Prepare a report and structured on the marketing plan of the Newton Hotel
Assessment 1
It is a case study outline the basis of a risk situation or organizational issue, from which a strategic risk overview is formed. This will require a critical review and assessment, based on further research, which will enable an individual approach to be adopted by the student which is of relevance to this course.
Executive Summary
The Newton hotel is a 335 room's luxurious property in Kowloon west area, Hong Kong. The hotel is known for the exceptionally good persona/ service at the affordable prices. However due to the recession the room bookings and the events have decreased immensely. Therefore, to overcome the effect of the recession and also the competition, hotel's marketing department has to come up with the marketing plan.
This plan is a report that made to analyse the marketing plan of the hotel and the success of the plan. The analysis is made on (a) the risk management that included the risk planning and evaluation and (b) the procurement management that included the procurement strategies and implementations. Also, the review of the project is also made keeping in mind the implementation and the post completion of the project.
Background and Environment of The Hotel
The Hotel
The Newton Hotel is situated in Kowloon west area and is a part of "Exclusive Business Hotel chain". It holds a five-star brand and is considered one of the best hotels there. They are eminent for their personal services and the excellent business services to their clients. One of the unique selling prepositions is their strategic location that is close to the West Kowloon Cultural District.
The Objective and the Mission
The hotel is always dedicated towards providing eminent services to their guests along with quality of standards maintained. The objective is to make sure that the guests get value for money by high standards and maintaining the standards above anything else. The mission of the hotel is to create value for both the guests and the stakeholders, by maintaining the brand values and also by creating the environment of trust and loyalty for the employees where the learning is optimum.
The Marketing Department
The marketing department plays an extensive role in the hotel, as they are responsible for creating the awareness among the local community, corporate houses and the travel and trade organizations about the hotel and its services. The marketing team is responsible for advertising, print media, internet and public relation activities. In order to be in competition with other hotels, the marketing team must do the risk analysis of the hotel. They must formulate the marketing and sales plan and strategies They need also formulated the budget and the potential expenditure in taking the plan a step ahead
Assignment Brief
As a Head of Marketing Department, you need to prepare a report and structured on the marketing plan of the Newton Hotel. The report is the critical analysis of the risk management and the procurement management of the hotel.
- Components which are widely recognized as contributory factors to the concept and occurrence of risk planning and identification within this business situation. (15 marks)
- 2 An applied and critically evaluation of the procurement planning and strategies risk, which may occur at any level within the hotel. (35 marks)
- Identify and propose ways in which business risk may be strategically managed with the intention of achieving effective mitigation of risks. Illustrative proposals should be incorporated into the response. (35 marks)
In each section the use of supporting recent and relevant academic theory is required to underpin your answer. (5 marks)
Professional business presentation and structure with clear headings, sub-headings and that includes a brief introduction and summary will also be an aspect of the overall assignment mark. (10 marks)
In each section the use of supporting recent and relevant academic theory is required to underpin your answer. (5 marks)
Professional business presentation and structure with clear headings, sub-headings and that includes a brief introduction and summary will also be an aspect of the overall assignment mark. (10 marks)
Total (100 marks) Overall modular value of this assignment is 60%
