Higher National Diploma in Business

BUSN-5021 Business Strategy

Term Assessment

Issue date: 26/01/15 Final Submission Date: 22/03/15

Submit your written assignment online through NIVE Virtual Learning Environment by 11.55pm on the due date

Level 5

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L5

Assessment Title: Plan and Implement Business Strategy

Author: Haneefa Sulaiman Assessor: Haneefa Sulaiman

Internal Verifier: Seema Pillai Approval Date: 21/01/15 Signature:

Lead Verifier: Tim Gallon Approval Date: 21/01/15 Signature:

Purpose

The purpose of this assignment is to provide evidence of your understanding of planning and implementing business strategy with the use of different strategic concepts and techniques .

Learning Outcome/Assessment Criteria

LO 1 P1.1 explain strategy contexts and terminology missions, visions,objectives ,goals, core competencies

Task 1

LO 1 P1.2 review the issues involved in strategic planning Task 2

LO 1 P1.3 explain different planning techniques Task 3

LO 2 P2.1 produce an organisational audit for a given organisation Task 4

LO 2 P2.2 carry out an environmental audit for a given organisation Task 4

LO 2 P2.3 explain the significance of stakeholder analysis Task 5

LO 1 M2 select/design and apply appropriate methods and techniques Task 3

LO 1 M3 present and communicate appropriate findings Task 3

LO 1 D2 take responsibility for organising and managing activities Assignment

Plagiarism / Student Declaration All learners at NIVE shall demonstrate academic honesty by avoiding plagiarism. Plagiarism is deliberately presenting another person’s work as one’s own without acknowledging the original source. A ‘Referral’ grade will be awarded for plagiarised work and learners who continually plagiarise will be subject to disciplinary action. In submitting this assignment you confirm that you have read and understood the meaning of plagiarism and the assignment submitted is your own work.

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Strategic contexts of a business

Business strategy is the means by which organisations achieve their desired ends or it can be simply described as long

term business planning. Reviewing and understanding strategic contexts of the top performing businesses is a

befitting exercise for students of business strategy. This enables the students to plan and manage business units

successfully. The strategic contexts of a business includes generally the following;

Vision Objectives

Mission Core competencies

Strategic intent Strategic architecture

Goals Strategic control

Scenario

Hotel Sunrise

Hotel Sunrise is a small privately owned hotel in Bur Dubai. The hotel was established in 2010. In the beginning, the

hotel was rented out but then it was returned to the owners in December2014. The owners wanted to run their hotel

business with a new strategic plan.

The business idea of Hotel Sunrise is to provide accommodation and restaurant services to its customers. Mr. Majid is

the CEO and his wife, Mrs. Amina, is the hotel manager. Additionally, there are two assistant managers, four

supervisors and five permanent employees at the hotel.

There are 36 rooms in the hotel including single and double rooms as well as three suites. All of the rooms have air

conditioning, telephone, TV and a shower. The hotel services also include buffet breakfast and lunch, and á la carte

restaurant in the evenings. Additionally there is also a sauna and a large conference room. Hotel Sunrise also owns

two furnished apartments for guests staying for longer periods of time. The hotel management needs your assistance

to make a strategic plan

Task 1 (P1.1)

Explain the importance of strategic planning and design the strategic contexts for Hotel Sunrise

Guidelines To achieve pass grade show evidence your understanding of the significance of making appropriate

strategic contexts for the business which shall inspire achievement of the desired goals and SMART objectives

Strategic planning issues, an overview

Strategic issues are fundamental to the process of corporate strategic planning. John Argenti, developer of the Argenti

System of Strategic Planning, refers to the process of unearthing strategic issues as an 'elephant hunt'. “It is a process

of looking for ‘strategic elephants’ in the organisation's undergrowth, identifying them, then corralling them in one

place so everyone can see all of them together and can note the sum total of the organisation's strategic situation. It is

very important to see these elephants against a very broad, panoramic, background and then to deal with all of them

at once in one major, holistic, strategic review”

http://www.simply-strategic-planning.com/strategic-planning-issues.html

Task 2 (P1.2)

Describe the role and major issues connected with strategic planning for Hotel Sunrise with particular reference to

impact on managers, targets, planning time and involvement of staff.

