Hospitality Business Development

Case Study Assessment2 -PORTFOLIO

Name: Lakshav kapoor

Date of Submission – 14th August 2018
Submission to: Mrs Yogita
shearon
Matriculation Number:40336643
Word Count: 3000
Paper Id-

PORTFOLIO-1 (1500 WORDS )

Introduction
The reports study that the hospitality business strategies are increasing day by day and
hotels are getting tough business was other hotels. Some strategies are made by the
author for hotels in future to get better results from its highlighted in the report.
The organization which I have chosen is Hotel leela Ambiance Convention New Delhi.
Now coming to Location of the hotel leela Ambiance Convention is far from airport takes
1hr 8min from airport. leela Ambiance convention hotel is having over 30members
brands over 550 upscale and luxury hotels with 110,000 rooms across 85 different
countries. Each Hotel is giving a taste of local tradition and culture. The leela ambiance
convention comes under luxury property. The hotel comprises 4 restaurant and one bar
and large banqueting space . The hotel provides the maximum benefits to their
customer. The hotel is also giving service satisfaction to their customers with
specialized service provide to their guest as result that gives the hotel more and more
return of their guest and increasing in the profits that shows how hospitality industry is
coming with more market competitiveness leela ambiance convention has been
planning for more business strategies that will helps the organization to rise goodwill
and market share of the organization.

Businesses positioning strategies

The Major part of business positioning strategy in process of modern marketing
management which instates all the components (kotler, 2000; Hooley et at ,1998). it
indicates the importance of positive relationship between the company performance in
terms like profitability, efficiency etc and well- formulated activities which supported by
evidence. Brooksbank,(1994); Devilin et al., (1995); Porter, (1996). both statement
significance with supported by authors personal experience that business positioning
strategy is the clear image to occupy in the target market which is designed by the
company to offering their product and services to their customers. To survive in the any
market condition that occurs to main goodwill of firm in the target or competitive market
has to follow main strategies which give us benefits in target market.
Moller and Broderick (1998) says that it is relationship between the values and
positioning like innovation positioning and quality positioning etc that can be reflect
added values for customers and to achieve the target market. Above authors are
highlighted following points in target market. For example leela ambiance convention
new Delhi Hotel target in market and there competitor hotel provides service to gain the
good reviews from the customer. The hotel should always keep eye on good techniques
of good reputed hotels. As the result the hotel balancing the business positioning
strategies helps in generating more plans. The hotel have environment clean and
friendly to families.
Exisiting Marketing and positioning strategies
marketing strategies is a process of all marketing related goals like bring the additional
values that include stakeholders , customer, suppliers that increase the aim of the
customers interest of the company offering and encourage to choose the company
competitors. As the result it is important for company to improve customer satisfaction
that automatically will increase the customer loyal that spreads positive message about
the company in the market and the company will imply more marketing strategies this
will lead to company get profitable. Tikkanen, (2007)
According to the Dodson, C., D., Dotson, Michael, McIlwain, F., T., Young, & Dave.
(1988)says that every organization customers needs to satisfying individual needs as
the company is looking for primary target in relative to planning and execution of their
plans which are related to marketing strategies it is classic part of the organizational the
statement significance with support authors now a days company is not selling the
product they are bring values to their client or customer like distributing and promoting,
setting the right price for their product as the result both companies and customer gets
profitable. leela ambiance convention new Delhi
hotel gets business from cooperate companies like (annual meetings , weeding etc).
The hotel also doing restaurant promotion through social web site and apps like near by
etc as the result the hotel gets more profit from companies and departments of the
hotel.

Positioning strategies
According to the author (Blakeman, 2009) It is process to fulfill the corporate
promotional aims of an particular organization which seems complete wish on eye of the
public. Stakeholders needs to satisfying and focus on communication with their
customers and keeping in touch with them. The leela ambiance convention new Delhi
which focus on positioning strategies like feedback from cooperate companies. As the
result the hotel get profits fro these cooperate companies.
The hotels are giving offers on food and beverage outlets,Spa and Gym to their guest in
order to encourage their products in the market As the result the hotel as increase
number of customers and revenue also create awareness for the product which has
been launched in the target market.

