Dit is het final report voor het vak HGP. Het heet HOTS (Hotel stimulatie game). Het is een lang verslag. We hebben er een 9,3 voor behaald. Ons hotel heette de Lelie hotel. Met zn drieën hebben we er veel tijd aan besteed. Het verslag is in het Nederlands geschreven.
,Final Report Lily Hotel & Restaurant Business analysis, Strategy and Results Year 0 – Year 3
Content
Management team ....................................................................................................................... 7
1 Business analysis & Strategy Plan General manager ............................................................... 8
1.1 General business analysis General manager Year 0 ................................................................... 8
1.1.1 Strategy General management Year 0 ........................................................................... 8
1.1.2 Results KPIs Year 0 ......................................................................................................... 10
1.1.3 SWOT current General management situation ............................................................. 12
1.2 Strategy Plan General Management Year 1 ............................................................................. 12
1.2.1 General management Strategy Year 1 .......................................................................... 12
1.2.2 Targets General management KPIs Year 1 .................................................................... 13
1.2.3 Planning of general management decisions Year 1 ..................................................... 15
2 Evaluation Year 1 General manager ..................................................................................... 18
2.1 Description Choices Year 1 and employed strategy ................................................................. 18
2.1.1 Strategy, planning and choices...................................................................................... 18
2.1.2 Problems and solutions ................................................................................................. 18
2.2 Results KPIs Year 1.................................................................................................................... 19
2.2.1 Development KPIs General manager during Year 1 ...................................................... 19
2.2.2 Comparison set targets and resulting KPIs end of Year 1 ............................................. 21
2.3 Conclusions Year 1 ................................................................................................................... 22
2.3.1 Evaluation of the implemented strategy....................................................................... 22
2.3.2 Improvements of the strategy for Year 2 and 3 ............................................................ 22
3 Results General manager Year 0 – Year 3 ............................................................................. 23
3.1 Summary results General manager Year 0 – Year 3 ................................................................. 23
3.1.1 Qualitative results ......................................................................................................... 23
3.1.2 Results KPIs .................................................................................................................... 23
3.1.3 Explanation developments results ................................................................................ 25
3.2 Evaluation General Manager strategy ..................................................................................... 25
3.2.1 Strengths and weakness in the applied General Manager strategy ............................. 25
3.2.2 General conclusions results Rooms Division ................................................................. 26
3.2.3 Advise KPIs and strategy to the General Manager manager Year 4 ............................. 26
4 Business analysis & Strategy Plan Marketing........................................................................ 27
4.1 Internal Rooms Division analysis Year 0 ................................................................................... 27
4.1.1 Strategy Marketing Year 0 ............................................................................................. 27
4.1.2 Results KPIs Year 0 ......................................................................................................... 27
4.1.3 SWOT current Marketing situation ............................................................................... 29
4.2 Strategy Plan [Department] Year 1 .......................................................................................... 30
4.2.1 Marketing Strategy Year 1 ............................................................................................. 30
4.2.2 Targets Marketing KPIs Year 1 ....................................................................................... 32
4.2.3 Planning of Marketing decisions Year 1 ........................................................................ 33
5 Evaluation Year 1 Marketing ............................................................................................... 37
5.1 Description Choices Year 1 and employed strategy ................................................................. 37
5.1.1 Strategy, planning and choices...................................................................................... 37
5.1.2 Problems and solutions ................................................................................................. 37
5.2 Results KPIs Year 1.................................................................................................................... 37
5.2.1 Development KPIs Marketing during Year 1 ................................................................. 37
5.2.2 Comparison set targets and resulting KPIs end of Year 1 ............................................. 40
5.3 Conclusions Year 1 ................................................................................................................... 41
5.3.1 Evaluation of the implemented strategy....................................................................... 41
5.3.2 Improvements of the strategy for Year 2 and 3 ............................................................ 42
6 Results Marketing Year 0 – Year 3........................................................................................ 43
