Essays on Marketing Analysis of Luxury Hotels Case Study

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The paper “ Marketing Analysis of Luxury Hotels” is an outstanding example of a case study on marketing. In deciding what kind of guest services a hotel wants to provide and to whom the services will appeal the decision by management must be guided by the generic strategy they have chosen to pursue, either differentiation or cost leadership. A luxury hotel obviously will have committed to a differentiation strategy aimed at excelling in a restricted niche segment of discerning guests who spare no cost to receive the pampering and luxuriant services at the disposal of those who can afford to stay at these expensive deluxe 5-star hotels and resorts.

Differentiation in the hotel industry obviously relies on using the talents of the hotel staff as a competitive advantage because the service delivery subsists in the staff members who cater to the guests. The best-laid plans if not delivered as per promise will not bear the necessary results. Luxury hotels cater to the guests whose taste for supreme style, resplendent beauty, ostentatious surroundings, glamour, haute cuisine, impeccable service standards, and personalized attention.

In order to create this image, a hotel cannot spare any expense to make it the most memorable and satisfactory visit for each of its guests. The celebrity guests get their privacy in a public setting and feel safe to be among high-class ordinary people based on the price of the room. The ordinary guests get to share the company of celebrities and royalty and to get a rare glimpse of how the other half lives. The actual experience of staying in a luxury hotel can only be felt not explained in words to the guest.

Any sign of dissatisfaction by the guests is swiftly dealt with and no staff member is spared rebuke if they are the cause of complaint by a guest. No ordinary hotel can imitate the luxury standards offered by such big brands as the Dorchester and the Ritz in London, the Legian in Bali and the Hotel Bel-Air in Los Angeles. Other name brands such as the Claridges, the Fullerton, Radisson SAS, and the Savoy are familiar to many holidaymakers.

References

End Notes

1. Ömer Torlak, Cevahir Uzkurt, Müjdat Özmen. (2010). Dimensions of service quality in grocery retailing: a case from Turkey. Management Research Review 33 Vol. 5 (pp. 413 - 422)

2. Budeva, Desislava. (2010). Cross-cultural differences in evaluating product characteristics: motion pictures. Management Research Review Vol 33 (5), pp. 423 - 436

3. Insala. (2007). Performance Management Research Review of Best Practices. Retrieved 2nd January, 2010 from http://www.insala.com/Articles/performance-management-software/performance-management-research-review-of-best-practices.asp

4. Lawler, E. E. (2008 a). The four pillars of managing performance. Talent Management, Vol 4 (5), pp. 30-32.

5. Lawler, E. E. (2008 b). Talent: Making People Your Competitive Advantage. Jossey-Bass, Vol 304

7. Lewis, Oscar and Carroll Hall. (1949). Bonanza Inn. America First Luxury Hotel. New York: Alfred A. Knopf

8. Stanley, Louis T. (1991). Sixty years of luxury: the Dorchester. London: Pearl & Dean

9. Brace, Matthew. (2008). Hotel heaven: confessions of a luxury hotel addict. London: Old Street Publishers

10. The Dorchester. (2010). London. Retrieved 2nd January, 2010 from http://www.thedorchester.com/london

11. Kumar, R. (2005). Research Methodology: A step by step guide for beginners. London: SAGE Publications

12. Lawler, E. E. and Worley, C. G. (2006). Built to Change: How to Achieve Sustained Organizational Effectiveness. San Francisco: Jossey-Bass.

13. Lawler, E. E. (2003). Treat People Right! How Organizations and Employees Can Create a Win/Win Relationship to Achieve High Performance at All Levels. San Francisco: Jossey-Bass.

14. Olsen, M., and Zhao, J. (2008). Handbook of Hospitality Project Management. In" International Encyclopedia of Hospitality Management, Second Edition

15. Obembe, D. (2010). Understanding Individual Action: When Employees Contravene Management Directives to Foster Knowledge Sharing. Management Research Review, Vol 33(6), pp. 656-666.

BIBLIOGRAPHY

Brace, Matthew. (2008). Hotel heaven: confessions of a luxury hotel addict. London: Old Street

Publishers

Budeva, Desislava. (2010). Cross-cultural differences in evaluating product characteristics:

Motion pictures. Management Research Review Vol 33 (5), pp. 423 – 436

Insala. (2007). Performance Management Research Review of Best Practices. Retrieved 2nd

January, 2010 from http://www.insala.com/Articles/performance-management-software/performance-management-research-review-of-best-practices.asp

Kumar, R. (2005). Research Methodology: A step by step guide for beginners. London: SAGE

Publications

Lawler, E. E. (2003). Treat People Right! How Organizations and Employees Can Create a

Win/Win Relationship to Achieve High Performance at All Levels. San Francisco: Jossey-Bass.

Lawler, E. E. and Worley, C. G. (2006). Built to Change: How to Achieve Sustained

Organizational Effectiveness. San Francisco: Jossey-Bass.

Lawler, E. E. (2008 a). The four pillars of managing performance. Talent Management, Vol 4

(5), pp. 30- 32.

Lawler, E. E. (2008 b). Talent: Making People Your Competitive Advantage. Jossey-Bass, Vol

304

Lewis, Oscar and Carroll Hall. (1949). Bonanza Inn. America First Luxury Hotel. New York:

Alfred A. Knopf

Obembe, D. (2010). Understanding Individual Action: When Employees Contravene

Management Directives to Foster Knowledge Sharing. Management Research Review, Vol 33(6), pp. 656-666.

Olsen, M., and Zhao, J. (2008). Handbook of Hospitality Project Management. In" International

Encyclopedia of Hospitality Management, Second Edition

Ömer Torlak, Cevahir Uzkurt, Müjdat Özmen. (2010). Dimensions of service quality in grocery

Retailing: a case from Turkey. Management Research Review 33 Vol. 5 (pp. 413 - 422)

Stanley, Louis T. (1991). Sixty years of luxury: the Dorchester. London: Pearl & Dean

The Dorchester. (2010). London. Retrieved 2nd January, 2010 from

http://www.thedorchester.com/london

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