Guest Services Management - Handout | HFT 3540, Study notes of Hospitality and Tourism

Download Guest Services Management - Handout | HFT 3540 and more Study notes Hospitality and Tourism in PDF only on Docsity! 1 Guest Services Management HFT 3540 Mr. Scott Smith Rosen School of Hospitality Management Meeting Guest Expectations Through Planning Lecture 2 Mr. Scott Smith Rosen School of Hospitality Management Three Generic Strategies Organizations usually employ one of three generic strategies to compete in the marketplace They are: 1) A Lower Price 2) A Different Product 3) A Special Niche 2 A Lower Price The Low Price Competitor tries to design and provide pretty much the same service that the competition sells, but at lower prices. Examples include: Wal*Mart, Southwest Airlines, Red Roof Inns and Motel 6 A Lower Price - Disadvantage The Low Price Competitor must recognize that if they reduce prices to customers by reducing their own costs, the resulting deterioration in the guest experience may decrease the value of the experience to guest and drive them to competitors. A Lower Price - Disadvantage Also, somebody is eventually going to undercut your price. McDonald’s --> Checkers 5 A Different Product Disadvantage Somebody is eventually going to copy your differentiation feature. Red Lobster --> Boston Lobster Feast, Shells and Joe’s Crab Shack A Special Niche An organization can find and fill a particular market niche or gap. It can focus on a specific part of the total market by offering a special appeal - like quality, value, location or exceptional service. A Special Niche The organization that concentrates on filling niches is often a market innovator seeking to meet an unfulfilled customer need. 6 A Special Niche Examples include: Big and Tall Men’s stores Boston Market Chili’s Take Out Regent Square Tavern in Pittsburgh Peapod - Grocery Delivery A Special Niche Disadvantage If you find a Niche and succeed, an imitator eventually will join you in the niche and soon it will be just another market segment. Hard Rock Café --> Planet Hollywood and Rain Forest Café. Three Generic Strategies 1) A Lower Price - McDonald’s 2) A Different Product - Red Lobster 3) A Special Niche - Hard Rock Café 7 Three Generic Strategies Can you combine the Strategies? Yes A Lower Price-McDonald’s (also has a strong brand image-differentiation) A Special Niche -Hard Rock Café (also has a strong brand image-differentiation) Three Generic Strategies So if these Three Generic Strategies can all be copied and even surpassed, How can an organization remain competitive? BY PROVIDING EXCELLENT SERVICE AND VALUE!!!!!!!! The Excellent Service Strategy Tom Peters (In Search of Excellence) says “You can knock off everything…..except awesome service” 10 Core Competencies • What Are We Good At? • What Business Are We In? • If We Were to Start Again Today, Would We Be in the Same Markets? Vision “The Vision Statement describes what the organization should look like in the future and what significant contributions it expects to make.” As we move into the 21st century, our goals are to offer the best undergraduate education in the State of Florida, achieve national and international prominence in key programs of graduate study and research, provide an international focus to our curricula and research programs, grow more inclusive and diverse, and become America's leading partnership university. The manner in which we achieve these goals is important. UCF has always placed an "Accent on the Individual," respecting the dignity and worth of each person, and an "Accent on Excellence," obtained within the context of a committed and caring community. A community of: scholarship, shared leadership, action, involvement, concern. UCF’s Vision Statement 11 Mission “The organization’s Mission Statement expresses the reason for which the organization was created and exists.” The University of Central Florida is a major metropolitan research university whose mission is to deliver a comprehensive program of teaching, research, and service. It provides intellectual leadership through quality undergraduate and graduate programs. It proudly identifies with its geographic region while striving for national and international excellence in selected programs of teaching and research. It serves students who are diverse in age, ethnic, and racial identity, and socioeconomic background. It supports the cultural vitality of our region, serves as a major intellectual and creative resource, develops creative partnerships with public and private enterprise, and participates fully in the economic development of Florida. UCF’s Mission Statement Our Vision Statement • What should this organization look like? • What significant contributions will it make? 12 Our Mission Statement • Why are we here? • What makes this course different? The Beginning 1. Building A Community of Learners 2. Seeking Critical Thinking 3. Exceeding Our Own Expectations Strategic Management- Assessment SWOT Analysis Opportunities and Threats are External Looking outside the organization