Introduction 

This specific assessment is focusing on a business report as well as the business report also covering up with the particular hotel named as the Apex Hotel Ltd within the UK. Therefore, it has been observed that the purpose of this assessment is to focus on the advantages, disadvantages and importance of the hotel within the UK. This section is also focusing on the difference of the hospitality sector within the UK and within Spain. It has been observed that the whole assessment has two different parts whereas these two parts are the part A as well as the Part B. The first part of this assessment will be covered up with the framework of this PESTEL analysis. After that, the assessment will be covered up with the explanation of the PESTEL analysis in a descriptive way. In the meantime, it is important to say that the labour market is also included within the legal factors. Now, the assessment will be emphasised on the covered topic such as the cultural model of Hofstede’s as well as this can be said that the particular theory will be focused on the four factors whereas these four factors are included within the Power Distance, assessment of the Masculinity, Individualism, and Uncertainty Avoidance. After that, the first part of this assessment has been focused within the Trompenaars cultural dimension. As well as this particular part will also be emphasised on the Universalism versus particularism, Individualism versus communitarianism, Specific versus diffuse as well as Neutral versus emotional. On the other hand, this is important to say that the assessment is focusing on part B also whereas the particular is covering up with the approach of the EPRG. The assessment will be focused on the approaches of polycentrism within this particular project. After that, this section will be covered up with the strategic orientation and the evidence of the polycentric approaches. Therefore, the section will be emphasised on the recruitment process of the employees from the basic level to the top level of the organisation, Apex Hotel ltd. Along with this, the assessment will be covered up with the approaches of the people management. Thereafter, this section will also be covered up with the policies and practices of resourcing. As well as, this section has also been observed that the resourcing process will be covered up with the universities of Madrid and from the local market. After that, it will be emphasised on the focusing of the advertisement process in terms of the recruitment. Thereafter, this section has also been covered up with the selection process as well as the different types of the recruitment processes.

Part A 

Establishment of the PESTEL analysis

 Table 1: Establishment of the PESTEL analysis

(Source: Created by the Learner)

Explanation of the PESTEL factor

Political factor

It has been observed that Spain is focusing on the secular parliamentary as well as constitutional monarchy based democracy within the terms of administration and government system. This particular approach focuses on the openness of the foreign business along with its expandation. After that, as per the government of Spain, it will be emphasised on the trade barriers which has impacted on the Apex Hotel Ltd within a positive approach. Therefore, this section is based on the different types of policies and laws which have been implemented within Apex Hotel Ltd. within the Spain. As well as, it had focused on the food and drink issues within the selected hotel of the Spain. After that, it has been observed in terms of the contrast to the UK that is the hourly labour wages of the Spain is quite high than the hourly labour wages within the Apex Hotel Ltd of the UK.   Therefore, it will also be covered up with the free cancellation policy, non-refundable policy etc. Along with this, the particular section will be focused on the health and safety policy of the employees of Apex Hotel Ltd. As well as, this section has also been focused on the smoking and electronic cigarette related policy as well as it focused on the code of conducts which have to be maintained by the employees of the Apex Hotel Ltd (Apexhotels, 2021).

Economic factor

The second part of this particular PESTEL analysis will be covered up with the economic factors. Along with this, the section will be compared to the economic factors of the UK based Apex Hotel Ltd and the expanding of hotel within the Spain. As per the statistical data, it has been observed that Spain is recognising as the most renowned European country which also focuses on the GDP rate of which is 10.96% during the phase of Covid-19 pandemic. Along with this, the section will also be covered up with the employment rate within Spain which is around 48.47% whereas the employment rate of the UK is high than the Spain. So, it can be said that the UK based organisation Apex Hotel Ltd and its expandation within Spain is scientifically correct.  As well as this economic factors will be covered up with the GDP rate of the UK and also be focused on the interest rate as well as the inflation rate within the UK. The GDP growth rate of the UK is 1.1% within the September 2020. On the other hand, this section is based on the interest rate of the UK. This has been observed that the current rate of interest within the UK is focusing on the 0.1%. Apart from that, this particular section will be covered up with the inflation rate of the UK which is focusing on the 2.48% within the year 2018 and 1.79 within the year 2019 as well as it is focusing on the 0.85% within the year 2020. However, it is important to say that the current rate of inflation within the year 2021 is based upon the 2.1% (Rate Inflation, 2021).  It has thereby been established that the economic condition of the UK has majorly impacted on the hospitality industry and even within the Apex Hotel Ltd.

