Assessment Task: This assessment affords you the opportunity to undertake research using a
wide range of source material into a hotel company of your choice and to assess the strategic
position of this chosen organization and examine strategic growth options to seek medium and
long term market growth in an emerging market of your choice.
OBJECTIVE 1: Select one of the up and coming hotel company and conduct a SWOT analysis of your selected
hotel company.
OBJECTIVE 2: Select one of the emerging markets of the world as taken from the WTM Industry report –and
UNWTO Tourism Highlights, which you feel is right for your hotel company to seek an entry into
that market and ultimately to seek medium and long term market growth.
Conduct a PEST analysis of the emerging market you have selected. All the PEST facts and
factors you have chosen to highlight must have a direct or indirect relevance to both the
hospitality industry both on a nationally and internationally level and the hotel company chosen.
OBJECTIVE 3: Use Porter’s Generic Strategies, Ansoffs Matrix and/or Nykiel’s fourteen hotel strategic growth
options to critically examine the strategic growth alternatives for your chosen hotel within your
chosen emerging market
Suggested Structure Layout Of Project:
• Introduction
• Background to the Hotel Company
• Strategic Position of the Hotel
• Analysis of SWOT
• Global Hospitality Markets and Emerging Markets
• PEST of selected emerging market and the global market
• Micro Environmental Analysis
• Market Growth Strategy to be adopted and to be implemented (using strategic model
and frameworks) within the entering market
• Justification, implementation of the strategy and moving forward
• Conclusion
• Reference List
• Appendices
