Nelson College London

Assignment Brief
Unit Details:

Unit Code (K/601/1749) (Unit 20)

Unit Name: Business Health Check

Programme Name: HND in Hospitality Management

Awarding body: Pearson

Unit Level: QCF- Level 5

Academic term: April – July, 2018

Assignment Brief
Distribution date: Week commencing: 30 April, 2018

Submission deadline : 3 July, 2018

Result and feedback date: 4 weeks from the deadline

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Course Details

Course Name Higher National Diploma (HND) in Hospitality Management

Unit number 20
Unit Name Business Health Check (Unit 20)
Credit Value 15
Lecturers Hakeem Kazeem & Vishu Sadanand
Issue Date Week Commencing: 30 April, 2018
Submission Deadline 3 July, 2018

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Introduction

Business Health Check in the hospitality industry, like other industries, can be defined as a
quantitative and measurable assessment of a business. This check will indicate areas of
weakness, strength and improvement and the best direction to follow to grow and improve
a business.
All businesses have weaknesses as well as strengths. If you want to sustain and grow
your business, it is vital to address these weaknesses before they threaten your chances
of long-term success, or worse still, survival. A business health check can be a key part of
that process.
This check asks some key questions about the business, highlighting areas of potential
weaknesses and pointing you in the direction of relevant help and support.
A business health check should consider issues such as:
- Turnover
- Sales and Marketing
- Customer and Employee Satisfaction
- Quality of products or services
- Productivity and product development
- People, management and culture
- Operations and systems
- Finance

A business health check should also look at the culture or context the organisation
operates in, and should take more than one person’s view. Any business health check that
does not look at all of these areas is potentially missing a key element of your business.
Context is important.

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Assignment aim

The aim of this assignment is to enable learners to build on the work done in the
classroom to further develop their understanding of the way that the progress of a
business involved in the hospitality industry can be checked, and its direction amended
depending on what is happening inside and outside the company at any time.

Learners are expected to write a report covering the assessment criteria listed
under each of the learning outcomes.
This assignment/report must be based on a selected organisation in the hospitality
industry.
Learners are required to select an organisation of their choice.

To achieve a pass in this unit, a learner must successfully address all the assessment
criteria listed (AC1.1 - AC3.2). Learners are expected to achieve their potentials by
addressing all merit and distinction criteria/descriptors.
It is expected that they do comprehensive research of their chosen organisation with a
view to pointing out examples of the authenticity of their report. They are also expected to
read and cite relevant books, newspapers and industry journals to find suitable articles
from which they can make relevant comparisons and elicit references.
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Outline of assignment

For the purposes of this assignment you are to assume the role of a consultant called in to
carry out a business health check of an organisation of your choice in the hospitality
industry. Much of the information you will need to successfully write this assignment must
be accessed through your own activities and research of the chosen organisation. You
should note that it is essential that you look well beyond just the website of the company
you have chosen in writing your report. Comparative analysis can also be made looking at
websites of similar companies and also newspapers and journals.
Like all business reports, it is recommended that the report should have an introduction,
body and a conclusion.

Assignment tasks:

(LO1) Understand the focuses of the business

AC1.1 Analyse the objectives of the business.

Guidelines on AC1.1

Learners are expected to present a brief history of their chosen organisation and analyse
the short and long term objectives of the business. They are also required to analyse how
these objectives meet the ‘SMART’ criteria.
** (SMART stands for: Specific, Measurable, Achievable, Realistic and Timely).

AC1.2 Explain factors that impact on the business

Guidelines on AC1.2

Learners are expected to investigate the external and internal influences on the business
by carrying out detailed PESTLE and Porter’s Five Forces analyses. This is to be
followed by a detailed SWOT analysis of the selected organisation.

M1 – To achieve M1, learners are expected to use an effective approach in carrying out
detailed PESTLE and Porter’s Five Forces analyses. To this end, the use of diagrams
would be considered an effective approach.

D1 – To achieve D1, learners are expected to make sure self-criticism of approach has
taken place in drawing out the results of the detailed SWOT analysis.

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AC1.3 Determine potential improvements to the business organisation and/or operation.