Social factor:

The third section of the PESTEL analysis will be covered up with the social factors in terms of UK as well as Spain. This particular section of the social factor within Spain will be covered up with the specific points in terms of the education level and language skills within Spain. Also will be focused on the different working culture of Spain from the UK. Therefore, it will be covered up with the changing approach of Spain towards their customer services within the business of Spain. In terms of the gender equality index, it has been recognised as the UK has observed 72.7 points out of 100 and achieved the sixth rank whereas Spain got 72 points out of 100 and achieved the eighth rank within the world. As well as the social factors will be covered with the popular growth of the UK. Therefore, it has also been recognised in terms of the age distribution along with the safety attitudes, lifestyle attitudes and carriers. Apart from that, this section will also be covered up with the migrated labour who work within the hospitality industry of the UK. As well as, this section has also been recognised as the large number of migrated labour within the identified Apex Hotel Ltd (Datta et al. 2011).

Technological factor

In addition to the previous part, this section will be covered up with the technological factor and this is the fourth part of this PESTEL analysis. Apart from that the selected technological factors have some direct or indirect as well as large impacts within the hospitality industry of the UK and even within the Apex Hotel Ltd. In the meantime, it is important to say that the technological factors are mainly focused on the government of the UK. As well as, this section will also be focused on the automation process whereas this automation process will be focused on the works of robotics. As well as, these automation processes are able to reduce the workload within the hospitality industry (Tuomi et al. 2021). Furthermore, these technologies are also focusing on the research and development process within the laboratory. This can also be said that the well-equipped hospitality sector within the UK and the Apex Hotel Ltd is also included within the hospitality industry of the UK. On the other hand, this is important to say that Spain is a renowned place for the enrichment of the technology. As well as, the Apex Hotel Ltd has been focused on the social media marketing and that is why Spain has a strong focus on the social media platforms such as Facebook, Whatsapp, Instagram and other social media platforms.

Environmental factor

The environmental factor will be covered up in terms of climate as well as weather changes within the UK. Therefore, this section will also be covered up with the terms and conditions along with the rules of protecting the environment from the pollutants derived from the hospitality industry of the UK. Therefore, it has also been recognised that there are some environmental policies which will be covered up with the hospitality industry of the UK and even applicable within the Apex Hotel Ltd. Apart from that, it has also been observed that Spain has focused on the expandation of the tourism sector due to their attractive weather. It has thereby been observed that Spain is focusing on the 11% of the total economy from the tourism sector.

Legal factors within the terms of labour market

The legal factors of the hospitality industry within the UK will be focused on the labour laws, customer protection law, discrimination law as well as the health and safety laws. As well as, this is important to say that the legal factors are very much similar to the political factors within the PESTEL analysis. Apart from that, this section will also be focused on the labour market within the UK. In the meantime, this can be said that the UK is focusing on migrant labour within the hospitality industry. Therefore, it has thereby been observed that the particular assessment will be covered up with the more than 70 employees within the Apex Hotel Ltd in the UK branch (Rauch et al. 2016). Spain has observed some legislations within the hospitality sector. These are included within the HMA or the Hotel Management Agreements as well as the Equal Pay Act and the Spanish Labour Law etc.

Cultural model of Hofstede

The Cultural model of Hofstede will be focused on the six types of factors. As well as, this cultural model of Hofstede will be focused on the powered distance in terms of equality and inequality. Therefore, it will also be covered up with the uncertainty avoidance in terms of the risk tolerant as well as the risk intolerant. After that, it will be covered up with individualism in terms of the collectivistic as well as the individualistic. Therefore, the fourth factor is focusing on the femininity as well as the masculinity and these will be covered up with the collaboration and cooperation along with the power and competitiveness. Apart from that, this section will be focused on the perspectives of the time in terms of the tradition and short term along with the future and long terms. This section will also be covered up with the restraint vs. indulgence in terms of the normative repression along with the free satisfaction. However, this particular section will be covered up with the four factors such as the power distance, masculinity, individualism as well as the uncertainty avoidance (Matusitz and Musambira, 2013). Therefore, the detailed description of these four factors will be covered up within the following section:

