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    Wyndham Hotels and Resorts

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    Table of Contents

    Introduction..........................................................................................2

    i) Strategic position of Wyndham.......................................................2

    ii) Stakeholders....................................................................................7

    iii) Role and influence of stakeholders..............................................8

    iv) evelopment and recommendations of organi!ational strategy 1"

    #onclusion..........................................................................................1$

    References..........................................................................................1%

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    Introduction

    'his report is (ased on the strategic analysis of S (ased multinational hotel and resort chain

    named *Wyndham +otels and Resorts,. Wyndham is operating in 2- different countries

    across the glo(e including #anada nited /ingdom 0eico ustria ustralia 3etherlandsand #olom(ia etc. 4Wyndham #orporate We(site 2"15). 'his report entails SW6' analysis

    &S' analysis &orters five force analysis and the value chain analysis of Wyndham

    +otels and Resorts. In addition to this the report also carries a detailed discussion on the

    stakeholders of the company along 9ith the role and influence of the mentioned stakeholders

    of company. astly suggestions and recommendations have (een given regarding the 9ays in

    9hich stakeholders interests can (e fulfilled in an improved manner.

    i) Strategic osition of Wyndham

    SWOT analysis:

    SW6' analysis is one of the most commonly used strategic evaluation tool that helps a

    (usiness concern to identifying internal and eternal factors that are impacting the company

    4:ine 2"";). 'he internal factors are (ased on the company strengths and 9eaknesses

    9hereas< eternal factors are the threats faced (y a company and the opportunities that it can

    avail 4=ertelsen 2"12). Strengths and 9eaknesses of a company are considered to (e

    controlla(le factors ho9ever< +allin>0arn(urg 42""8) mentioned that opportunities and

    threats are considered to (e uncontrolla(le factors. (rief SW6' analysis of Wyndham hotels

    and resorts is presented (elo9?

    Strengths

    +ighly eperienced top management is one of the greatest strengths for Wyndham

    +otels and Resorts. It can help the company to take effective decisions that can

    give (enefit in long@run.

    Workforce is highly skilled devoted and persistent to achieve company goals and

    o(Aectives. s per Warner 42"1") highly skilled 9orkforce is a competitive

    advantage for any company 9hich can (e sustained for long.

    Wyndham +otels and Resorts have a strong financial (acking and enAoys a healthy

    financial state.

    Wea!nesses

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    'he company has eperienced lo9 (rand recognitions as compared to other hotel

    and resort chains and specifically it has (een unrecogni!ed (y the leisure and

    (usiness travelers.

    #ortunities

    'he company can diversify its products and services acBuiring increased market

    share and customers 46,3eill and 0attila 2"1")

    0arket epansion is yet another very dominant opportunity for the company as it

    has more opportunities to9ards epanding its (usiness operations in the sian

    countries.

    Threats

    'he company is facing fierce competition from 9orld,s famous hotel chains such

    as +ilton 0arriot and +yatt &alace etc 46,3eill and 0attila 2"1")

    PESTEL analysis

    &S' analysis is considered to (e an important tool that plays an important role to identify

    and evaluate macro@environmental factors impacting a (usiness organi!ation 4Warner 2"1").

    Sheehan 42"11) eplains that &S' stands for political economic social technological

    environmental and legal factors. &S' analysis for Wyndham +otels and Resorts is

    discussed (elo9?

    $olitical %actors

    &olitical sta(ility in any country influences the foreign investment and also the

    (usinesses running from 9ithin the country 46,3eill >0attila2"1"). 'he

    international trade agreements and also the alliances among various governments

    usually affect the country@country tourisms and also the trade vests of (usinesses and

    individuals 4+allin>0arn(urg 2""8). 'he (usiness of Wyndham may get affected (y

    political changes either at country level of glo(al. 'errorism is one of the maAor

    pro(lem and issue (eing faced (y tourism industry in current era 4+eyden>

    &arkinson 2"15). Increased terrorist attacks or threats directly influence the reduction

    in 9orld tourism hence directly impacting the hotels and resorts (usiness 4Redaction

    2"15).

