Assessment
Prepare a written report ontwo international hotel chaincorporations.
Your report must include the following: -
1. Analysis of the hotel chain in terms of its ownership forms,affiliation and classification, the chain's multinational/regional market coverage,the corporation's business philosophy (e.g. chain's vision, corporate values, mission statement), the management structure, and its strategic orientation plan (e.g. the market entry choice, international investments, growth strategy,centralization or decentralization).
2. Critical discussion (based on relevant literature review) on the challenges or problems associated with developing and managing the hotel chain business in a cross-cultural environment.
3. Critical analysis and comparison of how these hotel chain corporations are addressing the below mentioned policies or practices (choose only three).
Strategic / Tactical / Operational Policy or Practice
- The corporatevalue chain
- New product / service development strategy & Innovations
- Integrated Marketing Communication strategy(e.g. advertising and promotions)
- Distribution strategy (e.g. Global Reservation Systems)
- Pricing strategy
- Market segmentation, targeting and positioning (niche or diversified)
- Product standardization and diversification
- Infrastructure / Facilities development
- E-marketing
- Green marketing practices
- International branding and co-branding
- Loyalty programmes
- Diversity management
- Corporate Social Responsibility (CSR) practices
- Management Information Systems & Automation
- Head-quarter Reporting
- Human Resources Aspects (e.g. selecting and recruiting local and expatriate staff), staff motivation, training and labor union
- Financial controlling and budgeting
Introduction
Outlines what the report is about, including relevant background information of this international hotel property and its brand chain company.
- Main Body: includes detailed structure of the elements covered in the box provided.
- Conclusion
- List of References
General Instructions:
1. For the format, use Calibri or Arial, font size 12 and 1.5 spacing.
2. You are required to use textbooks and electronic resources as references.
3. Harvard referencing must be used. Inaccurate referencing/any plagiarism will be penalized.
4. This assignment should be submitted via MoodleinWeek 12 (11th December, 2016, Sunday, latest at 4.00 p.m.). Late submission shall be penalized.
5. The report should have a minimum of 3,500 words excluding the title page and references.
A Understanding, relevance and demonstration of knowledge about the topic contents, extent detailedinformation with specific focusing on, i.e.
- The key concepts and principles of international hotel chain management.
- Challenges or problems associated with developing and managing the hotel chain business in a cross-cultural environment.
B Use of sources: Evidence of wider reading and appropriate use of authorities to support and refute arguments, accuracy of referencing.
C Critical discussion / analysis: ability to show critical analysis of issues related to the topic that mentioned in the box above.
D Structure and expression: The overall construction of the report and writing: its flow, style and presentation.