ASSESSMENT BRIEF___________________________________________________
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Subject Title Strategic Management in Tourism and Hospitality
Subject Code HOS801
Lecturer / Tutor Dr Mi
in Locke
Dr Chengeto Chaderopa
Semester Fe
uary 2020
Assessment Title Assessment Three – Individual Report
Learning Outcome/s (found in the
Subject Outline)
1, 2, 3, 4
Assessment type (group or
individual)
Individual
Weighting % 45%
Word count 2500
Due day & date Week 14 by 23:59 Sunday
Submission type Paper copy ☐ XXXXXXXXXXTurnitin ☒
Format / Layout of Assessment
Report:
ICMS Cover Page
Table of Contents
Synopsis / Executive Summary
Introduction
Findings
Conclusion
Recommendations
Reference List
Appendices
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Assessment instructions
For a Tourism and Hospitality organisation of your
choice, research and analyse the existing strategy of
that business.
You have recently been appointed as the CEO of your
chosen organisation, apply your critical thinking skills
to develop strategic recommendations for the
development of the business over the next 12 months.
To submit a definitive and complete Report for the
organisation chosen, you will need to consider at least
the following –
A
ief history of the organisation and its
strategic development.
The internal and external environments of the
organisation.
The development of strategy at a business,
functional and corporate level.
Competitive advantage and sustainability.
The impacts of mergers and acquisitions,
international strategy and alliances.
ASSESSMENT BRIEF___________________________________________________
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Strategic implementation and the importance of
leadership and entrepreneurship.
Organisational structure, controls and corporate
governance.
The Report may address other relevant considerations
and must include evidence of research to substantiate
your conclusions and recommendations.
Deliverables
Individual students are to submit their written Report of
no more than 2,500 words to the Turnitin drop box on
Moodle no later than 23:59 on Sunday Week 14.
Important Instructions
This Assessment is individual and contributes 45% to
the final mark for the course.
The word count limit is 2,500 words (plus or minus
10%), excluding Appendices, References and
Quotations.
Times New Roman 12 point font and 1.5 line spacing.
APA referencing as per 2018 ICMS Style Guide.
Header to contain student names and identifier
numbers only.
Footer to contain page number only.
Plagiarism Declaration attached as first page inside the
cover page.
Last page of the Originality Report attached as second
page inside the cover page.
Refer to and comply with, all the relevant requirements
for a Business Report as listed in the ICMS Style
Guide and note particularly the penalties that apply to
non-compliance with the word count limit and late
submission.
Grading Criteria / Ru
ic A Grading Ru
ic is posted in the subject Assessment
lock on Moodle. This Assessment represents 45% of
the final grade for the course.
Microsoft Word - HOS801-ASSESSMENT 3 ANSWER GUIDE.doc
HOS801 Assessment 3 Answer Guide
Dr CC 2020
Question: For a Tourism and Hospitality organisation of your choice, research and analyse the existing
strategy of that business.
You have recently been appointed as the CEO of your chosen organisation, apply your critical thinking skills to develop
strategic recommendations for the development of the business over the next 12 months.
To submit a definitive and complete Report for the organisation chosen, you will need to consider at least the following
Ø A
ief history of the organisation and its strategic development.
Ø The internal and external environments of the organisation.
Ø The development of strategy at a business, functional and corporate level.
Ø Competitive advantage and sustainability.
Ø The impacts of mergers and acquisitions, international strategy and alliances.
Ø Strategic implementation and the importance of leadership and entrepreneurship.
Ø Organisational structure, controls and corporate governance.
The Report may address other relevant considerations and must include evidence of research to
substantiate your conclusions and recommendations.
Suggested Structure: Please note that this is just one of the many different ways you can take to
answer the question. The important thing to remember is that the analysis of the company is
conducted in order to enable you as the new CEO to understand what the company is doing well and
what they are not doing well. Every stage of the analysis must be followed by a
ief identification of
what the company is doing well and not doing well. Your plans for the next 12 months must therefore
e based on what you find in your analysis. Don’t fix what is not
oken!
