住宿业管理酒店市场营销、财务管理等多门课的期末联合大作业

YourCoNameHerePAGEYourHotelBrand&CityHereHotelNameandCityLocationHotelProjectProposalYourTeamMembersNamesContactInformationThisisatemplatefortheoperationalsectionsoftheLodgingProject.Feelfreetousethistemplateinitscurrentform,modifyit,andaddtheothersectionstoit.Whensubmittingyourfinalprojectattheendofthesemester,pleaseensurethatthedifferentsectionsaremergedtogetherandarepresentedasasingledocument.IncludeaCoverPage,TOC,Headings,PageNumbers,andtransitionssothatthepaperflows.AftermergingallsectionsfrombothMSWordandMSexcelpleasesavefinalelectronicfiletoa.pdf.ThisPDFfileshouldbeemailedtoeachoftheprofessorsinthemodule.Aportionofthefinalgradewillreflecttheprofessionalappearanceofyourfinalprintedcopyofthegroup’sproject.Thetableofcontentsprovidedinthistemplatedoesnotreflectallofthesectionsofrequiredinthefinalproject.Pleaserefertothe“ProjectOverview”filelocatedinwebct/hrim380thehrim488syllabusforcompletelistingofthesectionsandtheorderinwhichtheyshouldbearrangedinthefinallodgingprojectsubmission.Thefinalprojectshouldbesinglespacedwithdoublespacebetweenparagraphs.Pleaseprintadoublesidedhardcopyofprojecttohandintotheprofessors.YourHotelBrand&CityHerePAGEiiiYourHotelBrandandCityHotelProjectProposalTableofContentsTOC\o"1-3"Introduction 1ExecutiveSummary 2OperationalStrategies 3Vision 3Mission 3Values 3Strengths,Weaknesses,Opportunities,Threats 3Goals 3Objectives 3Strategies 3FranchiseComparison 4BackgroundofFranchiseOptions 4SelectedFranchise 4ProjectedRevenueandOccupancy 5ProductandServiceAnalysis 6ComparativeAnalysisofCurrentLodgingSupplySituation 6CompetitiveSetIdentificationandAnalysis 6ComparativeAnalysisofProjectedServicestoTargetedMarketSegments 6OperationalPlans 7Managementorganization 8Management 8Conclusion 9

ListofAppendicesTip:Nomajorsectionwithinthebodyofyourplanshouldexceed6-8pages.Useappendicestopresentdetailedoradditionalinformation.Suggestionsofpossibleappendicesthatyoumaywanttoincludeinthebackofyourfinalresportareasfollows.Whenpresentinginformationfromsecondaryresourcesthroughoutallsectionsofthefinalprojectproposalpleasefootnotethesourceoftheinformation.Useappendiceswhentheentirebodyofinformationuseisimportanttosupportyourproposal.MarketReviewandResultsofMarketResearch

–Includetablesexplainingsizeofmarket,segmentation,growthpatterns,distributionchannels,price/qualitysegments,customercategories,futuretrends,marketshare/segmentationprojectionsetc.YouhavelikelyprintedorfoundCensusandMarketdata.CompletereferencedmaterialsshouldbeplacedhereMarketProjections&SalesForecasts(Year1–Year4)

–Usetablesandcharts.Clearlystateallkeyassumptionsonmarketsizeandshares,volumesandprices.Explainthemarketingplan–resources,costsetc.Youshouldfeedtherevenueprojectionshereintoyourfinancialprojections.AssumptionsforFinancialProjections(Year1–Year4)

–Theassumptionsshouldbeconsistentwithandderivedfromtheearliersectionsintheplan.Usetextbulletstodescribekeyassumptionsandplacethedetailintables.FinancialProjections(Year1–Year4)

–Offertablesshowingprojectionsforfirstyearinafairamountofdetail–P&Lsprojectionsbymonth.Roundallfinancialinformationtothedollar.Besuretoincludeappropriatepercentagesinthesetables.Usequarterly&annualprojectionsforsubsequentyears.PromotionalMaterial

-Placemarketingandpromotionalmaterialsthatwouldbeusedtoselltheproperty.Suchcateringmaterials,hotelinformationbrochures,menus

TheuseofAppendicesisforthosesupportingmaterialsthatwerereferencesand/orsummarizedinthetextportionofyourproposal.Thesearesomeexamplesofmaterialyoumayfindshouldbeplacedasappendices.Thisisnotmeanttobeanexhaustivelistorthateveryproposalwillrequirealloftheseappendiceslisted.

