This report provides a comprehensive analysis of Premier Inn's global business environment. It begins with an introduction to the global business environment and its influence on organizational resources and decision-making. The core of the report comprises two portfolio papers. The first paper conducts a SWOT analysis of Premier Inn, evaluating its strengths (strong workforce, collaboration with the UK government), weaknesses (less investment in digital marketing), opportunities (AI-driven marketing, affordable services), and threats (Brexit, inflation, changing consumer preferences). The second paper analyzes the operational impact of the identified factors on marketing (consumer preference for budget hotels, digital marketing) and HRM (minimum wage increase, inflation). The report concludes by emphasizing the effectiveness of SWOT analysis in identifying key drivers and the importance of strategic measures to ensure long-term profitability and productivity. References to relevant academic sources are also included.
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