6.1 Summary results Marketing Year 0 – Year 3 ............................................................................ 43
2 9-3-2021
,Final Report Lily Hotel & Restaurant Business analysis, Strategy and Results Year 0 – Year 3
6.1.1 Qualitative results ......................................................................................................... 43
6.1.2 Results KPIs .................................................................................................................... 43
6.1.3 Explanation developments results ................................................................................ 43
6.2 Evaluation Marketing strategy ................................................................................................. 45
6.2.1 Strengths and weakness in the applied Marketing strategy ......................................... 45
6.2.2 General conclusions results Rooms Division ................................................................. 45
6.2.3 Advise KPIs and strategy to the Marketing manager Year 4 ......................................... 45
7 Business analysis & Strategy Plan Financial management ..................................................... 46
7.1 Financial management analysis Year 0 .................................................................................... 46
7.1.1 Strategy Financial Management Year 0......................................................................... 46
7.1.2 Results KPIs Year 0 ......................................................................................................... 47
7.1.3 SWOT current financial mangement situation .............................................................. 48
7.2 Strategy Plan financial mangement Year 1 .............................................................................. 49
7.2.1 Financial management Strategy Year 1 ......................................................................... 49
7.2.2 Targets financial mangement KPIs Year 1 .................................................................... 50
7.2.3 Planning of financial management decisions Year 1 .................................................... 51
8 Evaluation Year 1 Financial management ............................................................................. 52
8.1 Description Choices Year 1 and employed strategy ................................................................. 52
8.1.1 Strategy, planning and choices...................................................................................... 52
8.1.1 Problems and solutions ................................................................................................. 52
8.2 Results KPIs Year 1.................................................................................................................... 52
8.2.1 Development KPIs Financial management during Year 1 ............................................. 52
8.2.1 Comparison set targets and resulting KPIs end of Year 1 ............................................. 55
8.3 Conclusions Year 1 ................................................................................................................... 56
8.3.1 Evaluation of the implemented strategy....................................................................... 56
8.3.2 Improvements of the strategy for Year 2 and 3 ............................................................ 56
9 Results Financial management Year 0 – Year 3 ..................................................................... 57
9.1 Summary results Financial management Year 0 – Year 3 ........................................................ 57
9.1.1 Qualitative results ......................................................................................................... 57
9.1.2 Results KPIs .................................................................................................................... 57
Average working capital ( Gemiddeld werkkapitaal jaar 0 tot jaar 3 ) .......................................... 57
9.1.3 Explanation developments results ................................................................................ 59
9.2 Evaluation financial manager strategy ..................................................................................... 60
9.2.1 Strengths and weakness in the applied financial manager strategy ............................. 60
9.2.1 General conclusions result financial management ....................................................... 60
9.2.2 Advise KPIs and strategy to the financial manager manager Year 4 ............................. 60
10 Business analysis & Strategy Plan Rooms Division Management ........................................... 61
10.1 Internal Rooms Division analysis Year 0 .............................................................................. 61
10.1.1 Strategy Rooms Division Management Year 0 .............................................................. 61
10.1.2 Results KPIs Year 0 ......................................................................................................... 61
10.1.3 SWOT current Rooms Division Management situation................................................. 62
10.2 Strategy Plan Rooms Division Management Year 1 ............................................................. 63
10.2.1 Rooms Division Management Strategy Year 1 .............................................................. 63
10.2.2 Targets Rooms Division Management KPIs Year 1 ........................................................ 64
10.2.3 Planning of Rooms Division Management decisions Year 1.......................................... 67
11 Evaluation Year 1 Rooms Division Management................................................................... 69
11.1 Description Choices Year 1 and employed strategy ............................................................ 69
11.1.1 Strategy, planning and choices...................................................................................... 69
11.1.2 Problems and solutions ................................................................................................. 71
11.2 Results KPIs Year 1 ............................................................................................................... 71
11.2.1 Development KPIs Rooms Division Management during Year 1 ................................... 71
11.2.2 Comparison set targets and resulting KPIs end of Year 1 ............................................. 72
