Developing International Business in the US - Example

Running head: DЕVЕLОРING АN INTЕRNАTIОNАL BUSINЕSS РLАN IN USА Developing International Business Plan in USА [Writer’s Name] [Institution’s name] Executive Summary Nowadays, it is important for every kind of business to enter new markets in foreign countries. If they do not attempt this they will not be able compete internationally. Like any industry even in the hotel business hotel owners usually think of introducing a branch in a foreign country. However it is extremely important for such hotels to first analyze the market, culture and political conditions of the host country. International of any kind of business Important in today’s fast moving world. However it is important that an environmental and cultural analysis is done before the business enters a market in a foreign country. Emirates Palace Hotel has benne a very successful in Abu Dhabi, the fact that it wants to open a branch in Los Angeles is certainly a great opportunity for the hotel industry to earn a good name and profit. Emirates palace hotel aims to be a 7 star standard hotel, locating in Las Angeles, with 302 Grand rooms and 92 magnificent suites. Its target of service objectives mainly involves high-grade business conferences, culture communication activities, and foreign tourists. Nowadays, Las Angeles has become a paradise for tourists from all over the world. By means distinctive architectures features, excellent service quality and luxuriant facilities, Emirates palace hotel works achieve full success in Los Angeles competitive hotel industry. The hotel’s main mission is to welcome world leaders, celebrities, global business travelers and leisure guests and providing them with a truly memorable and unique experience, luxurious contemporary facilities and amenities in comfortable and traditional Arabian surroundings with personalized world class service. The hotel has to design an extremely good marketing plan to gain a competitive edge on the market. Los Angeles only has 5 star deluxe hotels; there are very less 7 star hotels like emirates palace. Some of them are magnificent and luxury. For Emirates place hotel, there are no as such major competitors however a few 5 star deluxe Hotels may proof to be strong competitors, such as the Beverly hills and Huntley hill hotel This paper gives a complete analysis of how the Emirates Palace Hotel may be successful in a Los Angeles, America. The paper first gives an analysis of the country and city’s cultural, political, and economical and market condition. It then gives recommendations for a marketing plan and budget suitable for the hotel market in Los Angeles. Sales promotion, as a special category of advertisement, will play an important role in developing a hotel The provided environmental , cultural and financial analysis shows that Emirates Palace Hotel has a chance of flourishing in the hotel industry , but for it to become successful it needs to follow the above given marketing plan. Table Of Contents Developing International Business Plan in USА Introduction The hotel industry like any industry develops by expanding it’s self internationally. A hotel can only be renowned if it has different chains in different regions. However they must be careful to first analysis the host country’s entire political and cultural background before entering their market This paper gives an entire analysis of America’s cultural and political position, it further presents a marketing strategy for The Emirates Palace Hotel based on the before mentioned analysis. Country Description Geographical Region Las Angeles (LA)is a central location as it is most populated city in America after New York. It is situated in California traditionally. It has always been famous destination for tourists all over the world m travelers; this is why Emirates palace hotel choose Las Angeles. Las Angeles has superb beaches, Disneyland, Hollywood, Knot’s berry farm, universal studios, Beverly Hills and fabulous shopping (Rex 2013). According to Bubb (2012) this has made the country the fastest growing destination in America. The blend of relaxation and the excitement make Las Angeles a fascinating place to go for a vacation, whilst the reasonable cost of accommodation and vast visitor selection makes it the perfect holiday spot. Las Angeles has just about everything anyone would ever want in a city travel destination - attractive landscape, beaches , places for children leisure , abundant places of interest that modify the visitors' frame of mind and tempo from one place to another, pleasant people who are always prepared to greet the travelers, a apparently never-ending variety of shopping avenues, an fascinating cultural blend, and wonderful cuisines (Rex 2013). All of these features have make Las Angeles a paradise for tourists from all over the world. Therefore, there are huge opportunities for hotel industry, in Las Angeles. Culture Analysis One of the most challenging issues of today's multinational marketing is culture. As Phatak stated (1997), the international business can face, or cause, many problems in a foreign host country because of cultural differences. Rodrigues pointed (2001), businesspersons who are not attentive to cultural differences will not be able to function in foreign markets effectively--they will make their companies less competitive. The cultural environment consists of tradition and other forces that have an effect on a society's necessary values, views, choices, and temperaments. (Czinkota and Ronkainen, 1997). The basic elements of culture are language, religion, manners and customs, values and attitudes (Mahoney, Trigg, Griffin & Pustay, 1998 p65) Therefore, it is important to analyze the cultural differences in behavior and also understand how critical cultural differences can be (Reisinger & Turner 2003 p29). Thus culture, as an important factor needs to be considered carefully when entering a foreign market because it does impinge affect marketing activities. To cost of not giving attention to cultural differences may be extremely high (Baker& Hart 2007 p473). Herein, I will analysis the elements of culture of Las Angeles in order to help Emirate Palace Hotel to entry the new market successfully. Brief History of Los Angeles The first people to settle in Los Angeles were Gabrieleño and Chumash (Boyer 2004). In 1769 Don Gaspar de Portola, and Franciscan father Junipero Serra began a voyage north from San Diego, they wanted to start missions and Christianize California's population (Vook 2011). Finally, twenty one California missions were developed near The King's Highway, from these 2 it became Greater Los Angeles i.e. the Mission San Gabriel Archangel (1771) and the Mission San Fernando Rey de España (1797) (Stearns 2008). In 1781, new town on the banks of a stream about 9mi (15km) southwest was developed it was named settlement El Pueblo de Nuestro Señora la Reina de los Angeles del Río Porciúncula ( Philips 2004). The pueblo which with the years developed into Las Angles developed into a flourishing farming community. After Mexican independence in 1821, a lot of of that nation's people trepanned on California for private land (Vook 2011).. In the mid-1830s, the missions had changed their motive and governors started distributing tons of free land grants, as a result the rancho system began (Vook 2011).. As component of the 1848 Treaty of Guadalupe Hidalgo, America paid $15 million for all Mexican territories west of the Rio Grande and north of Arizona's Gila River, as well as Alta California (Stearns 2008). After 2 years California became the 31st state of the nation. The reason for this was that gold had been found in the San Fernando in 1842, and due to James Marshall's well-known finding on the American River, by 1848 a gold rush began . This also had an negative consequences on Las Angeles. Los Angeles was given the status of state in 1850 (Stearns 2008). It was an wild city of dirt streets, plus countless saloons, whore houses and gambling houses. By 1854 it went into depression. unemployed miners entered the state, businesses that had harnessed their futures to miners' fortunes closed their doors. By 1857, a number of 800 cases were filed by tribunal, 500 original pre-rancho landowners(Boyer 2004). In 1869 the first transcontinental railroad i.e. the Central Pacific, became operational , San Francisco was California's metropolitan center. With this Los Angeles population increased to approximately one million by 1920, and 2 million by 1930 ( Vook 2011). At the time of world war II, the Lockheed brothers and Donald Douglas introduced aerospace plants in the region, and this helped to give employment and lessen the depression . After the studios first opened in Los Angeles, it became a place of excitement for in industry.' This attracted the eccentric artisan and the fashionable hedonist, who loved the big sandy beaches and the excitement of living the Hollywood lifestyle. For years the government had ignored the ethnic friction, as well as the 'zoot-suit riots' in 1943. In August 1965, it experienced the nation's most horrible race riots. in 1979 and 1992 it faced riots; which resulted in notorious Rodney King beatings, mostly of Korean shopkeepers ( Vook 2011). The 1990s it faced several natural disasters which brought the nation together and they cared for each other. Social Institutions Education Las Angeles Unified School District has the most number of children in public school system in California. It consist of all the public schools in the district ( John 1972) Las Angeles may be considered as a state where education is considered important as it has the second largest public school district in America. However, the state has exceptionally crowded schools with huge class sizes, heavy drop-out as well as expulsion rates, low academic performance in a lot of schools, poor maintenance and hopeless administration. Legal System The legal system grew from their Spanish provincial past over 200 years ago, over the years the Los Angeles Judicial System expanded into an organization