...Intercontinental Hotel Group - Integrated Marketing Communications Individual Assignment no. 2 Syesha Kapoor LRB305188 Strategic Brand Management 2013-MBA II 2 Statement of authorship I certify that this assignment is my own work and contains no material which has been accepted for the award of any degree or diploma in any institute, college or university. Moreover, to the best of my knowledge and belief, it contains no material previously published or written by another person, except where due reference is made in the text of the dissertation. Signed: ___________________________ Date: _________________________ 3 TABLE OF CONTENTS 1. Research Background Company’s profile ………………………………………………………………………... 4 2. Integrated Marketing Communications Meaning, purpose of IMC………………………………………………………………… 4 IHG’s IMC…………………………………………………………………….…………… 5 Effect of IMC on Brand awareness and Brand Equity …………………………………... 5 3. Critical analysis of IMC used by the brand …………………………………………. 7 4. Bibliography ………………………………………………………………………….. 8 4 IGH COMPANY PROFILE Intercontinental group of hotels is a leading hospitality brand owner with more than 4600 hotels housing 674000 guest rooms in over 100 hotels worldwide (IHG Company Overview, 2013). Statistics show...
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...2. Communication methods and how used to best effect (customer service) Communication is most importance in our life, our business and in our world, without communication nothing can be done in expressing ourselves. In business such as hospitality industry environment there are many parties that involves in communicating our services and product to the general public, that is from thee company director to the stakeholders up to the cleaners and to the general public. There are more constantly form of communication within difference hospitality industry, from our local bed and breakfast in our communities to the most expenses hotel in our cities. Without this form of communication we will find it difficult to carry out business in hospitality industry more effectively. In hospitality industry, communication covers two important areas such as customer service and ‘behind the scenes’ staff and management interaction. Let look at the following methods of communication and how it is used effectively in our hospitality industry Oral communication; This is the most used communication method in our day to day in communicating to our colleagues, within the office, in boardroom meeting, that is the world words used verbally to inform our subordinate of a decision, information which can be done face to face or by phone. In the old days communication are done face to face, where one need to walk or travel some mile to deliver a message to other colleagues but here in ages of technology...
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...CORAL SEA HOTELS- Highlander Hotel & Apartments- Mt Hagen Introduction Highlander Hotel is located in Western Highlands Province in Papua New Guinea, and is a brand member of the Coral Sea Hotels under Steamship’s Group of Companies The vital motive of the organisation is to provide hospitality service. The Coral Sea Group of Hotels has been established since 1973. However there has been a massive refurbishment plan which is in evident today and their facilities cater to a varied market including local patronage and International Tourist. The change recently made offers first class facilities to the discerning consumers, and include a new wing room, a new Restaurant, Kitchen facilities, Conference facilities as well as a dedicated Gymnasium. They also provides services for Business houses as well as Government entities, with the provision of conference facilities available for Private functions, Party, Hire as required function at Pool Side. Other special places catered too especially for Birthday barbequing and Wedding ceremonies. This paper will present on the following aspects 1. The human Resource Structure, 2. The importance of having effective Personnel Management, 3. How it manages its Personnel. a) Recruitment b) Working Conditions c) Staff Training d) Workplace Communication e) Staff Discipline f) Problem solving (Grievances and Complaints) 1 .The Human Resource Structure The Hotel has a large group of employee...
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...Assignment front sheet | Learner name | ------------------------------------------------- Assessor name | Linn Thiri Aung | Mr. George Tun | Date issued | Completion date | Submitted on | .8.2014 | 22.12.2014 | 22.12.2014 | Qualification | Unit number and title | Edexcel BTEC Level 4 HNC Diploma in Business | Unit 4 Personal and Professional Development L/601/0943 | A | | Assignment title | Personal and Professional Development | In this assessment you will have opportunities to provide evidence against the following criteria. a Indicate the page numbers where the evidence can be found. | Criteria reference | To achieve the criteria the evidence must show that the student is able to: | Task no. | Evidence | 1.1 | Evaluate approaches to self-managed learning | 3 | 4 | 1.2 | Propose ways in which lifelong learning in personal and professional contexts could be encouraged | 3 | 8 | 1.3 | Evaluate the benefits of self-managed learning to the individual and organization | 3 | 9 | 2.1 | Evaluate own current skills and competencies against professional standards and organizational objectives | 1 | | 2.2 | Identify own development needs and the activities required to meet them | 2 | | 2.3 | Identify development opportunities to meet current and future defined needs | 2 | | 2.4 | Devise a personal and professional development plan based on identified needs | 2 | | 3.1 | Discuss the processes and activities required to implement the development plan | 2 | 3...
