Lazy Days Hotel

Lazy Days Hotel (Case Study)

Lazy Days Hotel (Case Study)

Introduction

The focus of this paper is on the integrated marketing communication plan of “The Lazy Days Hotel”. Currently, Lazy Days Hotel offers a wide range of cuisine where taste is incomparable however the area that the company lags behind is awareness about the restaurant. The Lazy Days Hotel is a family owned business which was started in 1990 by the Wilson family and is located in twenty acres of grounds close to the main train line from London to Brighton and within easy striking distance of the cross-channel tunnel and ferries to France. It is located in Sussex a few miles south of the M25, close to Gatwick Airport.

Discussion

PEST Analysis

This analysis targets identification of political, economic, social and technological influences on a business.

Political Influence

The production, distribution (for takeaways) and consumption of Lazy Days Hotel products is governed by the federal law. These laws include Occupational Health Safety Act, together with Food, Cosmetic and Drug Act. This business is also governed by the local, state, federal and foreign environmental regulations and rules. Moreover, the business is liable to the taxation policy upheld in its country of operation.

Economic Influence

Lazy Days Hotel just like any other similar business operating in United Kingdom is subject to the raw materials that are importantly utilized in the meals among others. Based on the fact that the company heavily relies on trucks for raw materials transportation from producers, fuel is also a critical issue (Normann, 1983, pp. 123-137). The business is hence subject fluctuation in fuel prices and oil crises. Based on the fact that the company is frequently involved with customers that are foreigners, it should importantly be conversant with changes in the foreign exchange rates. This is based on the fact that such variations are strongly linked to interest rates, inflation rates, real growths and government factors.

Socio-Cultural Movements

Luxury consumption is highly influenced by changes in lifestyle. Based on this understanding, Lazy Days Hotel needs to importantly pay attention to social mobility to ensure that it maintain a substantial market. In central London, the premiums being paid for restaurants are still very, very strong, mainly due to lack of supply and demand," says Ross Kirton, director of licensed and leisure at Colliers International U K (Normann, 1983, pp. 123-137). "There's also been an influx of overseas operators coming into the UK, such as Sushisamba from New York and Russian operator Novikov. The weak pound combined with the high spending capability of tourism and the high population head offices situated in London make it an attractive proposition for them. They're all going for landmark properties in central London (Belch, 2012, pp. 21-32).

Technological Factors

Lazy Days Hotel is subject to new technologies that will affect manufacturing of their meals. This technology is also likely to result in introduction of new distribution techniques that this business needs to pay attention to.

Swot Analysis

The Lazy Days Hotel offers a wide range of boarding and lodging services across lavishness, upscale, extended-stay ...