Project Assignment: – International Hospitality Management (3500 words)
A: Using the Marriott Hotel West India Quay conduct a SWOT analysis of the hotel
B: Select one of the emerging markets of the world as taken from the WTM 2014 Industry report and UNWTO Tourism Highlights 2014, which you feel is right for your hotel company to seek an entry into that market and ultimately to seek medium and long-term market growth. Conduct a PEST analysis of the emerging market you have selected. All the PEST factors you have chosen, must have a direct or indirect relevance to the hospitality industry both on a national and international level and the hotel company chosen in A above.
C: Using Porters Generic Strategies: Ansoffs matrix and Nykiel’s fourteen hotel strategic growth options, Examine the strategic growth options that Marriott hotel West India Quay would be best to pursue within your selected emerging market, and justify how those strategies/strategy are going to help the hotel maintain market growth and long-term market share.
Times New Roman, font size 12, Single spaced, 8 pages for actual work.
Reference is 9th page, Appendices is 10th page
Structure of work/Page layout
Background to International Hotel Industry (and tourism……..Half page
Background to Hotel Company which is the Marriott……. Half page
SWOT analysis of selected hotel company……….(a Page and half)
Background to Global Hotel and Tourism Industry – developed and emerging markets(half page)
Background to Emerging markets……..(half page)
PEST of selected emerging market ……….(a Page and a half)
Analysis of SWOT and PEST……..(one page)
Hotel strategy to be adopt and to be implemented (using strategic model and frameworks) within the entering market……..(half page)
Justification of strategy……….. (half page)
Practical application of strategy – 5 and 10 years ahead…….(half page)
Conclusion/your own opinion/critical thinking ……..(half page)
References ……………8 references
Notes: Add the PEST analysis framework and SWOT analysis framework and any company / emerging background information as an appendix – putting the analysis of all in the main body of the report (
Appendices do not count in the final word count. All sources must be cited using Harvard reference system.
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