To Open New Branch of Emirates Palace Hotel in India Bangalore - Case Study Example

Running head: TO OPEN NEW BRANCH OF EMIRATES PALACE HOTEL IN INDIA BANGALORE To Open New Branch of Emirates Palace Hotel in India Bangalore [Writer’s Name] [Institution’s name] Executive Summary Nowadays, it is important for every kind of business to enter new markets in foreign countries. If they do not attempt this they will not be able compete internationally. Like any industry even in the hotel business hotel owners usually think of introducing a branch in a foreign country. However it is extremely important for such hotels to first analyze the market, culture and political conditions of the host country. This paper gives a complete analysis of how the Emirates Palace Hotel may be successful in a Bangalore India. The paper first gives an analysis of the country’s cultural, political, and economical and market condition. It then gives recommendations for a marketing plan and budget suitable for the hotel market in Bangalore. To Open New Branch of Emirates Palace Hotel in India Bangalore 1. Introduction The hotel industry like any industry develops by expanding it’s self internationally. A hotel can only be renowned if it has different chains in different regions. However they must be careful to first analysis the host country’s entire political and cultural background before entering their market This paper gives an entire analysis of India’s cultural and political position, it further presents a marketing strategy for The Emirates Palace Hotel based on the before mentioned analysis. 2. The Company The Emirates Palace Hotel Due to distinctive architectures features, excellent service quality and luxuriant facilities, Emirates palace hotel has achieved full success in U.A.E’S competitive hotel industry. The Emirates palace hotel has Hotel boosts Arabic architecture; it basically was a former palace of the one of prince of U.A E. Emirates palace hotel has always increases customer satisfaction by advanced facilities and thoughtful service. “The Palace boasts 302 Grand rooms and 92 magnificent suites each combining the ultimate in luxury with state of the art technology “(Emirates Palace 2010). Variety of room categories to meet the needs of different travelers the most expensive ones are Carol Room and the Palace Grand Suites. The 14 restaurants including eight distinctive restaurants are excellent venues for guests, providing guests with impressive culinary experience. Equipped with multifunction venue that include full-facility meeting rooms, Ballroom breakout rooms and a multimedia-ready Auditorium that is ever ready to accommodate guest's every requirement for meeting (teNeues 2005 p58). Emirates palace hotel has developed customer-driven quality and customer satisfaction programs. For example, the Hotel give room upgrades to frequent guests; the employees care for customers as if they valued , not as anonymous, unknown members of a mass market; whenever possible, they refer to guests by name and give each guests a warm welcome every day. Besides that Emirates palace hotel sets up a suggestion and complaint system, providing forms on which guests can check off their likes and dislikes (Walker etal 2010 p29). While collecting customer satisfaction data, the Hotel can make a sincere effort to correct the problem. According to Uysal and Willams (2004) using these methods, it wisely understands different aspect of customers' needs and wants, and correspondingly develops adaptive marketing programs designed for building closer relationship with customers Furthermore, such marketing programs will take culture of India into account, and thus will fulfill the need to analyze the perception of tourist in the host destination (Reisinger & Turner 2003 p192). 3. Geographical Region Because of its central location, Indian peninsula flows southward which in turn divides Indian Ocean the Bay of Bengal and the Arabian Sea traditionally were a meeting point for traders and travelers (Bradnock & Bradnock 2004 p138); this is why Emirates palace hotel choose Bangalore. Bangalore has superb beaches, lush vegetation and fabulous shopping. According to Singh (2009) this has made the country the fastest growing destination in Asia. The blend of the ancient and the contemporary make Bangalore a fascinating place to go for a vacation, whilst the cheap cost of accommodation and vast visitor selection makes it the perfect holiday spot. Bangalore has just about everything anyone would ever want in a city travel destination - attractive landscape, interesting tropical gardens, stunning skyscrapers, old-fashioned heritage buildings, abundant places of interest that modify the visitors' frame of mind and tempo from one place to another, pleasant people who are always prepared to greet the travelers, a apparently never-ending variety of shopping avenues, an fascinating cultural blend, and wonderful local cuisine (Bradnock & Bradnock 2004 p54). All of these features have make Bangalore a paradise for tourists from all over the world. Therefore, there are huge opportunities for hotel industry, in Bangalore 4.0 Culture Analysis One of the most challenging issues of today's multinational marketing is culture. As Phatak