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Introduction

To: Mrs M J Indge From: Daniel Crowley RE: Marketing Aim: The aim is to identify a marketing strategy for the Lydiard Travel Inn, Beefeater Restaurant, and Pub and Touch base, for the future success of the Beefeater restaurant. Introduction: Samuel Whitbread established Whitbread plc in 1742, originally as a beer producing company. Since then, Whitbread has moved from strength to strength incorporating wider varieties of businesses under its wing with each growth. Today, Whitbread owns and operates some of the most popular business in restaurants, hotels and leisure and health. Beefeater Vision 'To make Beefeater the first choice as a great place to eat and drink.' The Lydiard Travel Inn, Beefeater restaurant, Pub and Touchbase is situated just off junction 16 of the M4, beside the Hilton International. It has a 150 seater Beefeater restaurant, which is open all day from breakfast for overnight guests until evening dinner. For Beefeater to function efficiently and effectively the marketing team must analyse past performance and present trends, and attempt to predict the future in the form of marketing plan. There are a number of planning techniques and processes which have been used successfully, they are: * SWOT analysis * Marketing mix * Boston matrix * Ansoff strategy * PEST analysis Objectives * To comply with the task that has been set by the Beefeater manager. This is to identify the following objectives and present fresh new ideas for the business. This task will try to solve her problem of relatively low growth and boost sales to increase revenue. * To identify the external forces influencing the competitive environment of the U.K. hospitality market. * Identify the strengths and weaknesses of the Lydiard Beefeater through an internal audit. * To identify the political, economic social and technological influences on the Lydiard, Swindon. * To identify the current stage of the Beefeater lifecycle and the Lydiard in particular and the implications of this to the strategies that can be adopted in the UK marketplace. ...read more.

Middle

Technology will also play a part in achieving this change. Legislation Beefeater has to observe and follow strict laws both European and British. These vary from consumer rights to staff safety in the kitchen. All of these laws add to the level of Beefeater's costs. To over come this Beefeater train all of their staff exactly the same and treat all of their customers equally. However problems still arise and if they are not dealt with effectively then Beefeater could be sued by the customer or the staff they employ. This would then damage their image and in turn customer loyalty as they would be seen as a "bad" company. Environmental The environment that the Beefeater is situated in is a relatively new development of west Swindon. The company therefore has the great opportunity of drawing in new custom from the new houses that are still being built. The area of Swindon that is being expanded is also seen as very attractive so the prospect of having a meal there does not seem so daunting. Beefeater could also try attracting new custom from new environments by sponsoring sporting events, and/or offering prizes that consist of a meal. However the other Beefeater restraints would also benefit from this marketing so Beefeater may consider doing it using a joint method. The PEST is a checklist that Beefeater can use for identifying the main factors that can affect the business environment. It is therefore important that businesses do not oversimplify the PEST analysis. Beefeater has to remember that the factors identified are external and outside their control. The factors have to be manipulated to the firms advantage. It is essential for Beefeater to keep firmly in touch with changing trends in the environment. Monitoring these trends using a PESTLE analysis enable Beefeater to forecast changes that are likely to affect sales. Plans can then be drawn up so that any problem can be approached wisely. ...read more.

Conclusion

This would then boost staff morale and is likely to increase productivity if the staff is more motivated. Although a 15 minute training programme is good in theory it is likely to prove costly as a higher member of staff will be needed to train the staff. Government statistics A survey of 2,071 adults aged 16 and over. 3% never ever eat dairy products. 4% rarely eat dairy products. 31% were positively attempting to reduce their consumption of dairy products. 2% of those reducing dairy intake were doing so for ethical/moral reasons, 12% for medical reasons and 73% for health reasons. The new marketing mix can be used with these government statistics to implement new changes and appeal to the target market more accurately. However this data was collected three years ago and therefore must be used with other data of a more up to date survey to check validity. This will then also highlight any trends that Beefeater may be able to pick up on. The people asked is a small survey so further analysis may be needed. A survey of 1004 adults aged 15 and over. 7% agreed with the statement "I am a vegetarian and eat no meat at all" (female 10%, male 4%). 12% of 15-24 yr olds, 9% of 25-34 yr olds, 7% of 35-44 yr olds, and 4% of 45+ yr olds agreed. 6% were "currently a meat eater but would like to become a vegetarian". 25% thought that is not "safe and healthy", rising to 34% in 15-24 yr olds. 36% of non-vegetarians would consider becoming a vegetarian if they felt animal farming was cruel. 82% felt that in the future there will be more vegetarians. 75% felt that in the future people will eat less meat. 80% claimed to prefer to buy food that is cruelty free and good for the environment These statistics clearly show that there needs to be a provision for vegetarian customers. The data however would need to be compared to more recent data to check validity and to identify any trends in the data such as cruelty to animals. ...read more.

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