Strategic Analysis: SAF Model for Ben Leon Restaurant UK Expansion

This report provides a comprehensive strategic analysis of Ben Leon Restaurant, a luxury restaurant chain, focusing on its potential for expansion within the UK hospitality market. The analysis begins with an introduction to strategic management and the application of the SAF (Suitability, Acceptability, and Feasibility) model to assess the restaurant's strategic alignment. The report then explores recommended strategies and tools, including Porter's Five Forces model and Herzberg's hygiene theory, to understand the competitive landscape and employee motivation. Furthermore, the report discusses Greiner's growth model to analyze the restaurant's development stages. The study emphasizes the importance of considering customer preferences, employee satisfaction, and market dynamics for effective strategic planning and implementation within the hospitality industry. The report concludes with recommendations for implementing the proposed strategies, aiming to enhance Ben Leon Restaurant's growth and success. The report is a great resource for those studying Strategic Tourism and Hospitality Management.

Strategic Tourism and
Hospitality Management

Table of Contents
INTRODUCTION...........................................................................................................................1
A) SAF model.............................................................................................................................1
B) Recommendation of strategy and tools..................................................................................4
D) Implementation of strategy....................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10
APPENDICES...............................................................................................................................11

INTRODUCTION
Strategy is a term which comes from Greek word for leading a team or group by
designing an appropriate plan in order to attain their set objectives or goals in a defined time
period (Avci, Madanoglu and Okumus, 2011). In fact an effective schemes plays a very eminent
role in accomplishing overall task of business entity by encouraging their employees towards
corrective path. Ben Leon Restaurant is an organization and popularized for its impressive
quality with attractive interiors. Major objective of this assignment is to highlight an appropriate
strategy and models for hospitality industry to make plans accordingly. Number of models and
approaches which is used by firm for promoting their goods or services across international
borders are also outlined in this project.
A) SAF model
Ben Leon Restaurant falls under luxurious category in all over the European marketplace.
Along with this, enterprise is very popular for its high productivity, impressive interiors,
beautiful themes and various other things which attract many of customers (Buhalis and Crotts,
2013). After surveying, it has been identified that the restaurant is having potentials to open their
branches in the different areas of the UK by gaining trust of domestic as well as foreign clients
by facilitating them in a proper manner. Therefore, Ben Leon Restaurant brand is growing and
developing in a fastest way due to their effective strategies which us designed or formulated by
creative minds of enterprise. However, number of schemes or ideas are available at marketplace
for attaining organizational objectives in a minimum time period. Consequently, one of the
useful model which might be used by firm to operate their business in an appropriate manner is
described as follows:-
SAF model (Suitability, acceptability and feasibility) (strategic alignment framework
for monitoring organization) :- According to this approach an organization need to make an
efficient plan or policies which is properly applicable on situation and accepted by overall staff
members in order to accomplish it in a efficient way (Chang and Hsu, 2010). Major objective
of SAF model is to assist managers towards adoption of corrective or appropriate strategy model
such as; Ansoff matrix, Porter five forces model, force filed analysis and so on. Thus, higher
authority of Ben Leon Restaurant needs to plan their strategy as per requirement of business and
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which is easily understandable by employees. Therefore, detail description of SAF model is
highlighted below:-
(Source:- Andrews, 2017) S (SAFE):- An appropriate judgement is one which will succeeded in meeting the needs
or desired of each and every participant whosoever is involving in a decision making
process (Kusluvan and et. al., 2010). It means if managerial team of Ben Leon
Restaurant is going to make any decision then they have to consider specific areas for
example; -
1. Whom does the judgement will influence?
2. What is the outcomes of decisional process?
3. What is an satisfactory decision?
4. Analysis of decision whether it is safe for employees or not?
It is essential for organization to implement those strategies or models of growth which is safe or
secure for overall enterprise as well as customers without exploiting their rights (Evans,
Stonehouse and Campbell, 2012). Therefore, whatever decision will be taken by managerial
team must be beneficial for all those members whose are involved in judgement process for
attaining set objectives or goals. A (Accessibility):- As per this term whatever decision will be taken or strategy adopted
by organization must be acceptable by members involved in it in order to perform
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Illustration 1: STRATEGIC ALIGNMENT

