Capstone Report
Students will choose a company or organization (mid-size or large, domestic or global and operating for at least four years) in the field of hospitality and tourism to make a meaningful analysis of the company’s overall performance.
1. Executive Summary: Overview of the company (one or two pages)
2. Introduction: Background of the company (2-4 pages)
3. Research design and methodology: Data sources and assumptions (one to two pages)
4. Company’s Vision and Mission: Evaluate the current vision and mission and give recommendation (one to two pages).
5. External Analysis: External environment threats and opportunities including competitors and customers analysis (three to five pages)
6. Internal Analysis: Internal environment strengths and weakness (one to three pages)
7. Company Analysis: Performance indicators (two to three pages)
8. Strategy Formulation: Use programs such as balanced scorecards or McKinsey (two to four pages)
9. Objectives, strategy recommendations, and action plans (two to three pages)
10. Recommend business strategy (one to two pages)
11. Recommend corporate strategy (one to two pages)
12. Strategy evaluation, monitoring and control (two to three pages)
