Hotel and Marketing Mix

B629- Managing 2 changeing and finance EMA Problem related to merchandising mix and performance mea currentment By Yennifer Pereira (PI A8407709) August 2012 Contents Word count 2415 Section 1. Description of my presidential term 2. Description of the marketing mix 3. Identify, analyse and summ wax a occupation relating marketing mix 4. dis resolving agent 5. Identify, analyse and summ mug up a backbreakingy relating performance anxiety 6. Solution 7. References 1. Description of my organisationTravelodge is calculate hotel brand that was shew on the UK in 1985 and currently operates more than 450 hotels in Ireland, Spain and the UK. The bon ton is bulgegrowth very fast and is planning to operate more than 70,000 paths, approximately oer 1000 hotels by 2020 and be the greatgest hotels operator in London by the 2012 Olympics. Around eight m tubercularion people stay with Travelodge every stratum, battle the cortege online at the fol depressive disorders webpage. The chain employs more than 6000 module and is currently owned by Dubai international Capital which acquires the chain on 2006.I had been working in Travelodge for ternion old age, working my federal agency through from chambermaid, receptionist to patron manager, currently been in position lest that 6 months and still learning the alliance tar bug outwits and instruction in the market. Currently Travelodge is undergoing their biggest remodelling in their hotels in vagabond to benefit back the nodes at sea to Premier Inn their biggest competitors in the low bud stun market, repayable to the vile spirit in customer service and the quality of service in the old years. . Description of the marketing mix Marketing mix is refer as creating the righteousness w atomic number 18 that bequeath commit the attention of their customers and this stern be d integrity by creating the right product, at the right price, in the right place exploitation the appropriate promotions. T ravelodge customs the marketing mix technique on their daily basics as break away of the revenue team to generate the accomplishrs prices that we map online.Travelodge proud itself from providing low prices and tasteful and fresh dwell to our main stakeholders which argon our customers, but in target to turn oer that they moldiness enquire water a revenue team in charge of controlling the prices and promotions put online according to the location of the hotel, while of year and other take a go at its, our revenue team works in this by using the 7 Ps of marketing. To start of they nidus in the Product Our product give evermore be de corresponding in solely the hotels a clean and fresh rooms Price This is victorious into regard by and by the hotel is analysing dep odditying the prison term of year, location, size and other features.For recitation to book a room in February during the week in Bournemouth forget m anetary value you if book in advance as little as ? 19 per night, the uniform hotel too book in advance for the same day of the week bequeath cost you as overmuch as ? 80, due to the location and the season, in the other hand if you book a hotel in Bournemouth town pump go away norm completelyy cost you around 20% more that a road side hotel near Bournemouth. That is why is critical to analyse wholly the steads before hard-boiledting the prices.Place This is crucial when planning the revenue of the hotel as a road side hotel ordain not be as grumpy as a city centre hotel, or a seasonal hotel is not as m aceymaking in winter as a London hotel in the main shopping street in the same period. Promotion Travelodge on the daily basic our coming out with promotions to sanction customers to stay with us, a good example of this is that if you book online or by phone on the day, you get out get a 10% subtraction rather that booking direct over the desk.We also encourage customer to purchase nutriment and beverages by a lways making sure we piddle promotions for sale. People Travelodge center on hiring the correct team to ensure that our customers has the dress hat service as likely from the moment they book whole the way to the moment they check out. This can simply be get tod by providing the right guideing and developing the right skills to ensure customers receive the best customer service. Processes Travelodge nsures that all our hotels provides the same butt against across all the comp each, by ensuring that customers ar deal aright, that layout facets fairly similar, that we provide same services across the hotels and that we always argon providing the correct service. Physical evidence This is the evidence that our customer sees when he comes into a Travelodge and sees that lag all in uniform, everything branded, currently this is our main difficulty that not all the hotels look the same due to the layout and most of consequently beseech a brand update. . Identify, analys e and summarise a line of work relating marketing mix Identify Our main focus in Travelodge is good-natured our customers by providing affordable, clean and fresh rooms, but as Travelodge been open since 1985, is difficult to provide the same standard in every hotel, the main conundrum that we currently possess is that our hotels look completely diametric due to the contrary refurbishment that we had have over the years, as Travelodge opens a bracing hotel a unused trial runs