HM601 Consultancy Project Report: Challenges and Strategic Planning

This report, HM601 Consultancy Project for Hospitality Management, analyzes the causes and effects of managerial challenges within the hospitality sector, focusing on The Cliff at Dinham. It examines issues like competition, hiring, technology adaptation, and changing customer expectations. The report delves into management theories, interprets industry-specific problems, and evaluates the outcomes of decisions made. It explores the impact of infrastructure, productivity, sustainability, and reputation on the business. The report also emphasizes staff turnover and customer satisfaction. The report applies professional competencies in management decision-making and strategic planning, offering a comprehensive overview of the challenges and potential solutions within the hospitality industry.

HM 601- Consultancy Project
for Hospitality Management –
Report

Table of Contents
INTRODUCTION................................................................................................................................3
Analyse the cause and effects of managerial challenges in hospitality sector.................................3
Explain management theory, analyse & interpret variety of complex industry-specific managerial
problem & issues.............................................................................................................................7
Exercise initiative & take responsibility for outcomes for their decisions or proposed actions and
to evaluate impact of outcomes.....................................................................................................12
Practice a range of professional competencies in the development of management decision
making and strategic planning.......................................................................................................16
CONCLUSION..................................................................................................................................20
REFERENCES...................................................................................................................................21

INTRODUCTION
Management refers as the administration and coordination of tasks to attain a goal. In
addition, it is the process of setting and accomplishing goals via the execution of five basic
management functions such as planning, organising, staffing, directing and coordinating; that utilise
financial, human and material resources (Gilligan, 2018). It can be defined as the essential process
of managing and monitoring the affairs of the organisation, irrespective of its type, size and
structure. Hospitality is the direct relationship between a host and a guest, wherein the host receive
the guests with goodwill, including the entertainment and reception of visitors, strangers or guests.
Therefore, hospitality management refers to the study of the hospitality industry that covers
destination marketing organisation, restaurants, hotels, amusement parks, cruise ships, country
clubs, conversation centres and many mores. Hospitality management is dynamic and changing
takes place according to the trends in market. Implementing a consultancy project for hospitality
sector is not easy and requires a proper planning to execute the project in appropriate manner. The
cliff at Dinham, headquartered in UK is 3 star hotels which provide variety of food and beverages.
Cliff at Dinham is a commination of delicious food, relaxed atmospheres and charming rooms that
will make visitors visit one to remember. It is a perfect Ludlow hotel for a relaxed lunch This report
includes causes and effects of managerial challenges, analysis of management theory-problems &
issues, outcomes of decision and responsibility evaluation and assessment of sources.
Analyse the cause and effects of managerial challenges in hospitality sector
In service and hospitality sector, firm faces wide range of challenges and issues in business.
They affected the business at wider and broader level. Many of the hotel managers should juggle
variety of the tasks from marketing business and also encouraging many booking in order to
balancing the expenses and revenues. In this present time, managers are facing the various issues
that in the past time due to the new technological developments as well as consumer behaviours. On
the other hand, demand for the hotel has transformed dramatically. The managerial challenges have
impacted way hotels and some other services are to be operated. These issues develop the
bottlenecks which mainly impede expected development. Better understanding of management
complexities would give hospitality managers clear edge over competition (Brunt, 2017).
In the hospitality sector, consumer behaviour has change and it has impact on the
management as well as the marketing activities of hotels across globe. New technologies and the
new expectations have been evident in international hospitality market. The hotel managers should
have to be handle the many tasks which may consists marketing business and also encouraging the
booking to balance the expenses and revenues. Changing the times have brought with this changing
demand and issues have through far grown from what have been past tomes with technological

