Management Challenge

This document discusses the challenges faced by management in running a resort and provides strategies to achieve sales objectives. It also includes market research and a business plan for Dorset Resort in Wareham.

MANAGEMENT CHALLENGE

Table of Contents

INTRODUCTION
Management generally has to face the variety of the different type of the challenges in
context to carry out day to day operation of the company in the long run. Dorset Resort is the
place, which is based in state of Wareham, UK. The report highlights the feature of the resort and
issue in their management. After that report explains the different packages of the resort and new
business plan of the company in the market. In the end the report highlights the sustainability
practices and importance of the same.
ACTIVITY- 1
Actual issues & challenges facing while succeed a range of specialist resorts
Natural beach hazards like water storm, flood are potential issue facing by management
while managing a beach resorts, it affects business activities and consumers base negatively
(Gopalakrishnan, Landry and Smith, 2018). Along with this issue, to manage mountain resorts
administration face the most difficult challenge and that is snowfall especially in winters. It leads
to low productivity and profitability which is not good for resorts growth.
Maintenance of island resorts are difficult tasks, as management face this challenge since
for so long which impact on its looks.
Suggestions for steps and methods to minimize risks-
 In order to solve above issues or challenges, beach resorts management take major
actions or methods. For example, to prevent people from flood as hazard when they walk
on beach, must hire those people who are able to safe life of human as lifeguard.
 In context of second challenge, mountain resorts should use winter service vehicle that is
quite beneficial for resorts as they help to remove all snow on road and allow people to
visit effectively.
 To minimize challenge face in regard to managing island resorts, manager take updates of
current trends and plan for designing interior accordingly, which gain attention of more
guests.
Varied operational necessitate for a range of resorts and management tactics to decrease
problems and challenges
Housekeeping, front office, food and marketing are the varied operational requirements
for Island resorts, Mountain, Beach and Lake resorts, which help them to cater services

effectively to target market (Faisal, 2018). But due to issues facing by administration related to
these specialist areas impact on growth of businesses as in negative manner.
To solve and minimize these issues, management can create effective management
tactics. For example, to reduce work place discrimination, leader and manager create plan for
training through which they can provide understand of cultural diversity.
Types of resorts, their features and challenges & problems of managing it
Travel & Tourism sector is vast, it comprises variety of hotels and resorts, that cater the
best services to a million of guests all around the world.
Kinds of resorts and their characteristics-
Beach resorts-
These are full service vacation lodging facility, situated at seaside with approval to a
private beach (Mustapha and Awang, 2018). The main feature of these types of resorts are their
views and locations where they established. It provides a wide category of amenities and services
and usually include recreational as well as entertainment activities.
Natural beach hazards risks faced by manager while managing business activities.
Island resorts-
These are one of the best resorts in whole world, where people can stay with friends and
enjoy travel journey effectively. Feature of these resorts are over water bungalows and tourist
attractions point (Wall-Reinius, Ioannides and Zampoukos, 2017).
Renovations and maintenance are the major challenges facing while managing these
resorts.
Lake resorts-
Lake resorts are situated on back water of locations, and give amazing view to people
who stay in it. The best thing about these resorts are Beauty of nature can be seen by guests
clearly.
The issue of managing this resort is related to environment, manager face challenge to
maintain quality of services.
Mountain resorts-
It is a place to vacation or holiday located in mountainous areas. It includes ski resorts,
where skiing including winter sports and snowboarding, ice skating and climbing are practices,
which is the main feature of it.

The main challenge and issue of managing mountain resorts is their route. For example,
due to heavy snow falls people are unable to book these resorts because snow block roads for
long time period.
Differences of operational requirements of specialist areas, and potential problems in managing
different specialist areas
Housekeeping department-
This specialist area is quite different from other areas, in resorts. Workers of this
specialist area assure that guests room are clean and ready to utilize (Tra, 2020). To manage this
specialist areas for Island resort, beach and other resorts, management face issue i.e., poor
coordination.
Food production department-
It is one of the operational requirements of specialist areas that cater food service to
guests by preparing food according to people need. It is totally different from others who are
doing different role in resorts like Beach resorts. Issue face while managing this specialist area
for all above resorts is workplace discrimination.
Front office department-
This operational need is also different from above specialist areas, as they direct
communicate with consumers before people enter into Dorset resort, UK. Potential issue
managing this area for a range of resorts is lack of communication.
ACTIVITY- 2
Range of resort packages and strategies applied to achieve sales objective
Residence experience package, Stay package and discount package is beneficial for range
of resorts. They can apply to achieve sales objectives to increase profitability by using the best
marketing tools. It helps to spread information about it in market and make management able to
increase profit margin and revenue even better.
Critical evaluation of overall business implications of running and developing a range of resort
packages
It can be said that by developing discount package, stay package and other, Dorset
Resort gain many benefits as they can drive more consumers towards visiting place. But on the
other hand it affects negatively, because most of the people prefer to spend their holiday is low
cost hotels or resorts where they can pay for each service which less costly than it.

