StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...
Free

Penang Mutiara Hotel - Areas for Growth - Essay Example

Cite this document
Summary
The paper "Penang Mutiara Hotel - Areas for Growth" states that it is really quite essential to state that operational management in a service industry-based luxury hotel is a dynamic task due to a large number of services and demanding target customers…
Download full paper File format: .doc, available for editing
GRAB THE BEST PAPER95.4% of users find it useful
Penang Mutiara Hotel - Areas for Growth
Read Text Preview

Extract of sample "Penang Mutiara Hotel - Areas for Growth"

Through planning, anticipation and flexible employment of resources, the management has succeeded in retaining at least 50 percent of its clientele as return guests. Speed and fast response are other strengths of the Penang Mutiara. Flexibility in exploiting opportunities and employment of staff through multi-skill training has created unique strengths. This has resulted in the dependability factor, which a customer in the service industry cherishes and has improved occupancy rates leading to corresponding economies of scale. (www.booksites.net). The hotel can leverage its strengths as there is adequate potential for growth with continuous improvement with reference to organizational quality and performance, focusing on customer satisfaction, through constant incremental improvements to processes including removal of unnecessary activities. (www.managementhelp.com).

Loyalty Bonus Scheme

The service industry has to balance between strategy and operations before it can consider growth options. Since Penang Mutiara is operating as an international destination, it has to see operational management from an international perspective. (Slack: 2003). International guests in the luxury segment whether these are businesses or tourists seek the comfort of familiarity. Thus if they have been looked after well by a particular hotel once, they would like to continue to stay in the same hotel and also recommend this to their friends and associates. Word of mouth is a powerful communication tool for luxury clientele with a strong network. This aspect can be exploited by the Penang Mutiara.

Thus a customer loyalty program is the first growth area recommended for the hotel, exploiting its customer relationship, familiarity with the loyal customers and service orientation. At present, the 50 percent returnee guests show that there is adequate potential for growth in this segment may be 70-75 percent with schemes involving loyalty bonus and also loyalty recommendations which entail that any recommendation made by a customer will gain him loyalty points for him as well as his recommended guest. This is envisaged to enable the hotel to gain a growth of 25-40 percent in its bottom line as this can be achieved through existing resources and infrastructure. Thus a loyalty bonus scheme and visitor scheme with discounts of 5 to 10 percent could considerably benefit Penang without having to deploy additional resources.

This scheme can be put in place within a period of three to six months after running simulation exercises based on existing data and feedback from existing customers.

Restaurant Business

The second growth area identified from a review of the case study was in restaurant operations. There is obviously some slack in the restaurants, from where the staff was being deployed for taking on the additional load of room service. Restaurants attract local as well as in-house customers whose demands can be met with ease through proper coordination of the services to include guest relations, catering and so on. These are common functions in the hotel business which if properly coordinated can enhance profitability. (www.cambridgecollege.co.uk). Penang Mutiara should develop its restaurant business to benefit from the flexibility of its operations and staff coordination. This will considerably enhance its business without affecting present services. The hotel sector has been identified as having the adequate potential to distribute its services efficiently through unique product creation and effective service management; hence this aspect can be exploited with ease. (www.managementhelp.com)

The infrastructure existing in the restaurants in terms of table space is considered adequate, though exact data is not available. Some skilled manpower may have to be trained and deployed. Popularizing the restaurants will need a detailed campaign of concessions, benefits and so on being proposed, which will take a period of three months to establish in the minds of the client population. Thus this area of growth can be undertaken in a period of three months or so.

