE AUSTRALIA

  12. Illustration 1: Strategy Canvas Cultural analysis: this analysis is based on the various aspects related with the culture followed by the hotel for making their distinctive image in market (Ong, 2012). Various aspects for cultural framework are language, religion, values and education. In addition, law, technology and social organisations are also comes under this category (Zaibaf, Taherikia and Fakharian, 2013). Language of the different countries and their culture are affecting the various functions of the hotel industry (Christou, 2011). It is affected by the external influences of the company such as location, visitor trend and socio-economic level of the market. The company are taking care of their customer by providing them facilities according to their requirements. “Marriott” has adopted the customization methods for services and offering of them (Knutson, 2001). This will help them in making customer friendly environment by providing user friendly services to their customers. This will directly and indirectly affecting the business and performance of the services (Hassanien and Eid, 2007). It also plays role for TOLL-FREE NO: +61 879057034 EMAIL: help@assignmentprime.com WHATSAPP NO: +61 424715655 WEBSITE: www.assignmentprime.com ASSIGNMENT HELP & WRITING SERVICE AUSTRALIA

  13. competitors and competitive advantage of the firm. It is also playing significant role for cultural and corporate social responsibilities of the hotel industry. Value Chain analysis: value chain analysis is the integration various functions performed in the restaurants (Wearne and Baker, 2002). The various factors including in value chain is inbound logistics, outbound logistics, operations, marketing and sale services. These are the basic factors which are involved in planning for proper management of the hotel (Ball, Horner and Nield, 2007). It includes all the operation which involved information flow from one department to other. It is covering management and quality maintenance of all the functions of hotel industry. THIS IS A SAMPLE ASSIGNMENT BUY ERROR-FREE ASSIGNMENT & SCORE TOP GRADE CONTACT US: TOLL-FREE NO: +61 879057034 EMAIL: help@assignmentprime.com WHATSAPP NO: +61 424715655 WEBSITE: www.assignmentprime.com These are the analysis tool used for examining the functions and requirements of the firm. This is applied in the operations and functioning of hotel “Marriott” and outcomes are mentioned in the above paragraphs (Harris, King and Jago, 2005). These are required for proper functioning of the hotel industry. TASK 3 There are many techniques and scopes for attracting the tourist to the hotels. This will increase the brand image of the hotel and enhance the profit level of the firm (Andrew, Damitio and Schmidgall, 2007). There are many ideas for expanding the business of the firm by opting some another business rather than hotels and restaurants. Company can offer many services rather than restaurants and hotel. These offering are such as building adventures parks, water parks, underwater rooms and dolphin way (Ball, Horner TOLL-FREE NO: +61 879057034 EMAIL: help@assignmentprime.com WHATSAPP NO: +61 424715655 WEBSITE: www.assignmentprime.com ASSIGNMENT HELP & WRITING SERVICE AUSTRALIA

  14. and Nield, 2007). The restaurant chain can open an adventurous part for attracting their customers throughout the world. It can also opt for water-parks and spa facilities in Dubai. It can also attract the people for adventure, fun and water parks. These are some strategies which the could adopt for expanding their business (Hayes and Ninemeier, 2009). This will help in generating more revenues and profit for hotel as well. This can be adopted by making an appropriate analysis of the need of customer from the resorts and that particular location. Their decision finally depends upon their demands and needs (Hudson, 2008). These are the things the restaurant can acquire for expansion of their business. Adventure park: the company can opt for building an adventure park for their customers. It could be a mysterious park or a watermark (Zaibaf, Taherikia and Fakharian, 2013). It should attract the vision of customer towards the services. According to Ansoff's matrix in case of new product and new market the can will adopt diversification strategy (Ong, 2012). In the mentioned case the company “Marriott” hotel is going for diversify their business from their restaurant and hotels to new adventures part. It is adopting the diversification strategy. Table 1: Ansoff's matrix Existing products New product Existing market Market penetration Product development New market Market development Diversification This Ansoff's matrix clearly signifying the various strategies adopted by the hotel in different situation. In case of existing products and existing market, the company can adopt market penetration strategy for making profit and revenues for the existing market. For new product and existing market, the company can opt for product development strategy by modification or adding them new attributes and features (Hudson, 2008). Market penetration strategy is concerned with the changing marketing strategy in the existing market and trying to increase the revenues from existing customers. The strategy adopted for new market and existing product is market development strategy. This strategy is concerned with the development of market from the existing product. This is possible when the company plan for expansion of their business to another location. This will help in connecting with the new customers and generate TOLL-FREE NO: +61 879057034 EMAIL: help@assignmentprime.com WHATSAPP NO: +61 424715655 WEBSITE: www.assignmentprime.com ASSIGNMENT HELP & WRITING SERVICE AUSTRALIA

