CHAPTER – 3

3.1 HOSPITALITY INDUSTRY.

3.1.1 Introduction to Hotel

The word ‘hotel’ derives from the French word hôtel (the root word is hôte, which means
‘host’) – usually referred to a ‘townhouse’ with frequent visitors. The word ‘inn’ has been
in use since about 14th Century and it was not until 18th century, that ‘hotel’ became
fashionable.
The Hotel Industry is a large and highly diverse industry that includes a wide range of
property styles, uses and qualities. The industry covers the spectrum of small, medium, and
large enterprises and makes a significant contribution to national and international
economies.

The hotel industry today has been recognized as a global industry with producers and
consumers spread around the world. The use of hotel facilities such as: room, restaurant,
bar, nightclub or health club; is no longer considered a luxury. For many people these
services have become an integral component of lifestyle.
The hotel industry is particularly complex for a number of reasons. Firstly, the industry is
structurally complex with there being a large number of categories. These categories
encompass hotel quality (e.g. luxury, first class, mid-range, and economy); hotel location
(city centre, rural, seaside); hotel style (traditional, resort, all-suite hotel, limited service
hotel).

Secondly, the industry is made complex by both the affiliation and management structures.
In terms of affiliation hotels can be operated as independent properties, franchised to a
branded hotel company or as members of a marketing consortium. In addition hotels can be

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owner-managed, managed by independent hotel management companies or managed by a
national or international branded hotel company.

Thirdly, the industry is also highly fragmented, with most hotels independently owned and
operated although there is a higher level of concentration in certain key quality sectors such
as the luxury and first class sectors and the limited service sector. The perceived level of
fragmentation is also lower when measured by the number of bedrooms rather than the
number of properties.

3.2 HISTORICAL EVOLUTION OF HOTEL BUSINESS

The development of the hotel industry can be traced as far back as the druids and the
Romans who have left the earliest recorded examples of the provision of hospitality. The
history of the industry can be traced through the ages from the emergence of the inn, the
tavern, and the ale-house.67 In medieval Europe monasteries rationally offered hospitality
to the travellers. Hotel industry has followed path of travellers from time they travel. Inn
keeping is believed to be started in 1200 years age. In 1650 Mr. Pascal opened café in Paris
and coffee house in London. Hotel de Henry was one of the first European hotels build in
1788 with capacity of 60 rooms.68

The first American hotels were built in the cities of the Atlantic coast in the 1790s, when
elite urban merchants began to replace taverns with capacious and elegant establishments of
their own creation.69 In 1950, new concept as motels, boatels, and floatels, rotels were
built. In 1970, the hotel industry experienced the start of construction boom, and since then
the hotel industry is progressing.

3.2.1 Growth of Indian Hotel Sector

Prior to the 1980s, the Indian hotel industry was a slow-growing industry, consisting
primarily of relatively static, single-hotel companies, and growth in demand for hotels was
particularly high during the early 1990s following the initiatives taken to liberalize the

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Indian economy in the Financial Year 1991, as per the recommendations of the
International Monetary Fund (IMF). The development of the Indian hotel and resort sector
has occurred as a result of tourism trends in the country. The historical development of
much of India’s hotel sector has relied on key entrepreneurs who had a vision of how the
accommodation sector could be developed and used to underpin rapid tourism
development.

Table No 3.2.1.1: As of May 2014, according to Ministry of Tourism, Government of

India there is following number and category of hotels in India.
Star No of Hotels
5-Star Deluxe 123
5-Star 88
4-Star 126
3-Star 611
2-Star 103
1-Star 65

Total of 5 Star Delux (Total No. of Hotels : 123 )

Total of Star Category Hotel (Total No. of Hotels : 1116 )
Total of Hotels Classification and Re-Classification (Total No. of Hotels : 1116 )
Source: Ministry of Tourism, GOI

Table No 3.2.1.2: As of May 2014, according to Ministry of Tourism, Government of

India74 there is following number and category of hotels in Maharashtra
Star No of Hotels
5-Star Deluxe 22
5-Star 11
4-Star 15
3-Star 59
2-Star 20

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 1-Star 18

Total of 5 Star Delux (Total No. of Hotels : 22 )

Total of Star Category Hotel (Total No. of Hotels : 145 )
Total of Hotels Classification and Re-Classification (Total No. of Hotels : 145 )
Source: Ministry of Tourism, GOI

Table No 3.2.1.3: The Names of the Hotels in Pune.

