SWOT Analysis of Brooklands Hotel & Spa

This assignment involves performing a SWOT analysis for Brooklands Hotel & Spa based on the provided information. You are required to analyze the hotel's internal strengths and weaknesses, as well as external opportunities and threats. The analysis should be supported by relevant data from the assigned readings and online resources.

SMALL BUSINESS
ENTERPRISES

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Profile of Brooklands restaurant with identifying its strengths and weaknesses.............1
1.2 Comparative measures of performance............................................................................3
TASK 2............................................................................................................................................4
2.1 Recommendations with justification to overcome from weaknesses...............................4
2.2 Ways to maintain existing performance of a company....................................................5
2.3 Justify new areas in which a business could expand........................................................6
TASK 3............................................................................................................................................7
3.1 Assessment of existing objectives and plans....................................................................7
3.2 Revision of business plan.................................................................................................9
3.3 Action plan to implement changes.................................................................................10
TASK 4..........................................................................................................................................12
4.1 Impact of proposed changes on business........................................................................12
4.2 The way changes will be managed.................................................................................13
4.3 Monitoring improvements in the performance...............................................................14
CONCLUSION..............................................................................................................................15
REFERENCES ...............................................................................................................................1

INTRODUCTION
A small scale business enterprise is a corporation which employs a few number of
workers and does not have high volume of sales. In the modern era, SME's are rapidly increasing
in British countries and they are liable for economic growth and development of the nation. Such
small business entities are privately owned and controlled by an individual in order to gain some
money for fulfilling their basic needs and wants (Bridge and O'Neill, 2012). Brooklands hotels is
the chosen organisation in this present report which is a restaurant as well as stylish bar. The
main objective of firm is to provide high quality services to their customers like luxurious
experience of lunch and dining as well as excellent room services. The present report will be
describing the strengths and weaknesses of chosen organisation and some recommendations are
given in order to overcome the barriers. The report will also discuss various points which are
involved in maintaining current business performance.
TASK 1
1.1 Profile of Brooklands restaurant with identifying its strengths and weaknesses
In the UK, small businesses are important for economic growth and development. There
are several SMEs established which are liable for providing the job opportunities to people in
order to extend their living standard. The prime objective of Brooklands is to capture customer’s
tastes and choices for gaining better outcomes. Brooklands is a popular multi cuisine restaurant
of UK. It also has own fitness centre and spa that offers various packages to their customers.
Apart from this, the firm timely organises entertainment activities for fun and enjoyment of their
users. Brooklands hotel has a strong goodwill in the UK's hospitality industry and it continuously
improves its strategies in order to achieve high growth in the marketplace.
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(Source: Brooklands Hotel & Spa, 2017)
Profile of Brooklands restaurant is stated as below: -
 Name – Brooklands
 Address - Weybridge KT13 0SL
 Phone No. - 01932 335700
 Food – All categories
 Founded – 1922
 Stores – 160 restaurants in UK
 Menu - menubrookland.co.uk
 Reservation – www.brooklands.co.uk
STRENGTHS
 Major strength of Brooklands hotel is
high quality of their food products.
 Regular improvement strategies and
policies. Catchy interior and hygienic
environment which helps in attracting
WEAKNESSES
 Improper flow of communication
between managers.
 There is no experienced employee.
 As it has small venture capital, so
company does not spend more on its
2
Illustration 1: Profile of Brooklands hotel

many customers. The firm gives
priority to clients because they are
liable for its growth and success.
 Well trained and skilled employees
who can capture the needs and wants of
potential buyers (Chittithaworn and et.
al., 2011).
marketing activities.
OPPORTUNITIES
 Due to globalisation, there will be a
good opportunity for hotel industry as
they can easily expand their business in
other countries also.
 Customers give preferences to small
hotel entities instead of spending
money in costly restaurants.
THREATS
 Vast range of competitors which can
reduce a firm's market share and its
sales as well.
(Source: What’s a SWOT Analysis?, 2017)
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Illustration 2: SWOT analysis

1.2 Comparative measures of performance
Managers of small business entities are using various methods in order to measure their
performance in the target market. Performance management helps a company by rendering it
suitable platform and also, determines whether employees' are meeting their expectations or not.
