A Case Study: The Response of Okada Manila to the Global Pandemic, Essays (high school) of English

Download A Case Study: The Response of Okada Manila to the Global Pandemic and more Essays (high school) English in PDF only on Docsity! POLYTECHNIC UNIVERSITY OF THE PHILIPPINES A Case Study: The Response of Okada Manila to the Global Pandemic Members: Bunyi, Marvielyn J. Damaso, Abigail D. Jimenez, Mafae Rose G. Libutan, Melanie P. Mendoza, Lira Jean U. Palmos, Quennie Melojane L. Pascua, Jerome E. Pulido, Ronnielyn M. BSBA FM 3-11s Prof. Ma. Jocelyn Guevarra Strategic Management Professor October 21, 2020 POLYTECHNIC UNIVERSITY OF THE PHILIPPINES 1. Time Context This study was written during the tough times for Philippines, and for the hotel industry in particular. This was conducted between October 13, 2020 and October 20, 2020, when the country is still under General Community Quarantine (GCQ). Okada Manila is operating at 30% capacity as adherence to government guidelines. 2. Viewpoint The case study is focused on the counter measures prepared by Okada Manila against the spread of the COVID-19. President Takashi Oya together with Okada Manila’s marketing and operation’s heads took several advances to protect the company. 3. Problem COVID-19 has confronted the hospitality industry with an unprecedented challenge. To flatten the curve, strategies such as social distancing, community lockdown, stay-at-home orders, and travel restrictions have resulted in temporary and permanent closure of hospitality businesses and there is a significant decrease in demand for hotels and only few were allowed to continue their operations. This study aims to determine the response of Okada Manila Hotel to COVID-19. Specifically, this will answer the following research questions: 3.1. What are the measures taken by Okada Manila to comply with government regulations on safety protocols? 3.2. What are the new human resources strategies implemented by Okada Manila? 3.3. What are the new marketing strategies of Okada Manila to increase the demand for their services and product? 3.4. What are the new operational strategies implemented by Okada Manila? 4. Objective The following are the objectives of this case study analysis: 4.1. To identify the actions taken by Okada Manila as their response to the changes caused by the COVID-19 pandemic; POLYTECHNIC UNIVERSITY OF THE PHILIPPINES 0 Discover the world’s finest luxury brands in one special place. At Okada Manila, over 50 of the world’s leading brands are well represented in a retail space designed to make memorable experiences. ¢ Rewards & Promos o Reward Circle Promos o Restaurant Promos 0 Hotel Promos o Retail Promos 5.2. Weaknesses ¢ Okada Manila is a world-class luxury. Because of this, the prices of their rooms and suites are higher than the other five-star hotels. Customers will choose to book on cheaper hotels with same facilities and services. « Ascompliance with government regulations due to COVID-19, the capacity of their hotels and casinos decreased. ¢ The demand for hotels is decreased, therefore the expenses may be higher than profits. There will be a net loss that could lead to bankruptcy. 5.3. Opportunities The majority owner of Okada Manila may do a backdoor listing at the Philippine Stock Exchange (PSE) using the shares of Asiabest Group International Inc. Private firms may also inject life into a troubled company without the need to raise more money from the market. Not only does this bring a new set of people to the table, but it may also bring new technology, products, and marketing ideas. POLYTECHNIC UNIVERSITY OF THE PHILIPPINES The budget for staff expense is cutting in this industry due to COVID-19. Therefore, they will use the allotted budget for other expenditures that are much needed. Using a marketing strategy, they give their customers privilege to book in deluxe and luxury suites and treat them like a VIP with a lower price. Because of this, customers will experience the quality of their services and will recommend to other people. Technological advancement. Okada Manila might use more economical technologies that could benefit to everyone. Therefore, for the next few years, Okada Manila could be transformed into sustainable industry, reaching to eco-friendly as well. Okada Manila will re-examine their capital markets to minimize their debt-to-equity level. 5.4. Threats Marketing strategy is what hotel industry is considering right now. The competitors might give higher promotions than Okada Manila. Maintaining the cleanliness and safety measures might be the problem. If they missed, there would be a possible COVID case that could ruin their image. Technological advancement is costly. Okada Manila is using disinfectant robots. Technologies also need to maintain. 6. Alternate courses of action 6.1 Measures taken that are maintained throughout the property by Okada Manila to comply with government regulations on safety protocols: Physical social distancing. Use of face masks in public places. Advanced cleaning technology like disinfection chambers, ultraviolet scanners and high-end cleaning robots. POLYTECHNIC UNIVERSITY OF THE PHILIPPINES 6.2. 6.3. ¢ Temporarily suspend operations when the announcement of community quarantine was announced back in March 15, 2020. « Recently was able to operate at 30% capacity which includes gaming tablets, slot machines as well as hotels and restaurants, following the permission granted by PAGCOR. The new marketing strategies of Okada Manila to increase demand for their services and products: ¢ The True Clean, True Safe, True Heart Commitment (3T): Okada Manila in the New Normal 0 Intensive team member health and safety training. 