Internation Hospitality - Report.docx - Edinburgh Napier...

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Edinburgh Napier University BA (Hons) Hospitality & Service Management International Hospitality TSM10901 Assignment Submission Individual Report – The Peninsula Hotel (Hong Kong and Bangkok) Lecturer: Mr. Stephen Taylor Local Tutor: Ms. Sue Wong Student Name: Cheung Sai Ho Matriculation No: 40135832 Year and Class: BA (Hons) in HSM 1B Entry: 2013 Date of Submission: 21-July-2015 Word Count: 2458 Executive Summary Hotel industry grows rapidly as the result of globalization. Many international hotel brand even expanse their business in different geographically. The Peninsula Hotel group is one of the oldest hotel brands in the world. Since the first Peninsula Hotel was built in Hong Kong in 1928, there are total ten which are located in a strategically tourist famous cities in the world.
The Peninsula Hotel is owned by Hong Kong and Shanghai Hotel Company, Limited. The vision of HSH Company is to develop small luxury hotel chain in the very ideal place as an owner-operator. Apart from the existing ten Peninsula Hotels, HSH Company is re-developing two prestige properties into the new Peninsula Hotels which are located in London and Yangon. Unlike other fast growing luxurious hotel brands, Peninsula Hotel has their own pace to expanse as per the corporate objective. In order to further develop internationally in future, the external environment of the destination should be fully considered. This report is using PESTEL and Five Forces analysis of the examples of Hong Kong and Bangkok to illustrate the different elements and factors which affecting the decision making. To summarize, it is hard for Peninsula Hotel to establish another hotel within the same city, however, the further develop in Bangkok would be more feasible than Hong Kong. 1
Contents 1. Introduction ……………………………………….………….…………………….. P. 05 2. Methodology ……………………………………………………………………….. P. 06 3. Brand Overview …………………………………...……………... ……………….. P. 07 3.1 History and Development ………...…………………………………... …….. P. 07 3.2 Scale of Operations ………... ………………………………………………... P. 07 3.3 Key features, facilities and services ………... …………………………… .... P. 08 3.4 Target Market ………...……………………………………………... ……….. P. 09 3.5 Key competitors ………...……………………………………... …………….. P. 10 4. Growth and Expansion Strategy ………………...…..……. …………………….. P. 10 2
4.1 Developing Strategy ………...…………..……...………...……... ………….. P. 10 4.2 In-progress Development ………...…… .... ………...………...

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