Analysis of Resource Allocation and CRM for Small Hospitality Business

This report delves into the critical aspects of managing a small hospitality business, focusing on resource allocation, customer relationship management (CRM), and financial analysis. It examines the determinants for effective resource allocation, considering factors like human and financial resources, business objectives, and employee performance. The report explores the use of tools like Gantt charts and critical path analysis for planning and resource management. It then analyzes CRM processes, including brand awareness, customer segmentation, marketing campaigns, and lead generation, using Prestonfield House Hotel as a case study. Furthermore, the report includes a discussion on break-even analysis, cash flow preparation, and the interpretation of financial statements. The report also covers the legislative acts which influence small business enterprise.

Small Hospitality
Business

Table of Contents
INTRODUCTION ..........................................................................................................................3
PROJECT 1.....................................................................................................................................4
Determinants recognised during allocation of various resources to accomplish organisational
objectives................................................................................................................................4
Practices and models utilised for formation of plans and resource allocation in context to
selected organisation..............................................................................................................5
Importance of planning and assignment of resources in order to attain objectives..............6
Different processes of CRM for managing small concern & entities...................................6
How little organization, that can evolve nationwide with the benefits & limitations ..........8
Elements of the CRM procedure............................................................................................9
Potential to develop transnational transaction......................................................................10
Various legislative acts which influence small business enterprise. ...................................10
PROJECT 2...................................................................................................................................11
Preparation of cash flow and BEP analysis..........................................................................11
How breakeven analysis could be applied to an organizational situation............................12
Interpretation of financial statements...................................................................................12
CONCLUSION ............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Small hospitality businesses at present competitive market are the best contributor of
economical growth along with the employment opportunities. This type of organisation develop
to achieve success and growth by satisfying the customers with best alternative services, product,
through their innovative business approach (Kasim, and et. al., 2018). Objectives of these type
of organisation is to get success in the competitive market by the development of new
innovative, quality and customers require products, with the aid of effective business strategies
such as competitive price offer, better alternative service's with every essentially facility's,
attractive location and so on. In this report different strategies and planing for selected
organisation is going to be consider in order to achieve their business growth and success
objectives. prestonfield house hotel limited is the small luxurious hotel, headquartered in
Edinburgh, Scotland UK. Offer different hospitality services to their customers. This report is
divided into two parts, first part involve, Discussion on the main factors of business is done
which should be consider by the small enterprise while planning for the resources allocation. In
context to the selected hospitality small business different process of CRM is going to be
consider in this report along with the study of different process of transnational development,
with the identification of it benefits and drawbacks (Putra, and Cho, 2019). There is the
discussion on some key legislation which should be followed by the small scale enterprise. Then
in the second part of the project John & Jenny E-commerce Service company is consider in
prospect to annual itemised monthly cash flow, application of the break even analysis is consider
along with the interpretation of financial statements.

PROJECT 1
Determinants recognised during allocation of various resources to accomplish organisational
objectives
There are the various factors which should be consider during resources allocation for
goal achievement. Such as in order to achieve the business objectives they have to perform their
operational functions with the aid of employees so that is one of the factor which should be
consider, same like this there are many more factors which should be consider during resources
allocation (Zhang, Yang, and Teng, 2017). At present Brexit is the main factor which support
the small scale company to run their business effectively by the aid of some trading opportunities
given by this. Small organisation have to perform various function for their businesses success
such as market research, recruitment financial management, service's planing and all and in order
to accomplish all these function organisation have to consider some important factors during the
resource's allocation given below.

