30EE Assignments and timeline

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Some remarks

Remember that you are entrepreneurs during all of the Game. So keep your social media, website, and activities alive. So apart from your assignments, you can always work on these kind of elements.

Realistic

Do use real sources and benchmarks in all of your decisions, like:

• Local information, as your hotel is located in the country you are in, so Estonia
• An indication of costs on inventory etc. is the file estimating hotel costs. Do not focus too much on details: the file does give you some indication of what costs might be. Try to be realistic, how much things do cost, depend on so many things and is not easy to answer. And don't be penny-wise and pound foolish! And in all decisions skip all decimals for sure.
  

So what to do first? Take it step by step.

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To be done in week 16 - 19, deadline Monday 14th May at 12.00 noon

* Step 1: Kick-off
The first, basic kick-off online is the 13th of April. You will get instructions from the owners Christina Bergman or CEO Jill Jandal. And there will be general information on the Game and hospitality industry.

You will receive information regarding your Team and the Game:

• the team members with whom you will be the management of the hotel: you have had the preliminary team compilation.
• all of the team members need to be in.
• the team number of your hotel. This will look like 30EE-A01.
• your Game is the 30st Game in Tallinn, TuT in Estonia so 31EE.
• your hotel, in this example, is located in the fictitious city of Amstelburg, therefor the letter A. The letter B stands for the other city of Budano. Both cities are located in Estonia.
• your hotel in this example is hotel number 01 out of approx. ten hotels in your city, which are your competitors.
• in another two weeks you will get a secret link. With this link, you'll have access to your hotels' so-called Team file: the most important file. This is the document in which you present your assignments, the plans you have with your hotel. And you'll find your results in here, each round.

The secret link will look like ''''https://goo.gl/L4cABC'''' and is case sensitive.

Keep this link private and secret! Inside this Team file (for your eyes only), you will work on:

• all of your assignments

An you will find per round:

• the revenues of your hotel
• the profit of your hotel
• the ranking of your hotel on entrepreneurship
• your ranking of your hotel on creativity
• a few remarks of your coach

* Step 2: Meet with your team members
Plan meetings with your team to make preparations and plans for who is going to do what. We understand is a bit more troublesome in this Corona time frame, but still. We know MS Teams can do wonders, apart from your own, other back-channels like WhatsApp, Google hangouts or Facebook live. Managing a hotel is having your team and hotel well organised. So try to work together on a professional basis, but do keep everybody to his/her tasks. If a person doesn't perform as required act immediately! You need to set-up a team-contract in your Team file.

* Step 3: Study Introduction to Hotel
Study the Introduction to Hotel: here you will find the ten pages you need to read on the hotel, the history and the situation as you take over.

* Step 4: Study Introduction Game play
Study the Introduction Game play: here you will find the ten pages you need to read on what you can do as new management team.

More information
After this, during the game you can find much more info in:

• In the main menu you can see your Game 31NL, with its own homepage and information. Don't bother about other Games.
• Hotel Info pages. Always in the menu available gives detailed information on the real hotel.
• Clicking Game play info will show you information on how to handle your hotel in this simulation. Always in the menu available and is on the Game play.
• Clicking Help will show more information on photos and videos of the hotel and links to the social media accounts of Emerald Forest Hotel e.g.

* Step 5: Join the Facebook and WhatsApp group
Go to Facebook group 30EE and request to join the group. You can join with a FB hotel page or a personal account (one per team will do). This is a private group and will not influence your time line. Out of each team, we suggest, as well, one member to represent the team in a WhatsApp group. This is the first line of additional help during the game.

* Step 6: Check Preparation part in your Team File
Use info on what to do from the page Preparation and check the page Team file on this platform to see what your Team File is and does. Then have a look at your own Team File. All team members can log in using this link: multiple users at the same time is no problem. Your team will work in this file and also find results in here after each year. After reading, discuss your strategic plans with regard to the hotel and come to a conclusion.

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Deadline Thursday 14th of May at xx.00 , round 'Preparations'

The next two assignments will be assessed, and are crucial. Click for details:
> Assignment 1.0 on entrepreneurship
> Assignment 2.0 on creativity
Too late or incomplete will bring your hotel in problems and result in a low mark.

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To be done Thursday 14th of May, Year 1 see schedule:

• City meeting in MS Teams
  
• Meet your your team via MS Teams
  

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Deadline Friday 15th of May at 17.00 PM, Year 1

The next two assignments will be assessed, and are crucial. Click for details:
> Assignment 1.1 on entrepreneurship
> Assignment 2.1 on creativity
Too late or incomplete will bring your hotel in problems and result in a low mark.

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To be done Saturday the 16th of May, Year 2 see schedule:

• City meeting in MS Teams
  
• Meet your your team via MS Teams
  

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Deadline Friday 15th of May at 17.00 PM, Year 2

The next two assignments will be assessed, and are crucial. Click for details:
> Assignment 1.2 on entrepreneurship
> Assignment 2.2 on creativity
Too late or incomplete will bring your hotel in problems and result in a low mark.

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To be done Sunday the 17th of May, Year 3 see schedule:

• City meeting in MS Teams
  
• Meet your your team via MS Teams
  

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Deadline Saturday the 16th of May at 17.00 PM, Year 3

The next two assignments will be assessed, and are crucial. Click for details:
> Assignment 1.3 on entrepreneurship
> Assignment 2.3 on creativity
Too late or incomplete will bring your hotel in problems and result in a low mark.

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To be done Sunday the 17th of May, see rooster

• ....
• Final Ceremony
  

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.

Example of general and some specific 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 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.

Example of overview direct competitors.

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.

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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