Task Descriptiona.This is an Individual written Assessment and it’s a continuation of your...

Question

Task Descriptiona.This is an Individual written Assessment and it’s a continuation of your assessment 2, on the same chosen business. You are not allowed to change any report business at this stage.b.Based on the SWOT analysis, from the listed 5 weaknesses, identify two critical strategic issues relevant to the organisation. Marks are based on the strength of the argument concerning the criticality of the two business issues, i.e., why are these issues critical to the chosen business?c.In the next part, the student will work creatively to suggest optimal solutions for the two issues identified in the previous section of this report. These solutions should be briefly explained: not just as bullet points.d.The Student will then select one solution for each of the issues and justify why the solution is strategic to the organisation and explain its implementation and implications for the brand image of the organisation and the company’s triple-bottom-line (profit, social, environment).Assessment CriteriaStudents should demonstrate the ability to:1.Make appropriate use of the concepts of strategic management in written forms.2.Clearly demonstrate linkages between factors in the internal/external environment and proposed future business strategies.3.Propose and justify a clear set of future strategies for a current real-time case organisation.4.Analyse the business environment and conduct a stakeholder analysis.5.Assess the strategic position of existing tourism and hospitality enterprise, taking into account socio-cultural, economic and sustainability influences.6.Communicate complex information clearly and succinctly in written form.7.Develop a strong, credible argument.8.Demonstrate research skills and the use of appropriate strategic management literature.

Deblina · Accepted Answer

3
Merlin Hotel Sydney
Name:
Student id number: 
Unit name and code: MGM3107 Strategic Management
Assessment Task 3 – Individual (SWOT Analysis - Solution)
Lecturer/tutor name: Dr Fazluz ZAMAN
Campus: Sydney / Melbourne 
Name of the company chosen and Industry: Mercure Hotel Sydney
Total Words: 1510
Table of Contents
Strategic Issues	3
Solution to the Strategic issues – Strategic Effectiveness	3
Solutions to the issue of Sub-branding	5
Critical Analysis	5
Solutions to the issue of Public-relationship	5
Critical Analysis	6
Stakeholder Analysis	6
Stakeholder analysis: Sub-branding	6
Critical Analysis	6
Stakeholder analysis: Public-relationship	7
Critical Analysis	7
Conclusion	8
Future direction	8
References	9
Checklist Acknowledged	11
Strategic Issues
In the prior assessment analysis showed a series of weakness in the business. In this assessment, those strategic issues are to be addressed and critically analyzed. Firstly, the organization reports to emphasis their business more on sub-branding. Neglecting the parent brand is a major strategic issue that the business encounters and needs to be addressed with proper solutions. Sub-branding has resulted in the emergence of various franchises. In such circumstance if the sub-brand acquires the market share the relevancy and the business prestige of the parent company will fall. Although, studies and research report the positive sides of sub-branding, but there involve certain negative sides that affects the parent brand. An extra investment on the sub-brands maximizes the cost and happens to be strenuous on profit margin. A loss or a failure of a sub-brand has negative impact on the parent brand.  
Secondly, the business does not emphasize much on its internal operations. They have profound public relationship skills, but the provided services are way inferior to what has been conveyed. Hence there lies a risk of off message. The issue pertains, the fact that the business has no control over the content that it provides to the market. Mismatch between the promotional messages and the services delivered are reflected in our analysis of the business. This not only affects the goodwill of the business but also encouraging consumers to come up with negative reviews about the hotel.
Solution to The Strategic Issues – Strategic Effectiveness	
	The mentioned strategic issue in the previous segment reflects the weakness of the business and hence these issues should be countered with relevant strategic solutions to improvise the business.
Sub-branding is way advantageous to capture market and promotes the parent brand. It provides exposure to the parent brand and establishes the brand loyalty among the customers. But it reflects certain disadvantages and hence such strategic issues must be dealt with effective solutions. In firsthand, the cost incurred on the sub-brands must be checked. Too much spending on the sub-brands increases the cost. As, increase of cost in the short-run will reduce the profit of the business the sub-brands must be resorted to use cost-effective technologies and services. The marginal cost that is invested in the sub-brands must be diminishing to realize higher profitability. In this connection it must be noted that sustainable investments should be incurred on the parent brand to improve and make the services delivered more efficient. Another solution that might be taken into account is the introduction of allied services within the business instead of sub-brands to make services more lucrative to the consumers.
Public relationship is an important part to execute the effective marketing of the business. It helps to acquire customer base by initiating favorable relations with the business and the services delivered. Firstly, the business must use effective promotional technique by evaluating the messages that is forwarded for marketing the business.

Task Description a.This is an Individual written Assessment and it’s a continuation of your assessment 2, on the same chosen business. You are not allowed to change any report business at this stage....

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