Research Paper (undergraduate) from the year 2010 in the subject
Business economics - Business Management, Corporate Governance, grade:
A, Prifysgol Cymru University of Wales, language: English, abstract:
This paper aims to make appropriate recommendations, corroborated by
academic and practical knowledge, that should contribute to the
turnaround of the ailing Prague Hotel. The recommendations are based on
the case study information provided in the appendix. Given the
increasing importance of the internet the paper devotes considerable
attention to online marketing activities. In particular, it focuses on
online distribution, web design, search engine optimisation and online
advertising, but it will also refer to market segmentation as well as
product and pricing strategies. The impact of information technology on
the hotel industry is highlighted by a separate case study of the hotel
chain Omena Hotels. In addition, an industry analysis using Michael
Porter's Five Forces model is provided in the appendix. Since employees
make a significant contribution to guest satisfaction and eventually
business success, the paper refers to the key factors that affect
employee motivation, satisfaction and retention. Due to the complexity
of the aspects covered in this paper and the need to clarify some of
them more comprehensively, appendices are provided that include more
detailed information and practical examples.