assigned task and activities in an appropriate manner. Ben Leon Restaurant is expanded
over large area and almost millions of employees are working for earning money to live
their livelihood more comfortably. Therefore it is essential for managers to make plans
or strategies which is acceptable by entire association for maintaining the environment
of an enterprise. Decisions or policies made by higher authority is only acceptable at
that time when employees interest is also consider by managers during decisional
process (Law, Buhalis and Cobanoglu, 2014).
 F (Feasibility) :- What so ever judgement is given by company must need to makes any
sense and whatever is their aim need to be fulfilled in a defined time period. Strategy is
consider as feasible only when entire staff members will follow it and work accordingly
as well as able to understand it properly.
Therefore, it has been analysed that Ben Leon Restaurant needs to implement those
strategies which are fully applicable at situation and easily acceptable or understand by
employees performing at workplace. Along with this, executed scheme need to be more feasible
in order to divert overall association towards corrective path for attaining their set objectives
(Law, Qi and Buhalis, 2010). Thus, SAF model plays a very vital role in promoting entire
affiliation across the globe by considering choice or preferences of their customers.
(Source:- Strategic choice, 2017)
Advantages of SAF model for hospitality industry is described as follows:-
 Consider interest of entire staff members as well as customers.
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Illustration 2: Strategic choice

 Make an effective decisions for attaining organisational objectives in a minimum
duration.
 Assist managers towards corrective path.
 Implement suitable strategy as per situation requires.
 Operate business in effective manner.
Disadvantages:-
 Limit the ideas, thoughts, or plans.
 Create confusion while selecting appropriate strategy.
 Consume maximum funds.
 Requires expertise suggestion.
B) Recommendation of strategy and tools
Hospitality industry is growing in a fastest way due to maximization in customer demand
and numerous of tourist are love to travel across the globe for experiencing new or different
things. It is essential for Ben Leon Restaurant to utilize effective plans, policies or strategies in
order to develop their association by considering relevant information or data (Leung and et. al.,
2013). However, numerous of scholars are coming up with different ideas or thoughts for
designing effective strategy which is used by corporate world during their growth or
enhancement. Along with this, it is also useful while resolving various business problems or risks
by assisting in an appropriate manner. In fact different theories, approaches and models that was
coined by several authors for guiding managers while making plans or policies. Basically
strategic management is a term which means designing and formulation of necessary initiatives
taken by top most management of Ben Leon Restaurant on behalf of owner rely on essential
resources as well as analysis of micro and macro environment in which an enterprise competes.
Higher authority of hospitality industry formulate numerous of effective strategy to run
their business in a smooth manner by increasing their productivity in a minimum time period.
Along with this it is also very useful in diverting entire association towards corrective path by
showing precise blueprint of task and activities (Mok, Sparks and Kadampully, 2013). Therefore
various of scholars are available which are introduced number of theories or approaches for
handling or managing organization in an effective way by attaining set objectives or targets.
Thus several theories or models are explained below in more deeper sense:-
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Porter five forces model:- This theory is proposed by Michael E. Porter of Harvard
university for identifying the competition of an organization at marketplace in order to make
their strategy as per circumstances. In fact, it derives from industrial enterprise for determining
intensity of rivalry as well as advantageous things of overall sector in terms of profits. Along
with this porter signifies fives forces as a micro and macro environment which are close to
company and it has been analysed that these factors have a greater influence on potentiality of an
enterprise to serve its consumers (Moutinho, 2011). It means if there is modification in any of
elements or components then it automatically influence other one as all of them are
interdependent upon each other. Thus various five forces that are included in this theory are
described as follows:-
(Source:- Tylenda, 2014) Threat of new entrants:- Ben Leon Restaurant is a profitable business by having high
returns on their investment which attract millions of new firms towards industry. Thus,
emergence of new firms are eventually decrease the profitability level of Ben Leon
Restaurants such as entrants of new branches of Hilton hotel act as a major competitor for
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Illustration 3: Five Forces Model

