You are expected to prepare a full situational audit of the Shangri-la hotel in Singaporeand develop a strategic plan for the next 3 years. The company website for the case study organisation will be accessed via the link below: shangri-la.com/singapore/shangrila/
Instructions: The following sections must included in the report.
Introduction
Brief company overview
External audit: This should include an analysis of relevant macro-environmental (PESTE) and industry dynamics (Porter's Five Forces), an assessment of competition and computation of Key Success Factors. The application David's (2007) External Factor Evaluation (EFE) matrix might assist students in their analytical process.
• Internal audit: This could include an analysis of the company's strategic positioning in the marketplace and key target segments, an evaluation of the corporate portfolio and expansion strategies in relation to the firm's centric approach and a comprehensive strengths-weaknesses analysis of current resources and competences, value chain activities and value networks. The application David's (2007) Internal Factor Evaluation (IFE) matrix might help students' analytical process.
• Strategic plan for the next three years: This could include an evaluation of strategic options (TOWS matrix), the development of a new sales target, SMART objectives, the development of a mix of suitable strategies and a monitoring, control and contingency plan.