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...Assignment: Verbal and Written Business Communication Getting started To complete this assignment you will need to produce a portfolio which looks at communications in business. The portfolio should be based around the following case study. Case Study The Red Lion Hotel is a medium sized business which has expanded over recent years and hopes to continue to do so in the future. Its business aim is to deliver quality accommodation and a first class service to guests staying in any of the 38 bedrooms. Following a recent building extension, the hotel now has 3 function rooms of varying sizes which can be used for weddings, christenings and conferences. In addition there is now a 30 foot swimming pool with Jacuzzi. Guests can choose to stay in the hotel on a bed and breakfast basis or half board as evening meals are available in the restaurant. You are employed as an administrative assistant reporting directly to the office manager. Your main responsibilities include, planning and organising bookings for events such as weddings and conferences, ordering stock, dealing with internal and external post, taking and producing minutes from departmental meetings and answering the telephones. Section One Written and Verbal Communications in Business Contexts Task 1 Identify, using examples, the purpose of written business communications in Four different business contexts within the life of the Red Lion Hotel; (U8-P1) Describe why each is written...
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...1 Paper: Assignment Style: Oxrford Pages: 7 Sources: 6 Level: Graduate Case Study – The Regency Grand Hotel [Writer Name] [Institute Name] 2 Case Study – The Regency Grand Hotel Summary of the Information The Regency Grand was Thai owned and operated. Its performance was very good. It was a profitable and successful company during its 15 year existence with very high morale within the company. Employee’s worked according to management’s instructions. Employees were not allowed to be innovated and creative. All decisions were at management level. Recently, the hotel was sold to a large American hotel chain (Calrity, 2010). Its general manager got retirement and manager of the American hotel chain, John Becker, became the general manager. Becker has been a successful management person in the hotel chain, so he was given the charge of this hotel as well to handle it and make it more successful. John has 10 years experience with the American company. John was appointed due to his previous success integrating newly acquired hotels in the US. In most previous acquisitions, Becker took over operation with poor profitability and low morale (Bakker, & Schaufeli, 2008) Previously the employees were not allowed to be creative and innovative, while Becker implemented empowerment in the hotel. For the employees, the decision of good and motivational that they can make many decisions by themselves, as they were not allowed under the previous management....
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...With reference to the case study and theories of Organisational Behaviour critically access the success of Emirates Hotels and Resorts to introduce, implement and manage change at their new flagship hotel. In every organisation, there must be rules and regulations set to be able to govern and maintain a culture and also enable both the employers and employees to behave in a certain way that is considered acceptable which can be said to be organisational behaviour and when this is changed or improved, it is defined as an organisational change which must be discussed by all members of the organisation in order to maintain peace and unity. Cambridge University Press (2014) confirms that organisational change is ‘’ a process in which a large company or organisation changes its working methods or aims”. In this essay, the organisational change that occurred in The Emirates Hotel and Resorts will be analysed with the importance of individuals within organisations, groups and teams, leadership, management and the nature of management. Will discuss in terms of three areas, analysis of the main cause of dispute in the Emirates Hotel and Resorts, suggest ways to resolve this problem with supporting theories and finally evaluate the changes it will bring to the business. Emirates Hotel and Resorts consist of 280 employees who reside in 32 different countries round the world and as a result, the organisation requires trust from its employees to be able to manage such number of...
