Figure 2: Dining out growing at the expense of the eating in
The second developing trend along with the eating out is eating healthy. The scale of the fast food chain like KFC and McDonald has lost more than 19% in the year 2017 in popularity. Moreover, few healthy options have developed by more than 14%. In reality, several restaurants have been a pour in the sales number of the fresh option of nutritious food along with the vegetarian dishes. Hence, from the above figures, Australians are presently more health concern and aware of their diets. However, there are 4 options only of the healthy greens in the menu of Hyatt Regency Sydney Hotel.
Thirdly, development of technology has played a very significant role for both the consumers and restaurants. Technology can be utilized to made online consumer profile along with loyalty, receive the instant feedback from the customer’s responses (Fayaz & Shah, 2017). Technology is very helpful and effective to control the reports and number of business. Moreover, in order to gain a long-term success, internet marketing can be considered as a popular tool in present time. Consumer are very much depend on the social media channels while Facebook and Instagram influences consumers to get to know regarding the outlet of food and brand to make a decision where to dine (GIKONYO, KITHINJI & NJERU, 2017). Due to this reason, restaurants have to offer a platform for their guests to evaluate the menu smoothly. Restaurant must provide the facilities toward their guest as they can obtain the news of promotions; read the online reviews along with facilities like book the table via internet.
2.5 Identify the potential consumers to target market in Sydney
The hotel can utilized six ways to target market in Sydney and identify the potential consumers.
Understand the problems of consumers, which can be solved
Hotels need to understand the problems of their guests and identify the process to solve those. In this case, hotels in Sydney should focus on the fulfillment of consumer demand along with a fixed price.
Paint a picture of the target consumers
Hoteliers in Sydney need to make a list of various consumers, who are suffering from problems. As opined by Radojevic et al. (2018), they have to group them based on location. For example, high-net-worth persons tend to live in the certain postcodes. On the other hand, group them based on market sector such as recruitment agents, manufactures and few others.
Benefited consumers from the offer
If one hotel can reveal that the cost of not dealing with the problems is more than the cost of dealing with those problems, then the case becomes compelling (Ma & Mohsen, 2016). The aspects like stress, upheaval along with the risk toward reputation during applying the solution and bottom line cost. This is all these aspects, which make up the value in the offering in Sydney.
Consider the niche markets
Presently, the world is became niche. For example, no persons are longer captives of the television schedules (Guttentag & Smith, 2017). This can be watched that anyone want at the convenience, from approximately everywhere in the globe. All of the person can enjoy a unique experience of view.
Offer from the hotel expertise
Specific areas of the expertise
Unique knowledge of the particular geographical area
Better at obtaining o with the certain types of individuals
All these factors can assist the hotels in Sydney to establish a specific attractive offering for target market (Abbas & Ul Hassan, 2017).
Identify the competitor
In order to target market in Sydney, hotel needs to identify their competitors in that location. A competitor many times creates various issues to target market and attract the guests.
3. Research Methodology
3.1 Research Philosophy:
Research philosophy can be considered as a process of believe along with perception to develop the knowledge. Research philosophy can be divided into three types and those are positivism, interpretivism, and realism. In order to carry out this research, researcher will be chosen positivism research philosophy (Tapkir & Dadas, 2018). Positivism research philosophy mainly helps to collect proper data. In order to select the proper research strategy, positivism research philosophy plays a major role. Moreover, it helps to collect effective information for the research.
3.2 Research Approach:
Research approach is one of the effective stages, where researcher generally emphasizes on shaping the various approaches of study. Research approach can be divided into two part and those are deductive research approach and inductive research approach. In order to conduct this research regarding business orientation, researcher will be taken deductive research approach. The research generally highlighted on the deductive research approach as this a useful approach. Research can utilize existing theories and models to develop literature review regarding the business orientation.
3.3 Research Design:
There are three type of research design and those are descriptive, explanatory, and exploratory research design. In order to conduct this research, descriptive research design will be chosen. Descriptive research is described as the “statement of affairs” since they are present with the researcher and lacks control on the variables (Al-Ababneh et al., 2017). However, “descriptive studies” can be characterized as an attempt of identifying, describing, as well as determining the attempts of analytical research in order to establish the reason of its establishment. The aim of Descriptive research is casting light on the relevant problems or issues with the method of data collection in order to enable them for describing the circumstances completely without the application of the method. Descriptive study is applied in describing different aspects of the phenomenon regarding business orientation. Descriptive research is applied in describing the behaviour or characteristics. The association of descriptive studies is the studies of observation and this is not confined to observe the method of data collection. This can be found that different textbook suggests different implication of research design. It has been argued by others that research design stands for the preference of particular methods of data collection and analysis.
3.4 Data Collection Method:
This can be found that data collection method can be divided into two categories and those are such as Primary data collection method and Secondary data collection method. Data collection method can be defined as the process of gathering useful and relevant data, which is related to a research work from different sources. As opined by Radojevic et al. (2018), the correct data collection method is crucial for the study. It is necessary to collect the right data for the study and hence data collection method is extremely important for the study. Appropriate data collection data method would enable the researcher to get a detailed analysis into the topic of his research. The primary data collection method would lead the researcher to collect data through the conduct of survey as well as interview effectively. The collection of random samples would enable the researcher to conduct proper survey for collecting the viewpoints of the respondents. On the other hand, the conduct of interview would enable the researcher to get a detailed insight into the personal viewpoints of the employees that can be easily taken into consideration (Fayaz & Shah, 2017). Besides, data collection method would also help the researcher in collecting relevant data and information from the journal.
3.5 Sample size and Techniques:
In order to carry out this research, researcher will take interview and survey process. In this case, research will take 150 respondents and 5 managers.
3.6 Data Analysis:
In this case, data analysis is a main part to analyze the several data, which will be obtained after conducting the research of business orientation in an effective way (Fayaz & Shah, 2017). Data analysis can be divided into two parts and those are primary data analysis and secondary data analysis.
3.7 Reliability and Validity:
The word reliable means ‘that which can be trusted”. Reliability can be defined as the extent to which the identical answers can be gained through the usage of same information more than one time. If the results obtained from the same data are found out to be similar from a research study, then it can be said that the research work is reliable. As opined by Radojevic et al. (2018), validity can be defined as the extent to which a particular research project’s requirements have been thoroughly followed for generating research findings. Authentic data and information has been collected for the study based on the research topic.
From the above discussion, it can be concluded that business orientation is one of the very significant parts of Hyatt Regency Sydney Hotel. The discussion shows that most of the consumers are given positive feedback for the hotel. From the competitive analysis, it can be concluded that many hotels are there in Sydney, which can create many difficulties for Hyatt Regency Sydney Hotel. In order to get success in the hospitality industry of Sydney, it can be recommended that hoteliers need to develop their brand to attract more consumer. As mentioned above, the scale of the fast food chain like KFC and McDonald has lost more than 19% in the year 2017 in popularity. Moreover, few healthy options have developed by more than 14%.
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