Assessing different forms of resort packages and terms they fulfil entire sales objectives
Discount package-
This resort package is quite beneficial in every term because it helps to gain attention of
travelers which in return increase sales of business even better (Sözer, 2019). This is one of the
best packages of resort that will help to fulfill overall sales objectives by gaining attention of new
and existing buyers who are able to pay.
Stay package-
It include rose petal turn down, breakfast for two, a welcome champagne and more,
which in return fulfill sales aims in term of increasing profitability by increasing consumer base.
For example, when consumers take this package they can enjoy different things which enhance
their experience level and turn into increasing sales even better.
Residence experience package-
It provides luxury accommodation to and from airport, algae based wrap message, a
penthouse residence with private pool and other services. For example, It helps to fulfill sale
objectives of Dorset Resort by increasing consumer satisfaction level who are able to promote
business services in market after obtaining better experience. By offering this package to visitors
organization achieve sales objectives. For instance, consumers like to visit same place where
they obtain all services and products with better quality which turn into increasing sales, profit
margin and revenue of company.
ACTIVITY- 3
Market Research into Needs of Target Market and Resort Location
In order for the Dorset Resort, Wareham to operate successfully towards increased
operational and financial performance, sufficient market research is needed to be conducted
based on which the business plan for the resort can be effectively created. The Dorset Resort,
Wareham is strategically located at a popular location in Wareham that is both environmentally
beautiful and pristine, while also allowing for the customers of the Dorset Resort, Wareham to
visit the various tourist attractions of Wareham, many of which are located quite close to the
resort establishment. The resort is strategically located quite close to the Monkey World Ape
Rescue Centre of Wareham, which is only 6-minute drive away from the resort. Another tourist
attraction known as the Tank Museum is also located only 10-minute drive away from the resort.

The location at which Dorset Resort, Wareham is located also effectively satisfies the
various needs, demands and requirements of its customers which primarily belong to the middle
and upper economic classes and visit Wareham for tourism purposes (Ahn and Back, 2018). The
needs and demands of the resort’s customers are identified as having a positive and enjoyable
staying experience at the Dorset Resort, Wareham, being able to enjoy their vacation by playing
golf at the resort, visiting the major tourist attractions that Wareham is known for, in addition to
safeguarding their health and safety while staying at the Dorset Resort, Wareham.

Business Plan for Dorset Resort, Wareham
Executive Summary:
The Dorset Resort, Wareham is a 4 star premium resort establishment located at
Wareham that provides accommodation, golfing, gym and dining services to its customers within
the hospitality industry. The resort is located at a beautiful and pristine location, being very close
to the major tourist attractions that Wareham is known for. The resort includes 14 rooms which
include TVs, Fridge, furnished kitchen, beds, etc., The resort includes a 27-hole golf course.
Objectives:
 To possess 90% occupancy rate within resort during peak seasons.
 To Increase their overall sales by 20%.
 To increase customer satisfaction and loyalty metrics.
 To increase their total market share by at least 8%.
Situational Analysis:
The strengths of Dorset Resort, Wareham include its premium accommodation services
which also include a dedicated 27- hole golf course in addition to its fitness centre and strategical
location near tourist attractions, while its weakness include high competition in the area
(McKeever, 2016). The opportunities available to Dorset Resort, Wareham result from the
booming operations of the tourism industry in England, due to which millions of potential
customers visit Wareham and can avail the distinguished services of Dorset Resort, Wareham,
while the threats to the operations of resort relate to the current pandemic due to Coronavirus
which has halted the operations of the tourism industry.
Competitor Analysis:
Though the services of Dorset Resort, Wareham are distinguished from amongst its
competitors owing to the resort possessing a 27-hole golf course, it still faces intense competition
from other local resorts in Wareham such as the Warmwell Leisure Resort (Tipu, 2019). Though
these competitors cannot provide to their customers the level of services that Dorset Resort,
Wareham can provide through its dedicated golf course, the presence of such competition hinders
the profitability of Dorset Resort, Wareham forcing it to operate under a competitive pricing
strategy in order to effectively procure and satisfy the needs and demands of its customers.
STP:
Segmentation: Dorset Resort, Wareham has effectively segmented its target customers to belong

