Coral Divers Resort Proposal
Clevy Jane Fernandes (1611052)
University Canada West
Professor: Dr. Michele Vincenti
BUSI 640: Consulting Practice
29th January 2018
Proposal for Coral Divers Resort, Bahamas
Mr. Jonathon Greywell
Coral Divers Resort, Bahamas
Date:
Dear Mr. Greywell,
Re: Human Resource People Strategies – Performance Management Consulting Project for Coral Divers Resort
Much thanks to you for the chance to investigate potential counseling venture thoughts with you for Coral Divers Resort. I welcome the time you went through with me sharing data about your association, current circumstance and plans for what’s to come. I comprehend the numerous difficulties your resort at present faces.
Following careful thought of our exchanges and your present circumstance I am satisfied to present the attached proposition to enable you to address challenges with your current representative execution management program. The proposal additionally clarifies the reason, scope, goals, what’s more, expected advantages of the administrations I bring to the table.
As an HR proficient and MBA student, I have proficient encounters and interests that line up with your need to make strides in the performance of your staff workforce as you work through substantial authoritative change. I would welcome another open opportunity to meet with you to additionally talk about the points of interest of the administrations I bring to the table and answer any questions you may have.
If you acknowledge the terms and conditions displayed, please show your acknowledgment by signing the OCP proposition agreement form situated on the last page of the proposal.

Sincerely,
Clevy Jane Fernandes
MBA candidate
Introduction
In the Caribbean islands, more so the Bahamas, scuba diving is regarded to be the most common sport and public activity among many other within the beautiful beach surrounding the area. This being a very attractive sports activity, it posed a business niche of which Jonathon Greywell in conjunction with his wife were able to notice and have been exploiting it over the past decade. In more than ten years, Greywell and Margaret have been controlling as well as operating the Coral Divers resort which happens to be located in the New Providence Island, Bahamas (Beamish & Neupert, 2008). The couple made a fortune when they set up a small resort for scuba diving which is also currently well known for its uttermost reputation and dedication towards knowledgeable and safe scuba diving. Moreover, the resort is a favorite to many tourists and scuba divers due to its exclusivity as well as a beautiful and attractive scene of its beachfront. This beachfront suits the guests well with a perfect opportunity to carry out the various scuba activities as they may prefer. Having beach access, the resort also sits on a three acres’ piece of land and has six cottages. Moreover, the company owns three boats which are used for the diving activities. Despite the fact that the coral diver resort is regarded as a small diver resort, it ended up receiving quite a higher number of guests than expected since the other Caribbean resorts happen to be crowded (Beamish ; Neupert, 2008).

We Will Write a Custom Essay Specifically
For You For Only $13.90/page!


order now

Due to the declining revenues, Jonathon, the owner this small scuba diving resort is revising his strategies and the direction to propel the business to soar higher. Unfortunately for the past several years, the industry has been stricken by some losses. The losses incurred and experienced have attributed to the reduced bookings. According to Beamish ; Neupert (2008), the number of guests making the reservations have notably decreased even during the vacations when compared to the time past, and this has not only hit the resort but also the scuba diving business. The has been efforts to find the panacea of the enigma in existence to rescue the situation. Amongst the efforts being made include one of a travel company, Rascals, who mostly deal with family diving vacations. Rascals have indicated some interest in aiding Jonathon with the earlier highlighted situation by stretching a hand for partnership whereby they would do some changes that will make the resort more suitable for family diving. Some other efforts include venturing into shark diving or even shifting location to some other parts of the island. However, it is essential to think that any form of change has its consequences. Therefore, it is crucial to consider impacts of the transition to know how to handle them. That is the primary reason why Greywell wants to know whether or how his company would be influenced by such changes (Beamish ; Neupert, 2008).

The decrease in bookings have significantly affected the business and has continually incurred losses. This, therefore, calls for a quick decision as well as action to be made. The options include; conversion of the resort into a family vacation resort, the inclusion of more adventure diving, or just maintain the present operations but improve them without making any significant changes (Beamish ; Neupert, 2008). Despite the efforts to do some renovations and trying to offer the best accommodation services, there seem to be some other factors that are a stumbling block to the resort’s success. Just like any other business, there exists both internal elements as well as external factors that affect the resort. Considering this, it is, therefore, necessary to come up with a business plan that would increase the revenue of the resort altogether with the activities of Coral Divers Resort. In making the strategic business plan, there lies the need to evaluate the external environment of the business extensively in line with a proper review of the company’s internal resources.

