Assignment Brief -...

BTEC Level 3 in Hospitality

Unit 1 | The Hospitality Industry

Assignment Brief

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BTEC Level 3 in HospitalityUnit 1 | The Hospitality Industry

BTEC Level 3 Diploma In Hospitality Unit 1 | The Hospitality Industry

Assignment Brief3

Grading Criteria

P1 explain the scale and diversity of the hospitality industry.

P2 explain classification systems and standards used in the hospitality industry.

P3 describe the organisation and structure of hospitality businesses.

P4describe how different support functions are used to support the operation of hospitality businesses.

M1analyse the structure and organisation of different hospitality businesses, showing links with the scale and diversity of the industry.

M2 analyse the use of classification systems, using appropriate examples.

M3 compare support functions in different hospitality businesses.

D1evaluate the extent to which the scale of hospitality businesses affects the diversity of products and services offered.

D2evaluate the effectiveness of a support function within a hospitality business, making recommendations for improvement.

Knowledge that learners gain from this unit will be relevant to all units in this qualification. Learners will develop an overview of the importance of the hospitality industry within the economy in terms of its scale and diversity. They will investigate the hospitality industry, and develop an understanding of businesses that provide accommodation, catering and related services.

Learners will explore the diverse types of ownership, products and services offered, as well as customer types, and will develop an understanding of trends within the industry. Learners will also find out about the range of national and international classification systems of food and beverage and accommodation providers, and the standards required to achieve specific levels within these systems.

The unit gives learners an opportunity to explore the internal structure of hospitality businesses. They will learn about the operational areas, the staffing structures, hierarchies and job roles that exist within the various parts.

Learners will look at the range of functions that hospitality organisations use in order to support the business and provide opportunities for growth. This includes human resources, finance, marketing and customer services. The unit gives learners an overview of the roles of these support functions, and provides a firm foundation for more detailed study of these areas in other units.

Introduction


Assignment Brief4

Learning Outcomes and Criteria Targeted:

Learning outcomes Grading criteria covered

Learning outcome 1Understand the scale and diversity of the hospitality industry

P1, M1, D1

Learning outcome 2Understand the classification systems and their standards

P2, M2

Learning outcome 3Know the organisation and structure of hospitality businesses

P3

Learning outcome 4Know the purpose of support functions in hospitality businesses.

P4, M3, D2

Assignment 1 Tasks Grading criteria covered

Task 1 Brochure P1

Task 2a Report M1

Task 2b Evaluation D1


Task 3a Newspaper article P2

Task 3b Report M2


Task 4 Magazine feature P3

Task 5a Information sheet P4

Task 5b Report M3

Task 5c Evaluation D2


Assignment Brief5

1 Understand the scale and diversity of the hospitality industry

Scale: size of industry; turnover; number of businesses; number employed in industry; economic value of industry; turnover; purchasing power

Diversity: products and services eg. food, drink, accommodation, conference and banqueting, leisure facilities; types of business; ownership eg. owner-manager, partnership, private/public limited company, local/multinational; levels of service; customer types and requirements; current trends eg. vegetarian menus, organic food, website reservations

Hospitality industry businesses: hotels eg. budget, one star; restaurants eg. fast food businesses, fine dining; pubs, bars and nightclubs; contract food service providers eg. education, healthcare; hospitality services eg. retail, education, Government and local authority provision; membership clubs eg. professional or employment association clubs, sporting clubs; events eg. music events, meetings and conferences

2 Understand the classification systems and their standards

Classification systems: purpose; focus; different types eg. AA, Michelin, Tourist Board, Egon Ronay, Gault Milau

Classification standards: types eg. food and beverage, accommodation service, facilities; national standards; international standards; recommendations for additional criteria

3 Know the organisation and structure of hospitality businesses

Organisation: operational areas eg. food preparation, food and beverage services, accommodation services, front-of-house services

Structures: hierarchy; number of employees; profile of employees (age, gender); roles eg. management, supervisor, craft operative; responsibilities of different staff eg. operatives, supervisors, managers; career and employment opportunities

Unit Content


Assignment Brief6

Unit Content

4 Know the purpose of support functions in hospitality businesses

Finance: purpose eg. achieving profit levels, pricing, budgeting

Customer services: purpose eg. meeting customer expectations, dealing with complaints

Marketing: purpose eg. developing products and services, researching the competition, market analysis

Human resources: purpose eg. planning, training, recruitment, appraisal, equal opportunities


Assignment Brief7

Task 1: Brochure

P1 explain the scale and diversity of the hospitality industry.

Scenario: You work as a tourism officer for a local council. The purpose of your role is to promote the hospitality services in your local area, including hotels, restaurants, pubs, bars and nightclubs, membership clubs and events businesses. You need to keep the public updated and informed of the hospitality businesses that are available to them and attract people from other regions to the local businesses. As part of your role as a tourism officer, you have been assigned to a project where you need to produce a brochure focussing on the hospitality industry.

You can use your local area to complete the brochure, but you do not have to focus on the place you live, you can concentrate on any region of your choice.

Your brochure should be detailed and include a range of things such as:

(P1) • The types of services and businesses available in the area – including one example of a hotel, a restaurant, a pub, a bar or nightclub, a contract food service provider, a hospitality service, a membership club and an events business. • The facilities, products or service provided by each business. • The size and scale of each business, including how many sites it has, how many employees it has and the annual turnover. • Potential customers for each business.

