Marketing management assignment online on: Marketing objectives of Rezidor
Q??State the company’s corporate and marketing objectives??
Solution: The Rezidor Group of Hotel provides business & travellers with an alternative of outstanding hospitality products which provide best excellence for cash and assuring a good rate of return and inspiration to shareholders & employees. Rezidor is all about individuals and offering different service culture. Yes I Can is a philosophy which is used by the hotel in order to create positive attitude of service among customers (Bhattacharjee, 2010)
Situational Analysis
It can be seen that the PEST analysis can be considered as one of the effective approaches for considering the external business environment in general.
The political sector is specifically concerned with detailed alterations in regulation and legislation. With the succession of European countries to the European Union of Governments implemented open skies policies that help travel and contribute to the robust increase in the demand of the touristic. Despite the efforts of privatization the government of Russian still interferes with hotel operations by owning hotels or purchase into for joint ventures.
The economy of Russian is estimated to increase by 6 to 7% in the average term and investing on tourism products shall increase by 9.7% yearly according to report of Mintel as opposed only to 3.3% for the Union of European.
The hotel progress is altered by the emergence of few cost carriers and alterations in the social activities of Europeans who wish to perform common break in the district.
The Advancements of technological are implemented to express with useful & potential customers at the similar time as they are coordinated into the hotel products.
It can be seen that major strengths of the hotel is the choice of its working modes in the market of Russia. The hotel has decreased the overall risks through the implementation of management agreements, Fraschisee agreements and through purchasing of hotel properties. It has been analyzed that the management of the hotel has made decisions which are nearest to customers. It can be seen that the hotel responded to changes of the local market immediately and gained the incentive to manage the expertise created by the global market.
The internal weakness of the hotel is very low and no market share in areas of luxury, budget & boutique hotels in the market of the Russia.
The service provided by the Rezidor group of hotel can feel by the customer and it cannot be touch by the customer. This quality of the service provides the description of the intangibility. It is very clear that the service cannot be preserved by the customer it can only be used by the customer in order to derive his satisfaction. This quality of the service shows the feature of perish ability. It can be seen that service provided by the Rezidor Group of Hotel cannot be separated by the hotel this shows the feature of inseparability. The benefits provided by the hotel are 100% guest satisfaction, 3 Hours Express Laundry and variety of food offered by the hotel.
Customer Analysis
The Rezidor Group of hotel is spread over various geographical markets such as The Rest of Western Europe, Middle East, Eastern Europe and The Nordic Region. The major competitors of Rezidor group of hotel are Azimut Hotels, Amaks Grand hotels and Helio Park Hotels & resort. The target market of the hotel is majorly the high class as well as the rich people. The target market of Rezidor also comprises of big business houses that visit & book their banquet halls for seminars, meetings & conferences. The hotel is having high risk because major bookings are done through internet, the potential service would be caused due to the ineffective functioning of the website or due to the server break downs. This problem can be solved by having proper back up in the hotel for the proper functioning of the website.
Service Product Analysis
The current services provided by Rezidor Group of Hotels & Resorts are almost the same as compared to its competitors, but, the way they serve their customers is entirely different. ‘Yes I Can’ policy is a feature that helped Rezidor Group of Hotel to be on the top most lists & be a market leader in their field.
‘Yes I Can’ portrays a positive attitude when they deal with every guest. The main theme of Rezidor is to provide 100% satisfaction to their guests. The employees at Rezidor Group of Hotel & Resorts give their guests commitment that if they are not satisfied with the services offered, the customers are not required to pay a single penny. Rezidor Group of hotel and resorts, room styles are famous for more than 20 years; they give a choice to the guests to select a room of their choice. There are about 20 different room designs. The guests at this hotel have the liberty to choose the design according to their taste, preference, living style as well as their budget (Singh, 1991)
The Rezidor Group of Hotel & Resort is well known for it 3 hours Express laundry. The guests could get a delivery of their washed & ironed clothes within 3 hours. This feature added to its credentials & the guests used to prefer coming to this place for a stay. The services provided by the Rezidor Group of Hotel are currently being used in order to gain competitive advantage.
Current Promotional Strategies
The online booking helps the general public to find out the lowest rate online and do reservations confirmed in the local currency of the hotel. This type of service helps the hotel in order to gain large number of customers.
Methods for Managing the Demand & the Supply
The direct interaction with the hotel personnel would be considered as a front stage activity. Till that time, there would be certain back stage activities being performed by the officials such as the bell boy would carry the luggage to the customer’s room. The Rezidor group of hotel ensures that all reservations would be made on the hotel websites which provides the guests with best available price for the rooms according to the choice of customers and the dates which are suitable for them.
Analysis of Customer Quality, Satisfaction, Perceived Value and Customer Retention Efforts
Rezidor Group of hotel & resort provides services on the basis of three concepts.
Marketing Communication Impact: Rezidor hotels will provide a strong service in the form of offensive and defensive marketing impact. With the help of high quality service they are able to attract new customers. At the same time they offer service not only to recover unsatisfied customers but also encourage dissatisfied customers to complain and to recover those customers in the future.
Employee motivation and mission: This service motivates the employees to fulfill the guarantee and to satisfy the customers. This service not only just take the reservations , check out the customers or clean the rooms but also inspire a new vision for service quality when employees are required to satisfy consumer needs( Danaher & Mattsson, 1994)
Organizational service learning: This service helps the organizations to find out unsatisfied customers and learn from them and improve the service quality.
Internal Marketing
It has been observed that the hotel recent organizational culture support a customer orientation. The Rezidor group of Hotel provides services on the basis of three concepts out of which one service is Employee motivation & mission which motivates the employees to fulfil the warranties and to satisfy the customers. The Rezidor group of Hotel provides various benefits to the employees who attracts and satisfies large number of customers to hotel (Haeckel, Carbone, & Berry, 2003)
Marketing Strategy
The recommendations for Rezidor Group of Hotel needs to take into consideration the long term perspective i.e. development of strategies which would help them in long run for example improvement in the product which would help Rezidor Group to target all the various segments. Formulation of the long term strategies should be done after every three months (Hart, James & Sasser, 1990)
As a part of the service industries, the hotel industry involves a high amount of personal contact between hotel staff and customers so; any miscommunication between the hotel staff and customers can lead to the service failure. Hotels cannot afford to lose their guests because they have the potential to become part of the public relation makers for hotels through positive word of mouth by recommending others to use hotel services (Robert & Norton, 1996)
The pricing policies adopted by the Redizor Group of Hotel should be dynamic in nature.
Budgets
It can be seen that financial performance of Rezidor Group of Hotel is superior to its competitors. The management of the hotel performed efficiently in order to keep debts and costs at a minimal level. The factor which requires to be believed for enhancement is the asset turnover ratio. The Yield on Dividend has shown that Rezidor would be able to build rapid growth in the upcoming time.
Time Plan
The Rezidor Group of Hotel should implement the market strategies as soon as possible in order to attract and retain large number of customers (Mudie & Pirrie, 2006)
Evaluation and Control
Use of pilot study survey method would also help the hotel staff to know their weak points & work on them in order to retain their customers in a long run. This method helps the hotel to study the experience the customers were provided by hotels in which they had recently stayed. This would help Rezidor Group of Hotel to compare its service offerings with the other hotels in the town. With the help of the pilot study the hotel would be able to identify its weakest points on the side of the customers on which they have to work to retain customers for the long time.
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