Learning Outcomes:
Upon successful completion of this module students will be able to: Knowledge 1. The impact of globalization on strategic hospitality management. 2. Traditional and contemporary approaches to management in the hospitality industries.
Skills 3. Critically evaluate contemporary issues in hospitality management. 4. Communicate their ideas in written form.
The Task:
A: Using the Marriott Hotel West India Quay conduct a SWOT analysis (maximum 2 page)
of the hotel
B: Select one of the emerging markets of the world as taken from the WTM 2014 Industry
report and UNWTO Tourism Highlights 2014, which you feel is right for your hotel
company to seek an entry into that market and ultimately to seek medium and long term
market growth. Conduct a (maximum 2 page) PEST analysis of the emerging market you
have selected. All the PEST factors you have chosen, must have a direct or indirect relevance
to the hospitality industry both on a national and international level and the hotel company
chosen in A above.
C: Using Porters Generic Strategies: Ansoffs matrix and Nykiel’s fourteen hotel strategic
growth options, Examine the strategic growth options that Marriott hotel West India Quay
would be best to pursue within your selected emerging market, and justify how those
strategies/strategy are going to help the hotel maintain market growth and long term market
share.