Strategic Agility: A Case Study of Oak Tree Inn

This case study analyzes the strategic agility of Oak Tree Inn, a multinational hotel company headquartered in the UK. It discusses the strategies used for internal and external analysis, potential strategic options, and evaluation using the SAFe model. The report highlights how strategic agility helped Oak Tree Inn achieve a competitive advantage.

Strategic Agility

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK...............................................................................................................................................3
Overview of the company...........................................................................................................3
Strategies used in internal analysis by Oak tree.........................................................................3
Strategies used in external analysis by Oak tree.........................................................................5
Two different types of different types of potential strategic options..........................................7
Evaluation of two strategic choices by using SAFe model.........................................................7
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Strategic agility refers to ability of organization which is used for create changes in
market situations with help of initiating new strategies in fast manner. This method is also used
for achieving company's competitive advantage and also for increased the profit of organization .
The company which is selected for understanding the strategic ability is Oak Tree Inn
(AKKAYA, and YAZICI, 2020). The company was established in 1998 and it is a multinational
hotel company which was headquartered in United Kingdom . The main motive of organization
is to facilitate best quality service, food and rooms to customers. This report will be prepared on
the basis analysing various strategies which includes Porter's five force model, PESTEL, SWOT,
VRIO, BCG and Value chain.
TASK
Overview of the company
Oak tree Inn is an international hotel industry and management operating their functions
as a SME in various international market. This company provides various accommodation and
services to the new and existing customers effectively. It is helpful for maintaining the
satisfaction level of customers for long time (Bouncken, Kraus and Roig-Tierno, 2021). Oak tree
Inn is one of those hotel industry who facilitating beneficial and attractive holiday packages to
the customers at valuable price. It incudes accommodations like facilitating good room for 80
days staying, complementary drinks and bar facility inside the organization.
Strategies used in internal analysis by Oak tree
Internal analysis refers to process which is followed by Oak tree Inn for analysing their
competencies, capabilities, assets and so on. In context to Oak tree Inn, management must
maintained their effective relationship in long run with customers by facilitating clean room and
quality products.
Swot Analysis
It is a tool or method which is used by organization for handle critical situations in
positive manner. In context to Oak tree Inn, management utilized this method for analysing their
strength, weakness, threat and opportunities which are described below -
Strength includes -

 Maintaining service quality – The most important feature or highlight of Oak tree Inn
is to facilitate high quality product and services to customers (Chuang, 2020). It leads to
develop good relationship with consumers for long time.
 Use of trained employees – It means that Oak tree Inn always using the highly trained
and efficient employees to run the company's work flow smoothly. Professional
employees are also helped to increased the profit and productivity of organization at
higher level.
Weakness includes -
 Increasing tax – It means implementation of high tax rates by the government
management of Oak tree Inn faced difficulties in their business (Jajja, Chatha and Farooq,
2018). Firstly due to increasing tax rates their profit and margins are getting decreased.
Secondly, decreasing of product quality.
 Increasing conflict within organization – It means due to internal disputes of
organization their turnover are easily decreased. The main reason for the internal disputes
in the organization are wages are not timely delivered to employees for their work.
Opportunity includes -
 Use of technology – With help of technology orders are easily sent to chief in low time.
Oak tree Inn is one of those organization who adopted innovative technologies in their
organization. It is useful for running their operational activities effectively.
 Increasing brand image – It means organization have good opportunity for built
effective brand image in the minds of the consumers. Due to the effective operational
functions of Oak tree Inn their responsibilities are fulfilled in time towards the employees
and consumers.
Threat includes -
 Competition – In competition competitors create major threat for Oak tree Inn. Because
like Oak tree Inn the other brand also provide the best services and products to customers
in same segments.
Strategies used in external analysis by Oak tree
External analysis is a method which is used by company for identify various challenges
which was faced externally in both negative and positive way (Jermsittiparsert and

