IHG EXTERNAL REPORT 1

INTERCONTINENTAL HOTELS GROUP EXTERNAL REPORT

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Table of Contents

Executive summary 3

Introduction 4

Major strategic business units (SBUs) within IHG 3

Theories and Frameworks 3

PESTEL analysis 5

Porter’s five factors 10

Markets and Critical success factors (CSF) 13

New Future Strategies 13

References 15
IHG EXTERNAL REPORT 3

Executive Summary

Intercontinental hotels group is one of the most prominent hotel organizations with a

room count 'sat approximately 889,582. An intercontinental hotel group runs in about 100

nations. IHG firm was founded in 1977. Its headquarters are based in Denham, UK. The

company’s CEO has been running it since July 2017. IHG plays as the enterprise that owns

and operates hotels. The company's market centers on mainstream, luxury, and upscale

segments of the hotel sector. It possesses 17 different brands IHG has embraced an asset-light

technique that enables it evolves its business while generating significant returns on the

invested capital. Intercontinental hotels group provides travel benefits, discounts, and either

perk to repeat specific guests through its program for loyalty in IHG rewards. By analyzing

the external elements facing the intercontinental hotel group, opportunities and threats have

been recognized and priority ranked.

Below are the major highlights;

 PESTLE-

 Five forces

 Markets and CSFs

 Strategic position- tactics allow IHG to succeed in a competitive market

From the above, some strategies have been suggested for the firm’s future success;

 SBU- revolutionalize the sector, consumption and provide a competitive advantage

 Corporate- keep dominance, bolster cash flow and increase exposure to China.
IHG EXTERNAL REPORT 4

Central strategic business units (SBUs) within IHG

To escalate the company’s attractiveness to the owners and enhance growth, its plans to

transform boutique-centric Kimpton restaurants and hotels' operation model, IHG is still

scaling the options regarding how to do it.

 In greater China, the organization has stretched its franchise model to the Crowne

plaza and holiday inn brands, evolving on the holiday's inn brand success in the

region. Investments in property development will increase.1

 Intercontinental Hotel groups have restructured its brands into three segments:

mainstream, holiday inn, holiday inn express. Stay bridge and the candlewood suites,

upscale; even hotels, crown plaza, hualuxe, hotel indigo, luxury; resorts,

intercontinental hotels, and Kimpton.2

Theories and Frameworks

PESTEL analysis

 Intercontinental hotels group company PESTEL analysis plays a strategic tool utilized

to analyze the organization’s macro environment.3

1 https://www.elgaronline.com/downloadpdf/edcoll/9781788117524/9781788117524.00018.pdf

2 http://repository.uwl.ac.uk/id/eprint/4370/

3 http://erepository.uonbi.ac.ke/handle/11295/153322
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 PESTEL is an acronym for political, economic, social, technological, environmental,

and legal components that influence intercontinental hotels group macro environment.

 Transformations in the macro environment can directly impact the IHG and other

travel and leisure players.4

 The macro-environment components can significantly impact porter’s five forces that

structure the competitive and strategic landscape.

 The macro-environment factors can also affect the competitive advantage of the

intercontinental hotels group company or the profitability levels connected to the

consumer services sector at large. 5

 PESTEL analysis offers a significant detail regarding the operational challenges faced

by the IHG in the prevalent macro environment aside from the competitive forces. For

instance, a particular industry may be significantly profitable with a remarkable

growth trajectory. Still, it will not be any good for the IHG Company is situated in an

unstable political context.

Political factors

 Political factors play a significant role in dictating the components that can influence

intercontinental hotels Group Company’s long-term profitability in a particular

market.

 The IHG Company operates in leisure and travels in several nations and exposes itself

to various risks regarding the political environment and political systems.

4 http://erepository.uonbi.ac.ke/handle/11295/153322

5 https://onlinelibrary.wiley.com/doi/abs/10.1002/jtr.2351
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 The intercontinental hotels group achieves success in such dynamic leisure and travel

industry across different nations to diversify the systematic risks connected to the

political environment.

 Intercontinental hotels Group Company closely analyzes several factors before

entering a market and investing in it. Political stability marks one political factor that

can significantly impact IHG’s sustainability and profitability.

