. Please i need different answer because plagirism is prohibited. Each question
ID: 393017 • Letter: #
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Please i need different answer because plagirism is prohibited.
Each question should have 200 words.
ercie The Squire Hotel Group The Squire Hotel Group (SHG) runs a chain of 20 hotels, with between 40 and 120 bedrooms, in locations that include Oxford, Warwick and Southport. SHG sees itself in the three-star market, with hotels that have their own personality and style, providing high-quality food and service at an affordable price. The majority of mid-week guests are commercial clients. The normal mid-week occupancy rate is about 80 per cent Weekend occupancy is about 30 per cent, comprising mainly weekend-break packages. The company does not have any major expansion plans but is trying to strengthen its existing market position. Squire's managing director, Justin Palmer, believes that it has a high degree of customer loyalty in the commercial sector. He explains: The hotel managers are expected to integrate with their local community through Chambers of Commerce and Round Tables, primarily to gain visibility but also to demonstrate a local and caring attitude. The image they try to create is a good-quality, small and friendly hotel that local business can rely upon for their visi- tors. The hotel managers are expected to work hard to develop personal relationships with local firms and may also try to promote other hotels in the chain for any 'away' visits. We get most of our repeat book ings because of the reputation we have developed for the quality of our food and attentive and courteous service. The Squire Hotel in Oxford has 41 bedrooms and is situated close to Magdalen College. The entrance lobby is small but pleasantly decorated. The room is dominated by a grandfather clock and an elegant ma- hogany desk. Charles Harper, the hotel's manager, explained: I do not like the traditional counter arrangement, I like a simple, open and friendly situation with a clear desk to demonstrate our uncluttered and caring attitude. Even our computers are kept in a small room just off the lobby out of sight. I want my guests to feel that they are important and not just one of the 70 that we are going to deal with that evening SHG's hotel managers are totally responsible for their own operations. They set staff levels and wages within clear guidelines set by head office. Although pricing policy is determined centrally, there is scope for adjustment and they can negotiate with local firms or groups in consultation with head office. Charles Harper added Every year, each hotel manager agrees the financial targets for his own operation with head office, and if the manager does not reach his target without good reason, he may well find himself out of a job. I believeExplanation / Answer
Q1) The performance measures that are in place at the Squire Hotel Group currently include -
1. Occupancy - Is a must-to-have performance measure for restaurant business as it is a metric compared at an industry level. It is the % of the rooms that are occupied at any time out of the total available rooms. Occupancy varies by season, time of the day and weekend/weekday.
2. Profit - Profit is the ultimate measure and helps to track on the overall revenues and costs of the hotel. It is a measure that needs to be compared with other similar range hotels.
3. Staff costs - This is a cost component which is used to calculate profits and need not be tracked separately as a measure though it needs be lower for profit to be higher. It is the employee costs which include salary/wages, benefits and maintenance etc.
4. Food costs - This is a cost component which is used to calculate profits and need not be tracked separately as a measure though it needs be lower for profit to be higher. It is the cost of the war materials/ingredients, cooking etc.
Q2) Below are the improvements that I would suggest -
1. Considering that Profits can be increased not only by reducing costs but also by increasing the revenues, the firm should concentrate on occupancy, pricing for the stay and food, promotional activities etc. to attract more visitors.
2. The firm should also increase the range of their food that they offer, improve on the service to avoid customer complaints etc. to attract more visitors though it would cost a little higher.
3. Measures should be profitability oriented rather than cost oriented, hence the firm should focus more on strategies that improve profitability rather than just to reduce the costs.
4. The firm should also focus on providing a great experience while at stay at the hotel by providing entertainment services etc.
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