AMITY SCHOOL OF BUSINESS, AMITY

UNIVERSITY,
NOIDA,UTTAR PRADESH

PROJECT REPORT ON:

BRAND MANAGEMENT
Report submitted in the partial fulfilment of the requirement of bachelors in business administration
course (2017-2020) of Amity University.

SUBMITTED BY: ANIKA SINGH GURJAR

COURSE BBA(GEN.) (2017-2020)
SECTION D
ROLL NO. 11

SUBMITTED TO: PROF. DR. DIVYA GOEL

DECLARATION

This is to certify that I Ms. Anika Singh Gurjar a student of BBA(gen.) of batch 2017-
2020,Amity School Of Business, Amity University , Noida Uttar Pradesh, have worked under
the guidance of Prof. Dr. Divya Goel for NTCC dissertation

This report has the requisite standards for the partial fulfilment of the Undergraduate Degree in
Business Administration BBA(gen.)

To my knowledge no part of this report has been reproduced from any other report and the
contents are based on original research. I am aware that in case of non-complaince,Amity School
Of Business is entitled to cancel the report.

Signature(student)

NAME: ANIKA SINGH GURJAR

ENROLLMENT NO.:A3906417284

BATCH: 2017-2020
FACULTY GUIDE APPROVAL PAGE
ACKNOWLEDGEMENT

I express my sincere gratitude to my faculty guide Prof. Dr. Divya Goel for here guidance and
continuous support and cooperation throughout my project without which the present work
would have not been possible. My endeavour stands incomplete without dedicating my gratitude
to her. She has contributed a lot towards the successful creation of this project

Also the Amity University has played a greater role in giving me this opportunity to work my
theoretical knowledge into conducting this research report.

I would also like to express a sincere gratitude towards my family and friends who have
endlessly and tirelessly supported me throughout the completion of this report.

ANIKA SINGH GURJAR

BBA(GEN.)

2017-2020

D-11
TABLE OF CONTENT

SR
NO. TOPIC PAGE

NO.

6-
CHAPTER:1 INTRODUCTION TO THE STUDY
1.
LITERATURE REVIEW
ALL ABOUT HYATT 11
THE BOARD OF DIRECTORS OF HYATT
11
12
INDUSTRY SCENARIO OF HYATT GROUP

GENERAL FINANCIAL ANALYSIS OF HYATT GROUP 13

MARKET SHARE AND PRESENCE OF HYATT 14

RESEARCH OBJECTIVES OF THE STUDY 15

2. CHAPTER:2 DISCUSSION OF RESULTS/MANAGERIAL

IMPLICATIONS 16
MARKETING STRATEGIES OF HYATT

BCG MATRIX 16-17

HYATT HOTEL CORPORATION STUDY 17

ALIGNING THE BUSINESS STRATEGIES WITH HUMAN 18

RESOURCE

HYATT COMPETENCIES 19

TRAINING AND DEVELOPMENT OF HYATT EMPLOYEES 19-20

AN INTEGRATED CSR STRATEGY OF HYATT 20—21

RESEARCH LIMITATIONS 21

3. CHAPTER:3 CONCLUSION
21
RESULTS

4. BIBLIOGRAPHY
 22

CHAPTER:1 INTRODUCTION TO THE STUDY

LITERATURE REVIEW

This study is basically a secondary research and the industry which comes into focus here is the
hospitality industry .So, let us study the hospitality industry first.

Hospitality is the relationship between guest and host or the act or practice of being hospitable ,
specifically, this includes reception and entertainment of guests, visitors or strangers, resorts,
membership clubs, conventions, attractions, special events and other services for travellers and
tourists

Now, the next question that arises here is what is hospitality management .It is basically the
study of hospitality industry, it provides a focus on hospitality industry operations including
hotels , restaurant, cruise , ships , amusement parks , destination marketing organisations,
convention centers, country clubs and other related industries as a field of work .Hospitality
management refers to the management of hotels , restaurants, resorts and any other institutions
that are involved as a field of study . Hospitality management refers to the study of hospitality
industry and its management needs. It also relates to the people who opt hospitality sector as a
career and pursue their studies in the same .

