MN3102 - Business Report: Vardant Leisure SWOT, CSR & Expansion

This report provides a comprehensive analysis of Vardant Leisure Group, a UK-based boutique holiday park company. It includes a SWOT analysis, highlighting the company's strengths, weaknesses, opportunities, and threats, with a focus on customer satisfaction, brand portfolio, workforce skills, attrition rates, and competition. The report also examines Vardant Leisure's corporate social responsibility efforts, particularly its support for charities and fundraising events. Furthermore, the report explores the company's innovation and creativity in areas such as waste reduction, market positioning, and playground development. The conclusion offers recommendations for improving digital marketing, adopting new technologies, and enhancing customer experience to facilitate business expansion. Desklib provides access to similar business reports and study tools for students.

Business Report

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK ..............................................................................................................................................3
SWOT analysis of the Vardant Leisure Group: -........................................................................3
Use of Corporate social responsibility by the business ..............................................................5
Innovation and creativity in business: -......................................................................................5
CONCLUSION ...............................................................................................................................6
Recommendation: -..........................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
A business may be defined as an organisation or entity which is engaged in any
commercial, industrial or professional activity. These business enterprises work under two
environment that is external and internal(Akkerman, 2019). The internal environment comprises of
employees, company policies, strategies and many more and the external environment comprises
of those factors and institution which are not in the control of the business. The following report
is based on the Vardant Leisure, which is well known boutique holiday park whose headquarters
are situated in the Lancaster United Kingdom. The respective firm offer self-catering holidays
and holiday home ownership all across the Scotland, Northern England and Devon. The
company deals in the variates of holiday option which suits to all the budgets. The location of the
Vardant leisure parks offer various opportunities to the families to spent time together in some
most picturesque spots of United Kingdom and try some new activities and explore the area. The
respective company was founded in September 2010 following a management buy-in from
Dunham Leisure LTD, the owner of the Peas Bay and Thurston Manor leisure parks in south east
Scotland. On July 2011, Verdant purchased Viewfield Manor Leisure Park in Ayrshire and in
2012 Riverside Leisure Park in Northumberland. The estimated annual revenue of the Verdant
Leisure Limited is around $23.3M per year and the the estimated revenue per employee is
$253,000. The main competitor of the Verdant company are USA summer camp, Hostmaker,
Youtravel.com, Gimmonix. The following report is going to cover the SWOT analysis and the
Corporate social responsibility use by the business. This report also focus on the innovation and
the creativity in the business and the recommendation in order to expand.
TASK
SWOT analysis of the Vardant Leisure Group: -
Strengths: -
 High level of customers satisfaction: -the customer management department of the
company is very dedicated towards their working. That is the reason that the company is
able to attain the high level of customer satisfaction of the present consumers and develop
a good brand image in the mind of potential customers.
 Strong brand portfolio: - the Vardant Leisure group invested lots of time as well as
money in developing a strong brand portfolio. This not only assist the company in

attracting huge customers base towards them but also help them in expanding into the
new category.
 Highly skilled workforce: - the huge amount of resources are invested by the respective
company in training and development of the employees which result in that the
workforce of the company carry out all the assigned task with full productivity and be
always motivated to achieve more(Carletti and et., al., 2020).
Weaknesses: -
 High attrition rate in work force: - it has been analyse that the Vardant Leisure have
high attribution rate in comparison to other which directly impact on the long term
growth of the company. So to overcome from this it is very important for the
management of the company to spent more on the training and programme on the
employees of the company in comparison to their competitor.
 Planning: - the financial planning of the company is not proper and up to the mark. The
financial reports as well as ratios of the company suggest that firm have to the use the
cash in more effective manner in comparison to the present(Emerson, 2021).
 Technologies: - the company not invest in the new technologies which directly impact on
their expansion. In order to expand the business in the different geographies company
need to plan expand and invest more money in innovation and technology in order to
integrate the processes across the boards of the nation.
Opportunities: -
 Online channels: - the respective company have the opportunity to spent vast sum of
money in to the online platform so that they attract the new customer through the online
channels(Jakhar and Krishna, 2020). For the Vardant Leisure, this investment open the door
for the new sales channels and this opportunity must be enjoy by the company by
knowing its customers better in the past few years.
 New market: - the opening of the new markets because of the government agreements
assist the respective company in increasing their profitability as well as market base. The
free trade agreement and the adoption of the new technologies assist the firm in expand
their business operation in to the new emerging market.
Threat: -

