07EE assignment
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General information on the assignment
The total of this assignment has 5 parts: each part linked to the years 0 to 4. Be sure to work on this assignment during the gameweek in the applicable years. If you postpone this till after the years it will be almost impossible to make.
Please hand this in as one printed out Word document: deadline Friday the 14th February at 17.00 as the final of the game is taking place. Be sure it is ready entirely. This work will get evaluated and has 50% influence on your final mark. Be sure to write specific, in a business-style and give sources etc. Please write in English. For any questions on this you can consult your staff in Karlsruhe. An indication is to have 3 to 6 pages on each of the 5 parts, so all together 15 to 30 pages of real content.
Year00, part 0 in combination with your teampage
Handing in in year 01 at 10.00.
During the game you have chosen to use social media, you had to use Facebook anyway.
- Past in a screenshot of all of the platforms which gives a good impression of your teams' use of these platforms.
Please describe for all platforms:
- Which (other) platforms did you chosen and why?
- What were your teams goals in using these platforms?
- Which type of messages did you use on these platforms and why these?
- When would you consider the use of all of the platforms a success? Be concrete, use figures!
Please look at one real hotel in your country and find out who they use these same platforms, or maybe not.
- Past in a screenshot of all of the platforms which gives a good impression of this hotels use of these platforms. Commend on this.
Year01, part 1 in combination with the Trade Fair
Handing in in year 02 at 09.45.
During the Trade Fair we advice your teams to have one or two members checking out the competition. This is of use for your gameplay but also needed for this part.
Strategic analysis of the competition
This part should hold two major elements.
A - Reflection on your performance on the Trade Fair
- What were our goals on the Trade Fair
- What went right and what went wrong?
- How does this effect your hotel?
- What would you do differently next time and why?
B - Competition analysis based on the Trade Fair
- Make a competition analysis for your hotel.
This should consist of three parts:
Competition in the city
You are playing this game in a competition: all of the teams start with the same history. The main outlines of your tasks in running the hotel are:
- keep the hotel financially healthy, and run it in a profitable way. This does not mean you have to go for maximum profit: you can have other targets as well, as long as you make (acceptable) profit.
- keep it independent (no joining of a big company, no selling of the assets or the total of the hotel etc.).
With a number of teams you will compete over customers in your city. Among the 10 competing teams the customers will be "divided". The market will develop depending on the actions of all of the hotels in their city too. So a market can develop different in any city, because all of the teams go, for instance, for price-leadership.
There is also a page on competition that might help you with more information.
Theory on competition
In competition models, such as Porters Five Forces Model, competition can be seen on several levels. You are free to choseany structured way of doing a competition analysis but be sure there is a model behind your choice.
Our choice as a model to used to structure competition analysis, would be looking at three forms of competitions.
- Generic competition on time and money.
How many people do travel, what is the average income? What do they average spend their income on. What are the consumers sentiments? Consumers can only spend their money once and their time as well. Use realistic figures from Germany and for instance Karlsruhe! The example is from another country and competition.
- Specific competition on alternatives.
If they decide to spend their money on leisure they can chose for a stay in a hotel, camping ground, friends and relatives etc. In the business market the alternatives are less logical. Try to use some realistic figures from Germany and for instance Karlsruhe!
- Selective competition your direct competitors: so the consumers choice for a brand.
Do they chose for a hotel, the other competitor offering practically the same products are the most likely competitor, the competition is now mostly on brand and product specifications. Now look at the city Amstelburg. This is what you do on the Trade Fair, and only for your own city!
The example is from another country and competition.
Of course explanations on this table is needed.
Is is handy to prepare some form to use on the Trade Fair. So while some team members are working in the booth, others should visit the competitors and immediately work on this assignment.
Year02, there is no specific assignment in this round
Year03, part 3 in combination with the event happening
Handing in in year 04 at 09.00.
This part goes in combination with the management issue that take place during this year.
Being the management of a hotel always brings upon unexpected situations where you have to react quickly. This can be in damage-control in case of a problem but it can also be in seizing an opportunity which arises. Explain what you have done and why.
Give a comprehensive explanations in your assignment that answers the next number of questions.
This year your hotel faces a special situation.
- Assess the situation that took place and the impact on all stakeholders.
- What actions did you take on hearing the news? Put in screenshots of your actions taken, give the right URL's!
- Explain which organizational concepts you used for solving this situation.
- Give the step by step actions you took and explain each step.
- Try to assess the total damage of the incident and it's solution in money (also think of staff costs). Be as specific as possible.
- How are the responsibilities in your hotel regarding this kind of problems: be very specific and concrete in this!
- What do you think of the solutions you have heard from other teams?
- How will you prevent this from ever happening again? Use theory like the Hazard Analysis and Critical Control Points to give a theoretical view but also operational on how to handle situations like this.
Year04, part 4 combined with your 3 minutes and promotion
Handing in in year 04 at 13.30.
Let's have a look at the international situation. Check out the page Category:Emerald forest finished teams and check out the pages All teams with logo's from finished competitions. We would like you to find cultural differences which would influence the management of your hotel.
- Chose two team photos which you think are totally not suitable for a hotel management team and explain why!
- Chose two logo's which you think are totally not suitable for a hotel and explain why!
- Chose two hotel names which you think are totally not suitable for a hotel and explain why!
You can click on the user link underneath the photo's to go to the teampage of these teams.
3 minutes
You acted at the 3 minutes of fame. Answer the next questions as if it all where for real, so from a business perspective. You do not have a lot of times after the three minutes. Most of the following questions can be made upfront.
- what was the exact goals you had in mind with this presentation?
- what was the target group as an audience you aimed at?
- what will, concrete, be the planned follow-up after the 3 minutes
- how could you measure the result of the 3 minutes related to the goals in a concrete way?
- how does your performance match with the Trade Fair?
After the three minutes.
- what went wrong and what went right in your 3 minutes? Try to commend as a company
- react on your competitors: mention three interesting things you have seen which are wrong in your opinion and explain why.
Write in a concrete and serious way as to show knowledge on the subject. Make sure you decide on who is going to do what tasks.
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