development and customer behaviour. The Cliff at Dinham also faces such challenges because
several factors. There are various managerial issues that impacts on hospitality industry. There are
some main issues that will be explained as below:
Causes
Growth and entry of new business- In hospitality industry, many new business of the same
field are growing at rapid level and this cause a problem for The Cliff at Dinham because more the
growth, higher will be the competition in the sector (Cabral, 2019).
Recruiting & hiring- Further, when it comes to hiring talented staff it become difficult for
hospitality management to search the skilled employees. In relation with The Cliff at Dinham, they
face such problems because of which profit and sales revenue get affected.
Adapting to the new technologies- In this present time, guests are tech savvy. They mainly
require concerns to be properly addresses and sometimes it can be main challenge. Through this
operational efficiency, there should be high right from the front desk to the housekeeping so their
demands are meet on the right time. In regards to this, with ITAs bringing the sales as well as
growing to managing them and compliance is another concern. There are several smart solutions
available such as complete hotel PMS with the booking engine and channel manager. Speed at
which the technology is mainly revolutionizing sector over past years is mainly alarming. In regards
to this, modern hospitality solutions are user friendly but used to the traditional methods, the
hoteliers search complexities in adapting the new technologies (Tabari, 2020).
Trends- In this industry, trends in market always changes periodically regarding the food,
service, taste of people etc. This also cause issue for service industry to operate their functions and
operations in proper manner.(Evanoff, 2016).
Labour and skill shortages experienced- It is about housekeepers and service staff, it goes
way beyond supervisors to departmental managers. Searching the tech savvy managers which can
integrate and manage information system of hotel to decision making is not easier to fete. The
hospitality business required well trained, mannered and disciplined staff. In regards to this, when
available staff are trained and invested in, there is not the guarantee as to sticking around when they
search better offer. For such kind of people, irregular working hours and also not encouraging pay
might contributing the customer satisfaction is main objective of hotels and profit less after. Better
remains training programmes, courses and certifications which could assist skills of staff and
assuring that employees are take care.
Findings & keeping valued customers: The growth and success in the industry and
increased rivalry could be a contributing factor to hospitality business’ capability to attract as well

as retain customers. About half of managers, owners and staff surveyed said as they experience this
challenge. This is a major issue for hospitality industry that highly and directly impacts on
hospitality sector. This also effects on their productivity and profitability level. This issue directly
faced by hotel manager. In case of Cliff at Dinham, this is one of the biggest issue that directly
impacts on the their profitability and profitability level (Hu, 2016).
Hiring the best staffs: This is another main managerial issue that effects on hospitality
industry in direct manner. Finding the best employee is a major issue for all employers, but it can be
especially challenging for hospitality businesses. The issue of hiring as well as retaining employee
is a biggest challenge experienced by 54 percent of all hospitality business owners and managers. It
is essential for hotel manager to find best staff members who have knowledge about the hospitality
business. This will helps them in increasing of sales and also market ratio. Cliff at Dinham also
faced such issue which impact on their brand image as well as sales (Gursoy, 2019).
Continued technological changes and regular innovation: It is consider as another issue
that is arise within hospitality sector and impact on the overall performance as well as profitability
level. Technology is changing rapidly and due to this the requirements of customer is also changed
as they prefer to buy or consume those products that is innovative and new in market. In relation to
Cliff at Dinham, it is significant for the higher authorities to adopt innovative technology in order to
improve their service and offer something new to customer which attract them towards brand. On
the same time, using of new technology arise cost to hotel that decline their revenue level so it is
important for an organisation to make effective use of technology and maintain their level of
performance in an effective manner.
Changing customer expectations: The requirements as well as expectations of customer is
changing because of various factors such as technology, culture, society and many more. Dealing
with the changing customer expectations is one of the managerial issues faced by hospitality
industry. With reference to Cliff at Dinham, it is analysed that organisation conducts research on
regular basis and also take feedback from its customer in order to gain knowledge about their needs
and requirements. This help company to develop effective strategies and meet with the customer
expectations which in turn assist in attaining competitive advantage at marketplace. It is determined
that if the hotel is not able to meet with customer expectations then it is difficult for them to retain
customers and sustain in market for longer time period. In addition to this, it will also occur high
loss to the organisation and decline its brand image in market as well.
Effects
Infrastructure- This includes management, staff members, processing and production
process etc. In relevance with The Cliff at Dinham, when trends changes in market, it affected the
whole infrastructure of the management and business. This leads to reconstructing and redesigning

of infrastructure (García-Lillo, 2016).
Productivity- Hiring the efficient staff and employees in the organisation is beneficial for
business because inefficient staff work with low pay and also decreases the productivity of firm at
deeper level.
Sustainability- It is an increasingly relevant problem as it can affect hospitality industry in
many ways. These issues includes, enhancing brand image, as visitors are drawn more as well as
more to environment-friendly organisations and potential staff members are looking to be an
important part of business that make a difference within the community, enhancing cost efficiency,
by developing better working procedures and also environmentally friendly technologies or
techniques that end up maximising the profitability of hotel.
Reputation- The reputation of hotel is what the guests say about hotel by the online
reviews, photos and comments. Many of reviews are made on the social media such as Facebook,
TripAdvisor, Instagram and Yelp. These all are the high ranked platforms. In regards to this,
hospitality sector has been battling to be establish the relationship with the guests. Regardless of
sector of national economy, high trust level should be maintained among service provider and
customers. It is key to efficient as well as effective economic transaction.
Arisen Unprecedented factors- As hotel managers are dealing with the environmental
factors which may impact that business is complex because there are the factors beyond control.
Weather could be bad at the unprecedented times and rate at which the guests troupe in could be on
low. In context to this, political terrorism and threats could be issue. Managers can have secure the
high tech equipments along with the trained security personnel in order to keep guests safe which
could expensive to be maintain(Lynn, 2019).
Staff Turnover- It is analysed that employees are the key asset of a business entity who
perform effectively and help in attaining growth and achievement of objectives within time period.
Staff plays an important role as they carry out all the functions as well as activities which enhance
the productivity and profitability of an organisation. It is important for a company to focus on
satisfying the requirements of employees and retain them for longer time. In context to Cliff at
Dinham, it provide training and development session to its employees in order to enhance their
skills and capabilities which help in both personal and professional growth. Moreover, the
organisation also provide both monetary and non-monetary benefits to employees of their good
performance in order to motivate them towards achievement of objectives. This will help company
to attain higher profit and enhance their revenue level.
Customer satisfaction- Dealing with the customers or complicated guests, there could be
more than just the natural instinct to be patient or calm. Getting the staff trained on providing the

