Strategic Business Plan for a Team 3 Hotel in Australia

STRATEGIC BUSINESS
PLAN

EXECUTIVE SUMMARY
Strategic business planning refers to a management process that includes several
frameworks like vision, mission, objectives, goals and directions etc. of a particular business
enterprise. This report develops a business plan for a hotel that is situated in Australia for
generating more profitable results and maintaining market position that consider marketing
capabilities, available resources etc. This report is based on Team 3 hotel in Australia that is a
famous hotel in this country. This project involves internal and external environmental analysis
and strategic statement that helps in gaining profitable results in marketplace.

Table of Contents
EXECUTIVE SUMMARY.........................................................................................................................2
1.0 INTRODUCTION.................................................................................................................................4
1.1 BACKGROUND...............................................................................................................................4
1.2 AIM...................................................................................................................................................4
1.3 SCOPE..............................................................................................................................................4
2.0 INTERNAL AND EXTERNAL ENVIRONMENTAL ANALYSIS....................................................4
2.1 INDUSTRY ANAYSIS.....................................................................................................................4
2.2 COMPETITIVE ANALYSIS............................................................................................................7
2.3 STRATEGIC CAPABILITY ANALYSIS........................................................................................9
2.4 TOWS ANALYSIS.........................................................................................................................10
3.0 STRATEGIC STATEMENT...............................................................................................................10
3.1 STRATEGIC DIRECTION.............................................................................................................10
3.2 KEY OBJECTIVES AND OUTCOMES........................................................................................11
3.3 COMPETITIVE ADVANATGE.....................................................................................................12
3.4 STAKEHOLDER VALUE CREATION.........................................................................................12
3.5 INTENDED BUSINESS.................................................................................................................13
CONCLUSION.........................................................................................................................................14
REFERENCES..........................................................................................................................................15

1.0 INTRODUCTION
1.1 BACKGROUND
Team 3 is a leading hotel group in Australia that shows their existence in the second half
of the last century. The Team 3 is a part of hotel, motels and resort industry in which there are
around 350 employees are working in all over the Australia where hotel have its existence
(Adriaanse, van der Rest & Parsa, (2020)). This hotel offers variety of services to their customers
due to which visitors experience a remarkable service at hotel. There are several services that
they offer to customer is standard room facilities, front desk, Leisure club, internet access etc. on
a level 1 that means it a type of one star hotel in Australia.
1.2 AIM
The main aim of conducting this study is to be representing the internal and external
environment analysis. To gain knowledge regarding external environment this report includes
industry analysis using pestle analysis that helps in gaining sustainable results in marketplace
(Hrytchuk & et. al., (2020)). Further it demonstrates competitive analysis using porter’s five
forces model so that hotel highly gain competitive advantage within marketplace. to elucidates
internal analysis strategic capabilities and TOWS analysis are to be framed that attracts number
of opportunities and assist in developing competitiveness so that hotel will survive more time
period. Further it involves strategic statement that helps in providing strategic direction,
stakeholder value creation and intended business strategy.
1.3 SCOPE
The scope of Team 3 hotel is to become a market leader by gaining competitive
advantage with their quality services and price. Therefore, it is to be done by examine internal
and external environment along with strategic statement that influence Team 3 growth in
business industry (Konovalova & et. al., (2020)).