THE FIVE MAJOR FACETS OF HOSPITALITY INDUSTRY:

*Tourism Management

*Hotel Management

*Event Management

*Convention Management

*Resort Management
Hotels are classified on the basis of two levels:

• Service Level

• Theme Level

• Target Market

Next comes the different departments that run the hospitality industry . Let us understand these
departments , these are the pillars on which the concept of hospitality stands

• House Keeping

• Front Desk

• Food and Beverage

• Engineering

• Health and Recreation

 • Safety and Security

THE HYATT GROUP

“You cant know where you are going until you know where you have been.”

Jay Pritzker purchases the Hyatt House Hotels next to the Los Angeles airport , founding a
company that looked tp meet the needs of a new type of guest- one who travelled by air.

1960 , Don Pritzker leads Hyatt , infusing a sense of family and fun into the company culture
,recognising the important role secretaries play in business travel decisions,they are introduced to
Hyatt hospitality in an innovative initiative called HERS
 Hyatt’s first toll-free number is establishes, serving three dozen cities . Later on same year i.e.
1967 , The Hyatt Regency brand debuts in Atlanta with the world’s first atrium lobby , becoming
a hallmark of hyatt design . The opening in Atlanta moved Hyatt from motels to hotels- and as a
leader in design . It triggered massive attention and plans for expansion, with Hyatt becoming the
fastest growing hospitality brand .

In 1969 Hyatt Regency Hong Kong welcomes its first guests as the first international Hyatt hotel
. In 1972 Hyatt Regency expands in big cities like Los Angeles , San Francisco , Houston, and
Chicago . A central reservations office opens in Omaha to support growing Hyatt .

In 1979 Hyatt enters the luxury market and introduces the park Hyatt brand in Chicago . In 1980
The first Grand Hyatt in New York and the first resort opens with Hyatt Regency Maui .
In 1987 Frequent guests are recognised with Hyatt Gold Passport , a signature recognition and
loyalty program.In 1990 Hyatt introduces a global volunteer program for colleagues , creating
the foundation for foundation for our corporate responsibility efforts .

The modern logo introduces the crescent shape symbolizing “our sunrise-to-sunset services”

In 1994 Hyatt enters the vacation ownership industry with the opening of the first vacation club
property in key west . Also in the same year Hyatt goes online with Hyatt.com,creating a digital
presence that would become a giant revenue driver . In 2005 the U.S. and International
companies join together , creating one Hyatt globally .In 2006 Hyatt measures environmental
performance –an industry first .

The ANDAZ brand debuts with Andaz Liverpool Street in London.

In 2009 Hyatt Hotels Corporation completes its IPO and becomes a public company . Also
@HyattConcierge makes its entrance on Twitter , the platform’s first 24/7 hotel concierge.

In 2011 Twenty hotels join the Hyatt portfolio as part of the LodgeWorks acquisition. Also in the
same year Hyatt Thrive unites colleagues around the world around a corporate responsibility
vision to better our communities .

In 2012 Hyatt evolves its extended – stay brand into a dinstinctive new hotel concept-Hatt House.

In 2013 All – Inclusive resorts join the brand portfolio with the creation of Hyatt Ziva and Hyatt
Zilara.
In 2015 Hyatt Centric launches as a lifestyle brand designed for the “modern explorer”.Hyatt
offers free wi-fi to all guests at all Hyatt Hotels around the world . Hyatt is recognized in
countries around the world as a Great Place to Work .

They share in a remarkable history of hospitality and innovation .

THE BOARD OF DIRECTORS OF HYATT ARE:

1.Thomas.j.Pritzker(Executive Chairman of board of directors)

2. Mark S. Hoplamazian(President Chief Executive Officer and Director)

3.Paul D. Ballew

4.Susan D. Kronick

5.Mackey J. McDonald

6.Cary D. McMillan

7.Pamela M. Nicholson

8.Jason Pritzker
9.Michael A. Rocca

10.Richard C.Tuttle

11.James H. Wooten,Jr

PRODUCT PROFILE OF HYATT

CAPACITIES OF HYATT

INDUSTRY SCENARIO OF HYATT GROUP

*India can be a tough market, Hyatt has reset its plan in line with the sluggishness in the market.
Hyatt is trying to expand through its ventures in India like Hyatt Place , Hyatt House, Andaz
Delhi and The Unbound Collection.

