46DE Business assignment year 0

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Your new strategy

You will have to take a lot of important decisions in this Year 0: well before you start an operational year. This will lay the foundation for all other assignments and decisions. You will present your Management Team to Jill, Christina and your coaches and unfold your strategic plans.

Situation

You have just taken over the management of the hotel. You need to make decisions on how to run the hotel and how to manage your own Management Team. That is exactly what you will do in this assignment. This will be the basis for your team, in all the years to come. You are now tasked to focus on a new name for the hotel, the roles within your Team, define a strategy and determine the target groups. You need to visualize the new strategy as well, you must do so by creating a house-style and specifically a logo.

Goal

Define a basic strategy for your hotel. It is important that all current and future decisions are well-aligned over the years. So, think your new plan well over. Especially, keep in mind the history of the hotel. You may be creative, but you cannot just 'get rid of' all old customers and target groups. And, over the years you do have budget to invest in a hotel upgrade, but this also has its limits.
Last tip: your hotel has 100 rooms, so a maximum of 36,500 guest nights (365 days * 100 rooms) to sell. So a nice market segment might be interesting for a limited number of rooms, but it may be not big enough on its own to get a high enough occupancy rate over the years. Your image, looks, plans and proposition, that you can work on!
To show the new situation to your stakeholders, you need a new house style, represented by your logo and slogan, and a suitable Management Team picture.

Task, deliverable

Go to your Team File, tab Year 0, 'Define your hotel's strategic choices'. Fill out the cells as indicated.
You will see some 'locked' symbols on the tabs of your Team File: don't worry. On the tabs year 0 and tab year 1-2-3-4 you can edit the indicated cells. Use the Team File with care, all changes are saved automatically.
The tabs called 'Dashboard' and 'Results' you can never edit.

By hovering the mouse over the cells in column B with the black triangles in the right-top corner, you get some additional information. In all your communication, make the connection to your strategy.

• Fill out your given Team Number (46DE-A..)
• Think of an appropriate name for your hotel: this is very important: explain why you chose this name. Make a connection to your strategy. Check the internet to see what comes up if you would use this name.
• Give the full names of all your Management Team members, and assign a function/role to each of them. If your team has less than five people, some of your team members will have a double role. This doesn't affect your workload in the Game.
• Provide a mobile phone number as the contact number of your team (preferably of the General Manager). We will use this for instructions on how and when to contact.
• Make a Management Team contract. You can either put it in your Team File or post it online (in the cloud) and provide a link. Check if the link works!
• Decide on the strategy of your hotel: explain it in approx. 10 lines. Determine clear and measurable goals. Look at the available historical data and operating reviews of the hotel, and ensure you come up with realistic ideas. Rather than ideas impossible to achieve. Use the right concepts (theories) from marketing.
• Decide on the target groups or markets of your hotel: explain in approx. 10 lines. This should be in line with our strategy of course.

• Take a suitable Management team picture. Make the link to your strategy, so be sure the way you present your team matches the image and the chosen strategy of your hotel.
• New hotel logo: this should reflect your strategy as well: does it tell what you are doing, your image? Is it recognizable? Explain why you chose this logo in a few lines. Be sure, again, to use marketing and communication concepts. And think of IP-Copyright: you can't just 'steal' things.
• Come up with a new slogan. Explain why you chose this slogan in a few lines. Be sure, again, to use marketing and communication concepts. The slogan should be usable without the logo (as well). Again, keep IP-Copyright in mind.
• You do not have to create a Facebook page, you can leave this box empty.
• You do not have to create a 2nd social media account, you can leave this box empty.

Items that will be assessed

• Did you complete all abovementioned items?
• Are your proposed ideas and decisions well-argued?
• Are the right or suitable concepts and theories used?
• Is everything in line with the strategy?
• Are the choices somehow realistic?
• Is it creative, original?

Handing in

Your Team File is stored in the cloud (Google Drive): there is no need to save it (this is done automatically). Just be sure that all sections in your Team File on the tab Year 0 are ready, well before the deadline.

Additional information

• Demo Team File of a finished Game. Each competition is a bit different, but it will give you an idea of what a filled out Team File might look like
• Year 0
• Hotel name
• History
• Job descriptions in hospitality
• Strategy
• Target group
• Logo
• House style and identity
• Free logo services

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Emerald Forest Hotel offering an emerald hotel experience! | Run your own hotel in this management simulation.