stated (1997), the international business can face, or cause, many problems in a foreign host country because of cultural differences. Rodrigues pointed (2001), businesspersons who are not attentive to cultural differences will not be able to function in foreign markets effectively--they will make their companies less competitive. The cultural environment consists of tradition and other forces that have an effect on a society's necessary values, views, choices, and temperaments. (Czinkota and Ronkainen, 1997). The basic elements of culture are language, religion, manners and customs, values and attitudes (Mahoney, Trigg, Griffin & Pustay, 1998 p65) Therefore, it is important to analyze the cultural differences in behavior and also understand how critical cultural differences can be (Reisinger & Turner 2003 p29). Thus culture, as an important factor needs to be considered carefully when entering a foreign market because it does impinge affect marketing activities. To cost of not giving attention to cultural differences may be extremely high (Baker& Hart 2007 p473). Herein, I will analysis the elements of culture of India in order to help Emirate Palace Hotel to entry the new market successfully. 4.1 Brief History of India Around the 16th century Rhinoceros settled in the North Indian plains (Sardesai 2007 p34). History books and other sources of information have documented facts that most of the land was covered with forests. Even their holy books had tales of heroes exiled to forest (Walsh 2007 p15). India’s past is a somewhat like it’s current situation , with its overpopulation and race for money, its poverty and exceptional intellectual achievements, as a whole it is a society which goes through continuous change. Each of the two hundred generations which passed transformed forest into one of the most complex civilization on the globe (Mansingh 1996 p34). The development started in the northwest approximately around the 3rd millennium B.C (Sardesai 2007 p43). The civilization of that period was known as the Indus Valley, or Harappan, civilization. Era developed the agriculture, trade and civil life (Robb 2002 p27). The 2nd phase of development took place in the first millennium B.C (Mukherjee 1982 p44). In this era the Ganga-Yamuna river basin and a number of southern river deltas had a lot of agricultural and population growth, which resulted in the resurrection of cities, trade, and a refined urban civilization (Mansingh 1996 p45). In the seventh century A.D., a lot of important regions worked hard to provide access to irrigation and maintained the stores for kingdoms were then associated to a pan-Indian cultural practice and took part in developing cross-cultural relations with other countries in Asia and the Middle East (Mukherjee 1982 p56). It’s entrée in the global trading economy was after the 13th century and it ended when the Portuguese travelers, merchants, and missionaries, entered India at the beginning of 1498, thus the Portuguese had arrived in India in 1498(Stein& Arnold 2010 p199). Even though there were ups and downs, on the whole the trend was for peasant cultivators along with their owners to develop agriculture and animal mating into new biological zones, so that hunting would only remain a sport of the forest. The Europeans, mainly the English, entered India in huge numbers in around the 17th century English introduced an array on English legal instruments (Robb 2002 p135). However by the 18th century they had already taken over almost all it’s economy India forcefully pushed towards a system which was based on industrial manufacture and thus they had to forget their old ways of agriculture. A lot of the active craft or cottage industries which had been a source of foreign income were now greatly suffering, as new methods of production had been introduced by the British(Walsh 2007 p102). However finally in 1947 they gained their independence (Mansingh 1996 p54). India came out from World War II with a simple technical and industrial base and a fast increasing population which resided mostly in villages and was separated by disgusting discrimination in status and wealth. However the guidance of Jawaharlal Nehru, India's first prime minister in 1947 to 1964 proved to be beneficial for the country and since then till today it is turning into a highly developed country (Stein& Arlond 2010 p306). 4.2 Social Institutions 4.2.1 Education In India, education as a whole is under the jurisdiction of the Ministry of Education, which is supposed to run the entire school system right from primary to university level, standardize syllabi, manage national exams and it controls the growth of education in the India (Rather 2004 p23). In general, India relatively has a complete education system in Asia. However in India, generally has a low degree of education than other countries. 