BUS433 Strategic Services Management

Case Study #1

Value = 10%

Description

This is an individual assignment. Select one of the following companies for your case study assignment:

• McDonalds
• Marriott
• Tim Hortons
• Air Canada
• The Keg
• TripCentral.ca
• Carnival Cruise Line
• Fairmont
• Best Western
• Etihad Airways
• Wahlburgers
• Contiki Tours

Once you have chosen your company, do some research and using the information that you found, along with your own analysis based on what youve learned from the course lessons so far, include the following information:

1. Provide a very brief introduction and background of the company you have chosen. This only needs to be a short paragraph for this assignment.

2. What type of strategies does the company currently use? The company likely follows a variety of different types of strategies, but for this assignment identify ONE type of strategy from the options below and explain.
   • Corporate level (diversified business? diversified markets? etc.)
   • Network level (strategic alliances? franchise? management contract?)
   • Business level (positioning? access-based, variety based, cost leadership, etc?)

2. Who are the companys main competitors? The company will have many direct and indirect competitors. Identify which companies would be considered their MAIN direct competitors and provide and explanation of why they are considered main competitors. In your answer, you can consider things such as similar pricing, similar products/services, similar markets, etc.

You must demonstrate a high level of thinking and analysis, clarity of thought and overall organization and professionalism.