Dissertation New BusinessTruth in the Hospitality Sector-sample

Dissertation
New Business Realities in the Hospitality Sector
Type of Documents : Dissertation
No of Words : 14,000
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MASTER OF BUSINESS ADMINISTRATION
2010/2011
BUSINESS ISSUE REPORT
NAME:
WORD COUNT:
THIS WORK IS COPYRIGHT OF THE AUTHOR.
THIS WORK IS CONFIDENTIAL – YES

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DECLARATION
Statement of Originalityand Authenticity
I confirm that the dissertationIam submittingis an original and authentic piece of workwritten by myself
that satisfies the Universityrules and regulations with respect to Plagiarism andCollusion. I further confirm
that I have fully referencedand acknowledged all material incorporatedas secondaryresources inaccordance
with the Harvard system.
I also certifythat I have taken a copyof the dissertation, which I will retainuntil after the Board of Examiners
has published the results, and which I will make available on request inpursuance of any appropriate aspect
of the marking and moderationof the work within the UniversityRegulations.
Name: ……………………………………………………………………….
RegistrationNumber:
Programme: MBA
Study Centre:
Date:
Signed ………………………………..
Please note that Dissertations will not be assessedwithout the inclusionof this declarationbythe
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TABLE OF CONTENTS
Acknowledgement…………………………………………………………………………………i
Abstract……………………………………………………………………………………………ii
CHAPTER 1: INTRODUCTION……………………………………………………………...…2
CHAPTER 2: LITERATURE REVIEW…………………………………………………………6
CHAPTER 3: RESEARCH METHODOLOGY………………………………………………...15
CHAPTER 4: PRESENTATION OF DATA………………………………………………….23
CHAPTER 5: DISCUSSION AND ANALYSIS.……………………………………………29
CHAPTRE6: CONCLUSION AND RECOMMENDATION………………..33
CHAPTER 6: REFLECTIVE STATEMENT…………………………………………………...37
REFERENCES…………………………………………………………………………………..39
APPENDICES…………………………………………………………………………………..44

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ACKNOWLEDGMENT
In order to complete this research study assistance and patience of my supervisor ………has played
an important role. Without guidance of him/her, it would have not been possible for me to conduct an
effective and accountable research. He also supported me a lot during data collection, and gave quick
response. His timely feedback enables me to manage quality in the study as well as maintain speed of
work. Informationand data provided by him were also beneficial for me to conclude reliable result of the
study.
Moreover, I would also like to thank my grandparents and parents for their support and
motivation, so that I can put 100% efforts in my dissertation. They help me in both monetary and social
terms, so that my personalitycanbe developed in my educationlife, mainly in the course periodof MBA.
Their influences and inspiration have been beneficial for me in completing my master’s degree.
Additionally, their support also motivates me to develop a bright professional career.
Apart from my parents and supervisor, I am also very grateful to my childhood friend, who has
spent his time with me to prepare my notes and conduct primary research to collect data through
interview and questionnaire. He also provided his best support in my several academic and professional
accomplishments.
Last, but not least, I also want to make a big thank to all participants of interview and
questionnaire process and who provided their time to complete this study. It would not have been
possible for me to complete this study without the help of all these people.

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ABSTRACT
There are several strategies adopted by the hospitality organizations in the current business scenario.
These are said to be as the new business realities in the business world. The hotels are adopting different
expansion strategies for growing and achieve competitiveness in this business world. This helps the hotels to
grow with a greater pace and speed and get an edge over the competitors. The research is conducted to
identify different strategies adopted by hospitality organizations. The research is stressed towards the aims
and objectives of the research which is explained in the first chapter of the dissertation, followed by other
chapters.
In the next chapter the literature reviewis done, which sheds light on the views of several scholars and
researchers with respect to the aims ad objectives of the research. The next chapter includes the research
methodology, which explains the methodology adopted in the research for collection of the data. The survey
methodis used to collect the firsthand data. The responses of the respondents were analyzed and presented in
graphical manner. The analysis of the graphs presented are analyzed and explained in the research. Then the
conclusionand recommendationhas also been representedinthe research. At last the reflective statement has
been resented in the dissertation explaining the experience and learning’s from the research.

