Thursday, August 15, 2019
International hospitality practice Raffles Hotel in Singapore Full Situational Audit of the Raffles Hotel and Develop a Strategic Place for the next 3 Years. Cover Page: Student Number, Module Code, Title, Module Tutor Table of Contents, List of Tables, Figures and Appendices Introduction Explaining the Purpose of the Report Brief Company Overview (10% of the assignment mark) 400 words External Audit: analysis of relevant macro-environmental (PESTE) and industry dynamics (PorterÃ¢â¬â¢s Five Forces), an assignment of competition and evaluation of Key Success Factors.The application DavidÃ¢â¬â¢s Factor Evaluation (EFE) matrix might assist your analytical process (30%) 1200 words Internal Audit: Analysis of the companyÃ¢â¬â¢s strategic positioning in the marketplace and key target segments, an evaluation of the corporate portfolio and expansion strategies in relation to the firmÃ¢â¬â¢s centric approach and a comprehensive strengths-weaknesses analysis of current resources and co mpetences, value chain activities and value networks. The application DavidÃ¢â¬â¢s Internal Factor Evaluation (IFE) matrix might assist your analytical process (30%) 1200 wordsStrategic plan for the next three years: This should include an evaluation of strategic options (TOWS matrix), the development of a new sales target, SMART objectives, the development of a mix of suitable strategies and a monitoring, control and contingency plan. (30%) 1200 words List of references Company Overview Raffles Hotel is a colonial-style hotel in Singapore. It was established by two Armenian brothers from PersiaÃ¢â¬âMartin and Tigran SarkiesÃ¢â¬âin 1887. In later years they were joined by younger brothers Aviet and Arshak and kinsman Martyrose Arathoon.With their innovative cuisine and extensive modernisations, the firm built the hotel into Singapore's best known icon. It was named afterStamford Raffles, the founder of modern Singapore, whose statue had been unveiled in 1887. The hotel is cu rrently managed byFairmont Raffles Hotels International and houses a tropical garden courtyard, museum, and Victorian-style theatre. Raffles Hotel has a shopping arcade housing boutique brands such as Louis Vuitton, Surrender, and Tiffany & Co.. The arcade houses most of the hotel's restaurants.It also has shops such as the custom tailor, CYC The Custom Shop, which makes shirts for Singapore's first prime minister, Lee Kuan Yew, and the third and current prime minister, Lee Hsien Loong. The third floor of the arcade houses the Raffles Hotel Museum and Jubilee Hall. Accommodation The hotel has 103 suites: Ã¢â¬â 84 Courtyard and Palm Court Suites Ã¢â¬â 12 Personality Suites Ã¢â¬â 5 Grand Hotel Suites Ã¢â¬â 2 Presidential Suites Activities Ã¢â¬â 15 Restaurants and bars Ã¢â¬â Raffles Spa Ã¢â¬â Outdoor swimming pool Ã¢â¬â Raffles Hotel Shopping Arcade Jubilee Hall theatre Ã¢â¬â Raffles Hotel gardens Ã¢â¬â Gymnasium Ã¢â¬â Event spaces Ã¢â¬â Executive centre Business Services A team of 24-hour personal Raffles butlers endeavours to assist hotel guests in all matters of business and leisure throughout their stay. The Executive Centre is another haven where residents can work or relax at their wish. Designed as a study, it is fitted with personal computer workstations and printers, and stocked with a selection of international newspapers, business magazines as well as commercial/industrial trade directories.The perfect location for a business meeting, Raffles Singapore features seven function rooms for events of up to 350 guests. With a choice of rooms, attentive service and all the technology you would expect, weÃ¢â¬â¢ll make it happen Ã¢â¬â exactly the way you want it Facilities Outdoor Swimming Pool & Bar Luxuriate in an exclusive haven by the rooftop pool, set amidst the lush tropical surroundings. Raffles Hotel Shopping Arcade Raffles Hotel Shopping Arcade stands as an oasis of calm amidst the busy city and is an integra l part of the world-renowned Raffles Singapore.The shopping arcade offers an extraordinary experience to discerning shoppers both locally and from around the world. It houses over 35 international and regional fashion and designer stores, as well as the popular Raffles Shop with fascinating memorabilia and collectibles available for purchase. Jubilee Hall A charming, Victorian-style theatre playhouse seating 388 guests, Jubilee Hall is noted as a premier cultural venue for varied repertoires and ceremonies. Sir Charles Ã¢â¬â Flowers For The GentlemanWith a bloom for the gentleman to shower upon his lady and a posy for the lady to accord her gentleman, let the distinguished flowers from Sir Charles speak for you. From hand posies and hand bouquets to potted floras and lavish arrangements, Sir Charles has a delightful bloom for every joyous occasion. Gardens at Raffles Hotel Raffles Singapore is perfectly accompanied by the lush greenery and the landscaping which make up a quarter of the total land area of the Hotel.The gardens and courtyards at the hotel include the Palm Court, Palm Garden, Fern Court, The Lawn, Raffles Courtyard and Raffles Square. An iconic plant found in the gardens of Raffles Singapore is the Travellers Palm, which as tales would tell, has been known to save the lives of travellers in search of water with its fan-shaped foliage providing welcoming shade. The leaves are also said to be aligned on an East-West axis, thus pointing travellers in the right direction. Limousine ServiceArrive in style at the grand gravel driveway of Raffles Singapore with our chauffeured limousine service, or be whisked away to your next destination after your stay with us. Our classic Daimler or Bentley limousines promise to transport you to the glorious heydays of a bygone era, without which no Raffles experience is complete. A luxurious fleet of other modern limousines are also available. Family Outdoor Swimming Pool Luxuriate in an exclusive haven by the ro oftop pool, set amidst the lush tropical surroundings.Raffles Hotel Shopping Arcade Raffles Hotel Shopping Arcade stands as an oasis of calm amidst the busy city and is an integral part of the world-renowned Raffles Singapore. The shopping arcade offers an extraordinary experience to discerning shoppers both locally and from around the world. It houses over 35 international and regional fashion and designer stores, as well as the popular Raffles Shop with fascinating memorabilia and collectibles available for purchase. Resident HistorianExperience a tour with Raffles SingaporeÃ¢â¬â¢s very own Resident Historian Leslie Danker who has been with the hotel for almost 40 years. 24-Hour Butler Service At Raffles Singapore, we want our hotel guests to feel the ultimate service from our hearts. Delivering a high level of discreet and attentive service is the role of the Raffles butler. We call that Ã¢â¬Ëservice with a gentle breezeÃ¢â¬â¢. The butler team can also make arrangements for babysitting services, offer childrenÃ¢â¬â¢s amenities such as toys and games, should you require them.