7260THS Introduction to Tourism & Hospitality Control - T1, 2024 Assessment #1: Individual Video Report ANALYSIS OF COMPANY STRATEGY AND PERFORMANCE Format: Length: Oral presentation, pre-recorded. NOTE: Your oral presentation must be supported by a Powerpoint (PPT) slideshow. In the video, both your PowerPoint slides and your whole face must be visible at all times. Ensure appropriate branding of your slides in line with the allocated hotel brand and group. 8 minutes (+/- 48 seconds). NOTE: If your video exceeds the maximum length of 8mins 48seconds, the marker will stop the video and you will only be marked on content delivered up to that point. Submission: Upload your video, the PPT slides in PDF file, and the Excel file showing workings for Task #3 using the Studio tool in Canvas. Late penalties will apply if either the PPT slides or the excel file is not submitted by the due date/time. Weight: 35% of overall grade, marked out of 35 Mode: This is an individual assignment. Mode: This assignment assesses the Learning Outcome "Apply evidence-based research at an advanced level using innovative, creative and entrepreneurial approaches in business contexts". The Assignment Brief For this assignment, assume that you are an investment consultant advising a new client on the potential purchase of a hotel property. The hotel property is currently operated under management contract with an international hotel group. The client wants to know more about the hotel group's strategic plans, and also wants a financial ratio analysis conducted on the performance of the particular hotel property that the client is considering purchasing. The client is not familiar with the hotel and tourism industries, and thus is also seeking some advice regarding: an appropriate performance evaluation system for the hotel's General Manager; an understanding of how the hotel property under consideration is affected by sales volatility; and insights into key measures of operational and financial performance for the hotel industry. For the purposes of this assignment, a real-world hotel group and real-world hotel property will be allocated to you. You will not get to choose your own hotel group/property. Your allocated group and property will be provided to you in Week 7. You will be provided case information about your allocated hotel group and hotel property. Assume that your allocated hotel property is operated under management contract by the hotel group. You will need to support your responses to the tasks below with your own independent research. You will present your responses to the below tasks in a recorded video presentation, with a supporting Excel document that demonstrates the required financial analysis. Task #1 Hotel Company & Hotel Property Analysis 1.1. Introduce the hotel group (i.e., the parent company), the hotel brand, and the particular hotel property, with a focus on: • • Hotel group's total revenue, net profit after tax, and return on assets (ROA) for the last two 12-month reporting periods - what is the change from one period to the next? Number of hotel brands in the hotel group's portfolio Number of total hotel properties across all hotel brands in the hotel group's hotel portfolio (i.e. across all ownership and management types and arrangements) Number & percentage of hotel properties that are the same brand as your allocated hotel property Vision and/or mission of the parent company and/or hotel brand (hint: company and/or brand values are also appropriate here) - Positioning of hotel brand – class, service levels, loyalty program • Overview of hotel property - location, rooms, services 1.2. Explain how the financial and operational performance of your allocated hotel property would be affected by sales volatility on a weekly basis and seasonal basis, and provide an example of event-induced volatility relevant to your specific hotel property. Task #2 General Manager's Balanced Scorecard 2.1. Develop a Balanced Scorecard (BSC, see template below) that can be used to align the hotel General Manager's performance with the parent company and/or brand's strategic direction. Specifically, the BSC that you develop for your hotel's GM must include: • • Two (2) strategic objectives for each of the four BSC dimensions (i.e., 8 objectives in total) One initiative for how to achieve each strategic objective (i.e., 8 initiatives in total) - 2 key performance indicators (KPI) for each strategic objective (i.e., 16 KPIs in total) — noting that KPIs should include both financial and non-financial measures (not for each objective individually, but across the balance of all 8 strategic objectives and 16 KPIs) In your presentation, describe the expected inter-relationships between the achievement of strategic objectives from Task 2.1, across different performance dimensions of the BSC (i.e., explain how success at certain initiatives/objectives will drive success at achieving objectives in other dimensions). BSC Dimension Initiative Key Performance Indicator (KPI) 1.1 Strategic Objective 1. 1. 1.2 Financial 2. 2. 2.1 2.2 1. 1. 1.1 1.2 Customer-related 2. 2. 2.1 2.2 1. 1. 1.1 1.2 Employee-related 2. 2. 2.1 2.2 1. 1. 1.1 Organisational Processes 1.2 2. 2. 2.1 2.2 Task #3 Analysis of Hotel Performance 3.1. Explain key operational measures that are commonly used to assess performance in hotels/hospitality (note you should do your own independent research to support this task - find other measures beyond what is already covered in the course content). 3.2. Calculate the ratios for the two most recent years for your allocated hotel property You will find the necessary data for this task in the A1 case materials (Excel file) Within your case Excel file, you will find a worksheet with a table indicating all the ratios that you are required to calculate • • Assume that 30% of sales were made on credit In the table, use Excel functions to show your workings for each of the ratio calculations Copy-paste the completed table from Excel into this section of your presentation Also upload a copy of the Excel file with your assignment submission 3.3. Comment on the performance of your allocated hotel property over the two-year period, regarding: • Profitability (including profit margins and efficiency ratios) • Short-term stability (liquidity) • Long-term financial stability (leveraging/gearing) Additional Instructions • • • Do not exceed 8 minutes - once the time limit is exceeded the marker will stop watching and you will lose marks for not completing all tasks. Include a list of references using APA style as a final slide in your PPT presentation, but you do not need to spend time on this slide in the recorded video. Include a minimum of 4 academic (peer-reviewed) references from tourism/hospitality journals. Supplement your academic references with industry-based references (e.g., company websites). Also read the marking criteria for this assignment, on the following page. Note that you get marked on both the content of your video report (i.e., what you report on) as well as the visual appeal, clarity and delivery of your video report (i.e., how well you report on it). Penalties apply if • Not submitting any 1 of the 3 required items on time (i.e., the video link, the Excel file, the PDF copy of the presentation slides) = standard late penalties as per Griffith policy. /n7260THS Introduction to Tourism & Hospitality Control, T1 2024 A1 Individual Video Report Your allocated international hotel group for A1 is: IHG Your allocated hotel brand & property for A1 is: InterContinental Los Angeles Downtown With the above information, you can commence your research for Tasks #1 and #2. Assume that your allocated hotel property is operated under management contract by the international hotel group. You need the information in this Excel file to be able to complete Task #3. Note that the data provided in this file is fictitious and is intended to be used solely for the purposes of this assignment. In the next worksheet in this Excel file, you will find your hotel property's Income Statement (for the last three full calendar years of trading) and Balance Sheet (reported as at 31st December for the last 3 years) and a "Calculation Grid" that specifies the financial ratios and measures that you are required to calculate for Task #3. You must include the completed Calculation Grid in your recorded video presentation when you are discussing Task #3, and you must also upload this completed Excel file when you make your A1 submission (along with the URL link to your video, and your PPT slides saved as a PDF file).

Fig: 1