Harvard Case - Roaring Dragon Hotel: Problems Adapting to the Chinese Market Economy
"Roaring Dragon Hotel: Problems Adapting to the Chinese Market Economy" Harvard business case study is written by Stephen Grainger. It deals with the challenges in the field of Entrepreneurship. The case study is 6 page(s) long and it was first published on : Dec 19, 2017
At Fern Fort University, we recommend Roaring Dragon Hotel adopt a comprehensive strategy to adapt to the evolving Chinese market economy. This strategy should focus on leveraging technology, enhancing customer experience, and developing a robust brand identity while embracing the principles of environmental sustainability and corporate social responsibility.
2. Background
Roaring Dragon Hotel, a state-owned enterprise (SOE) in China, faced significant challenges in adapting to the increasingly competitive market economy. The hotel, once a symbol of luxury and prestige, struggled to attract customers in the face of rising competition from private sector hotels. The hotel?s outdated facilities, rigid management structure, and lack of a clear marketing strategy contributed to its declining market share.
The case study centers around the hotel?s general manager, Mr. Li, who is tasked with turning the hotel around. He faces a complex situation, needing to balance the expectations of the government, the needs of the employees, and the demands of the market.
3. Analysis of the Case Study
This case study can be analyzed through the lens of several frameworks:
- Porter?s Five Forces: The hotel industry in China is highly competitive, with the entry of new players, the bargaining power of suppliers and customers, and the threat of substitutes all impacting Roaring Dragon?s position.
- SWOT Analysis: Roaring Dragon possesses strengths like its established brand name and prime location. However, weaknesses include outdated facilities, a rigid organizational structure, and a lack of a clear marketing strategy. Opportunities lie in the growing tourism industry and the potential for technological innovation. Threats include increasing competition from private sector hotels and changing customer preferences.
- Value Chain Analysis: Roaring Dragon needs to re-evaluate its value chain, focusing on enhancing customer experience, optimizing operations, and leveraging technology to create a more efficient and customer-centric model.
4. Recommendations
Roaring Dragon Hotel should implement the following recommendations:
1. Technology and Innovation:
- Invest in technology: Implement a comprehensive digital transformation strategy, including upgrading IT infrastructure, developing a user-friendly website and mobile application, and integrating technology into all aspects of operations.
- Embrace data analytics: Leverage data analytics to understand customer preferences, optimize pricing strategies, and personalize customer experiences.
- Leverage social media: Utilize social media platforms to engage with customers, build brand awareness, and manage reputation.
2. Customer Experience:
- Enhance facilities: Invest in modernizing facilities, including upgrading rooms, restaurants, and common areas.
- Improve customer service: Implement training programs to enhance employee skills and customer service standards.
- Personalize experiences: Develop customized packages and services based on customer preferences and needs.
3. Branding and Marketing:
- Develop a clear brand identity: Define a unique brand positioning and messaging that resonates with target customers.
- Implement a comprehensive marketing strategy: Utilize a mix of online and offline marketing channels to reach target audiences.
- Build strategic partnerships: Collaborate with travel agencies, airlines, and other businesses to expand reach and attract new customers.
4. Organizational Change:
- Embrace entrepreneurial management: Encourage innovation and creativity within the organization by empowering employees and fostering a culture of experimentation.
- Streamline organizational structure: Implement a more agile and responsive organizational structure that promotes collaboration and decision-making.
- Invest in employee training and development: Provide employees with the skills and knowledge needed to thrive in the evolving market.
5. Environmental Sustainability and Corporate Social Responsibility:
- Implement sustainable practices: Adopt environmentally friendly practices throughout the hotel?s operations, reducing energy consumption, minimizing waste, and sourcing sustainable products.
- Engage in community initiatives: Support local communities through charitable donations, volunteer programs, and partnerships with non-profit organizations.
5. Basis of Recommendations
These recommendations align with Roaring Dragon Hotel?s core competencies and mission, focusing on providing exceptional customer experiences and maintaining a strong brand reputation. They also cater to the needs of external customers and internal clients, promoting employee engagement and satisfaction.
The recommendations are based on a thorough analysis of the competitive landscape, considering the growing presence of private sector hotels and the changing preferences of Chinese travelers. The recommendations are also financially viable, with the potential to generate significant returns on investment through increased revenue and reduced costs.
6. Conclusion
By embracing technology, enhancing customer experience, and developing a robust brand identity, Roaring Dragon Hotel can effectively adapt to the evolving Chinese market economy. By prioritizing environmental sustainability and corporate social responsibility, the hotel can differentiate itself from competitors and attract a loyal customer base.
7. Discussion
Alternative options include:
- Merging with another hotel chain: This could provide access to resources and expertise but could also lead to loss of control and cultural clashes.
- Selling the hotel to a private investor: This could provide immediate financial relief but would result in the loss of the hotel?s state-owned status.
Key assumptions include:
- The Chinese tourism industry will continue to grow.
- Technology will continue to play a significant role in the hotel industry.
- Roaring Dragon Hotel will be able to successfully implement the recommended changes.
8. Next Steps
Roaring Dragon Hotel should take the following steps to implement the recommendations:
- Develop a detailed implementation plan: This plan should outline specific actions, timelines, and responsibilities.
- Secure necessary funding: This may involve seeking investment from government sources, private investors, or through internal restructuring.
- Build a strong team: Recruit and develop talent with the skills and experience needed to execute the strategy.
- Monitor progress and make adjustments: Regularly assess the effectiveness of the strategy and make necessary adjustments along the way.
By following these recommendations, Roaring Dragon Hotel can transform itself into a thriving business in the competitive Chinese market economy.
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Case Description
Between 1999 and 2017, the Roaring Dragon Hotel (RDH) evolved from a state-owned enterprise (SOE) into a modern, market-driven 5-star accommodation provider, experiencing a combination of market economy and privatization forces. Its initial operations under the new status progressed from the poor performance and management practices of China's planned economy to a portfolio of operational and strategic reforms that saw it become semi-privatized in 2005, and a fully privatized 5-star accommodation provider by 2017. On the surface, this model of evolution would make any Chinese national proud. However, what was perceived from the outside did not necessarily reflect what was occurring within. Market evolution had produced complex challenges related to employee loyalty, competition, internal resistance to change, promotion prospects, management, and the continuation of questionable practices. What changes should management make in the second half of 2017 to continue the hotel's transition to a modern global hotel, turn around its declining revenue, and improve its competitive outcomes?
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