HOS801 assessment 2
HOS801-ASSESSMENT 2 HELP (DIFFERENT GENERIC APPROACHES)
EXAMPLE 1: HOTEL CASE STUDY
- 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:
- Subject Matter/ Report Objectives:
- Sources of Materials and/or Methods of Analysis 3) Findings:
- Conclusions: your interpretation of the findings
- 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)
- Purpose of the report
- Major issues to be discussed in the report and how they address the purpose of the report
- Major sources of materials to be used
- Report structure/ Report Preview: the order of discussing the issues identified under Item 2)
- Concept Analysis:
ü The concept of sustainable competitive advantage in the hotel sector (in general) use literature
- Overview of the chosen hotel/organization ü (organizational structure, strategic purpose, vision, mission, products and services, customer segments served)
- 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:
- Cost leadership ü Differentiation ü Cost Focus
- Differentiation Focus or
Or Blue ocean strategy
Or Ansoff Matrix
- Market Penetration: How to sell more of your existing products or services to your existing customer base?
- 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)
- Conclusion
Remind the reader what was discussed in the report
- References
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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:
- Subject Matter/ Report Objectives:
- Sources of Materials and/or Methods of Analysis 3) Findings:
- Conclusions: your interpretation of the findings
- 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)
- purpose of the report
- major issues to be discussed in the report and how they address the purpose of the report
- major sources of materials to be used
- structure of the report: report preview: the order of discussing the issues identified under Item 2)
- The concept of Competitive Advantage and the airline industry in general (Briefly)
- 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. )
- Airlines Vision and Mission
- Strategic Analysis:Introduce this section. What is strategic analysis and why is
it important in relation to your topic- briefly)
- Brief Five forces competitor analysis of chosen Airline (focus on specific routes that it flies)
- 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.)
- Recommendations: Strategic Management Solution(Strategic
Methods/ Direction/ Choice) (how can the Airlines remain competitive in the environment in which it operates).
- These are the Strategic Management Solutions that can help the hotel to remain competitive or to achieve sustainable competitive advantage.
- 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
- Market Penetration: How to sell more of your existing products or services to your existing customer base?
- Market Development: How to enter new markets?
- Product and Development: How to develop existing products or services.
- Diversification: How to move into new markets with new products or services, increase your sales with your existing customer base as well as acquisition.
Porter’s Generic strategies
- Cost leadership
- Differentiation
- Cost Focus
- Differentiation Focus or Blue ocean strategy
- Conclusion
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EXAMPLE 3:
Topic: Safety and Security and Guest Experience: A Case Study of a destination or a Hotel
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:
- Subject Matter/ Report Objectives:
- Sources of Materials and/or Methods of Analysis 8) Findings:
- Conclusions: your interpretation of the findings
- 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)
- Purpose of the report
- Major issues to be discussed in the report and how they address the purpose of the report
- Major sources of materials to be used
- Structure of the report: report preview: the order of discussing the issues identified under Item 2).
- Concept of Safety and Security and guest experience in hotels/tourist destinations in general (briefly)
Ø Types of safety and security concerns for hotel guests, e.g., Ø Estimated effects of different crime categories on online ratings.
- Destination/Hotel (name, location, star rating, major products and services)
- Destination/hotel Vision and Mission
- Strategic Analysis: Introduce this section. What is strategic analysis and why is it important in relation to your topic- briefly)
- PESTLE analysis (PESTLE ENVIRONMENT (discuss how the DESTINATION has been impacted by safety and security issues historically and now)
e.g. disruption in business, competitiveness, customer goodwill, customer confidence
- Destination/Hotel Competitor analysis: Who are the competitors? Use relevant destination competitor analysis models
Destination competitiveness comparison (Some studies that can help you to analyze competition in destinations)
Hotel competitor analysis: Porter’s five forces model
5.4 Internal Analysis – Internal capability assessment (internal strengths and weaknesses) of the chosen destination to determine their ability to deal with Safety and Security concerns of the guests (e.g., do they have the right technology, the right people, etc)
- Recommendations: Strategic Management Solution (Strategic Methods/Direction/ Choice) ( how can the destination assure its guests/visitors/tourists that they are safe and sound when they visit. What security measures can they implement)
- Conclusion
- References
EXAMPLE 3: Crises Management ( Hotel, Destination, Airline/Hotels/ Theme Parks
(Dreamworld: Gold Coast Theme Park)
Strategic management issue: Crises management in the face of natural and manmade disasters: A Case Study of ..... (any of the big hotels or Destinations that have faced disasters will also do, such as Nepal, New Zealand, Syria, etc will do)
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:
- Subject Matter/ Report Objectives:
- Sources of Materials and/or Methods of Analysis 13) Findings:
- Conclusions: your interpretation of the findings
- 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)
- Purpose of the report
- Major issues to be discussed in the report and how they address the purpose of the report
- Major sources of materials to be used
- Structure of the report: report preview: the order of discussing the issues identified under Item
- Concept of Crises management and the hotel/destinations in general (briefly)
3.1: Case study organisation ü ( e.g Sheraton Colombo, Sheraton Hong Kong , Marriott Sydney etc.)
OR Destinations such as Nepal, Viet Nam, Sri Lanka, Mauritius,
(location, star rating, major products and services)3.2 Hilton Hotel Vision and Mission
- Strategic Analysis:
ü What is Strategic analysis and its purpose briefly/ and approaches to strategic analysis
- PESTLE Analysis (PESTLE Environment) ü Discuss how the hotel/destination has been impacted by natural and man-made disasters, historically and now)
ü You can give more attention to COVID here
e.g. disruption in business, competitiveness, customer goodwill, customer confidence
- Internal Analysis – Internal capability assessment of the Hilton (to determine their ability to withstand the pressure of crises caused by natural or manmade disasters such as Corona, SARS, Terrorism
In other words what are the competences of the hotel or chosen destination ? Is the hotel/destination strong enough in terms of its resource endowments to deal with a crisis of the COVID19 magnitude for example?)
Recommendations: Strategic Management Solution (Strategic Methods/ Direction/
Choice) ( how can the hotel/ theme park or destination/attraction recover from crises)
ü How can the hotel deal with crises caused by disasters such as COVID, SARS, e.t.c.
4.4. Conclusion