Wajeetongratana, 2019). Due to that management of Oak tree Inn used different types of
strategies for analysing the current market which are explained below-
PESTEL Analysis -
It is a strategic method which is used by organization for evaluating the macro external
factors which effects the performance of the organization. The other important fact is that these
factors are uncontrollable and unpredictable for organization which are described below -
Political – It considered with those elements which effects the organization in political manner
(Ketchen Jr and Craighead, 2020). It includes political stability, government regulations, policy
and taxation system and so on. In context to Oak tree Inn, management must follow various
regulations and policies which was initiated by the government. Due to following of their
policies their market shares and political stability are easily increased for in long run.
Economical – It is related to those factors which affects the organizations economically which
includes interest rates, wages of employees and other governments activities. In context to Oak
tree Inn, economic rates are create great impact on working activities and performance of the
firm. It leads to decrease the performance of employees because due to fluctuations in economic
rate wages are not delivered in time.
Social – It refers to the set of actions which enhanced the desires, attitude and behaviour of
public. It includes social class groups, cultures and subcultures, families and so on. In context to
Oak tree Inn, management must made customization in their product according to the taste and
preferences of the customers. It means that when the customers are satisfied with their product
then definitely their good will are easily highlighted in their business.
Technological - It basically refers to the equipments which was used by the organization for
running departmental functions smoothly. Technology are also essential for serving the best
quality products to customers in time. In context to Oak tree Inn, management must use new
technologies in their firm such as use of apps or portals. It leads to increase the convenience of
consumers for booking rooms and food in their hotels easily from any locations. With help of
using this system organizational growth are easily increased.
Environmental – It is related to those factors which mostly considers the environment at the
time of running the business activities. It includes light, food, temperature and population
density. In context to Oak tree Inn, management must use eco friendly atmosphere or techniques
to attract the customers in large number. It includes playing music, eco friendly and reuseable

plates, presenting traditional tasty food etc. All this components helped to ensure the trust of
customers towards organization in long period.
Legal – It refers to legal norms and regulations which was implemented by organization and
these legal norms directly effects their productivity and work efficiency in long run. In context to
Oak tree Inn, due to their huge size it is necessary for management they must follow the
government norms effectively. It leads to enhance the work efficiency of company continuously.
Porters five force model -
It is a tool which is utilized by company for understanding the competition level in the
market (Mzid, Khachlouf and Soparnot, 2019). The different factors which was considered by
Oak tree for evaluating the market scenario are effectively are described below -
 Threat of new entrants (Low) – In this stage competitors introduced unique products in
the already running market. In context to Oak tree Inn, for reducing this problem the
main focus of organization is to create little bit customisation in their product according
to user taste. And these modifications are helpful for attract the large customers
especially young age generations. It leads to increase their brand value easily and create
barriers for new entrants.
 Threat of substitute products (Low) – It refers to enhancing the availability of optional
products in all customer segments by the competitors. In context to Oak tree Inn, it is low
because it is one of those organization who fixed and multiplied their prices effectively in
their all products. With help of effective pricing company is using unique design and
different varieties in their product or trademark. It leads to decrease the fear of
substitution of products from other competitors.
 Bargaining power of suppliers (Moderate) – It refers to put stress on organization by
suppliers for increasing prices in their product. In context to Oak tree Inn, It is moderate
because management have other options for choosing quality raw materials from other
suppliers. Due to this the suppliers are not able to put pressure on company for increasing
their price on products. Due to these profit the relations between suppliers and company
are maintained in long run. It helps to maintain regular supply of raw materials for
company in long run.

 Bargaining power of buyers (Low)– In this stage consumers put pressure on company
for buying the at profitable and valuable price. In context to Oak tree Inn, It is low
because management already have large number of loyal customers in comparison with
other competitors. Due to facilitating best quality product, chances are highly decreased
by consumers for switching to other competitors.
Two different types of different types of potential strategic options
From above information it is concluded that TOWS matrix is considered by organization
for engaging their strategic activities (Rahiminik, Namatezadeh and Safi, 2020). The
management of Oak tree Inn identifies the two strategic activities for increasing the availability
of product between the customers in market. According to this model managers of this
organization highly considers to those threat which was faced by company. It is also helpful for
adjusting organization weakness and strength with possible opportunities. The two important
strategic options which are followed by management are described below -
Firstly, choosing right location by the company is the highest strength for running their
business successfully. It leads to increase the opportunity to organization for utilizing the digital
technologies effectively which useful for delivering products to users in low time. In context to
Oak tree Inn, management must use effective technology in their rooms and in other areas for
maintaining positive experience level of customers with help of proper coordination.
Secondly, focus on quality service which was provided by the Oak tree Inn and it is the
greatest strength for for them (Rungsrisawat and Jermsittiparsert, 2019). Good quality service is
a very essential element for increasing the sales of the product on monthly and yearly basis. It
also leads to increase the standards and brand value of organization between between customers
for long time.
Evaluation of two strategic choices by using SAFe model
SAFe model is a technique which is used by organization for enhancing their work
efficiency and productivity of employees for achieving the positive result. In context to Oak tree
Inn, management must use this method for identifying their possible strategic activities for run
their company smoothly. SAFe stands for suitability, accessibility and feasibility which are
described below -

