CITI Hotel In The CBD Case Study & New Strategy or Target Market - Management Assignment Help

Assignment Task

The Scenario 
CITI Hotel in the CBD has been gradually encroached on by new apartments and high-rise office Buildings. With the COVID-19 pandemic and declining occupancy rates, the Board has decided on rebranding and developing a new business strategy. The Hotel (in the CBD) also requires maintenance work and refurbishment. The CITI Hotel has 12 floors with 3 floors for restaurants, event halls, gym, offices,  kitchens, and a large banquet kitchen. However, with the declining occupancy rates due to current external factors, the Hotel requires your expertise to apply your managerial skills and knowledge to address the situation. 

• Your Challenge
• Establish a new strategy and target market,
• Fill the hotel with guests at profitable prices, 
• Maximize the outstanding banquet facilities, 
• Keep operations running smoothly to ensure 
• Your overall goal is to increase the hotel’s profitability, customer satisfaction, and employee satisfaction. 

The scenario is time-based, with guests and groups constantly evaluating your hotel against options based on custom quotes for groups, service and customer levels, room types, sustainable facilities, staff relations, physical resources, etc. They must show how this could contribute to the organisation’s bottom line (financially) and could improve the brand image.

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