In the current business scenario, the hospitality industry has a higher level of impact on the GDP rate of a country (Jones, Hillier & Comfort, 2016). Due to the increasing industrial growth and changing demands of the visitors, the hospitality industry is facing various opportunities. It has been identified that the hospitality industry has near about 40% contribution to the Australian economy (Knox, 2016). In this study, the Australia based resort named Lizard Island has been introduced. Here the resort is going to develop its business in the Maldives. Here the development practices of the resort have been highlighted in this study. By mentioning the important business criteria, target market and opportunities in the country, the study will develop a research plan properly. On the other hand, the report has also highlighted the locational features and the human resource management practices which are going to be introduced by the organization developing its business.
Research rationale
The organization named Lizard Island resort is one of the popular and luxury resorts in the Australian market. The organization rules in the large area in Great Barrier Reef (island.com.au, 2018). With its premium quality of service, the organization has increased its rate of profitability. With 40 rooms, villas and 24 private beaches, it has served near about 7.5 billion people in all over the world (Lizardisland.com.au, 2018). The organization has decided to develop its business in the Maldives. In the current situation, Maldives has started developing its hospitality industry in the fastest manner. With its scenic beauty and tourism development, it has already become one of the popular tourist destinations. Therefore, the Lizard Island resort has decided to develop its branch in this country. With the increasing rate of customers’ availability, this can be assumed that the organization will be able to increase its rate of popularity within few years from this country.
Location factors determining the resort site
The Maldives is a country, which has grabbed the attention of a large number of customers in the global tourism industry (Zubair, Bowen & Altinay, 2015). As the industry is new in the current market, after the year 1972, the tourism industry has developed in this country and as it has started contributing to the economy of the country, therefore, the government has also taken various initiatives in the case of developing the location (Cowburn et al., 2018). The government has permitted large sea beach for developing hotel industry and accommodation for the tourists. Therefore, with the mesmerizing sea view, the Lizard Island, has decided to develop its business in the western part of Maldives in the lap of nature. If the transport and communication facility if this country is being analysed, it will be identified that with the increasing development of tourism industry (Hosterman & Smith, 2015). These facilities have been introduced here. This will be beneficial for the organization named Lizard Island resort.
Issues have been addressed in the planning the development process
It has been identified in this study that the company may face various challenges in order to develop its business in the Maldives. Employees are the main strength of every organization. In the case of developing business in the new country, the organization needs to appoint the local people. It has been identified that labour wages are the biggest issue in the industry. This can impact on the developing process of the organization. On the other hand, it has also been identified that the climatic disturbance is another important issue which has started damaging the sea beaches. The government of Maldives has not taken any initiatives in order to deal with the situation (Hosterman & Smith, 2015). As its result, the safety-related issues have occurred. In this situation, this will be very tough for the organization to develop its business in this area. On the other hand, it has been identified that the taxation and international regulation in this country are quite unfair, which can create the challenges regarding its planning and development process. Local people are not skilled enough to recruit them in the organization. However, this can create the cultural differences in the organization.
Target market segmentation and market activities
The resort named Lizard Island is one of the popular luxury resort in the Australian market. The organization has increased its popularity in the market by proving premium quality of service in premium ranges. Therefore, this can be said that the organization targets the upper class and upper-middle-class people. In order to develop its business in that country, the organization has targeted the global visitors as the Maldives has become one of the popular business destinations. On the other hand, this can be from the psychographic segmentation. It has targeted the people who love luxury facilities especially couples. Like Great Barrier Reef, it has decided to develop few private beaches in the Maldives for maintaining its premium quality of service. For developing its position in the Maldives tourism industry, it will adopt the effective marketing strategy. Social media and TV advertising will be main marketing medium of this resort (Ruetzler et al., 2014). Through its official website, it will also promote the service and facilities for grabbing the market attention. On the other hand, it will also attempt the celebrity endorsement practices for maintaining its uniqueness in the market. As the organization targets higher level of profitability, therefore, by adopting this marketing strategy it will be able to grab the attention of foreign customers too.
