Eleborating on the best strategic option for Sun international
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Course
Strategic Hospitality Management
Institution
NHL Stenden Hogeschool (NHL)
This report starts with an internal analysis, followed by an external analysis of Sun International. The data of the internal and external analysis is turned into a TOWS matrix. Using this matrix, strategic options are discovered and elaborated. With the help of the SAFe method, the best strategic ...
Introduction.................................................................................................................................................................. 4
1.Key Outcomes Internal Analysis.................................................................................................................................4
1.1 Vision and mission, long-term goals, objectives, strategies and business model............4
1.1.1. Vision..........................................................................................................................................................4
1.1.2. Mission........................................................................................................................................................4
1.1.3. Long-term Goals..........................................................................................................................................4
1.1.4. Objectives...................................................................................................................................................5
1.1.5. Strategies....................................................................................................................................................5
1.1.6. Business Model Canvas...............................................................................................................................6
1.1.7. Connections in the Business Model Canvas................................................................................................8
1.2 Summarized Financial Analysis....................................................................................... 8
1.2.1 Operating.....................................................................................................................................................9
1.2.2 Profitability..................................................................................................................................................9
1.2.3 Efficiency & Growth.....................................................................................................................................9
1.2.4 Financial Swot analysis.................................................................................................................................9
1.2.6 Liquidity.....................................................................................................................................................10
1.2.7 Conclusion..................................................................................................................................................10
1.3 Strategic capabilities..................................................................................................... 10
1.4 The congruence of the Business Model Canvas............................................................11
1.5. Conclusion Internal Analysis......................................................................................... 11
2.1 Analysis of the Macro Environment............................................................................... 12
2.3 Analysis of the Markets & Competitors.........................................................................16
2.5. Conclusion External Analysis........................................................................................ 19
1. TOWS Matrix...........................................................................................................................................................19
3.1 Strategic option 1: SunTopia (powered by Sun International).......................................20
3.2 Strategic option 2: LiPaTa Sun...................................................................................... 21
4. SAFe........................................................................................................................................................................22
Strategic option 1: SunTopia............................................................................................... 22
4.1.1 Suitability...................................................................................................................................................22
4.1.2.1 Risk..........................................................................................................................................................23
4.1.2.3. Reaction Shareholders...........................................................................................................................24
4.1.3 Feasibility...................................................................................................................................................25
4.2. Strategic option 2: LiPaTa Sun..................................................................................... 25
4.2.1 Suitability...................................................................................................................................................25
4.2.2. Acceptability.............................................................................................................................................26
4.2.3 Feasibility...................................................................................................................................................28
2
, List of figures
5. Impact Strategic Option..........................................................................................................................................29
Figure 1. Vision and Mission of Sun International
5.2 Staff & Structure........................................................................................................... 30
Figure 2. Long-term Goals of Sun International..
5.4 Style.............................................................................................................................. 30
Figure 3. Stakeholder map SunTopia..………………………..
5.7 Strategy........................................................................................................................ 31
……………………………………………………………......25
6.Figure
Conclusion..............................................................................................................................................................32
4. Stakeholder map LiPaTa Sun………………………………………..
. ……………………………………………..... 29
List of tables
Table 1: Sun International resources of the
capabilities…………………………………………………………………..8
Table 2: VRIO analysis……………………………………………………..
……………………………………………………………10
Table 3: Opportunities & Threats…….
…………………………………………………………………………………………….18
Table 4: TOWS Matrix Sun International………………………….
……………………………………………………………19
Table 5: Suitability test SunTopia versus LiPaTa Sun………..
…………………………………………………………….21
Table 6: Suitability test SunTopia versus LiPaTa Sun…………………………………..
………………………………….24
Table 7: Discounted Cash Flow LiPaTa Sun…………………..
……………………………..………………………………..25
3
, Introduction
Sun international is a hotel and casino chain in South Africa and Latin America. Sun
international was founded in South Africa in 1967 by Sol Kerzner. The company is known
for its casinos (42.5% of the casino’s in South Africa), but also for its gaming, hospitality
and hospitality. Today there are 26 branches in 4 countries. Sun internationals
headquarter is located in Johannesburg. This report starts with an internal analysis,
followed by an external analysis of Sun International. The data of the internal and
external analysis is turned into a TOWS matrix. Using this matrix, strategic options are
discovered and elaborated. With the help of the SAFe method, the best strategic option
for Sun international is chosen. This strategic option is further elaborated in the last
chapter of this report.
1.Key Outcomes Internal Analysis
1.1 Vision and mission, long-term goals, objectives,
strategies and business model
1.1.1. Vision
A company’s vision statement describes what a company wants to
achieve, and the future position the company desires to reach. In
Figure 1, Sun International’s vision can be found.
1.1.2. Mission
A company’s mission statement usually entails a brief description
of the company’s main purpose. In Figure 1 Sun International’s
mission can be found.
Figure 1. Vision and Mission
1.1.3. Long-term Goals of Sun International (Sun
International Annual Report,
2018).
Figure 2. Long-term Goals of Sun International. (Sun International Annual Report, 2018).
The information in this section is retrieved from the annual report of Sun International
(2018). As can be seen in figure 2, there are 5 pillars Sun
International is laying their focus on. The first goal is to improve the operations by
actively looking over the business structure and to create memorable experiences for
the guests. Sun International is planning to improve customer service levels across all
units and to increase footfall in an inert economy. Sun International has a diverse
portfolio of assets. Goal number 2 is to identify those properties that can be better
leveraged, those that need protection and those that may no longer be core to the
strategy of the business. Goal number 3 entails the thought of other geographic areas
that offer attractive opportunities for casinos. The focus will especially be on Latin
America. Goal number 4 focuses on the people of Sun International. They believe that
the motivation and competences of their people are key factors in providing and
performing excellent service to their guests. This in turn attributes to the business’
ongoing success and sustainability. The last goal is all about governance and
sustainability. These topics are the foundation of Sun International’s operations and are
merged into the business’ strategy and decision-making process. Their main goal for this
4
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