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Case Study 5: “Golden Arch Hotel: McDonald’s Adventure in the Hotel Industry”
Due Week 9 and worth 100 points
Read the case study titled, “Golden Arch Hotel: McDonald’s Adventure in the Hotel Industry”, located in Casepack HTM 520: Strategic Planning in Hospitality and Tourism.
Write a two to three (2-3) page paper in which you:
1. Analyze the major positives and negatives discussed in the five (5) customer experiences listed within the case study. Based on the customer experiences, determine two (2) areas where the hotel is doing well, and suggest two (2) areas where the hotel can improve.
2. Based on the profit model of the Golden Arch Hotel, evaluate the profitability of the hotel in the areas of margins, asset utilization, and capitalization.
3. Determine two (2) reasons why the McDonald’s Corporation’s venture into the hotel industry was not successful. Provide a rationale for each of your reasons.
Your assignment must follow these formatting requirements:
· Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and references must follow APA or school-specific format. Check with your professor for any additional instructions.
· Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required assignment page length.
The specific course learning outcomes associated with this assignment are:
· Construct control systems to support effective strategic management and develop alternatives to improve performance.
· Use technology and information resources to research issues in strategic planning in hospitality and tourism.
· Write clearly and concisely about strategic planning in hospitality and tourism using proper writing mechanics.
Grading for this assignment will be based on answer quality, logic / organization of the paper, and language and writing skills, using the following rubric found here.
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