Organizational Growth Analysis: Tower Suites by Blue Orchid Case Study

This research report analyzes the internal and external factors influencing organizational growth, using Tower Suites by Blue Orchid as a case study. The report begins with an overview of the business environment, followed by an examination of relevant literature on internal and external factors, including tools like PESTLE and SWOT analyses. The methodology section details the research approach, including the use of a survey and qualitative methods. The analysis and findings section presents the results of the research, exploring the various factors impacting the organization's performance. The report concludes with a critical appraisal, recommendations for overcoming challenges, and a discussion of strategies for enhancing growth in the hospitality sector. The report aims to provide insights into how businesses can adapt to changing environments and improve performance.

Research project 24

Abstract:
The external business environment can never be constant and it is changing very fast. There
are changes that are affecting the functioning of organization internally in either positive or
negative manner. The present research report is placed to analyze the different models and
frameworks that can be used for the purpose of analyzing this changing external and internal
environment of business. There are some of the challenges that are related to changing customer
needs & effective competitive strategies that are to be considered by organizations while forming
effective strategies.

Table of Contents
Abstract:...........................................................................................................................................2
Chapter 1..........................................................................................................................................4
INTRODUCTION...........................................................................................................................4
Research questions......................................................................................................................5
Chapter 2..........................................................................................................................................5
Literature Review:........................................................................................................................5
Chapter 3: RESEARCH METHODODLGY...................................................................................8
Chapter 4: Analysis and findings...................................................................................................13
Analysis and findings....................................................................................................................13
Chapter 5: Critical appraisal and recommendations......................................................................23
CONCLUSION..............................................................................................................................24
REFERNCES.................................................................................................................................25

Title: To analyze different internal and external factors that affect organisational growth. A case
study on Tower Suites by Blue Orchid
Chapter 1
INTRODUCTION
Overview of study:
Business environment is made with ample of factors which are related to external as well
as internal environment of company. It comprises factors such as customers, suppliers,
employees, demand and more which put great impact on business performance. Therefore,
business environment is a combination of internal and external factors which may put positive as
well as negative impact over business (Hamilton and Webster, 2018). In hospitality industry,
these factors are considered as highly important and there are different tools as well as
frameworks are used to evaluate the impact of this elements. This practice is helpful in preparing
effective strategies to get ensure higher growth and success of business by maintaining higher
level of performance. The current report is based on the analysis of internal and external
environment of Tower Suites by Blue Orchid that is a renowned hotel of UK. Here, several
obstacles in term of business environment have also been discussed in the following report.
Therefore the present study will prove a great help for hotel administration in preparing effective
strategies to overcome with obstacles of business environment arise at market place.
Overview of company:
In the current report, Tower Suites by Blue orchid is taken into consideration that is an
organization of hospitality sector having headquarters in London, UK. It provides ample of
services such as luxury rooms, bars, quality foods & beverages and more in order to grab the
attention of more number of customers (Akhtar and Sushil, 2018). The present report is
undertaken in order to analyze the impact of internal as well as external environment over
growth and success of respective organization. In addition, it also provides assistance to higher
authorities of company in order to use appropriate tools and approaches for future enhancement.

Research Aim:
“To analyse different internal and external factors that affect organizational growth. A
case study on Tower Suites by Blue Orchid”
Research Objectives:
 To develop basic knowledge about internal and external factors of business environment.
 To determine various models used by organisation to assess internal and external
business environment.
 To recommend strategies for overcoming the challenges faced in business environment
by Tower Suites by Blue Orchid.
Research questions
 What are internal and external factors of business environment?
 What are the various models used by organisation to assess internal and external business
environment?
 What are recommend strategies for overcoming the challenges faced in business
environment by Tower Suites by Blue Orchid?
Chapter 2
Literature Review:
To develop basic knowledge about internal and external factors of business environment
According to Bruijl, (2018), Business environment is a combination of internal as well as
external environment. External factors are related to outside business environment which cannot
be controlled by managers. It comprises elements such as political, social, technological, legal
and more. However these factors put a great impact over business and its performance but
beyond the control of managers so they need to prepare effective strategies in order to face
external effects in an efficient manner. It is monitored that for analyzing external environment
managers need to predict future and prepare appropriate strategies accordingly. With this, they