Power Distance

The power distance has focused on the separated two parts and these parts are included within the terms of the high power distance and the low power distance. The high power distance will be covered up with the demonstrated rank in the authority. As well as, it will also be covered up with the subordinates who are not getting much importance within the particular organisation. Therefore, it is also emphasising on the subordinates who always get different types of blames due to the mismanagement of the organisation. Along with this, the section will be covered up with the relationship between the boss and their subordinate that are often personal or close. On the other hand, it has also been observed that the class division within the society is quite normal within the organisation. It has thereby been established that the politics are very normal within the business organisation even in Apex Hotel Ltd. The power distance index is high in Spain rather than the UK in terms of the market culture.

Apart from the first part of the power distance, this section will be covered up with the low power distance which will be covered up with the superiors who pay appropriate respect to the subordinate’s employees of the organisation. After that, it will be focused on the entrusted subordinates within the important assignment. It has thereby been observed that the particular section focuses on the liberal democracy within the specific organisation of the UK.

Masculinity

This section has observed that the masculine culture focuses on money, success as well as material possessions. On the other hand, femininity focuses on the relationships as well as the quality of life within the business organisation (Alves et al. 2006). Along with this, the particular section will also be covered up with the difference of masculine and femininity culture within the business organisation. This has also been observed that as per the comparison between the Spain and UK the masculinity is high within the Spain according to the perspectives of the UK.

Individualism

There are two types within the individualism part of the cultural theory of Hofstede, these are the low individualism as well as the high individualism. However, this section will also be focused on the high individualism section. Along with this, the particular section will be covered up with the features of individualism. This has also been observed that individualism focuses on the word ‘I’ for the most time. These will also be focused on the private options along with the task over relationships. It has thereby been established that this section will be covered up with the private as well as the work life separated portions.

Uncertainty Avoidance

This section can be focused within the Uncertainty Avoidance Index or the UAI. After that, it will also be focused on the two parts in terms of low and high uncertainty avoidance. This focuses on the degree of a member within a society in terms of the uncomforted, ambiguity as well as the uncouthness etc. After that, it will be covered up with the strong as well as the weak UAI which have two different perspectives of the uncertainty avoidance. Therefore, this is important to say that the score of UAI within Spain is 86 whereas the UK is focusing on a low score which is around 35.

Trompenaars cultural dimension

This section will be covered up with the Trompenaars cultural dimension in terms of seven factors. As well as, this section will also be covered up with the universalism vs. particularism, individualism vs. communitarianism, specific vs. diffused approach, affective vs. neutral approach, achievement vs. ascription approach along with sequential vs. synchronic time and inner vs. outer directed approach. However, this section will be covered up with Universalism versus particularism, Individualism versus communitarianism, Specific versus diffuse as well as Neutral versus emotional approaches.

Universalism versus particularism

In addition to the previous portion, this has been observed that the universalism beliefs on the ideas and practices that can be applied everywhere and it do not need any modification. Therefore it will be covered up with the focusing on the formal rules and it also expects that the business partner will also do the same (Bãlan and Vreja, 2013). After that, the particularism will be covered up with the belief that circumstances dictate how ideas and practice should be applied and observe the reason which emphasises on the few things which cannot be done within the same way and everywhere. As well as, this focuses on the similar consequences like the theory of Hofstedes cultural model.

Individualism versus communitarianism

This particular section will be covered up with two different topics such as individualism as well as communitarianism. These sections will be focused on the people as individuals. Along with this the particular topic will be covered up with the stress in terms of the personal and individual matters. On the other hand, communitarianism will be focused on the beliefs that observe the people regarding themselves as the part of a group. It has thereby been observed that the concept focuses on the value group related issues.

Specific versus diffuse

This section will be covered up with the main concept which will be focused on the approach whether the public as well as the private life are closely interlinked with each other or not.

