Analysis of Service Concept, Operations & Quality at Hilton Hotel

This report provides a comprehensive analysis of Hilton Hotel's service concept, operations management, and quality management practices. It begins by introducing Hilton as a leading hospitality company with a focus on luxurious services and a wide portfolio of brands. The report identifies the target market segmentation as demographic, focusing on customers aged 18-45 with specific income and education levels, exemplified by a consumer persona named Rachel. The marketing concept emphasizes a value proposition of seamless and personalized experiences, supported by a service blueprint detailing customer and employee interactions. The report then delves into operational issues, specifically addressing storage problems in the food and beverage department, using a Pareto chart to highlight the frequency of defects and a fishbone diagram to analyze the root causes of poor food storage. Recommendations for process improvement include leveraging technology for food preservation and strategic planning to ensure food quality and customer satisfaction. The report concludes with an input and output model for the transformation process, emphasizing the importance of human resources, advanced technologies, and market research to improve food storage and, consequently, enhance customer satisfaction and profitability. The analysis underscores the need for Hilton to maintain high standards to retain its competitive edge in the hospitality industry.

Replacement Assignment Unit 1 Design
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PART-A Service concept
1) Introduction of the company and characteristics
HILTON Hotels corporations are the luxurious hotels which is being recognized at international level as the preeminent hospitality company. The organization has developed and manages franchise of approximately
2,200 hotels and resorts. Hilton is the leading organization in hospitality industry whose headquarter is located in the UK. The organization is famous for providing hospitality services to the customers. Organization falls
under the category of 5-star hotel which depicts that, company provides luxurious services to the customers (HILTON, 2022). The organization has the portfolio of 18 world class brand which is comprising of the 7000
properties and 1.1 million rooms under the 122 countries and the territories. Hilton is using the occupancy based, forecast based and market competition-based pricing. The organization is holding the net worth of
$36.98B. Thus, the company is providing high class services to the customers and this is one of the major reason behind the success of the organization.
Figure 1 - Hilton hotel
(Source- HILTON, 2022.)
2) Segment
The organization targeted market segmentation is the demographic segmentation (Title of the target group) this means, Hilton is targeting the customers on the basis of their age and the customers are among the age
group of 18-45. Another element taken in consideration are income rate and educational level of consumers.
Consumer Persona based on demographic segmentation for HILTON
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RACHEL Ann-35 years’ old
Senior marketing manager
Background
 RACHEL is a working woman, she is working in Marks and spencer as a senior marketing manager.
 She goes to spin class two times in a week
 She’s the member of wine club
 She is married and she has two children
Demographics
 Female
 Age- 35
 Married Liverpool Highest education; Master’s degree in marketing management
Identifiers
 Highly organized
 Passionate about high class services. Highly active on online platform.
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Goals and motivation
 She wants to win at life. She wants to spend quality time with her family members.
Behaviour Variables
 She is interested in gym and spa She likes to eat Duration of stay 1 day Occasion- Visiting at the place Budget to spend- 100000
The persona has been made on the basis of the demographic segmentation which is the targeted segmentation for HILTON. The consumer is RACHEL who is 35 years old female working in M&S as a senior marketing
manager. She is highly educated and she belongs from the rich background. Thus, the age, income and education level of the customer have been taken in consideration and persona is being prepared. The behavioural
element of Rachel has also been taken in consideration so, organization can become aware about that and services can be provided in efficient manner. The major reason for which Rachel is going to hotel is for staying
during she can visit the place in UK and she will spend 100000
3) Marketing concept
Value proposition for the Rachel
HILTON curates the seamless and personalized experience for the customers. The consumers expect that they get high quality services and HILTON is meeting this expectation of customers. HILTON will provide the
gym and spa services to Rachel. Also, the food as per the preference of the customer will be provided on time. The customer is staying in the hotel so, she can rest while making visit at the places therefore, HILTON will
provide the quality services during the stay of Rachel.
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4) Service blueprint
Line of interaction ……………………………………………………………………………………………………...............................................................................................................................................................................
Line of visibility______________________________________________________________________________________________________________________________________________________________________
Line of internal interaction ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------
The above figure is the service blueprint of the HILTON which is depicting that, HILTON is providing specific value preposition to the customers. The, Front stage and back stage employees are working effectively in
order to provide the quality services to the customers. All the facilities which starts from the basic needs to the high –class needs of the customers is being satisfied in effective manner.
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Back-stage
contact employee
Front-stage
contact employee
Customer Action
Support process
Physical
evidence
Website
Exterior
parking
Cart for
bags
Lobby and
front desk
Elevator Employee
uniform
Room
décor
Makes
reservation
Arrives at
hotel
Give bags to
bell person
Check-in and get
key
Go to rooms Receive
bags
Tips to bell-
person
Register
Guest
Greeting and
take bags
Delivering
bags
Makes reservation
for guest
Process
reservation
Process
registration
Quality
services
Setting up activities
Billing system
Preparing food and
gifts
Take bags to the
room
Eating food Enjoying the
spa services
Spending time
in gym
Check out
and leave
Taking food
order
Spa services Gym
services
Check-out
Process
check-out
Greetings

