Operations objectives at Penang Mutiara

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Qn 1a ) Describe how you think Wernie will do certain that the manner he manages the hotel is appropriate to the manner it competes for concern ;

Penang Mutiara. being one of the most esteemed hotels in Penang. have managed to procure a bridgehead in this moneymaking and extremely competitory environment.

Wernie has the vision and really clear focused beliefs about the importance of running an effectual operation where clients have every right to demand for first category service which they are obliged to supply for.

Assuming neighboring rivals such as Pelangi Beach Resort Langkawi and Shangri-La’s Rasa Sayang Resort who is following common schemes like pricing and merchandise schemes. Penang Mutiara purpose at supplying faultless quality and client orientated scheme to supply a personal touch as portion of its singularity to retain clients.

In order to vie for concern and to maintain abreast with stiff competition in the hotel industry. presently. Wernie adopted faultless quality scheme where he recognizes that “it is faultless service which gives us our competitory advantage. non monetary value. ” Since it is cheaper to retain regular invitees than to pull new 1s. he understand the advantage of retaining regular invitees through supplying faultless services which will in a manner retain high tenancy rates to maintain costs down while accomplishing sensible profitableness.

To accomplish that. he set basic criterions for his staff to be good trained. knowing. sensitive and anticipant to believe in front in order to supply basic and value-added services to fulfill customer’s demands. The ability to retrieve regular customer’s information and personal penchants can besides add on to a personal touch upon their following visit. Additionally. quality services in footings of supplying fashionable design and top-class stuffs and being able to rehearse good preventative care to the edifice construction and equipment is besides another manner of prolonging high category image and luxury atmosphere to make a comfy feeling to welcome sing invitees.

Wernie besides measure the public presentation based on five public presentation aims of Quality. Speed. Dependability. Flexibility and Cost.

To reason. even though Penang Mutiara managed to keep its fight with their current scheme in the short tally. nevertheless it is non sufficient to stay competitiveness due to volatile market demand. Furthermore. with the outgrowth of the planetary touristry. cordial reception industry and globalisation with competition from ubiquitously. the demand to augment bing and new schemes need to be address quickly.

Qn 1b ) Describe how you think Wernie will implement any alteration in scheme ;

Wernie should present new schemes to supplement and implement farther alterations to heighten the bing scheme.

To implement quickly new alterations in the short term. supply concatenation direction method can be used to better internal procedures quickly can besides be utilised to remain competitory.

The strength of Penang Mutiara includes the strategic location of being secluded and tranquil and with Wernie who has huge experience at pull offing luxury hotel worldwide. he has the ability to take and act upon the staff to convey about better internal maps.

To prolong existing quality scheme. Wernie can follow proactive attack to heighten and keep consistentancy in quality and degree of services by carry oning staff preparation. retrain and upgrading of accomplishments to run into the volatile market demand and unpredictable client outlook. He should ever reexamine and put new service criterions for the staff for uninterrupted betterment. behavior regular focal point group surveies to foretell future client demands in footings of service and installations. minimise and extinguish high employee turnover at the forepart desk by taking good attention of staff public assistance. and exercise occupation rotary motion of staff to advance invention and creativeness in the occupation.

To supplement the informal channels of communicating. regular consumer’s sentiment studies can be conducted for evaluation to supervise the quality of its services and quality and efficiency as portion of the feedback method.

With the mark group of corporate man of affairs and to heighten its fight. Wernie can follow new flexibleness scheme by use of most beforehand reserves engineering and cyberspace for hotel reserves. He can besides offer on-line competitory rates while guaranting complete security of customers’ personal information and recognition card inside informations and offer instant verification for hotel reserves to advance efficiency.

Selling schemes is an of import vision for turning of the profitableness and value of the hotel such as debut of frequent user programme. loyalty card plan with farther nest eggs for travel and holiday programs. Hotel can besides host elect societal and featuring events which include International vino and nutrient festival. polo title. international cup to supply a platform to showcase its assorted expertnesss in lifestyle creative activity which can assist to hike high tenancy rates besides.

With concern travel turning at a faster gait than leisure. Wernie should spread out mark group to include corporate. concern travel bundle and tourer group to convey in more net incomes.

New lifestyle experiences and F & A ; B construct scheme can besides be implemented to specify the highest criterions of service excellence.

1c ) Describe how you think Wernie will develop his operation so that it drives the long-run scheme of the hotel.

In 3 to 5 old ages clip. operations challenge and menaces which include globalisation of markets. societal duty. influence of new engineerings and outgrowth of cognition direction will hold an huge impact on Penang Mutiara.

Since bulk of the grosss in cordial reception will be generated from the Internet. By 2006. the Internet will lend over 24 % of all hotel engagements which will be direct-to-consumer ( i. e. via hotel-owned web sites ) .

To get the better of the menaces. Wernie can heighten the engineering scheme. remain in front of his rivals and capture new market portion with an effectual Direct Online Distribution Strategy with the advantages of holding direct on-line distribution cuts costs. attracts flush clients and lessens the dependence on on-line discount houses and more traditional and expensive channels. It will besides supply the hotel with long-run competitory advantages and decrease their dependance on mediators. discount houses and traditional channels that are about to go disused.

Wernie can besides use all Direct Channel strategies such as electronic mail and pay-per-click selling. nexus creative activity. lowest monetary value warrant. trueness and keeping plans. and trust edifice to promote. entice. and convert spectators into booking agents on his web site.

