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
