Hospitality Business Development of Graduate

Question: Discuss about the Hospitality Business Development of Graduate. Answer: Introduction Operational concept When a person wants to take rest and get energized during a pleasant vacation, at present in Florida United States, there can be no better place than The Enclave hotel and suites. The management of the organization offers spacious and well appointed suites to the guests. The organization is currently a well established business organization in the market of United States and it is seen that within a short period of time the management of the organization has gained a huge reputation by providing good services to the target customers (Dredge, Airey Gross, 2014). It is seen that by providing better services than the rival organizations and in a cheaper price the organization has earned a huge reputation in the domestic market. Recent statistics show that the organization, The Enclave Hotel and Suites is contributing a lot to the tourism sector of Orlando, Florida. Products and services The Enclave Hotel and Suites offers various kinds of accommodation to the visitors like an Executive guest room, two bed room terrace suite and various kinds of guest rooms and especial honeymoon suites. All the above mentioned types of rooms and the average rooms and suites provided by the management of the organization are equipped with wireless internet access with complementary ride to the nearby theme parks and access to the gymnasium, bar, swimming pool and Sauna. Apart from these, the management of The Enclave Hotel and Suites provides the visitors with complimentary continental breakfast, wifi services, free valet parking and if required scheduled cab service to the nearby sites. Geographical location The hotel is located in the city of Orlando in Florida United States. The organization is neighbored by some exciting tourist spots like a theme park, and some other attractions for especially the children. Beside the organization there is a permanent open air stage where quite frequently concerts are organized and thus that adds to the charm of the hotel. Key market and segment The target customers of the management of The Enclave Hotel an Suites are the couples with kids and the honeymoon couples especially. The programs offered by the management of the organization are especially designed to appease these target customers. Apart from them, the frequent visitors who come to Florida in business purpose can also rent average rooms in cheaper price in The Enclave, and thus they also become potential target customers for the management o the business organization. The hotels presence of E-commerce is made up of two components and those are the hotels mother website and the other one is their presence in web in the online travel agencies like bokking.com, Orbitz and Expedia and many more. In this context it is worth mentioning that the e-commerce reservations come in two different forms and those are e-commerce wholesale where the commissions are given to the sources and the other one is e-commerce direct where the management of the hotel pays no commissions to the other parties and gets more opportunity to attain higher profitability. Business positioning strategy Existing market (location size customers) It is seen that that the city of Orlando annually gets at least 59 millions of visitors. From the past couple of years the growth rate of the visitors grew almost 4 percent and set a new record in the tourism of the Florida. These are the reasons behind Floridas securing the top spot as the most visited tourist place in United States. In recent years, the significant rise in the tourism in Florida has increased the chances of profitability of the organizations like The Enclave. The management of the organization faces various challenges in the domestic market because of the existing rival organizations operating in the same market. According to Dredge, Airey and Gross (2014) though in the market of Florida, currently there are ample of opportunities to grab in the tourism sector, due to fierce market competition, the management of the organization needs to work on their marketing policies in order to sustain the growth and development of the organization. The target customers of the organization are the couples with kids and the honeymoon couples especially. Apart from that, as the management of the organization provides cheaper rooms for the frequent visitors who come to Florida due to work purpose, they automatically become the target customers (Dredge, Airey Gross, 2014). In this context it is worth mentioning that these types of repetitive customer base is an asset of the organization as these customers help in word of mouth publicity and that immensely help the organization to generate more profitability. Marketing promotion In order to sustain the profitability in the ever changing market with fierce market rivalries, the management of the organization should take up some strategies in order to marketing promotional works. The strategies that can be useful in this context are mentioned in this section of the report. Loyalty program The management of the organization should get engaged in types of loyalty programs by offering free POS system that can be expanded to incorporate a loyalty system. As opined by Strobl et al., (2016) the management of the organization can surely customize the programs in order to provide rewards based on the frequency of the visits of the repeat customers. Virtual tour The management of the organization can provide a virtual tour of their organization to the target customers. As stated by Andrews (2017) in this way, the interested individuals get a rough overview of the hotel they are planning to stay and in this way they can acquire a clear picture of where they are intending to spend their money. This way of marketing can attract the attention o many potential customers and can significantly help the organization to improve their profitability. Recruiting professional for digital marketing The management of the organization should recruit a professional who would handle the digital marketing of the organization. In todays world, it has become a necessity that the management of the business organizations should get engaged in various types of digital marketing works. The professional in this field should understand the importance of social media marketing as the main target customers of the organizations are generally pretty active in the social media platforms and if the management starts social media campaigning they can notice significant rise in the profitability of the organization (Dredge, Airey Gross, 2014). Engaging website visitors The majority of the reservations of the hotels come from online bookings and as the target customers spend a significant time browsing the mother website of the hotels they can ask a few questions regarding the services of the organization. As stated by Andrews (2017), the management of the organization should provide a 24*7 chat support in their mother website to provide necessary information to the potential customers. Improving the online ratings For the hotels and resorts nowadays it has become a necessity to improve their online ratings to attract more visitors. Currently, there are not many websites