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...capital invested on the business. For instance, accommodation services for hotels and restaurants can be divided into several categories which include house keeping, booking, and communication and administration services (Lewry, 2012, p.2). The front office services for hotels and restaurants can also be under several categories which include bell service, room allocation services, concierge, information and mails, night auditors and cashiers. Accommodation services generally provide the clients or guest with comfortable, welcoming, attractive and clean services (Lewry, 2012, p.2). Other organizations like learning institutions offer accommodation and front office services as well. For example, higher education organizations like universities and colleges offer accommodation inform of hostels. Accommodation services in these institutions include booking, administration and communication services whereas the front office services include cashiers, enquiries and room allocation services. 1.2 Analyse the roles and responsibilities of a range of accommodation and reception services staff M1: You should adopt a suitable strategy to identify responsibilities of reception service staff of an organization of your choice (Merit M1) Front office and accommodation services are divided into different departments and have several functions (Lewry, 2012, p.2). For example, Hilton Garden Inn Luton North is a hotel and restaurant located in the United Kingdom. The front office has several...
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...organisation. This activity is important for managing and securing an effective workforce. Initially Mr Dawkins should understand and take into consideration strategic goals for the Hotel and/or department as well as conducting a job analysis. The next measure that should be taken is developing a position description. In Particular, Mr Dawkins should identify a description for a hotel manager. A position description is the core of a successful recruitment process. It is used to develop interview questions, interview evaluations and reference check questions. The following outline some of the highlights of a well written position description: * Identifies tasks, work flow and accountability, enabling the department to plan how it will operate and grow * Clearly articulates responsibilities and qualifications to attract the best suited candidates * Improves retention as turnover is highest with newly hired employees. Employees tend to be dissatisfied when they are performing duties they were not originally hired to perform. * Assists in establishing performance objectives * Provides a first impression of hotel to the candidate Mr Dawkin’s Cambridge Hotel could have several possible sources of labour both from and outside Cambridge. In order for Mr Dawkins to form an effective Recruitment strategy he should not only aim at encouraging employees from other jurisdictions in the country to relocate to his hotel through living and working, He should also recognize the potential...
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...Teamwork in the Hospitality Industry Teamwork is the primary gear that enables any business to run smooth and efficient. In this paper, the role of teamwork in regards to the food and beverage industry, entertainment, and accommodation will be discussed. Outcomes will be considered, and results of effective teamwork will be analyzed. Ultimately, each component of the industry will be examined in order to conclude how teamwork makes these businesses tick. 1. Food and Beverage The food and beverage industry is often a hectic one, but in order to maintain balance, teamwork, leadership, and communication is required. According to Introduction to Hospitality 6e (Walker), this chain of organization begins with the director of food and beverage. Walker explains that the director is responsible for the overview of restaurants, kitchen, room service, and lounges. In addition, Walker writes that the director must manage the business budget, provide proper leadership for employees, identify trends in the industry, and discover any means of achieving maximum profit capabilities. This may appear as daunting and overwhelming tasks, but none of this can be accomplished without the help of the co-workers. There are many active components within a restaurant that operate in sync to provide the upmost customer satisfaction. The kitchen may be considered to be the most challenging operation within the restaurant. Many individual tasks need to be managed and executed to provide proper customer...
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...techniques and modes of business communication followed in the hospitality sector. The main objectives of the research are listed below: 1. To understand and evaluate the communication system of a specific organization under Hospitality sector. 2. To evaluate the communication system during a crisis. 3. To evaluate the communication system that is used to convey any change in the organization i.e. Change Communication. The organization in focus for the study is Accor Hospitality, which is based in Hyderabad. Data for the purpose has been collected through Telephonic interview. The Table given below displays the various contents of the research paper. 1. Introduction to effective communication 2. Hospitality Industry 3. Introduction to Accor Hospitality 4. Interview Questions & Answers 5. Conclusion and new trends in communication INTRODUCTION The word “communication” derived from the Latin word ‘communicare’ that means to impart, to Participate, to share or to make common. It is a process of exchange of facts, ideas and opinions as a means that individual or organization share meaning and understanding with one another. In other words, it is a transmission and interacting the facts, ideas, opinion, feeling and attitudes. It is the ability of mankind to communicate across barriers and beyond boundaries that has ushered the progress of mankind. It is the ability of fostering speedy and effective communication around the world that has shrunk...
