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UNIVERSITY OF LINCOLN HIRE ME PROGRAMME 2016 GROUP EXERCISE CANDIDATE BRIEF University of Lincoln |
UNIVERSITY OF LINCOLN HIRE ME PROGRAMME 2016 GROUP EXERCISE CANDIDATE BRIEF University of Lincoln |

UNIVERSITY OF LINCOLN HIRE ME PROGRAMME 2016 GROUP EXERCISE CANDIDATE BRIEF

University of Lincoln| Group Exercise

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Designed by Smart Resourcing Solutions Ltd 2015

 

Group Exercise

As part of your participation in the Hire Me Programme, you are invited to take part in a group exercise.

The exercise has been designed to enable you to demonstrate some of the behaviours and skills that are relevant when applying for Graduate Programme, Year in Industry and Summer Internship roles.

During this exercise, you will work with the other candidates in your group.

For the purpose of the group exercise, you (as a group) will assume the role of Bailey Randal.

You are a newly appointed Graduate Management Trainee within a business consultancy organisation. You have been tasked to make a recommendation for a global hotel chain who currently manages a substantial property estate. They hold ambitious plans to increase the size of their property estate within the next two years. Their preference is to have hotels situated slightly out of town but with easy access to cultural cities and attractions. As part of the fast-track graduate programme, you are often asked to input in a variety of projects.

Later today, you will have a meeting with Reese Dawson who is a representative from the hotel chain. He is a newly appointed Regional Manager for Scotland (played by the Assessor). Reese has sent you some information ahead of the meeting and is very interested in which site near Edinburgh you recommend for developing a new hotel.

The meeting with Reese will begin directly after your preparation time has finished and is scheduled for up to 10 minutes. Reese has another appointment immediately after your meeting, so use your time carefully to ensure you talk through your recommendation ensuring you provide the detail to support it.

The assessor will introduce themselves as Reese to start the meeting and will stay in role until the meeting has finished.

If you have any questions, please ask the Assessor during this briefing time.

To clarify, the exercise is schedule for 40 minutes. You may allocate the first thirty minutes as you wish but a guide is provided for your reference as follows:

Reading Time 10 minutes.

Discussion Time 20 minutes.

Meeting Time 10 minutes.

University of Lincoln| Group Exercise

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Designed by Smart Resourcing Solutions Ltd 2015

 
From: Reese Dawson <reece.dawson@globalhotels.co.uk> To: Bailey Rhodes
From:
Reese Dawson <reece.dawson@globalhotels.co.uk>
To:
Bailey Rhodes <bailey.rhodes.1.@businessconsultancy.co.uk>
Date:
Monday 24 November 2014 09:04
Subject:
Confidential: Site for New Hotel
Hi Bailey,
I have a task for you to complete ahead of our meeting later today. I would like you
to review the attached data and recommend which of the four proposed sites
should be considered for the new hotel within the Scotland Region. Following our
meeting, I am seeing the Executive Committee to recommend which site we
progress so your insight will be really valuable in supporting my proposal.
I’ve attached a summary of all the relevant data that should help you make your
recommendation.
Thanks for looking at this for me and I look forward to our meeting.
Regards,
Reese

University of Lincoln| Group Exercise

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Designed by Smart Resourcing Solutions Ltd 2015

 

Figure 1: Predicted Expense and Total Sales Figures

       

OTHER

 

SITE

LEASE

(ANNUAL)

INSURANCE

(ANNUAL)

ESTIMATED

SALES

(WEEKLY)

ANNUAL

OPERATING

COSTS

STAFFING COSTS

Marchmont

£195,000

£25,000

£25,000

£145,000

General Manager x 1 @ £32,500 Assistant Manager x 1 @ £26,000 Front of House/Bar & Waiting Staff/Other roles x 15 @ £14,000

Southside

£154,000

£23,000

£35,000

£135,000

General Manager x 1 @ £33,000 Assistant Manager x 2 @ £27,000 Front of House/Bar & Waiting Staff/Other roles x 18 @ £14,000

Bruntsfield

£135,500

£15,500

£20,000

£75,000

General Manager x 1 @ £31,500 Assistant Manager x 2 @ £26,000, Front of House/Bar & Waiting Staff/Other roles x 15 @ £14,000

Newington

£335,000

£22,500

£60,000

£290,000

General Manager x 1 @ £43,500 Assistant Manager x3 £27,500 Front of House/Bar & Waiting Staff/Other roles x 24 @ £15,000

Estimated operating costs relate to utility bills, cleaning products and general administration costs. These figures do not include food and drink stock costs.

