Strategic Planning for the Hospitality Industry: Holiday Inn Report

This report provides a detailed strategic planning analysis for the Holiday Inn hotel chain within the hospitality industry. It begins with an introduction outlining the report's objectives, which is followed by an explanation of the strategic management process, including situational analysis, strategic analysis, and strategic implementation. The report then applies the Porter Five Forces model to evaluate the competitive environment, analyzing competitive rivalry, new entrants, buyer power, substitute products, and supplier power. A PESTEL analysis is conducted to assess political, economic, social, technological, environmental, and legal factors affecting Holiday Inn's operations. A SWOT analysis identifies the company's strengths, weaknesses, opportunities, and threats. Finally, the report suggests various strategic options for the organization, such as franchising, management contracts, joint ventures, and mergers and acquisitions, concluding with a summary of key findings and recommendations. The report is based on academic sources and provides a comprehensive overview of strategic planning concepts within the context of the hospitality industry.

Strategic Planning for the Hospitality
Industry

Table of Content
Introduction
Strategic Management Process
Porter Five Forces Model
Pestel Analysis
Swot Analysis
Strategic Option For Organization
Conclusion
References

INTRODUCTION
This presentation is providing brief of strategic planning for hospitality sector
organization Holiday Inn to provide better services and experience to its clients. There
are different factors are explained in the report that can help the organization to make
various changes as per the internal and external factor to develop effective chances to
improve performance of organization in the target market. The strategic management
process will be explained in the report. Porter five forces model will be studied to
evaluate current positioning and situation of company in the global and local market.
PESTEL and SWOT analysis will be performed to provide analyse various factors that
can affect the business process of company in the operations. Various suggestion will be
provided in the report to develop the business of Holiday Inn Hotel.

Strategic Management Process
Strategic management process is known as a process that is used by the organization to
define their strategy to handle different internal or external conditions with in operation
and performance. It also can be consider as the process where managers of Holiday Inn
select various strategies to improve the performance of the organization in the market
place. This process all about developing current performance of organization in the target
market.
In this process different strategies are used by the managers to improve performance of
the Holiday Inn in the Target market.
Situational Analysis
Strategic Analysis
Formulation and Strategic Implementation
These are some main processes that are used by the organization to improve the
performance of the country in the market place. All these strategies are effective for the
managing the operations of company that are important for their market appearance.

Situational Analysis
This process is defined as an analysis of internal and external factors of organization like
Holiday Inn. The purpose of this analysis is to find the capability, potential customer,
customer and business environment and impact of these factor on the performance of the
company.

Strategic Analysis
This process is all about the researching an organization and its business environment in
which it is operating and performing different activities that can help them to develop
their practices to improve their performance in the international perspective. The process
of the strategic analysis is important for the companies like Holiday inn to develop their
future business policies and make required changes in their current policies.

Formulation and Strategic
Implementation
This step includes decision making and planning of the strategic goals of organization,.
This process also includes the execution of the plans that are made by managers and
leader of the organization to improve the operations of the organization. In short it can
be taken as the process that force the organization to take action.

Porter Five Forces Model
The porter five force model is used to perform the industrial analysis that can help the
organization to get the information of the competitive market to evaluate their current
situation in order to know status of Hotel Holiday Inn. There are different forces are
evaluated in this process which are- Competitive rivalry, New Entrant, Buyers power,
substitute and Supplier Power. These all factor are analysed in order to known the
competitive positioning of the organization in the target market.

Competitive Rivalry
There are different organization are performing same business in the same field and
those organizations are main rivals of the Hotel Holiday Inn which are affecting the
business of hotel. Some of main competitor of hotel holiday inn are Comfort Inn,
Hampton, Fairfield Inn and La Quinta. In the numerical features of rooms and fair these
are main competitors of Hotel Holiday Inn. So these threat is high for Holiday Inn.

New Entrant
The organization is planning to make entry in new market with large size hotel but there
are different that are going to be faced by them in the process are- Need to established
the brand name on new place, this process of enter new market will be cost huge capital
to the company, real state is also a big trouble to the company. Some other problems that
are huge in process are infrastructure, development and legal and financial process are
lengthy and complicated. This threat is moderate for Holiday Inn which can be avoided
by using better effective policy.

