Impact of Macro Environment and Strategies on Best Western Premier

This report evaluates the impact of macro environment and its strategies on Best Western Premier, a unique designed hotel offering various services to travelers worldwide. It discusses the political, economic, social-cultural, technological, legal, and environmental factors affecting the hotel industry. The report also analyzes the internal environment and capabilities of Best Western Premier using the VRIO model. It highlights the valuable, rare, inimitable, and organized resources of the organization. The SWOT analysis of Best Western Premier identifies its strengths and weaknesses.

Hospitality business
strategy

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK1.............................................................................................................................................1
P1: Evaluate the impact of macro environment and its strategies on Best western premier......1
P2: Internal environment and capabilities of respective organisation.......................................4
TASK3.............................................................................................................................................7
P3: Analysis of Best Western Premier by using Porter's five forces model...............................7
TASK4...........................................................................................................................................10
P4: Apply the concepts, theories and models & also provide a strategic plan for respective
organisation...............................................................................................................................10
CONCLUSION & RECOMMENDATION:.................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Business Strategy is defined as combination of all actions and decisions execute by
business to achieve its goals and to secure competitive position in market segments. It is a master
plan that is implementing by company to fixed aggressive position in market, serve customers,
carry on its functioning, and achieve desired goals of business efficiently and effectively
(What Is Business Strategy?, 2020). It is a backbone of business which works as roadmap which
leads to achieve desired goals.
Hospitality is defined as relationship between a host and guest in which host receives
guest with goodwill, including entertainment and reception for visitors, guest or tourists. It is a
way by which people treat others called as service of welcoming guests like in Hotels.
Best Western Premier is a unique designed hotel which offers various services to
travellers worldwide like accommodations, first rate amenities, exceptional services provide to
guest. In 2002, it was launched by Western International in Europe and Asia (BEST WESTERN
PREMIER, 2020).
This report is based on business strategies for making strong position and ensuring future
growth of business. VRIO analysis that is helpful for carry out internal analysis is also discussed
in this report. In addition to this, porter five forces along with strategic management is also
covered in this.
TASK1
P1: Evaluate the impact of macro environment and its strategies on Best western premier
Pestle analysis
It is defined as a marketing principle tool used by business entities to track environmental
factors of in which they are planning to introduce and launch a innovative product, services or a
project (PESTLE Analysis, 2020). In terms of Best western premier macro environmental factors
are discussed below:
Political: It consist of the factors such as- governmental rules and regulations, tax rates,
political stability, foreign trade policy, labour laws, terrorism & military, fiscal policy and more
which affects the performance of a company in positive or negative ways. In terms of Best
Western has negative impact due to slowing economy of nation after pandemic Covid-19 which
includes government not able to allow tax rebates for business firms. Due to Covid-19 political
1

factor of different countries affected demand of hotel and resorts based on governmental ban on
travelling and social gatherings (Barbosa, de Oliveira and 2015). On the other hand UK is most
stable country in terms of politics that reflects growth opportunities for respective firm.
Economical: This factor includes interest rates, inflation, taxation, economic growth,
wages rates and many more that has some positive and negative influences on business entities.
Economic conditions are not good because of recession period that creates declining demand of
respective hotel as per slower economic growth as well as Impact of Covid-19 pandemic. which leads to
negative impact on the position of respective organisation. Best western has several hotels and
resort in different counties like UK, US, Mexico, Australia, New Zealand and more that doesn’t
effective its position shows positive aspect of firm that has significant impact in terms of
generating employment opportunities.
Another reason of this is pandemic situation whit Covid 19 facing by whole country which
results in slower economic growth of UK. This leads to slower the demand for hotels due to
governmental restrictions for public gatherings that has negative impact over respective hotel.
For instance hotels are closing down due to negative impacts after pandemic situation. Thus, it is
suggested for respective hotel to provide effective and efficient services to its customers in order
to secure its position.
Social-cultural: It is also an important factor of pestle analysis which has huge impact on
the position and future growth of any business. It consist of elements such as- population growth,
buying habits of customers, health consciousness of people, beliefs and values of buyers,
regional diversification etc. that influence and affects position and growth of company (Fraser
2019). due to impacts of Covid- 19 people cannot socialise and stops travelling that leads
negative impact over firm’s position thus in order to face these challenges respective
organisation should follow governmental instruction and focus on serving customer needs with
proper safety and security measures. Respective organisation should also concentrate on
customer satisfaction strategy based on hygiene and consumer protection needs after advesre
impacts of pandemic. Social factor of UK affects Best western premier in significant ways due to
effective and reliable services of given business, changing buying habits of UK consumers from
purchasing premium to essential products & services available at lower prices.
