代写 Market Research Presentation assignment

代写 Market Research Presentation assignment

Page 1 of 6 SHMS - Semester 161 © 2016 – MK201 & RD203- Final Group Project – Avril Hartigan & Eric Debétaz F INAL  E XAM M ARKETING  - FORD H OTEL  P ROJECT Exam Weighting Examination Break Down  Maximum Points  Grade (%) Presentation 40% Report 60% Exam Grade (60% of total grade) 100 Note: The candidates should fill in the name of their project and the group members Page 2 of 6 M ARKETING  / F RONT  O FFICE  & R OOMS  D IVISION F INAL  P ROJECT  O UTLINE 1. Market Research Presentation (40%) In order to be able to best prepare your project report, you are to prepare a 15 minute presentation that will recap the market research of your location & hotel project. The presentation should be memorable and convincing. As a group, you need to convince your teachers (potential investors) that you master every aspect of your assigned location, and that this information will insure your project to be profitable and sustainable. In order to do so, you are free to use whatever medium you consider most convincing and/or efficient (role play, videos, posters, brochures, etc…) You will need to provide a hard copy of your presentation prior to performing. In line with the “going-green” idea, please print 4 slides per page, double sided. The project presentations will be held during week 9; the schedule of presentations will be handed over later. 2. Project Report (60%) As a group, you have been assigned a location as well as some hotel facilities. Based on this information, you are to create a hotel project from scratch (target market, customer segmentation, competition analysis, rate strategy, organizational structure, financial information, industry ratios, etc.). The objective of this report is to demonstrate the feasibility of your project and to convince investors of the sustainability of this hotel. Your report should be submitted on Moodle via TurnItIn before the end of week 17 (Friday at 12.00, lunch time), via the provided link. The project focuses on topics covered in Front Office Management as well as Marketing throughout the semester. Page 3 of 6 General Outline:  (indicative only) Group’s formation: The students are to form groups of 5-7 members (no more than 4 groups per class) the final group list must be communicated to the lecturer in class in week 3 at the latest. Ø Any student who is not in a group by the end of week 3 will be assigned to a group that has less than the maximum number of members, no exceptions Front Page: Name of the hotel, Location, Full name and class of each of the group members, group name (A,B,C…..); Name of students of who did which part of the project. Target Market(s) chosen based on the elements of the Marketing Mix : •  Location: where in the country, where in the city, with maps. Include facts about your destination like population, main source of income/industry, purpose of visit, main attractions, climate, 4Ps, … •  Segmentation: individual, groups, conferences, sports, adventure, wedding, … •  Positioning : what position in the market will your organization have? WHY? •  Services: uniformed service, laundry, room service, etc. Organizational structure: Who do you have working in the reception, reservations and sales and marketing and how many of each position. WHY? Market research: What types, primary/secondary – WHY? As well as a SWOT and PEST analysis. Seasonality (who visits your location, when is high, mid and low season… WHY? Sales & Rate strategy: Based on your competitors, room types, market segmentation. Rate Plan (Calendar): A monthly rate plan per room type for your hotel. Include also your competitors rates for the same periods, and your evaluation of the competitors, better or worse. Include also your rooms available per month, rooms occupied per month, occupancy percentage, total revenue, ADR and RevPAR (12 months forecast). Competitor Check: You are to select, study and present 2 competitors e.g. those targeting the same market as you are. Include their level of service, number of rooms, room types, facilities and size of bqt/conf facilities, if any… City/Local Events: Major events in your destination that will have an effect on your occupancy, e.g. sports events, congresses, parties (street parade, carnival), big concerts Page 4 of 6 Sales & Promotion • Advertising & PR What type of advertising will you conduct, by whom, WHY? What type of PR strategy will you adopt, WHY? • Packages: You are to create a minimum of 2 packages, describe what they include, like room, dinner, breakfast, golf, transportation etc., the total price for the package and the split of each component i.e. how much of the total price goes to each of the package elements. • Distribution Channels: Select & describe 3 main distribution channels where you want to be present, like a local tourist information web-page, “adventure-travel.com”, “budgettravel.com”, hotel web page etc., WHY? Page 5 of 6 Useful web-pages: Below you find some ideas for web pages. If you want to know more about the area of your hotel, you can look up the tourist information web site, where you often find list of hotels, events, business, infrastructure, seasonality etc. American Hotel & Lodging Association, www.ahla.com Hospitality Financial and Technology Professionals, www.hftp.org International Hotel & Restaurant Association, www.ih.ra.com Travel and Tourism Research Association, www.ttra.com World Tourism Organization, www.world-unwto.org “Green” Hotels Association, www.greenhotels.com Travel + Leisure Magazine, www.travelandleisure.com HVS International, http://www.hvs.com/Library/Articles/ Boston Consulting Group, https://www.bcgperspectives.com/transportation_travel_tourism Uniform Conditions for the Hotel and Catering Industry, www.horeca.org/uvh/engels HOTREC, The trade association of hotels, restaurants and cafes in the European Union, www.hotrec.eu Travelclick , http://www.travelclick.com/, provides reports like Hotelligence and Rateview Smith Travel Report, www.strglobal.com, provides industry information and performance reports like the STAR report Tri Hospitality, www.trihospitality.com , provides industry information and analysis, and Hotstat reports Hotel Marketing http://www.hotelmarketing.com Marketing Weekly http://www.marketingweek.com Hotel Industry Magazine http://www.hotelindustry.co.uk/category/hotel-marketing/ Other interesting websites: www.hotelnewsnow.com www.hotelworldnetwork.com www.strglobal.com www.expedia.com www.hotels.com www.travelocity.com www.hsmai.org www.travelclick.net www.hotelschool.cornell.edu http://articles.bplans.com/a-standard-business-plan-outline/#h Page 6 of 6 ASSESSMENT SCALE This scale applies to all 1 st , 2 nd 3 rd and final year of the SHMS BA program (UCF level 3, 4, 5 and 6). The descriptors are typical characteristics of the standards of work associated with each range of marks. The descriptors are illustrative and for guidance only. They are not comprehensive. A mark of 40% is regarded as a minimal pass. % mark Mark Descriptors Class

