TLH314 International Hospitality Management | My Assignment Tutor

1TLH314InternationalHospitalityManagementAssessmentQuestion 2020/1ModuleLeader: Alessandro FerrazzaLearningoutcomes.Upon successful completion of this module students will be able to:Knowledge1. The impact of globalization on strategic hospitality management.2. Traditional and contemporary approaches to management in the hospitality industries.Skills3. Critically evaluate contemporary issues in hospitality management.4. Communicate their ideas in written form.ContentSynopsisInternational Hospitality Management will cover many aspects of the hospitality industries. Thefocus will be on contemporary issues and as such the exact content will vary from year to year.However, topics to be included are, the impacts of globalization, strategic hospitalitymanagement, change management in the hospitality industries, international marketing andbranding,globaltrend analysis,the impactofIT,foodandthe hospitality industries.Canvas & JIRA Deadline: Tuesday 15th June 2021 at 14:002AssessmentTITLE: INTERNATIONAL HOSPITALITY MANAGEMENTCODE: TLH314CREDITS:20ASSESSMENTMETHODS:Report100%This assesses learning outcomes 1, 2, 3 and 4Maximum of 3500 words The Task:Background informationIHG is one of the world’s leading hotel companies and their principal purpose isto provide real hospitality for everyone by recognising and respecting people andcreating great guest experiences. IHG offers hotel brands that are aimed at thewider audience and are loved by millions of guests worldwide. Through theirglobal reach IHG ensures that their services delivery also extends to their people,the environment and local communities all around the world.In the current increasingly competitive market, IHG is well placed to acceleratethe growth of their core business, as well as maximise returns on new initiativessuch as the addition of new brands to the portfolio, maintaining the expansionprogramme of Crowne Plaza Hotels in China and new locations withindeveloping economies to include Kuala Lumpur, Bali, Chendu and the EMEAAregion.3A: Using the InterContinental Hotels Group conduct a SWOT analysis of thehospitality group (maximum 2 pages)B: Select one of the emerging markets, which you feel is right for the InterContinental HotelsGroup to seek an entry into that market and ultimately to seek medium and long term marketgrowth. Conduct a (maximum 2 pages) PESTEL analysis of the emerging market you haveselected. All the PESTEL factors you have chosen, must have a direct or indirect relevance tothe hospitality industry both on a national and international level and the InterContinental HotelsGroup in A above.C: Using Porters Generic Strategies: Ansoffs matrix and Nykiel’s fourteen hotel strategicgrowth options, Examine the strategic growth options that the InterContinental Hotels Groupwould be best to pursue within your selected emerging market, and justify how thosestrategies/strategy are going to help the hotel maintain market growth and long term marketshare.4SuggestedStructure:□ Introduction□ Background on Hospitality Industry (and tourism)□ Background to IHG□ SWOT analysis of IHG□ Background to Emerging markets□ PESTEL of selected emerging market□ Hotel strategy to be adopt and to be implemented (using strategic modeland frameworks) within the entering market□ Justification of strategy□ Practical application of strategy – 5 and 10 years ahead.□ Conclusion□ References□ AppendicesNotes: Add the PESTEL analysis framework and SWOT analysis framework and any company/ emerging background information as an appendix – putting the analysis of all in themainbody of the reportAppendices do not count in the final word count.All sources must be cited using Harvard referencesystem.********************FOR WRITTENASSIGNMENTS ONLY please include belowYou can find referencing information (Harvard Referencing Guide & Cite Them Right) in the Help andSupport for Students folder on Canvas. You can access ‘Cite them Right’ at the following URL: nb. Youmust be logged with your User ID in to access this document. following document also useful for further referencing support 3500 wordsPlease note falsifying the word count is classed as an academic misconduct.WORD COUNTPENALTIES Exceeds limit by up to 10%No penalty – tolerance band (see below)Exceeds limit by 10.1-20%-5 percentage pointsExceeds limit by 20.1-30%-10 percentage pointsExceeds limit by 30.1-40%-15 percentage pointsExceeds limit by 40.1-50%-20 percentage pointsExceeds limit by more than 50%Mark of zeroFor further information see AQH-F14 Policy on Penalties for Exceeding the PrescribedWord Limit for an assignment ReadingListYour reading list can be accessed directly through the module’s “My ModuleResources” site, either directly through Canvas or the library “My ModuleResources” link.My module resources link, M.E. (1986). What is strategy? Harvard Business Review, November-December;61- 78.Porter, M.E. (1980). Competitive Strategy. New York: Free Press, New York.Porter,M.E.(1985).CompetitiveAdvantage:CreatingandSustainingSuperiorPerformance.It is important to adhere to the prescribed word count limit to avoid any penalties. Your wordcount excludes table of title page, table of content, any appendices and reference list/bibliography.The word count must be stated at the bottom of your title page.Porter,M.E.