Hospitality Business Strategy: Impact of Macro Environment, Internal Analysis, Competitive Forces, and Strategic Planning of Premium Inn

This report analyzes the impact of macro environment, internal analysis, competitive forces, and strategic planning of Premium Inn, the largest hotel brand of British Hotel chain operating in a variety of locations including airports and city centres. It includes a PESTLE framework analysis, stakeholder analysis, SWOT analysis, and value chain analysis. The report aims to provide insights into the company's strengths, weaknesses, opportunities, and threats, and devise strategic planning using a range of models and theories.

Unit Title and Number: Hospitality Business Strategy (Unit 41)

Table of Contents
INTRODUCTION...........................................................................................................................2
Impact and influence of macro environment of Premium Inn....................................................3
Internal environment and capabilities analysis of Premium Inn.................................................5
Evaluation of Competitive forces of Premium Inn......................................................................8
Interpreting and devising strategic planning of Premium Inn.....................................................9
CONCLUSION..............................................................................................................................15
REFERENCES................................................................................................................................1

INTRODUCTION
Business strategies refers to the competitive moves and actions which the companies use
to attract the customers and achieve its organizational objectives. Business strategies are used as
a roadmap which leads the companies towards their desired goals (Umadia Sr and Kasztelnik,
2020). Hospitality industry is a category of service industry which involved food and beverage
sector, tourism, event planning, lodging and accommodations. It includes hotels, restaurants, bars
and tourism agencies.
The report will aim to discuss about the impact of macro environment, internal environment and
evaluation of competitive forces impacting the company. It will device strategic planning using a
range of models and theories.
Premium Inn is the largest hotel brand of British Hotel chain operating in a variety of
locations including airports and city centres. It is a subsidiary company in Whitbread Plc. It
offers 7200 rooms and 800 hotels. It was traded as Travel inn in 1987 so that it can compete with
Travelodge (Premier Inn. A hotel brand is setting standards, 2019).
.
Impact and influence of macro environment
PESTLE Framework
Pestle Framework is the analysis of the external factors or the external environment of the
company which directly or indirectly affect the organization (Ghorbani, and Kazemizad, 2019).
There are 6 external factors. They are: Political, Social, Technological, Environmental, and
Legal factors. Through the use of these factors, the impact of external factors on Premium Inn
can be analysed:
Political factor: Political factor includes the policies that are run by the government and also the
interference of the government in company. This factor also includes tax policy, trade reforms
tariffs, etc. An impact of the political factor as the government of UK imposed taxes on the
corporate income and this directly affects the revenue income of the Premier Inn. Brexit policy
and VAT changes have also been introduced to the company which have hit its bookings rates. It
makes it difficult for the company to operate its business in other countries.
Economic factor: Economic factor includes inflation, economic growth, unemployment, interest,
cost of living and exchange, etc. These factors affect the economic condition of Premier Inn and

also the purchasing power of the customers that directly influence the demand and supply of the
products. Nowadays, UK faces some problems such as currency inflation, higher interest rates,
etc. due to COVID-19. The cost of energy going up which increases the operational costs if the
company. However, the conditions in UK are improving after COVID-19 because people have
again started to seek holidays in UK.
COVID-19 is responsible for the economic condition of the UK and the impact of this factor on
Premier Inn is that the profits of the company is decreasing. COVID-19 have badly affected the
economy of countries and many businesses. COVID have affected businesses as for as for a long
time there were lockdowns in many countries which have affected business of Premium Inn as
the tourism was dropped in UK and other countries as well. However, the company raised its
business through properly taking COVID protocols.
Social factor: Social factor includes customers and social organizations. The common factor that
affect the company is demand of the customers (Mir and Mir, 2019). For example: The consumer
demands changes every day and nowadays customers prefer hospitality companies who have
innovations such as better technologies which provides them better services and values.. This
affects the customer demands for Premium Inn. Lockdown have also affected on recruitment as
Illustration 1: Premium Inn hotel
Source: Premier Inn. A hotel brand is setting standards, 2019.