Figure 1 refers to the predicted expense and sales figures for each site.

Figure 2: Area Economic Growth Projections

 

POPULATION

SIZE OF LOCAL ECONOMY

PREDICTED GROWTH

Marchmont

12,000

£900 million

STATIC

Southside

21,200

£1.2 billion

SLOW

Brunstfield

8,700

£450 million

REGENERATION

Newington

23,620

£2.0 billion

SLOW

Figure 2 provides economic data for each area.

The locations are close to Edinburgh and information is provided for reference only.

The region’s total Gross Value Added (GVA) in 2011 was £41.4 billion, 3.2% of the UK’s GVA. GVA is an economic measure of the value of goods and services produced in an area.

University of Lincoln| Group Exercise

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Designed by Smart Resourcing Solutions Ltd 2015

 

Figure 3: Information on each area provided by users of Trip Advisor

Trip Advisor captures comments from customers who have visited these areas in Edinburgh.

Marchmont

“Very swanky place full of posh snobby types. Nice local shops.”

Southside

“Lovely parks within walking distance. Handy access to city centre.”

Bruntsfield

“Bit of a dump but area provides handy base for beautiful local attractions within easy driving distance.”

Newington

“Ideal city centre location. Loads of cool bars and restaurants all close to each other”

Figure 4: Information on each area regarding competition and markets

 

COMPETITOR VOLUME IN THE AREA

MARKET OPPORTUNITIES

Marchmont

Area occupied by many competitors having great accommodation capacity

Accommodation, Conference , Weddings

Southside

Area occupied by some competitors having average accommodation capacity at the higher end of the market

Accommodation, Weddings, Conference, Business Centre, Weekend/Mini Breaks

Brunt field

Area occupied by a couple of competitors offering budget accommodation

Accommodation

Newington

Area occupied by many competitors having average accommodation capacity

Accommodation, Business/Conference Facilities

University of Lincoln| Group Exercise

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Designed by Smart Resourcing Solutions Ltd 2015

 

Edinburgh tourism numbers up following campaign

THE NUMBER of visitors to the Scottish capital has increased significantly following a new drive to promote the city’s assets and enhance the visitor experience. The total number of visitors in 2012 was up 11 per cent compared to two years before, with total spending rising by 16 per cent. The average spend also increased to £321.46 per person, up four per cent on 2010, and there was a four per cent rise during the key winter months. Yearly figures are drawn from a variety of sources and take almost a year to calculate, but tourism chiefs said that the indications were that 2013 had seen further growth in terms of spending and visitor numbers. Footfall up in 2013 The results come as early indications show that Edinburgh experienced its busiest Christmas in several years in 2013, boosted by a range of attractions and streets clear of tram works and disruption. Footfall on Princes Street rose by 16.8 per cent in December and 7.6 per cent across the city centre, with the Star Flyer and Big Wheel attractions drawing in tens of thousands of visitors. Those figures were released at the annual meeting of the Edinburgh Tourism Action Group, which brings together firms across the industry. Councillor Frank Ross, the city’s economy leader, said: “These figures suggest that 2013 in general was a very good year for the sector and that we are successfully addressing the seasonality issues for the city, increasing visitor numbers and spend in what were traditionally the quieter times of year. “However, it is vital that we do not get complacent and continue to invest in success. “We need to get the mix right to ensure Edinburgh’s competitive position is maintained by building capacity in transport, accommodation and facilities, create and communicate reasons to visit and provide a great quality, value for money visitor experience.” Hotel occupancy rates ‘highest ever’ Edinburgh Castle saw a 26 per cent rise in visitor numbers in the summer months alone, and said that guides in a range of languages such as Mandarin and Hindi have been well received. In November hotel occupancy was 80.6 per cent the highest figure on record. This is significant as hotels have typically struggled with far lower occupancy rates outside the summer Festival and winter Christmas and Hogmanay celebrations. Businesses cross-promoting one another, such as hotels partnering with tour firms or recommending restaurants, have been credited with higher spending. Robin Worsnop, owner of the Rabbie’s tour group and chair of ETAG said: “Whilst we will be able to celebrate some milestones on our journey to 2020, our focus remains very much on maintaining momentum on the road ahead. “2014 is undoubtedly a huge year for Scotland’s tourism industry; however, we must learn from the experience of others that hosting these major events is a potential springboard for future success.” Edinburgh wins conference deals Marketing Edinburgh, the council-owned tourism body tasked with promoting the city to visitors, also yesterday announced that Edinburgh has won three major conference contracts worth £8m to the local economy. This includes the Festival of Neuroscience, one of the largest science festivals in Europe, which will be held in April 2015 and attended by 1,500 top academics and scientists. John Donnelly, chief executive of Marketing Edinburgh, told delegates at the ETAG meeting yesterday: “Business tourism is worth 11 Ryder Cups on any given year, 14 Commonwealth Games and 16 Six Nations championships. That’s serious amounts of money that it brings to this country.” But he cautioned against the city taking for granted its appeal abroad. He said: “In 2012 Edinburgh only received 1 per cent of business meetings and conferences in Europe. That means there are a lot of cities in Europe getting an awful lot more. We need to be careful about being too self-congratulatory… competition is fierce and it’s getting harder all the time.”He also suggested that hotels and other tourism businesses had to be realistic about pricing. He said: “Coming to the UK, including Edinburgh, is very expensive relative to other European cities… up to 57 per cent more expensive than going to another city in Europe, particularly if you’re going to London - something to be aware of.”