Buyers Power
The main consumer of organization are businessmen, families who travel for short
period of time and walkins are key buyers of organization. Hotel Holiday Inn is the first
choice of people who more focuses on price, quality and facilities. The bargaining
power of the buyer is moderate for Holiday Inn and it is big advantage for them.

Substitute
There is huge scope in hospitality industry and many organizations are looking to make
entry in this field. There are many organization who are possessing huge capital and
they are capable to enter the market of hospitality industry. So this threat is in situation
of moderate to high. This is important for Holiday Inn to keep maintain these data to get
better response form the consumers.

Bargaining Power of Supplier
Quality of services are main goal of organization it is their main objective to provide the
best quality product to the consumers. Suppliers of organization can force the to pay
more by threatening them about the quality of the material supplied by them. This is
how the bargaining power is moderate to high in this condition for the Hotel Holiday
Inn.

PESTEL Analysis
Political Factor
All the factors that are related to the decision and policies of government are considered
in these political factors. There are various changes are implemented by government in
country to keep the economy of country stable. The policies that are implemented or
design by the UK government are good for the business of Holiday Inn. The government
policies are positive to conduct business successfully in country. There is only one issue
in this process which is about the Brexit which has made the situation little bit unstable.

Cont...
Economic Factors
This factor is related to the economic stability in country and international level. There
some issues in economy of UK since the concept of Brexit has been introduced in the
process. It has made people confuse in making invest in Uk market which is difficult for
organization.
Social Factors
Social factors in UK are positive for Hotel Holiday Inn. The diversity in population and
level of education is high in Uk which is effective for the business of company. It can
help them in finding proper employees and get more customers.

Cont...
Technological Factors
The technology which is used in Holiday Inn is latest in its type. These technology is
comparatively effective for organization that can hep them to address more people at
same time. The technology used for promotion is also effective for the business of
organization.
Environmental Factors
The environmental factors for Holiday Inn are good because the accessibility of hotel is
effective for consumers. There might be some issues faced by Hotel staff in winters due
to extreme cold situation.
Legal Factors
There are some laws are related to the hospitality industry that are ned to be followed by
Hotel management to keep their actions legal as per law. For Example they have to
consider food safety law, Liqueur control act and safety and security act to operate in UK
without any issue.

SWOT
Strength
High brand Recall and visibility.
Good employee retention.
Effective reputation.
Excellent Customer services.
Effective organizational structure.
Weaknesses
Limited market share.
Number of competitors are high.
Need technological changes.
Slow elevators and wi-fi connection.
Opportunities
Business expansion on other locations.
Better targeting policy can help them to
get higher profit.
They can provide seasonal offers to
consumers to gain higher profit.
Technological changes can help them to
address more people I short time.
Threats
High Hotel rates.
Decline in Tourism.
Intense Competition.
The operations cost of organization is
high.

Strategic Option for organization
There are different strategic options can be used by the organization to
improvise the performance of organization and gain higher profit by business
expansion. Some of the best strategy to generate higher profit for Hotel Holiday
Inn are-
Franchising
Management Contracts
Joint Ventures
Merger and Acquisitions

Cont...
Franchising
In this process organization can provide rights to other organization or dealer to perform
business with the name of Holiday Inn. In this process they have to use all the standards
that are used by organization in business process to maintain the brand value of Hotel
Holiday Inn.
Management Contracts
This is known as arrangement that is used by the organization in which operational
control of hotel is vested by contract as a separate organization which will be managinh
the managerial operation for Hotel Holiday Inn.

Cont...
Joint Ventures
This is also one of the most successful process for business expansion where two
organizations can came into an arrangement in which they pool their resources to meet
the individual business and profit goals. This is also good for Holiday Inn.
Merger and Acquisitions
This is also known as the consolidation of companies. Merger is known as process of
combination of two companies to form one. The acquisition is known as process where
one organization take over other to improve their business goals.

Conclusion
This presentation is providing brief of strategic management process in order to
improve the operation and performance of organization in the market place.
Various internal and external factors of organization has been studied to make
positive changes for business operations of Holiday Inn.

References
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 David, F.R. and David, F.R., 2019. Strategic management: A competitive advantage
approach, concepts and cases. Pearson.
 Papke-Shields, K.E. and Boyer-Wright, K.M., 2017. Strategic planning
characteristics applied to project management. International Journal of Project
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