This semester we have discussed the importance

HOS 3100 Hospitality and Tourism Management Assessment 2 These are the details of the second assessment for the unit for semester 2, 2018. Assignment Topic: PRELUDE: This semester we have discussed the importance of keeping abreast of changes and developments in those environments which can and do influence the business and industry we are engaged in. We have learned that these environments range from the REMOTE to the firms INTERNAL environments. The remote environment was divided into several categories such as political, economic, socio-cultural, technological etc. According to the text and its reference to the coalignment principle, successful firms collect, collate, and analyse information gathered from and regarding these environments. This analysis is intended to determine several things about the changes identified, for example, how likely it is the potential changes will occur, how soon is the change likely to occur, and what is the likely impact this change will have on our firm? The answers to these questions (amongst others) will influence how the firms management chooses to respond. The next component of the coalignment principle is STRATEGY SELECTION. In order to make an effective strategy selection, a range of strategy options need to be identified and considered. THE PROBLEM (1): The CEO of the private equity firm which owns the land, bricks and mortar (real estate) of the Arena Utopia hotel was at a recent AirBnB seminar. Some of the things she heard had her worrying about the potential impact on the more traditional aspects of the industry. She has heard about your outstanding work as a Hospitality Business consultant and understands that you have a strong reputation for developing sound but diverse strategic options for the hospitality industry in Perth Western Australia. She has retained you to investigate the impact AirBnB may have as a disrupter to the hotel industry and to make recommendations on how best to deal with the phenomenon in relation to Utopia Arena Hotel. WHAT YOU NEED TO DO Investigate the size, scope and impact that AirBnB has had on the hotel sector in other parts of the world. You may find that in some jurisdictions nothing has been done, while in others laws have been enacted to regulate its influences. Still others have banned hotels and other accommodation providers from listing on AirBnB. THE WRITTEN ASSIGNMENT DOCUMENT: As a consultant you are to develop a minimum of 3 (three) diverse strategy options for the private equity firm CEO. You are further charged with making recommendations to the CEO and current hotel management (local SBU not corporate) as to which strategy option you think will prove to be most beneficial into the future. Be aware that what may be most beneficial to the equity firm may not be most beneficial to the hotel management. Options could be as diverse as: We dont think AirBnB is going to have an impact and if it does it wont be for decades. To This is happening now and is likely to siphon off around 50% of your current bookings leading to the financial ruin of the Arena Utopia Hotel. You are to prepare a written submission (around 1500 words) and include references. Argue the case for your recommendation of strategic direction (choice) to both the equity firm CEO and the hotels management team lead by Ms Tess Chong. Your written submission needs to be supported by reference to materials which have led you to the option you have decided upon. To do this you will need to access, read and reference information about the impact of the AirBnB phenomenon and what has been done to support/counter/control/regulate its introduction and use in other parts of the world. Here is one source you may like to refer to but it must not be the only source: http://bcec.edu.au/publications/the-impact-of-airbnb-on-was-tourism-industry/ PROBLEM (2): The CEO of the private equity firm which owns the land, bricks and mortar (real estate) of the Arena Utopia hotel was at a recent UberEats seminar. Some of the things she heard had her worrying about the potential impact on the more traditional aspects of the industry, specifically the room service component of the hotel industry. She has heard about your outstanding work as a Hospitality Business consultant and understands that you have a strong reputation for developing sound but diverse strategic options for the hospitality industry in Perth Western Australia. She has retained you to investigate the impact UberEats may have as a disrupter to the hotel room service sector and to make recommendations on how best to deal with the phenomenon in relation to Utopia Arena Hotel. WHAT YOU NEED TO DO Investigate the size, scope and impact that UberEats has had on the hotel room service sector in other parts of the world. THE WRITTEN ASSIGNMENT DOCUMENT: As a consultant you are to develop a minimum of 3 (three) diverse strategy options for the private equity firm CEO. You are further charged with making recommendations to the CEO and current hotel management (local SBU not corporate) as to which strategy option you think will prove to be most beneficial into the future. Be aware that what may be most beneficial to the equity firm may not be most beneficial to the hotel management. Options could be as diverse as: We dont think UberEats is going to have an impact and if it does it wont be significant. To This is happening now and is likely to siphon off around 75% of our current room service revenue leading to the financial ruin of the Arena Utopia Hotels Restaurant. You are to prepare a written submission (around 1500 words) and include references. Argue the case for your recommendation of strategic direction (choice) to both the equity firm CEO and the hotels management team lead by Ms Tess Chong. Your written submission needs to be supported by reference to materials which have led you to the option you have decided upon. To do this you will need to access, read and reference information about the impact of the UberEats phenomenon and what has been done to support/counter/control/regulate its introduction and use in other parts of the world. Assignment instructions For this assignment you are required to create an assignment based on the business scenario provided (available for download in week 8). You are to take on the role as an industry consultant who has a reputation for developing sound, but diverse strategic options for the hospitality and tourism industry in Perth. Based on the business scenario provided, you are required to create a report that outlines, a minimum of 3 (three) diverse strategy options and make a recommendation as to which strategy option you think best, based on your research (beyond the text book and lecture notes) of the scenario situation. This report must contain comprehensive referencing in the APA format. Recommended report format; Introduction Strategy options Recommendation Reference list Unit learning outcomes: 1 Critically analyse the role strategic planning plays to align organisational competencies with external challenges in hospitality and tourism operations. 2 Evaluate the competencies needed to successfully lead hospitality and tourism organisations in todays environment. 3 Adapt strategies for a hospitality or tourism organisation that respond to the challenges of globalisation. 4 Communicate business knowledge persuasively and clearly in both written and oral formats, using relevant technology.

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