Hotel External Environment and Internal Environment Analysis

Hotel prohibitedside(a) purlieu and Internal Environment epitomeIntroductionIn effectual terms Law is defined as, a rule of conduct or action prescribed or formally recognized as c everyplaceing or enforced by a controlling authority asaa command or provision enacted by a legislature.Basically it is a set of regulation and regulations of conduct, which atomic number 18 practiced in general. These rules and regulations are bound by legislature.In this designation I volition be discussing law in context with Consideration and Contract.Question 1 trade emphasises on meeting the of necessity of the consumers and providing them with value, and benefits, while at the very(prenominal) duration handling the organisation in an efficient and profitable manner.Marketing is a process that involves constant adaptation and implementation of the varying consumer trends, and demands. period at the same time having a matched advantage over the competitors, and while at the same time en suring that the satisfaction of these needs expiration in a healthy turnover for the organisation.Objective of the courseworkThe objective of this assignment is to analyse the Manor House Country confederation Hotels (MHCCH) out-of-door surround and immanent environment. I shall use PESTEL Analysis, Industry Analysis and MHCCHs Opportunity and bane analysis to draw out the comp eachs orthogonal environment and Core competencies, appreciate chemical chain, Ansoff Matrix, strength and weakness of MHCCH will be applied to illustrate the internal environment.Overview of the HotelIn 1992, Manor House Country Club Hotel was established as a family owned affair by the Jenkins Family, in Singapore. The MHCCH spans over 3 acres of prestigious reclaimed land, and is operating(a) currently as a single hotel. The Hotel delivers various varieties of Luxurious accommodations, and serves tourists from around the World. The hotel also serves its clients with various types of cuisines, fro m its modernise Restaurant the hotel also has Bistro that is pass to make out alcoholic drinks. For embodied meetings and leagues to be held in the hotel, the hotel has adequate premises and facilities. And other miscellaneous serve provided by the hotel include a Beauty Salon. In short it foundation be said that the MHCCH stands up to the luxurious benchmark that it projects.Analysis of the Micro Environment (Internal)The Micro/internal operators are the forces inside the hotel that good deal affect the cognitive operation of the hotel, thus through the micro environment analysis, we search for and devise a strategy to overcome those shortcomings that might hinder the progress of the hotel.SW (Strength and Weakness) Analysis(S)trengthsThe MHCCH is located at a prime and favourable location, which is easily accessible.The MHCCH successfully depicts its Luxury position in the tourism and hospitality pains, thus differentiating it from the competition.It is licensed to serve alcoholic drinks in the hotel, thus widening its consumer base, and scope for profitability. superfluous accommodation was added by MHCCH in 2002, so now it can erect more customers, hence an increase in productivity.The Market value of MHCCH is viii times more than its actual value, which is the sign of a profitable and fixed product line.(W)eaknesses thither has been a consecutive adjust in the number of corporate clients for the Hotel in the past years, while the number of trade conferences held in the terra firma has gone up by 30%.Over pricing of the manner rates above the average price level for connatural inhabit in other competitive hotels may lead to a decline in the number of customers.As for the current situation the MHCCH lacks direction in terms of a strategic plan for expansion, and its target consumers, those are necessity for the break-dancement of the MHCCH.RecommendationsMHCCH can provide better meeting/conferencing facilities to its corporate clients t o up the number of corporate bookings. Also it can reconsider its pricing policies and provide trade discounts to its clients.The accommodation/ get on tariffs to be priced at a food grocery store competitive rate, and non at exorbitant prices, which might set the customers off.A strategic marketing and action plan to be set by the MHCCH while keeping its prime priorities in focus.ConclusionThe shortcomings of the MHCCH are not of a major nature, they can be rectified by adopting unbiased corrective actions, like a strategic plan. It is quite natural for any organisations to face hurdles in its developmental phase.Core competencies (Micro Analysis)Core competencies are what makes an organisation different from others, in most cases its direct competition. The MHCCH can develop its essence competency on the basis of its luxury position in the market. It moldiness aim at providing quality services to its customers at competitive prices. This also increases its foothold in the com petitive market. As it is in the core culture of an organisation, to satisfy its customers and providing them the value for their money, that is what constitutes the basic differences among the various organisations.Value chain (Micro Analysis)The basic motive of the value chain is to provide the customers with a sure level of value that surpass the cost of the activities and ultimately it appears in a profit margin. The value chain of MHCCH is presented belowQuality Service The hotel focus has to ensure that the customers are provided with high quality services that are expenditure the price that a customer is paying. So that the customer is satisfied.Satisfaction of customer needs The second step is to meet the particular proposition needs and demands of the customers as per their tastes and preferences, as the service industry tends to be very personal, tailor-made arrangements throw away to be made to meet the customer needs.Trained and Efficient ply Every customer expects to be treated in the most genial and best manner possible, thus MHCCH should be certain that the staffs is well-trained and efficient when it comes to transaction with the customers.Marketing and Brand structure In this stage, MHCCH is looking for potential barter forers to sell the services it offers and to do this they do advertising, pricing etc.tera And build a reputable movie in the market, which is also a crucial doer to Customer satisfaction.There are some aiding factors to the points discussed above which cannot be set up without the help of these1). InfrastructureThe aesthetic appeal of the hotel is a crucial factor of the quality it signifies in its service, thus the infrastructure should be as tempting and attractive as the services provided within the MHCCH.2). SpecialisationTo satisfy the specific customer demands, the hotel has to keep in mind that meeting those demands is crucial and hard at the same time, thus specialisation in fulfilling the customer needs is an essential supporting factor.3). Human Resource ManagementThe staff must be recruited and accordingly trained to deal with its customers, as the employees of MHCCH reflect the image of the hotel itself. Thus HRM is a bare necessity in the strategic be after process.4). Marketing ResearchWith proper analytical tools and a better dread of the market, the task of marketing becomes much easier for MHCCH, leaving a long invariable impression in the customers mind.Macro analysis (External)By scanning the big the environment, the company can devise a better strategy towards overcoming the place flagellums and to utilize the available opportunities.OT (Opportunities and Threats)(O)pportunitiesTapping the benefits of the high growth of tourism industry in Singapore.High demand of varying cuisines/lifestyles.Scope of expansion in conference/family travel groups.Expand the MHCCH brand by commit in external property, through borrowing/re-investing profit.