Course code : TRSM6099

Course name : Hospitality & Service Excellent

Effective Period : February 2020
Load : 2 SKS

Hospitality & Service

Excellent

Session #2- Week 2 F2F

Guest Expectation
Plan

Session #2- Week 2 F2F

 Learning Objectives

LO-2 : Demonstrate techniques, skills and

knowledge of service excellence to improve
company image in service industry
 Sub Topics

1. Three generics strategies

2. The hospitality planning cycle
THREE GENERIC STRATEGIES
According to strategy scholar Michael Porter, an
organization usually employs one or more of three
different generic strategies.
First, it can aim to be the low-cost producer
and low-price provider in its industry, area, or market
segment.
Second, it can differentiate its product or service
from those of its competitors
Third, it can fill a particular market niche or need.
 A Lower Price

The low-price provider tries to design and provide pretty much the
same service that the competition sells, but at a lower price.

Management’s focus is on maximizing operational or production

efficiencies to minimize the organization’s costs.

Southwest Airlines focused on reducing the costs of running the

airline (turnaround times, loading and unloading, food service, and so
forth) to achieve the lowest production cost per mile in the industry.
Wal-Mart focused on selling for less by controlling inventory and
cutting merchandise costs by mass buying.

The low-price provider tries to offer the service at a price so low that
competitors cannot offer the same service and value at a lower price
without losing money
 A Differentiated
Product

• Differentiating one’s product in the marketplace results from

creating in the customer’s mind desirable differences, either
real or driven by marketing and advertising, between that
product and others available at about the same price.

• In an era when so many hotel rooms of different brands look

so similar, the Ice Hotel in Jukkasjärvi, Sweden—a hotel
constructed each year out of snow and ice, featuring reindeer
skin beds, an ice bar, and magnificent ice sculptures in the
lobby—certainly provides a unique experience that
differentiates it from every other hotel in the world.
 A Special Niche

• Finally, an organization can try to find and fill a particular market niche or
gap. It can focus on a specific part of the total market by offering a special
appeal—like quality, value, location, or exceptional service—to attract
customers in that market segment.

• The airline industry is one that is constantly seeking to create and fill
niches. For example, JetBlue, WestJet, and Southwest Airlines all elected to
pursue a short-haul, lowfare, high-frequency, point-to-point strategy to
carve out a specific niche in the airline market.

• This has been a fairly successful strategy, allowing them to achieve

success in comparison to the legacy carriers using a hub-and-spoke,
business-class traveler-focused strategy. This strategy has been replicated
in Europe as well, with the creation of easyJet
• and other discount carriers.
• There are many other examples across the hospitality industry where
companies have sought niches that will appeal to specific groups of
potential customers.

• In these instances, the market niche is carefully defined

demographically, psychographic ally, or geographically.

• The organization seeks to build a top-of-mind awareness within

customers in its targeted market as to how unique the experience
provided is and how, by focusing on that one market segment, it
uniquely meets their particular needs.

• The distinction between differentiation and finding a niche is not clear

cut. One way to think of it is that the organization determines the
market at which it wants to aim, the niche it hopes to fill, and then
uses strategies to differentiate itself from other organizations in that
same market or niche.

• The most common strategy is to try to differentiate its product or

service from similar products or services.
THE HOSPITALITY PLANNING
CYCLE
ASSESSING THE ENVIRONMENT
 Discussion
Think of a product, service, or brand to which you
are loyal. Why are you loyal to that product,
service, or brand?
What did the organization do to acquire your
loyalty, and what has it done to maintain it?
Based on the reasons for your loyalty, what one
piece of advice would you give to future hospitality
managers?