Reference no: EM133163836 , Length: word count:2000

Question: Strategic Review on Apple Inc Marketing in the United States of America

The company to write about is Royal Lancaster hotel.

Learning Outcome 1: Evaluate external and internal environmental factors which impact on the strategy

Learning Outcome 2: Critically review an organisation's strategic plan.

Assessment Brief:

Provide a critical examination of the models and tools organisations can use to analyse their internal and external environment. Review a strategic plan for a real organisation of your choice.

You should address the following issues:

Question 1. An introduction including a definition of strategic management - max 250 words, to include an introduction of the Royal Lancaster hotel, mention frameworks and models used in the report below, include 2 definitions of the Strategic Management ( well referenced)

Question 2. A critical assessment of the process used by organisations to determine their strategy. - How the strategy is determined, where the hotel is now, where wants to be and how will get there. Start from Vision and Mission ( hotel website), goals of the organisation, what are values of the hotel - what makes it different from others/ competitors. to mention the models and frameworks

Question 3. A critical evaluation of the impact of internal and external environmental variation on organisational strategy - Analysing the internal and external environment- how the changes of the internal and external environment impact the hotel.

For external analyses use Porter's 5 forces and Pestle.

Internal analyses - SWAT analyses ( strictly relevant to the hotel) and VRIO model.

What is the hotel's competitive advantage and why

Use the capabilities of the hotel: resources such as staff, finances, assets such as XR STUDIO, Big events spaces, ROOMS, and SPA. technical resources ( systems in use such as Micros, Opera, Knowcross, AEROGUEST - research online) location- HYDE PARK AND BY THE OXFORD STREET AND KENSINGTON AREA, information (big data), and strategic alliances - the hotel is part of the Preferred Hotel Group (research advantages online) as well as uses OTA such as Booking.com, Expedia, Tripadvisor,

Value chain analyses - primary activities - operational departments and support activities - finance, accounting, HR - internal recruitment and outsourced recruitment strategies.

Question 4. A review of an organisation's strategic plan (Business Plan), providing an action plan for the organisation on the basis of a change in either the internal OR external environment. (The Business Plan should be included as an Appendix)

Please choose the external environment and review the plan based on the PESTLE.