Report on Sales Development Strategies at the Dorchester Hotel

This report provides an analysis of sales development strategies, specifically focusing on the Dorchester Hotel. It begins by identifying key product components, such as bedrooms, spas, bars, and restaurants, and then explores the importance of product mix in increasing sales and profit thro...Read More

SALES DEVELOPMENT

Table of Contents
Introduction..........................................................................................................................................3
Task 1....................................................................................................................................................3
1.1 Key components of products......................................................................................................3
1.2 Importance of product mix to increase the sales and profit.......................................................4
1.3 Importance of market segmentation to maximise the sales........................................................4
Task 2....................................................................................................................................................5
2.1 Explaining the factors which affect buyer behaviour.................................................................5
2.2 Assessment of advertising media that could be used for sales development situations.............6
2.3 Role of external merchandising to maximise the customer volumes.........................................6
Task 3....................................................................................................................................................7
3.1 Impact of design and layout on customer spending...................................................................7
3.2 Evaluation the effectiveness of Internal merchandising material ..............................................8
References...........................................................................................................................................11

INTRODUCTION
Sales development is managed by sales executives and managers in the organization
(Anderson, 2012). Sales development team can be defined as specific group that emphasizes to
increase the sales of products by using various techniques like establishing appointments and
demonstrations of products and services in front of consumers (Krishnan, Peterson and Groza,
2015). It is necessary task for corporations to gain better market share and profit at national and
international markets. Dorchester hotel is one of the luxurious hotels of London that is known for
its exquisite rooms and suites, spas as well as Michelin-starred cuisine. The hotel is located in the
centre of London and has been a famous choice of high society people (The Dorchester, 2016). The
present report defines the key components of products and importance of product mixes to increase
the sales of hotel in market. It introduces various aspects which affect buyer behaviour. It
represents the concept of external merchandising to enhance the customer volume. Further, it
describes different promotional activities as per various scenarios. In addition to this, it defines
evaluation of personal selling techniques. It introduces the key principles which are included sales
training programme.
TASK 1
1.1 Key components of products
Management of focuses on those products which contain high market values and releasing highest
market revenues in the nation. Company has many products which is created highest profit by
selling many products to customers (Cometto and et.al., 2016). They have been described as under;
 Bedrooms – The present numb of bedrooms in hotel are 196 with a presence of 54 suites.
The hotel further offers 10 event rooms as well as a business suite.
 Spas – the hotel further offers Dorchester Spa that has been inspired by iconic British style.
It offers a range of anti-ageing techniques that are there to show unparalleled results. The
spa further spacious treatment rooms that are 9 in number. There is further a presence of
Fitness Studio as well as Barber Shop (Our facilities, 2016). This thing provides reliability
to reduce the tension of person in the mind. Further, it also gives effective leisure and
experience to people.
 Bar- There is also a presence of The Dorchester which offers a stock of 460 different
varieties of wine. Other than this, the exclusive bar of the hotel is China Tang and
Promenade Bar (Cotter and Fritzsche, 2014).
 Restaurant – At present, the hotel has got a presence of five restaurants namely The Grill,

Alain Ducasse, The Spatisserie, The Promenade, and China Tang. Among these, Alain
Ducasse's has been regarded as 3 starred hotel -Michelin restaurant in UK. Othet than the
restaurants, the hotel further offers 24-hour in-room dining.
1.2 Importance of product mix to increase the sales and profit.
Product mix plays important role to increase sales and profit of the hotel. It is described
below the paragraph.
 Inventory Management- Product mix aids the management of Dorchester hotel to manage
the inventory of various products like bedrooms, spas, pubs, bars and restaurants. As per
strategy, it provides appropriate guidance to the firm in order to manage and store certain
quantity of different products in the warehouse which helps to increase sales of profit of
Dorchester hotel (Plank, 2015).
 Helps to improve Market image of hotel- Product mix helps the firm to increase its market
image front of consumers by selling appropriate quality products in United Kingdom. It
contribute effective role for Dorchester hotel to increase the more trust in the customers
towards products as compare to other commodities of rivals firms in the United Kingdom. In
addition to this, In addition to this, company provides new offers like discounts to improve
its market image in the market (Nour, Sumita and Yoshii, 2015).
 Helps in formulating strategies - Product mix plays important role to develop new strategies
in order to increase sales and profit of the company in the hotel industry. Further, it also
helps Dorchester hotel to find out its weakness to improve them which contribute effective
role to take better competitive advantages in the nation. In this way, Dorchester hotel can
earn better income (Cummings and Worley, 2014).
 Aids in meeting of varied Customer needs- Product mix contribute effective role for firm to
fulfil the needs of consumers with respect to service offering of hotel. It obliges the
management of Dorchester hotel to know about the requirement of customers by conducting
appropriate market research in UK. As per demand, organization makes product and services
to sell in the market. These things play important role to increase the income and sales of
Dorchester hotel in UK.
1.3 Importance of market segmentation to maximise the sales.
There is a presence of 4 major types of Market segmentation. These are Geographic that focuses on
separating the market into geographical boundaries. Then comes Demographic segmentation which
focuses on features such as gender, age, household type, education level and income (4 Types of

