Subject Code and Title :- CHM601BM Contemporary Hotel Marketing
Assessment :- Market Research Report
Individual/Group :- Individual
Length :- 1,500 words (+/- 10%)
Weighting :- 30%
Assessment Task :-
Research the current business environment and critically analyse the macro environ mental factors which may influence the Australian hospitality industry. Then discuss their application to hotel marketing planning. Please refer to the Instructions for details on how to complete this task.
CHM601BM Contemporary Hotel Marketing Assignment
Context :-
This assessment aims to develop the skills required to investigate and critically analyse the trends factors and current business environment that may influence marketing planning in hotel organisations by focusing on the research analysis and planning phases of marketing management.
Upon successful completion of this assessment you would have established the foundations required to inform future marketing plans. Please note that this assessment does not require you to create a marketing plan.
Instructions :-
To complete this assessment, you are required to select an existing four or five star hotel located in Australia to serve as your case hotel. You will need to undertake secondary research in order to investigate and critically analyse the current business environment in which your chosen hotel operates. You are required to write a report based on independent research while engaging with the relevant concepts theories and models addressed in the course material. You are not required to conduct any primary research for this assessment.
CHM601BM Contemporary Hotel Marketing Assignment
You are expected at a minimum to use the PESTLE frame work Political Economic Socio Cultural Technological Legal and Environmental Ecological to identify the macro environmental factors and discuss indicators relevant to the case hotel. To present a thorough but concise analysis it is recommended that you select only one or two indicators for each PESTLE factor to discuss. Attempting to discuss all potential indicators with in a limited word count will be counter-productive.
Relevant market and consumer intelligence should be identified and interpreted in a meaningful way in order for the hotel to plan its marketing efforts strategically and effectively.
You are also required to conduct a Competitor Set CompSet analysis to identify, present and justify a chosen set of four (4) direct hotel competitors in tabular form.
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