Strategic Consultant Presentation Assignment 2: Consultant’s Presentation

Strategic Consultant Presentation Assignment 2: Consultant’s Presentation; 50% of module mark (40% individual and 10% Group)

Your report gained good feedback from the client. Now the same client wants to commission further work from SMR Consulting.

They now want you to carry out a comparative analysis of a number of similar hospitality companies (a strategic group) in order to make the best investment choice. This is a job too big for just you so you enlist the help of some other eager Consultants, all similarly hungry for promotion and who have carried out analyses of companies within the same strategic group in the past.

The client is interested to know more about the strategies and business model choices of the companies in the group. In terms of the latter, some companies work purely using a franchising model whilst others are asset-heavy. What are the implications of these choices now and in the future? There's an important trade-off between growing with an asset-light approach (sacrificing control of the brand and relying on other peoples' capital) versus investing more capital to own properties. In terms of branding and brand portfolios, who has the strongest brands in terms of consistently meeting the needs of consumers? How internationally spread is the brand portfolio? The client also wants there to be some evaluation of the relative ability of the companies to grow. Given all this, who is best placed to compete and grow well into the future?

Ultimately you are going to have to recommend to the client which one company to invest in.

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The presentation should include the following information, structured in a way you all feel is logical and interesting:

1. Comparative overview of the company (individual) and then companies (group) in terms of their strategy and strategic group positioning. (about 33% of the presentation)

2. Critical evaluation of the business model choices, brand portfolio and level of internationalisation of the companies in the strategic group. (about 33%)

3. Comparative assessment of the ability of the companies to grow given the implications of the above and a recommendation (with justification) as to the best company to invest in. (about 33%)

• You should prepare to make a 10 minute individual presentation and a 10 minute group presentation delivered immediately after the individual slides. It goes without saying that the client wants this to be professional and persuasive but one which does NOT comprise lots of powerpoint slides. There should be no more than 4 individual and 4 group slides (including the title page)

• Group members need to have a role in completing the work towards developing the presentation. All members need to be in attendance at the presentation to answer questions and sign a Group Contract

• You should reference the significant sources of secondary data throughout the presentation and provide a typed list of these with full bibliographical references for the same data (including correct web addresses) using Harvard referencing.

You will be assessed as follows: Individually 80% Weighted contribution (4 slides and 10)

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