SHM608 Strategic Hotel Management – Essay Furious


SHM608 Assessment 2 Brief Group Business Plan Page 1 of 6
Task Instructions
The contract of your hotel (on the HOTS software) with the property owner has now expired and you
are attempting to make the case to secure a renewal of the contract for your services for the next two
years based on your performance to date.
Drawing on the situation your hotel was in when you took it over, critically evaluate your plans for the
period you managed, and how well you realised them in the marketplace, and, most importantly, your
proposed plans for the hotel for the coming two years.

ASSESSMENT 2 BRIEF
Subject Code and Name SHM608 Strategic Hotel Management
Assessment HOTS Strategic Business Plan
Individual/Group Group
Length 1,000 words per group member + financial and statistical
analysis
Learning Outcomes The Subject Learning Outcomes demonstrated by successful
completion of the task below include:
a. Understand and apply analytical tools for strategy
formulation appropriate to a hotel.
b. Prepare, apply and monitor a strategic business plan
for a hotel.
c. Generate, implement and justify business and
marketing strategies suitable for new or continuing
hotels.
d. Evaluate and justify resources, capabilities,
competencies and competitive advantage for new
or continuing hotels.
e. Analyse the managerial tasks associated with
developing and executing organisational strategies.
f. Work effectively in teams and participate in
strategic management decision-making concerning
the operations of a hotel.
Submission Due by 11:55pm ACST/ACDT/AEST/AEDT, Friday, Week 10
Weighting 60%
Total Marks 100 marks

