BX772102
Contemporary issues in Hotel Industry
Name: Ranveer Singh
Student ID:
Critiquing Published Article: Hotel Brand Strategy
1 .Assumption: Brand management
A hotels brand drives the operating ratios that are co related with a hotel property market value. Some brands consistently have strong net operative incomes than do others while other brands report consistently strong average daily rates than others do. (Oneill and Mattila 2006)
Our study indicates that consumers are typically willing to pay a price premium for brands they view as high in quality. (Oneill and Mattila 2006)
Hotel brands first create value for guests by helping to assure them of a uniform level of quality. (Oneill and Xiao2006)
• Reasoning & evidence :
The hotel
…show more content…
3. Assumption: Franchising
Franchising presents are set of special considerations for brand management. According to Keller 1993 favourable, strong and unique brand are stored in memory when the consumer possess familiarity with the brand. Therefore the extension of the familiar brand names such as Hilton developing the Hilton grand inn brand should find themselves in potential guests.
The financial advantage of brand extension is that it provides forms not only with higher profit but with savings in marketing expenses. (Lane and Jacobson 1995)
The percentage of franchisee units within a hotel brand has been shown to be negatively co related with both guest satisfaction and occupancy percentage.
• Reasoning & evidence:
Franchising presents a set of special considerations for brand management when the owner of the brand is not the property operator, issues may arise both in terms of consumer perceptions and a as franchises willingness to sign with a chosen brand. An issue that arises in franchise is potentially adverse effect on the brand perception in a property which is owned by third
…show more content…
First the study is limited to only five-star hotels. Thus, future research should attempt to examine brand equity across many different hotel categories. This will provide the opportunity to make comparisons between different hotel products. The results of this study will be more representative if the research is conducted through probability examin method. It should also be noted that no performance measurements have been conducted in this study due to inability to gather the required financial data which Include performance measurement and financial performance of the studied hotels, for example revenue per room and annual occupancy rate will further strengthen this study. An odd finding of this study, based on the empirical results of the path analysis, was that of the components of perceived quality as suggested by Parasuraman et al. (1988), assurance was found to have no direct relationship with any component of customer-based brand equity. As mention in the discussion section, this might show that this 5 component models of perceived quality is not applicable to the five-star hotels. Further research into this claim would clear this suggestion. As for future research, the scale developed here can be used to measure consumer-based brand equity in other service sectors, introducing the necessary adaptations, in line with their balance of service characteristics such as their mix of
Situational Analysis overview Hockley Valley Brewing Co. founded Hockley Village, Ontario in December 22, 2002 by Tom Smellie. They offer a wide range of craft beers from dark to light with more depth and character than many of their competitors. Their main consumers are craft beer consumers and retailers, such as LCBO and other liquor control commissions. With their commitment and expertise Hockley Dark had become the best-selling dark craft beer in Ontario. As a result, Hockley was named best dark ale at the Canadian and Ontario brewery awards in 2008.
In addition, most of the arguments the author uses are inductive arguments rather than deductive arguments. This means that he relies more on probability and giving examples than on providing reasons. Deductive arguments are arguably stronger than inductive
This appeal is the result of reasoning and extrapolating a conclusion from a
In English we are reading a book about a court case called “Monster” by Walter Dean Myers. The book is about a boy fighting for his freedom in court. That boys name is Steve Harmon. Today my job is to convince you that not only is Steve Harmon is not guilty, but he is , completely innocent. My job is to convince you that everything said against him is well within the area of reasonable doubt.
Another thing is Jimmy uses reasoning to develop ideas and to connect claims and evidence. The tragedy that might occur if this great wilderness was consumed by a web of roads and pipelines, drilling rigs and industrial facilities,
While this can seem quite complicated to follow, Gettier supports his claims by presenting two specific cases. In this paper, I will refute Gettire’s argument against JTB as knowledge through the lack of justification and persuasiveness in his cases. In the first case, we are presented with two characters, Smith and Jones, who have both applied for the same job. It is stated that Smith has evidence for a proposition, which we will call A, that 1) Jones is going to get the job and 2) Jones has ten coins in his pocket.
