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This has altered the complexion of the management and organization of modern hotel. The researchers, as marketing major students want to know how managers of the tools handle or manage the establishments they are handling. It is Just for all students who are taking up business course to know what the different managing styles managers used, and also how to handle people and different kinds of situations. The researchers also want to find out what are the different marketing strategies they are using and if the customers are satisfied with their services.
This prompted the researchers to conduct this study because this would be of a great help and a good source of information for the future Jobs of the researchers and all the people who can read this study. Review of Literature This chapter deals with literature and the studies that may help to support the findings generated in the study. The service industry has greatly contributed to the economic growth of country.
The hospitality and tourism industry is expected to continue growing within the succeeding years. The success of the industry is partly attributed to the external 3 factors providing an environment suitable for business such as the political and economic stability of the market. Success in the business is no more impossible in the presence of technology. It simply means that any companies or establishments have a capability to cater the deeds of different kinds of customers. Findings generated in the study.
Accordingly, presented literature focuses on the marketing strategy (product, place, price, promotion), and hotels are as follows: Marketing strategies involves selecting and analyzing target markets (the group of people the organization wants to reach) in catering and maintaining an appropriate marketing mix. (Ferret, 1994) It focuses primarily to the effective allocation and coordination of marketing resources in the act to accomplish the firm’s objectives within a specific product of market. (Fares, 2002) It has two interrelated components: target market and marketing mix.
Target market is a fairly homogeneous group of 4 consumers to whom a company wishes to appeal. Marketing mix, on the other hand, is the set of controllable and interrelated variables composed of product, placement, price, promotions that the company assembles to satisfy a target group. (Go. J, 1992) Product refers to satisfying needs and wants of target market. Placement (distribution) is to make the product conveniently available to the target market consistent with their purchasing patterns. Promotions (marketing communication) are to build and improve consumer demand. It has four effectively inform and persuade the target market.
Public Relations offer a positive image of the company and the brand. Selling is to get the customers to buy and lastly the sales promotions convincing customer to buy immediately. And we have the price in the marketing mix to make the product affordable to the target market and reflect the value of benefits provided. (GO. J, 2007) Marketing strategy focuses specifically on a firms potential for gaining competitive advantage through target markets and a marketing mix. In other words, the marketing strategy is the central philosophy in developing relationships with customers. Fares, 2002) 5 Moreover, in relation to the study, basic knowledge of the hotel business has been included as follows: According to Liz Benches, CEO of incredible hospitality incorporated, successful hotels require excellent people, product, and performance. Improving the skills of different employees of the department can be profitable. Like staffs who are assigned in the front desk, by improving their communication skills they can gain the trust of the customers. Employees who are assigned to clean the rooms will do their task properly and can leave good impressions about the establishment.
In renovating their building the can cater different types of customers. Hotels and other service base business are now improving not only the employees but also their services and their establishments. Customers will be attracted and can be loyal to them seeing their different types of services offered. For example, a big family comes to a hotel, different kind of personalities are there, the hotel has an advantage because they are offering many services and newly renovated building that they can meet the expectations of those people.
Hotel business is a kind of business where your company should be accommodating. To be able to do this, a hotel should 6 consider some thing. They should understand how the guest’s buying process has fundamentally changed, and how the necessities a completely new approach to marketing. They should strive hard to create a truly unique experience that becomes a focal point of all marketing efforts. They can use new media format to share a realistic picture of what it is like to be a guest at their hotel and use the latest technology to distribute media.
They can publish a book of useful educational content. Making guest feel like an insider before they can arrive. Monitor a wide range of networks on the need to monomaniac with guests and potential guests, providing a new level of customer service. They should quickly act on feedback they receive, both in replying to the guest and in implementing the change. Hotels nowadays consciously recruit “characters” with personality and flair. All the staffs that guests would ran into should be calm and have a relaxed attitude.
This is not always being the case in hotels in which often have overbearing formalities in the air. The staffs should see to be driven by expectations of success rather than a fear of failure. This frees them to be they and excel. A hotel should not be place which stands on ceremony and is rather a hotel where guests can simply chill out, unwind, and feel pampered. A performance area of the Hotel includes providing a good quality and effective service in the hotel and is directly related to personnel.
The right and efficient personnel can make a significant difference to the quality of service offered. In the hotel industry, the Personnel Department is used for small hotels, as they would only have limited responsibilities while Human Resources Department is used for large hotels, as they would cover a wider scope of responsibilities form the administrators own to the contractual employees of the hotel, and most especially to its guests. Facilities Management and design deals with many businesses in the hospitality industry-owned premises, from which they operate.
