Assignment Questions Background Instructions: • Carefully read the case study given below and the assignment questions before answering the questions. A Case of Red Carnation Hotels [i] Hospitality is what makes Red Carnation tick. A family-owned and run business, it offers luxury, award-winning boutique hotels across the UK and the Channel Islands, Ireland, South Africa, Switzerland and the USA, and a country gastro-pub in Dorset. The Hotels started in South Africa in 1950s and then entered UK in 1975. Red Carnation’s mantra is: to provide guests with the best possible hospitality and most memorable experiences. The company aims to provide outstanding service at its 23 locations, operating on a philosophy of ‘no request too large, no detail too small.’ To help its 2,500 employees deliver this level of service, Red Carnation relies heavily upon its IT infrastructures. The true heart of any luxury hotel is its staff and the service they give to guests. They have won award for Excellence in Recruitment and Retention at the HR in Hospitality awards, Accepting the award, Liz McGivern, Vice President of HR at Red Carnation, said: “Finding great people and holding onto them isn’t easy, so how brilliant to have this endorsement.” International Marketing and expansion: The Red Carnation Hotel Collection consists of Seventeen luxury boutique hotels and spas in spectacular locations in the UK and the Channel Islands, Ireland, South Africa, Switzerland and the USA. The hotel chain is exploring opportunities for international expansion. Luxury, Hospitality, Hotels, Five Star, Service are key things to serve guests. “No request too large, no detail too small” are the words the hotel live by and the standards we set ourselves. In addition, the company hires best elopes and train them to provide best customer experiences. The employees are their key strengths, the employees offer attentive, personalised service, fine food, the ready smiles, and attention to detail of each customer needs of diverse international customers. Red Carnation has been in the top 10 on The Sunday Times 100 Best Companies to Work For list for the last three years. Also, it has consistently received top rating on TripAdvisor. They have best designed rooms and hotels. Red Carnation bedrooms are, indeed, highly memorable, each with its own design, often inspired by the Bee Tollmans’ ( founder of the company) extensive travels. Rich colours abound and the use of matching highly patterned fabrics for heavy window drapes, bed covers and even wall coverings are a signature feature. Many of the rooms are heavily themed, sumptuous and highly theatrical. The company promotes many travel destinations as a strategy to attract people to their hotels. In their blogs, one can find mention of best places to visit. This may be a way to bring in traffic through search engines and then convert those potential customers into your own. The company also follows strategy of social and environmental responsibility, in collaboration with their own not-for-profit Treadright foundation. They have taken responsible of Bushmans Kloof Wilderness reserve – A UNESCO world heritage cape floral kingdom, in South Africa . Other the charities they support in England include the starlight foundation, great Ormond street children's hospital, action against hunger, the national autistic society. in Geneva, they provide help for the red cross. Future Vision and aims: Looking to the future, is there room for expansion? “We’re always looking for new opportunities, “They could be in the UK or they could be overseas. says Bea Tollman,83 year older the founder of the groups. The hotel chain is exploring opportunities for international expansion. Expansion into international markets is crucial for Red Carnation Hotels, However, the questions are how and where? The company is exploring its options to expand into ONE of four major markets, namely China, France, Nigeria and Thailand. Sources used : [i] http://londonhotelsinsight.com/2012/11/20/how-red-carnation-hires-and-retains-great-staff/ https://www.redcarnationhotels.com/about/the-rch-story. http://appointments.thesundaytimes.co.uk/article/best100companies/ Consultancy Brief: Hired as an international marketing consultant, you have been asked by Red Carnation Hotels to carry out a thorough analysis of the market and recommend one international market for the hotel group to enter in the year 2019. You should analyse the global market, recommend a target market/country, decide a suitable mode of entry and develop an appropriate international marketing strategy. You should prepare a report for the board of directors addressing your consultancy brief, the report should answer the