MARKING COMMENTS: 53 marks, out of 100 marks

1. Did not follow the discussion, similar to the table of content provided
2. Mistake in the cover page student ID
3. 97% plagiarism as all group members submitted their version – wrong submission
4. More usage of websites rather scholarly articles
5. How does your strategic issues relevant to the Competitive advantage or Core Competencies – Strategic Management Concepts
6. Many different fonts style and font size
7. Does this report include DRAWBACKS?
8. Lack of reflective viewpoints – to connect with the real-life implication.
9. Great observation, understood the literature – what going to happen – your group accept or reject thoughts.
10. Some of the literature require reflective views to complete
11. Strategic Issues must be picked from the SW factors, not OT?
12. Wrong and incomplete structure of the reference list

Table of Contents

Introduction………………………………………………………………………………………………………..3

Theoretical position 4

Strategic management 4

Competitive advantage 4

SWOT analysis 5

Two core strategic issues 7

Works Cited 8

Introduction

In this report, Luna Park Sydney (LPS) will be analysis based on its theoretical position and the competitive advantage. Then, a SWOT analysis will be given so that LPS can come up with a more effective management strategy. This will be justified using relevant theories and concepts based on journal articles and books. Finally, two core strategic issues will be identified relevant to current situation.

Luna Park Sydney (LPS) has experience in marriage for more than 15 years, where each year exceeds the expectations, objectives and goals of both the company and our customers. When a couple decides to celebrate, they know that our company will do everything possible to make their marriage unforgettable.

LPS offers other value-added services to highlight the burden of the couple. Finding a location to make the most important day of your life is not easy. After looking for a beautiful wedding dress, it will be the one that requires the greatest dedication and, above all, the time. In this context, the event rooms are those that respond to your needs.

It is important to hire a suitable place that is within our budget, place of easy access for the guests or in the desired place watching the sunset or all this in one place, they only have the adaptation of their style and decoration so that their event is a success. Everything said above will be reflected in the price, that is, there will always be a space for each budget.

Luna Park Sydney (LPS) aims to offer services ranging from the park, the lounge, the green room, and additional services suc[ CITATION Enz10 l 3081 ]h as catering, the orchestra and the dance floor to the wedding cake. Enjoy a different environment outdoors.

LPS has seven rooms with a minimum capacity of 80 people and a maximum capacity of 500 people, where they can celebrate their marriages with civilians and religious. Our meeting rooms are today, an excellent alternative for the couple.

Theoretical position

Strategic management

Strategic management is important in an organisation because it acts as a guideline for managers to make the right decisions as well as establish a company’s vision and goal [CITATION Kas15 p 1 t l 3081 ]. Applying the theory of strategic management to LPS, we have

• Strategic position describes how the company differentiate itself from other event organiser and offer products and services that customers willing to purchase[CITATION Jes16 p 7 t l 3081 ]. LPS has done this by offering unique packages such as discounted rides packages to delegates and wide range of services from technical production to design and theming.
• Five force model of porter which shows how competitive the industry is through five different sources[CITATION Jes16 p 7 t l 3081 ]. LPS has managed the threats of new entrants and substitutes well with its golden location by the sea close to the famous Harbour Bridge and overlook the Opera House which is hard to obtain.
• Strategic formulation is the steps of planning strategy for an organisation which is separated into three levels[CITATION Enz10 p 18 t l 3081 ] .In case of LPS, business-level strategy provides directions in order to compete its rivals in the area, Sydney. The functional-level gives more information of operating process to support business-level strategies in terms of resources allocation, budgeting, promoting, etc.

Competitive advantage

Competitive advantage is defined as the foundation for exceptional performance which is often created based on 3 sources: supply, good knowledge of business operation and possession of particular assets or position[CITATION Oma11 p 67 t l 3081 ]

• Versus Parts Whole

Luna Park is a company that has departments and performs functions. The theory of traditional management holds that functions are defined and do not affect each other. Revenue is seen as a function of the sales department. A decrease in sales is the responsibility of the sales manager, for example. Systemic thinking analyses each function individually, but also in relation to the whole and the environment. A systemic approach to a sales shortfall could lead to the solution of adding personnel to the shipping department and customer service.

• Cooperation, Not Competition

As a company we have limited resources in time, staffing and financing. Traditional management pits different product lines, departments and functions against each other. The winner, those departments or products that have the best performance, are rewarded with resources. A systemic perspective in business leads to the conclusion that the company is better off if all departments work together rather than in competition with other. The interrelationships between the staff, the departments, senior management, customers and vendors produce patterns of behaviour. The company performance improves when the results of these patterns are analysed, and the optimum solution becomes apparent.

