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Case
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Reference no. 397-038-1
Authors: Nigel Evans (Northumbria University)
Published in: 1997

Abstract

Swallow Hotels is the sixth largest hotel chain in the UK with 35 properties. Swallow, a subsidiary of brewing group Vaux plc (annual turnover of £260m), has hitherto been highly successful, but how can this successful record be continued in the future in the face of larger and more powerful rivals and a rapidly changing environment? Consideration is given to Swallow''s performance in relation to that of the overall Vaux group and to major competitors. The major environmental factors affecting the international hospitality industry are also considered. The learning objectives are: to consider the internal and external environment of Swallow; to analyse the financial performance of Swallow and Vaux; to become aware of the major trends within the international hospitality industry; to analyse the competitive environment; and to be able to establish objectives, corporate and functional strategies to ensure the future success of Swallow.
Location:
Industry:
Size:
GBP260 million turnover
Other setting(s):
1996

About

Abstract

Swallow Hotels is the sixth largest hotel chain in the UK with 35 properties. Swallow, a subsidiary of brewing group Vaux plc (annual turnover of £260m), has hitherto been highly successful, but how can this successful record be continued in the future in the face of larger and more powerful rivals and a rapidly changing environment? Consideration is given to Swallow''s performance in relation to that of the overall Vaux group and to major competitors. The major environmental factors affecting the international hospitality industry are also considered. The learning objectives are: to consider the internal and external environment of Swallow; to analyse the financial performance of Swallow and Vaux; to become aware of the major trends within the international hospitality industry; to analyse the competitive environment; and to be able to establish objectives, corporate and functional strategies to ensure the future success of Swallow.

Settings

Location:
Industry:
Size:
GBP260 million turnover
Other setting(s):
1996

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