Address
Sr.No. Name of Hotel
R.B.M. Road, Pune 411 001
1 Le Meridien
262, Bund Garden Rd, Pune 411 001
2 Sun-N-Sand
11 Koregaon Park, Pune 411 001
3 Vivanta by Taj
5, University Rd, Shivajinagar, Pune 411
4 The Pride hotel 005

1, Bund Garden Rd., Pune 411 001

5 Hotel Sagar Plaza
Goodluck Square, Bhandarkar Rd. Deccan
6 The Oakwood Gymkhana, Pune 411 004

5 B J Road, Sadhu Vaswani Cirlce Pune 411 001

7 Hotel Woodland
5 M G Road, Tej House,Pune 411 001
8 Hotel Tej Regency

9 Ashish Plaza 1198 Shivajinagar, F C Rd., Pune 411 004

10 Hotel Ashiyana 1198 Shivajinagar, F C Rd., Pune 411 004
1205/4 Apte Shirole Rd Junction, Deccan
11 The Coronet Hotel
Gymkhana, Pune 411 004
7 Tadiwala Road, Pune 411 001
12 Hotel Shree Panchratna
14 Motilal Talera Marg, Pune 411 001
13 Hotel Alankar

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 34/11,Erandwane, Prabhat Rd, Behind Kohinoor
14 The President Hotel
Managal Karyalaya, Pune 411 004
10/3 Rasta Peth, Near Quarter Gate, Pune 411
15 Hotel Shantai
001
1202/3 Apte Road, Pune 411 004
16 Deccan Rendezvous
16 Connaught Road, Pune 411 001
17 Hotel Ashirwad
361/5 Bund Garden Rd, Pune 411 001
18 Hotel Srimaan
C-32, MIDC, Telco Rd, Chinchwad, Pune 411
19 Panchshil Hotel
019
917/2B Ganeshwadi, Behind British Library, F C
20 Hotel Pleasant
Road, Deccan Gymkhana, Pune 411 004
1, Chaphalkar Centre, 692/693 Market Yard Rd.,
21 Hotel Utsav Deluxe
Pune 411 037
192, Dhole Patil Road, Pune 411 001
22 Quality Hotel The Regency
Bund Garden Road, Amar Avinash Corporate
23 The Central Park Hotel Park, Near Council Hall, Next to
Inox Multiplex,Pune – 411 001
1242/B, Apte Road, Deccan Gymkhana, Pune
24 Shreyas Hotel
411 004
Bund Garden Road, Amar Avinash Corporate
25 Hotel Studio Estique Park, Near Council Hall, Next to Inox
Multiplex,Pune – 411 001
15 A, Koregaon Road, Pune 411 001
26 St. Laurn Hotel
P4, Rajeev Gandhi Infotech Park, Phase I,
27 Lemon Tree
Hinjewadi 411 057
Golden Nest/B, Marigold Complex,
28 Royal Orchid Golden Suites
Kalyaninagar, Pune 411 014
29 Hotel Nandanvan 1212-A, Shivajinagar, Apte Road, Pune 411 004
1C, Naylor Road, Off Mangaldas Road, Pune 411
30 Oakwood Residence
001
Farichley Hill, Tungarli, Lonavala –
31 Fariyas Hotel
410 401.
Nyati County, Near NIBM, Mohd. Wadi, Undri,
32 The Corinthains
Hadapsar Rd., Kondhwa 411 028
132A/2A, University Road, Ganeshkhind, Pune –
33 Gordon House Hotel
411 016

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 Plot No 261, Near Sun-N-Sand, Bund
34 Le Royce
Garden Road, Pune – 411 001
1238/2 Apte Road, Deccan Gymkhana. Pune 411
35 Orbett Hotel
004
1291/1292 Shaivajinagar, Off J M Road, Bhind
36 Gandharva Residency
Gandharav Restaurant, Pune 41 005
S.No. 293/294, TPS Sangam Wadi, Off North
37 The O Main Road, Next to German Bakery, Koregaon
Park Pune 411 001
174, Dhole Patil Road, Pune 411 001
38 Kapila Business Hotel

