Strategic Hotel Management

Running head: STRATEGIC MANAGEMENT
Strategic Hotel Management
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2STRATEGIC MANAGEMENT
Executive Summary
This present report deals with the strategic management in the context of HOTS hotel. However,
this organization has adopted the positioning strategy to identify the changing demand of the
customers. This will help them to maximize their sales revenue generation by satisfying the
customers. On the other hand, such strategy will be helpful to detect the nature of the business
and the competitors. However, the macro and micro environmental analysis also focus on the
current status of the hospitality industry as well the HOTS hotel in Australia, which will allow
this organization to adopt a suitable strategy for their growth.

3STRATEGIC MANAGEMENT
Table of Contents
Introduction......................................................................................................................................4
Analysis of Macro and Micro-environment....................................................................................4
PEST analysis in the context of HOTS............................................................................................4
Porter Five Forces analysis in the context of HOTS hotel..............................................................5
Porter’s Value chain analysis...........................................................................................................7
Discussion of the overarching business strategy.............................................................................8
Ethics, objectives and the CSR activities in business......................................................................8
Discussion of the strategic direction................................................................................................9
Recommendations..........................................................................................................................10
Conclusion.....................................................................................................................................10
References......................................................................................................................................11

4STRATEGIC MANAGEMENT
Introduction
Strategic hotel management refers to the implementation and the formulation of the
business goal in the context of the hospitality sector. In order to gain competitive advantage
strategic management is crucial for the hospitality sector by analyzing its micro and macro
environment (Harrington, Chathoth, Ottenbacher & Altinay, 2014). The objectives, plan, and
design of a business are developed by the strategic management planning. This study deals with
the strategic management of HOTS hotel in the context of Australia. The analysis of the
environmental factors in the context of this business will be analyzed in this section.
Analysis of Macro and Micro-environment
PEST analysis in the context of HOTS
Political factor
The political environment of Australia is stable as the government in Australia changes
after 3 years. On the other hand, Australia is a democratic nation thus the political rules do not
affect the flow of the business in this country (Galliers & Leidner, 2014). This will give a good
opportunity to the HOTS hotel to enhance their business as well strategic management approach
in this country.
Economic factor
Australia is one of the growing economic countries among the developing countries. Its
high GDP ensures its stable economic status. However, the commercial property price is high
(Pavlatos & Odysseas, 2015). Despite this stable economy economic recession in the year 2008