Strategic Analysis of Oak Tree Inn: Environment and Options

This report presents a comprehensive strategic analysis of Oak Tree Inn, a prominent hotel and resort chain. It begins with an overview of the company's operations, including its history, global presence, and core activities. The main body delves into an in-depth analysis of the internal and external environments, utilizing SWOT and PESTEL frameworks to identify strengths, weaknesses, opportunities, and threats. The report explores potential strategic options for the organization, recommending promotional activities and hygienic practices to mitigate competitive pressures and the impact of events like the COVID-19 pandemic. Furthermore, the report applies the SAFE model, focusing on alignment, built-in quality, transparency, and program execution to enhance the hotel's strategic agility. The conclusion summarizes the key findings and emphasizes the importance of strategic planning and employee training for sustainable growth. References to academic sources are included to support the analysis, along with a PESTEL analysis in the appendix.

Strategic Agility

Table of Contents
Introduction......................................................................................................................................3
Main Body.......................................................................................................................................3
A brief overview of the firm and its activities ...........................................................................3
Internal and external environment analysis of the chosen organization.....................................4
Potential strategic options for chosen organisation.....................................................................5
Safe model application................................................................................................................6
References........................................................................................................................................7
Appendix-........................................................................................................................................8

Introduction
Strategic management is the process where a company focuses to make some effective
strategies for their business operations so that it will be conducted in a smoothly manner to
achieve organizational goal. It is a essential for an organization to scan their existing
environment on regular by and analysing the opportunity for growth so that they will include the
factors of growth opportunities in their strategies (Fuertes and et. al., 2020). This strategic object
is required to be cleared to employees so that they will implement it effectively. Oak tree inn is
one of the most popular hotels which are headquartered in Australia. It is founded in the year
1991 and the parent company of this hotel is Minor International. The following report will cover
brief overview of the firm and its activities, a SWOT analysis of the chosen organization as well
as pressure analysis for identifying its internal and external factors affecting the growth of the
business. The following report will also cover the recommendations of any two or more strategic
plan for the organization to get success in future. Hence the main purpose of this report is to
identify the strategic actions and activities taken by the oak resort just survive in the market and
achieve their organizational goal.
Main Body
A brief overview of the firm and its activities
Oak tree inn hotels and restaurants is one of the most popular resorts in Australia and
New Zealand which is expanded over 60 locations. The branches of the hotel are also available
in United Arab Emirates, Qatar, India and few other countries. The hotels and resorts of the oak
were founded in the year 1991 and it is headquartered in sunshine coast, Queensland, Australia.
Currently, there are 64 oaks properties presented globally from which 58 of these hotels is
located in Australia and New Zealand only. The oak hotel and resorts entered in the Scotland
market in the year 1997 and has been considered as one of the best pub in this Scotland.
They also make their own coffee and ice creams for their customers and focus to
maintain high quality of food products so that their customers will get satisfied easily. They are
also conscious about their brand image in the market and hence the mission is to reinvest in their
community and continue to develop Balmaha where they operate. They are also focused to offer
Scottish food dishes to their customers so that they will get satisfied. There are over 200

employees hired by this hotel in Scotland. The main skills and talents of the employees in this
hotel are communication skills, time management skill, Team building skills, and many others.
The main activities of the hotel are providing those services to their customers who help them to
gain high brand image within the market and help them to grow better in future. The employees
of this hotel communicate with their customers and make them feel friendlier with the hotel so
that table openly communicate what they actually found and they require from the hotel so that
the employees will work harder to fulfil their satisfaction. Gaining the trust of customers is one
of the main activities of this hotel and regarding this they provide accommodation facilities plus
pub facilities to their customers (Chofreh and et. al., 2021).
Internal and external environment analysis of the chosen organization
SWOT analysis it’s a framework which will help to analyse the internal factors of an
organization to identify their growth opportunities and further help them to make strategies
according to these factors (Longhurst and et. al., 2020). This word analysis of oak tree inn hotel
is mentioned below-
Strength-
 Most of the customers of this hotel prefer this hotel services due to its location which is
just near to beaches, towns and Interstate. Location plays an important role in hospitality
sector to attract more tourists.
 The management skill of employees will further help the hotel to grow well by managing
their each customer effectively and help them to gain high experience related to their
hotel services.
Weakness-
 The quality of room is smaller and little bit lower as compared to their competitors in
the industry. Hence most of the customers are switching to other brand for utilizing
accommodation services.
 The customers are unfamiliar with the brand name of this hotel because it does not
promote well.
Opportunities-
 It is essential for the mentioned hotel to promote their brand as more as possible to aware
their customers about the brand and its offerings within the market.

