Essay on Marketing Strategies for Businesses

7552 Words31 Pages
Marketing Strategies for Businesses


Samuel Whitbread established Whitbread plc in 1742, originally as a beer producing company. Since then, Whitbread has moved from strength to strength incorporating wider varieties of businesses under its wing with each growth. Today, Whitbread owns and operates some of the most popular business in restaurants, hotels and leisure and health.

Beefeater Vision

'To make Beefeater the first choice as a great place to eat and drink.' The Lydiard Travel Inn, Beefeater restaurant, Pub and Touchbase is situated just off junction 16 of the M4, beside the Hilton
International. It has a 150 seater Beefeater restaurant, which is open all day from breakfast for overnight guests
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· To asses the appropriateness of current strategies employed by the Lydiard, and to recommend strategies for the future.

Whitbread's leading brands hold powerful positions in three of the fastest growing sectors of the £172 billion UK leisure market - hotels, eating out, and health and fitness.

In the restaurant there are meals served from several menus. In the bar there is a wide range of beers and real ales as well as having bar snacks available all day, every day. Within the complex there is the
Touchbase Centre which includes 10 meeting rooms, coffee lounge, work stations and office support. The Lydiard is available for business meetings, training courses, accommodation and food for all the family.

Lydiard Photo

The mission statement for Whitbread which owns Beefeater is as follows and clearly outlines the objectives for the business.

Whitbread's vision is:

"To be the customer's first choice for enjoyment as the UK's leading
Leisure Company"

The company is constantly examining its vision to ensure that it is both relevant and stretching.

They are always reviewing their mission statement to ensure that it is relevant to Whitbread in 2002. At its heart there is the corporate aim to double the value of the company within 5 years.

The above graph shows a general trend in the amount of money being spent on eating out in the United Kingdom.
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