Analyzing HBC's Customer Experience & Strategic Marketing in Turkey

This case study examines the strategic marketing approach of Hillside Beach Club (HBC) in Turkey, focusing on the key factors that contribute to its unique customer experience and strong business performance. It identifies elements such as family-friendly facilities, a secluded coastal location, a dedicated management team, high bed capacity with elegant rooms, and comprehensive on-site services like bars, shopping arcades, and restaurants that transform into nightclubs. The analysis highlights HBC's commitment to simple, genuine service, continuous product development based on guest feedback, and the adoption of technological tools for enhanced customer convenience. Furthermore, it explores how these factors can be adapted to HBC's new location in Cyprus, emphasizing the importance of replicating successful strategies while considering regional trends and customer preferences. The study also underscores the role of aggressive marketing, brand loyalty, and the use of ICT systems in maintaining a strong financial base and ensuring a superior guest experience.

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STRATEGIC MARKETING OF HBC COMPANY
Name of Student
Name of University
Name of Tutor

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Introduction
Hillside Beach Club has created and always maintained unique customer experience, these has
helped them have competitive advantage over other competitors in the same industry. This is
evident because since the start of the company has number of clients, high clients’ satisfaction
and high return visitor rates (Chisnall, 2012). The factors that the company has put in place
include the following. First of all the company provide family vacation facility this makes it a
good destination for everyone as one can come with their family to have nice time as the parents
can accompany their children during holidays and have time outside their normal homes (Help
guide, 2016). This makes the company make good timing when n most guests arrive between
April and October when even kids are out of school this makes them get much revenue during
this period.
Key factors that create a unique customer experience at the HBC
The club offers rich variety satisfactions from across the range of visitors such as kids, parents,
travelers and those in honeymoon. Secondly, the facility is located in a secluded bay along the
coast of Mediterranean and is within 34 miles from airport (Harrison, 2009). This makes it have
good access to and from by many visitors internationally and locally as there are direct flights
from other neighboring countries and far destinations. Being that the resort is located along the
coast give it cool serene atmosphere for the visitors coming at that place and as the well good
view of the see. The company also has the right team to help the management in setting up
various corporate governance relationships to help the company grow, and visitors have time to
rest whenever at the resort. The Alarko group that operates the Hillside Beach Club appointed
the CEO who intern took a year to constitute and build a management team that has enabled the

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company prospers. This team is a blend of individuals from different fields creating a unique
culture and help in re-thinking service delivery every day. The facility has a larger bed capacity
of up to a thousand, this large capacity help them book many visitors and even the guests are
always not worried if they will miss space in the club unlike a case which can happen in other
facilities this too make them have a competitive advantage (Cadogan, 2009). Each of these
rooms of the resort is made elegant and are having a see view making each visitors enjoy the
nature.
The facility has other services such as bars and shopping arcade making less than one stop point
where the visitors coming to the place are less worried as they will find all they need under one
roof. The resort also has a restaurant that has a large sitting capacity to accommodate many
guests. It also provide open buffet where three meals are served in a day to the visitors and after
the last meat at the evening is served the hotel is turned into a nightclub where visitors get to
enjoy themselves just within without going away from the resort. The HBC has always remained
floating at the top of leading resorts in the region (Desa, & Basu, 2013). Despite other coming
with better facilities that are more than those are available at the Hillside Beach Club. However,
instead they have maintained their business concept of being simple, universal, and genuineness
in business in which they have emphasis that the guest should pay them for feeling good at their
facility (Nash, 2015). This partly achieved by their service men and women who are always
happy whenever they are serving clients making them feeling they belong to that place and want
to stay longer. This also makes them think of happiness whenever they think of the facility even
when they are away.

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Continuous development of products and services is achievable from the feedback and thoughts
provided by the guests recommending on improvements they would like to be done the following
day or in future, this feedbacks can be gotten from surveys responded by the guests. After getting
this information the management sits down to troubleshoot the best way they can tackle and
improve the recommendations (Dobni, Dobni, & Luffman, 2011). adoption out of technological
tools is also make the clients have a good experience being that their comfort is not disturbed at
all they do things at their locations within and outside the facility (Bharathi, 2016). This is
applicable in many ways as the guests can do reservations at the facility from their homes even a
year before the arrivals, from the rooms, and at any point, within the facility, the guests are able
to communicate with the resort to solve a problem or make order or inquiry. Those that come
with their kids for a vocation there is also a mobile application that is used for tracking kids
within the facility at the kid’s side.
Guest relations also help in building good customer experience as this is done by in most respect
(Brooksbank, 2011). The guest relations department coordinates this and in their current facility,
HBC has employed servant-master relationship with their guest, which is full of genuineness
With the planned establishment of Hillside Beach Club in Cyprus they must put in place right
approach to help them penetrate the market in their new location, therefore the management of
HBC has to consider many factors that they had in Turkey which made their clients have a good
experience at their resort (Battell, 2006). This must be made possible because it is the same
clients they are going to serve in the new location even though some experience might be site
related, but they just have to transfer how they do things in Turkey to the new location. These
factors that bring about good customer experience include but not limited to continuous product

