University : Sunway University UniLearnO is not sponsored or endorsed by this college or university.
Subject Code : MGT3134
Country : Malaysia
Assignment Task

Individual Assessment Instruction: 
1. There are TWO (2) case studies in this assessment. 
2. You must attempt all case study questions, ensure that all relevant areas of tasks are addressed, failure to submit any part of the assignment may earn a FAIL grade.
3. Answer the case study questions in the ANSWER FILE provided (word document). 
4. It is your responsibility to ensure that you do NOT copy and paste online information / journal / article that would deceitfully or improperly help you to complete the assessment. 
5. Your report will be assessed for similarity. Any work that has a similarity of above THIRTY percent (30%) will be penalized accordingly. Any single source with a similarity index of FIFTEEN percent (15%) or more will be penalized accordingly.  
6. You have one week to complete this individual assessment and It is your responsibility to ensure that you MEET the deadline set for this assessment. 

Individual Assessment Submission:

1. Once you completed the answer, rename the answer file (NAME, ID NO).
2. You MUST submit your answer by upload the answer file (.doc or .docx format) in the eLearn platform provided (FINAL ASSESSMENT) 
3.  Please call via Microsoft Team or email to Ms Rita (rital@sunway.edu.my) should you have difficulties in uploading your file. You must do this immediately upon facing the difficultly. Unreasonable delays in contacting the lecturer will not be entertained. 
CASE STUDY 1: Maison Hotel – Room Revenue

Maison Hotel is located at Kuala Lumpur city, surrounded by major shopping complex, tourist attraction and competitor hotels ranging from limited service to full service. Maison Hotel has been established for more than 6 years, mainly targeting at both local and international leisure travellers. 

The options available are as follows:

Option 1: 
Continue the current promotion - sell 3240 rooms on the hotel’s website at rate of RM 298 / night (room and breakfast set for 2) – guarantee booking with cancellation policy.

Option 2: 
Placing the 3240 rooms on the hotel’s web site with 20% discount off from the hotel’s rack rate RM 360 / night for room only – guarantee booking with cancellation policy. 

Option 3: 
Hotels.com, a third-party merchant operator is willing to buy 2500 rooms for RM 240 / night (room only) and Maison hotel will sell the remaining 740 rooms via the hotel’s website based on current promotion rate of RM 298 / night (room and breakfast set for two).
Additional information to consider is as follows:
1. Cancellation policy – Any cancellation received within 3 days prior to arrival date will incur the first night’s charge. If guest fail to arrive or cancel the booking, no refund will be given. 
2. Cost based on Deluxe Single room rack rate (35% room cost, 5% breakfast cost, 4% labour cost and 2% additional cost)
3. Additional set breakfast is RM 18++ per pax.

Given the information above, you are required to assist the Revenue Manager to choose ONE best option that can be used for the hotel to achieve the occupancy for December 2020. answer the following details: 

1. Calculate the performance from each option for December 2020. Your calculation should include the following:
I. Revenue estimation from each option (revenue, cost and profit) 
II. REVPAR from each option

2. Determine ONE of the best revenue optimisation option for Maison hotel. Justify your answer.                                  

END OF CASE STUDY 1
CASE STUDY 2: Charcoal Bar-B-Q restaurant – Food and Beverage Revenue

Billy operates Charcoal Bar-B-Q restaurant located at Kuala Lumpur city, a restaurant specializing in Korean BBQ buffet offering a variety of marinate and Korean side dishes. Charcoal BBQ restaurant has been established for more than 2 years mainly for family and leisure diners with a capacity of 106 seats. 

Additional information as follows:
• All you can eat concept
• Each buffet session is for 2 hours only 
• No take away allowed
• Additional food waste of more than 1 Kg will be charged RM 10 per customer.

Due to the current pandemic situation, the restaurant has to engage in new business SOPs, such as reducing the seating capacity from 106 Pax to 85 Pax in compliance with the 1-metre social distance between customers. Restaurant sales have also been affected. Billy and marketing team came up with a special buffet promotion to pick up the business, aimed at increasing restaurant sales at an attractive price and to retain some of the current customers of the restaurant.   
Promotion details: 
1. The promotion applies to buffet dinners only from Thursday to Sunday (5.00 pm – 11.00pm) at the rate of RM 37 net for adults and RM 16 nett for kids.
2. Billy has targeted to achieve 50 per cent sales from Adult market and 15 per cent sales from kids’ market from this promotion, based on three times turn over operation from 5.00 pm – 11.00pm. 
3. The promotion applies only to the paid advance with the date and time of the dinner reservation. If guest fails to arrive or cancel the booking, no refund will be granted. 
4. Additional cost to be considered base on the adult promotional price of RM 37 Nett (24 per cent food cost, 3 per cent beverage cost, 3 per cent labour cost and 5 per cent additional costs) 

He plans to introduce this promotion on December 2020. If the respond is good he will then continue the promotion till next year 2021. 

Answer the following details: 

1. Calculate the revenue estimation for December 2020, if Billy implement this promotion. Calculation should present total inventory, revenue, cost and profit information, based on the promotion strategy.                    

2. Propose ONE (1)additional revenue strategy that you think Billy can implement to assist on the revenue optimisation for the Charcoal Bar-B-Q restaurant. Justify your propose strategy.                                

3. Discuss THREE (3) tactical revenue data required by Billy in order to assist him to achieve this revenue optimisation objectives for the Charcoal Bar-B-Q restaurant. 

 

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  • Uploaded By : Alon 
  • Posted on : October 30th, 2018
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