3 9-3-2021
, Final Report Lily Hotel & Restaurant Business analysis, Strategy and Results Year 0 – Year 3
11.3 Conclusions Year 1 ............................................................................................................... 72
11.3.1 Evaluation of the implemented strategy....................................................................... 72
11.3.2 Improvements of the strategy for Year 2 and 3 ............................................................ 72
12 Results Rooms Division Management Year 0 – Year 3........................................................... 76
12.1 Summary results Rooms Division Management Year 0 – Year 3 ......................................... 76
12.1.1 Qualitative results ......................................................................................................... 76
12.1.2 Results KPIs .................................................................................................................... 76
12.1.3 Explanation developments results ................................................................................ 77
12.2 Evaluation Rooms Division Management strategy .............................................................. 81
12.2.1 Strengths and weakness in the applied Rooms Division Management strategy .......... 81
12.2.2 General conclusions results Rooms Division ................................................................. 82
12.2.3 Advise KPIs and strategy to the Rooms Division manager Year 4 ................................. 82
13 Business analysis & Strategy Plan Revenue management ..................................................... 83
13.1 Revenue management analysis Year 0 ................................................................................ 83
13.1.1 Strategy Revenue management Year 0 ......................................................................... 83
13.1.2 Results KPIs Year 0 ......................................................................................................... 84
13.1.3 SWOT current Revenue management situation ........................................................... 85
13.2 Strategy Plan Revenue management Year 1........................................................................ 86
13.2.1 Revenue management Strategy Year 1 ......................................................................... 86
13.2.2 Targets Revenue management KPIs Year 1 .................................................................. 87
13.2.3 Planning of Revenue management decisions Year 1.................................................... 89
14 Evaluation Year 1 Revenue management ............................................................................. 97
14.1 Description Choices Year 1 and employed strategy ............................................................ 97
14.1.1 Strategy, planning and choices...................................................................................... 97
14.1.2 Problems and solutions ................................................................................................. 98
14.2 Results KPIs Year 1 ............................................................................................................... 98
14.2.1 Development KPIs Revenue management during Year 1.............................................. 98
14.2.1 Comparison set targets and resulting KPIs end of Year 1 ........................................... 100
14.3 Conclusions Year 1 ............................................................................................................. 102
14.3.1 Evaluation of the implemented strategy..................................................................... 102
14.3.2 Improvements of the strategy for Year 2 and 3 .......................................................... 102
15 Results Revenue management Year 0 – Year 3 .................................................................... 103
15.1 Summary results Revenue management Year 0 – Year 3 .................................................. 103
15.1.1 Qualitative results ....................................................................................................... 103
15.1.2 Results KPIs .................................................................................................................. 103
15.1.3 Explanation developments results .............................................................................. 105
15.2 Evaluation Revenue manager strategy .............................................................................. 105
15.2.1 Strengths and weakness in the applied [Revenue manager] strategy ........................ 105
15.2.2 General conclusions results Rooms Division ............................................................... 105
15.2.3 Advise KPIs and strategy to the Revenue manager manager Year 4 .......................... 106
16 Business analysis & Strategy Plan Food & Beverage ............................................................ 107
16.1 Internal Food & Beverage analysis Year 0 ......................................................................... 107
16.1.1 Strategy Food & Beverage Year 0 ................................................................................ 107
16.1.2 Results KPIs Year 0 ....................................................................................................... 107
16.1.3 SWOT current Food & Beverage situation .................................................................. 109
16.2 Strategy Plan Food & Beverage Year 1 .............................................................................. 110
16.2.1 Food & Beverage Strategy Year 1 ................................................................................ 110
16.2.2 Targets F&B KPIs Year 1 ............................................................................................... 110
16.2.3 Planning of [Department] decisions Year 1 ................................................................ 112
17 Evaluation Year 1 Food & Beverage .................................................................................... 113
17.1 Description Choices Year 1 and employed strategy .......................................................... 113
17.1.1 Strategy, planning and choices.................................................................................... 113
4 9-3-2021
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