Strategic Management for Small and Medium Enterprises

This report explores how strategic management contributes to the success and growth of small and medium enterprises, using the case of Bryson Hotel. It covers strategic analysis, choices, and actions, as well as conducting PESTLE and Porter's Five Forces analysis. The report also discusses the importance of quality services, opportunities and threats from the external environment, and the use of technology and legal compliance. Additionally, it examines industry competitive analysis using Porter's Five Forces model.

STRATEGIC
MANAGEMENT FOR
SMALL AND MEDIUM
ENTREPRISES

EXECUTIVE SUMMARY
This report covers that how strategic management contributes to business success and
growth. It involves planning, decision making, goal oriented strategies in order to accomplish
organisationla objectives. In the context of Bryson Hotel, which is a small and medium business
operating in UK, it renders all the different customer valuing hotel services which includes
quality room stays, restaurants to its customers. Bryson use strategic management in order to
function business activities in most effective manner. Bryson uses different models in order to
evaluate the internal and external business factors in order to formulate strategic business
policies and planning. Different models applied by Bryson involves SWOT, PESTLE, VRIO,
PORTER’s five forces model all these helps to analyse the business environment and determine
different functions in order to accomplish organisationla objectives. With the help of strategic
management, it helps Bryson to formulate effective market offerings which best suites the
orgnaisational objectives and contributes to accomplish high profitability goals of the business.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................4
MAIN BODY..................................................................................................................................4
STEP 1 Strategic analysis............................................................................................................4
STEP 2 Strategic choices...........................................................................................................16
STEP 3 Strategic actions............................................................................................................17
CONCLUSION..............................................................................................................................19
REFERENCES..............................................................................................................................21

INTRODUCTION
Strategic management is defined by managing the business objectives in way which
contributes to business success and growth. It involves managing the internal and external
environment of the business in a way to formulate business policies. Whereas, small and medium
enterprises are defined the business with low capital and share. Strategic management for small
and medium enterprises is defined by planning and managing the business which involves
financing, internal management, producing market offerings, creating value chain and different
strategies in order to engage with the customer and build the goodwill in the market place. In the
context of Bryson Hotels which is a small and medium organisation in hospitality industry which
focuses on delivering the quality services like quality room stays, restaurant services, laundry
services, parking, taxis and airport transfers services to its customers. Bryson hotel operating in
London, UK which was named after an architect named as Sir John Miller Bryson, the hotel was
built in the year 2016. This report covers strategic direction of the implemented by Bryson Hotel,
conduct PESTLE and PORTERS’s Five Forces model in order to identify the internal and
external analysis of the business environment of Bryson Hotel, VRIO and SWOT analysis of
determine the external and internal factors of the organisation and how it contributes to the
business success, on the basis of SWOT analysis find out suitable direction for Bryson Hotel,
and determine recommendations to improve strategic direction of Bryson Hotel (Abdullah,
2019).
MAIN BODY
STEP 1 Strategic analysis
Strategic direction of the Bryson Hotel
Bryson Hotel implements and formulates strategic plans policies in order to determine the vision
and mission of organisation (Acosta, Crespo and Agudo, 2018). Strategic direction is being
discuses with the employees in order accomplish the organisational goals. These strategic
directions are being implemented by the organisation are as:
Setting strategic direction:
Formulating the strategic direction, it is most crucial stage of defining the right objective which
the organisation want to deliver it through the business objectives. Bryson hotel formulates

