Raffles Hotel

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International hospitality practice

Raffles Hotel in Singapore

Full Situational Audit of the Raffles Hotel and Develop a Strategic Place for the next 3 Years.

Cover Page: Student Number, Module Code, Title, Module Tutor Table of Contents, List of Tables, Figures and Appendices
Introduction Explaining the Purpose of the Report
Brief Company Overview (10% of the assignment mark)
400 words

External Audit: analysis of relevant macro-environmental (PESTE) and industry dynamics (Porter’s Five Forces), an assignment of competition and evaluation of Key Success Factors. The application David’s Factor Evaluation (EFE) matrix might assist your analytical process (30%) 1200 words

Internal Audit: 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 Internal Factor Evaluation (IFE) matrix might assist your analytical process (30%) 1200 words

Strategic plan for the next three years: This should 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. (30%) 1200 words

List of references

Company Overview

Raffles Hotel is a colonial-style hotel in Singapore. It was established by two Armenian brothers from Persia—Martin and Tigran Sarkies—in 1887. In later years they were joined by younger brothers Aviet and Arshak and kinsman Martyrose Arathoon. With their innovative cuisine and extensive modernisations, the firm built the hotel into Singapore's best known icon. It was named afterStamford Raffles, the founder of modern Singapore, whose statue had been unveiled in 1887. The hotel is currently managed...
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