4.2.2 Legal System The Constitution was adopted in 1949 and put into effect in January 1950(Kumar 2003 p56). The basic principles of the Constitution State India as a sovereign, socialist, secular republic, enumerating key human rights of justice, liberty, and equality among the people of India. It also states India as a union of states made up of 28 states and the distribution of power among federal and state governments (Nariman 2006 p22). The Indian Constitution is also specific about the direction in the formation of social policy, mentioned no definition on sanctioned religion, and allows in cases of emergency to the suspension of democratic rights (Nariman2006 p24). This same Constitution gives ability to the federal government to fix or modify the state’s power and the divisional state borders. .However India does not good record of maintaining law and stability and is not one of the safest countries to live or work in, in this part of the world (Ram 2008 p35). However sounds legal system also provides a secure investment environment for foreign investors. 4.2.3 Nature of Government and Stability of Government Despite the on-going concerns over its conflict with Pakistan in Kashmir, India has become a popular destination for traders from both the West and the East. While liberalization is occurring in many sectors, the government promises to continue its economic reforms through the aid of legislation (Ram 2008 p40). India, a union of states, is a Sovereign, Secular, and Democratic Republic with a Parliamentary system of Government. “The Indian polity is governed in terms of the Constitution, which was adopted by the Constituent” (States and Union Territories 2010) Assembly in 1949 and came into force in 1950. Theoretically speaking, having a Democratic Republic form of government is good for business as it advocates free economy. Based on the information above, it would appear that the political and legal system is somehow complicated. Secular form of government is good. Yet, there seems to be divided, as a state may be secular in form but the people in that state may be intolerant , tyrannical and cruel to people not of their persuasion (Larson 2002 p289). There is no cohesion in the society. Like for example, the caste system still exists. Consistency may become a big issue because in this form of system where there is so much division based on religion, political affiliation, lack of consistency may discourage business(Ram 2008 p43). Other problems with the present system are corruption and corporate governance where there is so much bureaucracy. Therefore increase the cost of doing business in India. However, the government is making massive reforms in order to sustain its economic gains in the last decades. 4.2 Religion According to Griffin & Pustay (2002) Religion is an important aspect of most societies, which affects the ways in which members of a society relate to each other and to outsiders. Cateora and Graham (1999) stated that religion impacts people's way of life, their point of view on life, the products they buy, the way they buy them, even the newspapers they read. Therefore, international enterprise and business people must first learn about the country's religion before they decide to enter that country must make sure their business practices conform to the host country's religious beliefs. India is home to Hinduism, Islam, Christianity, Buddhism, Jainism, Sikhism and other religious traditions. “Hinduism is the dominant faith, practiced by over 80% of the population” (India's Religion and Philosophy 2000). Muslims are second dominate religious group and are considered as an important part of their society 4.3 Language Language is a key representation of cultural groups as is a mean by which they communicate with each other (Griffin & Pustay, 2002, p.88). Different culture has different ways of life, habits and customs (Albaum, Strandskov, & Duerr, 2005 p123). In the international business, language is often competitive weapon because the ability to communicate is so important in conducting business transactions. Different states in India each have different official languages. “Hindi 41%, Bengali 8.1%, Telugu 7.2%, Marathi 7%, Tamil 5.9%, Urdu 5%, Gujarati 4.5%, Kannada 3.7%, Malayalam 3.2%, Oriya 3.2%, Punjabi 2.8%, Assamese 1.3%, Maithili 1.2%, other 5.9% “(India Demographics Profile 2010). Only Hindi is recognized as the official language. But India’s language of business is English. 4.3 Economic Analysis 4.3.1 Demographics India’s population is now on 1,029,991,145, 33% of these people are ages 0-14, 62% 15-64 and 5% 65 years and over, the population growth rate is at 1.55% per year India occupies only 2.4% of the world's land area but accounts for over 15% of the world's population (Travel India Smart 2006). Approximately 36% of Indians are under the age of 15 and 60% are between 15 and 65 with about 70% of its population living in rural areas. 