住宿業(yè)管理酒店市場(chǎng)營銷、財(cái)務(wù)管理等多門課的期末聯(lián)合大作業(yè)

1、Your Hotel Brand & City Here Hotel Name and City LocationHotel Project ProposalThis is a template for the operational sections of the Lodging Project. Feel free to use this template in its current form, modify it, and add the other sections to it. When submitting your final project at the end of

2、 the semester, please ensure that the different sections are merged together and are presented as a single document. Include a Cover Page, TOC, Headings, Page Numbers, and transitions so that the paper flows. After merging all sections from both MS Word and MS excel please save final electronic file

3、 to a .pdf. This PDF file should be emailed to each of the professors in the module. A portion of the final grade will reflect the professional appearance of your final printed copy of the groups project. The table of contents provided in this template does not reflect all of the sections of require

4、d in the final project. Please refer to the “Project Overview” file located in webct/hrim 380 the hrim488 syllabus for complete listing of the sections and the order in which they should be arranged in the final lodging project submission.The final project should be single spaced with double space b

5、etween paragraphs. Please print a double sided hard copy of project to hand in to the professors. Your Team Members NamesContact InformationYour Hotel Brand & City Here iYour Hotel Brand and City Hotel Project ProposalTable of ContentsINTRODUCTION1EXECUTIVE SUMMARY2OPERATIONAL STRATEGIES3Vision3

6、Mission3Values3Strengths, Weaknesses, Opportunities, Threats3Goals3Objectives3Strategies3FRANCHISE COMPARISON4Background of Franchise Options4Selected Franchise4Projected Revenue and Occupancy5PRODUCT AND SERVICE ANALYSIS6Comparative Analysis of Current Lodging Supply Situation6Competitive Set Ident

7、ification and Analysis6Your Hotel Brand & City Here iiComparative Analysis of Projected Services to Targeted Market Segments6OPERATIONAL PLANS7MANAGEMENT ORGANIZATION8Management8CONCLUSION9Your Hotel Brand & City Here iiiList of AppendicesTip: No major section within the body of your plan sh

8、ould exceed 6-8 pages. Use appendices to present detailed or additional information. Suggestions of possible appendices that you may want to include in the back of your final resport are as follows. When presenting information from secondary resources throughout all sections of the final project pro

9、posal please footnote the source of the information. Use appendices when the entire body of information use is important to support your proposal. 1. Market Review and Results of Market Research Include tables explaining size of market, segmentation, growth patterns, distribution channels, price/qua

10、lity segments, customer categories, future trends, market share/segmentation projections etc. You have likely printed or found Census and Market data. Complete referenced materials should be placed here2. Market Projections & Sales Forecasts (Year 1 Year 4) Use tables and charts. Clearly state a

11、ll key assumptions on market size and shares, volumes and prices. Explain the marketing plan resources, costs etc. You should feed the revenue projections here into your financial projections.3. Assumptions for Financial Projections (Year 1 Year 4) The assumptions should be consistent with and deriv

12、ed from the earlier sections in the plan. Use text bullets to describe key assumptions and place the detail in tables. 4.Financial Projections (Year 1 Year 4) Offer tables showing projections for first year in a fair amount of detail P&Ls projections by month. Round all financial information to

13、the dollar. Be sure to include appropriate percentages in these tables. Use quarterly & annual projections for subsequent years. 5.Promotional Material- Place marketing and promotional materials that would be used to sell the property. Such catering materials, hotel information brochures, menusT

14、he use of Appendices is for those supporting materials that were references and/or summarized in the text portion of your proposal. These are some examples of material you may find should be placed as appendices. This is not meant to be an exhaustive list or that every proposal will require all of t

15、hese appendices listed. Your Hotel Brand & City Here 1Your Hotel Brand and City Hotel Project ProposalYour Hotel Brand & City Here 2IntroductionIntroduce the hotel brand, location, and number of rooms. Do not summarise the plan here write the plans summary once finalised in the next main sec

16、tion. Explain here who wrote the plan, when and for what purpose/reason (as a commercial hotel proposal). Give contact details (address, phone, fax and e-mail) for each project member.Give brief information of what is to follow in this proposal.NOTE: This project proposal should reflect your groups

17、analysis of all relevant information obtained during the semester. In most cases the voice of the proposal so be in the third person. Unless you are describing information based on your groups analysis please refrain from using “us”, “we”, “our” etc. Again, this is a proposal that is based on your g

