1) Identify a tourism or hospitality organization that you would like to explore.
2) Conduct an external analysis of the organisation’s environment using a suitable strategic tool
3) From the above, critically evaluate some of the strategic and analytical tools that could be adopted for developing a strategic direction within the organization. Present strategic objectives based on your evaluation.
Note: if you are unsure of the suitability of your selected organisation for study, please consult any of the tutors prior to starting your report.
SUGGESTED PRESENTATION STYLE FOR SUBMISSION:
i. INTRODUCTION (recommend not more than 300 words)
Include a short background of the company: to include for example
– nature of the business/ service
– major markets served
– other relevant basic information
ii. EXTERNAL ANALYSIS (recommend not more than 300 words; number of words in table is not included in the word count)
Summary of the external analysis using one of the above tools, and referring to the table that is incorporated into the text.
iii. DEVELOPING A STRATEGIC DIRECTION (between 1600-1900 words approx..)
Using different strategic and analytical tools, develop a strategic direction for the company.
iv. RECOMMENDED STRATEGIC OBJECTIVES (recommend not more than 300 words)
This section should clearly state the strategic objectives of the business, for the next 3 years. The strategic objectives must be consistent with your analysis in sections ii. and iii. above.
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