Task 1

A
不用模型也行，每个优势最后要落脚到对于企业有什么影响
Factor conditions
both at national and regional level, government investment has been high in road and rail network
development.
the Deeland government’s continued investment in national infrastructure, particularly the new
airport recently opened in Boria, Deeland’s second largest city, has helped a lot in tourism.

Demond conditions.
These support the development the hotel industry by providing foundation resources.
There is a strong demand for tourism in deeland. So, it is a sustainable competitive advantage.
The hotel and travel industry was hit hard in many countries 20X8 – A challenging year for
Deeland’s Hotel Industry. by the recession and a number of hotel and travel companies went out of
business. However, those which survived did so by focusing on customer needs and operating
efficiently. It indicates that the company can meet the customers’ needs.

Related and supporting industries

Deeland has highly developed tourism industry. It provides a competitive advantage for the
developments of hotels.
Both online travel agents (OTAs) and traditional high street travel companies are thriving in
Deeland. Online hotel booking websites and price comparison sites are driving businesses to be
more competitive and offer better and more flexible pricing options. And the company has
websites to book. Then it can get benefit from it.
The business activity growth in the year. It also has good influence on the development of the
company.

Strategy, structure and rivalry

The rivalry in deeland is highly intense. Intense domestic rivalry among firms means they need to
perform well to survive. Intense domestic rivalry may also encourage firms to look for export
markets.
The company will continue to commit to staff development opportunities which will help them
realise their potential, investing around $10 million annually in skills and development
programmes. It is a sustainable competitive advantage.

Government policy.
The government also continues to value the hotel and travel industry. Nearly half of the
universities in Deeland offer travel and tourism qualifications which are highly regarded
throughout the region. It will benefit the company in the aspect of qualified employers.
The government has recently announced further investment and tax breaks for employers offering
job creation schemes in a wide range of industries, including travel and tourism.
And also, the government has supported on the national infrastructure, such as rail road and
airport and so on.
Related and supporting industries
b
to: The chief business analyst
from:
date:
subject:
SFA
Feasible
the npv of the project is 10565715$, which is positive. And the payback period of the project is 5.3
years. These indicate that the project is feasible in financial aspect.
But we should consider the currency risk as the comfi stay hotel is located on another country.
And npv has been converted into Deeland’s home currency. It can’t be the same currency risk all
the time. So the calculations of npv and payback period may be not accurate and reliable.
And veelandia has a developing economy. The company should consider the project carefully.
Npv 往往还可以说需要 sensitive analysis

Suitable
Firstly, we should consider strategy suitability. Even though both of the company operates in hotel
industry, the comfi stay hotel is mid-range hotels, some with additional leisure facilities such as
gyms and pools. It is not classed as budget hotels. it is different from hilite hotel. It may help the
company change the strategy in the new situation.
And the culture of the two company is different. H provides employees with higher salaries,
benefits, and training, while c is the opposite of h. H is quite concerned about environmental
issues and assumes social responsibility, while C is not concerned about environmental issues. So
there may be conflicts in the group after the acquisition.

Acceptable
财务上可以接受（几个数据）？商誉问题可以接受？员工可以接受？
The financial risk is acceptable. But we should also consider that the facilities of H should be
updated. And the environment issue should be solved. Both of them need money. But Comfi Stay
is a family-run business, which has lacked investment in the last 10 years.
Whether the company can provide the same salary and welfare as same as H? if the company
don’t want to do, it can make the employees of C unhappy.
And the company should also consider that whether the unethical behaviors (Hiring underage
workers) of C bring bad influences on the company. If H don’t solve it, the government and
society may not be satisfied.
Conclusion
In a word, the acquisition is visible, but the company should consider the acquisition more
carefully.

Task 2a
Press release 的格式
全文用第三人称，直接写公司的名字。注意结尾写法
答案这样写第一段
HiLite Hotels, Deeland’s most popular and largest budget hotel chain, has recently announced its
intention to acquire the family-run ‘Comfi Stay’ chain of hotels, located in Veelandia.
Since the announcement, there have been some concerns raised that the acquisition of the Comfi
Stay hotel chain goes against the high principles and standards which HiLite strives to attain.
HiLite wishes to make clear the following points in response to these concerns

