Britannia International Hotel Industry: Analysis

Britannia public roomyistic Hotel Industry compendThis is the strategicalalal report on the Britannia globalistic Hotel industriousness. It discusses the plot of the strategic management in the trade with the analysing of the animate beings of the strategy in the twenty-four hour period to twenty-four hours trading operations of the transaction. strategic report is focusing on the furbish up analysis of the product line strategy of the hotel fabrication with the heavy(a) of the overall come crosswise on the strategic management scheme in the hotel industry. It is noble-mindedly prominent of the recommendation for the improvement of the performance aim of the hotel industry in the rate of flow market with the adoption of the suitable , feasible and acceptable techniques of the cordial reception commission to improve the direct of the performance in the personal credit line.IntroductionThis is the strategic grant focusing on the Britannia International Ho tel Industry in capital of the United Kingdom. The aim of the grant is to discuss the strategic policy management of the Britannia International Hotel industry in capital of the United Kingdom in the relation to their internal and external moving in environment. The Britannia International is unity of the prominent hotel industry in the capital of the United Kingdom situated at the heart of the metropolis at sneaker furnish, London. They atomic lean 18 having 35 hotels across United Kingdom using 7000 bedrooms, One of the hotel at the prime stance of the metropolis in London at the Canary Wharf is the winder success factor ne ber to the major airdromes and the seaside resorts surrounded by stunning country side (Lehman,2007) The strategic aim of the hotel industry is to earmark the optimum money value at the desired aim of the delight facilitating to the easy opportunity of the decision-making to the guests who argon coming ion the hotel industry (Buidcon,2009) As th e London is an international urban center in the world some a(prenominal) guests argon employ to come present from the incompatible part of the world in recount to enjoy the city of London with its greenery, atmosphere, surroundings imputable to which in that location is a wide stove of the study of the Hospitality industry in this land in fellowship to hospitalise the visitors in this country. As a moment many hotel industries atomic number 18 the wide popular in this city utilize to earn the sizable arising of the potential income and sales turnover. The Britannia International at the Canary Wharf is offering the extremely competitive rates in the combination with the flourishes decoration with the facilities including restaurant, health club, night club, bars and free piano tuner internet access. (Gary,2010) The hotel is situated on the waters edge next to the Canary Wharf, at the Docklands of the London in the internationally developed re straightned self- effrontery development, the hotel industry is fully modernised in the traditional culture having up to date facilities (Simson,2009) Modern style hotel located on the waterside in Londons docklands unsympathetic to Canary Wharf where on that point ar many international businesses as well as large shopping centre , various restaurants and disallow (Gilston,2010)Literature ReviewBusiness Strategy of the Britannia hotel industry is purely of the running(a) and authoritative nature, Hotel industry is rationally divided in to four parts of the line of the organisational set up in which there be the operative departments atomic number 18 diversified as per the core bea of the business management, Strategic planning of the hotel industry is make on the basis of the grouping of processs in to four imperative divisions they argon the Operations, Human Resource, market and Finance, Information vigilance section is the co-coordinator of all the departments which is involved in the t ransfer of the info with in the unlike active departments as a core working(a) mountain range in the business (Tandon,2007) Strategic commission of the hotel industry is having a propellent and imperative weight in the international cities as per the depending of the nature and reach of activities , many guests and visitors are used to come in the city of London which has created an enormous beauty and ambit of the activities of the hospitalisation in the city of London, divergent serve are provided as per the capability and intensity of the hotel industry at the reasonable rates in order to achieve an optimum aim of the satisfaction from the guests, supplier source of the hotel industry is really is magnificent they are providing the restaurant, Bar, Kitchen, living and embarkation facilities having 4 unfit halls for the conducting of events such as marriages, ingest twenty-four hour period parties, functions, meetings, ceremonies in which the area of the potential s of the hotel industry are based, recently they are planning to start the travel and tourism operations as their certificatory area of operation to the core practicable scheme which is the additional source of the revenue acknowledgment (Rodrics,2010) Glance office staff of the hotel industry at the magnified location is the measured military strength of the hotel industry at the Canary Wharf , the increasing the number of the people with the large scope for the sale of the nutrition items in the glorious location of the hotel industry are some of the basel characteristics of the hotel industry vainglorious the prominent scope of the development and hospitalisation (Small,2009) fervor of the buyer towards the hotel industry is strategic and sound as they are unstrained to get the supreme level of the serve with in the reasonable cost and achieving the enjoyment of the city of London, Docklands area near to sea shore is giving the gaze opportunity of the business devel opment to the Britannia international hotel industry at the higher rate of income with the global status and the exclusive customer support, they are having a stratified customer relationship management strategy in which functional scope of the CRM dimensions has been predicted through the norms of the customer identification , customer attraction, customer development and the customer holding (Philip,2008) The strategic Management of the Hospitality industry in London is the core activity of the management in which functional scope is administered as a tool of the resource management, Operational activities are coming under the day to day performances of the business and regular services to the guests who are coming in the hospitality industry in order to acquire services and potentialities for the earning of the higher revenue generation in the day