Read More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Case study question- Indentify two potential areas of growth for the Essay”, n.d.)
Case study question- Indentify two potential areas of growth for the Essay. Retrieved from https://studentshare.org/miscellaneous/1536331-case-study-question-indentify-two-potential-areas-of-growth-for-the-penang-mutiara-hotel-and-discuss-how-these-changes-might-be-implemented-from-an-operatio
(Case Study Question- Indentify Two Potential Areas of Growth for the Essay)
Case Study Question- Indentify Two Potential Areas of Growth for the Essay. https://studentshare.org/miscellaneous/1536331-case-study-question-indentify-two-potential-areas-of-growth-for-the-penang-mutiara-hotel-and-discuss-how-these-changes-might-be-implemented-from-an-operatio.
“Case Study Question- Indentify Two Potential Areas of Growth for the Essay”, n.d. https://studentshare.org/miscellaneous/1536331-case-study-question-indentify-two-potential-areas-of-growth-for-the-penang-mutiara-hotel-and-discuss-how-these-changes-might-be-implemented-from-an-operatio.
  • Cited: 0 times

CHECK THESE SAMPLES OF Penang Mutiara Hotel - Areas for Growth

Feasibility of hotel to implement changes in strategy

Change in strategy at hotel penang mutiara is visible due to these factors; The flexibility of the management is possible because this can be attested to the fact that the hotel can cope up with unexpected requests by customers this is evident from the fact that a hotel can have someone look for camembert cheese when asked by a guest since they don't have it.... According to hotel management of the penang mutiara instead of putting the frequent visitors through the formalities they can compromise this despite the maintenance of class....
2 Pages (500 words) Speech or Presentation

The Level of Customer Satisfaction of Grameen Phone Limited

?? To specify the areas of dissatisfaction of the Grameenphone users.... The underlined and main idea of the report "the Level of Customer Satisfaction of Grameen Phone Limited" is to give brief knowledge about the telecom market in Bangladesh and about the service level of number one mobile operator company; GrameenPhone Ltd....
38 Pages (9500 words) Dissertation

The Hotel industry in the Middle East 2007

It is as simple as the availability of tickets, comfortable air travel, a comfortable, hotel to stay in, and a good place too look around that helps the hotel, gain or in other words increase their revenue. ... n spite of the serious terrorism commotion crossways various countries within the Middle East markets, have estimated there hotel performances to be continually attacking at the forefront for the duration of the first quarter of 2005 and until the year 2007....
18 Pages (4500 words) Essay

Human Resource Managment

This paper will speak about promoting diversity in organizations which has become a matter of expediency, given the multinational and multicultural exposure that organizations face in the wake of large scale globalization.... Building a multicultural workforce requires conscious efforts that start with the process of Human Resources planning and recruitment....
17 Pages (4250 words) Essay

Operations objectives at the Penang Mutiara

The aim of the paper 'Operations objectives at the penang mutiara' is to analyze coordination of the staff and employees of the hotel to ensure accomplishment of objectives.... The management should ensure that workers in the hotel understand the needs of the customers.... Operations performance in the hotel industry means ensuring proper service delivery to customers.... They should have sufficient hospitality and the hotel management tips to enable them respond suitably to customer's needs....
4 Pages (1000 words) Case Study

Oberation objectives at the Penang mutiars

Driver strategy is another important role of operation management function and it can assist to attain strategic achievement for penang mutiara hotel.... penang mutiara, one of the most prominent and luxurious hotels in the area of South-East Asia, is located in the lush greenery of the Indian Asian coast of Malaysia.... penang mutiara never compromises the quality of its service in order to cut back costs.... There are mainly three functions of operation management that are relevant for the success of strategy adopted by penang mutiara....
8 Pages (2000 words) Case Study

The Concept of Multi-Cultural Diversity With Relevance to the Hospitality Industry

Factors responsible for the steady growth in the hospitality sector include higher disposable incomes, more time for leisure, cheaper and easier travel and increased longevity (Pinilla, 2002).... This primary data was also collected from one hotel on its training programs....
16 Pages (4000 words) Literature review

Value Management Strategy for Fitness Centre

As the paper tells, Wheelchair users will be able to access all public areas and facilities with the exception of the swimming pool falling rapids, play pools, single, two-person, and family changing cubicles male and female toilets, dry side male and female toilets.... The paper "Value Management Strategy for Fitness Centre" is on value management/value engineering of the New Cross Community Fitness Center....
27 Pages (6750 words) Case Study
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Contact Us