NAME: Meghna Shrivastava
STUDENT ID: c7080738
COURSE: B.A (HONS) International Business
MODULE: Management of International Business
MODULE TUTOR: Mr. Ashish Tripathi

EXECUTIVE SUMMARY

Club Mahindra holiday is a consumers service industry which is part of Mahindra group having infrastructure of US $ 14.4 million. Under Club Mahindra flagship Mahindra Holiday and Resorts India Ltd (MHRIL) was started in 1996 as a realty sector of Mahindra group brought up for bring values, reliabilities and trust and customer satisfaction.
Club Mahindra has got an affiliation with RCI which consist of 60% of the service industry market share, which make Mahindra holiday timeshares largest holiday ownership brand in India. Apart from being a customer centric company club Mahindra performs various Corporate Social Responsibilities for the well fare of people, employees, its customers and environment.
According to CESD, 2007 Tourism is becoming one of the largest business sector in the world showing 2005 receipt of international tourism reaching $6.82 trillion. Club Mahindra performs in service industry where revenue produced in 2008 by service industry was $4,028.6 billion showing CAGE OF 6.3% from 2004-08. (Datamonitor, 2009) Furthermore, club Mahindra perform or exist in environment where customers has the power to control the market. Whereas, large number of suppliers weakens them from leading, new entrants in service industry is very easy but the threat of substitutes and rivalry can lead to tough completion in this sector.
Consequently seeing the services of the Club Mahindra, the potential market for its service expansion can be Germany. As according to the German National Tourist Board, Germany is ranked as second populous destination country in the world. It has achieved 10.7 million trips in 2010. (GNBT AND World Travel Monitor)
Club Mahindra can enter German service market by doing Greenfield investment as it has ownership advantage of being a part of Mahindra and Mahindra major auto group which has its trust and loyalty amongst customers. More than that Club Mahindra has an experience of 14 years in this service field. It has been honored for its quality and hospitality by PCCMM, BHC and ISO.
Germany proves to be a great market for service industry or Club Mahindra as firstly, due to its increasing contributions and relations with international market, a platform for the tourist attraction is building serving advantage to Club Mahindra Holiday tourism. Secondly, revenue of €212bn is been seen in the year 2009 by Germany tourism, employing 2.8 million workforce, with a predicted growth in CAGR of 3.5% in coming years. (Datamonitor, 2009) Thirdly, as government of Germany, is investing in the development of urbanization and Human Development Index, leading to the healthy and active economy of Germany. Fourthly, incremental changes in health, safety, communication and climate could aid in attracting customers. Fifth, easy entry and exit of firm and providing easy FDI help Club Mahindra in investments. Lastly, due to the check on the environment Germany has been able to maintain is tourist satisfaction.
EXPANDING IN FOREIGN MARKET
INTRODUCTION
The world is globalizing and is leading to industrialization; many Multi-National Companies are in a watch for expanding their business in different countries, by bring their Corporate Social Responsibilities and Foreign Market Servicing Strategies to get hold on their industrial sector in particular country.
AIM:
Holding a position as a MNE, the aim is to expand in foreign market for the company’s further growth in global market.
OBJECTIVES:
The objective of this report is to provide with the CSR policies of the company with examining the forces affecting the industry sector chosen. Illustration of how company can expand itself in the chosen country is represented with the help of PESTLE analysis of country and OLI theory for analyzing modes of entry.
COMPANY ANALYSIS: Club Mahindra Holiday
Considering a MNC of USD of 7.1 billion, Club Mahindra Holiday is a division of Mahindra group’s, infrastructure and realty sector, that values conviction, consistency and customer satisfaction. Likewise, Mahindra Holidays and Resorts India Ltd. (MHRIL) was started in 1996, under the flagship brand Club Mahindra Holiday which is a customer base firm that has grown rapidly, with around 100,000 members and 27 resorts in India and being a largest vacation ownership brand in US. (Mahindra Holidays and Resorts India Ltd, n.d).
Club Mahindra Holiday has an affiliation by RCI (Resort Condominiums International), which is the largest broker of Timeshare trades. Taking its hold on market of vacation ownership i.e. Timeshare, club Mahindra has 60% of its market shares making it timeshares leading holiday company of India. (Business India, 2008) Timeshare claim to have over six billion of families that Owens timeshare worldwide. (Appendix A)
Club Mahindra is a customer centric brand which aims to satisfy customers, bring innovation and work for employee pride. It vision is to be a responsible corporate citizen and provide profits to its stakeholders holders.
According to Club Mahindra, Corporate Social Responsibilities are not the duty; it’s a way of life.
Corporate Social Responsibility has always been an integral part of the Mahindra Group's vision and the cornerstone of our Core Value of Good Corporate Citizenship. - Keshub Mahindra, Chairman
On its 60th anniversary of CSR commitment, the group promised to contribute 1%of its profit to its Corporate Social Responsibility. Club Mahindra group launched ESOP (Employee Social Option) which aims at making employees get involved in social responsible activities of their choice.
Being a holiday company its eco-friendly, that supports the organizations which work for the betterment of the environment.
Mahindra and Mahindra (M & M) has been honored by Pegasus CSR awards in 2007, the award was given for its two prestigious projects i.e., lifeline Express and Nanhi Kali. (see Appendix B)
Being a part of it Club Mahindra has always been concerned about maintaining ecological balance and avoiding pollution. Club Mahindra has also shown its responsibilities by educating underprivileged people by opening schools for them.
INDUSTRY ANALYSIS:
Whether it be inflation or deflation, people while continue to travel as relaxing and spending leisure time with family and friends has now become a basic necessity of every working man/ woman.
Tourism has become one of the largest business sectors in the world; from 1985 tourism it is growing at an average of 9% per year. Receipts for 2005 in international tourism reached to $6.82 trillion. (CESD, 2007)
The industry sector in which Club Mahindra holiday serves is Global Consumer Service Industry. It provides resorts, hotels, Restaurants and leisure segments in varied exotic places, with the vision to keep their customers satisfy by giving them a rich experience of holiday and vacations. Having its sales offices in Dubai and Kuwait It has further decided to expand its branches in Sri Lanka, Thailand and The Maldives generating overseas expansion.
The total revenue produced by the service industry was of $4,028.6 billion in 2008 showing the compound annual growth rate (CAGR) OF 6.3% in span of 2004-2008. (Datamonitor, 2009)

