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Globalization Of Rydges Hotel Group Sydney

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Question:

Discuss about the Globalization of Rydges Hotel Group Sydney.
 
 

Answer:

Introduction

Global hospitality and tourism industry is growing at a rapid rate allowing more opportunities (Peters, 2009). Rydges Hotel is an Australian based chain of hotels that is focused in Sydney and other locations in Australia. The Company also offers alliance programs with Global Hotel Chains offering stays for its customers in over 500 global locations. The current aim of the business is to opt for international expansion by itself such that it can accommodate tourists outside Australia. The Company is extremely profitable and wants to expand its current expertise to outside of the country. The scope of the current study focuses on the international expansion modes that the Company will adopt for its internationalization strategy.

Background of the Problem

Rygdes Hotel in Australia is facing immense problem from stagnation in profits and market expansion opportunities (/www.rydges.com, Retrieved on 4th April 2017).  Though it has a spread of a number of hotels across Australia, New Zealand and UK it is experiencing stagnation in growth rates compared to its previous years. In the scope of the recent business expansion, it is considering expanding into developing countries as India, Brazil, Mexico or Indonesia. These countries are currently expanding and offering a host of opportunities for hospitality industry to set up and conduct their businesses (Hjalager, 2010). The Company will thus, analyse situation prevailing in each of these countries and then adopt a suitable business model for expansion into these markets. 

Research aims and Objectives

In order to attain goals of the study the following research aims and objectives have been designed (Mok, 2013).

  • Research Objective 1: To understand the scope of international hospitality business
  • Research Objective 2: To analyse the ideal market for expansion for the current hospitality chain
  • Research Objective 3: To analyse the international expansion strategy that will be  adopted by the brand
  • Research Objective 4: To understand the barriers and opportunities of entry

Methodology

A research methodology is the most critical part of any project that allows the scholar to develop course of action (Cline, 2011). For the current research qualitative and quantitative data will be collected and analyzed. The data will be both of primary and secondary nature. Primary data, which is first hand data, will be collected by means of interviews, surveys, questionnaires and other methods. Secondary data will be collected by means of newspapers, internet sources, journals, books, company magazines and so on. As secondary data reliability cannot be assessed easily each of such data will be verified (Time, 2012).

In order to attain research objectives relevant data from each of the country will be collected and analyzed. These collected data will provide insights regarding the prevalent macro-economic forces and industry conditions. Once data regarding each country has been collated then a suitable international entry strategy into these countries will be ascertained which will provide maximum amounts of revenue to the parent Company (Silverman, 2016).

Conclusion

The research aim and methodology allows ascertaining proper direction to the scope of the research work. From the methodology proper findings and analysis can be ascertained which will enable the Company to decide on the suitable country of expansion as well as the entry mode for expansion. While these developing countries provide immense opportunities there remains pertinent threats from the same regarding their political, economic and social scenario, also industry conditions prevalent in each country is separate. the scope of this study will allow to ascertain scope for global expansion for the Company.  

 

References

/www.rydges.com. (Retrieved on 4th April 2017). Company Profile . https://www.rydges.com/.

Cline, R. (2011). Data collection methods. . Introduction to the Pharmacy Business Administration Series.

Hjalager, A. M. (2010). A review of innovation research in tourism. Tourism management, 1-12.

Mok, C. S. (2013). Service quality management in hospitality, tourism, and leisure. . Routledge.

Peters, M. F. (2009). The importance of lifestyle entrepreneurship: A conceptual study of the tourism industry. 393-405: Pasos.

Silverman, D. e. (2016). Qualitative research. Sage.

Time, C. (2012). Data Collection Methods. . Review of Sociology, 225-249.

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