ASSESSMENT BRIEF___________________________________________________ Page 1 of 2 Subject Title Strategic Management in Tourism and Hospitality Subject Code HOS801 Lecturer / Tutor Dr Mirrin Locke Dr...

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ASSESSMENT BRIEF___________________________________________________ Page 1 of 2 Subject Title Strategic Management in Tourism and Hospitality Subject Code HOS801 Lecturer / Tutor Dr Mirrin Locke Dr Chengeto Chaderopa Semester February 2020 Assessment Title Assessment Two – Individual Report Learning Outcome/s (found in the Subject Outline) 1, 2, 3, 4 Assessment type (group or individual) Individual Weighting % 30% Word count 1500 Due day & date Week 9 by 23:59 Sunday Submission type Paper copy ☐ Turnitin ☒ Format / Layout of Assessment Report: ICMS Cover Page Table of Contents Synopsis / Executive Summary Introduction Findings Conclusion Recommendations Reference List Appendices ☒ ☒ ☒ ☒ ☒ ☒ ☒ ☒ ☒ Assessment instructions Each individual student will write a 1,500 word report on one critical strategic management issue for an organisation of their choice in the Tourism and Hospitality industry. Students are encouraged to engage with a Tourism and Hospitality business identified in the course or draw upon their own industry experience to uncover a key strategic management issue for a business in the Tourism and Hospitality industry. Some key areas of strategic management in the Tourism and Hospitality industry that may be of interest could include the following; competition, resources, competitive advantage, business level strategy, corporate level strategy, organisation structure and controls, globalisation, entrepreneurship, leadership and sustainability. This assessment seeks to develop the critical thinking skills and abilities of students through the identification ASSESSMENT BRIEF___________________________________________________ Page 2 of 2 of a relevant strategic management problem for a Tourism and Hospitality business and the development of a viable strategic solution for that problem. Deliverables Individual students are to submit their written report of no more than 1,500 words to the Turnitin drop box on Moodle by 23:59 on Sunday of Week Important Instructions This Assessment is individual and contributes 30% to the final mark for the course. The word count limit is 1,500 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 / Rubric A Grading Rubric is posted in the subject Assessment block on Moodle. This Assessment represents 30% of the final grade for the course. Microsoft Word - HOS801 ASSESSMENT 1- APPROACHES TO THE ANSWER.doc 1 HOS801-ASSESSMENT 2 HELP (DIFFERENT GENERIC APPROACHES) Dr. CC – Feb 2020 EXAMPLE 1: HOTEL CASE STUDY 1. Executive Summary Executive summary (Use past or present tense please. For example, ‘This report analyzed or examines or This report analyses or examines) A very strong Executive Summary clearly communicates details regarding the: 1) Subject Matter/ Report Objectives: 2) Sources of Materials and/or Methods of Analysis 3) Findings: 4) Conclusions: your interpretation of the findings 5) Recommendations: These must necessarily address the conclusions you made above 2. Introduction A very good introduction should cover these aspects (Use future tense please, e.g. This report will, or is going to examine/analyze/ compare and contrast/ discuss/investigate) 1. Purpose of the report 2. Major issues to be discussed in the report and how they address the purpose of the report 3. Major sources of materials to be used 4. Report structure/ Report Preview: the order of discussing the issues identified under Item 2) 3. Concept Analysis: ü The concept of sustainable competitive advantage in the hotel sector (in general) use literature 4. Overview of the chosen hotel/organization ü (organizational structure, strategic purpose, vision, mission, products and services, customer segments served) 5. Findings: Business environmental analysis 5.1 PESTLE Analysis 5.2. Porter Five Forces Model 5.3: Internal Analysis (You can use internal capability analysis, VRIO, OR THE SWOT model) 5.4 : Brief competitor analysis (Porter five forces model) 5.4.1. Strategic opportunities identified in the analysis above (5.1 to 5.4) 5.4.2. Strategic threats identified from above (5.1 to 5.4) (Please only apply the strategic management models that are suitable for your strategic management challenge) 6. Strategic Management Solution: Porter’s generic strategies and others can be used to gain sustainable competitive advantage for the specific hotel. Perhaps choose one strategic solution and not all. The strategic solution you choose should be one that relates to the threats and opportunities identified under 3.4.1 and 3.4.2 above. So, it doesn’t help to