Business Analysis of W San Francisco Hotel - Essay Example

Lecturer W Hotel San Francisco Introduction This academic paper illustrates significant information of the W Hotel San Francisco business. This paper covers the historical perspectives on the establishment of the business, facilities available at the hotel, components of the hotel, the nature of workforce of the business, the capacity of the business, products and services offered, and the marketing strategies employed at the hotel. The business aims at attracting and retaining customers; through providing superior products and services. The entertainment products target the upper and middle class income earners. These products include; high quality music, film, fashion, and art illustrations. This paper is very significant because it highlights areas of competitive advantage of the business in the hotel and entertainment sector of the economy. Competitive advantage explains the customer attraction and retention strategies that are utilized. W Hotel San Francisco is a 31- story luxurious boutique hotel located in SoMa District, San Francisco, California. The 31-floor building was opened in 1999 with the aim of becoming the leading hub of art exhibitions, film screenings, music and fashion events. W Hotel San Francisco offers a wide range of services suited for its diverse categories of clients (Solnit 32). As a well-established facility, W Hotel San Francisco has a total of 404 rooms. These are used to provide a variety of services including Wonderful Rooms, Spectacular Rooms, Cool Corner Rooms and Fantastic Rooms. Each of these is very important since they offer a distinct category of services to a diverse group of clients who frequent the facility for accommodation. Summarily, these rooms are made to cater for each of the clients in line with their income and preferences. They have bed and table spaces to suite both individuals and groups as well. Indeed, W Hotel San Francisco should be considered as the best facility in the region. A part from offering a wide range of services, it has a team of professionals to manage it and offer day to day services required by its customers. Besides, it offers high quality services such as 100% organic coffee, wines and meals. At the same time, it has a well-equipped gym which remains accessible to all the clients at any time of the day (Gross 180). Finally, unlike its competitors, it provides on-site parking spaces to its clients at merely $54 per day. These make it to enjoy a competitive advantage over its rivals. In conclusion, W Hotel San Francisco is the place to be. It offers a high level of services which cannot be found anywhere. “Trace” Restaurant is one of the most spectacular places within the precincts of W Hotel SF. As a restaurant, it is equipped with modern facilities necessary for the provision of high quality services to our clients. The shareholders of this hotel have been using a lot of funds to ensure that they establish an excellent restaurant of all. This implies that “Trace” Restaurant has a wide-range of facilities such as tables, chairs, dining rooms and a well-equipped kitchen. It has a total of 500 chairs and 300 tables each of which is arranged in a very pleasant manner. Whereas some of them are designed for individual use, others are targeting groups. Meaning, everyone who comes to the facility to enjoy a dinner would do so without any hindrance whether they come as individuals or as groups. The other important feature about this restaurant is that it offers a variety of services (Solnit 139). For the guests who visit it for meals, they are given room to choose their special dishes from the diverse menu offered here. Rather than offering delicious meals, the restaurant environment is so clean. This makes it to be cool and enjoyable. For this reason, I recommend it as the place to watch. “Living Room Bar” is one of the bars in W Hotel SF. Unlike many bars within the city, “Living Room Bar” is located within this larger hotel to offer serves to the clients who often visit it to enjoy a nice time in a nice place. In terms of structure, it has a large and enough seating space which can accommodate as many as 2,000 guests. Meaning, the available chairs and tables can be used for group and individual guests at their own pleasure (Solnit 155). In terms of services, “Living Room Bar” is so diverse. As a bar, it is expected to offer a beer, wines and spirits. Surely, these are all provided to the clients. However, unlike the rest of the bars in the down town, it provides a variety of brands mostly organic and Orientals. These are designed in such a manner help cater for the interest of all the clients especially those who are not interested in inorganic drinks. Based on the above review, I am pleased to report that “Living Room Bar” is the best bar in the entire city. The same descriptions also suit the “Upstairs Drink Boutique” in which the clients can always enjoy their favorite brands of beer while having a spectacular and uninterrupted view of the city. Just like the “Living Room Bar,” it provides a wide range of services and drink brands which suit all its categories of clients regardless of their individual preferences, tastes and origin (Gross 86). A target market entails a collection of customers, towards which the organization or business has strived to direct its marketing efforts, and products or services (Cohen 112). The main target market that the business in interested in is the middle income class of the society. This is because they have adequate disposable income. The disposable income is used to purchase the services and products offered by the business. The Living Room Bar targets youthful professionals and students. This is because it provides entertainment which is favored by the youths in the American society; for instance, sports entertainment, hip hop music and pop music, and indoor games like pool tables, cards and darts. The Upstairs Drink Boutique is tailored to suit the needs of the mature professionals who form part of the middle income group in the American society. The entertainment provided at the bar appeals to individuals who are mature in their personal and public life. The most popular attraction is the live jazz music entertainment that is provided all days of the week, starting evening. The Trace restaurant is appropriate for the middle income groups of the society. This is because of the fast foods products and evening dinners. Fast foods are mostly consumed during working hours by the professionals. The evening dinners are favored by mostly dating individuals and young married couples. The customers are also allowed to request for entertainment of their choice during their dinner time. The marketing strategies of the business clearly illustrate the target market. The four strategies used by the business are favorable to the middle income individuals in the society. These strategies are; niche marketing, mass marketing, concentrated marketing, and differentiated marketing (Kurtz 53). The two bars apply differentiated marketing. This is because they provide different entertainment to satisfy the needs two classes of customers; the students or young professionals, and the mature customers. Direct marketing is done by advertisements in social media pages of professionals. The business also does mass marketing through creating publicity in printed media outlets like magazines and newspapers. Concentrated marketing is done through posting entertainment information in the social media pages of students. The business has two main values which ensure success. Value identification ensures that the needs of the customers are effectively and efficiently realized (Aaker 181). These values are; creativity or innovation, and early customer engagement. Early customer engagement enhances customer focus, hence customer satisfaction. Customer focus ensures that customers are given personalized services; for example, customers can request the chef to make meals using the menu that they have prepared. Entertainment is also personalized during dinner; customers can request for their favorite music during candle lit dinners when dating. Creativity and Innovation is part of the business. The restaurant uses the most unique and personalized menus, when preparing meals for customers. The entertainment is varied, according to expected and requested customer needs. Conclusion W Hotel San Francisco has succeeded in the competitive hotel and entertainment service sector due to the appropriate implementation of customer attraction and retention plans and strategies. These enhance the competitiveness of the hotel in the market. The business offers diverse products. This ensures that the diverse needs of clients are satisfied. These products include; catering and beverage services and products, entertainment services, and accommodation services. To effectively offer these services, the business has strategically used three sectors; the Trace Restaurant, the Living Room Bar, and the Upstairs Drink Boutique. The adequate and secure parking slots available at the establishment also ensure that customers benefit from service and products offered for long durations. The values embraced by the business, also ensure customer satisfaction. These values are; early customer engagement and creativity and innovation in service and product development and delivery. Works Cited Aaker, J. "The Impact of Target Marketing." Journal of Consumer Psychology. 2000. Print. Cohen, A. The Marketing Plan. NY: John Wiley & Sons.2005. Print. Gross, J. ‘Hotel Review: The Good Hotel in San Francisco.’ New York: New York Times. (January 29, 2009. Print. http://www.nytimes.com/2009/02/08/travel/08checkin.html?_r=0 Kurtz, D. Contemporary Marketing. Mason: South-Western Cengage Learning. 2010. Print. Retrieved From: Solnit, R. Infinite City: A San Francisco Atlas. Berkeley: University of California Press. 2011. Print. Read More