Major Assignment
Hotel and Resort Management
New Hotel Development in Hong Kong
In these last few years, we have seen the hotel industry in Hong Kong expand dramatically. Hotels from medium to high tariff levels have been running at an average of 90% occupancy and generating profitable return. An overseas investor has been attracted by these favourable market opportunities and is considering developing a new hotel to capture these business opportunities. Assuming that you are a hotel consultant in project development that has been approached, please give him a PEST analysis about the market situation in Hong Kong now and the foreseeable 10 years of time. Finally, by using this information, design a hotel concept and a staffing plan for the project.
A. The PEST analysis should include: Total Around 500 words in part A
Just a brief and simple about the factor of the below recently happen for now and also about in 10 years time.
§ Information relating to:
o Political Factors
o Economic Factors
o Socio-cultural Factors
o Technological Factors
B.The design marketing concept should include information on:
Total Around 500 words in Part B
I would like to choose to development a new 3 stars hotel in Tsimshatsui area.
§ Based on the above PEST analyses please propose the market segments (namely country origin, travelling purpose or booking sources) that you are going to target.
§ Come up with a brief proposal that includes key marketing mixes including:
o Product – The hotel concept and its facilities
o Place – where should it be located in Hong Kong
o Price level
o Promotional tools
§ Based on the above PEST analyses, marketing mixes and target markets, please propose a proper way to manage this hotel
C. The staffing plan should include: Total Around 500 worlds in Part C
Total should be less than 10 department head in a 3 star hotel
§ A staffing organisational tree to match your style of specific hotel or resort.
§ A job description and specification of all proposed department heads
Mark allocation:
§ Overall 30% allocation towards the final assessment.
§ PEST Plan 10%
§ Marketing Concept and management mode 10%
§ Job descriptions and specification 10%
Expectation& Advice:
As this is a major assignment for this course, a work of substantial size and quality is expected with at least 1,500 words required.
You must show your understanding of the concepts that are taught in this chapter “Hotel and Resort Management” throughout this assignment.
Credit:ivythesis.typepad.com
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