Guidelines on AC1.3

Learners are expected to consider possible options for improvements to the business
organisation and/or operation by using Ansoff’s Growth Matrix to assist the development
of possible improvement options.

M2 – To achieve M2, learners are expected to make sure that a range of sources of
information, which might be evidenced by detailed and correct use of the Harvard
Referencing System, has been used to discuss the possible options for improvements to
the business organisation and/or its operations.

D2 – To achieve D2, learners are expected to make sure that the importance of
interdependence has been recognised when explaining possible options for improvements
to the business organisation and/or its operations.

The performance of any organization can be affected by various outside factors which can
be out of the control of that particular organization. For implementing this kind of
environmental audit. Shearings Holidays has the option to take the market penetration
decision in case of the business expansion in the existing market. Shearings Holidays has
been successful so far in respect of introducing the services to meet the demand of the
customers. Shearings Holidays has already go several cooperation from the EU in case of
having the trade access across the national border. The management and staffs are so
skilled, dedicated and knowledgeable that they have been able to meet the demand of the
customers and business performance.
There are some issues that are extremely recommended for niaz to implement without making any
delay and these recommendations are going to be discussed below
 Niaz should add more 500 modern vehicles to operate the escorted tours.
 Shearings Holidays can start providing the helicopter services to the VIP tourists to save
their traveling time along with increasing the quality level.
 Holidays can also expand the business in India as there is the chance of creating strong
customer base along with lower cost of producing.
 Shearings Holidays has the chance to start catering services by employing LSG Skychefs in
the Canadian market as the taste pattern of the Canadian people is different.

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Shearings Holidays has to improve its operation anyhow to sustain in the modern
competitive traveling industry. It is known to the business world that the improvement
knows no bound for existing in the competitive business environment. the efficiency will be
created by the training session and at the same time Shearings Holidays can attain the
economies of scale by the help of efficiency of the staffs. The management and staffs are
so skilled, dedicated and knowledgeable that they have been able to meet the demand of
the customers and business performance. Shearings Holidays requires to brush up the
current skills of the employees by arranging special training session guided by the eminent
experts in the travel and tourism industry which may increase the sales performance of
Shearings Holidays along with ensuring the customer satisfaction.

(LO2) Be able to develop plans for the business

AC2.1 Review the effectiveness of the business.

Guidelines on AC2.1

Learners are expected to explain what is meant by business effectiveness and do a review
of the effectiveness of areas of the business such as: products/services, marketing, sales,
finances, staffing, business image and record keeping.

AC2.2 Develop plans to improve the business, justifying their value.

Guidelines on AC2.2
Learners are expected to define business planning and explain how their chosen
organisation develops business plans concerning forecasting for marketing and sales and
productivity. They are also required to explain the organisation’s financial management
systems, the roles and responsibilities of staff and management, performance monitoring,
its sources of advice and relevant information and information handling and administration.

(LO3) Be able to evaluate and develop skills of management and staff

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AC3.1 Evaluate the current skills of management and staff.

Guidelines on AC3.1

Learners are expected to explain what is meant by technical, operational and managerial
skills. They are also required to evaluate the current skills of management and staff and
the effect current experience, skills and abilities of management and staff may have on the
business.

AC3.2 Devise and justify plans for the development of skills for management and staff.

Guidelines on AC3.2

Learners are expected to produce an outline plan for future skills development for
management and staff. This may cover new skills that have been identified as desirable or
the improvement of existing skills. They are also required to link skills targets to business
targets and provide a detailed justification of the devised plans.

M3 - To achieve M3, learners are expected to make sure that appropriate structure and
approach to investigation and evaluation has been used with regard to skills development
for management and staff of their selected organisation.

D3 – To achieve D3, learners are expected to make sure that possible problems that can
arise in the production of an outline plan for future skills development have been discussed
and solutions proposed.

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Guidelines for Report writing

Structure and Format

You are advised to use the following format:

Title page - The details of the unit, student name and ID number.

Contents page - Should be provided with page numbers.

Introduction - The background, the issue and the aim of the report.

Major sections - As many as necessary, usually covering the concepts used, the
information collected and the evaluation.

