Business Health Check - Assignment

Business Health Check

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 Analyse the objectives of the business.............................................................................3
1.2 Factors that impact on the business..................................................................................5
1.3 Potential improvement to the business organization or operation....................................8
M1. Analyse how the objectives of their chosen organisation meet the ‘SMART’ criteria of
organisational objectives........................................................................................................9
D1: Analyse how the elements of Ansoff’s Growth Matrix have contributed to improvements
to their chosen organisation....................................................................................................9
TASK 2............................................................................................................................................9
2.1 Effectiveness of the business............................................................................................9
2.2 Plans to improve the business justifying their value......................................................11
M2: Evaluate the effectiveness of areas of the business stipulated in contribute to
organisational growth...........................................................................................................12
D2: Critically analyse how the developed plans can lead to an improvement in the business.
..............................................................................................................................................12
TASK 3..........................................................................................................................................12
3.1 Current skills of management and staff..........................................................................12
3.2 Justify plans for the development of skills for management and staff...........................13
M3: Analyse the effect current experience, skills and abilities of management and staff may
have on the business.............................................................................................................14
D3: Critically evaluate the various methods that can be used to develop the skills of
management and staff of their chosen organisation.............................................................14
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16

INTRODUCTION
In today's competitive world, every business organization have some strength along with
its weaknesses as well. To reduce the negative impact of its weaknesses, company is responsible
for analysing as well as determine all the weakness. This will help them in sustaining and
growing at market place for longer period of time. In this business health check can be consider
as a key part that help organization to highlighting the area in which they required necessary
improvement. By using this tool company may improve their performance and gain an insight
into their strength. It is important for firm to effectively analysis their overall performance to
determine the factors that directly affect its activities. Current report is based on Hilton Hotel &
Resorts, is a global brand of full services of hotel and resort. This is an American multinational
hospitality company founded by Conrad Hilton in 1919. There were around 586 hotel and resorts
properties along with 215263 room in approx 85 countries. They target both business and leisure
travellers with different location. The main aim of this company is to grow at market place by
serving quality services. Report is going to describing the objectives of company and different
factors that directly impact on the business and its overall performance as well. Along with this,
potential improvement to the business and operation is also mentioned in this project.
Furthermore, plans is also includes with the aim of justifying business values at market. At last,
current skills of management and staff is also discussed here.
TASK 1
1.1 Analyse the objectives of the business
It is crucial for every business organization to set their clear objectives to attain success at
market place. Without setting objectives, firm can not able to improve their performance. In
competitive era, company have to analyse their objectives so that they can enhance their
productivity level at wider area. This may aid in accomplishing the positive and competitive
image.

Hilton Hotel is one of famous and biggest hospitality company in UK that provide global
brand of full hotel services to customers as per their requirements. Company was founded by
Conrad Hilton by 1919 with the aim of establishing competitive image in over the world.
Mainly, it is a American multinational company includes approx 586 hotel and resorts along with
215,263 in worldwide. One of the main purpose of this hotel is become a global leader of
hospitality industry by providing better attention to its guest while consuming its services. This
will support them in sustaining in competitive market place for longer period of time. Along with
this, company and its team members are always ready to give attention to entire guest and make
them happy with its services. In the they focus on meeting customers needs by offering them
range of services.
Mission:
Mission of Hilton hotel is focus on two aspect of business is hospitality and high positive
impact. Being the famous and successful hospitality company in the world company needs to
offer high quality services to its customers. Mainly, the mission statement is define what a brand
stand for which includes day to day operations that help in attaining their targets. In this regards,
the mission statement of Hilton hotel is to be the most hospitable organisation in over the world
by providing heartfelt services and experience to its guests. This will positive impact on the
overall performance of the company and communities as well.
Vision:
This type of statement is related with the longer period of time which reflect the overall
image of the company in market place. Mainly, it consider as a roadmap to future time for
business organization. Thus, it is important for company that vision must be clear and reliable as
it show direction on which company plan their activities. In context of Hilton hotel, main vision
of this company is to become a competitive company by delivering exceptional experience to
every customers at every time. For attaining the same, company will continue to innovate and
improve their services products so that they provide best experience to customers and attain their
higher satisfaction as well.
Scope of business:
The scope of hospitality industry is wider in which company provide different services
like accommodation, restaurant and many more to established their competitive edge at market.
In context of this, Hilton Hotel operate their business in over the world and serve hotel and

