PRODUCT MIX
In any organisation, we find product the focal point. The hotel services also require a fair combination of core and peripheral services. It is right to mention that in almost all the hotels of same category by and large the core services are found identical and therefore the peripheral services divert a close attention where the hotel personnel need professional excellence.
More innovative the peripheral services, more attractions we add to our product mix. This makes it essential that hotels and hotel companies assign due weightage to the formulation of an optimal product mix in which peripheral services prove to be a point of attraction.
The emerging trends in the socio-economic parlance necessitate an analogous change in the product mix. With the passage of time, it is quite natural that some of the services becomes outdated and therefore, we need to eliminate them. At the same time, it is essential that we keep our minds open and come to know the latest developments in the likes and dislikes of the customers, and while including new services in the product mix, assign due weightage to their preferences, While formulating the product mix it is pertinent that we make the ways for frequent innovation.
It is also right to mention that frequency in innovation is found essential and at the same time easier in the context of peripheral services.
The hotel professionals are required to formulate a package that helps in attracting the customers. Modifications in the existing services by adding a few outstanding properties is found to be a suitable strategy for the development of product. The generation of idea, the formulation of concept, the analysis of product cost and the testing of services before their final commercial launch become significant in the very context.
This necessitates an in depth study of product life cycle. A hotel manager bears the responsibility of adding attractions to the product mix and this is possible when they have world class professional excellence.
While formulating the product mix for the hotel services, it is essential that catering management, restaurant and cafeteria management, management of bedrooms, management of convention halls are given due weightage.
The boarding services are considered to be an important part of product mix. In addition, the lodging services also become significant. Here it is essential that facilities like light, water, electricity, ventilation, entertainment, sanitation arrangement of bed etc. are available to the guests. While formulating the product mix, the hotel organisations are required to make possible a fair mix of core and peripheral services.
We can't deny the fact that as and when we talk about the services of hotel industry, our focus is on the tourism industry because from there we get profitable business. In addition, the industries and their executives also divert our attention since they help us substantially in getting the business.
We can't devalue the instrumentality of educational institutions and business houses in getting business for our convention halls. These facts make it clear that while formulating product strategy, it is pertinent that the hotel professionals keep in their minds the users of services and their characteristics.
In the formulation of a sound product strategy, it is essential that we assign due weightage to the mix of services expected and desired by the potential customers. We need to make the information system strong enough to initiate suitable guidelines for the strategic decisions. What to offer? What to modify? What to alter? What to eliminate? These questions require suitable answers which are expected from the professionally sound and high performing team of hotel personnel.
If we find that our competitors have been innovating their strategies, we have no option but to practise the same.
If we want to project our image as a leader, we have no option but to make the ways for innovation. We need broad-based information related to the local community vis-a-vis the foreign and domestic tourists.
In addition, the information regarding the facilities available in the hotel would be related to both such as areas producing revenue and areas not generating profitable financial returns. The information regarding the details of competition are also to be collected regarding the various facilities made available in a hotel including the prices, profile of potential customers, such as age-bracket, sex.
Type of group, place of employment, place of residence, mode of transport, room popularity, new guest, first choice, length of stay, any complaints and who made the booking. Besides, we also need information related to hotel activities, such as occupancy statistics, seat turnover percentage, number of empty days. pattern of sales in restaurant and bar or so. It is not to be forgotten that needs of the guests are the cornerstone of marketing analysis.
An in depth study of what the competitors are doing, implementation of unique selling proposition to fulfill the needs of customers, determination of objectives and the formulation of strategies, advertise a promise which is genuine and creditable and in which the customers can easily discern their own benefits can't be devalued in the very context. It is pertinent that we view everything from the customers perspective.
The accommodation facilities available and the housekeeping draw our attention to improve the quality of services. While formulating strategic decisions, it is significant that we include in our product mix all the new services offered by our competitors.
Not only the primary and auxiliary or core and peripheral but even the supportive services offered by allied industries divert our attention. The development process can’t remain static. This necessitates a continuous effort for incorporating 'he necessary changes in our service mix. The issue of concern here is how and what to incorporate? A sound product strategy is found a pre-requisite for establishing a fair or positive image.
Image is the way in which a hotel portrays itself. The factors like atmosphere, brand name, the status, type of people and corporate institutions patronising a hotel would be instrumental in building up a fair image. And the most important thing in the projection of a fair image is the quality of services and the behaviour of the front-line staff.
