Hotel Purbani International Essay Example

perfect for releasing stress after a long day. Additionally, the Fitness Centre ensures customer safety. The hotel also offers fully air-conditioned rooms, a rent-a-car service, daily newspaper, physician on call/pharmacy services, a well-equipped business centre, a well-managed car parking area, door knob breakfast, direct dialing kids telephone, e-mail/internet/fax service, and a barber shop. Each room is equipped with a multi-channel color TV.

Hotel Burbank Into. Ltd has a corporate philosophy that encompasses various services including an automatic fire alarm and fire fighting system, hot & cold running water, room service, lift and standby generator, and laundry and dry cleaning services.

1. Main objective is to be the perfect Host.
2. Offer professional service.
3. Provide sincere hospitality and courtesy in order to satisfy the needs and demands of their guests.
4. Ensure that every guest has positive experience when they leave the hotel premises.

Hotel Burbank, a 3-star hotel, has utilized marketing tools to become the market leader since its inception.

Despite the growing competition and the increasing importance of marketing, Hotel Burbank Ltd. has failed to utilize a variety of marketing tools to retain customers and maintain their reputation in the market. Initially, they relied solely on billboards for advertising. While they later also placed advertisements in newspapers and magazines to a limited extent, they have not kept up with other leading brands that are employing various marketing mix strategies to appeal to customers. Although Hotel Burbank uses online advertising to some extent, it is not effective enough to attract or retain customers.

Hotel Burbank's website is insufficient in providing information to customers, which hinders its

ability to attract attention from potential international customers. To address this issue and improve the brand's declining state, Hotel Burbank should either enhance their existing website with more information or consider renovating it. Despite its previous reputation as one of Bangladesh's most prestigious and luxurious hotels in the last century, Hotel Burbank International Ltd. now faces a problem where it is not as well-known among younger generations compared to our parents and older family members.

The hotel brand is experiencing a decline in both customers and its reputation. Even loyal, frequent patrons of this service company are now shifting their preferences towards recently established hotels. Consequently, the company's revenue is also decreasing. Previously, international visitors to Bangladesh would choose to stay at this hotel due to its convenient location. However, their behavior has changed, and these foreigners now prefer other luxury hotels instead of Burbank due to their positive reputation and distinctive offerings.

They are unable to generate foreign remittance, as the hotel located in the commercial district of Dacha is not performing well. The rooms are modest, but the bathroom in the institute was unsanitary, with McCollum and cockroaches infesting the room. It should have been a red flag when the staff sprayed insect repellent upon entering the room. The breakfast and dinner provided were both disappointing. It is recommended to save money by staying at nearby hotels that offer better quality at a lower price.

Bob stayed at this hotel in March 2012 and shared his negative experience with the breakfast on an international travel blog. In the same blog, Mr. Behave, a traveler from Surgeon, India, who stayed in December 2012, expressed

his disappointment with the hotel. He described it as one of the oldest hotels in Dacha, but questioned its historical significance as a factor for choosing a hotel. He found the rooms, service, and food to be average, and criticized the location for being far from offices, shopping malls, places of interest, and the airport. Mr. Behave mentioned that similar facilities and service were available in better locations at the same price. He advised against trying the expensive ala-carte dinner and suggested visiting Star Restaurant for a good and affordable meal instead. Both Bob and Mr. Behave stayed at the hotel for business purposes and had a negative experience, which reflects poorly on Burbank Hotel's service and reputation. The dissatisfaction with the hotel is not limited to international travelers but also extends to local customers.

The hotel's brand image has deteriorated due to various reasons, including the lack of a tactical marketing communication mix, inefficiency and lack of motivation among employees, and a lack of modern technological innovation. Additionally, the hotel's brand image was significantly impacted in 2007 when the managing director was associated with illegal activities such as drugs and a sex racket. This scandal received widespread media attention, with reports highlighting the hotel as the center point of these illegal activities. Consequently, many regular guests decided to cease using the hotel's services, resulting in a significant loss of customers for the brand.

