Introduction:

By changes in consumer trends and the demography of the world and international population,
the nature of tourism and hospitality is changing. There are very few regions of the modern
world where tourism and the contribution of the visitor economy to residents lives are not a
relevant consideration and travel extends to all parts of most countries. As a result Tourism is a
sector made up of a number of industry participants. It is generally accepted that the tourism
product, the visitor experience, is provided through an fusion of services across a broad range of
industry participants; including but not limited to hospitality, hotels, restaurants, tourism
operators, tourist attractions, transport, retail, business and major events, recreation, and
educational and cultural services. Markets within tourism and hospitality provide potential
benefits for other industries in promoting

Every hospitality has been taken several strategic decisions which helps to achieve their business
objectives. This strategies decision should be taken considering business environment, because
business environment effect on hospitality organization internally and externally.

This Business environmental scan provides an industry-specific overview of current and future
trends and developments in the changes and evolves tourism and hospitality industry.

To conduct secondary research I have select a hospitality organization Named Nazimgarh

Resort.
Company overview

Nazimgarh Resort

Nazimgarh Resorts, with its luxurious settings, is emerging as the premier hotel and resort
destination of Bangladesh. Nazimgarh Resorts is a resort establish at 2009 in Sylhet division. It
set on six acres of landscaped hillside on the outskirts of Sylhet City; it is a self contained island
of tranquility amidst lush green foliage. Its different properties in the northeast district of Sylhet
offer places to stay in garden, forest and adventure locations. Built in Eco friendly environment,
Nazimgarh Resorts offers more than a retreat, it offers a sanctuary amidst nature.

Accommodation consists of the Terrace, Villa and Bungalow, with fifty luxurious world class
double rooms and suites. With most rooms having jacuzzis, balconies and sun-decks, it is
designed for individual and collective privacy. Whether it be just a romantic getaway, a family
holiday, a company board meeting or retreat, Nazimgarh is the ideal destination for discerning
guests. Nazimgarh is the only true luxury resort in the region.
The Nazimgarh Resort has successfully built up different target market within its industry by
specifically targeting the needs for their customers. Nazimgarh Resorts is designed to target
mainly on customers who are seeking for a quiet and luxurious atmosphere during their
accommodation.

Leisure customer
Overseas travel market
Honeymoon couple:
Tourists
Social gathering

Nazimgarh Resort in addition targeting people who want to do any type of

celebration, for example, wadding party, birth day, receptions, farewell party, cast
party, business occasion etc.

Facilities and Services offered

Nazimgarh Resorts, sylhet features 49 rooms at this fine 4.5-star hotel feature superior amenities.
Featured in each room, among other amenities, are bathtubs, in room safe, television
LCD/plasma screen. Unwind after your day with a choice of massage, gym, pool (kids) - just a
few of the hotels excellent sporting and leisure offerings. Everything the hotel does is centered
on the guest experience, ensuring comfort and relaxation. Our secure online booking form makes
reserving your room at Nazimgarh Resorts Sylhet simple
Nazimgarh Resort has all the world-class facilities, some of which are:

Three types of accommodation facilities: Terrace, Villa, and Bungalow.

Hilltop Spa complex with a large swimming pool, childrens pool, outdoor jacuzzi, steam
room, sauna and massage facilities.

Different cafes and restaurants, over looking diverse scenery offer a wide selection of
cuisine prepared by expert chefs.

Well appointed rooms for board meetings, small exclusive conferences, retreats,
executive training.

Facalities of this Resort:

Air conditioning Hair dryer

Hot & cold water 24 hours electricity
Color TV with satellite backup including AC
connection Internet Connection in all
Fridge Terrace rooms
Telephone


Task#1

Analyse how a Hospitality and Tourism business environment changes and evolves

1. Hospitality and Tourism business environment changes and evolves

The growth in this sector projected this sector to be one of the most important in the
International Economy. However, this activity still face a great challenge as a result of
natural factor such as climate change , which is still affecting the industry and tends to
make it seasonal . Considered as a strategic touristic land with it high touristic potential.

The hospitality industry in many ways has become a mature industry, with innovations
primarily in the technology side. Tourism, by contrast, can continue to evolve as the next
generations embrace the traditional venues, while seeking alternative locations and
interests such as volunteer tourism, environmentally related sites and humanitarian
causes.

