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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK 01..........................................................................................................................................5
Analyse the role of the CEO in creating a new strategic plan and corporate objectives for your
chosen organisation.....................................................................................................................5
Recommend and justify the practical steps and initiatives the CEO can undertake to ensure all
staff are involved in the process..................................................................................................8
TASK 02........................................................................................................................................10
Evaluate an opportunity for change, using a range of internal and external information, that
supports the organisation’s strategic plan and objectives..........................................................10
Propose a suitable plan to lead the change successfully, referring to relevant models within
your answer................................................................................................................................13
TASK 03........................................................................................................................................16
Conduct a stakeholder analysis of those parties affected by the change (identified in task 2)
using the Mendelow matrix (1991) and propose methods of meeting stakeholder expectations
...................................................................................................................................................16
TASK 04........................................................................................................................................19
As CEO, critically evaluate the different forms of strategic leadership style and propose how
you may need to develop your own leadership style.................................................................19
MBIT Insights............................................................................................................................20
REFERENCES..............................................................................................................................22

LIST OF FIGURES

Figure 1Background and History of Hilton Hotel...........................................................................3

Figure 2Main Markets Hilton Worldwide.......................................................................................5
Figure 3Products and Services of Hilton Hotel...............................................................................5
Figure 4Political Matrix...................................................................................................................9
Figure 5Kotter Eight Steps of Change Management Model.........................................................16
Figure 6Nudge Theory...................................................................................................................17
Figure 7ADKAR Mod...................................................................................................................17

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 1. INTRODUCTION

Name of the Organization – Hilton Hotel and Resorts

The original company was founded by Conrad Hilton and this is a
global brand of full-service hotels and resorts and the flagship
brands for the hospitality icon for America. The company
targeted for both business and leisure travellers for all over the
world for travel destinations.

Figure 1Background and History of Hilton Hotel

Size of the Organization

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The organizational structure of Hilton Hotel is Hierarchical due to massive scale of the
operations of the company. The business comprises of 13 brands that serving more than 140
million guests. The organizational structure of the company can be depicted as divisional and
business can be divided into three sectors.

I. Ownership Division – Which comprises 146 hotels with 59,643 bedrooms which is
owned or leased by Hilton Hotel worldwide.
II. Management and Franchise Division- This section comprises with the 4419 hotels in the
sector and almost 691887 rooms for the service
III. Timeshare section – This comprises the 45 properties and 7152 units

Main Markets of the Company

Figure 2Main Markets Hilton Worldwide

Examples of Products and Services for the Company

Figure 3Products and Services of Hilton Hotel

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Brief Details of Change Project for the Company

The organizational structure of Hilton Hotel is Hierarchical due to

massive scale of the operations of the company. The business
comprises of 13 brands that serving more than 140 million guests.
The organizational structure of the company can be depicted as
divisional and business can be divided into three sectors.

I. Ownership Division – Which comprises 146 hotels with 59,643 bedrooms which is
owned or leased by Hilton Hotel worldwide.
II. Management and Franchise Division- This section comprises with the 4419 hotels in the
sector and almost 691887 rooms for the service
III. Timeshare section – This comprises the 45 properties and 7152 units

Christopher J. Nassetta was appointed as CEO of Hilton Hotels in 2007 and he introduced major
change in the cognitional restructuring with the following steps

I. Gradual restructuring was done to the senior management level of the company and as a
result of that 30% of the senior management employees of the organization only
remained with Hilton
II. Increased the communication and corporation with the individual business’s units of the
company and organizational culture of the Hilton Worldwide office changed too
III. Increase the level of integration for time share unit with the Hilton Hotel Worldwide by
resulting 44% increase of the relevant time share units of the company.

