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Strategy

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by

Sikhuphukhile Mhlandhla

on 28 December 2014

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Transcript of Strategy

design by Dóri Sirály for Prezi
''The company we have decided to focus upon is Premier Inn Hotels''
''Our strategy is to utilise the location of Premier Inn in relation to popular attractions in order to target more families and also retain customers. By doing this we will enhance the family market''.
Welcome to Premier Inn Hotels
It is a part of Whitbread PLC - established 1742 - employ 43,000
The UK’s largest and fastest growing budget hotel group with over 600 budget hotels and more than 42,000 rooms across the UK and Ireland.
Six Premier Inns in India and Middle East and more planned
Current details of Premier Inn
Strategy
Political Issues:
Whitbread do not engage in any political activity
Do not sponsors, donations or contributions
Government had bought hospitality industry into key success of economical success in United Kingdom
Increased interest rates have led the hospitality industry to adapt quick and effectively to the sensitivity of prices within the market.
Environmental Issues:
Strong emphasis CRS (6 issues)
Major core competencies
- Environment
- People
- Sourcing
- Health
- Community
- Customers
Care and Social responsibility
Social Issues:
Living cost increase - people prefer lower cost services
Preference to strong branded products
Accessibility
Receptive to customer needs
Online booking
Security
The way of communication is changing to Website based techniques, through increased use of social media.
Technological Issues:
Legal Issues:
Economic recession
In 2018
Apprenticeships - 2.000
Work placements 4.500
Total 415 apprenticeships successfully completed in 2012
8.000 new jobs created within next 5 years
50% of the jobs will be long term unemployed 16-24
The recent economic recovery in the UK has been fundamental in job creation
Unique Selling Point
''Good Night Guaranteed''
PESTLE Analysis
Latest technology
Influences market and promotion of products
Rapid technological development are embedded in the consumer travel experience
Customer database
On-line reservation
Mobile phone/app
Terms and conditions
Cancellation - before 1pm on the arrival date
Saver rooms canceled - no refund offered
Room cancellation insurance
Good night sleep - not applicable to issues beyond control
Sustainability is increasingly seen as a prominent factor in hospitality decision making
They comply with all legal discrimination acts set by government
Economical Issues:
'at it's heart Whitbread it's all about people'
(Whitbread, 2014)
MARKETING SWOT ANALYSIS
Develop and create a differentiated loyalty program

Encourage business travelers to stay as a leisure travelers
Lack of additional facilities that cater for business travelers
Premier Inn can change their colour of logo to a more exciting colour represented in the advertising

There are many other budget hotels
The competitor Holiday Inn have a strong loyalty program that extents to all brands
Holiday Inn are introducing a new concept for guests in- hotel experience known as the ‘’hub of activity’’.
Travel lodge could be considered more of a budget hotel chain because their prices match premier Inn.
Jury’s Inn are a budget hotel but have events, conference and function rooms. That is a gap within Premier Inn.
Premier Inn should pay more attention on its domestic market.
THREATS
Consumers may associate Premier Inn to be a budget hotel that offers rooms at the rate of 29
Lack of additional business support facilities within the rooms or hotels
Lack of brand affinity built in leisure travelers
Lack of conference rooms, gym and event facilities
Lack of family appeal
WEAKNESSES
A strong brand recognition
75% of the UK population lives with in 5 miles min. away from Premier Inn Hotels
Constant exploitation of investment opportunities in UK
It is expanding rapidly (e.g. a new hotel is opening in every 7 days)
Have business account schemes which deliver efficient online services (e.g. website)
STRENGTHS
OPPORTUNITIES
TARGET MARKET
Business clients
Families.
Single occupancy.
Tourists/ Visitors
Middle market
Short/Long stays
Families by offering Family Room
(No extra cost).
Weekend Breaks / Short Breaks
Large group Bookings- Discounts.
Lone Travellers - Security measures.
Business travellers - Business Account.
COMPETITORS
Our main competitors is Travelodge who have released a new marketing campaign, following a refurbishment of their estate and are aiming for the public to make them ''the favourite hotel for value''.
(Johnson, B, 2014)



I
bis Hotels part of Accor Hotels Group, have also launched a new marketing campaign, using a new concept in their advertisements which portrays the social spaces that are commonly used in a hotel environment.
(Seb, J.2014)

InterContinental Holiday Group which own Holiday Inn include in their new marketing Campaign released 2013, the phrase 'Simple, Smart, Spot On'. Their Chief Commercial Officer is concentrating on building a ' 'Consumer- Centric' view of the world.
(Chahal, M.2014)
Best Western segmented their brand to be Best Western, Best Western Plus and Best Western Premier in 2011. In 2010 they lauched a branding campaign named 'Hotels with Personality'.
(Johnson (2014)
Competitive advantage.
Found in city centre or on major A- roads.
Lower cost.
Differentiation – Awarded best budget hotel in 2012.
Broad - Going worldwide.
Premier Inn is not being able to provide specific foods to the specific illness like diabetics, pressure.
Premier Inn food menu is unable to provide food menu in accordance to the religion.
premier Inn is unable to provide the specific regional foods to the customers.
Rarely found on motorways.
Premier Inn cannot guarantee on its food as it does on its rooms.
The newly launched ‘’ Hub by Premier Inn’’ concept, a small room that customers can book online and check into through its own app, is a key Whitbread weapon to meet its ambition for taking its market share in London from 6 per cent to 13 per cent by 2018.
Premier Inn has sought to capitalised on Travelodge’s weakness (acquisitions). It has been moving in on property deals in the capital that were destined for Travelodge.
Whitbread believes it can make further inroads into Travelodge’s market share.
Competitor Analysis
Premier Inn offers affiliate programme, they can attract more families by strictly allowing affiliates to advertise families only on their websites.
Also by rewarding affiliates for every 10 family bookings made.
All those with business accounts would sleep at a discount when they book in their families 3 times in premier Inn hotels.
Also business guests if they stay 7 times in Premier Inn hotels they can get a single night free family room.
Business guests if they stay 14 nights, they have a single night free family room plus a day trip in one of the attractions/ theme park.
Premier Inn Apps are available on Android, iOS, which is limiting & not attracting potential families that are not yet advanced in technology.
Premier Inn uses the term ‘’short breaks’’ which is a non-branded term for easy access to mobile phone #Apps users of which Premier Inn could improve their search results by branding the term ‘’short breaks’’, which would more appealing to families as they do their search on the premier Inn website.
This could suggest that this area of non-branded search terms could be improved in order to boost occupancy by families.

BUSINESS
Premier Inn offers affiliate programme, they can attract more families by strictly allowing affiliates to advertise families only on their websites.
Also by rewarding affiliates for every 10 family bookings made.
All those with business accounts would sleep at a discount when they book in their families 3 times in premier Inn hotels.
Also business guests if they stay 7 times in Premier Inn hotels they can get a single night free family room.
Business guests if they stay 14 nights, they have a single night free family room plus a day trip in one of the attractions/ theme park.
Premier Inn Apps are available on Android, iOS, which is limiting & not attracting potential families that are not yet advanced in technology.
Premier Inn uses the term ‘’short breaks’’ which is a non-branded term for easy access to mobile phone Apps users of which Premier Inn could improve their search results by branding the term ‘’short breaks’’, which would more appealing to families as they do their search on the premier Inn website.
This could suggest that this area of non-branded search terms could be improved in order to boost occupancy by families.

SEGMENTATION
Partnership
Full transcript