customer service would go longer way to help, staff and manager of hotel make the efforts in order
to satisfy the consumers whatever way required or lose to competitor. In regards to this, customer
satisfaction is main objective of hotel. In the present time, consumers are hard to be predict,
complex to understand and speaking honestly hospitality catchphrase that consumer is right always
does not help situation. In regards to this, hotel managers have to struggle in order to understand
consumer from moment when they mainly book hotel to moment they leave and satisfied (Shum,
2020).
Retaining and searching talent- Growth and success of hospitality industry based on state
of global and the global economies. As sector continues to be bulge, attracting and retaining the top
talents will be priority. For the organisations to edge out the competition, they will have to be assure
that they have staff members with the top skills. The employee sustainability is main challenge.
Challenges
 The chosen enterprise face challenges
such as difficulty in decision making.
 Also, it is possible to find efficient
workforce for the work or task.
 Moreover, in selected entity is unable
to attract customers due to rise in
competition.
 Resources and sources for business
are difficult to find in the market.
 Furthermore, it is also not easy to
access international market.
Time frame and Cost
 For a determining time frame for a
project, a detailed analysis and statistical
data will be used.
 Completion time period will be around
5-12 months.
 Cost which occurred during project is in
between average monthly sales revenue
of firm (Mooney, 2019).
Explain management theory, analyse & interpret variety of complex industry-specific managerial
problem & issues
In every organisation, managers are required for managing and handling the staff and
employees. It is the responsibility of manager to guide the employees and take the correct decisions
which is in favour of company and staff members both. This develops the positive impact
performance level of employees and company. Management theories are important because they
help in solving and issues and problems of management as well as assist them in making effective
decisions. There are various types of management theories such as scientific management theory,

system management etc. The management theories are collection of ideas which recommend
general rules for managing the business. They mainly address how the supervisors execute
strategies to attain organisational objectives and in what manner motivate the staff members in
order to perform art high ability. The management theories are important because these assist
company to communicate, evolve and focus. Using the management theory at workplace permits
leadership to be focus on main objectives. When management theory is to be implemented then this
streamlined automatically top priorities for company. In industry there are various types of industry
–specific managerial problems and issues which are discussed below-
Uncertain future- In industries, market and trends are changeable and dynamic in nature.
This is the major problem in hospitality industries that managers are unable to predict the future
events. It is not easy but effective measures are to be taken or consultancies are to be hired to be
prepared for uncertain activities (Kužnin, 2017). This is the major issue that mostly company faced
at the time of expanding the business. It is not an easy task for company to change their policies and
aspects as per continuous basis. Due to this, company fail in attaining all the market goals and
objectives in an effective manner. (Mooney, 2019).
Hiring best staff- Searching better staff is issue for all the managers but this can be
challenging for the hospitality businesses. In context to this, challenge of recruiting and sustaining
employees is challenge experienced through 54% of all hospitality organisations as well as
managers. This is necessary to search better hospo staff, as this was found that the bad or slow
services can be attribute to the revenue loss. In regards to this, company should find out the many
ways such as applications and social media. The staff should be hard-working and able to provide
the better experience to consumers otherwise it will develop the negative impact on employee
performance and customers expectations.
Monitoring Performance- In industry, it is difficult to measure and monitor the
performance of every employee. So, to measure performance KPI’S are used for evaluating
performance in management. In relevance with The Cliff at Dinham, due to unskilled employees it
is not possible to use KPI’s in effective manner.
Technology- In hospitality industry, it is not easy for firm to use advanced technology in
management. This is because high level of skills and expertise is required to implement technology
in management. Thus, in relevance with The Cliff at Dinham, due to cost expensive they use limited
and out-dated technology software in the business which is a big issue (Vartianen, 2019).
Evolving Customer Expectations- Ability to be satisfy as well as anticipate evolving
consumer requirements continues to be main priority. Mainly, consumers are enhancing
sophisticated in technology use in order to investigate, choose and buy the lodging. The consumers