Conclusions - Overall findings of the investigation: the overall picture that has emerged and
the implications.

Recommendations - Actions that should be taken based on the conclusions.

References - Identification of literature and other sources used and referred to in the text.
Ensure that all references are quoted at the end of any quotations, definitions and web-
sourced materials using the Harvard Referencing System. A report submitted without
references will not be accepted.

Word count - All tasks should be completed within a word limit of 4000, plus or minus 10%.
Words in tables, diagrams and appendices, including your reference list, do not count. You
should note that penalties could be incurred for assignments which are over length at the
lecturer’s discretion.

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Appendix A: Plagiarism and Collusion

Any act of plagiarism and collusion will be seriously dealt with according to college
regulations. In this context the definition and scope of plagiarism are presented below:

Plagiarism is defined as the act of using the work of others without acknowledging source
of information or inspiration. “Even if the words are changed or sentences are put in
different order, the result is still plagiarism”. (Cortell 2003)

Collusion is the submission of work/assignment produced in collaboration with another

student or students. When one person shares his/her work with others who submit part or
all of it as their own work, the incidence of collusion is established.

Appendix B: Harvard Referencing System (HRS)

The Harvard referencing system requires you to acknowledge certain information, which is
mainly the surname of the author and year of publication within the text.

For example:

According to Bell (1999), as you write your report you will use a citation to indicate in your
text the source of piece of information. This is called in-text referencing.

The authors and publication information cited within the main body of your work must be
listed in the reference list. For example:

Bell, J. (1999) ‘Doing your research Project’. (3rd Ed) Buckingham: Open University Press

Detailed guidance on the Harvard Referencing System (HRS) is available on the Virtual
Learning Environment (VLE).

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Indicative reading for learners

Textbooks

Laurie J. Mullins (1998): Managing People in the Hospitality Industry, Pearson Education
Limited

Yu, L (1999): The International Hospitality Business: Management and

Operations, THHP Publishers

Jonathan Law (2016): A Dictionary of Business and Management, 6th Edition, Oxford
University Press
Chon, K and Maier, A.T. (2010) Welcome to Hospitality: An Introduction, 3rd Edition.
Canada: Nelson
Education, Ltd.
Cathy, E.A. (2010): Hospitality Strategic Management Concept and Cases, 2nd Edition. ,
New Jersey, John Wiley & Sons.
Sommerville, L.M. (2007) Hospitality Employee Management and Supervision, New
Jersey: John Wiley & Sons.
Banfield, P and Rebecca, K (2012) Introduction to Human Resource Management, London
University Press.

Journals

Journal of Tourism & Hospitality ISSN: 2167-0269

Journal of Hotel & Business Management ISSN: 2169-0286

Business and Economics Journal ISSN: 2151-6219

International Journal of Business and Management ISSN: 1833-8119

Research Article: The Impact of Strategic Planning on Crisis Management Styles in the 5-
Star Hotels, Karam MG: J Hotel Bus Manage 2017, 7:171

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Glossary of Key Terms in the Assignment Brief

 Analyse
To analyse is to examine (something) methodically and in detail, typically in order
to explain and interpret it; to examine in detail in order to discover meaning, to
identify separate factors; say how they are related and how each one contributes
to the topic.

 Appraise
To appraise something is to figure out its worth in the marketplace, on the field, or
in the world of ideas; consider in a comprehensive way the plus and minus points
and give a reasoned judgement; evaluate or estimate the nature, quality, ability,
extent, or significance of ..
For example: “He appraised the situation carefully before acting”; “I will have the
family jewels appraised by a professional”
Synonyms: assess, evaluate, measure, valuate, value

 Assess
The verb assess has the general meaning of determining the importance or value
of something. It also has a few specialized uses having to do with amounts of
money, such as fines, fees, and taxes.
To assess is to evaluate or estimate the nature, ability, or quality of something;
Make a judgement on the importance of something (similar to evaluate).
Give careful consideration to all the factors or events that apply and identify
which are the most important or relevant. When you assess a matter, you make a
judgment about it.

 Compare
Examine qualities or characteristics to discover resemblances. "Compare" is
usually stated as "compare with": you are required to emphasis on the
similarities, although differences may be mentioned.
 Contrast
Stress dissimilarities, differences, or unlikeness of things, qualities, events, or
problems.