Market research is the process of gathering information about markets or customers through organized efforts. In the case of Burbank Hotel Into. Ltd, their market research focuses on understanding customer perceptions of their brand. While it used to be a top hotel

in the city, it has been overshadowed by newer and more contemporary establishments. Despite its historical significance and standard amenities, the hotel is facing difficulties in keeping up with today's competition. The objective of this research is to identify the challenges faced by the hotel and determine both customer and management expectations. Primary methods are being utilized for conducting this research.

The research objective is to find out the factors that the Burbank hotel is missing in its marketing efforts and customer service. The hotel lacks in their marketing communication as they primarily promote through travel agencies and websites. This research aims to identify the necessary marketing strategy for the hotel. Additionally, it is important for the management to understand if customers are satisfied with their services. The research will help determine the preferences and likings of the customers. Furthermore, knowing the expectations of the customers will assist in improving services and strengthening the brand image. The Burbank hotel has experienced a decrease in brand status, thus it is crucial to understand public perception. The research utilizes both qualitative and quantitative measures for conducting the study.

We intentionally utilized a purposive sampling strategy by collecting data from elderly individuals and professional (business and corporate personnel) who have firsthand experience with the services provided by this business. Our research approach includes administering questionnaires and conducting interviews.

In order to carry out this study, we interviewed two customers who stayed at Hotel Burbank for different purposes. They shared their stay experience and gave feedback on the hotel's services. They identified areas that need improvement and recommended measures to compete with successful rivals. Moreover, we utilized a questionnaire to

collect data on customer satisfaction and potential customers' expectations.

The questionnaire method provides a preliminary evaluation of the respondent's opinion on the hotel's services and brand image, although it does not offer detailed information. The interview and questionnaire sample can be found in the research paper's appendix at the end of the term paper. The key findings indicate that improvements are needed in customer service, room facilities, and the food menu at the hotel. However, most guests who visited for business purposes had positive reviews.

They were amazed by the technological facilities and other features it offered.

Positive:

Suitable for business purposes such as meetings, conferences, and conventions.

1. People prefer it as a good business hotel and thus they use it for functioning different business and corporate activities.
2. Located at the heart of the business district: The invention location and the availability of public transportation is a great turn on of this brand
3. Helpful and well-mannered staff: The staff members' friendly and efficient behavior is one of the major positive factors of this hotel.
4. Huge parking space: The facility to park 100 cars at a time is one of the driving factors for people to arrange party and seminar in this hotel.

The text below outlines the importance of conducting a SOOT analysis before implementing a marketing communications campaign. This analysis allows organizations to assess their internal strengths and weaknesses, as well as external opportunities and threats. By understanding these factors, organizations can make more informed decisions about their future direction and how to compete with existing rivals.

This tool is crucial

for determining the organization's current position compared to others in the same field. Additionally, it is used for strategic analysis. Location: The hotel is conveniently situated in downtown Dacha, only a 5-minute drive from Dacha's main Business District and Kamala, the main Railway Station. Moreover, all corporate offices are in close proximity to the hotel. As we reposition the hotel to cater to business people, we can view our location as a strength.

City Exclusive Selection of Facilities to Host Conference, Meeting, Exhibition, Banquet Event: Burbank Hotel provides a fashionable yet respectable setting for corporate meetings and other group events. The convention and Banquet package can be utilized by organizers to attain a truly successful gathering. All Kind of Modern Equipment: All the conference rooms are completely air conditioned. Furthermore, an array of equipment including overhead and slide projectors, lights, sound and addressing systems, residential speaker system, video equipment, and projectors will be available.

Hotel Burbank offers complimentary wireless internet access in the convention center, meeting rooms, and reception area. However, it faces growth obstacles due to weaknesses such as outdated room structures and furnishings. The rooms are small and have an old-fashioned style.

The bathroom has a dilapidated look, with a shower head showing signs of rust. The water temperature needs to be manually adjusted and the water pressure is low. The hotel's location in the city center is convenient. However, reaching the hotel from the airport can take over an hour due to potential traffic congestion, sometimes even longer. This can be considered a major drawback. Additionally, room service is noticeably slow and there is no 24/7 housekeeping service available. The quality

of toiletries provided is also subpar.

The hotel is lacking natural scenery as it is surrounded by buildings and offices. In order to improve itself, Hotel Burbank should actively seek out and take advantage of the available opportunities. By doing so, the hotel can enhance its competitiveness in the market. The following opportunities are available for Hotel Burbank to boost its competitiveness.