resorts services to customers with the aim of capturing larger market share from its rivals at
market place. Along with this, company has 15 brand in different market that offer range of
services to its guest. Due to wider scope in hospitality industry, Hilton hotel can easily attain
success and sustain in market for longer period of time.
Objectives:
It is crucial to set clear objectives so that company can perform their activities
accordingly. In this context, Hilton Hotel also define their objectives to become a best hotel in
the market by serving positive experience to its guest. They are focused and passionate towards
their work and also will do accordingly. By this they retain their customers for longer period of
time also make them happy and keep them coming back again and again. In this context, the
main objective of Hilton hotel to provide quality hotel and resort services to its guest in order to
attain their higher satisfaction. This will directly contribute in establishing the positive and
competitive image at market place.
1.2 Factors that impact on the business
If a business wants to be successful in the market, it is crucial for them to effectively
analyse both internal and external factors so that they easily understand actual impact on the
business activities its activities as well. Once they understand the positive and negative impact
than they produce suitable strategies that help in improving the performance level at market
place. For analysing the same, company use PESTLE, Porter's Five Forces and and SWOT
analysis of Hilton Hotel are as follows:
PESTLE analysis:
This analysis consider as a analytical tool that directly affect the overall performance of
the company at market place. By using this, Hilton can easily evaluate the impact:
 Political: It play a significant role in determine the impact on overall profitability of the
company. Hilton hotel operate in Lodging and expose itself in different political
environment. Political stability is effective for company to make their performance
positive.
 Economical: This factor is related with inflation rate, saving rate, interest rate and many
more that impact on the business activities. In this, Hilton hotel can be use country
economic factors at the time of operating activities. For improving their overall

performance, company should analysis inflection rate, economic growth before offering
their services.
 Social: This factor is directly affect the Hilton hotel as it includes customers lifestyle,
their taste and many more. In this company needs to analyse customers demand before
providing them quality products, This may increase overall profitability of the firm at
competitive market.
 Technological: It is a factor that put great effect on the business in which company use
online platform to booking hotel rooms. It positively impact on customers mind as they
easily book their services that may improve and company image at market.
 Legal: It is important for Hilton hotel to follow all the laws and legislation related to
consumers protection and employees as well. This will improve the productivity level of
the company.
 Environmental: This factor is also important as Hilton hotel operate in hospitality
industry as they needs to ensure that its operational activities does not harm the
environment. If they operate their activities activities accordingly then they easily make
their performance positive.
Porter's Five Forces Model:
It is consider as a holistic strategy framework that help business organization to analysis
current competition at market place. Mainly, this tool focus on how company can build a
sustainable competitive advantage in industry. By effectively analysing the competition level,
company can easily increase their profitability level at market place. It includes 5 forces that can
be understood by following points: Threat of new Entrants: This force is high for the Hilton hotel because new companies
come up with innovation which may increase competitiveness in market place. This is the
main reason that company feel pressure as its competitors use low pricing strategy and
also provide new quality services to its customers. In this context, it is important for
Hilton hotel to manage it effectively by providing new and innovative products to its
customers to keep the loyal towards the company. Bargaining power of suppliers: It is refer to the low power of suppliers as Hilton hotel
purchase raw material from the suppliers globally. The main reason behind this is lack of
uniqueness of products and services supplied by suppliers. In this company needs to

develop dedicates suppliers which help them in increasing their profitability level at
market place. Bargaining power of Buyers: In hospitality industry, buyer power is high as they always
wants to buy a best services at minimum price as possible. If customers get same
products on minimum rate from other company then they easily switch and consume
products. Thus, it is important for hotel to introduce new and innovative products at low
price so that they can easily build strong customers base. This will increase overall sales
of the company. Threat from substitute products: In hospitality industry, Hilton hotel face threat of
substitutes like cottage and other aspects that provide standard services along with
reasonable price. Thus, Hilton hotel is responsible for understanding core needs of the
customers rather than what they buying. Along with this, company needs to being
service oriented than product oriented. By this, hotel can improve their profitability and
customers base as well.
 Rivalry among the existing players: This force is in premium segment as company
compete with Marriott, Radission Blu and many more organization in the market place.
In this company, enjoyed their income growth as compare to its competitors. Along with
this, by promoting its products to attract large number of customer over there.
SWOT analysis:
It is one of the important factor of business organization that help in evaluating the whole
performance at market place. By using this, company may easily analysis company with its
strength and weaknesses, opportunities & threats. All these can be helpful in making brand
image more competitive at market place:
Strength Weaknesses
 Effective relation with their customers
is main strength which may help in
building positive brand image at market
place.
 Company has strong property portfolio
that may aid in making product quality
more effective.
 Limited market share may negatively
impact on the good brand image.
 Operations of Hilton hotel is affected
by different government policies and
parameters.
 Over dependence on the US market is
also a weaknesses for the company that

