Strategic Analysis of The Queen's Park Hotel: HM605 Report

This report provides a strategic analysis of The Queen's Park Hotel in London, UK, fulfilling the requirements of a Strategic Hospitality Management assignment (HM605). It begins with an introduction to the hotel and its competitive environment. The report then delves into the core concepts of strategy, defining it through different perspectives including the Classical View (Chandler, 1963), the 5 P's (Mintzberg, 1987), and Strategy Lenses (Johnson). The analysis continues with an examination of the hotel's external environment using PESTLE and Porter's Five Forces frameworks. Finally, the report evaluates strategic options for the hotel, applying the TOWS matrix, Ansoff matrix, and Value Chain analysis to identify potential competitive advantages and strategic directions. The report concludes with a summary of findings and recommendations, supported by cited references.

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Name of the Student
Name of the University
Author’s Note

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Table of Contents
Introduction:....................................................................................................................................2
LO 1.................................................................................................................................................3
Different types of Strategies:...........................................................................................................3
The Classical View of Strategy (Chandler, 1963):......................................................................3
The 5 P`s of Strategy (Mintzberg 1987):.....................................................................................4
The Strategy Lenses (Johnson):...................................................................................................6
LO2:.................................................................................................................................................7
PESTLE Analysis (external):..........................................................................................................7
Porters 5 Forces:..............................................................................................................................9
LO3:...............................................................................................................................................12
TOWS Matrix:...............................................................................................................................12
Ansoff Matrix:...............................................................................................................................14
Value Chain:..................................................................................................................................15
Conclusion:....................................................................................................................................16
References:....................................................................................................................................17

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Introduction:
The organization chosen is The Queen`s Park Hotel (London UK). The hotel is a very
renowned company of its own and there have a lot of organizations that verge on the global
market the organization is looking forward for. The global market is the only market that the
organization is looking forward to stay updated and achieve great height (Ivanova, Ivanov and
Magnini, 2016). The competitiveness in the organization is a very important factor that it is
facing recently. Three types of strategies will be identified for the development and analyzing the
means of developing the ideas for implementing the strategies for making organization stable
enough to successfully carry on their business in their global market and also in the regional area
also (van Ginneken, Koens and Fricke, 2019).
The three types of strategies that will be identified in the report will be
 The Classical View of Strategy (Chandler, 1963),
 The 5 P`s of Strategy (Mintzberg 1987),
 The Strategy Lenses (Johnson).
The research will be based on these strategies as, these strategies will help the
organization to analyze and also realize the difficulties and tee various types of the problems
that the company is facing in its market (Cox, 2018). Thus, the identity of the company needs
to be analyzed and also several outcomes of the company will be analyzed based on the
strategies.

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LO 1
Different types of Strategies:
There are different types of strategies that needs to be developed for the understanding of
the management and also to distinguish the ideological skills that the company needs to master
so that it can reach the global heights and achieve a new standard in the market.
The various types of strategies needs to be identified, the strategies that are used in this research
are-
• The Classical View of Strategy (Chandler, 1963),
• The 5 P`s of Strategy (Mintzberg 1987),
• The Strategy Lenses (Johnson).
Among these strategies, the ideas and the definitions needs to be identified so that the
clear outcomes of the plans and the execution of the strategically performances needs to be
identified by the company so that the company is able to provide surplus amount of services. It
will help the company to design certain policies to follow the business guidelines and also to
execute the ideas to increase their services all over the world.
The Classical View of Strategy (Chandler, 1963):
The classical view of the approach needs to be identified by the company so that it can
help in designing the future prospects of the company. By denoting the classical approach
of the company the business environment is analyzed based on the building up of a
certain business environment or granting the company a definite business platform so that
the is able to carry on its business successfully. The perspective of the company is

