Strategic Plan for Royal Hotel

Running Head: HOSPITALITY
Hospitality
Student’s Name
University Name
Author’s Note

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HOSPITALITY
Executive Summary
The report will deliver one year strategic plan for the Royal Hotel. In depth analysis of the
business environment of the hotel is conducted by means of the frameworks like SWOT,
PESTLE and Porter’s Five Forces analysis. The perception of the hotel group towards the guests,
stakeholder groups and colleagues should be incorporated in the strategic plan considering the
outcomes of the environmental analysis conducted in the report. Innovative marketing strategy
development will rest on the macro environmental factors incorporated in the report. The
ultimate mission of the Royal Hotels group is to provide a customer experience that exceeds the
expectations and make the users feel that the experience is worth the money.

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HOSPITALITY
Table of Contents
1. Introduction..................................................................................................................................4
1.1 Business Background of the Hotel........................................................................................4
2. Discussion....................................................................................................................................4
2.1 Macro Analysis of the business situation..............................................................................4
2.1.1 Economic Factors...........................................................................................................4
2.1.2 Socio-Cultural Factors....................................................................................................5
2.2 Micro Analysis of the hotel...................................................................................................6
3. Porter’s Five Forces analysis.......................................................................................................7
4. Recommended strategic vision under Bloom’s Taxonomy.........................................................9
4.1 Overarching strategies...........................................................................................................9
4.1.1 Analysis..........................................................................................................................9
4.1.2 Evaluation.....................................................................................................................10
4.1.3 Recommendations and conclusions..............................................................................10
Projected sales.......................................................................................................................10
Reference List................................................................................................................................12

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1. Introduction
1.1 Business Background of the Hotel
Royal Hotel had been a contemporarily non-operational hotel that has been set up in the
year 1883. Initially registered as a hotel and then a nursing centre, the building of the Royal
Hotel had been preserved as a heritage property site in Australia by the Queensland government.
The building is single storied sandstone built building in the Bondi Beach. The facility started to
be used as a hotel in the 1880s when the pastoral runs started to be developed in this area. There
were two other hotels set up in the same area in the same locality. However, this is a currently
booming industrial smote that have been developing as a locations for foreign influx site also.
2. Discussion
2.1 Macro Analysis of the business situation
2.1.1 Economic Factors
Major economic trends have been dominating the hotel industry of Queensland when the
hotel was being taken over. In this context, it deserves mention that the factors determining the
consumer purchase of the most potential consumer groups of the hotel is the very dynamic. The
interest rates and taxation rates have been high fluctuating and with chances of recent election,
change in organisational regulations is apprehended. As stated by Robinson et al. (2016), the
inflation rate of the hospitality sector is also not stable and that is why the revenue based
projected balance sheet cannot be prepared for this hotel. It is best to keep flexible cost for the
first two financial years during operation.