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...types of media and the impact of online media in the hotel industry With more and more people are becoming internet savvy, communicates with the customer through Internet is more efficient and cost effective. Online and social media open up a new way to distribute promotion messages to potential customers. The aim of this paper attempts to analysis the difference between traditional media and online media and how hotelier combine both online and traditional media to drive brand awareness. We will also talk about the impact of online and social media in the hotel industry. Traditional media are one of the business communication method that distribute messages to the public. This media are one way communication and normally refers to those introduced before the internet era such as television, radio, newspaper and printed materials. Online media is opposite to traditional media and is two way communication with consumers. Online media normally refers to the digital medium that can distribute through the internet. Social media are group under online media. Internet surfer can create and share their messages through blogs, Facebook, Twitter, YouTube and etc. I especially prefer Mr Ron Jones's definition on social media: "Social media essentially is a category of online media where people are talking, participating, sharing, and bookmarking online...". It is essential for hoteliers to realize that each communication channel has its benefits and drawbacks. Online and social...
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...PRINCIPLES OF PROMOTION AND COMMUNICATION INTRODUCTION In previous terms, you have been introduced to the first 3 marketing mix, product, price and place. In this term, another important marketing mix, which is promotion, will be introduced to provide a better understanding of how promoting products are done and the necessary elements that should be taken into consideration. It will be such a waste if a company has already set its products and prices but nobody knows about it. The promotional activities done by companies are vital in communicating the company’s product/services to the market. DEFINITION OF PROMOTION Promotion is defined as the deliberate strategies or activities that an establishment holds to communicate its merits of its product-service mixes in order to gain awareness, acceptance or desired response from its target market. In other words, promotion is the art of persuading your current and potential guests to buy more and more of your products and services. THE ROLE OF PROMOTION Why is promotion so important? The main role of promotion is to communicate with individuals, groups or organizations. Through promotion, message such as information about products or services can be communicated to existing and potential guests. In addition, it also seeks to directly promote exchanges by influencing one or more of the audience to accept the company’s products. In simple terms, promotion seeks to create awareness of existing and potential guests...
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...productivity in hotels is likely to derive from efficient and effective HRM practices. Recruitment is presently negligible in Indonesian and Malaysian hotels, but has become a crucial issue in Singapore (eg. Debrah, 1993) and Australia, in terms of both quantity and quality. Desperate situations require innovative solutions. The Singapore Grand has a comprehensive recruitment strategy, including the attraction of older employees, incentive employee referral programmes, hotel trainees from SHATEC, guest workers, and a mix of full-time, part-time, casual and “internal casual” employees. Australian hotels are in a similar situation. At least part of the solution to the staffing dilemma - ie., quantity but variable quality - may be in closer hotel management involvement in the curricula and accreditation of hotel training schools and associations. Criteria for employee quality in all hotels needs attention as well, and this has been established in most hotels studied, through job analyses, revised job descriptions and distilled selection criteria. The Jakarta International and the Penang Resort, in particular, have designed comprehensive job analysis and selection interview systems. Most hotels suggest that skills requirements are less crucial in choosing service employees than their attitudes, behaviour or values. Cultural advantages appear to exist here in Indonesia and Malaysia. After selection, human resource management practices which assist the achievement of overall hotel objectives...
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...Trans-Culture Management of International Hotel in China Chunwei Li Hotel Management, TUC-FIU Cooperative School, Tianjin University of Commerce Tianjin 300134, China E-mail: chunweifiu@yahoo.com Abstract Along with the integration process of global economy, cultural conflicts gains more and more attentions. After China’s entry to WTO, China economy is involved in world economy further. More and more international companies enter China. However, they encounter with an overall cultural impact. Trans-culture conflicts have already become a problem for international groups. Teams with different cultural beliefs challenge the effectiveness of traditional management theories. Differences between Chinese culture and western culture affect international groups’ management significantly. Trans-culture management gains attentions from international groups more and more. Therefore, it is meaningful to research this issue. This paper selects the international hotel industry in China as a subject to study the trans-culture conflict phenomenon with the hope of achieving effective trans-culture management. Keywords: International hotel group, Trans-culture management 1. Analyze the effect of culture from different levels of international hotel group 1.1 Founders Many companies have their “heroes”. Wilkins defines these people as “living or passing, real or virtual men who are models of behaviors in companies because of their widely-praising characteristics”. Hotel industry is not an exception. It has...
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