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2013 SAMPLE CASE STUDIES

HOSPITALITY SERVICES

AS USED IN DECA’STEAM DECISION MAKING EVENTS

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Hospitality Services

Team Decision Making Event

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Published 2013 by DECA Images. Copyright © 2013 by DECA Inc.

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Printed in the United States.

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Hospitality ServicesTeam Decision Making Event

TABLEOFCONTENTS

Introduction .....................................................................................................................3 Competitive Events Case Study #1 ............................................................................................................5 Case Study #2 ..........................................................................................................10 Case Study #3 ..........................................................................................................15

INTRODUCTION

This publication is designed to assist DECA members and their local chapter advisors in preparing for DECA’s Team Decision Making Events in the fields of Business Law and Ethics, Buying and Merchandising, Financial Services, Hospitality Services, Marketing Communications, Sports and Entertainment Marketing or Travel and Tourism Marketing. This document will be useful in preparing students for local, state and international competition by familiarizing them with the format, structure and evaluation tools used in international competition. This series of events is presented as an example of the types of case studies in which a team might expect to participate at the International Career Development Conference. The competitive events found herein, however, are not representative of all performance indicators that the students may be expected to demonstrate on the national level. A complete list of performance indicators upon which the events are written is available online at http://www.deca.org/competitions/2/.

OVERVIEWOFEVENT

The Hospitality Services Team Decision Making Event is a case study event in a role-play format. A team of two is given a real-world, decision-making case study situation involving a management problem in hospitality. Hospitality includes hotels, motels, lodging services, related convention services and related food and beverage services.

The team has 30 minutes to study the situation and organize their analysis. The team will then make an oral presentation to the judge assuming the role of an executive for the business represented.

Team members also take a written exam testing general marketing, management, entrepreneurship and business and also knowledge specific to the hospitality area. Test scores are averaged with the role-play for the team score. Past test questions are available for sale from DECA Images at http://www.deca.org/shop.

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SUGGESTIONS

Prepare MentallyCompetitors should get sufficient sleep the night before competition so that they will be mentally alert and able to concentrate on the case study.

Dress AppropriatelyProfessional dress should be worn to all conference sessions. Competitors must wear an official DECA blazer during interaction with the judges.

Follow the Program AgendaLocate the event room beforehand and arrive at the site early enough to be acclimated to the environment, relaxed, etc. Competitors must be on time for each event.

Use Preparation Time WiselyCompetitors should take advantage of the time provided for each activity of the event. During the written test, competitors should think through each item completely and carefully while gauging the time appropriately. If time allows, recheck the answers. While preparing for the case study presentation, competitors should use all the time allotted constructively.

Performance IndicatorsWhen teams approach the case study situation, they are given a list of seven performanceindicators(PIs). These are tasks or competencies the team must demonstrate as they accomplish the specific industry-oriented task. Theywillbeevaluatedonthespecificperformanceindicatorslistedfortheevent. Lists of performance indicators are available on DECA’s Web site at http://www.deca.org/competitions/2/.

Performance indicators are bits of the curriculum, such as “Identify a target market,” or “Identify the elements of a promotional mix,” or “Explain the principles of supply and demand.”

Although they are quite specific, performance indicators are organized under broader topics called instructionalareas. You will recognize instructional areas as units of the marketing education curriculum, such as selling, promotion, economics, distribution, pricing, marketing information management, financial analysis, product / service management, communication skills, and operations.

To have the best chance in competition, teams must focus on the performance indicators.

For more tips and suggestions, please refer to the Everything You Wanted to Know About Team Decision Making Events, An Instructor’s Guide available for purchase through DECA Images (catalog code TDMIG)

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CAREERCLUSTERHospitality and Tourism

INSTRUCTIONALAREAPricing Customer Relations

HOSPITALITYSERVICESTEAMDECISIONMAKINGEVENT

PARTICIPANTINSTRUCTIONS

• The event will be presented to you through your reading of the General Performance Indicators, Specific Performance Indicators and Case Study Situation. You will have up to 30 minutes to review this information and prepare your presentation. You may make notes to use during your presentation.

• You will have up to 10 minutes to make your presentation to the judge (you may have more than one judge), followed by up to 5 minutes to answer the judge’s questions. All members of the team must participate in the presentation, as well as answer the questions.

• Turn in all of your notes and event materials when you have completed the event.

