Case Study The LCBA Hotel is a luxury accommodation business that has various locations around the world. At your current site, management would like

Assignment Task

Case Study

The LCBA Hotel is a luxury accommodation business that has various locations around the world. At your current site, management would like to expand the operation by opening a new F&B outlet.

Enter yourself. You are a small business owner who is planning to contract out a section of The LCBA Hotel. Under the agreement, you will work closely with the hotel and its staff, report to the General Manager (GM) and work alongside other senior management staff. You will also align to the Hotel’s mission, vision, objectives, and strategies. The business will adhere to the hotel’s policies and procedures but for all intents and purposes be a separate financial and reporting entity.

The ideas for expansion include:

• Pasta bar
• Coffee bar / Cafe
• Patisserie
• A second restaurant
• Grillroom
• Specialty chocolate or dessert bar
• Other – Another option proposed by you and approved by upper management (your Lecturer)

Select one choice from the above list to complete the assessment. Your selection must continue to be used for Assessment 2 of this subject.

Refer to your Supplementary Information for specific parameters relating to this case study.

In this assessment you will focus on developing a business plan to encompass the F&B outlet. Select one choice from the above list to complete the assessment. Your business will be based in the state you are studying in, and your selection must continue to be used for all assessments in this subject.

Part A – Situational Analysis

Review and analyse the above Supplementary Information in conjunction with the LCBA Hotel’s existing business plan. Complete a situational analysis report which considers the internal and external environment including:

1. LCBA Hotel’s established plans, objectives and requirements
2. Organisational and legislative frameworks
3. Market requirements and competitors

Complete the situational analysis report via the following:

• PESTEL analysis
• SWOT analysis
• Detailed competitor information for at least 3 competitors

Your analysis is to include information on customer trends and developments, population and economic activity, sustainability requirements, legal and ethical considerations, market growth/decline information, labour force, economic and competitor activity. At least 3 points per category are required. (Some categories may not contain significant information, but this must be acknowledged). The impacts on the business must also be explained.

Part B – Business Plan Snapshot

In this section of the assessment, you will develop a snapshot of your proposed business plan based on the information researched in Part A as well as discussion and consultation with stakeholders. You will play the role of the manager and a meeting will be held with the General Manager to discuss and consult on the business proposal. Your Assessor will place you into groups to complete the meeting role-play. You will play the role of Manager who is developing the plan for the business, whist another student will play the role of General Manager who will ultimately approve the plan.

Before the meeting, complete a business ‘snapshot’ report which outlines the direction your business will take. This report must include preliminary information on:

• Product and service information
• Customer needs
• Pricing information
• Performance objectives
• Resource requirements for financial, human and physical needs
• Legal considerations including permits and licenses

Hold a meeting and present your business snapshot to the General Manager to discuss, consult and gain feedback on various considerations for your plan. This may include:

• How your business proposal aligns to The LCBA Hotel’s direction
• Performance objectives
• Market, customer and pricing requirements
• Human, physical and financial resource requirements
• Licence and permits

Your Assessor will provide additional details of how the meeting will be conducted. Ensure that you record any notes and actions that arise from the meeting in the appropriate section.

Part C – Knowledge Questions

1. Identify 3 key stakeholders of a business plan and describe their role and function

2. Outline a process for creating and monitoring business plans

3. Define the following performance measurement terms:

• Key result area (KRA)
• Key performance indicator (KPI)
• Performance objective

4. What role does customer needs play in developing business plans (50 words)?

5. What role do budgets play in the development of business plans (50 words)?

6. Explain the following terms in relation to developing business plans:

• Pre-existing plans including strategic, business and operational plans
• Business vision, mission, values and objectives
• Permits or licences that may be required for new activity

7. Provide an analysis of 3 strengths and 3 weaknesses of the LCBA’s Hotel business plan that is listed in the Case Study Information in this assessment brief (300 words). In your analysis consider aspects such as:

• Why is it important?
• How does it impact on the LCBA’s business?
• Are there any risks or repercussions?
• Does LCBA need to make any changes or adjustments?