A succinct summary of the entire assignment highlighting main aims and outcomes.
A description and background of the organisation.
Should include current activities of the organisation, such as organisational structure, ownership, location, target market(s), facilities, activities and organisational values/ mission/vision if available.
Theory & Practice
Choose at least two (2) discipline/subject areas from your studies thus far.
- For hospitality students, it could be from marketing, business communication, HRM and hospitality
- For BBM students, it could be among marketing, business communication, accounting, HRM and
- For events students, it could be from marketing, HRM, venue operations and event
- For sports management students, it could be among marketing, business communication, health issues, and introduction to sport management.
- And so You choose.
For each of the two (2) subjects:
- Identify the subject that you have completed at ICMS, which is the focus of this
- Identify a concept and/or theory from this subject, referring to at least one textbook or published professional
- Explain the extent to which the concept and/or theory that you have referred to are being applied – or not being applied – in your organisation.
What styles of management are evident at the placement organisation? How are these management style(s) exemplified?
How effective are different styles of management for achieving desired outcomes in business?
What makes a ‘good’ manager? What are the essential characteristics of a ‘good’ manager?
How are people managed at the placement organisation? Is people management effective?
How could people management be improved at the placement organisation?
What is leadership? What are the essential characteristics of a ‘good’ leader? What is the leadership structure within the placement organisation? Is this an effective leadership structure?
How could leadership be improved at the placement organisation?
Without efficient and clear processes, businesses & organisations struggle to achieve their goals.
Describe the process management at the placement organisation. How effective are the processes and the way they are managed at the placement organisation?
How could the process management improve at the placement organisation?
Summarise and evaluate the experience of Industry Training.
Explain what was gained from Industry Training that could not have been gained through theory.
Describe how Industry Training improves overall skill levels and knowledge for candidates.
Give a summary of suggestions that could be implemented in either your workplace or to the Industry Training programme.
The aim of this report is to understand the insights of the management theories and concepts by taking a Shangri-La hotel as an example. This report outlines the organizational background and applied some of the marketing, HRM and leadership concepts in order to understand their importance. The hospitality sector is a very broader group of business and it is very important for these industries to manage each and every task carefully in order to stay competitive in the market as well as to achieve the goals of the company. The whole report revolves around the management concepts and the purpose of this study is to find the role of these concepts in the placement organization as well. In this report, the marketing mix concept, Human resource management concept, leadership, processes and people management has been discussed in the context of the placement organization. This report is written with intent to find out the role of manager and leader in the managing the different tasks of the organization. A manager or a leader in the organization can use this various styles to perform the activities such as autocratic, democratic bureaucratic and Laissez-faire leadership. Management style in an organization is highly dependent on the various factors like industry, employees, its location as well as the owners. Policies and procedure of the organization are also essential to manage and to adopt the leadership style which is suitable for the organization. In last the conclusion has been drawn in this report based on the findings of this report.
Hospitality industry is the broader group of business that provide services to the customers through hotels, restaurants, event planning business centers. The most important part of the hospitality sector is the hotels that offering services to the customers with regard to the accommodation, food and other room services. In this report, organization that has chosen is Shangri- la hotel situated at Sydney in Australia. This is a five-star hotel offering extraordinary services to the customers providing rooms and Suites, free Wi-Fi, flat screen TV, mini bars and bathrooms. Shangri-La hotel is the luxurious hotel providing amenities, suits and food services to the customers. The mission of the company is to “cater the need of every customer” by providing them services and facilities. The dedicated and experience staff of Shangri-La hotel try to offer the facilities and services according to the needs of the customers. The services and facilities offered by the hotel include business centers, conference facilities, non-smoking rooms, and laundry service. The hotel is located at 176, Cumberland Street, The Rocks Sydney in Australia and the target market is the Australian people as well as the people coming from the other different countries. Moving further, the management of Shangri La hotel delivers world class experience to its customer and offering 24/7 hours’ services to the customers and they can contact company anytime for their enquiries (Keelson, 2012).
Findings: Theory and practice
Application of the marketing concept
In today's world, to stay competitive in the market, firm needs to apply marketing theories or models in the business. Marketing is the concept which is different for different people and it is an option to achieve the corporate goals through satisfying the customers by offering excellent services. According to the Okpara, marketing is the institutional activity which is designed to build strong relationships with the customers as well as to create the customer satisfaction by offering them to achieve the goals of the company (Aga, et al., 2017). In the hospitality sector, marketing is playing the most important role and according to theoretical concept, various models can be applied to the hospitality sector. Therefore, Shangri La hotel can also make use of the strategies such as product, price, place and promotion that helps to gain the customer satisfaction and to build the image of the hotel (Londe & Morrison, 2007).
