Assignment on Hospitality Operations Management
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Added on 2021-01-03
Assignment on Hospitality Operations Management
Added on 2021-01-03
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Hospitality OperationsManagement
Table of ContentsINTRODUCTION...........................................................................................................................3AC1.1: Analyse the nature of hospitality product and service areas......................................3AC1.2: Evaluate the different influences affecting patterns of demand within hospitalityoperations...............................................................................................................................4AC1.3: Compare customer profiles and their differing expectations and requirements inrespect of hospitality provision..............................................................................................5AC1.4: Analyse factors affecting average spending power (ASP) in hospitality businesses.5AC2.1: Evaluate the key stages in product and service development applied within ahospitality operation...............................................................................................................6AC2.2 Analyse the features which contribute towards the customers’ perception of productsand services............................................................................................................................7AC2.3 Assess the opportunities and constraints affecting product and/or service developmentwithin a hospitality environment............................................................................................7AC2.4: Evaluate different merchandising opportunities for hospitality products and services..8AC3.1 Evaluate different methods of pricing taking into account additional pricingconsiderations.........................................................................................................................9AC3.2: Assess the factors which affect revenue generation and profitability in hospitalityoperations...............................................................................................................................9AC4.1 Apply a range of performance measures and appraisal techniques to individual aspectsof hospitality operations, the product and the whole operation............................................10AC4.2 Determine the usefulness and limitations of the various quantitative and qualitativeappraisal techniques and their application to hospitality operations....................................11AC4.3 Apply approaches to business analysis, evaluation and planning appropriate tohospitality operations, making proposals for action.............................................................11CONCLUSION..............................................................................................................................12REFERENCES................................................................................................................................1
INTRODUCTIONHospitalityoperations management is a process of developing business skills to work inan organisation within various areas in hospitality industry. In hotel industry, operationsmanagement includes areas like management of human resources, front desk operations, foodand beverages and housekeeping (Alexakis, 2011). The present assignment is based onGrosvenor House hotel which is a part of JW Marriott chain, located in Mayfair are of London,England. It is a luxury hotel opened in 1929 providing flawless service. In this report, nature ofservices offered by hotel and the factors that influence their demand have been discussed. Also,it links various customer profiles and their expectations to the services offered. The reportincludes the key stages involved and opportunities and constraints during provision of services.Along with that, the pricing and planning strategies adopted by the organisation are covered.TASK 1AC1.1: Analyse the nature of hospitality product and service areasHospitality industryis an essential element of part of the service industry. It emphasizesupon satisfaction of customers and meeting the preferences and desires of customers (Kimes,2011). In hotel industry, services like accommodation, room service, food and beverages,conference and banqueting, entertainment etc. are included. The manager of Grosvenor Housealso focus upon such areas which are described below:-Tangible- These are those products that can be seen and touched by people. For e.g.Rooms: Its the responsibility of management of Grosvenor House to ensure that thevisitors have a comfortable stay. Proper cleaning of rooms is done before arrival ofguests. Also, the rooms provided are spacious, air-conditioned and properly ventilated.Intangible- Those services that can not be seen but only felt. For e.g. Conference andBanqueting: It is essential that the hotel has the facility of conferencing and banquetinghall to host any business conference or special events (Lashley, 2012).Perishable- For e.g. Food and Beverages. The top management ensures that the foodavailable in hotel is cooked by adopting proper hygiene and quality measures. Menuincludes variety of dishes so as to suit customer preferences.
AC1.2: Evaluate the different influences affecting patterns of demand within hospitalityoperationsThe operations of a hospitality organisation are influenced by various factors as it is themost essential element of service industry. In relation to hotel industry, these factors may includepreferences of customers, trends in market, seasonality and economic conditions of the country.Some of the factors considered by the management of Grosvenor House are:-Seasonality: This is one of the most influential factor that drives the business of hotels.Peak seasons allow more customers to move in to experience luxurious comfort andmemorable experience.Time of day/week: It is yet another driving factor for hotel industry. Visitors move inmore during weekends or festive seasons. Also, there is high movement of visitors duringthe day time, thus the hotel management need to keep these factors in mind to ensurequality service for guests (Sigala, 2013).Living Style: The hotel management aims at providing flawless service, lavish lifestyleand finest of amenities to meet the standards of its brand image in market.Regional and ethnic influences: The regional and ethnic preferences of visitors alsoimpact the business in hotel industry.Economic factors: The economic conditions of a country also affect the demand in hotelindustry as high disposable income of customers imply more use of luxurious services.On the other hand, low disposable income of visitors means unwillingness of customersto spend money on premium services.AC1.3: Compare customer profiles and their differing expectations and requirements in respectof hospitality provision.The amount of money a particular person can spent is based upon the income groupwhich he belongs. There are three type of income group i.e. moderate, high, elite. It is the set ofparticular population which is divided with respect to the level of income (Sunder, 2013). An individual who comes in the moderate income group is able stay over the placeswhere he can get basic facilities and the rooms for fulfilling there standard lifestyle, thereexpectations regarding the meal and price are not much higher only they just need to satisfythere essential needs like food water and electricity. They only need a comfortable location,healthy and friendly environment .
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