Organisational Structure and Business Environment Analysis of Travelodge
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This case study discusses the organisational structure of Travelodge, business environment analysis, SWOT and PESTLE analysis of the organisation. It also highlights the benefits and drawbacks of hierarchical structure and the impact of external factors on the organisation.
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MGBBT0UBN Case Study Understanding Business Organisation
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Contents INTRODUCTION..........................................................................................................................1 MAIN BODY...................................................................................................................................1 Organisational Structure.............................................................................................................1 Business Environment Analysis.................................................................................................2 SWOT Analysis..........................................................................................................................2 PESTLE Analysis........................................................................................................................3 CONCLUSION................................................................................................................................5 REFERENCES................................................................................................................................6
INTRODUCTION Business organisation refers to an enterprise which is formulated for carrying out commercial activities in order to earn profits. In simple words Organisation can also be defined asgroupofindividualswhocometogethertoformanenterpriseforachievementof organisationalgoalsandobjectives.Inthiscasestudyabriefdiscussionisgivenon organisational structure of Travelodge(George,2021). It is one of the largest private company which operates in hospitality industry in various different countries.The hotel was founded in 1985 by Scott King. The headquarter of the hotel is located in Thame, United Kingdom. The hotel operates its functioning at 590 different locations and has 40000 rooms all across UK, Spain and Ireland. As per the recent analysis the it has been analysed that the revenue of the organisation is about 63.71 crore GBP. Every hotel of this chain provide value for money to its customers and the hotel has different budget plans according to the requirement of their consumers(Grant-Braham, 2018). This case study will include discussion on organisational structure of Travelodge, Business Environment Analysis, SWOT and PESTLE analysis of the organisation. MAIN BODY Organisational Structure Organisational structure can be defined as a systematic structure that is used to define the action plan in order to carry out certain activities to achieve organisational goals and objectives. This structure also defines flow of activities among different levels in the organisation. A strong and effective organisational structure enables quick decision making which leads to better communicationandcoordinationamongtheemployeeswhichalsoresultsinincreased productivity and enhanced performance of the employee(Holbeche, 2018).The organisational structure is of different types such as Flat, Tall, Hierarchical, Functional and Matrix etc. Travelodge is a hospitality company which provide accommodation, guest room, farm house, restaurant and other facilities to different individuals. The organisational structure used by Travelodge is Hierarchical organisational structure. In this structure command is given from top executives to the employees. It is a top down approach and in this structure manager has narrow 1
span of control on the organisational functions. Hierarchical structure in the organisation ensures accountability (Park and Min,2020). Benefit of Hierarchical structure to the organisation Clear Chain of Command-In this structure accountability and responsibility is clear dispersed among the employees.In this structure everyone knows whom they have to reportandwhichdecisionrequireapprovaloftheirimmediate manager(Geldenhuys,2020). Clear Lines of Communication- The relationship established between the manager and the subordinate also provide communicational direction. Clear chain of communication helps the members of organisation to unify, which leads to coordination and cooperation among them(Nurullayevna, 2020). Drawbacks of Hierarchical structure to the organisation Centralization of Power –In Hierarchical structure power is centralised among the top authorities. Sometimes it leads to miscommunication and it also affect the planning and functioning of the organisation. Endless Red Tape-With the growth of Hierarchical structure, the hierarchy also increases in the organisational structure and which results in slow decision making and communication in the organisational structure. Business Environment Analysis The business environment can be defined as a set of external activities and factors such as Political, Social, Economic and Legal etc. that affects the functioning and operations of the organisation. It can also be defined as forces outside the purview of the industry but impacts the productivity and performance. SWOT Analysis SWOT analysis refers to the impact of internal factors that affect the operations and functioning of the organisations(Madsen and Stenheim,2022). These factors include Strength, Weaknesses, Opportunities and Threat. SWOT analysis of Travelodge has been discussed below - StrengthsWeaknesses 2