GENERALPERFORMANCEINDICATORS

• Communications skills—the ability to exchange information and ideas with others through writing, speaking, reading or listening

• Analytical skills—the ability to derive facts from data, findings from facts, conclusions from findings and recommendations from conclusions

• Production skills—the ability to take a concept from an idea and make it real• Teamwork—the ability to be an effective member of a productive group• Priorities/time management—the ability to determine priorities and manage time commitments• Economic competencies

SPECIFICPERFORMANCEINDICATORS

• Explain the nature and scope of the pricing function. • Explain factors affecting pricing decisions. • Describe the role of business ethics in pricing. • Handle customer/client complaints.• Demonstrate a customer-service mindset. • Interpret business policies to customers/clients. • Explain the role of ethics in customer relationship management.

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CASESTUDYSITUATION

You are to assume the roles of management team for AWAY INN, an independently owned resort hotel. You have been asked to speak to a guest (judge) that is upset over being charged more than the advertised nightly rate.

AWAY INN is a 300-room property located in a small lakeside town. The property boasts an Olympic sized pool, hiking trails and a spa. The majority of reservations made at AWAY INN are completed on the Internet. On both the Away Inn website and on third party travel websites, Away Inn boasts a special $99 per night room rate if booked online.

A guest (judge) at the front desk is upset because the final bill presented at check out is significantly higher than the $99 rate that was reserved. The following lists the information on the guest’s (judge’s) bill for the one night stay:

RoomRate: $99.00StateTax: $8.20OccupancyTax: $6.95ResortFee: $2.00ParkingFee: $10.00InternetUsageFee:$15.00

TotalPrice: $141.15

The guest (judge) feels that the hotel acted unethically by advertising a special $99 room rate and not listing taxes and other fees associated with the stay.

You have been asked to meet with the guest (judge) to explain the charges listed on the bill. You must make a decision whether or not to eliminate any charges on the bill, keeping in mind taxes are non-negotiable. You need to present exemplary customer service while making it clear your decision is final.

You will speak with the guest (judge) in a meeting to take place in your office. The guest (judge) will begin the meeting by greeting you and asking to hear your explanation. After you have explained the bill to the guest (judge) and have answered the guest’s (judge’s) questions, the guest (judge) will conclude the meeting by thanking you for your work.

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JUDGE’SINSTRUCTIONS

You are to assume the role of a guest at AWAY INN, an independently owned resort hotel. You have asked to speak to the management (participant team) because you are upset over being charged more than the advertised nightly rate.

AWAY INN is a 300-room property located in a small lakeside town. The property boasts an Olympic sized pool, hiking trails and a spa. The majority of reservations made at AWAY INN are completed on the Internet. On both the Away Inn website and on third party travel websites, Away Inn boasts a special $99 per night room rate if booked online.

You are at the front desk and are upset because the final bill presented at check out is significantly higher than the $99 rate that was reserved. The following lists the information on your bill for the one night stay:

RoomRate: $99.00StateTax: $8.20OccupancyTax: $6.95ResortFee: $2.00ParkingFee: $10.00InternetUsageFee:$15.00

TotalPrice: $141.15

You feel that the hotel acted unethically by advertising a special $99 room rate and not listing taxes and other fees associated with the stay.

You have asked to meet with hotel management (participant team) so they can explain the charges listed on the bill. The management team (participant team) must make a decision whether or not to eliminate any charges on the bill, keeping in mind taxes are non-negotiable. The management team (participant team) needs to present exemplary customer service while making it clear their decision is final.

The management team (participant team) will make an explanation to you in a meeting to take place in their office. You will begin the meeting by greeting the management team (participant team) and asking to hear their explanation.

After the management team (participant team) has explained the bill, you are to ask the following questions of each participant team:

1. If a resort fee is added to every bill, why is it not included in the advertised price?2. How can you be sure confusion over the price does not happen to others?3. What are the disadvantages of using third party travel websites?

Once the management team (participant team) has answered your questions, you will conclude the meeting by thanking them for their work.

You are not to make any comments after the event is over except to thank the participants.

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JUDGINGTHEPRESENTATION

Team members, assuming the role of a management team for the business represented, will analyze a case situation related to the chosen occupational area. The team will make decisions regarding the situation, and then make an oral presentation to the judge. The role of the judge is that of an executive for the business.

Participants will be evaluated according to the Evaluation Form.

Please place the name and identification number label on the Scantron sheet (unless it has already been done for you).

Participants will have a 30-minute preparation period and may make notes to use during the role-play.

