Business Development Decision-Making in Hospitality Operations Management - Essay Example

HOSPITALITY OPERATIONS MANAGEMENT “Critically analyse and evaluate the key environmental factors currently influencingbusiness development decision-making within a sector of the hospitality industry of your choice.” Executive Summery The Hilton Hotel is an organization whose purpose is to offer hospitality and tourism services to their clients across the globe. Most of their features are food service, innovative arts and exhibitions. These activities run through the year. This organization also improves the academic performance of the students through organization of exhibitions and live performing arts programs besides catering services. This is perceived to boost the understanding of students through arts. These programs allow for the guests and visitors to see a variety of artistic culture and experience their effects on everyday activities. This enhances timeliness and relevance in learning topics. The main purpose for this organization is to roll out a program that aims at boosting the overall performance of students in colleges and to help them nurture their talents. As a mission plan, this is highly valued and the executives work hand in hand to achieve it. They provide an opportunity to all students to interact with the virtual arts for the first time and improve their academic performance. The main goal of Hilton is to transform the image of arts and culture among its members and the entire world. They also seek to transform the educational sector for all students to have an experience of new technologies and how they influence studies. Marketing Strategies The target market for the products will be the college students. To reach out to them, the organization will be relying on the social networks which are commonly used by students. One the social media will provide signup option for the students that they will use to register with them organization. Such accounts will provide a platform for students to pin ads at a commission; this posses a large number of students to register with the organization for such ideas. The other way to reach out to their target customers is through creation of flyers and leaflets to persuade more people to join the organizations production tastes. Target markets For this kind of organization, their target markets are the students in various institutions and colleges. Their demands are always incorporated in the strategic developments. It is perceived that most of the college students are accessible to online sources of information and can easily read them. This organization, therefore, uses this opportunity to nurture their marketing opportunity to ensure that they realize large sales volume on their products. This also assists in identifying various market segments for such products and coming up with a good marketing and promotional strategies that are aimed at implementing the strategic plans of the organization. Target markets also give the organization opportunity to identify the market demands for the product. This is a move that helps in determining the production output required to meet the customers’ demand in the market place. It also gives chance to know the consumer perception on the product in question. Competitors will also be identified and their marketing strategies be mastered for the purposes of ensuring efficiency in business management and good customer relationship management. Product The nature of a product will determine the consumers’ perception in the market and how the product will perform among the competing products. It is, therefore, significant for an organization to own certain unique features in their products that distinct them to the competitors’’ products. This is considered mostly in terms of blends, ingredients, taste and color. These must comply with the demands, needs and desires of the customers with respect to the product. This will determine the amount of sales in the markets and how the consumers will receive the product in the market. For artistic and exhibition products, the nature, texture and design will be very significant in manufacturing such products for the purposes of meeting the customers desires and needs in the market. The modern market trends must also be highly considered in the product design. Most students will want classy and trendy products that conform to their ego, id and the mindset of the majority youths. This is therefore important scenario that producers must incorporate in the product design. Trademarks, logos and patent rights must also be incorporated in the manufacturing of such products to block other competitions to “copy-paste” the same products and avail them as counterfeits in the market. Price In any service provision centre, there must be a quoted price for such services offered to the customers. Hilton hotel offers specific services that are directed to meet the demands of their target market which is the students in most of the learning institutions. These services are designed in a way that they meet and satisfy the needs of the students. Similarly, they reflect the objectives and strategies of the producers. Their prices are, therefore, offered in different ranges so as to allow for flexibility of their customers. Since most of the products are artistic works while others are clothing for exhibitions, their prices range based on the sizes and quality of the materials used. These premium prices should also reflect on the production costs and other expenses incurred by the producer of the goods. This will enable the organization to evaluate the costs and profit returns in their business. Every organization would want to maximize in their profits gained, therefore, the pricing strategy is very significant before a product is made available in the markets for the customers to react to it. Another area of concern in the pricing strategy that must be considered is the competition in the market and the prevailing market price for similar products in the market place. This will enable the producers to know whether they can participate in such markets and earn large market share and maintain the production costs and efficiency. All pricing strategies must be able to reflect on the organization’s motives first before the customer side is considered. However, there are special cases where the customer’s reactions will be significant in influencing the prevailing market price for a given product or service. Under such conditions, the producer will concentrate more on the quality, quantity and size of their products and services when pricing. Other expenses such as transportation costs, levies and taxes, promotion and packaging must also form the basis of pricing. Promotion