Ramada Case Study Essay

This instance survey is written on Ramada Hotel. Multan. We discussed about selling & A ; cleavage schemes. the services it’s supplying & As ; how it’s distinguishing itself from its rivals by its alone services. Semi structured questioning technique is used to roll up informations. Ramada Multan is basking monopolistic place in Multan being the merely four star hotel in the metropolis. But there are many countries of betterment needed to be focused by the direction to retain the clients & A ; to increase the client base. There is a possibility in close hereafter that some other quality oriented hotels enter the Multan market & A ; at that clip it will be hard for the Ramada hotel to retain its clients as it didn’t focal point to develop client trueness among its clients. So the hotel is under uninterrupted menace of losing its client base.

Cardinal Wordss:

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Customer trueness. Selling. Schemes. Cleavage Schemes

Introduction:

Enterprises exist because they have a client to function. ( Gandolfo Dominici. Nov 2010 ) Customer satisfaction plays a really of import function in success & A ; endurance of an organisation. It’s the most critical component in the proviso of quality services. We have selected Ramada hotel. Multan to analyze how they are supplying quality services to their clients. We have developed semi-structured questionnaire to roll up the information.

Located in the bosom of Multan City. Ramada Multan hotel near Shrine of Bahauddin Zakariya is merely proceedingss from popular country attractive forces and major concerns. Its cardinal location doing the hotel the ideal topographic point for concern and leisure travellers likewise.

Greet the forenoon with a smiling over free Continental breakfast. and catch up on the intelligence with free day-to-day newspaper. Before you head out for the twenty-four hours. travel for a refreshing swim in out-of-door pool and work up a perspiration in fittingness room. Stay connected to place or the office right from your air-conditioned room with high-velocity Internet entree. Hotel offers guest wash services and express check-out procedure. Handicapped-accessible suites. non-smoking suites and presidential suites are available at hotel.

Positioning & A ; Segmentation Schemes:

Hotel is positioned as a premium trade name. being the merely 4 star belongings in town. Bing the lone hotel in Multan of this quality. it besides has a monopolistic market and its taking benefit from its first mover advantage. Presently there is no other 4 leading hotel in Multan. Hotel scheme is to aim new concern sections such as corporate. diplomatic sector. groups and exhibitions every bit good as go oning concern with its bing clients. Hotel direction has particular focal point on retaining its clients through better client services. Hotel wants to be more proactive and seeable in the market topographic point through efficient PR and selling scheme.

Mediums Used For Marketing & A ; Attracting Customers:

Hotel has online presence on cyberspace to demo its web being. All the information sing merchandise and services is available on the web site. Customer can log on to website to seek out the relevant information of their pick. Online reserve installation is besides available in their web site where any client can book his room and can pay in progress by giving recognition card information.

For one on one meetings with corporate clients hotel besides has a squad of marketing persons who meet with their prospective clients on regular footing. Appointments are set prior to run intoing with corporate clients and squad met with these corporate clients usually at their offices. Purpose of these meetings is to beef up their relationships with the cardinal stakeholders of the organisation and therefore acquiring concern out of these good relationships.

Hotel besides provides service of dinner invitations for cardinal interest holders. Hotel selling squad identifies the cardinal interest holders of their targeted corporate organisations. These are identified for directing out dinner invitations. These dinners are arranged with senior hotel direction and usually concern is non discussed during these dinners as these dinners are arranged with intent of making a positive personal gesture.

For publicities hotel besides launches different publicities at different point of clip to accomplish their concern aims. As already mentioned that this is the lone 4 leading hotel in town. usually they do non necessitate publicities to keep their concern at a certain degree during normal concern months. During off season. like Ramadan. they offer different publicities on Rooms because during this holy month Rooms concern is on lower side. Suites are offered at lower rates than normal. Promotions are besides available on weekends as corporate concern is between working yearss i. e. Monday to Friday and concern slow down on weekends.

Marketing Mix:

Merchandise:

Hotels merchandise includes Rooms. Banquet Halls. Food Business. Wine

Monetary value:

Bing the lone hotel in town. premium pricing is charged to heighten grosss. Hotel has adopted slab based bear downing which offers particular trades for companies bring forthing more concern.

Topographic point:

Located in the bosom of Multan City. Ramada Multan hotel near Shrine of Bahauddin Zakariya is merely proceedingss from popular country attractive forces and major concerns. It’s cardinal location doing the hotel the ideal topographic point for concern and leisure travellers.

Promotion:

Particular offers are designed to heighten gross for about all merchandises.

Strategies & A ; other tools e. g. MIS. CRM to track the changing clients need & amp ; outlooks:

As such no Management information system is installed to track the altering client demands and outlooks. However. Hotel is utilizing customized package that is installed to enter all non-financial and fiscal minutess. This package collects all reserve petitions and can bring forth reserve studies. This package is besides linked with recognition system and bring forth recognition bill for recognition section. Besides it can bring forth quantitative studies sing which company is bring forthing how much concern on monthly and annual footing. This software’s name is “Munshi 789” .

Schemes Used To Track The Changes In Market Tendencies:

Market analysis is done on regular footing and outer environment is scanned by marketing squad to see concern tendencies and information is collected from market. Normally there are no large alterations in market tendencies as there is no other hotel of same quality which can vie with Ramada. One tendency that is seen in the market is that companies are now switching towards guest houses to let go of force per unit area on their costs. Guest houses are usually cheaper so hotel and we have now good invitee houses in market like Pearl Continental has opened its guest house in Multan. This invitee house has shifted some of the hotel concern to its belongings and go a challenge for hotel. But still if we see the concern volume. that guest house is offering merely 20 suites that do non present a existent menace for hotel. So hotel is basking the monopolistic market and does non device any specific scheme to get by up with altering market tendencies.

Pricing Scheme:

Bing the lone hotel in town. premium pricing is charged to heighten grosss. Hotel has adopted slab based bear downing which offers particular trades for companies bring forthing more concern. There are particular rates for corporate clients. Companies who produce more concern are offered lesser rates. Pricing rhythm is one twelvemonth and rates are revised every twelvemonth maintaining in position the market conditions. These rates are communicated in progress to all corporate clients through a written missive.

Customer keeping schemes:

Customer keeping holds a cardinal importance for sustainability of any cordial reception concern. Its considered to be the pillar for any service organisation as it cost less in retaining old clients instead than doing new clients. Management pays particular attending to client keeping. Hotel is presently running a “Priority nine membership” to retain its repetition clients. These clients can use for precedence nine rank on any of their stay at hotel. Once become member. clients are offered different trades including price reductions and free darks. Superior client services are designed for client satisfaction.

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