Posted: March 22nd, 2015

Project title: iP – Proposal for a Business Model.

Project title: iP – Proposal for a Business Model.

Program: Undergraduate Bachelor degree in Hospitality Management
Courses : Food and Beverage Management
Management Finance
Entrepreneurial Management
Managing Rooms Revenue
Faculty responsible:
Semester: 2015.1
Due dates: Week 8 through Week 17 (Schedule detail on page 6)
Project Overview:
This is a comprehensive problem based learning style project that brings together aspects of
the core subjects of the Semester 4 programme.
You will be planning and proposing a business model of a hospitality business which will span
the semester for you to develop a new approach and a future strategy.
Overall Aim:
The aim of this problem based project is for each team to research and explore critical
elements to develop a plan which can be compared and contrasted to the current standard
practices.
Students are required to be meticulous in their research, as well as being realistic and
relevant in their proposals.
You will be required to research and analyse tourism and marketing opportunities within the
locality. You will need to take into consideration rooms division and also food & beverage
management issues applying theoretical models where appropriate. You will provide financial
goals that are realistic to contemporary business trends in order for the business to meet
future demand and opportunities in order to make the business sustainable.
GIHE Bulle- Semester 4- Integrated project
PC 2 of 10 IP 2015.1
Scenario:
Your team has been approached by a group of investors in order to develop a suitable
hotel/resort concept. The investors are open to all proposals and interested in concepts but
each concept must be supported with justifications. Based on investor’s information, they find
Turks & Caicos Island as potential location of investment.
The investors have a limited background of hospitality management and have therefore
commissioned you to develop plans for the future operation of the business. The business
proposal must be considered using the following criteria:
– Research of current and future trends
– Research of target markets
– Research of potential product
– Research of potential services
Using these basic criteria you should apply both creativity and innovation to your concept.
All aspects of the business must be considered throughout your reporting to the client.
The overall focus should be on:
– outlining the business proposal
– Identification of customer profile and competitive advantage
– Strategic objectives and implications of implementation
In addition the following key areas must be considered: the guest experience, maximising
revenue and profitability, whilst establishing a local, national and wherever possible an
international reputation.
The financial viability of your proposals is an obvious business requirement and is a key
aspect of the clients required plan. There is no requirement of you to consider construction or
acquisition costs as this is a concept report.
The investors are very keen on ensuring that the local business environment is considered
and maximisation of all opportunities form the basis of your reports.
The development of new concepts must align with the added requirement of effective
utilisation of the proposed workforce.
The client also has the objective that any proposals should demonstrate a corporate and
social responsibility throughout all operations.
Throughout the project the client will be looking for your definition of the financial
consequences of your proposals and subsequent analysis.
GIHE Bulle- Semester 4- Integrated project
PC 3 of 10 IP 2015.1
Organization & Methodology:
1. Teams will be determined by the iP Coordinator in accordance with the Common Skills
criteria. Each team is required to self manage in a style which has been collectively agreed.
It is expected each team will provide accurate minutes and attendance of meetings.
Students who fail to participate will be removed from the grading process for this project
2. The tasks will be submitted in the format prescribed by the institution and any variation will
result in a 0 grade.
3. References will not form part of any word count.
Appendices will not form part of any word count and will not be graded.
4. The project is divided into tasks with milestone deadlines. Each task refers and makes use
of aspects from your individual courses. Following current business practice, the tasks might
refer to some or all of the course areas at one time.
5. The accumulated knowledge and information generated from the completion of these tasks
will meet the stated learning outcomes of the courses.
6. You will be required to provide financial and other specific information using the format
prescribed by the institution.
7. The project will be mainly managed using the internet platform Moodle. You will be
expected to take part using forums, questions and uploading documentation as required to
support your development of the project. You will be required to place minutes of meetings
and attendance of these on Moodle as evidence of team management and individual
participation.
8. Task report must be uploaded to moodle by 15.00 on the Thursday as indicated on the
assessment schedule attached. Hard copy is only required under specific instructions by
faculty. Task feedback will be given to each team via moodle as per the schedule on page 6
9. A Learning contract will be agreed by each team and faculty. If any teams are experiencing
issues of team members non contribution or exclusion it must be brought to the attention of
the iP Coordinator with evidence by the midpoint of the project ( end of Week 10).