There are given with some effective tools and techniques of performance which are stated as
below: -
 Key performance indicators – Role of KPI is to demonstrate the effectiveness of a firm
towards achieving its goals and objectives. In addition, referred entity has used key
performance indicators in order to achieve their aim and set targets. In addition, each
department has its own KPI standards with which it can perform (Jasra and et. al., 2012). Set benchmarks – The tools dictates that each department of firm has to set their own
benchmarks or objectives which helps in achieving competitive advantage. Without a
clear view, a company cannot measure its performance and also not achieve potential
targets. Management of objectives – It is a model whose prime aim is to improve the
performance by clearly defining its goals and objectives on which managers and
employees; both are agreed. According to the concept, creating of setting goals and
action plan is essential because it ensures better commitment as well as participation of
employees and they can also align with it effectively (Forsman, 2011).
 360 degree feedbacks – It dictates that managers need to monitor overall performance of
their employees rather than of a weak or month. 360 degree feedback helps in collecting
information form a variety of sources. It involves direct reports, peers, stakeholders,
customers, etc.
TASK 2
2.1 Recommendations with justification to overcome from weaknesses
A company's weaknesses can negatively affects its market growth and effectiveness. It
also impacts upon internal as well as external environment of business organisation by reducing
the productivity and efficiency. Above mentioned different weaknesses that are being faced by
Brooklands hotels show that it is essential for managers to adopt effective techniques and tools in
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order to resolve all their work based issues in an effective manner. This would help in attaining
large number of customers at marketplace.
Implementation of free flow of communication
Effective communication plays a vital role in business organisation, helps in decreasing
gap between managers and employees. Communication assists in generating healthy and positive
relationship among staff members so as they can share their ideas and thoughts with each other
for growth and development these SMEs.
Provide training and development assistance to employees
Another weakness of the firm is lack of experienced employees so as they cannot perform
well being manner. Therefore, it is mandatory duty of managers to provide regular training and
development assistance to their managers in order to increase productivity and efficiency of staff
members. In hospitality industries, well skilled and qualified workers helps in winning buyers'
trusts and beliefs in effective manner (Fassin and et. al., 2011).
Transformation of current policies
There are many competitors of Brooklands hotels are available in market. Their
innovative products and services are able to attain customers. So as it is recommend to small
business enterprise, they have to make effective and strong policies which are able to achieve
goals and objectives of hospitality industries. They need to use new and innovative tools for
maximising production and performance level of the firm.
Focus on new product development
In global market, there are various kind of food products are available which can gives
new experience to food lovers. Hence, in order to gain high competitive advantage hotels
industries have to do experiments with their food items. Apart from this, they also focus on how
to entertain their customers so as they can spend more amount to the same. This concept can
easily improve sales and profits of small scale entities.
2.2 Ways to maintain existing performance of a company
It is every important for entrepreneurs to maintain their sustainability for a long term
period in competitive market. This would help in attaining organisational goals and objectives in
a certain time. Thus, for managing current performance level of the managers, managers to apply
these techniques, such are described as below: -
Provide healthy working environment
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In order to attain and retain employees for a long term period in a company, it is must for
managers to provide them healthy and safe working environment. For which, they can
implement effective rules and regulations in favour of workers. Apart from this, managers should
give job security to their staff members with this, they can be stay for long term period and put
their best possible efforts in order to accomplish goals and objectives.
Regulating effective programmes and activities
Managers of business organisations make effective programmes and activities in order to
gain higher profits. Such programmes are concern with achieving goals and objectives of the
firm and engaged employees' together so as they can work in well manner.
Rewards system
It is the best method through which a company can manage its existing performance. In
this sense, people will prefer to work with a firm which gives them more satisfaction in financial
manner. Therefore, a cited company can have to regulate some reward systems on the basis of
good performance employees (Tips for improving your business, 2017). It can also motivate and
encourage employees to work hard and goal orientated.
Produce quality added products and services
For attracting and maintaining employee’s interest, small businesses have to emphasis
upon quality of their goods. In terms hospitality industries, Brooklands hotels should supplies
valuable and qualitative food items which seems as healthy for customers. Good and attractive
products are able to increase sales of a company and enhance its market share as well. In
addition, unique goods are helpful for firm as it can compete with external market forces.
2.3 Justify new areas in which a business could expand
It is necessary for small business organisations, to find new areas where it can expand
itself. It helps it in enhancing market image of companies in effective manner. Apart from this,
SME's have to evaluate those opportunities with which it can be succeed in target market. Below
mentioned areas in which a business can extend itself effectively.
Open another location –
It is greatest concept for small business entities to gain high market share and success. In
this sense, physical expansion helps in achieving better results. It helps customers as they can
have more information about products and buy them quickly (Obiwuru and et. al., 2011).
Therefore, Brooklands hotels have choose that location where a large of people are living. But at
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the same time, it has to consult with administrative systems and management teams as the
location is suitable for them.