Guest Services at Hotel Burbank are located in the Business center and include a 24-hour front desk, live entertainment, welcome drinks upon arrival, and various services such as babysitting, laundry, medical assistance, express check-in, and express check-out. The hotel also offers a range of room features, including connecting rooms, garden views, different suite options, and a non-smoking floor. Additionally, guests can enjoy executive support amenities such as outlet adaptors, telephones, executive desks, and data ports.

The pastry and bakery items produced by Burbank Hotel were once renowned. Hence, we can now promote these delicacies once again at Hotel Burbank. Due to the rapid growth of surrounding hotels, all other hotels in Bangladesh have settled down. However, there are several domestic and international hotel giants showing interest in the fast-growing market of Bangladesh. Hotel Burbank, like any other growing business organization, faces numerous threats. One significant threat is competition, as there are numerous three-star and five-star hotels in Bangladesh.

The three-star hotels are in fierce competition with each other, as each hotel offers unique features to attract both foreign and domestic customers. This competition is a significant threat to Hotel Burbank, as all hotels aim to provide extensive service facilities to retain their market position. Furthermore, the continuous growth and frequent entry of

other economic hotels pose a risk for existing establishments.

The economic hotels in Bangladesh are both reasonably priced and provide considerate services, making them well received by middle and low-income customers. However, the political turbulence in the country poses a significant obstacle for the hotel industry. Political demonstrations in Bangladesh have a history of turning violent, often involving explosives and firearms. These incidents not only reduce tourist traffic but also impact the business of the hotels.

The Hotel Burbank faces a major threat due to political disorder, strikes, and a lack of stable business investment, as tourists may not be interested in coming to Bangladesh. As a result, the hotel authorities have to suffer losses. Additionally, the hotel's location in the center of Dacha city is a disadvantage for attracting foreign guests because it is far from the airport. Foreign visitors can avoid the traffic jam of Dacha city after a long journey by choosing a hotel near the airport.

Bangladesh experiences a sub-tropical climate influenced by monsoon winds. It is at risk of natural disasters such as cyclones, flooding during the monsoon season (June-September), earthquakes due to its location on a geological fault line, and tsunamis. These adverse weather conditions can potentially deter tourists from visiting Bangladesh, posing a threat to Hotel Burbank. Gobo.

Our hotel is well-liked by business people attending meetings and conferences. We also strive to attract customers from the Weald region, as well as tourists who are considering staying at our hotel. These efforts contribute to our objective of boosting sales and increasing awareness. Positioning plays a vital role in defining how consumers perceive a product or service.

Factors such as customer motivations, needs, and competitor actions influence a company's positioning strategy.

Hotel Burbank International Ltd. is currently a three-star hotel and one of the oldest hotels in Bangladesh. However, the hotel's rooms and system are unsatisfactory, leading to a damaged brand image and a lack of interest from guests. The new plan is to reposition the hotel as a business class hotel, specifically catering to corporate clients. The revamped hotel will offer all the necessary facilities and equipment required for meetings and conferences, making it the first of its kind in Bangladesh.

The marketing communication strategy is responsible for guiding the organization's desired direction, approach, and implementation. It involves relaying information to customers and stakeholders through various methods. One such strategy is the push strategy, which utilizes the sales force and trade rumination to promote and distribute the product through channels. In this approach, the producer promotes the product to channel members who then promote it to final consumers.

To execute the push promotion strategy, we can welcome guests at the hotel's main entrance, assist them with their luggage and bags, verify their booking information, and direct them to their assigned rooms. This method allows guests to experience what the hotel has to offer. Conversely, the pull strategy entails investing in advertising and consumer promotion efforts aimed at motivating end consumers to purchase the product. This generates a demand that entices the product through the distribution channel. In our operations, we will also employ the pull strategy.

In order to cater to business travelers, the hotel will market itself through advertisements in business magazines and newspapers. Additionally, the hotel will form alliances

with travel agencies who will be rewarded with a commission if they refer clients to our establishment. This arrangement serves as an incentive for these agencies to actively promote our hotel to tourists, resulting in increased guest bookings. Moreover, at Shallow International Airport, we plan on setting up a booth where visitors can gather information about our available amenities.