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1、The following Declaration must be attached to your uploaded EssayPLAGIARISM will NOT be TOLERATED STUDENT DECLARATION Students are reminded of the declaration that is required at the front of all contributory assessments. Student: Ha My Le ( Molly) 16542 Ruiyi Yuan (Vivian) 17132 Max Yang Gao 17814
2、Eduardo HortalSubject: Hotel Management SimulationLecturer: Mr. Adam Bonynge & Mr. Matt MeyerAssignment Number: 1Word Count: 8000Due Date: 30/06/2011I am aware of ICMS policy on plagiarism. This assessment does not breach those requirements nor has it been previously submitted for evaluation contrib
3、uting to any other Diploma or Degree Course. The ideas and information that are not those of the writer have been referenced accordingly, including personal communication. I have read the information available from http:/www.student.mq.edu.au/plagiarism/.I also give my permission for my work to be k
4、ept electronically on file for future use in plagiarism checks. 2. Executive summaryHermes hotel is located at the town center of Broken Hill, NSW, which is a countryside area with a great growing township. The hotel was built in the 1960s and bringing its own reputation with growing popularity of t
5、he township from its history. However, it was running down and has not been successful over the past few years due to a loss recording in income statement. So a new team of management has been sent to the hotel and started to change the currently situation, which target will be a new star hotel setu
6、p with successful revenue and management during next 3years. According to the background and currently situation of the hotel, there is much more potential to improve in different fields and department of the hotel. The hotel under new management will focus on business travelers as future target mar
7、ket to provide them a much better environment and foundation to support their business and the hotel also will start to collect supporting from local by refurbishment program of all facilities, long term program of staff training and fresh theme style. This report comprehensively gives guidance to H
8、ermes to develop in the future after complete many researches such as internal analysis, external analysis, SWOT analysis, Pestel and 7 Ps. The management group will also state a competitive and effective strategies and forecasting plan about the hotels future development.3. The Mission of the busin
9、ess statement.Hermes hotel promises to provide best comfort of accommodation go along with professional service and convenient modern technology for those business travellers. The goal of Hermes is satisfaction of its customers by understanding and satisfying their needs and wants from the hotel. 4.
10、 Internal Analysis4.1. Background InformationThe Hermes Hotel was built in the 1960s when the township was growing in popularity as a rural hub. The Hotel is located in Broken Hill, NSW 1,160 km from Sydney. It is 5 minutes from the main shopping centre and less than 30 minutes from the airport.Brok
11、en Hill is a small city with a population of 21,000 people, where it is possible to find and experience the grate Australia Outback. Moreover, the mining heritage and business in Broken Hill has become a popular location for conferences.v Hotel FacilitiesAccommodation: The Hermes Hotel is structured
12、 with 250 rooms, which can be sold either as single or double occupancy. The rooms are of good sizes, comfortable and varying in decorative styles and standards. Previous owners claim that there has been 25 rooms refurbished every year for the last 5 years, meaning 125 rooms. At the moment Hermes Ho
13、tel has not been rated by AAA.The Front Desk: Operates 24 hours. The lobby is large in size and has great potential for adding a concierge desk. The conditions of the lobby are poor, as it has not been refurbish in the last 7 years. The lobby is the first impression of guests when they come into the
14、 hotel, and having it in a poor condition can determine the whole stay of the guest.The Shearers Pub: It is located next to the lobby in the hotel and has two entrances. At the moment, the decoration of the pub is in a very poor condition with dark wood furniture, a laid-back atmosphere and small wi
15、ndows. The pub offers a limited menu with pies, sausage rolls and chips. Again the condition of the place is important factor to determine if the place can generate profit or lost.The Happy Miner Restaurant: Open for breakfast, lunch and dinner. Mostly has a la Carte service, however, it also provid
16、es a buffet for breakfast. The restaurant seats 140, which is usually adequate. During summer and when the Hotel is full can reach its maximum of 500, this pushes the restaurants performance which has led to not promoting the restaurant to local people.Outside Facilities: The Hotel has a large garde
