Hospitality Operations Management

February 23, 2016

Hospitality Operations Management

Level 5 (15 credits)
Student Name Assessor Internal Verifier
V. Gowrea J. Dowlen
Date issued Formative Submission Date Final Submission Date
3rd February 2016 13th March 2016 13th May 2016
Assignment title Investigation of a Hospitality Operation
Learning Outcome Assessment
Criteria
In this assignment you will have the opportunity
to present evidence that shows you are able to:
Task
no
Evidence
(Page no)
LO1 The learner will
understand the
operational and
economic
characteristics of
hospitality operations
1.1 Analyse the nature of different hospitality products
and service areas
1b
1.2 Evaluate the different influences affecting patterns
of demand within hospitality operations
1c
1.3 Compare customer profiles and their differing
expectations and requirements in respect of
hospitality provision
1d
1.4 Analyse factors affecting average spending power
in hospitality businesses
1e
LO2 The learner will
understand product
development within
hospitality
environments
2.1 Evaluate the key stages in product and service
development applied within a hospitality operation
1f
2.2 Analyse the features which contribute towards the
customers’ perception of products and services
1g
2.3 Assess the opportunities and constraints affecting
product and service development within a
hospitality environment
1h
1i
2.4 Evaluate different merchandising opportunities for
hospitality products and services
1j
LO3 The learner will
understand pricing
and profitability
concepts within
hospitality operations
3.1 Evaluate different methods of pricing taking into
account additional pricing considerations
1k
3.2 Assess the factors affecting revenue generation
and profitability in hospitality operations
1l
1m
LO4 The learner will
be able to use
appraisal techniques
to analyse and
improve operational
performance
4.1 Apply different performance measures and
appraisal techniques to individual aspects of
hospitality operations, the product and the whole
operation
2q
2r
4.2 Determine the effectiveness of different quantitative
and qualitative appraisal techniques and their
application to hospitality operations
2s
4.3 Apply approaches to business analysis, evaluation
and planning appropriate to hospitality operations,
making proposals for action.
2t
2u
Learner declaration
I certify that the work submitted for this assignment is my own and research sources are fully acknowledged.
Student signature: Date:
Assignment Spring 2016: HNHM 112 Hospitality Operations Management (Assessor: V. Gowrea)
Page 2 of 7
In addition to the above Pass Criteria, this assignment gives you opportunity to submit evidence in order to achieve the
following MERIT and DISTINCTION grades
Grade Descriptor Indicative characteristic/s Contextualisation
M1 Identify and apply
strategies to find appropriate
solutions
Effective judgements have been
made.
To achieve M1:
Analyses of the hospitality operation consider a range of
relevant, inter-related factors and evaluations reach sound
conclusions, based on reasoned judgements.
Recommendations for the restaurant are based on sound
evaluations and apply lessons learnt from conclusions.
There is thoughtful self-evaluation demonstrating useful
learning has taken place throughout the assignment.
(Tasks 1 & 2)
M2 Select / design and apply
appropriate methods /
techniques
A range of methods and
techniques have been applied.
To achieve M2:
Appropriate quantitative and qualitative analysis techniques
have been used and are evaluated.
Analyses and evaluations are based on appropriate secondary
and primary research of the hospitality operations.
(Tasks 1 & 2)
M3 Present and communicate
appropriate findings
The appropriate structure and
approach has been used.
To achieve M3:
The written assignment is in an appropriate academic report
format, i.e. in impersonal academic language and well
structured, with contents page, introduction and conclusion.
The work is neatly and professionally presented, maintaining
the highest academic and professional standard. The work
has been checked for spelling errors and technical language is
accurately used.
The oral presentation is well structured and logically
presented. PowerPoint is well used to aid your presentation.
A range of sources of information is used. This is shown by
clear on-page citations and a bibliography, in the Harvard
format, of at least ten sources for the whole assignment.
All tasks are submitted on time.
(Tasks 1 & 2)
Assignment Spring 2016: HNHM 112 Hospitality Operations Management (Assessor: V. Gowrea)
Page 3 of 7
In addition to the above Pass Criteria, this assignment gives you opportunity to submit evidence in order to achieve the
following MERIT and DISTINCTION grades
Grade Descriptor Indicative characteristic/s Contextualisation
D1 Use critical reflection to
evaluate own work and justify
valid conclusion
Conclusions have been arrived at
through synthesis of ideas and
have been justified.
