SHM608 Strategic Hotel Management and H.O.T.S - Decision Making - Competitive Advantage - Hotel Management Assessment Answer

Assessment Task:

SHM608 Strategic Hotel Management and H.O.T.S Assessment Answer

Unit Learning Outcomes

a. Understand and apply analytical tools for strategy formulation appropriate to a hotel

b. Prepare, apply and monitor a strategic business plan for a hotel

c. Generate, implement and justify business and marketing strategies suitable for new or continuing hotels

d. Evaluate and justify resources, capabilities, competencies and competitive advantage for new or continuing hotels

e. Analyse the managerial tasks associated with developing and executing organisational strategies f. Work effectively in teams and participate in strategic management decision-making concerning the operations of a hotel

Assessment 1 – Strategic Briefing Paper

In this assessment, you will need to create a one-year strategic plan for your ‘HOTS’ hotel. Within this, you must include the following: Conduct a critical analysis of the micro and macro environment that the hotel was in when your team took over management. Argue how your intended overarching strategy will translate into strategic direction for the three levels of management. Within this, you must also demonstrate how this will inform your strategic direction (mission and vision, CSR, Ethics and Objectives and Goals). And lastly, provide practical examples in the different HOTS Decision Categories as to how your overarching strategy will be applied within the first year.

You must utilize at least three (3) theoretical models to either critically analyse the hotel environment or to produce strategic recommendations for the hotel. Please support each of your recommendations with justifications.

Prepare a brief based on the environmental assessment and your recommended strategy/s for the first year. You must demonstrate strong critical arguments, justified through at least three key strategic management theories, as mentioned above. Discuss and critically evaluate the practicality of your over-arching strategy (vision, mission, etc.). These must be cohesive with your environmental analysis. Make practical recommendations in relation to all the decision categories from the HOTS simulation (e.g. Rates, Rev. Mgt., F&B, etc.).

The brief must be presented in a Business Report structure and to a standard that would be used in a real-world environment. You are to assume this briefing paper applies to your HOTS hotel.

Assessment 2 – HOTS Strategic Business Report

The three-year contract of your hotel (on the HOTS software) with the property owner has now expired and you are attempting to make the case to secure a renewal of the contract for your services for the next two years based on your 3-year performance to date.

Drawing on the situation your hotel was in when you took it over, critically evaluate your plans for the last three years and how well you realised them in the market place, and, most importantly, your proposed plans for the hotel for the coming two years.

For this assessment, you must critically evaluate the implemented strategies, plans and actions of the last three years and provide justifications for all business recommendations for your hotel (used in the HOTS) to move forward. Application of theoretical models and other theories from your whole course is imperative. Your arguments must be supported by credible academic resources.

Note: You need to make an objective case, so a wholly positive report will come across as unbelievable. Use examples of planning and outcomes that might not have gone as planned to highlight how you have learned and adapted to the market. You will need to show critical thinking throughout the report in the assessment of the applied strategy, this will allow your recommendations to be built on strong objective grounds. Graphs should be used but are not included in the word count.

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