Subject category:
Strategy and General Management
Published in:
1997
Length: 25 pages
Data source: Field research
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https://casecent.re/p/22682
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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.
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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.