Describe the annual seasonality of VCLA income or room demand. 1. View the Financial Statements. Students can review historical profit and loss (P&L) records to develop or describe t

10-8.5

8.49-8

7.9-7

6.9-6

5.9-1

1.Review and analyse the company performance through the Financial Statements.

Clearly and explicitly analyses the performance of the company over time, using horizontal and vertical analysis, variance analysis and using constant reference to the case and external resources to provide a wider insight.

Clearly and explicitly analyses the performance of the company over time, using horizontal and vertical analysis, variance analysis and using constant reference to the case.

A strong analysis of the performance of the company over time, using horizontal and vertical analysis, variance analysis and using constant reference to the case.

Clearly and explicitly An analysis of the performance of the company over time, using horizontal and vertical analysis, variance analysis and using constant reference to the case.

The numbers are not adequately or reasonably explained and / or either horizontal, vertical of variance analysis has not been included.

2. Why do VCLA’s revenue spikes not always occur at the same time as maximum room demand?

Students should clearly demonstrate a clear understanding of the difference between events and payments, explaining how they do not necessarily occur at the same time. Reference to the case and external examples.

Students should adequately demonstrate a an understanding of the difference between events and payments, explaining how they do not necessarily occur at the same time. Reference to the case and external examples.

Students should adequately demonstrate a an understanding of the difference between events and payments, explaining how they do not necessarily occur at the same time. Reference to the case.

Students should adequately demonstrate a an understanding of the difference between events and payments. at the same time. Reference to the case and external examples.

No understanding or adequate explanation of the variance between transactions and payments or inadequate examples from the case.

3. What is the average historical growth rate of VCLA revenue?

Review the Forecast. The average historical growth rate is ?. However, growth since the inception of the operation is not sustainable. What should they do?

Well-structured, detailed and thorough analysis and projections are explained as a further step from year to year projections. All assumptions should be explained in terms of changes in variances as opposed to solely numerical explanations.

Well-structured, analysis and projections are explained as a further step from year to year projections. All assumptions should be explained in terms of changes in variances as opposed to solely numerical explanations.

Adequate and reasonable analysis and projections are explained as a further step from year to year projections. All assumptions should be explained in terms of changes in variances as opposed to solely numerical explanations.

All projections are explained as a further step from year to year projections. All assumptions should be explained in terms of changes in variances as opposed to solely numerical explanations.

The numbers are not represented as variance and / or the changes are adequately explained.

4. What would the sales growth rate be in an economic decline or upturn?

Review Scenarios. Analyse the four scenarios for growth rate and marketing spending adjustment.

A clear and accurate analysis of the four scenarios in conjunction with a detailed understanding of the current economic climate and reflect on how the macro factors, combined with their marketing approach can affect performance. Reference to the case and external information should be used.

A clear and accurate analysis of the four scenarios and reflect on how the macro factors, combined with their marketing approach can affect performance. Reference to the case and external information should be used.

A clear and accurate analysis of the four scenarios and reflect on how the macro factors, combined with their marketing approach can affect performance. Reference to the case is imperative.

A good understanding of the four scenarios and to reflect on how the macro factors, combined with their marketing approach can affect performance. References to the case.

Failure to use the 4 scenarios or demonstrate an understanding of business impact of either marketing and / or economic indicartors.

5. What financial and economic assumptions must be considered to develop the forecast?

Review how room supply may impact VCLA revenue and GDP data, reflecting on the relationship between room supply and GDP reflecting on how both situations impact the market. Reference to the case and external sources is a must..

Review how room supply may impact VCLA revenue and GDP data, reflecting on the relationship between room supply and GDP reflecting on how both situations may impact the market. Reference to the case and external sources.

Understand the relationship between room supply and GDP reflecting on how both situations may impact the market. Reference to the case and external sources.

Show an understanding of the relationship between room supply and GDP reflecting on how both situations may impact the market. Reference to the case and external sources.

No clear understanding of the relationship between room supply and GDP reflecting on how both situations may impact the market and / or no reference to the case and / or external sources.