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CHAPTER 1: INTRODUCTION
The following research paper includes the description about the new business realities in the
hospitality sector which has proved to be the major changing factor in hospitality sector. The whole
research is related to the changing scenario of the hospitality sector with reference to the mergers and
acquisitions. The research discusses about the new strategies adopted by the hospitality sector for growth
and development in the industry (Barrows and Powers, 2008). The major strategies adopted in the merger
and acquisitions of the small or other entities for the expansion of the business. The research with relation
to the adoption of these strategies is important because there is a huge amount of capital required for the
expansion process in the hospitality industry. With the adoption of such strategies the business
organizations in the hospitality industry can tap large markets by utilizing the resources of the acquired or
merged firm. So the research is of vital importance for the hospitality sector looking towards their
expansion by utilizing such strategies.
Aims and Objectives
The hospitality sector is dominated by several of the hotel chains, however there are several of the
micro business and hotels running in certaingood localities and employing 10-15 or fewer staffs, and have
large amount of scope to expand. Looking at these growth aspects inthe hospitalityindustrythe majorityof
the large hotel chains and big hotel organizations are adopting the strategy to tap the far reached market by
merging and acquiring the pre-existing firms or small hotels (Koh, Liu and Jin, 2010).
The prime aim of the research is to analyze the strategies adopted by the hospitality sector for the
sake of expansion. This research will help the hotel undertakings in evaluating the best strategies which
they can adopt in order to expand.
A number of the objectives need to be accomplished in order to achieve the aim of the research:
1.1 To analyze the strategies that can be adopted by the hospitality sector for their effective
expansion (Peters and Frehse, 2005).
What are the strategies available for expansion?
Which strategy will be the most suitable for the different kinds of organization available in the
hospitality industry?
The advantages and disadvantages of each strategy available?

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2. To compare and contrast in between the strategies that will be the most suitable for different type of
organizations.
What are the different types of organizations prevailing in the hospitality industry?
The comparative analysis of the type of the strategies available?
2.1 To recommendthe strategies that will be most suitable for the multi-hotel chain organizations
(Peters and Frehse, 2005).
Which strategies explained above would be most suitable for the multi hotel chain brands?
What are the major factors with relation to the type of strategies the hotel chain should consider?
4. To conduct an audit with relation to the available opportunities available to the hospitality sector
organizations (Jin-zhao and Jing, 2009).
What are the available avenues for the organization in which it can expand?
What are the major available options and which one will prove to be most rewarding in long term?
Research Question
To construct this investigation and provide help to the research work with respect to the strategies
adopted by the hotel industry for their expansion with regard to this the research questions are as follows:
3.1At what extent the hospitalityindustrysupports the organizations to acquire small potential players?
3.2What is the role of the strategies adopted by the hospitality sector for their expansion and how it is
helping in the sector growth?
The sub questions of the research are as follows:
4.1How the expansion strategies facilitatethe leading hotel industry players to acquire international or
local players?
4.2 What are the advantages and benefits of implementing these strategies? Discuss with some
example of such strategy?

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Research Background
In this highly competitive world, all the leaders of the hospitality industry are in the process of
expanding their businesses beyond limits or boundaries, thus implementation of the expansion and merger
strategies is essential for the development and growth of these companies and acquire small players by
analyzing the potential of the small players located in several parts of the world. This requires the adoption
of the major strategies of expansion to increase the customer’s base of the company and increase the
company approach in the major available markets (Boella, 2000).
In this global era, numerous of the well-known and practical studies have explored the scope and the
depth of the opportunities available in hospitalitysector intransformingthe small business or hotels having
scope into large businesses (Cunill, 2006). This progression in the sector has presented a wonderful
prospect to the traditional hotels or business and practitioners to improve
their sales and gains by using the expansion strategies platform and increase their area of working
and improve their sales and revenues. Most of the studies have evaluated the role of expansionstrategies to
acquire small players and increase the market of the hotel chains and big hotel players (Esty and Simmons,
2011). As several of the evidence suggests that the expansion platform has resulted to be of tremendous
possibilities for the businesses to acquire customers and to succeed in
this competitive business era that is highly dominated by the traditional players.
There is large scope for the smaller firms inthe hospitality industry to be tapped by the larger firms
in order to become larger. This processingcanbe done by larger firms by using the strategy of mergers and
acquisitions. The merger and acquisition strategy is new in the industry as this helps the larger firms to
enter the new market with a small established setup and also with the captured market. With these
strategies the market can be tapped by the larger firms in order to enter new market avenues. The research
is aimed towards analyzing the strategies which the large hospitality organization can use in order to tap
the new market places and which will ensure the processing’s of the new business in a shorter time period
and with a new business reality. There are several hotel chains which have large market places and try to
enter the new markets to cover more areaof business, so these new business strategies are the good source
for the hotel organizations in order to expand. Expanding by using these strategies helps the organizationto
grow and make a setup in an easy and analyzed manner.
It can be seenthat the locationfactor inthe hospitalitysector is vital for the development of the hotels. The
geographical location choice of the hotels established is highly pervasive for the effective business of
hotels, the location factors or the choice is based on the demand as well as the perceived level of
competition in the locality. So, setting up of the new hotel or entering into different geographical area
affects the costing of the hotel, and it also includes substantial sunk costs in its construction, so the initial

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entryof hotel become important. There are several researchesonthe hotel sectorfocusingonthe strategies,
entryand competition. So the, researchis focused towards analyzing the need of adopting the new business
strategies by which the organization can avail the benefits of location and low costs. The merger and
acquisition comes as an answer for organizations to opt these strategies and also attain the benefits of
appropriate location and competitive advantage with pre-established structure.

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