10. Grades will be awarded to each team collectively by course and each member will carry this
grade towards their final course grade.
11. In your final exam for each course there may be a compulsory question relating to this
project. (Please refer to the respective course Course Reference Sheet (CRS) for details).
GIHE Bulle- Semester 4- Integrated project
PC 4 of 10 IP 2015.1
Common Skills developed/Assessed:
MANAGING AND
DEVELOPING SELF
1.Manages own
role and
responsibilities
2.Manages own
time in achieving
objectives.
4.Transfers skills
gained to new and
changing
situations and
contexts.
5.Uses a range
of thought
processes
WORKING WITH
AND RELATING TO
OTHERS
6.Treats others’
values, beliefs and
opinions with
respect
7.Relates to and
interacts
objectively with
individuals and
groups
8.Works
effectively as
a member of
a team
COMMUNICATING 10.Presents
information in a
variety of visual
forms
11.Communicates
in
writing
12.Participates in
oral and nonverbal
communication
MANAGING TASKS
AND SOLVING
PROBLEMS
14. Deals with a
combination of
routine and nonroutine
tasks
15.Identifies
and solves
routine and
non-routine
problems
APPLYING
NUMERACY
AND TECHNOLOGY
17.Uses a range
of technological
equipment and
systems
Assessment Criteria:
The following are listed as minimum criteria which must be met:
· All tasks are attempted by each team
· The required layout is respected and templates supplied are used throughout.
· Information provided links to and underpins each task of the project.
· All students in the team are involved and are part of the process.
· Teams follow the requirements of all tasks
· References are cited and listed correctly.
· The work has logical flow and addresses the problems
Task submission criteria:
· In standard report format ( as per student handbook)
· Key themes should be identified in the introduction of each task which are generated from the
previous task
· Thursday is the hand in day of the week identified on the schedule attached
· Task reports should be uploaded to the iP Moodle page by One member of the team
· On submission the document must include: Team and class number on each task
Separate page for each course section
· GIHE project cover page to be used and statement of authorship must be signed by all team
members for each task milestone
GIHE Bulle- Semester 4- Integrated project
PC 5 of 10 IP 2015.1
Grading Criteria
Work which fulfils the criteria below but at a quite exceptional standard. 90+
Work of distinguished quality which is based on very extensive reading and which
demonstrates an authoritative grasp of the concepts, methodologies and content appropriate
to the subject and to the assignment task. There is clear evidence of originality and insight
and an ability to sustain an argument, to think analytically and/or critically, effectively to
synthesize and reflect a complex engagement with the aesthetic material.
85 – 89
Work which clearly demonstrates all the qualities expressed below but which reveals greater
imaginative insight and more originality. 80 – 84
Work which clearly demonstrates a sound and above average level of understanding of the
aesthetics, concepts, methodologies and content appropriate to the subject and which draws
on a wide range of properly referenced sources. There is some evidence of critical judgment
in selecting, ordering and analyzing content. Demonstrates some ability to synthesize
material and to construct responses, which reveal some insight and may offer occasional
originality.
75 – 79
Work of the qualities expressed below but which contains a greater degree of critical analysis
and original insight or creativity and perception. A range of methods will be used. 70 – 74
Work derived from a solid base of reading and which demonstrates a grasp of relevant
material and key concepts and an ability to structure and organize arguments. The
performance may be rather routine but the work will be accurate, clearly written, include
some critical analysis but little or no original insight or creative thinking. There will be no
serious omissions or irrelevancies.
65 – 69
It is anticipated that all assessment criteria are met. Competent and suitably organized work
which demonstrates a reasonable level of understanding but which lacks sufficient analysis
and interpretation to warrant a higher grade. It will display some of the weaknesses of a
“pass” grade.
60 – 64
A pass standard for the level of work – Work which covers the basic subject matter
adequately and which is appropriately organized and presented but which is rather too
descriptive and insufficiently analytical. There may be some misunderstanding of certain key
concepts and limitations in the ability to select relevant material so that the work may be
flawed by some omissions and irrelevancies. There will be some evidence of appropriate
reading but it may be too narrowly focused.
55 – 59
Work which shows a very basic understanding. Important information may be omitted. The
work may be descriptive, but of poor structure meaning it does not meet the requirements of
a pass.