 Contributing to environmental awareness will bring further recognition to the business of
this hotel.
Threat-
 Competitors can play a major role in creating a biggest threat for a company. Hence the
competitors of the chosen hotel create a major threat for the company to grow well.
 COVID pandemic also plays on important role in creating obstacles for the company to
grow well from the year 2019. The government rules and regulations like lockdown;
social distancing and many others slow down the growth of hospitality industry in all
over the world.
Potential strategic options for chosen organisation
`From the above information it is analysed that the Oak inn hotel is required to focus on
their promotional activities well to spread brand awareness within the market. For this they are
required to analyse various promotional tools and agencies and compare their pros and cons as
compared to business objectives and aims (Bogers and et. al., 2019). Comparing each option will
help the business to choose one best alternative. It is recommended to the chosen hotel to use
social media marketing and TV advertisement to aware the people of Scotland about their
offerings and benefits they will get to purchase services from the hotel. Social media channels
are having global reach which will help the company to promote their brand globally and
secondly, it will be helpful for the company to hire a separate team for managing their social
media activities and promotional activities for the company so that they will communicate well
to their customers (Konovalova and et. al., 2018). On the other hand, it is also essential for the
mentioned organisation to convey those services through their advertisements and promotional
activities which will not harm the customer’s feeling and the value of their traditional culture.
To mitigate the threat of the business which is high competition and COVID pandemic
negative effects on business, the company is required to focus on their hygienic factors and make
sure that their hotel rooms and other areas will get cleaned appropriately. They are also
recommended to hire skilled employees which will communicate well with customers and then
offer them only those services and food products which they prefer to have. They are also
required to focus on developing their interior decor and make it attractive for the visitors to stay

within their hotels. The chosen hotel is required to prepare a budget and work according to that
to avoid the risk of high cost (Malhotra, O’Neill and Stowell, 2022).
Safe model application
This model is basically depend four primary body of knowledge which are mentioned below-
Alignment- The main aim of this element of this model is to adopt the changes as fast as
possible (Liu and et. al., 2020). It must be rely on main objectives of the enterprises. In context
of Oak Inn resorts and restaurants, they are required to maintain a good quality of team of
employees and make sure that they will only perform those work which is related to their
expertise. It will al;so help the employees to analyse their roles and responsibilities to offer good
quality of services to their customers to help hotel to grow well.
Build-in quality- This is the factor which states that focusing on quality can help a
company to grow well. It make ensure that every increment of the solution reflects quality
standard throughout the development life cycle. It is essential for Oak Inn resorts and restaurants
to train their employees on regular basis so that they will enhance their skills and talents and
offer a quality services to their customers.
Transpiration- Trust is one of the basic factor which is required within a company
between employees to operate any business activities (Lew and et. al., 2020). The trust will be
gained after communicating effectively with each other. Hence, the employees of the chosen
organisation are required to share their ideas and concepts openly for the growth of company to
their management.
Program execution- The company is required to focus on working systems and business
outcomes. Therefore, the Oak Inn hotels are required to maintain their working environment and
must motivate their employees to perform their task effectively.
Conclusion
It is concluded that SWOT analysis will help to identify the strengths and weakness of
the company and which further help to make effective strategies for the growth of company. A
company is required to maintain their effective promotional strategies so that they will aware
their customers about their existence and their offerings. Providing training to employees will
also help them to gain performance and productivity.