Market Segmentation, 2016). Psychographic segmentation is the next category that emphasizes on
lifestyle, values and beliefs of consumers. Behavioural segmentation is the one that emphasizes on
buying behaviours preferred by the consumers (4 types of Market segmentation and how to segment
with them, 2016).
In this regard, the segmentation criteria chosen by Dorchester hotel are of Geographic and
Demographic. Here the consumers are divided on basis of age, income, gender as well as geography
in order to maximise the sales of its products in the nation. These segmentation types give right
information for targeting the right customers which helps to increase its market share (Four
Elements of a Market Segment, 2016). The segmentation criteria’s further guide the management of
hotel to make promotional strategies for creating appropriate awareness regarding various service
offered by the hotel in market (Nour, Sumita and Yoshii, 2015). Further, segmentation also aids in
developing product differentiation strategies for organization. It plays important role to lure more
consumers towards the hotel setup. These approaches increase revenues of hotel in market of
United Kingdom.
TASK 2
2.1 Explaining the factors which affect buyer behaviour
There are many factors which affect buyer behaviour. It create impact on hospitality services
of Dorchester.
 Cultural factors- Cultural factors are deeply effected by buyers culture, social class and sub
culture. They differ as per different countries which create positive negative effect on the
buyer nature. So managers of Dorchester should have information regarding various regions
which provides reliability to design hospitality services and food and beverages as per
requirement of consumers. In addition to this, sub culture contain many parameters like
religions, geographic regions and citizenship (Kotler, Dingena and Pfoertsch, 2015). For
example, customer prefers any kind of hospitality services as per their social status in the
hotel. So managers of Dorchester design hospitality facilities according to social class and
income of consumers in United Kingdom.
 Social factors- They affect buyer behaviour through family, friends as well as colleagues.
Further, references of them create impact on the buyer behaviour in the market. In addition
to this, they create effect on the buying nature of consumers through giving suggestion
regarding hospitality services of hotel (Lassk and et.al., 2012). For example, family
members of consumers recommend them to take services of Dorchester which helps to
creates positive impact on the selling of hospitality services.

 Personal factors- Personal aspects such as economic situation, age, occupation, lifestyle as
well as personality produce effect on the buying nature of consumers. So managers of
Dorchester should have information about all aspects to develop proper hospitality services
(Krishnan, Peterson. and Groza, 2015). For example, Elite class consumers people do not
prefer premium class facilities due to its high cost. These aspects contribute effective role
for hotel to design proper services as per the demand of consumers.
2.2 Assessment of advertising media that could be used for sales development situations
Management of hotel can use all advertising media like social media, television and
newspapers for effective sales development in the market. Social media is being used by
management of hotel for increasing sales activities in United Kingdom as well as around the
world (Schäfer and Schneider, 2012). Hence, the company has been using sites such as You
tube, Face book and Twitter so as to promote its product and service offering. With help of this
strategy, hotel can target maximum tourists and visits who come to visit London. In addition to
this, social media can play important role to create effective awareness regarding services in the
mind of consumers. As a result, Dorchester hotel can increase its portfolio of customers in
Britain (Nour, Sumita and Yoshii, 2015). Management of firm can also use television to launch
its new services. This process can help the Dorchester hotel to increase its sales in the nation.
This advertising strategy can contribute effective role for firm to target all kind of people like
old, young as well as children in the country. This way, organization can promote its new and
existing services in a appropriate manner in the market (Johnston, and Marshall, 2013).
Dorchester hotel can use newspapers to promote its services in United Kingdom. With help of
this strategy, organization can target all type consumers which can help to increase its sales in
the market. In addition to this, management of firm can earn better revenues and profit by using
this strategy in United Kingdom (Cometto and et.al., 2016).
2.3 Role of external merchandising to maximise the customer volumes
External merchandising plays important role for Dorchester to increase frequency of consumers in
United Kingdom. It is represented below in the paragraph.
According to Le Meunier-FitzHugh, Palmer and Wilson, (2015), External merchandising
also helps the management of organization to promote its hospitality services by using affordable
pricing, special holiday offers as well as social media in the hospitality sector (Le Meunier-
FitzHugh, Palmer and Wilson, 2015). As per Leigh and et.al (2015), appropriate services aid to
generate effective awareness in the minds of consumers regarding all facilities like food, beverages
and accommodation in the hotel (Leigh and et.al., 2014). In addition to this, it oblige the many
service users to use hospitality services of Dorchester at least once. Pricing strategies contribute

