The Imperial Hotel Case Study

This case study analyzes the internal and external factors affecting MOOster, a dairy business in Australia. It discusses the application of soft systems methodology and identifies stakeholders involved in the business analysis.

Running head:
THE IMPERIAL HOTEL CASE STUDY
Name of the Student:
Name of the University:
Author Note:

1THE IMPERIAL HOTEL CASE STUDY
Table of Contents
Introduction................................................................................................................................2
Discussion..................................................................................................................................2
Internal and external analysis.................................................................................................2
Applying Soft systems methodology.....................................................................................4
Identification of stakeholders.................................................................................................5
Conclusion..............................................................................................................................6
References..............................................................................................................................7

2THE IMPERIAL HOTEL CASE STUDY
Introduction
Business analysis is the core foundation n for any business to come up with solutions
to the specific challenges which it faces in its business processes (Grant 2016). As a business
analyst, it is important that every environmental factor and feasibility is considered before
coming up with recommendations for the business. The case which will be referred in this
report is that of MOOster, which is a dairy based business operating in Australia amongst
several other countries. In the recent years, the Gippsland community has been unhappy with
the company, especially because of the fact that the transportation processes of the business
has been polluting the nearby water bodies around the region (Fleisher and Bensoussan
2015). This has raised concerned within the organization since for a sustainable development
and growth of a business, it is important that the business keeps good relations with the
locality in which it has been operating. The discussion in the report will be focusing on the
internal and external analysis of the business, applying soft system methodology to the
problem, and also to include a stakeholder’s analysis at the end.
Discussion
Internal and external analysis
To derive the environmental analysis of the organization, it is important to do a
PESTEL analysis of the Australian market.
Firstly, it is important to note that Australia is a highly politically stable nation. In the
past decades the country has not seen any major political turmoil. It is a highly attractive to
do business in. Grippsland too, being a small stretch in south-eastern Australia has been
politically stable in the recent years, and has not been in the news due to any negative
political trait in memorable times (Sroka and Lőrinczy 2015). Australia also offers high

3THE IMPERIAL HOTEL CASE STUDY
foreign exchange rates, thereby attracting business investors to invest in the market, thereby
making business in the nation a prospectus activity.
Economically, Australia has been one of the most developed countries in the world.
The country took over Switzerland last year to become the largest median wealth per adult. It
ranks 13th in the nominal GDP rank in the entire world. A GDP of A$ 1.69 trillion growing at
a rate of 0.6 percent per year reflects the annual GDP growth in the country in terms of value
(Leppäaho, Plakoyiannaki and Dimitratos 2016). This is also reflective of the purchasing
power of the Australian citizens, thereby giving power to sellers to sell quality products at
high prices.
Socially, Australia is a country which strives in dairy products, with an average
Australian consuming 105 litres of fresh milk every year. Although that looks like an
attractive figure for a dairy business to do business in Australia, the recent scenario in the
Grippsland community involving MOOsters has not been so much stable. There has been a
hatred towards the company as it has been polluting the nearby water bodies of the region due
to spilled milk (Basu et al. 2015). The society of Grippsland is proud of the diverse set of rich
and beautiful water bodies that it has, and has openly opposed the company for doing
business there, claiming that the company’s transportation systems have been ruining their
enviable water bodies.
Technologically, Australia has been ahead of many western countries, and ahead of
most across the world. Automated machines and AI have made production levels in factories
and farmhouses go up by significant levels in the recent years. In the dairy farms,
technological advancements have led manual milking of cows a thing of the past, and rather
machines are used in the modern age for the purpose (Kremer and Symmons 2015).
Technological advancement in factories coupled with the advancement in the dairy farms

4THE IMPERIAL HOTEL CASE STUDY
have ensured that the production of dairy products increase rapidly throughout the years.
According to the Australian government, the industry employs employees 42,000 people and
produces over 9 billion litres of milk.
Environmental conditions in the area of Grippsland have been favourable too. Large
farmhouses and dairy farms are located in the region, making supplies easily available for
any dairy business operating in the region.
Legal factor is that the government has declared increased housing affordability in the
region, thereby creating a demand to make more land for housing, limiting the area available
to build new industries.
To do an internal analysis of the firm, a SWOT analysis is necessary. The company’s
strength is that it has been able to capture a large amount of market share according to the
case study, in Australia. Therefore, it can sell in higher amounts than most of its other
competitors. The weakness is however, that it does not have an IT system in the
transportation processes of its business, as pointed out by the new CEO of the company in the
case. Since the company has employed a large number of locales in the community, it
provides for a perfect opportunity to build good relations with the community and enhance
the company image (Colvin, Witt and Lacey 2016). However, the current and ongoing
tensions building up between the company and the community poses a threat to the business
development and growth of the company.
From the above internal and external analysis, it is found that the company is
operating in a highly attractive market, and has also done a fairly good job in the business
development and capturing the market share. However, it must incorporate IT systems in its
transportation processes, and also do something about the rising tension between them and
the community where they operate.

