42NL Year 0 Business assignment

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

Goal

Set up a basic strategy for your hotel. It is important that all current and future decisions reflect a strategic line over the years. So, think your new strategy well over. Especially, keep the history of the hotel in mind. You are encouraged to be creative, but you cannot just neglect all existing customers and target groups. And, over the years you do have budget for a hotel upgrade, although this has a maximum.
Last tip: your hotel has a 100 rooms, and a maximum of 36,500 guest nights to sell. So a small new market segment might be interesting for a limited number of rooms, but it won't be big enough to get a high enough occupancy rate over the years. Your reputation, looks, plans and proposition, that you can work on!
To show the new situation to your stakeholders, you need to develop a new house style, represented by your logo and slogan, and a suitable picture of the full Management Team.

Task, deliverable

Have a look at your Team File, tab Year 0, 'Define your hotel's strategy'. Fill out the section as indicated.
See your Team file, tab Year 0. Fill out the sections 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 only edit in the indicated cells. Be careful in working in the file, don't mess it up!
The tabs 'Dashboard' and 'Results' you can never edit.

Cells with small black triangles in the corners contain additional mouse-over information.

• Fill out your provided Team Number
• Think of an appropriate name for your hotel: very important: explain why you chose the name. Make the link to your strategy. Check online to see whether this name already exists for a hotel , etc.
• Give the full names of all the Management Team members and assign a role to each of your members. If your team has less than five persons, some of you 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 anywhere online and put a link here. Check if the link works!
• Decide on the strategy of your hotel: explain in approx. 10 lines. Have 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.
• Think of an appropriate 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.

Assessed elements

• Did you perform all the above outlined tasks?
• 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 realistic enough?

Handing in

Fill out all your decisions in your Team File. Be sure everything is done 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.