Complementors of Hotel and Resorts Industry

1. Page | 1
“Complementors of
Hotel and Resorts
Industry.”

2. Page | 2
EAST WEST UNIVERSITY
Course Title: Strategic Management
Course code: MGT 480
Section: 02
Submitted to
Submitted by
Name Student ID Participation
Khalid Anwar 2018-1-10-185 20%
Md Raky 2018-1-10-087 20%
Ikra Ishrar Sahir 2018-1-10-056 20%
Osman Goni Rafid 2018-1-10-151 20%
Hasibul Islam Akash 2018-1-10-197 20%
Date of submission - 6th January, 2022
22
Term Paper
Term Paper on “Complementors based on Hotel and
Resorts Industry.”
Jashim Uddin, PhD
Associate Professor
Department of Business Administration
EAST WEST UNIVERSITY

3. ASSIGNMNET-DBA-JU
Letter of Transmittal
January 04, 2021
Dr. Jashim Uddin
Senior Lecturer
Department of Business Administration
East West University
Aftabnagar, Dhaka-1212, Bangladesh.
Subject: Submission of the report on “Complementors based on Hotel and Resorts
Industry.”
Dear Sir,
With due respect we would like to inform you that, we are submitting our report on
“Complementors based on Hotel and Resorts Industry” as per your instruction. This report is the
result of our knowledge which has been acquired from the respective course “Strategic
Management – MGT 480.”
We would like to thank you for giving us the opportunity to do the report. The report attempts to
describe the knowledge that we have gained during the study. Despite several constraints, we gave
our full effort to make this report meaningful one. However, there may be some shortcomings. We
would be grateful if you consider those as excusable.
We have tried sincerely to comprehend and translate our knowledge in writing this assignment.
We enjoyed the work very much and gladly attend any of your call to clarify on this report.
Sincerely yours,
…………… …..………… …………
Ikra Ishrar Sahir Khalid Anwar Md. Raky
…………………. ………………….
Osman Goni Rafid Hasibul Islam Akash

4. Page | 4
Acknowledgement
This report becomes a reality with the kind support and help of many individuals. I would like to
extend my sincere thanks to all of them.
Foremost, I want to offer this endeavor to our Almighty Allah for the wisdom, He bestowed upon
us, the strengths, peace of our mind and good health in order to finish this research.
Then we want to give a special thanks to Mr. Alimul Awal, (INTERN) Radisson Blu Chattogram
for his valuable cooperation. He gave us his valuable time for this questioner.
We want to give a special thanks to our honorable faculty Sir Dr. Jashim Uddin of this course for
giving us such opportunity so that we can improve our knowledge and skills and acquiring all the
ability by working on this report.
Our respected instructor has given us useful insight and responsive information on the suggested
topic, for this reason we can continue with our report so far. We would like to share our
appreciation to him for giving us valuable information, advice and time which have greatly helped
us to prepare this report. Many people, especially our classmates and team members, have made
valuable comment suggestions on this proposal which gave us an inspiration to improve our
assignment. We thank all the people for their help directly and indirectly to complete our term
paper.

5. ASSIGNMNET-DBA-JU
Table of Contents
Serial No. CONTENTS NAME Page No.
01. Introduction
1.1 Background of Study
1.2 Objective of Study
1.3 Scope of Study
1.4 Methodology of Study
1.5 Limitations of Study
01-03
02. Industry Overview 03-04
03. How many complementors we have with logical
way?
3.1 Possibility of Diversification
3.2 Dominant Complementor
3.3 Complementor’s Ranking
04-10
04. Analysis 11-12
05. Findings 12
06 Recommendation 12
07 Conclusion 12-13
08 References 14

