Analyzing Business Excellence & Marketing at The Torridon Hotel

This report provides an analysis of The Torridon Hotel's approach to business excellence and marketing, utilizing the EFQM (European Foundation for Quality Management) model as a framework. It examines the hotel's nature and purpose, its engagement with partners and suppliers, and the key processes involved in delivering sustainable value. The report also evaluates the hotel's business operations, supply chain management, and strategic objectives. Key areas of focus include leadership, strategy, people management, partnerships, product and service quality, customer results, societal impact, and business outcomes. The report identifies strengths such as strong leadership and a collaborative work environment, as well as challenges related to resource allocation and innovation. Recommendations are made to improve the hotel's excellence, particularly in the areas of supplier relationships and innovative product development. The analysis concludes with an overall assessment of The Torridon Hotel's performance and its contribution to the tourism sector.

Business Excellence &
Marketing

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
1. The nature and purpose of the hotel:.......................................................................................3
EFQM (European Foundation for Quality Management):..........................................................3
Implication on chosen organization:............................................................................................5
A Sustainable relationship with partners and suppliers:..............................................................6
B The key process require delivering sustainable value:.............................................................6
C Successful manage the delivery of lean and resilient business operations and supply chain:. 7
Recommendation to improve the excellence of the organization:...............................................8
Recommendation for EFQM model:...........................................................................................9
CONLUSION..................................................................................................................................9
REFERENCES................................................................................................................................1

INTRODUCTION
Business excellence is one of the most important thing in business world, this means the level of
perfection a business have towards dealing. Many business organization use EFQM model of
excellence to build better structure for business. The Scottish Government have introduced
EFQM model to support business in achieving excellence in business. This study is based on The
Torridon Hotel, this hotel is one of the luxury hotel who tend to provide excellence hospitality
service to the customer in the market (The Torridon, 2021). In this report we will discuss EFQM
model and its impact on the business organization. Later in this report we will discuss nature and
purpose of the organization. Later we will discuss how business engaged its partners and
suppliers and discuss key process to deliver sustainable value. Later we will discuss business
operation and supply chain management. At last, we will discuss purpose and strategic objective.
MAIN BODY
1. The nature and purpose of the hotel:
The purpose of hotel: Hotel industry have only one main purpose, which is to provide comfort.
Along with main purpose the hotel industry provide comfort with shelter, food, entertainment to
their tourist. Rooms of hotel are fully furnished which have home like feeling and tourist feel
super relax in their room (Shamsollahi, et.al., 2021). Historic hotels provide super luxury and
royal comfort to their tourist, their design and interior give tourist luxury feeling. The Torridon is
historic luxury castle that provide accommodation to their tourist. They have only single purpose
and that is to create royal taste to their tourist.
The nature of the hotel: the hotel industry is mainly concern with providing accommodation to
guest and tourist. Nature of hotel is to provide leisure that cover accommodation such as
restaurant, bars, cafes and rooms. Hotel industry is segment of hospitality sector. The nature of
The Torridon is to create value for their customer. They provide comfortable environment to
their tourist with proper service to their customer.
EFQM (European Foundation for Quality Management):
The EFQM business excellence model, help organization to develop and implement
various strategies. These strategies were created by the government to increase competitiveness
of European tourism organization (Dubey, 2016). There are various aspects of this model which
help organization to achieve quality service in tourism industry. These elements are:

