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Propose the future Business Level Strategy for The Atholl Hotel, an independently owned hotel .
The guideline length is 4000 – 4500 words, the challenge being to sift and present relevant information concisely.
Criteria for Assessment – Questions
Environmental scanning
Start by providing a brief SWOT of the business.
Draw upon environmental scanning tools
considered in class, and your knowledge substantiated through the
visit/seminar and your data collection to appraise the operating
environment in which the hotel operates
Complete an 8-force (Porter’s Five Force, plus
market size, market growth, and regulation) analysis of the Aberdeen city
accommodation industry.
Identify the strategic options open to the Atholl
Based on your “options” from Q.2, and looking to
the future, provide your recommendation on which option to follow, with
full justification.
Devise a mission statement for the hotel.