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IV. Moving of the head office to Beverly Hills California Virginia taking only 100
employees out of 500 totals from the prior head office location

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 2. TASK 01
Analyse the role of the CEO in creating a new strategic plan and corporate objectives for
your chosen organisation
Hilton Hotel provides luxurious accommodation facilities with conference rooms, express malls,
printers, children's menu, fitness rooms, business phone service, audio/visual equipment rental.
These facilities are provided by the hotels that are too much liked by the customers. The hotel
provides several of these amenities for the business people that are really appreciated by the
customers. It has also received several recognitions for its sightseeing services. The hotel lacks
in providing budget hotels, which hampers the customer base of the hotel in several weak
economies of the world. Hilton hotel needs to carry out several international activities for
performing its international business. These are the services of export and import of the raw
materials of the organization. The export of the made goods is possible for the Hilton Hotel as it
is a hospitality industry and the export of finished products would increase its revenue, but on the
other hand, the taxes and excise duty will result in the increase in the price. This will be a loss to
the hotel. The hotel should try to concentrate more on low cost products (Kruesi et al., 2017).
This will increase the net profitability of Hilton. On the other hand, the import of the goods is
also beneficial for the industry as it helps them to serve a variety of cuisines to the customers, but

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in contradiction, the import duty is high from different countries, which has to be managed
astutely by the Hilton hotel to increase the profitability.

Christopher J. Nassetta changed the structure of the organization to major change and as a leader
of the change and as the CEO of the Hilton Hotel this downsizing of the senior managers of the
company was a huge challenge to him. Nonetheless the strategic change team of the Hilton
Worldwide manage the change successfully and was able to over come the rocky situation of the
initial change. As the leader of the Change CEO of Hilton Hotel Christopher J. Nassetta has to
build up the corporate strategy of the company for the restructuring and he was able to
communicate the vision mission values objectives and goals of the company strategy to the
respective stakeholders of change in more effective and efficient way

Communication of Vision Mission Goals Objective and value Proposition of the Company

The vision of Hilton Hotels always be the premier partner in global hospitality industry and serve
the best to the customer. This vision was expected to be re communicate for the stakeholders to
emphasize the importance of the structural change to achieve the long-term desired objectives of
the company. Accordingly, to match with the vision statement the mission statement of the
company also need to aligned and its importance of the restricting also again needed to be
emphasized as the identification of the needs of guests is the prioritised for the achievement of
the long-term vision of the company. The expected downsizing at that time was critical since to
have a good communication between all parties and departmental structure of the organization
was not ready for the change unless otherwise need to re amend the structure of the organization.

Communication of values goals and objectives also be essential since company value proposition
need to be adjusted with the highly competitive environment of the company prestige brand
image of the need to be continued in order to achieve sustainable competitive advantage over the
period of time.

The below mentioned values was communicated effectively to stakeholders of the company for
the change as the expected value proposition of Hilton Worldwide

I. To be Highly Competitive Company

II. To Underleverage the resources of the company
III. Need for the development of the detailed programmatic recommendation

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As the successful strategic leader for Hilton Hotel Christopher J. Nassetta needed to create an
atmosphere which is to understand the importance of the values objectives and goals of the
company.

The use of Howard Gardner (2004) it is being identified Seven Rs of Changing minds and
avoidance of five temptation as mentioned Patrick Lencioni (2008) highlights Five Temptations
was the best phrases taken by Christopher J. Nassetta when handling his role as the CEO of the
company

Recommend and justify the practical steps and initiatives the CEO can undertake to ensure
all staff are involved in the process
F
i
g
u
r
e

4Political Matrix

Unlike any other change in the organizational environment downsizing for the staff is a rocky
start from the beginning of the change. According to Paul Strebel (1997) political matrix there
can be both active and passive behaviour from the stakeholders of the company to both the
positive and negative attitude. Accordingly, stakeholders of the company can be categorized in to
four quadrants like change agents’ resistors bystanders and traditionalists. Hence to involve all
staff members for the project there is essential to identify these categories and make the
challenges accordingly for the involvement of the all staff members for the company change
management process.

