You are required to select an existing fouror fivestar hotel located in Australia to serve as your
Question:
You are required to select an existing fouror fivestar hotel located in Australia to serve as your case hotel. You will need to undertake secondary research in order to investigate and critically analyse the current business environment in which your chosen hotel operates. The report based on independent research, while engaging with the relevant concepts, theories and models addressed in the course material. You are not required to conduct any primary research for this assessment. You are expected at a minimum to use the PESTLE framework (Political, Economic, SocioCultural, Technological, Legal and Environmental/Ecological) to identify the macro environmental factors and discuss indicators relevant to the case hotel. To present a thorough but concise analysis, it is required that you select only one (1) indicator for each PESTLE factor to discuss. Attempting to discuss more indicators within a limited word count will be counterproductive. Relevant market and consumer intelligence should be identified and interpreted in a meaningful way in order for the hotel to plan its marketing efforts strategically and effectively. You are also required to conduct a Competitor Set analysis to identify, present and justify a chosen set of four (4) direct hotel competitors in tabular form.
1. Introduction
I. Aims/Objectives
II. Report outline
2. Findings
I. Brief definition of your hotel's target audience
II. Overview and analysis of the macro environment. A discussion of one relevant indicator for each PESTLE factor, that you consider as critical for your nominated hotel to consider
III. Competitor set analysis, presented as a table
3. Conclusion
4. Reference List
5. Appendices
Income Tax Fundamentals 2013
ISBN: 9781285586618
31st Edition
Authors: Gerald E. Whittenburg, Martha Altus Buller, Steven L Gill