Hospitality Business Strategy Assignment 2022

Assignment Code: ABRQF0074H41FT/FG
Programme: BTEC HND in Hospitality Management (RQF)
Unit Title and Number: Hospitality Business Strategy (Unit 41)
RQF Level: 5 Module Code H/616/1826
Credit value: 15 credits
Module Tutor: Dr Faithfull Gonzo and Fabrice Teyssedou
Module Tutor Email: [e-mail] & [e-mail]
Date Set: 11/08/2021 Distribution Date 16/09/2021
Cohort Jan 2020 A & B
Student’s name
Registration number
First Submission? Second Submission?
Word Count
Signature Submission Date
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Table of Contents
Introduction..............................................................................................................................3
Macro Environment analysis..................................................................................................4
PESTLE Analysis...................................................................................................................4
Stakeholder Analysis................................................................................................................5
Internal and External stakeholders of Premier inn.................................................................7
Internal environment analysis................................................................................................8
VRIO Framework...................................................................................................................8
Value Chain Analysis.............................................................................................................8
SWOT Analysis.....................................................................................................................9
Outcome Analysis...................................................................................................................11
Porters Five forces................................................................................................................11
General analysis of the report..............................................................................................12
Strategic direction and Plan..................................................................................................13
Porters generic strategies......................................................................................................13
Ansoff matrix.......................................................................................................................14
Bowmen’s strategy clock.....................................................................................................15
Smart Plan............................................................................................................................16
Recommendations..................................................................................................................18
Conclusion...............................................................................................................................19
References...............................................................................................................................20
Appendices..............................................................................................................................23
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Introduction
The below report has been critically based on a focus of strategic decision and planning for
the hospitality business Premier Inn that has been present in the UK and the international
European region. The report has been able to identify major reasonable approaches that the
Premier Inn business can approach to increase their marketing strategy in the response to the
current international and global pandemic that hit the world and the focus of our report
hospitality industry very badly, leading to major losses in the economic condition of all the
businesses. The response becomes important for businesses such as Premier Inn to create a
strategy that would help tackle the changes and stabilize the effects of the business
environment.
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The impact and influence of macro environment in Premier Inn and its
business strategies
PESTLE Analysis
Pestle analysis is a method that has been derived to analyse the effect from the factors and
elements that are creating a change and effective changes in the strategies and the decision
making of any business. The factors are not in control of the business but will be much
effective in the changes in the running of the business. The factors are a major role player in
the companies working and decision making such as political, economic, social, technology,
legal, and environmental. The Premier Inn Company requires to create a strategic approach
towards the external environment in the following methods (Al-Waely, 2019).
Political
The current involvement of the governments across all over Europe has changed and it has
created major changes in all the reforms and policies of the hospitality industry due to the
global pandemic. The political effect can be understood as the changes in the regulation such
as being in threat from the government policies that would make legislations such as tax
reforms on the hotel industry which has been in the present time being changed due to the
BREXIT and global pandemic reforms. (Nikolskaya et al. 2020). The travel restrictions and
stopping international and national tourism slowed and increased the losses of the hospitality
sector which also includes the major role players of Premier Inn (Nikolskaya et al. 2020). The
government restricted the tourism and also reduced all the international flights from all the
countries within each other which left the business to feel heavy losses. Due to the bad effect
and major global restrictions in the policies led to uncertain closing of the businesses as the
government has no idea on when there will be a response to the pandemic with cure, which
led to a major crisis in the world of the hospitality industry. The impact of the BREXIT and
global pandemic has led to reduction in the staffing and recuritung as the scope of employees
and new talent is left only to the area under the Uk and recruitment from the Europe would
increase the cost due to the legal reasons such as equiments of work visa and many other.
