Business Excellence and Marketing Strategies in Tourism

This report conducts a comprehensive analysis of business excellence and marketing strategies within the Scottish tourism sector, focusing on two key organizations: Gray Line Scotland and Butterfield & Robinson. The study evaluates these companies against the eight fundamental concepts of the EFQM Business Excellence model, examining their strengths and areas for improvement across leadership, strategies, people, partnership and resources, processes, products and services, customer results, people results, society results, and business results. The report also investigates Gray Line Scotland's sustainable relationships with partners and suppliers, resource management, and the effective utilization of data and information for decision-making. Furthermore, it highlights key processes and innovative products and services offered by Gray Line Scotland, along with an assessment of their customer relationship management practices. The findings provide valuable insights into the application of business excellence principles and marketing strategies within the tourism industry.

Business Excellence
and Marketing

TABLE OF CONTENTS
INTRODUCTION................................................................................................1
Strength and areas of improvement of two organisation against eight
fundamental concepts in EFQM business.....................................................1
Partnership and Resources of Gray Line Scotland........................................7
Processes, products and services of Gray Line Scotland..............................8
RECOMMENDATION..........................................................................................8
CONCLUSION....................................................................................................9
REFERENCES..................................................................................................10

EXECUTIVE SUMMARY
Present study is conducted in order to understand the outstanding
practices of the business that helps the organisation to achieve its goals with
effective marketing strategies. From the report it is been analysed that with
respect to leadership, strategies, people, partnership and resources etc. Gray
line Scotland and Butterfield and Robinson having some of its strength and
also have some points that need to be improved. Quality Scotland has to
adopt EFQM model as it is very beneficial to identify the strength of the
organisation and also about the facts that are needed to be improved.
INTRODUCTION
Business Excellence basically refers to the outstanding practices in the
business with respect to the management of the company for achieving
different goals of the business. For having excellent business activities
Organisation must have excellence in the marketing throughout the
process(Metaxas, Chatzoglou and Koulouriotis, 2019). Present study is based
on two organisation in the Scottish tourism sector that is Gray Line Scotland,
Butterfield and Robinson. Gray Line Scotland is a long standing tour company
chain that is offering different types city tours with the help of buses
throughout North America founded in the year 1910 by Louis refurbished. On
the other hand Butterfield and Robinson is the company that is world's
premier active travel and is designing incredible, immersive and experiential
journey in most of the places of the world. It was founded in the year 1966
by George D.B. Butterfield. Report will include the strength and areas of
improvement these two companies usually have against the eight basic
fundamental concepts EFQM Business Excellence model describes. Report
will also include sustainable relationship of Gray Line Scotland with their
partners and suppliers. Report will also identify whether Gray Line Scotland
is able to manage its building, equipment and resources in a sustainable way
and the knowledge and information that are managed to support their
decision making effectively. Report will further include the key processes
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required by Gray Line Scotland in order to deliver their strategy and about
there new and innovative products and services. At the end report will
include effective management of Gray Line Scotland with respect to their
customer relationship.
Finding and Discussion
Strength and areas of improvement of two organisation against eight
fundamental concepts in EFQM business
Figure:- 1
EFQM Excellence Model is a non-perspective framework that is based
on the respective nine criteria. The Five criteria among these Model are
Enables while four are major results. Enable criteria basically covers what the
respective company is doing and the way it doing the same(Escrig-Tena,
Garcia-Juan and Segarra-Ciprés, 2019). On other side the major Results
criteria covers what the respective organisation achieves overall. Results are
mainly caused by the Enablers and they are making improvement using the
respective feedback.
Leadership:-
2
Illustration 1: EFQM model