Get license for products
Illegal or unlicensed products may be decreased market image or popularity of a
company in financial as well as non-financial manner. Therefore, small business enterprises have
to focuses on get license of their products as to deal with people in an adequate manner. It is low
cost growth and impressive medium which gives legality and surety of products and services of
the company which it will be sell in target market in order to maximise profits and sales.
Diversification -
Small business entities have to sell complementary products in order to gain market
growth and success. In addition, diversification is a good marketing strategy because it allows a
company to gain income from multiple streams. It helps business organisations to introduce
themselves with variety of innovative products in potential market.
Good relationship with government
In order to perform in different countries, a company have to manage its relationship with
government. It also helps in increasing market image and sustainability of a firm in effective and
efficient manner. Government provides some activities which are beneficial for societies, if
SMEs participate in such programmes as it helps in fulfilling corporate social responsibilities.
Think globally
It is essential for a company to make plans and policies for global context. It will help
companies to perform effectively in the international markets. There are many successful small
scale business entities which are currently functioned at global level. So as it have to adopt
various communication channels to deal with large number of customers in global market i.e.
social media and web portals. This will increase market share and sustainability of the company
by providing it chance of growth and development.
TASK 3
3.1 Assessment of existing objectives and plans
It is mandatory for every small business entities to recognise their mission, vision, goals
and objectives before launching their products and services. It will aids them evaluating the
overall situation of competitive market. With this, managers also can prepare a proper business
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strategy or marketing plan in order to achieve high market share and growth as well. In addition,
profit maximisation is the prime reason to sell innovative goods in global market. Below
mentioned objectives of refereed business organisation towards customers, employees and
stakeholders.
Objectives of Brooklands hotel for their staff members: -
Small business enterprises have to make some laws and legislation in favour of staff
members. It assists them to run their business effectively and efficiently. Employees' high
performance and productivity helps a company to attain its goals and objectives from target
market (Tahi, Hamonangan and Tambunan, 2011). For that, managers needs to provide training
and development assistance to their employees to increase their skills and knowledge.
Company's objectives for their customers: -
The main vision of small business enterprises towards their customers' is to generate
healthy and positive relationship with them. Public relationship is foremost for small business
entity, because it helps it in spreading market growth and performance. Therefore, employers of
Brooklands must focuses on improving the quality of their food items in order to gain high
competitive advantages and high market share.
Objectives towards shareholders: -
 Increasing profits and sales revenue 40%.
 Attract venture capitalist by giving them high shares in profitability.
 Fulfilling all corporate social responsibilities in a meaningful manner. Invest in money in different fields to gain maximum profits in a certain timer period.
Business plan of Brooklands hotels: -
Below mentioned some steps which are involved in business plan of a firm - Idea generation – It is the first step of business plan. It states that an entrepreneur may
come up with new and innovative ideas which are able to generate value among its
products and services. It helps managers in increasing their market share and growth from
market. Ideas can be develop through market research, employees, dealers, retailers,
existing employees, customers etc. Environmental scanning – Afterwards, managers of Brooklands hotel are required to
implement an environmental scanning in order to evaluate the factors which will affect
business ideas. It comprises internal and external analysis of market. In external analysis,
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– political, social, environmental, technological, economical appraisals are considered.
There are different techniques are available in market which could help entrepreneurs in
converting their ideas into products (Frangopol, 2011). Apart from this, internal
environmental scanning involves raw material, production, finance, market, human etc. Feasibility analysis – It prefers to conduct a detailed identification towards all aspects of
business by determining its credibility. For this, entrepreneurs have to focus on market
analysis in order to estimate the market share and demand of existing products and
services of company. Apart from this, they can also do technological analysis for
assessing the abilities of their working practices and operations. Project report – This step refers that after conducting a feasibility analysis, managers
requires to prepare a written document which is able to describe all strategies and policies
that are involved in running as well as starting a business unit.
 Evaluation, control and review – At last, all managers have to measure and review all
their strategies in order to stay in line of competition in the global environment.
3.2 Revision of business plan
Revision is a process of determining hidden issues and problems after preparing a plan so
that manager of an enterprise get updated about requirement of strategy. Main purpose of
revisable process is to remove obstacles which is faced by supervisor while making plans for
upliftment of entire association. Before, implementing an effective business plan managers have
to revise it again in order to know its effectiveness towards business operations. For the same,
managers have to analyse their goals and objectives which they want to achieve in competitive
market, they require to evaluate economic trends which could impact upon company's market
growth and success. Apart from this, revision is a procedure through which managers can
identify all issues and challenges which are involved in business plan. It helps in reforming
existing plan as per environmental variations as well as customers’ demands.