To achieve D1:
Conclusions for the report and presentation are summative,
well justified, come directly from the student’s analysis and
include critical evaluation. Well justified points are made in the
in-depth analyses of hospitality operations.
(Tasks 1 & 2)
D2 Take responsibility for
managing and organising
activities
Activities have been managed.
To achieve D2:
The student has demonstrated an effective approach to
independent research and study throughout this hospitality
operations management assignment, so ideas in the report
and the presentation are well-developed, clear and logical,
demonstrating independent thinking.
The whole assignment has been well managed and completed
to a high standard. The bibliography demonstrates research
using high quality information sources. The student has
regularly attended (80%) and contributed to class sessions.
(Tasks 1 & 2)
D3 Demonstrate convergent /
lateral / creative thinking
Innovative and creative thought
have been applied
To achieve D3:
Evaluations of hospitality operations issues demonstrate indepth critical thinking throughout the assignment. Ideas in the
report and presentation are well-developed, clear and logical,
demonstrating independent thinking. Ideas for improving the
business demonstrate imaginative and creative thinking. The
originality of the student’s work will be evident.
The self-evaluation shows the student’s ability to deeply reflect
upon their learning experience by identifying strengths and
areas for improvement in relation to the Hospitality Operations
Management unit.
(Tasks 1 & 2)

Assignment Spring 2016: HNHM 112 Hospitality Operations Management (Assessor: V. Gowrea)
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Assignment Brief
Purpose of the assignment
The purpose of this assignment is for you to build on your knowledge of hospitality operations
gained in other hospitality management units. It should analyse a wide range of operational and
economic characteristics, including customer profiles and patterns of demand, consider product
development and the opportunities and constraints that affect such development, assess a range
of pricing and profitability strategies and use appraisal techniques to help you understand how
different aspects of hospitality operations management inter-relate with one another. You will
need to carry out your own research for this assignment using a range of sources, which may
include your personal experience of working in a hospitality business.
Evidence Required
Task 1 – Individual written report
Task 2 – Group oral presentation with Power Point slides. You need to submit one copy per
group of your PowerPoint slides, any notes & handouts, a bibliography in the Harvard Referencing
Format and self-evaluation of your approach to this assignment. Students aiming for a distinction
should also provide evidence of your plan for carrying out and completing the work, to
demonstrate good planning, organisation and management of the investigation.
Scenario
Imagine that you are working for an owner-managed restaurant that has become very successful
and that, as a result, the owner is considering opening another restaurant near where you live.
The owner has asked you to carry out research which will help to inform future management and
operational decision making of the business.
You may select any type of restaurant for this case study, but your choice is most likely to be
informed by your industry experience, career plans and personal preferences.
Task 1: Feasibility Report
(LO 1, LO2, LO3: 1.1, 1.2, 1.3, 1.4, 2.1, 2.2, 2.3, 2.4, 3.1, 3.2 and M1, M2, M3, D1, D2 & D3)
The owner has asked you to produce a partial feasibility report of your analysis of characteristics
of the current business and its potential future development.
The findings from task 1 should be submitted in a written report with an introduction at the
beginning and a conclusion at the end. The suggested word length for this report is 2,500 – 3,500
words, excluding any appendices. Include a bibliography of all sources used in the Harvard
Referencing Format, showing use of at least ten sources. Excellent bibliographies show use of
high quality valid sources, e.g. academic journals. Make sure you write your name on your report
and number all the pages.
The analytical report should be structured as follows:
a. Introduction, which includes a short description of the case study restaurant and a brief
explanation of how you carried out your research.
b. Analysis of existing restaurants in the proposed area including their products and services,
main customers and marketing and sales methods used. A merit level analysis will explore
inter-relationships between these different aspects of the restaurant operations. Distinction
level in-depth analyses clearly identify the main competitors to the proposed restaurant.
c. Evaluation of major influences on patterns of demand in the area, e.g. hours, seasonality,
socio-cultural influences, economic influences, local trends, and elasticity of demand. A merit
level evaluation is based on appropriate primary and secondary research.