During the first 10 minutes of the presentation (after introductions), the team will present their analysis, their decisions and the rationale behind the decisions. Allow the teams to complete this portion without interruption, unless you are asked to respond.

During the next 5 minutes, you may ask questions of the team to determine their understanding of the situation presented. Each member of each team should respond to at least one question. To ensure fairness, you must ask each team the same questions. After asking the standard questions, you may ask other questions for clarification specific to the current team.

After the questioning period, please thank the team and state that they will be notified of your decision soon. Then complete the Evaluation Form, making sure to record a score for all categories. The maximum score for the evaluation is 100 points. The presentation will be weighted at twice (2 times) the value of the exam scores.

A maximum score of “Exceeds Expectations” in any category means that, in your opinion, the information is presented effectively and creatively; nothing more could be expected of an employee.

A “Meets Expectations” rating means that the information is presented well. Though there may be a few minor problems or omissions, they are not significant. Creativity, however, is not shown to any great degree. A combined total score of 70 or better on the written and presentation sections will earn the participant team DECA’s Certificate of Excellence at the international conference.

A “Below Expectations” score means that the information presented does not meet minimum standards of acceptability.

A “Little/No Value” score means either that some major flaw has been noted that damages the effectiveness of the presentation (this may be a major omission, a serious misstatement or any other major flaw) or that the information presented is of no value (does not help the presentation at all).

We hope you are impressed by the quality of the work of these potential managers. If you have any suggestions for improving the event, please mention them to your series director.

We thank you for your help.

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JUDGE’SEVALUATIONFORMHTDM 2013

PERFORMANCEINDICATORS Little/No Below Meets Exceeds JudgedDIDTHEPARTICIPANT: Expectations Expectations Expectations Value ScoreDIDTHEPARTICIPANT:

1. Explainthenatureandscopeofthepricingfunction? 0-1-2-3 4-5-6 7-8 9-10 ________

2. Explainfactorsaffectingpricingdecisions? 0-1-2-3 4-5-6 7-8 9-10 ________

3. Describetheroleofbusinessethicsinpricing? 0-1-2-3 4-5-6 7-8 9-10 ________

4. Handlecustomer/clientcomplaints? 0-1-2-3 4-5-6 7-8 9-10 ________

5. Demonstrateacustomer-servicemindset? 0-1-2-3 4-5-6 7-8 9-10 ________

6. Interpretbusinesspoliciestocustomer/clients? 0-1-2-3 4-5-6 7-8 9-10 ________

7. Explaintheroleofethicsincustomerrelationshipmanagement? 0-1-2-3 4-5-6 7-8 9-10 ________

PRESENTATION8. Clarityofexpression 0-1 2-3 4 5-6 ________

9. Organizationofideas 0-1 2-3 4 5-6 ________

10. Showedevidenceofmaturejudgment 0-1 2-3 4 5-6 ________

11. Effectiveparticipationofbothteammembers 0-1 2-3 4 5-6 ________

12.Overallimpressionandresponsestothejudge’squestions 0-1 2-3 4 5-6 ________

TOTALSCORE________

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CAREERCLUSTER Hospitality and Tourism

INSTRUCTIONALAREAMarketing-Information Management











• Describe the need for marketing information. • Describe data-collection methods. • Explain characteristics of effective data-collection instruments. • Identify information monitored for marketing decision making. • Explain the concept of market and market identification. • Explain the nature of corporate branding. • Describe factors used by businesses to position corporate brands.

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CASESTUDYSITUATION

You are to assume the roles of a market research team for PLUSH HOTELS, a five-property hotel chain located in the suburbs of highly populated southern cities. The company’s CEO (judge) has asked you to determine how to best conduct research for brand reimaging decision-making.

PLUSH HOTELS has seen moderate success in all five of its locations. The four-star properties have 500 guest rooms, three restaurants, two lounges, a spa and fitness center, and an outdoor pool area with a nine-hole golf course adjacent to all properties. While the amenities seem lavish, the majority of hotels in each of PLUSH HOTELS’ suburban locations feature almost identical offerings.

The CEO (judge) has decided that the PLUSH HOTEL brand needs to change its image. Rather than being just another four-star hotel in a crowded marketplace, the properties need to make additions that will strengthen their image and result in higher occupancy. While funds have been secured to create additions to each of the five PLUSH HOTEL properties, a decision has not been reached on how to best utilize the funds. Half of the decision-makers feel the funds should be used to construct a state-of-the-art convention center to attract business and conference clients, while the others feel the funds should be used to construct a 15-acre water park to attract families and other vacation travelers.

