SHM608 Strategic Hotel Management

Running head: STRATEGIC BRIEFING HOTS HOTEL
STRATEGIC BRIEFING HOTS HOTEL
Name of the Student
Name of the University
Author Note

STRATEGIC BRIEFING HOTS HOTEL1
Executive Summary
This report seeks to discuss the HOTS hotel located in the Bondi Beach. The purpose of this
report is to look in to the micro and macro environment in which the hotel was functioning and
then to provide certain strategic goals for the next one in order to improve the working of the
hotel. For this purpose several theoretical frameworks such as Porter’s Model and Pestle Model
has been utilized. The report concludes with the importance of strategic goals in the working of
hotels.

STRATEGIC BRIEFING HOTS HOTEL2
Table of Contents
Introduction................................................................................................................................3
Micro and Macro environment................................................................................................3
Overall strategic framework.....................................................................................................4
PESTEL..................................................................................................................................4
Porter’s five forces.................................................................................................................6
Industry and Competitor Analysis...........................................................................................7
Vision and Mission of the Hotel................................................................................................8
Specific goals for the first year.................................................................................................8
Corporate Social Responsibility...............................................................................................9
Ethics Statement........................................................................................................................9
Conclusion....................................................................................................................................10
References.....................................................................................................................................11

STRATEGIC BRIEFING HOTS HOTEL3
Introduction
The briefing is focused towards the analysis of the external environmental factors that
affect the business functions of the HOTS hotel and provide essential recommendations. The
implications derived from the analysis are subsequently used to propose the strategic vision,
mission and goals that could boost the organizations performance in the first year of operations.
The HOTS hotel offers a range of services to the customers. HOTS is located at the seafront and
can have better demand than any of the other hotels in the area.
Micro and Macro environment
The environment of operations of the organization makes it very important that effective
strategies are implemented for developing the HOTS hotel. The hotel was opened as a traditional
hotel in the latter half of the 20th century. It is at the most 30 minutes away from the airport.
Additionally there are bus and other important services that are available close to the hotel.
The hotel industry environment at Bondi beach has experienced significant ups and
downs over time. In the 1980s there was a great boost to the tourism of the area. There was great
affluence and Bondi Beach became a sought after tourist area. Many events were established that
led to the further growth of the hotel industry simultaneously with tourism.
In the 1990’s there was the growth of soft industry and service industry in the area. This
further led to the growth of the industry and the town grew to 160, thousand residents. Many
important centers were built.
However, in the 2000s there was serious decline of the economy of Bondi beach. This
was due to the fact that tourists began to prefer other locations as popular tourist destination