Assignment Spring 2016: HNHM 112 Hospitality Operations Management (Assessor: V. Gowrea)
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d. Comparison of potential customer profiles / market segments for the proposed restaurant,
including expectations and requirements of different customers and factors affecting customer
perceptions. A distinction level evaluation will conclude with a justified recommendation for the
market segment(s) for the proposed restaurant.
e. Analysis of factors affecting potential average spend in the proposed restaurant. A merit level
analysis is based on appropriate primary and secondary research.
f. Evaluation of the key stages that will be needed to develop the new restaurant, such as market
research, idea evaluation, concept development and marketing objectives.
g. Analysis of features which may contribute to the customers’ perceptions of the new restaurant.
This could include: design, image, type of food, type of menu, food production methods, and
style of service. A merit level analysis shows that the relationship between a range of
variables has been explored. A distinction level evaluation will conclude with good justification
of the choice of concept.
h. Assessment of possible opportunities for the new restaurant, e.g. brand image, menu
possibilities, service styles, etc. Merit level assessments are based on reasoned judgements.
i. Assessment of possible constraints limiting the development of the concept. This should
include: location (e.g. availability, relative cost of different types of location), space and layout
(e.g. how this may limit production, service, materials handling and storage), staffing (e.g.
availability, skill level, management, and training), finance (start-up capital and running costs),
and legislation (food hygiene, allergens, health and safety, disability discrimination, etc). A
merit level assessment shows that effective judgements have been made and uses technical
terms correctly. A distinction level evaluation is thorough, uses valid criteria and includes
discussion of realistic possible approaches to overcoming these constraints.
j. Evaluation of possible marketing objectives (e.g. creating customer awareness, developing
image, increasing sales, promoting loyalty) and methods for marketing and advertising the
concept, which must include merchandising opportunities. A distinction level evaluation shows
imaginative thinking.
k. Evaluation of different methods of pricing that could be used in the new restaurant. A merit
level evaluation will conclude with a recommendation for the most appropriate pricing method
for the case study business.
l. Assessment of two factors that could affect revenue in the new restaurant, e.g. sales mix,
number of customers and average spend.
m. Assessment of at least three factors that could affect profitability in the new restaurant, e.g.
cost control, portion control, staffing levels, perishability, quality standards, patterns of
demand. A distinction level assessment considers the relative importance of these factors.
n. Conclusion which brings together all that has been learnt from the study. A merit level
conclusion recognises how different factors may affect each other. A distinction level
conclusion also proposes recommendations based on realistic assessment of all data.
o. Self-evaluation of what you have learnt from researching for and writing this assignment,
considering both positive aspects and areas for improvement. A merit level self-evaluation
includes a justified explanation of the grade you are aiming for, whilst a distinction level
evaluation is in-depth and well justified.
For M1 analyses consider a range of relevant, inter-related factors and evaluations reach sound
conclusions, based on reasoned judgements
For M2 there is quantitative and qualitative analysis based on secondary and primary research
For M3 the report is well structured, in an appropriate academic format, with citations and a
bibliography in the Harvard referencing format and it has been checked for spelling errors.
For D1 conclusions are evaluative and come directly from your own critical in-depth analysis.
For D2 the whole report has been completed to a high standard, using high-quality sources.
For D3 there is in-depth, critical, imaginative and creative thinking.
Assignment Spring 2016: HNHM 112 Hospitality Operations Management (Assessor: V. Gowrea)
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Task 2: Hospitality Operation Appraisal – Oral Presentation
(LO 4: 4.1, 4.2, 4.3 and M1, M2, M3, D1, D2, D3)
It is now over a year later. The new restaurant has been developed, opened and operating for
about a year. However, it has not been as profitable and generally successful as forecast, so the
owner has asked you to carry out an appraisal of another business to help provide ideas for
improvement.
You should work in twos or threes for task 2. You will need to select a hospitality business to
appraise for presentation, either the place of employment of one of the team members or another
hospitality business for which you can obtain sufficient data for analysis. All team members must
make significant contributions to the preparation and delivery of the oral presentation. This
presentation should be illustrated by PowerPoint slides.
Give a 15 minute oral presentation on the specified date. This presentation should be illustrated
by PowerPoint slides. It should include:
p. Introduction, which includes a brief description of the business being appraised and an
explanation of how you selected your case study business and carried out the appraisal.
q. Application of performance measures to the case study business. This will first involve
appraisal of financial data using at least two financial measurement techniques, such as:
 variance analysis (comparing revenue and costs with budget);
 sales mix analysis;
 cost ratios analysis;
 gross, operating and net profit percentages.
