The situation analysis for Pebble Beach, UK, includes such areas for the analysis as the company’s performance with the focus on sales, market share, and profitability; marketing trends; marketing performance; marketplace and competition; SWOT analysis; and PEST analysis.
Pebble Beach Performances
Pebble Beach’s sales depend on the season. During the spring-summer period, the sales of the deluxe rooms and the penthouse suite are the highest ones, as well as the attendance of Pebble Beach restaurant.
Pebble Beach’s market share in 1.8% is comparably low, and it is affected by the active development of luxury inns located at the beach (Pebble Beach 2011).
Pebble Beach’s profitability is rather high for the market sector. The financial success depends on stating prices for the rooms which range from £70 to £350, for lunches, and for the diners in restaurants. During 2012-2013, the profits increased in 18% (Pebble Beach 2011).
Trends
Pebble Beach develops according to such trends in the market as the increase of the popularity of provincial restaurants, hotels, and resort complexes in 14% in 2010, and the overall decrease in the revenues of the provincial hotel industry in 6% in 2011 (How profitable is your hotel? 2012; Pebble Beach 2011).
Marketing Performance
Pebble Beach’s marketing strategy depends on providing the high-quality accommodation and dining services. Pebble Beach attracts the customers while proposing the services like resorts’ ones, luxury bedrooms, high-quality standard restaurant services, lounge and bar services.
The complex works to promote the brand image in the sphere of provincial hotel and restaurant industry as the sector of the resort industry (Pebble Beach 2014).
Marketplace and Competition
Being opened in 2003, Pebble Beach takes the firm position in the hospitality industry and market based on reputation and brand recognition. The main competitors of Pebble Beach restaurant and accommodation are divided into such sectors as the market’s leaders and representatives of the provincial hotel market (Walsh 2011).
The Royal Hotel located in Bath, UK, is one of market’s leaders with a century-long history. Bournemouth hotels such as Amarillo Hotel and Ashleigh Hotel are the competitors in the provincial seaside hotel sector (Pebble Beach 2014).
SWOT Analysis
Pebble Beach’s strengths are high-quality restaurant services, unique menu, effective modernisation of the old-fashioned seaside, the focus on provision of luxury services, complimentary parking (Pebble Beach Hotels 2014).
Weaknesses of Pebble Beach are in supporting the ineffective differentiation strategy.
Opportunities are in proposing more rest activities and expanding the restaurant and accommodation areas.
Threats are in the active development of the provincial seaside hotel market and high entry of rivalries.
PEST Analysis
Political factors – the industry is mostly privately owned, and the government’s impact is associated with promoting the food and services policies and the customer rights protection policies (Armstrong 2006, p. 26). Pebble Beach’s progress depends on the aspects of the UK environmental and labour laws.
Economic factors – the economic success and profits related to Pebble Beach directly depend on the changes in the country’s economic environment. The current economic situation with the tendencies in increasing the rate of resorts’ popularity influences the performance of Pebble Beach positively.
Social factors – Pebble Beach is affected by the changes in the labour environment because today the focus on young competent and talented employees is observed. The hospitality industry provides many opportunities to hire young males and females to provide the services in Pebble Beach.
Technological factors – the progress of Pebble Beach depends on improving the approaches to providing services and organising the work of the restaurant. As a result, Pebble Beach’s managers pay much attention to innovative technologies in the restaurant industry.
Reference List
Armstrong, M. 2006, A handbook of Human Resource Management Practice, Kogan Page, London.
How profitable is your hotel? 2012. Web.
Pebble Beach 2011. Web.
Pebble Beach, 2014. Web.
Pebble Beach Hotels, 2014. Web.
Walsh, J. 2011, Pebble Beach, Marine Drive, Barton-on-Sea, Hampshire. Web.