Strategic Briefing Paper: Aqua Hotel

This report presents a strategic briefing paper for Aqua Hotel, a hospitality business situated at Bondi Beach. It utilizes the HOTS simulation to analyze the hotel's operations and strategies for its first year. The report includes an environmental analysis using Porter's Five Forces and PESTLE analysis to assess the competitive landscape and external factors. The strategic plan focuses on building a positive brand image, achieving customer satisfaction, and employing cost-effective marketing strategies such as market penetration and odd pricing. The report also emphasizes the importance of employee retention and data collection for continuous improvement. The conclusion highlights the significance of HOTS simulations for enhancing organizational productivity and achieving business objectives.

STRATEGIC BRIEFING
PAPER

Table of Contents
INTRODUCTION...........................................................................................................................1
BACKGROUND.............................................................................................................................1
SCOPE.............................................................................................................................................1
AIM .................................................................................................................................................1
SECTION 1 ENVIRONMENTAL ANALYSIS ............................................................................1
Sources to identify the environment...........................................................................................1
Theoretical models......................................................................................................................2
SECTION 2......................................................................................................................................5
SECTION 3 .....................................................................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
In this report the HOTS simulation of the chosen organization that is Aqua Hotel has a
brief. The strategic plan has discussed which is based on the Hotel Operation tactics and strategy.
It is a simulation done in this report which has so many elements such as HOTS folder, HOTS
simulation(Pratt and Hahn, 2015.). The past history of the chosen organization has also
mentioned and there is a brief about the Bondi beach and its environment. The various theories
are introduced with the value chain and also the decision making strategy is explained in this
report.
BACKGROUND
The HOTS simulation is all about the operations tactics and strategies which are used for
the betterment of the hotel. Under the subject the HOTS of the Aqua hotel has done for the first
year of the hotel. The various theories will help to make sure about the strategies for the
management of the hotel. This HOTS has been done to reach the desired aim and objectives of
the hotel. The hotel Aqua is placed at Bondi Beach and it provides the food, accommodation and
so many other facility.
SCOPE
The basic strategies and theories for the HOTS simulation can be understand so the Aqua
Hotel can improve its system. The various models will clear the status of the organization in this
market which can help them to make sure about their existing plans.
AIM
To establish and create the positive brand image in the market of hospitality sector.
SECTION 1 ENVIRONMENTAL ANALYSIS
Sources to identify the environment
HOTS folder/ HOTS simulation- It is a process in which the performance of the Hotel
Aqua has to be analysed. The decision making strategies has been made on the basis of the
performance. The business plan is made for the first year of the Hotel Aqua in which the
marketing plans and organizational plans has been discussed by which the performance will be
improved(Pratt and Hahn, 2016.). The predictions and philosophies adopted by the organization
to get better outcome after first year.
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Past history- The Hotel Aqua has to be placed at Bondi Beach, before the establishment,
the past history of that location should be known. If the Hotel already have a branch at some
another place then the performance of the Hotel at that place also should be considered. The
previous records of company also to be evaluated for make sure about their performance thus it
can make strategies for upgrading its system and productivity.
Actual environment of Bondi Beach- The environment does considered under the
evaluation because the climate of that place is so important to be know. The response of the
customer to the existing organization has to be recorded.
Theoretical models
The theoretical theories are applied for identifying the requirement of the organization to
be established at Bondi Beach (Benckendorff and et.al., 2015). The first model can be taken as
Porter's five forces model in which the components based on business environment are discussed
and the another model is PESTER analysis which shows the background of that location in
different areas like political, environmental etc.
Porters five forces:
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Components Status
