The paper “ Carlton Hotel - Positioning Strategies, and Customer Service” is a thoughtful example of a case study on marketing. Every organization is seeking new ways to continuously acquire, retain as well as increase business. This is due to the rising cost of losing customers. Organizations that provide services such as hotels require putting in place strategies for competitive marketing in order to focus on improving their competitiveness and thus retain and increase customers. Once they create a demand, the hotels need to manage this demand and its capacity to deliver. Service is a very important factor for retaining customers and its role is becoming more critical with time.
This is because the hotels with the ability to attract, satisfy as well as retain customers possess greater chances of surviving as compared to others. Thus, successful retention of customers provides hotels with an opportunity to build relationships with their clients (Hoffman, Kelley, & Chung 2003, 334). According to Hill & Jones (2002, 123), for service organizations to acquire as well as retain customers, it is important to deploy marketing strategies in order to improve the organization’ s ability to compete with other organizations to gain a competitive advantage and thus have the greatest number of customers. According to Amoako et al (2012, 18) satisfaction of customers is considered as a business philosophy that creates the value of customers, anticipates as well as manages their expectations while also demonstrating the responsibility and ability to satisfy the customers’ needs.
Quality service and satisfaction of the customer are crucial factors for the success of any type of business. Thus, the key to the achievement of sustainable advantage is a deliverance of a service of high quality that leads to customer satisfaction.
Gandolfo and Guzzo (2010, 3) add that businesses also need to put into consideration that gaining new customers requires higher costs than retaining the existing ones. Thus there is a need for concentrating on customer retention by the implementation of effective policies for satisfaction and loyalty of customers. However, with the variation of social, cultural, political and economic factors, there is also a need to consider acquiring new customers. Carlton Hotel is a 4-star facility established in 1988 in a shopping, financial and convention district in Singapore.
It is a business-friendly hotel in Singapore in the business district and close to the city Hall and Singapore parliament. The Hotel also captures a buzz of local culture with its 24 hours per day service. Its features include well-equipped guest rooms and luxurious amenities such as a business lounge, an all-day dining restaurant a panoramic city view at the club lounge, sky lounge as well as modern corporate meeting rooms. Recreational facilities include a health club, outdoor pool, sauna, as well as fitness facile.
Recreation amenities include beauty services, treatment, and massage rooms and hair salon. It has a business center, secretarial services, small meeting rooms, and a limo town service. It has an event space which includes meeting or conference rooms, banquet facilities, and a ballroom. It offers a roundtrip air shuttle on request. It also offers business services, tour assistance and wedding services (Carlton Hotel Singapore 2012). Positioning strategiesPositioning is a very crucial strategy in which an organization needs to utilize in order to create as well as sustain a competitive advantage.
The moment a service organization identifies its market target, it will move to the next step that involves positioning its service offering. An organization requires identifying the grounds on which it wants to compete and then it should position itself in a unique and clear way (Petzer, Steyn & Mostert 2008, 4-5).