Economic
The present situation such as the effect of a global pandemic on the economy can be
understood as it leads to a rise in prices of goods and services being overcharged. Economic
conditions lead to prices rise and also increase in interest rates lead to the consumer spending
less on any other commodities such as Premier Inn. The economic inflation would mean that
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there would be people would spend less on the expendatures and thus leading to increase in
the hotel industry pricing to maintain operations. The effects of different regulation systems
under the European union were different and now it has no support as the UK has become a
separate body making it more vulnerable to economic changes thus the changes in the
economy will lead to major changes in the industry. The other economic effect can be
understood as the rise in the fuel prices
Social
The majority of the public remained inside and tried to avoid holidays and vacations which
has been the main reason for the hospitality industry to continue to exist. The global
pandemic led a majority of people to stop their plans and interest in the hospitality sector.
The people wanted more cleanly and became more conscious and avoided locations such as
hotels and places such as restaurants that require people and the public to visit them regularly
(Jaujan, Makin and Jamil. 2021). There has been increase in people being at location that are
from thus Premier Inn was able to benefit from it as people would not leave the country and
also the social changes meant that minilian generation were now not interested in the jobs
were quting the jobs in Premier Inn leading to lack of staffs.
Technological
The hospitality industry has been indulging itself in practices such as modernizing the
technology in the industry. The major force of that has been seen as the effect which it has on
the industry to gain advantage through the use of social media, virtual platforms, and
technology to reduce the cost of the business, while these are the positives there are some
demerits that the consumers have much more options and cheap alternatives to find through
the technology. Premier Inn has many benefits such as they are able to connect with many
potential clients through webstites and application to get in touch at a regular interval which
would give the hotel much more fast processing.
Legal
The company was legally required to shut all the activities and remain out of business due to
the introduction of lockdown and which led to losses and there was a major loss in the
employees to be removed for cost-cutting. The policies and the health standards change
regularly which increased the company’s cost and expenses which has already been in losses.
The current market changes also led stakeholders to get worried and remove their investment
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and thus Premier Inn has been trying hard to maintain the competitive advantage and
maintain communication that is positive with all the stakeholders. Legislations such as
employee health and safety, data protection Act 1998, and laws such as furniture and
furnishing are some of them which need to follow. Premier Inn has to follow and make sure
to not break any rules or else there can be charges and fines on the business. The business has
to change the pay system due to new legislation which has been in news due to recent rise in
the demand by the pubic, this can lead to major changes and lead to increase in cost for
premier inn.
Environmental
The global climate changes and global warming effects have led the consumer to become
aware and thus the consumer has shifted the interest towards the business which are
practising more sustainability and are making changes that are CSR worthy. The business has
to introduce regular health checks and also reduce the usage of carbon emission in the
business purpose in their financial report which states that the company has been working on
reducing environmental bad effects and increasing sustainability practices in their hospitality
sector (Korjuhina and Sorokin, 2017). Being sustainiable would make better changes in the
business that would allow premier inn to benefit and decrease in the cost of the business.
Premier inn has pledged to reduce emission by 50% by the year 2025 (Premier Inn, 2021).
Stakeholders analysis
It is very important for Premier Inn to keep their stakeholders happy and satisfied for
proceeding with their organizational work smoothly. The analysis keeps focusing on
evaluating the level of satisfaction of all the internal as well as the outsider people who share
their interest either directly or through the indirect medium. These stakeholders are the person
who is affected directly or indirectly by any decision that the organization makes within their
work process.
To be precise the major stakeholders of the Premier Inn are the local and national
government, customers, banks and also suppliers and investors. The employees and the local
community are also some of the key stakeholders of the organization.
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The employees are impacted through any changes that are made within the organizational
workplace and the customer’s behaviour also gets influenced through the implementation of
any changes within the organization.
On the other hand, the suppliers and the investor are the stakeholders, who are responsible for
influencing the work process of the company. To maintain a proper work process, it becomes
very important for the organization to maintain a very sound relationship with all these
stakeholders and also to perform the business process in a very effective manner, it becomes
very important for the organization for performing a stakeholder analysis. For understanding
the level of influence within the organization it also becomes very important for the company
to develop a proper Power Interest matrix and also determine the power of the stakeholders to
create proper business planning.
