a. Using the Marriott Hotel West India Quay conduct a SWOT analysis of the hotel
b: Select one of the emerging markets of the world as taken from the WTM 2014 Industry report and Unwto Tourism Highlights 2014, which you feel is right for your hotel company to seek an entry into that market and ultimately to seek medium and long term market growth. Conduct a (maximum 2 page) PEST analysis of the emerging market you have selected. All the PEST factors you have chosen, must have a direct or indirect relevance to the hospitality industry both on a national and international level and the hotel company chosen in A above.
c: Using Porters Generic Strategies: Ansoffs matrix and Nykiel’s fourteen hotel strategic growth options, Examine the strategic growth options that Marriott hotel West India Quay would be best to pursue within your selected emerging market, and justify how those strategies/strategy are going to help the hotel maintain market growth and long term market share.
Background to International Hotel Industry (and tourism)
International hotel and tourism industry plays a robust role in global economy. The primary foundation of hospitality and tourism industry is built upon guests and customers services, which work as an element that is shared by every division of hotel business. As per the figures of World Trade Market (WTM) Report 2016, international hotel industry is a global industry, which is growing very fast. This report indicates that international hotel industry is developing at 4% per year and it offers 7$ trillion annually to World Domestic Gross Product. The facts and figures from the report show that number of tourists has been doubled during last twenty years and it is forecasted to increase twice in coming years. International hospitality market is very profitable for the growth of economy of any nation, because it provides employment, growth and career opportunities to the people of that country (Solberg & Durrieu, 2008). There are so many reasons behind the growth of international tourism and hotel industry, like; globalization, technology development and demographics etc. According to WTM industry and UNWTO Tourism Highlights, there are so many countries, which have emerging markets and economy. It is beneficial for the organization to expand their business in these countries.
The Marriott West India Quay is a 5-star luxury hotel in London, United Kingdom. The organization is located at 22 Hertsmere Road, Canary Wharf supervising West India Quay Marina. Marriot West India Quay Hotel is operated and managed by Marriot Hotel group. The hotel has 301 rooms in the property. The hotel property is owned by a property developer, i.e. John Christodoulou. The company offers an exceptional hotel and guest experience in the heart of Canary Wharf. It is perfectly designed and ideally located and provides a perfect setting for the leisure and business travellers. The luxury hotel offers the room with all the amenities, like; spacious room and suite, mini-bar, flat screen TV and floor- to-ceiling windows with the sceneries of London Docklands (Marriott International, 2017). It also provides a fitness center for the guests to do morning workout. There are some additional facilities, like; business center, 20 versatile event spaces. The most important thing about Marriot West India is that it is located at the location, from where it is very easy to explore most famous attractions in London, like; Olympic Park ad O2 Arena.
SWOT analysis is an important technique for analyzing the internal and external factors of an organization. An organization can adopt SWOT analysis this tool to analyze its strengths, weaknesses, opportunities and threats. These factors may impact the growth and success of organization.
Background to Hotel Company
Marriot West India Quay is operated by Marriot Group that is one of the largest hotel groups in the world. It is an international leader in the global hospitality and tourism industry, with approximately 5% share value and a large market and geographic presence (Ashton and Chootiraka, 2016).
Marriot West India Quay has strong presence on internet and social media networking sites. The website of the company guarantees the best process available, appealing the price conscious consumers away from websites of other hotel companies.
Along with Marriott West India Quay, all the hotels of Marriott International Group are adopting advanced technology and upgrading its hotel property with technology innovations. It fulfills the needs and wants of leisure and business travellers (Beaman, Cohen and Isin, 2014). The company is transforming its areas to motivate the guests to socialize and work by adopting the latest technology and design, food and beverages.
In London, Marriott West India Quay Hotel is situated in the prime location, from where it is very easy for the guests to explore the most attractive tourist destinations of the city. It is focusing on improving the accommodation at hotel and enhancing the guest experience (Bordean, 2010).