SHM608 Assessment 2 Brief Group Business Plan Page 2 of 6
For this assessment, you must critically evaluate the implemented strategies, plans and actions of the
last three years and provide justifications for all business recommendations for your hotel (used in the
HOTS) to move forward. Application of theoretical models and other theories from your whole course
is imperative. Your arguments must be supported by credible academic resources.
Note
You need to make an objective case, so a wholly positive report will come across as unbelievable. Use
examples of planning and outcomes that might not have gone as planned to highlight how you have
learned and adapted to the market. You will need to show critical thinking throughout the report in
the assessment of the applied strategy, this will allow your recommendations to be built on strong
objective grounds. Graphs should be used but are not included in the word count. Please utilise
academic research throughout your report, appropriately referenced in APA 7th edition.
Please write your HOTS Strategic Business Report in the format below:
TITLE PAGE
EXECUTIVE SUMMARY
TABLE OF CONTENT
TABLE OF FIGURES
MAIN BODY:
INTRODUCTION
 Section 1: INTERNAL / ENVIRONMENTAL ANALYSIS & STRATEGIC STATEMENT
 Section 2: MARKETING, OPERATIONS & FINANCIAL PERFORMANCE
CONCLUSION
RECOMMENDATIONS
REFERENCE LIST (APA 7th edition format, minimum 12 peer-reviewed academic journal
article references)
CRITICAL NOTE:
Just presenting graphs is not enough. There is a need to discuss what the graphs reveal and the
implication(s) for your hotel.
Format
 Word Count: 1,000 words per group member + financial and statistical analysis
 Style: Business Report
 Refer to the 2018 Assessment Structure Style Guide (in the SHM608 Assessment folder) for
further format requirements.
SHM608 Assessment 2 Brief Group Business Plan Page 3 of 6
Recommended Texts and Materials
Enz, CA 2010, Hospitality Strategic Management: Concepts and Cases (2nd ed.), Hoboken, NJ: Wiley
Frynas, J. G., & Mellahi, K. (2011), Global Strategic Management (2nd ed.), Oxford, UK: Oxford
University Press.
Gamble, J. E., Thompson, A. A., & Peteraf, M. A. (2013), Essentials of Strategic Management: The
Quest for Competitive Advantage (3rd ed.), New York, NY: McGraw-Hill Irwin.
Ghemawat, P. (2007), Redefining Global Strategy: Crossing Borders in a World Where Differences Still
Matter, Boston, MA: Harvard Business School Press.
Gupta, A. K., Wakayama, T., & Rangan, U. S. (ed.), (2012), Global Strategies for Emerging Asia, San
Francisco, CA: Jossey-Bass. Page 4 of 5
Hill, C. W. L., & Jones, G. R. (2012). Strategic Management: An Integrated Approach (10th ed.),
Mason, OH: Cengage Learning.
Lamb, C.W, Hair, JF, McDaniel, C, Summers, J & Gardiner, M (2013), MKTG2, Asia-Pacific (ed.), South
Melbourne, Vic : Cengage
Okumus, F., Altinay, L., & Chathoth, P. (2010), Strategic Management for Hospitality and Tourism,
Oxford, UK: Butterworth-Heinmann.
Referencing
All referencing must be in accordance with the Academic Writing Guide: APA 7th Edition on
SharePoint.
It is essential that you use appropriate APA style for citing and referencing research. Please see more
information on referencing here in the Academic Writing Guide found via the Academic Skills
website.
Group Work and Peer Evaluation Instructions
At the beginning of a term/project:
 All students taking part in a group assessment should draw up and sign a group contract using
the template provided on Blackboard, in the Assessments section. This step should be
completed at least two weeks prior to your assessment due date. Your Learning Facilitators
may ask to review the contracts when deemed necessary (for example, when there is a lack
of progress or conflict among group members).
During a project:
 You should keep records of communication and drafts. Any serious concerns about individual
group member’s contribution should be brought to the attention of your Learning Facilitator
as soon as they occur or at least two weeks before the due date, whichever is earlier.
At the end of a project/assessment submission:
 When submitting your group assessment, you are required to attach the group contract as an
appendix of your submission. You are reminded not to ‘recycle’ (self-plagiarise) contracts from
other assessments. Sections on deliverables, timeline and expectations, in particular, should
be unique to each assessment or project. Self-plagiarism constitutes a breach of Academic
Integrity and can lead to penalties to the assessment or subject.
 The group contract accounts for 10% of your assessment grade, as indicated in the marking
rubric. The group contract will be assessed based on its effectiveness in stipulating targets,
SHM608 Assessment 2 Brief Group Business Plan Page 4 of 6
plans and expectations. It should be clear, realistic and appropriate for the nature of the
project.
 A peer evaluation form is available on Blackboard in the Assessments section. This can be used
when you feel there was unequal or unfair contribution from other group member(s) which
you would like to raise with your Learning Facilitator. You must provide clear supporting
evidence (e.g. records of communication and drafts) and email it to your Learning Facilitator
together with a completed peer evaluation form by the assessment due date. Otherwise, the
allegations will be dismissed.
 If you have been accused of not contributing equally or fairly to a group assessment, you will
be contacted by your Learning Facilitator and given three working days to respond to the
allegation and provide supporting evidence. If there is no response within three working days
of contact, your Learning Facilitator will determine an appropriate mark based on the
evidence available. This may differ from the mark awarded to your group members and would
reflect your contribution in terms of quantity and quality of work.
Submission Instructions
1. Please submit your report in the format as prescribed above in Word document to:
Blackboard SHM608 folder ‘Group Assessment’ by 11:55pm on the Friday of Week 10.
2. Typed and formatted following the Assessment Structure Style Guide. Recommendations are
OPTIONAL.
3. The total word count, excluding executive summary and references, must be within 10% (+
or -) of the assessment word count. Penalties will apply when word count restrictions are not
met.
4. To be submitted in electronic form as a word-processed file to BlackBoard
5. You are expected to refer, in text, to a minimum of twelve (12) academic sources, plus
others as required in order to show competency in the assessment. Up to four of these can
be academic textbooks, with a minimum of eight academic journal articles. Blogs and other
unverifiable sources will not count as references
6. A TUA cover sheet to be attached to your paper (Group assessment cover sheet)
7. See marking rubric below, you do not need to attach this rubric to your submissions.
NOTE: For the group assessment, only one copy of the report is to be submitted to Turnitin with all
group members name of the cover sheet.
Academic Integrity
All students are responsible for ensuring that all work submitted is their own and is appropriately
referenced and academically written according the Academic Writing Guide. Students also need to
have read and be aware of Torrens University Australia Academic Integrity Policy and Procedure and
subsequent penalties for academic misconduct. These are viewable online.
Students also must keep a copy of all submitted material and any assessment drafts.
SHM608 Assessment 2 Brief Group Business Plan Page 5 of 6
Assessment Rubric

