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BSBMGT617 Develop and implement a business plan Tan Ni NG (Dannie) VTI17T698 Task 1 1. Review and evaluate strategic plan 1.1 Food shop special orders in daily base It is good idea to provide special orders in the food shop. It can create a surprise and provide different choice for the guest, but it may occur risks at the same time. It would be better to have special orders in weekly base rather than daily base. It will produce a pressure to the food shop staffs and the managers. Also, it may create an unpredictable waste on food. 1.2 Ski rental shop It is good that customers can outfit themselves and purchase ski passes in the ski rental shop. It is convenient for the customers and can earn money. However, for some heavy ski equipment, such as ski, snowboard and ski boots are occupied lots of space and it is difficult for the customers to bring along from the hotel to the ski mountain. 1.3 Gathering room It would be better that holds some pub singer or piano playing events in the hotel’s main room. It can create a relaxing and comfortable place for guests chatting and gathering. 2. Review and evaluate business plan 2.1 SWOT analysis · Strengths Vocational Hotel is located at Melbourne CBD and close to the train station and the shopping malls. The location provides an advantage for visitors can choose different types of activities. The convenient transportation network can easier for visitors travel around Melbourne. · Weaknesses It takes at least 4 hours from the hotel to the ski mountain. The hotel does not have enough cash flow to support. · Opportunities Hotel development and operation in Melbourne CBD area has been very profitable and successful due to economic upturn experienced in the early and mid-1980’s. Time-share / resort hotel development and investments into ski resorts nationwide are currently going strong. In the past 2 years, sales of time-shares in Melbourne have increased by over 35%. Each year, room occupancy is close to 100% during the peak skiing season. · Threats There are lots of well-known or international hotels will participated in this industry in Melbourne and located in Melbourne CBD. There will be lots of competitors in the future. There are 40 condominiums, hotels, inns and motels within 2kms of the hotel. 2.2 Marketing plan · New construction is planned in the spring for 2 condo complexes. It is a long-time investment and it would cost a lot in first few years. · The Vocational Hotel will be highlighted in a promotional piece in the upcoming month of December and January next year’s issue of Ski Magazine. · Melbourne city has its own website and has advertising or promotion program that promotes the area’s lodging. Currently, 70% of the area’s visitors use the website to identify lodging and service options 3. Review and evaluate operational plan 3.1 Lack of cleaning staff There are total 120 rooms in the hotel and only with 4 cleaning staffs. If the hotel is fully booked, the cleaning staffs need to maximum cleaning 30 rooms per day and it takes average 30 minutes per room. It would be approximately 15 hours for 4 cleaning staffs to clean 120 rooms per day and the normal housekeeping time is less than 15 hours, so it is impossible to do so. 3.2 Ski rental service The ski rental service is a good idea for the skiers during the skiing season. It can reduce the spending time on renting ski equipment on the snow mountain and have more time and fun on skiing. 3.3 Transportation It takes at least 4 hours from the hotel to the ski mountain. It is difficult and dangerous for visitors drive to snow mountain, as they need to how to add the snow chain for the vehicles. Apart from this, the skiers need to carry the ski equipment which may increase their risks. 4. Analyze existing mission, vision, values and objectives All the existing mission, vision, values and objectives are not specific and without a timeframe. There are some changes need to be done. 4.1 Mission The mission of Vocational Hotel is to become the number one hotel of choice with visitors to Melbourne in 2018. 4.2 Vision The vision of Vocational Hotel is opening the second hotel in Sydney in 2025. 4.3 Values · To provide excellent recreation activities and services for visitors during Summer and Winter seasons · To provide comfortable and relaxed accommodation and facilities to visitors · The location of the hotel provides a convenient way for transport network 4.4 Objectives · Exceeding 10% of customer’s expectation for luxury ski accommodations in 2016 · Maintaining 90% occupancy rate during peak periods (April, July, August and December) · Assembling an experienced and effective staff in each department. 5. Identify stakeholders 5.1 Summer Visitors During summer months, Melbourne CBD is a beautiful area to hop around and other outdoor recreation activities with some or other events happening every day. The city has hot-air balloon trip, white water adventures, day hikes into and around Melbourne, and other recreational activities that take advantage of Victoria’s spectacular beauty. There is 60% of visitors is summer visitors. 5.2 Winter Visitors During the winter, there is skiing all around within 100kms of Melbourne and a beautiful drive to reach skiing places. The Melbourne CBD is quickly becoming one of the best ski resorts in the Australia. The resort is located 25kms from Melbourne International Airport and is accessible. 