following questions. Assignment Questions: Quetion1: Analyse the macro and competitive factors that impact global hotels industry. Question 2: Analyse the internal business environment of Red Carnation Hotels, using Porter’s Value Chain. Note: questions 1 and 2 require you to research and analyse: • Global macro hotels industry • Global competitive factors – hotels industry • Internal business environment of Red Carnation Hotels, • SWOT of Red Carnation Hotels Question 3: Critically evaluate the potential target markets of China, France, Nigeria and Thailand. and then select ONE of the target markets, using 12 Cs framework of screening and justification. Note: Question 3 requires you to critically evaluate the market attractiveness of the 4 potential markets (namely China, France, Nigeria and Thailand), using 12Cs framework, compare the market attractiveness and decide ONE country / market to target. Question 4. Recommend to Red Carnation Hotels an appropriate mode of entering your chosen country and justify your choice. Question 5: Critically analyse your targeted country’s socio-cultural factors and develop an appropriate marketing mix for Red Carnation Hotels to succeed in your selected target market. You must link your proposed marketing mix to the company’s SWOT and cultural factors and justify your answer. Your main report should have well developed arguments, which should be properly underpinned with theory and facts along with critical analysis, synthesis, evaluation and suitable recommendations. The purpose of appendices is to support the report. Your grade is highly dependent on the contents of your main report. Additional analysis should be developed and placed in the appendix of your report, with summaries of analysis in the main body of the report cross-referencing to the appendix. PLEASE NOTE THAT ALL YOUR RESEARCH FINDINGS AND ANALYSIS MUST BE DEVELOPED AS BULLET POINT AND PLACED IN THE APPENDIX (Minimum 2,500words) AND SUMMARIES OF THE ANALYSIS MUST THEN BE DEVELOPED AND PRESENTED IN THE MAIN BODY OF THE REPORT (minimum 2,500 words). BOTH THE FINDINGS IN THE APPENDIX AND THE SUMMARIES IN THE MAIN BODY MUST BE CITED ACCORDIGNLY AND CROSS REFERENCED ACCURATELY. End of Assignment Brief INTERNATIONAL MARKETING – A CASE STUDY OF RED CARNATION HOTEL (STRUCTURAL PLAN) 1.0 Introduction - to include the purpose of the report, and a brief history/overview of the company. 2.0 Situation Analysis- to include the followings; 2.1 Macro Analysis (PESTLE)- this should be a macro environmental analysis of the Global Hotel industry. 2.2 Micro Analysis (Porter’s 5 Forces)- this should be the analysing of the competitiveness of Global Hotel Market sector. 3.0 Analysing the internal and external business environment; 3.1 Analyse Red Carnation hotel internal environment using the Value Chain Framework 3.2 Conduct a SWOT analysis of Red Carnation hotel – SW must focus on the Red Carnation, while OT must focus on the Global Hotel Market sector.. 4.0 Justify the Market attractiveness using the 12C Framework- in this section you must compare the Hotel market industry in the following 4 international countries (China, France, Nigeria, and Thailand). This comparison must be in the appendix (table format) and your selected country market and reason for selecting must be summarised and presented/discussed in the main body. 5.0 Strategic Options of Red Carnation hotel using the Ansoff Matrix Framework – you are expected to explain which growth strategies/competitive strategies/segmentation, targeting and positioning present opportunities for international growth based on analysis of current situation- link to your analysis. 6.0 Develop a Market selection and Market entry- you are expected to discuss the types of market entry available to the Red Carnation hotel in the chosen country and then select a market and entry mode for the company. Justify your reason for selecting this type of market and entry mode. 7.0 Analyse and Discuss the Marketing Mix for Red Carnation hotel in the new market using either 4Ps or 7Ps – give specific recommendations of each aspect of the mix to deliver strategic recommendations. 8.0 Discuss the Evaluation and Risk factors- evaluate cost effectiveness along with identifications, assessment, and management of risks. 9.0 Conclusion and recommendations- conclude your report by explaining briefly what the report contained and make relevant recommendations where appropriate. 10.0 BIBLIOGRAPHIES 11.0 APPENDICES- must include all full marketing audit/research findings, cross referenced within your situational analysis. It is also very vital that all information within the Appendix column must be in a table format and cited/reference accordingly.