University : Sunderland University UniLearnO is not sponsored or endorsed by this college or university.
Subject Code : TLH314
Country : United Kingdom
Assignment Task

 

Background information
IHG is one of the world’s leading hotel companies and their principal purpose is to provide real hospitality for everyone by recognising 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 maximise 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 InterContinental 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 InterContinental 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 InterContinental 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 InterContinental 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. 

 

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  • Posted on : September 02nd, 2019
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