    &conomic %actors:

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    +ospitality and tourism industry is considered to (e the 5thlargest industry in / and

    it is one of the maAor areas that play an important role in the economic development of

    any country 4Watson 2""8). Wyndham is providing 9ith large num(er of

    employment hence playing a great role in reducing unemployment. In addition to

    this after the recent recession the purchasing po9er of people is steadily rising due to

    9hich Wyndham has the opportunity to epand its (usiness 4&W# 2"15).

    Social %actors:

    With the changing trends people are more likely to demand high valued products and

    services 4+allin and 0an(urg 2""8). 'he company needs to maintain a strong

    position in the market and high Buality services along 9ith cost reduction in order to

    provide price conscious customers 9ith afforda(le prices. 0oreover in this fast paced

    9orld people prefer easily approached companies< hence there are an increased

    num(er of people preferring online reservation systems. ue to glo(ali!ation there is

    more num(er of diversification in the customers hence reBuiring fast responsiveness

    to demands of customers 4Warner 2"1").

    Technological %actors:

    s said (y =arron 42""8) 'echnological advancements gave rise to more

    convenience and ease in carrying out (usiness operations. Wyndham has adopted

    variety of technologies due to 9hich the company,s supply chain has (ecome more

    efficient and effective 4Buino 2"12). s per &arsippany 42"15) Wyndham is using

    strong #R0 soft9are and tools to manage its customer data(ase and strong customer

    relations. 0oreover online reservation facility has (een very effective in customer

    acBuisition and retention due to increased customer satisfaction.

    &n(ironmental %actors:

    In today,s 9orld customers are demanding environment friendly products and

    services due to 9hich Wyndham has to carefully identify and evaluate 9ays in 9hich

    its (usiness operations can (e made environment friendly 4Ste9art 2"";).'he

    company is highly focused in integrating environment and sustaina(ility human

    rights and ethics community support > responsiveness and responsi(le corporate

    governance and (usiness practices into its culture.

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    'he company is highly focused in fulfilling its corporate social responsi(ilities (y

    keeping special focus on the?

    nvironment

    +uman rights and ethics

    #ommunity support

    +ealth

    #ustomers

    *egal %actors:

    'he company is follo9ing the la9s of minimum 9age rate of every country in 9hichit has set its operations 4Ste9art 2"";)

    $orter+s %i(e %orce ,nalysis

    ccording to Crant 42"1$) &orters five forces model is an analysis tool of a (usiness

    organi!ation,s surrounding competition and (usiness development approaches. :ollo9ing is

    discussed the porter,s five forces analysis of Wyndham +otels and Resorts?

    Threat of -e. &ntrants:

    'hreat of ne9 entrants is potentially high (ecause the hospitality industry of / is

    9ell esta(lished and profita(le 9hich attracts ne9 entrants 4Watson 2""8).

    Threat of substitutes:

    'hreat of su(stitutes is high to normal as there are generic and (udgeted competitors

    providing services at comparatively lo9 cost. 'hese su(stitutes include Inns Cuest

    houses private rentals etc. 4&W# 2"15).

    /argaining o.er of suliers:

    =argaining po9er of supplier is moderate as hospitality market has (ecome Buite

    saturated leading to9ards moderate po9er to the suppliers 4&W# 2"15)< moreover

    Wyndham has a strong relationship 9ith its suppliers 9hich gives it a competitive

    advantage 4Buino 2"12).

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    /argaining o.er of buyers:

    =argaining po9er of po9ers ishigh(ecause market is saturated and (uyers can have

    a num(er of options to fulfil their needs and 9ants 4&W#@/ +otel Industry

    :orecast@2"1- 2"15).

    Degree of Ri(alry

    'hreat of rivalry ishighas there are many (ig names operating in the hospitality

    industry and giving a strong competition to the Wyndham 4Buino 2"12).

    ii) Sta!eholders

    Stakeholder of Wyndham hotel and resorts can (e divided into t9o categories 9hich are

    internal stakeholders and eternal stakeholders. 'he internal stakeholders of Wyndham

    include the top management middle management and lo9er management along 9ith the

    9orkers. 0oreover company o9ners are also the internal stakeholders of the company. 6n

    the other hand eternal stakeholders of company include the customers the entire

    community government and suppliers.mployees of Wyndham are interested in gaining

    maimum tangi(le and intangi(le re9ards in echange of their efforts in achieving company

    o(Aectives and goals 4Wyndham #orporate We(site 2"15). Investors and o9ners of

    Wyndham are interested in making maimum revenue and profits 4l Cayar Saleh tiya l@

    Shishiny :aye! Dakhary> 0ohammed +a(i( 2"11). #ustomers of Wyndham demand value

    for money products and services 9hile the government ensures that company is in

    compliance 9ith the la9s and rules set (y it 4Samori>Sa(tu 2"1%). Suppliers are interested

    having a mutual (eneficial (usiness relationship 9hile the communities are interested in the

    impact of the company (usiness activities 4Wyndham #orporate We(site 2"15).

