Business Strategy and Whitbread

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  • Topic: Costa Coffee, Whitbread, Costa Book Awards
  • Pages : 8 (2252 words )
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  • Published : December 6, 2011
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Carol Pickering

Assignment 1 Business strategy

EXECUTIVE SUMMARY

Whitbread PLC founded in 1742 by Samuel Whitbread the first mass production brewing plant in Georgian London. Whitbread had always been known for brewing and running pubs. A complete change in direction in 2001 saw the selling off of both the brewing and the pubs and a new era of hotels restaurants and coffee shops began. 2011 see the core estate of premier inns several restaurant chains and costa coffee. These are not confined to the UK but Whitbread now sees business as global. Their vision is to build the best large scale hospitality brands in the world but still incorporating the values the Sam had in the 18th century. Whitbread have core values that are simple yet strong and three words, Genuine, Confident and Committed. These can be seen as to what the company aspires to and how they wish the business to conduct itself. As a global corporate business Whitbread can be seen to be creating value for money and creating a complete customer experience focusing on areas of the industry that are expanding value for money hotels and family restaurants as well as ever popular coffee shops. In the financial report for 2010/11 there were as can be expected no financial objectives there were however several covering corporate responsibility from green issues such as energy saving to ethical objectives such as funding of schools for children in coffee growing regions. Also improving customer experiences stronger offers and expanding the business around the globe The vision strategy and core values for Whitbread are to the point focused and easily understood. The mission statement however is a little weak in that it does not contain and the necessary elements of a good mission statement. It focuses on its brand market and its philosophy with no mentions of employees or its corporate responsibility which both hold strong focus in the annual report for 2010/11 Financially Whitbread has gone from strength to strength. Expanding the business across the globe opening hotels and coffee shops in foreign shores has led to increase in like for like sales and profits. Turnover in 2010/11 was up 11.5%. Revenue in hotels and restaurants up 10.6%. Growth in costa coffee saw a massive increase of 24.7% and Costa saw an increase of 38.4% in its operating profit for the financial year. Operating profit grew from 3188m in 99/00 to £250m the year after the radical change in direction to £308.8m in 10/11. Taking such a step in redirection was a gamble some would say. Having a solid strategy strong core values and a clear aim has lead Whitbread from strength to strength not nationally as was but globally as is.

CONTENTS
Introduction……………………………………..page 1 History of Whitbread………………..……….…page 1
Whitbread Strategy…………………………….page 2
Mission Statement……………………………..page 2
Vision……………………………………………page 3 Core Values…………………………………….page 4 Objectives……………………………………….page 5 Financial Analysis……………………………..page 5
Conclusion……………………………………..page 6

1.
INTRODUCTION
Whitbread PLC is a major player within the hospitality and leisure sector in the U.K. As a company in 2001 the company took a different direction altogether. The aim was then to concentrate on the growing markets in hotels and restaurants. This report aims to look at the business strategy of Whitbread through the annual report 20010/2011 looking key trends and ratios as well as the company’s mission statements visions and objectives.

HISTORY OF WHITBREAD
Samuel Whitbread was born in 1720 his brewing apprenticeship was 1736 and he opened his first brewery in 1742. In 1750 he constructed the first purpose built mass production brewery in the UK this was Chiswell Street in Georgian London. Modern Whitbread in its current form started in 2001 when the brewing division was sold off and the company left the traditional bar and pub...
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