ASSESSMENT BRIEF

Subject Title Strategic Management in Tourism and Hospitality

Subject Code HOS801
Lecturer / Tutor Dr Richard Carter / Dr Al Marshall
Trimester February 2023

Assessment Title Assessment Three – Individual Report

Learning Outcome/s (found in a,b,c,d
the
Subject Outline)
Assessment type (group or Individual
individual)
Weighting % 45%
Word count 2500
Due day & date Week 11: Sunday 23 April 2023 by 23:59 hrs.
Submission type Paper copy ☐ Turnitin ☒
Format / Layout of Assessment Report:
ICMS Cover Page ☒
Table of Contents ☒
☒
Synopsis / Executive Summary ☒
Introduction ☒
Conclusions ☒
Recommendations ☒
☒
Findings ☒
Reference
List Appendices
Assessment instructions You have recently been appointed as the Chief Executive
Officer of your chosen tourism and/or hospitality organisation.
Research the current strategy of your chosen organisation and
analyse the extent to which the strategy matches with the
current internal and external environmental threats and
opportunities. Apply relevant strategic management models in
developing adequate strategic recommendations to achieve
sustainable competitiveness of the business over the next two
years.

To submit a definitive and complete Report for the organisation

chosen, you will need to consider at least the following:
1.A brief description of the strategic purpose
(mission, vision, values), current strategy and
current organisational structure of the chosen
organisation
2.Strategic analysis:
2.1 Internal environment analysis in relation to current
strategy
2.1.1. What are the major threats that need to be
addressed?
Are there opportunities that are presented by Internal
environment?
ASSESSMENT BRIEF
2.2. External environmental analysis in relation to
current strategy: Is the current strategy matching or
inconsistent with the factors of the external
environment?
2.2.1 What are the major threats from the external
environmental analysis that may need to be addressed?
Are there any opportunities that the external
environment presents that the current strategy is not
taking advantage of?
3: What are the major threats that need to be addressed
in the next 2 years?
Or what are the opportunities that need to be taken
advantage of in the next 2 years.

THE THREATS AND OPPORTUNITIES NEED TO

TAKE INTO ACCOUNT CONTEMPORARY
STRATEGIC CHALLENGES THAT EMERGED IN THE
PAST 2 YEARS SUCH AS THE WAR IN UKRAINE,
HUMAN RESOURCES POST PANDEMIC AND
INFLATION.

Write them down in the form of SMART OBJECTIVES-

Develop a reasonable number of challenging but
achievable objectives that you want your new
organisation to achieve in the next two years.
[SMART Two-Year Strategic Objectives)
Make sure that the objectives can be addressed by
implementing strategies we learnt in class (Corporate
level, Business level, and Blue Ocean strategies)
4. Recommendations:
 Possible Corporate/Business-level strategies
for the next 2 Years (to achieve the Two-Year
Strategic Objectives)
5. Strategic implementation including new
organisational structure to match the new strategy,
control metrics.
NB: The Report may address other relevant
considerations and must include evidence of research
to substantiate your Conclusions and
Recommendations.
Don’t use a company you have used as a case
study for Assessment 1 or 2
ASSESSMENT BRIEF
Deliverables

Individual students are to submit their written Report to the

Turnitin drop box on Moodle no later than 23:59HRS on
Sunday Week 11.

Important Instructions
This Assessment is individual and contributes 45% to
the final mark for the course.
The word count limit is 2500 words (plus or minus
10%), EXCLUDING Appendices, Reference List,
Table of Contents and Executive Summary.
Times New Roman 12-point font and 1.5 line spacing.
APA referencing as per 2022 ICMS Style Guide.
Plagiarism Declaration attached as first page inside the
cover page.
Refer to and comply with, all the relevant requirements
for a Business Report as reflected in the Assessment
Brief and the ICMS Style Guide and note particularly the
penalties that apply to non-compliance with the word
count limit and late submission.

Grading Criteria / Rubric A Grading Rubric is posted in the subject Assessment

Block on Moodle. This Assessment represents 45% of
the final grade for the course.