Royal Palm

Services Analysis

The Excelsors
M.Tanzeel-e-Rahman Khan
Zaeem Munwar

(Coach)

(Leader)

13125
13118

Arslan Khalil

13127

Abdullah Muzaffar

13165

Introduction

Royal Palm is a Golf Course

Social club complex in Lahore

Canal Road Lahore

Previous Owners was Pakistan Railways

In 2001 it was sold to MHPL and renamed to

Royal Palm

National and international sports venue

One of the best golf courses of subcontinent

Completely and remodeled and landscaped

Every bit of it is designed by experts

Most Exciting country Club in Pakistan

Services
Narrate the type of services the firm is providing to its
customers

Complete Array of Gold Services

18 Hole, Par 72 Championship golf course

Exquisite settings and eight beautiful lakes

Designed by LDR consultants

Banquets

Gym and Sports

Restaurants

EVENT MANAGEMENT

AUDIPLEX CINEMA

TARGET MARKET
Has the firm identified its target market and competitors if so
described the target market on the basis of demographics, and
identify the competitors, of the firm?

Limited segments of society

Business Class

Corporate professionals

Business hubs and corporate societies

Government and military officials

health and fitness Awareness

busy Schedules and hectic routines

For their health and fitness through club facilities

Working class from business backgrounds

High Income Groups

They provide exclusivity and luxury

CUSTOMER GAPS
Does the form field that there is a customer Gap? How did they discover it?
What steps are being taken to address those gaps?

Industry is growing very fast

Facilities are gradually increasing

Technology is improving

Expectations are rising

In Lahore, new techniques and operations are being

introduced

Due to more exposure expectations are much higher

To overcome these Gaps they come out with latest

equipment

Latest techniques

And latest training modules

Cont.

International trainings exposure for employees

Foreign training courses

On regular basis

Six monthly analysis of services and equipment

comparison with the market

Excellent environment

Customers loyalty

Large expenditure on maintenance

Maintenance, renovation and upgradation of interior

and exterior

Providers Gap
Do they have providers get? If so how are
they managing it?

Six monthly analysis

Customer needs and wants

Maximum customer satisfaction

Level of quality standards

Competitors and market

Delivery of service above the expectation

Royal palm tries to identify the latest techniques

MARKETING STRATEGY
Do they have any marketing programs to create awareness about their services?
Do they all promise or under promise their services? If so why?

Royal Palm is an elite club

Closed for general public

They sell exclusivity

Standards will decline if the club is open for general public

Customer selection criteria

Club membership

Target audience are business community, government officials

and military officers

Belonging to specific upper income groups

RECOVERY STRATEGIES
Whenever the customer is dissatisfied with the firms what
steps they are taking to motivate the customer in order to
bring him back?

Giving the best service

Hardly find dissatisfied customer

Feedback programs in all sections

Feedback Performa always available

Feedback Boxes available all over the premises

Member service department works nine hours

MSD maintain all service standards

MSD are available to solved any urgent problem

SWOT ANALYSIS
Please conduct the swot analysis of the firm keeping in view its
competitors?

Strength

Strong brand name

Strong Brand Equity

No compromise on standards

No compromise on brand image

Adequate available place for all major events

Largest golf course in Punjab

Weaknesses

Limited sized premises

Limited to area and cannot be extending for new ideas

Complex Membership procedures

Expensive

Cont..

Opportunities

Cinema industry

Hotel business

Diversification

Threats

Political legal and stability

Economic slumps

New entrants with even better facilities yet

cost-effective operations

EMPLOYEE COMPENSATION
Are the employees of the firm being compensated on the basis of
performance along with the firms standards, if so how? Is it helpful in
producing is positive results?

Annual performance appraisals, annual increment, annual

review and work review report

Strong HR Development Department

Regular employee trainings programs

In alliance with HRM department

Rectification of weakness & Career development

opportunities

Also provide hotel management courses

Improving delivery of standards and level of quality

better competition skills

How to interact, How to serve, How to manage the stress

OVER OR UNDER DEMAND OF SERVICES

Is the firm facing the problem of over or under demand of
services? If so how do they manage it?

Facing no under and over demand of service

Royal palm is exclusive elite club

Target limited section of society

Adequate number of memberships of club

In any worst case MSD is available to cater and

manage over and under demand

EMPLOYEES COMMITMENT
How do they build employees commitment for better
performance and retention?