The CEO (judge) feels that both options are legitimate options for PLUSH HOTELS’ reimaging. Before further steps are taken to reach a decision, the CEO (judge) wants to study market research results.

The CEO (judge) has asked your team to determine the best way to conduct market research on the reimaging issue. The CEO (judge) wants your advice on how to best reach the market, what information to retrieve and what instruments to use for information collection. The information collected from the research will determine how PLUSH HOTELS utilizes the funds.

You will present your market research information to the CEO (judge) in a meeting to take place in the CEO’s (judge’s) office. The CEO (judge) will begin the meeting by greeting you and asking to hear your ideas. After you have presented your market research information and have answered the CEO’s (judge’s) questions, the CEO (judge) will conclude the meeting by thanking you for your work.

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You are to assume the role of CEO for PLUSH HOTELS, a five-property hotel chain located in the suburbs of highly populated southern cities. You have asked a market research team (participant team) to determine how to best conduct research for brand reimaging decision-making.

PLUSH HOTELS has seen moderate success in all five of its locations. The four-star properties have 500 guest rooms, three restaurants, two lounges, a spa and fitness center, and an outdoor pool area with a nine-hole golf course adjacent to all properties. While the amenities seem lavish, the majority of hotels in each of PLUSH HOTELS’ suburban locations feature almost identical offerings.

You have decided that the PLUSH HOTEL brand needs to change its image. Rather than being just another four-star hotel in a crowded marketplace, the properties need to make additions that will strengthen their image and result in higher occupancy. While funds have been secured to create additions to each of the five PLUSH HOTEL properties, a decision has not been reached on how to best utilize the funds. Half of the decision-makers feel the funds should be used to construct a state-of-the-art convention center to attract business and conference clients, while the others feel the funds should be used to construct a 15-acre water park to attract families and other vacation travelers.

You feel that both options are legitimate options for PLUSH HOTELS’ reimaging. Before further steps are taken to reach a decision, you want to study market research results.

You have asked your market research team (participant team) to determine the best way to conduct market research on the reimaging issue. You want advice on how to best reach the market, what information to retrieve and instruments to use for information collection. The information collected from the research will determine how PLUSH HOTELS utilizes the funds.

The market research team (participant team) will present their market research information to you in a meeting to take place in your office. You will begin the meeting by greeting the market research team (participant team) and asking to hear about their ideas.

After the market research team (participant team) has presented the information, you are to ask the following questions of each participant team:

1. Is it really possible to make the wrong choice? Won’t either decision be fine?

2. Why is it important to gather new information rather than rely on past clients or area history when making this decision?

3. Why is it important for a hotel property to have a branded image rather than cater to all types of clientele?

Once the market research team (participant team) has answered your questions, you will conclude the meeting by thanking them for their work. You are not to make any comments after the event is over except to thank the participants.

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We thank you for your help.

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JUDGE’SEVALUATIONFORMHTDM2013


1. Describetheneedformarketinginformation? 0-1-2-3 4-5-6 7-8 9-10 ________

2. Describedata-collectionmethods? 0-1-2-3 4-5-6 7-8 9-10 ________

3. Explaincharacteristicsofeffectivedata-collectioninstruments? 0-1-2-3 4-5-6 7-8 9-10 ________

4. Identifyinformationmonitoredformarketingdecisionmaking? 0-1-2-3 4-5-6 7-8 9-10 ________

5. Explaintheconceptofmarketandmarketidentification? 0-1-2-3 4-5-6 7-8 9-10 ________

6. Explainthenatureofcorporatebranding? 0-1-2-3 4-5-6 7-8 9-10 ________

7. Describefactorsusedbybusinessestopositioncorporatebrands? 0-1-2-3 4-5-6 7-8 9-10 ________

PRESENTATION

8. Clarityofexpression 0-1 2-3 4 5-6 ________





TOTALSCORE________

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CAREERCLUSTERHospitality and Tourism

INSTRUCTIONALAREACommunication Skills Promotion











• Employ communication styles appropriate to target audience. • Write persuasive messages.• Write informational messages. • Explain the role of promotion as a marketing function. • Explain the types of promotion. • Identify the elements of the promotional mix. • Explain types of advertising media.

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CASESTUDYSITUATION

You are to assume the roles of advertising agents for HORIZON, a new hotel located in a major convention city. The manager (judge) for HORIZON has called upon your team to describe effective promotions to increase hotel occupancy.

