Assessment 1 – HOTS Strategic Business Report (Group) You have been running your hotel (on the HOTS software) for the last three years as a hotel branded company. The property’s owner has leased the premises to your hotel company. Your three-year contract has now ended and you are attempting to make the case that the owner should recontract your services for the coming two years based on your performance to date.
Prepare a 4,000-word strategic Business Report drawing on the situation your hotel was in when you took it over, your plans for the last three years and how well you realised them, your performance in the market place, and, most importantly, your proposed plans for the hotel for the coming two years. You will need to discuss implemented strategies, actions and other business recommendations for your relevant hotel (used in the HOTS). It is important the report is supported by credible research theoretical models and other theory from your whole course throughout your report. Graphs should be used but are not included in the word count.
You need to make an objective case, so a wholly positive report of your performance to date will come across as unbelievable. Use examples of things that might not have gone as planned to highlight how you have learned and adapted to the market.
Essential Text and Materials:
Enz, CA 2010, Hospitality Strategic Management: Concepts and Cases (2nd ed.), Hoboken, NJ: Wiley Frynas, J. G., & Mellahi, K. (2011). Global Strategic Management, (2nd ed.), Oxford, UK: Oxford University Press. Gamble, J. E., Thompson, A. A., & Peteraf, M. A. (2013), Essentials of Strategic Management: The Quest for Competitive Advantage (3rd ed.), New York, NY: McGraw-Hill Irwin. Ghemawat, P. (2007), Redefining Global Strategy: Crossing Borders in a World Where Differences Still Matter, Boston, MA: Harvard Business School Press. BUS304 Strategic Management and H.O.T.S. Term 4, 2018
Created: Stephen Rodwell Policy Owner: Dean Modifed: Term 4, 2018 Version: 1 Review Date: Term 1, 2019 Page: 2 of 9 This online version is a controlled document. Any printed versions are considered uncontrolled versions of the document.
Gupta, A. K., Wakayama, T., & Rangan, U. S. (Eds). (2012), Global Strategies for Emerging Asia, San Francisco, CA: Jossey-Bass. Hill, C. W. L., & Jones, G. R. (2012), Strategic Management: An Integrated Approach (10th ed.), Mason, OH: Cengage Learning. Lamb, C.W., Hair, J.F., McDaniel, C., Summers, J. & Gardiner, M. (2013), MKTG2, Asia-Pacific ed., South Melbourne, Vic: Cengage Okumus, F., Altinay, L., & Chathoth, P. (2010), Strategic Management for Hospitality and Tourism, Oxford, UK: Butterworth-Heinmann.
HOTS Strategic Business Report Structure:
TITLE PAGE EXECUTIVE SUMMARY ? Discussion of Performance ? Discussion of Plan for the next 2 years TABLE OF CONTENT TABLE OF FIGURES (not optional) INTRODUCTION ? Background ? Aim ? Scope INTERNAL / ENVIRONMENTAL ANALYSIS (inherited, starting point) ? Assessment of internal and industry environments (using at least two (2) theoretical models) ? Strategic capability analysis ? SWOT or TOWS STRATEGIC STATEMENT ? Strategic Direction (vision, mission, values, ethics / CSR statements) ? Key objectives (and outcomes, must be SMART statements) ? Competitive advantage ? Stakeholder value creation ? Intended business strategy (short summary of your strategy going in) MARKETING (for the period of the simulation and the next two years) ? Positioning strategy ? Pricing tactics ? Appropriate advertising expenditure ? Appropriate promotional campaigns OPERATIONAL MANAGEMENT (for the period of the simulation and the next two years) ? Interpretation of operating results for the period of the simulation ? Appropriate staffing levels ? Appropriate staff training budget ? Refurbishment program (this is the addition of Rooms, Function Centre, etc.) ? Maintenance program (this is the refurbishment of areas to bring them back to a high standard) FINANCIAL and OPERATING RESULTS (for the period of the simulation and the next two years) ? Evidence of cost control systems ? Summary Income Statement & Budget (followed by trend analysis of performance and plan relevant to the Income Statement) ? Summary Balance Sheet & Budget (followed by trend analysis of performance and plan relevant to the Balance Sheet) ? Summary Cash Flow Statement & Budget (followed by trend analysis of performance and plan relevant to the Cash Flow Sheet) ? Discussion of the importance of cash flow BUS304 Strategic Management and H.O.T.S. Term 4, 2018
Created: Stephen Rodwell Policy Owner: Dean Modifed: Term 4, 2018 Version: 1 Review Date: Term 1, 2019 Page: 3 of 9 This online version is a controlled document. Any printed versions are considered uncontrolled versions of the document.
CRITICAL NOTE: Summary Balance Sheet, Income Statement and Cash Flow Statements (as financial reports for year zero, the past three years, and as budgets for the next two years) need to be given. You should utilise graphs and charts to help display your trend analysis.