Hein Htet Nyo Win Aung (Marketing Assignment)
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Added on 2021-06-22
Hein Htet Nyo Win Aung (Marketing Assignment)
Added on 2021-06-22
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Hein Htet Nyo Win Aung: Batch 18/03Task 11) Evaluate the role of marketing in an organization The hotel industry has been booming in Myanmar because they have become veryeffective partners in the process of economic development and they are facing withcompetition. In Yangon, international-grade hotel rooms increases in room rates andoccupancy levels and international hotel chains such as Best Western, Shangri-Laand Hilton are eyeing Myanmar as the next economic frontier in Asia for expansion.As the hotel sector is growing at a very fast rate in Myanmar, the hotel managementemphasizes the hotel units to raise their greater concern with issues of image,promotion, service quality and customer satisfaction. Therefore, marketing play asan important role in guiding the Myanmar hotel market. If Accor Hotel is interested tocome and invest in Myanmar market as joint venture company, it suggest thatmarketing plays an important role in establishing relationships between customersand the organizations offering to the market. Marketing shapes the image of theorganization, how people associate the organization’s products or services andindeed give people the confidence about their products or services. Today’s marketis full of competitions and customer shifting; organizations must not focus only onattractingcustomers, butalso on maintaining long termcustomerloyalty. [ CITATIONKot03 \l 1033 ]show us that to communicate with the outside the hotel unit mustperform various actions external, structured and developed based on a promotionand effective marketing promotion strategy, allowing to get the message from themarket and acquire a wide range of information about the market, customers andcompetition[CITATION Pep99 \l 1033 ].Marketing is very important as hotel may achievedthe opportunity to obtaining competitive advantages, including the ability to developand customize service, providing customer satisfaction, thereby increasing thelikelihood of customer loyalty. If Accor Hotel expands their market in Myanmar, theyshould have the strong marketing plan. 2) Analyze the relationship between corporate strategy and marketing strategy Accor mission is for maximum operational performance & sustainable growth.Accor Group strategy aims to meet several key objectives:Increase the appeal and reputation of our brand portfolio in all segments ofthe market.Continually innovate, assert our presence in new geographic areas.Surprise our guests by offering them something new, with bold designchoices, new lifestyle properties, an all-new Food & Beverage strategy andattractive loyalty program.Invent the hospitality services of tomorrow.Strengthen our presence in destinations with high potential.Develop leadership potential in our 240,000 talented employees.
Hein Htet Nyo Win Aung: Batch 18/03As a civic-minded Group that shows solidarity, continue to commit to ourPLANET 21 sustainable development program and show the way for thewhole hospitality sector.Accor Marketing StrategyThe mission and vision of marketing is to keep the present customers for continuousgrowth while looking for new customers to purchase their product. [ CITATION Kot04 \l1033 ]Accor Hotels group’ marketing vision is “Because each of our guests is unique, ourbrands meet all your needs. All your wants. From luxury to economy, across the fivecontinents, you'll be amazed”.Service marketing mix are 7Ps: product. price, place, promotion, physical evidence,process and peopleProductThe products of hotel are primarily designed to satisfy the needs and wants ofbusiness and leisure travelers. Hotel rooms can vary in quality or in services theyoffer and is targeted to consumers who usually have the need for a specific type ofroom. Hotel services are accommodation, food and beverage, business services andleisure. Accor hotel has distinct patterns and styles based on its logo that defines itsapproach to the accommodation, hotel, and meeting room service provision.Functionality of the hotel is a relationship between production and consumption,Production a service involves several departments in hotel from human resources,operations, personnel and other departments that contribute to the final process of aservice for customers needs. Hotel service need being safe or protected againstphysical, social accident or harmed. Furthermore, safety is regarded as protectionagainst climate, home invasion, as well as safety against harmful or dangerousthings like home appliances, stairs .e.t.cPrice The price rates are different for different customer classes depending on the needsof the customer and value as the customer can afford. Price for event rooms andaccommodation rooms are valued at almost fixed values. On the other hand, thedining department has no specific value for meals. The hotel applies skimmingpricing strategy during peak periods operating at high prices. This allows thecompany to maximize its profits during the peak seasons. The hotel used seasonalpricing where hotel services price are reduced during low season and raised duringhigh season. Price discrimination is a common approach in hotel. The local guest areoffered services at lower costs as compared to tourists. The payment for customerare credit, debit or prepaid payment.Place
