Program Bachelor of Business Major Project
Learning Outcomes
a) Define distribution theory and systems in the context of hospitality and tourism.
b) Outline the relevant distribution products and services, and compare their roles, and effectiveness, in the current marketplace.
c) Critically analyse how technological applications are integrated to optimize operational effectiveness within the hospitality and tourism industries.
d) Identify emerging distribution channels and evaluate their role in hospitality and tourism organisations.
Assessment Brief:
You are required to produce a report as part of your major project. For this project, you need to research one Australian tourism or hospitality company and report what distribution channels it uses to deliver its products to its customers. You then need to make a case as to why the company's current strategies adhere to/or do not adhere to the current distribution channel theories and support your arguments with peer reviewed references. Your citations will also be contrasted with the opinions of trade journals and publications.
You will make recommendations about the improvements and/or diversifications which the company could do in order to grow its business. To create superiority about your project, choose a company which uses multiple distribution channels.
Your choice of the company must be agreed with your Lecturer by week 4. The idea is for you to find out as much as possible about your chosen company, its products and distribution channels. For instance, you will report the products and their strategies and practices. You will then look for gaps in the current offerings and make a suggestion about opportunities. Your report will utilise the full spectrum of the distribution channel theories and relative marketing topics like vertical or horizontal integration. You will anticipate current problems which the organisation is facing in delivering its products and propose changes to its current operations. You will source your information through secondary research and as such will be making conclusions due to the nature of research methodology used.
You will also include the use of technology and its application to the channels and if improvements could be made in this area. The role of innovation in business management should also be used to propose as ideas which may contribute to further growth of the business. Channel power and conflict should be discussed together with how progress on the theories of distribution channels has been made over the years. You will conduct a channel SWOT analysis for comparison purposes. A brief competitor analysis must also be conducted to prove points of difference.
In week four (4) you will submit a one page brief summary of your project to your Lecturer. The summary will include:
- The company and its products and services
- The major topics which will be discussed
- Your project report framework