Assessment
Attributes
Fail
(Yet to achieve
minimum standard)
0-49%
Pass
(Functional)
50-64%
Credit
(Proficient)
65-74%
Distinction
(Advanced)
75-84%
High Distinction
(Exceptional)
85-100%
Ability to apply correct
theories, concepts and
frameworks for analyses
 25%
 Limited to no
understanding of
application.
 Theory is somewhat identified
and applied in the analyses.
 Theory is broadly and
consistently applied in the
analyses.
 Theory is well identified and
applied in the analyses.
 Theory is logically and strongly
identified and applied
consistently in the analyses.
Quality, relevance, logic
and application of external
research utilized for the
report
 25%
 Little to no evidence of
external material included
in the report OR material
used that has no relevance
to the report or analyses.
 A marginal attempt identifying
and using external material in
the report OR material used
that has limited / broad
relevance to the report or
analyses.
 A satisfactory attempt
identifying and using external
material in the report OR
material used generally has
relevance to the report or
analyses.
 A focused attempt identifying
and using external material in
the report OR material used
has relevance to the report or
analyses.
 Strongly supported with
research from the various
external, industry and customer
environments. Research is
strongly linked to the analyses
used.
Quality, logic, synthesis
and relevance of strategies
 20%
 Little to no connection /
linkage between analyses
and strategies. Could not
be applied in a business
environment.
 Limited linkages to analysis.
Strategies need to be refined
as they are too broad and
unrealistic.
 Obvious linkages between
analysis and strategies. Could
be applied in a business
context.
 Clear and logical linkages
between majority of analysis
and strategies. Could be
applied in a business context.
 Complete, thoughtful and
integrated linkages between
analysis and strategies. Could be
applied in a business context.
Format (Presentation,
spelling, grammar,
referencing, font/spacing,
margins
 20%
 Serious errors with
submission. The student is
advised to contact CALS
and seek assistance
otherwise academic
progression may be at risk.
 Acceptable submission with
some errors with the required
format. The student is advised
to ensure work is edited before
submitting.
 A good attempt at formatting
the document correctly. Only a
few minor errors noted.
Submission may require a
second edit.
 The document has only a few
errors that require a small
amount of editing. Evidence of
attention to detail is evident.
Presented at a corporate
standard.
 An error free report that would
be considered an excellent
submission and quite suitable for
further submission within a
business or associated
environment.
Group contract
 10% weighting
 The group contract has
been poorly completed.
Targets, plans and
expectations have not
been clearly defined
and are not achievable.
 The group contract has not
been completed
or submitted.
 The group
has partially completed
the contract. Some targets,
plans and performance
expectations have not
been identified and clearly
defined. Some targets, plans
and performance expectations
are not achievable. Roles are
not always clear.
 The group has completed the
contract. The group contract
contains somewhat clear,
precise and achievable targets
and plans. It also stipulates
performance.
 The group
has thoroughly completed the
contract. The group contract
contains well thought out
targets, plans and
performance expectations.
There are clear explanations in
relation to performance
 The group has completed the
contract to an exceptional level.
The group contract contains
clear, precise and achievable
targets and plans which
are detailed and well
justified. There are clear and
well-structured explanations in
relation to
performance expectations for
each group member or role.

SHM608 Assessment 2 Brief Group Business Plan Page 6 of 6

expectations for each group
member or role.
Mark range out of 100 0 – 49.5 50 – 64 65 – 74 75 – 84 85 – 100
The following Subject Learning Outcomes are addressed in this assessment
SLO a) Understand and apply analytical tools for strategy formulation appropriate to a hotel.
SLO b) Prepare, apply and monitor a strategic business plan for a hotel.
SLO c) Generate, implement and justify business and marketing strategies suitable for new or continuing hotels.
SLO d) Evaluate and justify resources, capabilities, competencies and competitive advantage for new or continuing hotels.
SLO e) Analyse the managerial tasks associated with developing and executing organisational strategies.
SLO f) Work effectively in teams and participate in strategic management decision-making concerning the operations of a hotel.
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