Summary Due to drastic changes in technology, consumers’ requirement, desires, has enhanced the importance of ‘new product’. In order to survive in a challenging globalization environment, every organization is striving for its survival, and their survival is possible due to ‘new product’. The Scenic Hotel is as well. As such a fiercely competitive industry, Scenic hotel have to adapt the environment and make some changes. This report will propose a new product can be developed in Scenic hotel, which is in touch with market needs.
The report consists of two parts: the first part pertains to new product development, objectives for new products are determined. It will choose three possible new products/service ideas, which are daily necessities, multilingual staff and family interconnecting room. After evaluation and screening, the family interconnecting room is established. Next step is to give a brief description of it. The second part demonstrates strategy of family interconnecting room, which is mainly target on international families.
The second part will provide a comprehensive coverage of proposed strategies that can to be implemented to make the new product idea successful. Content Executive Summary3 New product development5 Organization Background5 Three possible new product6 Explanation of idea generation7 Screening process8 Product Description9 New Product Strategy10 Target market10 Positioning statement11 Product Strategy12 Customer Service Strategy13 Pricing strategy14 Distribution strategy15 Reference16 New product development Organization Background Scenic Hotels is one of the two main Scenic Hotel Group brands created out.
The Business plan on Melt-Away: Product Strategy And Positioning
Introduction Today, July 28, 2014, the Coca-Cola Company is proud to announce a new product line to benefit the hard working, parents, and employees of America who struggle daily to meet life’s demands and maintain optimum health. This new product will boost energy levels with natural, healthy, ingredients designed to assist with maintaining a healthy, body, weight. Coupled with “Melt-Away” ( ...
Nine hotels in the group offer business, family and tourist travellers accommodation throughout New Zealand. Scenic Hotels 4 star plus properties include hotel rooms, apartments and self-contained units. Scenic Hotel Auckland is a part of the chain. It is located in central Queen Street, which is the heart of the Auckland central business district (CBD).
The Scenic Hotel Auckland was the city’s first high-rise building and to this day has kept parts of its original Art Deco elements. The hotel has a total of 100 self-contained guest rooms, each equipped with a kitchenette.
It also offers studios, suites and a penthouse. Standard and superior rooms feature air-conditioning. Order in room service or make use of the kitchenette in your guest unit. The central Auckland meeting venue is located on the top floor of the Scenic Hotel Auckland. The penthouse includes a boardroom ideal for small business meetings. Equipment hire and catering can be arranged on request. Scenic Hotel has its own restaurant and bar (Scenic Hotel Group, 2012).
Three possible new product First of all, Scenic Hotel can provide some daily necessities to guests who have a requirement of those.
Such as toothpaste, toothbrush and 2 pairs of comfortable Scenic-logoed slippers, however, the gusts only need to pay the cost price as a symbolic payment, which is much lower than the stores. Second one is a kind of service, which is to Engage Multilingual staffs to assist gusts during their entire stay a full-time Multilingual staff (At least have three language skill) Chinese speaking Hilton employee will be on staff to answer question, help with the check-in and check-out process, to offer directions to local attractions and much more.
The third product should be Family interconnecting rooms which comprises of two rooms. One of the interconnecting rooms is a double bed room, and another one has two beds and some toys inside, which specially offer for children. Explanation of idea generation Through observation in internet, such as the hotels booking websites, I found that many guests, especially the international tourists, they usually stay in Hotels without toothbrush, toothpaste and slippers with them. Unfortunately, there are few hotels in New Zealand provide these products, Scenic Hotel as well, many gusts complain about that.
The Term Paper on Hilton Hotel
To arrive at a Value proposition, the proper elements of Customer Relationship and Product Leadership must be achieved. For Hilton the value of the Customer Relationship had been increased through its Hilton Honors Web Site: (www.HHonors.com). Through this Web Site, customers can register for their rewards points, room preferences, hotel reservations, and so on. Product leadership is shown by ...
It is extremely inconvenient for them to buy the products from somewhere others. Therefore, develop new products as toothpaste toothbrush. Slippers may be a good choice for Scenic Hotel Auckland to satisfy the guests. The ideal of engaging the multilingual staffs comes from the competitors. Compared to other hotels, they continue to launch new products. In terms of Rendezvous Grand Hotel Auckland, advertising information shows that they have the multilingual staffs at the 24-hour front desk, which can provide convenience for the guests who cannot speak English properly.
Actually, the language issue has become a significant barrier between the international guests and staffs. In the environment of globalization, there is more and more international tourists travel to Auckland. It is an opportunity for the Scenic Hotel to engage some multilingual staffs to provide the service and convenience for the international guests. Through searching on the internet, many hotels which offered family interconnecting rooms are well-received by family guests.
