Ritz Hotel London: Marketing Operations in Conference & Event Industry

This report delves into the marketing operations of the Ritz Hotel, a luxury establishment in London, focusing on event management. It reflects on various event types, including conferences, seminars, meetings, and trade shows, and emphasizes the importance of professional etiquettes such as handshakes, appropriate dressing, and effective communication for success. The report analyzes strategic and operational issues within the conference and event industry, highlighting challenges related to marketing, pricing, health and safety, and documentation. Furthermore, it describes different food production systems like cook-chill and conventional methods, alongside various food and beverage service approaches, illustrating the Ritz Hotel's commitment to quality and customer satisfaction. This analysis provides insights into the complexities of marketing and operations within a high-end hospitality setting.

Marketing Operations

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Reflective statement about different types of events:.................................................................3
Identifying professional etiquettes needed to be successful:......................................................4
Analysing the strategic and proportional issues within event industry:......................................5
Describing the understanding about food production systems:..................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
Event management has become an important sector in various regions and hence there is
need for qualified professionals to organize, plan particular event in proper manner so that
certain objectives can be met easily. The present report is based on Ritz hotel that is luxury hotel
in London United Kingdom. It is most famous hotel to attract the local as well as famous people.
Moreover, the report will discuss various types of events that I have experienced during my
learning period. Also, various professional etiquettes that are needed to be successful will also be
discussed in the report. Further, key strategic and operational issues within conference,
banqueting and event industry will be analysed in detail. Furthermore, the knowledge of food
production systems and beverage service methods will also be covered under this report.
MAIN BODY
Reflective statement about different types of events:
The different types of events that I have experienced in my career is conference that
means that business events that are regularly organized by some parties to meet certain goals and
objectives. The conference is formal meeting among the various groups that is conducted by the
management on particular place, date and time. Other one that I have come across is seminars
that are been conducted to give proper training and development to all the employees and
managers (Darvishmotevali , Altinay and Köseoglu , 2020). Further, this type of event might be
in form of interactions and lectures that are related to particular topic or issue faced currently.
Also, meeting is another type that are organized by large organisations to discuss some
strategies or operational functions. In my opinion they can be conducted either on weekly
monthly or daily basis as required by the management and issues that need to be addressed.
Moreover, team blinding events are conducted by some firms to motivate different teams within
the workplace, so that they could grow on professional level and develop various unique ideas in
the future. I have also learned during my training period that there are trade shows where
different companies present their latest products (Guillet, 2020). This is also for short duration in
form of exhibitions held at any particular place or region. I have also come across the term
business dinners that is organized by companies at the end of financial year so that some
achievements and success can be celebrated among all the employees of the firm. Also, new
customers are also contacted through these events.

Further, in my practical knowledge there are also sports events that are conducted to
entertain people that are having some kind of passion for sports that tends to benefit the
organisation in terms of revenues and sports teams. Also, press conference are another type of
events that are conducted by the management to promote new kinds of products and launch
marketing campaigns to provide certain information about the market or any financial issues that
are faced by the company during any certain point of time. I have learned that networking event
is another type of event that is done for personal marketing. Also, product launches is another
form of event to introduce some kind of products in the market. Further, in my learning
experience there are, trade fairs, wedding, family events, local events, major events, hallmark
events and mega events are some other types that are conducted on personal level by individuals
either for fun and celebration or to generate income out of it.
Identifying professional etiquettes needed to be successful:
Professional etiquettes is all about presenting in manner that helps to develop customer
satisfaction and build loyalty in the long run of the business. There can be various professional
etiquettes that could be adopted by the management but some of them in context of Ritz hotel are
been described as follows:
Handshakes: It is very important in any industry that both men and women greet the customers
in positive manner through handshakes. Moreover, it is also done before and after the meeting is
ended so that sense of respect can be provided (Line and Hanks, 2019). In regard to Ritz hotel all
staff member's ensures that best customer experience is provided through properly attaining and
addressing them at the time of check and check out.
Dressing according to situation: Moreover, it is very crucial that all the employees of the
organization dress according the types of events that are been organized so that uniformity can
be established (Alnawas and Hemsley-Brown, 2019). Ritz hotel ensures that proper badges are
given to its staff members so that customers get to know about little brief of the individual
position that is working so that any doubt can be easily cleared.
Small talk: This is also included in etiquettes that the organisers do a little talk when they are
attending any person so that they can make them comfortable and less stressed before any event.
Also, when any event is conducted according to such techniques than positive outcome is
achieved and companies growth is ensured. Ritz hotel staff member also ensured that all the