While dealing with the different stakeholders the most important task that the organization
needs to perform is to keep the stakeholders satisfied who influence the organizational work
hugely.
Premier Inn must also determine the government, customers and the banks as their top
priority stakeholders who consist of high power and thus influences the organizational work
process in a very effective way. The major reason for choosing these stakeholders as the top
priority is because these are the stakeholders that impact directly the work behaviour and the
work progress of the company.
On the other hand, the employees and the suppliers can be adjudged as the other key
stakeholders who must be monitored through minimal effort. There are several reasons
behind determining these stakeholders as low powered stakeholders. These are the
stakeholders who are influenced by the decision of the organization and they have very less
influence on the company work process.
Finally, through implementing an outstanding power and interest matrix, the organization
must take a necessary decision for proceeding with its internal work process. Through the
incorporation of the PI matrix below, the organizational stakeholders like internal and
external have been identified and divided into several parts:
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Table 1: PI matrix of stakeholders and their influence analysis
This was the stakeholder analysis Matrix which classifies the stakeholders of the company
based on the interest they have in the company and the amount of power of influence they
have. There are other strategies such as stakeholder mapping, which categorizes various
stakeholders into different categories (Product plan, 2021).
Internal and External stakeholders of Premier Inn.
Internal stakeholders or the primary stakeholders are the people who actively participate in
the activities of the business or own a large number of shares of the company. They have a
significant impact on the decision, performance and outcomes of the company. Owners,
employees, managers, investors, and an active board of directors are the internal stakeholders
of the company (Staff, 2020). (Refer appendix 1).
External stakeholders of the company are the people who are not directly influenced by the
decisions or who are not involved in the day-to-day operations of the company. These are the
secondary stakeholders of the company. The external stakeholders create the business
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Monitoring
Suppliers
Employees
Keeping Informed
Local Community
Hospitality Association
Keep Satisfied
Banks
Customers
Government
Managing
Shareholders
Owners
Investors
Power
Interest

environment of the company and they make use of the publicly available information such as
financial or other major decisions, to know the profitability and performance of the company.
Some of the examples of external stakeholders are customers, suppliers, distribution channel
providers, clients, competitors, the general public, creditors and the government of the
particular country as well (staff, 2020).
Assess of internal environment and capabilities of Premier Inn
VRIO Framework
The current methodology and the usage of the VRIO model can help Premier Inn to create
awareness for the competitive advantage that it has over its rivals through the usage of
internal environmental analysis which in the format is mandatory to be followed in the
current strategy and changes in the business.
One of the main unique strong point that the business has is the “Great night sleep Gurantee”,
the unique marketing strategy is the USP of the business which in terms has allowed the
business to increase there market presence and make sure to brand their business a real home
away from home which is pecefull and real comfortable. The strategy dertermines that they
are very familiar with consumer confidence and being able to have value for money
satisfaction while having budget prices for the hotel stay.
Value: The current value of the company is very strong and that has been due to the regular
and historical presence of the business from the early years of 1742, the business has a major
stronghold in the market with a valuation of 12 billion pounds in the current market. It has a
yearly sales of 3 billion on average (Quattrociocchi et al, 2017). The resources in the premier
inn are not valuable as they can be copied but the experience that they have are much more
far than the rest through which they can increase there market value.
Rarity: The premier Inn business has been named the world’s strongest brand according to
valuation consultancy Brand finance, which has rated the business to 88.7 Index score out of
100 possible (The Caterer, 2021). This means that the business is well aware and has a strong
financial performance which has helped it to stand apart and unique from the market as a
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leader in the hospitality industry. The resources in the business are rare as they are able to
market and create an important value and emotional touch with the customer like none other
thus making it rare and much more competitive.
Imitation: There are no such disadvantages that Premier Inn has to face there are major
requirements such as increasing the scenario in the digitalization of the company and
increasing the social media presence and the brand image on virtual platforms. It is very easy
for other businesses to imitate the resources thus is not an advantage for the business.
