Assessment A – Strategic Plan

Assessment A – Strategic Plan (worth 25% of the module mark)

Due: Week 7 (Friday 13th July 23:59)

Feedback Date: within 15 working days

Word count: 1,000 words (+/- 10%)

For this assessment, imagine that you are currently working for a hospitality organisation. The company currently operates three hotels in Scotland and is looking to expand their operations by opening a fourth hotel in Edinburgh. You are the manager that would be responsible for operating this new hotel and have therefore been asked to develop a strategic plan, which his to be submitted to the company’s CEO.

This strategic plan should provide the CEO with some further information about the hotel itself (e.g., the hotel’s name, mission statement, values, and target market), as well as how you intend to approach running the hotel (an analysis of the competitive environment, the strategic approach that will be adopted, a discussion of the hotel’s competitive strategy, and a review of your decision making). Key topics to be addressed in the strategic plan therefore include the following:

1. Overview of the business (approx. 100-200 words)

Discuss the purpose of a mission statement and values

Introduce and provide rationale for the mission statement and values of your own hotel

Identify and justify the target market of the hotel

2. Overview of strategic management (approx. 300-400 words)

Briefly discuss the role and purpose of strategic management

Identify key considerations of strategy in the hospitality context

Using appropriate theory and concepts, conduct an analysis of the hotels internal and external environment

Identify and justify the strategic approach that will be adopted

3. The hotel’s competitive strategy (approx. 300-400 words)

Briefly discuss the role and importance of competitive strategy

Explain your proposed strategy to achieve competitive advantage, including justification for these choices

4. Strategic implementation and decision making (approx. 100-200 words)

Identify and discuss the relationship between hospitality operational variables and strategic performance

Discuss the role and importance of decision making

Include in your appendix your weekly decision log for all weeks completed thus far. The log should be a list of decisions made each week and a brief reason for each. A template is available on Moodle.