HOTL3001 2023, T3. Business Strategies: Process and Application
HOTL3001 2023, T3. Business Strategies: Process and Application
Assessment brief
Assessment name Assessment 2 Individual Report
Due date 28th July 11.59PM (Melbourne time).
Assessment mode Individual
Length 1200 words
Weighting 40%
Unit learning outcomes 2, 3
Rationale
The purpose of this task is to present students with the opportunity to conduct research into a chosen organisation, and, using tools of analysis, structure a critical assessment of the organisations strengths and weaknesses in its competitive marketplace.
Task Description
In this 1200-word report, you will analyse the internal and external environment of an Australian hospitality company, such as a hotel chain, restaurant chain, cruise line, or airline.
Task instructions
Please choose one company and use relevant frameworks and models to analyse its internal and external environment. Your analysis should identify the companys strengths and weaknesses, as well as analyse the threats and opportunities in its external environment.
Expected components of report:
Background of chosen hospitality company (200 words): size, operating locations, product/service provided target market, and financial position.
Identification of strengths and weaknesses (internal) (400 words)
Analysis of threats and opportunities (external) (400 words)
Conclusion (200 words)
Choice of organisation
Choose 1 hospitality organisation from the list below for analysis upon which to base your analysis:
The IHG Group
The Star Entertainment Group
Crown Resorts
Spicers Retreats
Rydges
The Manta Group
Regional Express Holdings Limited (REX)
Jetstar
Qantas Airlines
Virgin Australia
Australian Cruise Group
McDonalds
Guzman y Gomez
Hungry Jacks
Boost Juice
Please note: If you would like to choose a hospitality company not on the above list you must have approval from your tutor.
Referencing and in text citations should be as per the SCU Harvard format.
Marking criteria
To ensure the quality of your report, please note that the following criteria will be used for marking:
Background of chosen hospitality company: 4 marks
Identification of strengths and weaknesses (internal): 14 marks
Analysis of threats and opportunities (external): 14 marks
Conclusion: 4 marks
Clarity of expression / language- writing clearly and concisely, using proper grammar and spelling; 3 marks
Referencing- proper citation and referencing of all sources used in your report, narrative is properly supported when warranted. A minimum of 5 references is required: 3 marks.
Important note: To achieve a passing grade in this unit you must submit all assessment tasks and obtain a score of at least 50% of the total assessment marks for the unit.
Important note: In order to achieve a passing grade in this unit you must submit all assessment tasks and obtain a score of at least 50% of the total assessment marks for the unit.
GenAI May Not be Used
Generative Artificial Intelligence (GenAI) tools, such as ChatGPT,may not be usedfor this Assessment Task. You are required to demonstrate if you have developed the units skills and knowledge without the support of GenAI. If you use GenAI tools in your assessment task, it may result in an academic integrity breach against you as described in theStudent Academic and Non-Academic Misconduct Rules, Section 3.