 Immense amount of competition: - this is being considered as the most important threat
which are faced by the Vardant Leisure. Due to the stable profits in the industry the
number of new players has been increases which not only affect the profitability of the
respective company but also affect their sales. Some of the competitor of the firm are
USA summer camp, Hostmaker, Youtravel.com, Gimmonix.
 The Pandemic: - due the COVID 19 almost all the industries has been affected but the
immense impact has been seen on the Leisure industry. The people afraid to came out
from their home and spend holidays outside. This directly affect the sales of the
company.
Use of Corporate social responsibility by the business
The Vardant Leisure support the charities and always keep in touch with them. The
Scottish, Northumberland and Durham Wildlife Trusts is supported by the respective company
and also they give addition support to these charities. In the year 2020 and 2021 they supported
Blood cancer in United Kingdom by raising the fund over £22,000 (World Bank Group, 2019) .
Along with this fantastic fundraising events are organised by the firm at each park which assist
the company in enhancing their corporate reputation make different from competitors and also
assist in better relationships with investors and other stakeholders.
Innovation and creativity in business: -
 Reduce waste and costs- the management of the respective company identify the
different types of innovative and elimination cost methods which assist the company in
improving their operational efficiency(Muñoz-Izquierdo, Segovia-Vargas and Pascual-
Ezama, 2019). This provide the Vardant Leisure different types of benefits like lower
costs, improved customer service, better profit margins and many more. This innovation
impact on the business by reducing their waste and make the able to paid paid focus on
the long term goals.
 Boost market position of the firm: -The innovation in their parks and the development
of the new activities assist the companies in gaining more opportunities and enhance its
market position. The manager of the firm always focus on the new trends and listen their
customers as well as stakeholders advice assist them in exploiting their competitors
opportunities in a very effective manner. In addition to this, the company also keep their
eyes on the whatever is happening in the industry and what strategies are implemented by

their competitors(Pizzi, Rosati and Venturelli, 2021). This will assist them in enhancing their
market position better.
 Multinational playgrounds: - the management of the Vardant Leisure develops
playgrounds for the kids, which allow the parents as well as the grandparents to take
participation in the activity with their young ones. Along with this, they features some
new game like pumptracks and bike parks which assist the adults to fight against with the
obesity.
 Natural playgrounds: -new concept are introduced by the respective company by
designing the functional playgrounds to have a wealth of benefits(Yadav and et. al., 2018).
Interactive elements such as stackable and climbable rocks, water play and sticks
encourage the social as well as creativity of the children's.
CONCLUSION
From the above report it has been concluded that it is very important for the management
of the business organisation to provide an effective and positive environment to their employees
so that they can work with full productivity and attain all the objectives which are designed by
the higher authorities. This report concluded the SWOT analysis which assist in identifying the
internal environment of the company. This report also conclude the corporate social
responsibility which is done by the company and the innovation and creativity to improve the
position of the firm.
Recommendation: -
 It has been recommanded to the company is that, the management must have to the
digital marketing tool within the business enterprises. This will assist them in making
good relations with their customers and also help them in spreading the good image of
the company all across the globe.
 In order to improve or expand the business operation all across the globe, it has been
suggested that, the management must have to focus on the latest trends which are came in
the Leisure industry and adopt the new technologies and innovation in order to improcve
the customers experience.
REFERENCES

Books and Journals:
Akkerman, M., 2019. The business of building walls. Transnational Institute.
Carletti, E and et., al., 2020. Barcelona Report 2-The Bank Business Model in the Post-Covid-19
World. Centre for Economic Policy Research.
Emerson, L., 2021. Writing Guidelines for Business Students 6e. Cengage AU.
Jakhar, R. and Krishna, C., 2020. Business intelligence: as a strategic tool for organization
development (a literature review). ANWESH: International Journal of Management &
Information Technology, 5(1), pp.44-46.
Muñoz-Izquierdo, N., Segovia-Vargas, M.J. and Pascual-Ezama, D., 2019. Explaining the causes
of business failure using audit report disclosures. Journal of Business Research, 98,
pp.403-414.
Pizzi, S., Rosati, F. and Venturelli, A., 2021. The determinants of business contribution to the
2030 Agenda: Introducing the SDG Reporting Score. Business Strategy and the
Environment, 30(1), pp.404-421.
World Bank Group, 2019. Profiting from Parity: Unlocking the Potential of Women's Business
in Africa. World Bank.
Yadav, S nad et. al., 2018. Analysis and Implementation of Business Intelligence Software for
Report Bursting. In Smart Computing and Informatics (pp. 461-473). Springer,
Singapore.