which are more important that TripAdvisor. Thus it has become important that the management of the organization shoul stress on improving the online rating of The Enclave. Press release If the management of the organization is inclined towards hosting any conventions or events in their hotel, they should capitalize on that event by distributing a press release to the relevant media house. As opined by Strobl et al. (2016) in this way, the managers should ensure that they target the industry specific media related to the hosted event. Advertising on social media In order to increase popularity and to attract attention of more potential customers, the management of The Enclave can advertise on platforms like facebook and twitter to generate more attention of the target customers. Apart from that, the management of the organization can also post google ads to attract more attention of the global citizens. Sales technique In the ever changing market of United States, where the management of The Enclave faces fierce market competition due to the presence of many renowned hotels and resorts; it is an essential thing to effectively strategize the sales techniques for the organization. In this section of this report various sales techniques that are to be followed by the management of The Enclave is mentioned. Networking One of the most important key of increasing the sales is to attend all the nearby community networking events and getting involved on galas, grand opening, attending dinners and many more. According to Dredge, Airey and Gross, (2014), the management of the hotel should partner with the visitors bureau, council for economic development, sports commission and many more. As stated by Andrews (2017), the sales team can attend various meetings; join an association which is open to the public and members to get to know what is trending in the community. The acquired knowledge from networking can effectively increase the sales of the organization. Action plan To ensure the sustenance of the profitability and increased sales the management of the organization should create an effective action plan that is specifically designed for the target market. Territories In todays world it would be pretty embarrassing if the appointed sales team of the business organization that is out on sales call on the same organizations. According to Dredge, Airey and Gross, (2014), this would project that there is severe lack in communication among the members of the sales team. Thus it would be the duty of the operation managers to specifically assign territories for their market segment. Existing capabilities It is a matter of fact that the organization The Enclave has gained a huge reputation in the domestic market because of the excellent service provided by them. It is because they are rich with the essential resources. As stated by Wilson-Wnsch et al. (2016) this is because the supply chain of the organization is incessant and the operations regarding the supply chain management is taken care of by an effective team appointed by the management of the organization. The management of the organization aims to provide best in class services to the visitors and they maintain a very positive relationship with the target customers. These things allow the management to become one of the major hotels of Orlando. In a very short period of time, the organization has earned a brand value and that is effectively helping them to sustain their growth and development. Existing competitive advantage The company has adopted the strategy of cost leadership, which mainly helps in producing the services at a lower cost to the customers. As opined by Andrews (2017), the reduction in the prices will help in influencing the thinking capacity of the customers, as the customers are of the viewpoint that low cost would result in the quality of the services to be hampered, which may also hamper the image of the brand. To gain a competitive advantage in the market, the company needs to put up better advertisements so that it can help in attracting the customers. As stated by Wilson-Wnsch et al. (2016) the services and its qualities have to be mentioned in the advertisement so that it can make the customers aware regarding the products with which the organization deals. As opined by Andrews (2017) apart from that the management of the organization can use up some tactics like inviting celebrities in their organizations on special occasions and that can attract a huge population in their busi ness organization. If the management of the hotel can make a celebrity to endorse their bran and become an ambassador of their organization, by word of mouth publicity of that particular person, the organization will be able to experience immense popularity and subsequent profitability in a short period of time. The cost leadership strategy adopted by the hotel will also help them by making the customers feel flexible and convenient regarding the external environment as well. The hotel is located in one of the best places within the city, which guarantees better protection to its tourists, which in turn serves as a competitive advantage for the company. As opined by Strobl et al. (2016) the increase in the market share of the company will help the organization in providing the products and the services at a lower cost than the other hotels that are present in the market. This would also help the company in gaining a competitive advantage over the rival organizations that are present as well. Existing competition Strengths of the organization Currently to address the strengths of the organization it can surely be said that the management of the organization stresses on the services and at this time in the hospitality business of Florida, they are one of the best hotels in the market that provide excellent service with accordance of the rate they charge. As stated by Wilson-Wnsch et al. (2016), apart from that, the management of the organization charges pretty moderately and these are the major strengths of the business organization. Weaknesses The management of the business organization basis some weak points that can effectively reduce the profitability of the organization and can even lowers their reputation. Just a couple of months earlier it was seen that the staffs of the organization got exposed in front of some hazards in the workplace. The management of the organization should improve their safety programs to ensure the constant flow of the visitors. Opportunities The main opportunities of The Enclave are the brand value that the organization has acquired over the years, the cheaper pricing of the management and the friendly behavior of the staffs of the organization. Threats The major threat that the organization can face is the fear of substitute. As stated by Wilson-Wnsch et al. (2016) considering the lucrative business, may business leaders can come up with better planning to invest in hotel businesses and the main challenge of the organization then would become to sustain their growth and development in the fierce rivalry. Current position The Enclave is currently one of the major hotels in the market of Florida. The organization already has gained a reputation and thus they are experiencing a huge profitability and productivity in the domestic market (Strobl