The most significant oldest hotel and restaurant company in britain is Whitbread PLC. Whitbread was founded as a brewery in 1742 by Samuel Whitbread (Whitbread, 2007-09). This corporation operates "market-leading businesses in the budget hotels and restaurant sectors" (Whitbread, 2008). The brands that are associated with the corporation are Top Inn, Beefeater, Desk Stand, Brewers Fayre, Taybarns and Costa Caffeine. (Whitbread d, 2009)
Whitbread PLC has many factors which impact the industry. From the Political, Economical, Friendly and Technological (Infestation) analysis I am going to identify those factors that are exterior environmental influences. Inside the political part, factors which may affect just how that the business operates will be the taxes that the federal government might improve the employment laws, environmentally friendly regulations, the trade and tariff restriction consequently of the protectionism and also the authorities instability or change. Inside the economical section, what might influence Whitbread's cost of capital is the financial crisis that takes place worldwide in this time but also the economical expansion, the exchange rates and the inflation rates. Within the sociable section, customer needs and size of potential markets might be inspired by population development rate, age circulation, career behaviour and health awareness. And lastly, in the technological section can decrease minimum production rates and outsourcing decision through Research and Development action, technology incentives and rate of scientific changes. (QuickMBA)
On the other palm, the environmental factors that are interior to the industry are grouped as Talents and Weaknesses, and Opportunities and Threats are classified as external to the industry, which is referred as SWOT analysis. The strengths of Whitbread are the following. First of all, in environmentally friendly issues, the business has advanced the management of the amount of waste normal water, it also offers purchased a proportion of green energy in order to struggle the environment change and upgrade fulfillment in the waste products contact, offer recycling models within the company and seek out other packaging selections as the approach of the corporation is to help the environment. (Whitbread c, 2009) In addition, they make an effort to possess the best reputation among customers by making certain all their brands are the chiefs in the area of customer support. Furthermore, they try to be economically strong by supervising their business so the stakeholder value is available in every their activities. In addition they are great leaderships and are been successful by increasing their success and market share with their brands and by becoming the company of preference in UK hotels and restaurants. Good reputation is a well-known strength of the business as it is the major and oldest hotel and restaurant company in Britain. (Whitbread f, 2009) The very last strength of this organization is the devoted labor force as they employ the service of individuals who are friendly, ardent and ready to help and they employ the best possible people for the hospitality industry. (Gregory, 2000) (Whitbread e, 2009) The weaknesses ethat Whitbread faces are the following: they have got high cost structure as they own so many brands. In addition, the poor quality of goods and services that they could offer, such as the espresso at Costa Cafe, might not satisfy the clients and so the clientele will fall season. They also are an individual market, that means that their brands are just in UK, and that is a serious weakness. Due to the high-quality and huge in number workforce, there could be an internal insufficient communication skills. Last but not least, the company's financial and resources can worsen due to other weaknesses. Among the main opportunities is that they are in a position to develop the market and make an international market but also to slackening laws. In addition, they can handle make mergers and remove the international trade barriers. And last but not least, the risks that the business may face are a fresh competitor in their own market with an alternative product in a lower price, a new taxation on products and services, move in consumer alternatives and new laws. (12Manage, 2009)
Whitbread's eye-sight is "to generate leisure and hospitality that produce people better each and every time they visit us". (Whitbread a, 2009) The targets that I would place as a pr practitioner in order to enhance the company in all it's areas will be: To develop their company and give value to the stakeholders by growing the capital used in their industry.
To operate in marketplaces that have high-growth potential.
To be the main company in this sector.
To achieve the key status through organic and natural growth.
To create new brands, new marketplaces and new acquisitions.
To improve image and reputation.
To increase financial growth
To expand the company worldwide.
To improve the advertising, marketing and PR areas.
To achieve business and financial success.
In order to achieve a successful PR campaign, you have to recognize the right publics and stakeholders, to prioritize and moreover to target the right audience. Taking into consideration the previous information the public that needs to be targeted will be the following:
General public
Customers
Government
Stakeholders
Competitors
Suppliers
Media
Employees
With the aim of this plan to be triumphant, it will need some strategies. These strategies will be:
Segmentation research: This analysis can help identify the customer's psychology and the competitor's overview as well as to recognize where sectors they need to make their best.