The important growth in this sector projected this sector to be one of the most important
in the International Economy. However, this activity still face a great challenge as a result
of natural factor such as climate change , which is still affecting the industry and tends to
make it seasonal . Considered as a strategic touristic land with it high touristic potential.

1.1. The current business environment issues that impact on Hospitality and Tourism
Organisations
Current business Environmental factors affecting the tourism industry is one of the most
important steps in developing long-term plans and regional and national strategies.
Environmental scanning is the study and interpretation of the political, economic, social
and technological events and trends which influence a business, an industry or even a
total market. Business may be understood as the organized efforts on an enterprise to
supply consumer with goods and service for a profit. Businesses vary in size, as measured
by the number of employees or sales volume etc.

There are mainly two type of business environment, Internal and External. A business has
absolute control in internal environment, whereas it has no control on the external
environment. Internal and external factors affecting Bangladesh tourism industry for
example.

Internal Environment

Management changes

Employee morale
 Culture changes

Financial changes

External environmental

Economical imbalance
Threats of business
Political factors
Government regulations
The industry itself

1.1.1. Concept, significance and nature of business environment

I. Concept of business environment

Business environment helps in intensification the business compact and using its
resources more effectively. The business environment is multifaceted, complex, and
dynamic in nature and has a far-reaching impact on the survival and growth of the
business. To be more specific, proper understanding of the social, political, legal and
economic environment helps the business by identify opportunities for and threats to the
business. It helps the business enterprises for meeting the challenges successfully.
II. Significance business environment

In business all the activities are being organized and also carried out by the people to
satisfy the needs of the consumers. The survival and success of each and every business
enterprise depend fully on its business environment. An effective management will help
to predict the business environmental changes It is very much important for business
enterprise to understand its internal environment, such as business policy, organization
 structure etc. The economic conditions of a nation refer to a set of economic factors that
have great influence on business organizations and their operations. It is necessary for an
enterprise to have the knowledge of market structure and changes taking place in it.

III. Nature of business environment

The environment of an organization in business, like that of any other organic entity, is
the pattern of all the external conditions and influence that affect its life and development.
The business environment is dynamic in nature that means, it keeps on changing. The
changes in business environment are unpredictable. It is very difficult to predict the exact
nature of future happenings and the changes in economic and social environment. It
covers factors and forces like customers, competitors, suppliers, government, and the
social, cultural, political, technological and legal conditions.

1.1.2. Elements of environment internal and external

Elements of environment

Micro environment

The Micro environment consists of different types of stakeholders - customers,

employees, suppliers, marketing intermediaries, competitors. It is also known as the Task
Environment and Operating Environment and has a direct bearing on the operations of
the firm. Changes in the micro environment will directly affect and impinge on the firm's
activities.

Macro environment

The macro environment consists of factors which are beyond the control of the business.
There is a symbiotic relationship between business and the environmental factors,
 environmental factors are dynamic and a particular business firm, by itself, may not be in
a position to change its environment.

Macro Environment includes:

Political Environment
Economic Environment
Socio-cultural Environment
Technological Environment

1.2. The evolving business environment issues and their impact on Hospitality and
Tourism Organisations
Tourism development has been a profitable economic tool, making it an alluring industry
and form of development for many countries and regions around the world. The benefits
are also often accompanied by many negative effects that result in impacts, both of an
environmental and social nature (leakage, noise, air and water pollution, degradation of
natural resources, labour issues, encroachment and overbuilding). Social and
demographic trends as well as changing values in society and consumer perceptions
promote the development of new opportunities and products in the hotel, catering and
tourism industry.

In the tourist and hospitality industry, there has been limited discussion of the business
case for implementing environmental practices. Several hotels have determined that there
are numerous benefits to greening their operations; however, there is still a gap between
attitude and action in this industry. Cost savings; competitive advantage; employee
 loyalty; customer retention; regulatory compliance; risk management and social
responsibility have been identified as the benefits to environmental commitment however
with very limited discussion and proof in relation to the tourist and hospitality industry.

Contemporary impact on Hospitality and Tourism Organisations

Greater internationalization and globalization of tourism

Changes in technology the legislative environment
Increasing political recognition of tourism's economic impacts
A rise in consumer spending
Emergence of new consumers
Changes in products
Development of marketing, research and information.

