Subject Title XXXXXXXXXXStrategic Management in Tourism and Hospitality Subject Code XXXXXXXXXXHOS801 Lecturer / Tutor XXXXXXXXXXDr Mirrin Locke Semester XXXXXXXXXXFebruary 2019 ( ASSESSMENT BRIEF )...

Running Head: STRATEGIC MANAGEMENT IN TOURISM AND HOSPITALITY    1
STRATEGIC MANAGEMENT IN TOURISM AND HOSPITALITY        11
STRATEGIC MANAGEMENT IN TOURISM AND HOSPITALITY
SUBJECT CODE: HOS801
ASSESSMENT THREE – INDIVIDUAL REPORT
Table of Contents
Executive Summary    4
Introduction    5
History of Westin Sydney Hotel and its Strategic Management    5
Internal and External Environments of Westin Sydney Hotel    5
SWOT Analysis for Internal and External Environment    5
Strengths    6
Weaknesses    6
Opportunities    6
Threats    6
PESTEL Analysis for External Environment    6
Political factors    6
Economic factors    7
Social factors    7
Technical factors    7
Environmental factors    7
Legal factors    7
Developing a Strategy at Corporate, Business and Functional Levels    8
At Corporate Level    8
At Business Level    8
At Functional Level    8
Competitive Advantage and Sustainability    8
Effects of Mergers and Acquisitions, International Tactics and Alliances    9
Importance of Strategic Implementation and Leadership and Entrepreneurship    10
Organisational Structure, Controls and Corporate Governance    10
Conclusion    11
References    12
Executive Summary
In this assignment, it has been analysed the way strategic management in tourism and hospitality helps hotel industry. Here, the example of the Westin Sydney Hotel in Sydney, Australia has been taken to a look at its internal and external environments. For this, SWOT and PESTEL analyses have been conducted. After that, the development strategy of the Westin Hotel has been analysed. Apart from this, acquisitions have also been made on competitive advantages, stability, merging influence, international strategy and alliances. Finally, the assignment identified the strategies they need to prepare, which can lead them towards development while earning a good profit.
A different strategy is required at every level of this business, which is used to achieve goals and attract customers. In this way, both of these fields fulfil the lack of each other. Strategic management in today's hotel industries and tourism sectors has become a common phenomenon. Develop core qualifications for hospitality and tourism development. Let’s see if an organization all possible measures are taken into account in this industry to make it is business strategy successful and if it is constantly making changes. Strategic management involves analyses, decisions and actions that are tired the order of a corporation to make and maintain profits. Internal environmental analysis is also concerned with strategic management analysis and strategic goals.
Introduction
Strategic management is essential in today's construction industry and service sectors. The manufacturing industry and service sectors have proven the success of their strategic management with the increasing globalisation effect. In today’s market condition, most hotelier people in business became difficult to follow the work of all their hotels. It was not only a hotel but the whole country was facing a financial crisis. According to the views of Oriade and Robinson (2017), the occupancy rate was meagre in every hotel because within the country there was a difference in hotel occupation. They can attract customers in the hotel sector only if you get more benefit. The hotel industry has always been more dependent on tourism, as well as the level of tourism also depends on the good services of that area.
History of Westin Sydney Hotel and its Strategic Management
I am focusing on the Westin Sydney Hotel in Sydney, Australia. This hotel is a part of Starwood Hotels and Resorts chain that has hotels in various locations around Australia. This is a five-star hotel, which is close to attractions such as Darling Harbor, Sydney Opera House, and Sydney Harbor Bridge. According to the perspective of Van der Wagen and Goonetilleke (2015), the capacity of this hotel is huge that divided into two categories like Heritage Rooms and Tower rooms.
The hotel's main business idea is to provide accommodation to customers, but there is also a wide range of other services, like the beautiful porterhouse, body spa, Gym, fitness centre, conference facilities, hairdresser and more. Due to the considerable competition being done today, it is becoming more important for this organisation to adopt strategic management and there is a series of services to choose from them. They need to organize ways which will cause the event path by earning a decent profit. a wonderful strategic formulation and implementation will save these areas in times of recession or monetary crisis because the world has known about recent conditions.
Internal and External Environments of Westin Sydney Hotel
SWOT Analysis for Internal and External Environment
    SWOT analysis could be a strategic set up for activity the powers, dangers, weaknesses, and opportunities of the edifice, wherever the weaknesses and strengths are internal factors of resource coming up with and inadequacy, that are associated with competitors from multiple resources. The opposite two parts are dangers and opportunities. These two elements are external factors such as adaptive and unfavourable for external environmental conditions.
Strengths
    According to the opinions of Dzhandzhugazova, Kosheleva, Gareev, Nikolskaya and Bondarenko (2016), the category proposal by the Westin Sydney Hotel is providing globalised service to its customers. The smart category conferred by the Westin Sydney Hotel is a globalised offering service to its customers. It offers many amenities such as its late bedding, children's club, bath and welcome food or snacks at the reception in the hotel. It also adds 100% smoke-free area to give fresh air.
Weaknesses
    As the weakness of the Westin Sydney Hotel, it may be aforesaid that it cannot contend on the little scale within the Australian market, wherever the company's experience, skills, and quality do not meet the quality needs and thus, customers expect low costs. This can be significant impairment in the current state of economic recession. Yet the Westin does not feel driven to compromise its quality.
Opportunities
    According to the current trends in the market, there has been widespread growth in the tourism industry. This growing trend towards business enterprise could be a real time of finding any hotel, and another chance for the Westin hotel may be the same with the growth in recreation activities.
Threats
    These days the main danger is the economic downturn. According to Birgit, Mike and Chung-Shing (2018), those who know the market believe that the recession has forced the organisations and the common people to cut...