• The Tree is Part of the Forest

Our business has an impact beyond their immediate reach. The old saying of “can’t see the forest for the trees” is how some business owners look at their company. All they see is their business. Whether recognized, or not, the business is integrated with the culture, the society and the environment. It does not exist alone. The environment and culture affect the business as well.

SWOT analysis

It is important to do SWOT analysis in order to evaluate the strengths, weaknesses, opportunities and threats of the selected firm in order to understand how effective is the management strategy of the organisation[CITATION Asg04 p 5 t l 3081 ].

From there, we have conducted a SWOT analysis of LPS:

Strengths:	Opportunities
Weaknesses:	Threats

Develop strengths to decrease the weaknesses of your business. Determine the strengths of your business will help distinguish the factors that affect the internal functioning and the external environment of your business. (Strenght Speth, 2015). According to Boar (2001), “one should leverage strengths, eliminate weaknesses; exploit opportunities and deflect threats “(28).

Defenders of the SWOT matrix argue that it is flexible, easy to understand and Focused on the change. For companies, seeing opportunities is efficient in time and cost, especially when there are not enough resources to undertake market studies; (Kotler & Armstrong, 2016) to “evaluate alternatives and complex decision situations” (Helms & Nixon, 2010, 216).

Opportunities The opportunity in an organization is a positive factor that will mean the development of the new organization and the creation of a new strategy. For strategic planning in the external environment of a company, we must study all the opportunities for the organization or. We see this in external factors, it is not generated from the company and, if you want something positive, you must have well thought out and well-founded strategies. Despite external factors, an opportunity is an option that a company has to create in a new business, expand the aspects of the company and improve business management.

Weakness of an organisation means here is something in an organisational, which is more dangerous as compare to other aspects. This is a negative and unfavourable characteristic at organisation. It is the situation in which the current capabilities of an organisation are weaker, less effective and efficient as compare to its competitors. (sosyal,2017).

After analysing the SWOT of LPS, we have explored the strengths of Luna Park and with the passage of time has improved and exceeded expectations, this helps us fight against the threats that may occur and keep us vigilant to maintain the business.

Threats are the external factors that potentially cause negative impact on an organisation. By identifying threats and its potential influences on LPS, the impacts can be minimised or eliminated (Speth & Probert, 2015). When the right strategy is applied, threats can be turned into strengths that give the company competitive advantages. The economic situation, country’s political, social trends, changes in technology is some of the external aspects that will cause either threats or opportunities to LPS.

Luna Park – As Luna Park is a excellent source of entertainment for all the age groups.

There are some drawbacks, which make the customers unhappy or unsatisfied.

After every visit, customers would like to give reviews on feedback websites. There are some weaknesses of Luna Park.

Rides –

• Rides are the main source of entertainment in Luna Park. Also, on the other hand side, it is the biggest weakness of Luna Park as well. As all the rides are working on electricity. If something goes wrong with electricity by any chance, many customers are in danger.
• More workforces are required to guide riders about safety and OHS.
• Lack of Special assistance to children for safety

Parking –

• Parking rates are very high near Luna Park. Not everyone can afford this high rate of parking. $18 for 2 hours.
• As the visitors visiting every day at Luna Park, parking area is undersize, that affects bad on visitors.

Cleanliness –

• Cleaning can become a problem at Luna Park. Because the crowd is in the Park at all times.
• Control hygiene around food stands constantly.

We have explored the strengths of Luna Park and with the passage of time has improved and exceeded expectations, this helps us fight against the threats that may occur and keep us vigilant to maintain the business.

Two core strategic issues

Luna Park has its own parking lot that cannot cope with the clientele when a function is very large, this is because many places are used by neighbours, employees or people who go to the amusement park, which makes it a place with expensive prices for the demand that it has.

As a solution, we can say

• In large events of great importance, you should have valet service
• Hire transportation service for clients or relatives.
• Have the services of a driver who picks up some guests at home, as a gesture of courtesy. For example, pick up two elderly people who do not drive and who live far away.
• Provide the event organizers with transport contacts this option has been used on many occasions for different events to transfer their guests from the place where the marriage ceremony is celebrated, or another event … in Luna Park, which is the place where the event takes place. Luna PARK, L. (n.d.).

Another problem we could detect was the limited space in the backhouse. When there is a small function, the racks can be stacked easily and there are less staff walking, the problem happens when the functions go to over 300 people in the Crystal Ballroom. Many new staff do not stack the racks.

As a solution, we can say

• Teach new employees to be ordained.
• Keep order and do not leave lying down for another to order
• Put everything in the right place and do not leave it in the backhouse.
• Leave a person in charge to constantly put the glasses or glasses of wine in the rack that corresponds and when there are more than eight full racks send them to wash and store them in the glass room. (parking)

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