A Virtual Business Design
Section 1: Introduction
This report aims to use industry statistics, theory, and literature of management to outline key aspects of the boutique hotel chain, Zahra. It will specifically look at Zahra‟s mission statement and goals based on an analysis of the country, industry, and firm environment; as well a reflection on corporate citizenship, and company ethics. Additionally, this report will look at how senior managers of Zahra will work together to resolve the problems that arise when running the business. Finally this report will briefly conclude, reflecting on how successful the decision making process was and what the firm recommends for the future. Readers of this report should assume its part of a five year plan, where each team member has a vital role in the organisation (Appendix A).
Outline of Business and Service
Zahra hotels are a chain of Boutique Hotels located in remote coastal regions around Australia. They primarily target the affluent international market, as statistics show that this market will grow by 3.2 million people of over the next nine years (Tourism Australia 2008). In the low season Zahra aim to target the domestic market however it is not a primary market as Tourism Australia (2008) has found that growth in this area of tourism has been relatively flat over the past twenty years. Building on our core strengths (see Appendix C- SWOT) our competitive advantage is that Zahra provides more than just a hotel stay; we provide an experience like no other. Refer to Appendix B for further description of the firm.
Mission Statement
According to the literature, a mission statement should outline “who we are, what we do, and why we are here” (Thompson, Stickland and Gamble 2005, 20). It acts as a key indicator of the stakeholder‟s wants and needs and is used so a firm can gain their
2
continued support (Hill, Jones and Galvin 2004, 43; Abrahams 1999, 13). Internally it defines a common purpose and nurtures a sense of loyalty and community,
This report aims to use industry statistics, theory, and literature of management to outline key aspects of the boutique hotel chain, Zahra. It will specifically look at Zahra‟s mission statement and goals based on an analysis of the country, industry, and firm environment; as well a reflection on corporate citizenship, and company ethics. Additionally, this report will look at how senior managers of Zahra will work together to resolve the problems that arise when running the business. Finally this report will briefly conclude, reflecting on how successful the decision making process was and what the firm recommends for the future. Readers of this report should assume its part of a five year plan, where each team member has a vital role in the organisation (Appendix A).
Outline of Business and Service
Zahra hotels are a chain of Boutique Hotels located in remote coastal regions around Australia. They primarily target the affluent international market, as statistics show that this market will grow by 3.2 million people of over the next nine years (Tourism Australia 2008). In the low season Zahra aim to target the domestic market however it is not a primary market as Tourism Australia (2008) has found that growth in this area of tourism has been relatively flat over the past twenty years. Building on our core strengths (see Appendix C- SWOT) our competitive advantage is that Zahra provides more than just a hotel stay; we provide an experience like no other. Refer to Appendix B for further description of the firm.
Mission Statement
According to the literature, a mission statement should outline “who we are, what we do, and why we are here” (Thompson, Stickland and Gamble 2005, 20). It acts as a key indicator of the stakeholder‟s wants and needs and is used so a firm can gain their
2
continued support (Hill, Jones and Galvin 2004, 43; Abrahams 1999, 13). Internally it defines a common purpose and nurtures a sense of loyalty and community,
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