due to lockdown, there was rules of social distancing where more than 50% of staff was
prohibited to gather under one office and there was a limit on the number of people who can
attend offices. From the point of view of customers they want something which is as valued to
the money they are spending on. It puts the company in pressure.
Technological factor: Technological factor refers to the new technologies like social media
platform that are introduced in the market. These technological factors are affecting the
production and sales of Premier Inn. These factors give positive impact on Premier Inn as they
help in generating more demands for the company.
The company have introduced the option of Digital hotels in which people can book their
services through the online bookings etc. as well as accessing services involving technologies.
Environmental factor: Environmental factor includes waste disposal laws, environmental
protection laws, etc. The ethics of the business enforce every organization to acknowledge the
environmental factors. This encourage the workers to make an eco-friendly environment and the
services offered in the Premium Inn. Premier Inn always use best and eco-friendly material for
their products as they use refills and less plastic which contribute to environment protection. This
aspect of organization helps in increasing customers.
Legal factor: Legal factor includes consumer protection laws, health and safety laws, etc. that
affect the companies. Some common policies of an organization are wages distribution policy,
no discrimination policy, safety of the employees, etc.
The rise in minimum wage rate and H&S law have also impacted the company because the
company have to follow these rules in order to survive in the industry Post COVID.
STAKEHOLDER ANALYSIS-
Stakeholder Analysis impacts crucially role for the management of the organization.
Stakeholder are the people who directly affect the productivity, growth and profitability of the
business. Stakeholder Analysis is a three-step process that includes recognizing, understanding
and prioritising.
Recognizing stakeholders- The very first step of stakeholder analysis is to recognize or identify
the stakeholders of the company (Heo and et.al., 2020). Premium In is a privately owned
company so it involves various stakeholders. It includes all the people who have power or
interest and are affected by the work of the organization. Premier Inn have the following

stakeholders, they are senior executives, workers, customers, suppliers, lenders, partners,
government etc.
They gave positive as well as negative impact on the business as these stakeholders have the
power to affect the efficiency and the profits of Premier Inn.
Prioritising stakeholders- After recognizing, prioritising of stakeholders is very important on the
basis of their power and interest that directly or indirectly affect the enterprise (Widya Yudha
and Tjahjono, 2019).
High power, highly interested people
 Senior executives
 Owner
 Partners
High power, less interested people
 Customers
 Suppliers
 Government
Low power, highly interested people
 Employees
Low power, less interested people
 Press or media
 High power, highly interested people (Manage closely): It includes senior executives,
owner, partners, etc. and must get satisfaction from the company. Premier Inn always put
efforts in order to manage them closely. These are included in this category because these
stakeholders have control on the company.
 High power, less interested people (Keep Satisfied): It includes customers, suppliers and
government. Premier Inn have satisfied customers and suppliers and tries to satisfy the
government also. These are included in this category because they influence the company
but they do not have any control in the company.
 Low power, highly interested people (Keep informed): It includes the workers or the
employee of the organization. Premier Inn inform its employees properly as they are the
one who help the firm to achieve the goals and new targets. These are included in this
category because these stakeholders have no control in the company but they are highly
interested in the operations of the company.
 Low power, less interested people (Monitor): These are such people who must be monitor
time to time in order to save the goodwill of the firm. For e.g. the press or media. Premier
Inn always keep an eye on them to maintain the standards of the company. These are