39 Royal Orchid Central Marisoft Annexe, Kalyaninagar, Pune 411 014

Gate No.57, Jadhavwadi, Pune-Hadapsar-Saswad

40 Fort Jadhavgadh
Road, Next to Diveghat, , Dist : Pune - 412301

Plot No. 48, 49, Sakore Nagar, Sahakari Gruti

41 IVY Studios
Sanstha, Maryadi, Lohegaon, Pune 411 014
TamanaHospitality Services Pvt. Ltd. (Tamana
42 Tamana Residency Residency) , Plot No. P-10, Rajiv Gandhi
Infotech Park, MIDC, Phase -1, Hinjewadi,
ctc no-4700 kamla cross road, c wing opp- pcmc
43 Citrus Hotel Pimpri
ground floor pimpri- Pune
Courtyard Marriott, pune Hinjewadi S.No. 19 &
44 Courtyard By Marriott
20, P4 Rajiv Gandhi Infotech Park pune 411057
S.No. 135/136, Mumbai BangaloreBypass
45 Sayaji Hotels Ltd.
Highway, Wakad, Pune 411 057
Pune- Bangalore highway, next to balewadi
46 Holiday Inn Hinjewadi
sports complex hinjewadi pune 411045
5th Milesstone , 197/3, Next To Chandhere
47 Four Points By Sheraton
Complex, Nagar Road Pune 411014
Lane Number 10, Near Kalpataru
48 Cypress hotel Residency,Opposite Solaris
Gymnasium,Kalyaninagar, Pune,India, 411014
36/3-B Koregaon Park Annexe, Mundhwa Road,
49 the Westin Pune
Ghorpadi, Pune
50 Oakwood Premier 81 Mundhwa, koregaon Park Annexe, pune
51 Noorya Hometel S.No. 31, Opp. Aditya Birla Hospital, Thergaon,

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 52 Radisson Hotel Pune Nagar By[ass Road, Kharadi, Pune 411014
S.No. 33/1/1 Plot No. 2H, Neco Garden Road,
53 Hotel Hindusthan International Behind Kashmiri sauf Factory, Viman Nagar,
Pune - 411014
Plot No. A-70, H Block, Opposite Morwadi
54 Spree Shivai Hotel
Court, M.I.D.C Pimpr,Pune:411018.
128/2, Sanewadi, D.P. Road, Aundh, Pune 411
55 Seasons An Apartment Hotel
007
56 Spree Longer Hinjewadi, Marunje, Pune
57 Pancard Club Baner Hills, Baner Village, Pune

Sources: Poona Hotelier Association, as of Sep 2013, following number of hotels in Pune.

Following is the sample design of data collection 57 Hotels (Poona Hotelier Association)
55 Hotels were taking as per Convenience sampling (as per Morgan Table)

Table No 3.2.1.4: Table showing Hotel using SNS.

Sr No Social networking Site Hotels Users of SNS

1 Facebook 16
2 LinkedIn 9
3 Twitter 9
4 Google+ 9
5 Tripadvisor.In 12
6 Holidayiq.Com 4
7 YouTube 8
8 Other 3

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Figure No 3.2.1.5: Table showing Hotel using SNS.

Table no 3.2.1.6: Consumer using SNS sites in Pune ( 273 consumers taking as per
Convenience sampling )

Sr No Social networking Site Consumers users of SNS

1 Facebook 217
2 LinkedIn 118
3 Twitter 135
4 Google+ 148
5 Tripadvisor.In 23
6 Holidayiq.Com 25

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 7 YouTube 81
8 Other 11

The changing scene of the Indian hotel industry has meant that the customer of hotels has
changed over recent years with a growing number of business guests, particularly in the
major metros of India. Domestic and foreign business travellers contributed a major part of
the business for the five-, four- and three-star hotels in India. The domestic business
traveller was also an important customer for the two- and one-star hotels in India. Four- and
five-star hotels had high levels of both domestic and foreign guests. The sector grew at a
rate of 8.4 per cent in 2006 and is expected to grow by 8 per cent per annum, in real terms,
between 2007 and 2016.

Figure no 3.2.1.7: Consumer using SNS sites in Pune

3.2.2 Factors of Growth

Historically, hospitality industries in different countries have emerged from varying

degrees of domestic or institutionally based provision. However, Social networking Sites
virtually all commentators agree that the forms of early, non-commercial hospitality and the
varieties of commercial hospitality that have evolved over time, were stimulated by
developments in transportation, trade, and destinations. The degree of urbanization, and the

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volume of economic surplus in the form of discretionary income available to the population
both generally and locally are of particular importance.

