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Evaluate the impact of current strategic issues for an organisation in the global business environment related to the tourism industry.
Module Assignment Brief
Programme:
Business & Tourism Management
Level:
Level 6
Module Title:
Global Strategic Management
Module code:
BTM6GSM
Module leader/s:
Assignment No:
1
Assignment Type:
Case Study
Assignment weighting %:
100%
Assignment Word Count: (or equivalent)
4,000 words
Penalties
All penalties that are listed at the end of this document in the Table of Penalties.
This assignment has been designed to provide you with an opportunity to demonstrate your achievement of the following module learning outcomes:
Module Outcome 1
Evaluate the impact of current strategic issues for an organisation in the global business environment related to the tourism industry.
Module Outcome 2
Critically assess the strategic position of a global organisation, preferably related to the tourism industry.
Module Outcome 3
Develop the skills to analyse the competitive environment and identify strategic opportunities and threats at a global level.
Module Outcome 4
Recommend and justify a future strategy and an implementation plan for a global organisation.
Assignment Requirements
Overview
Students will be required to produce one piece of written work for the assessment for this module which will cover MOs 1,2,3 & 4. The written assessment will consist of a 4,000-word case study (100%) on strategic management of a tourism organisation of their choice.
This assignment will encourage students to gain an understanding of the principles of Global Strategic Management and their application within the tourism industry. It will facilitate them to have an in-depth understanding of the nature of corporate strategy, strategic decision making and strategic processes within and between organisations. The assignment will encourage students to apply what they learnt from the module to a topic and will be submitted in the form of an essay. Through the development of a 4,000-word case study, students will have the opportunity to demonstrate their comprehension of strategic management concepts and analyse the various drivers of sustainable strategic development and apply strategic management principles across a range of organisational types, showing an ample knowledge of such concepts as sustainability, corporate responsibility, strategic planning, and implementation.
Students will need to touch down on the internal and external environment analysis, strategic options, global business issues, strategic context of organisations, sources of competitive advantage, international strategies selection and evaluation as well as sustainable strategic development. By selecting a strategic management case study within the tourism sector, students will analyse real-world scenarios, identify key challenges and opportunities, and propose strategic solutions to enhance organizational performance and sustainability. Additionally, this assignment will foster critical thinking, research skills, and the ability to articulate strategic management principles effectively through written communication. This will help you to demonstrate good academic practice in written work, advance on how to avoid plagiarism and how to use appropriate referencing using an established referencing system. Overall, it is important that students bear in mind that for this assessment, bear in mind that you are required to produce one piece of written work for this module which will cover MOs 1,2,3 & 4.
Assignment task/s to be completed
Topic: Strategic management of a tourism organisation and recommendations for potential future actions (4000 words)
WHAT ARE YOU ASKED TO DO?
Conduct case study research on the strategic management of a global tourism organisation of your choice, demonstrate an in-depth understanding of the nature of corporate strategy, strategic decision making, strategic processes within this organisation; explore its internal and external business environment, its strategic opportunities, strategic issues/challenges, and their competitive advantage. Provide recommendations for a future strategy and implementation plan for this global tourism organisation (4000 words ).
The Case Study must:
Define strategy, the history of strategy, corporate strategy, strategic management and global strategic management.
Explore the internal and external environment analysis of the selected tourism organisation.
Discuss the nature of strategic processes, strategic options, and strategic decision making.
Discuss sustainability, sustainable strategy, the various drivers of sustainable strategic development and the application of strategic management principles.
Discuss the global business issues, the strategic context of the chosen organisation.
Explain competitive advantage, the sources of competitive advantage, international strategies.
Write about the selection, evaluation, and sustainable strategic development.
Important:
The case study research must be based on reliable research and have a minimum of 20 different sources within it which includes the core reference lists. Please ensure you use both direct and indirect citations.
