Strategic Analysis and Recommendations for Easy Hotel Milton Keynes

This report provides a comprehensive analysis of the business strategy employed by Easy Hotel Milton Keynes. It begins with an introduction to hospitality business strategy and its importance in achieving long-term goals, followed by an examination of the external environment using stakeholder and PESTLE analyses to identify political, economic, social, technological, legal, and environmental factors impacting the business. The report then delves into the internal environment, utilizing the McKinsey 7-S Framework to assess the company's strategy, structure, and systems, along with an evaluation of its strengths and weaknesses using VRIO analysis. Porter's Five Forces model is applied to understand the competitive landscape. The report also explores different strategic directions and recommends suitable growth platforms, culminating in strategic planning and a conclusion summarizing the key findings and recommendations for enhancing competitive advantage and market position.

Hospitality business
strategy

Table of Contents
Hospitality business strategy...........................................................................................................1
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
PART A...........................................................................................................................................3
Stakeholder’s analysis.................................................................................................................3
Pestle analysis..............................................................................................................................4
Critical analysis of macro environment to determine strategic management decision................5
Analysis of internal environment.................................................................................................6
Internal environment to assess strength, weakness of company internal capability and structure
.....................................................................................................................................................6
Porter’s Five Force model...........................................................................................................8
Appropriate strategy to enhance competitive edge and market position.....................................8
PART B...........................................................................................................................................9
Different types of strategic directions..........................................................................................9
Recommend suitable growth platform.......................................................................................10
Strategic planning......................................................................................................................11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
The business strategic of hospitality management aid in creation towards innovative
environment so that they can operate or accomplish its long term vision of goal. They serve
several perspective of different vision of industry (Ahmad, 2018). It will contributes in fulfilling
real specific status or purpose within industry. Here the hospitality strategy leads to aim optimum
approach of work by implementation of different perspective role of business model in
organisation. It will update level of competitive edge. Most of the strategy are associated with
updating branding name in order to enhance customised value towards excellence achievement
in operational services. In terms of good citizen towards corporate to deliver more productive
value. The chosen organisation in this report is easy Hotel Milton Keynes. This is formed in
parts of UK, mainly deals in services like 3 and 5 star luxury hotel. The report aims towards
highlighting several topic such as Stakeholder’s analysis, Pestle analysis, Critical analysis of
macro environment to determine strategic management decision, Analysis of internal
environment, Internal environment to assess strength, weakness of company internal capability
and structure, Porter’s Five Force model, Appropriate strategy to enhance competitive edge and
market position, Different types of strategic directions, Strategic planning, Recommend suitable
growth platform.
MAIN BODY
PART A
Stakeholder’s analysis
Stakeholder always required as well as demand as per its understanding in order to getting
responded from the organisation (Chhetri and et.al., 2017). They as associated with the aspect of
stakeholder management. The ultimate aim of the stakeholder management is to defend entity
from harm due to numerous effect in the form of stakeholder activity. Here most of the
techniques are linked with stakeholder analysis with consultation. examining issue,

communication strategy in respect of formal contracts that is written as per agreements in order
to support utilisation by organisation. Stakeholder mainly refers to group among industry of
hospitality, where all different types of stakeholders gets associated in process of development. It
will count as lenders, investors, developers, operators and key participation within the industry of
hospitality (Ebersberger, 2021). This will came into the effect by the aid of stakeholder so that
sustainable development will generate and share optimum value to shareholder so that they can
easily understand as well as implement sustainable application with duly principle by use of
value chain.
 First principle highlight so that it will indentify actual need of stakeholder with their full
interest. This will facilitates in decision making process in organisation.
 Second principle mainly refers to associated with the communication need among hotel
stakeholder. Whereas it has been seen proper engagement of stakeholder that is essential
in order to reduce level of disputes and employee conflicts.
 Third principle concern with appropriate idea that count some point of difference through
stakeholder involvement. This will some sought of different in the structure unofficial
way in order to contact with form of direct in performing advertisement.
 Fourth principle is linked with the overall importance in hotel by maintain balance of risk
through which several types of stakeholders that are associated with impartially way. It
will benefit to recognise actual need in public, private cooperation by addressing line of
risk elimination goal and then linked with cooperation of organisation.
Pestle analysis
Here the analysis of Pestle will associated with in terms of political, economic, social,
technical, legal and environment elements. It is also beneficial in company existing and future
changes with respect to industry of hospitality (Ezeh, 2017). This will majorly influence on easy
Hotel Milton Keynes business operations. The analysis of Pestle will facilitates overall explores
in terms of broad environment impact through which easy Hotel Milton Keynes can easily
accomplish its operational function. As per easy Hotel Milton Keynes, Pestle analysis covers
following objective-
Political factor- The factor of political aid in operating with reference of rules as well as
regulation of easy Hotel Milton Keynes as per government directions. This will change

