Evaluate whether SWOT analysis is sufficient to make sure that HBG's future strategies are the most appropriate ones for the organisation.

Mark scheme

Marking points from the official mark scheme (May/June 2020). The mark or mark type is shown in brackets.

1. [Knowledge] Explanation of strategic analysis (SA) and its techniques – SWOT, PEST, Boston Matrix, Porters 5 Forces, core competencies.
2. [Knowledge] Effective SA may result in clearer and more relevant business objectives, better strategic decisions and less risk as HBG will be better prepared for the future
3. [Knowledge] Place of strategic techniques in strategic management
4. [Application] Exploration of range of factors contained in Table 1 in particular:
5. [Application] Linking limited disabled access to disability consideration under consideration
6. [Application] Rising GDP per capita
7. [Application] Rising international tourism
8. [Application] Falling cost of renewable energy
9. [Analysis] The time, money and effort needed to conduct SA and impact on HBG
10. [Analysis] How SA will improve business planning and thus reduce risk e.g. HBG will be able to work on marketing strategy to attract new members. May need to increase marketing budget to be successful
11. [Analysis] Understanding the leisure market through appropriate SWOT analysis will inform HBG's decisions and improve effectiveness of strategy choice
12. [Evaluation] Clear conclusion as to the importance of SWOT analysis and/or techniques including:
13. [Evaluation] Critical comments on SWOT and other techniques
14. [Evaluation] Importance of understanding where the business is now in order to generate ideas and/or support for overseas expansion
15. [Evaluation] Comments that SWOT analysis on its own is not enough to fully support a decision
16. [Evaluation] Weighing up importance of other stages and techniques of SA within strategic management, especially objectives and choice of techniques in relation to SA