3.2.3 The Challenges

The Indian hotel sector is faced with many challenges with regards to improving the
profitability of operations and exploiting the new opportunities that have arisen due to the
growth in the economy and the changing nature of tourism in India through Social
networking Sites. It is clear that an effective marketing strategy is needed to incorporate
ambitious marketing plans and branding strategies on online. It seems that the week
internal markets that were identified in China are mirrored in India.
Jauhari (2006) argues that the type of strategic hotel development illustrates one response
by a company in answer to the critical factors that are considered necessary if a hotel is to
grow and become effective in the changing Indian market and suggests the following as the
critical factors necessary for the growth of hotels in India: Customer orientation,
Outstanding service, Flawless operations management, Well-thought out marketing
strategy – online line services, positioning, marketing, and media, Cost management –
energy, marketing costs, attrition costs.

3.3 HOW SOCIAL MEDIA AFFECTS THE HOTEL INDUSTRY

Today consumers produce as much if not more information on products as retailers ,

manufacturers and business. Millions of articles are created each year for the tourism
industry alone, reviewing everything from hotels to the best seat on a particular plane
model of a particular airline. If you want to know what the breakfast was like in a hotel
anywhere in the world most likely someone has reviewed it somewhere and with a search
engine that review is more accessible than ever. Equally, it is easier than ever for
consumers to place their reviews online. According to Kotler70, promotion is forming an
image of a “distinct and valued place” in the mind of the consumer, thereby building brand
equity with the consumer and a longer term relationship

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In April 2012 Nielsen released the results of its Global Trust in Advertising Survey. The
survey of 28,000 people from 56 different countries showed that online consumer reviews
were the second most trusted form of advertising after direct word of mouth from friends or
family.

A 2010 survey by Sheraton hotels of 4,204 respondents from the US, UK and China found
that 64% of people source information from social networking sites before booking. In the
age group 24-35 that percentage is even higher. Most interestingly according to a survey for
the World Travel Market in 2010 found that 58% of travellers had changed a component of
their holiday after consulting a social networking sites, with 36% of respondents listing the
changed component as being hotel choice. The World Travel Market is the world’s largest
travel industry event with almost 50,000 travel professionals participating each year.
The following sections take a look at the social media sites which are the most influential in
the hotel sector, together with some examples of how they are being used.

3.4 HOW CONSUMERS USE SOCIAL NETWORKING SITES

There are two primary types of travellers: those who travel for business and those who
travel for pleasure. It is an important distinction to make in this particular research field as
both are likely to plan and book hotel stays differently. A study of 2,830 recent travellers
released in December 2010 found that approximately 40% of business travellers will
simply go with the accommodation recommended by their organisation. It is primarily
leisure travellers who want engagement and interaction in social networking sites. Users of
social networking sites are looking for content that is relevant to them and has value. The
content posted on social media sites tends to be short lived. With the average person on
Facebook having 130 friends52 the speed with which a post can be pushed down a wall and
out of sight can be fast. This is not to say that posting every hour is recommended either.
The key is to ensure each message offers something of value, whether it is a booking
incentive or information on events happening in the local area. Constant promotion with

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little value can be tiresome and irritating to members of the group and could lead to brand
fatigue. The recommendations section of this report contains an update schedule
recommendation based on the intensity of a social media marketing campaign.
There are conflicting reports whether consumers trust user generated content such as
reviews on TripAdvisor more than they trust reviews from more established media. Some
argue that consumers place more faith in the opinion of a person they have never met
posted on a website more while others argue that established and structured review
organisations such as Forbes hotel reviews have more followers. The one point that they all
agree on is that internet users do place some faith in these reviews; the only difference is
the degree to which they do. The important thing to note about this is that the anecdotal
evidence suggests users respond more to brands which promptly respond to the reviews in a
professional manner.