Additional Information required to support completing the tasks above
Description of the task:
The guidance below sets out the requirements of the task and a suggested structure for the case study report. This case study requires you to write in chapters and include all the following:
Introduction (350 words) – Aims and objectives of the case study, comprehensive definition of Globalisation. Global tourism, global strategy and global tourism strategy. In further part, introduce the tourism organisation of your choice with its brief history, state the aim of the case study report and outline the structure of the case study research.Chapter Two (600 words) - Define strategy, provide a brief history of strategy. What is global strategy? Demonstrate an understanding of strategic management. Then discuss the strategy and strategic management of the tourism organisation of your choice.Chapter Three (650 words) – Organisational strategy, corporate strategy, strategic processes, strategic options, strategic decision making.
Demonstrate your understanding of the nature of organizational strategies by defining corporate strategy, strategic processes, strategic options, strategic decision-making, clearly making a note/ implementing, applying how important these are to your chosen organisation.
4. Chapter Four (650 words) – Business environment, types of business environment – internal and external environment, the SWOT and PESTLE.
Provide the definition of a business environment and explain what an internal and external environment of a tourism organisation means. Furthermore, Conduct an internal and external analysis of the tourism organisation that you have chosen using both SWOT and PESTLE analysis.
5. Chapter Five (700 words) – Achieving sustainability in tourism, sustainable strategy, the various drivers of sustainable strategic development and the application of strategic management principles across a range of organisational types and in relation to your chosen tourism organisation.
Define sustainable strategy. What is sustainable strategic development?
Discuss the drivers of sustainable strategic management in relation to your chosen tourism industry. What is the sustainable strategy of the tourism organisation you chose? In what ways can the tourism organisation you have chosen to achieve their sustainability? You are expected to also use relevant examples from the global tourism industry to support your discussion.
6. Chapter Six (700 words) – Understanding the strategic opportunities of tourism, strategic issues/challenges, competitive advantage, competitive analysis, conducting the competitive analysis of competitors.
Discuss the various strategic opportunities for the tourism of your choice. What are the strategic issues/challenges that the chosen tourism organisation? What is competitive advantage? Explain the concept of competitive analysis and why it is important. Conduct a competitive analysis of the competitors in your chosen tourism. You are expected to use practical examples to support your discussion.
7. Conclusion and Recommendations (350 words) –
Summarise your findings, reiterate the key points and arguments on strategic management of a global tourism organisation that you chose, put forward the key findings of the processes, strategic options, strategic decision making within the organisation.
Highlight the identified strategic opportunities, strategic issues/challenges.
Provide recommendations for a future strategy and implementation plan for this global tourism organisation of your choice and conclude with your final thoughts.
Important:
Your work must be based on reliable research and have a minimum of 15 different sources within it. All information must be drawn from research including the core and recommended texts. Please ensure you use both direct and indirect citations. You must use the CCCU (Canterbury) recommended Harvard Referencing Guide that is provided in Moodle. You MUST include all the references mentioned in the compulsory reading list. However, you will not be penalised if you use additional resources in addition to the 10 compulsory reading list below.
You must demonstrate good academic practice in your written work, avoid plagiarism and incorrect use of AI.
You are encouraged to demonstrate your ability to engage in critical thinking and analysis by showing your capability to think in an organized and rational manner.
The task requirement is a case study report. Therefore, you must ensure that your structure, outline, content, style, and presentation accord with academic writing conventions for case study research.
Headers, frameworks, tables, and graphs can be used in the body of the text on academic case study report provided you cited the sources of these table and frameworks accordingly.
Ensure appropriate formatting. For example, you should use 12-point font size, 1.5 line spacing and distribute your text evenly between margins
You must use the correct Canterbury Harvard Referencing conventions for your in-text citations and reference list. Please refer to the Canterbury Harvard Referencing Guide.
Do not use Wikipedia, unverifiable blogs, or any software to generate answers.
Marking criteria are available on page 6 and separately on Moodle.
Mandatory Referencing and Research Requirements
Referencing Style
CCCU Harvard Referencing Style.
