ESSAY QUESTION

In the hotel industry, the external environments are crucial factors that affect the daily operation and the revenue of the hotel properties. Assume that you have been hired by the Accor hotel group as a managing director of food and beverage. You are to oversee all the issues that are related in the food & beverage sector in Hong Kong. As you become the managing director of food and beverage in this hotel group, your task are below:

Conduct the environmental scanning process for the hotel industry in Hong Kong. Identify the above macro environmental factor(s) that affect the business environment for the hotel brand - Accor Hotel Group.

Formulate food & beverage strategies for all the hotels properties under Novotel brand in Hong Kong. Increase the revenue for this hotel brand which are contributed by the food & beverage consumption.

Decrease the cost food & beverage expenses without decreasing various choices of cuisines provided by this hotel brand in Hong Kong. You need to propose THREE necessary change(s) based on the situation you have been given. You also need to provide rationale to support those changes you have proposed and comprehensive strategies to implement for each change(s).

Guideline

(a) You should do some background information search before you answer the questions.

(b) You may propose an initiative with consideration of its feasibility and sustainability.

(c) Before the formulation of strategy for the change(s), you need to think about the new target market and positioning strategy.