 Criticise
Express your judgment or correctness or merit. Discuss the limitations and good
points or contributions of the plan or work in question.

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 Define
Definitions call for concise, clear, authoritative meanings. Details are not required
but limitations of the definition should be briefly cited. You must keep in mind the
class to which a thing belongs and whatever differentiates the particular object
from all others in the class.
 Describe
In a descriptive answer you should recount, characterize, sketch or relate in
narrative form.
 Diagram
For a question which specifies a diagram you should present a drawing, chart,
plan, or graphic representation in your answer. Generally you are expected to
label the diagram and in some cases add a brief explanation or description.
 Discuss
The term discuss, which appears often in essay questions, directs you to
examine, analyse carefully, and present considerations pro and con regarding the
problems or items involved. This type of question calls for a complete and
entailed answer.
 Enumerate
The word enumerate specifies a list or outline form of reply. In such questions
you should recount, one by one, in concise form, the points required.
 Evaluate
In an evaluation question you are expected to present a careful appraisal of the
problem stressing both advantages and limitations. Evaluation implies
authoritative and, to a lesser degree, personal appraisal of both contributions and
limitations.
 Explain
In explanatory answers it is imperative that you clarify and interpret the material
you present. In this sage it is best to state the "how or why," reconcile any
differences in opinion or experimental results, and, where possible, state causes.
The aim is to make explain the conditions towards the explanation.
 Illustrate
A question which asks you to illustrate usually requires you to explain or clarify
your explanation by presenting a figure, picture, diagram, or concrete example.
 Interpret
An interpretation question is similar to one requiring explanation. You are
expected to translate, exemplify, solve, or comment upon the subject and usually
to give your judgment or reaction to the problem.

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 Justify
When you are instructed to justify your answer, you must prove or show grounds
for decisions. In such an answer, evidence should be presented in convincing
form.

 List
Listing is similar to enumeration. You are expected in such questions to present
an itemised series or tabulation. Such answers should always be given in concise
form.
 Outline
An outline answer is organized description. You should give main points and
essential supplementary materials, omitting minor details, and present the
information in a systematic arrangement or classification.
 Prove
A question which requires proof is one which demands confirmation or
verification. In such discussions you should establish something with certainty by
evaluating and citing experimental evidence or by logical reasoning.
 Relate
In a question which asks you to show the relationship or to relate, your answer
should emphasise connections and associations in descriptive form.
 Review
A review specifies a critical examination. You should analyse and comment
briefly in organised sequence upon the major points of the problem.
 State
In questions which direct you to specify, give, state, or present, you are called
upon to express the main points in brief, clear narrative form. Details and usually
illustrations or examples, may be omitted.
 Summarise
When you are asked to summarise or present a summarisation, you should
present in condensed form the main points or facts. All details, illustrations and
elaboration are to be omitted.
 Trace
When a question asks you to trace a course of events, you are required to
provide a description of progress, historical sequence, or development from the
point of origin. Such narratives may call for probing or for deduction.

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List of Some Key Terminologies used in Business Health Check

A
The Ansoff Growth Matrix: The Ansoff Growth matrix is a marketing planning tool that
helps a business determine its product and market growth strategy.
Autonomy or independence of thought: The ideal of thinking for oneself; having
rational self-authorship of one’s beliefs, values and way of thinking.
B

Business aim: A statement of purpose; where the business wants to go in the

future. Business goal

Business effectiveness: The degree to which business objectives are achieved and
the extent to which targeted problems are solved.
Business efficiency: The ability of a business to use fewer inputs to produce more
outputs.
Business Health Check: A quantitative and measurable assessment of a business.
Business image: The perception people have of a business when they hear the
company name.

Business objectives: Business objectives are the stated, measurable targets of how to
achieve business aims.

C
Competitive advantage: A superiority gained by an organisation when it can provide
the same value as its competitors but at a lower price, or can charge higher prices by
providing greater value through differentiation.
Convergent and lateral thinking: Analytical, usually deductive, thinking in which ideas
are examined for their logical validity.
Critical reflection: A reasoning process to make meaning of an experience.

