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Which analyse the external environment.

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Assignment One:
You are a middle management analyst within your organization. The organisation is within the
Hospitality, Events, Aviation and Tourism (HEAT) industries. You have been commissioned by the
CEO to evaluate the strategic environment in which they operate. They are looking for you to
provide a fresh view of the current internal and external situation with a view to influencing any future
strategic direction. You should use your analysis to generate conclusions and evaluate what your
findings mean for the organization. You are required to submit this in the form of a report that can
be circulated to the Senior Management Team. To achieve this, you will need to undertake the
following:
• Select a company and conduct research through accessing a range of sources
which includes information produced by the company and external academic or professional
evaluations. You are advised to check you can access sufficient information on your company
before finalising your choice.
• Identify, select and use a strategic management tool or range of strategic management
tools to help you assess the internal and external environment in which the company
operates.
• Use your analysis and research to generate conclusions that will help advise
the CEO on the best strategic way forward for the company.
4
• Produce a document that presents this information in a concise and
professional way.
Evidence from your research should be critically appraised to inform a line of argument. In turn this
will enable critical evaluation of your research findings to enhance the recommendations and
conclusions made.  The report should be proofread to enhance clarity and coherence, whilst
ensuring grammar, presentation and structure are of a professional standard.
Your report must be formatted using standard professional report conventions. This should include
numbered headings. You may also add additional levels of headings to the ones outlined below. It
should be written in a clear, concise and direct professional style. You should use Aerial font size
12. Paragraphs should be left- or fully justified and use 1.5 or double spacing. Sources should be
formatted according to the Harvard style of referencing. You should adopt the following structure for
your document:
• Title or cover page*
• Executive summary*
• Contents page*
• Introduction
• Assessment of the internal environment
• Assessment of the external environment
• Conclusions and evaluation
• References*
• Appendices (if required) *
*These do not contribute towards the word count
Assessment Criteria
Your work will be assessed against the following criteria:
• Assessment of the internal environment – 25%
The extent to which the document shows a strong critical application and understanding of tools
which analyse the internal environment.
• Assessment of the external environment – 25%
The extent to which the document shows a strong critical application and understanding of tools
which analyse the external environment.
• Conclusions and evaluation – 30%
The ability to use evidence to generate logical conclusions.
• Research and references – 10%
The quality and evaluation of the sources used and ability to reference using the Harvard style.
• Writing and presentation – 10%
Demonstration of effective professional writing and word processing skills

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