will be able to face the impacts of external environmental factors in an efficient manner which is
crucial to improve business performance. On other side, internal environment is related to
internal conditions, resources of organization. It is concern with internal capabilities, resources
of company which are essential to strengthen their performance in market. It is sated that
organizational policies, rules, employees and other elements are included in internal
environment. These factors are under the control of business owners and can be adjust as per
requirement. There are different tools such as SWOT, Mckinsey and more are used to assess
internal environment of entity. So, it is vital for managers to evaluate internal as well as external
environment of business on regular basis that will guide them to prepare effective strategies in
order to ensure long term growth and success of organization. In context of Tower Suites by blue
orchid, there are a lot of internal as well as external elements which affect productivity as well as
profitability of organization (Puklavec, Oliveira and Popovič, 2018). In this external factors are
political, economical, social, technological as well as legal environment of country in which they
are prevailing business. On other side, they have resources such as employees, funds, and more
which are related to internal environment of organization (Rangus and Slavec, 2017). So, these
elements are vital and significantly influence business performance in an efficient manner.
Therefore, hotel administration needs to monitor these elements by undertaking proper market
research that will provide information in order to prepare necessary future plans for sustainability
of business.
To determine various models used by organization to assess internal and external business
environment
According to Vanessa, (2021), there are a lot of models as well as frameworks have been
prepared in order to examine internal as well as external environment of organization. External
environment is concern with outside factors that often beyond the control of managers. Pestle is
a framework which is widely used by companies in order to get necessary information regarding
external environment. It provides information related to political, economical, social,
technological and legal factors that are crucial components of external environment. By this tool,
managers understand impact of outside factors over productivity and profitability of business.
These impacts can be negative and positive that will help administration in preparing appropriate
strategies. Apart from this, Porters five force model are concerned is the another framework

which is generally used to evaluate the prevailing market conditions. Under this, impact of
different business stakeholders such as suppliers, customers, competitors and more is analyzed in
an efficient manner. By this way, this toil is helpful in preparing different strategies in order to
face competition prevailing in market place. For internal analysis, there are tools such as SWOT
analysis is generally used by majority of companies. This framework provides detailed
information regarding strengths, weakness of organization which is further helpful in preparing
appropriate strategies (Massa, Tucci and Afuah, 2017). With this, managers get to know about
available resources which differ them from competitors and essential to strengthen their market
position. Further, this tool also provides significant information in relation of weak points,
challenges of entity. So, managers can prepare necessary strategies to overcome with those
challenges in an efficient manner. Apart from this, there are some other tools such as Micknesey
7S, VRIO analysis and more also used for internal analysis. Therefore, there are ample of tools
and frameworks have been formulated for internal and external analysis that is often used by
business owners to evaluate performance of company on regular basis.
To recommend strategies for overcoming the challenges faced in business environment by
Tower Suites by Blue Orchid
According to terry thiele, (2019), there are a lot of challenges associated with business
environment such as uncertainty, competition, lack of funds & resources and more. So, it is
imperative to prepare effective strategies in order to deal with cope up with these challenges in
an efficient manner. In current business environment, innovation is a crucial way to create a
difference in market place. For this, managers of tower Suites are required to undertake
innovative approaches such as using robotics and automation and more in order to provide better
experience to guest. Further, they need to evaluate needs & requirements of customers and
provide them services accordingly. Customers are one of the crucial stakeholders of business so
managers need to take feedbacks and reviews from customers so that they can make necessary
improvements in existing services (Pradhan and Jena, 2017). It will help to get higher
competitive edge by creating difference and providing better facilities to visitors. In addition,
they need to evaluate different external factors on continuous basis so that they can make
necessary improvements in their existing policies. They can also make anticipations about future
circumstances and need to prepare strategy accordingly for betterment of company. Further, they

are also need to analyze competition prevailing within industry and make necessary
modifications in current services as well as price accordingly. This will help to face competition
in an efficient manner and ensure long term sustainability of business in market place. In
addition, managers of respective organization need to monitor internal resources, capabilities so
that they can take the benefit of internal capabilities for improving productivity and profitability.
They also need to monitor employee performance, requirements as they area also crucial part of
business and contribute a lot in organizational growth and success. Therefore, hotel
administration needs to prepare appropriate strategies, plans so that they can cope up with
different business obstacles which may arise in future.
Chapter 3: RESEARCH METHODODLGY
Methodology is defined the procedure that is used for the purpose of collecting relevant data
application of various research instruments techniques and many other aspects. The main motive
of using research methodology is to provide valid and reliable information about the topic. There
are different aspects of research methodology that are mentioned below:
Research philosophy: There are two major types of research philosophies that is positivism and
interpretivism research philosophy. In the present report there is use of positivism research
philosophy (Knottnerus and Tugwell, 2018).
Justification: The main reason of selecting positivism philosophy is that it can associate and
help in analyzing the methods of external environment theories.
Research Approach: There are two different types of research approaches that are deductive
approach and inductive approach. In deductive approach there is use of a hypothesis based on
existing theory (Davidavičienė, 2018). Where as in case of inductive approach there is creating
of a Theory.
Justification: In present research report researcher has been using detective approach.
Deductive approach will help in development of a hypothesis according to the existing theories.
Research strategy: It is necessary for the researcher to use an appropriate researchers strategy in
order to collect the data (Paul, 2017). Research strategy includes methods such as action