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highlighted as well as it is important for the company to analyze and design the ideas and
build the motivation for the company to deliver accordingly, to the designed strategies.
The 5 P`s of Strategy (Mintzberg 1987):
The 5 P’s of Strategy is a very essential mode of denoting one’s strategy and also to
analyze the modes of understanding the specific areas where the organization needs to
focus to build. It helps the organization to work against the challenges as well as find the
probable and specific situations that the company will be facing for the development of
the organization and holding its market. The 5P’s stand for certain areas or the situation
that the company aims for the development of the position of the company, these five
most important factors are- Plan, Pattern, Position, Perspective and Ploy.
The strategies are designed as a strategy is aimed at the future, concerns the long
term and involves different facets of an organization.
- Strategy as Plan:
The plan is a very important factor that needs to be developed for the building up
of the ideas and dealing with definite situations regarding the execution of the ideas that
will help the company cope up with the probable threats that will be applicable for
achieving the goals of the company, eventually achieving its target (Sumarsono, Sudardi
and Wijaya, 2018). By organizing a good plan, it will help the company by enabling the
managers to generate clarity and generate inter team analysis and finding results of the
performances in the company.
- Strategy as Ploy:

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It is a kind of the strategic choice that needs to be developed for the building up
of the effective and efficient strategies that will work for the company and also will
facilitate the company. The effectiveness of the strategies is an important factor that will
help the company to implement strategies which will mark as beneficial for the company
owing to a generation of increase in competitiveness among other companies (Dos
Santos, Méxas and Meiriño, 2017).
- Strategy as Pattern:
A certain type of pattern must be followed so that the ideas and the
implementation of the strategies can be done in a right manner so that the nature and the
implementation of the strategies will serve as beneficiary for the company, instead of
being problematic and creating chaos within the company. The ideas and the strategies
that needs to be identified must be projected in the role that it will be playing in the
company and also make certain changes in the company as well (Abrate and Viglia,
2016).
- Strategy as Position:
The strategies provide as effective ideas that prove to be efficient for bringing in
changes in the company that will be providing the ideas regarding the generation of the
ideas and denoting the exact position of the company. The current situation of the
company needs to be analyzed so that the strategies can prove to be efficient enough to
develop the position of the company and improve the current situation that the company
is facing.
- Strategy as Perspective:

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The perspective of the company needs to be identified as it will be providing the
company the strategies that will be designed according to the policies and the principles
that the company follows regarding enhancing their business. The ideas and generating of
the strategies for the company will be dependent on the various modes of the targets and
the kind of the services that the company provides. Thus, the perspective of the company
is important as it provides the understanding of the company towards its business and the
services it provide.
The Strategy Lenses (Johnson):
The Strategy lenses are important as it helps to frame the ideas and denote the
probability regarding the business approach. The strategy Lenses help to idealize the
strategies according to the nature of the company in handling its business and designing
the strategies according to its professionalism. The strategy lenses are important as it
helps to frame the strategies according to the business module the company follows and
the principles it abides by.
- Strategy as Design:
The design of the strategy depends on the development and the processes that are
essential for handling the local outcomes of the company. The constraints of the
organization are reflected and the strategies are designed according to the evaluative
techniques that the company is willing to take for identifying clear strategy direction. The
conditions for generating the strategies are analyzed as well as implementation of the
strategies are discussed in the design of the strategies also.
- Strategy as Experience:

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There are different types of experiences that the company goes through while
planning the strategies from themselves. Various types of issues pops up as the
companies try to implement the strategies. Certain types of strategic decisions, that are
taken for granted assumptions are- Individual Experience and Bias; Collective
Experience and Organizational Culture etc.
- Strategy as Ideas:
The ideas and the various modes of identification of the notions regarding the
development of the strategic processes is a very important factor that is responsible for
the designing of the strategies for the companies. The approach of the company requires
innovation to build a better environment for the company (Holmstrom and Tirole, 1989).
certain factors, are responsible for identifying the designing the strategies for a company
based on certain ideas like- Importance of Variety; Creating Context; Adaptive Tension
and Simple Rules; Implication For Management etc.
- Strategy as Discourse:
This lens identifies the strategies as a different type of language or a discourse
that is identified or taken as a different aspect, which is essential for the company to bring
I changes in the company and that will help in generating the stability in the company and
also make the company to be making changes in its business platform.
LO2:
PESTLE Analysis (external):
Political Factors:

