HND Assignment Brief

Session: September 2016

Programme title

BTEC HND in Hospitality Management

Unit number and title

12

Hospitality Operations Management

Assignment number
& title

1-1

Written coursework

Assessor (s)

Philip Clough

Final assignment
submission deadline

9-14 January 2017

16-21 January 2017

Late submission
Deadline

Resubmission
deadline

Feedback

The learners are required to follow the strict deadline set by the
College for submissions of assignments in accordance with the BTEC
level 4 7 submission guidelines and College policy on submissions.
They should also refer to Merit and Distinction criteria that require
evidence of meeting agreed timelines and ability to plan and organise
time effectively without which the learner may not expect to receive a
higher grade.
TBA
In class feedback will be available from draft submissions on a task by
task basis as a formative assessment as well as summative feedback
in the form of initial submission.
Final feedback will be available within 2 weeks of the assignment
submission date.

General Guidelines

The work you submit must be in your own words. If you use
a quote or an illustration from somewhere you must give the
source.
Include a list of references at the end of your document. You
must give all your sources of information.
Make sure your work is clearly presented and that you use
correct grammar.
Wherever possible use a word processor and its spellchecker.

Internal verifier

N Saleem

Signature (IV of the

brief) *

Nazimudeen Saleem

Department of Travel, Tourism and Hospitality Management

Date

29/09/2016

ICON College of Technology and Management

HND in Hospitality Management
Unit 12: Hospitality Operations Management
Session: September 2016
This assignment will be assessed by a written coursework assignment
Assignment Context and the Scenario
You have recently joined a UK-based multinational hospitality company as a management
trainee at its corporate Headquarter. The company is looking into expanding its product and
services, including upmarket food service operations. Your manager has asked to
investigate the current trends in the hospitality industry that would help the company to
understand demand, pricing practices and profitability levels within the hospitality sector
industry. You are required to write a report on the topics outlined in four tasks below.
This assignment consists of four tasks aimed at helping the learner understand the
operational characteristics, product development, pricing and profitability concepts and, gain
skills to analyse and improve operational performance in hospitality.
Although the tasks in this assignment are all based on the scenario provided above you
need to support your discussion with relevant theories and concepts.
Hint:
A research into large hotels groups such as IHG, Starwood, Marriott etc. to get a more idea
of the range of product and services offered, the type of customers and the prices charged
for the products and services would be helpful.

Assignment Tasks
________________________________________________________________
LO 1: Task 1
A. Analyse the nature of the different products and services offered in the UK hospitality
sector [P1.1].
B. Evaluate the different influences that might affect the patterns of demand for the new
products and services of your company [P1.2].
C. Compare customer profiles and their differing expectations and requirements in
respect to hospitality products and services and analyse factors affecting average
spending in hospitality business in general [P1.3 and 1.4].
M 1: An effective approach to study and research the nature of hospitality sector
products and service in the UK has been applied [P1.1].
D 1: All Pass and Merit requirements have been achieved.

LO 2: Task 2
A. Evaluate the key stages in product and service development in the hospitality
industry and assess the features which contribute towards the customers perception
of products and services of your company (you may use your hotel operation as an
example). [P 2.1].
Department of Travel, Tourism and Hospitality Management

B. Assess the opportunities and constraints that might affect new product and service
development within your hospitality company and evaluate the different
merchandising opportunities available to your hotel operations [P 2.2 and P 2.3].
M 2: A range of techniques and methods are used to evaluate the key strategic and
operational issues of product and service development in your chosen hospitality
company [P2.1].

LO 3: Task 3
A. Evaluate different methods of pricing in the hospitality sector taking into account
additional pricing considerations that your company might implement either in the
hotel or food service department [P 3.1].
B. Assess the factors which might affect revenue generation and profitability of the new
products and services in the hospitality sector. Give appropriate examples drawn
from your company [P3.2].
M 3: Appropriate structure and approach were used to evaluate the suitability of a
range of pricing methods in the hospitality sector industry [P3.1].

LO 4: Task 4
A. Apply different performance measures and appraisal techniques to new products and
services in your chosen company P4.1]
B. Determine the effectiveness of different quantitative and qualitative appraisal
techniques and their application in relation to new products and services of your
company [P4.2]
C. Apply approaches to business analysis, evaluation and planning appropriate to new
products and services in your company making proposals for action [P4.3]
D 2: Substantial activities and projects have been planned, managed and organised
to apply approaches to business analysis, evaluation and planning appropriate to
new products and services in your company[P4.3].
D 3: Convergent and lateral thinking have been applied when applying performance
measures and appraisal techniques to new products and services [P4.1].