to day operational management, Human resource strategy is the core activity of the functional management in which major concentration is given on the process of the recruitment and selection of the raw candidates in the service so as to get completion of the business activities in the right strategic order and at the right time with in the reasonable resources, securities industrying Activities are the activities which are relating to the development of the market through the making of the strategic relationships with the customers and attracting them in the shoes of the customer in order to develop and fatten out the business activities, Finance department is involved in the strategic financial operations including the accounting , internal audits, finance management, investments in the area of the business so as to maintain the liquidity and the cash management in the day to day business operations, Information Management department is the channelising information department in the business with the providing of the time to time information in the order to regulate the departmental activities in the busines s organisation (Shardul,2010) radicalsThe strategic report is discussing on the management policy of the Britannia International Hotel industry. In the international city of London the wide scope is available for the hospitalisation sector as many visitors are used to come here from the different parts of the world in order to pursue their education, jobs, picnics and visits, living. In cod build of the same there is a wide scope available for the development of the hospitality industry in this city to keep back the visitors . there is a wide scope of the strategic management in the hotel industry so as to administer the group of activities in the business management policy of the hospitalisation. Business strategy has been constructed as per the model road map of the core hospitalisation. Hotel industry is using the effective and efficient Customer affinity Management strategy in order to make the long endure relations with the guests, visitors in the shoes of their customer s . The strategy of the Customer Relationship Management has been constructed in the view of the implementation of the efficient and effective CRM dimensions of the customer identification, attraction, retention and development to make the expansion of the business activities to capture the wider segment of the market. Market development strategies used to be formed with the using of the effective market conversation techniques such as advertising and publicity , sales promotions, institutionalise selling , public relations and personal selling which allow for be helpful to develop the good communication system of the hotel with the creating of the Goodwill in the business. Business strategy of the Britannia international is constructed as per the example divisions of the functional activities in the four major departments specifying the executive strategy of the hospitality operations.Critical AnalysisStrategic Management policy of the Britannia hotel industry is a constructi ve idea of the operational profile in which there is a wide scope available for the coverage of the functional area of activities. The strategic idea of the functional approach of the management policy is depending on the availability of the strategic factors which are in the support of the management and get inverse with the management. Following are the SWOT analysis are focusing on the internal and external factors of the hotel industry a) Strengths Glance location of the hotel industry in the midlands nearer of the dockland airport is facilitating the visitors to take bond in the hotel. Availability of the feasible facilities including the air teach rooms, lodgement and boarding, Restaurants, Bar,Kithen are all giving the strengths of the business. Staff operations are commensurate to the strategic development of activities , with the expertises of the staff and availability of the potential message of the push back services. Availability of the tourism operations is creat ing an additional constructive strength of the business . The scope of the information management department is to handle the ideal activities of the market function through the implementation of the different strategic marketing techniques. Availability of full fledged well furnished rooms , with the big halls for the events, ideal structure of the hotel set up is an added advantage.b) Weaknesses No scope for the put facility of the vehicles in the surrounding area of the hotel industry. Increasing the rate of the labour turnover in the business with the improper workforce management activities. at that place is a serious outgrowths in the budgeted expenditures of the hotel industry in due course of the increasing the labour turnover of the business. Reduction in the profitability of the business over the period of time is affecting on the performance level of the hotel industry. Increasing in the costs expenditures will commensurate to the revenue recognition from the day to day operational ascendance of the business.c) Opportunities at that place is a greater scope available for the hospitalisation in the area of Canary Wharf. As London is one of the international city in the world many visitors are used to come here for the visits , picnic, education,travel,living,jobs. So that there is a wide scope of the opportunities for the development of the business is available towards the international visitors. mental process level of the hospitality industry is at the optimum rank , more(prenominal)(prenominal)over there is a wide scope of the development to increase the level of the performance of the business with the employment of the skilled, efficient labour in the day to day business operations. Level of the business management can be used as a basis of the chanelising the information management function in order to acquire the objectives of the business.d) Threats As the London is an international city in the world, many spectators are used t o come here from the different parts of the world. It is therefore there is a wide scope for the development of the Hospitality industry in this area. The scope of the Hospitalisation is quite more in this city of London. Due to which many hotel industries are used to ensure in this city to entertain the globalise visitors, guests. It is leading to the emergence of the different hotel industries. Hotel Hilton Metropolitan, Hotel Syon Park, Hotel Chariot Mirror are some of the leading hotel industries in the city competing the Britannia International.SWOT analysis is pertaining to the focus on the internal and external business environment which shows an exact picture of the hotel industry in a strategic