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According to Conner (1993) even though some of the employees and stakeholders started the
initiation process of the company after implementation stage there can be differences for the
initial plan since due to difficulties at the initiation some of the employees may reluctant to
carried out the process further. Hence at that time Christopher J. Nassetta had to overcome this
barrier for the restricting of Hilton Hotel and make it happen in successful way.

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 3. TASK 02
Evaluate an opportunity for change, using a range of internal and external information,
that supports the organisation’s strategic plan and objectives

There are absolute numbers of technologies, which can be used to study and affirm the business
environment of Hilton Hotels. The best method, which can be used here, is the environmental
analysis method. This method focuses on both the internal and external processes of the business.

The environmental analysis is the best-proven method to conduct an analytical and diagnostic
evaluation of the Hilton Hotel group. This method is best suited as it helps in earlier
identification of the threats that can turn it into an opportunity. This also provides the means to
be in close contact with the things happening in the market. The environmental business analysis
provides a way to anticipate the plans of the future in regards to an organization that can act in
the benefit of an organization. The limitations of this method are that it does not provide
assurance in the effectiveness as the people might place a faith on the data, without much
analysis. This approach also lacks the cautiousness that is required for making a strategic
approach. The internal or the micro factors, which affect the Hilton Hotel, can be examined by
stakeholder examination and the organizational audit of the business. The stakeholder analysis
has been considered as the best option for conducting an investigation. It helps in deciding the
requirements of the stakeholders of the organization and the organization responsibilities, which
the stakeholders have towards the business (Cooper, 2017). The relative significance of each of
the stakeholder, the collective powers, and interests of each of the stakeholder can be quickly
concluded. By using this analysis technique, the Hilton Hotel can promptly increase its market
affiliation with the international and national businesses. As a whole, stakeholder analysis has
been regarded as a significant method for analysing the internal factors of the Hilton Hotel.

In the case of weighting the external factors that affect the Hilton hotel, the PESTEL analysis
tool is used. PESTEL analysis is a tool, which is used by the organizations to determine the
external factors that are affecting the business. The result of this analysis gives the weakness and
threats to the organization in case of external factors (Copen, 2016).

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External Environment – Evaluation

Political In the UK, the Hilton hotel is expected to

face a significant loss due to the Brexit
issue as the business is going to suffer a
decline. This will lead to fewer business
travels, as the companies will decrease in
the UK. This will reduce the profits of the
business. In the US and other developing
nations, the terrorism rates are increasing.
This has led many people not to travel
towards the prone countries due to the
safety measures. This also is impacting the
hospitality industry. The people are
terrified of any terrorist activities
happening in the states like America, and
they avoid these places, which has led to a
smaller number of tourists (Talisa, 2016).
Economic The national and international fluctuation of
the currencies in the financial market also
affects the hospitality industry. A decrease in
the pound value after the Brexit has led to a
decline in the expenditure of the people, as
they are not spending at the same rate. An
instance was the recession in 2008, and there
was a considerable loss to the Hilton hotel as
the people insisted on budget hotels in place
of the luxury hotels. Hilton hotel needs to
strategies the global strategy considering the
currency fluctuations expected and other

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 issues such as Brexit. The demonetization in
the UK in 2015 also led to a significant loss to
Hilton as the people had to think a lot before
spending and controlled their expenses
significantly for useful purposes (Ortega,
2016).
Social Hilton Hotel has been famous among the
people who love travelling. Several social
factors like the population rate, economic
strength, demographics and current trends
affect the Hilton hotel. In China, where the
population rate is high, the Hilton hotels have
been seen to make huge profits in a short
time. In some nations like Brazil and
Ethiopia, the Hilton Hotel has been running
on a small advantage considering the low
economic strength of the country. The Hilton
Hotel should try to make some budget
accommodations available in its hotel
according to the places it is in, so that it gets
the same amount of customer base in the
lesser economic regions too.
Technological The progression of technology has an impact
on the hospitality industry. The technical
advancement in the catering department helps
to reduce the energy required for a particular
task and on the other hand increases the cost
of the servings (Chan et al., 2018). Hilton
Hotel has been trying to develop many self-
centred methods for the smooth check-in and
checkout of the customers. As it is a leading

