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

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

1.2 Evaluate the different influences affecting patterns

of demand within hospitality operations

1.3 Compare customer profiles and their differing

expectations and requirements in respect of

hospitality provision

1.4 Analyse factors affecting average spending power

in hospitality businesses

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

2.2 Analyse the features which contribute towards the

customers’ perception of products and services

2.3 Assess the opportunities and constraints affecting

product and service development within a

hospitality environment

2.4 Evaluate different merchandising opportunities for

hospitality products and services

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

3.2 Assess the factors affecting revenue generation

and profitability in hospitality operations

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

4.2 Determine the effectiveness of different quantitative

and qualitative appraisal techniques and their

application to hospitality operations

4.3 Apply approaches to business analysis, evaluation

and planning appropriate to hospitality operations,

making proposals for action.

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)

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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)

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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.

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