ASSESSMENT 2 – INDIVIDUAL CASE STUDY REPORT

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EXECUTIVE SUMMARY
The main purpose of this report is to understand the various aspect of the business and impacts of the
business, all the business are designed to sustain in the market for a long time but due to the market
dynamics and the expectations shifts from time to time and when the company will not be able to meet
every changes and expectation of the customers in the market then the company will not make as many
sales and attain the targeted objectives, which can also lead to the collapse of the business. The Grace
Hotel Sydney is one of the successful hospitality businesses in Australia between the years 2015 and
2020 because it provides the best services and qualitative services and makes sure that it understands and
adopts every change and requirement of the market to sustain and meet the objectives (Expedia, 2019).
Victoria Hotel is also one of the renowned hotels in Australia but as the global pandemic started in the
year 2020, the hotel failed the hotel quarantining and there was more number of deaths and the cases
were increasing every day and the hotels were responsible because they were unable to provide the
services using the safety practices and all the standards. (Victoria Hotel, 2020)

INTRODUCTION
The hospitality business are the service sector which is most preferred by the customer and the company
also always have to make sure that they are updated with every change in demand and every change in
technology so they could meet and sustain in the market and if any hospitality business could not meet
every update in the market then they will not get as many customers and if there is no good flow of
customers then the company can't receive enough source of income and it might collapse. The Grace
Sydney Hotel is one of the successful hospitality business in Australia as it provides the best and unique
facility and there is more number of satisfied customers (The Grace Sydney, 2020) whereas the Victoria
Hotel is also a renowned hospitality business in the country but the current 2020 global pandemic has
degraded the performance and output of the company, as it was one of the hotels responsible for hotel
quarantine but it was unable to provide the proper safety services the deaths rates and the cases were also
increasing so it was recorded as the failed hospitality business in the year 2020 but it has started its
operation from 2021. (Victoria Hotel Foot Scray, 2020)

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BODY
The Grace Hotel Sydney is a kid-friendly luxurious hotel which is located in New South Wales,
Australia. It is in Sydney's central business district so that it has a very suitable location that attracts
tourists. The Grace Hotel Sydney was established in 1920 by the Grace Brothers after the success of their
retail business, it is also one of the heritage-listed hotels of Australia which includes the Federation
Skyscraper Gothic style and it is renovated from time to time to enrich the value of the hotel. It has all
kinds of services that offer refreshment for holidays as well as perfect dining for business meetings.
(Linkedin, 2020)

The Victoria Hotel offered all the quality services to its customers and was one of the renowned
hospitality businesses in the country which is located in Footscray, Victoria Street, Australia. It was also
rewarded with several appreciation awards for its services but later on the date when the current
pandemic hit the world, it also offered the hotel quarantine to the tourists that are stuck in the country or
the state but eventually, the hotel was unable to use the safety practices as well as provide the best
services according to the standards mentioned by the state government and the number of the deaths and
the cases were also increasing day by day so as the hospitality business and the service providing
business, it failed because it was unable to meet the safety standards and provide the quality services.
(Burton, 2020)

Due to the advancement in technology, there are rapid structural shifts in the market and demands as well
from time to time and the hospitality businesses need to cope up with the shifts and adapt all the changes
to meet up with all the expectation so that sustainability can be maintained and also the flow of
customers. The rapid updates of the technology have made the rapid changes and expectation shifts of the
customers. To change the certain policy of the company, the whole member working of the company as
well as the shareholders of the company have to make the changes, the necessary training has to be
provided which can take so much time and costs on making the change possible so to adopt every change
become difficult for the company that leads to the difficulty in the sustainability of the company. The
Grace Hotel always seeks for the market study and research and enhances their performance along with
the market demand and trends so that they can maintain the flow of the customers. They also change their
policies and procedures in a way they can offer the services that are preferred and expected by the
customers so that they can maintain the proper flow of customers, they also maintain a good relationship
with their customers and they have fully trained their staff for the customer interaction so that the

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company receives more satisfied customers which leads to the sustainability of the organization. The
hospitality business needs to focus on the customer and the quality or the service they provide because if
the customers are satisfied then there will be an increment in the flow of customers and that benefits the
business. On the other hand, the Victoria Hotel was also providing better and quality services to its
customers, it was also appreciated with various awards and rewards because of the unique facility it
offers to its customers but when the pandemic hit the country, it was hotel quarantining the stuck tourists
in the state but there were more complaints and the number of cases increased along with the death cases
and as a service sector the Victoria Hotel failed because they were not able to cope up with all the safety
requirements that were needed at the time of pandemic to keep the tourists safe at the hotel and be
responsible by adapting all the safety requirements.

It is very important as the hospitality business, they have to grow according to the growth of the market
because it depends upon the customers whether the businesses will sustain in the market for a long time.
Due to the advancement of the technology the market demands shift from time to time, the customer also
go along with the trend and if there is one thing on the internet today, that will be the trending and that
particular factor will be demanded but for a short time, the trends changes every week or every day and to
cope up with every requirement of the customers and the market is a challenging task for the hospitality
business because of the high competition. The customer has lots of options but not the business so the
service sector sustains in the market if they focus on the quality and customer satisfaction because that
will help support better performance and better output to the company. The company that maintains the
standards and make sure all the members of the business are provided full training to properly understand
the function and policies of the company to abide by so that consistency and quality are maintained. The
hospitality business is the most preferred destination by the customers and the businesses also have to
assure that they are aware of every change in demand and every change in technology so that they could
sustain in the market but if any hospitality businesses could not meet the customer's requirements and the
market's then they will not get as many customers which might lead to the loss of the business and even it
might collapse. The consumer market should also be given more priority because the service staff of the
company must be aware of all the standards and protocols of the company so that they can provide high-
quality service to the customers. Likewise, the Grace Sydney Hotel is successful in today's date because
of the high-quality service it provides and adapts to all the charges preferred by the customers so that they
can be satisfied.