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 organization in hospitality. The use of
technological factors will help the hotel to
increase its customer base. The government
has also been helping the Hilton Hotel in
technical advancements and it should try to
implement more technological advancements
to ease the customer's accommodation.
Environmental The hospitality industry has been affected
positively and negatively by ecological
factors. The construction of hotels leads to
environmental degradation. Several natural
disasters in some places also affect the hotel,
as the customers do not prefer to travel to the
locations where the intensity of these is high.
The environmental strict rules and regulations
have to be followed by the hotel in every
nation. This makes it a bit difficult for its
operation as the rules keep on changing. In
the coming days, there will be more emphasis
on stricter environmental regulations, which
will make the hotels change their disposal and
waste management criteria (Yang and Cai,
2016). Hilton Hotel should try to implement
more organic ways to dispose the garbage
generated by it. It should try to incorporate
new waste disposal methods that will help it
to be more sustainable.
Legal Several legal issues affect the hotel industry.
The hotel industry should precisely follow the
regulations stated by the nation it is working
on. The law agreement should be indicated

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 clearly. The license and permits, which
regulate the hotel to perform any transactions,
should be correctly done in the state of law.
All the legal laws and regulations should be
revised by the legal team of Hilton Hotel in
every country carefully to make sure it does
not cause any risk of interest in any country.

Propose a suitable plan to lead the change successfully, referring to relevant models within
your answer
The Change management process of the company can be viewed in tow angles like this as
before the change and restructuring the company has three divisions of ownership division
management and franchise division and time share division. Then the total restructuring process
of the company targeted for the lay off 30% of the senior management with more facilitate
communication between the parties of the company

I. Ownership Division – Which comprises 146 hotels with 59,643 bedrooms which is
owned or leased by Hilton Hotel worldwide.
II. Management and Franchise Division- This section comprises with the 4419 hotels in the
sector and almost 691887 rooms for the service
III. Timeshare section – This comprises the 45 properties and 7152 units

Christopher J. Nassetta was appointed as CEO of Hilton Hotels in 2007 and he introduced major
change in the cognitional restructuring with the following steps

V. Gradual restructuring was done to the senior management level of the company and as a
result of that 30% of the senior management employees of the organization only
remained with Hilton
VI. Increased the communication and corporation with the individual business’s units of the
company and organizational culture of the Hilton Worldwide office changed too
VII. Increase the level of integration for time share unit with the Hilton Hotel Worldwide by
resulting 44% increase of the relevant time share units of the company.

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Moving of the head office to Beverly Hills California Virginia taking only 100 employees out of
500 totals from the prior head office location

To this process of change management initiation CEO used the Kotter’s change management
model with eight steps of the process and it is basically initiate the change with respective stages
consequently. This establish the sense of urgency, create the guiding coalition, develop change
vision for the company, communication the vision for buy in and empower the broad actions
with the never let up and incorporate changes to the culture.

Figure 5Kotter Eight Steps of Change Management Model

Other than that Kurt Lewin’s change management model which described the stages of the
change management as three steps of unfreeze change and refreeze used for that. Other than that
Nudge theory was used and the Nudge theory is odd, in that it really is just a theory – there’s no
set change management model to be had, but instead a mindset and tactic which can be used to
frame your changes in a more attractive and effective manner.

Figure
6Nudge
Theory

Finally, the
use of
ADKA

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model for the change management process of the company was initiated in simultaneously. To
create the awareness desire knowledge ability and reinforcement for the change management
required for the restructuring process of the company.

