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Strategic management in tourism, event and sports of individual case study.

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Overview You have been asked to critically evaluate a business situation of an actual organisation and present a business case for a strategic growth option to the Chief Executive Officer. This is part of the scenario planning approach adopted by the organisation. The Board will evaluate strategic options based on different future scenarios. You are part of the Strategy Planning Team for your organisation. You will need to undertake a preliminary analysis of the situation and preliminary evaluation of the options and provide a report (2000 words is a guide). The attached guide provides info...

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Question Preview:

Overview You have been asked to critically evaluate a business situation of an actual organisation and present a business case for a strategic growth option to the Chief Executive Officer. This is part of the scenario planning approach adopted by the organisation. The Board will evaluate strategic options based on different future scenarios. You are part of the Strategy Planning Team for your organisation. You will need to undertake a preliminary analysis of the situation and preliminary evaluation of the options and provide a report (2000 words is a guide). The attached guide provides information on the range of issues to be canvassed. (see marking guide). Stick to the task. In lectures/workshops and tutorials we will be practising some aspects of the process of analysis and how to determine an appropriate course of action from a set of options. Organisation Select ONE organisation from the list of four below (left hand column). This is YOUR company. ORGANISATION CHOICE (select ONE only) COMPULSORY PARTNER CHOICE (evaluate ALL three) Manchester United Football Club Or The Brisbane Show (EKKA) Or Banyan Tree Hotel group Or Flight Centre Village Roadshow limited And IMG World And The GPT (Hotel) Group The task Undertake a ‘preliminary’ analysis of the situation facing the organisation, including a SWOT Incorporate ‘essential scenario’ information provided below Present your findings to the Chief Executive Officer in a formal written report Scenario information 1. The first scenario issue is to assume that Corporate Social Responsibility is an increasingly important trend and that the organisation would want to take a leadership position. The world is fast embracing new ways of doing business through the debate on climate change and saving the planet. Businesses, worldwide, are responding. In this scenario, the Board has advised the Chief Executive Officer that CSR initiatives must be optimal for the organisation but that they must adopt a CLEAR CSR leadership position relative to direct competitors. (you will thus need to undertake a Strategic Group Analysis). 2. Second, your organisation has suggested a scenario of a non-organic growth strategy for 2014-5 and beyond. Thus, maintaining the status quo or cutting back is not desired. However, the Board has left it open whether this should be a high growth strategy or something lower depending upon market conditions prevailing through 2013 and beyond. In addition, the scenario requires a growth commitment to a stronger presence in Asia. The Board has signalled that any growth must be in Asia- Pacific (includes Australia) . 3. The final scenario assumption is that your organisation has received a serious proposal from three potential partners (IMG , Village Road show and GPT). Details of all three organisations will be provided. Thus you will explore options relating to partnering one of these three organisations. That is you must evaluate non-organic growth options for each of these three organisations and select the best option Thus you need to argue the merits of each option. You also need to show how you reduced the list of possible non-organic growth options down to the final three (for example, you could consider mergers, acquisitions, or other non-organic growth options initially). That is, you should list six reasonable options out of the large number of possible options first, briefly show how you narrowed this to the last three, and then evaluate the last three in detail.. All options must incorporate growth. Methods of growth cannot be organic. Purchase of other organizations MUST be realistic. In week 2, internal details of three potential partner companies will be provided together with an external environmental scan. YOU DO NOT NEED TO UNDERTAKE AN EXTERNAL SCAN. However, you do need to conduct an internal scan on YOUR organization. You will also be required to analyse all data for your situation audit and SWOT.

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Flight Centre Limited is an Australia’s Largest Travel Company and is listed on the ASX. The company has more than 2500 operating stores in over 10 different countries and recruits over 15000 staff. The company has emerged strongly on the grounds of being a single store into a multibillion dollar MNC. The company reported $13.2 Billion dollar sales for the period ending June 2012.

The company is well poised currently. The company in its recent annual report for the year 2012 reported new profit and sales which were higher than the previous year figure. The sales have increased thrice whereas the net profit figures have crossed the $200 Million mark. This is good for the company as far as the operations of the company are considered. The company is growing well on the grounds of operational efficiency where the corporate division of the company segments performs well and other segments as well delivering significant results. The company in the year 2012 also restructured its operations in the Europe, Middle East and Africa into two regions each with its own leader.

Looking at the corporate governance system and the corporate social responsibility of the company, the company treads on the path of proper governance system. It promotes ethical practices within the organization and also works for the society. The company works respectively towards the competitors, customers and the community as well. The values that the company sets out in its employees are that of honesty, integrity and fairness. These values are inculcated and integrated into a system of code of conduct which is mandatory on all of the members of the company. There is safeguarding of interest of the financial reporting users by the audit committee which ensures fairness in reporting and also checks the functions and scope of the audit member. The committee works towards the fairness of the company reporting and thus it ensures that fair dealing is incorporated.

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