Management of HOTS Hotel-Free-Samples for Students-Myassignmenthelp

uestion: Discuss about the Strategic Management in the context of HOTS hotel. Answer: Introduction Strategic hotel management refers to the implementation and the formulation of the business goal in the context of the hospitality sector. In order to gain competitive advantage strategic management is crucial for the hospitality sector by analyzing its micro and macro environment (Harrington, Chathoth, Ottenbacher Altinay, 2014). The objectives, plan, and design of a business are developed by the strategic management planning. This study deals with the strategic management of HOTS hotel in the context of Australia. The analysis of the environmental factors in the context of this business will be analyzed in this section. PEST analysis in the context of HOTS Political factor The political environment of Australia is stable as the government in Australia changes after 3 years. On the other hand, Australia is a democratic nation thus the political rules do not affect the flow of the business in this country (Galliers Leidner, 2014). This will give a good opportunity to the HOTS hotel to enhance their business as well strategic management approach in this country. Economic factor Australia is one of the growing economic countries among the developing countries. Its high GDP ensures its stable economic status. However, the commercial property price is high (Pavlatos Odysseas, 2015). Despite this stable economy economic recession in the year 2008 has left a negative impact on the Australian economy. Therefore, the hospitality sectors in Australia have been growing rapidly, which ensures that HOTS hotel will expand their business in Australia by establishing headquarters in this country. Social factor The social factor is a big economic factor that leaves a big impact on the external environment in a business. Australia is a multicultural country with a huge number of immigrants. On the other hand, maximum people of Australia belong from the working class and they focus on high lifestyle (Kremer Symmons, 2015). This will bring a good opportunity for the HOTS hotel to maximize their performance by getting a large number of visitors in Australia. Technological factor Australia is one of the developing countries with rapidly emerging technology. This country contributes a good value in the RD program. As a result, the country is technologically more advanced (Pavlatos Odysseas, 2015). The hospitality industry gets a scope to utilize the technology to grow their business by embracing customer-oriented strategy in their business activity. Porter Five Forces analysis in the context of HOTS hotel Application of the Porter's Five Forces model is an effective approach to analyze the external environment of an organization as well as the competitive advantage of an organization. A threat of new entrants, industry rivalry, bargaining power of the customers, bargaining power of the suppliers and threat of alternative product are the major components of this model (Dobbs, 2014). Threat of new entrants In the context of Australia, the threat of new entrants is low. However, in hospitality industry huge funding is required. Treat of the new entrants is a big challenge in any business industry (Yunna Yisheng, 2014). For the HOTS hotel, the entry of new business in the similar industry is quite difficult. Bargaining power of the buyer The bargaining power of the customers refers to the capacity of the customers to lower the price of a product or a service (Mathooko Ogutu, 2015). This depends on the number of customers that a company has. In the context of Australia, a major number of international tourists come as they have a high attraction towards the Australian tourist's spots. On the other hand, they are more concerned about the quality of the hotels in Australian hospitality sector. Thus, bargaining power of the customers is medium in the context of HOTS hotel. Bargaining power of the supplier Bargaining power of the suppliers refers the capacity of the suppliers to maximize the price of the raw materials. This depends on the number of the suppliers present in an organization and how much cost is required for an organization to switch from one supplier to another (Yunna Yisheng, 2014). In Australia many suppliers are present as a result; the power of the suppliers is low in the context of HOTS hotel. Industry rivalry Industry rivalry focuses on the existing competitors in the similar industry and same market segment. The number of competitors in the same industry and their capacity to threaten will be analyzed to understand the current competition. In the context of HOTS hotel this is high as in Australian hospitality industry there are many strong competitors as this industry is going rapidly. As for example, Qualia Great barrier reef, Bamurru Plains and Longitude 131 are the major competitors of HOTS hotel in Australia. Threat of substitute products The substitute threat is high for HOTS hotel as many competitors offer the similar alternative products. In the hospitality industry, the maximum products are similar and contain same price due to huge competition (Dobbs, 2014). Thus, there is a big threat of the alternative product in the context of HOTS hotel. Figure 1: Porter Five Forces Analysis (Source: Dobbs, 2014).) Porters Value chain analysis Porter value chain analysis highlights the way through which an organization creates