35NL year 3 Entrepreneurial assignment

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Decisions on prices and costs year 03 focus on intermediaries

Check the page Year 1-2-3-4. During four years you have to take a number of decisions

• on prices (five decisions)
• on costs to be made (five other decisions)

Situation

On the page operating review you can see how the Emerald Forest has been managed in the past. You take over the hotel and have already chosen a new strategy. Now you choose the prices (five of them) which will bring revenues and the costs you are going to make on five specific choices. All choices and boundaries are explained on the page Year 1-2-3-4 decisions. You will make all these decisions now for this year. After having seen the results from this year you decide on the new 'amounts' in year 3. In the past, see history, the hotel relied heavily on its own sales. The were just occasionally working with agents or other intermediaries. The market has changed dramatically by disruptive online like Bookings.com

Goal

Making decisions which fit-in with your new strategy and which will keep the Bergman's, as well as the customer satisfied. Regarding the costs: all of the five cost groups have not been used in the history: all of these costs will be additional to the existing fixed and variable costs. Be careful to have a balance between the total of the (new) costs, the prices and your strategy. In the end, the idea is that you keep the profit on the level that the hotel used to have. Next to this you must make a plan for a new distribution structure and, at the same time, a plan that will boost the sales.

Deliverable

Fill out all of the ten decisions in your Team File.
The most important thing is the arguments you give in your Team File, underneath every decision. Why did you choose them? Try to find benchmarks, put URL or links in, make basic calculations, try to predict the outcome of your decisions.
Especially looking at the costs: these are going to be additional:

• exactly what are you going to spend the money on? and,
• what do you think it will bring your hotel? Be concrete, also calculate.

Have a plan for a new distribution structure that will boost the sale. Be explicit in this plan on

• make this plan concrete: so (maybe in an spreadsheet) makes calculations which part of the total of the reservations will come via which channels. Have a look at the costs (commissions, cost per sales etc.) of using these channels as well.
• which partners you choose (brands and types of partners)
• the total costs and the benefits of this plan

Assessed elements

• Are all choices made and within the boundaries set?
• Is there a clear link to the strategy?
• Are the arguments valid?
• Is it clear what the costs are spent on exactly?
• Are there basic calculations done to show the effect of the choices at each choice?
• Is the distribution plan clear and realistic?
• Are the costs and benefits, realistic, well argued and thought over?

Handing in

You work in the cloud: no need to save (done automatically) or hand-in your Team File. Just be sure you work on tab year 1-2-3-4, year 3 and have it ready, well before the deadline.
Upload your distribution plan somewhere in the cloud. Make sure it is free accessible via a link to everyone, without any login or password. Put the link in row 47, 'Extra information for your coach', cell F47.

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
• History
• Year 1-2-3-4 Decisions
• Operating review
• Vertical Search Engines in hospitality
• Aggregator
• Affiliate

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