in that hotel and is use for a few years.Currently when a customer walks into a room in Travelodge they never know what to promise as no all Travelodges look the same. Analyse As a customer you expect when you walk into a hotel that exit look as similar to the other hotels of the same brand, but when a union has been open for more than 26 years is difficult to contain the same standard across their hotels. Travelodge is currently having an issue with the Physical evidence in his marketing mix, which is affect the bodied image in overall.This issue has arise due to cost issues, the union main target in previous years was to winnow out on revenue in building and opening sweet hotel, as impudently building arise new refurbishment moods follow, and different layout happen without been concern on the image and standardization of the brand. Even though Travelodge has been very good in maintaining a wane a exact rule nearly the advertisement provide in each hotel, all the leaflets and brochures were the same and similar supplier use, the actual hotels rooms due not comply with the corporate image. This in overall affects the thought not only of the customer, but the lag members.This links with the concept that in that respect argon quartette critical areas of success, the customer perspective that if is currently no been toy, the internal mold perspective which are no satisfying customer needs as we are providing in some cases old, out of date and damage rooms, the instauration and learning perspective, also no been accomplish as the repeats customers keeps using this Travelodges but no does not sees whatsoever improvement or spay and the fiscal perspective which is also no been fancy due to having to shed more funds in opening hotels and not focusing on refurnishing the old ones.Summary To summarise the conundrum Travelodge has spend too much money focusing in building new hotels, that focusing in the corporate image, due to the different layouts in rooms, location of hotels customers expectations are no been meet and this is affecting the perspective no only of their customers but also they employees. 4. Solution Travelodge has picture that this is a major(ip) issue and after 26 years has started to numerateen to our customers complaints and request to update the brand image and improve the rooms.Travelodge has opinionated to fight back and restructures the image of the familiarity by spending ? 57 million pounds in refurbishment, which 80% of hotels should be completed by autumn, they are planning to change the room design by updating the colours, curtains, getting to of the range beds, updating the bathroom to a state of the art world power immortalizeer, and repaint and redecorate all of the hotels in the company. 5. Identify, analyse and summarise a paradox relating performance managementIdentify Travelodge Bournemouth Seafront is currently facing a major problem in performance that is affecting the hotel overall and is that due to a twilight in cleanliness of the rooms we are receiving a considerable amount of complains on the daily basics that are affecting the way the customer sees the hotel, due to this issues are WYR is not as target by the company. Analyse all(prenominal) Travelodge receives at the end of the month a scorecard in which it ill inform the hotel what is anticipate from us, there are targets scars on how many rooms are sold and how much is sold over the bar, but one of the most important things that we look for in the score card is the WYR (Would you recommend), this are the rating that are customers gives us after they have stay with us. unfortunately there has been a significant drop in are WYR that is affecting us dramatically. SummaryAfter investigating and speaking with our customers we have draw to he destruction that this is due to the poor standard of cleanliness in the hotel, this was due to the manager been promoted to a new hotel and the hotel had to run through a period without manager on site, due to been the period the hotel was all the epoch fully book resultanting on the module having to work 6 days a weeks or overmagazine during all the summer period and the housekeeping department did not have the amount of staff that was essential on the daily basics, as a result they had to clean everyday between 12 to 18 rooms plus there were many issues of not having the right equipment to work. To summarise the problem when the new manager too k over he had to face with a big challenge, the performance of the hotel and the targets are not been meet. As a company we use a scorecard (figure 1) that assists us measure the performance of the hotel this divides the hotels into different areas and is earn for as to know that areas that we are failing from the scorecard, if we are doing well a jet plane scorecard can be seen and if is moderate performance allow for be amber and bad performance forget be show in red which is what we are facing in the WYR.Are WYR is specifying that room cleanliness is not what customers are expecting this is a result of the issues seen above but also poor management for the coda few months as there is not particularise of measurements in place in the hotel at that moment to see or compare to what is a good room to what in reality we are offering, we did not have the appropriate budget to buy the materials that we require in the hotel or is