The Challenges Of Growing A Business Essay Assignment Paper
Question
International HRM Case Study: Expanding the Business Brunt Hotels, PLC, owns more than 60 hotels throughout the United Kingdom. They recently acquired a small hotel chain headquartered in France. Brunt’s Chief Executive decided that half of the new hotels in France would be retained and rebranded as part of the Brunt Hotels Group; the other half will be sold. This will support Brunt’s strategic objective of growing the organization slowly to make sure that new ventures are well supported and opened on time and on budget. Brunt’s hotels are considered budget accommodations; they are functional, clean and reasonably priced. Most guests stay for one to three nights and are a combination of business and leisure travelers. The hotels are typically situated in downtown locations that are easily accessible by mass transit. Tourists are attracted to these hotels in popular visitor destinations where the many local attractions mean that they will not be spending much time in their hotel rooms. The organization has decided to use an ethnocentric approach and send some of their existing UK-based managers to France to lead the changeover of the new hotels and then manage them after they re-open. If this new overseas venture is successful, Brunt may decide to acquire other small hotel groups in other European countries. The organization would like to own 150 hotels in the next five years. Their 10-year plan is to own 300 hotels across Europe. This is an ambitious target, so it is important that the organization finds an effective formula to operate successfully in other countries. The organization has never owned hotels outside the UK before and has hired a team of independent management consultants to advise them on how to proceed. They provided the consultants with the following information during their initial meeting: • A majority of their existing managers said they would like a chance to work abroad; • None of their existing managers speak French fluently; • They will allow four weeks to rebrand the hotels. The new hotels must be ready to open after that time; • They expect to recruit a large number of staff for the new French hotels because more than 70 percent of the employees from the acquired organization left; and • They will require their managers to be flexible and move between countries if any problems arise The Challenges Of Growing A Business Essay Assignment Paper.
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Business expansion is always a challenge especially when it involves a merger and acquisition with another brand from another country. Based on the above article, analyze FOUR (4) priorities to be completed during the four weeks rebrand period and ensure the hotel can be up and running according to the timeline.
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Develop a comprehensive rebranding strategy: One of the first priorities during the four weeks rebrand period should be to develop a comprehensive rebranding strategy that aligns with Brunt’s overall business objectives and target market. The new hotels should be rebranded in a way that reflects Brunt’s budget accommodation style, but also appeals to the French market. This may involve creating a new logo, designing new marketing materials, and updating the hotel’s website and social media profiles. Train existing and new staff: Brunt should prioritize training both existing and new staff during the rebrand period to ensure that they are able to provide the level of service that guests expect. This could include training on customer service, sales techniques, and how to use the hotel’s booking and management software. Brunt could also offer language training to help managers and staff communicate with French guests, even if they are not fluent in French The Challenges Of Growing A Business Essay Assignment Paper.
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Set up supply chains and logistics: During the rebrand period, Brunt should focus on setting up supply chains and logistics for the new hotels. This could involve sourcing new suppliers for food and beverages, toiletries, and other necessary items. Additionally, Brunt should ensure that the hotel’s back-end operations, such as housekeeping and maintenance, are set up and functioning properly. Develop a pricing and revenue management strategy: Finally, Brunt should prioritize developing a pricing and revenue management strategy for the new hotels. This may involve analyzing market trends and demand, and adjusting pricing and availability accordingly. Brunt could also leverage its existing customer data to identify target segments and create packages and promotions that will appeal to French travelers.
Final answer
Overall, these priorities will help Brunt successfully rebrand and launch the new hotels in France within the four-week timeline The Challenges Of Growing A Business Essay Assignment Paper