hotel facilities and amen-ties are ben explained in proper manner so that best customer
experience can be given.
Express thanks : It is important tool in way that help any kind of professional people to
maintain regular communication with it old employees or guests. Choosing right kind of format
and words may develop brand image and value in the eyes of customer. Ritz hotel shows
gratitude towards its staff members through sending thanks mail to those who have already
visited the hotel (Eid and Agag , 2020). Moreover, it also asks for any kind of feedback if they
wish to provide for any future improvement.
Table manners: Either in formal or informal meeting the guests and management need to know
about the various table manners so that it does not look bad or untidy at the time of event. For
example: Way of eating, talking and discussing at the meal table shows how the person
personality is. In case of Ritz hotel professionalism is shown at high level through its slogan “
everything tastes great while sitting on Ritz ''. They deliver high quality service through proper
using the finest cutlery and dining equipments.
Making first good impression: It is very important that the first move done by any individual
shows the amount of personal etiquettes and values that it holds. For example : introducing the
junior with senior, opening the door before the guests etc. (Sampaio , Hernández-Mogollón and
Rodrigues, 2019). Such behaviours are also adopted by the Ritz hotel members to be successful
and to maintain the brand image in UK and its surrounding regions.
Analysing the strategic and proportional issues within event industry:
Strategic issues that are concern with nay unresolved issues that requires certain actions
to clarify any future event. Moreover, such issues need to address immediately so that it does not
have major impact on the working of the business. Also, they are mainly related to internal
working that need to be considered when any event is organized at large level. Further, in case of
operational issues they cause decreasing in profits of business and may cause undesirable results
in the future . In the context of strategic problems they can be related to pricing of various goods,
packaging and financial considerations and much more. In case of marketing Ritz had to face lot
of competition and accept various innovations that are currently used by many of the competitors
(The three core event management challenges, 2021). Also, marketing issues are most common
when firm need to market its various services so that people are attracted towards the services.
Moreover, if marketing is done (ineffectively) than people would never come to know about the

brand and its functions. Marketing in any firm is done through extensive research that is carried
out internally by marketers of particular firm. Other strategic issues is pricing in which the prices
of various goods and service need to be decided. Too much high or low price may divert the
public to other options in the market as it is related to the brand value of the firm. Therefore, Ritz
hotel need to manage the marketing techniques on regular basis. Other issue can be as follows:
Communication factor : Proper communication should be done within the employees and
guests so that all the problems can be solved easily. Therefore, if Ritz employees are not
qualified (enough) than they might not be able to solve various issues of the people (Bowie,
2018)
Health and safety : It is very important that healthy and safety of both employees and guests are
ensured as it is sensitive matter and thus immediate action need to be taken. Ritz hotel have
major issue to solve this problem within 24 hours so that customer does not remain disappointed.
Documentation and book keeping: The booking dairy consists of date, time, space, room
number that need to be properly arranged so that there is no confusion or problem at the time of
arrival of guests (Tan and Despotis , 2021). Ritz hotel maintains proper records of various events
and guests so that work can be carried out systematically.
Pricing and packaging: This also attracts various customers and hence it needs to be managed
in proper and appropriate manner. In Ritz hotel proper pricing against the premium hotel also
need to be addressed effectively.
Delegation of authority: This refers to idea where specified roles are been assigned to various
individuals so that work can be carried out in order. In Ritz, it is major issue to assign the
required authority to various employees so that there in no confusion and conflicts in the future.
Also, such authorities are given by the mangers according to the tasks that need to be carried out.
Describing the understanding about food production systems:
In my knowledge there are some production systems that are described as below :
Cook- chill production system:
It is method where foods are fully cooked and after that they are rapidly chilled and
reheated before serving. Moreover, such foods are tightly sealed and packed under the vacuum
so that it can be used in future for easy cooking. This system offers more flexibility in food
service so at times of urgent needs, the customers do not wait for long hours and also large
number of customers can be served at one particular time period.