and Packaging Hilton’s main market target is the business class and middle class people across the globe. These people mostly use social media for the purposes of conducting business and sharing ideas. In the process, they interact with different marketing platforms. This organization, therefore, needs to major on the use of social sites to popularize their products and services. They also need to offer a system that enable their target customers to sign up and posses their individual accounts where they can place their requests to the products and services. This will promote the organization’s products quickly through a large area within a short time span and at an effective cost. Promotional strategy relies mostly on the cost and target market. Media advertisement will also be effective for the organization since most of their clients rely on the internet based information as a form of learning. On the other hand, packaging is also important to consider when talking of the 4ps of marketing. This is also a form of a marketing mix that has significance in dealing with market situations. It will be done according to the desires, feelings, taste, choice and preferences of the target customer. Packaging implies the sizes, shapes, quantity and design of the wrap used on a product. It indicates the product name and image to the customers. The exhibition items will be highly printed with graffiti and logos of the organization to reflect on the kind of services and product range of the organization. It is, therefore, important to note that packaging is a crucial way to enhance marketing and penetration of markets by the brand image and brand name. Place This also implies the distribution of the commodities to the target customers. Place reflects on the product positioning and availability for the customers to pick and use in exchange for money. In marketing, product positioning is very significant in enhancing high sales returns. There are different market platforms for various products in a given market place. The way a marketer places a product in the market will determine the amount of sales returns at the end of the day. Place also implies the storage location and how they will be distributed to the target customers. It is, therefore, important to note that the accessibility of the products location can also enhance high sales volume which, in turn, will boost the products performance in the markets. In various market segments the place is ideal for the purposes of influencing the customers’ purchasing power. It will give chances for impulse buying and this promotes sale volume for the marketers and thus, high chances of meeting the objectives at affordable costs. Marketing Implementation This implies the use of the formulated strategies to ensure that their demands are met in the market. This section also reflects on the steps the organization is about to take on implementing the formulated objectives to ensure that their sales are maximized and production cost efficient enough to gain more profits during the trading periods. The organization must also ensure that it markets itself at the market levels to ensure that the products and services gain large market shares. The activities and other scheduled programs must also be understood and implemented in the process of marketing strategies. Marketing organizations In every organization, there are a number of departments that handle different activities within and outside the organization. In developing an effective marketing plan, it is significant to analyze these sectors and departments to know their roles and obligations in light to the product promotion and overall organization’s performance. It is also important to segment the organization into departments so as to enable easy communication and management that will aim at fulfilling the objectives, mission, vision and the desires of the organization. This is only possible if there is a well organized managerial structure that will promote good governance and proper delegation of duties. This area also provides opportunities for the management to implement various managerial theories that aim at fulfilling the dreams of the organization. This organization, therefore, is required to design a management structure that will boost the performance of their products in the markets. The management structure will also promote good marketing research as each department will concentrate in finding out ways to improve their performance and minimize costs of production in the organization. This is an ideal step towards achieving the success of the organization. Students in this case will be regarded as stakeholders form the external environment of the organization. Their presence in the segments is highly valued and should be given chance in enhancing overall organization’s performance in the markets. Activities, Responsibilities and Timetables for Completion This implies the responsibilities of varying responsibilities of the organization and the roles they intend to play. This section of implementation provides a series of chronological order of departmental activities and how they are conducted. It is important for an organization to have an outline that seeks to help in solving various tasks. There are numerous tasks and duties in an organization. These require a well developed mechanism to handle them. It is, therefore, the obligation of the managers to ensure that the duties are distributed appropriately to ensure efficiency in running the daily tasks of the business. Marketing department, for instance, has numerous duties that require a well organized management to handle. This department involves research, sales, promotion and analysis of the findings that will be significant in evaluating the overall product performance in the markets. Also, it offers a platform for the production sector to get feedback from the consumers and know exactly what to produce and at what cost should it be sold. Marketing mix must be greatly considered in this area. Distributions roles are also another key area to consider most when formulating the marketing plans for an organization. This will ensure that only the required amount of goods is availed at the consumers’ convenience. It is important to outline there, roles, duties and responsibilities of various departments to ensure efficiency and good governance. Evaluation and Control Just as a project, marketing plan bears similar approach to the findings. When a marketing plan is developed, the management of the organization is expected to take time to implement it. This process takes a series of steps and time. It always considered giving a positive outcome for its specific purposes. Evaluation is the next step after the