Mandatory Sources to be included in the Assignment
Core Text:
Lasserre, P. and Monteiro, F. (2023) Global Strategic Management. 5th edn. New York: Bloomsbury Publishing Plc. Recommended Reading
Further Readings:
Moutinho, L. and Vargas-Sanchez, A. (2018) Strategic Management in Tourism. 3rd edn. Oxfordshire: CAB International. 5
Tabari, S. and Chen, W. (2022) Global Strategic Management in the Service Industry. A Perspective of the New Era. Bingley: Emerald Publishing Ltd.
Okumus, F. , Altinay, L. and Chathoth P. (2010) Strategic Management for Hospitality and Tourism. Oxford: Butterworth- Heinemann.
Gooderham, P., Grogaard, B. and Foss, K. (2019) Global Strategy and Management. Theory and Practice. Cheltenham: Edward Elgar Publishing.
Format of your submission and how your assignment will be assessed
Marking Scheme / Rubric - The Marking Scheme (otherwise known as a rubric) is available on the Module Assessment Tab on Moodle.
Submission Requirements
Submission Platform
This assignment should be submitted electronically using Moodle to the Module Submission link
Submission Date &Time
All submission & resubmission dates and time are as stated at the beginning of this Assignment brief.
You should submit your Assignment for all deadlines earlier than 2:00pm on the date stated.
Late submissions can be accepted for Summative Submissions only up to a maximum of 2 working days after the submission deadline. This does not apply to resubmission deadlines. A 10-mark deduction will be made by CCCU for all late submissions.
Work submitted more than two working days after the deadline will not be accepted and will be recorded as a non-submission.
Assignments submitted to the Resubmissions deadlines will be capped at 40 by CCCU.
If you are affected by events which are unexpected, outside your control and short-term in nature (i.e. lasting one to two weeks), under the exceptional circumstances procedure you may be eligible for:
A seven-days extension to your coursework (via self-certification request).
A 14-day extension to your coursework (via evidence-based request).
To defer your exam or time-constrained assessment if you have not yet submitted/attempted it (via self-certification or evidence-based request).
To re-take an exam/time-constrained assessment, if you feel your performance on your first attempt was negatively impacted (via impaired performance request).
Please note students are only eligible to have a maximum of 2 self-certification requests per academic year.
You can make a self-certification request up to 14 calendar days before your deadline:
for coursework it must be no later than 2pm on the deadline date
for exams and time-constrained assessments, the request must be submitted no later than the start time of the assessment.
Case Study Report - Formatting
The case study must be formatted professionally. An academic case study typically uses the following format:
Font name: Times New Roman
Font size: 12 points
Line spacing: 1.5.
Alignment: Justify the text before final submission.
Be consistent in formatting, headings, and subheadings.
Spacing between paragraphs must be consistent.
Table of Penalties
Issue with the Assignment
Penalty to be Applied
Suspected Academic Misconduct or Breach of Academic integrity
The Assignment will be graded zero. Written feedback will be ‘This assignment has been identified as potential Academic Misconduct/Breach of Academic Integrity. You will be invited to a meeting to discuss’.
You will be invited to a meeting with an academic Misconduct reviewer. When you attend the meeting if Academic Misconduct or the breach of Academic Integrity is upheld you will be asked to rewrite the section of the assignment it applies to and re-submit the assignment.
Do not upload any assignments to the AMC submission links before the meeting otherwise it will be removed.
Failure to attend the meeting means the assignment will remain graded at zero and you will be unable to pass the module until you have attended the meeting.
The assignment is more than 10% over the prescribed wordcount i.e. for 3,000 words, if 3,400 is submitted excluding the cover page, table of contents, references and appendices.
A 10-mark deduction applied to the overall grade that is manually entered by the Lecturer. This deduction is capped at 40%, which means an assignment cannot get less than 40% if a deduction has to be made.
For example, if the mark for the assignment was 60. The lecturer would deduct 10 marks and the mark will be 50. Written feedback will also state ‘This assignment is 10% over the wordcount and 10 marks have been deducted’.
Where assignments are more than 10% less than the prescribed wordcount and lecturers cannot identify if the learning outcomes have been met.