4.3.2 Economic Statistics and Activity “India's economy embraces traditional village farming, modern agriculture, handicrafts, a wide range of modern industries, and a multitude of support services” (India Tourism 2009). Unfortunately, overpopulation in the country has severely handicapped the economy and about a quarter of the population is too poor which leads to famine in the country. “But the Indian economy has made impressive progress over the 1990s. Its economic growth averaged to 6% a year, led by strong advances in the services sector” (Fischer 2002). Poverty has decreased a lot in India, clearly establishing the link between faster growth and poverty reduction. India is currently running a GDP of just about 10% in 1997-2002 (Book 2005 p12). In 2003 the state-owned Indian Bank substantially reduced non-performing loans, attracted new customers, and turned a profit (Pathak 2008 p527). At present India has the best skilled manpower when it comes to technology and management, thus this greatly affects their economy 4.3.3 Communication systems “India has 423 television channels” (All Tv Channels In India 2010). According Information Gatekeepers (2000) Telecommunications network has experienced remarkable development and improvement in the past decade due to the fact that it’s Telecommunications Department was privatized. According to Nishizawa etal (2004) the most up-to-date digital and fiber optics technology is utilized to so that top quality telecommunication services can be offered at prices suitable for their service. According Information Gatekeepers (2000) Many internet service providers in India are also actively investing in the relevant infrastructure to enable Indians to log onto the Net. All of these systems provide communication environment for foreign investors in convenience. 4.4 Labor According to Chong et al (1991), Labor is regarded as the most important factor of production from many points of view. It is both a productive factor and a consumptive factor. Labor as a factor of production involves direct human activity. India's large population has provided India with large reservoirs of labors. Even though India has highly qualified professionals in every field, unemployment and underemployment remain problems in India. As a lot of jobs in there are not permanent it is hard to estimate the exact rate of unemployment. India has a record of about 406 million labor force in 1999. About 60% of India's work force is self-employed. Approximately 30% are casual workers this class of workers usually remain unemployed. Only about 10 percent are regular employees, and more than a third of those are government workers (Mathew 2006 p37) India's Ninth Five-Year Plan projects generation of 54 million new jobs during the Plan period (1997-2002). However the fulfillment of such plans have never been successful in the past, but they believe that the current Plan will be able to meet its target. India's labor force is growing at a rate of 2.5 per cent annually, but employment is growing at only 2.3 per cent. 4.5 Financial consideration 4.5.1 Currency The currency of India is Indian rupee 4.5.2 Bank Reserve bank of India is the central and monetary body which controls the 27 public sector and 31 private banks in India (Ghosh 2008 p207) 4.5.3 GDP Country Interest Rate Growth Rate Inflation Rate Jobless Rate Current Account Exchange Rate India 4.00% 8.60% 13.91% 7.32% -13 46.6644 (India GPD growth rate 2010) 4.5.4 Inflation “On March 19, 2010, the Reserve Bank of India raised its benchmark reverse repurchase rate to 3.5% percent, after this rate touched record lows of 3.25%. The repurchase rate was raised to 5% from 4.75% as well, in an attempt to curb Indian inflation” (Indian Inflation 2010) 4.6 Fiscal consideration 4.6.1 Income tax system The government of India controls the entire taxation system. Each category has a different set of rules however the entire tax system is based on the Indian Income Tax Act, 1961. 4.6.2 Fiscal deficit For table see appendix table 1 In the above table the Fiscal deficit of the Government is Rs. 381408 Cores which is 5.5% of the GDP worth (Budget 2010-11: fiscal deficit 2010). 5.0 Market Audit & Competitive Market Analysis 5.1 The Hotel Marketing 5.1.1 Consumer Consumption Habits With regard to consumers who intend to find an ideal hotel, at most cases they first choose the level of the hotel, that is, the class of the hotel that is suitable for the consumer. After they have decided the hotel standard, secondly, they are likely to compare the price and location of different hotels in the same level and tend to choose cheapest one in their favorite areas. Each customer has a different credit status and with draws different sums of money (Baker and Hart 2007 p456). According to Reisinger and Turner (2003) Thirdly, they may notice the special services and promotions of target hotels in accordance with their interests and take them into account when making the final decision. For example, as far as Muslims are concerned, they may need a special room for the use of praying. Fourthly, as hotel is a store of rooms (Baker and Hart 2007 p456) they may consider a room on the high floor with good scenery and simultaneously they can enjoy fresh air in the morning, because most consumers want to have a good rest and refresh themselves by means of comfortable living environment. Finally, they may look through the food hotels provide and tend to choose the hotel that will offer them favorite food and drink. For instance, Chinese tourists may refuse a hotel just because it cannot provide Chinese food. Muslim will focus if the hotel has a restaurant without pork, and Indian will consider about beef food. In addition, some business travelers who desire a superior level of quality and housekeeping and intangible aspects of reception services without the price factors (Reisinger and Turner 2003 p249). Therefore, hotel should consider the different consumers' consumption habits in order to target the market successful, seeking full market coverage to meet the special needs of each type of consumers. 