referred association at European marketplace. Thus it is essential for managers to pay full
attention on their strategy formulation to prevent their products from rivalries. Dangers from close substitutes:- According to this factor an organization need to make
policies or plans for preventing their products or services from competitors goods. For
example; meat, poultry and fish; col-drink and Pepsi; petrol and diesel; landlines or cell
phones; beer or wine and so on (Sigala, Christou and Gretzel, 2012). Therefore, an
enterprise need to design their products which are totally different from their competitors
in order to attract millions of customers. Bargaining power of consumers:- It also explains market of outputs or ability of
consumers to put the enterprise under pressure which eventually encourage the managers
towards changing in price. According to this factor an organization need to make strict
plans or policies and managers have to stick towards their fare. Every customers tries to
convince party to reduce cost of a products or services offered by them as per their choice
or preferences. Apart from this there are number of reason are available due to which
buyers is going for bargaining such as ; availability of close substitutes, competition,
leverage, switching cost and so on. Negotiation capability of suppliers:- Distributors of raw material, components,
employees and other services are very strict towards their prices because without
accommodation hospitality industry cant bale to run their business in efficient manner. In
fact suppliers of materials are sometime charges very high because of their monopoly at
marketplace.
 Industry rivalry:- It is essential for organization to analyse market before introducing
any product or services due to increase in competition. In fact number of companies are
coming up with different ideas or strategies for gaining maximum benefit from
hospitality industry.
Herzberg's hygiene theory:- This theory is coined by psychologist Frederick Herzberg
that shows few factors which are available at workstation that cause satisfaction of job by
separating a cluster of components causes dissatisfaction (Andrews, 2017). Another name of this
approach is a two factor which includes essential two elements that plays a major role in
encouraging employees towards their job role and it resulted in attainment of personal as well as
occupational goals. Thus two factors are described as follows:-
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 Motivators:- As per this factor an individual get motivate towards positive satisfaction
by accepting challenging work for achieving awards or appraisal from higher authority
due to completion of assigned work in a given time frame.
 Hygiene factors:- An individual need to have expected salary with hygienic working
environment without facing any threat or danger from managerial team.
According to these above factors employees satisfaction is also indispensable for
enterprise while making their business strategies because all the activities are managed or
handled by them only. In fact in Ben Leon Restaurant labours or staff members of front offices
are responsible for convincing visitors towards their hospitality services by gaining their trust
with their polite behaviour or nature (Strategic choice, 2017). Thus this theory is fully depend on
measuring the satisfaction level of employees by providing them necessary facilities.
Greiner growth model:- Proposed in around 1972 by describing the phases growth or
development phases of an enterprise. Therefore according to this theory organization are going
through various stages which are described as follows:- Creativity:- In this stage Ben Leon Restaurant is going to enter into a creative phase
and entrepreneur of an enterprise is coming up with innovative products or services as
per customers demand. Therefore increase in complexity level of business challenges
ability of leaders which may create conflicts between them. Direction:- Its time for directing managers to reduce crisis of leadership at workplace
by hiring experienced or talented employees. In this stage activities are segmented into
various department for example; budgeting and marketing. Delegation:- At this stage middle managers are going to handle or manage multiple
operational units where they are going to regulate several managers instead of giving
direct orders to line members. Coordination:- Its time for controlling losses which was encountered by organization
by maintaining coordination between employees and employers for executing all the
activities in an appropriate manner. Their main objective is to acquire maximum return
on their investment by creating co-operational environment.
 Collaboration:- An appropriate structure is implemented at Ben Leon Restaurant for
connecting staff members belonging from numerous of departments like matrix
management (Greiner Curve, 2017).
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(Source:- Greiner Curve, 2017) Alliances:- At final phase its time for addressing crisis of internal development.
Therefore there is one effective strategy which might be adopted by hospitality industry
to uplift their association is merger or acquisitions.
All these above stages plays a very eminent role in uplifting the organization by
identifying hidden factors which influence success of an enterprise.
By concluding overall theories which was coined by various scholars it has been analysed
that these approaches plays a very eminent role in achieving set objectives or targets of hotel.
D) Implementation of strategy
It is not easy to implement these above strategic management tools in Ben Leon
Restaurant which requires assistance from experience person in order to accomplish overall task
and activities in an appropriate manner. Referred association is having a very large campus and
areas consist of thousands of employees working there to earn money or benefits (Tylenda,
2014). Thus, during implementation phase managers of Ben Leon Restaurant needs to consider
various factors that are highlighted as follows:- Hiring skilled or knowledgable employees:- If employees are not fully skilled or
educated then they are not able to accomplish assigned task in a defined time period.
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Illustration 4: Greiner Curve