PART-B Operations management & Quality management
Pareto chart
Figure 2- Pareto chart
Identifying the issue from Pareto chart
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Pareto chart helps in indicating the frequency of the defects and their impacts as well. With the help of this chart it can be identified that, which defects needs to be prioritised first for the improvement process. The
above framed Pareto chart is stating the major issues facing by the hotel. However, the most important issue onto which focus needs to be created is related to the storage issue due to seasonal availability and storage
ambiance. Thus, the problems are entitled with the food and beverage department which is related to the storage issue of raw food.
5) Identifying the operational issue
Operational issue has been defined as the any kind of problem which can lead to impact the operations of the business and that can often impact the profitability of the business. It has been found from the various
studies that, in HILTON there is operational issue related to storage of those food items which are available in a specific season under the food and beverage department. The failure to manage the inventory is the major issue
which is arriving in relation of seasonal food. Food and beverage department of HILTON is providing quality food to the consumers. However, there is issue which is being faced by the hotel in order to store the inventory for
preparing the food. Storing control in food and beverage department is highly mandatory as it is the process which ensures that, there is adequate supply of the food for immediate requirement of the operation which can be
available at all time. The food items in the HILTON are being kept in various types of the storage which are- vegetable stores, dairy stores, freezers, meat boxes and dry stores.
Improper food storage is leading to the major problems and which are food spoilage which can result in reducing the quality of the food. HILTION is global leading hospitality company which is famous for its
services. Storage issue in food and beverage department can lead to impact the quality of the food and which can result in impacting the operations of the hotel on negative note. Thus, this issue needs to be solved so, the
organization can provide the assurance of quality services to the customers.
6) Analysing the issue
Fish Bone Diagram-
From above fish bone diagram, it has been concluded that chosen operational issue has been impacted negatively upon Hilton success and brand image, which management can tackle into effective manner. As their
strategic plans and strategies can help to overcome the adverse impact of operational issue, successfully and effectively.
7. Recommendation on the issue
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Food storage
issue
Poor foods storage
systems
Poor technology
Lack of
space
Poor decision
making
Lack of
concentratetion
Poor decision can outcome
in food storage issue

There are large number of recommendation available for solving the storage issue in food and beverage department. However, the major recommendation for the process improvement is aligned with “ Using
technology is more efficient manner for food preservation of those food items which are available in specific season”. Technology can be used for Pasteurization; the food can be prevented with the help of this. The correct
storage and handling of the potentially contaminated raw foods can result in transferring or contaminating the direct contact with the raw food. This helps in preventing the harmful bacteria from the raw food. The kitchen
hygiene rule states that, while storing and preparing the food hygiene needs to be maintained so, the storage can be done in proper manner.
The organization must make the strategic planning within assuring the involvement of technology in effective manner. There are several conventional along with the emerging preservation techniques are present which
are- sterilization, Ohmic heating, radio frequency and sterilization. Thus, involving technology in the making the strategic planning for storing the food will be highly beneficial for HILTON. The organization can solve the
issue of storage. HILTON is already using the technologies however, they are lacking in making strategic plan in this context and therefore, appropriate planning will help in terms of resolving the issue.
The recommendation that has been given is directly linked with the preferences of the customers. HILTON has targeted the people from the demographic segmentation and the major factors which have been taken in
consideration are- Age, income and education level. Thus, people who are educated are highly concerned about their health and if they get food which is consist of less quality then, this can lead to impact the health of the
customers and they will start shifting towards the services of competitors. Health is the biggest attribute which can attract and distract the customers. Also, if customer faces any issue in regards to health due to using the
services of organization then, they can share it on the social platform which acts as a biggest threat for the organization. In similar manner, it can happen with the HILTON. Therefore, the provided recommendation is
ensuring that, storage of food will become flexible in the organization. This will further solve the issue related to seasonal availability of the food. The only thing which is requires is that, strategic planning and actions must
be taken by the organization. This will help in the solving the issue and the improvement will be made.
Process design and management.
Name of the procedure- Transformation process (Transforming technology to store food more than a month)
Apply input and output model for chosen process-
Resources as inputs
 Human resource
 Advanced technologies implementation
 Market research
 Training and development session
 Information related to food storage systems
 Expertise
According to the input and output model, when management attempt to input some useful resources, they can get output in term of increasing customer satisfaction level, customer base, etc.
Flow chart-
8Issue
identification
Discussion
with
management
Strategy
planning and
implementation
Monitoring
Issue
resolution