Provision of recreational amenities and activities
As the organization mainly focus on providing the higher level of satisfaction to its customers, therefore, with the premium quality of services, it will also introduce different special events for celebrating its relationship with the customers. On the other hand, the organization will also provide discount offers for special occasions. In the special events, it will appoint its special team to make the event more effective. The resort will introduce 10 villas with 20 suits initially. With the Free Wifi facility, pick up and drop facilities will be provided to the visitors. For the regular customers, it will introduce a reward coupon, by using which they will be babel to get one-night complimentary dinner.
Provisions for other products and service
For grabbing the attention of customers, it will provide the Spa and fitness facilities in the resort. As the Maldives is popular for a honeymoon couple, therefore it will provide the special rooms for the couples. On the other hand, for entertaining the children, playground with different activities will be provided by the organization. It will also introduce variety in its products so that it will maintain its uniqueness in the market.
Planning and designing the guest activity program
Guests are the major priority for every organization. Especially in the case of the hospitality industry, it can be said that the visitors are the main source of business. Therefore it is very important to develop proper planning in the case of providing efficient service to the visitors (Ruetzler et al., 2014). It will focus on providing the training to its employees and make them trained in dealing with the increasing rate of employees in the case of surviving the new business market. On the other hand, it will also bring the changes in its internal operations. As the official language of Maldives is Dhivehi, therefore in order to deal with the local people the communication skills of the employees needed to be developed (Hertzman, Moreo, & Wiener, 2015). The company will also hire the local people in the organization and provide the proper training so that they will be able to help the organization to sustain in the market. On the other hand, special training will be provided to the staffs who will be welcoming the guests in the resort. The guest list will be prepared they will be connected with the executives for any requirements. The executive will be handling the demands and needs of the guests.
Meeting guest expectation service
As the guests are the main priority, therefore for fulfilling the needs and demands of the guests, the organization will focus on maintaining the proper training and management practices will be adopted in the organization. Due to a large number of options in the market, the demands of the visitors have increased in this situation. It has become very difficult for the organizations to sustain in the market. For handling the moody customers, the employees will be provided special training (Hertzman, Moreo & Wiener, 2015). On the other hand, for maintaining the proper relationship with the customers, it will recruit an executive team, who will be controlling all the booking and quarry related activities of the organization.
Organizational and operational structure
The organization will adopt the functional authority organizational structure in the workplace. This will be helping in the case of dealing with the issues regarding the operational activities. On the other hand, it will also focus on appointing the local employees in the important position of the management. This will be helping to avoid the external risks in the organization. By bringing the human resource management practices, different monitoring tools will be introduced (Zaitseva et al., 2015). By using these tools, the overall organizational performance can be analysed. On the other hand, the company has also decided to involve the employees in decision making process, so that the engagement of the employees will be increased. Basic needs of the employees will be pointed out by the resort authority. By following the Maslow motivational theory, the employees will be motivated (Kirá?ová & Pavlí?eka, 2015). As the major issue is employee turnover, therefore, for increasing the involvement of employees’ different reward and compensation policies will be developed. This will also help the organization to give tough competition to its competitors in the market.
Risk management planning for guest safety and security
Guest safety and security is one of the important operational plan in the hospitality industry (Morgan et al., 2015). Protection of visitors’ physical health and well-being are the primary practices of the organization. Any psychical and financial loss will be impacting on the resort authority. Therefore, the Lizard Island Resort will ensure the guest safety. Employees will be trained in ensuring the safety of the guests. The primary medical facilities team will be recruited by the organization in order to deal with any disappointing situation. On the other hand, in the sea beaches, efficient trainers will be provided by the organization for avoiding any kind of loss. For avoiding the theft issues, CCTV cameras will be installed (Bell et al., 2017). The VCR will also be introduced by the organization for recording the activities. It has also been mentioned in this study that the storage areas such as spa, pools and fitness areas will be protected with adequate securities. Fire and police alarm will also be installed in different places in the organization.
