Reference no: EM133134667 , Length: word count:3000

NXLD 9628 Business and Management in Context - Northumbria University

The Assignment Task:

This assignment is an individual piece of work. It represents 70% of the module mark. Students are required to produce a management report focusing on Premier Inn (www.premierinn.com) - the UK's hotel brand, offering accommodation with over 800 hotels. An assignment should demonstrate that you possess a high level of understanding about the operations of the company in the United Kingdom, which is the geographical focus of the analysis.

1. Introduction
As a starting point, this section should ‘set the scene' by providing information on main products/services, the industry company operates in, main competitors and markets. Financial and non-financial metrics should be suggested (with a preference for any data that are ‘benchmarked' against direct competitors) to assess the performance of the company. Show example data for the company in question (in tabular or graphical form) that ideally spans four or five financial years to the present day. Include in this section a brief discussion concerning the difficulties in determining and measuring business success (cite some of the key authors that have written about this subject). Students are asked not to construct this section by cutting
and pasting or simple copying material from the company's website and other sources.

2. Analysis of the current business environment affecting the industry
Focus on the industry that is relevant to the company's core business and respective geographical focus of the United Kingdom. Look at the macro- environment and micro-environment. Identify important industry trends. Use analytical tools such as PESTLE and Porter's Five Forces (Porter, 2008). Do not confuse external and internal analysis! State the purpose and limitations of frameworks you use. This section MUST conclude with the main opportunities and threats affecting the industry derived from the above analysis.

3. Analysis of the company's strategic capabilities
This section should focus on the analysis of the strategic significance of organisation's resources and capabilities. The analysis should begin with the identification of the company resources (tangible, intangible, threshold and unique). Students are asked to use the Value Chain framework (Porter 1988; 1985) and VRIO (Barney, 1991) tools and apply them correctly. By providing a critical, realistic and thorough analysis students should indicate if the company currently has any competitive advantage. You need to link this section with the external analysis (section 2).
In a conclusion to this section, you MUST summarise the main strengths and weaknesses of the company.

4. Conclusion
This section should summarise the key strategic issues deriving from the analysis, which need to be addressed by the company management in the future. Your strategic recommendation (which might encompass more than one particular suggestion to the company) needs to be analysed using the SAFe criteria.
References All sources must be cited and referenced using APA style.

Attachment:- Business and Management in Context.rar