Figure 7ADKAR Mod

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 4. TASK 03

Conduct a stakeholder analysis of those parties affected by the change (identified in task 2)
using the Mendelow matrix (1991) and propose methods of meeting stakeholder
expectations
The stakeholder analysis method is used to examine the microenvironment of the Holton Hotel.
This is an effective method to analyse the internal factors, which pose a threat to the hotel
business. The investigation has proved that the major stakeholders in the Hilton Hotel are the
customers, dealers, employees and the government.

 Customers: They are considered as a chief stakeholder in the business that significantly
affects the profitability and stability of the Hilton Hotel. The qualitative or the
conditioned services are the major requirements of the clients of the company. For
gratifying this need, the hotel offers personalized products to the clients. It also provides
adaptive services to customers. The relationship of the hotel to the customers is good
enough to make the customers loyal. The services provided in the hotel also favour the
customer's loyalty. Apart from the personal touch of the hotel, the business uses
Electronic CRM system, which helps them develop strong relations, and bonding with
the customers and this step help them to understand the customer's requirements
(Andriof et al., 2017). According to the stakeholder analysis, the customers are always
kept satisfied by the organization.
 Employees: As per the findings, the employees of the Hilton Hotel constitute a high
turnover of the establishment. The employees are not satisfied much with the hotel.
They are not given incentives and privileges as they think they require. The hotel
emphasizes on several training programs to boost the employee's zeal, but there has
been a communication gap between the higher level and the lower employee levels. This
leads to greater dissatisfaction among the Hilton Hotel employees (Kent and Zunker,
2017). The organization should focus more on employee satisfaction so that its
productivity can be increased. According to the stakeholder analysis, the employees are
monitored closely so that they do not affect the brand image.
 Suppliers: To maintain the adequate supply of the raw materials and the edibles in the
hotel, the suppliers and dealers should be paid on time. There should also be good

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 communication establishment between the hotel and the dealer so that there is never any
supply issue to the organization. The Hilton Hotel maintains an adequate relationship
with it suppliers, mainly the relationship with the raw materials suppliers are maintained
very closely. The relationship with the suppliers is always gratified by the organization.
 Government: The Hilton Hotel has to pay a tax to every government of the country
where it operates. All the financial transactions of the organization have to be reported
to the government of that nation. The organization pays the taxes properly and on time,
this helps the Hilton Hotel to maintain good relationships with the government of every
country, wherever it operates. As per the stakeholder analysis, the government is
managed closely by the organization.

Creditors Government
Suppliers Trade Unions
Customers

Keep satisfied Manage closely

Employees Owners
Investors Community

Monitor Keep informed

Stakeholder’s analysis

(Source: Created by the learner)

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 5. TASK 04
As CEO, critically evaluate the different forms of strategic leadership style and propose
how you may need to develop your own leadership style
The final component of the assignment task is to carry out the lessons learnt session where self-
evaluation and future plans on the subject matter is to be analysed in a thorough manner. This
type of critical assessment of the researcher helps to identify many important attributes such as
what tasks did the researcher carried out in an excellent manner and at which areas, he needs to
possess improvements. Also, it assists in comparing the before and after scenarios of the project
undertaking which reveals the clear-cut differentiation of results and the impact of the research
work. This is to be a visionary leader and the required set of skills for the improvement
Competencies and Skills Applied by the Author
Being a professional working in the industry as a full-time committed employee, the author is
able to apply a large variety of skills and competencies. Some of these competencies specifically
coming under the financial pillar are the analytical and efficient decision-making skills. The
researcher can handle many employees under him which were originally developed with the
office environment in which he works. Moreover, these people management skills are not only
applicable to getting the work done from employees under him. Rather, the researcher can tackle
the relationships held with the stakeholders in both internal and external environment. As per
example, when collecting data for the research activity, the researcher had to encounter with
many external parties out of whom were willing to spend valuable time on interview sessions
and vice versa. However, the author was able to get the work done in the best possible manner by
using the professionalism and the people management skills owned by him.

