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ASSESSMENT 1 BRIEF:
Complete the following in a report format:
1) Identify a tourism or hospitality organization you wish to explore
( -I have chosen the hotel Jurys Inn which is based in Plymouth UK
https://www.jurysinns.com/hotels/plymouth ) Thank you
2) Conduct an external analysis of the organisation’s environment and examine its STRATEGIC POSITION
3) BASED ON THE ABOVE, critically evaluate how the organisation could maintain and strengthen their position. Consideration of relevant strategic tools/theories must be included in your critical evaluation.
A POSSIBLE PRESENTATION STYLE FOR SUBMISSION:
i. INTRODUCTION a summary of the chosen organisation. This could include for example (not exhaustive):
- nature of the business/ service
- major markets served
**to include financial information and statistics wherever possible
ii. EXTERNAL ANALYSIS (number of words in table is not included in the word count)
and EXAMINE ITS STRATEGIC POSITION
iii. CRITICALLY EVALUATE HOW THE ORGANISATION COULD MAINTAIN AND STRENGTHEN THEIR STRATEGIC POSITION
Adopt relevant strategic tools/ theories in your evaluation
iv. CONCLUSION
Marking criteria
Competitive Analysis: Jurys Inn Hotel
Name
Institution/Affiliation
In Plymouth, the Jurys Inn hotel is located on Exeter Street near the city’s Historic Quarter; the establishment makes different available services to the various major markets it serves (Jurys Inn, 2018). The Jurys Inn hotel provides to its clientele an extensive category of fields within the hospitality service industry such as event planning, food and drink, lodging, health and leisure, and other additional services. The hospitality industry in Plymouth is a million dollar industry that is dependent on the availability of disposable income as well as leisure time (Plymouth, 2014, p. 5). Tourism provides Jurys Inn hotel which its largest clientele base, this is because Plymouth is by far a significant tourist attraction center boasting of the largest aquarium in the United Kingdom. Besides, Plymouth is the home to Princess Yachts, and the city's Theatre Royal represents the most significant regional theater. Conversely, business and events also serve as one of the other significant markets considering Plymouth is business base for companies such as Kawasaki, and Wrigley, complemented by other significant public sector employment locations such as University of Plymouth. This report represents an overview of the Jurys Inn hotel concerning the external analysis of strategic position as well as how to maintain the strategic position.
Strategic position
Rousaki and Alcott (2006, p. 28) assert that over the last decade across the globe hotels and their branding strategies has gradually gained popularity. The success of Jurys Inn Plymouth is underlined by the hotel's enhanced emphasis on branding. Brand implementation has enabled the hotel to beat off competition and gain competitive advantage thus managing to stay in business and ahead of competitors such as Copthorne and Holiday Inn. The company logo of Jurys Inn Plymouth stands out on its own therefore acting as a point of attraction to the potential customers. The customer experience at the hotel is also centered on the brand image that starts from the spoons, towels, napkins, and so on. Jurys Inn Plymouth enjoys its strategic position by trying to provide different services to different market segments but under the same brand name. For that reason, the hotel has the potential to enter or acquire alliances with some small service hotels by providing them with the primary hotel logo, similar services/facilities as well as brand name.
Henderson (2011, p. 217) supports this argument by stating that alliances with small establishment enable big enterprises to maximize competitive advantage. The trend of merging and making alliance within the hospitality industry has resulted in...