In any organisation, we find product the focal point. The hotel services also require a fair combination of core and peripheral services. It is right to mention that in almost all the hotels of same category by and large the core services are found identical and therefore the peripheral services divert a close attention where the hotel personnel need professional excellence.
More innovative the peripheral services, more attractions we add to our product mix. This makes it essential that hotels and hotel companies assign due weightage to the formulation of an optimal product mix in which peripheral services prove to be a point of attraction.
The emerging trends in the socio-economic parlance necessitate an analogous change in the product mix. With the passage of time, it is quite natural that some of the services becomes outdated and therefore, we need to eliminate them. At the same time, it is essential that we keep our minds open and come to know the latest developments in the likes and dislikes of the customers, and while including new services in the product mix, assign due weightage to their preferences, While formulating the product mix it is pertinent that we make the ways for frequent innovation.
It is also right to mention that frequency in innovation is found essential and at the same time easier in the context of peripheral services.
The hotel professionals are required to formulate a package that helps in attracting the customers. Modifications in the existing services by adding a few outstanding properties is found to be a suitable strategy for the development of product. The generation of idea, the formulation of concept, the analysis of product cost and the testing of services before their final commercial launch become significant in the very context.
This necessitates an in depth study of product life cycle. A hotel manager bears the responsibility of adding attractions to the product mix and this is possible when they have world class professional excellence.
While formulating the product mix for the hotel services, it is essential that catering management, restaurant and cafeteria management, management of bedrooms, management of convention halls are given due weightage.
The boarding services are considered to be an important part of product mix. In addition, the lodging services also become significant. Here it is essential that facilities like light, water, electricity, ventilation, entertainment, sanitation arrangement of bed etc. are available to the guests. While formulating the product mix, the hotel organisations are required to make possible a fair mix of core and peripheral services.
We can't deny the fact that as and when we talk about the services of hotel industry, our focus is on the tourism industry because from there we get profitable business. In addition, the industries and their executives also divert our attention since they help us substantially in getting the business.
We can't devalue the instrumentality of educational institutions and business houses in getting business for our convention halls. These facts make it clear that while formulating product strategy, it is pertinent that the hotel professionals keep in their minds the users of services and their characteristics.
In the formulation of a sound product strategy, it is essential that we assign due weightage to the mix of services expected and desired by the potential customers. We need to make the information system strong enough to initiate suitable guidelines for the strategic decisions. What to offer? What to modify? What to alter? What to eliminate? These questions require suitable answers which are expected from the professionally sound and high performing team of hotel personnel.
If we find that our competitors have been innovating their strategies, we have no option but to practise the same.
If we want to project our image as a leader, we have no option but to make the ways for innovation. We need broad-based information related to the local community vis-a-vis the foreign and domestic tourists.
In addition, the information regarding the facilities available in the hotel would be related to both such as areas producing revenue and areas not generating profitable financial returns. The information regarding the details of competition are also to be collected regarding the various facilities made available in a hotel including the prices, profile of potential customers, such as age-bracket, sex.
Type of group, place of employment, place of residence, mode of transport, room popularity, new guest, first choice, length of stay, any complaints and who made the booking. Besides, we also need information related to hotel activities, such as occupancy statistics, seat turnover percentage, number of empty days. pattern of sales in restaurant and bar or so. It is not to be forgotten that needs of the guests are the cornerstone of marketing analysis.
An in depth study of what the competitors are doing, implementation of unique selling proposition to fulfill the needs of customers, determination of objectives and the formulation of strategies, advertise a promise which is genuine and creditable and in which the customers can easily discern their own benefits can't be devalued in the very context. It is pertinent that we view everything from the customers perspective.
The accommodation facilities available and the housekeeping draw our attention to improve the quality of services. While formulating strategic decisions, it is significant that we include in our product mix all the new services offered by our competitors.
Not only the primary and auxiliary or core and peripheral but even the supportive services offered by allied industries divert our attention. The development process can’t remain static. This necessitates a continuous effort for incorporating 'he necessary changes in our service mix. The issue of concern here is how and what to incorporate? A sound product strategy is found a pre-requisite for establishing a fair or positive image.
Image is the way in which a hotel portrays itself. The factors like atmosphere, brand name, the status, type of people and corporate institutions patronising a hotel would be instrumental in building up a fair image. And the most important thing in the projection of a fair image is the quality of services and the behaviour of the front-line staff.