 Hilton hotel has high brand recognition
that positive impact on the customers
mind.
 Innovation is technology helpful in
improving customers experiences.
may reduce the customers base within
the company.
Opportunities Threats
 Expanding business in new market help
in inviting large number of customers
that provide great opportunities for
Hilton. This will improve new revenue
within the company.
 Hilton hotel will focusing on the
research and development to analysis
customers and market demand in order
to enhance their market share.
 Better use of technology may also
provide opportunities to company in
making product quality more effective.
 Competition on price point is one of the
major threat for hotel as it negatively
impact on the overall sale of the
company at market place.
 Hilton hotel face ethics related issues
that consider as a big threat for the
company which may reduce its brand
image.
 Change in customers taste and
preferences is also consider as a threat.
1.3 Potential improvement to the business organization or operation
In present scenario, Hilton Hotel is performing really well within the market and they are
required to maintain this position for accomplishing the organisational goal. It is important for
them to find the area where they are good at so that overall profit can be increased in future.
Here, Hilton Hotel do have the option to use Ansoff's matrix to increase their profitability in the
market. Detail information about Ansoff's Matrix is mentioned below.
Market penetration: It is one of the option for Hilton Hotel to increase its overall sale as
they will try to find the new way to attract existing customer in the same market. In this, they are
required to do marketing and decrease the overall prices of services which they give to their
customer.

Market development: Here, Hilton hotel will have required to expand its business in
new market with its existing services. Hilton have the option to open its new branches in any
another nation.
Product development: In this, Hilton hotel will required to increase its profitability by
adding on the new services within the existing branches as it will help to grow the business. It is
important for them to be innovative in this.
Diversification: It is the situation where organisation is required to achieve its target by
bring new services and product in new market.
From the above mentioned information, it is necessary for Hilton Hotel to adopt Market
Development for increasing the profitability of the organisation. It will also help them to connect
new customer with company.
M1. Analyse how the objectives of their chosen organisation meet the ‘SMART’ criteria of
organisational objectives.
Here, Hilton hotel is working really hard within the market to meet its objective. The
main object of the hotel is to provide better services to their customer who visits their hotel so
that targets can be achieved easily. In SMART objective, they are also focusing that services
which will be given to guest must be quick and effective through which positive response can be
obtained from customers.
D1: Analyse how the elements of Ansoff’s Growth Matrix have contributed to improvements to
their chosen organisation
Any of the organisation wants to increase its profitability in the market and even it is
important for Hilton Hotel to find the best possible way through which their targets can be
achieved. Ansoff’s Matrix have given them the idea that need to do for expanding their busienss
at global level. It will help them to increase the sale and reputation in the market through which
more number of customer can be connected with the organisation.
TASK 2
2.1 Effectiveness of the business
In context of the business, it is said that effective is connected with the results which is
obtained by any of the employer and employee. In order to achieve better result, it is necessary
for each and every employee that they must give there 100% efforts while working so that targets