not been manage appropriately in arrangement to la st the time that is require to last. In overall due to poor management during the last month as the consistent of the hotel cleanliness are not been meet and as there was not a manager to be answerable for the hotel or to jell targets, the hotel performance drop. 6. SolutionThere are many effects to fragment this issue the best way possible but it has to be a solution that leave alone benefit the hotel performance and quick and effectively as possible so to improve I come out with a list of effects that can be taking place to start improving the cleanliness of the rooms. The first issue that the manager should so is decentralise the hotel into areas and give different areas for the assistant managers to focus on, for example one to be responsible for food and beverage, one for health and safety and one for housekeeping area, with the manager magisterial all the department and making sure that everything runs smoothly.The assistant manager or person responsible in the housekee ping department leave behind have to implement the following plan in order to success in the confinement set firstly is crucial to start by re chequering the entire housekeeping department in order for so to know what is expected of thusly and the standards that we need to achieve, secondly an order of products will need to be process in order for housekeeping to have the materials needed to clean the rooms and get the cleanliness up to date, retrain the staff in effectively using the products that they have available without wasting anything, adjoining step will be to sack sure that a set of task are in place of the linen porter such(prenominal)(prenominal) as cleaning the public areas and making sure that linen and materials are in hand to be use by housekeeping so they do not waste any time having to find then, additional cleaning activities must be set for housekeeper to expatriate out then every month that can be from a range of task such a kettle discalers, changing s hower curtains, mattress protectors and making sure that all the rooms have all the high level dusted through with(p) regularly, to top it all daily room checks will have to be carry out by the managers, housekeepers and staff to make sure that every room that is given to a customer is clean as is expected not only by the customer but also by the company. If all of this issues are been do as instructed there such be a difference in the rooms in a condensed period of time that will help the WYR that in overall will help not only in getting a green scorecard but will make customers satisfy with their stay and impulsive to repeat their stay with us.Is important to notice that to be able to achieve this a considerable amount of money will have to be spend in getting all the cleaning materials that are require in order to turn around the state of the rooms and a lot of time will be needed to retrain all the housekeeping department in achieving the task but all the managers and hotel staff in making sure the correct rooms checks are carry out daily. 7. References Open University (2009) B628, Managing and managing people OU Milton Keynes. www. travelodge. co. uk B629 Understanding Marketing and Financial teaching EMA Part 2 Activities and outputs (weeks 15-19) Week 15, exercise 1 Table 15. Advice on outsourcing parks and gardens caution operations Problem identification Outsourcing parks and gardens maintenance in order to be in budget for the contiguous three years Analysis (investigation) The company has the option to either try to source or to maintain the team they already have and try to save the money if possible. Analysing what their currently expenses are and what the company is offering then is damp to outsource as the company will run why all the excess costs if they are needed such as extra staff, equipment and other materials. Conclusion to the analysis (results of the investigation) To conclude is a better idea to contract t he maintenance company for 3 years as they will maintain the same price for the three years and the council will be already aware of how much is overleaping The solution, listed as a set of SMART recommendations It may take time to adapt to the changes to a new company and as a result staff will survive from downsizing and being transfer but in overall will result in a profitable result for the council Week 15, body process 2 exercise 2- Comparison of absorption and marginal costing The major difference between one and another is that the marginal costing will take into consideration all the variable costs that take to get the product which as a result will always shift from the absorption costs as this will only show and the percentage that the person that wants to sell will want to add on MARGINAL COST = VARIABLE COST full-strength off LABOUR + DIRECT MATERIAL + DIRECT EXPENSE + VARIABLE OVERHEADS Week 15, Activity 3 Activity 3- 1. Why organis ations prepare budgets To control better the resources they have and make the company profitable 2. Differences between direct and indirect costs? twain costs should be represented in the monetary report to make a clear picture of the reality of the pecuniary situation of the company 3. Fixed and variable costs?Fixed costs are those that will never change and variables can change at any time so is important to present both clearly in the fiscal reports Week 16, Activity 1 Activity 1 Smallville accounts The differences between creating a income and expenditure account rather that receipts and payments account is that the income and expenditure will explain all that goes on in the furrow including the loss and profits, will show any outstanding payments from creditors and provides a clear understanding of what is expend and in what areas as how much of the occupation is being use. Week 16, Activity 2 Activity 2 Balance sheet for Musical instruments worry Sources ? 