Business Strategy

Topics: Hotel, Strategic management / Pages: 18 (4613 words) / Published: Oct 13th, 2014
Business Strategy
HND Business
(HNDBUSCoreUnit7/Jan2013/)
Submission date: 11th May 2013

By: Angela McGowan Student Reference: H1301100

Case Study
The company I have chosen to use for my assignment is Premier Inn.
Premier Inn are a part of a multinational company called Whitbread PLC. Premier Inn started out as “Travel Inn” and the name was changed in 2007 after Whitbread purchased “Premier Lodge”. Premier Inn is now one of the largest and cheapest (budget) hotel’s in the UK. They also have hotels in India and the Arabian Gulf. They have over 600 hotels throughout the UK and Ireland. The hotel specialises in being cheap and of a high quality. The other companies that are part of Whitbread PLC are Costa, Beefeater Grill, Brewers Fayre, Table Table and Taybarns. Whitbread PLC are the largest hotel and restaurant group (Whitbread, 2011)

Task 1.1

Mission
We want to make our hospitality brands the best they can be by focusing on our customers and giving them just what they want”

Vision

We will grow legendary brands by building a strong customer heartbeat and innovating to stay ahead.
Our winning teams make every day experiences special for customers so they come back time and again, driving profitable growth. Good Together helps us be a force for good in our communities.

Objectives
Premier Inn will maintain its advertising expenditure both on TV and online.
London is an important focus of our expansion and from our committed pipeline we expect to increase our presence from 7,225 rooms to over 10,500 rooms.
We will broaden our presence with our pipeline of five hotels and then pursue a ‘capital light’ strategy.
Goals
We trialled a new dual pricing structure with ‘Premier Saver’ rates (which are non-refundable and payable on booking) and ‘Premier Flexible’ rates (which are fully refundable and payable either on check-in or at booking). The dual pricing structure will be rolled out across the

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