Technological: In this factor of pestle analysis includes emerging technologies,
communication modes with target market, distribution of goods & services, use of information
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technology band robotics, technological innovations in training & development of staffs which
has vast impact on business (Best Western, 2020). In context of Best Western Premier uses
effective technological advancement and promotional strategies for enhancing business image.
For instance use of Alexa for day to day operation of its hotels with artificial intelligence,
innovative partnerships with big data experts in order to improve delivery of services.
Legal: This is related to various elements such as- law of gender equality, health & safety
laws, consumer protection laws, competitive legislation and more which affects business
positions. In terms of United Kingdom government is very strict for consumer protection laws,
health and safety labour laws in order to protect customer’s interest and health of workers who
engaged in the activities of huge risk (Evans and et. al 2017). Thus, in terms of respective hotel
legal policies of UK impacts firm in negative ways. In order to deal with this threat Best western
premier hotel has provision of labour safety and consumers protection laws. This will assure the
government of nation that there is no chance to underestimate buyers’ rights of having
compensation in case of fraud and poor services.
Environmental: One of the major factors of pestle analysis that impacts business
organisations who are existing firms within the country or those who wants to enter into it.
Environmental factor consists of pollution and green house gas emissions, reduction of carbon
footprint, climate and weather etc. that affects firm's position. In terms of UK government
environmental laws are very strict in order to make country solution free (Ghemawat, P 2016). It
is very important for respective hotel top ensure use of natural resources and use green products
in their business. In context of Best western premium should has positive impact of this factor as
its environment savvy products and services.
Thus, these are the macro environmental factors that affect business of respective
organisation at a broader place. In order to deal with negative aspects of external factors based
on respective organisation use different business strategies. For instance use of innovative and
advanced technology in daily operation of firm and maintaining business records in effective
manner. Effective quality of services may reflect as the major strength of firm that plays
significant role in business performance. There are some positive and negative impacts of these
on current position of Best western premium hotel. In order to secure future sustainability of firm
needs to focus on various aspects such as- favourable prices, offering quality of services,
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welcoming and entertaining of guest etc. political, environmental, legal, social factors of external
environment has positive influence on company's position.
TASK2
P2: Internal environment and capabilities of respective organisation.
Internal environmental factors of any business consist of work culture, human & material
resources, image & value of business, financial resources etc. that impacts the position of
organisation in micro environment (Gumusluogluand Acur 2016). In terms of Best western
premium hotel VRIO model is used to analyse organisation's inside culture and internal
capabilities.
VRIO analysis:- It is the model important to know company's link with inside
characteristics and performance. It is defined as a strategic technique which is designed to help
organisations to protect and secure internal resources and capabilities that has long-term
competitive significance (VRIO Analysis, 2020). There are 4 components of this analysis
discussed below in context of respective hotel:
RESOURCES VALUABLE RARE INIMITABLE ORGANISABLE COMPETITIVE
ADVANTAGE
Brand
Image
Brand
Image - - -
Temporary
Competitive
Advantage
Service
quality
Service
quality
Service
quality - -
Temporary
Competitive
Advantage
Innovation
Capabilities
Innovation
Capability
Innovation
Capability
Innovation
Capability
Sustainable
Competitive
Advantage
Human
Resources
Human
Resources
Human
Resources
Human
Resources
Human
Resources
Potential
Competitive
Advantage
Valuable: The first and most important resource of a business must be valuable.
Resources are seen as valuable when resources enable firm to implement strategies effectiveness
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and efficiency through exploring opportunities and reducing threats of organisation (Karami,
Sahebalzamani and Sarabi, 2015). Thus, in order to make strong competitive position of business
and eliminating threat & barriers for growth it is essential for respective hotel to have valuable
resources. In terms of respective hotel valuable resources includes brand image. Due to effective
services like free Wi-Fi, room services which provides comfortable residence to guests added a
value in attaining competitive advantages over businesses rivalries. Following are the valuable
resources of respective firm:
 Brand: The brand image of respective hotel is valuable source that provides
growth opportunities for future of business.
 Service quality: Another important valuable resource of Best western premium is
its effective services of it which ensures long term sustainability of business.
 Innovation capacity: It is also an valuable resource of respective organisation
which enables hotel to get competitive benefits through modification in existing
services and expanding technology within the services.
 Human resources: This is valuable resource of respective business because
activities from welcoming to assisting, entertaining, assisting are dependent on
trained & skilled personnel.
Rare: The resource of respective firm that has prominent role in accomplishment of
business objectives must be rare in order to strengthen capabilities of business. Resources that
are acquired by one or few organisations are considered as rare.