Threats of new entrants Medium
Threats of substitutes Low
Bargaining power of suppliers Low
Degree of Rivalry High
Bargaining power of consumers High
PESTLE analysis:
Political The political background is so convincing so it
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makes opportunity for the Organization to
make innovations.
Economic Economically the prices of property is quite
high so Hotel Aqua can face issues regarding
the placement of their Hotel but the population
of this area is growing so if the organization
makes initiative it will increase their income.
Social The people at Bondi Beach are influenced with
the society so the Organization should more
focus on low class segments because company
have just starts his business at new market.
Technological The technology used by the existing
organizations can be better than the Hotel
Aqua so new technology should be adopted by
the organization because it attracts new
customers.
Legal Legally the rules and regulation applied by the
government of the Bondi Beach should be
known to the management of the Hotel Aqua
so this factor more affects the business than
organization should focus to be legally correct.
Environmental The environmental facts of that area are quite
sensible, the organization should maintain the
environment of that area either it is business
environment or the physical environment.
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SECTION 2
Vision:- our vision is to be customers satisfaction at low cost and build Good relationship with
customers.
Mission:-our mission is to create authentic Sea hotels with personalities as identifiable as
Distinctive as the guests who placeable with them.
Objective and CSR:- Safety and Security of our employee as well as customers of the
organization and our main motive is supply food for every hungry.
SECTION 3
DECISION MAKING STRATEGIES
Organization have adopts new Strategic for running a successful business in this
competitive market environment or set-up a business for longer duration. Organization adopts
low cost marketing strategies for set-up a business(Feinstein and Parks, 2014).
Market penetration strategic:- organization adopts market penetration for new customers
attraction and customers retention.
Odd pricing Strategic :- organization adopts odd pricing strategies for running new
business and customers attraction or reduce the customers Switch problems.
More money Expands on advertisement :- organization Expands more money on
Advertisement or marketing for promotion of the organization and customers notification and
customers awareness.
Collect data or feedback of customer:- Collect data or feedback of customer form market
through survey or personal interview's of customers.
Focus on employee Retention:- focus on employee Retention or fix employee strategic
for the organization and improve the customers relationship or employee relation for better
understanding of communication(Patiar and et.al., 2017).
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CONCLUSION
In this report the whole discussion has been depended on the HOTS simulation by
referencing a organization Aqua hotel. As the various strategies by which the aqua hotel can
establish their venture at Bondi Beach have described in this report. This can be done for
reaching the aims and objectives of the organization. So each part of that the organization should
be well operated. Before the establishment the hotel management should aware of the
environment so the environmental study is also had a brief in this report. In the next context the
various decision making strategies are also discussed in this framework. The theoretical models
are also mentioned to understand the various factor about of the location. Each hotel should have
the HOTS simulation for increasing the productivity of their organization.
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REFERENCES
Books and journals
Pratt, M.A. and Hahn, S., 2015. Effects of Simulation on Student Satisfaction With a Capstone
Course. Journal of Hospitality & Tourism Education. 27(1). pp. 39-46.
Pratt, M.A. and Hahn, S., 2016. Enhancing hospitality student learning through the use of a
business simulation. Journal of Hospitality, Leisure, Sport & Tourism
Education, 19, pp. 10-18.
Benckendorff, P. and et.al., 2015. Creating educator resources for online simulation-based
pedagogies in tourism and hospitality. CAUTHE 2015: Rising Tides and Sea
Changes: Adaptation and Innovation in Tourism and Hospitality, p. 67.
Feinstein, A.H. and Parks, S.J., 2014. Simulation research in the hospitality
industry. Developments in Business Simulation and Experiential Learning, 29.
Patiar, A. and et.al., 2017. Hospitality Management Students’ Expectation and Perception of a
Virtual Field Trip Web Site: An Australian Case Study Using Importance–
Performance Analysis. Journal of Hospitality & Tourism Education. 29(1). pp. 1-
12.
CheAhmat, N.H. and et.al., 2015. Preliminary study on teaching and learning practices in the
Faculty of Hotel and Tourism Management. Hospitality and Tourism 2015:
Proceedings of HTC 2015 (Malacca, Malaysia, 2-3 November 2015). P. 317.
Zimmerman, E., 2014. Lighting technology opening the new frontier. Municipal Engineering
Australia. 41(2). p. 22.
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