Criteria High Distinction Distinction Credit Pass Fail
Background on chosen hospitality company
4 marks
Provided a thorough, informative, and detailed overview of your chosen company. The companys size, operating locations, product/service provided, target market, and financial position are thoroughly described. 4-3.4 Provided a clear and competent overview of your chosen company. The companys size, operating locations, product/service provided, target market and financial position are thoroughly described. 3.3-3 Provided a satisfactory overview of your chosen company. One or two of the following aspects of the company could have been described in greater detail; the companys size, operating locations, product/service provided, target market and financial position. 2.9-2.6 Provided a basic overview of your chosen company. More than two of the following aspects of the company could have been described in greater detail; the companys size, operating locations, product/service provided, target market and financial position. 2.5-2 Is missing OR, omits many of the required components including the companys size, operating locations, product/service provided, target market and financial position. 1.9-0
Identification of strengths and weaknesses (internal)
14 marks Astutely and thoroughly explained the (internal aspects) strengths and weaknesses of your chosen company. This analysis was expertly supported with the inclusion of relevant academic perspectives and theoretical models. 14-11.9 Thoroughly described the (internal aspects) strengths and weaknesses of your chosen company. This analysis was well supported with the inclusion of relevant academic perspectives and theoretical models. 11.8-10.5 Adequately described the (internal aspects) strengths and weaknesses of your chosen company. This analysis is adequately supported with the inclusion of relevant academic perspectives and theoretical models. 10.4-9.1 Somewhat described the (internal aspects) strengths and weaknesses of your chosen company. This analysis somewhat lacks the adequate support of relevant academic perspectives and theoretical models. 9-7 Does not adequately describe the (internal aspects) strengths and weaknesses of your chosen company. This analysis lacked the adequate support of relevant academic perspectives and theoretical models. 6.9-0
Analysis of threats and opportunities (external)
14 marks Astutely and thoroughly explained the (external aspects) threats and opportunities of your chosen company. This analysis was expertly supported with the inclusion of relevant academic perspectives and theoretical models. 14-11.9 Thoroughly described the (external aspects) threats and opportunities of your chosen company. This analysis was well supported with the inclusion of relevant academic perspectives and theoretical models. 11.8-10.5 Adequately described the (external aspects) threats and opportunities of your chosen company. This analysis is adequately supported with the inclusion of relevant academic perspectives and theoretical models. 10.4-9.1 Somewhat described the (external aspects) threats and opportunities of your chosen company. This analysis somewhat lacks the adequate support of relevant academic perspectives and theoretical models. 9-7 Did not adequately describe the (external aspects) threats and opportunities of your chosen company. This discussion lacked the adequate support of relevant academic perspectives and theoretical models. 6.9-0
Conclusion
4 marks Astutely, thoroughly, and concisely presented the key points of the report. 4-3.4 Somewhat thoroughly and concisely presented the key points of the report. 3.3-3 Adequately presented the key points of the report. 2.9-2.6 Somewhat adequately presented the key points of the report. 2.5-2 Did not adequately presented the key points of the report. 1.9-0
Clarity of expression/writing
3 marks Your submission was very well structured. There were no errors in your grammar or sentence mechanics. You have presented a highly professional assignment. 3 - 2.55 Your submission was well structured. Mostly correct grammar and spelling throughout. 2.54-2.25 Your submission was adequately structured. A few minor grammar and spelling issues were noted. 2.24-1.95 Your submission was somewhat adequately structured. Grammatical and spelling issues were noted. 1.94-1.5 Your submission was inadequately structured. Numerous grammatical and spelling issues were noted. 1.49-0
Referencing
3 marks You astutely utilised relevant sources (at least 5 academic) to effectively build and support your discussion. In-text Harvard referencing is accurate. The resulting reference was likewise accurate. 3 - 2.55 You effectively utilised relevant sources (at least 5 academic) to effectively build and support your discussion. In-text Harvard referencing is mostly accurate. The resulting reference list was likewise mostly accurate. 2.54-2.25 You utilised some relevant sources (5 or less academic) to somewhat build and support your discussion. In-text Harvard referencing is generally accurate. The resulting reference list was likewise somewhat accurate. 2.24-1.95 You did not always effectively utilised relevant sources (5 or less academic) to build and support your discussion. In-text Harvard referencing is either lacking or contains a few errors. The resulting reference list thus reflects these issues at times. 1.94-1.5 You have not effectively utilised relevant sources (less than 5 academic) to build and support your discussion. In-text Harvard referencing was either lacking or contained a few errors. The resulting reference list thus reflected these issues at times. 1.49-0
HOTL3001 2023, T3. Business Strategies: Process and Application
Assessment brief
Assessment name Assessment 3 Group Presentation and Q+A
Due date Slides are due by Tuesday 8th August, 7.00AM (Melbourne time) and presentation will be delivered in class in week 6.
Assessment mode Group presentation and Q+A
Length 12 minutes + Individual Q+A @10%
Weighting 30%
Unit learning outcomes 1,2,3,4
Rationale
The purpose of this task is to present students with the opportunity to report and analyse a specific strategy of a chosen organisation and structure an evidence-based alternative, using recognised tools of analysis and conceptual theoretical models, to propose a viable and justified alternative strategy, through team collaboration.
