Assignment: Environmental Analysis

Aim of the Assessment

The aim of this assessment is to reinforce key concepts related to analysing a company's strategy position within the given operating environment established for the macro-environment, industry attractiveness and on the basis of core competences and strategic capabilities.

For this project, the Hotel Sheraton is been selected from Zurich, Switzerland.

1. Conduct a Macro-Environmental Analysis based on the state or city the organization is located. Analyze and identify issues relevant to the company.

2. Prepare an Industry Analysis based on Porter's Five Forces theory and discuss the company''s current competitive environment, with particular reference to Michael Porter's concepts of Strategic Positioning Frameworks and Activity Systems.

3. Conduct a SWOT/TOWS Analysis of the business in relation to its three main competitors.

4.Conduct a VRIO Analysis of the company

Learning Outcomes

1. Analyse and identify macro-environmental issues that may have an effect on the company's competitiveness and strategy
2. Identify and analyse the industry attractiveness for hospitality organization in Switzerland.
3. Establish and evaluate the company's core competencies and capabilities to establish the degree of competitive advantage.

Assessment Brief

The Assessment is a report type and will be submitted in report format.

Assessment Details
In this assessment, you are required to...
... Choose a hospitality organization located in the canton of Zurich, and
... Conduct a Macro-Environmental Analysis based on the state or city the organization is located. Analyze and identify issues relevant to the company.
... Prepare an Industry Analysis based on Porter's Five Forces theory and discuss the company's current competitive environment, with particular reference to Michael Porter's concepts of Strategic Positioning Frameworks and Activity Systems.
... Conduct a SWOT/TOWS Analysis of the business in relation to its three main competitors
... Conduct a VRIO Analysis of the company
... Summarize key findings

Word Count
The work submitted should be a maximum 3500 words (+/- 10%) in length (not including title page, table of content and reference list).
Report Layout
Using the Century Gothic or Arial Font Style, Point Size12 and 1.5 Line Spacing. The paper should be written and of academic standard, meaning that ...

- Avoid use of unsubstantiated opinion, ground ideas in experience or reference accepted authorities or published research. Wikipedia is not an accepted publication.

- Do not use colloquialisms or journalistic style.
- Minimize describing instead develop your analysis and argument by displaying thoroughness and rigor.
- Follow standards for referencing and acknowledging sources.
- Write your paper, as commonly used, in the third person

Title Page
Includes Title of Assignment., Full Names of Student, Student Number, Course Code and Name, Lecturer's Name, Date of Submission, Word Count (excluding title page, table of content, references).

Table of Contents
Include Subtitles and Page Numbers

Introduction
State the aim and purpose. Introduce topics that will be discussed. State your approach how the arguments are addressed. A brief description of the selected company. A brief outline of its current products and services and the markets in which it operates.

Macro-Environmental Analysis
Use common tools such as PEST, PESTEL, SCEPTICAL, STEEPLE, STEP, etc to establish the current macro-environment with relevance to the industry. Analyze and identify issues relevant to the company.

Industry Attractivness
Establish the industry attractiveness using Porter's theories and link those as appropriate to macro environmental issues. Prepare an Industry Analysis based on Porter's Five Forces theory and discuss the company's current competitive environment, with particular reference to Michael Porter's concepts of Strategic Positioning Frameworks and Activity Systems.

Core Competencies and Capabilities
Conduct a SWOT/TOWS Analysis of the business in relation to its three main competitors. Based on the SWOT establish the core competencies and capabilities using the VRIO model. Establish their degree of competitive advantage based on SWOT, Industry and Macro Analysis

Conclusion
Signal the end of the presentation by summarizing your findings supported by relevant theories.

References
Follow the Harvard referencing guide. Reference your finding to common leadership theories. Include a reference page that lists all sources you referenced in your paper

Bibliography
List all resources and sources you consulted for the topics discussed but did not use in your paper as in-text reference.

Assessment Criteria

The following criteria will be used to assess the work undertaken for this assignment:

1. Evidence of the group's ability to draw effectively on theory in analyzing, describing and discussing the selected company's strategy choices

2. The key strategic issues facing this organization are identified and understood.

3. There is critical analysis of these issues.

4. There is logical and coherent argument leading to clear recommendations.

5. The presentation is well prepared and a clear summary of the overall findings and recommendations is provided at the end of the report.

Attachment:- Hospitality Business Strategy.rar