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The major strength of Travelodge is thatitofferspremiumroomsat affordable prices to the consumers as pertheirbudgetand requirements(Chiang,2018). Italsorunseveralprogramforits premium customers such as Travelodge business account card. The hotel has an extensive presence all around UK consisting more than 500 facilitieswhichmakethehotel assessable for all its loyal customers Theamenitiesofthehotelarenot attractive. Many customers of the hotels described the hotel boring and plain looking. Thehotelusuallyrunsonitsfull capacityandsometimesthe organisationusesthepolicyof overbookingandduetowhichthe guests has to face risks of being turned downafterarrivalanditcause frustration and discomfort among the clients. Opportunities As Travelodgeis one of the largest hotel chain in UK, so in order to earn more profit it can plan to go global and canexpanditsmarkettodifferent nations. After the momentum of environmental protection movementthe eco-friendly andsustainablehotelssuchas Travelodgereceivemorepositive feedback from its client. Threats Theinternationalpresenceof Travelodge very less as it majorly focus on markets of UK and Ireland and due to which many foreign tourists do not knowaboutTravelodgeandthey choose some familiar accommodation to stay. Asthereishugecompetitionin Hospitalityindustrytherangeof consumershasbeendividedamong these competitors and it has affected the profit of the organisation. PESTLE Analysis PESTLE Analysis refers to the framework which is used to analyse the impact of key external factors on the functioning and operations of the organisations. These include Political, Economical, Socio- cultural, Technological, Legal and Environmental factors. 3
PESTLE Analysis of Travelodge has been highlighted below - Political Factor- It refers to the impact of government policies, rules and regulations on an organisation. These factors include trade, fiscal and taxation policies. The revision of immigration policy in UK has create an adverse impact on the hospitality industry (Mousavi and et.al., 2021). Economical Factor- it refers to the factors that create an impact on the external environment of an organisation. These factors include inflation, Price, income, Exchange rates,Demandandsupplyetc.Economicfactorsdirectlyimpactthebusinessof Travelodge and due to which the organisation has started to provide its services at cheaper rates to its consumers. Socio- cultural Factor– It refers to the influence of social factors such as societal norms, values and beliefs on the business enterprise. These factors consist of Consumer beliefs, demographic and working conditions etc. With the influence of changing trends everythinghasshiftedtoonlinemodeandtheconsumeralsostartedbooking accommodation for their visits online and in order to cope up with these change Travelodge has started booking accommodation for its customer at very cheap rate through their online websites. Technological Factor- Technological factors has huge impact on the functioning of an organisation. These factors consist of Cyber security, Automation and Technological infrastructure etc.Every business in UK is impacted with the increasing rise in technology(Mansfield,2018).ThemajorbusinessofTravelodgeistobook accommodation for its clients but the instant advancement of the technology makes the market more competitive as many new entrants has entered the market with the help of advanced technology. Legal Factor-These refers to those factors that arises from the change in regulatory environment.Thesefactorsincludeintellectualpropertylaws,Industryregulation, Consumer protection and Employment laws etc.Travelodge is impacted by regular change in laws and legislation of UK as it becomes very difficult for the organisation to cop up with these changing laws(Anning-Dorson,2018). Environmental Factor- It refers to factors that tells about the impact of environmental factors on the organisation. These factors include Water, Climate, temperature, Sound, 4
Air and pollutants etc.The environmental factor that affect Travelodge is excessive consumption and wastage of scare resources and it create huge operational cost for the organisation and it also create adverse impact on the environment. CONCLUSION From the above case study, it has been concluded that and effective organisational structure plays an important role in growth and success of Travelodge. The hierarchical structure is being followed by the organisation. The benefits and drawbacks of the structure has been highlighted above in the case study. A short discussion is done on business environment analysis. The SWOT analysis of Travelodge has helped the organisation in identification of it strength, weakness, opportunities and threats. This helps the organisation to take the benefit of its strength and opportunities over others in the marketplace and it also help the organisation in rectifying its weakness by focusing on various different factors. These factors also play an integral role in survival and growth of the organisation. Through PESTEL analysis several macro factors such as Political,Economical,Socio-cultural,Technological,EnvironmentalandLegalhasbeen identified and their impact on Travelodge has also been discussed in the case study.Several factors help the organisation to take competitive edge and helps in its growth whereas some factors impact the organisation and its functions adversely. 5
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REFERENCES Books and Journals: Anning-Dorson,T.,2018.Innovationandcompetitiveadvantagecreation:Theroleof organisationalleadershipinservicefirmsfromemergingmarkets.International Marketing Review. Chiang, C.F., 2018. Influences of price, service convenience, and social servicescape on post- purchase process of hotels. Asia Pacific Journal of Tourism Research, 23(4), pp.373-384 Geldenhuys, K., 2020. The importance of chain of command in organisations. Servamus Community-based Safety and Security Magazine, 113(10), pp.39-41. George, R., 2021. The Tourism and Hospitality Marketing Environment. In Marketing Tourism and Hospitality (pp. 183-219). Palgrave Macmillan, Cham. Grant-Braham, B., 2018. Travelodge trials the UK's first high-tech PJs. Hospitality in Focus, 7. Holbeche,L.S.,2018.Organisationaleffectivenessandagility.JournalofOrganizational Effectiveness: People and Performance. Madsen,D.Ø.andStenheim,T.,2022.SWOTanalysis.InEncyclopediaofTourism Management and Marketing (pp. 323-325). Edward Elgar Publishing. Mansfield, R., 2018. Changes in information technology, organisational design and managerial control. In The Management Implications of New Information Technology (pp. 216- 230). Routledge. Mousavi and et.al., 2021. Hotel pricing decision in a competitive market under government intervention: A game theory approach. International Journal of Management Science and Engineering Management, 16(2), pp.83-93. Nurullayevna, S.N., 2020. The key of effective communication is pronunciation. European Journal of Humanities and Educational Advancements, 1(4), pp.5-7. Park, J. and Min, H.K., 2020. Turnover intention in the hospitality industry: A meta-analysis. International Journal of Hospitality Management, 90, p.102599. 7