This document contains a student's submission for an assessment in the module Contemporary Business Management for Hospitality Organisations. It includes a cover sheet with the student's details, a group work confirmation, a self-reflection on their work, and a checklist to review their assignment. The student reflected that their assignment deserves a score of 65% as it follows the specification and expectations. They rated their attendance for the module as excellent and spent over 80 hours preparing and completing their assignment.

1. Schoolof Tourism and Hospitality
UndergraduateCourseworkCoversheet
Individual Work
Student Name:
Student ID: 10504087
Module code: HTM234
Module name: Contemporary business management for hospitality organisations
Deadline date: 17th December 2015
By submittingthis piece of assessment I confirm that the work is entirely my own and has been completed in accordance
with University and Programme Regulations regarding Examination and Assessment Offences.
Group Work
Surname (A-Z) Forename Student Number
By submitting this piece of group work I confirm I am aware, and comply with University and Programme Requirements
and regulations regarding Examination and Assessment Offences and that I am not party to any behaviour which could
be construed as an assessment offence. I am aware that if I, or any member of my group transgress these regulations
that the entire group could be found guilty of an academic offence.
Reflection
What score do you think your assessment deserves? 65%
Explain why
Follows the specification and expectations
What is the best aspect of your assignment? The ideas and research
What is the weakest aspect of your assignment? Some points could have been better thought through
How would you rate your attendance in class for this module? Excellent Average Poor
Approximately how many hours have you spent preparing and completing your assignment? 80+
Assignment Check List
Before you submit your work check it over one more time. Use the list below to help you:
Yes No N/A
Does your assignment answer the question/deal with the topic that was set? 
Does it cover all the key points and a range of arguments or viewpoints? 
Have you covered the main points in sufficient depth? 
Is your assignment analytical in style and questioning in approach? 
Have you developed and sustained an argument throughout the assignment? 
Is the argument logical and realistic? Is the content accurate and relevant? 
Is each main point well supported by examples and argument? 
Does it clearly distinguish your ideas from those of others? 
Have you used a good range of sources and followed the referencing guidelines? 
Have the guidelines for the assessment been followed? 
Does it clearly meet the marking criteria? 
Is the grammar, punctuation and spelling correct? 

2. 1. One of the many recommendations that could occur for the Heineken experience could
improve is through the right social media, the target audience is widen. Qualman backs up
this thought ‘social media touches nearly every facet of our personal and business lives’
(2010) for it also is a way to ‘elevate brand value by creating a platform to exchange ideas
and information among people online’ (Kim & Ko, 2012). With all the facts and figures pointing
upwards that of Facebook, Twitter and Instagram the Heineken Experience as a business
need to market itself better on these social media sites. It may even be that of employing a
person to manage the social media sites so that they do not depend so highly on the
Heineken brand.
2. Build a unique selling point other than the Heineken brand to sell on to create a reasoning for
people to go to Amsterdam and go to the Heineken Experience for ‘selling services implies a
focus on new unique selling points geared towards the customers’ processes and their
productivity’ (Kindström & Kowalkowski, 2009). It can also be seen that in doing so ‘selling
points change from reducing costs to increasing value and productivity’ (Kindström &
Kowalkowski, 2009) which can increase reasoning to travelling to Amsterdam or whilst in
Amsterdam go to the Heineken Experience.
3. Open another location. Luo and Tung suggest that ‘outward expansion also generates many
opportunities’ (2007) for opening a Heineken Experience in other international destinations will
enhance the brand. Mack (2015) explains the top thirteen countries that are known for beer
and Denmark is number five maybe expanding the experience into one of the top four
countries could increase business. For ‘location-specific advantages [work] by leveraging their
unique capabilities’ (Luo & Tung, 2007) as Belgium is seen to be the best country for beer that
could be the next biggest opportunity.
4. Build an affiliation with other brands. It could be time to join hand in hand with other
companies and bring the competition together in some way. It’s been seen by Burt that there
is ‘advantage to affiliation with the well-connected’ to be connected to other competitors for it
‘can be a source of opportunity and resources’ (2010). This could be a joint competition to win
over other markets or consumers. It could even be for a festival or a trip to the Heineken
experience with a travel agent in which the company could affiliate with.
5. Offer private hire parties, specifically with a brewery it could be very beneficial profit-wise to
offer private parties especially in a place like Amsterdam. Travelmail Reporter indicates that
‘Half of Britons celebrate their impending nuptials with a stag or hen party abroad’ (2014) and
goes on to specify destinations including Amsterdam out of three mentioned. This could
suggest that the Heineken experience is missing out on a key element of sales. Especially
when ‘The average stag do abroad costs a whopping £512 per person’ (Travelmail Reporter,
2014).

3. References
Burt (2010). Neighbor Networks: Competitive Advantage Local and Personal. Oxford: Oxford
University Press. P1-8.
Kim & Ko (2012) Do social media marketing activities enhance customer equity? An empirical
study of luxury fashion brand. Journal of Business Research. Volume 65, Issue 10, October
2012, Pages 1480–1486
Kindström & Kowalkowski, (2009) "Development of industrial service offerings: a process
framework", Journal of Service Management, Vol. 20 Iss: 2, pp.156 – 172
Luo & Tung (2007) International expansion of emerging market enterprises: A springboard
perspective: Journal of International Business Studies (2007) 38, 481–498
Mack, (2015) The 13 best beer countries in the world, ranked. Available at:
https://www.thrillist.com/drink/nation/the-best-beer-countries-in-the-world (Accessed: 9
December 2015).
Qualman, (2010) Socialnomics: How Social Media Transforms the Way We Live and Do
Business, John Wiley & Sons, Inc Canada, p.Xiii
Reporter, T. (2014) HALF of Britons celebrate stag and hen parties abroad. Available at:
http://www.dailymail.co.uk/travel/article-2630598/HALF-Britons-celebrate-stag-hen-parties-
abroad.html (Accessed: 9 December 2015).

4. 4
Student name:
10504087
Module code: HTM 234
Assessment 3b Personal reflection Weighting 15%
Assessed by:
Susan Horner
Date: 17th
December
%
Personal reflection
LO
Communicationand Presentation
Demonstrated in both Pow erPoint presentation and delivery.
Professionaldelivery
of information
100 90 80 70 60 50 40 30 20 10 0
Unprofessionaldelivery of
information
Correct useof
referencing 100 90 80 70 60 50 40 30 20 10 0
Incorrect useof referencing
1, 2, 3
Knowledgeand Understanding
Demonstrated throughout presentation
Demonstrated Fully
100 90 80 70 60 50 40 30 20 10 0
Partially Demonstrated
1, 2, 3
Analysis
Demonstrated throughoutpresentation
Demonstrated Fully
100 90 80 70 60 50 40 30 20 10 0
Partially Demonstrated
1, 2, 3
Evaluation
Demonstrated throughout presentation
Demonstrated Fully
100 90 80 70 60 50 40 30 20 10 0
Partially Demonstrated
Assessor’s Comments
Moderator’s Comments
Date and Initials