13 Aug BEM3033 BEM3033 UNIVERSITY OF EXETER BUSINESS SCHOOL
BEM3033
BEM3033
UNIVERSITY OF EXETER
BUSINESS SCHOOL
AUGUST 2021
STRATEGIC MANAGEMENT
Module Convenor: Michael Mathews
Intended duration of paper: 3 weeks
Duration: Coursework Assessment: 2,000 words excluding references (+/-10%)
Answer ALL of the questions on the following page
Materials to be supplied: None
Materials to be supplied on request: None
Due Date: 9th August 2021
Page 2 of 2 BEM3033
This assessment for BEM3033 concerns the international hotel and accommodations firm InterContinental Hotel Group (IHG). You have been provided with a detailed case study of the firm. Using the information in the case study you must provide a 2,000 word (+/- 10%) management report that contains the following three specific sections:
i) Using module models, produce a Situational Analysis describing IHG’s current competitive environment, identifying what you consider to be the complex but tractable problems and truly wicked or soft problems currently facing IHG and the wider International Hotel Industry. ILOs 1, 2 & 6.
(30 marks)
ii) Provide a detailed critical assessment of IHG’s core and functional competences, commenting on IHG’s preparedness for countering the identified critical factors. ILOs 3 & 4.
(35 marks)
iii) From your response to question one (i) above, provide a recommendation for ONE business, corporate or international strategy that IHG should focus on. Provide a full and detailed justification for the option and a brief discussion of the implications for IHG’s functional capabilities to explain how this strategy will be implemented. ILO 4 & 5.
(35 marks)
Guidance note: The management report that you produce must be aimed at a Board level audience within the InterContinental Hotel Group. Hence you can assume the readers have detailed knowledge of the firm and that repetition of detail from the case study is not required.
END OF PAPER
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