50 – 54
Work, which evidently shows a lack of preparation and suggests that it has been quickly
constructed without thought or argument. Major elements of assessment criteria are not
addressed or are inappropriately treated. The student may have problems with understanding
and writing. Credits are awarded at this minimum standard.
40 – 49
Work which shows no evidence of preparation, understanding and/or fails to address the
assessment criteria. The student may have problems with understanding and writing. 10 – 39
Student is not present or has submitted work which has either not met the official deadline or
which has been submitted on time, but shows clear evidence of plagiarism or cheating. 0
PC 6 of 10 IP-2015.1
IP Course grade weighting – 2015.1
(% of course final grade that the IP represents)
F&B Management Managing Rooms
revenue
Entrepreneurial
Management
Management Finance
45% 45% 45% 45%
IP Assessment Schedule – 2015.1
Week No.
Week

Milestone 2
Theme : Outline of Business proposal
Tangible / Intangible Resources
Business Environment
To meet the requirements of this task, you are expected to include in your draft document
detail on the following:
Related to Food & Beverage management:
Identify the F&B outlets proposed for the business.
Analyse the F&B products and services offered in your proposal
State the number of guests anticipated to use the proposed F&B outlets
Identify the average spend by customer in the proposed new F&B outlets
Identify the direct F&B costs for your proposals( use industry norms for material cost and staffing
defining fixed and variable costs)
Review of the major competitors to the proposed F&B products
Using a strategy clock approach show where you feel the F&B strategy would be placed with
justification of your choice.
Related to Entrepreneurial management:
Analyze the external macro-environmental PEST elements (Political, Economic, Social,
Technological).
Based on the PEST elements information, critically analyse the different SWOT elements.
From this analysis you should derive a better idea of the business concept on a macro-enviroment.
(Strengths, Weaknesses, Opportunities, Threats)
(1500 words (+/- 10%)
Related to Management Finance:
List the financial information that is required to prepare the financial plan described in task 3 and
identify potential sources of information
Start collecting financial data and making general assumptions from other functions such as Managing
Room Revenue and F&B Management
No need to upload any document on Moodle. The group’s findings will be discussed in class.
Related to Managing Rooms Revenue:
By applying Porter’s 5, create the concept which would fit the best in Turks & Caicos Island (Choose
and justify what type of hotel you are opening and its offer. Choose and justify the types of rooms you
would like to have in your hotel and determine how many rooms in total you will have per room type
category.)
Based on your Porter’s 5, develop your hospitality business routes and directions.
GIHE Bulle- Semester 4- Integrated project
PC 8 of 10 IP 2015.1
There is no grade given for this milestone as it is formative and should assist in forming the final report.
_________________________________________________________________________________
Milestone 3
Theme : Strategic objectives and implications of implementation
Strategy
Cost Analysis
Decision making consequences
Budget Preparation
To meet the requirements of this task, you are expected to include in your draft document
detail on the following:
Related to Food & Beverage management:
Outline the proposed F&B strategy to be adopted.
Identify the vision, mission and objectives of the F&B department and how it may be adopted for the
organisation
Explain the rationale of your proposed F&B strategy and give justification linked to theory as well as
integrated subjects
Evaluate the strategic decisions made and the considerations regarding implementation and the
strategic consequences using the BSC perspectives, the legal and professional responsibility
considerations and implementation of the Deming cycle.
Your final report must be compiled in the recognised format for business reports and should
include sections for all the courses integrated in this project and address all the details
indicated in milestone 1 & 2
The report should also include:
An explanation of the rationale of your proposed F&B strategy and give justification linked to theory as
well as integrated subjects
Evaluate the strategic decisions made and the considerations regarding implementation and the
strategic consequences using the BSC perspectives and implementation of the Deming cycle.
Related to Entrepreneurial management:
Analyse the existing and potential customer segments. Explain based on your research the benefits to
the organization of working with these segments.
Identify the existing potential innovators of the market and clearly position your business concept in
relation to them. Your market research / analysis must based on the use of some primary.
Analyse the proposed organizational operational structure: to include the management of people and
resources.
Critically explain your innovative business strategy your added value / USP in your concept. The
strategy should be developed taking into account a sustained mid to long term strategy. Describe and
evaluate the key added values for the organization. Your final recommendations and conclusions
should be based on use of some primary.