In this essay, Elbow leans towards the believing game and tries to persuade the reader to leave the doubting game behind. Elbow states rules for each game that are used to form a plausible conclusion. The
Reasonable doubt proves that critical thinking is important when someone’s life is in someone else’s hands. “Twelve Angry Men” by Reginald Rose, is a play about twelve jury members who must deliberate and decide the fate of a man who is accused of murdering his father. These twelve men must unanimously agree on whether the defendant is guilty or not guilty without reasonable doubt. Just like the jurors, the readers of this play have not witnessed the crime that took place before the trial started. Everyone, but the writer, is in the dark about who committed the crime.
The Five Competitive Forces of Industry will influence prices, costs and investment (Porter, 1980). The potential retaining of customers, profitability of a holiday inn can be determined by being aware of the strengths and weaknesses of the hotel industry. (Figure 2.2: Porter’s Five Forces Model (Source: Adapted after Porter,2008) Porter’s 5 model helps in success of Holiday inn between suppliers and buyers. Giving customers the service they are looking for, acquire customers, retain customers and looking externally how the competitors are doing is very important. To ignore the power of customer relationship is not an option.
In the case of hotels, suppliers create different consumer segments, we can relate to them as lower-end consumers, and higher-end consumers. Obviously, hotels cannot set the price that higher-end consumers are willing to pay, because all lower-end consumers will not be able to afford the good. Inversely, if hotels set the price that lower-end consumers are willing to pay, higher-end consumers gain huge consumer surplus, thus lowering the profit for the suppliers. In order to take the consumer surplus, hotels keep lower prices for some rooms in order to target lower-end consumers and offer some higher quality rooms (for example presidential suits) to target higher-end consumers. The difference in revenues providing different rooms and the same ones is seen below.
2 LITERATURE REVIEW Several studies have been made on the branding of Institution especially, higher Institutions which includes Universities, Colleges and Business Schools. The importance of branding is well recognised in the branding literature. This chapter starts with a definition of key words in order to understand the terms of discussion and theoretical concepts relevant the research topic. The key words includes strategic positioning, brands, branding, business school, corporate branding, brand image and reputation and brand strategy, stakeholders.
Loyalty b. Profitability c. Growth Organization Strategy of Marriott International Inc. Marriott is a worldwide franchiser and operator of hotels .They have unique competency in their business. They used various strategies which made them distinctive from other players of hospitality.
Every industry to include the hospitality industry is impacted by external factors which directly influence organizational behavior and decision making. There are numerous factors to be considered, but political, economic, and social are three of the most influential. These outside factors sway managerial operational decisions daily regarding personnel, spending, policy, and short-term and long-term strategic planning concerning both core and exterior operations. As within every industry, the hospitality industry has unmanageable elements that affect management or ownership of hospitality establishments (Lewis 2017). Understanding these factors is important because it provides an opportunity for contingency planning (Lewis, 2017).
Intercontinental Hotels is using the market differentiation strategy in segmenting its market into appropriate market divisions based on characteristics of the varying needs and characteristics of the target markets. The company has more than 3500 hotels in over 100 countries with around 535000 guest rooms. It has established a substantial customer base with over 120million customers whose preferences vary based on price and quality expectations. The Intercontinental group is made up of many brands such as the Intercontinental Hotels and Resorts, Holiday Inn Garden Court, Crown Plaza Hotels & Resorts, SunSpree, Holiday Inn, Staybridge Suites, Holiday Inn Family Suites Resort, Holiday Inn Express, Holiday Inn Select, Holiday Inn, and Candlewood
Likewise, it clearly demonstrates the effective ways to document the consideration of alternatives or evidences. Moreover, it summaries the audit documentation which demonstrates skepticism thinking in the