Marketing mix concept and its application
Marketing mix concept involves the four different strategies which can be used by the hotel in order to attain corporate goals. Product strategy is very important and crucial for marketers because with the help of this strategy, hotel can identify the target markets as well as the needs and wants of the customers. Product is basically an item or anything that satisfy the needs of the consumer. Sometimes, hotels are more involved on their physical structure and equipment rather than the services offered by the company. Pricing strategies also the key element of the marketing mix where the marketers can use the price as the weapon to gain the success in the competitive market (Isoraite, 2016). It is analyzed that excellent services and products offered at a reasonable price will lead to gain a success in the hospitality sector. Promotional strategy is basically used to create awareness among the people about these products and services offered by the company and to communicate the relevant information to the customers through the various promotional channels like advertisements, personal selling, sales promotion and Public Relations. In marketing, place or location of any business is also important part as it contributes to the achievement of marketing objectives. Shangri La hotel is located at Sydney in order to cater the needs of the Australian people as well as business travelers (Burnett, 2008).
Role of HRM
Moving to the second discipline, human resource management is the part of organizational management. The human resource manager needs to perform the various functions such as planning organizing directing and controlling in hotel management. HRM is the concept that falls into getting the work done through other people. In the hotel industry human resource management is also playing an important role, in order to manage all the activities in the hotel industry. Peter F Drucker says that human is the resource available to the organization which can grow and develop. The managerial functions performed by the human resource manager in the hotel are planning, organizing, directing and controlling. All these functions are important to achieve the organizational goals and to cater the needs of every customer (Hoque, 2000).
A manager or a leader in the organization can use this various styles to perform the activities such as autocratic, democratic bureaucratic and Laissez-faire leadership. Management style in an organization is highly dependent on the various factors like industry, employees, its location as well as the owners. Policies and procedure of the organization are also essential to manage and to adopt the leadership style which is suitable for the organization (Ganga, 2012).
In placement organization, the manager style that needs to adopt must be able in getting the job done from their subordinates. Business communication plays the very important role in managing the activities and operations. In the hotel industry also, the communication skills of the human resource managers should be very high. It is evident from the various studies that a good manager need to appreciate the success of team members and allows them to analyze their own work and find out their mistakes. A good leader or manager need to give the correct directions to the team members in order to achieve the organizational goals. In hotel industry, it is found that the managers need to give concern to both the task as well as human resources. In hotel industry the services are highly dependent on the performance of the employees so the manager needs to improve the performance of the employees by adopting transformational leadership styles (Attih, 2013).
People management in the placement organizations is very effective. Employees are the most important asset of every organization. A good manager is one who understands the needs of the employees and he should focus towards employee satisfaction. A manager will set and define goals and objectives of the organization and communicate about the goals to the people working at the placement organizations. A manager should give directions to the employees in order to achieve the company. People working in the organization can be managed by fulfilling their needs, and by offering them some incentives, rewards and appreciation, when they perform well in the organization. The employee motivation is very important to keep employees to the part of the company for a longer period of time (Group, 2018).
Leadership is a process of guiding, directing and influencing the behavior of people working in the organization. It is an ability of a leader to influence the employees working in the organization to perform with confidence and zeal.
Some of the characteristics of leadership are:
- It is inter-personal process influencing and guiding people towards the achievement of goals.
- It is a group process
- A leader is always involved in shaping the behavior of other people
- Leadership is highly based on the situation; every problem can be sorted by adopting the different leadership styles depending on the situation (Lisi?ski, et al., 2012).
A leadership can be managed in the organization by adopting some strategies such as recruitment of the positive people, true motivation and performance-based awards.
Nowadays, every organization followed some kind of process, involving a sequence of task and activities that is integrated to achieve the organizational objectives. Manager, sometimes find it difficult to getting the things done from others without any process. Therefore, there is a proper process such as planning, organizing, directing and controlling in management in order to get the work done from others, which need to be followed by the managers in order to attain the organizational goals. Processes are like a solution for the problem it can be defined as a collection of task and activities together in order to resolve the problem and transform the inputs into outputs. Common examples of processes include decision making, customer service process, new product development process and order fulfillment. A manager can manage these processes in the organization with their skills and abilities (Schraeder, et al., 2014).
From the above findings, it is analyzed that the marketing and human resource management is the most important concept which can applied to the hotel industry. The industrial training programs at the hotel Shangri-La are very effective for my personal career growth as I have gained a great knowledge about how to manage the people in the organization as well as how to perform in the organization in order to achieve the organizational goals. Industry trainings are the great opportunity for the candidates to gain the enough experience during academics and they can learn a lot about the organizational behavior. Students have the theoretical knowledge about the marketing mix concepts and human resource management concepts, but after these training programs, candidates are able to analyze things practically. During the industrial training programs, it is analyzed that manager should give directions to the employees in order to achieve the company. People working in the organization can be managed by fulfilling their needs, and by offering them some incentives, rewards and appreciation, when they perform well in the organization. The employee motivation is very important to keep employees to the part of the company for a longer period of time. Moving further, the theories are also applied during the industrial training program and it is observed that Peter F Drucker says that human is the resource available to the organization which can grow and develop. The managerial functions performed by the human resource manager in the hotel are planning, organizing, directing and controlling. All these functions are important to achieve the organizational goals and to cater the needs of every customer.
In last, it is suggested that these types of industrial training programs should be organized for the students on a frequent basis to gain the practical knowledge. The recommendation for the Shangri- La hotel is that they should focus on the trainees and their capabilities and should offer some placement or career opportunities for the students. Hiring a potential staff for the workplace is very important as the success of the hospitality sector is highly based on the performance of the employees.
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