strategic directions in order to define the organisational objectives. In strategic direction it
involves description of task that each employees needs to do right from the management of
employees, objects and objectives in order to accomplish business success.
Recruit the employees
Staffing the right employees for the right job position is the important job in order to deploy
highly efficient workforce in organisation. Recruiting employees efficient in the organisation
helps to accomplish the goals and objetives in the most effective and efficient manner. Highly
efficient employees help manage and maintain good customer relationship conducts smooth
functioning of organisational objectives (ALI, HAO and AIJUAN, 2020).
Sources of finance
It is important to determine the sources of finance, Bryson Hotel determines the sources of
finance which involves finances of government and private investors. It becomes important for
Bryson hotel to evaluate the sources of finance and allocate them in organisation purposes in
order accomplish smooth functioning of the organisation.
Quality services
It is important for hospitality industry to render quality services to the customers in order to
improve customer experiences. Bryson Hotel delivers quality services to its customers to develop
string customer base and achieve business success.
Determine opportunities and threats from PESTLE analysis
PESTLE analysis is defined by conducting external business environmental factors in order to
evaluate the best business policies which suits the external environment Bryson hotel conducts
PESTLE analysis in order to evaluate the external business environment (Baporikar, 2015).
These factors in context of Bryson Hotel are as:
POLITICAL FACTORS
Political factors include all the policies and legal framework implemented by the political forces.
Bryson complies with all the legal policies framed by the current political forces in order to
conduct business activities in the most effective manner. Complying to the political factor is
important because it helps to develop the ethical and legal image of the company in the market
place. Moreover, customer feel reliable for business which complies with all the rules and norms
framed by the political bodies. Bryson conducts its business activities with compliances to the

political norms and rules which helps to deliver reliable services to its customers. With the
current scenario of COVID-19 where government of different countries frames different
guidelines and policies in order to prevent the transmission of the virus. Bryson hotel complies
with all the legal policies framed by the government, it implements different safety measures in
the hotel which involves social distancing, sanitization in regular intervals, mandatory of wearing
masks and carrying sanitizer by the staffs and guest (Bigliardi and Galati, 2016).
ECONOMIC FACTORS
These factors involve the current economic position and stability of any country. The good
economic stability might the positively impact the business performs of any business whereas
economic downturn might result in the negative way to the businesses. Due to the economic
stability in UK, it results the hospitality businesses in profitable manner. Bryson offers the
services to its customers with different budget ranges which helps to deliver the survives to
different to all the customers right from affordable prices to the high priced room stays. BREXIT
have impacted the business performances of Bryson hotel in a negative way which includes high
increased takes, difficulty of acquiring raw materials which have impacted the sales of the
business. Due to COVID-19, the sales of the Bryson have dropped as people prefer les to travel
and take services in Hotel.
SOCIAL FACTORS
Social factors include the lifestyle patter, cultural beliefs to the people living in specific location.
Bryson follows these social factors, the rooms are designed in a way that reflects the luxurious
pattern of lifestyle of people in UK, with comfortable ranges of beds, washrooms and all the
other facilities in the room. Moreover, the employees in Bryson hotel effective manages the
guest relations and renders them all the required services. As of COVID-19, in Bryson hotel, the
customer pre-books their rooms and restaurants services. Which helps to reduce the chaos and
mass gatherings in the Hotel which helps to develop the social image of the company in the
market place (Bonnafous-Boucher and Rendtorff, 2016).
TECHNOLOGICAL FACTORS
It is important to stay updated to the latest technology in the marketplace in order to accomplish
business efficiencies. Bryson hotel implement updated technologies in business for carrying the

business in the most effective manner. Bryson adopt technologies like customer relationship
management and cloud based technologies in order to accomplish efficiencies in the business
activities. Customer relationship management is a software which helps to store information of
its customers, which helps to deliver better services to its customers, through CRM platforms
customer’s needs and preferences can be easily identified a right offering can be produced which
best suits their needs and wants. It helps to engage with the customer in a better way, when
different customer takes their services, CRM collects and store all the relevant information
related to the customers, and it helps to engage with the customer after the service offered, CRM
platforms keeps on sending text messages and emails to the customers about new exciting prices
and offerings. Moreover, it helps the employees in Bryson hotel to better serve and engage with
the customers. Where the employees can exactly know their preferences and it helps to deliver
the best suited service which satisfies customer needs. Bryson hotel also helps cloud based
technologies which is also a software that helps to store all the important information of the
company. It reduces the cost for purchasing physical units to store the information and data.
Cloud based technologies are cheaper but reliable source of collecting and storing the data. Due
to Covid-19, all the marketing and customer engagement are through online channel to reduce
the person contacts (Campbell and Park, 2017).
LEGAL FACTORS
These involves all the legal laws and policies framed by the government and legal bodies. For
conducting the business, it has to comply and follow all the legal policies and laws for smoothly
running the business in ethical manner. When government does not find that if any business is
not complying the law, the government can even sue or take legal actions against the company.
Due to COVID-19, legal bodies have framed different legal norms of lockdown, no mass
gatherings and other which have negatively impacted the profitability of Bryson hotel and other
business.
Bryson hotel complies with these all the hospitality industry and business laws framed by the
government and the legal bodies in UK (Cosenz and Noto, 2016). Some of these laws complied
by Bryson hotels are as:
Business names act 1985: This laws defines that the name shown in the notice is different from
the name of the business.