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The government has a stronghold on the Queens Park Hotel. There a lot of social factors
that are taken into consideration by the hotel authorities so that they can execute the ideas and
also work on the identification of the new factors that will help them for making changes in their
work mode. The economy of the country depends on the hotel as it is a large hotel chain across
the country and also the tourism of the country is affected by the hotel and its industry as well
(De Pelsmacker, Van Tilburg and Holthof, 2018).
Economic Factors:
The hotel serves a large amount of people in global standard of the business. A number of
people depend upon it. Therefore, the economic factors is an essential matter to look into as the
chain of hotels manages a large amount of people and is distributed all over the world (Wang,
Tang and Cheng, 2018). Therefore, the economic understanding of the country is a very
important factor that needs to be analyzed by the management of the hotel, to increase its
outcome and profit. Certain factors are essential to look into like- making big investments,
strength of the currency, economic cycling and tailoring of patrons in varying locations.
Sociocultural factors:
The customer demands easy accommodation facilities relying on the service and the
management that the hotel offers. It is therefore essential to establish the hotel as easily
accessible with a medium value on the charges of the hotel so that a large number of people find
it suitable to access and use the facilities provided by the company (Sun, 2017).
Technological Factors:
Technology is an important factor as it is an essential need for the modern generation.
Thus, the hotel needs to be accommodated by an updated technological support and also make

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the understanding of the hotel to be safe for the clients as well. The hotel needs to be well
facilitated by the new and advanced technological equipment and developed ideas to implement
new strategies for its clients.
Legal Factors:
Hotels needs to be well updated and efficient in handling the privacy of the clients. The
clients need to be satisfied by the legal factors that the hotel exercises. The authorities should
entertain any type of illegal activities. The privacy and the security of the company needs to be
analyzed and the company should ensure their utmost safety as well.
Porters 5 Forces:
Competitive Rivalry:
The hotel is well situated in the hub of London and have a high demand in
accommodation for the people who are coming all over the world. It has specific and strong
competitors that provides challenge to the hotel. Hence the hotel needs to be well aware of the
situation and continue their business.
Supplier Power:
The suppliers need to be handled in a strategic manner as the supplier’s demand may
increase or decrease depend on the availing of the hotel by its clients as well as the economic
condition of the country where the hotel is situated.
Buyer Power:

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The buyers are important as there have been a lot of factors regarding the interested
organizations that are willing to take the franchise and avail the name of Queens Park Hotel
(Akhtar, 2017). Therefore, the identification of the authorities should be ready to legalize and
legitimize its issues reading the management of its buyers and clients as well.
Threat of Substitution:
The threat of the substitution is an important factor as there have been lot of ideas that
other companies have developed and also are looking to feed on the market of the company.
Thus, the threat of the competitive rivalry may also help in making advancements to stabilize the
market of the company.
Threat of New Entry:
The threat of a new franchise in the market is a very probable and probing situation for
the company. There are a lot of companies that may develop new strategies to execute and also
enhance the ideas to catch the market and capitalize on their nee key factors and features.
Therefore, the hotel needs to be well advanced and also be updated with new technologies and
approaches.

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Stakeholder Matrix:
The stakeholder matrix should be based on the interest of the stakeholders and also based
on the influence of the stakeholders need to be analyzed based on the idea of the implanting the
needs of the company to the interest of the stake holders as well. According to the priority level
of the stakeholders, they should be kept completely informed, while based on their influence they
will be analyzed based on their management abilities. Similarly the regular and the minimal
contact and anticipating and meeting the needs are dependent on the lower level of the
stakeholders of the company depending on their influence and their influence, respectively.

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LO3:
TOWS Matrix:
The matrix needs to be identified according to the strength and the weakness of the
company as well as incorporating the opportunities with the probable threats as well.
Strength:
The strength of the company lies in the management and handling of the global market of
the company.
Weakness:

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The company is weak in handling the high demand of the customers and also the mode of
providing services to them.
Opportunity:
The hotel is well situated in the hub of the capital of UK, which provides a definite value
of money to the business of the company and also work for the generation of the services of the
company.
Threat:
As there a number of emerging hotels in London, the company’s future is at stake. The
emerging companies have started working against the weaknesses and the threats that the
primary and the high demanding hotels have, so that they can catch the market of the company.