员工
工资不一定相同，不同是合理的，这并不意味着公司剥削位于 veelandia 的员工（跟当地的
薪酬水平有关，公司将开出在当地有吸引力的薪酬）
公司将合理化员工工作时长，按照 h 的标准提供员工福利，拒绝使用童工。
员工将得到技能培训以及岗位的晋升
公司管理层的任命将基于员工的能力而不是性别，公司将改变管理层全是男性的现状。
Wages may not necessarily be the same, and the difference is reasonable, which does not mean
that the company exploits employees located in Veelandia
The company will rationalize the working hours of employees, provide employee benefits
according to the standards of h, and refuse to use child labor.
Employees will receive skill training and job promotion as h’s employees.
The appointment of the company's management will be based on employees' abilities rather than
gender, and the company will change the situation where the management is all male.
环境
公司将解决遗留的环境问题，并彻底的改变酒店对于环境问题的战略，努力使得各方满意。
公司将减少二氧化碳排放并且增加 recycling levels，使得 c 的数据达到 target
公司将对酒店运营流程做全面的检查，改正可能出现环境问题的环节
The company will solve the remaining environmental issues and completely change the hotel's
strategy towards environmental issues, striving to satisfy all parties.
The company will reduce carbon dioxide emissions and increase recycling levels ，Make the data
of c reach the target.
The company will conduct a comprehensive inspection of the hotel operation process and correct
any potential environmental issues that may arise.

Long-term approach （写不出来，借鉴的）

It would also be HiLite’s long-term intention to work with the government of Veelandia and the
travel and tourism industry in the country to try to work together on improving the environmental
awareness in the whole industry.
HiLite intends to take a pro-active approach to managing the social and environmental impact of
its activities in Veelandia.
Experienced hotel managers from HiLite will be seconded to Comfi Stay hotels to ensure a
smooth transition and to assist in the training of local staff to run and manage the operations
effectively.
Although the Comfi Stay hotels are located 5,000 miles away from the main operations of the
business, they will be expected to adhere to the corporate guidelines and standards set by HiLite.
It is the intention of the management of HiLite to invest in re-vitalising the Comfi Stay hotel chain
to develop long-term employment opportunities for staff and to provide a great location for
international travellers to visit.
For any further information please contact our Sales and Marketing Department.
Task 2b IR 的作用和好处
Aims and Role
Improve the quality of information available to providers of financial capital to enable a more
efficient and productive allocation of capital.
Promote a more cohesive and efficient approach to corporate reporting that draws on different
reporting strands and communicates the full range of factors that materially affect the ability of an
organization to create value over time.

Benefits（不能只给结论，要写是如何达成的）
It can benefit all stakeholders interested in an organization’s ability to create value over time,
including: employees, customers, suppliers, business partners, local communities, legislators,
regulators and policy-makers. And can explain to investors how an organization creates value over
time.
The benefits could also impact on our stakeholders. Providing IR can attract more long-term
investors.

Building relationships with our stakeholders

Providing IR can help us build long-term relationships with these stakeholders by providing
information which stakeholders need. Stakeholders could use this information in many ways,
including to help manage investment risk, evaluate the hotel industry and to assess HiLite’s long-
term prospects and stability.
This will be useful for our investors, but would also be important to our staff. Other stakeholders
like local communities will also wish to see our commitment to the local economy in to the future.
Through communication to our stakeholders and transparency, the application of integrated
reporting allows us to ‘tell our own story’, preventing analysts and external observers (such as the
recent newspaper article) from making assumptions on our behalf.
Task 3a
To: the board of hilite
From: senior business analyst
Date:xx/xx/20x8
Subject: the challenges and potential application of disruptive technologies on hilite.
This report evaluates……
简单解释 disruptive technology
The challenges of disruptive technologies
Rent a room Can provide more flexible and personalized services. Compared to traditional hotels
with homogeneous services, consumers may prefer personalized services.能够提供更加灵活，更
加个性化的服务。相比于传统酒店同质化的服务来说，消费者可能更加倾向于个性化服务。
更 convenient
更多 facility
Many of the hosts listed with Rent-a-Room offer high speed internet and Wi-Fi facilities plus
extras such as web-movies and the prices charged are often far lower than our hotel room prices. It
makes the price of the rooms more competitive.
Rent-a-Room receives a percentage service fee from both the guests and the hosts for every
booking made. It has over 2 million accommodation listings in 60,000 towns and cities across the
world. This allows customers not to worry about having nowhere to stay 这使得顾客不用担心没
有地方住宿
‘Rent-a-Room’ is a totally online marketplace which offers ‘flexible hospitality’, enabling guests
to quickly and conveniently book short-term room lodgings with third party ‘hosts’. These include
apartment rentals, homestays, hostels and hotel rooms. It makes the customer has more options to
choose.
手机 app：在手机上完成所有的服务（题目里写的）