Task Description
Task instructions
In groups of (2-3) people, choose an Australian hospitality company such as a hotel chain, restaurant chain, cruise line, or airline and evaluate one of its latest strategic decisions (within the last 10 years). A strategic decision can include launching a new brand concept or service/product line, building a new strategic alliance, or entering a new market. Using relevant frameworks and models, evaluate the advantages and disadvantages of the decision, and develop an alternative strategic decision that you believe would have been more effective based on the internal and/or external environment. Prepare a 12-minute presentation of your findings and recommendations, which you will deliver in class. Expected components of presentation:
Background on your chosen hospitality company
Discussion on the companys internal and external environment at the time of their decision
Discussion of the companys strategic decision: What did they do? What was the outcome of this decision?
Propose an alternative strategic decision you feel the company could have made. What would have been the expected benefits of this alternative decision? Groups should support this discussion with relevant concepts and models introduced in this unit. What resources would be needed to support this alternative strategic decision?
References.
Choice of organisation
Choose 1 hospitality organisation from the list below for analysis upon which to base your analysis:
The IHG Group
The Star Entertainment Group
Crown Resorts
Spicers Retreats
Rydges
The Manta Group
Regional Express Holdings Limited (REX)
Jetstar
Qantas Airlines
Virgin Australia
Australian Cruise Group
McDonalds
Guzman y Gomez
Hungry Jacks
Boost Juice
Please note: If you would like to choose a hospitality company not on the above list you must have approval from your tutor.
Referencing and in text citations should be as per the SCU Harvard format.
Choice of organisation
Choose 1 hospitality organisation from the list below for analysis upon which to base your analysis:
The IHG Group
The Star Entertainment Group
Crown Resorts
Spicers Retreats
Rydges
The Manta Group
Regional Express Holdings Limited (REX)
Jetstar
Qantas Airlines
Virgin Australia
Australian Cruise Group
McDonalds
Guzman y Gomez
Hungry Jacks
Boost Juice
Please note: If you would like to choose a hospitality company not on the above list you must have approval from your tutor.
Referencing and in text citations should be as per the SCU Harvard format.
Marking criteria
To ensure the quality of your report, please note that the following criteria will be used for marking:
Background on your chosen hospitality company: 3 marks.
Discussion of the companys internal and external environment at the time of their decision: 5 marks.
Discussion of the companys strategic decision: 5 marks.
Discussion of an alternative strategic decision the company could have made: 13 marks.
PPT slide design: visual appeal, supportive of narrative: 2 marks.
Delivery of presentation: clarity, pace and timeliness: 2 marks.
Important note: Every group member must complete the Self & Peer Evaluation form and email it to your tutor by 6pm (MELB time) the day of your presentation. The template is provided.
Important note: To achieve a passing grade in this unit you must submit all assessment tasks and obtain a score of at least 50% of the total assessment marks for the unit.
Important note: In order to achieve a passing grade in this unit you must submit all assessment tasks and obtain a score of at least 50% of the total assessment marks for the unit.
GenAI May Not be Used
Generative Artificial Intelligence (GenAI) tools, such as ChatGPT,may not be usedfor this Assessment Task. You are required to demonstrate if you have developed the units skills and knowledge without the support of GenAI. If you use GenAI tools in your assessment task, it may result in an academic integrity breach against you as described in the HYPERLINK "https://policies.scu.edu.au/document/view-current.php?id=141" l "section3" o "https://policies.scu.edu.au/document/view-current.php?id=141#section3" Student Academic and Non-Academic Misconduct Rules, Section 3.