1.Executive Summary
2.Introduction
3.A
ief history of the specific organisation and its strategic development (Strategic purpose details/
4.Cu
ent Organisational structure
5.Cu
ent strategy and goals : Corporate/Business/Functional
Ø Analyse the sustainability practices of the organisation: e.g. CSR or TBL
Ø What have been the impacts of mergers and acquisitions, and alliances.
(assuming the company has done any of these)
6.Analysis of the cu
ent strategy in relation to the external environmental factors of the
organisation
(Choose the models that you consider appropriate in your external analysis, eg PESTLE,
Porter Five Forces Analysis)
After conducting the external analysis answer these questions:
6.1. Is the company’s cu
ent strategy suited to the characteristics of the external
environment?
i.e. Does the company’s cu
ent strategy match the PESTLE environment?
Does the company’s cu
ent strategy match the competitive landscape?
Are the sustainability practices of the organisation comprehensive and giving the company
a competitive edge over the other competitors?
7. Analysis of the cu
ent strategy in relation to the internal environmental factors of the
organisation.
What does the company do best cu
ently?
What are the company’s resources – assets, intellectual property, people/
What are our company capabilities/competences?
After conducting the internal environmental analysis answer these questions:
XXXXXXXXXXIs the company’s cu
ent strategy suited to the characteristics of the internal environment
XXXXXXXXXXi.e., Does the company’s cu
ent strategy match the internal strengths and weaknesses of the
company?
XXXXXXXXXXDoes the company’s cu
ent strategy match the internal capabilities of the company?
(Here, you may raise as many relevant issues as you like)
8.Based on the analyses above, what are the major issues that need to be addressed
8.1: Low occupancies in the hotel: Explain
iefly refe
ing to the analysis conducted already
8.2: High unresolved cases of customer complaints or too many customer complaints: Explain
iefly refe
ing to the analysis conducted already
8.3: Limited revenue generation streams: Explain
iefly refe
ing to the analysis conducted
already
8.4....................................
8.5.........................................
8.6.............................................
(In your case, you may identify any number of issues. You can identify 20 issues if you like as
long as they are based on the analyses done already).
HOS801 Assessment 3 Answer Guide
Dr CC 2020
9.Strategic recommendations for the development of the business over the next 12 months: Choose from
the above and create new SMART strategic goals for the next 12 months. You can’t co
ect everything that you
identified in your analysis. Somethings will be co
ected after the first 12 months.
*In my case here I would choose only 3 issues from 8.1 to 8.6 that I think need to be urgently addressed
within the next 12 months. You can choose any number of issues that you think is reasonable and can
e addressed within the 12 months. The issues that you choose must be urgent and if not addressed
they will affect the company’s survival or competitiveness*.
SOME EXAMPLES OF STRATEGIC GOALS
Ø Create and launch new product(s)
Ø Increase customer conversion
Ø Become market leader
Ø Sales: Company’s sales growth/Market sales Growth -> must be >1
Ø Customer satisfaction:
Ø Gain new market position/ re
and the company
Ø Explore new customer segments
Ø Increase shareholders dividend
Ø Diversified revenue streams
Ø Increase number of products in portfolio (BCG matrix)
Ø Open new locations
Ø Market development/ Going international
Ø Create and implement training program
Ø Decrease employee turnover
Ø Improve employee satisfaction (Employee Engagement) Improve customer satisfaction
Ø Decrease the number of product returns
Ø Response time to complaints
Ø Number of followers/like on social media
Ø Improve service approach for new and existing customers.
Ø Strategic partnerships
Ø Customer Delivery time
Ø Increase occupancy rates
Ø Increase web traffic
Ø Restructure organization
Ø Grow through acquisition/mergers
Ø Decrease defects
Ø Improve supplier relationships
Ø Increase team size
Ø Increasing shareholder value by the next quarter