implementation of a strategy for a particular business or organization. This process analyzes various basic factors that have direct influence on the organization’s performance. It also provides room for the management to make adjustments where necessary and will apply the use of SWOT analysis to identify the strengths, weaknesses, opportunities and all possible threats the organization is subjected to. It is, therefore, important to evaluate the organizations’ performance after a given period of time in operating a business. This organization, therefore, will evaluate the performance of all possible departments and identify the success factors and those that hinder or limit the maximization of the profits. Hospitality firm, Hilton, for instance, will consider analyzing the overall performance; carry out evaluation test from their customers, makes necessary adjustments in areas that lower the market penetration and how they have impacts on the production and sales of the goods. Performance Standards and Financial Control In every organization that is efficiently operating, there must be a budget plan for every activity being carried out. Hospitality firm must take note on how the manage their product performance in the markets and how the consumers respond to it. This is important as it gives a clue on what to be done to improve on their products performance in the markets. It also enables the developments of strategies that aim at improving the product’s potential to penetrate the competitive markets. This must be analyzed more often to ensure that production levels and sales volumes are maintained but with a lot of efficiency and accountability. For every costs incurred during the overall marketing activities of the organization should be kept in record. These will assist in evaluating the financial statements of the organization and the performance in the markets. It is, therefore, important to have a well defined financial control system that will ensure that all financial records are put in place for the purposes of knowing the departmental performance and costs that they must have incurred during a given trade period. Having clear financial records in an organization enhances proper implementation of the strategic plans of the business. This will promote the determination of various costs and budget allocation for the purposes of maximizing production and boosting the performance of the business. The significance of having financial control in the strategic marketing plan is to ensure that the businesses are aware of their positions before and after venturing into an opportunity. Production sectors are, therefore, expected to keep financial records. Monitoring Procedures Hilton is a large organization that takes part in availing varieties of products to the students as their target customers in the markets. There are a number of activities that they conduct before finalizing their sales and promotion of their products to their target customers. It is, thus, crucial to understand the stapes taken in developing their products and the criteria they use to maintain the market shares. This requires a well defined way of monitoring these activities. It, therefore, passes through steps to come up with a clear result on the performance of a business. A good business or marketing plan should provide for monitoring procedures to allow of the understanding of the organization. Research Methodology This chapter outlines the various research tools and approaches that are required in the data collection of the project. It also contains the possible methods that were employed in analysing the data information collected. This is also important since it gives the possible population size where the study was conducted. In order for the users of the project to understand the findings of a study, a clear outline form the methodology will provide a good reflection on the chronological events that are done before analysis for the purposes of data collections. According to Brayman (2012), “Introduction to social research methodology, and considers a broad range of qualitative and quantitative methods to help students identify and evaluate the best approach for their research needs. Building on the success of the previous editions, this book is concerned with the ways that social researchers approach their craft. Bryman guides the reader through all aspects of the research process including formulating objectives, choosing research methods, securing research participants, as well as advice on how to effectively collect, analyze and interpret data and disseminate those findings to others. This fourth edition features a new "supervisor experience" feature, which offers helpful tips from the supervisors perspective on successful research, as well as a new chapter which tackles the sampling issues faced by qualitative researchers in a more consolidated fashion than in previous editions. Substantial updates have also been made to the existing material, particularly the internet research section, which has been fully revised to accommodate the extensive developments in this area.” Research Design The researcher used the survey research design. This survey design is useful because, it will enable the study to reach to all the targeted population in the research study. Descriptive survey will be chosen because it is appropriate for education findings. It will also give an in-depth understanding of the problem in question. Location of the Study The study was conducted in the cities of London and targeted the tourism and hospitality firms and how the use of internet has affected their business and customer responses. Target population The study targeted various owners of tourism and hospitality firms in the United Kingdom, London. This assisted in ensuring proper data collection to help get the findings for the study. The Sample “Mugenda and Mugenda (1999) point out that the researcher should be able to identify and define the population of study as consistently as possible with the purpose of the study. There must be a rationale for defining and identifying the accessible population from the target population. The accessible population must be the most representative of the target population. The researcher selects a sample from the accessible population to represent the whole study population.” This ensures the accuracy in data collection in the identified field of the study. Sample size According to Kathuri and Pals (1993), “the larger size of the sample, the more likely its mean and standard deviation will be representative of the population’s mean and standard deviation. The larger the sample the less likely the researcher will obtain negative results or fail to get the truth.” Similarly, Fouche