Marriott West India is just focused on the UK hospitality market. The company does not run its business operation in global markets. It remains heavily reliant on the UK only. At Marriott, there is need of international expansion to spread its business worldwide.
In the hotel and tourism industry, there are so many long established hotel chains, which are posing competition for Marriot West India. Thus, the organization has limited market share regardless better brand image (Buhalis and Crotts, 2010).
Marriott Group does not have a low cost life style hotel brands in its product and service portfolio. The hotel rooms of the company are very costly, which are not affordable for all income level groups. Company only targets the high income level people. There are so many other players, who are using low cost life style.
Expansion of business in emerging markets can be very beneficial for the hospitality organization. Marriott can expand its business operations in global country market worldwide, where Marriott does not own its hotels.
Marriott West India Quay can use innovative technology in its business activities and operations. Implementing up-to-date and new technology for offering better customer services will help the organization in attracting maximum customer base (Charoenphon, 2014).
SWOT Analysis of Marriot West India Quay
Nowadays, people are too concerned about environment and they are engaging in eco-friendly activities. If this organization goes green by engaging the environment-friendly activities, then it can entice more customers to stay at their hotels. It will increase the number of guests at hotel and decrease the operation prices. By this, Marriott can save its funds, in this way; still they can generate more profitability (Channoi, Clemes and Dean, 2013).
Entry of many foreign brands along with the strong holdings of long standing is creating threat for the companies like; Marriott West India Quay.
In the prices of hospitality services, the higher rate of fluctuation is found as there is an intense and high competition due to international players in the industry. It is affecting the prices of Marriott West India hotel rooms.
Economic and political instability can be a reason behind the threat on Marriot West Hotel. With the downturn in the economy, the number of customers will decrease. It will influence the income and revenues of the hotel (Evans and Campbell, 2013). For Marriott, it is essential to keep the organization and management updated with new policies.
The background of global hotel industry is focused on development over last few years and it is facing many challenges in the growth and development process, like; social changes, great depression, world wars and industry rebellion. With the passage of time, global hotel and tourism industry is confronting various barriers. In past decades, industry revolution has led to the development of hotels all over the world. In that era, changes in the transportation modes, resorts and hotels were developed in the country (Fernando, 2011). With the introduction of vacation concept, global hotel and tourism industry has seen a significant growth and development. It was in 1920s, when the development of hotels took a prosperous phase and at that time, most popular hotels were introduced (Guttentag, 2015). This was the era, when famous hotels in United States and other nations were introduced with well-known hotel brands, like; Marriott Group, Radisson etc.
There are some organizations, which represent the developing markets in global tourism and hotel industry, such as; World Tourism Organization (WTO), The World Travel and Tourism Council (WTTC), International Hotel and Restaurant Association (IHRA), Hospitality Sales and Marketing Association International (HSMAI) etc.
According to the UNWTO and WWTC, Tourism and Travel industry has positive response from the beginning of the year 2012. The number of tourists has increased by 4.9% in past few years. Because of this growth in tourists and passengers, the occupancy rates at hotel are growing in the emerging markets. Thus, the hotel and tourism industry is growing in the countries and this is the reason behind that organizations are doing great in these nations. Among all, one of the most emerging markets in international global hospitality industry is Thailand (Hill, Jones & Schilling, 2014). The above paragraph shows the discussion about the Thailand market in international hotel and hospitality industry.
For expanding its business globally, Marriott can choose to enter in Thailand country. This will be best destination for the hotel company to enhance its business operations in global tourism and hotel industry. The hotel and tourism industry is one of the fast growing sectors in the world. This is specifically true for Thailand where this segment has too much importance for both private and public sectors. Thailand is a beautiful nation with its rich culture and natural sceneries. In this country, the ministry is common in the hotel and tourism market. The tourism authority in this country wants to make the country as tourism industry capital of all over tourism sector in Asia (Horner, 2012). In Thailand, most of the tourists reach from China, Japan, Korea, Malaysia etc. In Thailand, the major attractions are like; Beach and Sea Resorts, Nature, Mountains and Parks, Golf, Spa, Culture and History of food and Shopping. Most of the hotel organizations are interested in expanding business in this emerging market and offer their services to the tourists (Thai Business UK, 2017). The government of Thailand is making efforts to make it best place for tourism. If one look at the Thailand tourism and hospitality industry, than it has a good future and there are so many factors, which support the industry, like; government commitment, political stability and co-operation among private and public sector organizations (Huttasin, Mommaas and Knippenberg, 2015).