Current situation of the company
In the past couple years, some specific circumstances have led to the current situation. Tracing way back to 2006, Coral Diver Resort owner was faced with a loss regarding finances which in turn reflected the business, reposting significant losses. Here was another challenge. The first part of the year has always been considered to be the high season for the company. Before 2008, the bookings used to hit up to 90% of the resort’s capacity, but it was unfortunate that by 2008, there were reports of reduced activities within the resort and the booking were not hitting the same numbers as before. On noting this, Greywell knew he had to act and do something before the business got any worse. However, he was not decided on what to do since he had several options in mind. He was not sure of whether of turning the company into a kind of family-oriented resort, relocate to another place, shift to more adventurous types of diving or instead distinguish his resort from other resorts by addition of specialized features.

On that note, Rascals then offered Coral Divers Resort a partnership to convert the resort into a family oriented resort. Rascals is a travel company in Paradise that deals with planning as well as coordinating family diving vacations. Rascals are well known for their expertise with regards to conducting family vacations in most major resorts. Another contribution to rascals’ reputation is that they have some added services in the packages they offer. This includes babysitting as well as in-place amenities for the young ones while their guardians and parents are having fun out there by the seashore. Rascals have been able to persuade Coral Divers Resort and base their standpoints since they are planning to show Greywell the location’s demographics plus what is required to accommodate kids, the cost to be incurred as well as advise him on how to enact this plan (Beamish & Neupert, 2008).

Moreover, Rascals have also extended their hand to offer consultation services to Coral Divers Resort but in two options. The first choice is that Rascals will offer Coral Divers Resort consultation which will include training, implementations and a well-written report at a daily charge but at the end, CORAL DIVERS RESORT will have a chance to decide if they want to be listed for the next bookings with Rascals. The other consultation service option involves one with no charge, but at the end, all family bookings will be directed to rascals.

Coral Divers Resort is known to be the safest yet more knowledgeable and safest resort with regards to scuba diving in the Bahamas. This has enabled Coral Divers Resort to offer a fulfilled enjoyment of the resort. The resort has four diving instructors who are ever available and known to provide some useful lessons. This makes a perfect place for tourists hence projecting a very bright future for the scuba diving industry, but Coral Divers Resort suffers from the competition. This is what has led Greywell into considering relocation of his business as an option. He intends to explore other parts of the Bahamas where scuba has not thrived or had its roots well-grounded and exploit the niche. In line with Greywell’s thought of relocation, which also intends to sell the resort but also wonders on how much he will get if sold in the current state. Therefore, this discourages him from relocation to a new province to exploit the scuba diving niche but instead focus on what to do to Coral Divers Resort, whether to turn it more into a family vacation resort or explore new diving activities.

Problem Definition
Coral Divers Resort has always been advertised and known for attracting lots of divers who loved a place that is not crowded and moreover, it had maneuvered its way up to the top of the list as the resort which was most preferred for diving in the new province of Bahamas. The terrain altogether with the topography of that place gave it an added advantage, but still, the business took a turn and started drowning when revenues started going low. A PEST, as well as SWOT analysis, might help in highlighting as well as revealing the challenges surrounding Coral Divers Resort. Here is a summary:
PEST ANALYSIS
Political Factors
The political situation of Bahamas is well ordered, and its stand is well structured. The government has been supporting the various sectors in business within the country. Currently, the exists no political problem hindering the diving business.

Economic Factors
The Bahamas is well known for exploratory first time diving, and advanced one has been stricken due to the impact of climate change in the coral reefs. This has reduced diving activities which have been a tourist attraction.

The Bahamas as a country depends on the tourism sector in its economy and many investments have been set up in the tourism sector.

Surging flight charges has led to a decreased air travel.

Social factors
Scuba diving has been able to gain popularity over the years.

It has been noted that there has been an increase in population which is interested in diving, especially youths ranging between 18 to 29 years.

Another social factor is that diving is being regarded as a sport for the learned since most of the divers are graduates from various campuses.

With the recent demographic changes and unstable flight, charges may be a hint to the reason for the reduction of resort’s customer base.

There is an increase regarding completion. Coral Diving Resort is faced with some harsh competition from the many upcoming resorts within the region, most of which are family oriented.