Managers have to consider macro and micro environmental factors which could bear on
company's growth and success. Such elements also affect decision making process of the firm by
diminishing all its barriers or obstacles which would affect organisation's sales and profit.
Through the same, entrepreneurs can reduce future risks and uncertainties that are occurred from
competitors of Brooklands hotels. If managers revise their business plan, it would help them in
understanding the needs and demands of potential buyers of commercial enterprise.
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3.3 Action plan to implement changes
As per the above information, business organisations have to plans in order to execute an
entire plan by the help of experts or specialist in same field. In addition, an action plan in
implemented by undertaking vision and mission of buyers, employees and shareholders. But it is
not easy for managers to regulate those changes that are discussed above in order to satisfying
the needs and demands of staff members as well as overall society (Aguinis, Joo and
Gottfredson, 2011). According to this plan, managers and employees have to follow all these
steps for execution of reform plans and policies in an effective manner.
Below mentioned some activities that are concern in an action plan: -
TASK Duration
Programme 4 to 6 days
Revision of business plan 6 to 7 days
Determine various resources within market
place
2 to 5 days
Sorting competitors 2 days
Selecting new target market 4 days
Recruit well skilled and qualified person who
have experience of hospitality industry
3 to 4 days
Provide vision and mission to staff members
and customers.
1 day
Create SMART goals and objectives 4 days
Expansion of marketing activities 5 days.
Remuneration and reward system to workers 1 day.
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TASK 4
4.1 Impact of proposed changes on business
Changes are essential for growth and success of small business enterprises. They
influence positively or may be negatively upon organisational performance. In addition, such
variations also impact upon internal and external environment of a firm. In order to make strong
and effective operations, managers continuously change their operations and activities which are
included in the process of goal achievement. Organisational structure – Sometimes, changes are done for creating a fundamental
organisational structure which helps in delegation of authorities. Changes in
organisational structure also impact upon its internal strategies and policies, it put a
control on all procedures which are involved in achievement of goals and objectives of
the firm. Financial performance – Changes also relate with financial performance of the business
organisation. For example- if managers of Brooklands hotels develop a strategy in order
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to gain high productivity so as it also helps in increasing a company financial capital.
Through the same, firm can get various chances to win and get more benefits from target
market if it uses powerful tools and techniques (Raineri, 2011).
 Reduced stress – Due to workload, employees cannot perform well which reduces quality
of their work. Therefore, managers to make changes in their current policies so as to
provide them a healthy and positive working environment. Viable modification in such
hotel industries helps in reducing workload and encourage staff members as they can
work properly.
Apart from this, if changes are not as per the strategies and policies of a company, they
can also put negative impact on its growth and success. Therefore, it cannot perform well in the
competitive market.
4.2 The way changes will be managed
In order to manage these changes and dynamics effectively, a company has to make
adequate strategies and policies which are related with its vision and mission. For the same, they
need to create urgency of changes within a workplace so as to implement them in effective
manner. Afterwards, Brooklands hotels also have to focuses on how to create healthy
relationship with their customers. Customers are king of market, if they are not satisfy then a
business entity will not survive in target market for a long period of time (Hechanova and
Cementina-Olpoc, 2013). Therefore, changing strategies also concern with key people so as to
appeal them for purchasing products and services of the company.
After this, it is required for managers to set long term goals and objectives to attain
objectives of change management. In order words, changes are related with mission and vision
with this, a company can easily get high market share. These vision should be communicated in
all overall the firm, its main aim is to understand the effectiveness of reformation. Apart from
this, the concept of new product development is also included in the process of change
management. And then, business owners tries that how to remove these obstacles which are
coming in procedure of change management. They also focuses on achieving short terms by
implementing such variation in policies which are very essential in winning long term success
from target market.
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4.3 Monitoring improvements in the performance
Execution of change management is an imperative part of overall business planning
process. Managers of Brooklands hotels needs to adopt effective tools and techniques so as to
measure improvements at the workplace. For the same purpose balance score card is a great tool.
It helps managers in reducing errors and hidden mistakes from working activities. It is assistive
in resolving financial problems of the company and managing inventories in effective manner.
With this, managers can identify various issues which will impact upon growth and success of
business entities. In order to monitor the effectiveness of performance, managers needs to make
a business plan and focuses on some activities (Gruman and Saks, 2011). Apart from this,
employers of Brooklands hotel have to conduct some activities in order to gain better outcomes
in an efficient manner.
ACTION PRIORIT
Y
BENEFIT
S
MATERI
AL
RESOUR
CES
TIME
SCALE
RESPONSIBIL
ITIES
REVIEWING
FEEDBACKS
Implement
ation of
training
and
developme
nt plan
Important Enhancing
the level
of
performan
ce of
employees
and their
self-
confidence
as well.