Important performance objective, and their relation to output-
The most essential performance objective of Hilton and its management is to improve the quality of their foods items, by using the best storage systems and technologies. By conducting this practice, they can obtain
desire outcome or output and that is to increase profits and satisfaction level of consumers.
Where process locates on variety axis/volume and process type-
The transformation process locates on medium volume, because the food items are stored by using those systems that can be impacted food quality and taste such as meat and other non-vegetarian items, in the Hotel. It
is fact that Hilton offer high variety of meal items to target market, but might be in very low volume, because of less effective storage systems. The chosen process is determined as operational process that affect food storage
operation in the selected hospitality firm.
Layout type-
The layout of the process is quite simple and easy to comprehend by the management, which enable candidates to proceed further for purpose of food storage.
Possible activities-
Team division in the flow chart is the main activity, that might be causes delays, as it is considered as time-consuming activity, which can impact negatively upon the procedure of implementing strategic suggestions
and plans. Technology and system implementation is also included in the list of key activities that define through flowchart and cause delays.
Main transforming and transformed resource-
Blast freezer technology is the best example of transforming and transformed resource that aid to solve the operational issue related to food & beverage issue that can impact negatively on Hilton. In term of key
qualification, the main feature or quality of this technology, is that it helps to store meat, more than a month, without losing taste and quality. It quickly freezes food products that water molecules inside that do not have any
form of change to damage the food itself.
Capacity plans-
In term of capacity decisions, management can take action of providing training to the existing and new employees about the technology that they tend to implement in the workplace, for purpose of solving issue and
that is storage. Capacity plan defines that Hilton have the capability to meet the demand such as new technology implementation in the context of food storage, for longer time period. Chase demand capacity plan, is utilized
in the context of current issue as chase tactic, which enable hotel to readily change its output level. By considering this term, Hilton can develop a plan in term of hiring people who can understand the technology better and
previously work with that, so that they can change the process of food storage with upgrade features.
Forecasting
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Internal analysis Team formation
Training and
development Technology
implementa
tion

Technology can be used to store the food in effective manner. Increase in storage cost would not affect the demand as HILTON does not charge extra charges from the customers in this context. Regression analysis
forecasting method will be used in order to detect the actual outcomes. The data that will be needed in order to calculate is the actual demand of the customers for those food which comes under seasonal availability. The
actual demand of the customer will be forecasted and on the basis of that cost will be measured.
Applying job design principle.
Food and beverage manager is accountable to work in the transformation process, because they have appropriate skills, knowledge and capabilities that make them capable to reach desire results. The main task of this
person in the context of overall process is to identify the issue, divide and formulate team and then develop plan to implement new technology in the workplace.
Job enrichment is the best behavioural approach of job design that can be selected for the job role of F&B manager in the Hilton. Candidates can apply for job enrichment in term of adopting a specific method such
as job rotation.
QUALITY MANAGEMENT
Creating check list
Tasks or activities Done or not done
Issue identification Done
Discussion with management Done
Internal analysis Done
Strategy planning and implementation Done
Technology implementation Done
Training and development Done
Manager can come to the above design checklist, in form of making plans and conducting practice previously for purpose of storing food items. They can utilize the check list in form of considering the activities or
tasks, that need to be done by them, with support of skilled employees to assure that objective is achieved or not.
Sketching how outcomes of check list can be presented.
The current run chart can help in monitoring the quality in term of assuring management or F&B manager that they successfully accomplish each task and conduct activity that help to store food items, especially meat
more than a month, with similar taste and texture.
RESEARCH DESIGN
Choose 1 management issue
Challenge related to enhance and maintain food and beverage operations such as food storage.
Determined objective of the research.
The main objective of the current research is to store food items for long time, so that it can help to serve tasty, and good quality of goods to consumer.
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Problem statement and research questions.
The current problem statement relates to the storage issue, can be faced by the Hilton, which enable management to reach desire aim or objective. It can lead to decrease the customer base of hotel and profitability of
venture.
Research question-
 To understand the concept of Food and Beverage.
 To analyse the impact of food storage issue and cause behind that.
 To recommend strategies to Hilton, to overcome the impact of food storage issue.
Types of research, data, suitable instrument, population and sampling method.
In the context of current research, descriptive research type can be used. Along with that for purpose of completing research, qualitative type of data can be gathered, by using secondary data collection methods L.
Haven, & Van Grootel, (2019). With simple random sampling method, Food & beverage staff can be selected as sample. By using descriptive research type, researcher can describe the impact of storage issue upon hotel in
elaborative and understanding manner.
References
Books and journals
L. Haven, T. & Van Grootel, D. L., (2019). Preregistering qualitative research. Accountability in research. 26(3). pp.229-244.
Online
HILTON, 2022. [Online] (Accessed through) <https://www.hilton.com/en/>.
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