Executive Summary : The purpose of the report to be mentioned here in brief ( ½ P) Introduction: Overview of your chosen hotel. ( ½ P) LO1 Understand elements of the product in a business and services context.Task A(a) LO1/AC:1.1 LO1/AC:1.2

1.1 evaluate the key components of the product 1.2 discuss the range of contributions to sales and profit of elements in the product mix. • Define a product/ service? • Define elements of a product i.e. core

product, facilitating product, supporting product and augmented product. Support each with example from your chosen hotel.

• State USP of your chosen product. • Define product mix. • Explain product mix of your chosen hotel. • Discuss contributions to sales and profit

of elements in the product mix.

Refer to Week 01 hand-outs. 2 Pages Max.

Task A(b) LO1/AC:1.3

1.3 assess how market segmentation contributes to sales maximisation. • Define market segmentation • State methods of segmentation. Discuss

method of market segmentation used by your chosen hotel.

• Discuss how market segmentation contributes to sales maximisation i.e. focus of rationale and benefits of market segmentation (e.g. understanding needs and wants of market segments, matching ‘offer’ to market segment, improved customer satisfaction, repeat business etc )

Refer to Week 02 hand-outs. 1 ½ pages Max

LO2 Understand external sales development techniques Task B(a) LO2/AC:2.1

2.1 discuss the factors affecting buyer behaviour • Briefly talk about The Buyer Decision

Process. Give diagram. • Very briefly explain Model of Consumer

Behavior. Give Diagram. • Discuss factors/ characteristics affecting

The Buyer Decision Process – refer to week 03a – handouts – slide 40. Model of Consumer Behavior – refer to week 03a – handouts – slide 08 Factors/ characteristics affecting

Consumer Behavior. Give diagram. Provide examples from your chosen hotel wherever feasible.

Consumer Behavior – refer to week 03a – handouts – slide 09 2 Pages Max

Task B(b) LO2/AC:2.2

2.2 assess appropriate advertising media for sales development situations. • Define advertising. • List main advertising Media Choices and

provide advantages and disadvantages of few.

• Explain how to select the Right Advertising Media.

• Recommend appropriate advertising media for sales development situations in context of your chosen hotel.

Refer to Week: 03b 1 Page Max

Task B(c) LO2/AC:2.3

2.3 evaluate the role of external merchandising in maximising customer volumes, making recommendations for improvement • Define merchandising • Discuss various aspects of External

Merchandising and evaluate the role of external merchandising in maximising customer volumes.

• Give recommendations for external merchandising improvement for your chosen hotel.

External Merchandising location, Ease of access, Storefront Surrounding stores and area Signage Display windows Exterior building height Parking facilities

1 Page Max

LO3 Understand the tools and techniques of internal sales promotion and Merchandising. Task C(a) LO3/AC:3.1

3.1 assess how design and layout might affect customer spend.

• customer ergonomics (ease of access to product and point of sale), • environment/ambience e.g.

heating, lighting, seating, noise, equipment, Colors, Scents, Sounds, Flooring, Wall textures, Store cleanliness, internal signage

1 Page Max. Task C(b) LO3/AC:3.2

3.2 review and evaluate internal merchandising materials

Displays , Price labels, internal signage electronic sales aids, Sales Materials ( week 04-slide 24 1 Page Max.

Task C(c) LO3/AC:3.3

3.3 evaluate promotional activities for different scenarios, making recommendations for improvement. • Define sales promotions. • Very briefly mention sales promotion

objectives. • Different scenarios e.g. seasonal

opportunities, upselling, matching activities to market and business;

• Evaluate promotional activities for different scenarios, making recommendations for improvement in your chosen hotel.

Refer to week 04 Handouts Some promotional activities samples, coupons, premiums, patronage rewards, point-of-purchase displays, contests, sweepstakes, and games. 1 ½ Page Max

LO4 Be able to evaluate the role of staff in maximising sales Task D(a) LO4/AC:4.1

4.1 evaluate personal selling techniques, making recommendations for improvement. • Define personnel selling • Very briefly talk about Customer-oriented

approach and Sales oriented approach to personal selling.

• Evaluate personal selling techniques i.e. Product knowledge, understanding needs and wants, Handling objections, Negotiation, closing sale, Follow-up, Upselling, Cross Selling, suggestive selling, non-verbal communication, effective sales person characteristics, techniques for encouraging repeat business etc.

• Provide recommendations for improvement in context of personal selling techniques used at your chosen hotel.

Refer to week 06 hand-outs 1 ½ Page Max

Task D(b) LO4/AC:4.2

4.2 discuss the influence of operational design on sales revenue. • Define operational design. • Talk about ergonomics, workflow,

equipment. • Discuss the influence of operational

design on sales revenue e.g. o Efficient workflow means easy and

Do your research 1 Page Max

speedy service delivery leading to cost savings, high customer satisfaction, repeat business and improved sales revenue.

o Efficient workflow means less errors from staff, and high staff satisfaction leading to better customer service.

o

Task D(c) LO4/AC:4.3

4.3 justify key principles that should be included in a sales training programme. • Define training. • Mention training methods. • Discuss key components of a training

programme that should be included in a sales training programme for your chosen hotel. Justify each component ( i.e. focus on benefits)

• You may also use Kreitner’s Motivation View.

Refer to week 06 hand-outs positive sales attitude, incentives and rewards 1 ½ Page Max

All definition must be referenced.

All diagrams must be numbered , named and referenced.