Tourism is often described as a fragile industry in that demand for travel is highly
susceptible to numerous shocks, such as wars, outbreaks of deadly contagious diseases,
incidents of terrorism, economic fluctuations, currency instability, energy crises, and so
on. For the reason Crises are now occurring more frequently, possibly as a result of
greater pressures on business and industry from global market demands and they may
have a much more brutal impact.
Tourism is therefore highly susceptible to external factors and pressures in the wider
operating environment

Natural disasters

Natural Disaster is a sudden, catastrophic event that causes serious commotion of the
functioning of a community or a society causing widespread human, material, economic
and environmental losses. Several natural disasters including earthquakes, flooding, wild
fires, hurricanes that occurred during the last few years, are representative examples of
 the natural disaster can harm a tourism industry of a considerable part of the world.
Natural disasters can affect the attitudes and the beliefs of citizens around the world about
the broader area where the catastrophe took place. Instead, some people may choose to
change their travel plans and visit destinations where they are exposed to less personal
risk.

Global warming

The tourism industry and destinations are clearly sensitive to climate variability and
change. Climate defines the length and quality of tourism seasons and plays a major role
in destination choice and tourist spending. In many destinations tourism is closely linked
with the natural environment. Climate affects a wide range of the environmental
resources that are critical attractions for tourism, such as snow conditions, wildlife
productivity and biodiversity, water levels and quality. Climate also has an important
influence on environmental conditions that can deter tourists, including infectious
disease, wildfires, insect or water-borne pests and extreme events such as tropical
cyclones.

There are four broad categories of climate change impacts that will affect tourism
destinations:

o Direct climatic impacts

o Indirect environmental change impacts
o Impacts of mitigation policies on tourist mobility
o Indirect societal change impacts

Tourism has a broad nature and various components which all contribute to a different
extent to climate change for example CO2, heating, air-conditioning, construction, etc.

Environmental concerns

 It is certain that environmental protection will become a legal obligation for tourism and
hospitality industry. The natural surroundings of the enterprise, including air, water, soil,
natural resources, flora, fauna and human beings, as well as their interactions. It is time
for the hotel industry to accept its environmental responsibilities to reduce the
environmental impact of international tourism.

Rationalising the use of raw materials, including water and energy
Reducing the volume of wastes and improving waste management
Adopting a more ecological purchasing policy and improving logistics
Improving the quality of the hotels internal environment
Making the staff aware of the importance of environmental issues

Security

When people travel, they do not want to be exposed to personal hazards, so safety is a
paramount concern of most travelers. Not surprisingly, terrorist incidents and other
threats to personal safetywhether they are natural disasters or deadly contagious
diseasesreduce peoples propensity to travel. The responsible authorities to adopt
several measures in order to provide a higher security level for civilians and tourist as
well.

For instant, many tourists tend to perceive the whole of Southeast and South Asia as a
risky destination.

Some security events:

o Terrorist incidents
o Epidemics and diseases
o Political instability and War
o Health and food safety

Task#2

 Analyse how changes in the business environment affect the strategy of a
Hospitality and Tourism Organisation

2. Changes in the business environment affect the strategy of a Hospitality and Tourism
Organisation

The hospitality and tourism industry faces major affects globally. Hospitality and tourism
businesses operate in a dynamic and complex environment. External trends such as
changes in legislation, regional and global economic and political crises, socio-cultural
trends, sophistication of customers, stiff competition, terrorism, security, global warming,
multiculturalism, globalization, mergers and acquisitions, labor shortages, and advance
technological developments all create important challenges to the hospitality and tourism
organizations.

 Tourism will develop consistently with wider economic, social, cultural, political,
technological and environmental trends affecting all countries. Business environment
trends affecting tourism:

Globalization and long term economic trends

Political trends
Social and demographic trends
Environment, Resources and Energy Trends
Changes in Technology

2.1. Tools to determine how changes in the external environment impact on Hospitality or
Tourism Organisations and their market

Basic tools used in strategic management, determine strengths and weaknesses of the
hotel and study what external factors influence the Hospitality or Tourism Organizations
and their market immediately.