18、roups analsis and there is no expectation that it is your hotel or that your group will be charged with operating the proposed property. These types of proposals are generally confidential, therefore it is important to use a confidentiality statement. For example, include paragraphs like:This docume

19、nt is confidential and has been made available to the individual to whom it is addressed strictly on the understanding that its contents will not be disclosed or discussed with any third parties except for the individuals own professional advisers. Investment in new and small businesses carries high

20、 risks as well as the possibility of high rewards. It is highly speculative and potential investors should be aware that no established market exists for the trading of shares in private companies. Prospective investors are advised to verify all material facts and to take advice from a professional

21、adviser before entering into any commitments.This plan is strictly for information only and does not constitute a prospectus nor an invitation to subscribe for shares. Projections in the plan have been compiled by the promoters for illustrative purposes and do not constitute profit forecasts. The ev

22、entual outcome may be more or less favourable than that portrayed. This entire section should be about 1 page. Your Hotel Brand & City Here 3Executive SummaryWrite the summary when your plan is at the very final draft stage. Hit the highlights and key issues. Avoid too much detail. If desired, c

23、ross reference the reader to the sections containing detailed text.Address the needs and interest of the reader (A corporate executive who is evaluating project proposals) what information does the reader need to get orientated. Allocate one paragraph to summarise the contents of each main section.

24、The executive summary should also consider the following:What is the product , process, or new business model?What is being sold and to whom?What is the value proposition?Why will customers buy this product or service?What needs does your product / process / new business model satisfy?Is it faster,

25、less expensive, of better quality, or what?What is the competitive advantage?What does your product / service offer that is better than competitors or substitutes?What is the size of the target market?What is the expected competitive set share?Who are the existing / expected competitors?Who are the

26、existing / expected customers?How concentrated are the customers?What are the switching costs for customers?How long will it take to gain the expected market share?What assumptions have you made? What is the revenue and profit model? Will revenues be derived from rooms, food and beverage, catering e

27、tc?How much profit will be earned and when? What is the amount of funding that will be needed to develop the hotel project? The above questions are presented to get students started to think about their proposal and why it should be considered for development. The final version of your executive sum

28、mary should be written in a narrative form. Please do not simply list the questions with answers. Keep the length of this section below two pages. This is one of the most important sections in the entire plan so give it plenty of thought and time. Give a draft to an honest, critical outsider to revi

29、ew.Your Hotel Brand & City Here 5 Executive summary should grab the attention of the reader.Your Hotel Brand & City Here 6Operational StrategiesLimit this section to about two pages by focusing on major and long-term issues. Use succinct, affirmative statements making every noun, adjective a

30、nd verb important.VisionEnvision how the business will develop over the time. What is the target market and how will services change or be improved.MissionIn one short paragraph, describe the central purposes and activities (mission) of the proposed hotel product? ValuesDescribe the businesss values

31、 and the standards it will apply in dealings with the home office, stockholders, customers and suppliers. Strengths, Weaknesses, Opportunities, ThreatsWhat are your projects real SWOTs (strengths, weaknesses, threats and opportunities)? Be very honest about any major weaknesses and threats in the pr

32、oposal and explain how you will respond to them. GoalsWhat is the propertys underlying long-term goals? Sales growth? Target a new and emerging market? Support local community? Develop employees? Create safe and encouraging work environment?ObjectivesSpecify and quantify how you will reach the goals

33、 listed above. Remember to use SMART Objectives.StrategiesUse bullets to highlight up to eight key strategies (actions, operating methods etc.) in relation to key functional areas - markets, sales, products/services, technology, finance, management, operations etc. The action statement should reflec

34、t the goals and objectives listed above.Your Hotel Brand & City Here 7Franchise ComparisonAn introduction paragraph is needed that summarizes your market analysis and why you are proposing this type of hotel product (i.e. all suites, mid-price with/without F&B, upscale/full-service, etc.) Al

35、so include why you have selected these two franchise options from a list of other potential options.Background of Franchise OptionsReview the strategy used to select the franchise organization. What factors influenced the decision. What are the benefits of choosing a franchised flag to operate in yo

36、ur market. Also discuss the key background information regarding the selected franchises, such as history, number of hotels/rooms, parent company profile, key market indicators (jd power satisfaction awards etc.), future operational/strategic initiatives, key alliances and so forth. Selected Franchi

37、seExplain what elements specifically was used to make your final decision. Summarize key information and assumptions used to calculate franchis costs. Also discuss other key decision factors that were used to make final franchise selection, such as services, financing, brand image, corporate support