Leadership aspect: due to unstable leadership intervention many organization unable to provide
vision and mission effectively (Bennis and Thomas, 2020). Lack of proper leadership guidelines,
staff member unable to communicate and develop vision of the organization because of this
excellent culture is not maintained properly.
Strategy aspect: it is very important to apply rightful strategies which compile with organization
overall objectives. Innovative strategies plays a crucial role in excellence of the business, when
there is no effective strategies, the business tend to lose its grip in the market.
People aspect: Several benefits are been awarded to staff to build their commitment toward
organization. People of this organization is empowers with highly effective communication
which help them to understand the role they have to play. Effective communication of staff help
organization to support the strategies.
Partnership aspect: All the partners and suppliers are engaged in sustainable benefits provided
by the business (Tribe, 2016). Finance of the business is properly managed by organization.
They have various resources channels that help to maintain their operations effectively in
competitive market of tourism of Scotland. Their financial management is not up to the mark,
hence they tend to loos the market cap.
Product and service aspect: quality of organization depend on quality of product and service
they develop, customer value only can be increase if product and service meet all standards of
quality. Some organization offer design to create maximum value for their customer. Some
organization only focus to improve the experience of their permanent customer. They do not
have any marketing plan which make their online appearance less effective.
Customer results aspect: quality provided by organization craft customer result which means
customer result only can be possible organization have customer value strategy. They are
performing well in the industry, but they do not have innovative strategies to increase the
excellence of the business because of this they tend to lose the tourist attention.
People result aspect: The organization provide rewards and benefits to their employee which
keep their enthusiasm high. However, some do not follow democratic leadership style often
create misunderstanding between the management and people of the business. But they somehow
manage to retain good performance from their employee which in the end create successful
outcome of the business (Amponsah and Ahmed, 2017).

Society aspect: societal aspect is very clear where organization have to complete all social
responsibility; there are many organizations who take society aspect seriously because they know
this aspect can impact their quality and performance in the market.
Business aspect: business aspect means organization will cover every part where they fulfil
demand of customer; business aspect is important element in quality of organization.
Implication on chosen organization:
The Torridon hotel, has strong leadership that help them to uplift the skills of their staff,
they know how to manage their staff and their efficiencies rightfully. When they implement any
kind of change, they well manage the leadership and staff to maintain flexibility. The Torridon
hotel, plans their strategies by aligning their policies of the business but still their strategies are
not that effective. The Torridon hotel, have strong innovative strategies, they have capacity to
develop new hotel service strategies to attract more guest and tourist.
The Torridon have effective and collaborating working environment. They both value their
staff by allowing them to interact with their interpersonal efficiencies, the hotel tend to reward
their staff to increase the excellence of the business. The Torridon have valuable partnership with
their supplier and business partners which help them to plan strategies that drive success. The
Torridon hotel is been facing challenges regarding the proper allocation of the resources. The
Torridon have high expenses which are not properly managed as they now have to face
challenges in implementing change or strategies because of the lack of funds.
The Torridon tend providing accommodation service to attract the guest and tourist. They
are hotel which provide nice accommodation to their customer that visit them from all around the
world. The Torridon create various campaign to promote their service to various online and
offline platforms. The Torridon hotel have good review of customer of the service they deliver.
They have won various tourism awards which increase the customer retention towards the
business (Kumar and Reinartz, 2018). The Torridon have experienced lack of results because of
their bad policies, and they do not effectively deal with customer service.
The Torridon perceived motivation and enthusiasm of their employees. The leaders of The
Torridon provide supportive guidance to their employees. They know how to manage their
people, they create various strategies that boost the morale of the employee. The Torridon
understand the societal prospective, they know the need of society to get sustainability. The
Torridon segmented their stakeholders to understand the different market which help them to

target their social audience. The Torridon is embraced and complete the expectation of their
stakeholder. The Torridon use key performance indicators to measure whether the business is
giving positive results or going down. The Torridon measure their performance by measuring
project cost of over last three years. This organization has consistent growth which show their
effective contribution toward tourism sector.
A Sustainable relationship with partners and suppliers:
In travel and tourism industry, the guest and tourist are specific in terms of their
requirement (Forkmann, et.al., 2016). They carefully select hotel with all the expectation that
need to be meet. In travel and tourism industry, restaurant and raw material transportation are
partners. Supplier and organization have to work together to provide excellent customer
experience. For The Torridon, they have to create better relationship with their suppliers. They
lack in raw material which impact the review of their restaurant service.
Supplier of The Torridon do not provide right raw material at right time, it is observed
that the quality of such raw material is also not good. They need to approach new supplier who
are ready to provide right raw material at right time and the quality should be good. Right
supplier and vendors are very important to build sustainable value. The Torridon have good
relationship with its supplier, they have been order raw material from their one permanent
supplier who provide reasonable rates for required raw material. They know it is very important
to build better relationship with their supplier to increase the excellence of the overall business
performance. The Torridon have restaurant facility which require continuous flow of raw
material. The partners of The Torridon have been taking part in decision-making and strategic
planning of the organization.
B The key process require delivering sustainable value:
Organization provides special attention to plan effective strategy that give competitive
advantage to the organization. The Torridon marketing strategy target whole Europe tourism
market, and they focus is to target audience from all around the globe. They tend to attract tourist
from various other countries, plan their marketing strategies according to the demographic of the
tourist. The Torridon aim to conduct both online as well as offline marketing campaign, they
mainly effort to ensure the satisfaction of the customer. They create sustainable value of
customer by asking them to provide feedback and review after the service they have adopted
(Maon and Sen, 2016). For them these feedbacks and review are very important to change and

