CHM601 Individual Assessment 1 Market Research Due Week 5 Page 1 of 7 ASSESSMENT 1Subject Code and TitleCHM601 Contemporary Hotel MarketingAssessmentMarket ResearchIndividual/GroupIndividualLength2,500 words (+/- 10%)Learning OutcomesThe Subject Learning Outcomes demonstrated by successfulcompletion of the task below include:a. Explain the rationale and process of developing a marketingstrategy.b. Analyse and evaluate market opportunities and trends.c. Locate, appraise and interpret market and consumer intelligence.e. Develop a set of criteria to continuously monitor marketingopportunities, to measure marketing success and to determinestrategic adjustments in accordance with organisationalobjective.f. Formulate a set of key performance indicators to measure thesuccess of a marketing plan and prioritise the marketing activities.SubmissionWeek 5 – Sunday at 11:55pm (AEST/AEDT/ACST/ACDT)Weighting30%Total Marks100 marks Task SummaryYou are working in a CBD 4- or 5-star hotel in the City of your campus. Town HallSydneyFlinders StreetMelbourneWakefieldAdelaide ScenarioThe long-term General Manager (GM) has retired and been replaced last minute, by a senior executivefrom your Tokyo sister property.CHM601 Individual Assessment 1 Market Research Due Week 5 Page 2 of 7ContextThe assessment has been prescribed to develop the students’ ability to identify and evaluate factorsthat can affect marketing planning and business operations.Please also note additional articles relevant to this Assessment will be posted under Assessments onBlackboard and in class discussions will assist students to develop the key information required forthis submission.The following should assist your understanding of Assessment requirements.TaskYou have been assigned the task of preparing a Briefing Report for your new General Manager (GM)addressing the business’s macro environmental elements. These comprise 8 elements:o Political & Legalo Economico Social & Culturalo Technologyo Environmentalo Competitive Analysiso Commercial Partnerso Market & Consumer Trends.What is a Briefing ReportA briefing paper outlines a particular topic (in this case, the macro environmental factors for yourhotel). The purpose of your report is to brief your new GM, to bring the key issues to your GM’sattention and alerting him/her as to what they need to know about the environment in which yourbusiness operates. In this case the unique characteristics of operating in your City.A persuasive an effective briefing paper is concise, well-organized and covers the most important andrelevant facts.Remember all reports are written for a purpose. So clearly state the purpose of your Report in theintroduction. You have 8 elements to research and consider in preparing this report and you need toshow you know where to go to determine this market intelligence, while being clear and succinct inyour writing.CHM601 Individual Assessment 1 Market Research Due Week 5 Page 3 of 7Macro environmental Factors to be addressed in thisBriefing Report:o Political & Legal – visas, taxes, governmentsupport for tourism.o Economic – interest rates, CPI, exchange rates.o Social & Cultural – lifestyles, cultural diversityo Technology – new technologies affecting businessmarketing and operations.o Environmental – Importance of sustainabilityinitiatives in your city and your customers.o Competitive Analysis – number of rooms in theCBD. Range of accommodation and new builds.o Commercial Partners – organisations or brandsthat you can work with in your marketingendeavours.o Market & Consumer Research -who is visiting your city?where are the travellers coming from? What do arrival statistics look like?Task InstructionsPlease review the Suggested Report Format presented after the marking rubrics in this AssessmentBrief. It will assist you to get started with this Assessment.1. Your submission needs to be ‘business ready’ i.e. professional enough to hand to your GM.2. Watch word count, be clear and succinct.3. Consider the task from the perspective of what your GM need to know. This is normally aprocess of identifying the opportunities or threats to operations within your location.4. You have been provided with a list of suggested subscriptions, weekly academic text and arange of articles you need to read, research and interpret the key information for your GM’sbetter understanding of the local business environment.5. Use headings, subheadings and diagrams, infographics and charts to support yourevidence/discussion. Cite sources and remember to interpret information you present.6. Do not use dated information it needs to be current. You are doing an environmental analysisfor this month and this year.Submission InstructionsTo be submitted on Blackboard under Assessment on Due date via the link provided.Before Submitting.o Please see marking rubrics and make sure you have not omitted