7. Page | 1
Executive Summary
With the rise of population and the industrial revolution, it is obvious that hotels and resorts are
increasing drastically day by day. In the 21st century, tourism is a trend. Everyone loves to travel
and the reasons vary from person to person. This, tourism is a promising sector for any country
and Bangladesh is no different. Hotels and resort are the places where people can stay overnight
for a short period of time in exchange of money, service, feature, per room price, everything can
be unique from one hotel to another. It is either for a cheerful and peaceful mind, or place and
business purposes, either way, hotels and resorts actually doing their jobs very well. Decoration,
way of behavior and services mainly distinguishes one place to another. People more consider
price against service. Now the fact is this kind of service can be extant in order to customer’s
flexibility, the more flexible the service rules are the more the customer will be attracted. Here the
dominants come. Usually, the five-star rating places offer highest level of comfort and flexibility.
Many hotels and resort offer luxuriously furnished Guest Rooms and Suites, Multi Cuisine
Restaurants, authentic Thai Spa center, Health Club, live entertainment Bar, a Mediterranean
Lounge and country’s most beautiful Roof Top Restaurant with Swimming Pool and World Class
Venue facilities.
According to Porter's sixth force, when purchased together, complementary commodities provide
greater value to the buyer than when purchased alone. Hotel and resort are a focal industry as well
as dominant complementors. Gym, Spa, entertainment bar, restaurant, car rental service and
swimming pools do not have direct relationship with hotel and resort but absence of one makes
other incomplete. Then we will discuss about what are those services they provide to all the hotels
and resorts and finally, tourist are happy or not in the given services. The six forces model is used
to evaluate a firm's strategic position in a particular marketplace. There may be a high demand for
decent restaurants based on pricing, taste, and quality; as a result, existing hotels or resorts may
choose to provide customer-oriented restaurants. As a result, having restaurants in hotels or resorts
will prevent customers from going outside to eat.
Entertainment industry, digital businesses, Sports and beauty industries altogether have a lot of
money to invest in new ventures. They will be able to effortlessly earn more money as a result.
Furthermore, all visitors and tourists are not required to part any of the facilities, if they don’t want
to.
Finally, we get to understand to importance of complementors in this industry and how this
complementors helps to grow these industries. Moreover, tourists will come more and worth their
money properly.

8. Page | 2
1.0 Introduction
In recent years it has become apparent that within the hotel industry, it is necessary to adjust
services to the needs of the client with a strategy based on constantly exceeding their expectations.
This is used as both a way of building loyalty, and of differentiating individual hotel from other
competitors. Now as they are more flexible than a regular hotel service it differs from one person
need to another. It depends on what one person wants to experience in what price level,
complementors are less costly here but there are some disadvantages too.
1.1 Origin of the Report:
This report was given to us as a part of the partial requirement of the “Strategic Management”
(MGT480) of Bachelors of Business Administration program of East West University. Our course
instructor Jashim Uddin, Associate Professor has assigned us this report as a part of the course. Sir has
authorized the task of writing this report on a group basis.
1.2 Objective of the Study
The primary objective of this report is found out complementors of Hotel & Reports Industries.
And logically prove either these complementors will be beneficial for this Industries or not.
1.3 Scope of the Study
This study will help to gain more knowledge about complementors of this Industries.
1.4 Limitations of the Study
During the completion of this term paper, numerous problems have been encountered for the
accomplishment of the study. This problem may be termed as limitation of the study. These are
mentioned below:
i. Time limitation: It was one of the main constraints that affected covering all aspects of the study.
ii. Lack of secondary information: Every data was not much available over the internet. Secondary
source of information was not sufficient for the completion of the paper.
iii. Unorganized data: when we were making this term paper, we found the data was in unorganized
way and in different websites. So, it makes us confused to choose right data source.
iv. Limited Knowledge: Lack of previous experience to prepare this type of report and it is totally
new to us.

