Brunt Hotels

8/9/2019 Brunt Hotels

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Brunt Hotels, PLC, owns more than 60 hotels throughout the United Kingdom. They

recently acquired a small hotel chain headquartered in rance. Brunt!s chie"

e#ecuti$e decided that hal" o" the new hotels in rance would %e retained and

re%randed as &art o" the Brunt Hotels 'rou&( the other hal" will %e sold. This will

su&&ort Brunt!s strategic o%)ecti$e o" growing the organi*ation slowly to ma+e sure

that new $entures are well su&&orted and o&ened on time and on %udget.Brunt!s hotels are considered %udget accommodations( they are "unctional, clean

and reasona%ly &riced.

ost guests stay "or one to three nights and are a com%ination o" %usiness and

leisure tra$elers. The hotels are ty&ically situated in downtown locations that are

easily accessi%le %y mass transit. Tourists are attracted to these hotels in &o&ular

$isitor destinations where the many local attractions mean that they will not %e

s&ending much time in their hotel rooms.

The organi*ation has decided to use an ethnocentric a&&roach and send some o"

their e#isting UK-%ased managers to rance to lead the changeo$er o" the new

hotels and then manage them a"ter they re-o&en. " this new o$erseas $enture issuccess"ul, Brunt may decide to acquire other small hotel grou&s in other /uro&ean

countries. The organi*ation would li+e to own 10 hotels in the ne#t 2$e years. Their

0-year &lan is to own 300 hotels across /uro&e. This is an am%itious target, so it is

im&ortant that the organi*ation 2nds an e4ecti$e "ormula to o&erate success"ully in

other countries.

The organi*ation has ne$er owned hotels outside the UK %e"ore, and has hired a

team o" inde&endent management consultants to ad$ise them on how to &roceed.

They &ro$ided the consultants the "ollowing in"ormation during their initial meeting5

ma)ority o" their e#isting managers said they would li+e a chance to wor+ a%road.

7one o" their e#isting managers s&ea+ rench 8uently.

They will allow "our wee+s to re%rand the hotels. The new hotels must %e ready to

o&en a"ter that time.

They e#&ect to recruit a large num%er o" sta4 "or the new rench hotels, %ecause

more than 90 &ercent o" the em&loyees "rom the acquired organi*ation le"t.

They will require their managers to %e 8e#i%le and mo$e %etween countries i" any

&ro%lems arise.

Brunt management decided that %ecause this is their 2rst $enture into a country

outside the UK, they want to use PC7s to set u& the new hotels and that onlyinternal candidates should %e considered. They thin+ that this is im&ortant so they

can incor&orate the organi*ation!s $alues. Howe$er, they %elie$e that once the

hotels are u& and running, HC7s could %e hired. The management $acancies must

%e 2lled as soon as &ossi%le.

n their com&any literature, the organi*ation states that their core $alues are to5

Pro$ide e#cellent le$els o" customer ser$ice to all guests.


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Pro$ide a clean and com"orta%le en$ironment "or guests and sta4.

:ecruit and retain e#cellent sta4.

;u&&ort and de$elo& sta4 so they can reach their "ull &otential.

Continuously stri$e to im&ro$e all as&ects o" the %usiness.

/nsure that all hotel %uildings, 2#tures and 2ttings are well-maintained in a

&roacti$e manner.

t is im&ortant that the management consultants "or this &ro)ect ta+e these core

$alues into account when ma+ing their recommendations.

The management team li+ed your recruitment ad$ertisement, %ut reali*ed that they

did not consider the salary "or these new &ositions< ;ince the organi*ation has

ne$er hired managers to wor+ outside the UK %e"ore, they do not +now how to start

determining the com&ensation. They &ro$ide you with the "ollowing in"ormation that

they "ound on the nternet5

/#isting salary "or managers is =30,000 >?1,000 /uros@ &lus %onuses.

;ur$eys show that the a$erage salary "or hotel managers in rance is 60,000 /uros

with no o&&ortunity to earn %onuses.

The directors want to ha$e a consistent a&&roach as to how they com&ensate

e#&atriates %ecause they e#&ect their o$erseas %usiness to e#&and in the "uture.

They also want e#isting em&loyees to %e enticed into wor+ing a%road and want to

ha$e a good range o" incenti$es.

The management e$entually a&&ro$es the ad$ertisement and the com&ensation

&ac+age and distri%utes %oth internally. nterested candidates are as+ed to write a

letter to the C/A to e#&lain why they thin+ they are the %est &erson "or the )o%.Thirty managers a&&ly "or one o" the new &ositions >there are 0 &ositions

a$aila%le@, which means there will %e 0 unsuccess"ul candidates still wor+ing "or

the organi*ation.

The management team ac+nowledges that the a&&lication letters were not hel&"ul

with ma+ing decisions and that they need a more ro%ust selection &rocess. There

must %e a strong sense o" "airness in the selection &rocess %ecause they do not

want to de-moti$ate any o" these e#isting em&loyees. They want to select the right

candidates %ecause it is essential that the new hotels are success"ul and u& and

running quic+ly and e"2ciently. The senior managers +now all o" the candidates

quite well >&ersonally and &ro"essionally@. They would li+e you, as inde&endentconsultants, to design an a&&ro&riate selection methodology.

The management team ad$ises you that they do not want to ta+e into account the

marital or "amily situation o" the e#&atriate candidates( they are concerned that this

may "all a"oul o" UK equal o&&ortunities legislation.

The management hires si# candidates to wor+ o$erseas %ecause they did not "eel

that the other candidates were quali2ed. They "eel con2dent that these si# can


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success"ully o&en the new hotels. The success o" these managers is $ital to the

success o" setting u& the new %usiness, so management wants to ensure they

&ro$ide e4ecti$e su&&ort "or them in terms o" training and de$elo&ment. They

%elie$e that the %est o&tion is to di$ide training into two &arts5 &re-de&arture

training and on-the-)o% training in the new country. ;ince the organi*ation has ne$er

sent em&loyees a%road %e"ore, they are not sure a%out what should %e included inthese training &rograms. The only mandatory area that must %e included is an

introductory language section >including %asic %usiness rench@ so that the

managers ha$e a %asic gras& o" the rench language %y the time they o&en the new

hotels. Howe$er, they ho&e that the managers will en)oy their introductory language

course and will continue to attend more ad$anced language classes when the new

hotels are o&en. The management team decides to select only one o" the three

&ro&osed training &rograms, con2dent that it will %e use"ul and in"ormati$e "or the

new e#&atriates. Howe$er, they would also li+e to &ro$ide e#ternal su&&ort "or the

new e#&atriates to ma+e their transition to a new country as smooth as &ossi%le.

They are aware o" some o" the ser$ices that can %e o4ered to su&&ort em&loyees on

%oth a &ersonal and &ro"essional le$el, %ut do not ha$e a com&rehensi$e o$er$iew.

Documents

Brunt Hotels