International Hotel Brand Management Strategies

International Hotel Brand Management Strategies Introduction Today, hotels are focusing on consistency and quality while offering the right price to the guests. This means that guest satisfaction and branding are the right tools to use since the products and services offered are unseen. Branding is used to promote quality by offering guests information that they require while enticing them to use the products and services.Advertising We will write a custom essay sample on International Hotel Brand Management Strategies specifically for you for only $16.05 $11/page Learn More It can be a valuable strategy for gaining a competitive advantage over the rest of the competitors. Hotels can maximize this strategy by offering a variety of brands for the same product while targeting different markets. The brand value is determined by the level of awareness that customers have concerning a certain brand. This means that the quality of the products and services offered by a hotel is determined by the customerâ€℠¢s perception and the satisfaction obtained from the information provided. In hospitality, when customers are satisfied, they purchase more, become less price conscious, and attract more customers by informing their close friends. When this happens, a hotel gains a lot of customers and the revenue increases (O’Neill, 2004). This article will discuss on the various ways through which a hotel can gain a competitive advantage through branding. It will also provide insights for managers to apply in branding and customer satisfaction. Hotel Brand Management in Relation Customer Satisfaction The hotel industry has focused its attention on customer satisfaction, and this has been used to measure the operational success. It has also been used to measure whether the branding strategies used are effective in increasing productivity. Therefore, branding affects customer satisfaction directly and is used to increase the market share. When assessed from a corporate strategy’s point of view, brands that are well managed reflect an increase in market share. However, the results from service quality research indicate mixed results. This means that service quality can only be achieved when guests have an opportunity to experience a hotel’s service while branding is open to a wider market. It reaches potential customers whose perception can only be obtained from the information that they get (Yap, 2006).Advertising Looking for essay on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More This prompts hotel managers to concentrate on market awareness and build their brands. This is because customers are attracted by what they are told and not the experience. Some of the most established brands, which are well known in the market, always receive positive feedback from the guests. This is because customers already have a mindset that the products and services offered are excellent. Thus, a hote l can create customer confidence by focusing on extensive marketing to provide awareness in various markets. Newly established hotels have opted to franchise so as to market their products and services using the well known brands in the market. Managers should focus on protecting their brands because this is what defines the quality of the products and services offered (Mattila ONeill, 2010). A high market share illustrates enhanced quality. This serves to escalate demand in the future. This explains why the market leaders use market share as the selling point to attract customers. They use messages such as â€Å"we are the leading hotel chain in the world†. Customers perceive such a message to mean that all the other people go to that chain of hotel, and they have to go for the best by consuming its products and services. Perceived quality is linked to market share and the two concepts work together in increasing revenue. This implies that when guests visit the hotel for th e first time, and they are satisfied, the occupancy rates will go high in the next visit. This is because such customers influence others. The guests attracted by others through the word of mouth are more than those who are influenced by the services offered. Therefore, product awareness is a strategy that gives a hotel competitive advantage and should be applied in any opportunity that the management gets (Krishnan, 1996). For instance, when guests visit the hotel, they should be satisfied by delivering what is promised to encourage them to come back with others. Advertising is also a tool that can be used to create product knowledge. However, this should be diversified to ensure that every targeted market is presented with adverts that best fit them. This will impress the customers especially travelers who love a certain product. Accessing their most preferred product in a foreign country serves to attract customers, and make them remain loyal to a certain brand of hotel.Advertisi ng We will write a custom essay sample on International Hotel Brand Management Strategies specifically for you for only $16.05 $11/page Learn More Franchise in brand development Competitive advantage is also