0 Fortified sanitation and disinfecting protocols across the property. 0 Availability of medical and emergency professionals in the integrated resort. ¢ Offers “Hideaway by the Bay Staycation,” which is a limited time offer with discounts up to 50%. Booking period is at October 2 — December 16, 2020 and stay date is at October 2 - December 17, 2020. * Special access to gaming floor if you are a member of Okada Club, Elite, Maharlika, Supreme and Premium tiers which started at October 1, 2020. New operational strategies implemented by Okada Manila: The company basically kept their operational strategies but added strict compliance with government protocols that follows health and security measures for their customers. ¢ Preventive Wellness Measures o PPEs and other protective gear are worn by team members as required o Physical distancing and good hygiene practices are strictly observed o Safety and health guidelines are posted all throughout the property for everyone's reference 0 Medical facilities and personnel — such as on-site doctors, nurses, paramedics, and other emergency personnel — are available 24/7 0 Telemedicine facilities for managing viral diseases are available 24/7 POLYTECHNIC UNIVERSITY OF THE PHILIPPINES minimum health and safety measures by setting industry- leading protocols across its premises. Employees lay off due to COVID- 19 pressures the company will reduce its workforce via a retrenchment program with 1000 affected employees. All employees will receive separation pay in accordance with Philippines law. Okada Manila President Takashi Oya June 15, 2020 Preparation of the resort's personnel Comprehensive training programs for the personnel To affirm that all team members assigned to work in the resort are in good health, Okada Manila provides COVID- 19 testing. Team members are required to have at least six (6) feet of space between each person. Queuing marks and display signs will also be placed in public areas to guarantee these measures are followed. Hotel/Team members June 30, 2020 - onwards POLYTECHNIC UNIVERSITY OF THE PHILIPPINES ¢* Customer-facing team members are also obliged to wear face shields and other equipment whenever necessary. ¢ Team members who have to report to work are quarantined for two weeks at a remote and isolated location at the property before being allowed to carry out service. ¢ Team members handling deliveries must wear full PPEs during every transaction. ¢ Delivery personnel are required to wear face masks and are asked to remain in their vehicles Team members who exhibit symptoms of illness are immediately required to wear a face mask, sterile gloves, and will also undergo disinfection or will be quarantined at a specific location in the property, POLYTECHNIC UNIVERSITY OF THE PHILIPPINES and then escorted to the hospital. Medical staff, including the ambulance driver, assigned to care for team members who exhibit symptoms of illness are required to wear full PPEs. Vehicles used to transport team members to the hospitals are to be fully disinfected and quarantined for 24 hours upon return to the property. Medical facilities and personnel — such as on-site doctors, nurses, paramedics, and other emergency personnel — are available 24/7. Telemedicine facilities for managing viral diseases are available 24/7. Strengthened safety measures Will be given face masks and greeted with the warmth Okada Manila is Known for. Social distancing will be strictly observed all Security Emergency Services (SES) team June 30, 2020 - onwards POLYTECHNIC UNIVERSITY OF THE PHILIPPINES strategies of Staycation,” Okada Manila which is a limited to increase time offer with demand for discounts up to their services 50%. Booking and products period is at October 2 — December 16, 2020 and stay date is at October 2— December 17, 2020 ¢ Special access to gaming floor if you are a member of Okada Club, Elite, Maharlika, Supereme and Premium tiers which started at October 1, 2020. POLYTECHNIC UNIVERSITY OF THE PHILIPPINES REFERENCES: ¢ “Health and Safety Measures” (2020). https://www.okadamanila.com/safetymeasures « “News and Articles” (2020). https:/Awww.okadamanila.com/news- and-articles? floclid=|wAROSHP4RChyexzw90AJxkwk_DZWCXsNJwyee0tJ40_u REdOgzHeJU20jW-E * Newsdesk (2020): “Okada Manila to lay off 1,000 employees due to COVID-19 pressures”. https://www.asgam.com/index.php/2020/05/26/okada-manila-to-lay- off-1000-employees-due-to-covid-19-pressures/? floclid=lwAROqF9rBTrx3K3RT6HhzyxXwl_p4xXoycEZJqqjZC4dJDOS JGnhrtRK2Aqp40, ¢ “The True Clean, True Safe, True Heart Commitment” (2020). http://www, okadamanila.com/3T/ ¢ Newsdesk. (2020, June 4). Okada Manila outlines COVID-19 safety measures ahead of relaunch. IAG. https:/Awww.asgam.com/index.php/2020/06/04/okada-manila- outlines-covid-19-safety-measures-ahead-of-relaunch/ * Cabuag, V. (2018, September 12). Okada owner to do backdoor listing at PSE. Business Mirror. https://businessmirror.com,ph/2018/09/12/okada-owner-to-do- backdoor-listing-at-pse/ ¢ Pendon, L. (2020, May 20). The hospitality industry’s response to COVID-19. F & B Report. http://fnbreport. ph/features/hospitality/the-hospitality-industrys- response-to-covid-19-lylep-20200520/ * Ocampo, R. (2020, March 25). Philippine hotels, resorts pitch in to back Covid-19 battle. TTGmice. https://vwwww.ttgmice.conv2020/03/25/philippine-hotels-resorts-join- hands-to-support-covid-19-frontliners/ ¢ Nan, J. (n.d.). Under Covid-19, Challenges and Opportunities for Hospitality and Tourism Industry of China. https://vwwww. longdom.org/open-access/under-covid19-challenges- and-opportunities-for-hospitality-and-tourism-industry-of-china. pdf