Price Analysis: This strategy will help to determine the demand depending on price and make an evaluation on cost, demand and earnings relationships to be able to broaden their knowledge and make smarter offers to be able to entice more consumers.
Sales campaign: That is a regular way to promote the merchandise as it gives the possibility to make offers such as "If you rent a two times room for just one week, we will give you a free drivers" and customers try to make their benefit.
Sales evaluation: This examination will help the company identify the forecast, the competitor's and the industry's sales and discover ways to promote the industry.
Tactics play an important role in the campaign as is what ways will be utilized to attain the objectives. The practices which will be used are:
Media Relationships: Their impact is cumulative and long-term but is the most effective way in creative awareness and agenda setting. Media relations will be the most efficient method for responsiveness.
Sponsorship: This is a way of advertising and also creating recognition in many marketplaces. It improves image and reputation of the industry and and yes it reinforces positive attributes of the current event/firm.
Special occurrences: This will help the industry to be marketed and will create consciousness in the targeted publics but will help the industry's image and reputation.
Advertising promotions: This is a key strategy because so many customers are fascinated with them and it is the best way to entice the audience.
Customer relations: That is a means on connecting with the public's with techniques as direct email, advertising, internet, exhibitions and news letters.
Financial relations: This can help internally the industry to review its financial records by annual studies, hospitality, internet and extranet.
Timescale
Activity
Autumn
Winter
Spring
Summer
Setting Objectives
First thing to do
Review objectives
Achievements
Evaluation
Target public
Target right public
Public intrested
Public motivated
Evaluation
Deliver messages
Create messages
Overview messages
Evaluation
Segmentation Analysis
Make analysis
Overview analysis
Observe changes
Evaluation
Price Analysis
Make Analysis
Overview analysis
Make changes
Evaluation
Sales Promotion
Make analysis
Make offers
Observe changes
Evaluation
Sales Analysis
Make analysis
Overview sales
Observe changes
Evaluation
Create more powerful relations
Make conferences
Invest relations
Evaluation
Sponsorship
Make research
Find opportunities
Make contracts
Evaluation
Special Events
Research on variables
Organize events
Events take place
Evaluation
Advertising
Research on adverising methods
Make contracts
Evaluation
Customer Relations
Overview of relations
Inform
Make innovations
Evaluation
Financial Relations
Analysis of financial
Make imrovements
Overview of financial
Evaluation
Resources
Resources play an essential role in the plan as it is a plan of budgeting. It is divided into Human Resources, Functioning Costs and Equipment. The following diagram will show the resources:
Human Resources
Operating Costs
Equipment
Staff Salaries
Print and Production
Restaurant furniture
Employment Costs
Media Relations
Cooking equipment
Overheads and expenses
Operating expenses
Computer equipment
Workforce planning
Taxes/Income Taxes
Food supplies
Skills management
License fees
Beverage and Pub supplies
Training and Development
Rent/Lease payments
Warewashing
Insurance
Sanitation and Mantenaince
Restaurants supplies
Kitchenware
Raw materials
Refrigeration
In order to be critical and reflective and be able to recognize what could have been done better, an analysis process will be very useful.
Objectives
All the objectives were achieved.
Public
Not all the public were aware.
Messages
The message had efficiently provided.
Human Resources
There were some issues with HR.
Operating costs
The operating costs were bigger than expected
Sales Promotion
Sales advertising helped for the promotion of products.
Sales Analysis
Sales analysis helped to enhance the sales.
Media relations played an important role.
Sponsorship
Sponsorship helped broaden image and reputation.
Special Events
Events made the general public more aware.
Advertising
Best way of promotion-Right channels
Customer Relations
Customer relations upgraded.
Financial Relations
Financial had some problems
Budgeting
Good budget
Equipment
Well equipped
Overview
The PR Campaign made for the Whitbread Company was really efficient. The goals were attainable and real-life. Every one of the targeted public categories were aware of the campaign. The strategies used were really enthusiastic as the research made was ideal for the improvement and extension of the company. In addition, techniques helped to promote the campaign in areas such as advertising relations, happenings and sponsorship. So far as timescale is concerned, everything was scheduled on time and resources were well-structured and little or nothing was forgotten. At last but not least, in the analysis process it exhibited what could have been better.
New Espresso World In Central London
In this part of the assignment, my target is to establish a new espresso world in Central London through a PR advertising campaign using some communication theory models. The theories that I am going to use because of this advertising campaign are: Network Theory and Linear Communication model.