according country specific government as each government bodies implement rules that need to
be implemented with fulfilling purpose of country safety.
Economic factor- The hotel industry act as a highly global investors in their segment, It is
mainly associated with the currency strength and weakness. That is why hotel has to ensure
whole cycle of economic that considered type of primary elements like wise rate of
unemployment, growth in terms of job and travelling.
Socio cultural factor-In easy Hotel Milton Keynes, it has to ensure some kind of social
trends in terms of religion, culture, food and language so that they can enhance the level of profit
at that time when some sort of room scarce in its seasons.
Technological factor-In today context more update is require on social media trends such
as by regular blog post on social sites so that its potential consumer can share its experience by
rating and reviews.
Critical analysis of macro environment to determine strategic management decision
Easy Hotel Milton Keynes is operating its own hospitality service across the globe. They
deals in high competitive macro environment (Konovalova and et.al., 2018). That is why they
work upon its PESTE model in order to determine its strength and weakness. As per detail
analysis hotel position in political, economical, social, technological are very supportive that
leads towards full or potential growth to ensure its more strength in terms of external macro
environment. This will add more value in terms of external weight in order to provide more
value. Here the specialisation in terms of hospitality industry is to counter to target more
consumer base while maintain its competitive edge in terms of macro environment so that it can
raise the sale of hotel, they contributes its maximum revenue collection from items of luxury
product services. The condition of economic is quite better as they successfully manage funds by
delivering more satisfied services to its potential audience (Li, 2019). Here hotel gets affected by
political factor but they try to reduce the affect by generation of good strategic. That is why here
easy Hotel Milton Keynes are prefer to deliver more lower price of goods services in order to
manage its balance towards economies of scale.
Analysis of internal environment
The internal environment of easy Hotel Milton Keynes is associated within internal
organisation in order to ensure its capability. The analysis of internal environment can be done
through McKinsey’s 7s Framework. Easy Hotel Milton Keynes adopted this model that consist

of seven components related with business aid in improving its performance as well as
effectiveness (Martínez, 2019). This strategy model consist-
Strategy- In easy Hotel Milton Keynes, it implements its business strategy through proper
classification in terms of distribution services. Easy Hotel Milton Keynes provide high level of
optimum quality services that leads to cover advanced integration so that they can communicate
its effective technology information by outlook of industry perspective. It combines to cover
different types of outlook like status or recognition of need.
Structure- The structure of easy Hotel Milton Keynes is totally based upon hierarchical
bases, as a result of large covering sixe of business in order to achieve comprised number of
brand. Whereas the structure of hotel also determine divisional structure. This will ensure
division of its ownership sub divisional type of management in to industry franchise model.
System- Easy Hotel Milton Keynes has delivering their services across the globe through
help of its effective business system model. This is concern with hotel operation system. It will
leads to covers wide category of range in terms recruitment of its employee along with the great
system of selection (Metaxas, 2019). It will ensure high level of employee performance during
proper evaluation of effective system. The whole operational system is associated with proper
system so that they can easily achieve or gain high competitive benefits of hotel.
Internal environment to assess strength, weakness of company internal capability and structure
As per internal environment there are some key strategies to access strength and weakness
in its internal capability and structure.
Strategic capabilities with key components- The exclusive technology aid for
development of continuous changes within hotel marketing. This will facilitates large number of
consumer engagement to make its effective delivery service. Here are various sort of strategic
capability that us listed below in easy Hotel Milton Keynes internal environment.-
Customer centricity-This is one of the primary stage of hotel segment that need to enhance
proper in depth understanding within hotel segment. It also include some kind of guest attitude
along with changing behaviour of consumer. It is most beneficial in order to uplift expectation
related with target audience. It will contribute into better survival in long term while serving
industry.
Agile development-It is much concern with quick responsiveness towards adopting new or
exclusive form of digital technology. The development of agile aids in hotel growth as it can

