Subject Title Strategic Planning in Hospitality
Subject Code HOST304
Lecturer/ Tutor
Dr. Andrew LE
Assessment Title AT3
Assessment Task 3 – Case Study Analysis (Individual)
Course Learning
Outcomes Learning Outcome 5
Assessment Type Case Study Analysis Report
Weighting 30%
Word Limit 1500 - 2000 words
Due date
Submission type Report to Turnitin dropbox
Format/ Layout of
Assessment Business Report
Assessment instructions Prepare a written report
You will need to demonstrate research and knowledge on your chosen topic.
Referencing sources and backing up your report with examples is a requirement. You are expected to follow the APA referencing style.
Task
This is an individual assessment. You will critically evaluate a hospitality case study and propose appropriate strategies for addressing the issue/problem by application of theories and concepts studied in this course.
You will present your findings by answering the five questions in the form of a case study report.
The report might cover some (but not limited) of the following points:
Grading Criteria / Rubric Posted on Moodle.
Please double check that you have covered all areas before sharing your presentation. See Presentation rubric below.
Fail Pass Credit Distinction High Distinction
Depth and credibility of research You have not demonstrated that you have conducted enough research (eg insufficient references to credible research or peerreviewed academic literature), and/or you have relied on doubtful sources You have demonstrated that you have conducted enough research (eg based on the number of references to credible research and/or peer-reviewed academic literature), and you have relied on credible sources The depth and credibility of your research is above average (based on the number and quality of your sources) The depth and credibility of your research is very good (based on the number and quality of your sources) The depth and credibility of your research is exceptional (based on the number and quality of your sources)
Description of the issue/problem in terms of theories and concepts studied in this course Your description of the
issue/problem is inaccurate and/or demonstrates a lack of understanding of the laws, legal principles and concepts studied (eg because of incorrect use of terminology) Your description is accurate and demonstrates a satisfactory understanding of the laws, legal principles and concepts studied Your description is accurate and demonstrates an above average understanding of the laws, legal principles and concepts studied Your description is accurate and
demonstrates a very good understanding of the laws, legal principles and concepts studied Your description is accurate and demonstrates an exceptional
understanding of the laws,
legal principles and concepts studied
Coherence of analysis Your analysis is illogical and/or poorly reasoned (eg because it relies on unfounded assumptions or misunderstands the laws, legal principles and concepts applied) Your analysis is logical and well-reasoned to an above average standard Your analysis is logical and well-reasoned to a very good standard Your analysis is logical and well-reasoned to an exceptional standard
Support for findings and analysis Your findings or analysis are insufficiently supported by theory and/or evidence Your findings and analysis are supported by laws, legal principles and/or evidence Your findings and analysis are supported by laws, legal principles and/or evidence to an above average standard Your findings and analysis are supported by laws, legal principles and/or evidence to a very good standard Your findings and analysis are supported by laws, legal principles and/or evidence to an exceptional standard
Creativity Your report lacks creativity Your document is appropriately creative, whether in substance or format Your document is appropriately creative to an above average standard Your document is appropriately creative to a very good standard Your document is appropriately creative to an exceptional standard
Use of a commercially appropriate document structure
Your document is not structured in a commercially appropriate manner
(eg lacking relevant headings) Your document is well structured a commercially appropriate manner
(eg using relevant headings) Your document is well structured a commercially appropriate manner to an above average standard Your document is well structured a commercially appropriate manner to a very high standard Your document is well structured a commercially appropriate manner to an exceptional standard
Use of academically appropriate document style, writing style and referencing system You have not used an academically appropriate writing style and/or referencing system (eg you have used colloquialisms or overly formal language or failed to use the APA referencing system) You have used an academically appropriate writing style and referencing system You have used an academically appropriate writing style and referencing system to an above average standard You have used an academically appropriate writing style and referencing system to a very high standard You have used an academically appropriate writing style and referencing system to an exceptionally high standard
Effectiveness of communication Your written communication is poor Your written communication is easy to follow Your written communication is clear and succinct to an above average standard Your written communication is clear and succinct to a very high standard Your written communication is clear and succinct to an exceptionally high standard
HOST304 AT3 Case Study
Days Inn: Franchising Hospitality Assets in China
Questions (6 points each)
1. Assess the means by which strategic market entry options might be evaluated and chosen for Days Inn with regard to the Chinese market.
2. Various strategic methods are available to hotel companies expanding in China, but Days Inn has chosen franchising as its principal method. Discuss the advantages and disadvantages of franchising based on this case, both from the franchisor and franchisee viewpoint and alternatives which might have been considered.
3. From your analysis of the Days Inn case discuss the managerial implications for managers of the hotel group in China of intangibility, inseparability, perishability, heterogeneity and the capital intensity of hotels
4. From your analysis of the case present the opportunities and threats facing Days Inn in China in which full justification is provided for each point.
5. In managing strategically managers of a group such as Days Inn need to be aware of the principles and theory of strategic management, but they also need to pay attention to the distinctive characteristics of the industry and the managerial responses which are appropriate’. Discuss with reference to the case based on Days Inn expansion in China.