BUS437 Ashford Alpha Resort Financial Analysis and Funding Plan Paper Financial Section In a 2-3 page APA paper, submit the following segment of your busi

BUS437 Ashford Alpha Resort Financial Analysis and Funding Plan Paper Financial Section

In a 2-3 page APA paper, submit the following segment of your business plan:

Financial Plan:

Include material on the following:

Source and use of funds sheet (how much money a firm needs, how it will raise money, and what the money will be used for)
Assumptions sheet (explanation of the most critical assumptions that your financial statements are based on)
Pro Forma Income Statement
Balance Sheet
Cash Flow Statement

Be sure to include at least two scholarly references in your paper.

Attached are other papers that go along with this assignment to give an idea for financial plan. Running head: ALPHA RESORT BUSINESS PLAN
Alpha Resort Business Plan
Student’s Name
Ashford University: BUS 437
Professor’s Name
August 08, 2016
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ALPHA RESORT BUSINESS PLAN
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Business Description
Alpha resort will be a moderately affordable resort that will be dedicated to offering
quality service and products that exceed customers’ expectations. The resort which will be
located in Chennai will offer one of the best holiday destinations for families and other holiday
makers. According to Mok, Sparks, and Kadampully (2013), the hospitality industry is and
continues to be the fastest growing sector of the economy around the globe and there is need to
carefully develop a clear strategic direction and plans to build a successful business empire.
The choice of the location is ideal as Chennai is located in the Bay of Bengal the home of
Fort St. George Museum built in1644 (Arabindoo, 2011). The museum is a major attraction
showcasing the history of the city with artifacts of British military garrison during their reign in
the city. Also in the city is Kapaleeshwaar Temple a renowned religious attraction with various
arts and painting of gods. A 17th-century Anglican Church stands firm almost more than 500yrs
since it was built. The city is also famous being one of the centers that have a rich history in
promoting the economic and educational culture which makes this one of the most preferred
holiday destinations.
Mission Statement:
We are an incredible brand that believes the holiday makers have a vast world within the resort.
We endeavor to put the needs of our guests first in all that we do. Through openness, we
encourage team work, creativity and guests’ participation in creating wonderful memories.
Vision Statement:
ALPHA RESORT BUSINESS PLAN
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To be the first and only choice for holiday destination for families, corporates and partners
worldwide
Goals
Alpha Resort Goals are to:
1. Provide warm and world class service that exceeds guests’ expectations
2. Offer personalized service with unique touch to make the guests feel valued
3. Give our guests the best solutions to various challenges and offer alternatives that lead to
guests’ satisfaction
4. The ultimate goal is to make our guests’ life bearable when at our facility and leave
indelible marks in their lives
Objectives
The primary objectives of Alpha resort are to:
1. Offer the best services and products of the highest standards of a friendly service
2. Be the leading resort in Chennai and around the Bay of Bengal region
3. Ensure that the resort operate within the minimum requirements while making great
impacts to the community
Alpha Resort Philosophy
Alpha resort believes in making the brand unique by making creativity and innovation
part of its culture. The resort will ensure that it offers world class services that will be driven by
honesty work, dedication, and integrity. The resort will make cultural diversity and inclusion part
of its philosophy. In a move to make its guests part of the Alpha family, the resort will encourage
ALPHA RESORT BUSINESS PLAN
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participation in various activities and request for guests feedback in order to improve on its
services around the clock. The bottom line is to have the resort philosophy standing on the pillars
of our guests, our people and our community.
Legal Ownership
The resort will be organized as a private limited owned company and will be registered in
the State of California. By registering the business under this form of legal ownership, it will be
much easier to maintain the firm in its operation as well as have limited liability protection for
the owners. This form legal ownership is also flexible when it comes to filing of taxes and can
always be tailored to the needs of the owners (Neubauer & Lank, 2016). Since it is not listed on
stock exchange, it offers a flexible process of profit and loss sharing.
ALPHA RESORT BUSINESS PLAN
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References
Arabindoo, P. (2011). ‘City of sand’: Stately Re‐ Imagination of Marina Beach in
Chennai. International Journal of Urban and Regional Research, 35(2),
379-401.
Mok, C., Sparks, B., & Kadampully, J. (2013). Service quality management in hospitality,
tourism, and leisure. Routledge.
Neubauer, F., & Lank, A. G. (2016). The family business: Its governance for sustainability.
Springer.
Running head: MARKETING PLAN
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Marketing Plan
Jeremy M. Miller
Ashford University: BUS 437
Professor Cynthia Goussak
August 14, 2016
MARKETING PLAN
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Product or Service
The Alpha resort is an epitome of good life. This is because the products and services that
it deals in are essential in the lives of human beings. After a long year and long working hours,
Alpha resort is the best place to be for a holiday. This resort has banked all its efforts in ensuring
that the comfort of visitors and its customers is secured. This resort is essential since it provides
the people in the neighborhood and from all over the world with a place to stay as well as
comfort over the holidays. The customers of this resort will benefit in several ways including
receiving the comfort that is requisite to start a new year or even other long hours of work. This
is, therefore, a place to energize and rejuvenate oneself. The clients will also find a place to call
home when they attend business meetings or holidays. Business corporations will also find a
place to hold seminars and other business activities as the resort will provide good halls and
other equipment’s needed for such activities along with superb catering services.
This resort is in the service industry. The service industry is one of the fastest growing
industries in the world (Mok, Sparks, & Kadampully, 2013). The rate at which this industry is
growing is alarming given the fact that very many investors enter the industry every single day.
This goes to show that there is so much opportunity in this industry and that the best organization
carries the day. According to Alpha Resort business plan, there is no doubt that this organization
is going to beat all odds to beat all other competing services companies in the locality as well as
globally. This resort is also located near a tourist destination site and this is an added advantage
since it ensures that tourists and other people can visit this resort whenever they visit other tourist
attraction sites.
MARKETING PLAN
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Market Analysis
The target market for the products and services that are offered by this company is quite