Organization: There is a major opportunity for the company as stated by the report because
it has huge cash and investments with backing from other types of incomes due to the spread
of the business. The hospitality sector of the company can still maintain a majority stake and
market leadership in the current market with a change in the strategic approach of the
business. The operational market share and market leadership is an advantage which can be
utilised to create better strategies for the business.
SWOT Analysis
Strength Weakness
 Huge investments in training and
development .
 Highly maintained and advanced supply
chain with around more than 50,000
rooms and 700 hotels.
 Brand market value and image
 Huge cash flow with 400 million GBP
in 2020 (Statista, 2021)
Small margins due to intense marketing and
competition.
They are based majorly in UK and have
much less revenue options other than uk,
which means that the business is dependend
on the uk market.
Opportunity Threat
 Huge cash flow can increase market
growth and better stability
 With Brexit, there can be new
opportunities that can arise for benefits
to Premier Inn.
 Due to COVID people staying inside
and with fewer restrictions, the business
can increase operations and financially
get a boost of new consumers
 Shortage and fewer workers and no
skilled workers mean there are no better
people to recruit.
 With an international presence, there are
always possibilities of changes in
policies.
 E-commerce reducing consumer buying
behaviour is a major threat.
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The outcomes of analysis using Porter’s Five Forces model in Premier Inn
Porters Five forces
Porter’s five forces are the five elements that allow a business to understand the current
business competitors and other present threats that the business can encounter in the current
market that it is possible. There has been majorly important to understand the industry and
the effectiveness of the business in the current hospitality industry in which the Premier Inn
has been present (Nannelli et al. 2019). The level of threat and influence that the factors have
on Premier inn is also defined in each facts sepratly. The five forces that have been explained
for developing the strategies have been for the company as follows:
The threat of New Entry (Low)
There has been a major reason for the Premier Inn to remain in business as there have been
major changes in the current business entry as the digital era has allowed an opportunity for
the businesses to enter and become more competitive. To remove such threats Premier Inn
can increase a major cost strategy that reduces the influence of new market entry and could
help the business to increase consumer growth. New entry will not harm the hotel as it has
been well established such as being the effective power that has been present in the industry
for many years.
Bargaining power of supplier (Low)
There are many options available for suppliers in the hospitality industry and Premier Inn can
try to take benefit of such options such as they can increase and maintaining their digital
presence by developing the supply chain of the business. Further the influence is much low as
there are many suppliers in the industry.
Bargaining power of the buyer (High)
The company is the market leader and thus it has the majority of the consumers and this
means that they control the consumer power and there are fewer opportunities for the buyers
to bargain from their end. There are other options available but with the constant growth of
the business people prefer the premium hospitality that Premier Inn provides. To tackle any
changes and uncertainty the business can focus on their product innovation and also increase
the social media presence to lure more consumers (Varelas and Georgopoulos, 2017).
The threat of substitute products (High)
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With the increase in the digital era, there are major products such as increasing approach in
the technological and advancement of companies such as Airbnb which allowed the business
to increase their growth and become a threat to Premier Inn. The company needs to innovate
and increase business to become more compatible in substitute growth.
Rivalry among Existing competitors (High)
The current hospitality industry is a well-fought and hardly competitive industry that has
major and many small and medium competitors of many different strategies. The current
strategy to decrease the chances of competition would be to create a trend specified methods
and development to increase consumers for the business. The high completion can lead to
premier in to match the competition and increase in the cost of the business.