9. Page | 3
ASSIGNMNET-DBA-JU
1.5 Methodology of the Study
This section describes the methodology of the study.
Primary Data:
Yes, we use primary data as an “Oral-Questioner Survey” has been used in making this report and
moderate research is needed for this report.
Secondary Data:
All the required secondary data was collected from internet, and from website of its company and
read articles and magazines related to these topics.
2.0 Industry Overview
Global perspective: Traveling has become an integral part of life in present busy life. From last
five years it has been seen that leisure travel and business travel is growing day by day. Overall, it
is hospitality industry, where hotel industry is a subdivision. It is categorized by cost, service,
functions as well. There is star rating system with star one it is the lowest and with minimum
facilities or with just basic facilities, on the other hand rating five star is the highest rating system
where it comes with services more than basic and make customer feel delightful. Key performance
indicators are earning/revenue per room, average Daly rate and occupancy rate, monitoring the
growth. It is the easy way to monitor and measure success.
Impact of (COVID-19) on this industry: The tremendous growth has been seen from the last few
years it did not able to continue on that speed from 2020 because of corona virus and restriction
on traveling to stop the spread of the disease. So, monthly hotel revenue per room suddenly
dropped across the whole world.
Bangladesh perspective: one of the most important and promising industry is this hospitality sector
which is having a high growing rate.
But last few years the growth is pretty slow in five-star rating hotel but the demand of guest house
and resorts started having high growth because now people are more interested in inside country
travelling, so those started providing people with the exact service they want from the perspective
of budget of customer.
Its revenue and growth measurement are same as global industrial perspective. But there is a big
change right now because of the coronavirus. In the beginning it basically decreased the demand
of well-known five-star hotel because international flight was not available at the time. Besides,
because of lockdown inside country traveling was also stopped, but inside.
Country resorts was running well for a certain period of time, reason behind this is people started
having work from home and they had a huge opportunity to visit beautiful places for a long period

10. Page | 4
of time but eventually the corona virus started spreading in wide range its effect was so horrible
that all inside travelling was also had to stop immediately. So far, the pandemic situation made the
industry to fall into a negative position but inside county resorts is doing well right now.
3 How many complementors we have with logical way?
After pondering all the facts, we finally came to decide there are multiple Complementors in
hotel and resort industries. It’s true that after adding these complementors, this industry will get
more customers and make more revenue that will directly impact on the economy. And now will
try to describe it by logically and globally. Complementors of Hotel Resort: -
Complementor Bangladesh Worldwide
Restaurant
Gym
Laundry & Dry Cleaning
Car Rental Service
Courier Service
Spa
Conference & Meeting
facilities
Bar
Broadband Connection
24/7 Security Service
Doctor On Call
Bath, Sauna & Swimming
Poll
Ticket Booking Service
Guide Service
Money Exchange
Kids Club
Beauty Parlor
Event management

11. Page | 5
ASSIGNMNET-DBA-JU
Future Oriented Complementors
Bangladesh Worldwide
Picture Theatre
Amusement Ride
Casino
Golf Court
Customer- Oriented
Restaurants
Restaurant: Everyday people require food. Without food people cannot survive. The more they
stay in the hotel, the more they require food. Common examples of restaurants include burger
joints, cafeterias, pizzerias, sandwich shops, steak houses, seafood shacks, (some) hot-dog stands,
ice cream parlors, Chinese takeout, (some) bakeries, and fine-dining establishments.
Gym: It offers numerous benefits as it helps to increase the cardiovascular fitness, stronger
muscles, better mood, better brain function, stronger bones, more flexibility, increased longevity,
decreased weight, decreased risk of many cancers and improved appearance.
Laundry & Dry Cleaning: Laundry work includes the washing, mangling, drying, bleaching, dry
cleaning and ironing of any clothing or clothes. Dry-cleaning is very similar to regular home
laundering, but a liquid solvent is used to clean your clothes instead of water and detergent.
Car Rental Service: It provides rents automobiles for short periods of time to the public, generally
ranging from a few hours to a few weeks. It is often organized with numerous local branches
(which allow a user to return a vehicle to a different location), and primarily located near airports
or busy city areas and often complemented by a website allowing online reservations. Car rental
agencies primarily serve people who require a temporary vehicle, for example, those who do not
own their own car like travelers who are out of town.
Courier Service: Courier delivery services are extremely popular and offer businesses cost
effective ways to distribute products both nationally and across the world. There is no denying the
need for fast delivery in our evermore connected world, especially with the growth of ecommerce.
Travelers sometimes need to delivers a package from one place to another. Well known examples
include Hermes Group, FedEx and Parcel Monkey.

