Individual Case Study :
Assignment Structure:
Your assignment should cover the following sections. Please have a cover page and a table of
contents. Pages should be numbered and all sections must be completed.
1. Background of the Hotel Company (5%)
Provide an overview of the selected hotel company, including its history, mission, vision, andcurrent market position.
Highlight key milestones, achievements, and challenges faced by the company.
2. Literature Review on Strategic Management in the Hospitality Industry (20%)
Explore relevant academic literature on strategic management in the hospitality sector.
Discuss key theories and models that are applicable to the hospitality industry and analyse the
theories that are the most relevant to your chosen company. You must justify why these theories
are relevant.
3. External Analysis (20%)
Conduct a comprehensive analysis of the external environment affecting the hotel company, using
a strategic tool such as PESTEL analysis. Your analysis will be international rather than local. The
analysis will cover the impact of industry trends, economic factors, technological advancements,
and regulatory influences on the chosen hotel company.
4. Internal Analysis (20%)
Evaluate the internal strengths and weaknesses of the hotel company using a strategic tool such
as SWOT analysis.
Examine the company’s resources, capabilities, and core competencies.
Identify the areas where the company can gain competitive advantage.
5. Current Strategic Management Practices (15%)
Analyse the hotel company’s existing strategic management practices
Evaluate the alignment between the company’s strategies and its internal and external
environment.
Assess the effectiveness of the current strategies in achieving the company’s objectives.
5. Conclusion (5%)
Summarise the key findings of the analysis.
6. Strategic Recommendations (15%)
Based on the analysis, propose recommendations for the future strategic direction of the hotel company.
Provide a rationale for each recommendation, considering the competitive landscape and future
trends in the hospitality industry.
Discuss potential challenges and implementation strategies for the proposed recommendations.
