Perpetual Help College Manila

International Hospitality Management

Chapter 2

LITERATURE

According to Gary Hamel, most of us understand that innovation is enormously

important. It's the only insurance against irrelevance. It's the only guarantee of

long-term customer loyalty. It's the only strategy for out-performing a dismal

economy.

According to John.Romero, in marketing he seen only one strategy that can't

miss - and that is to market to your best customers first, your best prospects

second and the rest of the world last.

A satisfied customer is the best business strategy of all. Michael LeBoeuf

According to Naveen Jain, the success doesn't necessarily come from

breakthrough innovation but from flawless execution. A great strategy alone won't

win a game or a battle; the win comes from basic blocking and tackling.

Michael.Porter said, companies have to be very schizophrenic. On one hand,

they have to maintain continuity of strategy. But they also have to be good at

continuously improving.

Drucker, 2007, Innovation is a management tool that people with an

entrepreneurial “mindset use to exploit change as an opportunity for a different

business or service, and can be learned and practiced”

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International Hospitality Management

The “Filipinnovation” strategies, or Philippine national innovation

strategies, establish the foundation for future growth, productivity improvements,

and better jobs not only for the hotel industry but for other industries as well.

Filipinnovation as a four-pronged innovation strategy means branding Filipino

competitive innovation for sustainable development and global positioning.

These strategies include strengthening human capital, supporting business

incubation and acceleration efforts, regenerating the innovation environment, and

upgrading the Filipino mindset. Concretely, opportunities for new sources of

innovation-based growth abound in fields such as agriculture, education, energy,

manufacturing, health, and transportation. The challenge from a management

view is for managers to have the resolve to pursue innovation with passion. The

challenge from the policy perspective is for the Philippines to optimize the

interplay of institutions and the interactive convergence of processes in the

creation, application, and diffusion of knowledge, human capital, and technology.

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International Hospitality Management

STUDIES

SAFETY AND SECURITY

The subjects of security and safety are usually addressed in tandem even

though they are somewhat different in nature. The trend today is to use the term

safety when discussing disasters, fire prevention and protection; protection

devices; and conditions that provide for freedom from injury and damage to

property. Security refers to the freedom from fear, anxiety, and doubt involving

ourselves, as well as to the protection and defense against the loss or theft of

guest, patient, employee and company property.

LIGHTING

Proper lighting heightens the beauty of a room and add to guest comfort.

Lighting can create a desired effect by flattering the occupant as well as the room

furnishings.

Many businesses have evolved over the last decade into a more web-based

industry. The result of this transition is that consumers seeking to buy something

now have more options than ever before. In turn, businesses are experiencing

the challenge of increased competition and, in some cases, less

business.Certainly with repeat business and referrals being the bread and butter

for many businesses – and undoubtedly essential to anyone in business – being

able to satisfy clients becomes ever more important. Naturally, the more satisfied
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International Hospitality Management

a client is, the more loyal that person will feel for years to come. It doesn’t take

expensive gifts to make a client happy either.Here are seven ways to help you

increase your customer satisfaction and create client loyalty.

1. Respond quickly – or at least within a reasonable time frame. The majority

of people these days expect a response back from their inquiry within a

reasonable time frame. Whether it would be an email or phone call, a

prospect or client, it’s important to set up an effective communication

system and make time out of your busy schedule to respond. It’s critical to

be available to your customers’ schedules and not the other way

around. By doing so, you are proving that you care about them as a client

and will take care of their needs. If you find yourself in a situation where

you have not responded promptly, it still makes sense to respond with an

apology for your tardiness.

2. Ask how your clients would like to be responded to. One way to increase

customer satisfaction is to communicate with clients through their

preferred method. For online consumers, email is the standard method.

This allows them to maintain the anonymous status which is important to

online consumers. Even when consumers provide a telephone number,

they may be surprised when you contact them by phone. If you decide to

place a call, take into consideration that it is a more personal and perhaps

invasive action. Prepare notes or a list of questions beforehand to ensure

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International Hospitality Management

you cover all your points and maximize the time. By contacting people in

their preferred method, you will most likely have a better chance of

reaching them with that reasonable time frame, communicating effectively

and achieving your goals.

3. Create a positive website experience. Once visitors lands on your website

or landing page, you have about 10 seconds to capture their attention.

People will judge your site quickly and determine whether they’d like to

give you the opportunity to earn their business and be their Realtor. With

an attractive layout, some photos, your contact information clearly laid out

on the home page, you’re off to a good start. When you start providing

additional information on your website about your market area, like

neighborhoods, schools, other points of interest, you begin to increase the

value of your site. You will give people a reason to come back and they’ll

tell others about it, too. A blog is an easy and effective tool to

communicate with readers. There you can post market information, daily

updates, and any opinions that may help educate visitors.

4. Personalize and customize. Everything you do once you connect with an

Internet consumer should come across customized for the client. The

Internet allows people flexibility and anonymity but once they reach out for

information, they expect high quality customer service. Templates are an

important tool to saving you time, but never forget to tailor several
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International Hospitality Management

components to suit your client. People are becoming wiser and more

Internet-savvy, so they’ll be able to see.

5. Think from the customer’s point of view. Buying something is an important

and often emotional decision in a person’s life. Consumers will generally

select someone whom they feel will take care of their needs best. Show

that you are on their side, listen to their requirements and preferences and

respond in a way that demonstrates or conveys that you consider them a

close acquaintance or friend. Think from the customer’s perspective. This

simple rule applies to any marketing initiative. Seeing things from the

customer’s perspective will help keep their experience a positive one.