research, interview method, case study, survey and systematic literature review. In the present
research there is use of survey as a research strategy.
Justification: Survey is used in order to collect the information related to various internal and
external factors that may affect the growth of organization.
Research choice: There are two major types of research choices that are available for a
researcher. It includes the use of qualitative or quantitative approach for the purpose of collecting
information (Flick, 2020). In the present research report there is use of qualitative method for
the purpose of collecting information.
Justification: There is use of qualitative research method in order to collect the valuable
information as it is not possible to use lot of numerical data in the present limited period of time.
Data collection: There are two main method of collecting Information that is used by a
researcher. It includes primary method and secondary method to collect information (Zawacki-
Richter and et. al 2020). In primary method there is use of questionnaire for the purpose of
analyzing viewpoints of the target respondents. For the purpose of secondary information there is
use of literature review that includes information from articles, books magazines, and online
journals.
Justification: Questionnaire is used in order to analyze the viewpoint of target respondents.
Literature review is selected to collect the information from existing sources.
Sampling: There are two major types of sampling techniques which includes probability
sampling and non probability sampling methods. It is not possible for the researcher to use whole
target population. So there is use of a small sample size (Rajasinghe, 2020). The sample size
represents exact characteristics similar to the target population. In the present research report the
researcher is using probability sampling as a method.
Justification: There will be use of a sample size that includes 30 respondents. Probability
sampling is suitable as it will help in selecting the required target sample size.
Data collection analysis: For the purpose of reaching to relevant conclusions there are different
associated techniques of data analysis. Presently graphical representation is used in the research

report (Schuh and Woelk, 2017). There is use of pie charts and different frequency tables for the
purpose of reaching to relevant conclusions.
This method is going to facilitate investigator in order to understand the information associated
with laid aims and objectives.
Ethical issues: Ethical issues are part of every research work as it has to be analyzed for
ensuring that there can be no breach of any ethics in the course of research work. For the present
research report researcher is requirement to make adequate required disclosures to all the
respondents (Shields, 2019). There will be no use of the confidential information of the
organization for any other purpose apart to be used in the course of this research. The privacy of
all the respondents is taken care as the information provided by them will not be misused in any
manner (VanKooten, 2019). All the ethical considerations has been properly taken care by the
researcher in the course of present a research report.
Data collection method: There many different sources that can be used for the purpose of
collecting primary information (Säfsten, and Gustavsson, 2020. In the present research report the
questionnaire is prepared and for the purpose of secondary method literature review will be
used as method.
Justification: Questionnaire is used as a tool to analyze the different related aspects of the laid
aims and objectives according to employees working in Tower Suites by Blue Orchid.
Questionnaire is mentioned below:
Questionnaire
Q1.) Do you feel that different external and internal factors have a
impact on the overall functioning organisations?
Frequency
a) Yes 20
b) No 10
Q2.) What is the major impact that is created in the internal functioning
of organisations because of various external factors?
Frequency

a) Changes in internal structure and design of the organisation 10
b) Internal working environment is affected 5
c) Changes in roles & responsibilities of employees 12
d) Any other such related impact 3
Q3.) According to you, what is the role of effective management of
uncertainties that are part of external environment at Tower Suites by
Blue Orchid?
Frequency
a) Enhancing performance of overall organisations 10
b) Achievement of higher productivity on part of whole workforce 5
c) minimisation of overall associated risk 5
d) helps in achievement of competitive advantage 7
e) Other 3
Q4.) Do you agree that effective external and internal environment
management strategies can assist Tower Suites by Blue Orchid to achieve
a competitive advantage in long run?
Frequency
a) Agree 10
b) Disagree 10
c) May be 10
Q5.) Do you believe that effective environment management strategies
are being used across various functional departments at Tower Suites by
Blue Orchid?
Frequency
a) Yes 15
b) No 5
c) In some instances only 10

Q6) What is the best strategy that can be used for internal management
strategy that can be used in Tower Suites by Blue Orchid?
a) SWOT analysis 12
b) VRIO analysis 4
c) McKinsey model 8
d) Any other depending on circumstances 6
Q7) What is the suitable strategies for analyzing the macro environment
in Tower Suites by Blue Orchid?
a) PESTLE analysis 10
b) Porters five forces analysis 4
c) Working according to changing customer requirements 6
d) Any other suitable model 10
Q 8) what can be some of the challenges that can affect the process of
selecting a suitable strategy for analysing the internal and external
environment at Tower Suites by Blue Orchid?
Frequency
a) Dissatisfaction amongst the existing workforce 10
b) Negative working environment 10
c) Fast changing external environment 5
d) Any other reason 5
Q9) What can be some of the suitable strategy for management of
challenges faced in business environment by Tower Suites by Blue
Orchid?
Frequency
a) Selection the appropriate model of external & internal analysis 10
b) Making adequate research before selection of model 6
c) Holding training and development sessions for employees 10