Technological factors
In such current moments whereby technology keeps changing and becoming better, allowing your business to be lag behind technologically will negatively affect your business. Technology can boost the industry by being incorporated into the industry’ mode of operation or even in marketing and advertising. The scuba diving business developed and had its roots grounded after new equipment was invented which allowed divers to plunge in deeper. Concerning marketing, Coral Divers Resort can consider marketing their services using technology through online channels at a little cost.

SWOT ANALYSIS
Financial factors
Initially, by 2005 the retained earnings were $38,494 which shifted with a negative amount of $5,174 by 2008.

When liabilities exceed the assets, that poses a very great danger of debts. In the current situation of the resort, the liabilities happen to exceed the assets.

Moreover, the assets within the resorts happen to have depreciated immensely to a point where they are nearly being considered as liabilities.

The resort has a negative net income.

Lack of implementation of insurance that covers scuba related accidents.

Renovation of only the four amongst all six units cost them quite a considerable deal of money.

Marketing factors
When it comes to promotion and advertising programs, the resort has very little or no budget at all for such.

There lacks an active feature or unique identity that could distinguish the Coral Divers Resort from other diving resorts.

There lacks a differentiation regarding their products as well as services.

It is located in the quiet and slow-paced part of the island.

Does not offer various types of diving but a few, thus limiting their target market.

Concerning their pricing guides, there exist very minimal package deals.

Operational factors
Reduction of bookings and memberships has attributed to the decrease in services.

Demand declines in the low season also attributing to reduction of operations
The present assets that are getting old are not being replaced nor reinvested.

Some quite useful space of the resort is not being used.

Several professional dive operations happen to be located within the same area.

The selected target market has not yet been defined.

Technological factors
The resort lacks social networks to promote their services and products. The Coral Divers Resort fails to use technical means to market themselves.

The size of the boats present is small
Diving comes with a risk of oxygen toxicity and nitrogen narcosis. There ought to be a way in which such scenarios are handled.

The equipment present is old.

Human resource
The staff is quite small which consists of eleven members.

If there were enough divers who were paying in the resort, the guest can dive and ride for free.

The total amount expected to cater for the salaries as well as wages is not proportional to the generated income.
By the age of ten, junior divers can earn certification.

Purpose of the Project and Scope.

Aims
The primary objective of this project proposals is to aid Coral Divers Resort to come up with a strategic business opportunity document. The said report will be regarded as a business plan designated to increase and streamline the revenues of the company which will be obtained from the options given to the owner of Coral Divers Resort. The report will comprise of strategies, detailed information, and analysis which will be geared towards enhancing the business management. Moreover, a business research method will be employed with the use of various techniques and tools that will help in examination and visualization of the gathered information (Wickham ; Wilcock, 2012). The project will also incorporate gap analysis as well as recommendations for the betterment of the business.

Scope
The project will be focused on completing two documents. The strategic business plan and the Business Opportunity Document will mark the boundaries of the project as well as give a direction of how it will be handled. Among the many benefits of completing the documents, some of them include: strengthening the company to improve their short-term capital investment and also to identify as well as come up with an alternative model to facilitate the improvement of the company’s profits. In the scope of this project, marketing plans or particular sales strategies, the partnership plans implementations and any services involving development responsibilities will not be included.

Approach and Work Plan
Approach
Here is how the project will be carried out:
Set-up of the project; whereby the plan of the research plan will be developed.

Both the internal and secondary data will be reviewed. This step is widely known as the best practices research. The marketing and finance management strategies will be examined through conduction of secondary studies from the literature. The study will be geared towards analysis of the management strategies and how the plans are carried out.

A SWOT analysis will then be conducted. A simple SWOT analysis was performed earlier in this proposal. A detailed one will be done in depth so that the strengths, weakness, opportunities, and threats that influence the business in one way or another can be identified.

Research, the internal organization. This will involve studying the management practices that are present and those that are needed by Coral Divers Resort in details.
Collection of data, gathering and reviewing it. About the activities of the company, any relevant data concerning marketing and financial management will be collected. The data will be considered, and in turn, the financial projections will be reviewed together with the statement.

The results will be analyzed, and strategies will be formulated. After the relevant information is collected from the preceding steps, the gaps will be scanned between the existing practices and the anticipations of the management, aspiration of the customers at the resort, the strategic business goals, and the performance best practices.

Recommendations will be listed down together with the plan of implementation of the developed strategy.

The results will finally be presented together with the final document.