Human resource: Human resource's is the basic requirement of organisation as they are
the key part of the operational management of organisation. They have to be consider during the
resource's allocation and planning. They perform the whole activities which require for the
achievement of organisation goal so that organisation have to focus on the Human resource's of
organisation while looking for the proper resource's allocation in organisation. For instance-
Prestonfield house hotel consider the recruitment of skill and innovative staff for their company
while planning for the proper management of resources in organisation. In this manager of the
hotel focus on hiring suitable candidate who have well communication skill so that they handle
customer easily and effectively. This department support in attaining targets within hotel so that
it would survive for longer time period.
Financial resource: In context to the employees activities and business assets which is
require for the operational functions of the organisation. Financial management has to be
consider during the resource's allocation. As it play important role to manage the important
assets of the activities. In terms of Prestonfield house hotel use their financials department
during the resource's allocation in order to distribute the appropriate amount of the financial
support for different activities of the organisation. In this hotel financial department develop
budget so that resources are used optimally.
Business objectives: Another important elements which has to be consider while
planing for the resource's allocation is vision and mission of the organisation. This should be
consider because it aid to conduct the proper resource's allocation by identifying the essential
task and its requirement (Shukur, and et. al., 2020). In context of Prestonfield house hotel it is
very essential to develops a business objectives and in this there is a need to plan for the new
development mission and allocate their resource's according to that. It attain more profitable
results along with attracting more customers.
Assets of the business: For the proper functioning of organisation they need to consider
the area of the organisation and place of the performance for various activities along with the
different assets of the business such as machinery and other essential things which should be
their in order to provide the effective hospitality service's. With the background of Prestonfield
house hotel almost have manage all this assets by the consideration of this thing in resource's
allocation planning but they need to allocate some more attractive assets for customers.

Employee's performance- Small enterprise have to focus on their employees
performance and mange it with the proper allocation of the employee's motivation and
development resource's. Such as reward's, medical insurance, job security and all. Prestonfield
house hotel effectively manage their resource's allocation plan by considering the performance
and needs of their customers they facilitate all the essentially thing along with proper training.
Employee work cultural and health safety- Every organisation have to manage the
positive and healthy work environment for their employee's by following the employee's and
health safety management legislation (Zhou, and et. al., 2019). So organisation have to discuss
the employee's safety and health during resource's allocation in order to manage the healthy
work environment. Prestonfield house hotel is very concern about their employee's health and
safety and that's why they manage the safe and healthy environment with proper facility's and
risk assessment.
Practices and models utilised for formation of plans and resource allocation in context to
selected organisation
Small business organisation in context to proper and systematic resource's allocation can
use various types of the resource's management tools according to their organisation size and
requirement some of the models are given below.
Gantt Chart: This is the most effective tool helps the every size of organisation to
manage their project effectively. Due to its speciality which help to schedule whole project with
proper time management and through this other essential resource's is can be allocate on the
basis of time schedule for each task (Brčić, and Mlinarić, 2018). In case of Prestonfield hotel it
is very crucial to prepare gantt chart so that proper time allocation is to be done due to which
targets are achieved on set time period which is necessary in hotel sector.

Critical path analysis: This tool helps to manage the organisation plan, by facilitating
the effective mapping of each and every along with the identification of essential time period to
finish each task. prestonfield house hotel use this tool to effectively allocate their resource's for
each and every task according to the selected time period.

Importance of planning and assignment of resources in order to attain objectives
It has been analysed that proper planing for the resource's allocation helps the
organisation to attain their business objectives with in the selected time period. It helps to reduce
the waste of resource's and through pre planing of the resource's organisation can plan for their
financials requirement and management. In this manager of Prestonfield Hotel So that they can
collect the enough resource's for project in order to avoid the errors. Company can effectively
manage the whole business plan and performance with proper resource's allocation (Hendriks, ,
and et. al., 2017). prestonfield house hotel innovatively manage their resource's in order to
provide the attractive services with in the time. Through which company can develop their brand
value.

Different processes of CRM for managing small concern & entities
Customer's relationship management is the most essential process or function which
should be done or manage by every type of organisation, because this in involve various task and
programmes for the for customer's satisfaction management and awareness through which
company can retain their customers for long period of time along with the development of new
customers. There are the various elements and process of Customer relationship management
given below in context to the Prestonfield Hotel (Libai, and et. al., 2020).

