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HOTEL industry NEEDS A PROFESSIONAL APPROACH to EMERGE SUCCESSFULLY from ANYOF the ABOVE SITUATIONS. MARKET SEGMENTATION Tourist resorts Commercial cernters. Premium segment Leisure segment Budget segment Marketing strategy. Competition.,season,govt.policy,economic cycle all affect pricing. Multiple taxation has adverse effect.
HOTEL industry NEEDS A PROFESSIONAL APPROACH to EMERGE SUCCESSFULLY from ANYOF the ABOVE SITUATIONS. MARKET SEGMENTATION Tourist resorts Commercial cernters. Premium segment Leisure segment Budget segment Marketing strategy. Competition.,season,govt.policy,economic cycle all affect pricing. Multiple taxation has adverse effect.
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HOTEL industry NEEDS A PROFESSIONAL APPROACH to EMERGE SUCCESSFULLY from ANYOF the ABOVE SITUATIONS. MARKET SEGMENTATION Tourist resorts Commercial cernters. Premium segment Leisure segment Budget segment Marketing strategy. Competition.,season,govt.policy,economic cycle all affect pricing. Multiple taxation has adverse effect.
Copyright:
Attribution Non-Commercial (BY-NC)
Formati disponibili
Scarica in formato PPT, PDF, TXT o leggi online su Scribd
LINKED WITH TRAVEL,TOURISM—ANY CHANGE IN THSE INDUSTRIES WILL AFFECT HOTEL INDUSTRY • DEMAND FOR HOTEL WILL CHANGE ACCORDING TO CHANGES IN GOVT.POLICIES,BUSINESS CYCLE,FESTIVALS, WEATHER CHANGES,SECURITY,TOURISM DEVELOPMENT • HOTEL INDUSTRY NEEDS A PROFESSIONAL APPROACH TO EMERGE SUCCESSFULLY FROM ANYOF THE ABOVE MENTIONED SITUATIONS. MAJOR CHARACTERISTICS OF HOTEL INDUSTRY • PERISHABILITY • LOCATION • FIXED SUPPLY—NUMBER OF ROOMS FIXED. • SEASONALITY • HIGH FIXED COST AND LOW VARIABLE COSTS. • COMPETITION INTENSIFIED. • VALUE ADDED SERVICES. MARKET SEGMENTATION • GEOGRAPHIC SEGMENTATION *Tourist resorts • *Commercial cernters. • DEMOGRAPHIC SEGMENTATION • Premium segment • Leisure segment • Budget segment Marketing strategy • The competition has intensified • Indian customer exposed to services abroad— has become more demanding • Fluctuations in hotel industry\ • Many companies have their guest houses • Indian hotels facing competition from international chain Marketing mix • Product—consist of accomodation,food,shops, car rental, recreation, health. Hotel can choose product line considering segment • Pricing– A very important and sensitive element.. Competition.,season, govt.policy,economic cycle all affect pricing.. Multiple taxation has adverse effect…Special discounts for group booking. • Place– Business depends upon other industries like travels,tourism,,transportation. Many hotels enter into agreements with tour operators, shopping malls,entertainment providers. • Promotion– Hotels can communicate and promote directly or indirectly.– Direct promotion includes sales promotion,direct mail,,personal selling,advertisement while indirect promotion is possible through publicity and public relations Marketing mix for hotels • People– It is employees who offer hospitality and care to the customers.Overseas exposures can be very useful to understand cross cultures. Training,motivation,empowerment are some important issues • Phjysical evidence –plays very .significant part in sales..Surrounding well mantained, rooms well decorated..Brand name can create confidence in the minds of the customers. • Process- Hotels must develop processes to give timely services, reduce idle time..Complete automation not advisable, some human touch is also necessary Recent trends in hotel industry • Increasing us of MIS—sharing common database to provide customised services..Websites are used for online reservations • Hotels are targeting female business traveler class—special health services, extra security etc. • Promotional activities to induce travel habits into domestic travel segments. PEOPLE IN SERVICE ORG. • MACHINES CANNOT REPLACE EMPLOYEES COMPLETELY. • PEOPLE CAN BE TRAINED TO HANDLE DIFFICULT CUSTOMERS/SITUATIONS • IT IS NOT EASY TO GET & RETAIN GOOD EMPLOYEES • SERVICE PERSONNEL CAN BE CLASSIFIED DIN DIFFERENT WAYS DEPENDING UPON NATURE AND LVEL OF INTERACTION WITH CUSTOMERS.—SKILLED,PROFESSIONAL… LOW-CONTACT-HIGH CONTACT…. FRONTLINE-BACK OFFICE (SERVUCTION ). • PROBLEMS FACED BY PEOPLE- --- LACK OF CLARITY OF ROLE/RESPONSIBILITY -- LACK OF EMPOWERMENT -- STRESS -- LACK OF MOTIVATION/RECOGNITION -- LACK OF FIXED BREAKS/INTERVALS FOR RELAXATIONS. • CUSTOMER/EMPLOYEE CONFLICT. • INTER-EMPLOYEE CONFLICT • CONFLICTS NEED TO BE HANDLED SKILLFULLY • PEOPLE STRATEGIES --- ATTRACTING BEST TALNTS --- TRAINING (TECHNICAL AND HRM) --- REMUNERATION --- MOTIVATION– RECOGNITION—AWARDS --- EMPOWERMENT