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    iii) Role and influence of sta!eholders

    Stakeholders are the people 9ho have certain interest in the (usiness of a company. Whether

    it is employees or the customers the shareholders or the community each person has herEhero9n motto (ehind (eing interested in a company 4:riedman and 0iles 2""-). 0aAorly

    employees customers suppliers community government and the shareholders are the people

    having interest in a (usiness. :ollo9ing is the roles and influence of the stakeholders of

    Wyndham.

    2o(ernment:

    Covernment has a maAor impact on the (usiness operations of the company as theformation of a (usiness its mission and vision and its policies are entirely (ased upon

    the governmental status and la9s 4/err and :oster 2"11).

    Customers:

    #ustomers are of the key importance to Wyndham as 9ithout customers no company

    can survive. 'he customer changing trends demands and preferences are of key

    importance to the company 4#o9an and /inley 2"1%). 'he company has thereforeesta(lished data(ase and #R0 system to understand the customer needs and provide

    them 9ith efficient and effective services.

    &mloyees:

    mployees of any company are usually interested in monetary and non@monetary

    (enefits such as compensation re9ards recognition career development promotion

    and training 4=ertelsen 2"12). Wyndham is providing its employees 9ith a friendly

    and safe 9orking environment< moreover many employee retention strategies have

    (een used (y the company in order to retain them for a longer period of time 4 /ang

    Stein +eo> ee2"12). #areer section at Wyndham #orporate We(site 42"15)

    ela(orates that employee suggestions and vie9points are given importance (y the

    company and a democratic management style is used to have a flei(le yet highly

    productive 9orking environment.

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    Community:

    s said (y Whitson 6!kaya and Roas 42"1%) ue to glo(al 9arming and increasing

    noise pollution and air pollution people are demanding environment friendly products

    and services due to 9hich Wyndham is constantly 9orking on 9ays in 9hich the(usiness operations of company can (e molded into environment friendly (usiness.

    Wyndham operates its (usiness operations 9ith the motto of *travelling together for

    a better world. s per the #SR report of the company Wyndham is aimed to reduce

    its environmental impacts (y preserving the natural resources.

    4endors:

    very organi!ation is dependent on its suppliers to fulfill the needs and demands oftheir target market timely (y developing and providing them 9ith high Buality

    products and services 4:ine 2"";). Wyndham+otels and Resorts have to rely upon its

    suppliers for the purpose of essential ra9 materials and other things that are reBuired

    (y the company to produce the end product 4&arsippany 2"15). Wyndham has

    maintained strong relationship 9ith its suppliers in order to ensure that the company

    can deliver products and services to its customers effectively and efficiently 4Buino

    2"12).

    i() De(eloment and recommendations of organi5ational strategy

    In order to meet the needs of the stakeholders of Wyndham in the most improved and

    effective 9ay follo9ing are the strategies that can play an important role in doing so.

    Ansoff matrix

    nsoff matri is considered to (e a useful tool that is used (y (usiness organi!ation to

    strategically plan strategies regarding the company gro9th and increased profita(ility 4/otler

    and rmstrong 2""-).

    6ar!et de(eloment

    Wyndham can use the market development strategy in order to epand its (usiness

    operations in different sian countries. 'his epansion strategy can (e highly

    (eneficial to the company as according toThe WTTC Global Summit, (2015)

    sian countries such as 0alaysia 0aldives +ong /ong 'hailand has high gro9th

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    rate in tourism industry due to 9hich company can gain high profita(ility and

    increased market share in these countries. 0oreover as mentioned in the strengths of

    the company it can easily have the essential funding for this epansion strategy due to

    healthy financial status.

