Introduction
The goal of this report is to determine what the current situation is of InterContinental The Barclay New York (IC The Barclay), that will conclude into a strategic advice for IC The Barclay. To analyze what the current situation is, we have to determine the major Opportunities and Threats in the external environment and the major Strengths and Threats in the internal environment. These Strengths, Weaknesses, Opportunities and Threats are ranked with a score to identify the priority and importance of the influence and occurrence.
The external and internal analyses are important to determine which major Strengths, Weaknesses, Opportunities and Threats can be used to improve and defend the position of IC The Barclay. E.g. The strengths will be used to compensate with the weaknesses or to yield the threats. When the Weaknesses of the organization are known, the organization can use them to react with the opportunities available.
The Central Questions of this report are:
1. What are the major Strengths and Weaknesses of the internal environment and what are the major Opportunities and Threats of the external environment of IC The Barclay?
2. What are the links between the SWOT; are the major points of attention?
3. What is the Strategic Advice to IC The Barclay?
To answer these questions information given by IC The Barclay and knowledge of the Hotelschool The Hague is used.
Construction of report
o Information about the organization
o External Analysis
o In ...