Strategies for Sustainability and Branding in Sofitel Melbourne

This report discusses the strategies for sustainability and branding in Sofitel Melbourne. It covers issues faced by the hotel, such as sustainability and lack of technology, and provides solutions like recycling and innovative technology. It also explores the target market, pricing strategy, and operational plan to measure performance.

Selected Hotel for this project
is Sofitel Melbourne

EXECUTIVE SUMMARY
This report is based on Sofitel hotel which operate its business globally in different nations
at number of locations with the help of its different services like accommodation, food and
beverage, airport transportation, entertainment such as music, club nights, fitness room and gym
and many more. There are several kind of issues that can be faced a firm in its business such as
sustainability branding technical issues and complexities related to profits and productivity. In
respective venture, the administration is suffering complexities of sustainability, technology and
branding. To get over from these kinds of issues, the firm can use different strategies like
recycling process and minimisation of wastages which help in sustainable development of
organisation. By using innovative technology like self check-in and check-out services can help
in reduce the problem of lack of technological innovation. By using effective marketing tools
like social media, wed advertisement etc. assist in minimise branding issue and attract number of
consumer.
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Contents
EXECUTIVE SUMMARY.............................................................................................................1
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
1. Introduction..............................................................................................................................3
2. SWOT analysis of Sofitel Melbourne......................................................................................3
3. Strategy for Sofitel Melbourne................................................................................................4
4. Target Market..........................................................................................................................6
5. Pricing strategy for accommodation........................................................................................6
6. Acquiring physical asset for banquet facilities, refurbishments, other facilities to attract
target segment..............................................................................................................................7
7. Operational plan to measure organisational performance.......................................................8
8. Proposed solution and its intended outcomes..........................................................................9
9. Conclusion...............................................................................................................................9
REFERENCES..............................................................................................................................10
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INTRODUCTION
The hospitality industry and the travel sector are closely associated but there is also subtle
difference to be aware of. On a basic level, the travel or tourism sector is concerned with services
for individual who have travelled away from their usual place of residence for relatively short
time duration (Yang and Zhao, 2018). This written report is based on Sofitel Melbourne which is
a Australian luxurious hotel and offer different kinds of hospitality services to its consumers such
as accommodation, food and entertainment etc. The document will discuss about capabilities and
issues like sustainability and technical problems. Further, will define about strategies to deal with
these issues, target market and pricing strategies of firm. Moreover, operational plan o measure
organisational execution and effective solution regarding this.
MAIN BODY
1. Introduction
Sofitel Melbourne is an Australian hotel which is award winning hotel that ha 363
luxurious rooms that begin from degree 36 providing breathtaking views from floor to ceiling
windows. It offer effective quality accommodation and the room are furnished with several kind
of services like air conditioning, telecommunication, housekeeping and many more. It also offer
other services like, fitness centre with Gym, workout room, bar, night club, airport transportation
and many more. The report will consider information about two issues, one of them is
sustainability of company that is affect by wastage. Another issue is lack use of technology in
respective organisation’s services such as self check-in or check-out services etc. These
complexities affect the sustainability and brand image in unfavourable manner.
2. SWOT analysis of Sofitel Melbourne
It is a framework that is utilised by organisations to measure a company’s competitive
position and to frame strategic planning. With the assistance of this analysis the form can
determine its capability, weaknesses, growth options and risk or threats that can affect business
of company in unfavourable manner (Valenzi, 2019). The brief explanation of this framework in
reference to Sofitel Melbourne Hotel is as under:
Strengths
Human resource- It is one of the most crucial capability of Sofitel Melbourne hotel that
the respective venture has well qualified, talented and skilled employees. They make their
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effective contribution in running its business. The firm also organise training development
session which minimise labour turnover.
Loyal customers- The Company offer quality and luxurious services like effective
accommodation, airport transportation, food, fitness and entertainment services so it has a large
customer base (Jackling, 2018). The company offer discount and other perks so it a loyal target
audiences.
Weaknesses
Geographical presence- The enterprise has limited global presentation that affects the
business of company and is occurred as a weakness of organisation.
Losing to online businesses- In the mid-tier and economy segments, Sofitel Melbourne is
losing its business to online business cause of Oyo and Airbnb rooms. The hotel chain has been
investing in developing their facilities and their food and beverage section for which there has
been a huge cash outlay.
Opportunities
Expansion- It is an effective growth option that used and adopted by company to make
development its business. By adopting this option, the firm can operate its business in different
nations where it is not existed.
Distribution channels for promotions- It is another option that can be adopted by
business firm to make development in its business. By adopting different marketing channels and
tools the organisation can promote its products and services. By using several distribution
channels like company website, mobile application and internet etc.