Exisiting Market segmentation

Market segmentation is the processes of potential customers are divided into different
groups and the segments on their character tics basis. These groups can share similar
character ices in one or more than aspects common among these members.Key of
segmentation to understand by the companies the needs and purchasing insight of the
customer after the analyzing the segments then develop marketing strategy by the
company.

According to the Kotler and Keller, (2009): (249) says that marketing segmentation is
dividing the market into segments or member of groups that can easily targeted
customer according to their homogeneous presences and characterizes. Secondly all
can gather to cover larger mass producing and mass promotes on products to all the
customers or buyers.

According to the Gunter and Furnham, (1992): (2) says that marketer should divide the
market segments into mass marketing, product differentiated marketing and targeting
market as the result the marketer should get easily each customer and marketing
programmers' tools to customize the customer. Marketer can easily develop product
according to their marketing mixes which he customized on the group or individual
member of the market.

According to the Leela Ambience Convention the segmentation is done in proper

manner to attract their customer or guest to increase the revenue of the hotel. They give
personalized service and feel good as the result the hotel gets good reputation in
market. Marketer of the hotel is bridge between hotel and the guest.
 Exisiting MARKET COMPETITION
According to the Porter (1985) says that the organization create higher values for
buyers by offering lower price than rival for equal service or unique service. The buyer is
will willing to pay higher amount as the result firm gets competitors strategy.
According to the Barney, (1991); Grant, (2008) says that the firm focuses on industry
structure or more on the internal capabilities of the particular firm. It is directly related to
its firm specific resources. As both the authors is talking different but one author is
saying that profitability is determined by the industry structure. Another author is saying
that to select the appropriate strategy is based on the development of resources and
capabilities. For example leela ambiance new Delhi gets profit from cooperate meeting
and but other hotels like crown Plaza is having less resources in terms of service

SWOT ANALYSIS
Strengths
• high brand recall
• all hotels are located premium areas of the cities
• More than 7 five star Hotels, 2128 rooms in the country
• It has mainly business clients
• Employee retention due to brand image.
Weakness
• less market share due to tough competition from domestic hotels
• High Internet expenses are charged from net income
• Overseas expansion will be difficult

Opportunists
• Indian hotels have low occupancy rate
• Domestic and Foreign travelers are spending is growing
• improve methods of work
 Threats
• Political interference due to economic condition
• due to shortage of rooms and increase in ARR is expected. This will effect luxury
hotel segments

Competitors
• Oberoi group
• Hyatt
• Taj hotels
• ITC Hotels

Conclusion
The reports has talk about the various strategies of business. The writer has also explained
segmentation for the competitors that regulates the organization strategies for the future
development and profit's which are helps in development of strategies. Every hotel has advantage
and disadvantage for the organization that helps the organization to create brand image of
company in the market. Developing product requires needs the hard investigation for developing
new product that give the organization to present a challenge for staying in the market. The hotel
is famous for service and restaurant for various cuisines that unique flavors helps the in
developing the new product this can lead to attract more and more customer and guest. Sometime
the company gets customer from intermediaries like Make my trip , clear trip and trivago etc. the
report has talks about Swot analysis of hotel leela ambiance convention new Delhi. Its also helps
in understanding the about the various strategies which should be start with market strategy.

PORTFOLIO-2 (1200 WORDS )

INTRODUCTION-

the report has given brief about the hospitality industry is good and valuable in the
market ever hotel focus on guest attention to satisfy the requirements of the guest and
feel them joyful and delight so that guest cannot leave the brand because of the hotel
which provide thier best service this can help the hotel to earn good revenue and
building the good reputation in the market. whenever hotel launches his product in
market main role of hotel first attract the guest automatically towards by the hotel.