can be accomplished easily. It is crucial for any of the organisation that how their employee's
perform for accomplishing the goal of an organisation. In terms of Hilton Hotel, it is one of the
popular hotel which operates in different part of the world and it is important and to maintain its
reputation within the market and because of that they follow each and every guideline of law and
codes of conduct & ethics for achieving the desire goals on specific time period. Here, they
provide appropriate training to each and every employee's whenever they join the company so
that their working efficiency can be improved while performing any of the task. Hilton Hotel
provides the guidelines and standards which are required to be maintained and because of that it
is easy for them to deliver the services to customer which they need while staying in the hotel.
This are some of the reason that Hilton Hotel is perform really well in international platform.
Although, company is able to deliver the best services in the market but still they need to
check their performance in every short interval and for that is it necessary for them to take the
help of business health check. It mainly helps to review the present situation of organisation
through which chances of enhancing the performance increases automatically. Some of the
departments which are required to be reviewed by the management team of Hilton Hotel are
explained below:
Product or services: In any of the organisation it is important for the management team
to know about the product and services which are being delivered by them to their customers.
While talking about Hilton Hotel, their management team is the one who does the complete
planning for delivering the services to their customer. In every short interval, they review the
product and services which is being offered by them and if in any of the case they found that
services which are being offered is ineffective then they have option to replace it. This will help
to deliver better and effective services to their guest.
Marketing: In this modern era, marketing is one of the key aspect for any of the
organisation because it directly impacts on the performance of organisation. In context of Hilton
Hotel, they are required to review the marketing style which is being used within the company in
every short period of time. By reviewing marketing style, manager will know that how they are
required to work in future for attracting more number of customers towards business
organisation.
Finances Management System: Finance is one of the most important department for
organisation because it helps to decided that where organisation need to invest their money in

future. Here, manager of Hilton Hotel must review finance department as it will help them to
find the accurate position of the company. If company is suffering from losses then manager can
plan new policies through which better results can be obtained in future. Also, it will help to
prepare better budget in upcoming period of time.
Planning the roles and responsibilities of staff: It is important for any of the
organisation to know about the skills and capabilities of employee's so that distribution of work
can be done in appropriate manner. In case of Hilton Hotel, they are required to review the
performance of every employee's so that they can know how well they are performing. In
addition, it will also help them to know about the capabilities of every employee's.
2.2 Plans to improve the business justifying their value
Business Planning is defined as the formal written report of any of the organisation that how they
are required to work in future and what are those essential areas which will help them to
accomplish there target on specific time period. Business planning is necessary because it
prepare detail chart which need to be followed for obtaining the desire goals. In context of Hilton
Hotel, they are required to do business planning for meeting the actual criteria through which
there targets will be achieved which they had planned while incorporating the organisation.
Some of the business plan that can be considered by Hilton hotel is explained below:
 Market analysis: It is necessary for any of the business organisation to understand the
situation of market as it will help them to know they are required to work in future. In
context of Hilton Hotel, their expertise team is required to find the best possible way
through which they can deliver better services in future.
 Financial management systems: It is necessary for any of the organisation to know
about current status of fund which is available with them. When it comes to Hilton Hotel,
they are required to do proper planning regarding fund that where they need to invest and
why they need to spend. This will also help to save their money and time.
 Roles and responsibilities of management and staff: Planning in the field of
management and staff is most crucial because it tell that how organisation will perform in
upcoming period of time. When it comes to Hilton Hotel, it is the segment where they
need to work more as they need to find the capabilities and skills of employee. This will
help to plan that which staffs fits in which position so that services which are going to be
delivered to guest will be in systematic manner.

 Performance monitoring: It is always helpful for any of the organisation whenever they
monitor their staffs because it helps them to find that what are there major weaknesses
where they need to work. Here, floor manager her the responsibility to check their staffs
that how they are performing in recent period of them. It will help them to give necessary
training through which they can perform better. It is one of the most important part of
business planning that how employees are performing for the organisation.
 Review of Services: It is necessary for the management team of Hilton Hotel that must
take the review of services from customer which are providing to them. It will help them
to know what are those areas due to which customer are not satisfied and how it can be
improved in future. After reviewing, new plans and policies can be prepared.
M2: Evaluate the effectiveness of areas of the business stipulated in contribute to organisational
growth
Effectiveness of business stipulated is one of the most important area for any of the
business organisation because it tells business organisation that how they are required to work.
Even it tells the area which need to be evaluated so that it can be checked that whether company
is required do changes or not. It helps to bring positive result for organisation through which
goals are easily accomplished.
D2: Critically analyse how the developed plans can lead to an improvement in the business.
Whenever a company prepare plans and policies they are able to find the accurate path on
which they need to work. It is beneficial in context of Hilton Hotel because it tells them guide
their employee's that how they need to improve. Even responsibilities are given as per the
capabilities of staff which helps to meet mission of organisation. Sometimes it creates problem
also, as company is unable to change its working condition as per the demand of environment
and society due to which organisation need to suffer from different losses.
TASK 3
3.1 Current skills of management and staff
It is important for any of the organisation that their employee’s must have different types
of skills and knowledge for effective result. Some of the skills which are required in management
and staff of Hilton Hotel are listed below.