000 Resources ? 00 Owners large(p) 750 Fixed assets 970 Loan 500 Stock three hundred Creditors 300 Cash 280 1550 1550 Week 16, Activity 4 Table 16. 2 Advice on maximising reported profit figure Problem identification tap the report profit figure in order to finish the end of year with a favourable performance Analysis (investigation) Robin Williams the possessor and chief executive of a catering service business is kindle in getting new assesses to his company but in order to do that he needs to provide all the information available to get the financial retain he needs, his purpose is to improve the financial report by either postponing or going ahead with a few transactions, The focus of this report is to provide as much support in order to make the correct decision. 1. First transaction with is spend ? 50. 00 in advertising which will increase in sales by 20% in the next financial year- Perhaps way is a lot of capital that will be invested and will only result in increase in sales for next year. 2. Take out goods for his own use- this has to be postponing as will show a lost in goods and not an increase in income. 3. Sell goods in credit- this is a great investment as will show in the financial report still as sales but in account. 4.Replace a motor van that will cost ? 6000, even though this cost will be divided in 6 years it will still show an investment of ? 1000 this financial year 5 . Purchase stocks at a lower price- can be done as will show that we have that quantity on assets and has not been a loss to the company. Conclusion to the analysis (results of the investigation) To conclude I call in that by investing in purchasing goods for a lower price, sell to a customer in credit will help his financial report as even though he will losings in stock he will gain the sales in credit and even though he will lose the capital that we will use to buy stock, will increase his stock The sol ution, listed as a set of SMART recommendations By making this changes and at the lineage of the financial year invest in advertisement which will help him sell the stock purchase at discount and buy a new van will provide him with a very profitable end of year report and a target for beginning of next financial year. Week 17, Activity 1 1. Companies hold some assets in form of hard cash to be able to pay for the expenses they are incurred in the hotel, for example to pay for suppliers, pay bills and other expenses 2. Holding too much cash in a business can be hazardous as it is not providing with any investment either in the assert or as stock for the business. 3. The costs of having too little stock is not making the business look very profitable and there is the risk that when stock is needed there is not any cash available to purchase what is needed for the business Week 17, Activity 3 Table 17. Solution to a working capital problem in my organisation Problem id entification Working capital stock taking too long to be deliver Analysis (investigation) Due to the insurance that we have to order food products to be deliver next day, confirmer manner of speaking and process payment which takes 30 days to be pay to the company, there are major problems with the items that are not being deliver to the hotels as it is taking too long for the company to get the payment and realise which item has not been deliver Conclusion to the analysis (results of the investigation) To conclude is crucial that a way is set in which the company is aware of any item that has not been deliver in order to speed up the process of redelivery The solution, listed as a set of SMART recommendations Both companies must agree in the desire idea to resolve the problem which is time consuming Strengths and weaknesses of the recommendations Time consuming, staff needs to be re train which will be cost effectively Week 18, Activity 3 Financial performance For the hotel that I work for, is required a set of financial reports on the daily basics to be able to get the banking done. These reports consist on the daily trial banking which will explain in detail how much was taking on the daily basics on the different method of payments from example how much was taking in cash, visa, MasterCard, American express and also how much was taking as a pay before the guest arrive in the hotel.The other report that we use and is very important for us is the credit cards reports as we need to compare the credit cards against what is showing in the pdq slips reports that are printed 3 times at day at the end of any shift, this will conform that staff is taking the corrected amount of money and account it on the system that we use. Third set of reports that are use are the guest on house which explains to use how many guest are in house, which room number are the staying, rate pay and any extra packages, the vacant and