On a similar note, it was heavily identified that the author possesses some extra-ordinary
competencies in analyzing situations in a completely new point of view. Most of the times, this
vision which the author possesses helped to develop answers for the needed situations in a much
straightforward manner. However, there were times where the same skill was become a factor for
the lag in decision-making as mentioned below.

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Areas of Development by the Author
While the research activity was carried out, the author was able to grow along with the tasks
assigned to him. Some of these were happened inevitably and at other instances, the researcher
developed these skills himself to suit the situations. These can be identified as follows.
Analytical Skills
The collected raw data were to be moulded in to useful analysed information during the research
process to come up with a value adding result. Therefore, the author self-developed himself to
evaluate the situations and apply the learnt theory from the literature synthesis in an effective
manner. As mentioned above, the analyzing skills in new focuses and manners which are not
readily visible to the naked eye was some talent held by the author. Hence the data analysis was
rich with new interpretations and many aspects being addressed due to the same reason.
Inter-personal Skills
As mentioned above under the possessed skills chapter, it was always a known fact that the
author gets immense opportunities to work with various stakeholders. Therefore, the
interpersonal skills developed by the author in terms of both verbal and written communication
modes. For a person in a managerial position and specially in a profession like accounting is
essential. Hence it can be concluded that the opportunities provided by the research work for the
author to grow is immense and even immeasurable in a way.
Inspirational Skills
Under this attribute, one of the major aspects which were developed by the author by
undertaking research was the inspirational motivation given to the others. The author has always
been a positive thinker and followed by the stakeholder incorporations of research, he was able
to spread positive attitudes among others as well. Hence, this can be identified as one situation
where the author was able to develop own-self and the influence made by him on others in a
much appreciative manner.

1.1 Areas to be Developed by the Author

Even though the author was able to apply his in-built skills during the research and also gained
opportunities to develop, still there are some areas in which the author can develop further.
Negotiation with other parties and convincing others to follow him is one of these attributes. This

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reveals that though the author has interpersonal skills, he is not capable of getting the work done
in the way which he wants it at the end.

Furthermore, when making a decision, the author seems to be getting ideas and evaluation
information from many parties which cause for the final decision-making a complicated
procedure. As per example, when the author is given with the opportunity to get the final
decision for a situation, the author tends to get consultation from superiors of the same line of
work and sometimes from others who has no relevance to the work which he undertakes,
expecting more reliable insights for enriching the conclusions and decisions. This makes the final
decision to be more or less ineffective and time consuming to handle the situation. Therefore, it
is evidenced that the author still has room for improvement in these aspects.

On the other hand, when discussed about the critical thinking process and the analytical skills of
the author, it is revealed that he is capable of deriving in to new thinking patterns in a much
easier approach without much effort. However, this same competency would have been a
negative factor against the author as he is not capable of limiting the ability and to understand
where the analysis should be estopped. This has caused for the analysis to be a lengthy and a
somewhat complex scenario for others to understand.

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 6. REFERENCES

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131-139.
Calvin, J., 2015. Corporate Marketing Strategies. New York: Mc Graw Hill Education.
Daft, L., 2010. Organization Theory and Design. s.l.:Cenege Learning .
Drucker, P., 1997. ‘The future that has already happened. Harvard Business Reveiw.
Ebenezer, A. & Asiedu, M., 2013. Marketing Management. International Journal of Business
and Social Research (IJBSR), pp. 25-34.
Economist, T., 2010. Data, data everywhere. A Special Report on managing information.
Fisher, T., n.d. he Data Asset. How Smart Companies Govern their Data for Business Success.
New Jersey : John Wiley and Sons.
Gary, R. & Admas, D., 1996. Accounting and Accountability. s.l.:Prentice Hall .
Grant, R., 2016. Contemporary Strategy Analysis. 9 ed. West Sussex United Kingdom: Wiley.
Guide, A. S., 2013. Strategic Stakeholder Relationship. s.l.:s.n.

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