3.5 HOW SOCIAL MEDIA AFFECTS TRAFFIC TO SITE & BOOKINGS

The sources of traffic that bring internet users to a hotel’s website are many and varied. By
far the leading source of qualified referrals leading to a booking was search engines with
Google leading the way by a large margin. This result has been confirmed in several
independent studies 55. Each of the reports which covered up to 35,000 bookings made
during 2010 to a selection of hotels in Rome, Barcelona and Paris found a relatively
consistent 70-75% of bookings had come to the hotel website through search engines.
Given this information it might be assumed that focusing solely on SEO would be the way
to go to maximise bookings. However, one must look a little deeper at the number and the
search terms used to find the hotel through online search.

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Figure No: 3.5.1 Hotels using social network sites (SNSs) in Pune

Above figure showing the member of online network sites(SNS) so the first we see the
which sites get the highest per cent so the above graph we get the facebook which has
member 29% and second highest is google+ which has 19% and third is the twitter which
has member 18%. And other member of linkedin, tripadvisor, holidayiq, youtube & other
and with the 16%, 3%, 3%, 11%, 1% respectively

A Social network (SN) is a web site on the Internet that brings people together in a central
online community to share ideas and interests, to talk and make new friends. Examples of
popular social networking web sites include: Facebook, Linkedin, Twitter, Google+,
Tripadvisor, holidayiq and YouTube.

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Online social networking sites can be seen in various forms for many years and have begun
to achieve worldwide notice in the past few years. Recently, social networking web sites
have experienced an explosive growth in their number of visitors. Social networks have
become popular worldwide because people are able to communicate with each other faster
and easier. Different forms of social networking web sites are created with different reason,
depending on the users’ lifestyle, hobbies and tastes. Carfi and Chastaine (2008) mentioned
that despite their differences, social networks web sites do, on the other hand, commonly
show a number of the same concepts. (Cerado-Haystack-Executive briefing of social
networking 2008)

Each SN has the following concepts:

1. Profile page – An online profile is created by each member of a particular SN, which
serves as the individual´s identity.
2. Connections- The connection is both explicit and implicit. It can derive from past
actions, such as sending an email to another member or the network or set up and
created by the member themselves. (Cerado-Haystack-Executive briefing of social
networking, 2008.

Social Networks generate enormous power. From one of the static web pages, they change
to online space for business and make a marketing message to a live, vibrant network of
connected individuals who share their abilities, interest and expertise. (Carfi & Chastaine,
2008: Executive briefing of social networking.

Thus, Social networking sites is generally described as the convergence of technologies that
make it possible for people to easily communicate and form new communities online.
(Metz, 2008) However, it is questioned what online social networking is in it means by
business.

Glossary

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Facebook
A social networking site where conversations take place between friends and family, to
share photographs or humorous links you find on the Web and even locate long-lost friends

LinkedIn
A professional social network that connects one to trusted contacts and enables one to
exchange knowledge and opportunities with a network of professionals.
Twitter
Is a Miniature Blog where one can keep people abreast of what an individual is up to
without the need to spend a lot of time writing an entire post on the subject.

YouTube
Is a website where an individual is able to upload, share and view videos.

Google++
Bring your conversations to life with Hangouts; respond to Google+ posts without leaving
your inbox, share photos with one click and more, all right from Gmail

Trip advisor
Is the world's largest travel site enabling travelers to plan and have the perfect trip?
TripAdvisor offers trusted advice from real travelers and a wide variety of travel choices
and planning features with seamless links to booking tools.

Holidayiq.com
Central stage I unique offering designed to put in focus and enhance its online reputation
with central stage your adverting budgets will be targeted at the travelers in the other
words, no wastage of budget vis-à-vis other media and better effectiveness.

Primarily, online social networks provide benefit for the users by creating a medium to
communicate and connect with friends, colleagues and family. Recently, online social

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networks have found application in e-commerce, especially for advertisements and other
business transactions. Examples of social networks applications are Facebook, Linkedin,
Twitter , Google+, Tripadvisor, holidayiq and YouTube. There are fascinating tools on
SNSs which provide platform for information sharing, picture/video-sharing, discussion
boards, wall-postings,weblog, wikis, podcasts, e-mailing, instant messaging, music-sharing,
and Voice Over.

Unfortunately, with the vast growth in the use of social networks sites, consumers and hotel
business in Pune region have maximized the usage of the technology in their business
transactions, compared to their counterparts in developed countries. Some factors, such as
perceived usefulness, perceived ease of use, perceived credibility and lack of awareness
could be the limiting factors in the usage of social networks sites.