improve the excellence of the business. The Torridon pays an attention to improve their
technology and adopt new advance technology to increase the experience of customer and
improve the overall performance of the business. The Torridon have good online appearance,
their most of the traffic come from their own website. The Torridon effectively take participate
in various travel and tourism events organized by government as well. The Torridon is quite
evident in its own way and have unique image in the eye of public.
C Successful manage the delivery of lean and resilient business operations and supply chain:
Development of innovative products and service: innovation is one of the most important
element every business and creativity of the business keep them ahead in the process (Alimova,
Abdusaidova and Tuychiev, 2020). To create innovative product, an organization must know all
the required information and implement it effectively. Innovation is always related to risk
factors, failing of innovation will bring down the growth of the organization. The management of
The Torridon need to analyse and understand the requirement of innovative products. They have
better knowledge of the tourism market because they are well-established organization. They
observed that they need to add innovative service to their business to attract more customer. But
sometimes they lack behind innovating products, they continue their old historic tradition of
managing hotel. This organization have innovative ideas, but they have no interest to implement
new products in their menu which make them lack behind in highly competitive market.
Customer relationship: every business mainly focus to create customer relationships. The
Torridon work hard to create effective relationship with their customer. They provide high
quality service to their tourist, their service include royal accommodation which provide
customer super luxury environment. The Torridon is expensive in terms of luxury, rich high class
customer are their main target. They ensure all the steps required in meeting the expectation of
the customer (Patala, et.al., 2016). But sometimes this hotel welcome guest from all segments,
they do not target only rich class people as their guest but rather they often welcome middle class
income level group to enjoy the luxury in affordable price, they know how to create customer
value by satisfying all the requirement of the customer. Their customer relationship is quite well
as compared to The Torridon.
Supply chain: changing business environment of today's world increased the focus of delivering
value to their customer. They require raw material at cheapest and reasonable cost, hotel
organization both large and small focus on offering high quality products and service at

reasonable cost. The supply chain operations require strategy to manage the demand and supply
of the products. Well-established supply chain help The Torridon and provide competitive
advantage. They have better supply chain management which help them to drive cost, in this
specific industry, it required strategic management of supply chain, and they well manage supply
chain of the company (Copacino, 2019). they need to work more on their supply chain
management. Their customer have review about the time they have to wait, this creates negative
image and bring down the value of the company. Staff of the this hotel need to build better
communication, and they need to improve their food ordering and supplying chain. Hotel
industry can have all the benefits of the supply chain management by delivering service.
Recommendation to improve the excellence of the organization:
Improve culture: creating great culture is one of the most difficult but important part of the
business. Job and working satisfaction of the employee have great impact of the working of the
organization, this can drive long term success in the organization. Many organization fail
because of unhealthy cultural environment, workforce is main part of the business. Organization
need to measure the performance of each and every employee and employee need to give their
best in overall success of the organization. For The Torridon, their culture is healthy but there is
lack of communication between employee, leaders need to create better communication to help
their employee in understanding the given task. The tourism sector of Scotland need to adopt
EFQM model to improve the performance of organization mainly for tourism organization such
as hotel.
Strategic objectives: every organization focus on excellence of their overall performance.
Strategic objectives help organization to achieve the required goals to increase the performance
of the business. It is recommended that tourism organization should make strategic objectives to
achieve excellence of the business. Tourism organization need to make business process or
operation strategic objectives to change the way they operated the business. Operations strategic
objectives make effective goal for production unit of the organization. For The Torridon they
need to implement new operations strategic objectives which help them to create products and
service more efficient.
New products: many organization lack behind because of less innovative products, the market
always demand innovative products that fulfil the requirements of customer. New products are
often bad and good for the business. They increase the range of products provided by