References
Books and Journals
Bogers, M. and et. al., 2019. Strategic management of open innovation: A dynamic capabilities
perspective. California Management Review, 62(1), pp.77-94.
Chofreh, A.G. and et. al., 2021. Covid-19 shock: Development of strategic management
framework for global energy. Renewable and Sustainable Energy Reviews, 139,
p.110643.
Fuertes, G. and et. al., 2020. Conceptual framework for the strategic management: a literature
review—descriptive. Journal of Engineering, 2020.
Konovalova, E.E. and et. al., 2018. Forming approaches to strategic management and
development of tourism and hospitality industry in the regions. Journal of
Environmental Management & Tourism, 9(2 (26)), pp.241-247.
Lew, T. and et. al., 2020. Safe model-based meta-reinforcement learning: A sequential
exploration-exploitation framework. arXiv e-prints, pp.arXiv-2008.
Liu, Z. and et. al., 2020. Safe model-based reinforcement learning with robust cross-entropy
method. arXiv preprint arXiv:2010.07968.
Longhurst, G.J. and et. al., 2020. Strength, weakness, opportunity, threat (SWOT) analysis of the
adaptations to anatomical education in the United Kingdom and Republic of Ireland in
response to the Covid‐19 pandemic. Anatomical sciences education, 13(3), pp.301-311.
Malhotra, A., O’Neill, H. and Stowell, P., 2022. Thinking strategically about blockchain
adoption and risk mitigation. Business Horizons, 65(2), pp.159-171.

Appendix-
PESTEL analysis will help a company to their apologies presented in their external business
environment for the business to grow well. PESTEL analysis for the chosen organization is
mentioned below-
Political factors- In context of UK they are having low restrictions on their trading activities
hence this is beneficial for the mentioned hotel to purchase their raw material and furniture and
mattresses and many others from outside where they will find it cheaper.
Economic factors- UK is having high employment rate which will help the chosen organization
to hire skilled and talented employees within their organization to fulfil their business objectives
and times as soon as possible. On the other hand the cost of raw material in UK is higher than
other countries.
Social factors- The customers in UK are more focused to purchase high quality of products and
services to fulfil their needs and wants. Hence it is essential for the chosen organization to focus
on the quality of services which they offer to their customers. In context of hospitality sector
most of the customers are having diversity needs and wants which means that sometimes they
need a single room to stay and sometimes they need more than one room to stay. Hence this
facility should be included in the mansion hotel so that they will offer any accommodation
services which is demanded by their customer according to their requirements.
Technological factors- UK is well known for their technology and this technology can help the
mansion hotel to develop their building and develop their interior decor to gain the attention of
more customers within the market. High quality of tools and machines will help to communicate
well with customers and analyse their actual needs and wants. Most of the customers prefer to
book their accommodation services through the websites hence the chosen organization is
required to develop their website effectively.
Environmental factors- It is essential for a hotel to focus on their environment and the
community where they serve their business to gain their trust. In context of chosen organization
they can perform various kinds of CSR activities like offering a small part of their profit to poor
people development. Reusing the towels and bed sheets after wash we'll also help them to save
their money and manage their waste.

Legal factors- It is essential for every organization to follow all legal rules and regulations of the
country where they established their business. In context of UK they are having strict rules and
regulations for the employment. For example, health and Safety Act 1974 states that the
employer is required to focus only safety measures for their employees within the organization.
Hence the managers and leaders of the chosen organization are required to provide safety kit to
their employees so that they will use it in uncertainty situations. Secondly they are also required
to place fire extinguisher at every floor of their hotel to avoid any big accident due to fire.
It is also an essential for an organization to analyse their competitive environment within the
market so that they will prepare their strategies well to gain competitive advantage within the
market. Porter five forces framework will help to analyse the competitive situations for an
organization within their industry. Hence the Porter five forces of oak inn hotels are mentioned
below-
Threat of new entrants- it is essential to invest high to start a business within hospitality
industry. The newly entered hotels and resorts in the industry will impact the organization only
in one case when they are having strong promotional strategies and having good quality of
services as compared to older hotels and resorts in industry.
Threat of substitutes- Substitute products are those products which are used in place of each
other due to their common characteristics and features. In context of hospitality industry most of
the hotels and resorts are trying to copy each other services and products which they offer to
their customers so that they will gain high customers. Therefore it is recommended to the chosen
organization to use patent, trademark and much other intellectual property.
Bargaining power of customers- The chosen organization can gain more customers if they
promote their brand effectively to aware the customers that what are their actual offerings and
benefits. Communicating to customers and analysing their needs and wants and then transform
the services within the organization which will further help the customer to fulfil their actual
needs and wants to gain high customer satisfaction will help them to gain more trust of
customers.
Bargaining power of suppliers- In context of chosen organization they will only choose those
suppliers within the industry who will offer them high quality of raw material within the
affordable prices.

Competitive rivalry- There are various other hotels in UK markets like premier and hotel,
rosewood hotel, the Fat Duck hotel and many others which are having a strong brand image
within the market and a good market share to gain the attention of customers. They are also
having effective competitive strategies to compete with in the market.