Brand awareness

First step of the customer's relationship management is creating the brand awareness
with the the help of different customer managing activities. This is primary step of the
customer's relationship management cycle this involve introduction of the products,
organisation, services to customers after the identification of potential customers, along with
their satisfaction by appropriate products and services.
Understanding the customer base: Initially organisation have to identify the potential
customers for services on the basis of their interest. Then other step is to conduct brief analysis
potential customer's demand and preferences through which company can develop the best
service line which can attract more customers and develop the brand value. Hotel like
Prestonfield house hotel accomplish this task with the aid of new developing networking and
online technology's such social media, digital marketing, and online page of the brand.
Segmenting your target audience: Second process of the brand awareness is
differentiation of the customer's in to the same group according to their similarity so that most
appropriate or potential group of consumers is can be target for the further brand awareness task.
In case of Prestonfield house hotel manager use sale automation and CRM software through
which they segment the most essential customers of the organisation by analysis their interest,
similarity and demand.
Creating marketing campaigns: Then final and most important activity of customer's
relationship management is to crate the awareness of the customers along with attraction by the
aid of influencing awareness marketing campaigns. This involve innovative and attractive things
along with information and activities which can introduce new products and services to the
customers along with generation of lead by attracting them towards the innovative plans of the
services and products offer by the company.
Acquire leads
During the process of campaigns and marketing another components which should be
cover in order to maintain CRM is, acquiring the lead by the analysis of interested and attracted
customers and this is the responsibility of sales executive to convert their attraction into the
decision of customers fro buying the products. This can be done by their problem analysis and
solution skills. Through which sales men give the right product and services solution to the
customers according to their needs. prestonfield house hotel limited is using this techniques to
generate the new leads.

Convert leads into customers- Once the lead is generated then next step is to explain
the customers about products, services and how this can satisfy their requirements. So that new
customers is can be develop for the organisation, and their satisfaction will lead then to again
come and take another service's from organization. Within Prestonfield Hotel manager need to
focus on aware customers about their services so that they value it and it enhance hotel
reputation in marketplace.
Customer satisfaction- another most important step of the CRM is consideration of the
customers needs and demands during the process of services and product development planning.
So that their needs is can be effectively satisfy and retain the customers for long time, and in this
process both existing and new customers should be consider. Prestonfield house hotel limited
effectively manage their customers relationship by satisfying them with most appropriate and
customers preferred services (Bartczak, and Niewiadomski, 2019).
Drive up-sells- Most important and final process of the CRM, is managing the customers
in order to retain with the organisation by the aid of customer informing and updating techniques
such company should use the different automation techniques for customer data management
through which they can use the data to inform their customers about new products and offers by
the aid of information technology's such as emails, messaging. In case of Prestonfield house
hotel limited can use email and organisation online page application to update and maintain their
customers.
How little organization, that can evolve nationwide with the benefits & limitations
Transnational is the process of working and organising out of the national boundaries and
this is the most beneficial process for the SME development and success. By transnational
development organisation can target more customer with the objectives of higher sale, profit and
growth (Rigney, 2018). There are the various factors which work as the potential for SME
transnational development such as government support for transnational development of SMEs
due to its various benefits of national and internation development. Some of the potential factors
in terms of Prestonfield Hotel are explain below.
Innovating thinking and invention- The most crucial factor which can work as the
potential for transnational development of the company is can be their innovative and unique
business plan which can help them to sustain in the competitive market with their attractive
business services. In prospect to grow transnational organisation have to focus on their services