  15. revenues from them (Knutson, 2001). The other situation is the new product and new market, for this the company can opt diversification strategy. Diversification is the technique for planning the switching for non profit generating functions and development of new concept or offerings for the customers (Harris, King and Jago, 2005). This is the best suitable strategy for opting in case of new product and new market and it is also suitable for “Hotel Marriott”. The company can examine the outcomes and tactics by applying porter's generic strategies for functioning of the hotel industry. It is covering the four strategies at different situations (Wearne and Baker, 2002). The situations are overall cost, differentiation, differentiation focus and cost focus. Cost leadership is related with gaining the competitive advantage for producing the lowest cost services and generating high revenues. Differentiation strategy is used in the situation of higher cost and broad competitive scope. In this tactic, the company will generate different type of strategies for different market place. For narrow competitive scope and low cost competitive advantage, the company can adopt cost focus strategy for generating the revenues and cost. For the higher cost competitive advantage and narrow competitive scope the company can adopt differentiation strategy. This is basically related with the generation of different product and services into the market for attracting different customers (Andrew, Damitio and Schmidgall, 2007). This strategy is related with making the company different form others. Cost focus strategy is only concerned with the minimizing the cost of offerings. The differentiation focus strategy is suitable for the company “Hotel Marriott” for providing the services in market. Table 2: Poter's generic strategy Competitive advantage Low cost Higher cost Competitive scope Broad Overall cost leadership Differentiation Narrow Cost focus Differentiation focus The hotel industry is the highly growing industry. Innovation in services and techniques are highly affecting the revenues generated by the hotels. Hotel “Marriott” is employing new techniques for increasing the profit gain by the company (Ball, Horner and Nield, 2007). For this TOLL-FREE NO: +61 879057034 EMAIL: help@assignmentprime.com WHATSAPP NO: +61 424715655 WEBSITE: www.assignmentprime.com ASSIGNMENT HELP & WRITING SERVICE AUSTRALIA

  16. the company is planning for adding a water-park in the main location of hotel “London Marriott Hotel Grosvenor Square” in London. This will attract new customers for experiencing the adventures holidays in their hotels. These are comes under generating new adventure parks. The hotel can offer their branded products and open a new shop for expanding the business. London Marriott Hotel Grosvenor Square can open a chain of shops for selling their brand and awaring people about the products of their company (Hayes and Ninemeier, 2009). This is the way which helps in expansion of the business in foreign country. The people will aware about the brand of product and their hotels. These are the shops used for enhancing the revenues generated by the firm. This strategy also comes under differentiation focus tactics (Wearne and Baker, 2002). This will increase the market share and helps in doing market research about the products. This is another techniques used for generating revenues for the company. For development of branded shops in London, the company have to do market research for the examination of market (Hudson, 2008). The opening of new branded stores helps in diversifying the business from old one. The company have to change marketing strategy according to the requirement of the company. The company makes different market image of their shops in markets. This will help in developing brand image in market (Kaufman, Lashley and Schreier, 2009). This can also be used for doing market research on the products of their hotels. It is the most significant step of the hotel industry to enhance the market share of the company. The hotel “Marriott” can take the advantage of various strategies for adopting market share advantage in London. The company have to select target market for managing the resources and retail mix for their customers. The nature of retail format is making the design of retail mix (Reid and Bojanic, 2006). This is used for taking an advantage over the competition present in market segments. The criteria used for selecting a target market is to enhance the attractiveness for large, growing and more profit competition. This will become consistent for more competitive advantage in market (Wearne and Baker, 2002). For getting the success in TOLL-FREE NO: +61 879057034 EMAIL: help@assignmentprime.com WHATSAPP NO: +61 424715655 WEBSITE: www.assignmentprime.com ASSIGNMENT HELP & WRITING SERVICE AUSTRALIA