Assignment 1 Tasks

T1


Assignment Brief8

Task 2a: Report

M1 analyse the structure and organisation of different hospitality businesses, showing links with the scale and diversity of the industry.

Scenario: As a continuation of your work as a tourism officer, you have been asked to research a number of contrasting hospitality organisations. It is recommend that you look at new organisations instead of using the same businesses as the previous task.

Within the report, you should clearly state the names of the four organisations you have chosen to analyse. It would be useful to analyse two small independent businesses and two large branded businesses.

For each one, you should research:

• The style of the business • The number of sites the business has• The number of employees• The structure of the organisation• The services and products provided• The customers associated with the business• The price range of services.

T2a

Task 2b: Evaluation

D1 evaluate the extent to which the scale of hospitality businesses affects the diversity of products and services offered.

Scenario: Your supervisor has requested that you now evaluate your findings from the previous task, in order to assess your research before submitting both the report and evaluation to your manager.

Questions you should consider when writing your evaluation include:

• What are the similarities and differences between the small and large organisations? • How do these similarities and differences impact on the services provided by the small and large organisations and why? • What are the positives and negatives of using a small organisation and a large organisation? • How does the scale of a hospitality business affect its ability to expand its products and services?• Overall is it beneficial to the industry to have such a diverse range of service providers or not?

T2b


Assignment Brief9

Assignment 2 Tasks

Task 3a: Newspaper article

P2 explain classification systems and standards used in the hospitality industry.

Scenario: As a result of your excellent efforts within your role as a tourism officer so far, your manager has now set you a project of completing a newspaper article for the regional newspaper. The article needs to break down the use of classification systems within the hospitality industry so that the general public can utilise them with more confidence.

It is recommended that you research the examples of classification systems you have already looked at, so that you can use them as examples within the article.

The editor of the regional newspaper has asked that when completing your article, you answer a series of set questions within it to ensure full coverage for the readers.

The questions to answer include:

• What are classification systems? • Why are they used?• Who might use them and why?• What types of classification systems are there?• What symbols are used by each of these classifications and what do they represent?

T3a

Task 3b: Report

M2 analyse the use of classification systems, using appropriate examples.

Scenario: Your manager has sent the article off to the regional newspaper and would now like you to produce a report which analyses the use of the classification systems mentioned in the article, within the hospitality industry.

Your manager recommends that you focus on the following four questions:

• What similarities exist between the classification systems? • What differences exist between the classification systems?• What are the strengths of using classification systems? Use examples to support your answer.• What are the weaknesses of using classification systems? Use examples to support your answer.

T3b


Assignment Brief10

Assignment 3 Tasks

Task 4: Magazine feature

P3 describe the organisation and structure of hospitality businesses.

Scenario: Following on from the positive feedback received for your newspaper article, the editor was so impressed he has called your manager again to assign you with another project. This time, you have been asked to write for the newspapers monthly magazine supplement and the editor requested that the piece focusses on three different hospitality businesses.

The editor has suggested that you research each organisation fully, in order to make sure all of the points listed below are included in the feature, for each of the three organisations:

• Organisation name • Roles and responsibilities • Number and type of departments• Managerial hierarchy • Number of staff • Profile of employees (Age, gender etc) • Employment and career opportunities • Internal factors impacting on the above (Eg. scale of the organisation)• External factors impacting on the above (Eg. economic climate).

T4


Assignment Brief11

Task 5a: Information sheet

P4 describe how different support functions are used to support the operation of hospitality businesses.

Scenario: The company you work for has been invited to attend the annual tourism and hospitality conference which is held every year in your region. Based on the recent work you have carried out with the media and as part of your role as a tourism officer, your manager has asked you to prepare some notes as an information sheet which can be referred to in a presentation, which you and your manager will deliver together at the conference. The information in the report will be used to produce the presentation and to create speaker notes.

Your manager has suggested that you cover the following within the report, in order for the presentation to be successful:

• How is marketing used to support the operation of hospitality businesses? (Use a real life example of an actual business to support your answer) • How are human resources used to support the operation of hospitality businesses? (Use a real life example of an actual business to support your answer) • How are customer services used to support the operation of hospitality businesses? (Use a real life example of an actual business to support your answer) • How is finance used to support the operation of hospitality businesses? (Use a real life example of an actual business to support your answer).

T5a


Assignment Brief12

Task 5b: Report

M3 compare support functions in different hospitality businesses.

Scenario: Your manager has also asked you to produce a comparison report, focussing on the four support functions, to help with the preparation for your presentation at the conference.

Within the report, you should answer the following questions:

• How are each of the support functions similar and why? • How are each of the support functions different and why?

Use examples to support any points you make within the report.

T5b

Task 5c: Evaluation

D2 evaluate the effectiveness of a support function within a hospitality business, making recommendations for improvement.

Scenario: To make sure both of you are fully prepared for the presentation at the annual tourism and hospitality conference, a final project that your manager has asked you to complete is to produce an evaluation to accompany your report and information sheet.

Within the evaluation, you only need to focus on one of the support functions and one hospitality business. Your choices should be clearly stated and your evaluation should answer the following questions:

• What are the positives of using this specific support function and why? (Include examples) • What are the positives of using this specific support function within this particular business and why?• What are the negatives of using this specific support function and why? (Include examples) • What are the negatives of using this specific support function within this particular business and why?

You should also include three recommendations for using this particular support function better within this particular business, and explain your reasons for each recommendation.

T5c

Assignment Brief -...

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