代写 Market Research Presentation assignment 70-100% Excellent Outstanding; high to very high standard; a high level of critical analysis and evaluation, incisive original thinking; commendable originality; exceptionally well researched; high quality presentation; exceptional clarity of ideas; excellent coherence and logic. Trivial or very minor errors.  Honors 60-69% Very good A very good standard; a very good level of critical analysis and evaluation; significant originality; well researched; a very good standard of presentation; pleasing clarity of ideas; thoughtful and effective presentation; very good sense of coherence and logic; Minor errors only.  Merit 50-59% Good A good standard; a fairly good level of critical analysis and evaluation; some evidence of original thinking or originality; quite well researched; a good standard of presentation; ideas generally clear and coherent, some evidence of misunderstandings; some deficiencies in presentation. Pass 40-49% Satisfactory A sound standard of work; a fair level of critical analysis and evaluation; little evidence of original thinking or originality; adequately researched; a sound standard of presentation; ideas fairly clear and coherent, some significant misunderstandings and errors; some weakness in style or presentation but satisfactory overall. Pass 35-39%  Unsatisfactory Overall marginally unsatisfactory; some sound aspects but some of the following weaknesses are evident; inadequate critical analysis and evaluation; little evidence of originality; not well researched; standard of presentation unacceptable; ideas unclear and incoherent; some significant errors and misunderstandings. Marginal fail.  Fail 5-34%  Very poor Well below the pass standard; a poor critical analysis and evaluation; no evidence of originality; poorly researched; standard of presentation totally unacceptable;  ideas  confused  and  incoherent,  some  serious misunderstandings and errors. A clear fail well short of the pass standard. 0-4%  Nothing of merit Nothing, or hardly anything, of merit submitted. When no work has been submitted the NS notation will apply
代写 Market Research Presentation assignment