Existing and future development Strategies

According to the Thompson, Martin, (2010) says that Strategies means that those action
or activities which are designed and which carries out in order to fulfill the aim purpose
by the managers and organization for short period of time not for long period. and
understood easily to organization members and give short summary of your mission.
According to the David says that strategies means it is for long term objective will be
achieved by the organization. As the result the organization will achieve their targets
easily in long period of time
According to the Hill, Jones, (2010) Says that formal planning systems are uncertainty,
complexity and dominate in such cases when in large events sometimes having
strategic plans are given to being useless by rapid and without any change. Sometimes
the strategies of the organization can alter and respond quickly as a result the
organization gets profits and loss.
Existing growth Strategies
According to the Yukselen, (2013) says that every businesses are trying to reach
maximum profit rate and maximum sales rate that aim ed to achieve all goals of the
business. Business can grow or tie up with other companies like joint venture or buying
the other property of organization.
According to the Oncer, A. Z., (2012) says that every business has to cover technology
and controlling development to achieve the goal as the result every organization wants
increase in size of business and business elements like property , human etc. As both
the statements that authors are saying write leela ambiance new Delhi is best example
for growth strategy the hotel as extended their property in the same city and other cities
also. The hotel are using best technology in some departments like sales etc this can
lead to hotel helps in profit making and they have effectiveness man power for example
food and beverage department needs man power for huge event depends upon how
many people are coming.
The author is giving some suggestion to the hotel to measure their strengths of image in
tough markets. This can lead to the hotels which is in overseas that unable s the
returning of the guest but they have strong marketing and sales position in different
countries.
According to Timothy, Parpairis, MacDonald Tosun, (2013) says that these are market
penetration, market development , product development and diversification Strategies
these are growth strategies four categories which is based on product and market
criteria.
According to the Erkoc, (2006) says that the reasonable of business which is growth
strategy are able to use this type opportunities in the market with available their product.
According to the Akgobek, (2011) says that this type of strategies are having little
market share and appropriate strategy for the business.
Existing Operating Model
According to the McCarthy, Lewis, Voss, C and Narasimahan, (2013) says that
operational methodologies that clearly analyzing and clarifying the personal experience
the zara operating Model strongly reinforce the good stories power.
According to the Afuah, (2003) says that operating model is a framework of making
money and activities which is set by firm performs and when its perform as result the
customer gets benefits easily and firm can earn profit.
As both statements is saying that operating model is a pattern of economic activities
that has cash flow in or out of your business as a result attractive returns of your
investors that keeps all these factor underpinning of business.

RECOMMENDATIONS FOR FUTURE DEVELOPMENT STRATEGIES

· Due to extend on coyntries to countries having less net benefit was up to in
earnings that cab be utlized futher according thir needs. So that they can
attract more and more travelers towards the development in more countries
and adopting latest trend of the hospitality industry.
· In india the hotels are getting attracts more and more guest execpt traveler or
individual guest as the result the services of the hotel is getting bad due to
 more up coming market competitiors
· The hotel gettting lastest techniqunies in some departments of the hotel.as
the result the hotel is getting more and more companies are atrracted with the
brand . The hotel should have some bad location that will also efffect the
market share of the brand of the company or group.

Conclusion
the reports talks about that the authors has given many circumstances that will discuss
about the future development strategies of the business in keeping with keys factors
should management in point of view for the development of the company .hotel leela
ambiance convention has growing in the few's years as to establish or implement the
their strategies of the work. The hotel industry in India is mixing to various hotels brands
which are pulls many variety of offers with are having with other hotels. In India
hospitality industry is growing rapidly in India the hotel are putting more and more efforts
that will increase the level of the hotels and tourism the government is also helping them
by introducing campaign that will measure what is current position of tourism industry in
India. Some hotels are taking purchasing to the other hotels or coming with the joint
venture with other hotels as the result other hotel will knowledge of service and offers of
the guest and how will other hotels are increasing their goodwill or the market share.
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