To understand the external environment in which the service industry operates Porter’s Five Force Model has been used:
PORTER’S FIVE FORCE MODEL

Global Consumer Service Industry concentrates on management, marketing, workforce and energy comprising different sectors: hotel, resorts, cruise, gaming and educational services. This amplifies the rivalry and obstructs the new entries in this industry. This service industry is a consumer centric industry, and as there are many substitutes customer power is more. Although there are large number of suppliers, quality products are crucial for the industry.

BUYER POWER:

Service Industry operates in consumer focused environment where consumers are its Buyers. They work to satisfy its customers. In service industry buyer power is low when, total buyers are large. But sometimes if the global economy holds up, it affects the industry as the customers count get low resulting accelerating power of buyers.
Brand acknowledgment is also a factor determining buyer’s power so it is necessary to be recognized as a brand in service industry. Thus, from the above figure it can be noticed that the buyers in service industry are independent and price sensitive.
SUPPLIER POWER:
The figure below shows that usually the power of suppliers is moderate; however it is fairly high when it comes to the quality of product supplier offers. In service sector industry the costumer wants quality and therefore it is important to have good quality raw material.

The power of suppliers also varies according to the type of product it proposes: safe and consumable product, attractive and durable infrastructure, training service, equipments, ICT manufactures and license provider. Usually the companies prefer to buy product from similar suppliers so as to keep the consistency during the business and to have the availability of suppliers services this aid in strengthening the supplier power.

NEW ENTRANTS:

From the above diagram, it can be observed that the new entrants in service industry sector are not so difficult, if the branded or famed company tries to open its new service business taking its brand name advantage. By taking franchises or through acquisitions it could help new companies to take new entrants advantage with lower cost. As there are large number of suppliers and buyers in the service industry it is easy to enter, but quite difficult to beat the leading brands.

