Scenario
Brunt Hotels, LLC, a prominent hospitality group with over 60 hotels across the United
Kingdom, is ready to extend its reach to the Sultanate of Oman. Following the strategic
acquisition of a boutique hotel chain in France, Brunt’s executive team has decided to
implement a similar growth model in Oman. The plan involves retaining and rebranding
half of the acquired properties to align with the Brunt Hotels brand, while divesting the
remaining assets.
This measured expansion aligns with Brunt’s philosophy of sustainable growth, ensuring
each new venture receives ample support and adheres to strict timelines and budgetary
constraints. Brunt’s properties are synonymous with affordability, offering functional,
clean, and competitively priced accommodations.
The typical customers comprises both business and leisure travelers, with an average stay
ranging from one to three nights. Strategically located in urban centers with convenient
access to public transportation, Brunt Hotels cater to tourists drawn to Oman’s rich
cultural heritage and natural beauty, ensuring their brief hotel stays are comfortable and
hassle-free.
In a move to implant the brand’s core values and operational excellence into the Omani
market, Brunt will deploy seasoned managers from its UK base to oversee the transition
and subsequent management of the new properties.
Should this foray into Oman prove successful, Brunt predicts further expansion into other
profitable markets within the Middle East and North Africa (MENA) region. The
company’s five-year goal is to operate 150 hotels, with a decade-long vision of managing
300 properties across diverse geographies.
You are assigned as an HR consultant leading a team which has been commissioned to
prepare a consultancy report for the board of directors (BOD) of Brunt Hotels, PLC to
help them plan for the next five years of its expansion in Sultanate of Oman. You and
your team have collected and analysed the following information about Brunt Hotels to
help you prepare the consultancy report. This consultancy report will delve into the notes
of the Omani market, offering strategic insights and recommendations to ensure Brunt
Hotels’ successful establishment and growth within this promising economy.
Discuss and apply the three main cultural prospectives in both home and foreign
countries. Then, propose an appropriate culture that would accommodates Brunt
Hotels in Oman.
An integration perspective
o A differentiation perspective
o A fragmentation perspective