  17. opening a retail shop in the targeted market, the company have to take various decision related with the branded shops. The organization have to set various standardized criteria for opening a brand statements in market. This is used for differentiating the market from another segment for making competitive image in the existing market. The next decision of the retail chain is to take decision regarding the best location of the branded shop (Yasin and Yavas, 2001). This is the luxury brand so the company have to choose appropriate place for selling their products. It would a luxury mall or best location for segmented market customers. THIS IS A SAMPLE ASSIGNMENT BUY ERROR-FREE ASSIGNMENT & SCORE TOP GRADE CONTACT US: TOLL-FREE NO: +61 879057034 EMAIL: help@assignmentprime.com WHATSAPP NO: +61 424715655 WEBSITE: www.assignmentprime.com The another decision of the company is to make the list of products to be sold in market under the name of their brand. This is the luxury brand so the hotel can select their merchandise products and accessories for making customer influenced by their stores. The next step to plan advertisement strategies for expanding the market from one segment to another segment (Zaibaf, Taherikia and Fakharian, 2013). The company could select promotional events in their hotels and personal selling for their visitors for making visit in their shops. In addition to it, the company can adopt banners and discounts offers for their high opening which will attract more people for having their branded merchandising products. Other point of discussion for the team of hotel “Marriott” is to plan the employee and their wage rate for their stores (Bowie and Buttle, 2004). For making sales in their retail shops, the company have to choose experienced employees and sales associates. The another step for development of work force is to give appropriate training for their personnel development plan. TOLL-FREE NO: +61 879057034 EMAIL: help@assignmentprime.com WHATSAPP NO: +61 424715655 WEBSITE: www.assignmentprime.com ASSIGNMENT HELP & WRITING SERVICE AUSTRALIA

  18. This will associate the services providing in the restaurants and their stores (Hudson, 2008). The last and most important step is to do planning for providing the best customer services to their customer. This will enhance the brand image of the stores as well as their hotel chains. The sources for making competitive advantage and the factors affecting the growth are location of the store and customer loyalty. In addition, customer services quality and low cost supply chain management will enhance the profit sharing of the company. This will enhance the buying power of customers and vendors (Yasin and Yavas, 2001). Moreover, committed employees will enhance the customer satisfaction level and attracts the customers for making purchasing from their stores. These are the positive factors that will enhance the growth of the company. Enhancement of services and operations of the retail shop at functional level also play a great role for making the brand image of the retail stores. These factors are better computers use in the stores, more employees for better services and more merchandise products of better quality. Greater assortment and lower prices of the products will attract the customer for making sell of stores (Harris, King and Jago, 2005). More advertisement and more promotion for the merchandise products of the luxury brand will motivate their customer for choosing the branded products. These are the strategies adopted by the company at functional level of the firm. Global opportunities are available for growing the business in foreign market. The different strategies suitable for market growth are the direct investment, joint venture and strategic alliance of the company for their expansion. Direct investment is the company is directly expanding their business by owning retail stores in another nation (Haye and Ninemeier, 2009). Joint venture is the method for expansion by taking the help of another firm. Joint venture is concerned with the partnership concept for growing the business in another nations. The company can collaborate with local retailers for expanding the business (Kaufman, Lashley and Schreier, 2009). Strategic alliance is concerned with the process of collaboration with another firm for a single project. Franchising and licensing also helps in expansion of the business in another location or nation. TOLL-FREE NO: +61 879057034 EMAIL: help@assignmentprime.com WHATSAPP NO: +61 424715655 WEBSITE: www.assignmentprime.com ASSIGNMENT HELP & WRITING SERVICE AUSTRALIA