If limited resource is possessed by number of competitive players in terms of respective
industry, every player has the capability exploit resource in same way (Kossyva and et. al.,
2015). Thus, implementation of same strategy doesn't give competitive advantage to any player.
That's why is it vital for respective hotel to have rare resource. In context of Best western
premium hotel rare resources incudes service quality. Its services quality such as- meeting space,
local nightlife spot etc. are considered under high quality services that helps respective
organisation in achieving competitive advantages. This enable firm to become unique and
specific which is not easily beat by its competitors. Rare resources of respective firm are as
follows:
 Service quality: Best western premium uses unique and innovative services thus,
it is the rare resource of business.
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 Innovation capacity: It is rare resource because it enables business to be unique
and attract customers.
 Human resources: These are also an rare resource of respective firm due to
different intelligence, behaviours and ways of offering services.
Inimitable: resources that are rare and difficult to acquire by others ensures difficult to
intimate and provides competitive benefit to firm. Thus, valuable & rare resources are plays
important role in business for engaging in strategies that doesn't pursue by rivalries due to lack of
relevant resources (Matzembacher and Meira, 2019). The resources of respective organisation
such as- use of high technology for training and development of its staff, online booking
services, availability of free WIFI etc. helps in making difficult for its competitors to intimate.
Thus, it gives competitive benefit for firm which leads to strengthen hotel position as well as
creates future opportunities. These resources are as under:
 Innovation capacity: Best western premium uses Constance innovations in terms
of technology thus; it is not easy for competitors to acquire inimitable resources
of it.
 Human resource: employees of respective hotel are well trained and developed it
is also difficult for a competitor to copy their skills due to uniqueness of skills and
abilities of each and every person and well trained. Best Western Premier
allocates expert training to helps employees while serving guests. For instance use
of comprehensive owner orientation program, Professional hotel certification
programs, partnership with industry educational institutions offer learning
opportunities like American Hotel & Lodging Association and more. This
enhance staff personnel of respective hotel.
Organisation: Resources are not able to give competitive advantages without exploiting
these by organisation in adequate ways. Thus, it is significant for respective firm to organise
valuable, rare and other resources in effective & efficient ways. Examples of these components
includes organisational structure, management control system, strategies planning & budgetary
control, compensation policies of business etc. in order to take competitive advantages Best
western premium hotel organise its resources in effective ways such as allocate successful
training and development programs so as to make its staff highly trained and skilled. This helps
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in getting competitive benefit for firm which secures and protect organisation's position within
the industry.
 Human resource: In order to get competitive advantage Best western premium
concentrate more on training and development of its employees. Organising this
resource in effective manner is important for accomplishment of business
objectives.
Swot analysis of Best Western Premier
Strength
 The major strength of Best Western
premier is effective operation of firm
that ensures sustainability of firm.
 Well trained staff with having effective
welcoming, serving and entertaining
skills towards guests.
Weakness
 Raising capital due to mergers and
acquisitions of respective weaken the
financial position of firm.
Opportunities
 Brand image of respective firm has a
significant impact over firm in terms of
generating opportunities for business.
 Effective relations with suppliers and
business partners bring huge
opportunities for future growth of
business.
Threats
 Competition from organisation such as-
Marriot international, Starwood Hotels
& Resorts, Hilton Hotels brings threats
for Best Western Premier.
 Competition from local enterprises are
also creates threats due to flexible
desires of customers.
TASK3
P3: Analysis of Best Western Premier by using Porter's five forces model.
Porter's Five Forces Model: This is a model that could be use by business entities to
determine various forces exist in industry which affect their businesses. In organisation, it is
important to identify corporate strategy which determines company's structure. By help of this
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model profitability of firm and level of competition between industry are realise at any segment
of economy (McAdam, Bititci and Galbraith, 2017). Porter recognised five indisputable forces
that are apply to every market and industry having some barriers with it.
It is a framework which monitors several forces within sector that allows company to determine
its position within industry. Forces that are included are: competition in the industry, potential of
new entrants into the industry, power of suppliers, power of customers and threat of substitute
products.
Competition in the industry: High competition within completive market due to availability of
various hotels and resorts rising day by day due to highly demand of customers based on
changing habits of customers towards travelling and having luxury experience that has prominent
impact over business performance. By this force it helps company to recognise how many
competitors is there and in what manner their ability to undermine a company. Marriot
international, Starwood Hotels & Resorts, Hilton Hotels are direct competitors of respective
firm. There is high competition within this field due to availability of variety of hotels. In terms
of fighting with theses competitors Best Western Premier should focus on innovative ideas such
as- mobile room keys, facial recognition and some more in order to protects and secure privacy
of guests.