SUBSTITUTES:

Although the number of substitutes in service industry is large, it depends upon the sector in which company is: Hotel, restaurants, resorts or other customer segment company. Considering the buyers power, buyers getting cheap alternatives tends to switch to substitutes as, the switching cost is negligible. But usually when it comes to health and leisure, sometime for customers cost doesn’t really matters. Therefore, it is necessary for the companies in service industry to perform keeping customer’s satisfaction in mind.
RIVALRY:

In Global Consumer Service Industry there is a high rivalry between many raising brands and already existing leading brands. There are number of leading hotels and resort which are rivals to each other, like Hyatt regency, Le Meridien hotels, Marriott hotels and Accor resorts and hotels. So consequently it can be seen through the diagram that rivalry is influenced by the sheer number of players, with low fixed cost and switching power.
From above porter’s model it is now made easy to understand how Club Mahindra Holiday can enter a market as it assisted in studying the buyers, suppliers, new entrants, substitutes and rivalry behavior towards service industry.
COUNTRY ANALYSIS: “It's not necessary to go to the Maldives; you can take your holiday here in Germany”
Waltraud
German holiday maker
The country which has potential of foreign market expansion of Club Mahindra Holiday can be GERMANY. As according to International Report, many hoteliers in Germany agree to the fact that Germany is advancing as a positive factors for tour and hotel industry. According to the German National Tourist Board, Germany has been ranked as the second most popular destination worldwide and first in European Union in 2010, which has been a great aid to German tourism.
According to GNTB and World Travel Monitor, Germany is most populous business destination of European Union with 10.7 Million trips in 2010.
For further details about Germany contribution in Travel and Tourism refer to APPENDIX C
From the above statement and appendices it is clear that Germany could be a great option for the expansion of service industry. But as every country has factors affecting the location of the company, the factors of Germany affecting servicing industry are analyzed by doing PESTLE Analysis.
PESTLE ANALYSIS:
POLITICAL FACTOR:
Germany is been working on increasing its international role, by forming relation with US, NATO and EU, it also plays important role in MENA region. While the Germany is great contributor to EU and UN it also strongly supports OSCE. Building relation by raising international roles, it could help the service industry in increasing tourism in Germany and countries associated to it.
ECONOMICAL FACTOR:
Germany’s tourism has show revenue of €212bn in 2009, in which people employed were 2.8 million. Germany had the highest number of business visitors in Europe, with 26% of business travel to Germany. In the year 2006 and 2008 the hotel and motels industry in Germany experienced the positive growth, while they were affected in the year 2007, 2009 and 2010 with negative decline in tourism. It is expected that the performance of the industry would accelerate in coming years, predicted to have CAGR of 3.5% from 2009-14. (Datamonitor, 2011)
SOCIAL FACTOR: The Social Factors that aid in expansion of service industry is through rapid urbanization and high Human Development Index. About, €3.7 billion per year is been invested on urban development and construction by the government, likewise Germany has also performed well by having HDI of 0.885 which made it highest developed country in Europe aiding in inviting tourism. (Datamonitor, 2011)
TECHNOLOGICAL FACTOR: The technological change that would help in increasing tourism in Germany can be the development of High-Tech Strategy 2020, under which government has planned to have a development in health/nutrition, climate/energy, safety and communication. (Datamonitor, 2011) LEGAL FACTOR: Germany enjoys a great business and trade freedom, easy entry, operation and exit could help the service industry to get simply into the business without any legal barriers. In the year, 2009 Germany FDI stock increased by 47% reached approx. €503 billion. Due to the normal entry of FDI, Germany has made it easy for the companies of service industry to invest in FDI. (Datamonitor, 2011)
ENVIROMENTAL FACTOR: For the sectors in service industry like hotels, resorts and motels country environment is a great factor for increasing tourism. While German’s are working on controlling global warming the environment is just right for the tourism to rise.

FOREIGN MARKET SERVICING STRATEGY (FMSS):
Foreign market servicing Strategy is a series of decision which should be made before a company goes under internationalization or globalization. Under FMSS there are various modes of entry for the company in a country: exporting, joint venture, FDI, acquisitions and mergers and licensing. Therefore, under FMSS it is necessary for Club Mahindra to decide its mode of entry in German tourism market. But according to Dunning’s Eclectic Paradigm, a company can only decides its mode of entry by evaluating its OLI Advantages.
OWNERSHIP SPECIFIC ADVANTAGE:
Brand: Being a sister concern of a MNC Mahindra and Mahindra Group, Club Mahindra has the advantage of getting success in Germany, as Mahindra Group has always maintained a trust and loyalty amongst its customers.
Club Mahindra has been awarded by RCI gold crown for its excellent standard of hotels and resorts, RCI is one of the largest tourism ownership Brand in Timeshare Holiday. Being a part of timeshare ownership brand, the company gets the right to hold property under timeshare region.
Know How: As Club Mahindra was first set in 1996, having experience of around 14 years in the field of service sectors. Club Mahindra has been ranked as one of the largest vacation brand outside US building trust amongst the customers. Club Mahindra always tries to bring innovation according to the needs of the customers and try making their holiday enjoyable, like by providing activities for all age customers: Indoor and family games, camping and water sports etc. due to is great services and leisure to its customers Club Mahindra has been honored for its quality and hospitality by PCMM, BHC and ISO.
Product: Being a sister concern of Mahindra group, which is a major auto motor company, Club Mahindra Holiday has the advantage of providing transportation to their customers without cutting its transportation cost, which could add value to its ownership advantage.

