Reference no: EM132103

You are expected to conduct a full situational audit of the Shangri-la hotel in Singapore and prepare a strategic plan for the next three years.

The following sections must be included in the report.

1. Introduction explaining the purpose of the report

2. Brief company overview

3. External audit: This should include an analysis of relevant macro-environmental (PESTE) and industry dynamics (Porter's Five Forces), an assessment of competition and evaluation of Key Success Factors. The application David's (2007) External Factor Evaluation (EFE) matrix might assist students in their analytical process.

4. Internal audit: This should include an analysis of the company's strategic positioning in the marketplace and key target segments, an evaluation of the corporate portfolio and expansion strategies in relation to the firm's centric approach and a comprehensive strengths-weaknesses analysis of current resources and competences, value chain activities and value networks. The application David's (2007) Internal Factor Evaluation (IFE) matrix might assist students' analytical process.

5. Strategic plan for the next three years: This should include an evaluation of strategic options (TOWS matrix), the development of a new sales target, SMART objectives, the development of a mix of suitable strategies and a monitoring, control and contingency plan.

6. List of references