Network Theory
The network theory is a very important method of communication because it allows the planner to predict how information will move around a network, target people that have wider networks, provides sophisticated channels to spread marketing communications which is also possible to improve attitudes with the network learning to be a change agent. The way that this works is the next: Source-Message-Channel-Receiver. You will find three basic types of network that happen to be: Communication network, Exchange network and normative network and examination of networks is obviously important as commutation may result in bad. (Windhal et al, 2006) In cases like this, the aim of the planner is to start but mainly promote the new coffee world. The first model for the launching is the style of convergence that will operate by the assistance of psychological and physical reality. The audience will interpret and understand the information, that is the new coffee world, and they will understand and believe that by the actions the social truth and common understanding will need place. By this way, the general public will be aware of the kick off but will spread the word out. Connectedness, diversify; integration and openness play an essential role in this process. The planner can make information of the new place transmittable as the announcements play an essential role. Data can be accumulated by the communication journal, research and messages. (Windhal et al, 2006) The network theory can be employed in this situation through advertising on the internet, e-mail and direct mail, newsletters, journals, newspapers and commercials. Communication has four different functions that happen to be: expressive function, communal function, information function and control activation function which each of them describes individuality, community, knowledge and action. A combination of all these is used in order the communication process to be more efficient.
The Linear style of Communication
The linear model of communication is "a one-way process in which one person functions on another person. It is a transmitting model since it assumes that communication is sent in an easy manner from sender to receiver. " (Wikianswers. com) This way of communication will help to kick off and promote the new caffeine world. Below you have the linear model:
Shannon-Weaver+Model. gif
(The Shannon-Weaver Mathematical Model 1949)
As it is shown, the procedure is: source-message-channel-receiver-feedback-noise. This is actually the usual and traditional model that the procedure of the message should go. The planner of the advertising campaign use effectively this technique in order to market the new coffee world. Communication is about being effective. By a proven way process, the transmitting and interpretation of the concept and empathy, interpersonal perspective, relationship and situational knowledge is gained about the receiver and transmitter. The audience by this way will be targeted and sensitivity to feeling and thoughts of others will be regarded. Space, social environment, cultural framework and public opinion are some attributes being perceived from this process. With the linear model, receivers get information and the transmitter selects how so when to deliver them as well as stores and retrieves information for the receiver in a passive approach where offers to them personal assistance, where relates to syndication in strategy and mass communication.
CSR Environmental Proposal for Whitbread
Whitbread is the biggest hotel and restaurant industry in UK as recently said. The industry is dedicated in taking its corporate responsibilities critically. They have a well-build reputation as they take a reasonable approach to the technique they encounter their expectation with their stakeholders. They really value on their good relationships using their stakeholders as the industry's continual development and development off their triumphant partnerships. (Whitbread, 2009) Environmentally friendly proposal that I would make for Whitbread restaurant sector would be to use machinery and equipment that are friendly to the surroundings. This may be examined by the systems theory and two-step theory.
Two Step Theories
Multi-step theory "is a method by which messages pass through mass media and interpersonal channels from source to device". (Mindahl et al, p. 51) In this technique, the info attain the general public by opinion market leaders. Two step model combines interpersonal and mass communication and it assumes that several channel is necessary to be able to result successful marketing communications and also that both steps are needed. Inside the two-step circulation process, media influence society's thoughts and opinions leaders who subsequently influence the ideas and actions of the culture and also people are affected by people. The first level is copy of information and the next transfer of impact. (Windahl et al, 2009)This way of communication will unveiling and promote the environmental effort for CSR as it is an extremely efficient way due to mass media included but also and society's view mainly influence. Therefore the environmental and social aspect of the business will be increased.
Systems Theory
In this advertising campaign, system theory will continue to work as an available communal system where there are permeable limitations and connections with the surroundings. The concepts of systems theory that will assist this project are: Reviews which is inspired and in turn influence the surroundings, Balance which convert inputs to outputs and Source which needs energy, people and materials to maintain them. Communication occurs at two levels, in what is said and exactly how it is interpreted. You will find five subsystems: Development, Disposal, Maintenance and Adaptive. Generally, cultural and environmental context of PR means can only just be about corporate and business interests which will help the campaign to be effective in the surroundings.