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COMPARISON
Both the hospitality businesses The Grace Sydney Hotel and The Victoria Hotel have similar aims and
objectives because they both are in the service sector, they focus on the market demand and the trends
and try to implement the newest technology and trend in the business so that they can achieve the targets
and objective in the given time. The main target of all the hospitality businesses is to focus on raising the
quality of the service and also enhancing the service so that customer satisfaction can be maintained
along with maintaining a good relationship with the customers and all the stakeholders of the company
(Rahimi et al., 2018). Both the company shares the quality service so that the flow of the customer is
always maintained. But not all companies sustain in the market for a long time so that there is always a
place for new industries and businesses in the market. The Grace Sydney Hotel focused on all the
opportunity of the market and worked accordingly, the hotel researched about the market and provided all
the facility and made policies that are not only convenient to the customers but also convenient to the
employees so that the company is running successfully all over the years because of the maintenance of
the consistency, to run and to sustain in the market every company needs to be very focused and be
familiar and aware with every update of the market and train the employees so that effective adaptation
can help on better performance and better output. Whereas the Victoria Hotel was also providing better
services but when it was a hotel quarantining the stuck tourists it was unable to maintain the security
practices and provide better quality services but when hospitality services are unable to maintain better
services or standard protocols then it fails as the service sector or the hospitality industry. So the failure
of the Victoria Hotel was when the pandemic hit the country and it was unable to provide safety practices
to the stuck tourists who were hotel quarantining. Thus, all the aims of the hospitality business are similar
but with consistency and always changing the policies according to the dynamics of the market culture, it
will sustain for a long time in the market.

IMPLICATIONS
The Grace Sydney hotel succeeded because it was aware of every update of the company and also
implemented all the changes required so that the quality and the customer satisfaction can be maintained.
The customer will provide a better review on the website as well as they will also recommend it to their
friends so that the flow of the customers is always maintained when the business focuses on quality and

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customer satisfaction (Akhmedov, 2017). The Victoria Hotel was a failure because as the service sector it
was unable to provide better services to the people in the pandemic, it was unable to abide by the safety
practices so that the people who were hotel quarantining amid the pandemic, had to face lots of
challenges as the hotel was not providing better quality services to them. When the business is unable to
provide what it was established for then it will leave a negative message to the customers and that will
decrease the number of customers and when there is no proper flow of customers, no business can sustain
for a long time in the market. Thus, the hospitality sector should always focus on the current situation and
demand of the market and change the policies accordingly so that the customer expectation is met, the
customer satisfaction and the quality of the service should be the most priority of the hospitality business
to sustain in the market for a long time (Li et al., 2013).

CONCLUSION
Therefore, the hospitality business is the most income-generating business in today's date because people
like to enjoy their vacation and also they prefer having an important business meeting or meeting with a
client in a fine dining restaurant, it is due to the technological advancement and the competitions have
also increased in a rapid rate so the hospitality business needs to be aware with every update of the
market and they also have to change the policies accordingly and implement the strategies so that every
needs and requirement of the market and customers will be met and then the flow of the customers is
maintained which is very important for sustainability (Hassanien et al., 2010).

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REFERENCE
Akhmedov, R. (2017) Implementation of CRM Strategies to Increase Customer Loyalty, Case of
Kazakhstan Companies. Nile Journal of Business and Economics, Vol3, Iss6, p.33.
Available from: <http://journal.nileuniversity.edu.ng/index.php/NileJBE/article/view/94>.

Burton, T. (2020) The 15 failures of Victoria’s hotel quarantine program [Internet]. Available
from: <https://www.afr.com/policy/health-and-education/the-15-failures-of-victoria-s-hotel-
quarantine-program-20200929-p5606y>.

Expedia (2019) The Grace Hotel [Internet]. Available from: <https://www.expedia.com/Sydney-

Hassanien, A., Dale, C., Clarke, A. & Herriott, M.W. (2010) Hospitality Business Development.
Routledge. Available from: <https://www.taylorfrancis.com/books/9781136439384>.

Li, L., Gray, D.E., John Lockwood, A. & Buhalis, D. (2013) Learning About Managing the
Business in the Hospitality Industry. Human Resource Development Quarterly, Vol24, Iss4,
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Linkedin (2020) The Grace Hotel [Internet]. Available from:

Rahimi, R., Nadda, V.K. & Wang, H. (2018) CRM in Tourism. In: Digital Marketing and
Consumer Engagement. IGI Global, pp.928–955. Available from: <http://services.igi-
global.com/resolvedoi/resolve.aspx?doi=10.4018/978-1-5225-5187-4.ch047>.

The Grace Sydney (2020) Grace Hotel [Internet]. Available from: <https://gracehotel.com.au/>.

Victoria Hotel (2020) The Victoria Hotel [Internet]. Available from:

Victoria Hotel Foot Scray (2020) Victoria Hotel [Internet]. Available from:
<https://www.victoriahotelfootscray.com/>.