H/616/1826 Hospitality Business Strategy Assignment 2022

Part 1 Submission Front Sheet to be included with Final Submission and any Resubmission
Submission Front Sheet
Assignment Code: ABRQF0074H41FT/FG
Programme: BTEC HND in Hospitality Management (RQF)
Unit Title and Number: Hospitality Business Strategy (Unit 41)
RQF Level: 5 Module Code H/616/1826
Credit value: 15 credits
Module Tutor: Dr Faithfull Gonzo and Fabrice Teyssedou
Module Tutor Email: [e-mail] &
[e-mail]
Date Set: 11/08/2021 Distribution Date 16/09/2021
Cohort Jan 2020 A & B
Student’s name
Registration number
First Submission? Second Submission?
Word Count
Learner’s statement of authenticity
I certify that the work submitted for this assignment is my own. Where the work of others
has been used to support my work then credit has been acknowledged. I have identified
and acknowledged all sources used in this assignment and have referenced according to
the Harvard referencing system. I have read and understood the Plagiarism and Collusion
section provided with the assignment brief and understood the consequences of
plagiarising.
Signature Submission Date

Hospitality Business Strategy (Unit 41) Mont Rose College
Part 2: Assignment Brief
Key Dates
Semester starts 13/09/2021
Semester ends 03/12/2021
Formative assessment Dropbox opens 18/10/2021
Formative assessment Dropbox closes 07/11/2021
Final SUBMISSION box opens on 26/11/2021
Final SUBMISSION box closes on 06/12/2021
Summative Feedback will be given on 19/12/2021
Referral Dropbox will open from 20/12/2021
Referral Dropbox closes on 23/01/2022
Referral result declared 06/02/2021
ABRQF0074H41FT/FG verified by HA (09/09/2021), Page 2
Key Dates

Hospitality Business Strategy (Unit 41) Mont Rose College
The aim of this unit is to develop students’ awareness of the different kinds of strategy which
could be used in an operational, tactical or strategic role for a hospitality organisation. This will be
underpinned by a thorough knowledge and understanding of the theories, models and concepts
which could significantly support an organisation’s strategic choice and direction.
On successful completion of this unit students will have developed sufficient knowledge and
understanding of strategy to make a positive, efficient and effective contribution to the
development of business plans and operational direction. This could be in the role of a junior
manager responsible for having a specific input into an organisation’s decision-making and
planning.
Task – Individual Report
Submission Format
This submission will be in the form of an individual report.
The recommended length of this submission is 4000 words, although you will not be penalised for
exceeding 4000 words. Where appropriate, learning theory and additional research must be used,
and referenced according to the Harvard Referencing system.
Unit Learning Outcomes
LO1. Analyse the impact and influence which the macro environment has on a hospitality
organisation and its business strategies.
LO2. Assess a hospitality organisation’s internal environment and capabilities.
LO3. Evaluate and apply the outcomes of an analysis using Porter’s Five Forces model to a
given market sector.
LO4. Apply models, theories and concepts to assist with the understanding and
interpretation of strategic directions available to a hospitality organisation.
Assessment Brief
Scenario
Whitbread is one of the UK’s biggest hotel brand, and with a growing presence in Germany offering
quality accommodation at affordable prices. It has over eight hundred hotels in the UK and over
78,500 rooms in great locations. Whitbread’s portfolio includes hotels such as Premier Inn and
restaurant chains such as Beefeater, Brewers’ fayre and Cookhouse and Pub. It also employs
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Introduction