Hein Htet Nyo Win Aung: Batch 18/03Hotel’s location decision needs to take account for visitors and therefore they usuallyexamine carefully which hotel and where they choose. The location of the hotelaffects the transportation from the airport or the city center. Hotel transportationmodes are truck, air, water, rail, and pipeline, and the internet as transportationmode. The company website provide as distribution channel where clients can makerequests for their service quickly and fast.PromotionA hotel can use different websites to advertise their products and services and alsouse brand identification to their advantage. The most common promotional strategyfor hotel is the incentive trips. These trips attract on potential customers. Hotels arealso offered deluxe packaging that ensures potential customers are motivated tochoose our hotel. Moreover, the Accor offer a discount program that is designated inspecific periods such as weekends where the customers are offered discount. Hotelcan use push promotion strategy as the customers are welcomed from the mainentrance and escorted to their rooms presenting a positive impression from newguests. Accor Hotel can employ in advertising are media and print advertising suchas billboard which allows customers to access information on the services offered bythe hotel, the style, patterns as well as the offers available. Marketing team shouldsend its employees to potential customers planning an event such as a wedding,conference and seminar as an approach of personal marketing. The public relationpractices is the best for hotel in Myanmar and globally as providing evident from itsglobal position as a leader in hospitality.Physical EvidenceAccor Hotel is interested in creating a guest and customer friendly, safety, secureand green atmosphere in their environment. Good customer experience is extremelyimportant for generating repeat business and also business from new customerthrough positive word-of-mouth. As the hotel service is intangible, the physicalevidence plays a major role as a proof of the product that is going to be delivered. Inthe enrolment, the buildings, facilities of the hotel campus and all the other tangibleevidence foster the quality of the service that is going to be delivered. All the physicalevidence contributes to the first impression to image of Accor Hotels among theinternational hotels such as Best Western, Shangri-La and Hilton. With guestpreferences’ Myanmar traditional Arts and decoration, Wooden furniture andbeautiful paints and Myanmar culture antique, Accor create a welcoming ambience.This creation will deliver the foreigners guests and local guests to have refreshableand comfortable feeling as they can enjoy easily the services and the treasure. Hotelrooms are deco-styles rooms and the suites are bright with creative artwork andlarge open windows that provide a good view of the city to the customers during theirstay in the hotel. Also the rooms are complete with desk, min chaise and marblebathrooms.People
Hein Htet Nyo Win Aung: Batch 18/03The right people at the right place are a key to develop success for hotel servicesproviders so that the staffs’ ability is linked to deliver in a correct manner. We believethat quality and reliable service can be delivered to our value customers by investingthe right staffs with working passion, open minded and good communication skills.The customers may be influenced by the number of qualify and disciplining staffsand guides. The service staffs also interact with prospective customers at check inand out. They are an important role of service, as high contact on communicationand interactions with potential customer and community. Reception staffs engagewith the check in and enrolment process as they deal with customers and theirrequests. The management team of the hotel is supported by the director, generalmanager who is responsible in general administrative affairs.. The staffs usuallyundergo the training. All the employees of Accor are provided to create pleasantworking environment.ProcessFour key operating processes in the hotel are: 1) the process of hotel housekeeping,2) the process of supplying necessary inputs, 3) the process of guests arrivals anddepartures and 4) the process of producing and serving food and beverage.Supporting processes are: understand markets and services, develop vision andstrategy, design hotel products and services and market and sell. Understandmarkets and services comprised of three activities: determine customer needs andwants, measure customer satisfaction and monitor changes in market or customerexpectations.3) Assess how marketing strategy is developedMarketing MissionAccor Hotels group’ marketing vision is “Because each of our guests is unique, ourbrands meet all your needs. All your wants. From luxury to economy, across the fivecontinents, you'll be amazed”.Service OfferingService:high-quality facilities accompanied by exemplary personal service,differentiated from competition in line with the overall brand strategy has proven tobe a successful approach generating high levels of repeat business.Positioning
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