Neutral versus emotional

This section will again be emphasised in terms of the neutral as well as the emotional approach. The neutral approach will be covered up with the ideas where any emotion does not exist. On the other hand, the stage of the emotional ideas will be focused on the concept of emotion and it should be openly expressed (Bãlan and Vreja, 2013).

Part B

The EPRG approach on Polycentrism

The EPRG is a particular framework of the four amalgamated terms. Therefore, it has also been observed that the word EPRG stands for the Ethnocentric, Polycentric, Regiocentric as well as the Geocentric (Drachal, 2014). Therefore, it has also been observed that the framework was established by three people within the year 1969. The purpose of this EPRG framework is basically based on the making of the strategic decision within the organisation, Apex Hotel Ltd. However, it has been observed that the particular section will be focused on the polycentric concept of the EPRG approaches. This section will also be covered up with the polycentric concept of the EPRG. The polycentric approach is an international approach of marketing and recruiting and it can be seen by major organisations of the UK even within the Apex Hotel ltd. This approach focuses on the ideas of the limited recruitment and also focuses on the recruiting or hiring of the people from the local market. It can also be said that the approach focuses on the hiring of candidates from the host country. So, now, it can be said that the specific assessment will be covered up in terms of the host country such as Spain. It has thereby been observed that the Apex Hotel ltd will be covered up with the hiring of candidates for them from Spain (the host country). This polycentric approach can be justified in terms of the following evidences. It has been observed that the polycentric approach focuses on the different and uniqueness within the different countries.

According to the (Duarte et al. 2011), it has been observed that polycentrism has become one of the dominant structure within Spain. Especially, it has been observed that the depicted seven biggest metro stations have some important role within the polycentrism approach within the host country of Spain. As well as, the polycentricism approach have some major impacts on the Apex Hotel Ltd.

The strategic orientation is Polycentrism

The strategic orientation of the polycentric approach will be focused on the International approaches of orientation. This has been observed that as the company begins to recognise the importance of inherent differences within the overseas market then a polycentric approach starts to emerge (Drachal, 2014). It has thereby been established that the importance of the polycentric strategic adaptation will be covered up within the local market of the business organisation.

Evidence of the Polycentric approach

The evidence of the polycentric approach will be focused on the host country in terms of Spain and the organisation which is hiring the candidates. Here the organisation is the Apex Hotel ltd. which is situated within the UK. As well as the examples of the polycentric approach will be covered up with the specific assessment will be covered up in terms of the host country such as Spain. It has thereby been observed that the Apex Hotel ltd will be covered up with the hiring of candidates for them from Spain.

Recruitment process of all (from top level to low level employees) the employees from Spain 

First of all, this is important to say that the recruitment process of the candidate within the Apex Hotel Ltd will be covered up with the Polycentric recruitment process. As well as, this will also be focused on the normal recruitment strategy in terms of the hiring candidate from Spain for the selected business organisation. Now, this section will also be focused on the recruitment process and these processes are applicable from the top level to low level employees. The recruitment process has five steps. These are the recruitment planning, development of the strategy, searching, screening along with the evaluation and control (Businessjargons, 2021).

The people management approach in terms of resource based view

This section will be focused on the people management approach in terms of resource based view. According to the figure within the Appendix, it has been observed that there are three kinds of divisions which are included within the human capital pool, employee relationship as well as behaviour and the people management practices. The first part will be covered up with the knowledge, skills and ability of the employees. Apart from that the second part will be covered up with the employees behaviour and relationships which will be included in terms of the psychological contract, job oriented requirement, organisational citizenship etc. on the other hand, the most important part will be covered up with the staffing or work designing, training or the participation, rewards in terms of recognition and appraisal or communication.

The policies and practices of resourcing

This section will be focused on the policies and practices of resourcing within the Apex Hotel Ltd. These sections will be focused on the resourcing of humans as the employee of the selected company. As well as the particular organisation of the selected hospitality sector within the UK will be covered up with the hospitality management universities from the universities within Madrid, Spain. Along with this, it will also be covered up with the local recruitment agencies within the host country Spain. Therefore, it has thereby been established that the last part of the resource policies and practices will be covered up in terms of the through advertisements.

Recruitment

This can be said that the recruitment process has been described already within the five selected steps. Therefore this section will be focused on the senior management, Hospitality middle management, Care workers as well as the recruitment by the Operational level management.

