SWOT and PESTEL Analysis of The Ardington Hotel

ASSESSMENT

Table of Contents
Introduction .........................................................................................................................................3
TASK 1.................................................................................................................................................3
Perform a SWOT and PESTEL analysis .........................................................................................3
TASK 2 ................................................................................................................................................5
Evaluation of PESTEL and SWOT .................................................................................................5
TASK 3 ................................................................................................................................................6
Compare and contrast the different styles of leadership..................................................................6
TASK 4 ................................................................................................................................................7
Suitable leadership style .................................................................................................................7
TASK 5 ................................................................................................................................................7
Ethics and Social Responsibility......................................................................................................7
TASK 6 ................................................................................................................................................9
Reflection report .............................................................................................................................9
Conclusion .........................................................................................................................................11
REFERENCES...................................................................................................................................12

Introduction
Business environment refers to the term of marketing and force that affects the business
through internal and external factors which include suppliers, government, technology, clients etc.
The report is based on THE ARDINGTON HOTEL which is located in the United Kingdom
(Andreini and et. al., 2017) . The hotel provides various amenities and features to their guests. The
hotel was built in 1928 and renovated in 2018 which is still managed and owned by the same family
Richard and Simon Margaroli. The hotel consist of 2 floors with 47 rooms. It involves daily hotel
operation to ensure consistency by providing high standard of services and facilities to their guest.
The hotel occupies Edwardian terrace overlooking Steyne Gardens. The report has been discussed
about the SWOT and PESTEL analysis of the hotel which also includes the ethics and social
responsibility and leadership styles for the growth of hotel in business environment.
TASK 1
Perform a SWOT and PESTEL analysis
1. SWOT Analysis
The analysis gives an insight of the hotel whether it is contributing or not towards the
achievement of the goals. It includes the factors of strength, weakness, opportunities and threats.
 Strength- The hotel attracts the tourist by providing various amenities and facilities such as
free Wi-Fi connection, laundry and room service, parking area etc. It has a high brand recall
and provides promotional offers for attracting more tourist. Various restaurants are located
near the hotel which gives the benefit to hotel and customer and provide safe place to stay.
 Weaknesses- The hotel bears a high cost of land of total project as the country has high tax
structure. The services offered to the tourist are limited sometime as the tourist is not
satisfied with the environment, facilities and services it declines the growth of the hotel and
low in reputation. If the hotel staff is not good with their customers the customer leaves a
bad review regarding the hotel (Krueger and et. al., 2021).
 Opportunities- The Ardington hotel get the opportunities to attract more tourist by offering
various deals and offers during the school holidays, summer vacations. It has a opportunity
to expand global tourism market as travellers are looking for novel destinations. By
expanding more rooms and investment on hotel building to make it more attractive.

 Threats- The Ardington hotel faces the threat of competitors as new hotel emerge, change in
regulatory environment and technology. The change in attitudes and preferences of the
tourist. Sometimes hotel face internal threat such as lack of skills, lack of communication,
insufficient resources and staff, lack of co-ordination and cooperation between the staff and
manager (Ngai and et. al., 2018).
PESTEL Analysis
It is a tool used to analyse the external factor of the environment which affects the business. It
is a component of strategic management which includes political, economic, social, technological,
environmental and legal factors.
 Political factors- The factors determine the government intervenes in the economy which
includes government policy, political stability, trade and fiscal policies. The government
have extensive power on hotel as owners of the hotel enjoy tax reform by paying lower
taxes. The hotel industry is also affected by election.
 Economic factors- It includes many factors such as inflation, economic growth, interest and
exchange rate. Number of tourists arrives for the purpose of conferences, business dealing
workshops etc. the guests pay extra for the services they demand from the hotel which help
them in growth. It also attracts foreign travellers. Due to change in economic factors there is
increase in revenue and profit by acquiring resorts (Ngibe and et. al., 2019).
 Social factors- The factors include are education, cultural trends, change in lifestyle,
demographics and skill level of population, leisure interests. etc. the hotel provides
additional facilities of gym, parlour, pools to the guests. The factors also affect the
availability and willingness of an individual to work.
 Technological factors- It consider the rate of development and technological innovation
that affect the industry. It includes research and development, automation, new methods of
distribution. The impact on hotel are rate of technological diffusion, cost structure in travel
and leisure industry. now days hotels are using social media for promotion. The hotels are
providing facilities of 24/7 which help them to report any incident within minutes. The
review on the travelling website help the hotel to build reputation (Caseiro 2018).
 Environmental factors- It influences the surrounding of the environment which includes
climate, carbon footprint, waste disposal and sustainability. There are different
environmental standards and laws which affect the profitability of an organisation. The hotel
owners should understand the environment or seasonal change before pricing their rooms as