2.1.1. Changing dimensions of business environment and their impact on Hospitality and
Tourism Organisations
Tourism has grown substantially over recent decades as an economic and social
phenomenon. Unfortunately, the development of statistical concepts and frameworks for
tourism has not kept pace with the changes in the nature and significance of tourism
worldwide and its potential for future growth.



Figure 1

Economic Environment \

Tourism and hospitality industries plays an important role in navigating the success of an
economy still industry may suffer because of a drop in discretionary spending also
Tourism may go by the wayside during times of extreme economic difficulty

 Political Environment

Government regulations and laws are a product of the political systems in which they
originate and the socio-cultural backdrop which precedes those systems. Moreover, Laws,
legislations and acts originate from the political environments and Enforcement and
compliance problems make it particularly difficult to regulate tourist activities also for
industry.

Social Environment

Tourism is often claimed to provide significant value in terms of community

development, environmental benefits and other cultural benefits, however many of these
are not measured and reported.

Legal Regulatory Environment

Changes in the law can also affect business within the hospitality industry and cannot be
controlled. The regulatory environment in the hospitality industry can change from time
to time and this can have an effect on the hotels and resorts.

Impact of technology
Benefits from IT, particularly the Internet for tourism, are substantial. Technology plays
an important role in the hospitality and tourism industry. Both customers and businesses
can benefit from advances in communication, reservations and guest services systems.
 Technology allows continuous communication and streamlines the guest experience,
from reservation to checkout.
Internet
Reservations Systems
Computer Systems
Mobile Communication
Media Coverage

These update use of technology at Nazimgareh Resort helps to obtain wide range of
customers, with reduced buyer search costs and costs of access to markets, also increased
speed to market and access to new product offerings via the Internet. Internal use of
modern technology satisfying customer needs and wants.

Diversity management

Companies must make efficient efforts to address the diversity issue no matter whether
the multicultural character comes up from the mobile workforce in the international
locations in various countries or from the mixed backgrounds of a workforce. Diversity in
hospitality management and increase awareness of its importance in todays globalizing
industry. It aimed at incorporating some best practices of cultural diversity and
demonstrating potential improvement areas for the management.

Nazimgareh Resort employees as they express their responsibility culture and we work
to-gether with them to provide a positive working environment, with growth
opportunities which address cultural diversity, respect and equality, with zero tolerance of
any kind of discrimination while different type of ethical people working together.

Diversification

Diversification has been driven by observation as to the nature of the growth and rise of
industry. Its benefits that would actually lower the overall portfolio risk.
 Reason for Diversification in tourism and hospitality industry:

Risk reduction through investments in divergent businesses or less dynamic environments
Stabilization or improvement in earnings
Improvement in growth
Application of resources. Capabilities
Generation of synergy through economies of scope
Use of excess debt capacity
Ability to learn new technologies
Increase in market power
Increase personal power and status
Increase personal rewards
Interesting and challenging management


2.1.2. Globalization
With the growth of globalization, more and more corporations have realized that they are
not merely competing for domestic market but also for the global market. Today, more
than half of the worlds assets are controlled by multinational corporations Globalization
is as well a trend in the hospitality industry. The expansion of international hospitality
companies has never been stopped .For example, with the rapid economic development;
the Asia-pacific area has become one of the dynamic markets for hospitality and tourism
industry. Macao, Hong Kong, Mainland China, etc. have turned out to be ideal places to
open new properties for brand international companies like Nazimgarh Resort.



2.2. Tools to determine how the market for Hospitality or Tourism Organisations is
changing and evolving

The aim of this research was to observe features and factors that affect a hospitality
industry organization. In particular, the Researched organization was a big resort situated
in Sylhet, Bangladesh. The purpose was to examine issues that affect the market for
hospitality or tourism.
2.2.1. Macro environment

Macro level analysis deals with the external environment of the organization, global
issues that affect the business not only in this particular organization but the whole
industry too.
Macro environment examines the wide range of environment factors that create
opportunity and pose threats to the destination or the organization.

2.2.2. PESTEL Analysis

Figure 2 : PESTEL

Political factors

Hotel industry as well as tourism industry has a basic backbone of the government
support without which it wont be able to sustain the competitive world. Political factors
include government policy, political stability or instability in overseas markets, foreign
trade policy, tax policy, labor law, environmental law, trade restrictions, wars and
 conflicts and so on. Increasing of political conflict in Bangladesh caused decreasing of
customer at Nazimgarh Resort.