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development by the management, this because every yearly season the company wants to create
a good experience for the guests where they do not want to do things same way year in year out
(Miller, Biggart, & Newton, 2013). This is achievable from the feedback and thoughts provided
by the guests recommending on improvements they would like to be done the following day or in
future, this feedbacks can be gotten from surveys responded by the guests. After getting this
information the management sits down to troubleshoot the best way they can tackle and improve
the recommendations. The team also has to evaluate the trends and competition in the region
where they are to move in, they also have to analyze what guests from their new region like
whenever they came at their resort this will as well give them type of experience they expect in
the new location in Cyprus.
Use of technological tools is also a must and must be adopted in a new location; this will make
the clients have a good experience being that their comfort is not disturbed at all they do things at
their locations within and outside the facility. This is applicable in many ways as the guests can
do reservations at the facility from their homes even a year before the arrivals, from the rooms
and at any point within the facility, the guests are able to communicate with the resort to solve a
problem or make order or inquiry (Lavy, 2013). Those that come with their kids for a vocation
there is also a mobile application that is used for tracking kids within the facility at the kid’s side.
Sales and marketing of the facility is another approach that helps in enhancing the customer
experience. They must put in place aggressive marketing techniques this will help in building the
brand and place it at some level across the globe making their new location preferred facility by
many guests. Based on their brand loyalty at the first location this can be translated in the new
location as many guests who have had experience at the HBC in turkey can come easily in a new
location in Cyprus with the expectation of getting the same experience in they got at the resort.

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The company has even employed technology in markets such as the use of Facebook, twitter,
snapchat, Instagram (Sole, 2009). They use these tools for public relations and get feedback from
their guests. The high number of rooms and beds at the new facility in Cyprus also gives the
customers confidence that they will not miss out.
Use of ICT systems to help in their daily operations in management and help in decision support
services to the managers. These systems are used for accounting and reporting within the
organization it is useful in helping on the mixing of nationalities of the guests in the rooms
helping in reducing predomination of specific rooms by individuals from one nationality due to
high demand of the facility by guests both locally and internationally.
Factors of the customer experience that should be adapted to the Cyprus location
Based on the reservations made by the guests from a specific region, chefs are able to make a
menu for those guests, as they will be able to know their preferred food. Such management also
helps the resort in monitoring their revenues making the organization having a strong financial
base thus, they are able to expand and undertake any renovations and refurbishment of the
facility (Potter, 2002). Guest relations also help in building good customer experience and this
must be done by at most respect this must be transmitted to the new location in Cyprus. In their
current facility, HBC has employed servant-master relationship with their guest, which is full of
genuineness. With the planned establishment of Hillside Beach Club in Cyprus they must put in
place right approach to help them penetrate the market in their new location, therefore the
management of HBC has to consider many factors that they had in Turkey, which made their
clients, have a good experience at their resort. This must be made possible because it is the same
clients they will serve in the new location even though some experience might be site related, but

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they just have to transfer how they do things in Turkey to the new location. These factors that
bring about good customer experience include but not limited to continuous product
development by the management, this because every yearly season the company wants to create
a good experience for the guests where they do not want to do things same way year in year out.
The resort also has a restaurant that has a large sitting capacity to accommodate many guests. It
also provide open buffet where three meals are served in a day to the visitors and after the last
meat at the evening is served the hotel is turned into a nightclub where visitors get to enjoy
themselves just within without going away from the resort. The HBC has always remained
floating at the top of leading resorts in the region (Desa, & Basu, 2013). Despite other coming
with better facilities that are more than those are available at the Hillside Beach Club. However,
instead they have maintained their business concept of being simple, universal, and genuineness
in business in which they have emphasis that the guest should pay them for feeling good at their
facility.

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Help guide. (2016). Strategic Marketing: Improving your marketing strategies. Helpguide.org.
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