Assignment task: Report on a case study of a famous hotel chain The Marriot International.
Description:
1. A very brief overview of the firm and its product or service and target market
2. Positioning Map. Using a positioning map, students will identify and map the relative positions of the key competitors, competitive advantage of your chosen business.
3. Vision, Mission Statement & Goals: How do these statements relate to the nature of their business? Mentioned your current - Vision, Mission and Goals of your business
4. Unique differentiating features. Highlight the unique features of your products/services, particularly what is going to make and stand out above the rest.
4.1 Recommend at least 2 unique ways your selected business may offer to control mental health and anxiety during COVID-19 as client attraction
5. Advertisement and Promotion How the product /service are advertised/promoted
5.1 What is your recommendation to improve the advertisement /promotion to improve the profit of the company in the Covid situation?
6. Conduct a SWOT analysis; Identify 3 Strengths, 6 Weaknesses, 3 Opportunities and 3 Threats
7. PESTLE analysis -
7.1 What environmental trends do we need to be aware of, and take into consideration, as we think about our future strategic direction? This could include economic, political, legal, environmental, social, or technological changes which will or are impacting the hospitality industry
7.2 What are the greatest areas of needs for our clients/our community? Do you foresee this changing in the next five years?
7.3 What are the opportunities for the business to make a bigger impact?
7.4 COVID-19 aftermath in reflection to the government restriction/political decision in the hospitality industry
7.5 New lifestyle and holiday pattern: demographic analysis - the most relevant
Criteria:
1. Make appropriate use of the concepts of strategic management in the written form
2. Critically evaluate theoretical positions, and identify strengths and weaknesses of a given strategy/organisation
3. Clearly demonstrate linkages between factors in the internal/external environment and current business strategies and issues facing a current real-time case organisation
4. Develop a strong, credible argument
5. Communicate complex information clearly and succinctly in the written forms
6. Develop a strong, credible argument
7. Demonstrate research skills and the use of appropriate strategic management literature