YourHotelBrand&CityHerePAGE12YourHotelBrandandCityHotelProjectProposalIntroductionIntroducethehotelbrand,location,andnumberofrooms.Donotsummarisetheplanhere–writetheplan'ssummaryoncefinalisedinthenextmainsection.Explainherewhowrotetheplan,whenandforwhatpurpose/reason(asacommercialhotelproposal).Givecontactdetails(address,phone,faxande-mail)foreachprojectmember.Givebriefinformationofwhatistofollowinthisproposal.NOTE:Thisprojectproposalshouldreflectyourgroup’sanalysisofallrelevantinformationobtainedduringthesemester.Inmostcasesthevoiceoftheproposalsobeinthethirdperson.Unlessyouaredescribinginformationbasedonyourgroup’sanalysispleaserefrainfromusing“us”,“we”,“our”etc.Again,thisisaproposalthatisbasedonyourgroup’sanalsisandthereisnoexpectationthatitisyourhotelorthatyourgroupwillbechargedwithoperatingtheproposedproperty.Thesetypesofproposalsaregenerallyconfidential,thereforeitisimportanttouseaconfidentialitystatement.Forexample,includeparagraphslike:Thisdocumentisconfidentialandhasbeenmadeavailabletotheindividualtowhomitisaddressedstrictlyontheunderstandingthatitscontentswillnotbedisclosedordiscussedwithanythirdpartiesexceptfortheindividual'sownprofessionaladvisers.Investmentinnewandsmallbusinessescarrieshighrisksaswellasthepossibilityofhighrewards.Itishighlyspeculativeandpotentialinvestorsshouldbeawarethatnoestablishedmarketexistsforthetradingofsharesinprivatecompanies.Prospectiveinvestorsareadvisedtoverifyallmaterialfactsandtotakeadvicefromaprofessionaladviserbeforeenteringintoanycommitments.Thisplanisstrictlyforinformationonlyanddoesnotconstituteaprospectusnoraninvitationtosubscribeforshares.Projectionsintheplanhavebeencompiledbythepromotersforillustrativepurposesanddonotconstituteprofitforecasts.Theeventualoutcomemaybemoreorlessfavourablethanthatportrayed.Thisentiresectionshouldbeabout1page.ExecutiveSummaryWritethesummarywhenyourplanisattheveryfinaldraftstage.Hitthehighlightsandkeyissues.Avoidtoomuchdetail.Ifdesired,crossreferencethereadertothesectionscontainingdetailedtext.Addresstheneedsandinterestofthereader(Acorporateexecutivewhoisevaluatingprojectproposals)–whatinformationdoesthereaderneedtogetorientated.Allocateoneparagraphtosummarisethecontentsofeachmainsection.Theexecutivesummaryshouldalsoconsiderthefollowing:Whatistheproduct,process,ornewbusinessmodel?

Whatisbeingsoldandtowhom?

Whatisthevalueproposition?

Whywillcustomersbuythisproductorservice?

Whatneedsdoesyourproduct/process/newbusinessmodelsatisfy?

Isitfaster,lessexpensive,ofbetterquality,orwhat?

Whatisthecompetitiveadvantage?

Whatdoesyourproduct/serviceofferthatisbetterthancompetitors’orsubstitutes?Whatisthesizeofthetargetmarket?

Whatistheexpectedcompetitivesetshare?

Whoaretheexisting/expectedcompetitors?

Whoaretheexisting/expectedcustomers?

Howconcentratedarethecustomers?

Whataretheswitchingcostsforcustomers?

Howlongwillittaketogaintheexpectedmarketshare?

Whatassumptionshaveyoumade?Whatistherevenueandprofitmodel?

Willrevenuesbederivedfromrooms,foodandbeverage,cateringetc?

Howmuchprofitwillbeearnedandwhen?