There are many families wanted to go outside with their children and they also want to enjoy their two-person world at the same time. Especially the international families, they want to travel abroad with whole family. The interconnecting design takes full account of those people. It is a good chance for the Scenic Hotel to provide some family interconnecting rooms for the international family guests. Screening process In the process of screening, the first step is to establish criteria to judge each idea against.
The criteria involve into four aspects which are: Meet the standard of 4 star hotels; Implement within a limited time; needs to increase sales and profit; Using existing equipment. In terms of the new products of toothpaste, toothbrush and Scenic-logoed slippers, it’s really provide convince for the customers, however, people won’t go to Scenic Hotel just because of these kind of products. To a certain degree, it will improve customer satisfaction of hotel, nevertheless, it doesn’t use the existing equipment and cost amount of money to provide these products, it hard to make profit.
The Term Paper on Chief Clerk Gregor Family Room
SummaryGregor Samsa awakes one morning to find that he has been inexplicably transformed into a giant insect. He has also slept late. His parents and his sister Grete try to rouse him so he can make it to his dreary job as a traveling salesman. The family depends on him for its livelihood. Gregor, however, is now a bug. When a clerk from his company comes to demand an explanation for his absence, ...
To engage multilingual staffs seem to be a good one, however, it is not easy to this kind of staff, most people can only speak two languages, it cannot be implemented within a limited time and this kind of service is above the standard of 4 star hotels. The last reason is same as the last product, it cost amount money to engage a multilingual staffs, and Scenic hotel cannot improve the room rate due to this service, it is unfair for the guests who don’t use this service. By comparison with two alternatives, the new product of family interconnecting rooms is the most suitable for the Scenic Hotel.
It matches to the Scenic hotel existing target market which is family guests and meet the standard of 4 star hotels. Even though it cannot be implemented within a short time, it uses the existing equipment (such as room decoration, kitchen) and can be finished in a limited time. Product Description The concept of family interconnecting room is made for the family guests, which aims at providing an unforgettable experience for the parents and children. Families want to stay together, they don’t want to pay extra for separate rooms and have the added convenience of being split up.
The purpose of this room is to provide a friendly space to parents who want to enjoy their pleasure trip with their whole family; Scenic Hotel guest houses can accommodate them in the family interconnecting rooms. It can accommodate 2 adults and their children in the standard family rooms at same time. The main bedroom is full-equipped with kitchen, TV and so on. Meanwhile, the kids’ rooms are specially decorated for children; there are some toys and cotton books inside of the rooms. If required, hotel can supply the Baby Cribs to the guests inside of the room.
Both of the parents and children can spend an amused stay in Scenic Hotel. New Product Strategy Target market The primary target market of family interconnecting room in Scenic Hotel is international family tourists. These are three customer characteristics for this target market: Tourists who chosen family interconnecting room in Scenic Hotel definitely appeal to foreign and other long-distance tourists, thus the most demand will come from international markets; The age of the international tourist will be targeted between 25 to 40 years old.
The Essay on My Favorite Room Family Table Center
My Favorite Room Created By My Recreation room is an excellent place to lounge; it is the den in my home. Where my family can listen to music, or just getaway from the rat race of society. This den offers superior comfort and entertainment. It is a "no work area", which creates a soothing and peaceful environment. This room represents total rest and relaxation for the whole family. My family ...
The family interconnecting room is definitely will be offered to the families have children; Families tourists who want to stay together, they don’t want to pay extra for separate rooms and have the added convenience of being split up. Positioning statement After analysis the target market, the next step is to clearly position the family interconnecting rooms. The family interconnecting room promotes the family the fact. International tourists would like to travel with children has became a trendy, to appeal to vacation needs of families, the family interconnecting room is exactly what they need.
Compared to the traditional family interconnecting rooms, one characteristic is the kids’ room which is disparate from another room. The family interconnecting room can make the parents and children tourists enjoy their family or enjoy themselves in an individual room. While, the other 19 hotels which are 4 stars in the central business center is less targeted on international families and no hotels have such a kids room interconnects with a parent’s room. The Scenic family interconnecting room is not only loaded an enjoyable tourism experience for the family, but also is positioned as having a wonderful time with the whole family.
Product Strategy Family interconnecting room can accommodate a family. The main bedroom is full-equipped. Meanwhile, the kids’ rooms are specially decorated for children; there are some toys and cotton books inside of the rooms. Different from the suites, it not only accommodate the whole family and contains the kitchen, but also full of kids characteristic. All family interconnecting bedrooms have been tastefully decorated offering outside facing views with large windows and blackout curtains.
In terms of the decoration, the main room is fresh with simple taupe color, while, at the moment guests walk into the kids room, they will fell like entering a sweet children world. There are also some toys and cotton books inside of the kids’ rooms. If required, hotel can supply the Baby Cribs to the guests inside of the room. It is designed to provide guests with a home away from home for their family. Furthermore it is not as expensive as the suites. In terms of a 4 star hotel, the requirement of family interconnecting rooms can meet the hotel level standard.