included in this category because they use the name of company, I order to attain their
objectives, they are not interested in the operations of company.
Understanding the stakeholders- It is necessary for the organization to understand the key
features of stakeholders such as their financial and emotional interest, provides relevant
information, give motivation, their current opinion and the influencers etc. Premier Inn takes the
opinion of the stakeholders and tries to communicate with them openly. So that the firm must be
able to find out its supporters and blockers.
Internal environment and capabilities analysis
The internal environment of the company can be analysed through SWOT analysis.
SWOT analysis
SWOT analysis is framework in which internal factors of the company can be utilized to
tackle with the external forces. SWOT stands for Strengths, Weaknesses, Opportunities and
Threats (Teoli, Sanvictores and An, 2019). The SWOT analysis of Premium Inn is as follows: Strengths: Strengths are the factors or elements in which the companies excel in. the can
provide the company competitive advantage and attractiveness in the industry. Premium
Inn hotels have won many Awards and recognition due to its best services. The company
is highly advertised chains and is recognised as a strong brand which is recognisable in
all over the globe. It deals with the customer online as well. Another strength of the
company is its recognised brand which is popular all across the globe. Weaknesses: Weaknesses refers to the factors or elements in which the companies lacks.
These factors give the potential to competitors to exploit the company. The weaknesses
of the company are its costs which are very high and focuses on a specific target
customer segment only. Opportunities: Opportunities are the factors which the companies can attain to have
potential benefits such as competitive advantage. The company has the opportunity to
invest in Digital marketing as the digitization has taken over many industries. It can build
brand value through providing better customer experience and building brand value
through innovations in AI and new technologies. It also have the opportunity to expand
its business in Europe as well. The company can introduce the dine in café and
restaurants in hotel only.

 Threats: Threats are the factors which have the potential to harm the company and
reduce its profit margins as well (Elavarasan and et.al., 2020). The company faces intense
competition which will increase in the future too. Competition is threat as other brands
offering similar products and services can gain the customers of Premium Inn. The
restrictions on travel and implementation of certain protocols are also a threat.
The company faces intense competition as there are many options from which the customers
choose. Also the global presence of the company has not been elaborated as international
hotel chains yet.
The company can gain a better understanding on the internal factors which can help the company
to attain opportunities and eliminate the threats. Also the SWOT analysis can help the company
to get an insight of its internal environment and identify its weaknesses and take actions for
improving those weaknesses. It can help the company to create an attractive image in the
industry and attract new customers and suppliers as well.
Value Chain Analysis -
Value chain analysis is a type of framework that help the organization to critically
analysis the data and to achieve the competitive advantage. This analysis can be categorised in
two parts that are primary and secondary activities.
Primary activities:
 Inbound logistics- The inbound logistics of Premier Inn includes the goods and services
of the incoming supplies (Nor and et.al., 2020). Premier Inn manage its inbound logistic
operations in an effective manner. They received and stored their inputs in such ways so
that it gives benefit to the economic scale of the company. It involves reusing and
recycling its materials and optimum utilization of resources. The organization put regular
efforts and investments in order to increase the capacity of their logistics.
 Operations- Premier Inn operational control is in the hands of company itself and also
includes various premium services to the customers. Premier Inn has a high quality
experience and standard operating structures. The premium services helps the companies
to add values to customer experience as well to overall brand image as well.
 Outbound logistics- Premier Inn outbound logistics includes the services that are
provided to the customers or guests such as order fulfilment for the customers and

providing services. Outbound logistics helps the organizations to create value as they
enables the organization to fulfil demands of customers.
 Marketing and Sales- Premier Inn marketing and sales includes advertising, promotion
and pricing strategy. Premier inn provides services at low costs to its customer’s offline
as well as online and advertise or promote its brand on social media platform in order to
reach or attract new clients. It uses social media marketing and traditional marketing for
the company. Marketing helps the organization to widen its reach to customers and sales
helps in generating profits. Thus creates a huge value for the organization. Services- Premier Inn after sales services includes the training of the employees so that
they can provide best services to its customers. It provides various training services to its
staff so that that they can offer bet services to its clients. So Premier inn hotels have
happy and satisfied customers as it also provides quality products of food and beverages.
Services make customers happy and satisfied which in return create value for the
company as they promote services through word of mouth.
Secondary Activities:
 Procurement- Premier Inn procurement resources includes obtaining of raw material for
daily operations, equipment’s and components to facilitate the guests and also the
services for the customers. Procurement helps organizations through reducing costs
without affecting quality of services.
 Technological development- Premier Inn technological development includes acceptance
of new technologies like the social media platform (Uba and et.al., 2020). Premier Inn
hotels provides facilities to book hotel rooms online at low prices. The services of the
company can be searched and booked through mobile phones, laptops and other smart
devices. Technical development helps the company in keeping their ideas away from
competitors which creates a value for the organization.
 Human Resource Management (HRM) - Premier Inn HRM recruit and hire the best
employee for their hotels and also give training to them. They also works for the
development of the workers and give them compensation for their extra work. The
company’s human resource management is highly efficient. HRM adds value to
organization through persuading the leaders for employee training and development.