their business value by using the raw materials to create the high-quality products or service. Inbound logistics, outbound logistics, marketing, service, and operation are the major elements of the Porter value chain (Savino, Manzini Mazza, 2015). In the context of HOTS hotel, their logistics process is effective as it utilizes the resources properly as a result, this organization is able to create value for them and to achieve the competitive advantage. HOTS hotel provides mainly the accommodation facilities especially the room facilities. However, the sales and marketing department focus more on the investment of each aspect of the operation process. Therefore, every step of the business operation in HOTS hotel includes a dynamic nature to add value in the business by gaining competitive advantage. They have regular monitoring process for their entire service process and they keep low inventory t o reduce the waste as well as the operation cost. Figure 1 : Porter value chain analysis (Source: Savino, Manzini Mazza, 2015) Discussion of the overarching business strategy Vision: The vision of HOTS hotel is to enhance the customer loyalty by having a long-term impact on their customers those come to visit in their organization. They focus to leave a positive impact on both local and potential customers. HOTS hotel wants to be the first choice in the Australian hospitality industry. As a small and medium-sized organization it will be difficult for HOTS hotel to cover a large portion of the Australian hospitality sector in the first year. Mission: The mission of HOTS hotel is to reveal their business scope in front of their employees and to allocate the resources properly as per the requirement. Ethics, objectives and the CSR activities in business The main business objectives of HOTS hotel are: To understand the current market demand To satisfy the customers by using strategic hospitality management To gain competitive advantage by making competitor analysis Trustworthiness, fairness and the accountability are the main three business ethics of HOTS hotel. However, it is crucial for a business to keep transparency to build trust in the customer domain (Diffley, McCole Carvajal-Trujillo, 2018). However, HOTS hotel focuses on the customer-centric business and they make an online transaction by keeping the customer information confidential. The hospitality sector needs to take CSR activities in their organization to create the brand awareness and to retain the employees (Kim, Rhou, Uysal Kwon, 2017). However, employees always prefer to work with an organization that has a positive image in the market (Kim,Woo, Uysal Kwon, 2018). In the context of HOTS hotel, they have taken 3Rs approach to implement the greening operation in their supply chain management. This CSR activity is one vital part of their strategic management. Such 3Rs approach allows this organization to reduce, recycle and reuse the waste that occurs in their supply chain management. Discussion of the strategic direction The established vision, mission, CSR activity and business objectives affect operation process of HOTS hotel. In the recent years, the hospitality sector has been facing challenges due to the continuously changing demand of the customers (Gannon, Roper Doherty, 2015). This is the main issue of HOTS hotel as they are facing difficulties to satisfy the customers. Implementation of the positioning strategy will leave a positive impact on this organization. This strategy will help them to make an analysis of the products, service and the status of the competitors. They their levels of the managers such as top, middle and low-level managers are involved in the implementation of this strategy through managing changes, solving a problem and maximizing the performance of the organization. Positioning strategy will be applied to differentiate the products of HOTS hotel from their competitors by taking customer insight analysis. This will be effective to increase the revenue by satisfying the customers. As this decision will be taken in the next year then the company has no need to worry about the increase of local community as well as the potential customers number. Recommendations Use of low pricing strategy will be helpful for HOTS hotel to maximize the number of customers by covering customers from all classes. Market analysis strategy will be beneficial to enhance the revenue by identifying the current market need and the position of the competitors. Based on such analysis HOTS hotel will offer innovative service to enhance their sale. By utilizing the modern technology and choosing the right target audience HOTS can improve the Mgt. Providing the discount to FB section during the festive season will be an effective approach for HOTS hotel to increase their sale. Conclusion The entire piece of work reveals the vision, mission, objectives, CSR activity and the strategic direction in the context of HOTS hotel. However, adoption of the positioning strategy will be beneficial for them to cope up with their current problems. Therefore, development of the customer-centric business is their main aim, which can be fulfilled by this strategy. Moreover, it can be concluded that integration of the strategic hospitality management with the CSR activities will be an effective approach for the HOTS hotel. References Diffley, S., McCole, P., Carvajal-Trujillo, E. (2018). 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