 High political stability offers a friendly and stable enterprise environment with market

growth trends that can be predicted. However, political chaos deters the investors,

thus harming the shareholder's trust in the economic and sequential organizational

performance.6

 Currently, the IHG Company is present in different states, each possessing its political

chaos and tensions. The growing tensions and instability can impact the gold growth

of the industry opportunities available to the IHG plc. For instance, in China, the

fastest-growing place of the intercontinental hotels group business, it was reported

that progress had decreased partly as a consequence of the deepening political

disputes between China and the United States. 7

 Protests and the system of governance can also impact sustainability and profitability

in IHG. The intercontinental hotels group company should carefully examine the

6 https://ejournal.lucp.net/index.php/ijrtbt/article/view/287

7 https://onlinelibrary.wiley.com/doi/abs/10.1002/jtr.2351
IHG EXTERNAL REPORT 7

groups as it plays a significant role in policymaking. 8

8 https://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.1081.2561&rep=rep1&type=pdf
IHG EXTERNAL REPORT 8

Economic factors

 The macro-environment elements such as inflation rate, rate of foreign exchange, and

the economic cycle significantly determine the aggregate investment and aggregate

demand in an economy.9

 The intercontinental hotels group can utilize a country’s economic factors such as

inflation, growth rate, and the sector's economic indicators such as the growth rate in

the leisure and travel industry to predict the growth trajectory not only of the sector

name but also the organizations.

 A specific country’s economic development directly impacts organizational

performance. Growing economies such as that of china provide broad-ranging

opportunities for growth to the intercontinental hotels group company. For instance,

the intercontinental hotel based in china cannot be compared to one situated in Africa.

China is developed, which means that it is economically stable, thus positively

affecting the intercontinental hotels group sustainability and profitability.

 The GDP’s rate of growth determines the potential of the company to pursue long-

term growth strategies. High GDP signal's the consumers' potential to spend more on

the offered products- a high unemployment rate signals surplus labour availability at

comparatively low wages. Running in such a market can decrease the cost of

production of the intercontinental hotels group company.10

 IHG should also carefully consider the rate of interest and its impact on the ability to

borrow and the attitude towards investments. The high-interest rate will motivate the

attitude towards investments, thus increasing the growth opportunities of the

intercontinental hotels.

9 https://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.1081.2561&rep=rep1&type=pdf
10 https://www.emerald.com/insight/content/doi/10.1108/JTF-06-2016-0018/full/html
IHG EXTERNAL REPORT 9

Social factors

 A specific society’s culture and the way of doing things can influence an

organization’s culture in an environment. Shared attitudes and beliefs of the

population play a significant in how marketers at the intercontinental hotels group Plc

will recognize the consumers of a given market and how they design marketing

messages for travel and leisure sector consumers.11

 Social factors that the management of the intercontinental hotels group company

should analyze for the PESTEL analysis include demographic trends, gender roles,

societal norms, class distribution, and online shopping.

 Transformations in the demographic patterns such as an aging population, trends in

migration, and social-economic variabilities possess a paramount relevance for

11 https://www.tandfonline.com/doi/abs/10.1080/0965254X.2020.1849363
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international enterprise organizations such as intercontinental hotels Groups Company

in selecting the right market segments with significant-high potential.12

 The enterprise and marketing strategies are also impacted by migration. It is relevant

for the intercontinental hotels group to recognize the general attitude pertaining to

individuals towards migration. It can affect the firm's potential to bring international

managers to the host nation. Intercontinental hotels group company need to research

the gender roles assigned traditionally to align its communication and marketing

practices accordingly. Human resource strategies and marketing in a traditional and

patriarchal community with clearly distinguished gender roles will differ from

organizations with a decreased gender stereotype.

Technological factors

 Technology is quickly disrupting different industries across the board. The rapid

advancement in technology and diffusion across the world has escalated the relevance

of understanding the technological components during strategic decision-making.

 A detailed analysis regarding the technological environment can enable the

intercontinental hotels group company to capture the trends in technology to attain

specific business advantages such as escalating profitability, boosting innovation, and

enhancing the efficiency of operations.

 Social media marketing is one major technological factor impacting the

intercontinental hotels group. The development of communication and information

technologies has resulted in adopting innovative marketing strategies to enhance

12 https://www.mdpi.com/2412-3811/3/4/46
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collaboration with consumers. The utilization of social media has been well-known in

a modern enterprise environment.13

 Intercontinental hotels Group Company can leverage the chances provided by social

media marketing to enhance enterprise performance. The technological trends can be

utilized to commence the creative social media campaigns to develop online brand

societies.14

 Technological innovations and the development level are also a technological factor

affecting the company’s performance and profitability. Intercontinental hotels Group

Company should carefully regard the continuous technological innovations to stay

ahead of the competition. A close eye should be significantly focused on analyzing the

5G and determining its ability to deliver positive enterprise results via enhancing the

consumer experience, expand access as well as increased speed. Such technological

innovations can pose considerable changes in the industry and reset the success of the

market players.