Trade description act 1968: The business should render all the necessary and complete
information of all the facilities provided and does not hide any details.
Thus, complying with these laws and legislations is crucial to conduct the business in the most
effective manner. It helps to develop ethical goodwill of the business in the market. When
business does bot complies with these legal laws, it can negatively impact the performances of
the business.
ENVIRONMENTAL FACTORS
Environmental factors include different factors to climate and natural environment. Business
must take the social responsibility take measures to save the environment. Covid-19 has
impacted the environmental in positive way by reduce in the pollution level and other hum
activities which disturbs the nature. With the increasing pollution, Bryson takes different
measures to protect the environment. It uses economic measures which includes transaction in
digital payments, recycling of waste and use of solar energy of generating electricity and other
uses. Moreover, it also adopts the concept of green computing and carbon footprints. Carbon
footprints is defined by measuring the carbon emitted from the electrical appliances. Bryson
hotel different measures to reduce the emission of carbon dioxide in the environment from the
business activities (Demir, Wennberg and McKelvie, 2017).
Evaluate industry competitive analysis from PORTERS’s Five Forces Model
Porter’s five forces model helps to evaluate the competitive environment of any business. It
determines that what are the factors which are strengths and weakness to the business. It is
basically a competitive analysis s pf all the external factors which may affects the business both
in positive and negative way. Porter’s five forces model helps to formulate long strategic plans
and policies in order to determine the business position in the competitive environment. Its helps
to determine the competitive strategy that whether the business will be also to sustain in the
market place and what are the factors which brings profitability to the business. Bryson hotel
uses Porter’s five forces of model in order to determine the competitive analysis of the business
in the market place (Dvorsky and et.al., 2020). These forces in Porter’s model are:
Competition in the market

Bryson hotel analyse the competition in the market, as it becomes important for the company to
evaluate the new and existing competitors in the market. Bryson hotel analyse different factors
which involves that what are the pricing policies of the competitors, what are the product and
services of the competitors, the market position of the competitor brand, how good often
customers purchases the competitor’s product and services, how competitor’ business affects the
sales of the company. By evaluating all these factors Bryson hotel determine the competition in
the market. Moreover, by measuring the competitive position in the market, Bryson hotel
scrutinises the marketing offerings of the competitors and adopts service development with
effective pricing strategies (Evans, 2015).
Potentials of new entrants
This factor involves to measure the potentials of the new entrants, that what are the marketing
strategies used by the new entrants in the market, how innovative offerings does the new entrants
takes in order to capture the market share. Bryson hotel evaluates all the new businesses in the
market and compares their market offerings with the company. It helps to determine that what
are the better marketing offerings rendered by both new and existing companies. It helps to
Bryson to identify that what are the changes that needs to implemented in order to attracts the
customers. Bryson continuously uses different innovative marketing offerings in order to attract
the customer share of the market place. Innovative services offered by the Bryson hotel involves
improved customer engagement, effective packages with low budget prices, quality services like
housekeeping, restaurants, availability of linens, highly skilled staffs and others related offerings
of the company (Henriques and Catarino, 2016).
Power of suppliers
Suppliers play an important role in timely delivering all the items to the business at right time. It
involves delivering all the business related raw material to the purchaser. Bryson hotel chooses
the right supplier with good reputation in the market, which helps the company to get all the
desired business items on time. Bryson hotel makes sure to get the items to maintain the
availability of the stock with addition to the lowest and affordable possible prices of the product.
Selecting the supplier is an important factor in order to get quality business items be it linens,
cockeries, beds, mattresses, table, chair, interior decoration, electronic equipment, computer
embedded software and so on. It becomes important to maintain the good working relationship