Work Plan
Come up with a research plan. This will help determine the method of data collection and gather relative information to the problems that have been identified as well as future initiatives.
Carry out secondary research that will entail a review of the published resources related to the current situation and industry.

Perform interviews with both the customers and manager and then finally review the obtained information.

Project Schedule and dates.

According to the plan, the job for this project will run for three months or less. Following your acceptance and approval of this project proposal, completion of this work shall be earlier or on April 30, 2018. Upon receiving this proposal, your feedback is required within a week for the plans to commence and run smoothly. The following is a table indicating the schedule of the activities and their dates.

PROJECT PHASE MONTH (February to April) Date of completion
FEB MAR APR Setting up the project       Feb 5, 2018
Data review (Internal and external)       Feb 8, 2018
SWOT Analysis       Feb 8, 2018
Research on Internal Organizational       Feb 16, 2018
Collection of Internal Data and its review       Feb 26, 2018
Analysis of results and formulation of Strategies       Mar 16, 2018
Recommendations and draft report       Apr 13, 2018
Final Revisions       Apr 20, 2018
Submission of Final Report (To be signed by the consultant and client)       Apr 30, 2018
Time plan and cost estimation
According to the estimated method, the project is expected to be thoroughly complete within three months or less, which a minimum of 40 hours of work is needed per month. The consultation fee will be $60 per hour, and the total expense for the project will not exceed $10,000 when the whole scope of work is incorporated.

Anticipated outcomes and benefits
This project will analyze the Coral Divers Resort and provide an analysis of various finances as well as marketing strategies which will in turn aid the management in:
Obtaining a compressed business model analysis that will aid the resort in selecting the alternative that will suit the best.

Visualizing and coming to an understanding of the resort’s completion of the current marketing and finances.

Developing a brief strategic plan that gives insightful evaluation as well as a description of the strategic growth of the resort in the next five years and revenue increment in the long run.

Enhance the total number of bookings made in a year.

Review the current practices and strategies to meet organizational needs as well as well its objectives.

Summarization of Project Deliverables
Upon completion of this project, the respective client will be issued with a soft copy and two printed copies of the following documents:
A strategic plan that comprises, all the strategies, information and an analysis inclusive of both long and short-term improvement opportunities. Moreover, an addition of the recommended implementation plan will be present in the document.

The analysis of the business model hand in hand with a power point presentation of an average of 15 slides.

Credentials and Contact Information of the Consultant
Having completed my undergraduate course in Bachelor of Business Administration from Waljat College of Applied Sciences, Oman (in association with Birla Institution of Technology, India), I worked as an Administrative Assistant in Bank Muscat and also gained some few skills in some other sectors such as human resource, finance, and marketing. In the year 2017, I happened to be enrolled in the MBA program at University Canada West, till this very day. Still being a full-time student and continually sharpening my skills, I do look forward to always provide the perfect and necessary information to all my clients concerning concerns that are about business problems and their analysis. I am always glad to see solutions are given out, problems solved and progress is evident.
Contact
Tel: 786-774-7350
Email: [email protected]
Reference
Neupert, K. E., Beamish, P. W., ; Richard Ivey School of Business. (2008). Coral Divers Resort. London, Ont., Canada: Richard Ivey School of Business, The University of Western Ontario.

Wickham, L., ; Wilcock, J. (2012). Management consulting: Delivering an effective project. Harlow: Financial Times Prentice Hall.

Appendix
SWOT ANALYSIS
Table 1 – A SWOT+ Data Gathering Table (STRATEGY)Strategy
Strengths/ Positives
INT
Beautiful beachfront and an extensive land
Equipment is functioning well
Loyalty of the customers
Certified instructors
Some facilities have been renovated
Boat availability
Availability of storage facilities
Connected with NAUI and PADI
If there were enough divers who were paying in the resort, the guest can dive and ride for free.

Problems/
Challenges/ Weaknesses
INT
There exists a financial strain.

Decreased bookings
Little investments towards advertising and marketing
Lots of facilities that are not being used
Small staff of eleven people
Amount intended to pay the team is not proportional to the revenue received
Currently, liabilities exceed the assets
Retained earnings went down with a negative amount
Experience negative net income due to spending more than the revenue
The size of the boats present is small
Diving comes with a risk of oxygen toxicity and nitrogen narcosis. There ought to be a way in which such scenarios can be handled.

The equipment present is old.

Reduction of bookings and memberships has attributed to the decrease in services.