 Additionally, considering the maturity and development of technology level in the

respective market is also relevant. Entering markets with no technological

advancement has not attained maturity means that IHG can escalate the market share

by centering on the emerging technological innovations.

Environmental factors

 The evolving environmental consciousness and the evolving climatic conditions have

analyzed the environment, a critical part of the PESTEL analysis.

 The environmental regulations, standards, and laws vary across various markets. The

intercontinental hotels group company's global presence needs the company to

14 https://run.unl.pt/handle/10362/104708
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consider the differences to avoid undesirable situations. Detailed environmental

analysis is essential before deciding to enter a specific new market or begin a new

product line.15

 Some instances of environmental elements that the intercontinental hotels group

require to consider include recycling and waste management. The evolving ecological

pollution coupled with technological progress has compelled enterprise organizations

to embrace innovative waste management and recycling management practices. In

some nations, recycling has become almost an enterprise norm.16

 Additionally, embracing efficient waste management practices in company units

located in or near the urban areas is crucial for the intercontinental hotels group

company. Most states have placed uncompromising norms that protect the urban areas

via effective waste management. Environmental regulations to prevent resource

depletion are also an ecological factor impacting intercontinental hotels group.

 Excessive depletion of resources by the intercontinental hotels group can pose a

negative response from the environment protection groups, media, and general public.

IHG plc must research the nation's particular environmental regulations under

consideration to recognize the relevant resources such as electricity and water are

regarded rare.

Legal factors

 In numerous nations, the legal institutions and frameworks are not robust enough to

offer protection to a company's intellectual property rights. A firm should evaluate

carefully before indulging in such markets since it can result in theft of a company's

secret sauce, thus the entire competitive edge.

16 https://www.sciencedirect.com/science/article/pii/S1447677018302109
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 Intercontinental hotels Group Company cannot enter new markets without

investigating in detail the regulatory framework and legal environment of the new

target market. A detailed evaluation of the legal aspects is needed to prevent serious

trouble.

 In this regard, ignorance can result in undesirable consequences for the

intercontinental hotels group company, such as posing a significant disadvantage on

the competitive advantage as a consequence of rights violation of intellectual property

and harmed corporate image as a result of standards of consumer protection. 17

 The employee protection regulations (health, safety, and discrimination) play a legal

factor affecting IHG. Intercontinental hotels must follow labour safety and health

regulations since some nations possess strict regulations and laws to ensure health and

labour safety. Providing a safe work environment for the employees plays as the

moral and ethical obligation of IHG. Data protection has become a relevant issue as a

result of consumer’s security and privacy concerns. IHG is required to study in detail

the regulations connected to data protection to protect customer data.

Porter’s Five Forces

 Porter's five forces analysis plays a strategic management tool that helps analyze

industries such as the intercontinental hotels group and recognizes the underlying

profitability levers in the given industry.18

 The intercontinental hotels group management utilizes porter’s five forces to

understand better how the five competitive forces impact profitability and establish a

17 https://www.emerald.com/insight/content/doi/10.1108/978-1-80043-900-920211012/full/html

18 https://run.unl.pt/handle/10362/38779
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strategy to enhance IHG Company’s competitive advantage and long-term

profitability in the lodging industry.

Threats to new entrants

 New entrants in the lodging services bring about innovation, new techniques of doing

things, thus putting pressure on the intercontinental hotels group company by lower

pricing strategy, cost reduction, and offering new value propositions to consumers.

 Intercontinental hotels group must manage all the challenges and construct practical

barriers to safeguard its competitive edge. By innovating new services and products,

IHG can tackle the significant threats of new entrants. New products present new

consumers to the fold and still provide the old consumers a good reason to consume

IHG’s products.19

19 http://eprints.glos.ac.uk/6401/
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 It can also address the new entrants risk by constructing economies of scale to lower

the fixed expenses per unit. It can also build capacities and spend money on

investigation and development. 20

 New entrants possess a low possibility to indulge in a dynamic industry where the

developed players such as IHG often define the standards. It remarkably decreases the

window of exceptional profits for the new agencies, discouraging the new players in

the industry. Generally, there are low forces to new entrants showing the presence of

little threat to the industry, thus it is a good industry for incumbents to remain in.

Supplier’s bargaining power

 Numerous organizations in the lodging industry buy their raw materials from many

suppliers. Suppliers in the dormant positions can lower the margins IHG can earn in

the target market.