A merit level appraisal uses appropriate quantitative data analysis techniques and allows for
the effect of price changes and inflation when comparing data over time. A distinction level indepth appraisal analyses relationships between

different sets of data.
r. Appraisal of the product and the quality of the whole hospitality operation.
A merit level appraisal uses appropriate qualitative and quantitative data analysis techniques.
A distinction level in-depth appraisal analyses relationships between different sets of data.
s. Determination or consideration of the effectiveness of the quantitative and qualitative analysis
techniques used. A merit level consideration should include their advantages, disadvantages,
limitations and their relevance to the case study business. A distinction level in-depth
evaluation of analysis techniques shows that effective critical thinking has taken place.
t. Conclusion which shows application of approaches to business analysis and summarises the
results of the appraisal. A merit level conclusion clearly follows on from the data. Distinction
level conclusions show original thinking and are well-justified
u. Recommendations on proposals for action which include an assessment of future business
requirements and plans for potential improvement. Merit level recommendations apply
lessons learnt from the appraisal. Distinction level realistic proposals demonstrate that
innovative and creative thinking have taken place to help solve the problems identified in the
business appraisal.
For M1 analyses of the hospitality operation consider a range of relevant, inter-related factors and
evaluations reach sound conclusions, based on reasoned judgements.
For M2 there is quantitative and qualitative analysis of the hospitality operation.
For M3 the oral presentation is well structured, logically presented with good PowerPoint slides
For D1 conclusions are evaluative and come directly from your own critical in-depth analysis.
For D2 the presentation is of a high standard, logical and showing in-depth thinking.
For D3 evaluations of hospitality operations demonstrate in-depth critical thinking
Assignment Spring 2016: HNHM 112 Hospitality Operations Management (Assessor: V. Gowrea)
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Guidelines for assignment submission
The assignment has TWO TASKS. Please read BOTH TASKS carefully.
Each task has its own submission date. Please submit all assignment tasks ON TIME.
The final submission should include all Word tasks together in ONE document.
Group PowerPoint presentations should be submitted by one member of the group only in
the separate submission slot. This is to avoid them showing as plagiarised.
All tasks MUST be submitted on time to be considered for a MERIT grade.
The attendance percentage and participation in class tutorials will contribute towards the
achievement of DISTINCTION grade.
All assignments will be subject to PLAGIARISM checks. PLAGIARISM is a serious
academic offence and will automatically lead to ACADEMIC MISCONDUCT
PROCEDURES. In the event of COLLUSION (similar/identical submissions) please note
that both students will automatically be subject to ACADEMIC MISCONDUCT
PROCEDURES.
When IPADS/TABLETS/MACS are used please make sure documents are saved as .doc.
Otherwise the submission will not be valid and may not be marked.
Writing Guidelines
Your evidence for assessment must be handed in with a signed learner declaration.
Make sure that all required Learning Outcomes and Assessment Criteria are covered in
the assignment. You must hand in individual work for assessment for all tasks.
Written reports must be word-processed report and should use Times New Roman / Arial
font and font size 12. Use 1.0 or 1.5 line spacing. Please ensure that all pages of your
report are numbered and identify your name, ID number and unit number.
You should use your own words and ideas as much as possible. There must be no
plagiarism (see above for consequences)
You must include a BIBLIOGRAPHY of all sources used for the whole assignment, such
as books journals, websites, class handouts, etc. The bibliography should be in the
Harvard referencing format and show use of a wide range of sources of up-to-date
relevant material. (See the college guidelines for how to reference correctly).
Ensure that citations, referencing and bibliography fully acknowledge all sources. All
ideas, quotes, tables, pictures, diagrams, etc. from books, journals or the Internet must be
identified and clearly cited on the same page.
Wikipedia and similar sources must not be used as an academic reference.
Glossary
Analyse: Break an issue into its constituent parts, considering the relative significance of each. Look
in depth at each part using supporting arguments and evidence for and against. You need to explore
relationships in depth rather than make judgements.
Assess: Weigh up the positive and negative aspects of something. Alternatively, explore the
important and unimportant aspects of an argument. Finish with a final balanced conclusion.
Compare: Discuss things in relation to each other, bringing out similarities and differences.
Evaluate: Weigh up strengths and weaknesses, drawing on evidence from relevant research and
finishing with a justified conclusion.
Justify: Provide arguments, preferably based on relevant research, in support of a particular
interpretation, perspective or idea. Give reasons for conclusions, taking account of different points of
view and drawing on evidence from relevant research and experience.