Relevant Information
1. Assessment Criteria Related to the Learning Outcomes
Learning outcomes
LO1 Understand the operational
and economic characteristics of
hospitality operations

Pass
1.1 analyse the nature of different hospitality product and
service areas
1.2 evaluate the different influences affecting patterns of
demand within hospitality operations
1.3 compare customer profiles and their differing
expectations and requirements in respect of hospitality
provision
1.4 analyse factors affecting average spending power in
hospitality businesses

Department of Travel, Tourism and Hospitality Management

LO2 Understand product

development within hospitality
environments

LO3
Understand pricing and
profitability concepts within
hospitality operations
L04
Be able to use appraisal
techniques to analyse and
improve operational performance

2.1 evaluate the key stages in product and service

development applied within a hospitality operation
2.2 analyse the features which contribute towards the
customers perception of products and services
2.3 assess the opportunities and constraints affecting
product and service development within a hospitality
environment
2.4 evaluate different merchandising opportunities for
hospitality products and services
3.1 evaluate different methods of pricing taking into account
additional pricing considerations
3.2 assess the factors which affect revenue generation and
profitability in hospitality operations
4.1 apply different performance measures and appraisal
techniques to individual aspects of hospitality
operations, the product and the whole operation
4.2 determine the effectiveness of different quantitative and
qualitative appraisal techniques and their application to
hospitality operations
4.3 apply approaches to business analysis, evaluation and
planning appropriate to hospitality operations, making
proposals for action

2. Merit and Distinction Criteria

Merit (M1, M2, M3)

Distinction (D1, D2, D3)

Descriptors
M1
Identify and
apply strategies
to find
appropriate
solution
M2
Select/design
and apply
appropriate
methods/techniq
ue

Indicative characteristics
M 1: An effective approach to study
and research the nature of hospitality
sector products and service in the UK
has been applied [P1.1].

Descriptors
D1
Use critical reflection
to evaluate own work
and justify valid
conclusions

Indicative characteristics
D 1: All Pass and Merit
requirements have been
achieved.

M 2: A range of techniques and

methods are used to evaluate the
key strategic and operational issues
of product and service development
in your chosen hospitality company
[P2.1].

D2
Take responsibility for
managing and
organising activities

M3
Present and
communicate
appropriate
findings

M 3: Appropriate structure and

approach were used to evaluate the
suitability of a range of pricing
methods in the hospitality sector
industry [P3.1].

D3
Demonstrate
convergent/lateral/crea
tive thinking

D 2: Substantial activities
and projects have been
planned,
managed
and
organised
to
apply
approaches
to
business
analysis,
evaluation
and
planning appropriate to new
products and services in your
company[P4.3].
D 3: Convergent and lateral
thinking have been applied
when applying performance
measures and appraisal
techniques to new products
and services [P4.1].

3. Preparation guidelines of the Coursework Document

a. All coursework must be word processed.
b. Document margins must not be more than 2.54 cm (1 inch) or less than 1.9cm (3/4 inch).
c. Font size must be within the range of 10 point to 14 point including the headings and
Department of Travel, Tourism and Hospitality Management

body text (preferred font size is 11).

d. Standard and commonly used type face such as Arial should be used.
e. All figures, graphs and tables must be numbered.
f. Material taken from external sources must be properly refereed and cited within the text
using Harvard standard
g. Do not use Wikipedia as a reference.
h. Word limit must be strictly followed.

4. Plagiarism and Collusion

Any act of plagiarism or collusion will be seriously dealt with according to the College
regulations. In this context the definition and scope of plagiarism and collusion are presented
below:
Plagiarism is presenting somebody elses work as your own. It includes copying information
directly from the Web or books without referencing the material; submitting joint coursework
as an individual effort. Collusion is copying another students coursework; stealing
coursework from another student and submitting it as your own work.
Suspected plagiarism or collusion will be investigated and if found to have occurred will be
dealt with according to the college procedure. (For details on Plagiarism & Collusion
please see the student hand book)

5. Submission
a. Initial submission of coursework to the tutors is compulsory in each unit of the course.
b. Student must check their assignments on ICON VLE with plagiarism software Turnitin to
make sure the similarity index for their assignment stays within the College approved level. A
student can check the similarity index of their assignment three times in the Draft
Assignment submission point located in the home page of the ICON VLE.
c. All Final coursework must be submitted to the Final submission point into the unit (not to
the Tutor). A student would be allowed to submit only once and that is the final submission.
d. Any computer files generated such as program code (software), graphic files that form part of
the coursework must be submitted as an attachment to the assignment with all
documentation.
e. Any portfolio for a unit must be submitted as a hardcopy to examination office.
f. The student must attach a tutors comment in between the cover page and the answer in the
case of Resubmission.

6. Good practice
a. Make backup of your work in different media (hard disk, memory stick etc.) to avoid distress
for loss or damage of your original copy.

7. Extension and Late Submission

a. If you need an extension for a valid reason, you must request one using an Exceptional
Extenuating Circumstances (EEC) form available from the College examination office and
ICON VLE. Please note that the lecturers do not have the authority to extend the coursework
deadlines and therefore do not ask them to award a coursework extension. The completed
form must be accompanied by evidence such as a medical certificate in the event of you
being sick.
b. Late submission will be accepted and marked according to the college procedure. It is noted
that late submission may not be graded for Merit and Distinction.
c. All Late coursework must be submitted to the Late submission point into the unit (not to the
Tutor). A student would be allowed to submit only once and that is the final submission.

8. Submission deadlines as shown in the first page

Department of Travel, Tourism and Hospitality Management