Applying a range of theories, concepts and models and devising strategic
planning for Premier Inn
General analysis of the report
The topic covered above includes the analysis of the Macro environment of Premier Inn.
which is done by using the PESTLE Analysis which include all the political, economic,
social, technological, legal and environmental factors which affect the operations or decisions
of the company. Also, the stakeholder analysis has been done for Premier Inn and
classification of stakeholders has been done by using the stakeholder matrix. Various internal
and external stakeholders have been identified such as employees, CEO and owners. After
this, the report includes the internal environment analysis which is done through
incorporating VRIO Framework in which value is provided by the products or services. How
rare the product or service is, what is the imitability of the product and organization. To
identify the strengths, weaknesses, opportunities and threats of the organization, SWOT
Analysis has been done for Premier Inn. Outcome analysis has been done through Porter’s
five forces model which identifies the threat of new entrants, the threat of substitute products,
bargaining power of suppliers and buyers and the competitive rivalry. After that, some
strategic direction and plans have been explained through the use of porter’s generic
strategies such as cost leadership, cost focus, differentiation leadership and differentiation
focus. Ansoff matrix has been done to build strategies that help in market penetration and
evaluation. Various strategies such as market penetration, product development, market
development and diversification have been analysed.
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Strategic direction and Plan
The current hospitality industry has to shut down all the operations until the outer forces such
as the government were trying to fight the global health crisis that led to the deaths of more
than 48 lakh people all around the globe. Currently, the stats for losses in the hospitality
industry have been very heavy such as losing more than 1 trillion all over the world. The
industry also remained closed for more than six months in many countries. Currently, the
locations and the governments are all working towards opening all the services once again.
There has been a loss of 75% of current revenue generations opportunities in the world.
Porters generic strategies
Porter's generic strategies have been designed to drive the competitive strategic advantage of
the company through the help of four different strategies through which the company can try
to take advantage, currently, there are major changes required to face the consequences of the
business in Premier Inn such as:
Cost Leadership: The cost leadership strategy is the most straightforward strategy that helps
a business to construct and maintain the focus and help in reducing the cost of the business
operations and thus ensuring the chances of the business to become stable in the future and
reduce expenses. The business can focus on technology and introduce much kore automation
that would allow them to decrease cost through reducing manpower in the business and all
the the hotels. There can be much more
Differentiation leadership: The differentiation strategy has been designed to focus on
becoming better at the methods and business conduction for which the Premier Inn is known.
The business has been able to become a market leader through strategies to target potential
which are the value for money customers thus making them their target audience as a
majority of the population belongs to this class of spenders. The strategy has been able to
make more such strategies which would help the business in being able to be a leader in the
market. Premier inn should be able to market different methods into the segment as it is able
to understand the customers and all the emotional attachments regarding the needs and wants
of the customer much better.
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Cost Focus: The main focus of the cost focus strategy has been designed to currently focus
on a niche market and a target market only this increases the chances of increasing main
consumers to the business and reducing the focus area of the business. Currently, the market
area of Premier Inn has been present internationally and cost focus would decrease the market
share hence following the strategy would be a loss in the strategy to the company. The main
motive of premier inn would be to target the middle class spenders that value for money and
make effective strategies relaed to the same through the usage of arget audience and ensure
cost effectiveness.
Differentiation focus: It has been visible in the Premier Inn that the business has followed
focus differentiation in their services through which they try to provide an affordable range of
services in the business to increase their unique focus on their market. There has been a
brilliant build-up method and focus on becoming unique by the business leading to their
increase in market capitalization.
Ansoff matrix
Ansoff matrix has been designed and utilised by the business to use it for making strategies
and methods that can help in market evaluation and penetration. The most important part of
the process was to ensure that the Premier Inn uses the Ansoff matrix has four different
methods and strategies which are as follows:
Market penetration: Currently there are major reasons for the market leader Premier Inn to
create more opportunities to create better strategies such as social media presence and
creating loyal consumers and making sure that the retaining rate is higher than the other
industry competitors. Some methods at the start of the business would be to create a major
campaign and welcome the returning guests at lower methods. Market penetration uses to
increase the market capacity and the usage of all the methods such as market consumer
capitalization (Švagždienė, Štreimikienė and Jasinskas. 2021).