 Infrastructure- Premier Inn has a good infrastructure as it has highly qualified managers,
well organized management system and also plans strategies to enhance the efficiency
and growth of the business. The company invests a lot on the development of its
infrastructure so that the customers are provided best services. It creates value for
organization as they make the places accessible to people.
Evaluation of Competitive forces
Competitive forces are those factors and elements which are considered as potential
threats to a company's business and prevents its further growth (Mahat, 2019). The
competitiveness of a company can be evaluated through the analysis of porter's five force model.
The competitiveness of Premium inn can be evaluated through the application of Porter's five
force model as follows:
Porter's five forces
The porter's five forces framework was developed by Michael E Porter as a framework to
assess and analyse the competitive positions and strengths of a business organization it involves
following factors: Bargaining power of customers: This factor helps in assessment of how easy it is for the
customers to drive the prices of a commodity down (Irfan and et.al., 2019). It is driven by
number of buyers in market, cost of buyers to switch to other companies and value of
each buyer to the company. The bargaining power of customers is high as the Premium
Inn is facing intense competition with other major brands. It reduces the impact of
customer switching costs to the company. It increases the attractiveness of the industry.
The bargaining power of the customers in Premium Inn is high also because the company
is a huge brand which is budget hotel. It limits the power of the customers. Threat of new entrants: It helps in assessment of how easy it is for the new companies to
enter the market as more profitability attracts new entrants. The threat of new entries to
Premium Inn is medium as the hospitality industry needs huge investments and the
company has a well-established name from past many years. It maintains the
attractiveness of the industry. The competition in hospitality industry is huge which
influence the business of the company. This makes the threat of new entries high as the
competition cannot be controlled.

 Bargaining power of suppliers: This factor helps in assessment of how easy it is for the
suppliers’ to drive up prices of materials of product. This force is driven by number of
suppliers, uniqueness of products, switching costs of suppliers and relative size of
suppliers. Bargaining power of suppliers is low to the Premium Inn due to the size of the
organization. If the other companies offer high prices to suppliers, the likelihood of
suppliers to switch to other companies increases. Suppliers can influence the business if
the charge higher prices. Threat of substitutes: This factor assesses how close the substitutes products exist and
are available in the market i.e. likelihood of consumers to switch to the other products. It
reduces the power of suppliers and attractiveness of the market (Varelas and
Georgopoulos, 2017). The threat of substitutes is high to the company as there are a
number of options such as Airbnb and B&B for the customers to choose from. The other
companies who offer similar products on relatively low rates to Premium Inn, the
customer are likely to switch to them. It reduces the attractiveness of the industry.
 Industry rivalry: This factor assesses the then number and capabilities of competitors in
the same market. The competitors who offer indifferent services and products reduces
market attractiveness. The industry rivalry is high to the company as there a number of
competitors in the market. The company faces intense competition which It reduces the
attractiveness of the industry. Premium Inn faces intense competition with Travelodge,
OYO hotels, Ibis budget, Easy Hotels, The Hamptons by Hilton as they all provide
similar services on comparatively low costs.

