Animal Luxury Resort
Animal Luxury Resort
The project in hand is a solution-based project that requires you as a group to be involved
in organizational activities in order to come up with a genuine business idea that will solve
customers’ needs. As a group, you are supposed to use the knowledge and the concepts
gained throughout the course as well as adding your previous understanding of other
fields such as HRM, Marketing, Finance, and Operational Management. The
recommendations and solutions should be feasible and realistic. They should be built
upon factual data from the industry, the general environment and other sources (journal
databases, Internet sources, stock exchange commission, etc.) Recommendations and
Solutions derived from the group should be provided with a solid implementation plan.
) Deliverable One: (up to 2250 words)
1. Description of your project plan, tasks involved in the project, distribution of roles
and deliverables among your team members, and expected outcome.
2. Synopsis of the company which needs to include: 1) Name and the brand of the
company, 2) general business overview of the company, 3) vision and mission
statement, 4) Products and Services, 5) Stakeholders, 6) identification of the
industry and market and customers (who, what, and how), and 7) future goals.
3. Based on the situation analysis of their company, students will be able to find the
business idea they want to explore. The business idea should take into
consideration all business processes such as Marketing Plan, Human Resource
Management Plan, Operational Plan and Financial Plan.
External Environment Analysis
4. Analyze the external environment of the selected industry, and market/segment
based on chapter two of your text book 1
. The analysis will use scanning,
monitoring, forecasting, and assessing. This to include the following:
4.1Description and analysis of the opportunities and threats in the industry in
general and to your company in particular: Market size and Trends; Market
profitability; Segmentation and Target Customer Profile; and Online markets.
4.2Description and analysis of the general environment with its most 3 influential
components (out of the 7 components).
4.3 Description and analysis of the industry environment using the five forces
model of competition. Here you need to address all the components of the five
1 Volberda, H. W; Morgan, R. E; Reinmoeller, P.; Hitt, M. A.; Ireland, R. D. and Hoskisson, R. E. 2011. Strategic
Management – Competitiveness and Globalization: Concepts and Cases. Cengage Learning EMEA; pp.47-92
5 AUM Academic Projects Academic Year: 2015-2016
4.4Description and analysis of the competitor environment. Here you need to
compare your company with one other company in the same industry/market.
Internal Environment Analysis
5. Describe the internal environment of the selected industry, and market/segment
based on chapter three of your text book2
5.1Description and analysis of the resources of the company.
5.2Description and analysis of the capabilities of the company.
5.3Use the “four criteria of sustainable competitive advantage” to identify, define,
and analyze the core competencies of your company.
5.4Use the “value chain analysis” to identify, define, and analyze the core
competencies of your company.
5.5Based on your analysis of items 5.1 – 5.4: Develop a table to summarize the
1) list the strengths of your company, 2) the weaknesses of your company, 3)
identify whether your company lack any resources, capabilities, or
competencies required for the company competitive advantage; and 4) what
are the actions to be done in order to address the deficiencies of item 5.5.3, if
5.6Preliminary identification and definition of competitive advantage of the
company. (Note that this question will be revised after identifying the business
B) Deliverable Two – Individual: (up to 2000 words)
6. Here, your team needs to show the analysis leading to the formulation of a
business strategy for your company, and defining such business strategy as based
on mainly chapter five of your textbook3
6.1Select a business-level strategy(s) for your company (refer to figure 5.1 of your
textbook, page 173). You need to prove your choice of the business-level
strategy relative to each competitive force in Porter’s five forces model and
how this strategy is implemented to achieve above average returns.
2 Volberda, H. W; Morgan, R. E; Reinmoeller, P.; Hitt, M. A.; Ireland, R. D. and Hoskisson, R. E. 2011. Strategic
Management – Competitiveness and Globalization: Concepts and Cases. Cengage Learning EMEA; pp.93-130
3 Volberda, H. W; Morgan, R. E; Reinmoeller, P.; Hitt, M. A.; Ireland, R. D. and Hoskisson, R. E. 2011. Strategic
Management – Competitiveness and Globalization: Concepts and Cases. Cengage Learning EMEA; pp.164-201
6 AUM Academic Projects Academic Year: 2015-2016
6.2Mention the competitive risks associated with selected business strategy.
7. Here, your team needs to show the analysis leading to the formulation of a
corporate strategy in terms of product/service diversification in your company, and
defining such a corporate strategy as based on chapters seven, eight and nine of
your textbook (mainly chapter 7) 4
7.1Analyze and identify the level of diversification of the company (refer to figure
7.1 page 243). You need to elaborate on the description of your diversification
7.2Discuss and identify the reasons for diversification by the company (refer to
table 7.1 page 245).
C) Deliverable Three: Recommendations, Solutions,
Implementation and Final Report (up to 5500 words)
8. Here, your team needs to develop sound implementation plan to the business idea.
For this purpose, students are expected to depart from the analyses made in
previous deliverables. For instance: “we recommend a merger or acquisition
activity for the company in Kuwait or globally.”
8.1Propose a detailed implementation plan of the recommendations and solutions.
The implementation plan needs to address the following business processes
of the target company:
8.2.1. Marketing Plan: situation analysis; opportunities analysis; targeting and
positioning process; marketing strategy for products and services; pricing;
distribution; promotional mix; marketing budget.
8.2.2. Human Resource Management: Organizational Structure; Job analysis;
Recruitment plan; Training and Development; Selection; Performance
management and compensation.
8.2.3. Operational Plan: Resources and production (material sourcing and
suppliers, facilities and equipment, operations.
8.2.4. Financial Plan: Financial statements; Financial analysis
Note: The emphasis in the implementation process should focus on the business process
related to the problem stated. However, all the other plans have to be submitted.
4 Volberda, H. W; Morgan, R. E; Reinmoeller, P.; Hitt, M. A.; Ireland, R. D. and Hoskisson, R. E. 2011. Strategic
Management – Competitiveness and Globalization: Concepts and Cases. Cengage Learning EMEA; pp.239-275
7 AUM Academic Projects Academic Year: 2015-2016
The final report should include the following elements:
1. Cover sheet
2. Table of contents
3. List of figures and tables
4. Executive summary
5. Business Idea and Company Synopsis
6. Environmental Analysis: External and Internal
7. Business-level and Corporate-level Strategies
8. Recommendations and Solutions
9. Implementation Plan