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.
'To make Beefeater the first choice as a great place to eat and
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
· 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.
... middle of paper ...
... 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
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
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.
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