are resisting chain mentality and there is a better opportunity to developing unique as well as
customized experiences while minding bottom line. In context to this, marketing approach will
require to be adapted as well as updated to reach at consumers effectively. True differentiation is
complex to attain luxury market as this has became the mainstream.
Improper marketing effort- As technology is improving rapidly, there are many options
available for hotels in order to capturing market space online. According to the survey in year 2016,
around 70% of hotels across world follow old marketing practices. From the poor marketing efforts,
brand recognition and sales both are highly impacted. Current trend denoted that the hotels are
moving towards the OTA marketing slowly and also the hotel management software in order to ease
workload and enhance ROI (Alvarez-Risco, 2020).
There are many management theories which has positive contribution towards improvement.
Evolving Customer Expectations of the organisational functionalities. All these are defined below:
Scientific management theory: This is management theory that focuses over analysing and
synthesizing workflows of an organisation. This works with the purpose of improving economic
efficiency and labour productivity of an organisation. Under this theory, earliest attempt were made
to include science in management process. This theory has lots of successful influences in
improvement of the organisational functioning. This specially helps the manufacturing organisation
to perform activities as per the standards. This mainly part the work in smaller jobs and allow to
perform in systematic form. This brings coordination among the working abilities of different
personnels so they bale to accomplish their work on time and according to the manner as described
by management. The benefit of same will be ascertained by management and an organisation as
attainment of desired goals. Other than this, its rise has been evident within the manufacturing
sector and the service industry has been slower to use rationalisation principles. Questions should
therefore be asked why has industry been slow on uptake of beliefs and could reason for this give
argument against suggestion of inevitability of principles within hospitality sector. In context to
overcome from the managerial issues, it is necessary to hire the well talented and trained employees
so they can work in a better manner. On the other hand, scientific management is applied through
franchiser industry within hospitality sector. The stress of franchiser importance in the working
methods through centralised control as to assure that each of the franchisee gives similar goods as
well as services.(Zhang, 2019). It is mainly useful in the The Cliff at Dinham hotel whereby the
high labour turnover often result in the more training cost of the staff. This can be seen that
technological revolution has aided more, indeed encourages, application of the scientism
management in service industry implying that management of hotel is inevitable. In context to this,
hospitality industry have been reversed the scientific management principles in order to relieve the

monotony, job satisfaction, enhance efficiency and also improve morale. There has been enhancing
emphasis on enhanced participation of employees at workplace.
Systems management theory: This theory works over the point of collecting different
aspects together so able to accomplish end goals and objectives. These are also of different types
such as open system etc. This has the major aim related to performance of functions in combination
so everyone gets knowledge of the work of each other and able to perform in effective manner that
contribute in achievement of organisational objectives. The general systems theory is regarding
developing the applicable principles and concepts as comparison to the principles and concepts
which are particular to single knowledge domain. This distinguishes the active or dynamic systems
from the passive systems. In regards to this, active system are structures which interact in the
processes and behaviours. On the other hand, passive systems are components which are being to be
processes. The Cliff at Dinham should use online technology for an instance social media
promotions and digital marketing in an effective manner in order to reach at potential consumers.
Other than this, hotel should be focus on the behaviour of employees and focus on improving them.
From this, employees can able to provide the better services to consumers along with the better
level of satisfaction. On the other hand, staff members are necessary component of firm. Other
components are important to success of the different departments of company, business units and
work groups. The managers are needed to examine events and patterns in hotel to identify better
management approach. They can collaborate on various programs so they can able to work as
collective whole than isolated units. (Rowson, 2016).
Bureaucratic management theory: This theory was proposed by Max Weber and is
emphasis on structuring an organisation in an hierarchy manner that will assist in clearing the rules
to staff members so that activities is systematically and smoothly implemented. It proposes that run
the company included group of the people which organised into hierarchical structure and also
governed through rational legal decision making rules. This theory involves principles such as clear
division of labour, strict & consistent rules, chain of command, selection and promotion of staff
members and many more. in addition to this, such theory plays an important role in developing
procedures and standards which are the core of most of the business entities. The management style
of Max Weber regarded as the bureaucratic management made this not possible for the creativity as
well as collaboration in order to thrive in work environment. The main principle of Weber for
developing ideal bureaucratic system consists clear division of the labour, hierarchical chain of the
command and separation among organisational and personal assets. Bureaucratic management
theory stated that complying with the rules and regulations is essential for a person or company to
be succeed. Company and owners are mainly bound through policies which mainly force them to be