1. If organisation offers same products or services to customers competition between
industries is increases. Positioning of a product is based on how customer analyse a
product and differentiate it from competitors that are in market segment. When
competition among company is analytical then firm have to manage lower price and also,
they have to decrease overall profitability of company.
There is intense competition in context of respective hotel because there are many
rivalries who offer same services at lower prices. Thus, customers can easily switch with other
brands which lead to rising competition for respective business. In order to deal with adverse
impacts of high competition respective firm needs to focus on developing effective and unique
services for its customers that has prominent impact in terms of profit as well as customer
maximisation of firm.
2. Potential of new entrants into the: Company's power is affected when there are new entrants
into industry. There are various tools and methods for dealing with new entrants are as- offering
8

locality program and reward program for customers so as to divert their attention from new
entrants
Less time and money is used by new company to enter into market segments and that firm can be
effective that effects company's position.
Competition from new entrants in context of respective organisation is low due to brand
image and huge customer-based hotel. New entrants have to be conscious about quality services
and target market. For opening a new hotel based on product differentiation entrants have to
invest in innovation of services that are offering to customers (Mellat and et. al., 2015).
2. Power of suppliers: This force is also called as market of inputs. When there is few
substitutes of product, firm become supplier of labour, raw materials, services and
components to other industry that becomes a source of power (Mellat and et. al., 2015).
When a supplier offer some unique resources to firm it may refuse to work with company
which is not satisfy with amount of product or it may charge very high price for product
which it gives to industry.
Power of supplier in context of respective industry is low. Because there is huge supplier
in industry with variety of prices thus this is easy for respective hotel to switch suppliers
according to their needs. If power of supplier will be high within industry then, respective
organisation should focus on building effective relationships with suppliers for future growth of
business.
4. Power of customers: This force can also be termed as market of output by which firm is
under pressure by ability of buyers which can also affects customer's responsiveness when price
changes. Many techniques like implementation of loyalty programs are conducted by company
to reduce customer power.
There is a high competition of power of customers in context of respective industry.
Because when certain group buyers want purchase of hotel rooms in bulk they see which
industry provides them best services with best price (Meckling, 2015). So, by high competition
of power of customers, hotels are under pressure to keep their brand unique.
5. Threat of substitute products: Substitute products are used by company to solve problems of
society by using different technology to satisfy their wants and needs. Firm may increase price
when there is no close substitute of products are available in market segments. If there is close
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substitute of product is available customer easily switch to other products and by this company
become weakened.
There is moderate competition by threat of substitute products because there are many
hotel industries that are providing same services so customer easily switches to other hotel
according to their wants. So for attract customer hotel have to use innovative technology.
Although it is observed from above analysis, there is a high competition in the industry as
hotel business mainly provides same services to their customers so guests can easily switch to
other hotel according to their needs and wants. Thus, it is suggested to Best Western Premier to
offer innovative and specific services in order to deal with competition. By this, there is a
positive impact on respective hotel as brand image of organisation increases, customers are also
attract by innovative services and competitors also wants to merge with these industry as overall
profitability of organisation increases. This will also affect in getting competitors customers with
unique and effective services.
TASK4
P4: Apply the concepts, theories and models & also provide a strategic plan for respective
organisation.
As per above consideration of swot analysis of Best Western Premier it is observed that it
has effectiveness in its operation and promoting capabilities of firm. Technological
advancement capabilities of firm and international presence bring opportunities based on
future growth and sustainability of firm. In addition Ansoff’s model is considered below so
as to find out growth opportunities in context of respective organisation.
Ansoff model
Ansoff model is also called Market/Product Expansion Grid. It is used to find out
effective business strategies for future growth of business in long run. It is a planned instrument
used by organisation's senior managers, executives, and marketers to scrutinize and plan their
strategies for growth (Motohashi, 2015). This model is given by great mathematician and
business manager H. Igor Ansoff. There are four strategies in model, which examines company's
risk which are related to each strategy.
In context of Best Premier Hotel Ansoff Analysis is given below:
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1. Market Penetration: This is a strategy by which company use its existing product in
existing market segments by decrease in price of item.
In context of Best Premier hotel, this strategy use by top level to provide discount to customer
who are coming back for availing their services. It also issue loyalty cards to their customers. By
this market share of company is increases and these measures leads to increase in sales of
organisation.
2. Product Development: This is a strategy in which company develops a new product
to serve to existing market.