6. Educate your clients. Side by side with setting expectations, a common

sense to working successfully in challenging markets is to educate clients

and to better manage expectations of the customers. Having facts,

documentation, news, blogs, etc. to provide to your clients will help them

understand where you are coming from and validate your points. Print out

white papers or articles and have them readily available for handing out to

clients. Being an expert in your market is paramount to building trust and,

in turn, clients – and it’s your responsibility to understand and be able to

convey the difference to help educate them.

7. Conduct surveys and track results. Surveys can prove to be a valuable

tool and source of information. You can set up surveys to go to clients in

 Perpetual Help College Manila
International Hospitality Management

the beginning of a relationship after you first meet a client, in the middle of

a longer term transaction period, and/or at the very end when the

transaction is finalized. Find out what clients like or dislike about you

and/or your offered services. Analyze their answers to find out what you

can improve about your approaches and methodologies. Keep results so

that down the road you can analyze metrics about how your business has

evolved and have the ability to chart a course of action based on empirical

knowledge, not just guess work. Statistics and data will help you make

wiser decisions about your business.

There are various strategies open to a business company. These are

actions with very long-range implications. Results will not be felt within a year or

even two years. It will take longer to see what will really happen. These

strategies open to a company are: GROWTH- The organization may decide to

thrust forward on a growth strategy. The objective is to expand the market for the

company products or services. Growth may also be targeted in terms of income,

expansion of programs and personnel, plant facilities, or production schedules.

NON-GROWTH- A company may decide on a no growth strategy over the next

three to five years. The objective is to keep the company in tight reins for the

moment, to stall an expansion, or to keep things in the status quo. The market

share is maintained; production schedule is unchanged; and there are no new

developments in personnel or factory facilities. No-growth is an uneasy move

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International Hospitality Management

usually stimulated by uncertainties in the business environment or by instable

political developments in the country.

RISK REDUCTION- This may be resorted to by the usually big companies or

firms in a volatile or small market. Some examples of this strategy are when four

or five oil companies decide to put up a cartel or a close monopoly among

themselves. They may decide on a common price or a set level of gasoline to be

marketed to the public during a specific period of time, and thereby, ensure

control of the oil market and reduction of risks.

ACQUISITION AND MERGER- Big firms may be acquiring small firms either to

eliminate competition or to ensure better control of a market. The big firms buy

out the stockholders and use the shares of stock to own the small companies or

they may go into a merger with other companies from which will emerge a new

company, bigger and supposedly better. They emerge as conglomerates with

diversified companies.

DIVERSIFICATION- a Company may go into diversification as another strategy

for survival and growth. There are many variations of diversifications; (a)

horizontal diversification- when a company increases its mix of products for the

same or existing market; (b) vertical diversification- when a company produces

its own components, such as when a car manufacturing or car assembly plant

also puts up facilities to produce car tires, car batteries, car lights, or car air

conditioners, instead of contracting outside suppliers for these parts and

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International Hospitality Management

accessories; (c) concentric diversification- when a company goes into an entirely

different line such as when a mining company, because of poor export prices for

its mineral products, may acquire a candy or factory or a real estate firm; (d)

conglomerate- when one company enters into many areas; e.g., san Miguel

corporation having a beer division, an ice cream division, etc.

MULTINATIONAL- A huge company may decide to invest in several countries by

setting up a multinational corporation. Its ownership may be by citizens of one

country but it has branches or factories in many countries, exploiting the

strengths or resources of each company or the rich market potentials.

LIQUIDATION- Another strategy id for a helpless company to decide to liquidate

itself from the competitive market due to a variety of reasons, such as lack of

cash for operations, dwindling markets, high production costs, smuggling or

unfair competition, or slump in the company.

 Perpetual Help College Manila
International Hospitality Management

Bibliography

Website

https://www.brainyquote.com/quotes/quotes/j/johnromero182624.html

https://www.brainyquote.com/quotes/quotes/m/michaelleb158247.html

https://www.brainyquote.com/quotes/quotes/n/naveenjain416008.html

https://www.brainyquote.com/quotes/quotes/m/michaelpor396110.html

https://en.wikipedia.org/wiki/Fairmont_Hotels_and_Resorts

http://www.fairmont.com/makati/

http://www.fairmont.com/about-us/ourhistory/

http://www.fairmont.com/corporate-responsibility/environment/

Books

Robert J. Martin Wm. F. Harrah College of Hotel Administration University of

Nevada, Las Vegas

Thomas J.A. Jones Wm. F. Harrah College of Hotel Administration University of

Nevada, Las Vegas

Bambang Haryanto Webmaster of Business Tools and Resources

 Perpetual Help College Manila
International Hospitality Management

Chapter 3

Research methodology

This chapter will presents the method of research to be use, the

population, the sampling technique, the research instrument, locale of the study,

respondents and data gathering procedure.

This study will make an assessment towards the strategy of Fairmont

hotel to the guest satisfaction. This research is suitable for the hotel to enhance

their service and improve their facilities for the guest.

Method of research to be used

This study will make use of the descriptive method of research. This

method is designed for the researcher to gather information about the strategy of

Fairmont hotel in Makati for the guest satisfaction.

The descriptive method is considered appropriate to the process and to

gather data, describe , analyze, and interpret data (Polovan 2009)

Research Instrument

In this study, interview and observation is use in data gathering and to

support this research. The researchers will conduct an interview and observation

based on the purpose and content of the study.

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Locale of the study

This study is located in Fairmont Hotel in Makati to know the strategy

of the hotel to maintain their guest or for their guest satisfaction the front office

and housekeeping department will be the respondent of our research.

Respondents and Sampling technique

In Fairmont Makati, atleast 3 front office and 5 housekeepers will

represent as the respondent of study. Purposive sampling will be use in the

study.

Data gathering procedure

The data will be gathered to the use of interview and observation. The

researcher will formulate a relevant question to come up with an effective

question for the interview that will took a maximum of 20 minutes each

respondents.