effective role for organization to increase frequency of elite class consumers which helps to
generate its more profit and revenues in the hospitality sector of United Kingdom (Matsuo,
Hayakawa and Takashima, 2013).
According to Nour, Sumita, and Yoshii (2015), Special offers like holiday packages also
lure the consumers to use services of hotel. Further, this approach helps the management of
Dorchester to enhance customers stack by providing better hospitality services in affordable price
(Nour, Sumita, and Yoshii, 2015). In addition to this, Social media contribute effective role for the
hotel to maximise the frequency of its service users. It also provides reliability for international
consumers to use hospitality services of the Dorchester. It also helps the hotel to know the
perception of local and global people for new and exiting hospitality services. In addition to this, it
contribute effective role for organization to improve its services and facilities as comparison of
previous years which helps to increase its brand image in mind of consumers (Cometto and et.al.,
2016).
TASK 3
3.1 Impact of design and layout on customer spending
Design and layout of hotel plays important role on customer spending in the nation. It
creates positive impact on the organization. In this regard, Dorchester hotel has ensured to make the
design and layout the best in all senses. In this regard, the hotel design is an m mix of traditional
and modernity (Gaudillière, 2015). For this the hotel still retails the furnishings and ambiance if
1930 but has focused on modernizing the other areas. A well-lit plane tree has been standing at
edge of the hotel in the front premises of garden. The tree has further been named as Great Trees of
London. It further has a presence of Great location with excellent sightseeing. The atmosphere
around the hotel has further been found to be friendly and vibrant. Even the guest reviews suggest
that the hotel is Stylish, has a Pleasant entrance area and is also nice for romantic trips (Guest
Review Highlights, 2016). The housekeeping of the hotel has further been focused n which is
considered to e a major part of design and layout. In this regard, rooms are clean, with great beds,
and relatively well-maintained. The bathrooms are also Decent as well as adequately sized. Hotel
has further focused on Proper infrastructure. It provides proper resources to staff members to
manage their operations in the area. This process also helps firm them to increase customer
spending in the market (Goebel, Deeter-Schmelz and Kennedy, 2013). In addition to this,
management of hotel also solve queries of the clients and guests in order to make effective trust
which help to increase its profit. This process plays important role for firm to increase customer
spending on the products of hotel in the market.