(T)hreatsHighly competitive hotel industry, competitive pricing, similar services, etc. If proper steps to maintain and expand MHCCH are not taken, hence this could be a potential threat to the hotel.Lack of Differentiation is other factor that serves as a threat to MHCCH as on that point are various segments i.e. budget youth hostels, five star hotels, backpacker lodges, etc. MHCCH should hold on to a particular segment and differentiate itself from others on its basis.Increasing Bureaucracy and the various revolutionary rules and regulations imposed by the organization can cause hindrances in the expansion plans of MHCCH, e.g. licenses and permits required to carry out some activities in the Hotel.Pestel AnalysisPESTEL represents Political, Economic, Social, Technical, Environment and Legislative factors which are external in nature. The current and future change of six key areas can affect the MHCCHs business. The PESTEL analysis explores the broad environment in which the MHCCH is operating.Political element These contain the rules and regulations implemented on the Hotel by the Government. The Singapore government is prepared on increasing its popularity as a tourist destination, thus a beneficial factor for MHCCH.Economic Factors Singapore is among some of the fastest ontogenesis eastern economies, thus the GDP and the public spending is on a constant rise, so is the purchasing force of the citizens of Singapore and the Tourists. Again its in favour of MHCCH.Social Factors The Cultural and friendly aspects of a country are highly important to the business, the current trend of the growing demand for new styles of food and drink is a sign of the change in the social factor.Technological Factors Technology is directly linked to modernisation, the hotel has to keep up to epoch with the latest technological changes in the business environment, for e.g. Wireless internet, Computer bay, HDTVs, etc. This improves the quality and quantity of the stay of the customers.Environmen tal Factors Drastic changes are occurring in the global environment nowadays also environmental awareness is nice more common by the day. Environment friendly applications need to be adopted by MHCCH to balance its responsibility towards the environment.Legal Factors The MHCCH must erect by the legislation operating in their geographical territory (Asian Legislation). This affects their business hugely. It may serve in or against their favour, depending on the legislation.Part BThe Manor House Country Club Hotel can expand its business in within the next two years by future(a) these strategies/theories.Ansoff MatrixThe Ansoff Matrix is useful in deciding the companys product and market growth strategy. The Ansoff Matrix in reference to MHCCH isMarket Penetration MHCCH is building a stronger market position by providing similar luxury services as the other hotels in the same market.Market Development MHCCH is investing in its site to develop its unused land into small void centre s. These investments are aimed at developing a stronger position of the hotel in the market. crop Development The main focus of MHCCH is on developing its service mailboat by improving the infrastructure and attracting more customers. By investing in the hotel, the services they offer can be developedDiversification This involves MHCCH go in a business that is not currently a part of their agenda, which at the moment it is not doing, but they can consider diversification into the alternatives in future, as it leads to added income and goodwill.Porters GridPorters Grid is also well known as Porters Five Force analysis. These were developed by Michael E. Porter. The competitive environment of the MHCCH is explored in depth through the Porters analysis below1). Bargaining power of the supplierThe supply in this industry is largely based on FMCGs (Fast moving Consumer Goods) which is quite flexible considering the fact that the Hotel buys its supplies in bulk quantities. Thus the e ffect availability of the goods by the suppliers and the perennial demand of the goods limit the bargaining power of the suppliers.2). Bargaining power of BuyersThere are many alternatives to choose from for the customers of MHCCH as there are rooms of varying levels of luxury and prices, ranging from basic single-bed room to ultra luxury Suite packages. There are other hotels go similar rooms to them at competitive prices, thus buyers do shed their share of bargaining power in this case.3). Threat of new entrantsThe hotel industry in Singapore is facing tough competition not except from the entry of locally based hotels but also giant transnational hotel chains, the new entrants might turn up as a threat for the company.4). Threat of SubstitutesMHCCH basically provides accommodation oriented services to its customers, while there are a large number of substitutes available for them, to obtain similar services. The main differentiating factor here is pricing, and the difference i n the quality of the services. There exists a strong threat of substitutes, but with a well aforethought(ip) pricing policy, this threat may be avoided.5). Rivalry among competitorsRivalry among competitors is plum high for MHCCH as the rivals offer the same services/products, and they operate in the same market and environment. While at the same time there are new competitors entering the market. And also the buyers have the power to buy the services/products at lower prices.ConclusionAs of now MHCCH is operating as successful enterprise, which through proper strategic planning can be developed into a much more flourishing business, and a highly successful hotel.But for Manor House Country Club Hotel to successfully expand its business in the next two years, it is well(predicate) for them to adopt the Market/Product development strategy, as it provides them with an opportunity to utilize their available resources in an optimum manner, while at the same time continuing the routi ne functioning of business.