PEST analysis is a tool, which is used for analyzing the external factors, like; political, economic, social and technological factors. An organization should consider these factors in growing the business emerging market (Gupta, 2013). These aspects may have huge impact on the growth of organization in Thailand. PEST analysis of Marriott Wide India Quay in Thailand is given below;
In Thailand, the political factors are related to the stability of organization, which comprises the corruption, terrorism, demonstration etc. Political stability is positive for the hospitality and tourism industry. The political factors are the factors, which can influence the market of Thailand are such as; overtime work without extra payment, harmful wastage by the factory outlets and illegal migration (Kahn, 2012). These types of aspects are influencing the environment and culture of Thailand. Government of Thailand has various laws for the hotel organizations, which state that for starting a new hotel business, an organization should have a lot of experience and enough economic and financial support. The owner should be familiar with the policies and procedures of business. Apart from this, permits and license are needed for establishing a new hotel business in Thailand. There is a requirement certificate of construction, sale of food and license for entertainment (Mok, Sparks and Kadampully, 2013).
Economic factors of a nation play a significant role for all types of businesses. In Thailand, there may be some adverse economic conditions, which may impact the business of Marriott West India Quay hotel. These factors are like; unemployment, bankruptcy, loss of consumer confidence, investment risk etc. Now, economic conditions are improved in Thailand country. The export segment has a huge impact on GDP of this country. The economic growth of country is approximately 8% per year and this rate is growing every year. The population from developed countries is reaching to Thailand tourist attractions, so this will be good for Marriott expanding business in the country (Munar and Jacobsen, 2014).
Social factors are the factors, which are related to some aspects of society, like; changes in life style, health and family relationships. Demands and preferences are moving in current years. They prefer to live in private accommodations. By expanding the business, Marriott can provide various job opportunities to the population of Thailand. It will assist the language, culture and community of nation (Nieves, & Quintana, 2016). The organization needs to understand the culture and tradition of emerging market.
Technological factors play a major role in development of hotel and tourism industry. Thailand is a technology advanced country. So, the company can easily adopt new and innovative technologies in its business operations. Thailand has shown interest in implementing the advanced technologies to enhance the tourism and hospitality business. The major activities are like; internet banking, online booking, online shopping etc. In Thailand, Marriott can also use these techniques to approach and attract the customers (Smith and Puczkó, 2014).
Thus, the above section of this report includes the SWOT and PEST analysis of Marriott Hotel that is planning to expand its business in Thailand. The SWOT analysis of the company reflects on strengths, weaknesses, threats and opportunities of the company. The hotel company can use its strengths and opportunities to overcome the weaknesses and threats. Moreover, PEST analysis of Thailand hotel industry offers the knowledge about different factors, which may affect the growth and survival of company in the country. From the analysis, it can be stated that conditions in the country are positive for Marriot to expand. Marriott is investing in Thailand after studying these aspects properly (Solberg & Durrieu, 2008). It shows that company can survive in the country and can do its best.
Hotel strategy to be adopt and to be implemented (using strategic model and frameworks) within the entering market
Marriott West India will adopt a cost effective strategy as its growth strategy. Under this, the organization will provide the guest worth for their paid money by fulfilling their demands, with offering services on low costs as compared to its competitors. In Thailand, the hotel company will satisfy the customers by providing some more services, like; affordable rooms and suites.
Along with this, the organization will adopt differentiation strategy. In Thailand, the company will try to differentiate its services from its competitors. It will target a new market segment. By using this strategy, Marriott will provide high quality hospitality services to guests that entice both the business and personal visitors (Turner, Sermcheep, Anantasirijkiat and Srisangnam, 2016).