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D
Development plans: Business development plans provide guidance to organisations in
purpose, including mission, vision and values, as well as product or service, target
audience and the strategies they will use to achieve success.
E
Environmental scanning: The process of collecting information to carry out a
systematic analysis of the forces effecting the organisation and identifying potential
threats and opportunities with view to generating future strategies
F
Financial statement: A financial statement (or financial report) is a formal record of
the financial activities and position of a business, person, or other entity.
G
Goods and Services: The products and services that are bought and sold in an
economy.
H
Hospitality industry: The hospitality industry is a broad category of fields within the
service industry that includes lodging, event planning, theme parks, transportation,
cruise line, and additional fields within the tourism industry.
I
Information management: Processing and storage of information in a controlled
manner.
Innovation: The process of translating an idea or invention into a good or service that
creates value or for which customers will pay.
M
Management: The planning, directing, monitoring, organizing, and controlling of the
monetary resources of an organisation.
Management skills: The ability to make business decisions and lead subordinates
within a company.

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Maintenance management: Process of ensuring that the most effective and efficient
maintenance programme is formulated and delivered to ensure that assets continue to
perform their intended function.
Maintenance strategy: Statement of organisational approach to maintenance
management.
Marketing The management process through which goods and services move from
concept to the customer.
Mission: A written declaration of an organisation's core purpose and focus that normally
remains unchanged over time.
Mission statement: A short sentence or paragraph used by a company to explain, in
simple and concise terms, its purposes for being.
O
Organisational effectiveness: the efficiency with which an association is able to meet
its objectives.
Operations: Jobs or tasks consisting of one or more elements or subtasks, performed
typically in one location.
P
PESTLE Analysis: A business planning tool used to analyse and monitor the macro-
environmental (external) factors that have an impact on an organisation. (PESTLE
stands for Political, Economical, Social, Technological, Legal and Environmental
factors). The result of which is used to identify threats and weaknesses that is used in a
SWOT analysis.
Porter’s Five Forces Analysis: An analytical framework for assessing business
competitiveness strategies in a particular market.
Positioning: A marketing strategy that aims to make a brand occupy a distinct position,
relative to competing brands, in the mind of the customer.
Productivity: The rate at which goods or services are produced especially output per
unit of labour.

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Product development: the process of designing, creating and marketing new

products or services to benefit customers.

Profitability: The ability of a business to earn a profit. A profit is what is left of the
revenue a business generates after it pays all expenses directly related to the
generation of the revenue, such as producing a product, and other expenses related to
the conduct of the business activities.
R
Reference: The act of mentioning something in speech or in writing: the act of referring
to something or someone.
Referencing: If you use someone else's work, you must acknowledge your original
source or sources. Referencing means acknowledging your source.
Risk assessment: A systematic method of looking at work activities, considering what
could go wrong and deciding on suitable control measures to prevent loss, damage or
injury in the workplace.
Resources: Stock of money, materials, staff, and other assets that can be drawn on by
an organisation in order to function effectively.
S
Sales: The activity or business of selling products or services.
Skills development: The training and development that employers provide to their
employees in the workplace.
Staff: all the people employed by a particular organisation.
Stakeholder: A stakeholder is any person, organisation, social group, or society at
large that has a stake in the business. Thus, stakeholders can be internal or external to
the business.
Strategic analysis: The process of developing strategy for a business by researching
the business and the environment in which it operates.
Strategy: A careful plan or method for achieving a particular goal usually over a long
period of time.

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SWOT Analysis: Situation analysis in which internal strengths and weaknesses of an

organisation, and external opportunities and threats faced by it are closely examined to
chart a strategy. SWOT stands for strengths, weaknesses, opportunities, and
threats.

T
Turnover: The amount of money taken by a business in a particular period.
V
Value added tax: A value added tax (VAT) is a consumption tax added to a product's
sales price. It represents a tax on the "value added" to the product throughout its
production process.
Vision statement: An inspirational description of what an organisation would like to
achieve or accomplish in the mid-term or long-term future. It is intended to serves as a
clear guide for choosing current and future courses of action.

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