17、n with a medium-sized swimming pool and they generally in a good condition. It is the only hotel with a pool, which generate a competitive advantage especially in the Outbackv Business Mix:The following table shows the business mix of the hotel, the figures are approximate and based on most recent p
18、ublished figures.Relative Demand% Business% LeisureQuarter 14060Quarter 25050Quarter 36040Quarter 46040Monday Thursday6040Friday Sunday3070The main target markets the hotel aims at are business travelers during weekdays. During weekends Hermes hotel invites families and Dinks. During winter the hote
19、l receive groups from Europe and the US, when they are on summer Holidays. There is also a growing influx of travelers from Korea, China, Thailand and Japan.4.2. Past Performances:During the last five years, Hermes Hotel has not performed really well. Following there are some charts to reflect the p
20、erformance of the hotel in the last year 2010. Room Occupancy:Over the last year the average room occupancy was around 22%, this is very low compared with the 60% occupancy hotels usually have in Australia.Its also possible to see that the high season is during summer time (February April), whereas
21、the low season is during winter-spring (August-October). Market Share:During the last year the market share decreased throughout the year reaching almost 3%. This means that customers are choosing the service of competitors, which is disappointing because is the biggest hotel in the area. Public Awa
22、reness:Public awareness has direct relationship with the numbers of rooms sold. Last year, the public awareness ended fewer than 20%. Staff Turnover %In average the Staff turnover in the year was 94.45. This numbers are worrying because it is expensive to train the staff, specially if we need to cha
23、nge the whole staff in a month like in February; also hiring the wrong people would affect in their performance and the attitude they have with the customer. 80% of the staff have work and holiday visa, meaning that they plan on leaving in a short period anyway. Revenue and Net Income:The revenue fr
24、om last year is too low to cover all the expenses, which leads to a lost during all the year. It is important to sell more rooms and increase the income to take the company ahead. Department Contribution:Rooms Department: $1,725,869.25Food and Beverage Departments: $-88,623.00Other Departments: $71,
25、176.00During the last year, the departments contribution is not enough to cover the cost of running the hotel. Payroll 58.9%4.3. Competitive advantageHermes Hotels have the competitive advantage been the biggest hotel in the city with 250 rooms.It is also the only hotel with swimming pool in the are
26、a.The space available for new conference facilities give the opportunity to built with a low cost, and reaching the competition.5. External analysis5.1. PESTEL analysis of the macro-environmentThere are various issues in the macro-environment that will affect the managers decisions within our busine
27、ss. Examples of this are taxation, new regulations, trade barriers, demographic change and government policy changes.In order to analyze those issues more specifically, managers can categorize by using PESTEL model. This model will help our business differentiate our macro-market to approach our tar
28、get market.v Political Factors:This refers to government policy such as the degree of intervention in the economy. For instances, they are tax policy, employment laws, environment regulations, trade restrictions and tariffs and political stability.Most important point that relate to our business in
29、the Political factors would be the Tax policies and regulations in New South Wales. Tax policies which our business needs to consider in New South Wales are payroll tax,New tax system called Carbon tax will be introduced into Australia which our business needs to approach for future reference. Julia
30、 Gillard has recently proposed the Carbon tax which will commence in 15 month time. Recent news highlights that new Carbon tax will affect all business, especially hospitality business like our hotel as this industry based on suppliers and if carbon tax gets introduced all goods and services will in
31、crease which will result our suppliers increasing prices and leading our business to also increase price demand from our guests for using our facilities.v Economic Factors.This refers to Australian economy which includes: economic growth, interest rates, and inflation.a) Economic growth.Australian G
32、DP last updated June 28th 2011Australian GDP per capita last updated June 28th 2011The Reserve Bank of Australia (RBA) expects economic growth accelerate to 4 percent through the year to December 2012, well above 3-3.25 percent band.This is good news for our business because GDP relies on CPI (Consu