38、, etc. Heres a simple table: You will need to replace the numbers in the table to reflect the actual numbers for your franchise analysis. Annualized figures are the total cost of these franchise fees over the four years that are used in this proposal. It is likely that your franchise comparison will

39、 have more costs associated with the franchise such as reservation fees, marketing etc. Additionally franchises offer other services that must be considered that add value to the franchise but are not charged to the franchisee, such as training, consultants, operational manuals etc. These should be

40、identified and listed below the cost lines.(THIS TABLE IS FOR ILLUSTRATION PURPOSES ONLY. FINAL TABLE INCLUDED IN YOUR REPORT SHOULD INCLUDE THE ACTUAL NAMES OF THE POTENTIAL FRANCHISE BRANDS AND SHOULD CONTAIN A LARGER LISTING OF FRANCHISE COSTS AND OTHER FACTORS THAT WERE CONSIDERED WHEN SELECTING

41、 THE FRANCHISE FOR YOUR PROJECT.)Franchise OptionsCosts/ ServiceFranchise AAnnualizedFranchise B AnnualizedApplication Fee200200302302Initial/Start-up Fee28,00028,00035,00035,000Royalty15,00060,00012,00048,000Total43,20088,20047,30283,302TrainingnoyesYour Hotel Brand & City Here 8Include all of

42、the costs associated with the selection of the franchise as well as any additional services that are provided by the franchisor.Provide a graphical representation of this comparison analysis over the four years of the proposal. Remember you sales will change over this time period so franchise fees w

43、ill likely be different for each year. (THIS GRAPH IS FOR ILLUSTRATION PURPOSES ONLY. YOUR PROJECT SHOULD INCLUDE GRAPHS THAT HELP TO BUILD SUPPORT/CREDIBILITY TO YOUR PROPOSAL.)01002003004005006007008009002007200820092010Royalty FeesMarketing FeesReservation FeesRevenueProjected Revenue and Occupan

44、cyPresent the expected revenue based on occupancy and average rates. Indicate revenue by room type and type of group business for 4 years. This should be done my market. Data should be presented in tabular and graph form. Make sure that you explain key elements of the projection.Some examples:Busine

45、ss Type:TransientSpecial Discount (AAA, AARP)Group: (Associations)CorporateGovernment*In thousands Your Hotel Brand & City Here 9NOTE: We have provided your group with STR Data and PKF Data to be used in the analysis, recommendations, and projections for Occupancy %, ADR, and RevPar. Additionall

46、y, your group will need to identify the proposed hotels competitive set of hotels currently operating in the market. Once this competitive set has be identified your group will need to collect information on these hotels include the average rated charged over the course of a year. This information c

47、an be obtain by searching the hotels websites and searching for room rates on different dates throughout the year. Most hotels release room rates up to 50 weeks out. Your Hotel Brand & City Here 10Product and Service AnalysisThis section should be used to lay out the justification and key elemen

48、ts of the services that you are proposing. After a short introduction as to what is to follow complete the next 3 subsections.Comparative Analysis of Current Lodging SupplyDiscuss what key information, about the current supply of hotels in the market, was used to come to the recommended products and

49、 services that are being proposed. Competitive Set Identification and AnalysisIn this section identify between 3 or 4 existing hotels in the market that you identified as being in your proposed hotels competitive set. Compare the proposed hotels services and facitlities to those of the hotels in the

50、 competitive set. The information presented here should be consistent with that presented in the franchising sections.Comparative Analysis of Services to Target Marget SegmentsOnce the proposed services and facilties have been compared to those existing properties in the market, complete a comparati

51、ve analysis of how the proposed services and facilities will meet the needs of the proposed hotels tartegeted markets. Remember, the information presented here should be consistent with the markets identified in the projected revenue and occupancy section presented earlier.Your Hotel Brand & Cit

52、y Here 11Operational PlansCover all aspects of the services that you will offer at the proposed propertyThis should be a laundry list of all key departments. It is appropriate to include brand room layouts, drawings of hotel brands prototypes etc. This section should provide detail information as to

53、 the amenities that will be standard in the guest rooms (bedding, desks, coffee makers, bath amenities and fixtures, etc).Highlight major elements of operations such as health club, business center, meeting facilities, restaurants, room service. Use simple diagrams to illustrate processes or complex

54、 relationships.Indicate organization, human resources (manpower levels, skills, training etc.), product costs, quality control, production systems, maintenance, customer support etc. that will be used for staff development, QA and Guest SatisfactionYour Hotel Brand & City Here 12Management OrganizationA short introduction of key