behave in standards manner. Staff members and consumers are mainly assured that demand and
practices will be properly addressed and they would not treated in different manner from all other
entities outside and inside company. In relation to Cliff at Dinham, adoption of such theory assist in
directing employees in a proper manner. In addition to this, it also assist in systematically
implementation of activities that has direct impact on performance of hotel in a positive manner.
This will help in developing the positive impact on reputation of company in an effective or
efficient manner.
Contingency theory: One of the main primary focus of this theory is that no particular
management is appropriate for every situations arise within the organisation. The theory was
developed by Fred Fiedler with a motive to concerned people that there is no best management
approach that is suitable for all companies. Fiedler assumes that a leaders traits were directly
associated to how effectively lead their team. In addition to this, such theory assumes applying
management approach by analysing the situation is effective and feasible in order to resolve the
situation. Moreover, it is significant for an organisation to be dynamic and flexible so that they can
deal with diverse environment. If it is talking about Cliff at Dinham, it is analysed that its leaders
assumes the situations and them apply management approaches which assist in gaining positive
outcomes (Chen, 2016). Moreover, it also help hotel to deal with the changing business
environment in an appropriate and effective manner. By using this type of theory company can
easily influence their employees at working area. For am example, in changing marketing
environment, contingency theory play a significant role in managing all the necessary aspects that
change due to market condition. As manager of company provide proper guidance to their staff
members as per changing environment. With the assistance of this, they can execute and perform
their activities to maintain positive working environment wherein all the staff members can easily
manage their working activities. One of the main advantage of using this theory is that help in
resolving the issue that create due to continuous change in market.
Human relations theory: It is consider as another management theory which was proposed
by Elton Mayo who conducted experiments design to make improvements in productivity by
developing human relations among employees prevailing within the organisation. The theory
mainly focuses on break times, length of workday and many more. It is stated that developing
human relations help company to maintain positive working environment and enhance the
performance of an organisation. In addition to this, it assist company to retain staff members for
longer time period that saves the cost of company to hire new employee and provide training to
them. Moreover, marinating and focusing on human relations not only develop positive working
culture but also create brand image of an organisation at marketplace. It is determine that staff

members are feel valued and important if a company give them personal attention and make them
pat of group discussion. It is analysed that higher authorities of Cliff at Dinham allow employees to
participate in the decision making process and give their opinions and suggestions to seniors that
brings out something new and creative at workplace. In addition to this, it develop confidence
among the staff members and increase the performance of employees in an effective and efficient
manner. Increasing employee engagement is major benefit of using human relation theory because it
focus in promoting positive and healthy working environment wherein each and every employees
share their values with each others. This will contributes in improving overall performance of
workers and at the same time also build positive and healthy relation. With the assistance of this,
company can easily attain competitive success at market place. This is only possible by motivating
and encouraging staff members towards their job roles and responsibilities that they performed at
working area (SahiL 2017).
Exercise initiative & take responsibility for outcomes for their decisions or proposed actions and to
evaluate impact of outcomes
Every business organisation face issues at the time of executing their operational activities
that affect the entire activities in negative manner. In relation to this, The Cliff at Dinham is a
hospitality organisation and also facing various managerial issues. Due to this, company also reduce
their positive performance at market area. Thus, it is significant for manager of company to take
appropriate initiatives for handling issues and obstacles arise within the operational activities, This
can be beneficial in improving performance of company and its employees. Commonly, there are
various managerial issues that company has facing like decreased performance level of employees,
lack of communication, poor teamwork, absence of structure, improper time management,
inadequate support, Uncertain future, Hiring best staff, Monitoring Performance, Technology,
Evolving Customer Expectations, Improper marketing effort and many more. For managing all
these issues, manager of company take initiative that help them in resolving the issues and obstacles
at working area:
 Manager of The Cliff at Dinham is responsible for hiring right and capable workers who
have enough knowledge about the job roles. If employees are able in executing and
operating their organisational activities than they easily attain all the set goals and objectives
in an allotted period of time.
 Proper implementation of organisational strategies and policies are also significant that
provide path on which employees perform their activities. This will beneficial in improving
the chances of accomplishing their allotted targets without any kind of issues and obstacles.