*Hyatt’s business in India in past was not much but over the time the brand has increased its hold
over the Indian hospitality industry and has tried to maintain a positive suplly ever since
*Hospitality companies have struggled on the profitability front but Hyatt has tried to maintain a
reasonable profitability picture and are seeing momentum on the earnings side and the margins

*Goverment has been talking about the ease of doing business and in this regard the easy access
for the e-visa is quite a relief to the hospitality industry and according to Hyatt officials this
could be an interesting model for India to consider at some point

GENERAL FINANCIAL ANALYSIS OF HYATT GROUP

GENERAL FINANCIAL ANALYSIS OF HYATT GROUP

*Diverse portfolio with sturdy base of owned & controlled houses

*Presence in key worldwide markets

*Repurchased about$378M of inventory year-to-date and characteristic approximately $110M

remaining under the Company’s percentage repurchase authorisation.

*Acquired Hyatt Regency Lost Pines Resort and Spa for about $143M plus the idea of
approximately 565M of assets 4590M

*Potential sale of as an awful lot as seven and 6 select carrier resorts; assume to maintain
emblem presence on every hotel upon sale.

*Hyatt has maintained a strong balancesheet

*Maintain funding grade credit score score score via the cycle

*One of the very high-quality credit score ratings amongst lodging friends

*Undrawn borrowing functionality of about $1.48 below revolving credit score score facility

*Limited near-term debt maturities

*Gross debt/TTM Adjusted EBITDA of approximately2.8x

MARKET SHARE AND PRESENCE OF HYATT

RESEARCH OBJECTIVES
*MARKETING STRATEGIES OF HYATT

*HYATT HOTEL CORPORATION STRATEGY

*HOW HYATT GROUP ALIGNS THE BUSINESS STRATEGY WITH HUMAN

RESOURCES
*HYATT COMPETENCIES

*HYATT TRAINING AND DEVELOPMENT

*SWOT ANALYSIS OF THE HYATT GROUP OF HOTELS

*HOW HYATT HAS DEVELOPED AN INTEGRATED CSR STRATEGY

RESEARCH METHODOLOGY AND TOOL I.E. THE METHODS OF DATA

COLLECTION AND THE STATISTICAL TOOL FOR DATA ANALYSIS ARE
SECONDARY IN NATURE.
CHAPTER:2 DISCUSSION OF RESULTS/MANAGERIAL IMPLICATIONS

MARKETING STRATEGIES OF HYATT

*Segmentation, targeting, positioning in the marketing strategy of hyatt:

*Segmentation, targeting, positioning in the advertising approach of hyatt:

The emblem offerings have been focused primarily based at the profits stages and bundled
services and consequently it uses differentiating approach to make it promising for clients
especially who need three-celeb/4-superstar/5-famous person inns/resort experience.

*Competitive gain in the advertising technique of Hyatt

Strong financial organisation: It has quick time period investment of $538 million(borrowing
capability of $1.4billion by using using actual assets houses which the business enterprise owns
in international locations

*BCG Matrix in the Marketing strategy of Hyatt:

In the upper upscale category,Hyatt has the chain of hotels such as Hyatt Regency, Hyatt and
Hyatt Centric contributing revenue of about 50%

In luxury segment it has Park Hyatt and Grand Hyatt and Andaz generating 20% revenue.These
are 3-4 star hotels which compete with a large number of international and national hotels.
Therefore it is a question mark in the BCG matrix.

It has four categories:

-question mark

-stars

-dogs

-cash cows
 QUESTION MARKS STARS
(LOW MARKET SHARE (HIGH MARKET SHARE , HIGH
,HIGH GROWTH RATE) GROWTH RATE)
Upper pscale category: PIVOTE TO
Growth rate -Hyatt Regency INCREASE MARKET
Luxury segment:
-Hyatt SHARE THROUGH
VIRALITY,ATTENTIO -Park Hyatt
-Hyatt Centric N -Grand Hyatt
-Andaz
Contributing to about 50 % of the
brands revenue.