which offers services to Los Angeles district (Boyer 2004). The court carries on to be in the front position of expansion and implementing contemporary methods of court management and computerization technology. However they face limited resources, services and manpower, and also confront considerably assorted population and demanding demographic needs, the Superior Court has always been successful , and stills provides equivalent access to justice in an prompt and well-timed way to the general public of Los Angeles. Nature of Government and Stability of Government In American history, political parties have been a consistent instrument for interpreting majority partiality into public policy. Since the 1950s to the 1980s, a slow antiparty shift, alongside the increase of professional government, formed a new American political system of extraordinary stability – and extraordinary dysfunction (Dionne 2012). The government seems to be illogically steady in spite of experiencing frequent shifts in party control of the institutions of government at every level (Stiglitz 2012). This however shows that American government demonstrates the disconnect among a progressively polarized and influential and an increasingly disaffected community(Reich 2012). Religion According to Griffin & Pustay (2002) Religion is an important aspect of most societies, which affects the ways in which members of a society relate to each other and to outsiders. Cateora and Graham (1999) stated that religion impacts people's way of life, their point of view on life, the products they buy, the way they buy them, even the newspapers they read. Therefore, international enterprise and business people must first learn about the country's religion before they decide to enter that country must make sure their business practices conform to the host country's religious beliefs. Religions residing in Los Angeles are Catholic Church 6.9%, Jewish5.0% Southern Baptist Convention 7.7 % , LDS (Mormon) church 5.9%and Muslim 1.5%. (City Data 2012) Language Language is a key representation of cultural groups as is a mean by which they communicate with each other (Griffin & Pustay, 2002, p.88). Different culture has different ways of life, habits and customs (Albaum, Strandskov, & Duerr, 2005 p123). In the international business, language is often competitive weapon because the ability to communicate is so important in conducting business transactions Speak only English 42.15% Spanish or Spanish Creole 41.67% French (incl. Patois, Cajun) 0.59% French Creole 0.03% Italian 0.28% Portuguese or Portuguese Creole 0.11% German 0.36% Yiddish 0.12% Other West Germanic languages 0.07% Scandinavian languages 0.08% Greek 0.09% Russian 0.85% Polish 0.10% Serbo-Croatian 0.12% Other Slavic languages 0.09% Armenian 1.70% Persian 1.26% Gujarathi 0.07% Hindi 0.17% Urdu 0.09% Other Indic languages 0.27% Other Indo-European languages 0.16% Chinese 1.55% Japanese 0.63% Korean 2.37% Mon-Khmer, Cambodian 0.12% Miao, Hmong 0.00% Thai 0.29% Laotian 0.02% Vietnamese 0.52% Other Asian languages 0.14% Tagalog 2.29% Other Pacific Island languages 0.21% Navajo 0.00% Other Native North American languages 0.01% Hungarian 0.13% Arabic 0.40% Hebrew 0.48% African languages 0.22% Other and unspecified languages 0.18% (Los Angeles demographics 2012) Economic Analysis Demographics Population of 2012 is estimated to be about 9,962,789 . Female persons, 50.7%, male persons 49% , old aged 11.1%, under 5 6.1 % and under 18 24.1 economy embraces traditional village farming, modern agriculture, handicrafts, a wide range of modern industries, and a multitude of support %. (Los Angeles 2013) Economic Statistics and Activity GDP per capita is $49,601 (2012), Inflation (CPI) is 1.6% , Labor force is 155.028 million and Unemployment is 7.6% (United States 2013) Communication systems America has 9,024 Television broadcast stations; in addition, there are about 12,000 cable TV systems. It has internet 7600 Service Providers (ISPs) Most of their telephones are under the AT&T and are of top notch technology(Tobias 2012) Labor According to Chong et al (1991), Labor is regarded as the most important factor of production from many points of view. It is both a productive factor and a consumptive factor. Labor as a factor of production involves direct human activity. The labor market consisted immigrants globally and its net migration rate is the most in the world . However in February 2013, the unemployment rate in America 7.7% or 12.0 million people (United States Department of Labor 2013)., it still suffers from this unemployment. Financial consideration Currency The currency of Los Angeles is dollar. Bank Central Bank of America is the central and monetary body which controls the public sector and private banks in America .