 It is important for manager of business organisation to analysis both internal and external
factors in order to understand entire aspects. This will assist in eliminating all the negative
impact of these factors and at the same time also maximising the positive impact within the
company. This will directly contributes in improving overall performance level at market
place by handling entire managerial issues and problems (Law, 2019).
Furthermore, As project consultancy for The Cliff at Dinham, it has been analysed that there
business is getting affected by managerial problems and issues a lot. It is essential for business to
focus on such managerial problems so that functions and operations are carried out in proper
manner. Proper planning and effective decisions should be taken to deal with such problems. Thus,
proposed actions are mentioned below-
 To analyse the future events and situations it is important for The Cliff at Dinham to conduct
the proper market analysis so that information as well as knowledge is gained which can be
used in future perspective (PLee, 2019). By undertaking, marketing analysis company can
easily understand the current trends and aspects. With the assistance of this, organisation can
manage their activities accordingly and also manufacturing their products as per undertaking
marketing research. One of the main advantage of undertaking market analysis is that it help
in providing all the necessary information about market and customers. It may assist in
improving the possibilities of satisfying customers needs and wants by providing them
services as per their requirements. This will contributes in attaining competitive benefits fro
its rivals.
 Further, industry should change their HR policy and procedures so that employee become
motivated and put more effort towards the business. This will leads to improvement in
overall growth and development. If HR policies are changed as per external changes that
employees will develop their effectiveness to accept all the challenging task and activities.
One of the main purpose of implementing appropriate HR policies and procedures, manager
of business organisation can improve workers efficiency level and at the same time also
make them able to give their best efforts for attainment of set goals and objectives in allotted
period of time. This can be effective in developing positive and healthy working
environment wherein each and every employee share their views and opinion with each
others.
 Also, manager of the firm need to adopt effective strategies and tactics and use suitable
leadership to manage and handle staff members in the organisation. This is important
because if not done properly then it won’t be possible to achieve goals and objectives within
a period of time. In order to lead and motivate their workers, it is significant for leader to use

effective leadership style and approaches so that workers feel motivated in achieving their
targets. As autocratic, democratic and participative leadership approaches are effective that
can be used by leader to lead their team members. It may help in improving the performance
level of employees and also make them productive towards the set goals and objectives.
Along with this, leader also influence their team members to take initiative in organisation
activities and decision making process. In this they share their views and opinion with others
that promote innovation at working area. With the help of this, employees can easily execute
their activities and at the same time also give their valuable contribution for accomplishing
their predetermined goals and objectives in stipulated time frame (Mooney, 2019).
 To retaining the staff members, Cliff at Dinham should focus on the referral based hires is
main method which will have to be executed to be safeguard talents. The hospitality sector
should adopt the processes which will see productivity of worker and also boost the morale.
In regards to this, favourable working scheduled, incentives and technology are among ways
for motivating the staff members.
 Another proposed action is that to deal with managerial problems it is essential that firm
should use management theory which will help them to take decisions effectively by using
new ideas and thoughts (Berry, 2019).
 Moreover, they also need to use advanced technology with expertise people who are able to
run software and hardware in effective manner. This will minimise the risk as well as
conflicts in the management (Brandon-Jones, 2016).
 After a brief analysis of above matter it is analysed that in organisation it is important to
take decision regarding the business in proper manner. Proposed actions are used to analyse
and evaluate the outcomes appropriately. Thus also results making employees and
management efficient so that positive outcome is gained.
SWOT ANALYSIS
Strengths
 As people are love with travelling the
hotel industry is also at boom. People
plan their vacations and the first thing
they book is hotel.
 As lot of capital is required top
establish a hotel the profit margins are
Weakness
 As the rates to stay for a night is so
high at The cliff at Dinham. It is not in
reach of every person to afford to spend
time there.
 Due to seasonality of hospitality
industry they get boom at the time of

also high. The cliff at Dinham is also a
successful hotel and people love to stay
there. As they provide many services
that attract customers
vacations and remain vacant for else.
And now due to COVID 19, the hotels
have faced loss as travel industry has
stooped at this time. Hotel industry is
directly dependant on travel industry.
Opportunities
 A lot of new technologies have
emerged that are helping hotel industry
to grow. Use of artificial intelligence in
The cliff at Dinham has made the work
easy also business intelligence helped
to make the reports and comparison
with competitors easier and faster.
 As tourism industry is at boom and the
are planning new concept sustainable
development for tourism, if The cliff at
Dinham hotel will support them and
make some policies related
sustainability then they will also grow
more.
Threats
 changing pattern of travelling due to
COVID 19 people have developed a
fear in their minds regarding travelling.
After this pandemic also people will
have fear in their mind , because of
which hotel industry may face
problems
 As the economy is going down, so
people will spend money on essentials
and not on travelling, which is also
threat for The cliff at Dinham hotel as
it is part of hotel industry.
Action Plan
Action plan is the plan that gives detailed information of all requirements to accomplish the
target and goals. It is the arrangement of systematic actions the are required for succeed in the
organisation. The Cliff at Dinham uses this plan to make the business plan that helps to achieve the
desired goals and targets. Steps are mentioned below that should be involve in the action plan of
The Cliff at Dinham:
Step 1: Identify Tasks
It is the first and foremsot function of The Cliff at Dinham's action plan is to indentify the
task that are required to complete to attain the targets and goals of the organisation. It is one of the
most important step that are required to achieve the targets of the companies. This step start with
brainstorming, it is the mental activity that required lot of knowledge that take those tasks that are
relevant.
Step 2: Analyze and delegate task