gained through branding by managing franchisees. Some hotels believe that their customers are not the guests who reside in their hotels but the franchisee. These are the primary customers who are monitored and managed to ensure that they do not taint the image of that brand. They work at ensuring that the franchisees meet and exceed the customer expectations. This is because customers come into the hotel with a perception about the products and services they are likely to get. This is based on the experience gained in a different hotel or the same hotel chain. Management ensures that standards used while serving customers are maintained and uniform in all the franchisees. This is meant to help maintain the customer perception. When guests experience qua lity services while at different destinations, their loyalty to a given brand is maintained. Also, they are likely to influence others to use the same brands. Thus, a happy customer comes with others and doubles the service provider’s revenues (O’Neill, 2004). Experienced hotel customers have confirmed the issue of market share and branding through a research that was carried out on frequent guests. Frequent quests always influence relatives, friends, and colleagues to visit their brands and experience the same products and services. This creates a chain that involves a wide network of individuals who get to know of the hotel brand through reference (Fung, 2010). Building Customer loyalty For a hotel to differentiate itself from the competitors, it has to grow its brand and make known of its outstanding services to the markets that it serves. This can only be achieved by conserving the market base that the hotel already has while seeking to expand into other markets (P attni, 2006). This ensures that, while the hotel diversifies to create new markets, the existing customers also serve to create awareness. The hotel is expected to offer more than what the customer expects every time they visit the establishment to maintain the existing markets. This will always encourage the customer to share the new discoveries with others. Unlike a situation where a customer gets a similar experience to the last one, the customer is encouraged to visit and discover the new addition in the former experience. This is what makes frequent customers cease factoring the price aspect but concentrate on the hospitality experience that is likely to be offered next time.Advertising Looking for essay on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More The customers should be alerted on the new developments that they should expect to ensure that they are excited to revisit the hotel in the future. The issue of branding promotes this aspect because customers will feel like the hotel is providing all information that they yearn to learn about the hotel. Keeping the customer informed creates a brand loyalty and serves to increase the market share (Petzer, Steyn Mostert, 2008). There is an intense competition from international hotels that are offering low priced products and services to attract consumers. Therefore, there is a need to gain a competitive advantage that will make customers overlook the low prices and go for the perceived quality. When consumers pay higher prices from companies with an established brand name, they buy the positions of the minds of potential customers. Potential customers will be attracted by the preference shown by others and not the prices offered. They perceive the willingness to pay higher services as the quality attached to a given hotel brand (Keller, 1998). Therefore, awareness creates a reputation that is maintained by maintaining a favorable image and good guest relations. Building a brand is a gradual process that requires accuracy because a slight setback may bring the whole organization down. What the customers perceive as the best aspect of any given brand is what the management should focus on while improving to maintain and attract more guests. This can only be achieved by ensuring that consumers remember the brand they used last. A well known brand can remain in a customer’s memory for a long time as compared to a less common one. Awareness serves as a reminder to the customer that a brand exists. Also, this may attract them to discover the changes that may have occurred over time. Thus, customers should be aware of the expected changes for them to develop a perceived value through brand development (Kapferer, 2012). Business to Business Branding Business to business branding is a growing concept that helps in creating long lasting business relations. Given the nature of the hotel business, at times the hotel may be full; and this requires excess bookings to be transferred to another hotel that is likely to offer similar services (Jones, 2001). This is an extremely crucial area that managers can use to sell their products. The choice of the hotel with which to share business must be made exceptionally carefully. A frequent customer may have a perceived value that is purely based on the brand knowledge, and not the services offered. If such a customer is referred to another hotel, the customer assumes