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Study the extract below and answer the questions that follow - NSC Hospitality Studies - Question 5 - 2022 - Paper 1
Question 5
Study the extract below and answer the questions that follow. The Nkosi family booked their annual holiday at the NAMAT Hotel after seeing an advertisement with spe... show full transcript
Worked Solution & Example Answer:Study the extract below and answer the questions that follow - NSC Hospitality Studies - Question 5 - 2022 - Paper 1
Step 1
Determine which non-revenue-generating area was responsible for the fault on the Nkosi family booking.
Answer
The non-revenue-generating area responsible for the fault on the Nkosi family booking is the Front Office or Reservation Office. This area is typically responsible for handling bookings and ensuring that names are correctly added to the arrivals list.
Step 2
Explain how personnel in the non-revenue-generating area, identified in QUESTION 5.1.1, should handle the situation.
Answer
Personnel in the Front Office should have taken several steps to handle the situation effectively:
- Apologize: They should have promptly apologized to the Nkosi family for the inconvenience caused.
- Verify Information: They must verify Mr. Nkosi's proof of payment and confirm the booking in advance, ideally in writing.
- Provide Solutions: Offer a complimentary meal or a night of accommodation for free to rectify the situation and reassure the family that their matter will be resolved immediately.
Step 3
Evaluate the security guard's action towards the Nkosi family at the gate of the hotel.
Answer
The security guard's actions can be evaluated as follows:
- Good Practices: The guard was following the hotel's policy to ensure that only registered guests are allowed on the premises, which is essential for the safety of all guests.
- Communication Failure: However, the guard should have communicated with the Front Office regarding the situation, especially since Mr. Nkosi had proof of payment. Failure to confirm and seek assistance from the relevant department led to unnecessary distress for the Nkosi family.
Step 4
Name THREE factors that might have influenced the target market of the NAMAT Hotel.
Answer
Three factors that might have influenced the target market of the NAMAT Hotel are:
- Location & Demographics: The geographical location of the hotel, which attracts certain age groups, genders, or cultures.
- Affordability: Pricing strategies that align with the income levels and spending habits of potential guests.
- Customer Preferences: Understanding customer preferences regarding the types of services and experiences they are looking for in a hotel.
Step 5
Give FOUR aspects that the NAMAT Hotel must include in the business description of their business plan.
Answer
The NAMAT Hotel should include the following four aspects in their business plan's business description:
- Business Address: Clearly state the hotel's physical location.
- Contact Details: Provide a way for potential customers to reach out, including phone numbers and email addresses.
- Brand identity: Define the hotel’s branding and the image it wants to convey.
- Market Analysis: Summarize the market trends, target demographics, and competitive landscape.
Step 6
Suggest THREE visual, printed marketing tools that can be used by the hotel.
Answer
Three visual, printed marketing tools that can be employed by the NAMAT Hotel include:
- Leaflets: Informative leaflets showcasing room types, specials, and amenities.
- Flyers: Flyers distributed in local areas to attract nearby customers.
- Posters: Eye-catching posters placed in strategic locations to enhance visibility and promote special events.
Step 7
Briefly discuss THREE promotion strategies that could be used to attract more guests to the hotel.
Answer
Three effective promotion strategies that the NAMAT Hotel could consider are:
- Competitions and Giveaways: Organizing contests where guests can win free stays or meals, creating buzz and increasing engagement.
- Special Packages: Bundling services like meals or spa treatments at discounted rates to provide added value.
- Word-of-Mouth: Encouraging satisfied guests to share their experiences, thus enhancing the hotel's reputation and visibility.
Step 8
Analyse the pop-up market with regards to: (a) Strengths
Answer
Strengths of the pop-up market include:
- Support for Local Entrepreneurs: It provides a platform for local businesses to showcase their products.
- Community Engagement: The initiative garners community support for a noble cause, potentially increasing attendance and sales.
- Diverse Offerings: The market offers a variety of products that can attract different customer segments.
Step 9
(b) Opportunities
Answer
Opportunities presented by the pop-up market are:
- Market Expansion: It allows local entrepreneurs to reach a wider customer base and diversify their sales channels.
- Product Awareness: Raising awareness for organic and locally sourced products amongst consumers.
- Potential for Future Events: Successful execution could lead to more pop-up markets in the future, fostering ongoing support for local businesses.
Step 10
Discuss how Covid-19 has negatively impacted the success of the pop-up market.
Answer
Covid-19 has had several negative impacts on the pop-up market, such as:
- Reduced Capacity: The need to limit stalls due to health regulations has resulted in fewer vendors being able to participate, which limits the variety and appeal of the market.
- Decreased Revenue: With only 50 stalls operational, the overall revenue potential for both the organizers and participating vendors is significantly diminished.
- Customer Hesitation: Potential customers may be reluctant to attend events due to safety concerns, impacting footfall and overall success.