any elements that will gainyou marks.o Please re read and check that sentence structure makes sense, that grammar is correct, wordchoices are accurate, and opinions expressed are supported by valid sources.o Resources available to you include articles and chapters posted to or linked on Blackboard.o Tutorials/Workshops will include discussion of this Assessment in particular Weeks 2, 3 & 4will be important in assisting you to develop your submission.Source: P.Rix, McGraw HillCHM601 Individual Assessment 1 Market Research Due Week 5 Page 4 of 7o Ask questions in class as this assists all students participating in CHM601 and use classmessaging to clarify any issues or question you may have.o Word Count: please observe word count limits as potential penalties apply for significantlyexceeding limit.o The assessment requires the student to read broadly and to be abreast of current issues usingvarious sources of marketing intelligence. Undertake independent research.o Students should read chapters from assigned text and search out additional academic text toexplain the role of situation analysis in marketing planning.o Give evidence of understanding the various sources of marketing information available todetermine trends. Use the subscriptions and recommended reading sites.o Suggested structure/format for this report is provided within this Assessment Brief.o Report to be typed 1.5 spacing and formatted following the Assessment Structure usingheadings and subheadings – referencing the Style Guide and uploaded to Blackboard on timeof the due date, in electronic form as a word-processed file.o Number your pages.o Students must refer, in text, to a minimum of 12 academic and professional articles, plusothers as required, in order to show competency in the assessment. All referencing must bein accordance with APA 7th Edition Referencing and Academic Writing Guide.o A school assessment cover sheet to be attached with your paper.Referencing1. It is essential that you use appropriate APA style for citing and referencing research. Pleasesee more information on referencing here in the Academic Writing Guide found via theAcademic Skills website.2. In preparing this report your referencing should be broader than just academic texts andshould include: government and official sources such as Australian Bureau of Statistics, localcouncils, Tourism Australia, Research organisation reports, Consumer and trade media – printand electronic.3. APA 7th Ed. Referencing Guide https://library.torrens.edu.au/ld.php?content_id=491803734. Referencing Tool https://library.torrens.edu.au/academicskills/apa/toolAcademic IntegrityBy attempting this assessment, you agree to adhere to the full policies and procedures on AcademicIntegrity prior to, during and following this assessment.Work presented for this Assessment can be applied to later Assessments for this subject withoutpenalty. However:• Do not simply cut and paste. Paraphrasing is necessary.• Diagrams, graphs and visuals can be directly converted from external sources and applied andcited in your submission.All students are responsible for ensuring that all work submitted is their own and is appropriatelyreferenced and academically written according to the Academic Writing Guide. Students also need tohave read and be aware of Torrens University Australia Academic Integrity Policy and Procedure andsubsequent penalties for academic misconduct. These are viewable online.Students also must keep a copy of all submitted material and any assessment drafts.CHM601 Individual Assessment 1 Market Research Due Week 5 Page 5 of 7Learning Rubric Assessment CriteriaFail(Unacceptable)0-49%Pass(Functional)50-64%Credit(Proficient)65-74%Distinction(Advanced)75 -84%High Distinction(Exceptional)85-100%CommunicationQuality of introductionand conclusion15%Insufficient introduction &conclusionSatisfactory introduction &conclusion.Good introduction &conclusionSuperior introduction & conclusionExcellent introduction &conclusionSituation Analysis andapplication addressesall elements required25%Poor understanding of therole of situational analysis.Limited synthesis and analysisDemonstrates limitedawareness of context and/orpurpose of the assignmentDemonstrates consistentawareness of contextand/or purpose of theassignment. Demonstrates acapacity to explain andapply relevant concepts.Demonstrates an advanced andintegrated understanding ofcontext and/or purpose of theassignment. Demonstrates acapacity to explain and applyrelevant concepts.Consistently demonstrates asystematic and criticalunderstanding of context andpurpose of the assignment.Identified criticalinformation andpresented effectiveoverview30%Limited or no discussion ofappropriate environmentalfactors and their impacts onthe marketing process.Adequate discussion ofappropriate environmentalfactors and their impacts on themarketing