Demand declines in the low season also attributing to reduction of operations
Table 1.1 – A SWOT+ Data Gathering Table (FINANCIAL MANAGEMENT)Finance
Strengths/ Positives
INT
Incomes have been declining, be that as it may, the year 2006 had significantly more lessened misfortune ($9000) when contrasted with years 2005 and 2007 which was near ($34,000)
Most noteworthy revenue recorded in 2005 at $554,000
Long-term resources are marginally steady
Problems/
Challenges/ Weaknesses
INT
Amount intended to pay the team is not proportional to the revenue received.

Currently, liabilities exceed the assets.

Retained earnings went down by a negative amount.

Experience negative net income due to spending more than the revenue.

The present proportion of CDR demonstrates that the organization can’t benefit its current commitments. The resort’s short-term resources can’t cover its current obligations of $88,476.
CDR quick ratio proportion of 0.1875 recommends that the organization has a low capacity to benefit its developing short-term obligations. The resort’s low quick percentage makes it troublesome for the resort to meet lenders necessity and acquire additional subsidies for future business development since they work a business that does not give an unfaltering and unsurprising income.
The negative profit for CDR’s benefit demonstrates that the organization’s advantage isn’t utilized viably to create interest and reflects the business isn’t beneficial.

Table 1.2 – A SWOT+ Data Gathering Table (HR MANAGEMENT)Human Resources
Strengths/ Positives
INT
By the age of ten, junior divers can earn certification.

Divers association with PADI and NAUI.

Loyalty of the customers.

Certified instructors.

Problems/
Challenges/ Weaknesses
INT
The staff is quite small which consists of eleven members.

No finance officers in charge of the financial activity particularly.

Proprietor lacked business learning.

Table 1.3 – A SWOT+ Data Gathering Table (IT/MGT INFO SYSTEMS)Information Technology
Strengths/ Positives
INT
Problems/
Challenges/ Weaknesses
INT
Lack of innovation and usage of technology.

Table 1.4 – A SWOT+ Data Gathering Table (PRODUCTION OPERATIONS MANAGEMENT)Operations
Strengths/ Positives
INT
Renovation of the facilities.

Boat availability.

Availability of storage facilities.

Problems/
Challenges/ Weaknesses
INT
The equipment present is old.

Family-run one service business that is unproductively operated.

Decreased bookings
If there were enough divers who were paying in the resort, the guest can dive and ride for free.

Improper usage of space.

Table 1.5 – A SWOT+ Data Gathering Table (MARKETING MANAGEMENT)Marketing
Strengths/ Positives
INT
Strong reputation
Predominant Location
Land accessibility for future development.

Problems/
Challenges/ Weaknesses
INT
Insufficient marketing effort
Declining Booking rates and Revenue.

No differentiation in services or products.

PEST ANALYSIS
OPPORTUNITIES THREATS
POLITICAL The political situation of Bahamas is well ordered, and its stand is well structured. The government has been supporting the various sectors in business within the country. Currently, the exists no political problem hindering the diving business.

Could young divers comprehend the safety rules of diving and willingly follow them? Most dive centers, therefore, accepted students from age 10, but the final determination of readiness to dive rested with the scuba instructor
ECONOMIC The Bahamas as a country depends on the tourism sector in its economy and many investments have been set up in the tourism sector.

Surging flight charges has led to a decreased air travel The Bahamas is well known for exploratory first time diving, and advanced one has been hit hard due to the impact of climate change in the coral reefs. This has reduced diving activities which have been a tourist attraction.

SOCIAL Scuba diving has been able to gain popularity over the years.

It has been noted that there has been an increase in population which is interested in diving, especially youths ranging between 18 to 29 years.

Another social factor is that diving is being regarded as a sport for the learned since most of the divers are graduates from various campuses.

Within the region, most of which are family oriented.

With the recent demographic changes and unstable flight, charges may be a hint to the reason for the reduction of resort’s customer base.

There is an increase regarding completion. Coral Diving Resort is faced with some harsh competition from the many upcoming resorts
Plugging into shark diving is faced with the threat that some shark attacks happened to humans in the Bahamas.

TECHNOLOGICAL Coral Divers Resort can consider marketing their services using technology through online channels at a very low cost.

New advanced equipment will ease the mode of operations. Price of new equipment is quite high.

x

Hi!
I'm Katy

Would you like to get a custom essay? How about receiving a customized one?

Check it out