This module has two pieces of assessment, a report analysing key sectorial trends and drivers and their impacts on aspects of the management of various hospitality organisations (which you can choose) (60%) and an essay based on discussing the challenges of sustainable competitive advantage for hospitality businesses (40%). Each should be submitted electronically through Moodle.
Discuss the key trends and drivers in the macro-environment that are having an impact on hotels in Hong Kong in 2018. Explore the ways in which the hotels can respond to these trends. These trends can include those that are identified as part of your preparation for the Open Spaces Workshop. Illustrate your answer with reference to organisational examples from the hotel sector.
This assessment is based on self-directed secondary research to explore the trends and drivers which are impacting on hospitality organisations at an international and local level. The Open Spaces Workshop which will be delivered on day 2 of the schedule of learning can inform the content of your report. During this workshop we will consider a range of macro and micro environmental trends and drivers (which you will identify from market intelligence sources including trade publications and newspapers). We will think about how these factors (such as ageing populations, M-commerce and individualism) have a bearing on the hospitality industry and we will consider the range of options available to strategic managers to respond to these mercurial changes in consumerism. The report should articulate the key drivers and trends that you have identified (fully referenced) and should reflect on the literature (see suggested reading list) to suggest how organisations in Hong Kong are responding (or how they might respond) to changes in the marketplace.
You have full discretion over how you approach this report task. You should build a solid evidence base into your answer using relevant books, journals and quality media sources. You should also make use of market intelligence from sources such as Keynote.
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