  19. The retail planning for opening new retail shop in market is a seven step process. The first step concerned with strategic planning are defining the business mission of the hotel. Second step is related with the conduction of situational audit and finding out the market attractiveness of the store by self analysing the concept (Ball, Horner and Nield, 2007). Third step is related with the identification of strategic opportunities of the selected location by the organisations. Fourth step is including the evaluation plan for finding the strategic alternatives of the retail chain. Another step is the decision regarding the specific objectives of the company and allocating the resources based on their mission. The next step is very importation for planning the marketing mix and retail mix for the merchandising products (How To Apply Content Marketing In Hospitality, 2013). The company have to consider their products and find out the products, price, place and promotion for that particular thing. The organisation have to consider the process of evaluation of performance and make adjustments for their offerings. This the process of planning retail process for making brand image of the company and attracting the customers. The application of opening branded shop stores by the hotel “Marriott” is to spread retail chains for making profit. In addition, the company can build their strong brand image in new market (Kim and Hardin, 2010). The another advantage is taken by the company is to do market research at that particular place. These retail shops will ease the company for finding needs and wants of the customers. These retail shops will attract more of the customer to the stores as well as to their hotels. These are the application for expanding the business across the boundary of home nation. TASK 4 This is the wide report on the opportunities for the hotel “Marriott” in the outer market. The researcher will learn the various strategies employed for making profit in the market from their research. The research on the hotel industry is helping in finding the economic level of the nation and how it is affecting the smooth running on the hospitality industry (Bowie and Buttle, 2004). It is also useful for finding the demands and supply of the marketplace. This is useful for TOLL-FREE NO: +61 879057034 EMAIL: help@assignmentprime.com WHATSAPP NO: +61 424715655 WEBSITE: www.assignmentprime.com ASSIGNMENT HELP & WRITING SERVICE AUSTRALIA

  20. plaining the different aspects for hospitality industry. This research having many benefits for the researches as well as the hotel industry specially hotel. This research is particularly emphasised on the various strategies used by the company for their global expansion. From the analysis of these strategies, the researcher will get to know the various aspects related with the marketing field (Kaufman, Lashley and Schreier, 2009). This will enhance the professional knowledge of the researcher for expanding their knowledge. The report is focused towards the planning for offering new promotional events and marketing strategies for their customers. This will help them to develop practical knowledge for the researcher. They will get the knowledge of hospitality industry for expansion of the business. The researcher learned the tactics for applying the strategies in the practical context. THIS IS A SAMPLE ASSIGNMENT BUY ERROR-FREE ASSIGNMENT & SCORE TOP GRADE CONTACT US: TOLL-FREE NO: +61 879057034 EMAIL: help@assignmentprime.com WHATSAPP NO: +61 424715655 WEBSITE: www.assignmentprime.com There are some tools and methodologies of marketing concept are applied on the report for examination of market demands of the customers. This part of the file is useful for learning practical application of marketing tactics on the hotel. This will enhance the use of marketing tactics for the researcher (Hudson, 2008). It also including the examination of impacts of disposal incomes and global exposure of the hospitality industry. It also helps the researcher to learn the strategies involved for doing market research on the selected location or segment. This will also increase the experience of hotel industry for exploiting the opportunities in market. The concept of brand building can be learned from the report on “Marriott” hotel. The researcher will learn the various aspects related with the expansion of business and making brand image in market. This is related with the offering differentiated products in market and making TOLL-FREE NO: +61 879057034 EMAIL: help@assignmentprime.com WHATSAPP NO: +61 424715655 WEBSITE: www.assignmentprime.com ASSIGNMENT HELP & WRITING SERVICE AUSTRALIA

  21. strategies for market research on the given hotel industry (Fewell and Wills, 2000). The key findings of the report is related with the practical exposure of products into the market and it gives the knowledge to the customer for doing research on the particular project. These are key findings of the report which are playing important role for professional development of the researcher. This is also paling important role for development of the researcher professionally and academically. This will enhance the knowledge on hospitality industry and making command on the concept of global expansion of business. This is about expanding the business for exploiting global opportunities. This will also helpful for the company and the institutions for giving them the ideas related to the expansion of the business (Bowie and Buttle, 2004). This will enhance the personality of the researcher to talk about the recent opportunities available in the market. This is helpful for making command on the various strategies adopted by hospitality industry. It is also helpful for the professional development for the researcher. It will increase the confidence level for doing the research on the opportunities' availability for the business (Yasin and Yavas, 2001). This is the way, the report is useful for the development of the researcher academically and professionally. TOLL-FREE NO: +61 879057034 EMAIL: help@assignmentprime.com WHATSAPP NO: +61 424715655 WEBSITE: www.assignmentprime.com ASSIGNMENT HELP & WRITING SERVICE AUSTRALIA

