代写 Market Research Presentation assignment

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  • 代写 Market Research Presentation assignment

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    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
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    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.
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    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
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    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?
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    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
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    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