Economic factors

These factors are determinants of an economys performance that directly impacts a

company and have resonating long term effects. These include economic growth, interest
rates, exchange rates, inflation, disposable income of consumers and businesses and so
on. Moreover, Businesses analyze this factor based on their environment so as to build
strategies that fall in line with all the changes that are about to occur. Sylhet being the one
of the financial capital of Bangladesh has many foreign tourists arriving with the whole
and sole purpose of meetings, conferences etc. For that reason Nazimgarh Resort gets
number of foreign traveler.

Social factors

Changes in social trends can impact on the demand of consumer these factors scrutinize
the social environment of the market, and gauge determinants like cultural trends,
demographics, population analytics etc. These factors are of particular interest as they
have a direct effect on how marketers understand customers and what drives them. New
trends of honeymoon in Bangladesh, attracting couple to visit Nazimgarh Resort.

Technological factors

New technology creates new products and new processes. Technology changes every
minute and therefore companies need to stay connected along the way and integrate as
and when needed. Technology always has been seen to have reduced the manpower and
the energy required by the people. It would always be an advantage to mankind and the
technological upgrades would also help to show the advances and the progress of the
Nazimgarh Resort.

Environmental factors
 The environmental factors include geographical location, the climate, weather and other
such factors that are not just limited to climatic conditions. These in particular affect the
tourism businesses, service sectors etc. Specially there are two seasons in Bangladesh
such as winter and summer Nazimgarh Resort offer different types of marketing strategy
to get customer.

Legal Factors

Legislative changes occur from time to time and many of them affect the business
environment. Legal factors include - health and safety, equal opportunities, advertising
standards, consumer rights and laws, product labeling and product safety. New
governmental policy changing at management of Nazimgarh Resort.

2.2.3. Porters Five Forces Analysis

The five forces model, which was developed by Michael Porter, is the most commonly
used instrument for analysis and a very useful tool when examining the competitiveness
of environment. Through Porters five forces, competitive environment is described by
the -

Figure 3: Porters Five Forces

Threats of new entrants

The extent of the threat of new entrants will depend upon barriers to entry such as:

Economies of scale Product differentiation

High initial investments and fixed Government policy
Scarcity of important
costs
Availability of supply and resources,e.g.qualified
Distribution channels are controlled
distribution channels
Expected retaliation: Price and by existing players,
Brand loyalty of customers
advertising barriers



Threats of substitutes

In order to assess the risk of substitute services, it is necessary to see whether the other
industry have services that can perform the same function as the original services, the
threats of substitutes in the market for the company. When analysing the treat of
substitutes the following are of relevance:

Price/ performance ratio Switching costs for customers,

Extra-industry effects Current trends.
Close customer relationships,

Bargaining power of suppliers

The bargaining power of suppliers is the relative power of suppliers in relation to

producers. Key factors affecting supplier power include:

Supplier size and concentration The suppliers customers are

Switching costs
fragmented
The buying industry has low barriers The buying industry has a higher
to entry. profitability than the supplying
Uniqueness of the supplied resource
industry

Bargaining power of buyers or customers

Bargaining power measures the relative power of customers in relation to the producers
in a particular market. Buyer bargaining power is affected by:

Switching costs Switching to an alternative service

Large volume purchasers Industry operates with high fixed
Buyer knowledge of competition
costs,
Customers have low margins and are
price-sensitive


The rivalry among current competitors

Competitive rivalry measures of the intensity of competition in an industry, Competition

between existing players is likely to be high when

Players of about the same size, Perishability of products

Players have similar strategies, Marginal costs of sales
Degree of market leadership High exit costs
Industry growth rate Cross subsidisation

2.2.4. SWOT Analysis

In order to analyses a current market situation and draw a marketing plan it is a common
habit to undertake a SWOT analysis. SWOT is an acronym and stands for strengths,
weaknesses, opportunities and threats. Here both internal and external factors are
reviewed and classified according to their impact on a company s market situation.

The assumption that various environmental forces influence the industry. Those forces
have to work together to increase tourist traffic to the country identifies the supporting
industries and undertakes a separate SWOT analysis for each single industry.