3.2 Evaluation the effectiveness of Internal merchandising material
Merchandising or marketing are different types of activities which are used to promote and enhance
the sales of different products in a retail business. It also refers to the availability of materials for
selling purpose in order to attract and stimulate various customers to buy them (Yang and Zhao,
2014). Merchandising can be at internal and external level.
Internal signage of the Dorchester hotel
 An effective internal merchandising plans is a key to increase and attract different customers
from all over the word to visit Dorchester hotel, UK.
 The connectivity of the Dorchester hotel is increased by featuring various types of electronic
boards and franchise logo of Dorchester hotel in different areas.
 As soon as the guest and customers enters into the hotel they are cordially greeted with the
members of hotel containing the same logo of Dorchester hotel (Haas, La Rocca and
Snehota, 2016).
 Different types of logos, signs in the form of visual graphics, banners and billboards are
installed with the help of electronic and digital display. These sign proves to be helpful in
directing all the customers to different areas of hotel (Matsuo, Hayakawa and Takashima,
2013).
 Signage systems include signs which indicate room names, room numbers, restroom signs
and floor indications.
 The parking area is well equipped with safety and regulatory signs in order to indicate
different warning signs, exit points and traffic signs (Wotruba and Simpson, 2015).
Internal display of Dorchester hotel
 The internal display of the hotel is most significant characteristic which enhances and
increases the number of guests in Dorchester hotel every year.
 The hotel is equipped with different rooms of all the sizes ranging from economy to high
class (Storbacka and Pennanen, 2014).
 Light shade with attractive color emulsifiers have been used to paint rooms on different
rooms so that the display and brightness of the rooms is increased.
 All the departments of hotel such as tea lounge, restaurants, conference halls, dining room
lobby reception and the parking area are well equipped with proper lighting systems. All the
rooms are well furnished and maintained in excellent conditions (Jong, Verbeke and Nijssen,
2014).

 Different restaurants, wine bars and game corner are all constructed on the second floor of
the Dorchester hotel with the lift facility.
 Along with renovation of wine bars and restaurants the font size and the display of the logo
of the hotel is also changed every year to implement various styles and creativity (Johnston
and Marshall, 2013).
 Conference halls and rooms includes pictorial representations of various antiques to increase
the beauty of Dorchester hotel so that guest are easily attracted by its display system.
3.3 Assess the different promotional activities of Dorchester hotel
Promotional activities are those strategies which are used by different hotels or any business
organizations to promote the sales ad supply of the organization at internal or external levels.
Nearly all the hotels use same promotional plan of action in order to promote their hotel at
international level (Le Meunier-FitzHugh, Palmer and Wilson, 2015). Dorchester Hotel, UK, also
uses different strategies which are listed below.
Difference with Strategic Customers. Springer. Food and beverage department: The quality of service provided by the food and beverages
department of Dorchester Hotel is one of the most important characteristic that attracts
numerous customers from the world. The hotel offers special discounts on seafood on
Thursday and Friday (Kotler, Dingena and Pfoertsch, 2015). Various discount coupons are
available which includes full meal, complementary salad and snacks and special seafood
discount coupons. They also furnish price reductions in different continental food served by
the hotel.
 Stay at the hotel: The Dorchester Hotel offers various discounts on facilities provided by
the hotel. They promote the hotel by discounting on stay of the hotel if group of 10-15
member visits the hotel at the same time. They also provide discounts on non air-
conditioning and air conditioning rooms during different seasons of the year (Krishnan,
Peterson and Groza, 2015). During the winter and spring season offers a 25% discounts on
all the rooms of the hotel in order to attract and stimulate tourists across the world.
 Spa and relaxation facilities: Special discount facilities and offers are also provided in the
spa and relaxation centers for both male and females. They provide free access to electronic
massage and spa on every Saturday of the week. It also include other discounts on hair
coloring, cutting, rebounding and hair spas (Storbacka and Pennanen, 2014). Dorchester
Hotel also offers subsequent discounts on manicure and pedicure for both males and females
in order to promote and enhance value of its hotel. The other discounts include coupons with

40-50% reduction in cost during summer and winter season of the year (Krishnan, Peterson
and Groza, 2015).
 Bars: The Dorchester Hotel also provides discounts on facilities furnished by different
international bars located inside the hotel. The hotel is equipped with 5 recognized wine bars
(Leigh and et.al., 2014). The hotel provides unlimited complementary wine and alcohol
drinks on Saturday and Sunday. If a customer purchases two rounds of drinks on both these
days he/she will be offered the third drink without any cost. The hotel also promote the bars
by serving snacks along with drinks so that these carbonated and alcoholic liquids are easily
digested (Cometto and et.al., 2016).
Conclusion
From the report, it is found that Dorchester hotel offers several product offerings such as
bedrooms, spas, pubs, bars as well as restaurants to its guests who come to visit London from all
over the world. Segmentation also contribute effective role for firm to increase its sales in the
market. Further, Social media, television and newspapers contribute effective role for Dorchester
hotel to increase sales of its products. In addition to this, various promotional activities are used by
the hotel that aid in maximizing overall sales revenue. It can be concluded that Communication and
proper knowledge of products also helps in increasing sales of Dorchester hotel.

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