Concept of Sales Development and Merchandising | Ritz Carlton Hotel
21 Pages7367 Words143 Views
Added on 2020-02-05
Concept of Sales Development and Merchandising | Ritz Carlton Hotel
Added on 2020-02-05
ShareRelated Documents
Sales Development andMerchandising1
TABLE OF CONTENTSINTRODUCTION................................................................................................................................3TASK A................................................................................................................................................31.1, 1.2 Key components of hotel product and product mix contribution to sales advancement....31.3 Market segmentation contribution in sales................................................................................6TASK B................................................................................................................................................82.1 Factors affecting buying behaviour...........................................................................................82.2 Advertising media use for sales development situations...........................................................92.3 Evaluating the use of external merchandising to maximise customer volumes......................10TASK C..............................................................................................................................................113.1 Assessment of the influence of design and layout on customer spending...............................113.2 Review and evaluation of the effectiveness of internal merchandising materials...................123.3 Evaluation of different promotional activities.........................................................................12TASK D..............................................................................................................................................144.1 Evaluation of personal selling techniques...............................................................................144.2 Discussion about the influence of operational design on sales revenue..................................154.3 Key principles that can boost sale training programme effectiveness.....................................16CONCLUSION..................................................................................................................................17BIBLIOGRAPHY..............................................................................................................................182
INTRODUCTIONSales development and merchandising is one of most essential sections for every businessorganization so it is necessary for hospitality organization to focus on key concepts of sales as well asmerchandising. In addition to this, it can be said that sales development is a technique that facilitatessales professional to meet objectives in an effective manner (Hayes, 2009). It is also considered tomake improvements in sales process which also amends overall profit margin ratio of the firm. In order to understand the concept of sales development and merchandising, study will focus onthe work culture of Ritz Carlton Hotel. It will provide information regarding various elements ofproducts and services that are offered by Ritz Carlton Hotel to its customers. It will also have a spotlight on various techniques that can amend sales development aspects within organization. It will alsoconsider description of diverse internal factors that impact sales promotion and merchandising in apositive manner. Furthermore, it will also focus on various roles of staff members in sales developmentand merchandising. TASK A1.1, 1.2 Key components of hotel product and product mix contribution to sales advancementKey components of product3
It has been spotted that there are number of products and services that hospitality organizationprovides to its customers in order to meet the objective of sales advancement. In addition to this, it canbe said that product features consideration provides effectiveness to marketing activities (Johnson,2005). Further, Ritz Carlton Hotel provides various products and services such as accommodation,restaurant, leisure activities, etc. With the motive to better understand about the product, theory of product life cycle is beneficialwhich takes into consideration different stages such as introductory, growth, maturity and decline. Inthe introductory stage, firm introduces product in the market whose attributes are different and thissupports in attracting customers. Further, growth is another stage where customers are well awareabout the product range and this enhances the growth of product in the market. Maturity is the stagewhere sales of commodity reaches at maximum and in turn customers search for alternatives. At last,decline stage exists where sales volume along with the market share of product declines. Ritz Carltonis indulged into practices of delivering large number of services and due to this reason; it is requiredfor business to consider product life cycle as market is highly competitive. 4
Figure 1: product life cycle(Source: Stark, 2015)However, hotel management renders high class accommodation services through offeringluxury rooms to its customers. In rooms, beds are properly arranged and sheets are well cleaned. Hotelalso provides breath in and breath out pillow to amend the experience of customers. The hotel issituated in London where large number of services is delivered to target market as per theirexpectations and overall needs. Lamps are also well placed in the room; projection of alarm clock isalso appropriate, etc (Link, 2012). In support of this, it can be said that total number of rooms are 111and suites is 11. In addition to this, it has also been identified that Hotel premises consists of 3 restaurants inwhich different categories of food are available for various customers. In other aspect, it can be statedthat customers can attain restaurant services as per their preferences because food for every class ofpeople is available here. Bar is also well located near the restaurants that enhance the experience levelof hotel guests (Mungall, 2009). Number of alcohol brands is being served in the bar to meet theexpectations of visitors. Restaurant and Bar of Ritz Carlton Hotel provide modern and friendlyenvironment in which guests can enjoy variety of drinks and delicious healthy food. Company alsoensures that fresh ingredients are being used in restaurant services to meet quality standards and amendthe experience of guests (Tesone, 2005). Other than this, services related to clubbing, games andlibrary are also being offered by Ritz Carlton Hotel to amend experience level of customers and leadbusiness to the impressive level of success. Product mix contribution5
It has been identified that product mix has great involvement in the advancement of sales ratio.Flow of information regarding products and services is taken into account with the help of directmarketing, advertising and internet. It creates better awareness among customers and impacts salesratio of products and services in a positive manner (Butler, 2003). In order to create better customerbase, management of Ritz Carlton Hotel focuses on improving quality of products and services as italso facilitates in targeting potential customers. Number of leisure services is also being provided by hotel to amend the overall sales oforganization such as physical fitness room, floor plans, club parties, etc. Moreover, management ofhotel also ensures that employees are treating its customers in an appropriate manner so that effectivecontact with customers can be created (Irwin, 2008). Reception services, room service, restaurantservices standards are effectively followed by the employees to boost effectiveness of products andservices as it has direct positive impact on the overall sales of organization. Further, it is a well knownfact that any customer does not use one type of product and therefore, it is necessary to have properproduct mix. Ritz Carlton has developed proper product mix with the help of which customers areprovided with many options in the field of hospitality and this supports in enhancing their satisfactionlevel as well. Apart from this, providing them many options supports business in gaining competitiveadvantage and has supported in strengthening the customer base of business. 6
End of preview
Want to access all the pages? Upload your documents or become a member.
Related Documents
Sales Development Task A4 - Key Components of a Product, Role of Product Mixture and Customer's Behaviourlg...
|16
|4999
|99
Sales Development and Merchandising : Ritz hotellg...
|8
|2065
|27
Sales Development and Merchandisinglg...
|9
|2329
|55
Sales Development and Merchandising TABLE OF CONTENTS INTRODUCTION 1lg...
|21
|5683
|471
Sales Development And MERCHANDISE TASK 13lg...
|17
|5928
|446
Sales Development and Merchandising for Organization Growthlg...
|17
|6495
|44