Propose and justify a new strategy and target market

THB3116 Work-Integrated Project
Bachelor of Tourism and Hospitality Management
INDIVIDUAL BUSINESS REPORT: SCENARIO BASED PROJECT- The Mountain Resort – 2500 words
This is my final assignment, please read carefully and do your best. Thanks a lot
Task Description
? This SCENARIO BASED PROJECT is a major assessment carrying 50% of the marks for the subject. It is here that students will learn to align the pedagogy with the demands of the workplace.
? The project is a rigorous and robust indication of the student’s ability to integrate theory and application and explain concepts, situations and outcomes by way of analysis.
? Critical-reflection, consistent engagement and research skills are required by the student to arrive at an acceptable solutions to the project problems/opportunities. This is the core of their project based assignment.
SCENARIO BASED PROJECT: The Mountain Resort
The Scenario
The Mountain Resort (NSW or Victoria) has been affected by forest fires recently. In addition the Mountain Resorts have been seriously affected by environmental factors (namely landslides, pollution and sustainability of natural environment). With these environment, the Mountain Resorts have been facing low numbers of tourist visitors, poor participants at resort based events and declining occupancy rates at the hotels on the Resorts. Tourism Australia has is planning on a new business strategy.
Tourism Australia has appointed you as the primary consultant for this PROJECT. You are required to submit a Major Proposal to stimulate tourism for the Mountain Resort. Tourism Australia requires your expertise to apply your managerial skills and knowledge to address the following key areas:
Your Challenge
? Establish a new strategy and target market,
? Activate tourist interest for the Mountain Resorts using major EVENTS at the Resort
? Increase hotel guests at the Mountain Resorts.
? Promote the Mountain Resorts as sustainable destinations.
? Use Digital Media to accelerate tourism arrivals ( domestic and International)
The scenario is time-based, with Tourism Australia constantly evaluating your proposal against key performance indicators using a timeline method for events organisation, resort accommodation, sustainable destination facilities and digital promotions. The Proposal must show how these activities could contribute to the organisation’s bottom line (financially). The Proposal must also have an action plan and an estimated budget.
Task Requirements:
The students are expected to write 2500 words BUSINESS PROPOSAL for the Resort Mountain. The PROPSAL should include,
? Propose and justify : A new strategy and target market,
? Plan (Three (3) year), rationalize on How to Activate tourist interest for the Mountain Resorts using major EVENTS at the Resort
? Three (3) year Action plans to Increase hotel guests at the Mountain Resorts .
? Promotion Proposal for the Mountain Resorts as sustainable destinations.
? How to apply using Digital Media to accelerate tourism arrivals ( domestic and International)
? Operational plan to measure organisational performance.
? Support your analysis with statistical data & research data
Structure of Business Report
Executive Summary ( 3 paragraphs on Mountain Resort, brief on hotel, Issues and Recommendation)
Table of Contents; Appendix, Pictures
1.Introduction: Mountain Resort ( 1-2 paragraph)
2. Macro environment, Strength, Weakness, Opportunity, and Threats (SWOT) of this MT Resort ( use your research on any Hill Resort hotel as a guideline),
3.Strategy for the MT Resort (Increase Guests, Sustainability, Events )
4.Target Market ( Segments, Travel Industry- domestic and International)
5. Promotion Plan of MT Resort ( facilities, accommodation rates, events at Resorts, attractions transport etc )
6. Use of Digital Media to accelerate tourists visits.
7.Operational plan to measure organisational performance. ( how do intend to measure performance- timeline)
8. Issues
9. Recommendation ( 1-2 paragraph) ( Strategy, Promotion, Digital Mkt , 3 Year Plan )
9. Conclusion/Summary ( one paragraph)
10. Bibliography/Reference

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