that the other hotel is at the same level as the preferred brand. If the guest does not experience the same service as expected, then the perceived values decrease based on the assumption that the two establishments are at par. Therefore, when demand is excess, the choice of a brand that is recommended to customers should be made carefully to ensure that the other hotel maintains the perceived value or even improves it. Subcontracting is a sensitive aspect that determines how the customer evaluates a brand. A poor service from a subcontractor may taint the hotel’s image and change the perceived value (Glynn Woodside, 2009; Sigala Jones, 2001). Brand Expression Brand expression is linked to the business strategies in use. Brand managers usually overlook the influences on the brand as it gets its way to the consumers. It is necessary to have a clear understanding of the brand so as to determine the responses that it may receive from the market. Managers should view all the elements of expressing the brand and determine the one to use and emphasize while manifesting the brand to the consumers (Cai Hobson, 2004). For instance, factors that influence the demand of a brand include a service such as the quality of the accommodation or even the food offered. For a manager to choose the brands’ selling point, there is a need to analyze the business strategies. This will ensure that the selling point delivers what the company promises to the consumers. Brand manifestations do not comprise merely of the advertising. However, this includes the experience that consumers get while using the brand (Mattila, 2004). Therefore, before providing any enticing information to consumers, the hotel must be the position to meet and even exceed the consumer expectations. Delivering a promise puts a hotel ahead of the competitors satisfies customers and translates to more business in the future (Gelder, 2005). Conclusion Branding has become a marketing strategy that hotels use to increase their market share and remain a head of their competitors. Using the brand as a competitive advantage is influenced by the level of customer satisfaction and the perceived value created. Therefore, the task is to ensure that the information provided to consumers is enticing to customers. Also, the information should mat ch the experience that customers get when they purchase products and services. Business to business strategy also helps in building the perceived value. Therefore, subcontracting must be made exceedingly carefully. Another issue is delivering what is promised to the customer. This promotes the chances of the customer coming back with others. If the first experience is unpleasant, the probability of coming back is low. Thus, quality is essential in the gradual development of market share. Brand expression and accurate product delivery are excellent strategies for obtaining and maintaining a competitive advantage over the rest of the competitors. References Cai, L.A. Hobson, J.S.P. (2004). Making hotel brands work in a competitive environment. Journal of Vacation Marketing, 10(3): 197-208. Fung, K.K. (2010). When experience matters: building and measuring hotel brand equity: The customers perspective. International Journal of Contemporary Hospitality Management, 22(5): 589-608. Gelde r, S.V. (2005). Global brand strategy: Unlocking brand potential across countries, cultures markets. London [u.a.]: Kogan Page. Glynn, M.S. Woodside, A.G. (2009). Business-to-business brand management: Theory, research and executive case study exercises. Bingley [u.a.: Emerald. Jones, P. (2001). Strategic implementation and IT: gaining competitive advantage from the hotel reservations process. International Journal of Contemporary Hospitality Management, 13(7): 364-371. Kapferer, J.-N. (2012). The new strategic brand management: Advanced insights and strategic thinking. London: Kogan Page. Keller, K.L. (1998). Strategic brand management: Building, measuring and managing brand equity. Upper Saddle River, N.J: Prentice Hall. Krishnan, H.S. (1996). Characteristics of Memory Associations: A Consumer Based Brand Equity Perspective. International Journal of Research in Marketing, 13: 389-405. Mattila, A.S. (2004). Hotel Branding Strategy: Its Relationship To Guest Satisfaction And Room Revenue. Journal of Hospitality Tourism Research, 20(10): 1-10. Mattila, A.S. ONeill, J.W. (2010). Hotel Brand Strategy. Cornell Hospitality Quarterly, 51(1): 27-34. Pattni, D.J. (2006). Strategic Sourcing for a Competitive Advantage in the Hotel Industry. Retrieved from: https://digitalscholarship.unlv.edu/cgi/viewcontent.cgi?referer=httpsredir=1article=1630context=thesesdissertations Petzer, D.J. Steyn, T.F. Mostert, P.G. (2008). Competitive marketing strategies of selected hotels: an exploratory study. Southern African Business Review. 12(2): 1-22. Sigala, M. Jones, P. (2001). Strategic Implementation and IT: Gaining Competitive Advantage from the Hotel Reservations Process. International Journal of Contemporary Hospitality Management. 17 (3): 364-371. Yap, T.S.C. (2006). Corporate Branding: Its Role in Sustainable Competitive  advantage. Web.