Hospitality Business Strategy (Unit 41) Mont Rose College
almost 30,000 people in over 1,200 Premier Inn hotels and restaurants across the UK. Over the
years, Whitbread has won many awards including being ranked in the Sunday Times Best
Companies to Work for, Britain’s Top Employers and in the Financial Times Diversity Leaders
award.
Activity
You are working at the head office of Whitbread as an intern in the strategy department, and the
senior strategic management has commissioned you to conduct a research and write a strategic
management plan report to the board of directors. This requires you to critique and interpret
information and data, applying environmental and competitive analyses to produce a set of valid
strategic directions, objectives and tactical actions in a strategic management plan.
Within your report ensure that you Critically analyse the macro environment of the selected
Whitbread brand where you can use models such as (but not restricted to) PESTLE framework and
stakeholder analysis.
Then Critically evaluate its internal environment and strategic capabilities using appropriate
models such as (but not restricted to) a VRIO/ VRIN framework, Resource Based View (RBV) or
Value Chain Analysis, and when conducting a competitive analysis for the market sector, you
must include an application of Porter’s Five Forces model although you can additionally use others.
This analysis will help you to Devise the appropriate strategies to improve the competitive edge
and market position of the hotel brand.
All this analysis together must result in the identification of strengths, weaknesses, opportunities
and threats of your chosen organisation, and can be summarised using SWOT framework.
Furthermore, the Ansoff Matrix, Porter’s generic strategies and the extended model of
Bowman’s strategy clock as well as similar models, theories and concepts can be used for
understanding and interpreting the strategic directions available to your chosen organisation.
Finally, you are required to recommend and justify the most appropriate strategic direction
available to your organisation. You must ensure that your recommendation is based on the analysis
presented in the report.
Using all this information you will complete the report by producing a strategic management plan
that has tangible and tactical strategic priorities and objectives.
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Hospitality Business Strategy (Unit 41) Mont Rose College
Learning Outcomes and Assessment Criteria
Pass Merit Distinction
LO1 Analyse the impact and influence which the macro environment
has on a hospitality organisation and its business strategies
LO1 LO2 LO3 LO4
D1 Critique and interpret
information and data
applying environmental
and competitive analysis
to produce a set of valid
strategic directions,
objectives and tactical
actions for a hospitality
organisation
P1 Applying appropriate frameworks,
analyse the impact and influence of
the macro environment on a given
hospitality
organisation and its strategies
M1 Critically analyse the
hospitality macro
environment to
determine and inform
strategic management
decisions
LO2 Assess a hospitality organisation’s internal environment and
capabilities
P2 Analyse the internal environment
and
capabilities of a given hospitality
organisation using appropriate
frameworks
M2 Critically evaluate the
internal environment to
assess strengths and
weaknesses of an
organisation’s internal
capabilities, structure and
skill set
LO3 Evaluate and apply the outcomes of an analysis using Porter’s
Five Forces model to a given market sector
P3 Applying Porter’s Five Forces
model, evaluate the competitive
forces of a given market sector for a
hospitality organisation
M3 Devise appropriate
strategies to improve
competitive edge and market
position based on the
outcomes
LO4 Apply models, theories and concepts to assist with the
understanding and interpretation of strategic directions available to a
hospitality organisation
P4 Applying a range of theories,
concepts and models, interpret and
Devise strategic planning for a given
hospitality organisation
M4 Produce a strategic
management plan that
has tangible and tactical
strategic priorities and
objectives
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Grading Details
Hospitality Business Strategy (Unit 41) Mont Rose College
The assessment criteria for a unit are hierarchical and holistic. For example, if an M criterion
requires the student to show ‘analysis’ and the related P criterion requires the student to ‘explain’,
then to satisfy the M criterion a student will need to cover both ‘explain’ and ‘analyse’. The unit
assessment grid shows the relationships among the criteria so that assessors can apply all the
criteria to the student’s evidence at the same time.
Assessors must show how they have reached their decisions using the criteria in the assessment
records. When a student has completed all the assessment for a unit then the assessment team
will give a grade for the unit. This is given simply according to the highest level for which the
student is judged to have met all the criteria. Therefore:
To achieve a Pass, a student must have satisfied all the Pass criteria for the learning outcomes,
showing coverage of the unit content and therefore attainment at Level 4 or 5 of the national
framework.
To achieve a Merit, a student must have satisfied all the Merit criteria (and therefore the Pass
criteria) through high performance in each learning outcome.
To achieve a Distinction, a student must have satisfied all the Distinction criteria (and therefore the
Pass and Merit criteria), and these define outstanding performance across the unit as a whole.
The award of a Pass is a defined level of performance and cannot be given solely on the basis of a
student completing assignments. Students who do not satisfy the Pass criteria should be reported
as Unclassified.
ALL GRADES ARE PROVISIONAL UNTIL INTERNALLY VERIFIED AND UNTIL
EXTERNALLY CERTIFIED BY EDEXCEL.
THIS MEANS THAT A GRADE CAN BE CHANGED AT ANY POINT UNTIL
EDEXCEL CERTIFIES IT
As per Pearson policy, you are only allowed two submissions per module.
One for final submission and another one for referral. Failure to achieve a
grade pass after a second submission will result in you having to repeat the
module in the next term.
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Extension and Late Submission
Hospitality Business Strategy (Unit 41) Mont Rose College
Any re-submission or late submission (unless authorised due to mitigating
circumstances) will be capped at a PASS grade only.
Specification of Assessment
 Present your work in one business report style which should include table of contents,
reference list, foot or end notes and appendices if any
 Include the reference code of this assignment on your assignment submission front page.
 Each page must be numbered at the bottom right-hand side.
 Ensure the following information is in the footer on every page:
o Your name
o The production date of your submission
o The code number of your assignment brief
o The page numbers
 Spell-check the document and make sure there are no grammatical errors.
 Complete all the tasks.
 Produce clear specific reasoning and arguments in support of your answers.
 Submit your work in a single work processed document of not more than 5000 words for all
learning Outcomes. This word limit is only for guidelines and is not applied to grading.
 You must include a bibliography at the end to show where your information was sourced.
 Your sources must be identified using the Harvard referencing system. The words used in your
bibliography will not be included in your word count.
To access any feedback (formative/summative) you will have to access
Moodle and open your assignment. You will have to click on the blue
comment box in the righthand side and the feedback will appear within the
text. You might have to click on the blue bubbles to see the feedback.
If an extension is necessary for a valid reason, requests must me made in writting using a course
work extension request form to the head of department. Please note that the lecturers do not have
the authority to extend the coursework deadlines and therefore do not ask them to award a
coursework extension.
ABRQF0074H41FT/FG verified by HA (09/09/2021), Page 7