12. Page | 6
Spa: Spa therapists provide a range of therapeutic massages, beauty treatments, and wellness
therapies to spa guests based on their needs and preferences. They are employed by day-spas,
hotels, and resorts.
BAR: BAR is a place where drinks, especially alcoholic drinks, are sold and drunk. Foreign travels
are always wanted to drink alcohol. Bar provide various types of drink and a for entertainment.
Broadband Connection: Wi-Fi the dominant wireless technology for the Internet of Things (IOT).
While its current incarnation lacks two key features for this emerging market, Wi-Fi would be
attractive option for a number of reasons. It is more IP-friendly than any of the alternative wireless
technologies, supports higher rates, and the chip industry backs it with high volumes and low
prices.
Security Service: The security services industry consists of companies who provide private
security guards and patrol vehicles, as well as additional ancillary services such as alarm systems,
cyber security, background screening, investigation, risk analysis, and security consultancy
services.
Doctor On Call: Doctor jobs is to make patient happy. A doctor is responsible for all sides of care
of a patient. They diagnose, educate, and treat patients to ensure that they have the best possible
care. A few of the main duties of a doctor are performing diagnostic tests, recommending
specialists for patients, document patient's medical history, and educating patients. Sometimes,
Hotel gives a doctor on call service which helps travelers when any emergency happen.
Bath, Sauna & Swimming Poll: Steam rooms and saunas are a great way to relax whilst taking
advantage of a range of health benefits – stress relief, body detoxification, and soothing aching.
Ticket Booking Service: Ticket Booking System is an automated system for purchasing online
tickets. Adopt branded website, mobile apps (Android & IOS) and allow clients to book tickets for
different routes & destinations. This system keeps the record of passengers’ details as per each
schedule. Service provider can also set seat availability, schedule routes, and upload interactive
seat maps to assist customers pick out their preferred seats. With the help of Ticket Booking
System, people can reserve tickets each time anywhere with the aid of the Internet. Service
provider can also enable clients to check the availability of seats they decide on and book the seats
of their choice.
Guide service: Tour guides, or tourist guides, are members of the hospitality and travel industry
who show visitors around places of interest. Tour guides may lead groups or individuals through
historical sites, museums, geographic destinations and on outdoor excursions. Companies and
organizations often hire guides to provide a worthwhile experience for guests, guides may possess
exceptional knowledge and skill about their chosen destination, culture or recreational activity.
Guides provide many services, and their responsibilities depend on the type of tour guide they are.
While group size, transportation method, age and trip length may differ, tour guides are typically
responsible for entertaining guests, answering questions and sharing relevant information to the
groups or individuals they are guiding.

13. Page | 7
ASSIGNMNET-DBA-JU
Money Exchange: A currency exchange is a licensed business that allows customers to exchange
one currency for another. Currency exchange of physical money (coins and paper bills) is usually
done over the counter at a teller station, which can be found in various places such as airports,
banks, hotels, and resorts. Currency exchanges make money by charging a nominal fee and through
the bid-ask spread in a currency.
Kids Club: Kids’ clubs can be a fully equipped mini playground or a complete village designed
especially for children, but their actual purpose is to engage the children (and oftentimes - educate
them), for however long their parents need it. Kids’ clubs can offer a wide range of activities such
as - art and music classes, dancing, maritime and animal experiences, but also, language lessons
or nature experiences.
Beauty Parlor and salon: A beauty salon or beauty parlor is an establishment dealing with
cosmetic treatments for men and women. There's a difference between a beauty salon and a beauty
parlor which is that a beauty salon is a well-developed space in a private location, usually having
more features than a beauty parlor could have. Usually a beauty parlor concentrates on a specific
treatment or beauty features such as styling either for men, women or for both. Also, a beauty
parlor is a smaller and more community friendly place which is usually located at the owner's
home. In some cases the owner is not only the boss, but probably the only worker, not having any
other crew members. Other variations of this type of business include hair salons and spas.
Event management: Event management is the application of project management to the creation
and development of small and/or large-scale personal or corporate events such as festivals,
conferences, ceremonies, weddings, formal parties, concerts, or conventions.
Future Oriented Complementors
Here we want to say one important thing that is day by day our world and other stuffs will be
change and in a same way the complementors of this industry also will be change by time.