apply all these business level strategies. Choose one or at most two (2) that are complementary or support each other from these below: ü Cost leadership ü Differentiation ü Cost Focus ü Differentiation Focus or Or Blue ocean strategy 2 Or Ansoff Matrix ü Market Penetration: How to sell more of your existing products or services to your existing customer base? ü Market Development: How to enter new markets? ü Product and Development: How to develop existing products or services. ü Diversification: How to move into new markets with new products or services, increase your sales with your existing customer base as well as acquisition. (There are many other strategies you can apply to solve the strategic management challenges. TheH key is choosing an appropriate strategic management solution for the right strategic management challenge) 7. Conclusion Remind the reader what was discussed in the report 6. References --------------------------------------------------------------------------------------------------------------------- EXAMPLE 2: AIRLINE EXAMPLE Topic: Gaining competitive advantage in the airline industry: A case study of... 1. Executive summary Executive summary (Use past or present tense please. For example, ‘This report analyzed or examines or This report analyses or examines) A very strong Executive Summary clearly communicates details regarding the: 1) Subject Matter/ Report Objectives: 2) Sources of Materials and/or Methods of Analysis 3) Findings: 4) Conclusions: your interpretation of the findings 5) Recommendations: These must necessarily address the conclusions you made above 2. Introduction A very good introduction should cover these aspects (Use future tense please, e.g. This report will, is going to examine/analyze) 1. purpose of the report 2. major issues to be discussed in the report and how they address the purpose of the report 3. major sources of materials to be used 4. structure of the report: report preview: the order of discussing the issues identified under Item 2) 3. The concept of Competitive Advantage and the airline industry in general (Briefly) 4. Airlines (Strategic Purpose: Who owns it, location of HQ, What type of airline is it? What are its products and services, major routes, customer segments. ) 4.1. Airlines Vision and Mission 5. Strategic Analysis: Introduce this section. What is strategic analysis and why is it important in relation to your topic- briefly) 3 5.1. Brief Five forces competitor analysis of chosen Airline (focus on specific routes that it flies) 5.2. Brief PESTLE analysis: (PESTLE Environment (focus on PESTLE Factors in specific routes not the whole world) (discuss how the performance of Etihad has been affected by PESTLE Factors in those chosen specific routes; e.g. disruption in business, competitiveness, customer goodwill, customer confidence 5.3 Brief 5 Forces Industry Analysis 5.4 Brief Internal Analysis – Internal capability assessment (internal strengths and weaknesses) of the the Airlines to determine their ability to deal with competitive forces identified above (e.g., do they have the right technology, the right people, etc). In other words what are the competences of the Airline ? (It is better to focus on specific routes that the chosen airline flies instead of all the routes). You can also apply relevant aspects of VRIO, Value Chain, SWOT to understand the Internal environment of the chosen company. 5.4.1. Strategic opportunities identified in the analysis above (5.1 to 5.4) 5.4.2 Strategic threats identified from above (5.1 to 5.4.) 6. Recommendations: Strategic Management Solution (Strategic Methods/ Direction/ Choice) (how can the Airlines remain competitive in the environment in which it operates). ü These are the Strategic Management Solutions that can help the hotel to remain competitive or to achieve sustainable competitive advantage. ü The Strategic Management Solutions must take advantage of the Strategic Opportunities identified during the Strategic Analysis Stage above (Please only apply the strategic management Solution/methods/choice/ direction/ models that are suitable for your strategic management challenge) E.g. Ansoff Matrix Ø Market Penetration: How to sell more of your existing products or services to your existing customer base? Ø Market Development: How to enter new markets? Ø Product and Development: How to develop existing products or services. Ø Diversification: How to move into new markets with new products or services, increase your sales with your existing customer base as well as acquisition. 4 Porter’s Generic strategies Ø Cost leadership Ø Differentiation Ø Cost Focus Ø Differentiation
Apr 30, 2021HOS801ICMS (International College of Management Sydney)
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