with different suppliers to maintain supply chain and timely acquire all the business items at low
or affordable cost.
Power of customers
Power of customers defined by the power of the customers of drive products and services at low
prices. Bryson hotel sets the right prices for all the products and services rendered by the
company. The research and development department in Bryson conducts market survey to
identify the right prices of the market offerings of the company. It uses competitive pricing, price
skimming, market penetration pricing strategies in order to set the right prices of the services
offered. Too high prices might disappoint the customers and they might switch to another
competitor’s brand and too low prices might bring loss of the competitors. Thus, right prices of
the market offerings of the products is important to deliver value to the customers (Herliana,
2015).
Threat of substitute products
Threat of substitute is last factor in porter’s model, which determine substitute or products and
services that can be replaced with another product and services. Bryson hotel develops the
effective marketing which are innovative and unique in the market place which further makes
offerings different with services offered by the other Hotels in the market. Bryson hotel adopt
policies to brings changes in the services offered and improve customer engagement (Hilman
and Kaliappen, 2015).
Determine internal analysis to find out internal strengths and weakness from VRIO
analysis
VRIO analysis is the strategic framework which determines that how different the market
offerings of the company are in the market. And different approaches that the company can adopt
in order to brings changes and improve the market offerings of the company. Bryson hotel adopts
the VRIO analysis in order to determine the effectiveness of the market offerings of the company
and how different it is in the market. VRIO involves value, rarity, imitability, organisation.
VRIO is an internal analysis which helps to evaluate the resources of the company and formulate
decisions in order to accomplish the competitive advantage in the market. These four criteria of
VRIO analysis in context of Bryson hotel is discussed below:

Value
Value of resources is determined by the how beneficial the resources are to the company. Bryson
hotel determines the benefits determined resources and compares it with other competitor brand
to evaluate the market positioning in the market, when products are giving rendering advantage
to the business, that the resource is not valuable to the business.
Rarity is defined by the uniqueness of the resources in the market. How unique is the market
offerings of the company than its competitors in the market place (Inan and Bititci, 2015).
Difficult to Imitate
Imitability is defined the extent to which the resources can be easily copied by others in the
market. The imitability of the resources of an organisation can be of the substitute products by
the competitors which affects the profitability of the existing businesses.
Organisation competence and capability
It is defined by how far the organisation is competent and capable for to manage rare, valuable
and difficult to imitate the resources of an organisation.
Strengths
Internal management
Bryson hotel recruits highly competent workforce in the organisation which helps to delivers
superior customer value. The manager and leaders in Bryson manages the work by allotment
of teams and department, each team is being deployed by a team member who continuously
monitor the activities of the team members.
Local presence
The local presence of Bryson Hotel in the market defines by the brand identity of the
organisation in the market. With the improved customer services, Bryson renders quality services
to its customers which helps to develop brand image in the marketplace (Johnson, 2015).
Weaknesses
Financial resources

As Bryson Hotel is a small and medium enterprise, identifying the sources of finance becomes
difficult. Bryson Hotel depends of governmental grants and commercial financial institution in
order to function the business operations.
Supply chain
As Bryson hotel is a small and medium enterprise, so it unavailability to develop effective supply
results as weakness to the organisation. Effective supply chain market research, huge investment
and others. Further ineffective supply chain leads to insufficient business resources for
conducting business activities (Kliuchnikova and Pobegaylov, 2016).
RESOURCES VALUE RARE IMITABLE ORGANISATIO
N
COMPETITIVE
ADVANTAGE
Internal
management
Yes Yes No Yes Strong
competitive
advantage
Local presence Yes Yes No Yes Strong
competitive
advantage
Financial
resources
Yes No Yes Yes Temporary
competitive
advantage
Supply chain Yes Yes Yes Yes Keeps business
operating
Conduct SWOT analysis to summarise strengths, weakness, opportunities and threats of
the organisation
SWOT analysis is the internal business environmental analysis model which involves
determining the strengths and weaknesses of the internal business and finding out opportunities
and threats in order to determine that what all are the factors that will positively or negatively