This is the most important step because it is the base where The Cliff at Dinham analyze the
pool of task collected in the first step. After the collection of task, company should analyse the task
and then delegate the task according to the employees skills and knowledge. It helps to achieve the
targets within the time limit. In this step The Cliff at Dinham company should look at each task
from the beginning and delegate the task.
Step 3: Double check with SCHEMES
SCHEME is the acronym of space, cash, helpers, equipment, material, expertise and system.
All task have different demands so that these factors may be not taken in one task. But there are
some important task that should be undertaken such as expertise, people and systems. In this step
The Cliff at Dinham checks the task with these factors that is double check with this method. (Ann,
2020).
Practice a range of professional competencies in the development of management decision making
and strategic planning
Strategic planning is one of the important process that provide a path and proper direction
for business organisation. It help company in improving their performance by determining its
appropriate strategy, direction and at the same time also make decision on allocating its resources.
Along with this, it is also extend to control mechanisms for providing proper guiding for
implementing strategy. This will provide assistance to company in attainment of their strategic goals
and objectives without any kind of issue and obstacles. Developing an effective strategic planningis
important beacuse it help in providing proper direction and outlines in order to measure goals and
objectives. Mainly, it is an effective tool which is useful for guiding day to day activities and at the
same time also evaluare the overall ptrogress of coompany in market place. One of the main
purpose of strategic planning is to set priorities, strengthen operations and also ensure that all the
workeres and stakeholder are working well towards the attainment of common goals and objectives.
In context to Cliff at Dinham, strategic planning is one of the effective tool that provide proper
direction to business organisation in accomplishment of all the desired goals and objectives along
with higher efficiency. In order to implement strategic planning effectively, there are some range of
professional competencies that used by manager at the time decision making and strategic planing.
In relation to this, professional competencies refers to the skills, knowledge and attributes that
valued by professional of company to take all the necessary decision. This can be effective in
improving the overall performance of Cliff at Dinham at market place. All these can be understood
by following points:

 Dealing with people: It is one of the important competency that must have leader in
strategic planning as it focus on managing as well as maintaining formal networks with
people to accomplishing their set targets. For this, leader of business organisation interact
with employees to understand their actual behaviour at working area. It may assist in
developing positive relation between leader and its team workers. With the assistance of
this, manager can easily make employee aware about all the strategies and policies (Yu,
2020.)
 Solving problems creatively: At the time of implementing strategic planning, it is
important for manager to communicate with employees so that they can share their issues
with them. For this, manager of company use innovative ways and technologies to resolve
problems by critical reflection, risk assessment, rewarding innovations and many more. All
these can be assist in improving the possibilities of eliminating issues that arise at the time
of strategic planning. Along with this, implementing collaborative approaches is also
effective in increasing creativity and innovation that support in attaining all the desirable
goals and objectives in an appropriate manner without any kind of complexities.
 Design strategy and structure: In order to develop strategic planning, manager of
company is responsible for designing strategy and structure in which each and every
activities can be done. Mainly, it is also includes the roles and responsibilities that manager
allocate to its employees in which they execute the same accordingly and at the same time
also increase the possibilities of accomplishing set objectives in an appropriate way. With
the assistance of this, company can improve their performance and productivity level at
market place.
 Conflict management: For attaining right decision and implement effective strategic
planning, it is important for manager of company to manage conflicts that arise between
employee. As it may negatively impact over the performance of workers and also reduce
their efficiency level towards their job role and responsibilities. In order to successfully
manage conflicts at working area, manager use collaborative activities in which all the
employees are connected with each others and also perform their task activities in a team.
This will improve the positive relation of employees and at the same time also influence
them to give their best efforts for accomplishment of predetermined targets. With the help of
conflict management, manager can enhance productivity level of company and its
employees as well. This will directly contributes in attaining competitive benefits by
improving employees performance.
 Creating and managing change: In a dynamic business environment, changes are occurs

