Strategic Agility: Analysis of Oaks Tree Inn in Scotland

Strategic Agility

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK...............................................................................................................................................3
Overview of firm and its activities providing pertinent data and information.......................3
Identification of external threats and opportunity .................................................................4
SWOT analysis ......................................................................................................................6
Critical evaluation of two strategic choices ..........................................................................7
CONCLUSION ...............................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Strategic agility can be defined as ability of a business to analyse shift in business as well
as in business environment in that they operate. It is an important component of business that
helps them to remain competitive by recognising as well as capitalising different threats,
opportunity through mitigating and preventing these threats in business (Ahammad, Basu, and
Shoham, 2021). It is important for leaders to develop strategic agility as it helps leaders for
recognising different changes in market that is creating favourable condition for business with
implementation of new ideas. In this report, analysation of Oaks Tree Inn which is Scotland
based hospitality organisation that provide leisure and hospitality services to their customers. It is
providing different types of customer service to their customer which helps them to enhance
satisfaction of customers. This project report include overview of firm along with its
information. It consist different internal and external analysis which helps them to identify threat
and opportunity of firm. It also consist different types of strategic options along with SWOT
analysis that helps to exploit opportunity and also to mitigate risk present in market.
TASK
Overview of firm and its activities providing pertinent data and information
Oaks hotel is an organisation which is providing accommodation service to their
customers and has around 60 properties in different countries like Australia, New Zealand,
United Arab and other countries. Oaks Tree Inn is an organisation which is located in Scotland
and providing hotel and leisure services to their customers (Debellis, Massis and Del Giudice,
2021). It is a hotel where a person can enjoy things and can also have adventure. It is also
providing place for business meeting and also a home base for vacation. It is providing services
according to needs of customers and for this, they are providing three different types of room.
These room types includes two queen beds, regular room with king bed and deluxe room with a
king bed. It is providing different options like handicapped accessibility as well as free breakfast
along with booking. It is offering different amenities where a business can get access of Wifi,
workstation desk and other things. For entertainment of guest, they are offering flat screen, free
access for premium cable channels and other things. It is a convenient hotel that is located near
different attraction at Scotland. It is an organisation which is providing their service to
customers in effective manner in order to increase satisfaction of customers. Their main focus is

on customer services which enhance experience of customer and also ensure revisit of customers
in an organisation. This organisation is using different in order to make their operation process
more smooth and also to enhance quality of customer service (Denning, 2017). This organisation
is using effective tools of marketing in order to increase sales of company and also to increase
awareness of company. Oak Tree Inn is adopting digital marketing in order to promote products
and service of their organisation. This organisation is also providing their service on their
websites which allow customers to book their services on online platform. It is also offering
different method of payment to their customers for their convenience like debit card, credit card,
Paytm and other methods.
Identification of external threats and opportunity
PESTEL analysis: PESTEL is an external analysis which is used by companies for purpose of
identification of different risk present in market. In order to overcome of these risk, managers of
Oak Tree Inn needs to identify these factors which are mentioned below:
Political Factors: Political factors are creating serious impact over business of Oak Tree
Inn as it includes factors like rules and regulation of government over business. Due to covid-19,
government of different countries including Scotland create regulation over hospitality industry
which results in huge loss for business.
Economic Factors: Economic factors are those which create impact over cost of
business of Oak Tree Inn. Due to impact of covid-19, economy of many countries is facing
recession due to which purchasing power of people has decreased. It crate serious impact over
business of company and due to which it results in huge loss (Kohtamäki, Heimonen and
Heikkilä, 2020).
Social Factors: Social factors are those factors which are related to culture, values and
demographic factors. There is increasing health awareness among people due to covid-19 that
create opportunity for Oaks Tree Inn. This organisation is adopting all precautions related to
covid-19 which increase trust of people over this company and allow them to differentiate their
service from those of competitors.
Technological Factors: Technological factors are related to technological advancement
and up-gradation which provide competitive advantage to business like Oak Tree Inn. This
organisation is adopting different types of technology for promoting products and service and
also for payment options.