Recruitment and Selection Process in Elite Careers Dissertation

Recruitment and Selection Process in Elite Careers - Dissertation Example Recruitment and selection is a key management process which involves in the formation as well as transformation of organizational resources into elements that can enhance the performance of the organization. The aim is to produce a good pool of applicants and select the best out of these to fit the job. Employers are in need of responsible and reliable employees who are capable of solving problems and possess social skills and attitudes to work together as a team. In that direction, optimal recruitment process is the key. In that direction, Elite Careers is carrying out a recruitment and selection process, in which prospective candidates apply through various modes. In a survey done on the staffs of Elite Careers as well as prospective candidates, a lot of perspectives emerged regarding the various facets of the recruitment and selection process. That is, the current practices of providing adequate information and support to the candidates received thumbs up from both the staffs and the candidates. When it comes to publishing of the job vacancies, the staffs and the candidates favored the mode of internet and social network websites. In addition, they favored the same mode even while applying for the jobs. So, this paper will provides a discussion of the key recruitment and selection processes inside Elite Careers, focusing on its current process and practices, then how it takes care of the prospective candidates, importantly how internet options makes an impact, finally ending with suggestions for some improvements. Recruitment and Selection process in Elite Careers Project Aim and Objectives Recruitment and selection is a wholesome process, which constitutes the identification and the attraction of the potential candidates, who may come from within and outside any organization, for evaluation for future employment. As Schein (2004, p.261) said, â€Å"... best way to build an organization was to hire very smart, articulate, tough, independent people and then give them lots of responsibility and autonomy†. Thus, an effective recruitment and selection process can provide the organizations a constant supply of effective employees, and this is where recruitment organizations or agencies like Elite Careers come into the picture. Elite Careers by conducting as well as facilitating the recruitment and selection processes, provides skilled and equipped employees to various organizations. The processes they use to ‘corner’ in the on the apt employees is the subject of this project and so the main aims and objectives of this project are- To analyse the recruitment and selection process adopted by the Elite Careers. To understand what the expectations of the candidates when they register with Elite Careers. To analyse the use of internet such as websites, direct mails, social net works and newspapers, radio advertisement, outdoors and text messages in the recruitment and selection actions of elite careers. To suggest an improvem ents in the selection of upper level positions through training and development process. Project plan and approach In order to study the effectiveness of the existing system of Recruitment & Selection Practices at Elite Careers, number of steps has to be taken as part of the project plan. The project involves a series of steps starting from Literature review, exploratory interviews, data collection and finally the evaluation of the data. The literature review involves collecting data from secondary sources and that includes books, journal articles and websites, using which an overview of the recruitment and selection process will be done. In addition, information about the process in Elite

Foreign Investment in Farmland Essay Example | Topics and Well Written Essays - 1250 words

Foreign Investment in Farmland - Essay Example The interrelated problems of over-industrialization, decades of poor land use policies, a rising population, scarcity of resources like water, and the skyrocketing prices of food have made governments in the developed parts of the world realise that they cannot feed their peoples with oil and asphalt, and therefore should seek out alternatives. Experts agree that something big is taking place and that there are risks involved to small-holder farmers. These fears revolved mainly but not exclusively around the themes of food insecurity and peasant dispossession. The disagreement is how to read the issue and what solutions are necessary in order to address the dangers. For organizations such as the World Bank, these are birth pains of a new but promising phenomenon, and whatever risks are taking place can be solved by corporate responsibility and efficient governance of land. This means making sure that there is no corruption, that small-holder farmers get to see the contracts to lease their land, that farmers are given titles so that they can transact freely and equally. The World Bank’s opinion on this matter is laid down in its recent publication, Rising Global Interest in Farmland: Can It Yield Sustainable and Equitable Benefits by the World Bank (2010). For another group of experts, however, the phenomenon is something that must be resisted and that it indicates a new form of colonialism. They think that because the corporation wanting to take lands from the developing world are only after profit, it will result in farmers being displaced and dispossessed, and no more lands in the developing world to produce food. The World Bank report, dotted with case studies demonstrating the difficulties of rural peoples as a result of the rising phenomenon of transnational corporations and rich countries taking over their lands, states that the risks attaching to land grabbing actually â€Å"correspond to equally large opportunities† (page xxi) as long as a ccess to technology, capital markets, infrastructure and information are granted. It contends that foreign investments have the potential to make positive contributions to rural livelihood and can support small-holder farmers.. It is supported by experts such as Liversage, who contends that â€Å"mutually beneficial partnerships between small-holder farmers and private sector investors† (2010: 2) give benefits to both. On the other hand, critics of land grabbing have also stated their case. We turn to an article entitled From Threat to Opportunity: Problems with the Idea of a â€Å"Code of Conduct† for Land Grabbing by Saturnino Borras and Jennifer Franco (2010: 1). Borras and Franco argue that global land grabbing is a threat in and of itself, and the institutionalization of corporate responsibility mechanisms only serves to legitimize existing capitalist interests at the expense of the rural poor in the global south. They make the call for a human rights-framed, cate gorically pro-poor land policy framework that questions current production and consumption patterns. This is similar to the Accumulation by Dispossession that David Harvey (2006: 112) speaks of – â€Å"the perpetual search for natural resources of high quality that can be pillaged for surplus and surplus value production has therefore been a key aspct to the historical geography of capitalism.†