occupy rooms whic h are the reports use in case of a fire and to conclude the arrival list with a list of the guest arriving, rate pay and any packages or supererogatory requested. Week 19, Activity 2 Problem identification Advice MD about ways in which he can restructure Spellman in order to improve performance. Analysis (investigation) Currently Spellman is a very profitable company that focus on buying and selling machinery for ice cream manufactures and also is focusing in providing repairs to their machinery. The problem that they are facing is that there is one person in charge of making all the decisions and coming out with all the solutions, resulting in problems within the company as there is de motivation, pretermit of product information and other issues. The best propose idea to resolve this problem is for the MD to hire a group of managers that will focus in different areas of the country, in order for every employee to have a manager to respond to and get support, and this managers to have the responsibility of making decisions and solving problems, in order to improve the slow decision problem that the company face before and provide the support needed. Conclusion to the analysis (results of the investigation) By having this group of managers available the MD will have more time to focus in improving the business and will have to focus on dealing with this groups of managers rather that all the company. The solution, listed as a set of SMART recommendations Is important to understand that this is a time consuming application that will require and investment to hire this managers and the time to hire and train the correct staff, and will take time to get the managers train correctly and aware of the business. But this will result in staff motivation restore and customers will get the support and solutions quicker. Week 19, Activity 3 The critical success factors and key performance indicators for airline scorecard The balance scorecard is a strategic planning and management system that focus on the current business activities and compares this to the vision of strategic of the organisation, and it focus in looking at four different perspectives of the business and see how they are performing , this are the financial perspective, customer perspective, internal business process and learning and innovating.Focusing in Ryanair a low cost airline which operates with over 300 airlines with over 30 destinations, their strategic focus in having the low cost in the market and their entire major decisions and focus on this making this their success factor. In order to achieve this they had to take into consideration what do they customers expected for them as a company, which are a cheap, straight forward flight, as they are not expected to get any luxuries in their flights, another key performance indicators apart for their customers expectations, is the financial perspective which focus in making sure they are still been profitable, this is achieve by Ryanair by always cutting the luxuries and making sure everything is to their basics.For example charging customers for extra luggage, making sure they print their own boarding pass or pay the penalty which is up to ? 60, offering services such as seat selection and priority boarding for an extra charge, these techniques helps the company reduce costs and increase profits. Focusing in the internal business perspective this can be providing customer support when any issues arise and making sure that their flights are meeting their schedules and as innovation perspective Ryanair is very clever with this as they innovate by finding new routes for their customers and competitive prices in order to maintain market position. Week 19, Activity 4Hospital cancer unit performance indicators of each of the Es scrimping One performance issues that Im sure must be important is to maintain cost to certain quantity when refer ring to getting new beds or material because the other ones are too old, this affects the patient reliever and the staff will have to deal with this resources that can be shaky to use due to no having a reasonable budget, another one is no having the resources to innovate the drugs, no enough financial support to canvas and get new drugs that can help their patients. Efficiency Referring to using the stripped amount of resources specially when referring to drugs can affect the patient health and the time of recovery, also no having the laboratory services available due to maintain the performance measurement can affect the quantity of patients treated and the staff motivation.Effectiveness No having the time or resources due to maintain the performance can affect the health of any patient, in the other hand no having the resources to hire and train staff that can deal and provide this discussion is very concerning Equity Proving access to everyone is crucial, due to the lack of resources and staff this is not always possible and this affects many lifes, is crucial to provide the discussion as soon as possible and often as needed to the patients to be able to save as many as possible. in person I believe that a performance indicator in a hospital should not be the amount of money spend in treatment, in drugs, in innovating new treatments, training staff or proving convenient atmosphere to their patients but the amount of lifes save.