5.2 Advertising and Promotion With a view to put forward a hotel and try to make it famous, it is crucial to put proper advertisements and promotions into action. First of all, the hotel should decide the adaptive channels for the advertising (Lockwood & Jones 2003 p18). Many successful hotels always choose professional advertising companies to design its advertisements and then decide the channels such as TV commercials, newspapers, and bulletins in the airport and train station, telephone directories, traveling websites on internet (Clow & Baack 2009 p36). Sales promotion, as a special category of advertisement, will play an important role in developing a hotel. For example, sales promotions always are provided on holidays, the peak season of tourism, and special days as to the hotel by way of discount treatment (Clow & Baack 2009 p45). The aim is to attract guests to visit the hotel regularly and frequently so as to stabilize and enhance the profitability of the hotel. In addition, many hotels also provide VIP cards for regular customers and noble persons and thus raise the reputation of hotel via these people. 5.3 Major Competitors Bangalore only has 5 star deluxe hotels; there are no 7 star hotels like emirates palace. Some of them are magnificent and luxury. For Emirates place hotel, there are no as such major competitors however a few 5 star deluxe Hotels may proof to be strong competitors, such as the Leela Palace and Oberoi hotel. The Leela Palace has 254 well-designed and airy rooms and suites that which can be found on very one of it’s six floors. The Leela Palace, in Bangalore is the ideal place to have ideal dinner (Mcculloch & Wolff 2009 p 34). There is Citrus, the 24-hour Brasserie which offers different cuisines ; it even ahs the famous Indian restaurant Jamavar, Library Bar which serve Martinis and they even have a Cigar lounge . Facilities it offers includes Business centre, Executive Floor/Lounge, Beauty Parlor, Shopping arcade, Health club, Swimming pool, SPA , Room service, Airport/Station transfers, Doctor on call, Laundry, Money changer, Fax, E-mail, Internet access, Safe deposit, Baby sitting, Valet, Travel desk (Mcculloch & Wolff 2009 p43). The Oberoi hotel may proof to be it’s second competitor. It has 158 rooms which full all the requirements of business men. Bangalore’s Oberoi hotel provided a round the clock 24/7Business Center as well as 3 conference rooms equipped with contemporary facilities (Naseem 2006 p34). The Oberoi Bangalore. It also has two in-house deluxe restaurants that dish up splendid Continental, Indian and Chinese food. It has an outdoor swimming pool, Sauna, Fitness center, Massage, beauty salon, barbershop, health club, and book and gift shop (Naseem 2006p35). 5.4 Market Size According to industry data, India is expected to double the number of branded hotel rooms from 100,000 now in just three years. Leading the pack are global hotel chains, which will add over 300 hotel properties (an estimated 55,000 rooms) in the country by 2013, as per data compiled by companies (Tourism and Hospitality 2010). “According to estimates by HVS International, around 10,856 hotel rooms in Delhi, 9,31 rooms in Mumbai, 7,794 rooms in Bangalore and 7,408 rooms in Hyderabad are expected to be added by 2011” (Corporate Catalyst India 2010). Therefore the anticipated development of the industry in the upcoming years has provided Emirates Palace with an chance to invest in new technologies. 6.0 Preliminary Marketing Plan 6.1 The Marketing Plan 6.1.1 Marketing Objectives Emirates palace hotel aims to be a 7 star standard hotel, locating in Bangalore, with 302 Grand rooms and 92 magnificent suites (teNeues 2005 p58). Its target of service objectives mainly involves high-grade business conferences, culture communication activities, and foreign tourists. Nowadays, Bangalore has become a paradise for tourists from all over the world (Mohanty 2008 p12). On the other hand, due to the India’s sound and stable policy system, market-oriented economy, combined with an educated workforce and a well-developed infrastructure, has made India one of the largest recipients of foreign investments among developing countries (Mohanty 2008 p18). Hence, a majority of Emirates palace guests will be foreign tourists and business people. This hotel's expected sales are 50 million INR (Indian rupee), profit expectation is 4.6 INR million, and the expected average occupancy rate is above 60% (Mcculloch & Wolff 2009 p 47). 6.2 Target Market The target market will be the high class business men and families of tourists who can afford such luxuries which the hotel offers. 