 The powerful suppliers in service industries employ their negotiation power to extract

increased prices from firms in the lodging sector. The Suppliers’ bargaining power

offers a strong force thus intercontinental hotels Group Company can address

bargaining power by creating an efficient supply chain with numerous suppliers

experimenting with products' designs using various materials. If the prices of a

particular raw material increase, the firm can shift to another. IHG can also develop

dedicated suppliers whose enterprise relies on the firm. 21

Buyer’s bargaining power

20 http://tesi.luiss.it/18772/1/184491_VITALE_ANDREA.pdf

21 https://www.emerald.com/insight/content/doi/10.1108/IJOPM-04-2019-0331/full/html
IHG EXTERNAL REPORT 16

 Buyers usually are a demanding lot in such a way that they want to purchase the best

products available in the market at the minimum price possible. The pressure is posed

on the profitability of IHG in the long-run.

 The more powerful and smaller the consumer base of IHG is, the higher the power of

bargaining of consumers and increasing their potential to seek the increasing offers

and discounts.

 IHG can tackle the buyer’s bargaining power by constructing a significant consumer

base as it will help reduce the buyer's bargaining power and provide the firm an

opportunity to streamline its sales and the process of protection.

Threats of substitutes

 Intercontinental can address the medium substitutes' threat by being focused on

services instead of just being centered on products. It can also tackle the threat by

understanding the consumer's primary requirement instead of what the consumer is

purchasing. Lastly, it can increase the switching cost for the consumers.

Rivalry among existing competitors

 If there is intense rivalry among a specific industry's existing players, prices will be

lowered, and the sector's overall profitability will be decreased. IHG runs in a

significantly competitive lodging sector. The competition takes a toll on the entire

long-run organization's profitability.

 To address the threat, IHG can build a sustainable differentiation, structuring scale to

compete better, and collaborate with the competitors to increase the market's size

instead of competing for a small market.22

Conclusion

22 https://www.theseus.fi/handle/10024/264300
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 The framework used by IGH are the major sources of its success in the competitive

market.

 Analysis sing the Porter’s 5 forces and PESTEL method helps the company to

forecast about its future threats and fine solutions and improve its SBUs.

Markets and Critical success factors (CSF)

Industry Predictions

 The agreement among three Wall Street investigators covering (NYSE: IHG) stock

holds intercontinental hotels group stock.

 Out of the three analysts, 0 percent recommends IHG as a significant buy; one is

recommending IHG as a buy, is recommending the company as a hold, while the other

is recommending IHG as a high sell.

 (NYSE: IHG) intercontinental hotels groups forecast yearly earnings growth rate of

30.64 percent IHG's in 2021 is -$260,000,000, on average.

 The investigators at three Wall Street forecast the company’s earnings at $ 191,

472,074 while the most significant IHG lies at $ 208,366,669.

 On average, the analysts forecast the intercontinental hotels group’s earnings for 2022

to be $ 486, 188,895, with the lowest firm’s earnings forecast at $ 420,487,693 while

the highest firm’s earnings forecast at $546, 258,565.

 In 2023, intercontinental is predicted to generate $514,346,553 in earnings, with the

lowest earnings prediction at $514,346,553 while the highest earnings prediction at

$514,346,553.23

23 https://run.unl.pt/handle/10362/104708
IHG EXTERNAL REPORT 18

Critical Success Factors

 The critical success factors in IHG have been continually transforming, driven by

international competition and the constant high consumer expectations.

 IHG is centering on quality management to attract new consumers and earn repeat

enterprise. IHG has culturally focused on location as the most crucial success element.

Despite the transformations in the industry, location is still relevant.

 The global outlook is another critical success factor embraced by IHG. Quality

management and flexibility play an essential role in ensuring the success of IHG’s

business.

 Quality management is multifaceted and goes above the consumer service concept to

incorporate additional employee involvement and satisfaction.

Opportunities and Threats

Opportunities Threats
Escalated global tourist travel Extraordinary events

Bookings facilitated by technology. Escalated reliance on intermediaries

Broken up branded hotel market Sharing economy in the hotel sector

reduced shipping charges24

New consumers from the online platform Shortage of skills among employees

Strategic position

 Towards IGH’s strategic plan, the firm commenced a compound efficient

companywide program.

 IGH has structured an integrated technology and commercial organization that

incorporates B2B sales management systems based on revenue and booking channels.

 The organization also structured an operating structure based on regions that left its

two most important markets- greater china and the Americas—unchanged but

integrated Europe, Africa, Asia, and the Middle East into one part incorporating 72

states.

Bowman’s strategy clock

 IGH uses Bowman’s strategy clock to explore the options for strategic positioning for

competitive advantage.

