SHM608 Strategic Hotel Management
Learning Outcomes demonstrated by successful completion of the task below include:
a. Understand and apply analytical tools for strategy formulation appropriate to a hotel.
b. Prepare, apply and monitor a strategic business plan for a hotel.
c. Generate, implement and justify business and marketing strategies suitable for new or continuing hotels.
d. Evaluate and justify resources, capabilities, competencies and competitive advantage for new or continuing hotels.
e. Analyse the managerial tasks associated with developing and executing organisational strategies.
f. Work effectively in teams and participate in strategic management decision-making concerning the operations of a hotel.
Task Instructions
The contract of your hotel (on the HOTS software) with the property owner has now expired and you are attempting to make the case to secure a renewal of the contract for your services for the next two years based on your performance to date.
Drawing on the situation your hotel was in when you took it over, critically evaluate your plans for the period you managed, and how well you realised them in the marketplace, and, most importantly, your proposed plans for the hotel for the coming two years.
For this assessment, you must critically evaluate the implemented strategies, plans and actions of the last three years and provide justifications for all business recommendations for your hotel (used in the HOTS) to move forward. Application of theoretical models and other theories from your whole course is imperative. Your arguments must be supported by credible academic resources.
Note
You need to make an objective case, so a wholly positive report will come across as unbelievable. Use examples of planning and outcomes that might not have gone as planned to highlight how you have learned and adapted to the market. You will need to show critical thinking throughout the report in the assessment of the applied strategy, this will allow your recommendations to be built on strong objective grounds. Graphs should be used but are not included in the word count. Please utilise academic research throughout your report, appropriately referenced in APA 7th edition.
GET PROFESSIONAL HELP NOW! Please write your HOTS Strategic Business Report in the format below:
TITLE PAGE
EXECUTIVE SUMMARY
TABLE OF FIGURES
MAIN BODY:
INTRODUCTION
• Section 1: INTERNAL / ENVIRONMENTAL ANALYSIS & STRATEGIC STATEMENT
• Section 2: MARKETING, OPERATIONS & FINANCIAL PERFORMANCE
CONCLUSION
RECOMMENDATIONS
REFERENCE LIST (APA 7th edition format, minimum 12 peer-reviewed academic journal article references)
CRITICAL NOTE:
Just presenting graphs is not enough. There is a need to discuss what the graphs reveal and the implication(s) for your hotel.
Format
• Word Count: 1,000 words per group member + financial and statistical analysis
• Style: Business Report
• Refer to the 2018 Assessment Structure Style Guide (in the SHM608 Assessment folder) for further format requirements.
Recommended Texts 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.
Gupta, A. K., Wakayama, T., & Rangan, U. S. (ed.), (2012), Global Strategies for Emerging Asia, San Francisco, CA: Jossey-Bass. Page 4 of 5
Hill, C. W. L., & Jones, G. R. (2012). Strategic Management: An Integrated Approach (10th ed.),
Mason, OH: Cengage Learning.
Lamb, C.W, Hair, JF, 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.
