INTERNATIONAL HOSPITALITY MANAGEMENT
Description
Background information
IHG is one of the world’s leading hotel companies and their principal purpose is to provide real hospitality for everyone by recognizing and respecting people and creating great guest experiences. IHG offers hotel brands that are aimed at the wider audience and are loved by millions of guests worldwide. Through their global reach IHG ensures that their services delivery also extends to their people, the environment and local communities all around the world.
In the current increasingly competitive market, IHG is well placed to accelerate the growth of their core business, as well as maximize returns on new initiatives such as the addition of new brands to the portfolio, maintaining the expansion programme of Crowne Plaza Hotels in China and new locations within developing economies to include Kuala Lumpur, Bali, Chendu and the EMEAA region.
A: Using the Inter Continental Hotels Group conduct a SWOT analysis of the hospitality group (maximum 2 pages)
B: Select one of the emerging markets, which you feel is right for the Inter Continental Hotels Group to seek an entry into that market and ultimately to seek medium and long term market growth. Conduct a (maximum 2 pages)
PESTEL analysis of the emerging market you have selected.
All the PESTEL factors you have chosen, must have a direct or indirect relevance to the hospitality industry both on a national and international level and the Inter Continental Hotels Group in A above.
C: Using Porters Generic Strategies: Ansoffs matrix and Nykiel’s fourteen hotel strategic growth options, Examine the strategic growth options that the Inter Continental Hotels Group 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.
Suggested Structure:
□ Introduction
□ Background on Hospitality Industry (and tourism)
□ Background to IHG
□ SWOT analysis of IHG
□ Background to Emerging markets
□ PESTEL of selected emerging market
□ Hotel strategy to be adopt and to be implemented (using strategic model and frameworks) within the entering market
□ Justification of strategy
□ Practical application of strategy – 5 and 10 years ahead.
□ Conclusion
□ References
□ Appendices
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