26EE assignment
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Your tasks during the game week (16th May - 19th May)
The total of this assignment has 4 parts: each part linked to the years 1 to 4. Be sure to work on this assignment during the gameweek in the applicable years. Find the deadlines for each part from the schedule and please make sure to e-mail them in time! This work will get evaluated and has an 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 Tallinn. An indication is to have 3 to 6 pages on each of the 4 parts, so all together 12 - 24 pages of real content.
All assignments have to be handed in on time by mail: efhcoach@gmail.com. For the deadlines see the schedule!
Year 01, part 1 in combination with the Trade Fair
You will be attending and organizing a Trade Fair: check general information on a Trade_Fair.
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 comprise the following:
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 other competing teams in your city 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 Estonia (!) and for instance Tallinn! 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, a camp site, friends and relatives etc. In the business market the alternatives are less logical. Try to use some realistic figures from Estonia and for instance Tallinn!
- 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 especially at your 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.
It 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.
Year 02, part 2 acting in business markets, deciding over marketing channels and distribution
This part takes into consideration your hotel’s strategy. You have selected the strategy for your hotel, which gives the input for your decisions regarding marketing channels and distribution.
Distribution strategy
Apply strategic management process for selecting effective distribution strategy. Analyse your hotel’s background.
- What is the product and what do you offer?
- Who is the customer target?
- What does your marketing strategy expects from the distribution?
- What key functions need to be filled by the distribution?
- What is your goal regarding distribution? It is useful to identify which theoretical approach you used for setting objectives.
- What is the core of your distribution strategy?
Type of intermediaries
Create your distribution model by showing what types of marketing channel(s) you are planning to use.
- What methods do you have for selling through direct distribution channel?
- What methods do you have for selling through indirect distribution channel?
- Which type of intermediaries do you involve?
Partners in distribution
Which actual companies do you cooperate with and how in order to distribute your services?
- Name the concrete companies or other organisations that act as effective intermediaries for your business. Draw a chart to visualize your distribution channels.
- Specify their key distribution functions
- What kind of channel organisations can be created for more success?
- What kind of channel conflicts might rise and how to avoid these?
Further Instructions and Recommendations
Use suitable literature or websites to analyse the background, set objectives, and plan distribution mix. Give all sources. Write in a concrete and serious way as to show knowledge on the subject.
Year 03, part 3 in combination with the event happening
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 explanation in your assignment that answers the next 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.
Year 04, part 4 combined with your 3 minutes and promotion
1. There is a paintball club in Tallinn that is organizing the games in different locations, also in one of the forests not far from Emerald Forest Hotel. The club has a lot of high quality equipment and professional staff, but not enough clients and good marketing ideas. The paintball club management proposes you to create an effective marketing campaign for attracting new clients. In exchange the club will organize the paintball games for the visitors of Emerald Forest Hotel for free during one year.
2. 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 page of these teams. Your team File is not visible.
3. 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?
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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