Cooking Green Beans with Salt Essay Example for Free

Cooking Green Beans with Salt Essay Introduction An experiment was conducted where two sets of green beans where cooked. One set had salt and the other one didn’t. One person who did not know which set of green beans had salt and which one didn’t got to taste and judge both of the sets on taste, texture and color. Chef Heston Blumenthal once asked ‘Why do cooks add salt (sodium chloride) when cooking vegetables, for example green beans? ’ Other chefs answered with these possible answers: * | * It keeps the beans green| * | * It raises the boiling point of water so the beans cook faster| * | * It prevents the beans going soggy|. * | * It improves the flavor. However, a scientist also replied saying these statements were untrue because: * | * Only the acidity and calcium content of the water affect the color of the beans| * | * Adding salt increases the boiling point of water but by such a small amount that it will make no difference to cooking times| * | * Vegetables will go soggy if cooked for too long whether salt is added or not| * | * Little salt is actually absorbed onto the surface of a bean during cooking – typically 1/10 000 g of salt per bean which is too little to be tasted by most people. The aim to this experiment was to prove or disprove these points. Materials:Listed below are the materials used for this experiment: * One bag of green beans containing about 250g * Two pans * Two bowls * One stopwatch * One strainer * A cutting board * A knife * A thermometer * SaltProcedure:First, the bag of green beans were washed and cut up. Then, they were evenly divided into two bowls; bowl A and bowl B. Bowl A had no salt in it and was then put into a pan and observed. The time it took to reach its boiling point and the temperature at boiling point were then noted. After that, the beans were places into a strainer and dried. This was also done with bowl B, except salt was added. DataAfter conducting the experiment, this is the data that was obtained:| | | | | With salt| Without salt| Taste| Tasteful| Dull, boring| Texture| Soft| Crunchy| Flavor| -| -|. As you can see, the only thing that didn’t change about the beans with salt was the flavor, which stayed the same for both experiments. Conclusion: Clearly, after this experiment, we proved the chefs right. Both the texture and taste where better with the salty beans. Some of the limitations where that we only tried this experiment once, therefore it is not 100% correct. We could have also had more people testing it, instead of just one person because there are some factors that could influence the opinion.