LOCATION SPECIFIC ADVANTAGES:
It’s been seen that Club Mahindra is a service industry, the PESTLE analysis done in the country analysis show that, Politically Germany is increasing its international roles which would enable Club Mahindra to attract tourist from related countries. The Economy of Germany seems a lot suitable for tourism as government is expecting to see a growth in tourism in coming year with predicted CAGR of 3.5% in 2009-14. On Social basis due to the growth in urbanization and Human Development Index it would help to attack more young and active tourist for becoming regular customers. Under High-Tech Strategy 2020, development in health, climate, safety and communication could help Club Mahindra to get a suitable condition for development. Legally, it’s easy for Club Mahindra to enter as it provides trade freedom and easy FDI in Germany.
Germany is highly concern about the global warming, therefore controlling the pollution helping in good environment, which could aid in drawing tourist. German market has contributed a lot to travel and tourism for detail refer APPENDIX C
INTERNALISATION BUSINESS ADVANTAGES:
From the country analysis it is clear that Germany is a place for Tourism and therefore, it could suit Club Mahindra to do Greenfield international Expansion by opening with new resorts and cottages. As Club Mahindra is a Part of Mahindra Group building trust and loyalty amongst customers will not be that hard. Product supply would not be a problem as Mahindra Major Auto Group exists in Germany, which could help in transactional process.
FOREIGN MARKET SERVICING STRATEGY MODE OF ENTRY
Club Mahindra Holiday can expand its business in Germany by doing Greenfield expansion which means, establishing new resorts and vacation motels of its own.
The strategy that Club Mahindra will be using for expansion is by, taking the advantage of being a member of timeshare. To attract the customers Club Mahindra will be using the tool of Timeshare, which will specifically target the Indians and Asian. The product of timeshare is traditional timeshare package in which ownership of homes, resorts and cottages is granted to the family for fraction of cost and time say for around 7 days or so. This is also known as Fractional Ownership Business.
Being an Indian brand initially targeting Indian would help the business to accelerate a bit, and then gradually taking the benefit of RCI affiliation as it is kwon for its hospitality Club Mahindra can further expand its service business in Germany and other countries.
CONCLUSION
In services industry there can be various strategies in which companies can enter the market of a country. Seeing the substitutes and rivalries in service sector industry with high buyer’s power it has been advised to Club Mahindra Holiday to start targeting specific group in the country.
As according to the country analysis, Germany has the potential for service companies to provide them with customer, but for Club Mahindra the competition in German tourist market is hard as other hotels and resorts providing companies also possess brand name in German service Market. Being a part Mahindra and Mahindra group and affiliation from RCI it could be a positive factor for Club Mahindra success in German tourist market. Although, Dunning’s Eclectic Theory shows that Club Mahindra has also got location advantage in expanding in Germany.
Taking these factors into consideration it can be further recommended that as Club Mahindra Holiday has good CSR it can use these to apply on German tourist market for customer’s attraction.
REFERENCING
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Nichani. M (2004) Club Mahindra lines up rs 100-cr expansion [internet]. The economic times. Available from:<http://articles.economictimes.indiatimes.com/2004-09-04/news/27412193_1_timeshare-resorts-club-mahindra-holidays>[ accessed 19th January 2012]
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APPENDIX A: Timeshare Consumers Association | |
What is ......Timeshare ?
Timeshare is a form of holiday ownership. You own the right (either directly or through a "club") to use a week (or longer) in an apartment or villa on a holiday resort for a great many years or in perpetuity. What's in a name ?
With the discredited image of "timeshare" in consumer minds many other phrases are now in use such as "Holiday Club"; "Fractional Ownership";"Destination Club"; "Vacation Ownership" etc. etc. - all of which are "timeshare" in disguise. |
The industry claims that over six million families own timeshare worldwide - some well satisfied with their ownership.
Timeshare accommodation can be of a higher standard than hotel or rented accommodation. And most resorts have extensive leisure facilities (generally free to use). All timeshare is self catering.
Accommodation ranges from a modest studio (a single bedroom) to apartments and villas with three bedroom, three bathrooms, lounge, dining etc. with appointments to a very high standard.
Timeshare competes with package holidays (where timeshare offers higher standards of accommodation) and villa rental (where timeshare may offer better long term value-for-money).
Timeshare comes in two basic forms:
Fixed week. Where you own rights to a specific week, usually in a specific apartment/villa which you can either return to every year or swop through theexchange system for something similar in another part of the world and in another time period.
Floating system (which includes points clubs ). Instead of owning a specified week, you own a week (or a time period which may be longer than a week) within a seasonal band of time. Each year you have to book the specific week that you want - but this is "subject to availability".
A major strength of timeshare is the certainty that it provides. Accommodation (and often leisure facilities) being held in trust (or registered in a public register) for the lifetime of the right to use. So, provided that you continue to pay the annual fees on time, you are reasonably certain of getting your holidays every year.
And when you tire of timeshare you can, in theory, sell your rights on to someone else. But see here
Most timeshare owners use the exchange system which provides a large choice (nearly 6,000 resorts in all the popular destinations worldwide) to swop to - knowing that the place you are going to is of a similar standard to that which you own.
When you buy timeshare you pay a once off payment for the right to use and, each year, a fee which pays for the accommodation etc. to be kept clean, in good order, local taxes paid etc.. This fee is payable whether or not you make use of your ownership rights.
The best resorts are run by the owners through a club (and a committee). This ensures that owners get what they are promised and annual fees are kept to a reasonable minimum.
Unfortunately, because of the activities of a number of dishonest traders in the industry, the word "timeshare" has lost credibility with the general public resulting in both the honest and the dishonest traders claiming that their product is "not timeshare" and claiming that it is one of the following: * Vacation Club * Holiday Club (which are really BAD news - read here ) * Multi ownership * Holiday ownership * Fractional Ownership. See here * Etc. etc.
Which confuses consumers.
And claiming membership of organisations such as ITRA, OTE, RDO, TATOC, RBA and the Timeshare Council is no help to safe purchasing.
This website is dedicated to helping consumers get the best out of timeshare and to avoid the pitfalls - please read How to Buy Safely
The new Timeshare Regulations 2010 came into force in most EU countries on 23 February 2011.
Updated: January 6, 2012

