CHM601BM Contemporary Hotel Marketing Assignment 1

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 environmental 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 1

Learning Outcomes :-

The Subject Learning Outcomes demonstrated by successful completion of the task below include:
a) Explain the rationale and process of developing a marketing strategy.
b) Analyse and evaluate market opportunities and trends.
c) Locate appraise and interpret market and consumer intelligence.

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.

CHM601BM Contemporary Hotel Marketing Assignment

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 framework 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 within 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.

CHM601BM Contemporary Hotel Marketing Assignment

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.

Structure Guideline:
1. Individual Assignment Cover Sheet
2. Introduction
I. Aims/Objectives
II. The significance of market research in marketing management within the hotel sector
III. Methodology
3. Findings
I. Overview and analysis of the macro environment. An overview of each of the PESTLE factors and discussion of one or two relevant indicators for each factor which are critical for the hotel to be aware of (1,000 words approximately)
II. Market and consumer research should draw on data relevant to the context and current year to support your analysis
III. Competitive set analysis (this is best presented as a short discussion of the competitive landscape in the main body of the report along with your ‘Competitive Set’ table presented in the appendices)
4. Conclusion
5. Reference List (you must refer to a minimum of three (3) academic and three (3) credible professional/trade publications)
6. Appendix or Appendices