PIVOT TO REDEFINE
PROBLEMS/SOLUTION MILK WITH
PIVOT TO INCREASE
THROUGH EMPATHY REVENUE
GROWTH RATE
DOGS CASHTHROUGH OPTIMISATION
AS GROWTH
(LOW COWSDISRUPTION
SLOWS
MARKET (HIGH
SHARE, LOW GROWTH MARKET
RATE) SHARE,LOW GROWTH RATE)
Upscale category: Branded:
-Hyatt Zilara -The unbound collection
And the Hyatt

Market share

*Distribution strategy in the Marketing strategy of Hyatt:

*Distribution method in the Marketing technique of Hyatt:

Hyatt over the year were growing through diverse alliances at the side of New Ocean Resort in
Atlantic City which joined Hyatt hotels in April 2018.These franchising sports have helped Hyatt
in growing the presence within the market and reduce the dependency on owned homes.

*Brand equity in the marketing strategy of Hyatt

The Hyatt gives differentiated revel in and loyalty programmes to its clients and consequently
has increased its brand fee.
HYATT HOTEL CORPORATION STRATEGY

Hyatt needs its clients to understand it for its services .Therefore it believes in captivating
consumer needs .

The subsequent is employees ,they attention more on the employees because of the reality a
happy artwork environment will encourage the personnel to artwork more difficult in order for
the smooth running of the business organization. The ordinary overall performance of the inn
allows the employer to grow in every and all factors.
This overall performance is essentially decided thru the clients who might determine on Hyatt
over special Hotels. This fee –chain developed through Hyatt is the premise of components of
tips for Human Resources and different departments like Marketing, Finance and operations .

ALIGNING THE BUSINESS STRATEGY WITH HUMAN RESOURCES

Hyatt’s human beneficial resource branch is made from people sitting in corporate and
divisional offices. Their challenge allow them to have real worker enjoy”. Through various
techniques like worker engagement, top skills manipulate, succession making plans, schooling
and improvement, effective HR structures and aggressive standard rewards and so forth.
Employee overall performance is created and consequently this comes under the primary roles
and duties of the human beings sitting inside the agency and divisional places of work

The 3 specific models on human useful resource are:

Control based version-in which the business enterprise tries to maintain a control over the
personnel sports activities thru numerous techniques

Resource based totally version- the primary attention proper here is the behaviour of the
worker or the manager or the supervisors

The third model is the integrative model, it brings together the benefits of both the above
models. Hyatt therefore considers humans being its principal assets and specializes within the
growth and development of the personnel .There ought to be a mutual courting the various
enterprise organization and the employee to make certain the boom of every the events
,moreover they've normal activities or popularity ceremonies,this indeed is an important detail.
Hyatt emphasises over the job profile of the personnel it's typically fixed with the correct
responsibilities and duties. The appraisal tool in Hyatt is on factor .They have a ordinary
appraisal gadget accomplished with the aid of managers.
Therefore Hyatt follows a integrative model of HR.

HYATT COMPETENCIES

Hyatt’s middle capabilities are:

Action oriented

Communication

Customer Focused

Integrity

Interpersonal Skills and Teamwork

Time and Task Management

Decision making

Strategic orientation

Hyatt guarantees that both its personnel must own the above cited traits or they should gain
knowledge of which will have those inculcated in them.These are essentially the manpower
desires of the organisation.Hyatt requires proactive human beings .

TRAINING AND DEVELOPMENT

The training way at Hyatt is divided into factors :

Skill education and Attitude training, these are treated through person departments.
The following factors will impact the degree to which competencies education is a concern
want:

Competency tiers of employees

The price of worker turnover

Prior enjoy of employees on this challenge or the fields associated with those

Degree of empowerment

Quality and amount of departmental trainees

There is proper appraisal at hyatt frequently which indicates hyatts dedication inside the
course of its employees moreover the right HR programmes are placed to action .

The philosiphies and people that builds on hyatt’s values ,tradition and competencies allows to
assemble a everyday human useful resource programmes and practices.

Along with the above mentioned some specific characteristics wherein Hyatt employees want
to excel are:

Corporate Strategy Articulation

Changed organization dreams

Maturity of set up standards

Therefore these all are used as a tool to train and expand competencies in employees at Hyatt
,obviously exquisite schooling is given to the special set of employees woring at Hyatt.