3.6 SOCIAL NETWORKS MARKETING TOOLS

There are many SNM tools, such as blogging, micro-blogging, picture/video promotion,
wall posting, social bookmarking, social networks, and rating/recommendation (Rocon,
2010).

3.6.1. Blogs: Blog are also knownasweblogs. Blogs have become a popular advertising
medium. A blog is where an individual or user establishes and expresses his or her opinions
about a theme, and invites others to comment. Hence, creating a dialogue around the theme.
In some cases, the blog is just a set of postings from the enthusiast community. For
example, www.autoblog.com is a blog for automobile enthusiasts. Marketers post
products/brands and other advertisings on blogs that are targeted towards the user of social
network sites. Blog is an excellent way to put a company’s story across to the investment
community. The comments on each post provide an incomparable channel for getting
feedbacks from users on the company’s strategy and
performance. Blogging platforms, such as Wordpress, also allow bloggers to enhance
visitors’ total experience with widgets and plug-ins (Winer, 2009; Fors, 2008).
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3.6.2. Micro-blogging: The trend of sending brief updates to interested consumers is
enhanced by micro-blogging. Companies can use sites such as SocialCast, Twitter and
Yammer, to keep followers up-to-date on events within the company. Micro-blogging is
just picking up in many developing countries (Hutchison, 2010).

3.6.3. Picture and video promotion: Another tool that can be used for marketing is picture
and video promotion. Pictures and Videos are great tools for marketing. Business owners or
companies can create their branded channels or Vlog on video sharing sites. Here, they can
upload pictures and videos of their products and services rendered. The power of picture
and video on the web is even more amplified, when the picture and video is embedded
within sites (Onyeaso, 2009). Consumers can now interact with brands through streaming
video and also have an opportunity to see the brand/product through the posted video on the
site. For example, the phenomenon of YouTube has significantly changed the
communications world (Winer, 2009). In most cases, consumers prefer to see what they
want to buy before purchasing it. For example, Zappot Company has witnessed a huge
increase in its sales by including video clips of the products on its site (Winer, 2009).
Getting people to share your products on social network sites is a great way to inform and
attract new customers (Glen, 2010). Doniers Wines, Stellenbosch Hills Wines, Taj Hotels,
and Jade Jewellery are some of the companies in other countries make use of video on
social network sites to display different kinds of wine they produced.

3.6.4. Wall-posting: is also social networks marketing tool on SNSs, which gives users the
opportunity to advertise to friends through their own profiles. Pelemo (2008) stated that
social media marketing puts companies in the forefront, and also gives companies the
ability to address certain loopholes in their business structure and decisions that might have
caused dissatisfaction in customers with their products or services. The earlier companies
adopt this channel, the more prepared they are for the next generation of consumers. On
social network sites, users of the product encourage their friends and family to use the

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product. Consumers are often interested in this form of communication and marketing
(Chippand Ismail, 2004; McNamara, 2007).

3.6.5. Social bookmarking: By providing links to relevant research, reports and news
about the company and its sector on social bookmarking sites, such as Delicious, a
company can give shareholders and analysts objective information to support its own
narrative (Hutchison, 2010).

3.6.6. Social networks: Companies can create their own analyst or shareholder groups on
social networking sites, such as Facebook and Ning, where business strategy and
performance can be discussed. This gives the company the chance to participate in these
conversations, as well as providing informed responses to questions in a transparent,
participatory environment.

3.6.7. Ratings/recommendations: Another form of user-generated content is postings of

product ratings and recommendations on websites. Many popular e-Commerce sites, such
as Amazon and eBay, rely on users to rate products and vendors that consumers use to
evaluate prospective purchases (Winer, 2009). FaceBook recently launched FaceBook Ads
system; Facebook Ads system is a new feature on FaceBook where users can recommend
products to their friends.It is estimated that an individual is three to five times more likely
to buy a product if a friend uses and recommends it.

Many companies today are using some or all of the above social networks marketing tools
to develop their business marketing strategies in other to engage their customers to a much
greater extent than traditional media encompass. In other countries for example, companies
such as Jade Jewellery & Design Exclusive the luxury fragrance products has used a
number of the media noted above for its Jewellery & Design marketing. Taj Hotel, Mystic
Boer, City-Sightseeing, and Stellenbosch Hills Wine all make use of the above mentioned
tool for their businesses.

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