Other lease premises which they fund out of operating income, enabling capital, thus saved to be employed in other areas of the business. These and similar developing business arrangements feature significantly in the hospitality industry today. However, it is important to recognize that facilities (land, buildings, plant, equipment and furnishings) represent inconsiderable investment for organizations and those facilities are critical to business success by providing an important 8 vehicle for attracting customers and for the production and provision of goods and services.
Sensual elements and functional elements are the criteria that provide facilities in the hospitality business. Sensual elements are those aspects concerned with appearance, space, privacy, social activity and image. Functional elements are those aspects associated with operational and cost effectiveness and with productivity. Buildings are expected to deliver an economic return on the resources expanded on hem. Health and safety elements include compliance with statutory requirements. The hotel industry will probably never again see the rate of construction that took place late sass’s.
But new concepts in the hotel design have need developed more recently in an effort to meet the changing preferences and new characteristics of the traveling public. Standard, rectangular, medium-sized, downtown hotels have been replaced by fine examples of new and innovative architecture. Roof-high atrium’s, outside scenic elevators, and other innovations have become the feature such hotels. There have been also great changes in the location of hotels. In the early sass’s, most of the traveling was done by train, so hotels had be located to the railways stations.
The 9 tremendous increase in the automobiles and airline travel, and the corresponding decrease in the use of railroads, has opened up many new areas that could not previously be considered proper sites for hotel development. As a result, newer hotels are frequently located outside the city, at airports and on the highways. In particular, the increase in an automobile travel produced a new phenomenon in the capitalist field, the motel industry. According to the Rules and Regulations governing the accreditation of hotels, Tourist Inns, Motels, Apparels, Resorts, Pension Houses and other Accommodations Establishments (RA No. 160, Chapter II, Section 2), Hotels are classified into the following categories; a one star hotel, all rooms are equipped with a wash basin and there is at least on bathroom for every ten rooms. There is access to public telephone, breakfast is available and guests can come and go any time of the day or night. A two stars hotel, in addition to one-star hotel there is a telephone booth or a public telephone where the guests can speak in privacy. There is a bar or service counters where it is possible to buy light refreshments, as well as a dining room where breakfast is served, and other meals depending on circumstances.
The rooms may be equipped with a private 10 bathroom, but this is not obligatory. A three stars hotel, in addition to the class above, all rooms are equipped with private bathroom, telephone, television, radio, and desk. There is a service counter open during the day and it is possible to buy small items, reading materials, etc. Goods and services can be paid for by credit card. There is a lift in the building, if guest rooms are on three or more levels above the reception. Four stars hotel, in addition, there are easy chairs in all rooms, TV with remote control, satellite channels and a movie or video channel.
There is room service day and night, or a mini bar, and “a la carte” restaurant, and breakfast can be ordered in guest rooms. There is also a laundry service. There is a lift in the building, if the guest rooms are two or more levels above the reception. Lastly a five stars hotel, the interior dcore is luxurious. There is a safe compartment in the room. There is a lift, if he building has more than one floor. Meals can be ordered in rooms until 23:00. Secretarial services can be provided. There is an indoor swimming pool or an exercise facility with professional staff.
There is a shop on location where gifts and souvenirs may be purchased and guests’ luggage can be taken to their rooms. 11 Here are the types of hotels. A transient hotel is one that caters to people while they are temporarily away from home, whether for a day, week, or month, on business or pleasure. Residential the best definition of this type, and the most easily understood, is an apartment house with full hotel services. These differ from the transient hotels in that they are official residences of the guests rather than their “home away from home”.
In addition they usually require a lease from the guest. These are the principles of the hotel; quality of products provides customers the highest degree of satisfaction in terms facilities and services and in the quality of food and beverage that are being served in order to delight them. Service to clients involves professional, excellent and sincere service, expected from all the employees and officers of the company. This can be achieved through proper training, to be acclimated by the management and constant coaching of the employees’ department head.
Safety and security considers providing safety and security to our guests including their belongings. Values for money must consider all services of the hotels are reasonably priced, to give clients value for money. Cleanliness is the most essential consideration to give clients value for money. O. M Gush, 2008) The researchers see increasing changes in the evolution of management and business. As the new age dawns, the move towards the integration of techniques and methods from wide array of disciplines into meta-narratives and methodologies are overwhelmingly empower management strategic leaders for organizational change.
The foundation of a marketing plan is marketing strategy or as some people calls it the positioning statement. Marketing strategy has been used by many establishments and companies to effectively compete globally and provide products and services more realistic produce at tight allocation, quality price and to have an honest and fair promotional plan. Hotel industry deals more with services and hospitality, recently many latest and new concepts are used by hotels and remain competitive. Gaining feedbacks to