easily understand the range of consumer (Murphy and et.al., 2018). It will leads to continue
appropriate need through frequent form of delivery during the time of update in hotel internal
environment. It will ensure continuous serving of product range as well as services in hotel
segment.
Data promptness and elegant business intelligence-The ultimate use of optimum big data
may considered as pointless in their particular industry. Here the obtain insight will leads to
assist with the proper meaning towards internal change in the organisation. It will deliver proper
in depth internal knowledge related with business operation in terms of shifting towards smart
changes.
Vibrant distribution and marketing management-Here the need recognition of hotel try to
achieve or accomplish suitable segment of cost through the use of channel so that they can
generate more revenue level within its potential group of consumer. This will leads to cover
access of industry problem during its industry (Peters, 2018). It will leads to counter being
enables smart type of changes during optimisation within resources in order to aid industry
through optimum decision making process.
In order to examine internal capability as well as structure, here model of VRIO analysis is
act as effective form of strategic tool that id adopted by easy Hotel Milton Keynes. It is utilise in
process of resource evaluation so that competency can be easily characteristics-
Valuable- This will aid to update the level of easy Hotel Milton Keynes, it will explore
the scope of different opportunity, that will leads to allow for more growing scope in industry by
establishing strong brand name with the help of implementation of several types of CSR
activities. So that it can manage regular assessment towards its social responsibility and try to
develop more organised form of positive actions.
Rare- Here competency aids in fulfilling industry purpose in order to accomplish its rare
nature so that it can be proceed in form to develop more strong competitive edge in easy Hotel
Milton Keynes. That is why it aid hotel to create its global level of presence along with use of
multiple channel within region and country.
Imitable- The imitable competencies as mainly linked with in providing some kind of
valuable source of competitive edge that will counter in terms of long sustainability in hotel. It is
very hard to find such type of resources as well as competence due to reason of high cost to
imitate. It can be done with aid of competing years towards long run sustainability (Prebensen,

2018). The overall resources are leads to compete in industry offerings in easy Hotel Milton
Keynes with high level of qualitative goods and services towards potential consumer in order to
update strong brand name.
Porter’s Five Force model
The model of porter’s Five Force is very essential for easy Hotel Milton Keynes that will
aid in ensuring its long term success and survival.
Competition- In easy Hotel Milton Keynes, competition level is much intense towards
hotel industry. The main reason behind this as its cost reflects upon differentiation in terms of
products along with cost in terms of switching also getting low.
Potential of new entrants-In segment of hotel, it will considered as global representative
due to its cost of high capital (SALEHIPUR, 2018). Here easy Hotel Milton Keynes has to raise
capital cost, so that they can achieve competitive edge. This will leads to develop its more
influencing brand name in eyes of potential consumer.
Power of suppliers –Supplier power within hotel segment of easy Hotel Milton Keynes is
low as per relatively. The main reason behind this as it majorly depend upon labour as well as
trained employee or personnel that is not linked with suppliers.
Power of buyers- Easy Hotel Milton Keynes must aims towards its buyers so that they can
achieve competitive market players within the industry that is totally subjective in terms of
buyers high power.
Appropriate strategy to enhance competitive edge and market position
Here the suitable or appropriate strategy should be used by easy Hotel Milton Keynes in
order to raise the competitive edge as well as market position. It can be achieved by adopting
Ansoff growth matrix.
Market penetration- It include variety of activities like selling within product range of
existing as well as in current market. Through this hospitality segment gets opportunity to earn
high revenue. This will act as several strategy to update hospitality segment. It is associated with
strategy related with industry that provide discounted offers.
Market development- In strategy of market development this will counter variety of
promotions in current product range that deal in new market. It is one of the prime strategy
within industry that introduce new outlets so that they can increase its new consumer base in its
target market.

Product development- In easy Hotel Milton Keynes, they have to introduce new offerings
of current product range (Senbeto, 2020). It can be done in the form of product development
such as diversified hotel room through suitable innovation offerings to attract more consumer
and it can develop own uniqueness from other product offerings towards unique meal package to
consumer.
Diversification- This is the risky stage as they have to develop new product in new market
so this will charge more cost of company and results will not comes in favour of easy Hotel
Milton Keynes.
PART B
Different types of strategic directions
Bowman’s strategy clock
Low price and low value added-It will considered not that much competitive edge due to
reason here it is associated with the product range offerings at the price of low when it comes
into the comparison related with services delivered in industry (van Rheede, 2020). While this
will connect while generating more options towards low price of product range so that it can
easily manage the high competitive edge during its market place.
Low price-Here the price will considered as low in business among hotel industry so that
they can build strong brand image in hotel segment. This will aid hotel to accomplish its long
period of time strategic goal so that they can serve it full capacity within industry.
Hybrid moderate price-The strategy of hybrid leads to cover more essential aspect in
terms of differentiation of product, as this strategy aids in maximum utilisation of strength so that
overall strategy of hotel will successfully contribute more added value within consumer while
serving hospitality segment.
Hybrid strategy;
Opportunity for hotels worker and institutional sponsor –In hotel industry it is mainly
aims to collaborate within its socialise so that it can count as optimum work in order to perform
several types of areas so that it can build revenue in form of optimised in hotel segment.
Additional require to flexibility-In economical time, it may concern with lots of
uncertainty. The uncertain time within economically of hotel require form of flexibility so that it

