KOLEJ UNIVERSITI TUNKU ABDUL RAHMAN FACULTY OF SOCIAL SCIENCE AND HUMANITIES ACADEMIC YEAR 2022/2023 OCTOBER EXAMINATION BHHT3223 STRATEGIC MANAGEMENT MONDAY, 17 OCTOBER 2022 TIME: 2.00 PM—4.00 PM (2 HOURS) BACHELOR OF HOSPITALITY MANAGEMENT (HONOURS) BACHELOR OF TOURISM MANAGEMENT (HONOURS) Instructions to Candidates: Answer ALL questions. ‘Write your answers in the answer booklet provided. “This question paper consists of 4 questions on 4 printed pages.BHHT3223 STRATEGIC MANAGEMENT, Answer ALL questions. SECTION A: Short Answers (25 marks) Question 1 Discuss the following characteristics of hospitality and tourism organization. Provide an example for each characteristic. (@) __Inseparability (5 marks) (b) Intangible. (5 marks) (©) Cost structure. (S marks) @ Labour intensiveness. (5 marks) (©) Perishability (5 marks) [Total: 25 marks] SECTION B: Essay Questions (25 marks) ‘The length of your answer for each question (including the sub-questions (a) and (b) should be in the range of 150 to 450 words. Question 2 PETALING JAYA: The easing of travel restrictions has brought much-needed relief for the hospitality industry. Hotels — from five-star accommodation to budget outfits ~ have reported increases in occupancy, some rising to as high as 80% from 20% to 30% previously. (Source: Adapted from Lakshmanan T, 2022, Hotel rooms filling up as travel curbs ease, viewed 31 July 2022, < https:/vww.freemalaysiatoday.com/category/highlight/2022/07/06/hotel-rooms filling up-as-travel-curbs-ease/>.) Choose a five-star accommodation establishment and answer the following: (@) Provide FIVE possible competitive advantages from the company resource. (10 marks) (b) Apply FIVE cooperate strategies based on the above situation. (15 marks) [Total: 25 marks) This question paper consists of 4 questions on 4 printed pages.BHHT3223 STRATEGIC MANAGEMENT SECTION C: CASE STUDY (50 marks) The length of your answer for each question (including the sub-questions (a) and (b) should be in the range of 150 t0 450 words. McDonald's is well known throughout the world for the high level of respect for regional customs and culture, McDonald's has built a menu to fit Indian tastes and preferences, particularly for India with vegetarian offerings. In keeping with this, in India, McDonald's provides no beef or pork products, It has introduced a number of vegetarian and non-vegetarian items with regional flavors that appealed to the Indian palate over the past decade. Continuous efforts have been made to increase the menu's range by creating more of these items. In its 11 years in India, McDonald's has also regularly re-engineered its operations to meet the special requirements of a vegetarian menu. Vegetable items are 100% vegetarian. (Source: Adapted from Rajawat et al, 2020, Factors: Responsible for McDonald's Performance, Journal of The Community Development in Asia. ) Referring to the case above, select an interorganizational collaboration and explain FIVE advantages of such collaboration in improving McDonald's vegetarian operations in India. Support your answer with relevant explanation. (25 marks) [Total: 25 marks} Question 4 Labour crunch severely affecting restaurants PETALING JAYA: More than 300 restaurants in the country have closed down since the beginning of the Covid-19 pandemic in 2020 largely due to a labour shortage, For those that have managed to ride through the lockdowns, revenues are down 25% and profits have been halved compared to pre-pandemic days. Malaysian Indian Restaurant Owners Association (Primas) president J Govindasamy said restaurants have had to shorten business hours because of the lack of manpower to cover more than one work shift. “Many have gone from 24-hour service to 12 hours,” he told FMT Business. Govindasamy said many foreign workers who were in Malaysia finally got the opportunity to return to their countries of origin when borders reopened on April 1, Restaurant owners, however, have been unable to replace them quickly enough. “We are facing huge delays in our applications for permits,” he said. In many cases, the lack of manpower has led to restaurants closing down permanently. ‘This question paper consists of 4 questions on 4 printed pages.BHHT3223 STRATEGIC MANAGEMENT Question 4 (Continued) ‘One such example is Humble Spicy Kitchen in Johor, Owner Sharmila Vijayandran told FMT Business she was forced to close her business after only one-and-a-half years in operation because of the loss of foreign workers after borders reopened. Curry Leaf restaurant owner Dewayne Thanabalan also lamented the labour crunch which the industry is facing. “We have been short of workers since last year,” he said. “As a result, we are now operating six days a week instead of seven. “Most of our foreign workers have been desperate to return to their homeland, leaving us with no choice but to allow them to do so even though there were no promises on their part to return to Malaysia.” ‘Some restaurants have offered various incentives to woo workers. One in Petaling Jaya has promised to give new iPhones to anyone who signed up. Govindasamy said another problem restaurant owners face now is a shortage of cooks who specialise in certain menus. “As a result, restaurants have had to close down some stalls and discontinue certain items on the menu,” he said. (Source: Adapted from Lakshmanan T, 2022, Labour crunch severely affecting restaurants, viewed 31 July 2022, <_ hutps:/Avww.freemalaysiatoday.com/category/highlight/2022/07/07/abour-crunch- severely-affecting-restaurants/>,) Referring to the news above and answer the following: (®) Discuss FIVE significant problems that occurred in Malaysia's foodservice industry (10 marks) (b) Propose FIVE strategies based on Question 4 (a)’s problems. (15 marks) [Total: 25 marks] “This question paper consists of 4 questions on 4 printed pages.