5THE IMPERIAL HOTEL CASE STUDY
Applying Soft systems methodology
The soft systems methodology has 7 stages, which identifies the root problem
definition, and accordingly conceptualizes a model to suggest changes or resolutions.
The problem described in the case is community discontent with the business
operations of MOOster.
After the government’s declaration of granting new land for housing in the Gippsland
community, the people of the community have turned against the company since they have
occupying a large area of land for the operations of the business, and the law by the
government has raised the demand for more land.
A complex problem in the organization is solved with the help of soft system
methodology. The intervention of the methodology could be used in MOOster for breaking
down the issues that is being faced. Soft System Methodology does have a profound structure
of its operation, it is up to MOOster to use the methodology with precise flexibility and in
smart way (Van Niekerk and Getz 2016). The user is entitled for viewing the problem while
they are doing the analysis. Thus, after there is a formation of the unstructured problems, the
soft system methodology is responsible for creating a decision making model. The
development in the model of the system is done by discussing the issues with the various
stakeholder. The stages in which the soft system methodology is divided are – appreciation of
the problem, noting down the problem solution, formulation of the root definitions, building
of conceptual models which includes processes like formal concept of the system and
thinking of other problems, comparing the models with the real world situations, defining the
changes that are possible and the recommendation of the actions.

6THE IMPERIAL HOTEL CASE STUDY
Identification of stakeholders
Due to the increase in the competition in the global market and also the rise of
challenges in the business environment of MOOster, it is estimated that Board of Members at
MOOster would all agree in taking additional support in their business from the external
consultant who would take initiative in the business analysis. The external support would
help in analysing the current situation at MOOster and would rather offer advices that would
help them in creating possible strategies and other technological solutions. This advices
would help them in achieving new business outcomes that would allow in reducing the cost
of operation, increase in their revenue, making their operation more ecological and also allow
them in doing much more better in the global competitive market. The stakeholders in this
initiative would be the employees, the invertors, external employees that would be helping in
the analysis. The positioning of the grid would – keeping the stakeholders satisfied,
managing them closely, monitoring and keeping the stakeholders informed. This steps
would be helpful as this would provide proper insight and environment for handling the new
stakeholders involving in the external support.
Conclusion
Thus, the case study could be concluded by providing a brief overview of the business
analysis and its application. The case study provides vivid information about the working and
operation of MOOster. The case study provides details about strategic analysis and the
analysis of the both external and the internal business environment that is formed by
MOOster with the help of analysis tools such as PESTLE and SWOT. The case study also
provides discussion about the soft system methodology and its uses and how it is used for the
operation in MOOster for finding out the various issues and problem in the organization. The
discussion section in the case study also provides the potential stages that is used in the soft

7THE IMPERIAL HOTEL CASE STUDY
system methodology operations. There is also discussion about the various stakeholders
involving in the process where the organization is excepting external help.

8THE IMPERIAL HOTEL CASE STUDY
References
Grant, D., 2016. Business analysis techniques in business reengineering. Business Process
Management Journal, 22(1), pp.75-88.
Fleisher, C.S. and Bensoussan, B.E., 2015. Business and competitive analysis: effective
application of new and classic methods. FT Press.
Sroka, W. and Lőrinczy, M., 2015. The perception of ethics in business: Analysis of research
results. Procedia Economics and Finance, 34, pp.156-163.
Leppäaho, T., Plakoyiannaki, E. and Dimitratos, P., 2016. The case study in family business:
An analysis of current research practices and recommendations. Family Business Review,
29(2), pp.159-173.
Basu, P.K., Hicks, J., Krivokapic-Skoko, B. and Sherley, C., 2015. Mining operations and
corporate social responsibility: A case study of a large gold mine in regional Australia. The
Extractive Industries and Society, 2(3), pp.531-539.
Kremer, P.D. and Symmons, M.A., 2015. Mass timber construction as an alternative to
concrete and steel in the Australia building industry: a PESTEL evaluation of the potential.
International Wood Products Journal, 6(3), pp.138-147.
Dai, M., 2017. 48. Audit Risk Research Based on SWOT Analysis-The CIMIC Group As An
Example. Boletín Técnico, ISSN: 0376-723X, 55(9).
Colvin, R.M., Witt, G.B. and Lacey, J., 2016. Approaches to identifying stakeholders in
environmental management: Insights from practitioners to go beyond the ‘usual suspects’.
Land Use Policy, 52, pp.266-276.
Van Niekerk, M. and Getz, D., 2016. The identification and differentiation of festival
stakeholders: A new perspective.