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MANGO FASHION GROUP INTERVENING INTO HOSPITALITY
Environment Analysis
PESTLE Analysis
| Political | “Political stability index” is -2.5 weak; 2.5 strong in the 2021 (theglobaleconomy.com, 2023)Brexit has impacted in terms of occupancy demand by increasing cost of service in the Hospitality sector of the UK (deloitte.com, 2023) |
| Economic | Current GDP of the UK has increased by 0.2% in September, 2023 (ons.gov.uk, 2023)Hospitality sector of the UK represents 7.1% of the employment in the UK by providing 2.53 million jobs (parliament.uk, 2023) |
| Social | “Social progression rate” in the UK has reached 0.94 in 2023 suggesting the human development prospect (Statista.com, 2023)“Literacy rate” in the UK is 99% reflecting the positive employment index within the nation (gov.uk, 2023) |
| Technological | Virtual and augmented reality has elevated the hospitality sector by 65% in 2022 (Bonte, 2023)Inventory, bookings, reservations and customer data can be controlled through technological integration (ncbi.nlm.nih.giv, 2023) |
| Legal | “Data Protection Act (2018)” can provide social protection to the business and customers (Gov.uk, 2023)“Intellectual Property Office” (IPO) in the UK is responsible for intellectual property rights including patents, designs, trademarks, and copyright (Trade.gov, 2023) |
| Environment | Hospitality sector in the UK is responsible for 35% of total carbon emissions in the country (ukhospitality.org.uk, 2023)“Environment Law” (2021) has allowed in protecting the environment by using renewable energy (Clientearth.org, 2023) |
Table 1: PESTLE Analysis
(Source: Self-created)
SWOT Analysis
| Strengths Strong brand recognition (Linkedin.com, 20233)High profit margins Control of associated business decisions Professional employees | Weaknesses High setup cost (Coleman, 2023)Extensive cost structure Dependency on international tourism |
| Opportunities Local and international federal market (Gov.uk, 2023)Cross selling strategies Partnership with local suppliers Personalised brand image | Threats Competitive marketplace Economic instability High cost of tax rate (Reuters.com, 2023) |
Table 2: SWOT Analysis
(Source: Self-created)
Competitor Analysis
Direct Competition: The direct competition of Mango in terms of hospitality sector will be Holiday Inn Hotels and Resorts, Premier Inn and Hilton Hotels in the competitive marketplace of the UK. High energy cost, regulation, impact of Brexit on supply chain and employee recruitment are some of the challenges in the hospitality sector that impact the business in the UK (Makortoff, 2023). It can impact on the annual turnover of Mango and control the progressive value of business.
Replacement Competition: It can be stated that Mango is expanding the business into the hospitality sector, thus the existing brands can replace the business in a limited amount of time. Therefore, the well-established hotel industries can replace Mango’s business that offer similar service by reducing the potential of the hospitality business.
Indirect Competition: Indirect competitors such as other sectors of the hospitality sector that provide the same category of service in the dynamic business environment of the UK. Products might be different price segments that can serve as a substitute of the hospitality sector to the customers’ demands.
