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Presentation
Corporate Strategy for Hospitality-
A case study of The Ivy Collection
 Introduction
• Analyzing the current position, internal and
external analysis of Ivy collection.
• Developing a SWOT analysis of the company.
• Recommending a future strategy for the company.
• Aim: Comprehending the basic terminology which
can be effective for ivy collection.
Brief overview of Ivy Collection
• Founded in 1917
• Suitable for every occasion according to Ben
McCormack
• Quality food and casual environment is assured in
restaurants.
• Accessible all day Ivy cafés.
Current position of Ivy Collection
The Ivy grills and brasseries The Ivy Cafés
• Currently owning 4.6% of the • Started late at 2015
restaurant market share. • Became popular with a quiet
• Had a revenue of 13.7million and approachable place.
pounds in 2019. • Quality foods ensured growth
• Competitors: Le peep, of the business.
Bartolotta restaurant. • Revenue growth was 7.6% from
2018 to 2019.
Internal analysis of Ivy Collection
Two models will be used to conduct an internal analysis of the
company which are,
• Cultural web
• Value chain analysis
Cultural web analysis of Ivy Collection

• Historical restaurant.
• Hierarchy of power distribution
is followed.
• Maintain effective planning.
• Follow tight schedules.
• Supervisors are trained to
become effective leaders.
Value chain analysis of Ivy Collection
• Efficient firm infrastructure and
possess a good HR management
team.
• Use technology in business like in
payment and ordering.
Procurements are from authentic
sources.
• Logistics are to be ensured timely
and effectively.
• Operations management, marketing
and services are maintained with the
strong brand name.
External analysis of Ivy collection
External analysis of Ivy collection will be conducted using two
methodologies which are,
• Porter’s five forces
• PESTEL analysis
Porter’s five forces in Ivy Collection
• New restaurants and Cafes like
Townsend and Kirin are launching.
• Suppliers are bargaining more in this
pandemic situation.
• Internal rivalry is handled perfectly
by the company.
• Substitutes like online delivery
system is embraced by the company.
• Customer bargaining power is not
yet a threat to the company as their
customers are mainly celebrities and
people related with art.
PESTEL analysis of Ivy Collection
• Political stability has collaborated
strongly as well as economic
growth of hospitality industry.
• Technological advancements used
in delivering good service and
social benefits.
• The company has also fulfilled its
corporate social responsibilities
and always maintain legal
legislations and laws.
SWOT model of Ivy Collection
Strength Weaknesses

• Quality food • Lack of experience in workforce

• Strong Brand name • Too much zero hour workers
• Availability at all times • Bad time management
• Good marketing strategy

Opportunity Threats

• More people depending on restaurants • Big dogs in the market like star bucks or
• People looking for quite place to work and Manchester or Edinburg.
have a decent meal. • Covid-19 pandemic.
• Growing hospitality industry
 Stakeholders Mapping of Ivy: Influence
interest Matrix
• Keep informed: Investors, reporters and
policy makers.
• Manage closely: Workforce, service
providers, raw materials providers.
• Monitor: Supervisors, HR managers or
management teams and quality service
providers.
• Keep satisfied: Customers, food bloggers,
chefs and regular workers.
Current Strategy of Ivy using SAF model
SAF Matrix Strategic Options

Option one Option two Option Three

Sustainability Provide value for money Quality service with Comprehend to needs of
authentic products consumers of a market

Acceptability Embrace the artistic Go along with different Accept the weaknesses
sides of the company. requirements to be to eliminate them in
flexible. future.
Feasibility Expanding business in Building new areas of Developing products and
different regions commodities. markets.
Recommendations for future strategy for
Ivy Collection
• Build alliances with firms and delivery services for
better raw materials and future services.
• Build an HR management team that will build a skilled
workforce
• Attract consumers by marketing in social media and
arrange campaigns.
• Meet the corporate social responsibilities which will
create a good impression for them.
Drift model in the context of Ivy Collection
• Strategy recommended for Ivy will
definitely create a shift in their
performance.
• They will embrace the new
technological advancements in their
corporate strategy.
• They will use the model to reach
their destination which is model
revolution.
Force field analysis of Ivy collection
Driving forces:
• Dedication of employees and managers
• Trying to build a strong brand name
across the country
• Good leadership to achieve goals.
Restraining forces:
• Lack of motivation.
• Pressure from collogues and
supervisors.
• Competition in the marketplace.
 Conclusion
• Ivy collection has a historical perspective which attracts
many customers.
• The company can use data from SWOT analysis to
embrace new ideologies.
• Force field analysis and draft analysis can also collaborate
in decision making and building strategies.
• The company need to initiate these methodologies for
better outcomes.
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Thank you