This assignment will be graded below 40.
Where a student submits a .pdf instead of a word document.
This assignment will be graded a Fail.
The lecturer will grade as 1 and the written feedback will state ‘This is a pdf submission and is not allowed. All submissions should be in Microsoft Word format’.
Students not working in their groups as agreed by the lecturer.
This assignment will be graded a Fail.
The lecturer will grade as 1 and the written feedback will state ‘This submission was not completed in the designated group’.
Please note: Where a student has asked the lecturer to move from their original group and the lecturer has agreed this does not apply.
For a presentation assignment that requires oral delivery, and the student does not present in person.
The Oral rubric criteria is not moved, and the oral criteria will remain at zero.
For a presentation assignment and the student does not upload a converted PPT To Word File with speaker notes.
The communication rubric criteria is not moved, and the communication criteria will remain at zero.
For a presentation assignment that requires oral delivery, and the student did not present on the day or upload the presentation to a Word document with speaker Notes.
This assignment will be graded a Fail.
The lecturer will grade as 1 and the written feedback will state ‘There was no Oral presentation in class and the submission was not converted to Microsoft Word’.
For a presentation assignment the student uploads a file that contains no slides and is simply continuous text.
This assignment will be graded a Fail.
The lecturer will grade as 1 and the written feedback will state ‘There are no slides present in the assignment submission’.
If the assignment is group work and the resubmission is not changed to individual work.
If a group assignment is failed then the resubmitted work must be changed by a minimum of 25% to make it an individual piece of work.
This means if a Group Presentation is 12 slides a minimum of 3 must be different to the group submission. If the assignment is a Group Poster with 6 text boxes then a minimum of 2 of them must be different to the Group Poster.
This assignment will be graded a Fail.
The lecturer will grade as 1 and the written feedback will state ‘This resubmission should be individual and a minimum of 25% of the assignment has not changed’.
Where a written assignment has text that is unable to be read by Turnitin because it is either a graphical image (excluding Presentations & Posters); for example, a screenshot or the assignment is written within text boxes on each page.
This assignment will be graded 0 and the written feedback should state ‘This assignment is unreadable by Turnitin and cannot be checked for Academic Misconduct. It has been referred for an AMC meeting’.
The assignment will then be referred for Academic Misconduct investigation.
An assignment that does not make use of any Mandatory references provided in the assignment brief/Module Handbook.
The reference rubric criteria is not moved and that criteria will remain at zero
An assignment has a reference list, but no citations.
The reference rubric criteria is not moved and that criteria will remain at zero.
Written feedback should state ’The reference criteria has been graded Zero as no citations have been used. Please include citations in your assignment to support the academic points being made’.
An assignment has no citations and no reference list.
Foundation & Level 4 - The reference rubric criteria is not moved and that criteria will remain at zero. The written feedback will state ‘Please ensure that you use citations and references to support your assignment submission’.
At Level 5 and Level 6 this would be graded as a Fail . The lecturer will grade as 1 and written feedback will also show ‘This assignment has no citations and no reference list’.
Where False references are included in an assignment.
This will be referred for Academic Misconduct.
This assignment will be graded 0 and the written feedback should state ‘This assignment contains false references and has been referred for Academic Misconduct. You will be invited to attend an Academic Misconduct meeting’.
Assignment is submitted after the Late Deadline or if it is a Resubmission, after the Resubmission deadline
This assignment will be graded a Fail.
The lecturer will grade as 1 and written feedback should state `This assignment was submitted after the deadline. Please resubmit at the next resubmission opportunity.`
Student Integrity and Academic Misconduct
The values of student integrity expected by CCCU are:
Honesty – being clear about what is your work and where your ideas come from other sources.
Trust – others can have faith in you being open about your work and acknowledging others’ work.
Fairness – you do not try to gain an unfair advantage in using others’ work.
Responsibility – you take an active role in applying the principle of Academic Integrity to your work.
Respect – you show respect for the work of others.