This growth strategy is about improving the services of the hotel company in new market, i.e. Thailand. It will help Marriott West India in fighting with leading competitors in emerging market. By expanding business, Marriott can include some complementary services, such as; fun activities, games, health care services for guests etc.
Marriott Group of Hotels is a well-known group worldwide. So, market penetration will not affect the strategic position of this hotel company. By developing this strategy, the organization will look at the legal and political risks and challenges in new market.
In Thailand, the demands for hotel and hospitality services have been increased. This is the major reason that organization is opening its hotel in the country. It will lead the firm to increase its customers and expand business globally (Turner, Sermcheep, Anantasirijkiat and Srisangnam, 2016).
There are fourteen strategies under Nykiel’s growth options, which are discussed below;
1. Horizontal Expansion
Marriot West India Quay will make efforts to expand from one service line to another for going to new market.
2. Geographic Expansion
Marriott West will be emerging from a comparatively small radius to a geographical location for entering to Thailand’s market.
3. Product Hybridization
This hotel organization will expand the variety of hotel and hospitality services for entering in emerging market.
The organization will be specializing in connecting with expensive growth in context of pricing and services offered for going to new market.
5. Product Tiering
Marriott West will be handling the forces related to people growth, economic and demographic changes and increased market segment for entering into Thailand.
6. Product Re-Branding
There will be very much explosion of the hospitality services of Marriott West India Quay while entering into Thailand.
This hotel organization will keep control over its products and services, quality, ownership and management of these services in new market (Walker, 2016).
Marriott Hotel West India Quay will follow a well-known business strategy, like franchise business for development. This business will help the organization in its business expansion.
9. Brand Collection
This hotel will make efforts to take the advantage of limited stock for buying branded functions, which are supposed to have the growth potential.
10. Management Contracts
The company will manage the contracts with the owners and other hotels.
11. Vertical and Horizontal Integration
Marriott will be part of more than one hospitality segment for gaining competitive advantage by making investment in different components of the hospitality market (Fernando, 2011).
Marriott will develop a single service, for which it will have the total ownership and control on management while entering into Thailand market.
13. Value related Products and Services
The hotel organization will introduce a new service for fulfilling specific trends and values among customers for going into new and emerging market.
14. Global Positioning
Under this strategy, Marriott will expand the market globally considering different reasons for investment, risk levels and strategies for expanding the business in merging market.
There are so many causes behind that Marriott is implementing cost effective strategy and differentiation strategy. The company is adopting product differentiation strategy for dealing with the communication and cost risks. To decline its costs, the organization will take the benefits form economies of scale in marketing, buying and marketing. The costs of Marriott’s services are higher in comparison to competitors (Evans and Campbell, 2013). It will restrict the target market of company. So, Marriott will adopt cost effective strategy to target other market segment. In Thailand, the company will develop its services for enhancing its presence among people. Execution of these strategies is justifiable for the Marriott West India.
There are so many hotel organizations, which have used above-mentioned strategic approaches. For instance, Hilton Hotels has used similar strategies to develop stakeholders’ agreement. In business expansion, it is very necessary to make better relationships with the stakeholders. Marriott will also focus on this to make long term relationship with stakeholders. In next 5 years, the company will be able to increase its customer base in Thailand. In next 10 years, it will make the revenues and profits, which it has earned earlier (Solberg & Durrieu, 2008). Application of these strategies will be beneficial for Marriott West India Quay hotel.
Thus, the above report concludes that Marriott West India Hotel has better opportunities in developing the business in Thailand country. It will assist the organization in becoming top-ranked hotel all over the world. The market conditions of Thailand are suitable for the company. In Thailand, there are so many positive factors, which will assist the hotel in coming to top of the world. Along with this, the organization should focus on its weakness and challenges in the country. This expansion will offer the organization better identity and growth in the business of overall Marriott Group. Thus, it will be beneficial for Marriott West India Quay Hotel to expand the business Thailand market.
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