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== Name of assignment ==
== Name of assignment ==
Taking part in a [https://en.wikipedia.org/wiki/Trade_fair Trade Fair].
Make a [https://en.wikipedia.org/wiki/Competitor_analysis competitive analysis]. A competitive analysis is the process of identifying your competitors and evaluating their strategies to determine their strengths and weaknesses relative to your own business, product, and service. The goal of the competitive analysis is to gather the intelligence necessary to find a line of attack and develop or refine your strategy. We want you to focus on your city only, and presume your city to be in your (own) country, so the Netherlands.


== Situation ==
== Situation ==
A Trade Fair is a place to directly communicate with the audience: business-to-business or consumers. On a traditional fair, you have a booth.
The hospitality industry is facing enormous competition. Especially in recent years there are 4 major challenges:
You can expect a mixed audience of visitors: both press and sector-related professionals, as well as the 'regular' public. You already made a plan on how you will do this Trade Fair, and what your booth will look like. Now, you will do this for real, with a lot of other hotels, your competitors.<br>
* The [https://www.emerald.com/insight/content/doi/10.1108/JOSM-12-2018-0398/full/html disruptive innovations] in the basics of the product: for instance Airbnb.  
* Technical innovations, such as data streams and [https://www.protel.net/blog/how-do-apis-work-in-the-hotel-industry/ API's]
* New distribution platforms, such as [https://www.wimdu.com/ Wimdu].
* The disruptions and pressure as a result of Covid-19 and all its consequences.


== Goal ==
== Goal ==
The Trade Fair has 3 goals: <br>
Because there is still too little knowledge about the hotel's competition in general, it is difficult to properly develop a strategic plan. Jill Jandal wants to be able to better assess your strategic plan, and evaluate whether you are sufficiently aware of all forms of competition.  
* 1. Presenting your new hotel <br>
::At this fair, you present your company to the press, to the general public, to your competitors and anyone else visiting the fair. <br>
 
* 2. Adjusting your strategy<br>
::Listen very carefully to reactions from the visitors, and try to get an idea on the plans of your competitors as well. Accordingly, you can slightly adjust your strategy. <br>
 
* 3. Creativity<br>
::Your performance at the Trade Fair by presenting yourself in a consistent and creative way contributes to the success in the Competition on Creativity. <br>
 
You will be informed later about the details of the Trade Fair and the expected public visiting the Trade Fair.


== Task, deliverable ==
== Task, deliverable ==
You will be active on the Trade Fair, where you will create a booth, talk to visitors, maybe visit the competitors e.g.  
To get more grip on the competition of the hotel, Jill Jandal asks you to make a strategic competition analysis. <br>
Be sure that all team members have a role. People come and go, and visit your booth; you will get (random) visitors asking you questions about your hotel. Be sure you execute the plan you had on this.
Your analysis should be based on a recognized theoretical model, such as:
 
* [https://en.wikipedia.org/wiki/Porter%27s_five_forces_analysis Porters Five Forces Model]
You promote your hotel. So think in advance about the next questions:
* [https://www.mykpono.com/how-to-conduct-competitive-analysis/ Competitive Analysis Framework]
* Who is when in the booth?
* After your analysis, draw concrete conclusions.
* Do you have all the materials to build up the booth in 30 minutes?
Take your [[city]] into consideration and the hotels  in the city as your 'direct competitors'. Use as much real data as possible: pretend your city to be situated in any European country of your choice. <br>
* Attract visitors, talk to them, convince them
Regarding the competitors in your city, you may not have all desired information. Use what is available, maybe the overview of logos and names in your Game or social media posts and websites may give you some idea.
* behave (be dressed) as to represent your hotel
* Answer the questions of the visitors


== Assessed elements ==
== Assessed elements ==
* Is your presentation creative and in line with the strategy?
* Is the theoretical model used in the correct way?
* Does the booth look good?
* Is the quantity and quality of the used data acceptable?
* Is the message clear, and aiming at the right target group?
* Are the conclusions well-grounded and correct?
* Are the questions answered well?
* Are all the sources accounted for?
* Is the staff in - around the booth acting professional?


== Handing in ==
== Handing in ==
Nothing. You coaches will visit the Trad fair, observe you, visit your booth, ask questions in the role of a customer e.g.
At the beginning of your 3 minutes of fame pitch, you hand in a printed version of your competitive analysis. Indication is 2-A4.


== Additional information ==
== Additional information ==
* [[Trade Fair]] within the Emerald Forest Hotel competition
* [[Competition]]
* Pictures of all Trade Fairs so far: see [https://www.flickr.com/photos/79317761@N02/collections/72157632229203841/ Flickr photos]
* [[City]]
* Example pictures of Trade Fair 25NL (which was 'live') :
* [https://www.statista.com/topics/1102/hotels/ Statista data on hotesl]
<html><a data-flickr-embed="true"  href="https://www.flickr.com/photos/79317761@N02/albums/72157696002771531" title="Trade Fair 2017 in Breda, Emerald Forest Hotel"><img src="https://c1.staticflickr.com/2/1659/25751765393_337f611594_z.jpg" width="512" height="340" alt="Trade Fair 2013 in Karlsruhe Emerald Forest Hotel"></a><script async src="//embedr.flickr.com/assets/client-code.js" charset="utf-8"></script></center>
* [https://www.youtube.com/watch?v=Dfp23xSqpdk Five Forces Model (video)]
</html>
* [https://www.mindtools.com/pages/article/newTMC_08.htm Porter explained]


<br><hr>
<br><hr>

Revision as of 08:00, 24 February 2022

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Name of assignment

Make a competitive analysis. A competitive analysis is the process of identifying your competitors and evaluating their strategies to determine their strengths and weaknesses relative to your own business, product, and service. The goal of the competitive analysis is to gather the intelligence necessary to find a line of attack and develop or refine your strategy. We want you to focus on your city only, and presume your city to be in your (own) country, so the Netherlands.

Situation

The hospitality industry is facing enormous competition. Especially in recent years there are 4 major challenges:

  • The disruptive innovations in the basics of the product: for instance Airbnb.
  • Technical innovations, such as data streams and API's
  • New distribution platforms, such as Wimdu.
  • The disruptions and pressure as a result of Covid-19 and all its consequences.

Goal

Because there is still too little knowledge about the hotel's competition in general, it is difficult to properly develop a strategic plan. Jill Jandal wants to be able to better assess your strategic plan, and evaluate whether you are sufficiently aware of all forms of competition.

Task, deliverable

To get more grip on the competition of the hotel, Jill Jandal asks you to make a strategic competition analysis.
Your analysis should be based on a recognized theoretical model, such as:

Take your city into consideration and the hotels in the city as your 'direct competitors'. Use as much real data as possible: pretend your city to be situated in any European country of your choice.
Regarding the competitors in your city, you may not have all desired information. Use what is available, maybe the overview of logos and names in your Game or social media posts and websites may give you some idea.

Assessed elements

  • Is the theoretical model used in the correct way?
  • Is the quantity and quality of the used data acceptable?
  • Are the conclusions well-grounded and correct?
  • Are all the sources accounted for?

Handing in

At the beginning of your 3 minutes of fame pitch, you hand in a printed version of your competitive analysis. Indication is 2-A4.

Additional information


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