Money 3 weeks Human resource
department.
Evaluating
employee’s
performance and
organisational
performance.
Conduct
health and
safety
programm
es
Important Helps in
retaining
staff
members
for long
Adoption
of health
and safety
parameters
1.5 week. Health and
safety
department and
higher
Assessment of
future risks and
uncertainties.
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term
period and
diminish
the
chances of
accidents.
. authorities.
Maintain
positive
relationshi
p with
customers
Most
preferable
Helps in
attaining
and
retaining
customers
for long
term
period.
Marketing
and
promotion
al
activities.
4 weeks. Sales and
marketing
department.
With the help of
conducting
surveys and
online
feedbacks. And
calculating
return on
investment.
CONCLUSION
From the above report, it has been found that small scale business entities are the
important part for every country's growth and development. Present report has discussed the
strengths and weaknesses of Brooklands hotels. It also described the ways to overcome the
barriers which affect organisational performance. Apart from this, there is a discussion upon
some areas on which a business could expand itself. By providing healthy and safe working
environment to employees, a company can easily improve its performance so as to succeed at the
global level. Also, it has been assessed that business plan has a significant role in identifying
company's effectiveness and proficiency in target market. An action plan is developed in the
report which helps them in competing with all external factors which can put an adverse impact
on firm’s growth and success. Suitable changes have also been proposed by which employee’s
performance and organisations' productivity can be increased in a pervasive manner.
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REFERENCES
Books and Journals
Aguinis, H., Joo, H. and Gottfredson, R. K., 2011. Why we hate performance management—
And why we should love it. Business Horizons. 54(6). pp.503-507.
Bridge, S. and O'Neill, K., 2012. Understanding enterprise: entrepreneurship and small
business. Palgrave Macmillan.
Chittithaworn, C. and et. al., 2011. Factors affecting business success of small & medium
enterprises (SMEs) in Thailand. Asian Social Science. 7(5). p.180.
Fassin, Y. and et. al., 2011. Small-business owner-managers’ perceptions of business ethics and
CSR-related concepts. Journal of Business ethics. 98(3). pp.425-453.
Forsman, H., 2011. Innovation capacity and innovation development in small enterprises. A
comparison between the manufacturing and service sectors. Research Policy. 40(5).
pp.739-750.
Frangopol, D. M., 2011. Life-cycle performance, management, and optimisation of structural
systems under uncertainty: accomplishments and challenges 1. Structure and
Infrastructure Engineering. 7(6). pp.389-413.
Gruman, J. A. and Saks, A. M., 2011. Performance management and employee engagement.
Human Resource Management Review. 21(2). pp.123-136.
Gupta, P., Seetharaman, A. and Raj, J. R., 2013. The usage and adoption of cloud computing by
small and medium businesses. International Journal of Information Management. 33(5).
pp.861-874.
Hechanova, R. M. and Cementina-Olpoc, R., 2013. Transformational leadership, change
management, and commitment to change: A comparison of academic and business
organizations. The Asia-Pacific Education Researcher. 22(1). pp.11-19.
Hotho, S. and Champion, K., 2011. Small businesses in the new creative industries: innovation
as a people management challenge. Management Decision. 49(1). pp.29-54.
Jasra, J. M. and et. al., 2012. Determinants of business success of small and medium enterprises.
Obiwuru, T. C. and et. al., 2011. Effects of leadership style on organizational performance: A
survey of selected small scale enterprises in Ikosi-Ketu council development area of
Lagos State, Nigeria. Australian Journal of Business and Management Research. 1(7).
p.100.
Raineri, A. B., 2011. Change management practices: Impact on perceived change results.
Journal of Business Research. 64(3). pp.266-272.
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Tahi Hamonangan Tambunan, T., 2011. Development of small and medium enterprises in a
developing country: The Indonesian case. Journal of Enterprising Communities: People
and Places in the Global Economy. 5(1). pp.68-82.
Online
Brooklands Hotel & Spa. 2017. [Online]. Available through:
<https://www.booking.com/hotel/gb/brooklands-weybridge.en-gb.html>. [Accessed on
9th September 2017].
What’s a SWOT Analysis?. 2017. [Online]. Available through:
<https://uhr.umd.edu/2016/04/whats-a-swot-analysis/>. [Accessed on 9th September
2017].
Tips for improving your business. 2017. [Online]. Available through:
<https://www.business.qld.gov.au/running-business/growing-business/tips-improving>.
[Accessed on 9th September 2017].
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