Marketing Strategies in Hospitality
Added on 2020-01-28
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CASE STUDY1
EXECUTIVE SUMMARY Eleganzia Group is a luxurious Hotel group that focuses on delivery of combiningcomfort, relaxation & fun to the target audiences to fulfill their demand. Italianity, best qualityofferings, innovations as well as uniqueness are the four key pillars behind the success of theindustry. The present report targeted at examining the current issues and challenges faced by itsone of the leading hotel chain, Forte Village, so that, appropriate decisions and ways can besuggested to combat the prevailing issues, more importantly, due to crisis. The report foundedthat during the period of crisis, Forte Village faced difficulties in their operations due to declinedtrend of revenues and change in consumer buying pattern. As a result, managers reviewed itspricing mechanism and its General Manager, Giannuzzi had decided to charge higher prices toimprove revenues. Moreover, they adopted many strategies and made decisions for derivingsuccess such as transformation of four-star hotel into five-star, food & beverage, conferences andother events, technological upgradation like GDS & CRM, co-branding and others. Although, theresults did not brought significant level of improvement and cannot be considered as an effectualstep to overcome recession barriers. In addition to this, tough completion from Starwood, Hilton& Marriott Hotel & Resorts and change in people attitude & buying pattern brought threats to theEleganzia Group. Thus, lastly, in order to combat the recession pressure, Eleganzia Group hasbeen suggested to create excellent marketing strategies using modern technologies & considereconomical changes to track the market volatility and set the standard pricing policies to ensurelong-run sustainability. 2
TABLE OF CONTENTSIntroduction......................................................................................................................................4Case brief ........................................................................................................................................6Problem statement ...........................................................................................................................8Analysis and findings ....................................................................................................................137 P’s Matrix...............................................................................................................................13SWOT model.............................................................................................................................16Strategic human capital planning...............................................................................................18Proposed solution...........................................................................................................................19REFERENCES .............................................................................................................................223
INTRODUCTIONIn present study, work culture of Eleganzia Group has been evaluated in desired manner.It has been noticed that company is operating its services in the hospitality sector. In addition tothis, it can hospitality industry has emerged as one of the leading and most potential industry ofthe world. The industry consists of different restaurants, hotels, resorts, tour operators etc. Inpresent market conditions the hospitality sector is having great advancement in regard toimprovement of services. Along with this, ratio of competition in the market is very high whichalso influences the overall outcome in diverse manner (Hollensen, 2015). In addition to this, itcan be said that by having an appropriate selection of strategies the businesses can have betteropportunities within organisation. Each and every market player is trying very hard to gain highmarket share and customer base. As per the view of, in recent years the demand of internationalresorts among people in market has increased to a great extent. Hospitality sector is consideredas a sector in which number of businesses are attaining diverse opportunities. In addition to this, it can be stated as per case given, Eleganzia Group is considered as ahotel and spas. It is referred as luxurious aspects so that long term sustainability can be attainedin appropriate manner. It has been noticed that company is holding a Forte Village's five starhotels. In year 2009 business firm was offering presidential suite at rate of 3300 Euro per personper night. According to given case, it can be stated that company is facing diverse issues inregard to Italian market which impacts the overall outcome of business in diverse manner (Babinand Zikmund, 2015). In addition to this, it can be stated that economic crises has influencedoverall business in diverse manner. It has created an issue in regard to pricing model and forcedcompany to offer rooms at half of the prices. Along with this, application of pricing strategy isalso significant for every business firm. Staff skills issue and marketing issues also creates anbarrier for company so management need to refer it effectively. By having an improved focus onnumber of initiatives and methods the Eleganzia Group can easily overcome the issue. It bringsan improvement in services which helps in developing a feeling of relaxation and satisfactionamong all resort guests (Pfoertner and et.al., 2014). However, at the economic crises the owner also percept market conditions as a goodopportunity of market expansion. In this respect, he has explored the most prestigious hotel TheEden which is considered at bargain price in present situation. In addition to this, group has also4
owned management rights to Castel Monastero in Tuscany. At the same time, he has decided toopen two other hotels in Sardinia. Present investigation provides a detail analysis of such aspectswhich are considered by Giannuzzi. Moreover, the company has also opened tennis academy forchidrens in year 2008. Soccer camps were being organised at the same period. Even, after suchadjustments the Forte Village’s is facing issues in regard to sales of rooms. Research AimThe aim of this research is provided below as: “To identify the issues faced by business in operational activities of hospitalityorganizations and methods to overcome challenges”- A study on Eleganzia Group Researcher objectiveTo determine the current position and performance of Eleganzia Group To identify key challenges/issues faced by Eleganzia Group To assess appropriate business tools which can support in addressing business problemsTo recommended ways through which Eleganzia Group can overcome its key issues andenhance its market performanceResearch questionsDetermine the current position and performance of Eleganzia Group?What are the key challenges/issues faced by Eleganzia Group?What are the models which can be used to analyses key challenges faced by EleganziaGroup? Determine ways through which Eleganzia Group can overcome its key issues andenhance its market performance?Structure of the reportCurrent research investigation is progressed with a consideration of systematic values sothat effective and beneficial outcome can be attained. In this respect, systematic structure of theresearch report is also being taken into account. Chapter 1: Introduction: In addition to this, it can be stated that section is consisted ofbrief overview regarding whole research. It has been noticed that present section isbeneficial to attain information about diverse areas which are essential for study.5
Classification of areas that are discussed in introduction are background of study, aimsand objectives of research, research questions, etc (Coope and et.al., 2014). Chapter 2: Case brief: It is a chapter which offers a brief description of the overallsituation. It means by having a brief consideration the case study of Eleganzia Group canbe evaluated in desired manner. Chapter 3: Problem statement and plan of analysis: This chapter is entailing sectionslike statement of problem, literature review for present investigation, proposed plan forthe analysis of information. Along with this, evaluation of sources of data for presentinvestigation is also being taken into account. Chapter 4: Analysis and Findings: It is a section which offers an analysis of gatheredinformation on the basis of case study. Analysis of information helps in attaining betteroutcome from the study (Harhay and et.al., 2014). Chapter 5: Proposed solution to the problem: It is a chapter which provides anintegrated assessment, recommendations, limitation and scope of this study. With anassistance of this, better outcome can be attained because it also allows to haveapplication of learning from the present research. Findings of research can be used bydifferent organisations in the same sector. CASE BRIEF Eleganzia Group is a luxurious Hotel group that is exclusively devoted luxury hotel brandlocated in Italy. It focuses on delivery of combining comfort, relaxation & fun to the targetaudiences to fulfill their demand. The brand is appreciated all around the globe because of itsmagical and unique services. It owns two most well established resorts in Italy that are ForteVilage Resort & Castel Monestero. The main objective of the Group is to build a strong link withthe customers for the high level of satisfaction of high income individuals. The present study isbased on Forte Village, established in the year 1971 in Southern Sardinian. It is the perfect placefor spending holidays and become the world-renowned destination for the high-yielding guestssuch as Britsh Football Player, film stars, top industrialists and other VIP visitors. In addition tothe five star hotels, it also offers four star hotel rooms to accommodate people at half boardpackages including dinner & breakfast services. However, for the extra services like gaming,6
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