uniqueness and benefits which can attract more customers. prestonfield house hotel limited in
context to their transnational development should focus on their service's, strategies and
innovativeness.
Transmission channels- This is another potential way of becoming transnational,
because it aid the SMEs to manage and attract more international customers with automated
techniques such as company can communicate to more peoples for brand awareness and
customers development, through internet technology company can co-ordinate with existing
customers and new people through which they can promote their brand and satisfy their
customer by managing their services according to the customers feed-bakes. For prestonfield
house hotel limited this can be a most appropriate and potential way to manage at transnational
level.
Customer care programmes- Most of the time customer have some quires and problem
related to organisation and their services which can be the bad factor for organisation
transaction functioning, so for that one of the potential way to manage this issue is virtual
customer care programmes, through which company can solve their customers problems with the
aid of virtual real time solution system. Company can positively manage their transnational
customers. This programme is also known as online testimonials (Avenell, 2017).
Benefits:
Change in customer level: This is the clear benefit of the transnationalism, as due to the
transnational functioning organisation get opportunity to serve more customers, so new
consumers development is the benefit of globalisation through which company can increase their
profit and brand value.
Improvement in productivity level: Due to the transnational development hotel like
Prestonfield can make their employees more productive with new training, techniques and
development programmes of the different nation. Then high performance team will help in the
higher productivity of organisation in terms of profit, brand value, customers development and
organisation success.
Employment generation: Organisation transnational growth gives the opportunities of
employment at different level and area of the business which aid to the economical growth of the
countries where it operate.
Disadvantages:

High operating cost: For transnational development and growth Prestonfield Hotel can
face the problems of the high operating cost due to the different employment cost, resource's cost
and organisation registration coat along with the tax. So this disadvantages is can be manage by
the effective business planing.
Labour exploitation: Employment cost is different according to the legislation of
different countries and some time this can lead the labour exploitation due to the pre decide pay
in organisation business plan. So this can be manage by the proper research of environmental
force's (O’Connor, 2017).
Elements of the CRM procedure
From the (Avron) 2020 there are the various elements which has to follow in Customer
relational management process for effective results. If all the components of CRM is manage
effectively then this can aid to the success of organisation by increasing the new customers and
satisfying the existing customers. Such elements are marketing, lead management, workflow
automation in order to reduce the unnecessary use of the cost and time so that customer is can be
satisfy with the cost effective products with in the right time. prestonfield house hotel have to
make challenges on their CRM programme by updating it with new sales automation and CRM
software through which customer data is can be manage for long time with appropriate
information,through which company can coordinate with then regarding new products and
services (Boyne, 2018).
Potential to develop transnational transaction
There are the various factors which work as the potential of organisation to develop
transnational such as the government support for SME international growth due to its benefits on
employment level and economical development. Employment growth contribute in to the
economical development and SME internation development contribute to economy by paying
the tax. Another potential which support the transnational growth of the company is five stages
of the transnationalism such as domestic growth, international, multinational and transnational
growth of the company step by step along with their innovative business plan.

Various legislative acts which influence small business enterprise.
Small business are one of the most important contributor of the national and global
economy development, as they have to follow the national and international legislation for their
business management, in both domestic and international level through which they have to pay
some tax and follow some rules under their organisation activities some of the legislation is
explain blow .
Health and Safety Act, 1974: This is the initial piece of the legislation which cover the
health and safety regulation in context to the organisation and their employees. This act is
including various duties and regulation which should be follow by the every employers in
prospect to their employee's (Tamò-Larrieux, and et. al., 2018). According to this act employers
have to manage the effective organisation structure and department for employee's motivation,
regulation, health and safety management along with consideration their welfare. In case of
Prestonfield house hotel is managing their employee's health and safety by following standards
of this act.
Data Protection Act, 2018: This act facilitate the business organisation to manage and
protect their data by the aid of data protection legislation. This is involving various regulation of
data protection through which company can legally protect their data. This legislation influence
the small scale organisation in positive terms. Such as through regulation of this act company
can protect their employee's and business strategy information from other. According to this act
information should be updated, according to people tights and not transfer out side of the EEA.
prestonfield house hotel is following this act and manage their employee's and customers data by
keeping it safe and updated.
Employment Law, 1996: This Employment law was develop by parliament of united
kingdom which involve various rules and regulation related to the employees rights at their
organisation. Such as their should not be any discrimination related to cast and gender, according
to this law organisation have to offer the appropriate notice with reason before dismissal, rules
for appropriate salary and flexible working time. Prestonfield house hotel is offering the best
flexible working hours along with the best salary package and this law influence them to manage
their employee's recruitment and resignation according to rules and regulation.