The Business plan on Taj Group Of Hotels
For more than 100 years, we have acquainted guests with the living heritage of India – and a legendary experience in hospitality. It began on December 16, 1903, when Jamshetji Nusserwanji Tata opened Taj’s first hotel, the Taj Mahal Palace & Tower, Mumbai. This grand hotel epitomized a philosophy that still holds true today: provide impeccable service and unparalleled facilities so ...
For the brand, the recommendation of the family interconnecting room is that it can be simply named as Scenic family interconnecting room. It is easy and convenient for customers to memorize. The new brand of the new product is designed as follows: SCENIC Family Interconnecting rooms Customer Service Strategy The service elements which associated with the new product will be involved to customer guarantees, additional services offered, managing demand and capacity. For this new room, the hotel will not only make sure the customers’ safety, but also guarantees customers satisfaction during they stay.
The Scenic hotel is dedicated to making the travelling experience smooth, efficient and secure at lowest possible price. If there is anything causes dissatisfaction, the hotel will try to make it up until they satisfy and give a reasonable discount of the room rate. Scenic hotel will provide the additional service which will be associated with the Scenic family interconnecting room. For instance, in order to take care of small baby, hotel can supply the Baby Cribs to the guests inside of the room.
If required, the guests only need to make a reservation, and then a professional babysitter will be there to look after babies. The hotel staff also can help the international families to make up a most suitable travelling plan. During the periods of low capacity or high capacity, the hotel will contrapose different situation and make a few minor adjustments of the room rate. In the international tourism peak season, the family can book online in advance to make sure their smoothly check in. And family guests can share all the facilities and equipment with other guests in the hotel public area.
Involve the customer in the service delivery system. All in all, everything the hotel does is to build up the customer loyalty and become the first choice for the family guests. Pricing strategy As a 4 star hotel, Scenic hotel seeks to position itself as elegant enter the market with a high price to support this position. However, in terms of the new product- an individual family interconnecting room, it has no prestige. For customers, it is an absolutely new attempt, and compare to the traditional family interconnecting room, they may not want to pay more extra money to have a fresh try.
The Essay on Avari Ramada Hotel: Pricing Hotel Rooms
BACKGROUND Five-star hotel affiliated with the Ramada Renaissance hotel chain. Located in Lahore, the capital of the Punjab province in Pakistan. Established in 1978 by Byram Avari as part of the Hilton hotel chain. Independently operating since 1987. ROOM RATES AND PRICING POLICY Avari priced its rooms on the basis of competition and demand. The rates at Avari were revised and adjusted twice a ...
Thus, during the trial operation, the hotel can use the marketing- penetration pricing strategy to penetrate the market and attract the family gusts, and the low initial price is $188, which is only a little bit higher than the traditional family interconnecting room rate. However, after the trial operation, the new room will be well-known by the customers. With the high demand, this kind of strategy will not adapt to the long-term development, and the hotel can change to the prestige pricing strategy and establish their rates consistently, the room rate will be $ 208.
In additional, every room can only accommodates 2 adults and 2 children, if there is any extra person wants to live in, it will charge $40 per adult and $20 per child and the baby is excluded. Throughout the year, for different season, the hotel will make a few minor adjustments of the room rate on the basis of different capacity. Especially in school holidays when demand is likely to be higher, the room rate will go up to $228. Furthermore, if guests choose to book the family interconnecting room in a month advance on the hotel website directly, they will get a special discount which is up to 30% off.
In any case, the room rate is always based on the Scenic Hotel assessment of market conditions. Robyn Valentine Hi Chloe Your pricing strategy seems fine. Just make sure you give specifics e. g. you talk about a ‘special discount’ you need to say what this is. It would be a good idea to look at different seasons. – especially those that include school holidays when demand 7:19 AM Distribution strategy First of all, the Scenic hotel needs to make sure the family interconnecting room is on the internet distribution channels that promote the destination online.
Meanwhile, it allows customers can order the new type room on Scenic website, and either can make a call to the Scenic hotel reservation call center, or ask local agency for help. This will ensure that customers receive the best pricing and value no matter which of these channels they use to make their reservations. In order to establish different distribution channels from the other types of room, the favorable rates also may be available through other channels, including third-party online channels.
For instance, Scenic hotel can put the family interconnecting room into group purchase websites, which regards all the buyers as a group and the hotel can charge for a relative lower price as a group price for those people, it will produce more market growth and raise its prestige. Customers will know they cannot find better rates than what they get through Scenic’s designated distribution channels. Reference Scenic Hotel Group, 2012, Scenic Hotel Auckland, retrieved from: http://www. scenichotels. co. nz/hotels/scenic-hotel-auckland