Threats
Competition- There is number of rivals such as Accror, Marriott, Hilton and many more
that that offer similar services and products that affect business of company and create threat for
business ventures.
Changes in laws- There are several kinds of fluctuations that are occurred in government
laws and legislations and affect the business of Sofitel Melbourne (Khashab, Gulliver and
Ayoubi, 2020). In current era, due to COVID19 there are several kind of changes are made by
government laws and regulations that influence the business in unfavourable manner and create
threats for this firm.
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3. Strategy for Sofitel Melbourne
Sustainability
It refers to that plan of action and strategies which are framed and developed by
management of company for its effective running appropriate business operations. In Sofitel
Melbourne, the organisation faces of high wastage that affects the sustainability and survival of
the company in negative manner (de Bower Andrew, 2019). In context of this, the enterprise can
formulate and frame effective strategies and tactics that will assist in get over the firm from these
problems. The description of them as below:
Adopt recycling process- It is an effective strategy and by adopting this strategic option
the firm can make minimisation in its wastage. In Sofitel Melbourne, the administration of this
firm can adopt and implement 5R’s like refuse, reduce, reuse, recycle and restores. The firm
should attempt to end the use of disposal items and try to limit their ecological footprint and the
best way to develop waste management is to generate as little waste as possible. The respective
venture should try to select those products that can be useable again and again and require setting
up systems to gather and arrange the waste so that it can be reused. By recycling the conservative
sources before throwing away like cans, bottles paper, cardboard and many more for reuse and
recycling. By restoring products and needed items for other services, the firm can deal with its
wastage issue.
Consider composting- It is another effective strategy that can be considers overcoming
the problem of wastage. By using composting option, the administration of Sofitel Melbourne
can compost its waste food to divert food from landfills. It helps in reducing carting expenses,
environmental impact and earns a positive perception among travellers.
Branding
It refers to the process of creating awareness about the company and promoting goods and
services. To make development and improvement in branding and brand image the management
of Sofitel Melbourne can adopt different strategies. The description of them as under:
Innovative technology- By adopting new and innovative technology, the firm can make
development and branding the respective organisation (Pascoe, Dressler and Minnegal, 2019).
By implementing technology in its services such as self check-in and check-out, the firm can
offer effective services to its target audiences. It helps in getting attention of number of
customer, improving brand image and overcoming the issues of lack use of technology.
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4. Target Market
Sofitel hotels offer a luxury accommodation experience for both corporate and private
travellers across the world. The company offer its services at global level so it also has a large
customer base. The respective firm offer luxurious services so it target upper class people and
high income group. In context of domestic nation, the establishment target businessperson,
newly married couple and others (Houghton, 2018). Whereas at global level, it target travellers,
business people, professional, visitors, newly married couples and many more. In terms of the
target market it appeals to and the amenities offered in the hotels. Sofitel stands for the highest
quality that the team achieved. It provides services in approx 51 nations with 161 hotels with the
purpose of offering quality services to its target customer to provide satisfaction to their needs.
The most crucial attribute of this top-notch brand is that all Sofitel hotels are designed with a
special attention to the values of the place in which they are to be situated.
The respective enterprise provides to its target group more than what one would imagine of
a luxurious hotel with unlimited comfort, modern service, elegance and unparalleled French
lifestyle. The destination of a hotel in a city is most crucial in forms of availability. This is why
Sofitel targets the most outstanding cities f the nations where it is to be incorporated. Moreover,
the particular business selects the locations in the city that are most accessible. For example
Washington Sofitel which is only two blocks away from the White House. The administration of
respective firm also makes a diversification for its consumers by a product differentiation plan of
action in the enterprise, accordant to which the firm provides rooms designed by the most
famous designers in the globe. For the growth and development, the company target effective
market and locations to operate its business. For example, respective venture operate
internationally and establish it business in well know and crowdy areas so that it can get attention
of number of people (Gurrieri, McKenzie and Bugden, 2019). In Melbourne, the respective
organisation is located in Collins Street which is a well known area and public place. This help in
growth and development of business.
5. Pricing strategy for accommodation
Pricing strategies in hotel industry is one topic that will always be discussed by hoteliers
the world over. A combination of several pricing strategies can take the firm a long way n
attaining growth in hospitality sector. Accommodation pricing strategy refer to the rent or cost of
room that a company charge for its hotel rooms and it play an essential role in business,
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especially when the company plan to sell more rooms. In Sofitel, the management of this venture
follow several pricing strategies such as premium, luxury, competitive and discount pricing
strategies as per business situation (Putra, 2018). The respective firm offer high quality and
luxuries room and accommodation services including effective housekeeping,
telecommunication, WIFI, iron and many more so cause of which it can also use high and
luxurious cost for its room services.