6.3 Hotel Adaptations Emirates palace will continually hold on the concept that "Guest is God," offering guests unparalleled personal and friendly service, and an ambience that is exciting, refreshing yet refined. Every guest’s room is decorated in traditional Emirates palace style. Thus fruit will be available in every room (Reisinger & Turner 2003 p302). In addition, India is a multiple culture country. According to Bradnock& Bradnock (2004) the population of India comprises of three major ethnic groups namely Hindu, sheikh and Muslim. According to Uysal & Williams (2004) Thus they should identify which specific aspects of culture must be taken into account, and how these factors will impinge upon its marketing strategies. Muslim ritual requires prayer five times a day. So Emirates palace should design praying room on every floor. This not only caters to the needs of guests, but also meets the needs of employees who believe Islam. The Food and Beverage department of the Hotel should design several kinds of menu (Clow &Baack 2009 p43). For Muslim guests, the menu should avoid pork food and alcohol. For Hinduism guests, the beef food should not appear in the menu. 6.3.1 Promotion Mix Emirates palace hotel will adopt mixture promotion strategies in order to attract guests successfully. Firstly, Emirates palace will choose professional advertising companies to design its advertisements and then decide the channels such as TV commercials, newspapers, and bulletins in the airport and train station, telephone directories, traveling websites on internet (Raza 2004 p35). Indian is a multi-racial country; therefore, the language of advertisement must be translated into English Hindi and Urdu. Secondly, the hotel will give attractive discounts to all the customers who are planning to visit the hotel in official holidays and special festivals such as Valentine's Day, Christmas, and New Year (Mohanty 2008 p25). Furthermore, free breakfast and some gifts will be given during these periods. As for VIP customers, they also can enjoy these promotions based on their own preferential treatment. Simultaneously, a certain amount of VIP cards will be given at random to non-VIP visitors. Such a promotion mix aims to deliver a firm impression to visitors (Morrison 2009 p 33). These are the kind of potential customers that Emirates palace hotel is a nice hotel to visit. All budgets of promotion and advertising are shown in table 3. 6.4 Price Although there are a lot of high-class hotels in Bangalore areas, which is superior to Emirates palace hotel, their prices are also expensive in regard to ordinary customers. On the contrary, the pricing of Emirates palace is put on a bit lower level compared with the hotels of the same class. In addition to this attractive price, the promotion mix makes it even more salient and competitive (Naseem 2005 p45). Table 1 the price list (including tax) Currency: INR (all prices are converted from dollars to Indian rupee from www.asiatravel.com/uae/emirates-palace/index) Item Price Palace Suite 11,000INR Khaleej suite 5,500 INR Grand rooms 3 different kinds given below Coral room 1,450 INR Pearl room 1,750 INR diamond room 1,850 INR 6.4.1 Methods of Payment All in all, payment is exceedingly flexible in Emirates palace . Cash, a variety of cheque and credit cards all can be accepted by the hotel. 6.5 Marketing Budget Table 2 Marketing Budget for Emirates palace hotel Company: Emirates palace Indian rupee: INR Item Cost Equipment 30 million Recruiting employee 2 million Marketing research 200 thousand Advertising 1 million Other Cost 6.8 million Total 100 million 6.6 Resources Requirements 6.6.1 Finances Total investment: RM100 million (60% from ownership and 40% from banking). 6.6.2 Personnel Total staff: 500 persons (80% from local workforce and 20%, mainly management, from Abu Dhabi). 6.6.3 Services Capacity Total capacity: Grand Rooms, 40 splendid Khaleej & Khaleej Deluxe suites, 4 Royal Khaleej suites, 16 three-bedroom Palace Suites divisible into a total of 48 one-bedroom individual suites. Leisure: Restaurants which include Chinese, Lebanese, BBQ , Arabian seafood, International Buffet, Italian, Persian, salad bar, special in service with waiters, 1 bar , 1cigar club, 1 adventure pool with children’s menu , exotic beverages near the out door swimming pool, SPA, water sports, children’s play ground, extreme sports and boutiques. 7.0 Conclusion International of any kind of business Important in today’s fast moving world. However it is important that an environmental and cultural analysis is done before the business enters a market in a foreign country. Emirates Palace Hotel has benne a very successful in Abu Dhabi, the fact that it wants to open a branch in Bangalore is certainly a great opportunity for the Indian hotel industry to earn a good name and profit The above environmental , cultural and financial analysis shows that Emirates Palace Hotel ahs a chance of flourishing in the Indian hotel industry , but for it to become successful it needs to follow the above given marketing plan. References A.R. Rather (2004); Development of Education System in India Discovery Publishing House. p23 Albaum, G., Strandskov, J. & Duerr, E. (2005), International Marketing and Export Management, 4th Edition, Prentice Hall, London p123 Baker Michael and Hart Susan (2007); The marketing book Butterworth-Heinemann p456-473 Book (2005); Manpower Profile: India Year Book 2004 Concept Publishing Company, p12 Bradnock Robert and Bradnock Roma (2004); Footprint India Handbook Footprint Handbooks; 13 edition pp 54, 1398 Cateora, P. R. and Graham, J. L. 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