  22. CONCLUSION The report is based on the external and internal analysis of the hospitality industry for finding the opportunities for it. The environmental and competitive analysis is used for analysing the strategies employed for sustainable development. This analysis is conducted in the report on the basis of world famous hotel chain of UK that is Hotel “Marriott”. It is covering the detailed analysis of the various tools on functioning of the firm. It is having detailed PESTLE analysis for finding the growth and opportunities chances for hospitality firm. The report is also having the examination of internal analysis on the functioning of hotel “Marriott”. The process of benchmarking, RBV, Value chain and strategy canvas are including in the report. Moreover, it is having the application of cultural analysis for expanding the business in another segment. The report is also having the analysis of implementation of strategic choice models on the hotel. Finally, it is also helpful for professional and academic development of the researchers. The report is including the various learning outcomes for the researchers from this report. The report is concluded as the detailed analysis of different factors and perspectives related to the hospitality industry. TOLL-FREE NO: +61 879057034 EMAIL: help@assignmentprime.com WHATSAPP NO: +61 424715655 WEBSITE: www.assignmentprime.com ASSIGNMENT HELP & WRITING SERVICE AUSTRALIA

  23. REFERENCES Books and Journals Andrew, W., Damitio, J. and Schmidgall, R., 2007. Financial management for the hospitality industry. Pearson Prentice Hall. Ball, S., Horner, S. and Nield, K., 2007. Contemporary hospitality and tourism management issues in China and India. Butterworth-Heinemann. Bowie, D. and Buttle, F., 2004. Hospitality marketing. Amsterdam: Elsevier Butterworth- Heinemann. Christou, E., 2011. Exploring Online Sales Promotions in the Hospitality Industry. Journal of Hospitality Marketing & Management. 20(7). pp.814-829. Cox, B. and Koelzer, W., 2004. Internet marketing in hospitality. Upper Saddle River, N.J.: Prentice Hall. Fewell, A. and Wills, N., 2000. Marketing. Butterworth-Heinemann. Harris, R., King, B. and Jago, L., 2005. Case studies in tourism and hospitality marketing. Pearson Education Australia. Hassanien, A. and Eid, R., 2007. Developing New Products in the Hospitality Industry: A Case of Egypt. Journal of Hospitality & Leisure Marketing. 15(2). pp.33-53. Hayes, D. and Ninemeier, J., 2009. Human resources management in the hospitality industry. John Wiley & Sons. Hsu, C. and Powers, T., 2002. Marketing hospitality. New York Wiley. Huang, S. and Sun, X., 2014. Economy Hotels in China. Taylor and Francis. Hudson, S., 2008. Tourism and hospitality marketing. SAGE. Kaufman, T., Lashley, C. and Schreier, L., 2009. Timeshare management. Butterworth- Heinemann. Kim, J. and Hardin, A., 2010. The Impact of Virtual Worlds on Word-of-Mouth: Improving Social Networking and Service scape in the Hospitality Industry. Journal of Hospitality Marketing & Management. 19(7). pp.735-753. TOLL-FREE NO: +61 879057034 EMAIL: help@assignmentprime.com WHATSAPP NO: +61 424715655 WEBSITE: www.assignmentprime.com ASSIGNMENT HELP & WRITING SERVICE AUSTRALIA

  24. Knutson, B., 2001. Some industry happenings that can affect hospitality and leisure marketing. Journal of Hospitality & Leisure Marketing. 8(12). pp.163-164. Ong, B., 2012. The Perceived Influence of User Reviews in the Hospitality Industry. Journal of Hospitality Marketing & Management. 21(5). pp.463-485. Reid, R. and Bojanic, D., 2006. Hospitality marketing management. Hoboken Wiley. Wearne, N. and Baker, K., 2002. Hospitality marketing in the e-commerce age. Pearson Education. Yasin, M. and Yavas, U., 2001. Improving Service Quality in the Hospitality Industry. Journal of Hospitality & Leisure Marketing. 7(4). pp.33-44. Zaibaf, M., Taherikia, F. and Fakharian, M., 2013. Effect of Perceived Service Quality on Customer Satisfaction in Hospitality Industry. Journal of Hospitality Marketing & Management. 22(5). pp.490-504. Online How To Apply Content Marketing In Hospitality., 2013. [Online]. Available through: <http://fredericgonzalo.com/en/2013/02/24/how-to-apply-content-marketing-in- hospitality/>. [Accessed on 1st April 2015]. TOLL-FREE NO: +61 879057034 EMAIL: help@assignmentprime.com WHATSAPP NO: +61 424715655 WEBSITE: www.assignmentprime.com ASSIGNMENT HELP & WRITING SERVICE AUSTRALIA

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