BUSINESS LEVEL STRATEGY

Business Level Strategy for Thistle Hotel, Altens, Aberdeen

Summary

As the competition of tourism has become more and more challenge, it is necessary for organizations know where they are, where they are going to and how or manage the environment changes and strategic development. All organizations have a purpose no matter it is big or small, provide or public. Strategic is the pursuit of purpose.

Business Level Strategy for Thistle Hotel, Altens, Aberdeen

Introduction

Overview the hotel information

There are three Thistel hotels located in Aberdeen. Altens Thistel hotel is the biggest one in Aberdeen city, it located at Souter Head road. Thistle Aberdeen Airport is located at Argyll Road, Dyce, next to the Aberdeen Airport. Caledonian Thistle hotel located in city center, it is a four-star hotel, near to the Rail station and Union Terrace Gardens. Caledonian Thistle hotel has great meeting room for business and special events.

The Thistle Aberdeen Altens hotel is the largest of three Thistle hotels in Aberdeen. Since the exploration of North Sea oil fields in the 1970s in Aberdeen, the hotel is focuses on comfortable, simple, easy style of life, no matter it is for family relax, tourisms travel or business. It has 216 bedrooms, 12 meeting rooms; largest seating could up to 350 people, 300 free on-site parking space. Meeting room not only for business meeting or events, but also for the wedding venue.

Porter (1996) said that the competitive strategy is deliberately choosing different of activities to deliver a unique mix of value. Furthermore Kay (1993) point out that strategy is a match make between the organization's internal capabilities and its external relationships.

The role of strategy is to achieve competitive advantage for the company, the competitive advantage include the organization's products or services, culture and technology and processes (Henry 2011). To achieve the competitive advantage with following questions: Who and what products or service should company offer the targeted customers? It includes three steps: Strategy analysis, strategy formulation and strategy implementation. Ohmae (1984) said that strategy analysis is initial; strategy formulation is created a great strategy from conscious analysis .A vision is an organization's founders aspire to in the future ideal state. Mission is to finding an answer why the organization exists (Henry 2011). Collins and Porras (1994) believed that in order to achieve success organization needs a belief and it comes before policies, practices and goals. Which means the core ideology and core values.

Tourism Environment

As Moutinho (2000) said that, with the growth of the global economy the tourism industry has been improvement. Because the development of science and technology, the customer consumer attitudes change to increases the tourism hotel development.

Environment Scanning

This report use PEST analysis as a scanning tool to discuss how these factors influenceThistle Hotel in short time. PEST is refers to political, economic, social and technological factors. Political is all legal elements deals with government, such as government stability, taxation policy and government regulation. Also include the monopolies legislation, environmental protection laws, foreign trade regulations and employment law (Henry ...