    6ar!et $enetration:

    0arket penetration is another useful strategy that can (e used (y Wyndham +otels

    and resorts in order to increase its market share along 9ith having more revenue. 'he

    company can target different customer segments particularly the price

    conscious customers, by reducing the prices !s per "ertelsen,

    (2012) reducing price helps the companies to target ne# segment o$

    the customers, #ho can a%ord medium or lo# price& and typically

    such segment is al#ays larger than the other segments 'o#eer, in

    order to maintain protability, the company can cut do#n a $e# o$

    its serices #hich are proided to the customers at the set prices. In

    addition to this as defined in the 9eakness that company lacks recognition in the eyes

    of (usiness and leisure travelers therefore Wyndham can conduct aggressive

    advertising through (usiness maga!ines 'F advertisements &u(lic relations and

    social media marketing in order to gather the attention of such customers hence

    increasing the company sales and eventually profita(ility. In addition to this the

    company can also get involved in strategic alliances for the purpose of creative

    marketing and hence capturing the attention of people and generating high level of

    a9areness.

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    Sor!e:"#rant$ %&'()

    Porter generi! strategies

    s argued (y Sheehan 42"11) &orter,s generic strategies are highly important strategies for

    marketers and are really helpful in gaining competitive advantage from the competitors

    through three types of strategies. 'hese strategies include o9 cost leadership strategy

    differentiated strategy and focused strategy.

    Differentiation strategys Wyndham +otels and Resorts is a service industry therefore it is highly necessary

    and significant to have good customer relationships. ue to market saturation and

    many different players in the market Wyndham have to differentiate itself from the

    competitors in order to gain a competitive advantage. :or this purpose company has

    to ensure that it is providing its customers 9ith eceptionally good customer service.

    In addition to this (uilding a t9o 9ay communication forum (et9een customers and

    the company management is also a vital part of the differentiation strategy 4Sheehan

    2"11). :or the purpose of high Buality customer services Wyndham have to provide

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    its employees 9ith regular training sessions and motivational elements in order to

    (oost up the employee morale and hence gain high Buality customer satisfaction as a

    result of high Buality customer services. 0oreover Wyndham should include many

    customer insights and feed(ack in its (usiness operations as possi(le in order to

    (ecome a highly customer centric company 9ith an efficient setup of customer

    services due to 9hich it can get a competitive advantage from the competitions.

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    Conclusion

    In this competitive dynamic (usiness environment it has (ecome etremely important for

    (usinesses to regularly identify and evaluate (oth the internal and eternal factors that have

    an impact on the (usiness activities. Wyndham +otels and Resorts is a S (asedmultinational +otel chain that is situated in around 2- countries all over the 9orld. ue to

    increasing competition and glo(ali!ation it is important for the company to monitor its

    current (usiness conditions through SW6' analysis and should also keep check on the

    macro@environmental factors along 9ith the industry analysis. In addition to this in order to

    increase its market share and gain more revenue and profita(ility Wyndham has to

    implement gro9th strategy of market penetration and market development. astly using

    differentiation strategy of high Buality customer services the company can gain a competitive

    advantage over its competitions and hence can meet the needs of all its stakeholders in an

    improved and effective 9ay.

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    ,endices

    SW#T ,nalysis

    Strengths

    perienced management

    +ighly skilled 9orkforce

    Strong financial (ackground

    Wea!nesses

    o9 (rand recognition

    #ortunities

    iversification

    0arket epansion

    Threats

    Strong (rand names @ competitors

    $&ST&* ,nalysis

    $olitical

    Clo(al terrorism

    &conomic

    mployment creation

    &urchasing po9er of clients

    Social

    emand of luury products in lo9 cost

    se of online reservation systems

    Technological

    se of technology for effective

    supply chain

    Improved online reservationE(ookings

    Increased ecommerce and social

    media marketing

    &n(ironmental

    emand of environment friendly

    products

    Sustaina(ility initiatives

    *egal

    Wage rate la9s

    #onsumer la9s

    $orter+s %i(e %orces

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    Sta!eholder+s ,nalysis

    ,-S#%% 6atri

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    6ar!et De(eloment

    pansion in sian countries

    Strong financial (ackground to support

    epansion

    6ar!et enetration

    'arget customer segments 9ith

    different pricing

    #orporate eals

    #ustomi!ed solutions for (usinesses

    &age 17of 19