Career Development offers, annual appraisals, and

annual increments

Special training programs on daily or weekly basis

Employees are assets

Polish them through different development strategies

Strong Human Resource Department

Ensure maximum employees performance

Minimum turnover

PHYSICAL EVIDENCE AND SERVICE SCAPE

How much importance the firm is giving to the physical evidence and what
measures do they take to improve it?

Brand

positioning targeting the elite class

Selling excellence to their customers
Physical evidence is extremely important to be maintained and
improved
Large amounts on the maintenance of the service scape
They have very elegantly designed interior and exterior
Provide luxury feel, Keeping them fresh
In case of any bad impression, They get it redesigned, repaired
and refresh as soon its possible
80% engineering and maintenance team is dedicated to
maintenance
Keep improving club facility and outlook
Their SOPs allow them to act as they require

UNREALISTIC CUSTOMER EXPECTATIONS

What does a service firm do if customer expectations are
unrealistic?

Unlikely to find any unrealistic expectations

customers are from elite class, Well aware section of society, and are
familiar with club life

Royal Palm has created their mind sets about the services

Relaxation, joy and healthy activities

Relieve from their hectic routines

They are provided with overwhelming experience beyond

expectations

Unlikely to be faced with unrealistic sort of demand

Satisfy the customer with maximum effort and good Communication

They will realize themselves that they are expecting unrealistically

Mind satisfaction is provided

No bad impact is left in the clubs image

EXCEEDING CUSTOMER SERVICE EXPECTATIONS

How does a company exceed customer service expectations and delight them?

Excellent customer experience

Under promise to the extent not lower then their

expectation

Promised service is better then local market but the

provided service is even better in international
standards

Customer is satisfied

Indirect ambassador of the club

Under promise is the best way to win a customer

Promise 1 and deliver 10, the customer will be

delighted

Escalation of Expectations
Do customer service expectations continually
escalate? If so how do they manage it?

Its a random process

Customers follow patterns of expectations stimulated by

the company itself in marketing

If the pattern is broken and the customer is given unusual

stimulus of expectations

Experience will suffer

Royal palm has set standards for their customers

They communicated these into their customers mind sets

Strategy is to deliver what they have placed in their minds

Regular expansion of the market is also influential

They have to stay ahead in competition allways

Challenges faced by contact employees

what challenges do the contact employs face by providing services in the real-time? What steps
to the take to address those challenges?

Intelligently designed service delivery procedure

Minimized challenges for contact employees

Customers are random in nature

Bad Mood

Making issues out of small things

Service with smile

Even if the customer is abusive they must smile

Positive attitude

Making every one go happy

No arguments with customers

STAYING AHEAD OF COMPETITION

What steps do they take to stay ahead of competition
in meeting customer expectations?

Continuous up gradation of services, equipment,

technology, and service standards

Complete analysis of competitors on quarterly basis

Dedicated research team

Latest trends in the local as well as international

market

To stay ahead in the competition

No compromise on service standards

Excellence to such extent that no one can beat it

MARKETING RESEARCH
Are they using marketing research to know about their customers
expectations? How they have outsourced marketing research or they
have some in-house system in place to conduct it?

Continuous research process throughout the business lifetime

Extensive regular basis research is preferred for manufacturing

firms

Market awareness on daily basis

Royal palm belongs to leisure industry

Keeping an eye on the market

No continuous research on daily basis

They try to stay ahead in the market

They try to create something new for the customer

Motivate and Compel the customer to take it as his habit

In house research department to cater all these research needs

MYSTERY SHOPPING
Are the collecting mystery shopping research? Is mystery
shopping this is helpful in improving their employees
performance?

No they dont follow mystery Shopping research strategies

HRD keeps continuous eye on the employees performance

Onsite dedicated team for monitoring

Ensuring highest standards of service delivery and best

customer satisfaction

No tolerance for nonperforming employees

Clubs SOPs

They provide Employee counseling

Failing employees will be removed

Keeping the best people to deliver the best standards of

service

OVERALL EVALUATION OF THE FIRM

What are your overall evaluation of the firm? In your point of
view what are the critical success factors of the firm? And what
are your suggestions to further improve the firms business?

Excellent Firm

Amazing environment

Highest possible standards

Excellent business strategies

Highly delighted customers

Leisure industry in Pakistan is suffering

Royal palm is performing in great position

Customer satisfaction and value for money

Improvement required in research strategies

True needs of the customer