Strategic Management

BEM3033

BEM3033

UNIVERSITY OF EXETER

BUSINESS SCHOOL

MAY 2021

STRATEGIC MANAGEMENT

Module Convenor: Michael Mathews

Duration: Coursework Assessment: 2,000 words (+/-10%)

Due Date: 17th May 20201

Answer ALL of the questions on the following page

Materials to be supplied: None

Materials to be supplied on request: None

Page 2 of 2

BEM3033

The May assessment for BEM3033 concerns the British 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) Discuss IHG’s current business strategy and the implementation tools and

techniques employed to deliver this strategy. Critically appraise this strategy in

relation to IHG’s internal and external environments and the wider international hotel

industry, highlighting those problems which might be considered to be tractable,

wicked, or soft problems.

(20 marks)

ii) With reference to the response give to (i) above, provide a detailed critical

assessment of the most significant threats and the opportunities available for

expanding IHG’s international business and competing more effectively globally.

(35 marks)

iii) A recommendation for the ONE option from those that you identify in response to

point (ii) that IHG should focus on first. Please provide a justification for this option

and an explanation of how it will be implemented through changes to the

organisation’s structure, systems, people, processes, and culture.

(45 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.

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