Traditional methods:
This includes methods such as grinding, milling, chopping, curing, food fermentation etc.
This approach is mostly used by all companies that are offering variety of foods and services to
its customers. For example : Ritz hotel uses traditional methods to serve the best quality foods to
all its guests that are fresh and healthy in all aspects. Moreover, they assure that food is cooked
in hygiene manner (Rico and et.al., 2020). Also, locally produce goods are used effectively
through using various techniques and processes.
Conventional methods:
This is type of method where raw materials for making are been brought up and then later
used by the workers of the hotel to serve dinner to the guests. Such type of methods ensure that
all fresh ingredients are kept for the cooking so that whenever there is requirement it can be
prepared at the same moment (Wilke and et.al., 2019). This is similar case of Ritz hotel where
the members of its bought certain goods that is most famous or frequently ordered recipe of the
hotel so that it can be freshly cooked when ordered by the guests.
In case of various food and beverage service methods it can be discussed as follows:
Table service:
It is broader category also known as American service where the customers are seated at
the table with laid covers and order form the given menu at the table. It is most common type of
service that is used in most of the service industries.
English service:
It is type of method where the food is placed on large platters or bowls and later on than
these are delivered according to the needs of the guests. On the next round the guest passes the
food around the table and then serve themselves.
French service:
It is very expensive and elaborate type of service where the chefs demonstrate various
culinary skills by preparing the meals in front of various guests.
CONCLUSION
From the above report it can be concluded that different types of events are conducted by
various organisations based on the needs and objectives they wish to fulfil. Moreover, the study
had analysed various professional etiquettes that are required to be successful in any event
management. Also, various strategic and operational issues with the event industry had also been

analysed so that better future decisions and policies can be taken by the Ritz in the future. Lastly,
food production systems and food and beverage service methods with certain examples had also
been identified in detail.

REFERENCES
Books and Journals
Alnawas, I. and Hemsley-Brown, J., 2019. Examining the key dimensions of customer
experience quality in the hotel industry. Journal of Hospitality Marketing &
Management. 28(7). pp.833-861.
Bowie, D., 2018. Innovation and 19th century hotel industry evolution. Tourism Management.
64. pp.314-323.
Darvishmotevali, M., Altinay, L. and Köseoglu, M. A., 2020. The link between environmental
uncertainty, organizational agility, and organizational creativity in the hotel
industry. International Journal of Hospitality Management. 87. p.102499.
Eid, R. and Agag, G., 2020. Determinants of innovative behaviour in the hotel industry: a cross-
cultural study. International Journal of Hospitality Management. 91. p.102642.
Guillet, B. D., 2020. Online upselling: moving beyond offline upselling in the hotel
industry. International Journal of Hospitality Management. 84. p.102322.
Line, N. D. and Hanks, L., 2019. The social servicescape: Understanding the effects in the full-
service hotel industry. International Journal of Contemporary Hospitality Management.
Rico, A., and et.al., 2020. Declining water consumption in the hotel industry of mass tourism
resorts: Contrasting evidence for Benidorm, Spain. Current Issues in Tourism. 23(6).
pp.770-783.
Sampaio, C.A., Hernández-Mogollón, J. M. and Rodrigues, R. G., 2019. Assessing the
relationship between market orientation and business performance in the hotel industry–
the mediating role of service quality. Journal of Knowledge Management.
Tan, Y. and Despotis, D., 2021. Investigation of efficiency in the UK hotel industry: A network
data envelopment analysis approach. International Journal of Contemporary Hospitality
Management.
Wilke, E. P., and et.al., 2019. Interorganizational cooperation in tourist destination: Building
performance in the hotel industry. Tourism Management. 72. pp.340-351.
Online
The three core event management challenges. 2021. [Online]. Available through:
<https://www.cvent.com/en/blog/events/the-3-core-event-management-challenges>.