33、mer Price Index) which means that higher percent on GDP represents there is more money within the households and this will lead people to spend more.b) Interest RatesAustralia in the year 2011 has been maintaining a stable interest rate of 4.75 percent from last year November. Interest rate was kept
34、 the same because; the subdued household spending with lower than expected inflation has influenced the Reserve Bank of Australias decision to leave interest rates on hold. Also the consumers and borrowers are still aware of the effects of the Global Financial Crisis (GFC) .The latest meeting which
35、Reserve Bank of Australia had this June 7th, 2011 suggested that interest rates will be further unchanged at 4.75 percent until the next meeting. The RBA also proposes that decisions on interest rates will not be affected by the short-term supply shock to the economy resulting from the flooding and
36、cyclone recently as the disasters are expected to slow growth in the first half of 2011, but the economy is then expected to storm back in the second half as a mining investment boom and fresh spending on reconstruction to counteract on the GDP growth and inflation pressure.c) InflationInflation is
37、measured by changes in the Consumer Price Index (CPI) with the Reserve Bank of Australia (RBA) influencing monetary policy.The RBA revised its forecasts for inflation and economic growth, signaling that more interest rate increase will be needed to temper a surge in activity that has been fuelled by
38、 a hefty upswing in commodity prices and limited spare capacity.” The goal of Australia Government is to remain inflation at or above upper end of the of the RBAs 2-3 percent target band over the central banks forecast horizon through 2012.However, the Consumer price index inflation will exceed the
39、target band by mid 2010, rising to 3.25 percent from 2.9 percent. The expected rise in CPI Inflation will be partly due to the governments decision to sharply increase taxes on tobacco.v Social FactorsThe Bureau of Statistics shows that Queensland and NSW are two states having the highest population
40、 growth in the year to September, 2010.At June 2010, the estimated resident population of New South Wales (NSW) reached 7.23 million people, representing around one-third of Australias population. NSW experienced the largest population growth of all Australian states and territories with an increase
41、 of 105,400 people since June 2009.a) Age distribution in Australia.Population in Australia is like that of most developed countries. Ageing as a result of low fertility and increasing life expectancy.The median age (the age at which half the population is older and half is younger) of the Australia
42、n population has increased by 4.8 years over the last two decades, from 32.1 years at 30 June 1990 to 36.9 years at 30 June 2010.From the Australian states and territories, Tasmania had the oldest population of all the states and territories with a median age of 39.9 years. The second oldest was Sou
43、th Australia with a median age of 39.2 years, followed by NSW 37.2 years, Victoria 36.9 years, Western Australia and Queensland 36.2 years, the Australian Capital Territory 34.7 years and the Northern Territory 31.3 years.b) Business Trend in New South WalesThe hospitality industry has been coming p
44、opular in Australian, specially New South Wales. This industry comprises accommodation, hotels, clubs, cafes and restaurants. It employs over 143,900 people in more than 10,000 businesses across NSW. It is a dynamic, customer-focused industry which provides quality services to customers.v Technologi
45、cal FactorsFactors include technological aspects such asresearch and developmentactivity,automation, technology incentives and the rate oftechnological change.Australia is one of the developed countries in the world. State of NSW, Victoria and Queensland have the highest population rate with up to d
46、ate technology from medical science, telecommunications, automotives, and many more.v Environmental factorsEnvironmental factors include the weather and climate change. Changes in temperature can impact on many industries including farming, tourism and insurance. With major climate changes occurring
47、 due to global warming and with greater environmental awareness this external factor is becoming a significant issue for firms like our business to consider.a) Climate for Melbourne.NSW is described as being in the temperate zone although the climate undergoes large variations depending on proximity to the coast and mountains.The temperature can be very high in the north-west of the State and very cold in the southern alpine regions, but the climate across NSW is generally mild.Long-term median rainfall varies