Figure 4 : SWOT


The Strength, Weakness, Opportunity and Threat (SWOT) analysis of Tourism

Development of Nazimgarh Resorts in Sylhet, Bangladesh is as follows:

Strengths
Attractive customer base. As resort located in unique natural environment.
Workers are highly trained and efficient.
Government shows positive signs towards this kind of business.
Price and cost are competitive. As service qualities are high, while easily compete with
industry rivals
Locality famous for hospitality also Rich cultural heritage and religious harmony.

Weaknesses
Customer base is based on goodwill. We know that the goodwill helps a business.
They cannot expand because of land shortage
Lack of investment.
Low quality services.
Be short of of safety, security and hygiene.
Require of infrastructural development.
The late entry is another weakness.

Opportunities
Government rules and regulations are not strong enough
Consistent, accurate fulfillment of the clients wishes
Competitive pricing for the quality of services offered
Significant profit on each planned
Popular tourist sight
Social media marketing
Development of tourism culture
Scope of making the tourist spots more attractive

Threats
Political Instability of the country.
New government regulations, govt. may impose new starting up business
 Higher competition existing rivals in all aspects
There are many players of about same size and strategy
Conservative social and religious systems.
Absence of proper tourism policy
2.3 The internal factors that impact on Hospitality and Tourism Organisations
strategic performance.

Hotel managers focus on identifying, creating or developing competitive advantages that

can be utilized in order to improve the companys economic performance and bottom
line. This paper attempts to identify those internal factors having enhanced the financial
performance in the hospitality sector:

2.3.1. Internal factors

The Micro/internal factors are the forces inside the hotel that can affect the performance
of the hotel, thus through the micro environment analysis. Micro environment factors are
factors close to a business that have a direct impact on its business operations and
success.

Customers
Employees

Suppliers
Shareholders
Media
Competitors

Organisational climate
Organizational climate is a snapshot of time that is measured by a psychologically based
questionnaire that asks employees their perceptions of the organization and practices.
Climate can be changed by specific management actions:

Work culture

Hospitality organizations that create an environment for establishing and maintaining

quality culture are long-term survivors by understanding what customers want and
delivering against it by minimizing and eliminating perceived hassles, problems, and
deficiencies.

Resources
Especially in the service-oriented hospitality business to create the organizational
resources it wants, it's important to develop employee because inside the orgnistion
workforce are main recourse with potential productivity.

Competences and core competences

Competences

Hospitality services need to understand the skills and competencies typically required of
those employed in the industry to ensure they hire the best and brightest for any position,
especially those in management. The competencies and qualifications required for hotel
employees are :

1. Practical competency 4. Active participation in social

2. Adaptability to working environment
gatherings
with progress in work 5. Flexibility of time management
3. Interpersonal skills

6. Core competences
 7. Core competencies for the hospitality sector to highlights the topics and areas of
planning, management, and operations.

1. Communication 4. Creativity
2. Teamwork 5. Client Orientation
3. Planning and Organization

2.4. Recommendations on how a Hospitality and Tourism Organization should develop

or adapt strategies to respond to market changes
6.
7. Tourism is a very dynamic high pace industry with rapid changes in trends,
including the changes in the type of consumer profiles and their needs. It seems
that the traditional marketing strategies used by hospitality establishments are
becoming inefficient to satisfy the needs of this growing segment. This part of
the research concludes comments on Recommendations and suggestions.

8.
9.
10. 2.3.1. Competitive advantage.
11.

12. Competitive advantage is a basis for the organizations long term success its a of value
creation.

13. Cost Leadership 15. Differentiation

Efficient scale Quality

Standardization Innovation & Design
Design for low production cost Brand name
Control of overheads and R&D Reputation
Avoid marginal customers Environmental posture
Customer & Integrated service
14.

16.
17.
18.
19.
20.
21.
22.
23.
24.
25.

26. McKinseys 7Ss Framework

27.
28. The McKinsey 7- S framework is a popular model used in organizations to analyse the
environment to investigate if the company is achieving its intended objectives. As it
Appling on Nazimgarh Resorts
29.

System
s

Staf Share Style

d
value
s
Structu
Skills
re

Strateg
y

30. Figure 5 : McKinsey 7- S framework

31.

32. Shared Values:

 Customer Focus Passion for excellence
Excellence Increase the expectations
Nation Orientation Social responsibility

Strategy:

Aggressive growth plan Strategic alliance.

