CHOSEN ORGANISATION – MERCURE HOTEL SYDNEY
ASSESSMENT TWO: FIRM SELECTION – STRATEGIC DETERMINATION - SWOT ANALYSIS (PRESENTATION WITH A MINI- REPORT – NOT MORE THAN 500 WORDS)
Task Length:
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Presentation – Not more than 15 Slides
Detailed instruction in each slide
The template is already shared and provided
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Task Type
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Individual
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Due week and submission deadline
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Week 7 - SUNDAY – 09 May 2021 – 23:59
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Value
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Recorded Video Presentation – 45%
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Students will report on a case study of a
Travel and
Tourism, Accommodation or Hospitality (Food and Drinks) organisation
of their choice. Our chosen organization must have the website presence with substantial customer reviews. The presentation will cover the 4 main points and relevant sub points as per the suggested framework detailed in the
Task Requirements
below. You must participate and authenticate your identity during this not more than 10 minutes presentation. Once you will complete this presentation recording, upload to either your YOUTUBE CHANNEL or DROPBOX; copy this presentation link and upload on the LMS portal on or before the due date.
Students will also be required to submit a Video Presentation (PowerPoint) either through their YOUTUBE channel OR Zoom Recording OR Google Drive link and a detailed slide in the power point notes. You must ensure this slide note must be aligned to your report discussion for the maximum outcome.
Check the following structure to select your business within the industry:
General Area
– Industry - Accommodation | Food & Drinks | Travel and Tourism
· Specific Business - Accommodation - Bed & Breakfasts | Hotels | Motels | Hostels | Resorts | Serviced Apartments | Air BNB - Time Sharing
OR
· Specific Business - Food & Drinks - Restaurants Catering | Bars & Cafés | Nightclubs | Tea & Coffee Shops
OR
· Specific Business - Travel and Tourism - Travel Agents | Tour Operators | Online Travel Agencies (OTAs) | Cruises | Car Rental | Casinos | Airline
Task Description
1.0
Positioning Map.
Using a positioning map, students will identify and map the relative positions of the key competitors, competitive advantage of your chosen business.
2.0
A very brief overview
of the firm and its product or service and target market
3.
Vision, Mission Statement & Goals:
How do these statements relate to the nature of their business? Mentioned your current – Vision, Mission and Goals of your business
4.
Unique differentiating features.
Highlight the unique features of your products/services, particularly what is going to make them stand out above the rest.
5. Conduct
a SWOT analysis; Identify 2 Strengths, 5 Weaknesses, 3 Opportunities and 3 Threats
6. Complete a
PESTLE analysis
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6.1 Current economic environment impact in the industry
6.2 COVID-19 impact due to the government restriction/political decision in the industry
6.3 Any other of your choice – the most relevant
Before starting on the assignment,
students will need to discuss their chosen organisation with their lecturer to ensure there is no duplication.
Business selection will be complete on FIRST COME FIRST SERVE BASIS. You are not allowed to prepare assessment on any business to avoid duplication.
TASK REQUIREMENTS
1. The organisation to be used for the report must be agreed upon by the lecturer. After discussion with the lecturer, every student must email a written request with (1) the name of the organisation, and (2), their reason for choosing this organisation to the lecturer.
Due to convenience, it is expected that you will select business as per your campus location, i.e., Melbourne student will select Melbourne Based Business.
2. The lecturer will reply to the email as confirmation of approval for the organisation being used in the assignment 2 and 3.
An engaging, clear and concise report will be critical to attaining good marks. The analysis of the organisation must be supported with relevant quantitative data, websites and scholarly articles to show a clear understanding and analysis of the relevant issues.
Assessment Criteria: Students should demonstrate the ability to
1. Make appropriate use of the concepts of strategic management in the written form
2. Critically evaluate theoretical positions, and identify strengths and weaknesses of a given strategy/organisation
3. Clearly demonstrate linkages between factors in the internal/external environment and current business strategies and issues facing a current real-time case organisation
4. Develop a strong, credible argument
5. Communicate complex information clearly and succinctly in the written forms
6. Develop a strong, credible argument
7. Demonstrate research skills and the use of appropriate strategic management literature
Estimated Student Workload:
8 to 10 hours
See Separate Marking Guide for detailed marking allocation
Links to Subject Learning Outcomes:
Learning outcome 1, 2, 3 are assessed in this task.
Submission Details:
Submissions must be online on the LMS portal.
Feedback and Return of Work:
Feedback and marks will be provided via Turnitin in the LMS within two weeks of submission