14. Page | 8
Picture Theatre
There is a possibility in future, all the hotel and resort will give Picture
Theatre service to their respectful customers. If we give this service, then
this industry will be able to satisfy more to all customers. And doing this
there will be a trend that each group will feel more flexible of having pets
in the theatre, more able to invite their all friends to see movie or
anything and see a movie at any time. Nowadays the matter of
customization is increasing. People are ready to pay more and want that
their all need become true. Yes, they can organize a projector to see
movies, but they will not get the true and real feelings of seeing movies
in theatre. In big movie theatre we see that in some times shortage of
tickets all people cannot go to see. Then yes, there are also some pet
lovers want that they will take their pets.
Amusement Ride
If this industry makes a separate section in resorts of Amusement Ride
like: Small Roller Coasters, Bumper Boats, Bumper Cars, Balloon Race,
Booster, Condor, Double Shot, Ferris Wheel etc. then there is no doubt
all the customers must visit more hotel and resorts. Now all things are
coming closer, if we can give them feelings of Amusement Park little bit
in hotels and resorts the ultimate picture have to change. At that time all
the customers will get all the things in one place.
Casino
Though we are Muslim country, but we are considering this only for
entertainment. And we have also licensed Casino in Bangladesh. Yes
some rich or casino lovers get small type casino in hotels or resort then
they can utilize their time by playing many games in casino. But yes, at
a moment we have to ensure more securities in those areas so that no
kind of fighting or any worst thing happened.
Golf Court
Most of the hotel or resorts we see Badminton court, Swimming Pools,
Basketball Court but still there is no there is no Golf Court. Day by day
this game will be increased in our country. We some few Licensed Golf
Court in our country. On the other hand, this game is called “RICH KID
GAME.” If we offer this game in our resort in moderate price or for free,
then in some few days this industry will become one of the biggest
industries in the country. Then more tourists will come and enjoy this
game.
Customer- Oriented Restaurants

15. Page | 9
ASSIGNMNET-DBA-JU
We can guess that there is big possibility that both Picture
Theatre and Amusement Ride companies can enter each
other country. This is called Complementor does another Complementors business. The main logic
is here both companies are entertainment type. And another think is both of this these companies
are digital and expensive companies. Both of these company have huge capital to do another
business. Here there is another possibility that both these companies can also own golf court
business. Golf is also a member of entertainment club. And making a golf court, you have to need
more money, more update technologies and human resource, and all of these things can be done
by rich company.
On the other hand, this industry can do proper Customer-Oriented Restaurant in their hotel and
resort. Then they can easily earn more money. And all the guests and tourists do not need to go
outside restaurant.
3.2 Dominant Complementor
As per this industry we believe that Customer-Oriented Restaurant. Because look, almost 80-
90% people prefer to eat their meals from outside shops. Food is very vital things. Without food
is very tough to live. People are going to spend their holidays and if they find out that in there
hotel or resorts, the food is not much good, lacking’s of availability of different type of foods,
charging high price etc. then they will become disappoint. And then they have to expense more
money to go outside.
At this case if the authorities take proper action, then easily this problem will be solved. If they
do that then more profit and more tourists they can achieve.
This is proven that the high price of foods, availability of all type of foods
and the quality of foods are not so much satisfied to the tourists by Hotel
and Resorts authorities. For this reason, tourists go outside to take food
as their preferences. In this point this industry has to work out properly.
Because food is a vital need for human beings. If they solve this problem
they will easily get more revenue and tourists. On the other hand all the
tourists can feel good and save their extra expenses.
3.1 Possibility of Diversification

16. Page | 10
3.3 Complementor’s Ranking
As per this scenario, In Bangladesh and global perspective, we have 5 most important
complementors. We recommend that Restaurant should be 1st
place and then car rental service
should be 2nd
place. Rest of the part let’s check out via a diagram.
Restaurant
1st
Security Service
3rd
Guide Services
5th
Car Rental Service
2nd
Conference and
Meeting facilities
4th

17. Page | 11
ASSIGNMNET-DBA-JU
4.0Analysis
THREAD OF NEW
ENTRANCE
SUPPLIERS
COMPLEMENTORS
SUBSTITUTES
BUYERS
SIX FORCES MODEL BY
PORTER
Hotel &
Resort