Interpreting and devising strategic planning
As in the previous finding it was analysed that there are various factors which affect the
company and also the resources of the company can be exploited to attain the competitive
advantages. Strategic planning refers to the procedure in which vision of future and goals and
objectives are identified and determined for the company (George, Walker and Monster, 2019).
The strategic planning can be analysed through analytical tools such as Ansoff matrix.
The strategic planning for Premium Inn can be described with the application of following
models and frameworks:
Ansoff’s Matrix

Ansoff’s matrix is a framework in which different strategies are provided to the
companies for its development and growth (Loredana, 2017). The framework is commonly used
by companies to get an insight where it can invest to get the optimum results. The framework can
help the companies to grow and identify the risk associated with each strategy. Premium Inn can
use Ansoff’s matrix and analyse the best option for its market growth and development as
explained below:
There are four strategies involved in Ansoff’s matrix:
Market penetration: In market penetration strategy, the company uses its existing products to
grow in the existing market. The chosen company can use this strategy for increasing its market
share. It can promote its existing products further more in the existing market through various
strategies such as social media marketing and other marketing techniques in UK. The company
can execute this strategy in a number of ways such as follows:
 Increasing the advertising and other promotional efforts for its existing products such as
en-suite bathroom or room service options. To this it can undertake some social media
campaigns as well as increase the board and hoarding advertisements.
Product development: In this strategy, the companies introduces new products in its existing
markets. This strategy involve high market research and developing the product range of
company i.e. introducing a new product in existing market such as introduction of new service
plans. Premium Inn can adopt this strategy only when it have great knowledge regarding the
current market and when it is able to provide innovations in order to meet the present needs of
the existing market. Premium In can adopt this strategy by:
 Making investments in its Research and Development in order to develop new products
(innovations) to serve the existing markets such as innovations in its digital business.
 Forming business partnerships with the other companies such as Hilton Hotels so that it
can gain access to the partner companies resources and distribution channels to enhance
their reach and widen customer base as well.
Market development: In this strategy the companies introduces the existing products to a
new market (Martins, 2020). Premium inn can adopt this strategy to expand into new markets
such as geographical or customer segments etc. as it is expanding its business in Germany
first, and then in Ireland as well. It can adopt this strategy through the following:
 By catering to a new customer segment such as budget customers

 Through expanding locally i.e. entering to a new market i.e. local state Through expanding internationally i.e. entering in a foreign market such as Germany.
Here the best option for Premium Inn is to expand internationally.
Diversification: In this Strategy the companies introduces new products in the new markets.
Diversification strategy can offer great potential for enhanced revenues to Premium Inn as it can
generate new revenue streams. In this new product can be merged with new market development.
The company can adopt the two types of diversification in Germany or other countries:
 Related diversification in which synergies are identified between the existing business
and new product in the same business. Here a new products is introduced but the market
is similar the existing markets.
 Unrelated diversification in which no related synergies are identified. Here, the product is
developed in a completely new market.
In all the strategies of Ansoff’s matrix market penetration through which it can introduce a new
segment of customers i.e. budget friendly customers and it is the least risky strategy while
diversification is the most riskiest strategy which any company can adopt.
Porter's generic forces
Porter's generic strategies is a framework which is used by the organizations to identify
certain niche which can help them in attaining a competitive edge over its competitors. It is
applicable to all the products, services and all type organizations regardless of their sizes (Islami,
Mustafa and Latkovikj, 2020). Premium inn can use Porter's five forces for designing its
strategic planning: Differentiation: The companies’ tries to seek the unique position it the industry which
can be valued by the buyers. In this strategy the companies select the markets which are
considered important. It emphasis in selecting the attribute which the customer might
found important and then positions itself uniquely in order to meet those needs. Premium
Inn can create differentiation in its services which can help it in creating different identify
and brand awareness among customers. It can provide unique recognition of the
company. The company have used the Rest Easy campaign on TV where Premier Inn it
tried to differentiate itself through promoting the ease of booking and travelling, and
checking in and enjoying yourself. Travelodge they promote on the location, low price