Maximize earnings and cash flow Re-branding hotels.
Segmentation International marketing
Branded Cuisine
Structure:

Top to down decisions. Personnel department and training

Centralized. department.
Systems:

Highly centralized computer system. Wi-Fi with high speed internet.

Strong focus on technology. 24hrs room facility services
Style:

Participative style of leadership Commitment to customer

Core mission is of how to do satisfaction.
business. Variety of talents, opinions, and
backgrounds, and constantly
Skills:

Culture , ethics, experiences, values, Hospitality and service.

on the job training Effective communication of value
Strong Marketing skills proposition
Relationship building.

Staff:

 Recruitment done by HR department

Training and then job followed
Excel in the field of the Hospitality Industry
Orientation towards customers

2.4.2. Porters value chain analysis and its application in the industry
The term Value Chain was used by Michael Porter in his book "Competitive Advantage:
Creating and Sustaining superior Performance" (1985). The value chain analysis
describes the activities the organization performs and links them to the organizations
competitive position.

Primary Value Chain Activities



Figure 6 : Porters value chain

Inbound Logistics
Activities associated with receiving, storing, and disseminating inputs to the product,
such as material handling, warehousing, inventory control, vehicle scheduling, and
returns to suppliers.
Operations
 Activities associated with transforming inputs into the final product form, such as
machining, packaging, assembly, equipment maintenance, testing, printing, and facility
operations

Outbound Logistics

Activities associated with collecting, storing, and physically distributing the product to
buyers, such as servicing.

Marketing and Sales

Activities associated with providing a means by which buyers can purchase the product
and inducing them to do so, such as advertising, promotion, sales force, quoting, channel
selection, channel relations, and pricing.

Service

Activities associated with providing service to enhance or maintain the value of the
product, such as Food & Beverage, Room service, Transport etc.

2.4.3. Porters generic strategy

Michael Porter (1985) determines three major types of generic business strategies: cost
leadership, differentiation and focus. The focus strategy on the other hand can be
differentiation focus and cost focus.
The following table illustrates Porter's generic strategies:



Advantage



Target Scope Low Cost Product Uniqueness



Broad Cost Leadership Differentiation
(Industry Wide) Strategy Strategy


Narrow Focus Focus

(Market Segment Strategy Strategy

(low cost) (differentiation)







Framework of focus

Catering for the benefits sought by a particular group of buyers.

Resort destinations targeting particular market segments. Nazimgarh Resorts in
Bangladesh has, for example, successfully targeted recreation enthusiasts.
Specialized products & core competency protect against substitutes.

Cost leadership

Reducing costs by copying rather than originating product design features.

Producing products with no frills, thus reducing labour costs and increasing labour
productivity.
Standardizing products or resource inputs. For example, Nazimgarh Resort is able to
chaining its concept internationally.

Differentiation

By creating products that are superior to competitors by virtue of design, technology,

performance etc.
Creating a strong brand name through design, innovation, advertising, frequent flyer
programmes and so on.
Customer's become attached to differentiating attributes, reducing threat of substitutes.

Conclusion and Recommendation

I am able to identify the change and evolve in hospitality and tourism industry, the
demonstration of the impact of internal and external environment. By conducting
analytical tools at industry to identify current situation of industry gaps and constraints in
legislation related to tourism planning, development, management and promotion helps to
identify current situation of tourism and hospitality. I have understood different strategy
of marketing policy of different organization.

Understand the measures taken by the hospitality industry to ensure a

sustainable environment
Be able to plan and undertake research into an environmental issue in a
hospitality business.

Reasons for governments rule companies should Compliance with Flexibility Policy.

Reference

Henry M., James B.,(1991),The Strategy Process Concepts, Contexts, Cases, Second
Edition, Prentice-Hall, Inc.
Abraham P., (2010), International Encyclopedia of Hospitality Management, Second
Edition, Oxford: Elsevier,.
A Zainal., S.M. Radzi, R.,(2012), Current Issues in Hospitality and Tourism: Research
and Innovations, crc press/ Balkema.,
Michael D., Joseph J.,(1998), Strategic Management In The Hospitality Industry, Second
Edition, John Wiley & Sons, Inc.
Haemoon Oh.,(2008), Handbook of Hospitality Marketing Management, Vol. 3, Oxford:
Elsevier,.

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