to the upper and middle economic classes as this segment possesses the disposable personal
income required to avail the services of the resort.
Targeting: Within this segment, Dorset Resort, Wareham targets families, couples and
individuals belonging to all demographics, cultural backgrounds, nationalities, genders, religions
etc., in order to effectively acquire customers (Katz, 2018).
Positioning: The Dorset Resort, Wareham has also strategically positioned itself to satisfy all the
various needs, demands and requirements of its targeted customers in order to operate
successfully within the hospitality industry.
 Marketing and Promotion:
The Dorset Resort, Wareham can promote and advertise its services to the consumers
within the hospitality and tourism industries effectively by making use of the traditional and
digital marketing channels and the various tools that these provide. Dorset Resort, Wareham can
promote using traditional marketing tools like, billboards, magazines, TV and radio commercials,
newspapers etc., in order to promote to a very large base of global audience (Tokarski, Tokarski
and Wójcik, 2017). Dorset Resort, Wareham also can make use of digital marketing tools like
social media platforms, online websites, emails, SMS etc., in order to advertise to a wide range
of global customers at significantly reduced costs.
 Monitoring and Controlling:
Dorset Resort, Wareham is required to conduct effective performance management and
assessment operations in order to ensure that all of its employees and workforce continue to
operate towards optimum operational efficiency and performance, while also placing increased
focus on the quality of customer service provided to the resort’s clients (Dan, Lior and Daphna,
2016). Only then can the Dorset Resort, Wareham operate successfully within the hospitality
industry, gain the long term loyalty of its customers and achieve the objectives of the business
plan.
ACTIVITY- 4
Report on Sustainable Tourism for a Dorset Resort
There are 4 different type of Sustainable approaches and practice which can be used by
the resort to develop a good sustainability at resort. Some of the Approaches are as follows:
Appraisal of the Environment: It is the approach which used to highlights that it is very
important for the business to look at the environment condition and on the basis of the same

different sustainable management function need to function. This simply means that organization
has to make sure that they consider ecological, social and economic condition in different
practice (Patterson, McDonald and Hardy, 2017).
Considering Environmental Impact: It is another approach which need to be consider,
as at the time of performing the different activity organization has to consider the impact which
will be seen by environment due to same. Reducing the amount of impact will help in
maintaining the sustainability in organization.
Natural Resource Accounting: It is another approach which need to be consider by the
resort at the time of sustainability development as they have to make sure that they used to
sustain the amount of the Natural Resources uses and should account the natural resources uses
in the business, this will eventually help the company in developing good level of sustainability
in the organization.
Government Policies and Economic Outlook: One of the biggest barrier which may be
seen by the resort is lack of uniformity in the governmental policies. For the same reason to
maintain a good sort of sustainability at the workplace the organization has to make sure that
they used to look at the different Government policies and also looks at Economic Outlook (DU,
2016).
Importance of maintaining the Sustainability in the organization
 Sustainability at the workplace used to help the company in building good image of the
company in front of the other as all the consumer in the market always look to contribute
to the company, if organization is contributing toward the same help company.
 Also these sort of the decision in the organization used to help the company in enhancing
the performance of the business in long run as all the company in the current scenario
always loves to contribute to the society. If their spending at resort is helping them in
doing the same they will be happier in doing the same as well.
CONCLUSION
Through this report, it is concluded that a resort hospitality establishment faces various
managerial challenges for which competent management of the resort operations is required
towards the operational and financial operations of the resort establishment being successful.

This report analyses the various types of resort establishments operating under the hospitality
industry of UK and the various managerial challenges that they face.
The report also evaluates the differences various types of resorts, their operational
requirements and the potential issues related to the management of different specialist areas of
such resorts. Further the report assesses the various types of resort packages and determines how
these contribute towards fulfilling the resort’s sales objectives. The report also conducts
thorough market research into the needs and requirements of the customers of the Dorset Resort,
Wareham and also creates a dedicated business plan for the resort. Finally, the report identifies
different sustainable practices implemented by Dorset Resort, Wareham.

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