Work and Revolution in France Essay -- History, French Labor Movement

William H. Sewell, Jr.’s Work and Revolution in France: The Language of Labor from the Old Regime to 1848 (1980) is a qualitative analysis of the French labor movement, sweeping three radical revolutionary eras: 1790’s, 1830’s, and 1850’s. Sewell’s strategy encompasses â€Å"aggregating and analyzing† (1980: 5) events that would generally be considered the banal factional struggles and encounters of individual French workers. He amasses these facts into a macro-history of the workers’ plight to class-consciousness from the ancien regime to the repressive post-revolutionary era of 1850’s. Sewell frames his historical analysis within the context of the way the workers’ movement utilized the evolving rhetoric to advocate their pro-rights agenda. He performs a stringent investigation on the progression and determination of the use of specific terminology, focusing his lens on how concepts of culture (i.e., ideas, beliefs, and behaviors) aid in shifts of existing structures. Sewell’s theoretical perspective is admittedly self-constructed. He â€Å"borrowed shamelessly from such sources as ‘the new history,’ intellectual history, cultural anthropology, and certain new strains of Marxism† (1980: 5). I find borrowing from cultural anthropology to be the most influential of these theoretical viewpoints, and Sewell highlights the importance of ethnographic field methods in his work. However, he is quick to acknowledge that, from a historical perspective, conventional ethnography, as we understand it, is not suffice in this context. While traditional ethnography tends to focus on non-Western, â€Å"relatively small-scale and homogeneous societies† (Sewell 1980: 12), Sewell’s initiative is to â€Å"analyze the complex society that was rent by all sorts of co... ...mes widening his scope could strengthen his argument further. He does this in the conclusion of chapter 11 to display how and why the movement was at times, and ultimately, unsuccessful. Additionally, as he suggests the reasons why the bourgeois never really accepted and the peasantry never felt validated by the movement, he could strengthen his argument by further displaying other elements of cultural value outside of language, i.e. symbolic gestures used by the movement. In addition to symbols, I also feel that Sewell could have provided more definition surrounding the artisan â€Å"culture† (Hanagan 1981). Given the magnitude of the numerous trades, and the variety of societies, clubs, associations within each: where and what are the cultural margins between the different trade corporations? Is there one united culture, or a multitude within the varying factions?

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Essay on Sustainability and Integrated Reporting - 1869 Words

EXECUTIVE SUMMARY The purpose of this report is to identify and analyse what it means to be a sustainable business, how to report for it, and the cost/benefits of integrated reporting. By using Woolworths as an example of what to expect and the outcomes of their progress I dissect the strategy Woolworths adopted in attempting to implement sustainability into their every day-to-day operations and through doing so have resulted in a conclusion with a recommendation for Coolworths. Sustainability will require heavy investment in the short term, however with the correct approach, attitude, and strategy, investments into sustainability will pay for themselves in the long run and furthermore allow us a solid foundation for further†¦show more content†¦There are four main stakeholders in Woolworths, customers, employees, shareholders and suppliers. Woolworths has established a customer insights department that plays a key role in identifying customer needs and then taking action in attempt to greater satisfy the ever changing needs of their customers. Customer immersion programs also allow management to view the company from a customer’s point of view to further feedback on the company’s performance. Employees are given incentives and benefits to perform to their very best. Woolworths employs a retention strategy that conducts engagement surveys to identify and evaluate employee difficulties or issues. For shareholders, engagement is governed by the Corporations Act 2011; financial statements and other reporting information is released to the general public and shareholders in accordance to the law. Furthermore an annual general meeting takes place for shareholders to voice opinions and ask any questions they may have. Finally, suppliers are also given an annual general meeting situated in each capital city to discuss and relay Woolworths’ business strategy. A quarterly newsletter is issued to suppliers, ‘Trading Partner News’. Furthermore, Woolworths already offers a $100,000 grant to a supplier for their sustainable product, process, or packaging. STRATEGY IMPLEMENTATION In implementing the strategy itself, a number of issues arise, in particular the public and privateShow MoreRelatedSustainability And Integrated Financial Reporting Of Australian List Firms2376 Words   |  10 PagesContemporary Issues in Accounting M ACCT 5015 Major Assignment Sustainability and Integrated Financial Reporting of Australian List Firms (In Energy Sector: Santos, AGL and Origin) 7th October 2014 SP 5 Yue Wang 110130421 Executive Summary This report provides an analysis and evaluation of Sustainability Report for financial year (FY) 2013 of three Australian leading list energy companies: Santos, AGL and Origin. 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