P11–4 Strategic analysis Time allowed: 45 minutes R is a large high-class hotel situated in a thriving city. It is part of a worldwide hotel group owned by a large number of shareholders. The majority of the shares are held by individuals, each holding a small number;
the rest are owned by financial institutions.
The hotel provides full amenities, including a heated swimming pool, as well as the normal facilities of bars, restaurants and good-quality accommodation. There are many other hotels in the city which all compete with R. The city in which R is situated is old and attracts many foreign visitors, particularly in its summer season.

Required 1 State the main stakeholders with whom relationships need to be established and maintained by the management of R. Explain why it is important that relationships are developed and maintained with each of these stakeholders.
(10 marks)
2 Explain how the management of R should carry out a benchmarking exercise on its services, and recommend ways in which the outcomes should be evaluated.
(15 marks)
Note: Do NOT describe different methods of benchmarking in answering this question.