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Overview

The three businesses above are selected from the top performing companies in Dubai based on their operational

success, market share and revenue generated .Operational success of a business is greatly influenced by its planning

techniques and processes in place .

Task 3 (P1.3, M2, M3)

Explain the significance of planning techniques suggested below and evaluate how these techniques are utilised

effectively in any one of the organisations above. P1.3, M2, M3

BCG growth –share matrix

Directional policy matrices

SPACE

PIMS

Guidelines: To achieve a ‘pass’ show understanding and provide evidence application of the techniques. To achieve

merit use a range of sources of information and apply a variety of methods and techniques in researching and

answering the task .Use appropriate technical language while explaining concepts.

Overview

Emaar Properties (Emaar) is a global property developer and provider of premier lifestyles. The company is well

known for its expertise in creating value-added, master-planned communities that meet the full spectrum of lifestyle

needs. Major activities of the company include among others the following

Develop and sell condominiums, villas, commercial units, and plots of land.

Develop lease and manage shopping malls, retail facilities, commercial buildings, and residential spaces.

Own and manage hotels, serviced apartments, golf resorts and recreation clubs.

Emaar is a Public Joint Stock Company listed on the Dubai Financial Market, Emaar has been shaping landscapes and

lives in the Emirate since the company’s inception in 1997. The company specialises in creating value-added, master-

planned communities that meet the full spectrum of lifestyle needs. A highlight of Emaar’s approach to developing

integrated lifestyle destinations is Downtown Dubai, the 500-acre mega-project, home of Burj Khalifa – the world’s

tallest building which features the world’s first Armani Hotel Dubai and the world’s highest restaurant, At.mosphere;

The Dubai Mall – the world’s largest shopping and entertainment destination; and The Dubai Fountain, the world’s

tallest performing fountain.

http://www.emaar.com/en/investor-relations/investor-resources/fact-sheet.aspx

Encouraged by the success stories of Emaar there are several new offers coming in from different parts of the world to

launch similar projects. It is a strategic practice for business organisations including Emaar, to conduct two important

audits, organisational and environmental before undertaking any major projects.

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Scenario

Under a scheme of skill development and empowerment of business students, Emaar recruits young student trainees

to their planning and development department. You have been selected as a student trainee and assigned a task of

preparing an organisational and environmental audit for Emaar.

Task 4 (P2.1, 2.2)

Produce a report on organisational audit and environmental audit for Emaar as suggested above. P2.1, 2.2,

Guidelines: An organisational audit is referred to as an activity which is created to assist an organisation in improving

its operations by identifying the strengths and weaknesses of the organisation to achieve its objectives. It may include

a SWOT analysis and product position.

An environmental audit is the process of identifying the key opportunities and threats faced by an organisation to

develop strategies which could benefit from the opportunities and avoid the impact of threats. This may include

PESTLE, and Porter’s five forces analysis

Scenario

The management of Emirates NBD has decided to relocate their branch at Nad Al Sheba to a selected location at DIAC.

Several influential customers approached the branch manager to register their protest to the proposed move. On the

ground of losing their nearby banking outlet to a distant location at the same time many potential customers from

DIAC and nearby locations informed their support of the decision.

The manager has to do a stakeholders analysis and adopt an appropriate strategy to overcome the likely disputed

branch relocation. The term ‘stakeholder’ means individual or organisations who stand to gain or lose from a business

decision. It is necessary to take their opinion and interest into account in order to proceed with the proposed action.

Stakeholders can have positive or negative views regarding a given project, and often they don’t agree with one

another, making it a challenge to reconcile their differing viewpoints. This challenge is met by the business managers

through doing a stakeholders analysis.

Task 5 (P2.3)

Explain the significance of stakeholder’s analysis and describe strategies you may adopt for the branch relocation

assuming yourself as the branch manager of Emirates NBD p2.3

Assignment

To achieve D2, demonstrate autonomy and independence in completing your assignment and submit your assignment

on or before the due date.