40NL Creativity assignment year 3
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Invest in Innovation
As is apparent from the hotel-intel provided to you by Ms. Jandal, the owners under-invested in the property. This may compromise the competitive position of the hotel. In this assignment, you are asked to prepare an investment plan.
Situation
You have been running the hotel for some years now. You are familiar with its qualities, but also with its shortcomings. Where does the hotel need an extra push? What observations or opportunities -both inside and outside your hotel- do you want to act upon? Now is the time to decide on innovation and invest in the future.
Goal
Elevate the hotel to a next level. Improve your organization in such a way that the investment pays off.
Task, deliverable
Investment Proposal, based on an innovation in services, operations, communication, information, sustainability, experiences, products, or in the actual product (the property itself).
Assessed elements
- Is the need explained, demonstrated?
- Does the innovation show originality? Does it build on new trends and developments?
- Are the proposals mutually consistent? Do they meet a real challenge?
- Substantiation of the amounts (ballpark)
- Timing and impact on financials
Handing in
Hand in your material by uploading it in the right folder in the Capstone Course in LMS.
- A description of the observations and opportunities that lead to the innovation to invest.
- An overview of the nature of the investments your team deems necessary for the next 5 years. In case you are not sure what we mean by this, consider e.g. our core courses at BUas. Is it your first priority to invest in Marketing? Or in hotel staff somehow (OB, Operations Management)? Systems (MIS)? Sustainability (BL&E)? Guest experience? Product innovation?
- “Ballpark” figures for the amounts of money involved. Don’t go too much in-depth here, nobody expects you to ask companies for quotes for how much it would cost to buy new dustbins 😉 But say you propose to do some kind of upgrade of the guest rooms, we do expect you to give us an indication of how much such an investment would come down to.
- A timeline of when what investment should be made.
- The impact on depreciation and hotel profit in the future 5 years.
Additional information
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