large. This market ranges from tourists, people from the locality and everybody else who treasure
high quality and affordable products and services. This means that the products and services
provided by this company are essentially meant for everyone. Marketing of these products and
services will be done in many local and international platforms. This will attract both local and
international customers. The products and services provided by this resort are very affordable
and this means that no one should be left out. General marketing will also be very critical in
publicizing this resort (Mok, Sparks, & Kadampully, 2013).
As stated earlier, the prices of the products and services provided in this resort are quite
affordable. This makes the place accessible to people from all walks of life. This also ensures
that the place is made more popular and that it grows in lips and bounds. The promotion of the
products and services provided will also be done in various platforms and forums to ensure that
people from all walks of life are sensitized on the same. The use of social media, billboards, and
television ads among other platforms is among the most preferred platforms to carry out the
promotional activities. These platforms will be used interchangeably from time to time and will
be designed in a way that appeals to the target customers. The accounting department will also
carry out a cost benefit analysis to measure out which of the methods yields the best results.
Forecasting will be done every so-often based on previous and existing performance to
ensure that improvements are made towards the success of this institution. The forecasting will
also be based on customers’ feedback which will be a great way to build customer loyalty as
regular customers will witness high improvements each time they visit the resort. Economic
performances will also be evaluated periodically to make sure that the resort is able to tap major
MARKETING PLAN
economic opportunities. Such opportunities include major economic forums and economic
growth of the target customers, which brings new business opportunities for the resort.
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MARKETING PLAN
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References
Mok, C., Sparks, B., & Kadampully, J. (2013). Service quality management in hospitality,
tourism, and leisure. Routledge.
Running head: STRATEGY, IMPLEMENTATION AND MANAGEMENT
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Company Competitive Strengths
The company has several competitive advantages. The first being that the choice of
location is ideal as Chennai is located in the Bay of Bengal the home of Fort St. George
Museum built in 1644. The museum is a major attraction showcasing the history of the city
with artefacts of British military garrison during their reign in the city. Also in the city is
Kapaleeshwaar Temple a renowned religious attraction with various arts and paintings of
gods. A 17th-century Anglican Church stands firm almost more than 500 years since it was
built. The city is also famous for being one of the centres that have a rich history in
promoting the economic and educational culture which makes this one of the most preferred
holiday destinations. This is a competitive advantage because the resort can attract the many
tourists who come to visit the attractive sites in its vicinity. This means automatic marketing
and an increase in the number of customers.
Competencies include the fact that the resort seeks to offer world class services that
exceed the customers’ expectations at an affordable price. It is also to ensure inclusivity by
making cultural diversity part of its philosophy. Customer suggestions are also going to be
put into consideration and improvements made. With these measures in place, the resort will
have loyal customers; it will also get referrals as a result of achieving competency through
ensuring customer satisfaction (Peteraf, Gamble, & Thompson, 2014).
The process of making a reservation in the resort is a very simple and straightforward
one. All the customer has to do is fill out a reservation form from our website and send it to
us. The hotel website will send an email to the hotel administrator and he or she will make
the required arrangements and callback the customer to confirm their reservations or to tell
them that the resort is fully booked. Below is a diagram that illustrates this.
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STRATEGY, IMPLEMENTATION AND MANAGEMENT
An email is consequently sent
to the hotel administrator to
notify them of the reservation
request
The hotel administrator makes
required arrangements with
regards to this reservation.
The hotel’s computer system
receives this request .
A customer fills out a form for
the pupose of making a
reservation
The hotel administrator calls
the customer to notify them
that their reservation request
has been recived and approved
or denied.
Management Team
My family owns a hotel business. In this way, I have been able to work in several
departments like the accounting office, at the front-desk, in the kitchen, in the housekeeping
and the managing department. This way I have been able to gain experience. It has enabled
me to know how best to go about matters that might arise. I have also had several encounters
with customers and resolved their issues. This has helped me to refine my customer care
skills and listening skills. I also know some of the customer concerns and therefore we can
seek to address such issues before hand.
Other members of the team will be my two business partners. One of them has been a
general manager for a while. This means that he has been able to hold several positions like a
clerk and front desk manager before being promoted to a general manager. He has a degree
STRATEGY, IMPLEMENTATION AND MANAGEMENT
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in Hospitality and through his experience over the years, he is able to coordinate cleaning
staff and reservations made, he can employ and train employees, he can also make budgets
and oversee the actions of the employees. My other business partner is a marketer. She has
been working in this sector for two years. She is very knowledgeable when it comes to how
to market and promote a product or entity. Her marketing skills are outstanding and her
interpersonal skills too since she deals with people most of the time. Marketing increases
awareness of a business and ultimately attracts customers (Armstrong, Kotler, Harker, &
Brennan, 2015).With these two partners with different skills and strengths, the resort
business has high chances of being successful.
I also intend to seek outside help in form of having a board of directors. This should
consist of an economist, who will advise on research and analysis of economic data and help
to come up with predictions of importance to the resort. There will also be an accountant who
will give advice on keeping track of finances, making budgets and coming up with important
reports annually. There should also be other hotel managers from whom we can seek a
second opinion on how to improve the resort generally.
STRATEGY, IMPLEMENTATION AND MANAGEMENT
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References
Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2015). Marketing: an introduction.
Pearson Education.
Peteraf, M., Gamble, J., & Thompson Jr, A. (2014). Essentials of strategic management: The
quest for competitive advantage. McGraw-Hill Education.

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