CBD hotels are also considered as luxurious and 5star hotels and they also prefer high and
luxurious cost for accommodating their room. This kind of hotels use price per segment, discount
pricing and penetration pricing strategy. Respective hotels also consider forecasting strategy and
set their prices based on anticipated demand. Essentially, this should state that the hotel room
rate being charged will depend on how high demand is. For instant, during the time of high
demand may direct to higher room rates in order to increase profits and revenue.
6. Acquiring physical asset for banquet facilities, refurbishments, other facilities to attract target
segment
In Sofitel, the management of company per from several activities and action to get
attention of its number of target audiences. Design, structure and place of hotel are the main
factor that highly attracts people. So the respective hospitality sector firm establish its hotel in
crowdy and public as well as popular area and designed in an innovative manner. Along with
this, the respective venture also provide training and learning sessions to people so that they can
make development in their skills and knowledge and treated visitors and offer quality services to
them. This also helps in getting attention of customers and they show their loyalty by taking
services from respective firm again and again. In term of banquet facilities, the company can
offer both empty venue photos and event photos filled with people on its website and social
media tools so that consumers can envision their party. This will help in getting attention of
target audiences. Along with these images of venue meal and offer a special menu for different
kinds of event can also help in attracting people (Walton, 2019). By offering information through
social media tools like blog in term of offering information regarding photography,
entertainment, music and many more. By decorating and structuring the event can also help in
refurbishment in banquet services. By innovating decoration as per culture and type of event can
also make creation in banquet facilities and attract large number of consumers.
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7. Operational plan to measure organisational performance
Operational plan is highly detailed plan that offer a clear picture of how a team, section or
division will contribute to the accomplishment of company’s aims. The brief description of this
plan in context of Sofitel Hotel in reference to measure its execution:
Develop a strategic plan- It is the first phase of this concept in which the administration frame
different strategies and plan of action as per goals of ventures and set a limited time frame to
accomplish the aims (Garcia, 2018). In this phase, the management also frame SMART objective
for company. For example, Sofitel create a goal to maximise production by 5% within 6 months
and many more.
Prioritise goals- In this phase, the administration of establishment give priority to aims and
objectives which are crucial to attempt primarily. For instant, if the administration of Sofitel
develops different goals than, under this phase the management avoid creating an overly
complicated operations plan by prioritising its aims and concentrating on the most crucial one.
Concentrate on three to five initiatives that are likely to engage to long term goals then frame
metrics that can measure the execution.
Use leading indicators- It is crucial to select the effective key performance indictors to
measure the performance of company. In context of Sofitel, the administration can use Online
rating, occupancy, customer satisfaction and KPI to measure the performance of company in
effective manner. Along with this market penetration index can also assist in executing hotel
performance by offering inflation about competition in existing marketplace
Draw on organisation- In this step, the management of establishment can apply and draw
selected essential indicator that is highly able to measure organisation performance. For example,
In Sofitel, the administration can use rating and customer satisfaction to evaluate company’s
performance. With help of rating factor it can measure its annual rating and determine its growth
and development (Lambert, 2020). Apart from this customer satisfaction also help in measure the
firm performance. By analysing customer base of a year and compare with its last year then it
also offer the information about progress.
Communication- It is the final phase of this plan. It is critical to acknowledge why select
particular KPIs and how they will assist in accomplishing the aims. For example, under it, the
management of Sofitel communicate employees about the importance of KPI and measurement
tools. Along with this communicate that each worker should have track their progress towards
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personal KPIs whether that is by regular meeting, dashboard and other mechanism as it also help
in evaluation of organisation’s performance.
8. Proposed solution and its intended outcomes
Strategy- There is several strategies can be proposed to Sofitel hotel in term of growth and
development and get over complexities. In term of suitable development of company, the firm
can offer quality services, use recycling process to reduce waste and composting the waste so
that it did not affect environment and create any kind of pollution (Modarresi, Xie and Singh,
2018). In term of getting consumer attention, the firm can several promotional tools and use
innovative technology like artificial intelligence and advance technology etc. To measure
organisation’s performance the firm can use rating strategy to analyse its growth and
development.
Branding- In term of publishing and marketing, the administration of Sofitel can use different
marketing channels like social media, web advertisement, print media, TV, internet and blog etc.
This will help in attracting consumer to take benefits of services that are offered by respective
venture. In its blog the firm can mention about different facilities that are offered by it in
effective manner. It will assist in creating customer base and profits as well as enhancing
productivity.