Figure 1: Post-COVID recovery forecast for hotels and short-term rentals (Source: Statista.com, 2023)
Figure 2: Online hotel reviews are more important to consumers
(Source: Statista.com, 2023)
Segmentation, targeting and positioning
Segmentation
| Segmentation | Targeting | Positioning |
| Demographic: Men and women aged between 25-65 with a high-income rate Psychological: Individuals that prefer luxury hotels for vacation and business trips Behavioural: Business professionals that have a high economic rage and preferably spent a large sum of money on hotels | Business professionals will be targeted based on targeted advertisement High income families will be targeted through digital advertisement for summer vacation Competitive intensity and resource capabilities will be evaluated | Hospitality business will be positioned based on the needs and wants of target market Evaluation of competitor positioning and points of differentiation Communicating the brand message across marketing channels proficiently |
Table 3: STP Table of Mango
(Source: Self-created)
Targeting
| Customer Persona 1 | |
| Demographics | Name: Lisa Anderson Age: 50 years Location: Yorkshire, UK Profession: Bakery business Income: £30-60 thousand Marital status: Married Education Level: Finished high school from Huntington School |
| Interests | Likes to travel in summer with friends and family to spend quality time together |
| Goals | Wants to expand the bakery business internationally by collaborating with international hotel brand |
Table 4: Customer Persona 1
(Source: Self-created)
| Customer Persona 2 | |
| Demographics | Name: Shawn Paul Age: 32 years old Location: London, UK Profession: Travel Enthusiast Income: £137,000/year Marital status: Unmarried Education Level: Finished graduation in Fashion and Arts from University of Edinburgh |
| Interests | Interested in exploring luxurious hotel for professional purpose |
| Goals | Build an extensive travel network by collaborating with branded hotels in the UK |
Table 5: Customer Persona 2
(Source: Self-created)
| Customer Persona 3 | |
| Demographics | Name: Alexandra Smith Age: 45 years old Location: Birmingham, UK Profession: Chief executive producer of IT firm Income: £6,71,067 annually Marital status: Married Education Level: Masters in IT technology from Oxford University |
| Interests | Prefer to stay in luxurious hotel during business trips that offers accommodation of pool and virtual reality |
| Goals | Create a mixture of virtual and augmented reality to provide an extraordinary experience to common people by collaborating with hotel business |
Table 6: Customer Persona 3
(Source: Self-created)
| Customer Persona 4 | |
| Demographics | Name: David Johanson Age: 27 years old Location: Leeds, UK Profession: Athlete Income: £24078/year Marital status: Unmarried Education Level: Finished high school from Leeds City Academy |
| Interests | Likes to stay in hotels that provide quality accommodation and can relax for a long vacation after major tournament break |
| Goals | Establish as a successful athlete and provide free training for children that are in needs |
Table 7: Customer Persona 4
(Source: Self-created)
Analysis: It can be analysed from the above mentioned four customer personas that the customer persona 3 is the ideal for Mango’s business in the hospitality sector. It can be stated that customers are interested in enhancing the business segment of the hospitality sector along with personal interest. Customers that have interest in luxurious hotels in the competitive marketplace of the UK and prefer to contribute to the business as an outsider can be the appropriate customer for Mango’s business expansion in the hospitality sector. Therefore, the customers that are loyal to the brand and want to contribute to the niche market of the hospitality sector will be considered as the target customers for Mango in the dynamic business environment of the UK.
7Ps of marketing
Product
| Core Product | Hotels, event planning spot, and adequately equipped roomSupplementary service such as food, beverage and banquet |
| Actual Product | Necessary product includes bed, bathroom towels, desk, closet and working lampCustomer service experience |
| Augmented Product | Atmosphere, service personnel interactions and co production of guestsFree samples, refund and product trials based on terms and conditions of hotel policy |
Table 8: Augmented Product Model
(Source: Self-created)
Figure 3: Features of Eco-Friendly stay in hotels of UK
(Source: Hoteldesigns.net, 2023)
Figure 4: Sustainable stay impact on hospitality sector
(Source: Rupp-pr.com, 2023)
Price
| Mango Hospitality Sector (Proposed) | Premier Inn | Holiday Inn Hotels and Resorts | Hilton Hotels |
| £42-£662 | £59-£512 | £38-£463 | £86-£720 |
Table 9: Price Comparison of Mango with competitors
(Source: Self-created)
Analysis: The proposed price of Mango’s hotel has been identified based on the brand perception in the competitive marketplace of the UK. The price of the brand has been compared with its competitors in order to provide an appropriate price segment in the dynamic business environment of the UK. Thus, it has helped in understanding the performative value of business and its market position based on the brand image of the company in the niche marketplace.
