Hospitality Service Management Assignment Example | Topics and Well Written Essays - 1500 words

Hospitality Service Management - Assignment Example Innovation is the key focus to excel in this industry. Utilising service management for proper handling and delivery of services is the aspect which the services industry must set a priority in their areas of concern for promotion and company's growth - including industries in health care, caterers, manufacturers and suppliers, tourism and financial services. Organisations must set the difference between the idea of customer satisfaction and service of quality rendered to clients. Although sometimes considered ambiguous, a specific label is required that will detach these important entities with regards in providing services of which supposed as one. Both are correlated in terms of industrial needs but different. Customers may vary on every organisation to which they provide their products, be of services or goods, by some mechanism acceptable in the industry's marketplace. Of course, getting through the competition in the market is another endeavour which organisation needs focus. Customer satisfaction is a business term which is used to capture the idea of measuring how satisfied an enterprise's customers are with the organization's efforts in a marketplace (Wikipedia, 2006). Once customer's expectations are exceeded, the organisation will attain high levels of customer satisfaction and will create "customer delight." This implies that organisation must possess the ability to fulfil the consumers' needs through business, emotional and psychological aspects. The interaction between the service provider and the recipient, which are the customers, must not be in idle to properly measure the level of satisfaction. Proper attitude in dealing with varied customers should be considered; knowing their attitudes, feedbacks or commendations can contribute in determining the organisation's marketing strategies. Basically, organisations aim is to retain customers in patronising their services offered and the target of increasing the number of loyal customers and eventua lly increasing the organisation's revenues. Although customer satisfaction may vary from customer-to-customer, it is important to consider that physical and psychological characteristics which play a very important factor in measuring the degree where customers satisfy with the organisation's services. Comparatively speaking, the customer's expectation can be evaluated with the customer's experience prior relevant to the services the organisation delivers. Organisation must take into account that satisfaction is not quantitatively measured since it is more of a psychological aspect; it is more of the qualitative. And, service of quality will be now measured. Commonly, customers define 'quality' as they are met by their perception and experience. This is the degree or level of customer's satisfaction with the services or products an organisation offers dependently to the environment and the kind of service given. It is difficult to conform to the expectations of the customers needs with the level they require with regards to efficiency, quality, flexibility, and dependability to the services delivered. To achieve this, Total Quality Management (TQM) is applied. TQM is management philosophy committed to a focus on continuous improvements of product and services with the involvement of the entire workforce. This principle is a long-term process to sustain business excellence and the comprehensively and continuously involvement of all organisation functions. Through this method,

Has the marketing mix for Volkswagen been successful Coursework

Has the marketing mix for Volkswagen been successful - Coursework Example This report will focus primarily on promotion at Volkswagen and psychographic segmentation and targeting strategies, since the recent successes at VW in the last four to five years has been highly dependent on these activities and marketing strategies. The report describes pricing structure at Volkswagen and the rationale for this strategy, followed by acknowledgement of product and place in the marketing mix, with a continuing in-depth discussion of promotional activities domestic and international that has led to higher sales since 2008. 2.1 Pricing and Product at Volkswagen One marketing manager at Volkswagen describes the rationale for pricing at the company: â€Å"We are targeting young, self-confident city dwellers†¦that want a car which ticks all the technical boxes, epitomizes lifestyle and is a little unconventional in terms of looks† (Volkswagen 2010, p.91). The market share in Europe contributes most to the sales revenues and profit of VW, a market that is domi nated by small-sized passenger cars produced by companies such as Kia, Hyundai, and Fiat (among many others). These cars typically carry much lower prices due to their efficiency in petrol mileage and limited features. Customers have dedicated brand following to many of these competitive models, thus in order to gain market attention from the young professional between 21 and 34, the business must devote much of its production capacity and capabilities to producing small- to mid-size cars as competitive low-end pricing. In the UK and the United States, as one example, the list price is approximately $19,000 for the Passat (the company’s largest international seller). This price structure is compared to other small-sized... The report describes pricing structure at Volkswagen and the rationale for this strategy, followed by the acknowledgement of product and place in the marketing mix, with a continuing in-depth discussion of promotional activities domestic and international that has led to higher sales since 2008. One marketing manager at Volkswagen describes the rationale for pricing at the company: â€Å"We are targeting young, self-confident city dwellers†¦that want a car which ticks all the technical boxes, epitomizes lifestyle and is a little unconventional in terms of looks†. Volkswagen continues to use actors and endorsers and messages in the promotion that are highly relevant to lifestyle and attitudes, thus improving brand equity and long-term market loyalty. Trust in the brand is built around the market communications offered by Volkswagen that revolves strongly around satisfying consumer demands and promoting â€Å"affordable innovations†. This company would seem to be a b enchmark of the theoretical concept of effective customer relationship management, through its dedication to establishing operational components, the marketing mix, sales dealerships, and communications precisely linked to customer social and psychological value systems and emotional competencies in this age group. Examination of research on Volkswagen did not indicate any negative sentiment from the brand in existing key target markets.