HOSP4060 HOSPITALITY STRATEGY DESIGN & EXECUTION SEMINARStrategic Analysis Outcomes AssessmentOutcome 6: Formulate ethical strategies to mitigate operational challenges within the hospitality industry with a focus on Environmental Sustainability and Ethical Decision making.Objective: To apply content learned throughout the course by conducting a situational analysis and selecting an appropriate ethical strategy for a hospitality-based organization.For this assignment you will need to select a company in the Hospitality sector from the Fortune 500 list. (Do Not Select Disney or Marriott) It is suggested you download a copy of their most recent annual report as this contains much information to assist you with this project. The report is typically found in an Investors link located at the bottom of their homepage.Section 1: Background of the Organization (5 to 6 pages)1. Provide detailed information on the background of the company as well as the current position of the company. Use the following as titles when formatting this section.a. Background: Provide background information on the company.b. Vision and Mission: Provide the company vision and mission statement. If the company does not have a vision or mission statement you will need to develop one based on the guidelines discussed in class.c. Core Values: Describe their core valuesd. Business: Describe the business the company is in.e. Competition: Identify two main competitors, briefly discuss their company, and provide reasoning why they were selected as main competitors.f. Competitive Advantage: Discuss the company’s Competitive Advantageg. Strategies: Discuss past and present strategies the company employedThis section is to follow JWU MLA guidelines for format and research including in-text citations to support your research. List citations at the end of the analysis.Section 2: Current Situation1. Download their most recent 10K statement (commonly found in the Investors link on their webpage) and provide a one-page narrative of their current situation.Section 3: Environmental Sustainability Initiatives 1. Using information contained in their most recent annual report, as well as any external information, discuss the organization’s environmental sustainability initiatives and the progress the company is making against those initiatives.Section 4: Michael Porters 5 Forces Model1. Using the template provided, analyze the 5 forces that shape the industry your company is part of.Section 5: External Assessment 1. Using the PESTLE template provided, analyze the external forces as they relate to your company. Cite the sources used for your information at the end of the analysis. This is qualitative information that needs to be stated in paragraph format.2. Using the template provided, examine the two competing companies you listed in previous steps and complete a CPM Matrix using 10 Critical Success Factors. a. Provide a 1 page rational why you selected the critical success factors used.Section 6: Internal Assessment1. For this section you will research and write a qualitative paragraph for each functional area of the organization that best describes the current internal situation. Use the Internal Assessment template located in the template folder. (the annual report is a great place to start)2. Use the Financial Worksheet Template and complete a financial analysis of your company. This information can be obtained by using financial sites such as Yahoo Finance. Provide a brief overview that summarizes the financial condition of the company. Compare your company’s ratios to the competition and industry standards. (financial standards can typically be found with a simple search).Section 7: Situational Analysis1. Using the information researched in the previous two sections, develop a SWOT Analysis for the company. (5 Strengths, 5 Weaknesses, 5 Opportunities, 5 Threats) Use the SWOT analysis template and include rational for each item. 2. Use the EFE template provided and complete an external factor evaluation for your company3. Use the IFE template provided and complete an internal factor evaluation for your company.Section 8: Strategy Analysis1. Using the SWOT Strategy Matrix, analyze the information you have gathered in the previous steps and identify 5 strategies you company could pursue. a. Review the PowerPoint “Strategies in Action” for guidance on alternate strategies and Michael Porter’s generic strategies. Be specific.Section 9: Strategy Selection (QSPM)1. Based on your SWOT strategy matrix in the previous step, identify what you believe to be the best two strategies for your company and complete the QSPM Matrix for your organization. (Grading will be based on the formatting and accuracy of the data and the reasoning for each)Section 10: Conclusion and Recommendations1. Based the results of the QSPM, discuss which strategy you believe is the best course of action for your company. 2. Describe any actual or potential Ethical Failures with each of the strategies and how these may be mitigated. Keep in mind that most of these companies operate globally.3. Write a conclusion that summarizes your findings from this analysis and discuss the feasibility of your strategy recommendation. (2-3 pages)Formatting:1. Copy and Paste as an Image, all Excel related charts into their respective sections of the project.2. Use MLA criteria where required. Include a works cited at the end of the analysis.
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