Innovation Strategy for Island Leisure Resort

Case Study

Contents
INTRODUCTION...........................................................................................................................................3
MAIN BODY.................................................................................................................................................3
Internal and external environment factors..............................................................................................3
Opportunities available for innovation....................................................................................................4
Implementation of innovative opportunity.............................................................................................5
Process of monitoring and review of innovation strategy.......................................................................6
Recommendations.......................................................................................................................................7
CONCLUSION...............................................................................................................................................7
REFERENCES................................................................................................................................................8

INTRODUCTION
Innovation refers to an action or a process in which something new is created primarily
using a creative idea (Adner and Kapoor, 2016). This case study will focus on Island Leisure
Resort which is a 4-star hotel located in Nelly Bay, Queensland, Australia. The resort wants to
use an innovative strategy to get a grant from the Queensland Government. In this case study,
focus will be made on factors which affect the organization, opportunities and strategies
available for innovation, evaluation of opportunity available. Additionally, development of
process to review and monitor the progress of the innovative strategy selected will be analyzed
as a part of this report.
MAIN BODY
Internal and external environment factors
The internal environment of an organization refers to intrinsic factors (Azar and
Ciabuschi, 2017). These factors can put their impact on the overall profitability level of the
organization. The internal environment can be analyzed using SWOT analysis.
SWOT analysis- SWOT stands for Strengths, Weaknesses, Opportunities and Threats
(What Is a SWOT Analysis, and How to Do It Right (With Examples), 2018).
SWOT analysis of Island Leisure Resort
Strengths Weaknesses
 The hotel has a massive client base
which serves as its biggest strength.
 Island Leisure Resort is quick in
adopting the changes as required by a
dynamic business environment which
gives it an advantage over its rivals.
 The Island Leisure Resort’s marketing
strategies leave a lot to be desired. Its
marketing strategies are behind that of
its competitors.
 Some of its staff members are reported
to have behaved rudely with the clients
impacting the business and its revenue.
Opportunities Threats
 Growing GDP Rate of Australia and
excellent economic growth in the
country offers it an opportunity to
capitalize and maximize its level of
profits easily.
 Hospitality industry is likely to witness
a boom due to large influx of tourists
which offers an excellent opportunity
for Island Leisure Resort.
 Increasing competition in hotel industry
in Australia is a threat for Island
Leisure Resort because it will lead to
decrease in its prices and thus can
decrease the level of profits.
 Increase in tax rates by the government
can lead to increased costs for the resort
which in turn can decrease the overall
profits.