As part of your case study development, please scan the hospitality business environment in Singapore and the Asia Pacific region and carry out research on any Asia-based hospitality companies that may include, but not limited to, the following organisations:

Art Hotels Group                                                           Banyan Tree Resorts
BTG Homeinns Hotels Group                                 China Lodging Group
Dusit Thani Hotels & Resorts                                 Far East Hospitality
Frasers Hospitality Group                                         Furama International
Greentree Hospitality Group                                   Jin Jiang Hotels
Langham Hotels                                                             Mandarin Oriental Hotel Group
Mantra Hotels, Resorts & Apartments               Marco Polo Hotels
OYO China or OYO India                                              Pan Pacific Hotel Group
Park Hotel Group                                                            Peninsula Hotels
Rydges Hotels & Resorts                                           Shangri-La Hotels & Resorts
Six Senses Hotels & Resorts                                    The Ascott Limited
Taj Hotels                                                                            Tokyo Inn
Worldwide Hotels Group                                             YTL Hotels & Resorts

As the newly appointed Vice President – Strategy, one of your top priorities is to commission a strategic analysis and strategy review of the company’s business. Based on the information and data that you have gathered in your research, you have been tasked by the CEO to:-

1. Assess the macro (external) business environment, identifying the PESTLE factors that are contributing to or challenging the company’s growth at this time. (20 marks)

2. Using Porter’s Five Forces Model to analyse the state of the industry wherever applicable, elaborate on your recommendations for the creation of a competitive strategy. (20 marks)

3. Develop a micro (internal) analysis of the current state of the business, applying the principles of VRIO (sustainable competitive advantages).
(20 marks)

4. Use SWOT analysis to summarize your previous three sessions. (20 marks)

5. Analyse the juncture of its business cycle and highlight the Unique Selling Points (USPs) that have contributed to the organisation’s success at this point. (20 marks)

You are required to submit to the CEO your strategic analysis and strategy review in a 2,000 to 3,000 words written paper. Please include any research data, market analysis and company information (including annual reports) in your appendices. Do note that the appendices will not be included as part of the 2,000-3,000 word count.

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