and Delport (2002), quoted by Berry (2003), indicate that a study population of between 50 and 100 will require between 32 and 45 respondents. However, this study surveyed the entire population to minimize on sampling error. Data collection instruments These are the equipments that the researcher used to find out the data information about the topic of the study. This will help in identifying only the relevant information that is required for the purposes of justifying the study. It is important to note that this project majored on the secondary sources that included e-books, journals and printed media. However, under minimal circumstances, primary sources such as oral interview and questionnaires were used to help obtain most concrete information that could be used in the justification of the topic of the study. The data information that was obtained from the primary sources were used to justify the findings collected from secondary sources. Therefore, the data analysis was done according to the data that was generated from the questionnaires and interviews. Use of questionnaires The use of quantitative and qualitative questionnaires was most appropriate in this research because of the short time allocations and for the reason that it is direct. Additionally, the respondent is at his/her own liberty to answer not the questions on the sheet (Bryman, 2012). The study used 60 questionnaires in collecting data. In this instance, the study used open-ended questionnaires with a list of the research questions at hand and distributed this randomly along the streets, town centres, community centre and University (Bryman, 2012). The respondents were required to read the questions, and without any form of coaxing answer them, then hand back the forms as the questionnaire was drafted to be precise, and required a single word answer. After collection of the questionnaire material from the respondents a thorough analysis of the collected data was carried out to give information that can be presented as reliable (Bankman, 2009). The analysis was to be based on issues like, what drugs were mostly procured through the Internet, how frequent one made a purchase (Bond, 2007). Many of these online buyers would not confess verbally for fear of incrimination since most of them did not have prescriptions from a doctor to secure the drugs but were willing to put it on paper anonymously hence making this research a better way of carrying out the research (Bryman, 2012). Many of the respondents were only co-operative after assurance that this data was not to be available to the authorities. The limitation of this method was that no further clarification could be obtained from the respondents since they only completed the questionnaires to the extent they considered fit. As such, the answers in some cases were not comprehensive. Given the fact that the questionnaires were also answered in a hurry, some were not legible and, therefore, were not useful as a source of information. Sample Questions Asked Questions asked collected both for quantitative and qualitative information (Bond, 2007). The questions asked include the following: Age Gender Level of education Marital status Location Where do you visit for your hospitality services? Which online service does the hotel use? How did you get to know of the online store? How long have you been using this mode of purchase? What obstacles are encountered during the purchase? How effective is the delivery? Is a prescription from a doctor a vital requirement? Data collection Methods The data was collected through administering 60 questionnaires to different respondents who were chosen randomly from the study area. This was so, to help prevent a lot of biasness in the information given. In addition, the interviews were done in each department in the targeted study area. The responses given were independent of group contributions but because of individual responses in private positions. Data analysis The data collected were analyzed and presented using relevant tools of analysis such as graphs and tables. These were very important in ensuring that the users of the information have a clear understanding of the research project. The findings and the analysis will provide the basis of arguments for the targeted users of such findings. Ethical consideration When conducting the data collection process, the researcher ensured that the privacy and security of the respondents were observed. In addition, the environmental conservatism and adherence to the rule of law was ensured during and after the data collection process. The presentations also ensured that all the participating stakeholders are protected. Main Analysis (structure using headings and sub-headings) Conclusions Evaluation, Conclusion and Recommendation 5.1 Evaluation The authors reviewed how internet improves the services within the tourism and hospitality sectors. In their analysis section, the authors discovered that internet supports the working of the activities within the hospitality and tourism sector (Chambers, 2006). Studies on the quality of available information on the Internet have raised questions about the accuracy and frequency of the services within the tourism sector. One response from the Internet hospitality has been a call for ‘approved sites’ but as Bankman (2009) points out; ‘Internet censorship is not only difficult but also, in all probability counter’. In this light, there seem to be much anxiety among health professionals and policymakers about the potential for the Internet to misinform patients. The central question seems to be whose definition of ‘quality is valid, and it may be argued that this validity varies according to the nature of the search (Chambers, 2006). Why should an account of a patient’s experience on specific medicine by any less useful to a user with a problem than a Cochrane systematic review? The European Council supported an initiative to develop a core set of ‘Quality Criteria for Health related Websites’. There were eight categories of criteria: transparency and honesty; authority; privacy and data protection; updating information; accountability; responsible partnering; editorial policy and accessibility, general ‘findability’, searchability, readability and usability (Aag/Nida Symposium, 2008). There is recognized good practice in sites stating their policies on these issues. In relation to medicines, there is considerable debate about pharmaceutical company funding of, for example, sites of patient support group. These challenges already face hospitality consumers. Traditional mass media provide medicines information in a variety of formats (for example, editorial content, news stories, and advertisements), from an extensive range of