PROJECT 2
Preparation of cash flow and BEP analysis
Cash Flow Statement
Cash flow Forecast
1st Month 2nd Month Total
Opening balance (1,200)
Cash Sales Project 1 5,000 -
Cash Sales Project 2 5,000 10,000
5,000 3,800
Less: Variable cost
Project Materials 500 500 1,000
Less: Fixed costs
Office rent 1,000 1,000 2,000
Office furniture 500 500 1,000
Marketing 500 500 1,000
Legal and accounting
cost 200 200 400
Sub-contracted labor 2,000 2,000 4,000
Director's salary 1,000 1,000 2,000
Sundry costs 500 500 1,000
5,700 5,700 11,400
Total cost 6,200 6,200 12,400
Closing balance (1,200) (2,400) (2,400)

Break Even point:
Sales per unit 5000
VC per unit 500
Contribution per unit 4500
Total fixed cost 12,400
BEP in Units (Fixed cost
/ Contribution per unit) 2.48
Hence, to cover fixed cost, John& Jenn3ey required to sale above 2 projects in a month.
How breakeven analysis could be applied to an organizational situation
Break even analysis is established to assess the margin of safety of an organization
relative to their benefit and costs (Nagarajan, and Visagamoorthi 2018). This is the point when
net revenue and total expense are equal. This method ascertains revenue to offset variable and
fixed cost of business. It is to analyze the situations where business is not earning profits and not
ignore on loss but concentrate on covering expenses. In context of John & Jenny E-commerce
business, this method can be helpful in deciding market plan, develop cost strategy and amount
of goods to deliver to handle the cost and make a profit (Rivera, Kizildag, and Croes, 2021).
When organization knows about the break-even point so they can approximate corporate
objectives and make entity judgment that contains essential costs. BEP analysis is used in
reinventing a new service when it involves a specific cost, if company is adjusting market
structure such as moving their business from retail to commercial store then they will need the
break-even calculation. 3
Interpretation of financial statements
In accordance of above produced cash flow statement this can be inferred that there is
cash outflow in both 1st and 2nd month respectively. Such as in month one there was cash outflow
of -4200 which reduced and became of -1400. This shows that above business might face issues
in upcoming time period due to lack of cash incoming activities. Apart from this, from computed
value of breakeven point, it can be stated that the value of BEP is of 11029 units which means
company needs to sell such amount of units in order to cover their cost.

The above produced financial statements can be helpful for above company or business in order
to keep a contingency plan for upcoming financial risk. As in the above statement of cash flow,
this can be find out that there is negative cash flow in both months which means they need to
keep an extra fund for risk of lack of cash. As well as by help of computed BEP, this will be
easier for them to know about number of units which they need to sell for covering cost of
operations including fixed and variable (Apunda, and Ndede, 2020).
CONCLUSION
From the above study it has been concluded that effective management of the small
enterprise is can be done by the implementation of the appropriate organisation management
functions and strategies, such as resource's allocation has to be done effectively within the
organisation by considering all essential activities and factors of the organisation which have to
be manage by the proper resource's allocation. This can be done by the aid of Gantt Chart and
Critical path analysis. Another important function is to manage CRM with in the organisation by
the proper application of key components of CRM such as the Brand awareness, Acquire leads
Customer satisfaction, Drive up-sells. Employment legislation and transnational development
and financial statement application is some other essential function of SME in order to get
success.

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