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TitleUNIT 12: HOSPITALITY OPERATIONS MANAGEMENT
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UNIT 12: HOSPITALITY OPERATIONS MANAGEMENT

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LO1 Understand the operational and economic characteristics of hospitality operations

Nature of hospitality

products and services: product and service areas eg food and beverages, rooms division,

conference and banqueting; tangible and intangible elements; perishability; marketing and

sales; plant; equipment; supplies and commodities Patterns of demand: patterns eg opening

hours, seasonality, time of day/week, sociological influences, healthy eating and drinking

patterns, food and fashion trends, accommodation trends, cultural, regional and ethnic

influences, pricing and economic factors, elasticity of demand Customer profile: characteristics

eg spending power, types of hospitality business, menu/accommodation range, pricing

considerations, expectations and requirements, the meal experience Management issues:

issues eg integrated planning and resourcing, business and operational plans, staffing, finance,

decision-making (gathering information and data, analysing and evaluating data, reaching

decisions, forecasting), operating procedures and systems, control systems, technical and

procedural standards, service standards, quality systems, team working and team leading,

scheduling, training

LO2 Understand product development within hospitality environments

Stages in product development: stages to include market research, market segmentation, idea

evaluation, concept development, product development, advertising objectives eg persuade,

create desire, create awareness, sell, increase market share, develop brand loyalty, customer

awareness Opportunities and constraints: types eg brand image, nutrition and dietary

requirements, disabled access and provision – accommodation facilities, restaurant access;

availability of resources (human, financial, physical), standardisation, style of service, space

utilisation Hospitality advertising: businesses eg pubs, restaurants, hotels, conference centres;

products, types of media Merchandising objectives: objectives eg promote consumer/brand

awareness, encourage consumer/brand loyalty, develop product image; support materials eg

brochures, websites, posters, floor stands, tent cards, wall displays, table displays, menus,

flyers, vouchers, promotions, clothing (tee-shirts, sweatshirts, baseball caps), free samples

LO3 Understand pricing and profitability concepts within hospitality operations

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