 IGH has adopted a combination of differentiation, cost leadership and focus strategies

for it individual SBUs that enable it to handle the competitive pressure.

 Sales growth and customer base expansion objectives are achieved through focusing

on the generic competitive strategy streams.

 The strategies adopted by IGH to achieve growth targets for its SBUs and strategic

positions include product development, market penetration, market diversification and

development.

24 https://www.academia.edu/download/62842332/FDI_SWOT20200406-96372-17f2r9n.pdf
IHG EXTERNAL REPORT 20

Ansoff Matrix

 IGH as an intensive growth strategy of the Ansoff matrix.

 The IGH portfolio diversification is mainly supported by its strategy of cost

leadership generic growth for cot minimization and its existing infrastructure that

enable the organization to have the opportunity to explore new products and new

markets.

 Acquisition methods can be used to expand the diversification intensive growth

strategy by utilizing brand awareness and strength for launching new related products

in the global drink industry.

 The application of diversified growth strategy is done through acquisition of

profitable businesses after critical analysis of the market trends and changing

customer expectations.

Corporate roles

 The corporate strategy of IGH is to create value through its winning model that

consist of five parts namely build and leverage scale, preferred brands delivered

through its people, a strong brand portfolio and loyalty management programme,

superior owner proposition, and effective channel management.

 IGH believes in having a strong portfolio of preferred brand that include Holiday Inn,

Crown plaza and Hotel Indigo as its fundamental source of success.

 The company uses BCG matrix to help them in the implementation of business level

strategies for its SBUs.

 BCG matrix helps in the analysis of various IGH SBUs which include financial

services strategic units to identify markets that show future potentials which has led to
IHG EXTERNAL REPORT 21

significant profits. Another SBU id the brand strategic business unit that leads to

generation of greatest sales among the company’s product portfolio.

International strategy

 IHG is made of more than 4,900 hotels globally which are either managed, or owned

or franchised by the organisation.

 The company has over 1,800 employees in the UK who work across global corporate

offices, hotels and reservations which helps the company to expand its operations

globally.

 IGH is driven by driven by continued direct foreign investment to enhance their

guests and develop their brands at scale in high value markets. Long-term direct

foreign investments with disciplined execution has helped the organisation to grow in

its cash flows and profits which are then reinvested in the business and returned their

shareholders.

Conclusion

 The strategic position of IGH makes the organisation to acquire more competitive

advantage in the global market. The frameworks such as BCG matrix and ansoff

matrix helps the company to focus on its SBUs and create value by building preferred

brands, leveraging scale, market segmentation and differentiation, and generating

revenue through use of the lowest-cost direct channels thus the remove the

competitive pressure in the global markets.

Narrative of strategies

 IGH gets praises from of being timely as well as being topical in the information that

they make available in their website. The site contain news that are regularly updated
IHG EXTERNAL REPORT 22

and links to its financial reports which are more in-depth for their investors,

employees and media globally.

 The corporate component IHG digital community widen through engagement in the

social media sites that are linked to its main websites. The tweets helps in promotion

of its brand.

 From the strategies adopted by IGH, its investors have confirmed that the organisation

is in the best position to face the future.

 Feasibility and acceptability

 Winning strategy

Proposed strategies

 IHG has have evolved primary elements of its strategy to strengthen further its ability

to drive future growth. The evolved priority is how the organization executes against

its strategy based on its priorities.

 The evolved priorities have put the brand at the focus of the business and its owners

and guests at the heart of their thinking.

 The brand recognizes the critical role of a sophisticated and well-invested digital

model. It ensures that it meets the evolving accountability to care for the people and

make a positive difference to the planet and societies.

 IGH could undertake the corporate strategy by merging with another organization to

expand the market, thus increasing the consumption rate.25

25 https://dialnet.unirioja.es/servlet/articulo?codigo=7709307
IHG EXTERNAL REPORT 23

 Due to the forecast of increased growth in travellers to the UAE and the wider region,

the corporation should consider investing in intra-regional travel.

 Investing from various countries in their regions will help the corporation to expand

its exports that brings travellers into the region.

 With increased operation in the SBUs of the company, technology should be

integrated to ensure most of their services in the business units are done online to so

that end-consumers can as well get better experience.

Feasibility

 The new strategies are very feasible since the corporation already has market

segments in UAE areas where the expansion should be done.

 The company already have IT Partners thus integrating technology will not bo so

much expensive

Acceptability

 Due the profits and benefits that the company will expect from introducing the newly

proposed strategies into its operations, the stakeholders will automatically accept the

proposal to reduce the competitive pressure that is expected in the new future from the

global markets.

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