A1 Company and Industry Profiles
Industry Classification/Size and Growth: Identify the specific industry segment to which your hospitality/tourism company belongs. For example, Starbucks belongs to the multinational coffeehouse segment which is within the Food and Beverage sector which is part of the Hospitality industry. It would be incorrect to identify Starbucks as belonging to the Hospitality/Tourism Industry or the Food and Beverage Industry.
Step 1. Locate data/documentation on that segment. Put it in the appendix.
Step 2. Write a narrative analysis about the data/documentation you gathered on the Size and Growth of that Industry segment.
Company Size and Growth: In this example the company is Starbucks.
Step 1. Locate date/documentation on your company specific to this section. Put it in the appendix.
Step 2. Write a narrative analysis about the data/documentation you gathered specific to this section on your company.
Company Profitability to include factors affecting profitability: In this example the company is Starbucks.
Repeat Step 1 and 2 above.
A2 Vision; Mission: Guiding Principles
This is a company analysis. In example that would be Starbucks.
Follow same process as for A1 of gathering and writing.
IB. External Environment (PESTEL){1 page/500 words minimum}
You are conducting a PESTEL analysis for your company (in example above Starbucks) following the same two-step process as for A1 of data/documentation gathering and writing.
Note: It is not enough to simply identify the six segments of the general external environment. The body of the paper needs to contain an in-depth narrative analysis in your own words based upon documentation you locate and place in the Appendix. This must be specific to your company, in our example, Starbucks and not the industry or world at large.
IC. Profit Potential (Porter’s Five Forces) {1 pages/500 words minimum}
You are conducting a Porter’s Five Forces analysis for your company (in example above Starbucks) following the same two-step process as for A1 of gathering and writing.
Note: It is not enough to simply identify the five forces for your company. The body of the paper needs to contain a thorough narrative analysis of them in your own words based upon documentation you locate and place in the Appendix. This must be specific to your company, in our example, Starbucks and not the industry or world at large.
ID. Internal Environment (SWOT) {1 page/500 words minimum}
You are conducting a SWOT analysis for your company (in example above Starbucks) following the same two-step process as for A1 of gathering and writing.
Note: It is not enough to simply identify the four segments of the internal environment. The body of the paper needs to contain a thorough narrative analysis of them in your own words based upon documentation you locate and place in the Appendix. This must be specific to your company, in our example, Starbucks and not the industry or world at large.
{Section I depth minimums are 5 pages/2,500 words minimum}
Section II
You will write, in your own words, feedback to the executive team of the company you selected for your BAP.
This section of your BAP is based upon the analysis you have prepared in Section I. This is not the time to bring in additional information that has not previously been analyzed. You should still write in third person. There are no citations since you will not be providing information or ideas by others, but only your own thoughts and perspectives.
Closely review the rubric so you are aware of the criteria that will be used to evaluate this section of the BAP.
Give this section the time it deserves. It may be the last section but it is the critical section. Too often students run out of time and do not provide the thorough narratives required in this section.
IIA. Company Problem Identification {1/2 pages/250 words minimum}
Problems must stem directly from the analysis and be specific to your company. Generic problems that impact the entire industry or the entire segment of the industry to which your company belongs should not be identified.
For example: the industry has been impacted by COVID, your industry segment has been impacted by COVID, this means your company has also been impacted. Unless you analyzed in Section I how COVID specifically impacted your company than it cannot be introduced here as it is a generic industry problem.
Another example would be high price of gas for a cruise line. High gas prices impact all cruise lines. To identify as a Company problem, it would have to be analyzed in Section I as to how this specifically impacted your BAP’s cruise line; otherwise it is a generic industry segment problem.
Each problem identification should contain a thorough narrative analysis in third person and clearly identify why it is a problem for this specific company. (Not the industry or the world.)
IIA2. Company Solutions to those Problems {1/2 page/250 words minimum}
Each solution should contain a thorough narrative in third person that addresses a specific solution to that specific problem that is specific for this company. (Not the industry or the world.)
Problem 1
Solution 1
Solution 2
Problem 2
Solution 1
Solution 2
Problem 3
Solution 1
Solution 2
{Total paper length: 6 pages/3,000 words minimum excluding Title page, table of contents, references and appendix)
