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HTSP: Hospitality and Tourism Strategic Planning
Level: 7
Number of Credits: 30
Guided Learning Hours: 90


INSTRUCTIONS TO CANDIDATES:

1. Assessment Criterion 100% Weighting.
2. Students (Group-1) must submit their assignments by 11:59pm on 15th
November 2013 at the latest and Students (Group-2) on 06th December
2013 by 11.59pm.
3. Your assignment must be word-processed in Microsoft Word (.doc formatted).
All pages should be numbered including CTH Registration number (if already
registered) and Module name (Please see the CTH handbook)
4. You must keep an electronic copy of your assignment.
5. A Turnitin report must be submitted with your assignment.
6. Policy on Plagiarism:
a) The work that you submit must be expressed in your own words.
b) Plagiarism which is presenting the views and/or words of another person as if
they are your own is strictly forbidden.
c) If you do use quotations from books, journals and or websites then these must
be placed inside quotation marks and referenced ideally using the Harvard
referencing method.
d) If you do cite the views/ideas of another person then you must refer to this
person in the main body of the assignment, including the work cited in your
bibliography. Cite, in this context means to quote a passage, book or author in
support of an argument, etc.
e) Copying the work of a fellow student also constitutes plagiarism. It must be
pointed out though, that any student allowing another student to copy part or all
of his/her assignment is just as guilty as the plagiariser. You should therefore
protect your own work, so as to avoid others copying your work, without your
knowledge.
f) If you do not observe the above rules then this will lead to an allegation of
cheating and, if found guilty, you will incur a severe penalty which may involve
having to leave the College. Any repetition of plagiarism in any module will lead
to expulsion from the College.

Hand in by: 15 November, 2013 (Group-1)
06 December, 2013 (Group-2)

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Unit descriptor

Learners will develop strategic business planning skills for hospitality and
tourism organisations. Learners will critically evaluate the theories of business
strategy and develop skills to analyse strategic fit and develop business strategy
for hospitality or tourism organisations. Learners will be able to evaluate the
risks and consider the management of strategic implementation and business
ethics.
Learning Outcomes
At the end of this unit
the learner will be
able to:
Assessment Criteria
The learner can:
Indicative Content

1. Critically evaluate
strategic options for a
hospitality and tourism
organisation.
1.1 Compare and contrast the
different approaches and
theories used to identify and
evaluate business strategy.

1.2 Use strategic business
development theories to
identify the strategic options
available for a hospitality or
tourism organisation.

1.3 Critically evaluate the
range of strategic options
available to a hospitality or
tourism organisation.

1.4 Identify the risks to a
hospitality or tourism
organisation of adopting a
strategic option.

1.5 Recommend and justify
strategic options available to a
hospitality or tourism
organisation.
Ansoff matrix
vertical, backwards
and forwards
integration
Cost leadership
Mintzbergs
strategies
(deliberate,
emergent)
Strategic alliance,
merger, acquisition
Competitive
strategies, value based
strategy, contingency
strategy market
niche
Market
segmentation,
adding value,
market share,
workforce
competence
development,
Product portfolio,
reconfiguration,
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2. Develop a Business
Strategy for a
Hospitality or
Tourism Organisation
2.1 Use strategic planning
models to formulate a
business strategy for a
hospitality or tourism
organisation.

2.2 Critically evaluate the role
of ethics in the development of
a business strategy.

2.3 Identify and analyse areas
of potential conflict in the
implementation of business
strategy.

2.4 Recommend techniques to
reduce potential conflict during
the implementation of
business strategy.
benchmarking.

Reviewing options
Attractiveness to
Stakeholders
Stakeholder
participation
Criteria for judging
options, feasibility
studies
Risk assessment
Cost-benefit
analysis
Consistency with
organisational
values
Scenario planning
Simulation
Modelling,
sensitivity analysis
Balanced scorecard
Globalisation and
internet advantages
Resources issues
e.g. financial,
workforce.


Learning Outcome 1 and 2
Assessment Criteria: 1.1 and 2.2
Weighting 20%
Written report 1500 words maximum

Candidates are required to write a 1500 words discussion paper that addresses
on the following topics:

The usefulness of business strategy theory in identifying and evaluating
business opportunities and determining business strategies. Note: candidates
should compare and contrast a variety of business theories and approaches.

The role of ethics in developing strategy for business success.

Candidates should approach this discussion paper as a reflective piece of work
that focuses on their individual learning and understanding of the issues raised
by the topic/organisation they choose. Their discussion should be critically
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evaluative and does not need to draw firm conclusions but should concentrate on
raising issues for consideration when developing business strategy.

Candidates can be supported in their preparation for this task by centres
arranging group discussions around the topic areas during which participants are
encouraged to express, justify and debate their opinions. Following the
discussions participants should be encouraged to record their learning and
opinions which could then be used to produce their individual discussion paper.

Learning Outcome 1 and 2
Assessment Criteria: 1.2, 1.3, 1.4. 1.5 and 2.1
Weighting 80%
Written report 4000 words maximum

Candidates are required to develop a business strategy for a hospitality or
tourism organisation of their choice. Candidates assignment should include:
An introduction into their chosen organisation including for example
information on size, markets, products/services, target customers, current
corporate/business objectives.
The use of a variety of theories, models and concepts to critically evaluate
two strategic options and their associated risks available to their selected
organisation. Recommendation and justification of the best strategic option
for the organisation to achieve its strategic objectives.
Outline the business strategy for the organisation using appropriate planning
models.

Secondary research activities are most likely to be used in this assignment.
However, this should not preclude candidates from carrying out primary research
if they feel it is appropriate. In this assignment candidates should ensure that
they collect, collate, analyse and evaluate sufficient quantitative data to be able
to identify strategic options.

When selecting an organisation, candidates should be aware that they need
access to a range of quantitative and qualitative information in order to analyse
and evaluate the businesss capabilities and resources. For example the
information required will probably include, but will not be limited to:
vision, mission and values
financial reports
marketing reports and distribution channel information
data relating to tangible and intangible assets
Human resources data.

Candidates may be able to gain access to this information through their contacts
in industry. However, if this is difficult candidates should be guided towards
hospitality or tourism Public Limited Companies, as the required information
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should be available through their published reports. The information is usually
available through the investor information, (or similar), section on corporate
websites.

Candidates will also need a range of quantitative and qualitative information in
order to analyse and evaluate the external and competitive environments. Data
relating to the external environment is most likely to be sourced from reports,
particularly those published by government and non-government organisations,
industry bodies and research institutions. Competitor data can be sourced
directly from competing organisations, and also from industry bodies.

All research should be appended to this assessment.

All theories, concepts, models and industry examples must be appropriately
referenced using the Harvard System.





























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Marking Scheme
HospitaIity and Tourism Strategic PIanning Mark Scheme

Task Activity No. of
Marks
AIIocated
InternaI Marking CTH
Moderated/
FinaI Mark
First
Marker
InternaI
Moderator
Agreed
Mark

Task 1
Discussion Paper
(1500 words
maximum)
Usefulness of
theory and role
of ethics
Critical evaluation of business strategy
theory, concepts and models.

Critical evaluation of the role of ethics
in formulating business strategy and
achieving business success.
10



10

Task 1 Total: Marks 20
Task 2:
Written Report
(4000 words
Maximum)
Business
Strategy
Introduction to organisation and
research.

Use and application of theories, models
and concepts to critically evaluate
strategic options.

Recommendations, link to strategic
objectives and justified.

Outline business strategy, use of
planning models and synergy with
critical evaluation and
recommendations.
10



30


20



20

Task 2 Total: Marks 80
Total mark for Assignment 100