In context of Best Western Premier hotel, it enhances its technological system by providing
exclusive transport facilities to their premium customers in order to provide them luxurious
comfort. Other pattern of this strategy is that hotel must focus on offering Spas facilities to their
clients.
3. Market development: In this strategy, a firm tries to enter a new market with its
existing offering products.
In context of respective hotel, company achieve its growth by developing its existing services in
completely new environment. Best Premier Hotel can also achieve this strategy by opening new
hotels internationally. It can also provide super luxury room- to upper class of society and
planned tourism packages to sports people in which only sports arenas are included.
4. Market Diversification:. This strategy is based on extending business offering to new
market segments not targeted previously. As per this strategy new products and services
expand the business offerings within existing markets. It is effective and risky business
strategy at the same time (Navissi and et. al., 2017).
Porter's generic model
Michael porter provides three stages in its model which helps in determining position of
firm within the industry (Vlachos, I.P., 2016). In terms of Best western premium hotel factors of
this model are considered below:
Cost leadership: It is used to become lowest producer within the industry. It is dependent
on the structure of business. In terms of receptive hotel can use this strategy for attracting upper-
middle class people who prefers favourable costs. This will helps in getting more customers so as
to increase its business.
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Differentiation: Another important strategy of this model is differentiation in order to
make unique image of business. In context of respective organisation this strategy can be used to
make unique and specific brand image within the industry. This strategy should be use by
respective organisation in order to0 gain maximum profits from premium or exclusive
customers.
Focus: It is based on concentrating on small segment and try to achieve either cost
leadership or differentiation. In terms of respective hotel can focus whether on lower cost of its
services or differentiating its services (Alder, Iacob and Quartel, 2018). This strategy helps in
enhancing customer base and brand loyalty.
Thus, as per above discussion it is observed that both the strategies are beneficial for Best
western premium hotel. But, due to increase brand position and maximise profits respective hotel
should focus on differentiation strategy as per porter's generic model.
Strategic plan is base for Best western premium.
The main motive of making strategic plan for respective business is to find out the future
strategies of for growth and expand of business (ucheta‐Martínez and Bel‐Oms, 2019). The plan
is critically analysed development of new product by respective organisation are as below:
Vision: The vision of Best western premier hotel is to become number one hotel and
travel services provider with aim as to give luxuries experience for customers and making
memorable trips for them within the industry. This helps in communicating what is the work of
organisation towards its customers.
Mission: In context of respective hotel the mission of business is to serve best and unique
facilities for its customers to improve residence and entertainment experience of consumers. This
plays significant role in knowing customers about short term objectives of them in order to
satisfy consumer needs.
Values: In terms of values of respective organisation are offering luxuries comfort and
experience of its premium customers with exclusive residence, transport, entertainment and food
services.
Strategic priorities: In order to strategic priorities of respective hotel are ensuring
effectiveness of firms for future sustainability of firm that has prominent impact in higher profits
and market shares of firm.
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Finance: For market development of Best Western Premier financial objective of firm is
to raise profit and market share of firm. For which it requires financial resources for purchase of
luxury cars. Company can use its external sources of funds such as- bank loan, public finance
etc.
Internal process: For development of new product respective firm should requires luxury
cars, human resources who can drive these cars in order to implement this strategic plan of
business.
People: The main objective of firm here is improving knowledge of employees as well as
improving supply chain of business. In this aspect of strategic plan respective hotel should train
its employees for kind welcome of guest, assisting and guide them for giving them exclusive
comfort and service.
Monitoring and controlling: Before in implementing plan respective hotel should
ensure whether this plan meeting with requirement of business objectives or add a little
modification within plan so as to offer better services for customers.
Strategic objectives
(SMART)
KP1 Target Action Plan
Financial Net profit
Revenue in target
market
Operating cost
8% per year
20% per year
7% per year
Customer 96 customers
satisfaction index
95 market share
index
85% this year
3% per year
Internal Process Brand awareness
score
New products as %
of sales
Cost efficiency index
7% per year
15 % this year
80% every
reporting period
People Supply chain
efficiency
Employee
development plans
95.7%
95.5% in place
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CONCLUSION & RECOMMENDATION:
From above report it is observed that pestle analysis is important for identifying external
factors of business. VRIO analysis is also significant for analysing internal environment and
capabilities of business. Moreover, Ansoff's model is used to identifying growth
opportunities for evaluating future strategies; in addition porter's generic model with
strategic business plan is suggested for future growth of business. As per above analysis it is
recommended for respective organisation to concentrate on market development of firm in
order to extend size of organisational area that has prominent impact in terms of profit
maximisation, rising sales volume as well as customer base & brand value of business.
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Online
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developers-india/brands.html>./
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