et al., 2016). Existing and future development strategy Existing growth strategy The company has made adjustments in their prices, as the lower prices has helped the company in generating more amount of money by increasing the purchase of units so that it can help in attracting customers and gain a competitive advantage. Some of the portions have high costs, which has helped the company in increasing its penetration in the market. The company has also been using high amount of promotional strategies so that it can help in increasing the market penetration as well. As stated by Wilson-Wnsch et al. (2016), the make it a point to launch different advertising campaigns so that it can help the company in generating more awareness among the customers regarding the products and services that are being provided by the company. This will help the company in regaining its share in the market as well so that it can gain a competitive advantage over the rival companies present in the market. The company has also increased its channels of distribution, as it helps them in increasing the chance of market penetration. This helps the organization in providing the products to the customers readily, which helps in increasing the loyalty of the brand among the customers. It has also helped the company in gaining better facilities with respect to the channels of distribution so that the customers can be aware of the products and the services that are being offered by the company (Wilson-Wnsch et al., 2016). The company takes extra initiatives in training the employees in a better way so that it can provide the services to the customers in an improved manner. The employees on a mandatory basis have to undergo a work shop that is taken by expert people so that they can be taught the art of improving the services that is being provided to the customers (McPhail et al., 2015). This helps the hotel in attracting the customers, as the improvement in the quality of the service will help in gaining the trust of the customers as well. The company has taken new measures n developing the market for its brand in a new manner so that it can help in attracting the customers. The company is using the means of digital marketing so that it can help in boosting the activities that are related with the internet. As most of the customers have become addicted towards the internet, the company needs to increase their activities in the World Wide Web so that awareness among the customers can be increased (Andrews, 2017). The use of digital marketing communication will help in increasing the shares of the company in the market. The company uses the means of email marketing strategy that helps them in maintaining better relationship with the customers, as it leads to formal and informal communication between them. The use of direct mails helps the company in increasing its relationship with the customers to a personal level. The company makes it a point that they do not irritate the customers, as they understand the customers who do not respond to their mails. This prevents the company in sending mails to unnecessary people so that they can only get the responses from the people who are willing to address any problems that are present with respect to the products and the services that are being offered by them. The company is also taking the help of word-of-mouth marketing, as it will help them to be beneficial in the market. This type of marketing strategy will help in making the communication in an interpersonal manner, as the products and services that has been provided to the customers will spread through them to others a swell. This will help the company in increasing its base of customers as well (Wilson-Wnsch et al., 2016). This is a preferred medium of marketing for the company, as the customers are not linked to the marketing of the company in a direct manner regarding the products and the services that are being provided by the company. The hotel is owned by private owners, which provides an advantage to the hotel, as the decisions by the management can be taken in an autonomous manner (Strobl et al., 2016). This helps the customers in customizing their requirements within the hotel premises by paying an elevated price. The investors of the company take better decisions, as the daily operations are being looked after the owner of the company. This also helps the company in reviewing the recommendations that have been provided by the customers so that they can serve in a better manner within the market. Existing operating model The owner has a better chance of looking after the activities that are being carried out in the company, as he can keep a track of the daily proceedings that are taking place within the premises. The owners can also look after the training and development of the employees in a better manner, as the feedbacks that will be provided by the employees will reach a single person and can be evaluated in an easy manner. The hotel is also facing a major disadvantage due to its status of single ownership, as the owner has to bear the expenditure of advertising and other marketing campaigns (McPhail et al., 2015). This makes it problematic for the owner, as the sole responsibility of the entire marketing strategy has to be done by him. Another major problem of the hotel is that most of the employees prefer to stay in the chain of hotels, as they are of the view that the quality of products and services will be better due to its international fame. Recommendations The recommendations for the company would be that they would grow on a long term manner due to the high amount of investments that are being done in the United States. Orlando has been a favorite destination among the people and it has been seen that for the past 4 years the place has been on the number one spot where the visit of the tourists have increased to a great extent. The presence of serene beaches and theme parks in that place is also one of the factors that have helped in the rise of tourism in that area. This will increase the rate of investments in the hotel so that the infrastructure can be done in a better manner, which will help in attracting the customers towards the hotel. The consumers will be attracted towards the hotel that will provide a number of leisure activities so that it will help in encouraging the growth of the hotel. The use of total quality management (TQM) will help in the improvement of the services in a gradual manner, as the level of efficiency will increase along with the reduction in the cost structure. It will also help in meeting the needs of the stakeholders as well, as the improvement in the quality of services will help in increasing the inflow of customers as well. The improvement in the quality of service will help in encouraging the growth of the industry as well in the United States area. References Andrews, C. L. (2017). Business and Bureaucracy: A study of Papua New Guinean businessmen and the policies of business development in Port Moresby.Pacific Institute Digitisation Project. Decision-making criteria for routes and directions (Hassanien, Dale Clarke, 2010, p.172) Directional matrix (Adapted from Ansoff, 1988, cited in Hassanien, Dale Clarke, 2010, p.165) Dotong, C. I. (2014). 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