24 Slide PP- External Environment Analysis- Chesapeake Lodging Trust

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External Environment Analysis- Chesapeake Lodging Trust

Monitoring competitors’ performance is a key aspect of performing an external environment analysis.  This assignment provides the opportunity to evaluate the competitive position of one of the organizations listed below and integrate that information in an External Factor Evaluation (EFE) matrix and Competitive Profile Matrices (CPM).

Perform an external analysis on Chesapeake Lodging Trust.

This should focus on factors related to the company’s industry and the environment that it and its competitors make. The factors to measure are those identified in SWOT, 5 Forces, PESTEL, EFE, and CPM.

Perform research on the Chesapeake Lodging Trust, its industry, and its competitors and respond to the required steps below:

Step 1:  Create a PowerPoint Presentation.  The following pages do NOT count towards the twenty page limit:

·         Title page

·         Contents page

·         Spacer pages (if any)

·         Sources page

·         Appendices

Use the note section of the PowerPoint to discuss, explain and support the reasoning for information presented in each slide.

Step 2:  Support the reasoning using in-text citations and a reference list.  If information is taken from a source document, it has to be cited and referenced.  Both in-text citations and an associated reference list are required. 

 Complete an External Environmental Analysis:

Use tools, concepts and information from your own research to perform an external analysis of the company’s environment.  Include the following:

• Company overview
• Industry analysis

 Competitive analysis.  [Use the company’s closest competitors plus the selected company.] 

Techniques Analysis:  PESTEL, Five Forces, OT from SWOT, EFE, and CPM.   

• Trends: Discuss trends significant to the industry and company and discuss key areas of uncertainty related to trends or events that potentially could impact the company’s strategy.
• Utilize the Notes section to support each slide

NOTE THAT YOU ARE TO EXPLAIN YOUR SLIDES, SLIDE BY SLIDE, IN THE NOTES SECTION FOR EACH SLIDE.

A slide should not require more than 24 of the lowest level "little points" - usually many fewer.

Points do not have to be sentences, but they must at least be phrases.  Single words are meaningless. 

The APPENDICES

Please prepare an appendix for your materials (at the end of the notes section).

This appendix should include the following tables / matrices (one page each)

·         PEST / PESTLE (whatever version of this you wish to use) (Annotated list)

·         Porter Five Forces Analysis (annotated list, one list per per force)

·         SWOT (annotated list, one for each letter)

·         IFE (be sure structure and math correct)

·         EFE (be sure structure and math correct)

·         CPM (be sure structure and math correct)

MODEL OUTLINE LAYOUT

TITLE SLIDE

CONTENTS / OUTLINE

THE BASICS (mostly company overview in rubric)
     THUMBNAIL INTRO TO COMPANY
     WHAT INDUSTRY ARE IN? (WHY DO YOU SAY THAT?)
     WHAT INDUSTRY DATA IS RELEVANT
     KEY ENVIRONMENTAL FACTORS / LONG TERM TRENDS (BASED ON PESTEL)
     WHAT MATTERS IN THIS INDUSTRY AND WHY?

COMPANY DESCRIPTION (mostly company overview in rubric)
     QUALITATIVE
         SCOPE: CUSTOMERS (MARKETS), PRODUCTS, BUSINESS MODEL
         VISION / VALUES / CULTURE
     QUANTITATIVE
         KEY METRICS
         TRENDS OVER TIME

INDUSTRY ANALYSIS (mostly industry analysis in rubric)
      PORTER - SUBSTITUTION
      PORTER - ENTRY / EXIT
      PORTER - CUSTOMER POWER
      PORTER - BUYER POWER
 PORTER - INTER INDUSTRY RIVALRY
      PORTER MODEL SUMMARY - YOUR COMPANY

KEY COMPETITORS (mostly competitive analysis in rubric)
     WHO AND WHY
     COMPETITIVE ADVANTAGES AMONG THE PLAYERS
     STRUCTURAL DIFFERENCES
     QUANTITATIVE COMPARISONS

CONCLUSIONS (mostly trends and critical thinking in rubric)
     HOW ATTRACTIVE IS THIS INDUSTRY - WHY
 
     HOW STRONG A COMPETITOR IS THIS COMPANY?
     WHAT KEY ISSUES NEED TO BE ADDRESSED IN STRATEGY