Resort Management: Plan for Establishment of a New Subsidiary in Canberra

Running head: RESORT MANAGEMENT
Resort management
Name of the Student
Name of the University
Author Note

1RESORT MANAGEMENT
Executive Summary:
Resort establishment and management is one of the concepts of the hospitality industry that has
been long under study. Some resorts are established over decades and some are pragmatically
planned for the shorter run. This report formulates a plan for the establishment of a second
subsidiary of an already existing branch of “Retreat at Wisemans” located in Sydney. The new
subsidiary is to be situated in Canberra as it is close to Sydney and is the capital of Australia. The
paper discusses the marketing of the new branch, the location of the resort and the services that
will be provided to the visitors. Further, the plan also provides the organisational and operational
structure. It also formulates the environmental and financial feasibility of the resort project.

2RESORT MANAGEMENT
Table of Contents
Executive Summary:........................................................................................................................1
Introduction......................................................................................................................................3
Resorts and Resort Concept.............................................................................................................3
Location...........................................................................................................................................4
Issues to be considered in the planning and development process..................................................5
Target market segments...................................................................................................................6
Marketing Activities........................................................................................................................7
Provision of recreational amenities and activities...........................................................................8
Provision of other products and services.........................................................................................9
Planning and design of a guest activity program relevant to target markets...................................9
Meeting guest expectations of service...........................................................................................10
Organisational and operational structure.......................................................................................11
Risk management planning............................................................................................................13
Long-term sustainability................................................................................................................15
References......................................................................................................................................16

3RESORT MANAGEMENT
Introduction
The concept of resort development has no definite or specific theories and has evolved
over the ages. It is only gradually that resorts develop over a period of many years into a legacy
and in other cases the entrepreneurs make deliberate and calculated efforts to develop these
resorts. The chosen resort whose subsidiary is to be built in this case is “Retreat at Wisemans”
("Hawkesbury River Accommodation | Retreat at Wisemans", 2018)It is one of the top twenty
one resorts operating in Australia at the moment and has immense potential in terms of
broadening of customer base and expansion into other cities of Australia. This report develops
and proposes an in-depth analysis of the various variables, strategies and techniques that need o
be implemented for building of the subsidiary of the already existing resort in another city within
Australia. The concepts of target market, sustainability and marketing will also be analysed in
detail.
Resorts and Resort Concept
A resort can essentially and in a broad way be described as a place with an aesthetic and
comfortable environment with enhanced options of recreation and relaxation (Ahn & Back,
2018). The recreational facilities and activities are provided to consumers at a particular fee or
compensation. The major elements of any resort include recreational facilities, housing and food-
beverage services and recreational facilities and aactivities to keep guests engaged and occupied
in a comfortable and relaxing environment. The concept behind the expansion of Retreat at
Wisemans involves increase in the business capacity and re-investment of the profits generated
till date for the same process. The subsidiary will be built in Canberra and the facilities and