For this
assignment , you should choose a real
hospitality organization, facility, or brand that you would like to study. You
may select a single restaurant, hotel, entertainment or sports venue, or
destination. Alternatively, you may choose an established hospitality brand:
for example, The Capital Grille brand or Courtyard by Marriott. It is not
recommended that you choose an entire hospitality company (like Darden
Restaurants or Marriott International).
The
availability of information on your topic is essential. So, if you choose your
favorite local spot, you will need to be able to observe the operation and
interview a manager or owner. If you choose a brand, make sure it is part of a
public company, which has information available to the public.
Please organize
your paper using the topic headings below. You must use at least three sources
to help you (including the company website). Use MLA format, and remember to
cite your sources within the paper.
Introduction,
target markets, and position
Identify the
company, facility, brand, or destination. (From here on, we will call it “the
organization”.) Briefly describe its core product. Describe where it is
located; if you are describing a brand, explain where most of its properties
are located. Also, who are the one or two main target markets? Finally, in one
or two sentences, describe the organization’s position.
Strengths
Describe at
least two strengths of the organization. What does it do well? For each of the
strengths, include a quote from an outside source, and cite the source of your
quote. Alternatively, if your source of information is your intense and
frequent observation as an employee or customer, state how you learned the
information.
Weaknesses
Describe at
least one weakness of the organization. What mistakes is the organization
making, or what is it not doing well? Cite the source of your knowledge.
Opportunities
Describe at
least two specific and real opportunities for your organization, and how the
organization can take action with the opportunity. Include a citation from a
source for each. Possibilities include, but are not limited to:
•
Projected increase of a targeted demographic or
psychographic group
•
Technological advances
•
A potential new target market
Threats
1. Competitors:
Identify and describe two of your organization’s competitors. Compare your organization
to the competitors. Cite your sources.
2. Other:
Identify at least one other environmental factor that poses a threat to your organization.
Describe this environmental factor and give your opinion about its timeline and
how realistic it is. Cite your source(s) of information.
Possibilities
include, but are not limited to:
• Economic or political instability
where your property or properties are located
• Projected decrease in the size of
one of your organization’s target markets
• Anticipated changes to legislation
or regulations
Conclusion
Based on what
you have learned about this organization so far, what is your opinion about its
future?
Works Cited
Please use MLA
format for your Works Cited page. Be sure to cite all of your sources,
including personal interviews.