Selection process

The selection process will be covered up with the following strategies within the selected organisation of the UK. As well as, this is important to say that here t6he host country is Spain. The following points are essential within the selection process.

• Locating, identifying and attracting the capable candidates.
• Understanding of the purpose of hiring
• Assessing the candidates or the applicants
• Making of the selection method
• Interviewing
• Focusing on the aptitude test
• Final selection on the basis of number

Conclusion and recommendation

This can be concluded that the assessment is based on the business report in terms of the Apex Hotel Ltd. within the UK. As well as this section has been focused on the different aspects. First of all this is important to say that the whole business report has been divided into two parts such as part A and part B. The first part focuses on the PESTEL analysis and has also been observed in terms of the two theories such as Hofstede’s five forces and the Trompenaars cultural dimension in terms of seven factors. Part B has covered up with the framework of EPRG and mainly focused on the polycentric approaches of hiring by Spain from Apex Hotel Ltd. Along with this, the section has also observed some advantages and disadvantages within the business report. It has thereby been recommended that the identification of the solving method of the Apex Hotel Ltd. will promote a sustainable and strong future of the selected organisation within a stipulated time.

Reference list

Alves, J.C., Lovelace, K.J., Manz, C.C., Matsypura, D., Toyasaki, F. and Ke, K.G., 2006. A cross‐cultural perspective of self‐leadership. Journal of Managerial Psychology.

Apexhotels (2021) Terms: Available at: https://www.apexhotels.co.uk/terms/ [Accessed on 28th June 2021] 

Bãlan, S. and Vreja, L.O., 2013. The Trompenaars’ seven-dimension cultural model and cultural orientations of Romanian students in management. In Proceedings of the 7th International Management Conference” New Management for the New Economy”, November 7th-8th, Bucharest, Romania.

Businessjargons (2021) Recruitment Process: Available at: https://businessjargons.com/recruitment-process.html [Accessed on 28th June 2021] 

Carlos Marmolejo Duarte & Carlos Aguirre Nuñez & Eduardo Chica Mejia & Claudia Perez Prieto & Jaume Masip Tresserra, 2011. “Polycentrism in the Spanish metropolitan system: an analysis for 7 metro areas.Available at:  https://ideas.repec.org/p/wiw/wiwrsa/ersa11p119.html [Accessed on 28th June 2021] 

Darcy, C., Hill, J., McCabe, T.J. and McGovern, P., 2014. A consideration of organisational sustainability in the SME context: A resource-based view and composite model. European Journal of Training and Development.

Datta, K., McIlwaine, C., Herbert, J., Evans, Y., May, J. and Wills, J., 2011. Global Workers for Global Cities: Low Paid Migrant Labour in London. In International Handbook of Globalization and World Cities. Edward Elgar Publishing.

Drachal, K., 2014. What do we know from EPRG model?. Ecoforum Journal, 3(2), p.10.

Matusitz, J. and Musambira, G., 2013. Power distance, uncertainty avoidance, and technology: analyzing Hofstede’s dimensions and human development indicators. Journal of Technology in Human Services, 31(1), pp.42-60.

Olivia Snaije (2010) New Study Finds Dramatic Difference Between Author Rights in Germany, Spain, France and UK: Available at: https://publishingperspectives.com/2010/10/new-study-finds-dramatic-difference-between-author-rights-in-germany-spain-france-and-uk/ [Accessed on 28th June 2021] 

Rate Inflation (2021) United Kingdom inflation rate: Available at:https://www.rateinflation.com/inflation-rate/uk-inflation-rate/ [Accessed on 28th June 2021] 

Rauch, E., Damian, A., Holzner, P. and Matt, D.T., 2016. Lean Hospitality-Application of Lean Management methods in the hotel sector. Procedia CIRP, 41, pp.614-619.

Shoham, A., Rose, G.M. and Albaum, G., 1995. Export motives, psychological distance, and the EPRG framework. Journal of Global Marketing, 8(3-4), pp.9-37.

Tuomi, A., Tussyadiah, I.P. and Stienmetz, J., 2021. Applications and implications of service robots in hospitality. Cornell Hospitality Quarterly, 62(2), pp.232-247.

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