(3000 words (+/- 10%)
GIHE Bulle- Semester 4- Integrated project
PC 9 of 10 IP 2015.1
Related to Management Finance:
The task of your team is to prepare the financial forecasts for the first year of the hotel operations.
Round all figures, without any decimals.
The whole team is expected to work together on the plan and the team should divide tasks so that
everyone in the team is able to participate. The learning experience of preparing the financial plan
will be tested.
Financial Plan Outline
1. Income statement (45%)
· Preparation of a monthly income statement for the first year of operations. For example, if you
start your business on 1.07.2015 you need to provide an income statement for every monthend
until 30.06.2016
· Analysis of the figures – Sales:
o Assumptions behind the different revenue streams (i.e. rooms, food, beverage, etc.)
o Development and variation on a monthly basis
o Analysis of trends in revenue, explanations for rapid fluctuations (e.g. sudden
increases/drops, seasonality, level of capacity utilization)
· Analysis of the figures – Expenses:
o Description of the most important items on a yearly level (e.g. COGS, salaries,
advertisement) and source of data
o Analysis of trends in expenses, explanations for rapid fluctuations (e.g. seasonality in
business, rapid hiring of people, expansion, ad campaigns etc.)
· Special attention is to be paid on the business reasoning of the financial figures – they are
always a result of a decision made by the company or the business situation
· Description of the development of net income throughout the year – analyze whether this is
satisfactory and what are the major risks for achieving this. Discuss the worst case scenario (in
which the business would still exist – not bankruptcy!)
2. CVP-analysis (Break-even) (25%)
· Preparation of a CVP-analysis for the first year of operations of the company based on
revenue
o Detail variable costs and fixed costs
o Present contribution margin and contribution margin ratio
o Calculate and analyze the margin of safety
3. Cash flow (30%)
· Estimate the split between cash sales and credit sales. Based on these assumptions and the
revenue in your income statement (point 1.), calculate the cash inflow from sales for the first
year of operation
· Estimate the payment terms of the different expense items of your income statement (point 1.).
Based on these assumptions, calculate the cash outflow from operating expenses for the first
year of operation
· Mention three actions that would increase the cash inflow and decrease the cash outflow
calculated above and estimate their financial impact as well as the risks associated with each
action
· List the project’s major start-up costs and, when possible, estimate their amount
· List the possible sources of financing and, when possible, estimate their financial impact
Related to Managing Rooms Revenue:
Analyze hotel’s performances over the past 2 years in the region. Determine possible trends that may
impact your business in years to come (ADR and OCC %).
Forecast a daily rate calendar for a month of May and identifying periods of high, medium and low
demand (Your forecast should include different market segments, their ADR based on Market
Condition Approach and occ% as well as the total forecasted revenue).Justify your forecast and
identify high and low demand strategies.
Based on your forecast for month of May, analyze the use of possible distribution channels for your
property.
(2000 words (+/- 10%) use of tables encouraged.
GIHE Bulle- Semester 4- Integrated project
PC 10 of 10 IP 2015.1
The report is graded as a summative assessment of your work and will carry a 70% grade
weighting toward your final iP grade ( see schedule for feedback date)
Milestone 4
Theme : Personal understanding of team proposal
Each team member must prepare themselves to answer questions on their team’s business proposal
to a panel of experts.
Each team member must be fully prepared for questioning from the panel across any of the 4 subject
areas and the detail included in the final report.
Assessment criteria will be based individual awareness of the business proposal.
The Q&A session is graded as a summative assessment of your work and will carry a 30%
grade weighting toward your final iP grade ( see schedule for feedback date)
Resources available by course:
Food and Beverage Management –
Please refer to the course CRS for details.
Management Finance –
Schmidgall, R. S. (2006). Hospitality industry managerial accounting(6th ed.). Lansing, MI: American
Hotel & Lodging Educational Institute.
Manuj, I., Dittmann, J. P., & Gaudenzi, B. (2007). Risk Management, Mentzer, Myers, & Stank,
(Eds.). Handbook of global supply chain management. Thousand Oaks, CA: Sage PublicationsBudget
templates: see box.net
Entrepreneurial Management –
Please refer to the course CRS for details.
Managing Rooms Revenue –

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