Marketing Mix- It is an activity of putting and placing an effective product and service at right
place by using effective marketing tools and affordable pricing strategies. Sofitel Hotel is a
luxurious hotel establishment of hospitality Sector Company that offer different services like
accommodation, food, fitness, entertainment, airport transportation and many more. In context of
its services, the corporation use effective pricing strategies such as competitive, luxury and
discount etc. pricing strategy. The administration of respective organisation operate its business
globally cross wise the world and offer its services and products through mobile application, and
company website (Stead and Hastings, 2018). In term of creating awareness about its
commodities, the venture use different promotional tools like social media, TV, News paper and
paid advertisement etc.
9. Conclusion
From the above mentioned information it can be summarised that hospitality industry is a
highly developed sector. To operate a business in this industry a company consider several
strategies and plan to make development in business. To determine the capability and
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competition in this sector the firm can use SWOT analysis framework. To deal with different
kind of issues and sustainable growth and operation of venture, the organisation can frame
several strategies like use of innovative technology and many more. An effective operational
plan can also be developed to evaluate the performance of establishment.
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REFERENCES
Books & Journals
Yang, K. and Zhao, J., 2018. The expansions of Chinese companies in foreign hospitality
industry. In The Hospitality and Tourism Industry in China (pp. 89-114). Apple Academic Press.
Valenzi, A., 2019. Luxury hôtellerie: a study of the new high end hospitality trends.
Jackling, N., 2018. The Uiver: Memory creation, loss and recovery. Victorian Historical
Journal, 89(2), p.227.
Khashab, B., Gulliver, S.R. and Ayoubi, R.M., 2020. A framework for customer relationship
management strategy orientation support in higher education institutions. Journal of Strategic
Marketing, 28(3), pp.246-265.
de Bower Andrew, L., 2019. MODIFIED FRUIT: Weaving a transcultural practice through
leaving, returning and about being from elsewhere.
Pascoe, S., Dressler, W. and Minnegal, M., 2019. Storytelling climate change–Causality and
temporality in the REDD+ regime in Papua New Guinea. Geoforum.
Houghton, C., 2018. The role of phytochemicals in modulating intrinsic human cellular defence
processes.
Gurrieri, L., McKenzie, M. and Bugden, M., 2019. Community responses to gender portrayals in
advertising. Women's Health Issues Paper, (15), p.i.
Putra, M.A.E., 2018. THE IMPLEMENTATION OF CHINA 2020 STRATEGIC PLAN BY
TOURISM AUSTRALIA AGENCY TO INCREASE TOURISTS FROM CHINA (2012-
2016) (Doctoral dissertation, President University).
Walton, J., 2019. Korean Adoptees and Transnational Adoption: Embodiment and Emotion.
Routledge.
Garcia, M., 2018. How to Become a Rock Star Chef in the Digital Age: A Step-by-Step Marketing
System for Chefs and Restaurateurs to Burn Their Competition and Build their Brand to
Superstar Level. Morgan James Publishing.
Lambert, R., 2020. Guidelines for translation from French into English. Presses universitaires de
Paris Nanterre.
Modarresi, M.S., Xie, L. and Singh, C., 2018. Reserves from controllable swimming pool
pumps: Reliability assessment and operational planning.
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Ondeck, A., Drouven, M., Blandino, N. and Grossmann, I.E., 2019. Multi-operational planning
of shale gas pad development. Computers & Chemical Engineering, 126, pp.83-101.
Shahi, S., Pulkki, R., Leitch, M. and Gaston, C., 2018. Integrating operational planning decisions
throughout the forest products industry supply chain under supply and demand
uncertainty. International Journal of Forest Engineering, 29(1), pp.1-11.
Wu, Y.L. and Li, E.Y., 2018. Marketing mix, customer value, and customer loyalty in social
commerce. Internet Research.
Stead, M. and Hastings, G., 2018. Advertising in the social marketing mix: getting the balance
right. In Social Marketing (pp. 29-43). Psychology Press.
Online
Sofitel Melbourne. 2020. [Online]. Available Through: <
https://www.tripadvisor.in/Hotel_Review-g255100-d257041-Reviews-
Sofitel_Melbourne_on_Collins-Melbourne_Victoria.html >.
PRODUCT DIFFERENTIATION IN INTERNATIONAL ACCOMODATION
ESTABLISHMENTS: 2020. [Online]. Available Through: <https://www.ijern.com/journal/July-
2013/11.pdf>.
How to Do an Operational Plan. 2020. [Online]. Available Through: <
https://www.upcounsel.com/how-to-do-an-operational-plan>.
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