Peer-support:
Students might choose to get support from their peers when preparing assessments, such as discussing the subject of the assessment, exchanging ideas, and receiving suggestions for improving the work. This is peer-support , and the University accepts this as a reasonable expectation when completing assessments. However, peers must not make any changes to anyone’s assessments as such actions could lead to allegations of academic misconduct.
Use of English as the medium of assessment:
Students cannot write an assessment in another language and subsequently translate their work into English or have it translated by any form of third-party. Use of translation software or third-party translators is a form of academic misconduct.
Artificial Intelligence (AI):
Students must write the entire assessment without using AI software such as ChatGPT. Submitting an assessment that contains any form of AI is a form of academic misconduct.
Proofreading:
Students can make use of Microsoft Word’s grammar and spell-checking functions but the use of Grammarly is not allowed as it uses AI text generation. If students use third-party proofreaders, these cannot make any changes that alter the assessment in anyway including correcting language or citation format errors. Third-party alterations to the assessment are a form of academic misconduct.
Plagiarism
Plagiarism can be defined as incorporating another person’s material from books, journals, the internet, another student’s work, or any other source into assessment material without acknowledgement. It includes:
Using exactly the same words (sentences, phrases or even expressions not in everyday use, invented or created by an author to explain an idea) as used originally
Rephrasing by making slight adjustments
Paraphrasing in a way which may deceive the reader as to the source.
Plagiarism in whatever form it takes is form of academic misconduct.
Collusion:
If students submit work for assessment that is falsely presented as the student’s own work but was jointly written with somebody else; this is a form of academic misconduct.
Duplication/Self-Plagiarism:
The inclusion in assessments of a significant amount of identical or substantially similar material to that already submitted for assessment by the student and graded for the same course or any other course or module at this University or elsewhere is classed as self-plagiarism. It does not include a resubmission of the same piece of work allowed by the examiners in an improved or revised form for reassessment purposes. Self-plagiarism is a form of academic misconduct.
Further clarification of the above can be found in CCCU’s Academic Misconduct documents below
CCCU Student Academic Misconduct Procedures can found below: Please click the link to Open.
https://www.canterbury.ac.uk/asset-library/policy-zone/Student-Academic-Misconduct-Procedures-staff-students.pdf
CCCU Student Academic Integrity Policy can be found below: Please click the link to Open.
https://www.canterbury.ac.uk/asset-library/policy-zone/Student-Academic-Integrity-Policy.pdf
Evaluate the impact of current strategic issues for an organisation in the global business environment related to the tourism industry.
Define strategy, the history of strategy, corporate strategy, strategic management and global strategic management. Introduction (350 words)
The primary aim of this case study is to evaluate the strategic issues faced by a global tourism organization within the current global business environment. This evaluation will explore strategic decision-making, corporate strategy, and the impact of globalisation on the tourism industry. Globalisation has fundamentally transformed the tourism sector, breaking down geographic boundaries and increasing competition as businesses now cater to a global clientele. As such, understanding global strategies and how they are adapted in the tourism industry is critical for sustaining competitive advantage.
Globalisation can be defined as the increasing interconnectedness of countries, economies, and industries across the world, facilitated by trade, technology, and communication. In the context of tourism, globalisation means greater mobility for consumers and increased international competition for tourism organisations. Global tourism refers to the movement of people across international borders for leisure, business, or other purposes. Global strategy in this field involves tailoring services and operations to meet the demands of a diverse, international customer base while managing operations across multiple regions. A global tourism strategy specifically addresses how a tourism organisation manages its resources, workforce, and market expansion to operate successfully across international markets.
This case study focuses on [Insert chosen tourism organisation], a major player in the global tourism industry. With its roots tracing back to [Year], the organization has expanded significantly over the years and is now recognized globally. The aim of this report is to conduct an in-depth analysis of the organization’s strategic management processes, its external and internal environments, and the challenges it faces in the global tourism market. Additionally, the case study will assess the strategic opportunities and threats it encounters and provide recommendations for its future direction.
Continued....
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