Hospitality Business Strategy (Unit 41) Mont Rose College
The completed form must be accompanied by evidence such as a medical certificate in the event
of you being sick.
Any act of plagiarism and collusion will be seriously dealt with according to the regulations. In this
context, the definition and scope of plagiarism are presented below:
‘Plagiarism occurs when a student misrepresents, as his/her own work, the work, written or
otherwise, of any other person (including another student) or of any institution. Examples of forms
of plagiarism include1:
 the verbatim (word for word) copying of another’s work without appropriate and correctly
presented acknowledgement;
 the close paraphrasing of another’s work by simply changing a few words or altering the order
of presentation, without appropriate and correctly presented acknowledgement;
 unacknowledged quotation of phrases from another’s work;
 The deliberate and detailed presentation of another’s concept as one’s own.’
All types of work submitted by students are covered by this definition, including, written work,
diagrams, designs, engineering drawings and pictures.
‘Collusion occurs when, unless with official approval (e.g. in the case of group projects), two or
more students consciously collaborate in the preparation and production of work which is ultimately
submitted by each in an identical, or substantially similar, form and/or is represented by each to be
the product of his or her individual efforts. Collusion also occurs where there is unauthorised co-
peration between a student and another person in the preparation and production of work which is
presented as the student’s own.’ (’Carroll, J and Appleton, J. (2001) Plagiarism – A Good Practice
Guide. Oxford Brookes University/JISC, Oxford).
All submissions for assessment must be submitted on Moodle in order to generate a
Turnitin Report on plagiarism. The maximum Turnitin score admissible is 15% but a
submission can be referred with a lower score depending on the size of the submission and
size of the text highlighted for similarity. Assignments with high similarity will be
automatically referred for reworking and resubmission.
Including pictures of text or any other type of information (diagram for example) when
created by the student will trigger an automatic referral.
Any student might be called to seat through a viva with the lecturer to confirm any parts of
the module through an interview which will then form part of the summative assessment.
To access any feedback (formative/summative) you will have to access Moodle and open
your assignment. You will have to click on the blue comment box in the righthand side and
1
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Plagiarism and Collusion

Recommended Resources
Assignment Resubmission Policy
Hospitality Business Strategy (Unit 41) Mont Rose College
the feedback will appear within the text. You might have to click on the blue bubbles to see
the feedback.
A Resubmission is any work handed in for final assessment a second time.
The Final Deadline is the date on which the whole assignment must be completed and
submitted (usually in week 12 at the end of the semester).
Work submitted To be Resubmitted
1 Referred after Final Deadline Four weeks after the final deadline
2 Missed Final Deadline End of next semester
3 Missed formative assessment(s)
and Referred after Final Deadline End of next semester
Textbooks
JOHNSON, G. et al. (2014) Exploring Strategy Text and Cases. Harlow: Pearson.
JOHNSON, G. et al. (2011) Fundamentals of Strategy. 2nd ed. London: Financial Times/Prentice
Hall.
KIM, W.C. and MAUBORGNE, R. (2015) Blue Ocean Strategy. Expanded ed. Boston: Harvard
Business Review Press.
ROTHAERMEL, F. (2014) Strategic Management. 2nd ed. Maidenhead: McGraw-Hill.
Links
This unit links to the following related units:
Unit 1: The Contemporary Hospitality Industry
Unit 29: Managing and Planning an Event
Unit 31: Hospitality Digital Marketing
Unit 46: Managing and Running a Small Business
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