This report provides a comprehensive business health check of the Hilton Hotel, a leading hospitality organization. It begins with an introduction outlining the competitive landscape and the importance of strategic analysis, followed by a SMART objective analysis, identifying specific, measurable, achievable, realistic, and timely goals. The report then examines external factors impacting the business, including political, social, economic, environmental, and legal considerations. A SWOT analysis highlights the hotel's strengths, weaknesses, opportunities, and threats, while a Porter Five Forces analysis assesses the competitive forces within the industry. The report also discusses potential improvements using the Ansoff Growth Matrix, covering market penetration, product development, market development, and diversification strategies. The report concludes by evaluating the effectiveness of the business across various areas such as product and service quality, marketing, finance, staffing, and brand image, and it also provides a business plan outlining the hotel's aims and organizational financial management system.