( Bordo 2007) GDP Country 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 United States 4.1 5 0.3 2.45 3.1 4.4 3.2 3.2 2 1.1 -2.6 2.8 1.7 (GDP Growth Rate America 2011) Inflation The present inflation rate is 1.5 as per march 2013 (historical inflation rates 2013) 1.0 Business Strategy 1.1 The Company The Emirates Palace Hotel 1.2 Mission statement The hotel’s main mission is to welcome world leaders, celebrities, global business travelers and leisure guests and providing them with a truly memorable and unique experience, luxurious contemporary facilities and amenities in comfortable and traditional Arabian surroundings with personalized world class service. 1.3 Objectives of Business By means distinctive architectures features, excellent service quality and luxuriant facilities, Emirates palace hotel works achieve full success in Los Angeles competitive hotel industry. On the other hand, due to the America’s sound and stable policy system, market-oriented economy, combined with an educated workforce and a well-developed infrastructure, has made America one of the largest recipients of foreign investments. Hence, a majority of Emirates palace guests will be foreign tourists and business people. This hotel's expected sales are 50 million $ (American dollar), profit expectation is 4.6 million $, and the expected average occupancy rate is above 60% (Mcculloch & Wolff 2009 p 47). 1.4 About the Company Due to distinctive architectures features, excellent service quality and luxuriant facilities, Emirates palace hotel has achieved full success in U.A.E’S competitive hotel industry. The Emirates palace hotel has Hotel boosts Arabic architecture; it basically was a former palace of the one of prince of U.A E. Emirates palace hotel has always increases customer satisfaction by advanced facilities and thoughtful service. “The Palace boasts 302 Grand rooms and 92 magnificent suites each combining the ultimate in luxury with state of the art technology “(Emirates Palace 2010). Variety of room categories to meet the needs of different travelers the most expensive ones are Carol Room and the Palace Grand Suites. The 14 restaurants including eight distinctive restaurants are excellent venues for guests, providing guests with impressive culinary experience. Equipped with multifunction venue that include full-facility meeting rooms, Ballroom breakout rooms and a multimedia-ready Auditorium that is ever ready to accommodate guest's every requirement for meeting (teNeues 2005 p58). Emirates palace hotel has developed customer-driven quality and customer satisfaction programs. For example, the Hotel give room upgrades to frequent guests; the employees care for customers as if they valued , not as anonymous, unknown members of a mass market; whenever possible, they refer to guests by name and give each guests a warm welcome every day. Besides that Emirates palace hotel sets up a suggestion and complaint system, providing forms on which guests can check off their likes and dislikes (Walker etal 2010 p29). While collecting customer satisfaction data, the Hotel can make a sincere effort to correct the problem. According to Uysal and Willams (2004) using these methods, it wisely understands different aspect of customers' needs and wants, and correspondingly develops adaptive marketing programs designed for building closer relationship with customers Furthermore, such marketing programs will take culture of Los Angeles into account, and thus will fulfill the need to analyze the perception of tourist in the host destination (Reisinger & Turner 2003 p192). 1.5 Internal and External Analysis SWOT Strengths America has always been a tourist hub, especially Los Angeles . Tourist as well the business class like to stay at new fully facilitated hotels. Competitive packages are offered with to notch facilities Weakness It may have compete against hotels which provide free tours They do not have interiors in their rooms according to the Los angles area as all their rooms are designed according to the Arab designs. Opportunities The tourist flow and economic boom in the selected area will give the hotel a boost. There is no other hotel in that area with the same kind of culturally rich interior. Thus, people who like something unique will prefer to spend their time at the hotel. Threats The one and only threat seem to be the two competitors Beverly Hills and Huntley hill hotel. These hotels have been in the market since along time and know the clientele well. Apart from this they even provide all the needed facilities. 1.6 Marketing Needs and Opportunities Emirates palace hotel aims to be a 7 star standard hotel, locating in Las Angeles, with 302 Grand rooms and 92 magnificent suites (teNeues 2005 p58). Its target of service objectives mainly involves high-grade business conferences, culture communication activities, and foreign tourists. Nowadays, Las Angeles has become a paradise for tourists from all over the world. With regard to consumers who intend to find an ideal hotel, at most cases they first choose the level of the hotel, that is, the class of the hotel that is suitable for the consumer. After they have decided the hotel standard, secondly, they are likely to compare the price and location of different hotels in the same level and tend to choose cheapest one in their