(1990).The Competitive Advantage of Nations, The MacMillan Press Ltd,London, UK – ISBN 0-333-51804-7.ReadingListPlease access your reading list from the library website. To access it, please go to search for your module.GradingYou will be marked in accordance to the University of Sunderland assessment criteria attached below.The assessment criteria covers; Relevance, Knowledge, Analysis, Argument and Structure, CriticalEvaluation, Presentation, Reference to Literature.10 | P a g eGeneric Assessment Criteria – Undergraduate Bachelor’s degreeTheseshould be interpreted according to the level atwhich you are working CategoriesGradeRelevanceKnowledgeAnalysisArgument and StructureCritical EvaluationPresentationReference to Literature86 –Thework examined isexemplary and providesclear evidenceof a complete grasp of the knowledge, understanding and skillsappropriateto the Level100%ofthequalification. There is also unequivocalevidence showing that all the learning outcomesandresponsibilities appropriateto that Levelare fullysatisfied. At this level it is expected that the work will be exemplary in all the categories cited above. It will demonstrate a particularly compellingevaluation,originality,andeleganceofargument,interpretation ordiscourse.76-85%The work examined is excellent and demonstrates comprehensive knowledge, understanding and skills appropriate to the Level of the qualification.There is also excellent evidence showing that all the learning outcomes and responsibilities appropriate to thatlevel are fully satisfied. At this level it isexpected that the work will be excellent in the majority of the categories cited above or by demonstrating particularly compelling evaluation andeleganceof argument, interpretationor discourse andthere maybe someevidence of originality70 –The workexamined is of a high standard and there is evidence of comprehensive knowledge, understanding and skills appropriate to the Level of thequalification. Thereis also clearly articulatedevidence demonstratingthat all the learningoutcomes andresponsibilities appropriatetothat level are75%satisfied At this level it is expected that the standard of the work will be high in the majority of the categories cited above or by demonstratingparticularlycompellingevaluationand eleganceofargument,interpretationordiscourse.60 –Directly relevantA substantialGoodanalysis,Generallycoherent andMaycontain someWell written,withCritical appraisal of upto theKnowledge ofclear andlogically structured,Distinctive orStandard spellingto date and/or69%requirements ofrelevant material,orderlyusingan appropriateIndependentand grammar, in aappropriate literature.The assessmentshowing a clearmode of argumentthinking; may beginreadablestyleRecognition ofgraspof themes,and/or theoreticalto formulateanWith acceptabledifferent perspectives.Questions andmode(s)independentformatVery good use ofissuesthereinposition in relationsource material. Usesto theory and/ora range ofsourcespractice. 11 | P a g e 50 –59%Some attempttoaddresstherequirements ofthe assessment:may driftawayfrom this in lessfocusedpassagesAdequateknowledge of afair range ofrelevant material,with intermittentevidence of anappreciation of itssignificanceSomeanalyticaltreatment, butmay be proneto description,or tonarrative,which lacksclear analyticalpurposeSome attempttoconstructa coherentargument, but maysuffer loss of focusandconsistency,with issuesat stake stated onlyvaguely,or theoreticalmode(s)couched insimplistic termsSound work whichexpressesacoherent positiononly in broad termsand in uncriticalconformity to onemore standardviewsof the topicCompetentlywritten, with onlyminor lapses fromstandardgrammar,withacceptable formatUses a variety ofliteraturewhichsome recent textsand/or appropriateliterature, though notnecessarilyincludingsubstantive amountbeyond library texts.Competent use ofsource material.40 –49%Somecorrelation withtherequirements ofthe assessmentbut thereareinstancesofirrelevanceBasicunderstandingof the subjectbut addressingalimited range ofmaterialLargelydescriptive ornarrative,with littleevidence ofanalysisA basic argument isevident,but mainlysupportedby assertionand there may be alack of clarity andcoherenceSome evidence o faview starting to beformed but mainlyderivative.A simple basicstyle butwithsignificantdeficienciesinexpression orformat thatmaypose obstaclesforthereaderSome up-to-dateand/or appropriateliterature used. Goesbeyond the materialtutor has provided.Limited use of sourcesto support a point.35 –Relevance to theAlimitedHeavyLittle evidence ofAlmost whollyNumerousBarely adequate use39%requirements ofUnderstanding ofdependence oncoherent argument:derivative: thedeficienciesinof literature. OverThe assessmenta narrow range ofdescription,lacksdevelopment andwriter’sExpression andReliance onmay be verymaterialand/or onmay becontribution rarelypresentation; thematerial provided by theintermittent, andparaphrase, isrepetitive or thinGoes beyondWriter maytutor.may be reducedcommonsimplifyingachieveto itsvaguestparaphraseclarity (if atall)andleastonlychallenging termsby using asimplisticorRepetitious styleThe evidence provided shows that the majorityof the learning outcomes and responsibilities appropriateto that Levelare satisfied– forcompensation consideration. 12 | P a g e 30 –34%The work examined provides insufficient evidence of the knowledge, understanding and skills appropriate to the Level of the qualification. Theevidence provided shows that some of the learning outcomes and responsibilities appropriate to that Level are satisfied. The work will be weak insomeoftheindicators.15-29%The work examined is unacceptable and provides little evidence of the knowledge, understanding and skills appropriate to the Level of thequalification. The evidence shows that few of the learning outcomes and responsibilities appropriate to that Level are satisfied. The work will beweak in several of the indicators.0-14%The work examined is unacceptable and provides almost no evidence of the knowledge, understanding and skills appropriate to the Level of thequalification. The evidence fails to show that any of the learning outcomes and responsibilitiesappropriate to that Level are satisfied. The work willbe weak in the majority or all of the indicators.


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