University of Lincoln| Group Exercise

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Designed by Smart Resourcing Solutions Ltd 2015

 
MISSION STATEMENT ‘To be the market leader in hospitality services ensuring the philosophy of serving
MISSION STATEMENT
‘To be the market leader in hospitality services ensuring the philosophy of serving
the customer is the core of our culture’
TARGET MARKET
Global Hotel Group is interested in reaching the next generation of customers with a new
mindset about work, life and travel. This target audience of global travellers are younger,
knowledgeable, sophisticated, warm, caring and genuine. They are ambitious travellers with a
purpose who multi-task, blending work and leisure seamlessly. These travellers have no
constraints and are highly tech-engaged and tech-enabled. They deserve and need a brand that
can deliver true hospitality in a more relevant way

University of Lincoln| Group Exercise

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Designed by Smart Resourcing Solutions Ltd 2015

 

FROM THE OFFICE OF BUSINESS INNOVATION AND SKILLS

1 st November 2016

Regional Manager Global Hotel Group Hospitality House Grey Street

Edinburgh

Dear Regional Manager,

I am writing to you about the Bruntsfield Regeneration Project. As you know, this government has invested significant funds into supporting a sustained economic recovery, particularly in Scotland.

Last year, the area underwent substantial investment and the result is a bright new development including a shopping centre and leisure facilities ready to serve the local community. Many large organisations are committing to long term leases in the area and the Centre will enjoy a mix of local small and medium enterprises working alongside large organisations.

To celebrate the completion of this development and to encourage local entrepreneurs to bring their businesses to the area, we are currently working with larger organisations to offer incentives to join this exciting development

I would like to invite you to review the deals available; principally a 15% reduction

on your first three years of a ten year lease or 25% reduction on the first five years of a fifteen year lease. As a Government, we are committed to supporting the Regional Development Agencies create prosperity, jobs and growth to the Bruntsfield area.

I welcome the opportunity to meet and discuss further and accompany you around this superb development.

Yours faithfully

Secretary of State

University of Lincoln| Group Exercise

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NEWINGTON

NEWINGTON TO LET RENT £335k p.a. SPACE USE: LEISURE LEASE TERM 2018 FLOORS: THREE PROMINENT POSITION

TO LET

RENT £335k p.a. SPACE USE: LEISURE LEASE TERM 2018 FLOORS: THREE

PROMINENT POSITION

SOUTHSIDE

SOUTHSIDE TO LET £154k p.a.  Excellent position  Close to upmarket bars and restaurants 

TO LET

£154k p.a.

Excellent position

Close to upmarket bars and restaurants

Great potential

Enquire within

MARCHMONT LEISURE SPACE AVAILABLE TO LET £195K p.a. Long Lease Available Excellent position in a
MARCHMONT
LEISURE SPACE AVAILABLE TO LET
£195K p.a.
Long Lease Available
Excellent position in a picturesque area

BRUNTSFIELD

BRUNTSFIELD DISCOUNT AVAILABLE VIA REGENERATION PACKAGE * RENT £135.5k p.a. * NEW UNIT WITHIN NEW RETAIL

DISCOUNT AVAILABLE VIA REGENERATION PACKAGE

*

RENT £135.5k p.a.

*

NEW UNIT WITHIN NEW RETAIL & LEISURE DEVELOPMENT

University of Lincoln| Group Exercise

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Designed by Smart Resourcing Solutions Ltd 2015