Case Study Of Organizational Strategy Of Brunt Hotel, PLC

Organizational strategy of Brunt Hotels, PLC

The Brunt Hotel, PLC is looking to expand their hotel chain from United Kingdom to France. This organizational plan could be distinguished as a globalization or an internalization strategy. The concept of an internalization strategy revolves around the purpose of developing different product and services specification to meet different market segments and their demand (Sufi, 2008); diversification across markets. On the contrary, globalization revolves around standardization of procedures such as marketing strategy, tangible and intangible services as well as physical environment (Yu, Byun, & Lee, 2014); synthesis across markets. As mentioned in the case, the ethnocentric approach is used; which

PCN (parent country nationals) refers to a person who is from the country where the companies’ headquarter is located (Cieri, Cox, & Fenwick, 1998) whilst HCN (host country nationals) refers to a person who is from the “host-country where the subsidiary may be located” (Haile, 2002, p. NA). There is also TCN, it refers to a person of third nationality; thus neither nationality of the parent or host country (Cieri, Cox, & Fenwick, 1998). In the case it is stated that existing UK- based managers are being send to France, this is considered as PCN. It is not stated from where they would recruit staff to compensate with the 70% of staff that has left. However, as managers have only four weeks to rebrand the hotels, it is assumed that they do not have sufficient time to hire from third countries. Therefore, hiring HCN’s would be beneficial as it is less time consuming (low cost) they are able to speak fluent French (minimize language barrier) they know the culture and surrounding and therefore can enhance the experience of the guests. Furthermore, by hiring HCN no work permits (visa) are required as they are in their own country (low cost). Therefore, it is concluded that a combination of PCN and HCN is hiring HR

Success full candidate is flexible with relocation, should be able to lead his/her staff and attract the best talent in the industry, ensure smooth day-to-day operation of the hotel and cultivate the ultimate guest experience.

Key responsibilities and duties: Other responsibilities and duties may be assigned

• Ensure that the hotel and client financial obligations are met by maintaining and managing of statistical and financial (e.g. Budgets, Profit & Loss, General Ledger) records of the hotel’s operations

• Ensure to maintain the brand and strive for better positioning in the market

• Offer guidance to management team in order to operate at the highest standards and services

• Ensure that the hotel operate within the compliance of health and safety