and also have huge impact over the organisation activities. This is the reason that, manager
is responsible for creating as well as managing changes so that all the desired goals can be
easily attained. In this context, changes can be managed by setting proper direction, urgency,
building a coalition of support, handling resistance to change, communicating widely and
many more. All these can be support in improving the possibilities of managing changes so
that negative impact can be easily eliminated. In addition to this, manager is responsible for
develops and uses different methods that support employees to positively react towards the
changes. Works to effectively build support and remove all the organisational barriers by
using necessary resources so that change can be easily implement and handle. Furthermore,
apply best practices to change management model is also consider as an effective aspect that
create employee assistance and also achieve all the sustained changes. With the assistance of
this, manager of company can easily take right decision that directly contributes in
improving the overall performance of company. (Brunt, 2017)
 Critical thinking: It is significant for manager to have ability to think creatively so that new
and innovative ideas can be easily implemented for executing any kind of task activities.
Critical thinking is one of the effective way to eliminate the complexities by generating
creative way. This can be beneficial in reducing the negative aspects and also maximising
the positive impact over the company performance. Thus, it is vital for manager to analysis
all the aspects before making any kind of decision. In this critical evaluation support
company in maximising the brand image by attaining all the set goals and objectives as per
the strategic plan. (Tabari, 2020).
On the other hand, if it is talked about professional competencies in the development of
management decision making, then there are a range of competencies and these are presented
underneath:
 Supervising Others:- This is considered to be one of the crucial professional competencies,
that may lead a manager to develop effective management related decision making.
Specifically, in context with The cliff at Dinham, it can be said that effective management
related decision making. Supervising means necessary management skills like decision
making, problem solving. Supervisory is a workplace activity in which manager supervise
all the employee in the working place and take all the responsibilities of the employee that
he manages. It is important job function provide coaching, training, job rotation, job
enrichment,job enhancement,training, coaching for development of employee and helped to
supervised , improving the job performance of the employee. This is considered one of the
most important part of every organisation and in hospitality management is important part

how to supervise the management. The Cliff at Dinham the top level management supervise,
guide, support, control and taking all important decision regarding organisation supervising
is helpful for employees to provides necessary tools and provide training to the employees,
help to improve the performance, and motivate the employee to participate in the
organisation, feel confident to the employee. (Hu, 2016)
Conflict Resolution:-
Conflict resolution is find a peaceful solution. The conflict may be arise due to between two
or more parties,superior, subordinate and co-workers. co The conflict may be arise due to
disagreement,personal,financial,political,legal and emotional. The effective team management help
to solve the conflict, and every organisation has a department help to solve the conflict. The ability
to resolve conflict depend upon the ability of the management how effective methods and
techniques apply by the management to handle the situation. The Cliff at Dinhan has effective
organisation which help the employee to solve the conflict with mutual understandings and adopt
various effective method to solve the conflict of the employee like including negotiation, mediation,
arbitration and litigation,and all individual has ability to resolve conflict depend on he ability to
manage himself and stay alert and calm and be aware of respect differences. These all the types help
of conflict solution help to remove conflict or a stress buster.(Evanoff, 2016)

Emotional intelligence:
Professional competencies plays major role in decision making which depends on how a
person manage to be prominent at a situation of professional competencies while dealing in
emotional situation at workplace and manage to control their own emotions, retention from stress
therefore, a manager need to make decision with their intelligence and provide solutions by keeping
employees state of mind in consideration. Managers of The cliff at Dinham need to be alert in
facing several customers also, to be strong and must have impulse control in their behaviour by
indulging them into self awareness and build self discipline to overcome the situation. Well state of
mind leads to make worthy decisions which is more likely to be in favour of organisational
objective. In context with the company, professional competences creates impact on ones
intelligence by being complex, in that situation organisation must build pillars in order to become
the most relevant of all.
Manage performance:
A company must evaluate and analyse critical performance of their employee and keep on
check whether monitoring and directing have been done in effective way so that it does not create
any confusion or delay in decision making. Management of performance is important to analyse
weak areas , acknowledge through employees ability, knowledge and working potential. Once
performance has managed, it become simpler to move towards organisational objectives with
employees effective contribution. In order to manage performance, The cliff at Dinham must
circulate the flow of team work by assigning their duties and responsibilities in surveillance of
mangers and leaders also, prepare a report on performance check using both qualitative and
quantitative methods and proper training must be evaluate to supervisors, motivation needs to be
carry on in organisation in terms of bonus, employee awards, or increment in salary or wages.
CONCLUSION
After a brief analysis, it is concluded that project consultancy is required and hired by every
organisation to get ideas and suggestion about the business. In hospitality industry, it is necessary
that each & every firm use operate and run their business in appropriate manner. Further,
managerial challenges are bound to happen in service industry and manager of the firm need to be
well aware about such challenges & issues. Then, management theory guides the enterprise to take
right decision by selecting right theory. When problems and issues are examined, necessary
decisions or proposed actions are to be taken by consultancy or they take responsibility of outcomes
within the firm. Hence, proper analysis is to be done when selecting project consultancy.

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