favorite areas. Each customer has a different credit status and with draws different sums of money (Baker and Hart 2007 p456). According to Reisinger and Turner (2003) Thirdly, they may notice the special services and promotions of target hotels in accordance with their interests and take them into account when making the final decision. For example, as far as Muslims are concerned, they may need a special room for the use of praying. Fourthly, as hotel is a store of rooms (Baker and Hart 2007 p456) they may consider a room on the high floor with good scenery and simultaneously they can enjoy fresh air in the morning, because most consumers want to have a good rest and refresh themselves by means of comfortable living environment. Finally, they may look through the food hotels provide and tend to choose the hotel that will offer them favorite food and drink. For instance, Chinese tourists may refuse a hotel just because it cannot provide Chinese food. Muslim will focus if the hotel has a restaurant without pork, and Indian will consider about beef food. In addition, some business travelers who desire a superior level of quality and housekeeping and intangible aspects of reception services without the price factors (Reisinger and Turner 2003 p249). Therefore, hotel should consider the different consumers' consumption habits in order to target the market successful, seeking full market coverage to meet the special needs of each type of consumers. Personnel Total staff: 500 persons (80% from local workforce and 20%, mainly management, from Abu Dhabi). Services Capacity Total capacity: Grand Rooms, 40 splendid Khaleej & Khaleej Deluxe suites, 4 Royal Khaleej suites, 16 three-bedroom Palace Suites divisible into a total of 48 one-bedroom individual suites. Leisure: Restaurants which include Chinese, Lebanese, BBQ , Arabian seafood, International Buffet, Italian, Persian, salad bar, special in service with waiters, 1 bar , 1cigar club, 1 adventure pool with children’s menu , exotic beverages near the out door swimming pool, SPA, water sports, children’s play ground, extreme sports and boutiques. 2.0 Marketing Strategy 2.1 Target Market The target market will be the high class business men and families of tourists who can afford such luxuries which the hotel offers. 2.2 Positioning Major Competitors Los Angeles only has 5 star deluxe hotels; there are very less 7 star hotels like emirates palace. Some of them are magnificent and luxury. For Emirates place hotel, there are no as such major competitors however a few 5 star deluxe Hotels may proof to be strong competitors, such as the Beverly hills and Huntley hill hotel The Huntley Hotel has Ocean views, contemporary cuisine, and creative cocktails at The Penthouse rooftop restaurant and ultra lounge , well-designed and airy rooms and suites that which can be found on very one floors. The Leela e, it is the ideal place to have ideal dinner (Mcculloch & Wolff 2009 p 34). There is Citrus, the 24-hour Brasserie which offers different cuisines ; it even has the famous restaurant Jamavar, Library Bar which serve Martinis and they even have a Cigar lounge . Facilities it offers includes Business centre, Executive Floor/Lounge, Beauty Parlor, Shopping arcade, Health club, Swimming pool, SPA , Room service, Airport/Station transfers, Doctor on call, Laundry, Money changer, Fax, E-mail, Internet access, Safe deposit, Baby sitting, Valet, Travel desk (Mcculloch & Wolff 2009 p43). The Beverly Hills hotel may proof to be it’s biggest competitor. banquets & Meetings, Disabled Access, Fine Dining on Site, Fine Dining Nearby, Fitness Center, High Speed Internet, Pool, Outdoor, Spa Facility, Tennis Courts on Site. Available Activities include Beach, Biking, Touring, Golfing ,Horseback Riding jogging & Running Shopping Tennis Courts Nearby and Theatre & Museums 2.3 Product analysis Emirates palace will continually hold on the concept that "Guest is God," offering guests unparalleled personal and friendly service, and an ambience that is exciting, refreshing yet refined. Every guest’s room is decorated in traditional Emirates palace style. Thus fruit will be available in every room (Reisinger & Turner 2003 p302). According to Uysal & Williams (2004) Thus they should identify which specific aspects of culture must be taken into account, and how these factors will impinge upon its marketing strategies. Muslim ritual requires prayer five times a day. So Emirates palace should design praying room on every floor. This not only caters to the needs of guests, but also meets the needs of employees who believe Islam. The Food and Beverage department of the Hotel should design several kinds of menu (Clow &Baack 2009 p43). for different guests. 