process.Good discussion ofappropriate environmentalfactors and their impacts onthe marketing process.Superior discussion of appropriateenvironmental factors and theirimpacts on the marketingprocess.Excellent discussion ofappropriate environmental factorsand their impacts on themarketing process.Researched appropriatesources of information15%Limited evidence of readingand referencing to supportreport. Information presentedunsubstantiated. Inconsistentuse of good quality, credibleand relevant resources tosupport.Satisfactory evidence of readingand referencing. Literature ispresented uncritically.Demonstrates use of credibleand relevant resources tosupport and develop report.Good evidence of reading andreferencing.Supports personal opinionand informationsubstantiated by evidencefrom the research/coursematerials.Superior evidence of reading andreferencing. Discriminatesbetween assertion of personalopinion and informationsubstantiated by robust evidencefrom the research/coursematerials and extended reading.Systematically discriminatesinformation which issubstantiated by robust evidencefrom the research/coursematerials and extended reading.Information is taken from sourceswith a high level of interpretationto develop a comprehensivecritical analysis. CHM601 Individual Assessment 1 Market Research Due Week 5 Page 6 of 7 Effective clearCommunicationBusiness ReadyGrammarHeadings and subheadingsSpelling & word choicesReferencing15%Difficult to understand foraudience, no logical/clearstructure, poor flow of ideas,argument lacks supportingevidence. Audience cannotfollow the line of reasoning.Poor structure and clarity ofexpression. Requiresassistance.Information, arguments andevidence are presented in a waythat is not always clear andlogical. Line of reasoning isoften difficult to follow.Satisfactory standard ofwriting, presentation andstructure.Information and evidenceare well presented, mostlyclear flow of ideas. Line ofreasoning is easy to follow.Good standard of writing,presentation and structure.Information and evidence are verywell presented; the presentationis logical, clear and wellsupported by evidence. Superiorstandard of writing presentationand structure.Expertly presented; thepresentation is logical, persuasive,and well supported by evidence,demonstrating a clear flow ofideas. Excellent standard ofwriting, presentation & structure. SUGGESTED REPORT STRUCTURERemember all reports are written for a purpose. So clearly state the purpose of your Report in the introduction. You have 8 elements to researchand consider in preparing this report and you need to show you know where to go to determine accurate and specific marketing intelligence.Format and content of this report should be as follows:o BMIHS Cover pageo Introductiono The introduction should state the purpose of your report (to brief management on the business environment for your hotel). Youshould foreshadow the elements you are about to cover in your report and state why a situation analysis is important to businessand marketing planning.o External Environmento Environmental Scanning (situation analysis) is about maintaining a watching brief on factors that may be issues that lay outside of theorganisations direct control however, you need to be aware of them and the potential impacts. The opportunities or threats to yourbusiness.o Political & Legal visas, taxes, government support for tourismo Economic – interest rates, CPI, exchange rateso Social & Cultural – lifestyles, cultural diversityCHM601 Individual Assessment 1 Market Research Due Week 5 Page 7 of 7o Technology- new technologies affecting business and marketing.o Environmental – more attention is being paid to environmental issues-efficient use of resources, energy management or pollution control;can have a direct impact on the organisations bottom-line and its reputation.o Competitive Analysis – How many rooms are available in your city, how many of a similar grading? Is there any direct or indirectcompetition e.g. AirBnb, what is average occupancy across the city? What is the present state of the hospitality industry in your city? Arethere any new properties under construction?o Commercial Partners – brands or organisations you could work with in your marketing efforts. suppliers and distributors of the business –things like additional government funding for say Tourism Australia or Destination NSW or Tourism Victoria may result in more funds forcooperative campaigns.o Market & Consumer Research – market segmentation- what visitor segments are visiting your city– where are the travellers coming from?What do arrival statistics look like? What new products or experiences are emerging in the destination and what are the key marketsegments you are focusing on and what do you know about them.o Conclusion- summary of key information presented in your report.o References