Criteria High Distinction Distinction Credit Pass Fail
Background of chosen hospitality company
3 marks Provides thorough, informative, and detailed overview of your chosen company. The companys size, operating locations, product/service provided, and target market are thoroughly described. 3 - 2.55 Provides a clear and competent overview of your chosen company. The companys size, operating locations, product/service provided, and target market are thoroughly described. 2.54-2.25 Provides a satisfactory overview of your chosen company. The companys size, operating locations, product/service provided, and target market are described. 2.24-1.95 Provides a basic overview of your chosen company. The companys size, operating locations, product/service provided, and target are somewhat described. 1.94-1.5 Is missing OR, omits many of the required components including the companys size, operating locations, product/service provided, and target market. 1.49-0
Discussion of the companys internal and external environment at the time of their decision
5 marks Thoroughly described the companys internal and external environment at the time of their decision. This discussion was well supported with the inclusion of relevant academic perspectives and theoretical models. 4.24-3.75 Thoroughly described the companys internal and external environment at the time of their decision. This discussion was well supported with the inclusion of relevant academic perspectives and theoretical models. 4.24-3.75 Adequately described the companys internal and external environment at the time of their decision. This discussion was supported with the inclusion of relevant academic perspectives and theoretical models. 3.74-3.25 Somewhat described the companys internal and external environment at the time of their decision. This discussion was somewhat supported with the inclusion of relevant academic perspectives and theoretical models. 3.24-2.5 Does not adequately describe the internal and external environment of your chosen company. This analysis lacked the adequate support of relevant academic perspectives and theoretical models. 2.4-0
Discussion of the companys strategic decision.
5 marks Astutely and thoroughly, presented the companys strategic decision. 5-4.25 Somewhat astutely and thoroughly, presented the companys strategic decision. 4.24-3.75 Adequately presented the companys strategic decision. 3.74-3.25 Adequately presented the companys strategic decision. 3.24-2.5 Did not adequately presented the companys strategic decision. 2.4-0
Discussion of an alternative strategic decision the company could have made.
13 marks Astutely and thoroughly explained the alternative strategic decision the company could have made. This discussion was expertly supported with the inclusion of relevant academic perspectives and theoretical models. 13-11.05 Thoroughly explained the alternative strategic decision the company could have made. This discussion was well supported with the inclusion of relevant academic perspectives and theoretical models. 11.04-9.75 Adequately explained the alternative strategic decision the company could have made. This discussion was supported with the inclusion of relevant academic perspectives and theoretical models. 9.74-8.45 Somewhat explained the alternative strategic decision the company could have made. This discussion was somewhat supported with the inclusion of relevant academic perspectives and theoretical models. 8.44-6.5 Did not adequately describe the alternative strategic decision the company could have made. This discussion lacked the adequate support of relevant academic perspectives and theoretical models. 6.4-0
PPT slide design
2 marks Your PowerPoint presentation is highly professional in appearance, and creatively supports your verbal presentation. 2-1.7 Your PowerPoint presentation is professional in appearance and complements your verbal presentation. 1.69-1.5 Adequate in appearance, your PowerPoint presentation supports most aspects of your verbal presentation. 1.49-1.3 Somewhat adequate in appearance, your PowerPoint presentation supports some aspects of your verbal presentation. 1.29-1 Your PowerPoint presentation lacks professionalism and/or provides little support for your verbal presentation. .99-0
Delivery of presentation
2 marks Your presentation is creative, interesting, and engaging. Eye contact is constantly maintained, with no obvious reliance on notes or slides by any group member. Presentation is within the specified time limit (12 minutes maximum). 2-1.7 Your presentation is interesting and engaging. Eye contact is maintained with very few instances of any group member relying on reading slides or notes. Presentation is within the specified time limit (12 minutes maximum). 1.69-1.5 Your presentation is interesting and/or engaging. Eye contact is maintained for much of the presentation. At times, it is obvious that group member/s are reading from slides or notes. Presentation may have exceeded the time limit (12 minutes maximum). 1.49-1.3 Your presentation at times is engaging. Eye contact is attempted by most group members. Less reliance on reading from slides or notes would enhance your presentation. Presentation exceeds the time limit (12 minutes maximum). 1.29-1 Your presentation does little to engage the audience. There is an over-reliance on reading from slides or notes. Few, if any, attempts at eye contact are made. Presentation exceeds the time limit (12 minutes maximum). .99-0