2.4 Place Analysis Las angles has been selected for the introduction if the hotel in America as it has a huge economic and tourist boom which may help them in gaining a position in the market . Los Angeles only has 5 star deluxe hotels; there are very less 7 star hotels like emirates palace. Some of them are magnificent and luxury. For Emirates place hotel, there are no as such major competitors however a few 5 star deluxe Hotels may proof to be strong competitors, such as the Beverly hills and Huntley hill hotel 2.5 Integrated communications analysis Advertising and Promotion With a view to put forward a hotel and try to make it famous, it is crucial to put proper advertisements and promotions into action. First of all, the hotel should decide the adaptive channels for the advertising (Lockwood & Jones 2003 p18). Many successful hotels always choose professional advertising companies to design its advertisements and then decide the channels such as TV commercials, newspapers, and bulletins in the airport and train station, telephone directories, traveling websites on internet (Clow & Baack 2009 p36). Sales promotion, as a special category of advertisement, will play an important role in developing a hotel. For example, sales promotions always are provided on holidays, the peak season of tourism, and special days as to the hotel by way of discount treatment (Clow & Baack 2009 p45). The aim is to attract guests to visit the hotel regularly and frequently so as to stabilize and enhance the profitability of the hotel. In addition, many hotels also provide VIP cards for regular customers and noble persons and thus raise the reputation of hotel via these people. 2.5.1 Promotion Mix Emirates palace hotel will adopt mixture promotion strategies in order to attract guests successfully. Firstly, Emirates palace will choose professional advertising companies to design its advertisements and then decide the channels such as TV commercials, newspapers, and bulletins in the airport and train station, telephone directories, traveling websites on internet (Raza 2004 p35).. Secondly, the hotel will give attractive discounts to all the customers who are planning to visit the hotel in official holidays and special festivals such as Valentine's Day, Christmas, and New Year (Mohanty 2008 p25). Furthermore, free breakfast and some gifts will be given during these periods. As for VIP customers, they also can enjoy these promotions based on their own preferential treatment. Simultaneously, a certain amount of VIP cards will be given at random to non-VIP visitors. Such a promotion mix aims to deliver a firm impression to visitors (Morrison 2009 p 33). These are the kind of potential customers that Emirates palace hotel is a nice hotel to visit. All budgets of promotion and advertising are shown in table 3. 2.6 Price analysis Although there are a lot of high-class hotels in LA areas, which is superior to Emirates palace hotel, their prices are also expensive in regard to ordinary customers. On the contrary, the pricing of Emirates palace is put on a bit lower level compared with the hotels of the same class. In addition to this attractive price, the promotion mix makes it even more salient and competitive). Table 1 the price list (including tax) Currency: Dollars Item Price Palace Suite 11,000 $ Khaleej suite 5,500 $ Grand rooms 3 different kinds given below Coral room 1,450 $ Pearl room 1,750 I$ diamond room 1,850 $ Methods of Payment All in all, payment is exceedingly flexible in Emirates palace . Cash, a variety of cheque and credit cards all can be accepted by the hotel. Marketing Budget Table 2 Marketing Budget for Emirates palace hotel Company: Emirates palace American dollar: & Item Cost Equipment 30 million Recruiting employee 2 million Marketing research 200 thousand Advertising 1 million Other Cost 6.8 million Total 100 million Finances Total investment:100 million (60% from ownership and 40% from banking). 3.0 Social responsibility As per the social reasonability the hotel will only use environment friendly products and abide by all the rules of the hotel industry. 4.0 Conclusion International of any kind of business Important in today’s fast moving world. However it is important that an environmental and cultural analysis is done before the business enters a market in a foreign country. Emirates Palace Hotel has been a very successful in Abu Dhabi, the fact that it wants to open a branch in Los Angeles is certainly a great opportunity for the hotel industry to earn a good name and profit The above environmental , cultural and financial analysis shows that Emirates Palace Hotel ahs a chance of flourishing in the hotel industry , but for it to become successful it needs to follow the above given marketing plan. References Albaum, G., Strandskov, J. & Duerr, E. (2005), International Marketing and Export Management, 4th Edition, Prentice Hall, London p123 Baker Michael and Hart Susan (2007); The marketing book Butterworth-Heinemann p456-473 Bordo, M. (2007), "A Brief History of Central Banks", Federal Reserve Bank of Cleveland. Boyer S.Paul (2004),The Oxford Companion to United States History, oxford university press Bubb K.Daniel (2012) ,Landing in Las Vegas: Commercial Aviation and the Making of a Tourist City University of Nevada Press Cateora, P. R. and Graham, J. L. 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