References
Theglobaleconomy.com, (2023), United Kingdom: Political stability Available at: https://www.theglobaleconomy.com/United-Kingdom/wb_political_stability/#:~:text=Political%20stability%20index%20(%2D2.5%20weak%3B%202.5%20strong)&text=The%20latest%20value%20from%202021,to%20compare%20trends%20over%20time. [Accessed on: 6th December, 2023]
Deloitte.com, (2023), Brexit: Travel, hospitality and services companies rethink their operational strategies Available at: https://www2.deloitte.com/uk/en/pages/consumer-business/articles/brexit-travel-hospitality-and-services.html [Accessed on: 6th December, 2023]
Ons.gov.uk, (2023), Gross Domestic Product (GDP) Available at: https://www.ons.gov.uk/economy/grossdomesticproductgdp [Accessed on: 6th December, 2023]
Parliament.uk, (2023), Hospitality industry and Covid-19 Available at: https://commonslibrary.parliament.uk/research-briefings/cbp-9111/ [Accessed on: 6th December, 2023]
Statista.com, (2023), Social Progress – United Kingdom Available at: https://www.statista.com/outlook/co/socioeconomic-indicators/social-progress/united-kingdom#:~:text=The%20human%20development%20index%20in,amount%20to%200.79%20in%202023. [Accessed on: 6th December, 2023]
Gov.uk, (2023), Recognising the power of literacy when designing services Available at: https://defradigital.blog.gov.uk/2022/09/21/recognising-the-power-of-literacy-when-designing-services/ [Accessed on: 6th December, 2023]
Bonte., D (2022), Checking In—The Hotel Industry Embraces Higher-Tech Hospitality Available at: https://www.forbes.com/sites/forbestechcouncil/2022/11/22/checking-in-the-hotel-industry-embraces-higher-tech-hospitality/?sh=e960ace298c8 [Accessed on: 6th December, 2023]
Ncbi.nlm.nih.gov, (2023), Hospitality Industry 4.0 and Climate Change Available at: https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8783793/ [Accessed on: 6th December, 2023]
Gov.uk, (2023), The Data Protection Act Available at: https://www.gov.uk/data-protection [Accessed on: 6th December, 2023]
Trade.gov, (2023), Protecting Intellectual Property Available at: https://www.trade.gov/country-commercial-guides/united-kingdom-protecting-intellectual-property#:~:text=The%20Intellectual%20Property%20Office%20(IPO,on%20UK%20law%20and%20practice. [Accessed on: 6th December, 2023]
Ukhospitality.org.uk, (2023), Carbon calculator Available at: https://www.ukhospitality.org.uk/work/calculate-your-carbon-footprint/ [Accessed on: 6th December, 2023]
Clientearth.org, (2023), The UK Environment Act – what’s happening now? Available at: https://www.clientearth.org/latest/latest-updates/news/why-the-uk-environment-bill-matters/#:~:text=What%20does%20the%20Environment%20Act,%2C%20biodiversity%2C%20and%20waste%20reduction. [Accessed on: 6th December, 2023]
Linkedin.com, (2023), Mango Fashion Brand’s Business Strategy Explained Available at: https://www.linkedin.com/pulse/mango-fashion-brands-business-strategy-explained-tochukwu-akunna/ [Accessed on: 6th December, 2023]
Gov.uk, (2023), Hospitality strategy: reopening, recovery, resilience Available at: https://www.gov.uk/government/publications/hospitality-strategy-reopening-recovery-resilience/hospitality-strategy-reopening-recovery-resilience [Accessed on: 6th December, 2023]
Coleman, A (2023), From Covid To Cost Hikes, How U.K. Hospitality Entrepreneurs Are Surviving Available at: https://www.forbes.com/sites/alisoncoleman/2023/03/09/from-covid-to-cost-hikes-how-uk-hospitality-entrepreneurs-are-surviving/?sh=5b342027113d [Accessed on: 6th December, 2023]
Reuters.com, (2023), Britain cuts value-added tax to 5% for hospitality sector Available at: https://www.reuters.com/article/idUSKBN24924H/ [Accessed on: 6th December, 2023]
Theguardian.com, (2023), UK hotel insolvencies hit five-year high as competition bites Available at: https://www.theguardian.com/travel/2020/jan/06/uk-hotel-insolvencies-hit-five-year-high-as-competition-bites [Accessed on: 6th December, 2023]
Statista.com, (2023), Post-COVID recovery forecast for hotels and short-term rentals in Europe Available at: https://www.statista.com/chart/28320/post-covid-recovery-forecast-for-hotels-and-rentals-in-europe/ [Accessed on: 6th December, 2023]
Statista.com, (2023), Online hotel reviews are more important to consumers than star classification Available at: https://www.statista.com/chart/28992/influenceing-factors-in-accommodation-booking-online/ [Accessed on: 6th December, 2023]
Hoteldesigns.net, (2023), More than 70% of Brits believe hotels can be more eco-friendly Available at: https://hoteldesigns.net/industry-news/more-than-70-of-brits-believe-hotels-can-be-more-eco-friendly/ [Accessed on: 6th December, 2023]
Rupp-pr.com, (2023), INFOGRAPHIC: SUSTAINABLE HOTELS Available at: https://www.rupp-pr.com/blog/infographic-sustainable-hotels [Accessed on: 6th December, 2023]
