Critical and Reflective writing : Singapore Marina Bay Sands Hotel

Chosen context is Singapore Marina Bay Sands Hotel
***APA 6th Edition writings

You are required to select a hospitality organization of your choice and undertake a
critical and reflective evaluation of its business strategy.
The assignment requires you to evaluate two aspects of the business strategy of the
organisation, one at a time, in the following order:
1. The business positioning strategy of the organization.
2. The existing and future development strategy of the organization.

Introduction (300 words)
• Operational concept of the business
• Product/s and service/s offered to guests/customers
• Geographical location/s of operation/s
• Key market/s and segments
• Portfolio of brands – if applicable
Your portfolio should then continue with an evaluation of each of the two main aspects in
turn. As a guide, each evaluation should address the undernoted points and be based
upon appropriate theoretical frameworks such as those examples indicated in italics:

Business positioning strategy (1,500 words)
• Existing market/s and segment/s i.e. size, location, customer/guest base, trends
• Marketing and promotion strategy i.e. marketing mix; promotional tools;
distribution channels; use of intermediaries
• Sales techniques e.g. retailing; merchandising
• Existing capabilities i.e. resources and competences leading to unique selling
points and means by which value is generated; brand promises and standards
• Basis of existing competitive advantage i.e. cost leadership, focus or differentiation
• Existing competition i.e. strengths/weaknesses; opportunities/threats; current position;
*** If possible do use competitive swot analysis to compare a little against a competitor company as a basis of comparison(e.g cost, leadership)

Hospitality business positioning analysis framework (Adapted from Lovelock, 1984,
cited in Hassanien, Dale & Clarke, 2010, p 67)
Marketing mix for services (Booms and Bitner, 1981, cited in Hudson, 2008, p 16)
The hospitality communication mix (Bowie & Buttle, 2004, p 201)
Generic competitive strategies (Adapted from Porter, 1985, cited in Hassanien, Dale &
Clarke, 2010, p 159)

Existing and future development strategy (1,200 words)
***(First identify what kind of strategy they are using)
• Existing growth strategy i.e. market penetration, market development, product
development or diversification
Existing growth strategy/ Vertical integration (e.g Control the distributions and selling everything themselves)
• Existing operating model e.g. single ownership and operation; joint venture;
management contracting; franchising
• Recommendations regarding future development directions
Existing growth strategy/ Vertical integration (e.g Control the distributions and selling everything themselves)

Decision-making criteria for routes and directions (Hassanien, Dale & Clarke, 2010, p 172)
Directional matrix (Adapted from Ansoff, 1988, cited in Hassanien, Dale & Clarke, 2010, p 165)