In order to do deal with the financial issues, proper budgeting is needed to be introduced in the organization. Here the organization will focus the budget plan, which will follow in order to avoid the excessive costs. The employee wages strategies will be developed in the proper manner so that the employees will be satisfied with their job.
|
Research Costs Total |
||
|
Communications |
||
|
Promotional brochures |
5,000 |
$0.15 |
|
Television |
5 |
$4500 |
|
Radio |
13 |
$350.00 |
|
Web |
1 |
$300.00 |
|
Communications Costs Total |
||
|
Networking |
||
|
Memberships |
3 |
$50.00 |
|
Affiliations |
2 |
$20.00 |
|
Subscriptions |
2 |
$32.00 |
|
Networking Costs Total |
||
|
Event |
||
|
Number of attendees |
50 |
|
|
Meal (breakfast, lunch, or dinner) |
||
|
Food |
$23.00 |
|
|
Tax (10%) |
$2.30 |
|
|
Food and beverage gratuity (20%) |
$5.06 |
In order to get the sustainability for a long time, the company will bring an effective management program, by following which the environmental pollution can be reduced (Bargeron, Lehn & Smith, 2015). On the other hand, the local political organizations will be donated by the organization for avoiding the external risks. It will also involve itself in the CSR activities for gaining the trusts of the local communities.
Conclusion
In the above study, it can be concluded that the organization named Lizard Island, will be facing various issues in order to develop its business in the Maldives. However, by adopting the effective business strategy and marketing plan, it will be able to sustain in the market. In this study the customer satisfaction and employee retention have been highlighted, therefore, if the organization will provide job satisfaction to the employees, it will be able to sustain in the market
Reference list
Bargeron, L., Lehn, K., & Smith, J. (2015). Employee–management trust and M&A activity. Journal of Corporate Finance, 35, 389-406.
Bell, B. S., Tannenbaum, S. I., Ford, J. K., Noe, R. A., & Kraiger, K. (2017). 100 years of training and development research: What we know and where we should go. Journal of Applied Psychology, 102(3), 305.
Commons, M. L., Miller, P. M., Ramakrishnan, S., & Giri, S. (2018). Employee management using behavioral developmental theory. Behavioral Development, 23(1), 22.
Cowburn, B., Moritz, C., Birrell, C., Grimsditch, G.& Abdulla, A., (2018). Can luxury and environmental sustainability co-exist? Assessing the environmental impact of resort tourism on coral reefs in the Maldives. Ocean & Coastal Management, 158, pp.120-127.
Hertzman, J. L., Moreo, A. P., & Wiener, P. J. (2015). Career planning strategies and skills of hospitality management students. Journal of Human Resources in Hospitality & Tourism, 14(4), 423-443.
Hosterman, H. & Smith, J., (2015). Economic costs and benefits of climate change impacts and adaptation to the Maldives tourism industry.
Jones, P., Hillier, D., & Comfort, D. (2016). Sustainability in the hospitality industry: Some personal reflections on corporate challenges and research agendas. International Journal of Contemporary Hospitality Management, 28(1), 36-67.
Kirá?ová, A. & Pavlí?eka, A., (2015). Development of social media strategies in tourism destination. Procedia-Social and Behavioral Sciences, 175, pp.358-366.
Knox, A. (2016). The temporary agency work industry and its regulatory environment: Evidence from Australia. In Temporary Agency Work and Globalisation (pp. 117-148). Routledge.
Lizardisland.com.au. (2018). Retrieved from https://www.lizardisland.com.au/wine-and-dine
Morgan, T. D., Hughes, J. D., Edgerton, E. M., & Turner, D. A. (2015). U.S. Patent Application No. 14/042,529.
Ruetzler, T., Baker, W., Reynolds, D., Taylor, J., & Allen, B. (2014). Perceptions of technical skills required for successful management in the hospitality industry—An exploratory study using conjoint analysis. International Journal of Hospitality Management, 39, 157-164.
Zaitseva, N. A., Larionova, A. A., Minervin, I. G., Yakimenko, R. V., & Balitskaya, I. V. (2015). Foresight technologies usage in working out long term. Forecasts of service and tourism personnel training system development. Journal of Environmental Management & Tourism, 6(2 (12)), 410.
Zubair, S., Bowen, D. & Altinay, L., (2015). Enclave resort tourism in Maldives: Destination development and resistance to change. CAUTHE 2015: Rising Tides and Sea Changes: Adaptation and Innovation in Tourism and Hospitality, p.79
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