Evlauation And Anaysis Of The External And Internal Environment In Hospitality Industry (Dissertation Sample)

Evaluation and Analysis of External and Internal Environment in the Hospitality Industry:
The Case Intercontinental Adelaide – Australia
[Insert Name]
[Insert Roll number#]
[Insert course]
Dissertation
IMI
[Insert University and Department]
May 2016
ABSTRACT
The purpose of this dissertation is to identify the External/Industry Environment Analysis and the Internal Organisational Analysis and how they impact on the operations within the hospitality industry.
This report made use of the available secondary data to determine the external and internal environmental factors influencing the organisations operation, the organisation structure and the impact on their reliance on technology to keep up with the changing business environment.
Internal environments were also assessed to determine how organisations operate through the review of literature on communication processes. An evaluation of the communication and reporting system of the Intercontinental Adelaide was also undertaken. These reviews were used to come up with suitable conclusions and recommendations at the end of the study or research.
This study relies in the importance of comprehending the impact of these factors in an organisation to properly analyse the external business environment, internals business environment, organisation structure and challenges of leading innovations. Identifying business opportunities and threats, weakness and strengths are useful in programming for the future new investment in the organisation and in particular the hospitality industry.
ACKNOWLEDGMENTS
I would like to take this opportunity to thank everyone who has contributed to help me leading to the successful completion of this dissertation. Special thanks to my dissertation supervisor Professor Australian University for his commitments and critical support through this study period. I would also like to thank my reputable lecturers and MBA program head Mr................................ for their invaluable assistance and guidance throughout the course.
My family cannot be left unappreciated for their support and understanding during his extremely busty months. They played an important role in helping research and finalise the study.
During this time, all the support provided by my friends, colleagues, professors and interviewees - solicited or otherwise - warrants great appreciation.
Lastly, I would like to thank my managers at The JW Marriott Indianapolis who supported and cooperated with me during my dissertation. Without their understanding this study would not have been successful.
Thank you!
TABLE OF CONTENTS
ABSTRACT..................................................................................................... ii
ACKNOWLEDGEMENTS............................................................................... iii
EXECUTIVE SUMMARY................................................................................vii
LIST OF FIGURES..........................................................................................vii
LIST OF TABLES...........................................................................................viii
CHAPTER ONE: INTRODUCTION AND BACKGOUND.................................1
Aim..................................................................................................................3
Objectives.......................................................................................................3
Background....................................................................................................4
CHAPTER TWO: EXTERNAL ENVIRONMENTAL ANALYSIS .......................6
Internal Analysis.............................................................................................6
Strategic Analysis Tools.................................................................................6
SWOT Analysis.............................................................................................9
PEST Analysis...............................................................................................11
Porters Five Forces.....................................................................................12
CHAPTER THREE: INTERNAL ORGANISATIONAL ANALYSIS.................20
Organisation Diagnosis.............................................................................14
Organisation Structure............................................................................23
Henry Mintzberg Theory ................................................24
The 7 S Framework............................................................26
Challenges to innovative technologies................................................18
CHAPTER FOUR: CONCLUSION.............................................................23
CHAPTER FIVE: REFERENCES.................................................................19
LIST OF FIGURES
LIST OF TABLES
Table 2.1 SWOT Analysis Diagram........................................................................7
Table 2.2 Porter's Five Forces Diagram...............................................................20
EXECUTIVE SUMMARYThis section provides the summary of this Report at a glance. It also provides how it is organised. The organisation of this Report is set in different chapters which are described below:
Chapter One: Introduction and background of the Report. This chapter introduced the Report. In defines the Report objectives, the aims of the study and the anticipated assessment tools as well as the writing scheme
Chapter Two: This is the main body of this Report. It addresses the External environmental in which the organisation is operating from. It described the available tools for strategic management. These tools include the SWOT Analysis, PEST Analysis, Porters Five Forces, Porters Four Corners Concept, Early Warning System and War-gaming. These factors are described to give the external operating dynamics
Chapter Three: This elaborates the internal working environment of the organisation, factors that influences it internal process. It described the organisation diagnosis, its structures (and the interpretation of the same). These are how organisations really react to external scenarios by restructuring the organising itself either as a proactive or reactive measures. Specifically, it will address the Reporting structure of Intercontinental Adelaide, by providing the general issues faced in the hospitality industry. It thus explains the organisations diagnostics of these factors, its structures to circumvent or fit into the dynamics and the responsibilities and communication links (reporting system) used to address these issues internally and externally. This chapter also evaluates the McKinsey's 7 S framework and other theories of Internal Analysis, and the discussion of various organisation structures, are applied in this context. It further provides the details regarding the challenges in the adaptation and application of new technologies
Chapter Four: This chapter makes a conclusion, assess the limitation and recommendations to the above two chapters related to the external and internal working environmental of the organisation.
Chapter Five: This is the Appendices section of the Report contains the reference materials used to compile this Report. It includes books, articles, websites and links to various materials found useful/relevant and quoted in connection to the preparation of this report.
CHAPTER ONE:
INTRODUCTION
In the past one or so decade, businesses have evolved tremendously. Highly centralised business organisations were decentralised and further decentralised until units specific to certain geographical regions were set up. These decentralised units operated and managed locally. They were peculiar in every aspect (in terms of their structure, communication systems and organisation), that the only relation they had with their parent firm is the names. These organisations operate in fierce, competitive environments with other organisations providing similar services. Further, they trooped to secure the scarce financial and human resources (well trained), customers/markets, visibility, stakeholders' and media attention.
With the rapid expansion and penetration of the worldwide web, access to information has been made easy, faster and more accurate. Therefore, the details of companies secrets and operating propriety hitherto considered sacred and confidential is now being accessed, copied or manipulated by new entrants who have researched and identified the market opportunities as well as the dominant operators' weaknesses and disadvantages; enabling these new-comers to launch strategic approaches to nip the existing organisation of their market shares.
Externally, the hotel industry has seen huge changes in all aspects of its operations. This industry operates in a sensitive economic environment. Its success and performance is directly proportionate to the world stock market performances. Thus, worldwide there has been a crunch in hotel activities from 2008 to 2013. This is as a result of the 2007 stock crash. Now, there is rapid expansion to meet the new money and the cheap travel conditions. (Robert A Rauch, 2015)
The study relates to the external and internal influences of the organisation research related to factors affecting the hospitality organizations. Internally, the diagnosis of the organisation, in addition to the study of its structure is very relevant to their operations. (Baldridge, et.al, 2011). To develop effective workplace and management strategies, it is very important to understand the rationale behind the company (Wells, 1998). Further, the analysis of the internal environments of organisations provides important insights in the operations regimes of these organisations (Hill,...