impacts the business performances in the external business environment. Bryson hotel conducts
SWOT analysis to determine and evaluate all the factors and sources of business functions which
impacts the business performances (Lande, Shrivastava and Seth, 2016). These factors are being
discussed below:
Strengths
Strengths are determined by the factors which positively contributes to business success or these
are the factors which the business is doing well. These factors which are strengths in Bryson are
discussed below:
Internal management
The managers and leaders in Bryson hotel manages the internal management smoothly which
helps to accomplish organisational goals and objectives. Manager and leaders deploys each
employee for specific job role. There are employees to conducts to take customer inquiries, there
are employees who manages the job in reception, employees for food and beverage department,
employees for personnel department, purchase, front office department, housekeeping
department and other related department (Legg and et.al., 2015). Manager and leaders in Bryson
hotel renders proper training and development activities to the employees so that they are able to
perform all the given job in the most effective manner where the manager and leaders formulates
the planning and coordination and deploys and describes each role to different individuals. The
internal management is being controlled and monitored by the manager and leader to attain the
productivity and accomplishment of the working standards set by the organisation. The
personnel manager in Bryson Hotel render training and development opportunities to the
employees in order to improve their skillset and achieve the productivity at work. Training and
development opportunities also helps to acquire highly skilled workforce in the organisation
(Meyer and Xin, 2018). Where the employees effective communicates and interacts with the
customer and takes their concern which further contributes to develop good customer
relationship. Highly skilled workforce in Bryson conducts and monitors the business objectives
within the pre-determined benchmark and timeframe. Due to COVID-19, government announced
lockdown in order to adopt the changes in the external business environment, Bryson Hotel
rendered the work from home facilities were the employees can manage the customer
relationship through the online channels.

Customer services
Bryson hotel takes different measures to improve the customer experiences. It renders quality
services to the customers including food quality, laundry, quality housekeeping, king sized and
comfortable beds and mattress, clean washrooms and rooms, white and clean linens. Bryson
renders these value services to the customer which helps to attain customer satisfaction and
improves customer experiences, Bryson address issues and concerns of guest and take corrective
measures to work on all the issues faced by the guests. Moreover, Bryson assures safety and
security in the hotel which helps to the customers to safe and reliable towards the company. Due
to COVID-19, the Bryson Hotel started home delivering food services to the customer in order to
continue accomplish the business sustainability and growth
Weaknesses
Weaknesses are the grey areas of the business which needs to be improved. The weaknesses of
Bryson are as:
High prices
Due to high prices in Bryson, it demotivates the customers to take services of the company.
Bryson keeps the prices high but renders quality services that matches to the prices and to cover
the business cost. But it adds the burden to the pockets of the customers, where customers have
to pay high prices for the services which further demotivates customers to take services from
Bryson hotel. Where customers switch to the other hotels for taking services, high prices in
Bryson loses the customer base of the company (Naude and Chiweshe, 2017).
Sources of funds
Sources of funds is an another weakness for Bryson, as manager and leaders in Bryson hotel
have to identify different sources of finance to fund different business activities. As Bryson is a
small and medium enterprise, thus it leads completely depends on government and private
sources finance. The financial manager has to select the best sources of finance which involves
low cost. Cheap financial sources contribute to the profitability in the business activities. Apart
from the identifying the sources of finance, the financial manager has also to decide the
allocation of funds in different purpose of the business in order to rightly accomplish
organisational objectives. Due to COVID-19, which hit the hospitality and tourism industry bad