Technical skills: It is one of the skills which helps to perform any of the work in easy and
simplest manner. Here, individual required to have vast knowledge for perform the task in
systematic manner.
Operational Skills: These types of skills are required to perform any of the operational
work within the premises of organisation. Here, manager is required to guide subordinates that
how any of the work is required to be done. These skills help to accomplish organisational goal
in smooth manner.
Managerial Skills: This form of skill is required by the managerial person of an
organisation so that delegated roles and responsibility can be performed easily in future.
In context of Hilton that are able to perform their each and every task on time just because
they have strict rules and regulation which need to be followed by each and every employee’s.
Even they work as per legal policies and code of conduct due to they are able to maintain their
reputation within the market. In addition, each and every staff do have some skills and talent due
to which they are able to work differently as compared to rivalries. Even these skills are helping
them to earn higher amount of profit. If this will continue in coming period of time, then Hilton
have the option to perform much better then expectation of market.
3.2 Justify plans for the development of skills for management and staff
Detail information about development of skills for management and staff is explained below:
Skills Technique of
improvement
Time required Main target.
Strategies
development
(management)
If management team
want to improve their
skill they must try to
spend more time with
senior member of the
company or even they
can take the advice
from expertise.
Incessant upgrading To attract more
number of customers
towards hotel through
which profit can be
earned.
Flexibility (staff) If this skill need to be
improved seniors are
Incessant upgrading Flexibility is required
in Hilton because they

required to show their
support by telling the
actual importance of
flexibility to them.
are among one of
those hotel who
deliver services 24*7.
This the main reason
that every staff must
be flexible towards
their work.
If employees of Hilton Hotel is required to improve their performance in future then they
are required to have various skills such as mentioned in developed plan. This will help them to
provide world class services to its customer. Also, Hilton is required to adopt string strategies as
it is profitable for both hotel and its customer.
M3: Analyse the effect current experience, skills and abilities of management and staff may
have on the business
The current skills and abilities which employees of Hilton have will help them to
accomplish their easily. Even it will them to provide the service which are required by their
guest. In addition, it is important for business organisation to hire those employees who have
better skill which can help them in future while performing their task within the premises of
Hilton Hotel.
D3: Critically evaluate the various methods that can be used to develop the skills of management
and staff of their chosen organisation
There are number of ways through which skills can be developed but the methods which
chosen by Hilton Hotel is helpful for them because they are able to give appropriate knowledge
to employee’s and management teams. It will help them for enhancing their individual
performance and even profitability of company will also be increased with this different process.

CONCLUSION
In short, it can be understood that business health check is very crucial for any of the
organisation because it gives the accurate position of organisation. Hilton Hotel is required to
review its daily basis activity to know that whether changes are required or not in future.
Ansoff’s Matrix helps to organisation to find the accurate way through which they can expand
their business at bigger platform. Different skills are required within the management team so
that they can perform well with the market and take competitive lead as compared to rivalries
firm.

REFERENCES
Books & Journals
Simoneaux, S.L. and Stroud, C.L., 2011. SWOT analysis: The annual check-up for a business.
Journal of Pension Benefits: Issues in Administration. 18(3). pp. 75-78.
Lencioni, P., 2012. The advantage: Why organizational health trumps everything else in
business. John Wiley & Sons.
Lussier, R., 2011. Management fundamentals: Concepts, applications, skill development.
Cengage Learning.
Iwai, K., 2011. A situation-dependent scenario generation framework for project management
skill-up simulator. In Proceedings of the 6th International Conference on Software and
Data Technologies, Jul 2011 (Vol. 2, pp. 408-412).
Gallie, D. and et al, 2012. Teamwork, skill development and employee welfare. British Journal
of Industrial Relations. 50(1). pp. 23-46.
Hameed, A. and Waheed, A., 2011. Employee development and its affect on employee
performance a conceptual framework. International journal of business and social
science. 2(13).
Fotiadis, A.K., Vassiliadis, C.A. and Piper, L.A., 2014. Measuring dimensions of business
effectiveness in Greek rural tourism areas. Journal of Hospitality Marketing &
Management. 23(1). pp. 21-48.
Heerde, H.J.V. And et al, 2013. Price and advertising effectiveness over the business cycle.
Journal of Marketing Research. 50(2). pp. 177-193.