Along with this they are able to understand complicated theories or strategies which was
formulated by organization for development. Acquire advice from experience persons:- Expertise and specialised person is requires
for handling or regulating complicated theories for attaining targets of Ben Leon
Restaurant by establishing their goodwill at marketplace. Collect relevant facts or figures:- Precise or accurate information and data is required
before execution process for minimizing chances of losses.
 Consider necessary factors:- Need to study the fluctuation in various micro and macro
factors before implementing approaches or strategic management models for designing
their policies as per changes. As all the components are interlined with each other
because of their eminent roles and responsibilities towards success or development of a
company.
CONCLUSION
From the above report it has been summarized that strategy formulation is one the
indispensable task for every organization because it helps them by assisting while difficult
situations. Therefore, this assignment highlighted various effective schemes usage by hospitality
industry to satisfy their clients. Along with this, it also explained numerous of tools or theories of
strategic management adopted by Ben Leon Restaurant to run their business in more smooth
manner. Along with this an appropriate techniques is also cover in this project for supporting
enterprise while implementing different theories.
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REFERENCES
Books and Journals
Avci, U., Madanoglu, M. and Okumus, F., 2011. Strategic orientation and performance of
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Buhalis, D. and Crotts, J., 2013. Global alliances in tourism and hospitality management.
Routledge.
Chang, T.Y. and Hsu, J.M., 2010. Development framework for tourism and hospitality in higher
vocational education in Taiwan. Journal of Hospitality, Leisure, Sports and Tourism
Education (Pre-2012). 9(1). p.101.
Evans, N., Stonehouse, G. and Campbell, D., 2012. Strategic management for travel and
tourism. Taylor & Francis.
Kusluvan, S. and et. al., 2010. The human dimension: A review of human resources management
issues in the tourism and hospitality industry. Cornell Hospitality Quarterly. 51(2).
pp.171-214.
Law, R., Buhalis, D. and Cobanoglu, C., 2014. Progress on information and communication
technologies in hospitality and tourism. International Journal of Contemporary
Hospitality Management. 26(5). pp.727-750.
Law, R., Qi, S. and Buhalis, D., 2010. Progress in tourism management: A review of website
evaluation in tourism research. Tourism management. 31(3). pp.297-313.
Leung, D. and et. al., 2013. Social media in tourism and hospitality: A literature review. Journal
of Travel & Tourism Marketing. 30(1-2). pp.3-22.
Mok, C., Sparks, B. and Kadampully, J., 2013. Service quality management in hospitality,
tourism, and leisure. Routledge.
Moutinho, L. ed., 2011. Strategic management in tourism. Cabi.
Sigala, M., Christou, E. and Gretzel, U. eds., 2012. Social media in travel, tourism and
hospitality: Theory, practice and cases. Ashgate Publishing, Ltd..
Online
Andrews, 2017. [Online]. Available through<http://slideplayer.com/slide/6238687/>.
Greiner Curve, 2017. [Online]. Available
through<https://www.mindtools.com/pages/article/newLDR_87.htm>.
Strategic choice, 2017. [Online]. Available
through<http://kfknowledgebank.kaplan.co.uk/KFKB/Wiki%20Pages/Strategic
%20choice.aspx>.
Tylenda, 2014. [Online]. Available through<https://www.sasb.org/five-forces/>.
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