information providers (such as, manufacturers, ‘celebrity doctors’, and health correspondents). The additional challenge with online information, however, is that the Internet is not a mature medium, and there is no equivalent heritage of ‘broadsheet-tabloid’ differentiation that helps consumers to judge the credibility of the information source (Chambers, 2006). The presence of online information sources that are well-known ‘offline’ may help as signposts for consumers and professionals alike. The authors concluded that their respondents saw the Internet as an essential information source but that their search skills varied widely and they did not consciously think about how they selected medicines information from the search results obtained. Kayne observed that adolescents using the Internet in London to achieve pre-defined search for available on-line drugs, cited spelling proficiency, overall search strategy and the number of pages visited within a site as valuable determinants of success. Perceived advantages of client use of the Internet were informing clients about their illness, giving ownership/ control, enabling access to support groups and providing a sense of partnership. Chambers (2006) notes that patients are not always willing to reveal their Internet exploration of therapy alternatives unless the clinicians first indicate their willingness to discuss the problems. The effect of the Internet on the doctor-patient relationship is becoming a major research theme in its own right. Bankman found that prescribers granted inappropriate requests from patients who came with Internet information, possibly since they did not want to damage the doctor-patient relationship (2009). Many of these online buyers would not confess verbally for fear of incrimination as most of them did not have prescriptions from a doctor to secure the drugs but were willing to put it on paper anonymously hence making this research a better way of carrying out the research. Most physicians felt that the patient’s use of Internet information was beneficial or neutral to the consultation. As regards the benefits, as well as concerns relating to the operations internet pharmacies in offering medical services, it is notable that the potential of the Internet to present information in ways that would help people with sensory impairment or low literacy has not yet been fully realised usability (Aag/Nida Symposium, 2008). Many medicines information sites are electronic recreations of text in printed form. ‘Hypertext’ that takes a user from one page to another can be very helpful in order to explain medical jargon or jump to relevant related sections. This is used extensively in sites such as the Best Treatments. The use of complementary graphics and illustrations, however, is low. 5.2 Conclusion In light of the above, it exists, accounted that there remains widespread availability of the Internet among the youth aged between 17-30 years. This is reported to have caused an increased impact on pharmacies in London. The effect of the Internet on the doctor-patient relationship is becoming a major research theme in its own right. The use of quantitative and qualitative questionnaires was most appropriate in this research because of the short time allocations, and for the reason that it is direct. Traditional mass media provide medicines information in a variety of formats (for example, editorial content, news stories, and advertisements), from an extensive range of information providers (such as, manufacturers, ‘celebrity doctors’, and health correspondents). There is an increase in illegal Internet pharmacies that sell restricted medical products. This calls for an immediate intervention by the national authorities in the form of regulatory to stop the increased use. As such, prescription drugs are readily available in large quantities and the danger imposed by this behaviour is overwhelmingly high. The doctors concurred that the Internet has availed sources by which drugs can be found by drug users without the knowledge of the relevant authorities. Considering the fact that the continuous use of internet pharmacies causes harm to the user, the government should try to come up with strict ways and means of putting an end to the use of these drugs. Internet pharmacies offer various benefits as well as concerns relating to its operations in offering medical services. These challenges already face medicine consumers. The additional challenge with online information, however, is that the Internet is not a mature medium, and there is no equivalent heritage of ‘broadsheet-tabloid’ differentiation that helps consumers to judge the credibility of the drugs. Traditional mass media provide hospitality information in a variety of formats (for example, editorial content, news stories, and advertisements), from an extensive range of information providers. These challenges already face tourism and hospitality consumers. The presence of online information sources that are well-known ‘offline’ may help as signposts for consumers and professionals alike. The additional challenge with online information, however, is that the Internet is not a mature medium, and there is no equivalent heritage of ‘broadsheet-tabloid’ differentiation that helps consumers to judge the credibility of the information source. Accessibility almost to everything in the market is now more of a reality, and in this regard, many people are opting for medical services online albeit through legal and illegal procedures. It is a relief for people who use traditional health-care systems, especially for persons in areas that are remote and the medical services are limited or are low quality as this service offers delivery of whatever you want. It was also found out that the majority of websites that sold tourism and hospitality services operated without proper authorization. 5.3 Recommendation It is therefore, recommended that the use of internet be applied in the management of various forms of business since it gives opportunity for such firms to grow and develop in the competitive markets platforms. It is also recommended that when dealing with any system based utilities, is significant the use of technology is applied. This will promote faster delivery of services and good research analysis on the performance appraisal. However, caution has to be taken to ensure that internet does not consume much of the time of the pharmacy operators as it may turn out to be addictive to the users ending up forgetting their obligations in the management. List of References Goundrey-Smith, S. 2013. Information Technology in Pharmacy an Integrated Approach. London, Springer. Jesson, J., & Matheson, L. 2010. 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