18. Page | 12
The six forces model is used to evaluate a firm's strategic position in a particular marketplace. The
six forces model can also be used to determine the market's overall attractiveness in relation to
profitability and competition. The Six Factors Model is a variation on the Five Forces framework
that is used to analyze and comprehend the forces that shape competitive marketplace and
influence your strategic alternatives. This model, like the Five Forces model, considers consumer
dynamics, supplier power, the danger of being replaced with a different product or service,
different direct competitors, the risk of new market entrance, and the force of complementary
items. This new force is significant because, in some markets, complementary items may generate
significantly more profit than primary products.
Hotel & Resort itself is a dominant complementor. Because we can attach many other services
with this service. If we can’t tie-up those services hotel & Resort can’t become flexible for a
consumer. Hotel & Resort is dominant because with this service we tie-up the other service like
Gym, Laundry & Dry Cleaning, Rental service. Only Hotel & Resort service is there main service
and other services had others. Hotel & Resort owner tie-up those services for collecting more
consumer. Those are supportive complementors for hotel & Resort that increases its profit
potentially and similar market positions, similar strategic actions. Those complementor’s product
or service adds value to the sale of the hotel & resort, it is likely to create value for the hotel &
resort. These complementors provide complementary goods to the ecosystem defined as any other
product or service, which enhances the attractiveness of the hotel & resort such as add-ons,
extensions of the services.
5.0 Findings
After analyzing all the facts, we can easily say that there are several facts come to see.
➢ There is no Aggressive Complementors in hotel and resort industries.
➢ High entry barriers because all the complementor are put together in this industries.
➢ Moderate rivalry among competitors
6.0 Recommendations
Hotel and resort industries, complementors is increasing and creating alluring complementary
products, demand increments and benefits within the industry can broaden openings for making
value. On the other hand if hotel and resort are failing to provide efficient service and cannot gather
all the complementors, they became not appealing complementary products, they can end up a
danger, abating industry growth and constraining benefit.
7.0 Conclusion

19. Page | 13
ASSIGNMNET-DBA-JU
Residential Hotels are the place wherever individuals spend their night where they're travelling.
Hotel operations vary in size, function, complexity, associate degreed cost. Most edifices and
major welcome firms have set business standards to classify hotel types. A chic full-service hotel
facility offers luxury amenities, full-service accommodations, an on-the-spot restaurant, and also
the highest level of personalized service, admire a concierge, area service, and garments pressing
staff. Full-service hotels usually contain upscale full-service facilities with several full-service
accommodations, an on-site full-service restaurant, and a spread of on-site amenities.
Given the advent of digital technologies, where complementarities are frequently vital,
understanding the shifting positions and strength of enterprises within an industry is becoming
increasingly important. Such technologies are used in many of the examples we've given. In this
hotel and resorts industry we should take help form complementors in order to grow the industry
and for making more entertainment for all guests and tourists.

20. Page | 14
8.0 References
1) Book-
➢ Hitt. Michael A, Ireland. Duane, Hoskisson. Robert E, Strategic Management-
Competitiveness & Globalization (12 edition). Cengage Learning.
➢ Cheng , D. S. (2013 ). Analyze the Hotel Industry in Porter Five Competitive
Forces. The Journal of Global Business Management Volume, 52-57.
➢ Hirsh, S. (2021, September 04). 5 Breathtaking Eco-Friendly Hotels and
Resorts From Around the World. Retrieved from greenmatters:
https://www.greenmatters.com/p/best-eco-friendly-hotels
➢ Hotelssostenibles. (2021, September 3). Sustainable hotels culture. Retrieved
from hotelssostenibles: https://hotelssostenibles.com/en/culture/
2) Article-
➢ Disruption through Compliments.
https://pubsonline.informs.org/doi/10.1287/stsc.2021.0125
3) Websites-
➢ Six force Model- https://www.investopedia.com/terms/s/six-forces-model.asp
➢ Competitive Forces Model -
https://corporatefinanceinstitute.com/resources/knowledge/strategy/competitive-forces-
model/
➢ Bangladesh Porjoton Corporation
https://corporatefinanceinstitute.com/resources/knowledge/strategy/competitive-forces-
model/
4) Infographics-
➢ Slidesgo-https://slidesgo.com/theme/timeline-infographics#search-
Infographics&position-7&results-854

21. Page | 15
ASSIGNMNET-DBA-JU

22. Page | 16