can aid in proper organisation through accommodation in its space that counter varying with the
optimum requirement towards easy Hotel Milton Keynes.
Hybrid hospitality industry appear like-This will leads to contribute more help towards
form of investment in its hotel segment easy Hotel Milton Keynes, are much concern with
unique offerings that refers to more shift towards flexibility while occupying into workplace, The
hybrid model of hospitality while connecting combination with full reference in its working
environment.
Diversification strategy;
The business of hotel in terms of diversification strategy is essential concept as for growth
of easy Hotel Milton Keynes. This will consider more allow with perspective of hotel so that
they can survive while maintain its high revenue in terms of profit. They will considered as
proper suitable direction for accomplishing its financial sustainability into the form of gaining
more position with full dominance of business.
Recommend suitable growth platform
Easy Hotel Milton Keynes has highly recommended for adopting its growth strategy that is
Ansoff matrix. Here in this model, strategy of penetration within hotel is more effective. Easy
Hotel Milton Keynes organisation uses this strategy in product range through the existing
market. Here firm aims to enhance optimum level marketplacewith proper use of market
penetration strategy. This strategy will executed into form of numerous way such as-
 It will leads to cover decreasing price strategy in order to attract more scope of new
consumer.
 It will aid to enhance promotion as well as level of distribution with proper efforts in
industry.
 It will update or increase the acquiring level of marketplace.
Strategic planning
The plan of strategic leads to covers various aspect for the fulfilment in terms of long period
of goal in business of hospitality so that they can fulfil overall objective vision of hotel. Tactical
planning aid towards coverage that outline proper actions while considering more productive
perspective side while strategic planning. It will aid into breakdown plan within strategic of
hotel. It will ensure proper plan of strategic in terms of tactical planning where organisation easy
Hotel Milton Keynes develop distinctive planning of short term.

CONCLUSION
From the above report it has been concluded that strategic management towards business
strategy of hotel industry plays essential role for sustainability in long period of time. In general
there are major form of different strategy within hospitality industry so that it will manage owner
of business while giving optimum concentration in executing fulfilment of operational It will aid
in building influencing brand name by adopting several model like Ansoff, porter five force etc.
Before implementation of any strategy organisation must analyse its macro environment.

REFERENCES
Books and Journals
Ahmad, S.Z., Bakar, A.R.A. and Ahmad, N., 2018. An evaluation of teaching methods of
entrepreneurship in hospitality and tourism programs. The International Journal of Management
Education, 16(1), pp.14-25.
Chhetri, A. and et.al., 2017. Modelling tourism and hospitality employment clusters: a spatial
econometric approach. Tourism Geographies, 19(3), pp.398-424.
Ebersberger, B., Herstad, S.J. and Nordli, A., 2021. Hospitality innovation strategies: Robustness
analysis of paths to firm performance. Tourism Management, 85, p.104310.
Ezeh, P.C., 2017. A critical review of market segmentation, target marketing and positioning in
hospitality marketing. Routledge handbook of hospitality marketing, pp.55-64.
Konovalova, E.E.and et.al., 2018. Forming approaches to strategic management and
development of tourism and hospitality industry in the regions. Journal of Environmental
Management & Tourism, 9(2 (26)), pp.241-247.
Li, Y. and Singal, M., 2019. Capital structure in the hospitality industry: The role of the asset-
light and fee-oriented strategy. Tourism Management, 70, pp.124-133.
Martínez, P., Herrero, Á. and Gómez‐López, R., 2019. Corporate images and customer
behavioral intentions in an environmentally certified context: Promoting environmental
sustainability in the hospitality industry. Corporate Social Responsibility and Environmental
Management, 26(6), pp.1382-1391.
Metaxas, I.N., Chatzoglou, P.D. and Koulouriotis, D.E., 2019. Proposing a new modus operandi
for sustainable business excellence: the case of Greek hospitality industry. Total Quality
Management & Business Excellence, 30(5-6), pp.499-524.
Murphy, K. and et.al., 2018. A review of high performance work practices (HPWPs) literature
and recommendations for future research in the hospitality industry. International Journal of
Contemporary Hospitality Management.
Peters, M. and Kallmuenzer, A., 2018. Entrepreneurial orientation in family firms: The case of
the hospitality industry. Current Issues in Tourism, 21(1), pp.21-40.
Prebensen, N.K., Chen, J.S. and Uysal, M. eds., 2018. Creating experience value in tourism.
Cabi.