5.3 Ski equipment coordinators It is difficult and inconvenient for skiers rent and bring heavy equipment such as ski or snowboard to the ski mountain. It would be better that our hotel has a coordinated relationship with the ski equipment rental shop in the ski mountain. Skiers can choose renting the light ski equipment in the hotel and rent and return the heavy ski equipment in rental shop in the mountain. If the skiers choose renting in the ski mountain shop, they need to make a booking and fill in form with the front desk staffs and provide their size of ski boots and equipment. 5.4 Shuttle transportation coordinators There would be a cooperating shuttle bus service for visitors travel between Melbourne International Airport and hotel. During the winter season, there will be shuttle bus service between ski mountain and hotel. 6. Identify product or service strategy, pricing strategy and target market 6.1 Product and service strategy · For all hotel visitors, they can free to use all the recreational facilities, including car park, pool, gymnasium, tennis court, etc. · For hotel visitors, they can receive 10% off when they consume in the luxury shops, ski clothing shop and restaurants in the hotel. · During winter season, visitors can ask any skiing information from the front desk, including the ski rental service in hotel or ski mountain, shuttle bus service, room service, morning call service, etc. · During summer season, visitors can ask any information such as events or festivals, day tours, shuttle bus service, transportation, etc. · Each evening, guests can gather in the hotel’s main room where there is a large fireplace, drinks and light music. 6.2 Pricing strategy · Room rates for the hotel will range from $150 - $250 per night in peak season. During the off-season prices will range from $100 - $175 per night. · There will be different types of package implemented during winter season. There will be skiing package include the room, ski passes and ski equipment. Skiers can optionally add the shuttle bus service, ski equipment rental service, food coupons of ski mountain restaurant, etc. 6.3 Target market Our target market is the skiers, summer visitors and families. 7. Develop KPIs and benchmarks and modify them 7.1 KPIs · Online Rating The best interest is get as many online reviews as possible and no matter good or bad. Reviews are not only valuable in the way that guests select hotels based on the quality of the review, but they are also useful critical feedback that you can base improvements on. Negative reviews or impacts can give the opportunity to take corrective action, so that the next time the review will be better. · Occupancy Measured as the percentage of available rooms occupied over a specific period. Occupancy % = Rooms Occupied / Rooms Available · ADR – Average Daily Rate Measured simply as the average price paid per room on a given day. Works well in isolation as an ongoing performance metric. The ADR is most useful when compared to previous periods or seasons to identify performance. Average Daily Rate = Total Room Revenue / Total Rooms Occupied · REVPAR – Revenue Per Available Room REVPAR is a very useful measure of performance and it is also one that needs to view in the correct context. Measured by the average daily room revenue generated by available room, it can differ significantly based on industry specific factors REVPAR = Total Room Revenue / Total Rooms Available · Customer Satisfaction Without satisfied customers you will find it is difficult to challenge for business against competitors, especially when online ratings are the currency of choice for potential guests. It is possible to develop a process which to measure customer satisfaction and you can incrementally improve your offering over time based on the results. It could conduct with questionnaire or feedback. · Advertising ROI Calculating your Return on Investment (ROI) from your advertising and promotions will save you from wasting money on ineffective advertising and promotion. 7.2 Benchmarks Popular hotel brands in the business have set a benchmark in the industry and defined customer service standards for competitors. · Personalized Experiences Hospitality industry has been known to deliver high quality customer service experience through personal touch. Hotel industry depends on direct interaction of the customers with the hotel staff. · Value for Money Customers are often willing to pay different ranges of money for usually the same service, for example a room and breakfast package in a hotel. This creates the value for money for the customer, who is then willing to pay for the experience instead of just the service itself. · Luxury & Exuberance The element of luxury is integral to the operations of the hospitality industry. The customer journey is entirely focused on ensuring luxury and a unique experience for the customers. Room service, restaurants and rooms are designed in such a way that they create a feeling of luxury for customers. · Collecting Regular Feedback Hospitality industry relies on feedback from all stakeholders to constantly improve its services. It seeks feedback from customers in the form of questionnaires as well as comment cards etc. Word-of-mouth advertisement for getting more customers is another important factor, which is why service quality is vital. Recommendations from the visitors they serve help the company