Market development: The other method that Ansoff matrix used is to create market
development which means that Premier Inn should be able to increase the market area which
it has to touch through using strategies such as introducing the market with the digital market
and social media presence that can introduce the business to the target market that is looking
to increase the hospitality industry to create an opportunity and new market for the business
to access and introduce their product and services. The market development can also mean to
increase other potential clients and create different segments in the market to target such as
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being able to increase effectiveness in the low spending customers towards premier inn
hotels.
Product development: The hospitality industry has been just been involved in a wide range
of products such as there is no unique and matching product in the same industry. Product
development in the Premier Inn can be uniquely taken advantage of. The method would be to
design new and involving products that are based on the current trends such as sustainable
practices and trending market opportunities like involving better and efficient technology in
hospitality.
Diversification: In the hospitality industry there has been a major involvement of diversity,
Premier Inn has major holds in other businesses that are linked to the hospitality industry.
Diversification is been made to influence increase in the market through better specilisation
in market increase such as Germany expending is among the diversification prjects of the
business. The other method is diversification can be the new technology usage and potential
new hotels that are more suited to different target audience thus creating a diverse hotel
chain.
Smart Plan
Mission statement Building consumer loyalty through the use of services and products
that are needed by the consumers.
Vision Committed to the consumers for proper satisfaction and striving the
best at all the things possible.
Values Being genuine, confident, and committed to the business and
consumers.
Strategic values Grow the core market, strengthen the German business, and focus
on long-term growth.
Strategic objectives
(SMART)
KPI Target Action Plan
Specific Increasing market
share in 2 year
period hrough
international
presence.
Increasing and
expanding services
and products to other
countries in the next
2 years time.
Focusing on the
German industry and
becoming market
leaders and other
potential europeuan
market.
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Measurable Increase in the profit
revenue from 200,62
Million to double it
in 5 years.
Reducing losses by
technology usage
increase and market
expending in 5 year
plan.
Increasing consumer
marketing through
major target
audience changes in
marketing plans in 6
monhts period.
Achievable Reaching normal
operations in 2022
by following all
required standaards
in UK by complying
to legal bodies and
government.
To resume all the
operations smoothly
in 3 to 6 months in
2022.
Following guidelines
and resuming all the
activities in the year
2022
Time-bound Social presence and
marketing on digital
platforms in 3
months for digital
markeing for
Germany and
potential europeun
countries.
International
audience from
Germany to be
targeted with UK
audience under the
period of 3 months
in reopening.
Creating social
media presence and
social media
awareness of the
company (Buhalis
and Leung, 2018).
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Recommendations
The above report has been able to justify the response characteristics of a company during the
changes that require a business such as Premier Inn to create a response strategy against the
environmental changes. There are major reasons that Premier Inn needs to follow, which
would help in creating a response strategy towards the changes which are:
 Actively evolve the methods of strategy formation that can help the business to create a
competitive edge in the current market that has been hit by the global pandemic and
uncertain changes that require changes and smart planning to counter the changes.
 Premier Inn needs to smartly use all the advantages of being the market leader and the big
market shareholder to its advantage, while reopening the operations it can also try to
expand the market with the competitors facing huge losses due to the power of the
income that it has saved and has in cash flow from the past working years to its
advantage.
 Premier Inn can focus on utilising the international and digital marketing operations by
creating a budget increase on activities that would help in a creation of a better brand
value and image on digital platforms of the business, it can focus on new digital trends
such as AI and MI to increase its operation and cut cost on other operations by replacing
it with technology.
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Conclusion
Through a brief and critical evaluation of the report that has been constructed in the
secondary form of data on the Premier Inn company that has been facing changes and issues
such as strategy formulation and cost-cutting due to uncertain changes due to a global
pandemic. The report has been able to identify the theories and strategies that can help in
changes to the company to tackle the situation and become stable again. The main motive of
the report was to gather internal and external analysis of the Premier Inn in the hospitality
industry, which would help the business to understand the business situation better by further
creating better and result-based strategies that can be implemented to create an advantage and
change in the business conduction of the Premier Inn company in the hospitality industry.
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Appendices
Appendix 1
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Mont Rose College Ala Miron ID 24991