Question: Part 1: External Analysis: PEST analysis. Use the format shown in the example. Be sure to cover the key points for the hotel industry. This

  • Part 1: External Analysis: PEST analysis. Use the format shown in the example. Be sure to cover the key points for the hotel industry. This section is not firm specific.
  • Part 2: Internal Analysis: Cover just the strengths and weaknesses of the firm. You cannot use only the firm website as that tends to be very promotional rather than evidence. Try to get most of your information from outside sources.
  • Please see the link on Additional information for Assignment 1 for a sample case and specifics of what and what not to include.

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