Sales Development: Strategies for Jumeirah Group Hotel

SALES DEVELOPMENT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1 ELEMENT OF PRODUCTS IN A BUSINESS AND SERVICE....................................1
1.1 & 1.2 Key components of the product and how the product mix contributes to sales and
profit............................................................................................................................................1
1.3 Contribution of Market segment in maximizing the sales of Hotel.......................................3
TASK B...........................................................................................................................................3
2.1 Factors affecting buyer behaviour.........................................................................................3
2.2 Ways of Advertising and its effectiveness.............................................................................6
2.3 Evaluating the use of external merchandising to maximize customer volumes....................7
TASK 3............................................................................................................................................7
3.1 Influence of Design and Layout on Customer Spending.......................................................7
3.2 Effectiveness of Internal Merchandising Materials.............................................................10
3.3 Promotional Activities for Different Scenarios...................................................................11
TASK 4..........................................................................................................................................12
4.1 Evaluation of personal selling techniques...........................................................................12
4.2 Influence of operational design and sales revenue..............................................................13
4.3 Key principles that should be included in a sales training programme...............................13
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Within this increasing competitive advantage it is becoming essential for companies to develop
their business plan on the basis of changing strategies. In this regard, organizations nowadays are
incorporating several strategies through which they can easily attain higher competitive
advantage. For the same, a sale is one of the most important sections which help company in
increasing their profit margin. It is the only source for them to generate higher revenues (Shipley
and Kleiner, 2005). Moreover, sales development is becoming most important concepts through
which companies can get more sales and increase their market share.
In order to complete this research, Jumeirah Group hotel is taken into consideration. It is
a Dubai-based international luxury hotel chain and they have won numerous travel and tourism
awards. This hotel regarded as one of the most luxurious and innovative in the world. The main
aim of this hotel is to become a hospitality industry leader by establishing a world class portfolio
of luxury services. Within this respect, the present study is prepared which gives appropriate
information for Jumeirah to develop their sales effectively. In order to manage their rivalry and
enhance higher competitive advantage they require boosting sales. Further, this hotel chain is
framing various strategies with respect to their marketing, financial management as well as sales
development. By developing this, they are able to provide high quality services to all their
customers and easily enhance their customer base (Oliva, 2006). In this respect, this study gives
appropriate information about the range of contributions to sales and profit of elements in the
product mix as well as role of external merchandising in maximising customer volumes.
TASK 1
1.1 & 1.2 Key components of the product and how the product mix contributes to sales and profit
Making product compatible with competitor’s product category and providing it to
customers through enhanced satisfaction is becoming major concerns these days. Jumeirah
Group is highly responsible for maintaining its brand image by attaining higher satisfaction level
of customers. It is one of the largest chains of hotels and provides quality services to all its guests
related to hospitality such as accommodation, lodging, food and beverages etc. Within the same
respect, hotel needs to develop a USP for its each product (Lyus, Rogers and Simms, 2008).
There are basically 4 component of every product such as:
1

Core product: It is considered as a most important element under which company can
attract more number of customers in a single time. Jumeirah Group provides different services to
their customers such as accommodation, lodging, food and beverages etc. Here, in this regard
hotel provides them wide range of services within their restaurant areas, spa, meetings room etc.
Their luxury service at top of its every branch is its USP. They greet their guests with full
authenticity and also treat couples who hold their wedding at any of the group’s European
properties to the ultimate wedding gift. Further, complimentary honeymoon stay also offers to
them (Bush, 2003). These are some special qualities and their core products which helps them in
attracting more number of guests. In order to enhance their sales, keeping guests happy and
providing them quality services with full discount is highly essential.
Facilitating product: This element is all about providing assistance to core product. It is
the only way through which utility of product can be increased and customers can easily enjoy
the services of company. In this regard, it can be stated that Jumeirah Group offers customized
products as well as discount services to their customers. It is the most effective way to meet out
the needs and requirements of all their customers. By providing them high quality spa services as
well as attractive food and beverage options they are able to keep their guests happy and satisfied
(Grimson and Pyke, 2007). These are some assistant services through which they easily assist the
core product of hotel and helps in enhancing the sales as well.
Supporting product: In this element products are being offered by hotel on a complementary
basis. Here, Jumeirah Group provides different services on a complementary basis such as they
pleasure couples with full legitimacy that hold their wedding at any of the group’s European
properties. Further, complimentary honeymoon stay also offers to newly wedding couples. It is
considered as a most supporting product which helps in attracting majority of customers
(McClaren, 2004). Through this, they can make their guests satisfied and also provide some
complimentary services on their accommodation as well.
Augmented Product: These are the special services which can be provided to customers such
as Jumeirah Group provides special service to their guests where they can book their upcoming
visiting place from the main premises of hotel. Free internet and wi-fi facility is being provided
to customers as well.
2