Kimptons Environmental Sustainability Initiative - Essay Example

?Case Study Kimpton’s environmental sustainability initiative is considered to be the most successful programs implemented associated with the environmental sustainability. With reference to the case, it can be viewed that the environmental sustainability initiatives taken have proven to be fruitful and beneficial both in terms of environmental and business benefits. Established in the year 1981, the Hotel was basically renowned for its initiatives taken to sustain within the environment, which is degrading continuously due to the human activities. On further analysis, it has been observed that, the benefits, which the hotel derived by implementing the initiatives associated with the environmental sustainability represents non-disruptive and cost reducing operational activities such as recycling program, non-toxic cleaning product, promotional material printed on thee recycle paper helps in advertising the hotel amid its customers resulting in attracting more customers. It has also been viewed that investing in water and energy conservation, replacing linen bed cover, pillow covers with cotton products, and most significantly renovation of the hotel with environment friendly products have helped in establishing eco-friendly environment attracting more customers. In-depth analysis of case scenario has further revealed about the benefits specially replacing non-toxic cleaning agent with the ecofriendly cleaning agent. Additionally, it was also found that the toxic material present within it can lead to the occurrence of critical diseases such as cancer, reproductive disorders, respiratory ailments, and eye and skin irritations. Additionally, it has been analyzed that the advanced environmental sustainability initiatives assist the hotel to generate new business with government, non-government agencies and corporate bodies. In this context, this further assisted the hotel to gain goodwill within the market, which ultimately resulted in its success. The cost incurred while installing the eco-friendly equipment’s can be expensive. However, it can be stated that cost would help in attracting more customers who are more conscious about the environmental matters or believe in eco-friendly activities (Lawrence and weber 484- 489). 2. Kimpton EarthCare program was develop with the prime motive of establishing an eco-friendly environment within the hotel by using superior quality, non-invasive, eco-friendly products and services at all the branches of the hotel located all over the United States of America and other countries of its establishment. The accelerated industrial activities along with rapid increase in adapting products that contribute harmful chemicals in the environment are forcing the common masses to adapt eco-friendly products to avoid healthcare issues. Additionally, it has been viewed that the government of different countries and non-government organization are adapting measurements to spread the awareness of adapting eco-friendly products. In this regard Kimpton EarthCare program provides a new dimension in the hotel industry. This program not only adapts new measurement to introduce different nontoxic cleaning products but also aims on adapting practices that would help mainly focus on printing 35 percent ‘post-consumer recycled paper’, saving almost 24,000 pounds of woods. The program also plans to recycle 100 glass bottles every month that would help in saving energy equal of powering almost 100-watt light bulbs for 60 days. Additionally, the policy of recycling paper and to use soy ink to print on recycle paper and the plan to introduce organic coffee in all the lobby of the hotel would help in reducing cost and also help in attracting customers by providing them with the best quality product. The policy of replacing the normal electric bulb with energy efficient bulb would help in reducing 70 percent of the total energy consumed. It is also worth mentioning that adapting such a huge change would also help in attracting association towards the hotel which would indirectly help it in increasing brand awareness amid the customers. These are some of the advantages that the business may procure if the program is implemented (Lawrence and weber 484- 489). 3. It has been stated by many scholars that for every implemented plan there exists certain challenges, which a newly established program faces. In this aspect some of the major challenges that the EartCare program may face and solutions, which Kimpton will adapt to overcome the problems are stated here under: a. Delay in adapting the new changes by old staff: It has been viewed that Kimpton’s is considered to be among those hotel that faces low turnover ratio, which implies that the employees working within the industry are familiar with the way of doing things. In this aspect implementation of new working process may act as a barrier in their daily activities. In this aspect Kimpton can organize programmers that would help the employees to accustom with the new working process in an easy way. b. Marketing the program would be quite challenging: Marketing is considered to be one of the most vital aspects of any product launched. Since the program mainly concentrates on replacing some of the major components of the hotel with organic products and eco-friendly equipment’s, the customers might have a wrong perception that the new equipment’s installed would not meet up there expectation. In this regard Kimpton could mainly focus on the advantages of ecofriendly products and try to show that uniqueness of the new program implemented within the industry. c. Measurement of the environmental awareness and concern of adapting latest measures: This particular aspect lays a positive impact on the environment, which differs from region to region. In this facet the hotel can participate in different programs that would help in spreading awareness for adapting eco-friendly goods (Lawrence and weber 484- 491). 4. Some of the steps that Kimpton can adapt to institutionalize its environmental commitments are stated here under: a. Internal aspect: For a program to get institutionalize in an environment the first aspect comprises the need to be adequate reform, which is considered to be the internal aspect of an association. In this aspect Kimpton can first establish an internal communication strategy that would help the employee to connect with one another for further assistance while completing their task using the new equipment’s or products designed. It has also been observed that majority of the staffs do not understand English, therefore conducting classes to teach them the basic knowledge of the language would also help in effective implementation of the program in its environment. Additionally, the new employee hired would be trained accordingly before prescribing them their task. b. External factor: For any program established it is vital that the customers or the people avocation with the organization are aware of the programmer, as they are considered to be the only factor for which a business exist. Therefore, in this aspect Kimpton must inform their guests, the benefits of the new program implemented. Additionally, the business can also promote different organization that supports the use of eco-friendly products (Rahman, “Kimpton Hotels”). 5. Measuring the successor of a program implemented is very essential as it help s in estimating whether the plan implemented is successful or not. In this aspect the different factors that can be adapted to measure the success of the EarthCare program are listed here under: a. Feedback: Feedback from customers and evaluating them would help in the evaluation of the success program. Survey conducted can help in collecting personalized data from the customers, which might assist the hotel to understand the liking and disliking of the customers about the new plan implemented. b. Financial performance: Evaluating the financial performance of the firm before and after the renovation can help in measuring the success of the new program implemented within Kimpton. Additionally, the investment done should also be evaluated in order to get a complete view of the amount that would be spending each year to continue the program. The performance of the new program implemented would be reported in the form of financial reports that would contain a broad explanation of the different expenses that were made to implement the new policy in the hotel and the profit earned on the basis of the investment made (Likierman, “The Five Traps of Performance Measurement”). Works Cited Lawrence, Anne, T. and James Weber. Business and Society: Stakeholders, Ethics, Public Policy. Noida: Tata McGraw-Hill Education, 2010. Print. Likierman, Andrew. The Five Traps of Performance Measurement. Web. 4 Oct. 2013. Rahman, Omar. Kimpton Hotels. 2013. Web. 4 Oct. 2013. Read More