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Ansoff Matrix:
The Market Development of the Queen’s Park Hotel is a very important that should be
analyzed dependig on the Ansoff matrix for designing and the managemnet of the strategies as
well.The Market development of the hotel, can be managed in certain ways so that the hotel is
abel to make changes in the market, so that the identification of the stratgeis can be made to
develop the market of the compnay (Adekola, A. and Sergi, B.S., 2016). The hotel provides
surplus amount of rooms and accomodation facilities. But the hold on their market is depends on
the availablity of the services to cases of people in the society.
Certain factors that can be considered like-
 Knowledge Management
 Market Orientation
 New Product Development Process

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 New Product Development Speed
 New Product Development Strategies
 New Product Development Teams
 Technology
 Top Management Support
Value Chain:
The value chain management of the company needs to be identified as certain factors like-
 Inbound logistics,
 Operations,

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 Outland Logistics,
 Marketing and sales,
 Services.
All these factors serve as primary factors that needs to be registered regarding the
identification of the supportive activities of the hotel (Cokins, 2017). Thus, the factor of
implementing the plans and the execution of the designs of the strategies follows which are-
 Infrastructure of the business firm,
 HR management of the company,
 Development of the technology and
 Procurement of the data and the policies of the company.
Conclusion:
All the strategies that can be identified, ensuring the development of the company as well
as provide a surplus amount of the opportunities based on the criteria are discussed in the report.
The need for the development of the company has been highlighted as well, depending on the
enhancement of the ideas and the views that the company can implement, to bring in changes in
its market. The identification of the probable reasons and causes in the market has been
highlighted as well. The report has provided a combined and detailed analysis of the condition of
the company and have discussed the strength and the weaknesses of the company, inferring the
probable identification of the structures in which the company could gain competence.

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References:
Abrate, G. and Viglia, G., 2016. Strategic and tactical price decisions in hotel revenue
management. Tourism Management, 55, pp.123-132.
Adekola, A. and Sergi, B.S., 2016. Global business management: A cross-cultural perspective.
Routledge.
Akhtar, N.A., 2017. Hotel and Retail Management: Challenges in the Customer Service
Communities.
Chandler, A.D. (1962) Strategy and Structure: Chapters in the History of American Enterprise.
MIT Press, Boston.
Cokins, G., 2017. Strategic business management: From planning to performance. John Wiley &
Sons.
Cox, C., 2018. A simulation approach to hotel revenue management training. Journal of Revenue
and Pricing Management, 17(5), pp.356-364.
De Pelsmacker, P., Van Tilburg, S. and Holthof, C., 2018. Digital marketing strategies, online
reviews and hotel performance. International Journal of Hospitality Management, 72, pp.47-55.
Dos Santos, R.A., Méxas, M.P. and Meiriño, M.J., 2017. Sustainability and hotel business:
criteria for holistic, integrated and participative development. Journal of cleaner production, 142,
pp.217-224.
Holmstrom, B.R. and Tirole, J., 1989. The theory of the firm. Handbook of industrial
organization, 1, pp.61-133.

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Ivanova, M., Ivanov, S. and Magnini, V.P. eds., 2016. The Routledge handbook of hotel chain
management. Routledge.
Johnson, G., Scholes, K. and Whittington, R., 2008. Exploring corporate strategy: text & cases.
Pearson education.
Mintzberg, H., 1987. The strategy concept I: Five Ps for strategy. California management
review, 30(1), pp.11-24.
Sumarsono, D., Sudardi, B. and Wijaya, M., 2018. Strategy of Hotel Marketing Management in
Traditional Cultural Events in Solo. Advanced Science Letters, 24(12), pp.9583-9585.
Sun, J., 2017. Analysis on Cost Control in Hotel Financial Management. DEStech Transactions
on Social Science, Education and Human Science, (ssme).
van Ginneken, R., Koens, K. and Fricke, J., 2019. Ownership perceptions in European hotel
management agreements. International Journal of Hospitality & Tourism Administration, 20(4),
pp.449-467.
Wang, T.C., Tang, T.W. and Cheng, J.S., 2018. Art-oriented model of hotel service innovation.
International Journal of Contemporary Hospitality Management, 30(1), pp.160-177.