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The International
Hotel Group Case Study
© The Learning Community 2013
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Contents
The International Hotel Group Case Study .............................................................................................. 1
Section 1: Structure and Strategy ............................................................................................................. 5
Background Information ....................................................................................................................... 5
Organisational Chart ............................................................................................................................. 6
Values ................................................................................................................................................... 7
Key Organisational Goals ...................................................................................................................... 7
Strategic Business Objectives ............................................................................................................... 8
Operational Plan for 20XX .................................................................................................................... 8
Section 2: Sales and Marketing .............................................................................................................. 10
Customer Loyalty Strategy.................................................................................................................. 10
Situational Analysis ............................................................................................................................. 11
Market Growth ................................................................................................................................... 11
Macroenvironment ............................................................................................................................. 12
SWOT Summary .................................................................................................................................. 13
Performance Data (past 12 months) .................................................................................................. 14
Sample Complaints and Grievances against Staff ............................................................................... 16
Report on Performance – Analysis of the Success of the Loyalty Strategy ........................................ 17
Customer Survey re loyalty programs: ............................................................................................... 18
Historical Results ................................................................................................................................ 19
Competition ........................................................................................................................................ 20
Direct Competition ............................................................................................................................. 20
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Indirect Competition .......................................................................................................................... 21
Emerging Markets .............................................................................................................................. 22
The Marketing Plan............................................................................................................................. 22
Advertising/Sales/PR /Marketing Budget Details – 20XX ................................................................... 26
Implementation Schedule .................................................................................................................. 30
Sales Plan ............................................................................................................................................ 30
Sales Strategy ..................................................................................................................................... 31
Sales Process ....................................................................................................................................... 31
Prospecting Plan ................................................................................................................................. 32
Marketing Budget ............................................................................................................................... 32
Sales Forecast ..................................................................................................................................... 33
Linking Expenses to Strategy and Tactics ........................................................................................... 33
Controls .............................................................................................................................................. 34
Implementation .................................................................................................................................. 34
Section 3: Acquisition of a new property ............................................................................................... 36
Section 4: Risk Management .................................................................................................................. 37
The International Hotel Group Risk Management Procedure ............................................................ 38
Risk Assessment Matrix ...................................................................................................................... 41
Risk Register Template ....................................................................................................................... 42
Risk Management Report ................................................................................................................... 44
Management Plan for Treating High Risk ........................................................................................... 45
Section 5: Human Resources .................................................................................................................. 47
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Staffing Statistics ................................................................................................................................ 47
Flexible work practices ....................................................................................................................... 47
Code of Conduct ................................................................................................................................. 48
Recruitment, Selection and Induction Policy ...................................................................................... 49
Performance Management Policy ...................................................................................................... 52
Sample Position Description - Trainer ................................................................................................ 53
Sample Position Description – Front Office Manager ........................................................................ 55
Reference Check Form:....................................................................................................................... 57
Sample Service Level Agreement ....................................................................................................... 59
Performance Review form .................................................................................................................. 60
Suggested Interview Questions to Gather Information about Performance Management Systems . 65
HR Risk Assessment Worksheet ......................................................................................................... 66
HR Risk Matrix .................................................................................................................................... 66
Personal Work Plan Template ............................................................................................................ 67
Team Planning Template for Year Ahead: .......................................................................................... 68
Section 6: Project Management ............................................................................................................. 69
Sample Project Scope Document ....................................................................................................... 69
Project Risk Quantification Matrix ...................................................................................................... 70
Sample Risk Response Plan................................................................................................................. 71
Section 7: Energy Use and Sustainability ................................................................................................ 72
Total Energy Consumed in the Hotel .................................................................................................. 72
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Section 1: Structure and Strategy
Background Information
The International Hotel was established as a boutique style hotel in Sydney, Australia 15 years ago.
The hotel includes 25 ‘exclusive’ rooms. The hotel employs cultural specialists and prides itself on its
multicultural expertise that assists with its success in welcoming guests from all regions of the World.
The International Hotel has developed a reputation for outstanding personalised service to both the
corporate customer and middle aged tourist. It is a founder driven organisation and has retained all of
its initial management team; however it has focused on service and reputation at the expense of
some other very important aspects of the business such as staff support, maintenance of systems etc.
Risk management systems are still not implemented completely and Human Resource strategies and
systems require updating and coordinating. The hotel brand needs strengthening to ensure
consistency across all advertising and promotions.
The International Hotel employs 65 staff in full time, part time and casual positions.
The vision for The International Hotel is to expand geographically and open a number of additional
properties to provide a quality boutique alternative in key locations across the Australasian region,
whilst maintaining its reputation for exceptional personalised service.
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Organisational Chart
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Values
1. Team work is the key to success.
2. Customer service is what we do best!
3. We endeavour to show respect to all people, be supportive of our co- workers and work
towards achieving the organisational goals.
4. We are all in this together and focused on being the best chain of boutique hotels in the
world!
5. We value clear communication and the right to express our opinions in a polite and pleasant
manner and we extend this right to others.
6. We endeavour to support others by observing all appropriate legislation and guidelines and
ensure that our hotels are safe environments.
