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Differentiation and its Importance to the Hospitality Industry

Added on - 13 Mar 2020

The above assignment discusses Hotel and Hospital management and some topics such as important differentiators, levels of differentiators, and issues related to differentiators. The paper also discusses which differentiators to use - reversal, breakaway, or hostility.

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Hotel & Hospitality Management“Differentiation and its importance to the hospitality industry”1
ContentsHotel & Hospitality Management................................................................................................................1“Differentiation and its importance to the hospitality industry”.................................................................1Introduction.................................................................................................................................................3Important Differentiators............................................................................................................................3Levels of differentiations.............................................................................................................................4Issues related to the differentiation..............................................................................................................4Ways to differentiate...................................................................................................................................5Reversal...................................................................................................................................................5Breakaway...............................................................................................................................................5Hostility...................................................................................................................................................5Conclusion...................................................................................................................................................6Bibliography................................................................................................................................................72
IntroductionDifferentiation is defined as a strategy of an organisation to get the customers to accept theproducts and pay for it and that helps the company to achieve competitive advantages. In order togain competitive advantage the company changes the existing offering to the customers andcreates a new one.Differentiation is defined as the perception of the customers. When thecustomers perceive a product from another company and that is more valuable then the companyis differentiated. In the hospitality industry differentiation plays an important role. The hugecompetition in the industry encourages the organisation to go for differentiation.Important DifferentiatorsIn order to differentiate a product in the market, a company focuses on important differentiators.The company focuses on highlighting the features of the products, time and the place when andwhere it can differentiate its products.The differentiation is initiated by the company throughthe link between the consumers & the organisation. This is done by the organisation bycustomizing the product as per the demand of the customers[ CITATION Gro07 \l 1033 ]. This is alsodone by the organisation through a great marketing scheme or through its brandimage. Theinternal & the external links of the company also bring differentiation in the organisation. This isdone by the company with the help of its mix of products & distribution. In this case, the favourof the distributor and the customer service is important.There are the ways or ideas that help to differentiate. The first idea is that achievement of theidea of differentiation. The second idea is that the organisation should attribute that thedifferentiation cannot be followed by the competitors in the market. The third important thing is3
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Finally, the individual should be focused. The value chain of the buyers must be evaluated. The purchasing power of the buyers should also be considered. The current and future sources of differentiation should be investigated, and the cost should be calculated with buyers' abilities in mind.