as all these business were temporarily run, so financing different business activities was difficult
with n new revenue generation (North and Varvakis, 2016).
Opportunities
Opportunities are the external business factors which needs to the deployed in the business in
order to accomplish organisational objectives. Opportunities for Bryson are as:
Online platforms
Due to the increased demand for online platforms, Bryson uses online platforms in order to
engage with the large target customers from any location. Through online platforms Bryson
communicates to the target customers about their offerings and services. Bryson has online site,
which helps the customers to book the services of the company easily from their electronic
devices. The company also responds for customer feedbacks and experiences via online site.
Bryson hotel uses online marketing tool to which have helped the business especially in COVID-
19 scenario to promote its services to the end customers which helps influences and render
customer the information about the market offerings if the company. Customers also put online
reviews about their experiences which helps the company to evaluate the effectiveness of the
offerings and build strong customer base (Omoruyi and Mafini, 2016).
Threats
These involves the external environment factors which negatively impacts the business
performances. Business needs to analyse these factors and take corrective measures in order to
improve business efficiencies.
These factors are discussed below:
Competition
Due to high competition in the marketplace. It becomes difficult for Bryson hotel to acquire its
place in the market place as other companies have acquired their market position in the
marketplace. With high competition in the market, Bryson loses its customer base, as the
customer gets attracted to the other competitors. High competition for quality services and ranges
of prices negatively impacts the business performances of Bryson hotel which leads to instability
and inefficiencies in the business activities (Pratono, Al-Mashari and Del Giudice, 2016).

Changing market demand
It becomes difficult for Bryson hotel to study and analyse the exact marketing offering as the
customer needs and demands keeps on changing, where different customers have different
demand, so it becomes difficult to scrutinise these changing market demand and adopt them in
business activities. With the increasing changes in technological, lifestyle patterns, consumer
behaviour, the market demand keeps on changing, the research and development department in
Bryson hotel thus analyse these external environmental factor and develop effective market
offerings.
STEP 2 Strategic choices
Determine strategic choices in accordance of the SWOT analysis conducted above that best
suits Bryson Hotel
In accordance to the SWOT analysis conducted above on Bryson Hotel, here are strategic
choices that best suites the organisational objectives are stated below. Porter generic model is
applied to formulate the completive and marketing strategies for Bryson Hotel, these strategic
choices are:
Cost leadership strategy
Cost leadership strategy in porter generic model determines the cost incurred in different
business activities and formulating strategies to cover the cost and attain profitability. Bryson
hotel should acquire sources of funds from retained earnings, debentures, equity share, reserve,
director’s funds, all these are the cheap sources of finance which not finance business activities
but also maintain the sufficient flow of finance to meet the future expenses of the business
(Radas and et.al., 2015).
Differentiation strategy
Bryson hotel should scrutinise all the policies and strategies implemented by the competitors and
thus adopt better market offerings than its competitors. It will help to the company to develop an
understanding of the real market taste and preference and gain competitive advantage in the
market place.
Focus strategies

In order to implement effective marketing strategies, the company should deliver effective
pricing policies such discounts, rebates which attracts the customer to take services of the
company and further contributes to the profitability of the business (Singh, Olugu and Musa,
2016).
In order to analyse the changing market demand, Bryson hotel should conduct market research
which will to evaluate the current market trend. The research and development department thus
formulate business policies in accordance to the change in taste and preferences of the customers
about latest technologies, interior decorations, different food menu and so on. By using this
approach, Bryson hotels would be able to maintain sustainable marketing position in the
marketplace.
Find out suitable strategic direction for Bryson Hotel
Internal management
The Bryson should use Employee Information System (EIS) software in order to keep a record of
every employee in the workplace. EIS is a software which records the performances of the
employees. The managers and leaders in Bryson hotel can better manage the employee
performance through EIS software and better manage the management of the organisation.
Customer engagement
Bryson hotel should policies to engage with customers via online platforms which not only help
to reach large number of customer but it saves the cost of business operations. As of COVID-19,
engaging with customer through online platforms is the best sources by taking timely feedbacks
and working on shortcomings to improve customer experiences (Taneja, Pryor and Hayek,
2016).
Marketing strategies
Bryson hotel should use effective marketing strategies which involves addressing the right
marketing message of the company straight to the customers. Bryson hotel should use digital
platforms for reaching out large customers. Where the company should mainly focus on
improving the existing customer experiences and attractive packages to the customers.
Innovative strategies

