This year’s case study is based on the hotel industry in Mombasa, Kenya with a focus on the hypothetical business The Imperial.

This week’s activity is to get students familiar with the key terms in the case study. There are almost 100 key terms in this year’s case study. For example, can your students define the following terms:

• Diversify (line 3)
• Target profits (line 24)
• Marketing audit (line 59)
• Profit centres (line 67) and cost centres (line 69)
• Bureaucracy (line 88)
• Negotiations (line 116)
• Strategic decisions (line 125)
• Networks (line 155)
• Staff retention rate (Appendix 3)?

Students should note that:

1. Key terms are explicitly tested in the Paper 1 exam

2. They can define the key terms in their own words, written in the context of The Imperial.

The tutor2u Case Study Pack for The Imperial will be available for purchase from mid-January 2014.