All the Excellent organisations are having the respective leaders that
are shaping the futures of the firm and are acting as a role models for the
values and ethics in order to inspire the trust of the people. Leaders role is to
develop the mission and vision of the company and also to engage with the
respective external stakeholders.
Butterfield and Robinson:-
Strength:-
 Leaders at Butterfield and
Robinson that is George D.B.
Butterfield and Sidney
Robinson are developing the
mission, vision, values and
ethics in the firm and for the
same they communicate a core
purpose that is providing base
for there respective values and
ethics.
 George D.B. Butterfield and
Sidney Robinson evaluate the
respective results for improving
the future performance and
also to have benefits related to
sustainability.
 Both the leaders apply different
approaches for understanding
the stakeholders needs and
expecations(Gómez-López,
López-Fernández and Serrano-
Bedia, 2017).
Need of improvement:-
 There is need of improvement
in the leadership of Butterfield
and Robinson that is to
promote equal opportunities
in the company and bringing
diversity in the organisation.
 The leaders have to be agents
of change and have to
established a culture where
changes are acceptable and
welcomed.
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Gray Line Scotland:-
Strength:-
 Leaders at Gray Line Scotland
that is Harry J. Dooley,
president of Gray Line Scotland
and also considered as father
of the sightseeing industry
monitor.
 They review management
system and performance
improvement with respect to
the organisation. He ensures
that the company manages the
change effectively and is also
flexible.
 He develops and also support
culture for the company having
a shared leadership and also
improves the personal
leadership behaviour.
 He also takes care that
transparency is there in
financial and non-financial
reporting that also includes
appropriate governance bodies.
Need of improvement:-
 As a leader Harry J. Dooley
have to use structured
approach for generating
creative ideas in the firm.
 He also has to set benchmarks
for the company in order to
improve the business
performance.
Strategies:-
Butterfield and Robinson:-
Strength:- Need of improvement:-
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 There are different strategies
that company is using in order
to implement its mission and
vision.
 They are using stakeholder
focus strategy and for the
same respective policies and
objectives are set.
 This strategy is helping the
company to have clear
understanding with the
stakeholders and also with the
external environment of the
business.
 There is need to effectively
allocate the resources of the
business for improving
business
performance(Altamony, 2017).
Gray Line Scotland:-
Strength:-
 Organisation is using the
different tools and techniques
in order to implement the
strategy effectively.
 Company is doing surveys and
creating scenario in order to
achieve the goals easily.
 Company have integrated the
sustainability concepts in core
strategy of the firm and also in
value chain and process
design.
 In order to deliver these goals
Need of improvement:-
 Company have to adopt
effective mechanisms in order
to manage key competencies
in the organisation and have
to adopt deploy strategy in a
structured manner for
achieving the respective
results.
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they are also allocating the
resources.
People:-
Every Excellent organisations is valuing their potential people and also
creates a working culture where mutual benefits and personal goals are
allowed. An Excellent organisation always care for the people and promote
fairness and equality.
Butterfield and Robinson:-
Strength:-
 Company is rewarding their
employees and motivating
them in order to work
effectively.
 They are aligned, involved and
empowered.
Need of improvement:-
 The Communication medium
of the organisation is in need
to be improved by providing
effective communication
medium to the employees.
 Organisation also have to
communicate to their people
about the clear direction to
make them aware about the
respective goals that
organisation is having(Para-
González, Jiménez-Jiménez
and Martínez-Lorente, 2018).
Gray Line Scotland:-
Strength:-
 People in the organisation are
involved in the decision making
and company is using the
method of people survey.
 They take employees feedback
Need of improvement:-
 There is need of improvement
in order to create culture of
creativity and also innovation
for the firm and to have
employees with open mind set
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in order to make improvement
in the people strategies,
policies and plans.
so that they are able to
respond for the respective
challenges they face.
Partnership and Resources:-
Butterfield and Robinson:-
Strength:-
 Company is able to make
relationship that is sustainable
with the partners and all the
suppliers.
Need of improvement:-
 In order to improve business
performance there is need of
allocating the resources
effectively in order to have
long ranged needs and
company have to design its
financial planning, reporting
and reviews processes for
optimising the use of
respective resources(Gómez,
Martínez Costa and Martínez
Lorente, 2017).
Gray Line Scotland:-
Strength:-
 Buildings, equipments and
material are managed
sustainably with the help of
effective strategies.
Need of improvement:-
 Technological improvement is
requirement and for the same
evaluation and development of
the technology portfolio in
order to improve the agility of
the processes.
Processes, products and services:-
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Butterfield and Robinson:-
Strength:-
 Company is providing products
and services with effective
process for creating optimum
value for the potential clients.
Need of improvement:-
 There is requirement of
designing products and
services portfolio and also to
manage product life cycle in
responsible manner(Akyuz,
2015).
Gray Line Scotland:-
Strength:-
 Company is able to create
value for their customers by
developing new and
innovative products and
services.
Need of improvement:-
 There is requirement of
improvement with respect to
market research, customer
surveys and have to aim at
enhancing the product and
service portfolio.
Customer Results:-
An Excellent organisation put efforts in achieving and sustaining outstanding
results in order to meet customers needs.
Butterfield and Robinson:-
Strength:-
 Company is having there
confidence for future
performance and clearly
targets key customers results
that are based on the
respective needs and
Need of improvement:-
 There is requirement of have
clear understanding about the
deployment and impact of the
organisation's customers
strategies and supporting
policies(Gómez-Gómez,
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expectations of their clients. Martínez-Costa and Martínez-
Lorente, 2016).
Gray Line Scotland:-
Strength:-
 Company is using different
measures that determining
successful deployments of
different strategies.
Need of improvement:-
 Improvement is required in the
complaint handling and
customer service and support.
People Results:-
Butterfield and Robinson:-
Strength:-
 Company segments the people
in the organisation in order to
understands their expectation.
Need of improvement:-
 There is requirement to have
training and development
activities in the firm for
sustaining outstanding
results(Gómez, Martínez Costa
and Martínez Lorente, 2017).
Gray Line Scotland:-
Strength:-
 Company is setting clear
targets for the organisation and
is conducting competency and
performance management
activities.
Need of improvement:-
 There is requirement of
improvement in the Training
and development activities of
the firm as company is
somewhat lacking behind it.
Society Results:-
Butterfield and Robinson:-
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Strength:-
 Company is setting the
respective targets that are
clear for key society results
that are in line with their
strategy that they have chosen
Need of improvement:-
 There is requirement to have
improvement in the health and
safety performance of the
firm(Calvo-Mora, Domínguez-
CC and Criado, 2018).
Gray Line Scotland:-
Strength:-
 Company is working the
environmental and societal
impact in an effective manner.
Need of improvement:-
 Company need to be have
responsible sourcing and
procurement performance for
meeting the needs of
stakeholder within society.
Business Results:-
Butterfield and Robinson:-
Strength:-
 Company is setting clear
targets for there key business
according to the expectation of
business stakeholders.
Need of improvement:-
 There is requirement in
improvement of financial
indicators.
Gray Line Scotland:-
Strength:-
 Company have confidence for
the future performance and
understand the cause and
relationship
established(Paraschi,
Need of improvement:-
 There is requirement in
improvement of technology,
information and knowledge.
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