Your assignment is to compose a description (maximum 4-page written plus service blueprints) document that
adequately informs a lay business person about the client property your group has selected to evaluate this semester.
You need to present an overall analysis of the business. Your submission should describe fundamental facts and
details about the client operation which could help a business person (but not necessarily a hospitality professional)
to understand your client property. You are to gather information in an unobtrusive manner.
x Explain the business and what it offers its’ customers. Describe the scale and scope of the business. You
should include any information that is descriptive of the operation and would help a business person
understand the operation (for example: What is the business purpose? How many rooms, suites, seats,? What
type of signature items do they offer?, etc.) Include descriptive data such as number of tables, rooms, beds
etc; volume of business daily, monthly, number of employees, food cost percentage, etc. — as appropriate.
o Tell the reader why you provided the information that you provided. For example. Why should the
reader care how many rooms there are, or what the ADR is? Why does it matter that more tourists
patronize than business people?
o Define specifically what gives this business a competitive advantage over others in the market. Use
evidence to support your argument.
x Describe the key services and products offered? How are those items bundled to meet guest needs? Explain
(in specific detail) the service component of the client operation your group intends to focus on for the service
analysis. When relating the service component you are choosing to focus on, present the all components
(products and services) included in the service “bundle” for that service component.
o Describe how the services and products described help to meet specific target market needs. Use
evidence to support why and how these services meet guest needs.
o How d o the facts you present have potential service implications? You will have to conjecture and
offer an opinion here, but you are expected to support your opinion too! For example, if you point
out that your client property is a historical building on the national registry, then what are the big
potential issues with t h a t ? Accessibility? Inability to modify building? Restricted access to elevators?
The purpose of this assignment is not for you to just list facts or to cram as many dry statistics as you can into 4
pages. You are to include basic information about both the property and operation, but are also expected to discuss
and more deeply explore the features that you think impact the service provided by the property and/or operation.
Service Blueprint Diagrams:
Based on the business analysis your group will focus on two service components of your client property. Your group
should select 2 different service aspects. For example, using a hotel as the business the group could select 2 of the
following: the arrival process, check in, room service, and concierge.
The group should develop a service blueprint diagram that details the processes, physical evidence, and people
involved with each step of the TWO target service functions identified. The blueprints should expose key operational
issues that potentially exist for any steps of the service component. Format your blueprints in accordance with the inclass readings related to service blueprints and the example provided from class lecture.