manner.In depth focus further can be made in the business activities through the applications of the tool of the Porters five forces Supplier superpower It is the creative idea of the different facilities offered by the Britannia hotel industry in the hospitalisation. They are hav ing Bar , Restaurant, Kitchen services , lodging and boarding facilities , full well furnished air conditioned rooms which are attracting the visitors in the hotel. At one time more than 100 of people can have stay in the hotel in the well furnished rooms. There is an optimum level of the food facility available for the guests and visitors. Bar services are more timely and co-efficient. Operational strategic management has been done based on the implementing the ideal strategy of the hospitality management and its core area of the knowledge. The Hotel industry is having the strategic supply power which can attract the large number of customers in order to increase the capacity sales. purchaser Power This is the power of the buyer intensity in which study of the buyer behaviour has been conducted. Buyer power is created with the availability of the financial position of the buyer leading to increase in the level of consumption. Understanding of the buyer behaviour in the business is a strategic task of the assessing of the demand position in the period market. On the basis of which the supplier power can be reinforced up in the day to day business operations. In either business intensity of the buyer capacity is playing a strategic role. As the Uk is in the recovery stage of the credit crunch situation in the market, it is leading to the increase in the level of the economy along with the employment opportunities in the business. With the help of that the earning potential capacity of the buyer is now upgrading leading to the increase in the level of consumption.Market Competition There is a strategic competition in the market. As the London is an international city there is a major scope for the development of the Hospitality sector because people who are coming from the different parts of the world are need to have facility for their hospitalisation and care. In due course of which many hotel industries are used to operate in this city creating a thought -provoking business environment for the hospitality industry. With the availability of the international Hotels such as Hilton Metropolitan, Syon Park, Mirror Chariot there is an ultimate simplification is felt in the business of the Britannia international.Threat of New Entrants There is a serious threat of the new entrants who are coming in the market. As this city has a wider scope of the hospitalisation business in due course of the international visitors, the scope of the hotel industries has been increased in this area. For the entertaining of the guests, visitors there is a need of the new resraurants,hotels which ultimately had given rise to the commencing of the new hotel industry businesses , which can create a intriguing threats for the Britannia International as the same quality food may be available at the more cheaper rates in the new hotels for the sake of the capturing of the market.Barriers to New Entrants There are the certain barriers are available in this cou ntry for the new hotel industries. Govt. Licensing is a challenging task which requires the many compliances of the documents and still no assurance of the sanctioning of the license. Another problem is of the capital funding as London is one of the costly city in the world , there are the many requisites are raised for the mobilisation of the capital and still there are the issues which are arising in the starting of the business. These are the serious challenging barriers to the new entrants.FindingsIt has been found on the basis of the strategic analysis that there are the different strategies and customs are applied in the business. The normative strategic planning of the business is based on the Porters generic scheme.a) woo Leadership There is a cost efficiency and effectiveness is keep in the business which is leading to the maximisation of the profits. Quarterly budgets are lively indicating the schedule of the expenditures and the actual performance is used to compare with that schedule in order to improve the strategic performance of the business. Executive cost control is maintained in the business as a strategic tool of the business.b) Focused The ideal focus of the activities is based on the restaurant and lodging and boarding activities. In the restaurant the strategic activities which are focused are the kitchen services, Bar services, Operating services. In the lodging and boarding activities the ideal services are the well furnished rooms along with all the facilities of the toilets, bathrooms.c) preeminence With the continuing of the focused core area of activity of the business hotel industry is planning to develop the new activity of the Travelling and Tourism operations which will facilitate the additional source of income of the business as the accessory level of activity to grow the business in the Hospitality sector. induction and RecommendationThe Britannia international is one of the reputed hotel industry in London having it s strategic significance all over the world. Wide scope of the business with the glance opportunity is available for the expansion and development for the hotel industries. The Britannia hotel is having the imperative strength of the good supplier power , ideal resource management scheme which will be commensurate for the strategic management policy of the business. Good location of the hotel industry , facilities available are of the restaurant, bar , kitchen services , lodging and boarding services which are giving the scope for the business expansion and development. However, as the London is an international city in the world many spectators are used to come here for the travels, visits, education there is a wide scope of the development of the hospitality sector in order to block the wide area of the business development. This is giving scope for the development of the many hospitality industries creating the market competition . Hotel Hilton, Hotel Syon Park, Hotel Passage to India are the hotels creating a challenging environment for the business. It is recommended to the hotel industry to give scope on the marketing communication techniques of the sales promotions and direct marketing in order to grow and broaden the business. In the sales promotions focus can be on the giving of the different attractive discounting offers which can catch the customers. In the direct marketing hotel industry can use the strategic technique of the e-mail communication theory system to contact directly with the customers.