Whatistheamountoffundingthatwillbeneededtodevelopthehotelproject?Theabovequestionsarepresentedtogetstudentsstartedtothinkabouttheirproposalandwhyitshouldbeconsideredfordevelopment.Thefinalversionofyourexecutivesummaryshouldbewritteninanarrativeform.Pleasedonotsimplylistthequestionswithanswers.Keepthelengthofthissectionbelowtwopages.Thisisoneofthemostimportantsectionsintheentireplansogiveitplentyofthoughtandtime.Giveadrafttoanhonest,criticaloutsidertoreview.Executivesummaryshouldgrabtheattentionofthereader.OperationalStrategiesLimitthissectiontoabouttwopagesbyfocusingonmajorandlong-termissues.Usesuccinct,affirmativestatementsmakingeverynoun,adjectiveandverbimportant.VisionEnvisionhowthebusinesswilldevelopoverthetime.Whatisthetargetmarketandhowwillserviceschangeorbeimproved.MissionInoneshortparagraph,describethecentralpurposesandactivities("mission")oftheproposedhotelproduct?ValuesDescribethebusiness'svaluesandthestandardsitwillapplyindealingswiththehomeoffice,stockholders,customersandsuppliers.Strengths,Weaknesses,Opportunities,ThreatsWhatareyourproject’srealSWOTs(strengths,weaknesses,threatsandopportunities)?Beveryhonestaboutanymajorweaknessesandthreatsintheproposalandexplainhowyouwillrespondtothem.GoalsWhatistheproperty’sunderlyinglong-termgoals?Salesgrowth?Targetanewandemergingmarket?Supportlocalcommunity?Developemployees?Createsafeandencouragingworkenvironment?ObjectivesSpecifyandquantifyhowyouwillreachthegoalslistedabove.RemembertouseSMARTObjectives.StrategiesUsebulletstohighlightuptoeightkeystrategies(actions,operatingmethodsetc.)inrelationtokeyfunctionalareas-markets,sales,products/services,technology,finance,management,operationsetc.Theactionstatementshouldreflectthegoalsandobjectiveslistedabove.FranchiseComparisonAnintroductionparagraphisneededthatsummarizesyourmarketanalysisandwhyyouareproposingthistypeofhotelproduct(i.e.allsuites,mid-pricewith/withoutF&B,upscale/full-service,etc.)Alsoincludewhyyouhaveselectedthesetwofranchiseoptionsfromalistofotherpotentialoptions.BackgroundofFranchiseOptionsReviewthestrategyusedtoselectthefranchiseorganization.Whatfactorsinfluencedthedecision.Whatarethebenefitsofchoosingafranchisedflagtooperateinyourmarket.Alsodiscussthekeybackgroundinformationregardingtheselectedfranchises,suchashistory,numberofhotels/rooms,parentcompanyprofile,keymarketindicators(jdpowersatisfactionawardsetc.),futureoperational/strategicinitiatives,keyalliancesandsoforth.SelectedFranchiseExplainwhatelementsspecificallywasusedtomakeyourfinaldecision.Summarizekeyinformationandassumptionsusedtocalculatefranchiscosts.Alsodiscussotherkeydecisionfactorsthatwereusedtomakefinalfranchiseselection,suchasservices,financing,brandimage,corporatesupport,etc.Here'sasimpletable:Youwillneedtoreplacethenumbersinthetabletoreflecttheactualnumbersforyourfranchiseanalysis.Annualizedfiguresarethetotalcostofthesefranchisefeesoverthefouryearsthatareusedinthisproposal.Itislikelythatyourfranchisecomparisonwillhavemorecostsassociatedwiththefranchisesuchasreservationfees,marketingetc.Additionallyfranchisesofferotherservicesthatmustbeconsideredthataddvaluetothefranchisebutarenotchargedtothefranchisee,suchastraining,consultants,operationalmanualsetc.Theseshouldbeidentifiedandlistedbelowthecostlines.