As of the COVID-19, Bryson Hotel should adopt new policies in order to to reduce the customer
contact to the staffs in the hotel. Bryson hotel should adopt digital transaction and pre booking
facilities, deploy robots to deliver food and other amenities to avoid in person contact, using
cleans bedsheets and other approaches improve guest experiences (Taylor, 2015).
STEP 3 Strategic actions
Determine that how best suitable strategies can be implemented
Strategic planning
Bryson Hotel should formulate strategic policies and long term planning which best defines the
organisational objectives. The top level executives and manager should formulate that how
different business activities needs to coordinated, what are the market offerings to be delivered to
the guest, how can be the market offerings be improved, how to engage to the target customers,
technologies that have to adopted, comparing the previous year sales with current and so on. All
these factors helps to define exact market offerings that needs to be deployed in the business in
order to accomplish business success and growth (Teece, 2019).
Positive working environment
The human resource manager in Bryson hotel should maintain positive working environment in
the organisation which contributes to rightly deliver the organisational objectives to the
employees. Human resource manager should take concern and issues of different individuals in
the organisation which will support the employees to feel valued. Moreover, the human resource
manager should resolve the conflicts and render desired solutions to the employees in the
organisation. By using all these approaches, it will help to promote effective communication in
the organisation and reduce ambiguity at work.
Technology
Bryson hotel should deploy latest technology in the market like cloud based technologies,
artificial intelligence, Customer relationship management and other useful technologies to bring
efficiencies in the business functions. Customer relationship management helps to record the
information of different customer and determine ways to improve the customer engagement with

the company. Adopting technologies in the business reduces the human workload and perform
different business activities in the most efficient manner (Theriou, 2015).
Delegating roles and responsibilities
Delegating roles and responsibilities to different team reduces the ambiguity of works and helps
to delegate right job roles to each team matching to skills and knowledge acquired by them.
Moreover, team leaders in Bryson hotel should deploy to monitors and scrutinise the
performance of each employee and make sure that job is been completed as per the
organisational objectives.
Coordination between different departments
Coordination of different functional department in Bryson hotel will help to accomplish group
goals of the organisation. Coordination between different department like housekeeping and
purchase department, personnel department and housekeeping department, front line department
and food and beverages department and other related departments. Thus coordination between
different department in Bryson is important to accomplish organisational objectives and deliver
value to the customers.
Structure of flow of information
Bryson hotel should follow hierarchical structure in the organisation which involves tip level
executives, manager and employees. Following hierarchical structure helps to deliver the right
information at different levels. Where top level executive should formulate strategic planning
and policies which frames the organisational objectives which involves different methods,
approaches that the business needs to adopt in order to attain business success and growth. And
delegate these objectives to the managers and leaders in Bryson hotel who further assigns
different role and responsibilities to the employees (Verbano and Crema, 2016).
CONCLUSION
Thus, in the light of the above discussion which defines the concept of strategic
management that how the small and medium organisations needs to manage and monitors its
internal and external business activities. These helps to formulate right business policies and
determine the directions of the business that has to followed in order to accomplish business

objectives. The business formulates different analysis methods to evaluate the different factors
that contributes to efficiency in business activities. Small and medium enterprises include the
business which does not acquire sufficient business funds. Small and medium enterprises have to
render effective market offerings which attracts large customer base and profit share goals.
Strategic management supports the accomplish these business objectives by effectively
managing different functions of the business in order to smoothly function the business. Strategic
management helps to formulates plans and policies which best suits all sources of the business
including finance, internal workforce, business production capacity and other related sources of
the business. Thus, strategic management involves different functions in order to rightly monitor
different business function which involves managing the workforce, long term strategic planning
and decision making in order to accomplish the business success and growth in the marketplace.

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