SWOT ANALYSIS OF HYATT HOTEL

Strengths:
-successful record of product innovation
-brand portfolio is very strong
-exemplory performance in new markets
-go to market strategies are very much
successful for its product
-strong free cashflow
-integrating complimentary firms through
mergers and acquisitions.
Opportunities:
-new trends in consumer behaviour
-low inflation rate ,which can really be
helpfull in expanding the business
-new economic, environmental and political
policies
-money through online channels can be
generated as over the past few years the
technical advancements have helped several
businesses to flourish over the online
channels,
Weakness:
-more investment is required in technical
sector
-organisational structure needs to built more
comprehensively to fight the future aspects of
business model
-Days inventory is high as compared to
competitors
-has to be more adaptive regarding different
work culture
-market positioning through marketing is to
be looked after
-limited success outside core business
Threats:
-no regular supply of innovative products
-growing demand of competitors product can
also be referred to as a threat
-Liability laws in different countries are
different and therefore hyatt can be held
liable for something at a different place
-hyatt is exposed to currency fluctuations as
it has a international business
-increasing trends towards isolation in
American economy
AN INTEGRATED CSR STRATEGY

Hyatt is one of the leading brands in hospitality industry globally and thus contributes in the 10
percent of the world’s economy, hyatt therefore partnered with BSR to formulated a plan for its
vision of an integrated sustainability strategy

-deliver value and innovation to its currently operating brands

-identify and mitigate its sustainability risks

- built trust externally and engage colleagues internally

In this process BSR interviewed several executives to establish senior management’s current and
future conception of CSR:

Hyatt decide to address the poverty and inequality in local communities through education and
economic self-sufficiencies

In Hyatt success is driven by associates around the world who provide authentic hospitality and
strive to make a difference in the lives of the people

The basic vision and values here are :

-mutual respect

-intellectual Honesty and integrity

-Humility

-Fun,creativity and innovation

*Hyatt Thrive the CSR platform ,they believe that for any business to thrive the most important
aspect is the people ,community and planet and hence they must also thrive

The four basic pillars on which Hyatt seeks to keep its business intact are:

-Environment sustainability

-Education and Career

-Economic development and investment

-Health and Wellness

Hyatts commitment to the society is much more than to do the right thing .Acting responsibly
hepl Hyatt to meet their primary goal by reducing risk and creating competitive advantages.
The basic response towards the environment is:

Hyatt has around 2020 vision that focuses their vision over the environment on three point i.e.
use resources fruitfully,innovate and inspire.

Hyatt is constantly making progress to reduce its CO2 emission and save energy and water by
investing in several proects and training the colleagues .

The basic guidlines of any project is to use ecofriendly behaviour,Technology and design

Hyatt created ecofriendly initiatives sharing best practices and raising environmental awareness
and has improves the ways of analysing the data to measure environmental footprint and
improved benefits

Towards the community:

Since 2001 Hyatt has doubled its total charitable contributions

their volunteery force take on special proiminition during global mark of community service
world wide join together to communities Hyatt during this also provided books and rooms to
read

According to a data 60 million people lack access to education and 793 million cannot read

Hyatt supported education in ready to thrive programme giving 10 thousand books in libraries
Also published and distributed 3 local languages books two in India and one in Cumbodia with
room to read and therefore built ceveral centers and classrooms to read so that reading and
writting should progress

Now in case of market place:

Creating a diverse workforce allows Hyatt to not only mirror the communities that Hyatt serves
but to become the preffered brand by building valuable partnerships by diverse customers
,suppliers and developers .They have challenged their leaders at all levels by threatning their
understanding of diversity through training ,recruitment and following best practices.They held
managers accountable to make sure that they continually work towards advancing the goals of
the organisation as well as bring the employees ,suppliers and developers into the fold ,while
many challenges lie there but the final piece of Hyatts diversity and inclusion framework is
summarized by a broad vision .To build an environment for their associates and understand their
employee abilities and reach the full potentiality and enabling Hyatt to provide authentic
hospitality that is individual and engages each and every gust.

Now in the case of workforce :

-Around 15000 employees have a success record of 10 years of service in Hyatt and more than
6000 have devoted over 10 years Hyatt was one of the first ones to earn the designation of top
employees institute in several countries.

-Leadership training programmes which includes graduates from all around the world and
prepare them for management position

-employee network groups-where colleagues who share common interestcan connect ,mentor
and inspire one and other .