(Thistableisforillustrationpurposesonly.Finaltableincludedinyourreportshouldincludetheactualnamesofthepotentialfranchisebrandsandshouldcontainalargerlistingoffranchisecostsandotherfactorsthatwereconsideredwhenselectingthefranchiseforyourproject.)FranchiseOptionsCosts/ServiceFranchiseAAnnualizedFranchiseBAnnualizedApplicationFee200200302302Initial/Start-upFee28,00028,00035,00035,000Royalty15,00060,00012,00048,000Total43,20088,20047,30283,302TrainingnoyesIncludeallofthecostsassociatedwiththeselectionofthefranchiseaswellasanyadditionalservicesthatareprovidedbythefranchisor.Provideagraphicalrepresentationofthiscomparisonanalysisoverthefouryearsoftheproposal.Rememberyousaleswillchangeoverthistimeperiodsofranchisefeeswilllikelybedifferentforeachyear.(Thisgraphisforillustrationpurposesonly.Yourprojectshouldincludegraphsthathelptobuildsupport/credibilitytoyourproposal.)*Inthousands*InthousandsProjectedRevenueandOccupancyPresenttheexpectedrevenuebasedonoccupancyandaveragerates.Indicaterevenuebyroomtypeandtypeofgroupbusinessfor4years.Thisshouldbedonemymarket.Datashouldbepresentedintabularandgraphform.Makesurethatyouexplainkeyelementsoftheprojection.Someexamples:BusinessType:TransientSpecialDiscount(AAA,AARP)Group:(Associations)CorporateGovernmentNOTE:WehaveprovidedyourgroupwithSTRDataandPKFDatatobeusedintheanalysis,recommendations,andprojectionsforOccupancy%,ADR,andRevPar.Additionally,yourgroupwillneedtoidentifytheproposedhotel’scompetitivesetofhotelscurrentlyoperatinginthemarket.Oncethiscompetitivesethasbeidentifiedyourgroupwillneedtocollectinformationonthesehotelsincludetheaverageratedchargedoverthecourseofayear.Thisinformationcanbeobtainbysearchingthehotels’websitesandsearchingforroomratesondifferentdatesthroughouttheyear.Mosthotelsreleaseroomratesupto50weeksout.ProductandServiceAnalysisThissectionshouldbeusedtolayoutthejustificationandkeyelementsoftheservicesthatyouareproposing.Afterashortintroductionastowhatistofollowcompletethenext3subsections.ComparativeAnalysisofCurrentLodgingSupplyDiscusswhatkeyinformation,aboutthecurrentsupplyofhotelsinthemarket,wasusedtocometotherecommendedproductsandservicesthatarebeingproposed.CompetitiveSetIdentificationandAnalysisInthissectionidentifybetween3or4existinghotelsinthemarketthatyouidentifiedasbeinginyourproposedhotel’scompetitiveset.Comparetheproposedhotelsservicesandfacitlitiestothoseofthehotelsinthecompetitiveset.Theinformationpresentedhereshouldbeconsistentwiththatpresentedinthefranchisingsections.ComparativeAnalysisofServicestoTargetMargetSegmentsOncetheproposedservicesandfaciltieshavebeencomparedtothoseexistingpropertiesinthemarket,completeacomparativeanalysisofhowtheproposedservicesandfacilitieswillmeettheneedsoftheproposedhotel’startegetedmarkets.Remember,theinformationpresentedhereshouldbeconsistentwiththemarketsidentifiedintheprojectedrevenueandoccupancysectionpresentedearlier.OperationalPlansCoverallaspectsoftheservicesthatyouwillofferattheproposedpropertyThisshouldbealaundrylistofallkeydepartments.Itisappropriatetoincludebrandroomlayouts,drawingsofhotelbrand’sprototypesetc.Thissectionshouldprovidedetailinformationastotheamenitiesthatwillbestandardintheguestrooms(bedding,desks,coffeemakers,bathamenitiesandfixtures,etc).Highlightmajorelementsofoperationssuchashealthclub,businesscenter,meetingfacilities,restaurants,roomservice.Usesimplediagramstoillustrateprocessesorcomplexrelationships.Indicateorganization,humanresources(manpowerlevels,skills,trainingetc.),productcosts,qualitycontrol,productionsystems,maintenance,customersupportetc.thatwillbeusedforstaffdevelopment,QAandGuestSatisfactionManagementOrganizationAshortintroductionofkeymanagementstaffingdecisionsandstrategies.ManagementIntroducetheexecutivelevelthatwillr