| Category |
Presentation |
Subject |
Management |
| University |
Canterbury Christ Church University |
Module Title |
BTM6GSM Global Strategic Management (GSM) |
Assignment Brief
Assignment task
Topic: Strategic management of a global /International tourism organisation and recommendations for potential future actions.
What are you asked to do?
- Conduct case study research on global strategic management and choose (any 1) of the Global/International tourism organisations from the given two organisations Airbnb or TUI Groups.
- Demonstrate an in-depth understanding of the nature of global corporate strategy, strategic decision-making, and global strategic processes within the chosen organisation; explore its internal and external business environment, its global strategic opportunities, global strategic issues/challenges, and its competitive advantage.
- Provide recommendations for a future global strategy and implementation plan for this global/international tourism organisation
The Case Study must:
- Define strategy, the history of global strategy, global corporate strategy, and global strategic management.
- Explore the internal and external environment analysis of the selected tourism organisation.
- Discuss the nature of global strategic processes, global strategic options, and strategic decision-making.
- Discuss organisational culture, organisational resources and how they impact the strategic context of the chosen organisation.
- Discuss the global business issues, and the strategic context of the chosen organisation.
- Explain competitive advantage, the sources of competitive advantage, and international strategies.
- Write about the selection, evaluation, and sustainable strategic development.
Description of the task:
The guidance below sets out the requirements of the task and a suggested structure for the case study. This case study requires you to write in chapters and include all the following:
Introduction – Aims and objectives of the case study, comprehensive definition of Globalisation. Global tourism, global strategy and global tourism strategy. Also, introduce the tourism organisation of your choice from the given two organisations with its brief history, and outline the structure of the case study research.
Chapter Two – Strategy, global strategy and concept of strategic management.
- Define strategy and provide a brief history of global strategy.
- What is global strategy? Demonstrate an understanding of global strategic management.
- Discuss the strategy and strategic management of the tourism organisation of your choice.
Chapter Three – Organisational strategy, corporate strategy, strategic processes, strategic options, strategic decision making.
- Demonstrate your understanding of the nature of organisational strategies by defining corporate strategy, strategic processes, strategic options, strategic decision-making.
- Implement /apply how important these are to your chosen organisation.
Chapter Four – Shift from external forces to Strategic planning, Organisational evidence to strategic planning, Interpretation of strategic plan.
- Demonstrate an understanding of the concept/model of Mintzberg’s five Ps of strategy.
- Explain Mintzberg’s five Ps of strategy and apply it to the tourism organisation chosen in its strategic planning and execution.
- What challenges or limitations does the organisation face in its strategic planning?
Chapter Five – The UK government will face many pressing international problems and have limited resources such as foreign policy assets with which the organisations need to tackle (Olivia and Bronwen, 14th May 2024).
- Define organisational resources. What organisational resources your chosen organisation will use in the context of the above limited situation?
- Define organisational culture. Discuss the impacts of organisational culture in strategic context to your chosen tourism industry.
- You are expected to use relevant organisation provided from the global tourism industry to support your discussion.
Chapter Six – Understanding the strategic opportunities of tourism, global strategic issues/challenges, competitive advantage, competitive analysis, and conducting the competitive analysis of competitors.
- Discuss the various strategic opportunities for the tourism of your choice. What are the strategic issues/challenges that the chosen tourism organisation?
- What is competitive advantage? Explain the concept of competitive analysis and why it is important.
- Conduct a competitive analysis of the competitors in your chosen tourism. You are expected to use practical examples to support your discussion.
Conclusion and Recommendations - Summarise your findings, reiterate the key points and arguments on strategic management of a global tourism organisation that you chose, put forward the key findings of the processes, strategic options, strategic decision making within the organisation.
- Highlight the identified strategic opportunities, strategic issues/challenges.
- Provide recommendations for a future strategy and implementation plan for this global tourism organisation of your choice and conclude with your final thoughts.
- Provide recommendations to the challenges/ limitations faced by organisation when it does strategic planning and link to your chosen organisation as discussed.