HORIZON is a new 300-room hotel located four blocks from the third busiest convention center in the country. The convention center hosts numerous business, student organization, and professional conventions throughout the year. HORIZON is located in a city with an international airport. The hotel provides free shuttle service to and from the airport. The city’s convention bureau produces a quarterly newsletter that is sent to 5,000 businesses and professional organizations throughout the world.

The manager (judge) for HORIZON wants to increase the hotel’s occupancy rate with business from convention attendees by implementing a promotion plan with an effective message. The manager (judge) of HORIZON has asked your team to write an informational and persuasive message to promote the hotel. Your team has been called upon to explain the types of promotion best suited for the hotel to attract convention business and the cost associated with the different forms of promotion.

Your team must describe the types of advertising media and frequency of promotions that HORIZON should use to increase hotel occupancy. Your presentation must address the following topics:

• target audience• promotional mix• advertising media• promotional frequency

You will present your recommendations to the manager (judge) of HORIZON in a meeting to take place in the manager’s (judge’s) office. The manager (judge) for HORIZON will begin the meeting by greeting you and asking to hear your ideas. After you have presented your information about promotions and have answered the manager’s (judge’s) questions, the manager of HORIZON (judge) will conclude the meeting by thanking you for your work.

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You are to assume the role of manager for HORIZON, a new hotel located in a major convention city. You have asked advertising agents (participant team) to describe effective promotions to increase hotel occupancy.

HORIZON is a new 300-room hotel located four blocks from the third busiest convention center in the country. The convention center hosts numerous business, student organization, and professional conventions throughout the year. HORIZON is located in a city with an international airport. The hotel provides free shuttle service to and from the airport. The city’s convention bureau produces a quarterly newsletter that is sent to 5,000 businesses and professional organizations throughout the world.

You want to increase the hotel’s occupancy rate with business from convention attendees by implementing a promotion plan with an effective message. You have asked the advertising agents (participant team) to write an informational and persuasive message to promote the hotel. The advertising agents (participant team) must explain the types of promotion best suited for the hotel to attract convention business and the cost associated with the different forms of promotion.

The advertising agents (participant team) must describe the types of advertising media and frequency of promotions that HORIZON should use to increase hotel occupancy. Their presentation must address the following topics:

• target audience• promotional mix• advertising media• promotional frequency

The advertising agents (participant team) will present their recommendations to you in a meeting to take place in your office. You will begin the meeting by greeting the advertising agents (participant team) and asking to hear their ideas for promotion to increase the hotel occupancy rate.

After the advertising agents (participant team) have presented their promotion strategies, you are to ask the following questions of each participant team:

1. How can HORIZON use the city’s convention bureau newsletter for promotion?

2. Why should HORIZON conduct research to determine what groups have booked conventions in the city?

3. Which form of promotion will reach the largest targeted audience for the lowest cost per person?

Once the advertising agents (participant team) have answered your questions, you will conclude the meeting by thanking them for their work. You are not to make any comments after the event is over except to thank the participants.

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We thank you for your help

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JUDGE’SEVALUATIONFORMHTDM2013


1 Employcommunicationstylesappropriatetotargetaudience? 0-1-2-3 4-5-6 7-8 9-10 ________

2. Writepersuasivemessages? 0-1-2-3 4-5-6 7-8 9-10 ________

3. Writeinformationalmessages? 0-1-2-3 4-5-6 7-8 9-10 ________

4. Explaintheroleofpromotionasamarketingfunction? 0-1-2-3 4-5-6 7-8 9-10 ________

5. Explainthetypesofpromotion? 0-1-2-3 4-5-6 7-8 9-10 ________

6. Identifyelementsinthepromotionalmix? 0-1-2-3 4-5-6 7-8 9-10 ________

7. Explaintypesofadvertisingmedia? 0-1-2-3 4-5-6 7-8 9-10 ________

PRESENTATION

8. Clarityofexpression 0-1 2-3 4 5-6 ________





TOTALSCORE________

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NOTES

HOSPITALITY SERVICES

2013 Sample Case Studies

This publication is designed to assist DECA members

and their local chapter advisors in preparing for

the Team Decision Making events. This booklet will

be useful in preparing students for local, state and

international competition by familiarizing them with

the format, structure and evaluation tools used in

competition.

DECA Images offers a full range of competitive event

preparation materials including:

• Comprehensive Exams

• Sample Role Plays & Case Studies

• Instructor’s Guides

• Bell Ringer Activities

• Written Event Winners

• Flash Cards

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