Potential application of disruptive technologies on hilite

Hotels can provide consumers with additional personalized services, such as special food and
services
Hotels can apply mobile apps in their access control system. Customers can also obtain more
information from the app.
Hotels can apply big data technology to reduce management costs.
酒店可以向消费者提供额外的个性化服务，比如特殊的食物等
酒店可以在门禁系统中应用手机 app。顾客还可以从 app 中获取更多的信息（旅游的推荐，
门票的预订）。这也给公司创造更多盈利的机会
酒店可以应用大数据技术，降低管理费用。
In short, hotels should not ignore them, but should promptly apply the innovation brought by
technological changes
总之，酒店不应该忽视他们，而应当及时应用技术变革带来的创新
Task 3b
Slide 1
Lack of focus on IT/IS strategy
Outcomes
Strategy failure
Missing business opportunity
Resource wasted
Recommended actions
Employ an IT director
Align the business strategy with the IT/IS strategy
Notes
Outcomes（适用于所有缺乏 strategy 的后果）
如果不关注 it/is strategy，那么可能造成整体战略的失败
如果不关注战略，那么可能会造成资源的浪费，没有把资源放在适当的地方，缺乏 strategy
leadership and direction
如果认识不到 it 战略的重要性，那么可能会浪费商业机会
Recommended actions
For a business of our size and the nature of the dynamic technological developments occurring, an
IT director would seem to be essential.
雇佣 IT director
Align the business strategy with the it/is strategy
Slide 2
Cyber and data security breaches
Outcomes
Loss of key organisational and customer data
Severe business interruption leading to loss of business
Damage to reputation and financial cost due to compensation and legal claims

Recommended actions
Invest in the latest cyber security systems and controls
Implement and upgrade information systems physical and access control environment

Notes
一个相当大的威胁也可能是病毒感染，它可能会损坏，或者在最坏的情况下，删除或禁用
我们的关键操作系统。
这种威胁的后果是，我们的业务将遭受严重中断，特别是我们为客户提供的在线预订设施
将无法运行，导致业务损失和客户不满意。
同样，我们信息系统环境中的内部物理和访问控制弱点可能导致系统故障或数据损坏。
允许未经授权或未经培训的员工访问我们的信息系统可能会导致数据泄露和不正确的预订
或交易处理。纠正这些错误将既昂贵又耗时。
Virus infection is a significant threat that may damage our critical operating systems.
The consequence of this threat is that our business will be severely disrupted, leading to business
losses and customer dissatisfaction.
Similarly, internal physical and access control vulnerabilities in our information system
environment may lead to system failures or data corruption.
Allowing unauthorized or untrained employees to access our information system may result in
data leakage and incorrect booking or transaction processing. Correcting these errors will be both
expensive and time-consuming.

我们必须确保运行最新的行业标准防火墙和病毒防护软件和程序。应定期测试我们的安全
系统，并定期备份我们的所有数据并单独存储。
内部只能允许经过授权和培训的员工访问我们的系统。应设置系统使用权限，并始终使用
密码和用户 ID 系统等授权控制。
系统应定期生成有关系统访问和使用情况的报告，并由 IT 人员进行监控，并应报告任何异
常情况。
We must ensure that firewall and virus protection software and programs are running. Our security
system should be regularly tested and data should be backed up and stored separately.
Only authorized and trained employees can access our system internally. System usage
permissions should be set
The system should regularly generate reports on system access and usage, which should be
monitored by IT personnel, and any abnormal situations should be reported.

Slide 3
Business continuity threat
Outcomes
Unable to operate effectively due to no disaster recovery plan
Loss of business/damage to reputation
Cease to operate

Recommended actions
Implement a disaster recovery plan
Strategic level focus on role of IT/IS in overall business activities
Notes
由于规划和风险评估不足，HiLite 很可能无法为关键业务事件做好准备。
这可能会导致业务在一段时间内无法运营，在此期间我们将失去客户，收入将受到严重影
响。如果我们的灾难恢复计划无效或不充分，我们的声誉也可能受到损害。
在最坏的情况下，业务可能无法恢复，我们可能会倒闭。
Due to insufficient planning and risk assessment, HiLite is likely unable to prepare for the event.
This may result in the inability of the business to operate for a period of time, during which we
will lose customers and have a serious impact on revenue. If our disaster recovery plan is
ineffective or inadequate, our reputation may also be damaged.
In the worst-case scenario, the business may not be able to recover and we may go bankrupt.
董事会必须实施灾难恢复计划，以涵盖对我们信息系统的一系列潜在威胁，包括恐怖袭击
网络攻击、火灾、洪水或任何其他潜在的关键系统威胁。
我们需要评估可能发生的灾难，评估它们对业务的威胁程度，并确保我们有足够的安排来
管理此类事件。
The Board of Directors must implement a disaster recovery plan to cover a series of potential
threats to our information system, including terrorist attacks, cyber attacks, fires, floods or any
other potential key system threats.
We need to assess potential disasters, assess their level of threat to the business, and ensure that we
have sufficient arrangements to manage such events.
Strategy