Other steps besides includes: re-evaluate his exposure in the Indirect Online Distribution Channel to avoid trade name and monetary value eroding with long-run negative reverberations ; restriction of exposure in the Indirect Channel to merely a selected figure of hotel-friendlier mediators ; establish a comprehensive Total Online Distribution Strategy. which turns the direct-to-consumer distribution theoretical account into the chief focal point of his Internet scheme and optimizes the Direct V. Indirect Channel balance for the hotel ; subscribe competitory intelligence to let him to assist him to place hotel pricing and positioning on major indirect channels throughout the Internet. and assure he maintain control of pricing with positioning without holding to needfully fit lower competitory rates.

He can besides follow farther schemes such as Website Optimization Strategy. comprehensive Destination Web Strategy. execute a robust Search Engine Strategy and spouse with an experient eBusiness cordial reception consultancy to assist him voyage the Internet and use the Direct Online Distribution Channel to its fullest possible at sensible cost. with speedy turnaround.

In the long tally. Wernie should look into variegation and spread out globally. divest non-core belongingss. aim new beginning markets such as Southeast Asia. China and India.

As portion of human resource direction. Wernie should promote two manner communications between higher direction and staff. Engagement by all degrees of staff should be promote to supply feedback and suggestions to improvize operations and services since they are the people who have the most contact and are in direct contact with the clients. They are the 1s who knows clients demands and are able to have immediate feedback and valuable responses which are necessary for uninterrupted betterment. While implementing operation alterations. Wernie must be able to cover with cultural alterations and alterations in mentality of the staff in order to win in any child or major restructuring of operations direction of the hotel

As portion of its long term scheme. Wernie can follow public presentation direction to accomplish long term. strategic cost decrease. Second. Entire quality direction. which is concerned with the uninterrupted betterment of all facets of operations public presentation. can besides be adopted to continually run into and transcend unanticipating outlooks of clients.

To reason. accomplishing competitory advantage through accomplishing awards by winning several esteemed international awards in the long tally can besides heighten the hotel name to convey in stable grosss and net incomes.

Qn 2 ) The instance describes how quality. velocity. dependableness. flexibleness and cost impact on the hotel’s external clients. Explain how each of these public presentation aims might hold internal benefits.

The five public presentation aims of Quality. Speed. Dependability. Flexibility and Cost will hold an impact and benefits on both internal and external clients of the hotel.

Quality aim. which means making things right can profit external clients by presenting faultless quality service to accomplish service excellence.

Internally. staff can accomplish satisfaction by supplying error-free goods and services to give quality advantage to the external clients. With the minimisation of bloopers. clip and cost of rectifying the errors are reduced efficaciously. Achieving high client satisfaction will take to the likeliness that the client will return. Dependability besides increases as it leads to a stable and efficient organisation. It besides enables high motive. high morale. and great satisfaction of staff. Staff will hold a sense of belonging and security for being portion of the organisation. All these will take to efficient organisation.

Speed objective which means making things right. can profit external clients by giving them a velocity advantage to have the services in the shortest possible clip with minimal hold.

Internally. it efficaciously minimizes the response clip to present services to the clients which in bend cut down the labor cost and increasing the handiness of services. allow rapid decision-making and rapid motion of stuffs and information inside the operation. It besides reduces hazards and stock lists. Help to set up and keep hotel’s image and repute. cut down backlog since there won’t be much follow up. Reduce wastage of labor and can concentrate on supplying good service to other invitees.

Dependability aim. which means to make things on clip and to present timely promises made to the clients. External clients can derive a dependableness advantage should operations staff are able to win this aim.

Internally. it enables staff to win common trust and increases operational dependability of internal clients in presenting services therefore salvaging clip. money due to uneffective usage of clip. It can besides accomplish a high degree of trust between sections and minimise breaks. If all sections are reliable and everything in an operation is absolutely reliable and in the instance of any exigency or breaks. each section knows what to make and their functions and responsibilities of how to get the better of the state of affairs where everything will be predictable with no “surprises” .

Flexibility aims. with the ability to do alterations to let flexibleness to vary and adapt the operations activities to get by with unanticipated fortunes. Externally. clients are able to bask the flexibleness advantage to have customised services harmonizing to their personal penchants should they hold any.

Internally. it can rush up response clip. salvage clip wasted in conversion and maintain dependableness. Flexibility in deployment of staff who is able to multi undertaking during exigency or extremum season as excess aid can assist to avoid work overload by engaging impermanent staff. Staffs enjoy the benefit of authorization to do speedy determinations in order to accomplish efficiency so as to cut down seeking high authorization blessing which take ages.

Cost aims by making things stingily. seek to act upon the cost of the hotel’s goods and services. Externally. it can go through good value and nest eggs to consumers.

Internally. by leting a good return to the organisation. low operating disbursals and low employment operating expense by prosecuting impermanent staff during peak period to avoid abundant staff after the season can accomplish cost decrease which means more inducements. public assistance and fillips for staff

( Entire word count: 1957 words )


1 ) Operations direction – 3rd edition. Nigel Slack

2 ) Cases in Operations direction – 2nd edition. Robert Johnston

3 ) Business scheme in Asia ( A casebook ) – 2nd edition. Kulwant Singh

4 ) hypertext transfer protocol: //asiatravel. com/malaysia/penangmutiara/index. hypertext markup language

5 ) World Wide Web. penang-mutiara. com. my

6 ) hypertext transfer protocol: //www. hotel-online. com/News/PR2004_1st/Feb04_OnlineStrategy. hypertext markup language

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