-women @Hyatt is a group devoted at hyatt which recognises Hyatts roles at every walk of life

-Thrive leadership awards ,which is a way to recognise the teams working for Hyatt around the
world

And at the end one question that arises here is that are they doing enough for the community
,well they are on the right track but there are surely very many things to improve as of now
 RESEARCH LIMITATIONS:
*The report does not show how to achieve a competitive advantage, that requires certain private
documents of the organisation such as financial books and other case material which is not
included in the report.

*The above matrix is only a starting point for a discussion on how proposed strategies could be
implemented .It provided an evaluation window but not an implementation plan based on
strategic competitiveness of hyatt hotels.

*This report is a static assessment and does not say anything about the dynamic nature of the
hyatt’s business
CHAPTER:3 CONCLUSION
Brand portfolio of Hyatt in India

percentage share of rooms by brand

2% 0%

4%
4% Hyatt Regency
4%
Grand Hyatt
Hyatt Place
16% Hyatt

53% Park Hyatt

Hyatt Summerfiield Suites
Hyatt Residence Club
17%
Andaz

1%
Rooms by type
1%
Managed
8%
Owned and Leased

16%
Franchised

53% Unconsolidated Hospitality

Ventures
Residential Property
21%

Vacation Ownership
Hyatt saw some interesting changes in 2018.There were quite some changes made. Things
improved and few new brands were added to the ones which already are well established.

In 2019 (according to the reports), Hyatt is planning to launch 5 new more Hotels:

*Grand Hyatt Gurugram

*Hyatt Regency Malayattoor

*Hyatt Regency Jaipur Mansarovar

*Hyatt Regency Dharamshala Resorts

*Hyatt Centric Candolim Goa

*Hyatt’s business in India in past was not much but over the time the brand has increased its hold
over the Indian hospitality industry and has tried to maintain a positive suplly ever since

*Hospitality companies have struggled on the profitability front but Hyatt has tried to maintain a
reasonable profitability picture and are seeing momentum on the earnings side and the margins

*Acquired Hyatt Regency Lost Pines Resort and Spa for approximately $143M plus the
assumption of approximately 565M of property 4590M

*Potential sale of up to seven and six select service hotels; expect to maintain brand presence on
each hotel upon sale.

*Hyatt has maintained a strong balancesheet

*Maintain investment grade credit rating through the cycle

*One of the highest credit ratings among lodging peers

*Undrawn borrowing capacity of approximately $1.48 under revolving credit facility

The most powerfull examples of change come from people .Those who have an idea ,they
courage to be themselves and the passion for hearing for others.So this era of unprecedentant
change and see a plane t with increasing constarint resources.Hyatt believes that the collective
actions of people will open new doors for future and create a better tomorrow . By leveraging
Hyatts global business and society ,Hyatt has a profound opportunity to drive change by
unlocking the potential in people in business ,in community and along the supply chains as Hyatt
Hotel opens around the world and more people travel then ever before,Hyatt accepts that it has a
responsibility to grow thoughtfully and with purpose . They have to built and operate in a more
efficient way to reduce waste, energy, water use and carbon emissions . Hyatt needs to source
more sustainable products in Hyatt and challenge the suppliers to do the same ust the way they
are doing with their global seafood commitment.The world is a rich and diverse place thats only
made better by celebrating those differences .Hyatt helps transform and thrive communities in
the places they call home and by helping people to gain access to skills and education , they
develop future generations of game changers , innovators and leaders . No matter their
background. Hyatt believes that there is always time to cease opportunities to do new things that
will make a difference in the world even if they are hard to do and Hyatt hence believes in the
power of people unified by a common purpose to drive this change.
BIBLIOGRAPHY

http://s2.q4cdn.com/278413729/files/doc_financials/annual%202010/2010-Annual-Report.pdf

https://www.hyatt.com/

https://www.marketing91.com/marketing-strategy-of-hyatt/

https://livefromalounge.boardingarea.com/2019/01/03/hyatt-add-1000-keys-india-2019/

https://about.hyatt.com/en.html

WWW. GOOGLE.COM

WWW.YOUTUBE .COM

http://investors.hyatt.com/investor-relations/financial-reporting/annual-reports/default.aspx

https://s2.q4cdn.com/278413729/files/doc_financials/q4-2017/Q4-2017-Earnings-Release.pdf