Key Organisational Goals
The key organisational goals for the next three years are to:
1. Open 2 new properties over the next 5 years
2. Break into new markets e.g. new regions
3. Target new and emerging markets with our marketing strategy.
4. Maintain quality service reputation during expansion
5. Attract & retain high quality, experienced staff
6. Ensure facilities are maintained to world class standards
7. Provide a unique hotel experience for all guests
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Emerging Markets
The growth of the automotive industry in Asia and the promotion of travel across the Australasian
region by American celebrities have provided The International Hotel with new directions for
marketing. China, India and America are to be targeted for both corporate and tourist business. Our
strategy will be to promote to these regions using our current boutique appeal.
The Marketing Plan
Marketing Strategy
Our marketing strategy's objective is to communicate the unique set of services that we offer to
discerning hotel guests. We attempt to direct the focus of our guests to the issues of quality and value
for money as opposed to simply the bottom line costs associated with their stay.
Our marketing strategy will allow us to communicate our brand values, develop close working
relationships with our customers and suppliers and to identify the needs of our guests in an effective
manner. Continued differentiation and growth are two goals we have set for ourselves. Growth will
take place by targeting new areas of business within both local and national communities.
Value Proposition
The International Hotel offers the best, most personalized service for the corporate traveller as well
as for the holidaying customer. We include business essentials in every room, such as a nice desk,
internet connection, wireless access, and provide easy to access meeting rooms with all audio-visual
and technology needs as well as catering for longer meetings. We provide luxury and a quiet
comfortable environment for the tired traveller. SAMPLE O
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Section 4: Risk Management
The International Hotel acknowledges that there are many risks associated with running safe and
happy hotels.
The International Hotel has a committee structure for WHS consultation. Each Hotel has a Manager
who convenes the local level 3 WHS committee. This meets monthly and seeks consultation from all
staff. The Committee conducts inspections of facilities every 3 months.
The International Hotel (Sydney) also convenes a level 3 committee and conducts 12 monthly office
inspections.
The next level committee (Level 2) is at the Hotel Managers level and the top tier Level 1 committee is
comprised of Senior Management and representatives of the Sydney property and the Hawaiian
property.
In the past year The International Hotel has had one negative incident to deal with. As part of their
acquisition process they have had to deal with public outrage about a possible environmental threat.
The Hawaiian property is positioned on the edge of a rainforest. The forest provides a stunning
backdrop to the hotel and the group had plans to expand the hotel by building cabins in the forest.
This would have been a wonderful place to launch the new conference feature but the project has
been very controversial with local environmentalists and is still not resolved. The new General
Manager will have to deal with this issue prior to the launch.
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Section 5: Human Resources
Staffing Statistics
The Hotel employs 65 staff. The table below lists basic demographic and diversity information.
Percentage Number of
Staff
Category of Staff
62% 40 Women
40% 26 Senior Executive Positions held by women
37% 24 Over 45years of age
20% 13 From non English speaking background
3% 2 Indigenous Background
9% 6 Employees with a disability
Flexible work practices
Flexible work practices are beginning to be introduced across the Hotel. These include:
Part time work options
Compressed working week
Flexible rostering
Job sharing
Staff must negotiate access to these options with Human Resources. SAMPLE O
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Code of Conduct
All staff members of The International Hotel:
Shall diligently carry out all instructions issued by The International Hotel as long as they are
legal, reasonable and safe
Shall act honestly, diligently and in good faith and integrity in all their dealings with and for
The International Hotel.
Shall display integrity, fairness and ethical conduct at all times while working for or
representing The International Hotel.
Shall maintain the confidentiality of any information acquired in the course of employment
and shall not to use or to disclose such information other than in the proper conduct of
duties or in the course of instituted legal proceedings
Shall avoid any relationship with a contractor or supplier that could compromise the ability
to transact business on a professional, impartial and competitive basis
Shall avoid conflict of interest situations (e.g. undeclared financial interests in a supplier,
contractor that does business with The International Hotel, assisting competitors on a
consultancy basis, engaging in business activities that are in competition with The
International Hotel, performing outside work on The International Hotel’s time & using The
International Hotel’s assets, giving favourable treatment to a supplier, contractor etc for
personal reasons.)
Shall not accept directly or indirectly any gifts, invitations or discounts from anyone having
business dealings with The International Hotel. Gifts of up to $100AUD may be received if
refusal of gift would be unsocial or impolite and as long as acceptance will not cause
improper influence on the performance of the recipient.
Shall not offer bribes to any person for the purpose of influencing business dealings.
Shall report any unethical behaviour, suspected fraud or violation of The International
Hotel’s policies.
Shall comply with all applicable laws, rules and regulations, safety, security and operational
guidelines of The International Hotel
Shall safeguard the property of The International Hotel and not engage in any activity which
would result in misusing The International Hotel’s assets.
Shall not enter into any agreement, arrangement or contract to bind The International Hotel
unless authorised to do so
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Sample Position Description - Trainer
Position Title Trainer
Position Holder
Number of immediate reports Nil
Immediate Supervisor Human Resources Manager
Purpose of Position
The Trainer will coordinate the professional development program; train staff in internal hotel
professional development programs and contribute to the continuous improvement of training
material used within the hotel.
Key Accountabilities
Plan and coordinate an effective professional development program
Deliver quality training in accordance with The International Hotel and relevant legislative
requirements
Attend and actively participate in team meetings on a regular basis
Essential Selection Criteria
Relevant industry experience
Certificate IV in TAA or equivalent (or willingness to undertake it)
Well developed communication skills
Flexible approaches to training delivery
Capacity to contribute to effective team outcomes
Desirable Experience
Previous experience as a trainer
Experience in the hotel industry
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