organization which give them competitive advantage. These innovative products have certain
risk associated with them, the risk of failure is primary one. In travel and tourism industry, hotels
provide innovative services, these innovative service are new menu style, new renovated rooms,
etc. it is recommended that every hotel organization should focus on creating something new that
attract guest and tourist and capture the market with its innovative service.
Quality management: every business must improve their quality standard, quality standard are
measure in terms of product and service provided by the organization. When business tend to
improve the quality of their products, they notice the increase the sales of the product. The cycle
of the quality of product start from acquiring high quality raw material, when raw material is in
high quality the product automatically improved. In travel and tourism industry, quality standard
is measured in terms of service provided the hotel organization. It is recommended that service
must be provided on time, service often mean time or wait a customer do after the order of the
food or service like quick check in. high quality service create value of the business and increase
the image of the hotel organization. A quality management is must require in hotel industry.
Recommendation for EFQM model:
Continuous improvement: many business organization use EFQM model for their continuous
improvement as this model highlight those areas where the business really need the
improvement. Its is recommended for the business to improve their performance by using these
model.
Sustain excellence: every business organization who tend to use EFQM model create sustainable
excellence for their structure. This model brings excellence in the structure of the business. It is
recommended for the company to bring sustainable excellence by using this model.
Enhancing leadership skills: this model help company to increase their leadership skills, every
company who use this model increase the quality of the leadership. It is recommended for the
company to use this model to enhance the leadership skills.
CONLUSION
In this report we have discussed EFQM model and understand its importance in the business
organization. Later we have discussed nature and purpose of the business and understand how it
helps business to engage its partners and suppliers. Later we have discussed key business process
to deliver sustainable value. Later we have discussed management delivery of lean and resilient
business operations and supply chain. At last, we have discussed strategic objective.

REFERENCES
Books and journals
Alimova, M.T., Abdusaidova, S.Y. and Tuychiev, I.I., 2020. Innovative Directions of Tourism
Development. Indonesian Journal of Cultural and Community Development. 7. pp.10-
21070.
Amponsah, C.T. and Ahmed, G., 2017. New global dimensions of business
excellence. International Journal of Business Excellence. 13(1). pp.60-78.
Bennis, W.G. and Thomas, R.J., 2020. Crucibles of leadership. Harvard business review, 80.
Copacino, W.C., 2019. Supply chain management: The basics and beyond. Routledge.
Dubey, M., 2016. Developing an agile business excellence model for organizational
sustainability. Global Business and Organizational Excellence. 35(2). pp.60-71.
Forkmann, et.al., 2016. Supplier relationship management capability: a qualification and
extension. Industrial Marketing Management. 57. pp.185-200.
Kumar, V. and Reinartz, W., 2018. Customer relationship management. Springer-Verlag GmbH
Germany, part of Springer Nature 2006. 2012. 2018.
Maon, F. and Sen, S., 2016. Sustainable value chain management: A research anthology.
Routledge.
Patala, et.al., 2016. Sustainable value propositions: Framework and implications for technology
suppliers. Industrial Marketing Management. 59. pp.144-156.
Pop, N.A. and Pelau, C., 2017. Correlations within the EFQM business excellence model by
applying a factor analysis. Amfiteatru economic. 19(44). pp.28-40.
Shamsollahi, et.al., 2021. Buyer–supplier relationship dynamics: a systematic review. Journal of
the Academy of Marketing Science. 49(2). pp.418-436.
Tribe, J., 2016. Strategy for tourism (No. Ed. 2). Goodfellow Publisher Limited.
Online:
The Torridon, 2021. Overview of The Torridon Hotel. [Online] Available Through.,
<www.thetorridon.com>
1