 Suitability – First strategic option is suitable to organization for adapting the connection
to their business activities (Saengchai and Jermsittiparsert, 2019). It means that
management of the firm are engaged their business activities digitally with use of various
technologies. Due to use of innovative technologies their sales and revenue are easily
increased and strong customer base are also developed in long term.
 Accessibility – From the analysis of various strategic method such as PESTEL, SWOT
and Porters five force strategic option first is recommended to Oak tree Inn. Because in
comparison with option second option first is less risky. This statement justifies that due
to proper management system in organization are able to fulfil all requirements of
employees and consumers easily.
 Feasibility – In this stage option first is highly feasible to company when compared with
other option. It justifies that due to the favourability of option first towards suitability and
accessibility, this option is selected for feasibility.
SAFe Matrix Score Table -
SFA Matrix Strategic options
Option 1 Option 2
Suitability 4 5
Accessibility 3 3
Feasibility 6 3
Total 13 11
From the above table it is concluded all the strategies have their own positive area
(Teimouri, Nasr Esfahani and Younesi Far, 2020). It facilitate Oak Tree Inn strength and
opportunities for reducing various threats at the time of operating business activities. But
according to score card its is suggested to management that they must use option first strategy for
enhancing their profit.

CONCLUSION
After the analysis of above in formation it is understood that strategic agility is a essential
element for run whole company smoothly. In this report management of Oak tree Inn adopted
various tools and strategies which is favourable for their business activities. It leads to enhance
the productivity and work efficiency of employees in fast manner which is important for increase
their profit easily.

REFERENCES
Books and Journals
AKKAYA, B. and YAZICI, A. M., 2020. COMPARING AGILE LEADERSHIP WITH
BIOMIMICRY-BASED GRAY WOLF: PROPOSING A NEW MODEL. Business &
Management Studies: An International Journal, 8(2). pp.1455-1478.
Bouncken, R. B., Kraus, S. and Roig-Tierno, N., 2021. Knowledge-and innovation-based
business models for future growth: Digitalized business models and portfolio
considerations. Review of Managerial Science, 15(1) pp.1-14.
Chuang, S. H., 2020. Co-creating social media agility to build strong customer-firm
relationships. Industrial Marketing Management, 84 pp.202-211.
Jajja, M. S. S., Chatha, K. A. and Farooq, S., 2018. Impact of supply chain risk on agility
performance: Mediating role of supply chain integration. International Journal of
Production Economics, 205 pp.118-138.
Jermsittiparsert, K. and Wajeetongratana, P., 2019. The role of organizational culture and it
competency in determining the supply chain agility in the small and medium-size
enterprises. International Journal of Innovation, Creativity and Change, 5(2) pp.416-
431.
Ketchen Jr, D. J. and Craighead, C. W., 2020. Research at the intersection of entrepreneurship,
supply chain management, and strategic management: opportunities highlighted by
COVID-19. Journal of Management, 46(8) pp.1330-1341.
Mzid, I., Khachlouf, N. and Soparnot, R., 2019. How does family capital influence the resilience
of family firms?. Journal of International Entrepreneurship, 17(2) pp.249-277.
Rahiminik, A., Namatezadeh, S. and Safi, H., 2020. Agility Process Model Design in New
Product Development based on Iranian Car Platform Design. Commercial
Strategies, 17(15) pp.43-62.
Rungsrisawat, S. and Jermsittiparsert, K., 2019. Does human capital improve health care agility
through health care supply chain performance? Moderating role of technical
orientation. International Journal of Supply Chain Management, 8(5) pp.792-803.
Saengchai, S. and Jermsittiparsert, K., 2019. Coping strategy to counter the challenges towards
implementation of Industry 4.0 in Thailand: role of supply chain agility and
resilience. International Journal of Supply Chain Management, 8(5) pp.733-744.
Teimouri, H., Nasr Esfahani, A. and Younesi Far, S. M., 2020. A Model of the Education System
with an Agility Approach (Case Study: Bank Mellat Branches in Yazd). Tose e
Quarttely Development Management of The Human Resources and Logistics, 1399(58)
pp.84-110.