Question

It is our plan to be global market leader by 2015 and we are moving towards this goal with the implementation of a range of initiatives, resulting from wide market research. We are determined to produce long-term and dependable competitive product advantage by fully understanding requirements of our target markets - most particularly, the frequent international business travellers.

An imperative part of our future business strategy will be development of appropriate non-exclusive partnerships and alliances with a range of key organizations. This will provide an amplified range of services and services designed to meet customer needs more effectively and position our brand more competitively in market place by enhancing the quality of the travel experience.

We will also carry on to develop company's international position by maximising our coverage of the world's top business centres, establishing new key position hotels by acquiring or developing suitable properties. Furthermore, we will continue to focus on local identity - within chain concept- continuing to make us different from, and more international than, more uniform chains with that we compete.

Source-Inter- Continental hotels, Corporate Profile (2007)

(a) As stated in case, Inter-Continental hotels are preparation to go through either acquisition or alliances, to increase its international properties. Examine all the possible option that Inter- Continental can consider while speaking of broadening its international hotels.

(b) Explain term "franchising" in the above context.

(c) Relating to above case, Inter-Continental group has aim of being the global market leader by 2015. Separately from doing market research and considerate customer needs, what other considerations be able to the company make in regards to understanding mix of elements of the hospitality idea?