APPENDIX B
Mahindra and Mhindra was honoured with Pegasus Corporate Social Responsibility Gold Award at the recently held Pegasus CSR Awards 2007. M&M received this distinction for its initiatives in the field of health and education, i.e. the Lifeline Express project and Nanhi Kali respectively. Mr. Sushil Singh, Head, CSR - ESOPs Implementation, received the award from the Hon. Renuka Chowdhary, Union Woman and Child Welfare Minister. Nanhi Kali is a national girl child sponsorship programme and a special project jointly managed by the K. C. Mahindra Education Trust (KCMET) and the Naandi Foundation and is aimed at providing education to the underprivileged girl child in India. Needy, underprivileged girls who are at risk of dropping out of government schools either due to financial constraints or social conservatism are identified and they receive special sponsorship which takes care of a range of education requirements, extending right up to improvement of the government schools they go to. The Mahindra Group currently supports 11,000 Nanhi Kalis and has garnered support for a total of 34,000 Nanhi Kalis. The Lifeline Express is the world's first hospital on rails and aims to eradicate avoidable disablement. The train provides free medical and surgical treatment to people suffering from four disablements: polio, cataract, deafness and cleft lip. Although in previous years M&M has co-sponsored the Lifeline Express, this year, for the first time, M&M decided to completely sponsor the Lifeline Express at Uttarakhand, where this project was held for the first time. The project was a success with over 600 surgeries performed in 24 days and more than 2000 patients benefiting from the services at the camp. The Pegasus CSR Awards are being presented for the first time in India in recognition of corporate leadership for social responsibility and sustainable development initiatives. The Pegasus CSR Awards have been instituted by Reader's Digest to recognize outstanding work done by socially conscious companies. The Awards identify best practices and innovations of Indian corporates in fulfilling their responsibilities towards diverse stakeholders. In this process, Reader's Digest also aims to sensitize corporates to their responsibilities as good citizens of a fast-developing nation.

APPENDIX C
FOR FURTHER STUDY:

http://www.wttc.org/site_media/uploads/downloads/germany.pdf