and comfort. Premier Inn target families and holiday break, Travelodge is business
people in their advert. Cost leadership: In cost leadership, the companies tries to be the low cost producer in the
entire industry. Premium Inn can use this strategy through pursuing the economies of
scale, better access to proprietary technology or other equipment such as maintenance of
rooms and services. The company can attain this through economies of scale and then
offering its services on a price which is comparatively low with the other companies.38 Focus: In focus strategy, the companies concentrates upon narrowing the scope of
competition within the industry (Firoz Suleman, Rashidirad and Firoz Suleman, 2019).
Premium inn can select the focus segment in the industry and customize its strategy to
serve them better to exclusion of others. The focus strategy have two variants from which
premium can choose its focus:
Cost focus: Through this strategy, the companies such as Premium inn seeks cost
advantage in its focus group or target segments.
Differentiation focus: Through this strategy the companies such as premium Inn
seeks differentiation in its focus group or target segment.
Both the variants of focus strategy depends upon the differences between the target
segment and the other segments in the industry. However, the assumption of this strategy
includes the buyers in target segment have unusual needs and production and distribution
systems of the company is best in the whole industry.
Recommendations:
For devising the strategic planning, premium inn can adopt the following recommendations:
 Market development: As market development is a less risky strategy, so it is
recommended that the company should identify new markets where it can sell its existing
products.
 Focus strategy: It is recommended that the company should use focus strategy where it
can focus on either cost leadership or on the differentiation focus
 Hybrid strategy: It is recommended to Premium inn that it should use the hybrid strategy
where it can focus on providing differentiated products on low prices, to attain a
competitive position in the market.
Strategic management plan

A strategic plan for Premium Inn is as follows:
1 Mission statement- The chosen company want to be a place in which the customers and
employees can reach their potential with no barrier to entry and limit in growth. It want to be
something meaningful and valued by its customers and communities as well.
2 Vision statement-The vision of the company is being focused towards the people
3 Values: The values of the company are opportunities, responsibility and communities
4 Strategic objectives:
 The company aims to provide quality and affordable services to its customers
 The company aims to be a place where its employees can grow.
5 KPI/monitoring: The KPI of the company are its values and metrics through which it
measures the performance of it in a particular area.
6 Create the Action plan: The action plan of the company is to expand its business further
more in the countries where it was not established before.
Following things must be kept into account while creating a strategic plan:
Objective- Improving finance- Recovering all the outstanding debt
To attain that goal pre action negotiations and making country money claims will be undertaken.
Another option i.e. enforcement will be taken as well the areas where company is insolvent will
be wind up proceedings. The performance of the objective will be monitored though collection
KPI.
Objective Improving customer experience
In order to attain that objective, the company will empower its customers and will value the ideas
and opinions provided to them though social media marketing. The company will use customer
journey mapping for improving the customer service as well as their overall experience of
organization. The Customer churn rate KPI will be used to monitor the performance of objective.
Objective: Improving staff performance/happiness
The objective can be attained through prioritizing work life balance at organization as well as
making the policies more transparent for employees. The employees will be involved more in

decision making process as well as communication will be encouraged in common areas more.
The objective with be monitored through the Revenue Per employee KPI.
CONCLUSION
From the above discussion, it can be concluded that, hospitality industry is broad
umbrella which cover the various industries such as restaurants, accommodation and food and
beverage industries etc. Macro environment of a company can be determined through PESTEL
analysis and stakeholders’ analysis which describes various factors affecting Premium Inn. The
internal environment and the capabilities of Premium inn evaluated various forces such as
valuation, rarity and imitation if the company's values and products. The competitive forces
helps the companies in analysis of potential threats through the application of porter's five forces
describing the industry's attractiveness. The strategic planning of Premium Inn can be described
through the application of various models and theories such as Porter's five force analysis.
Ansoff matrix, bowman's strategic clock models and the SWOT analysis. These factors helps the
company in determination and identification of vision and future goals of the company.

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