MAN515 Case Study Report Assignment Sample
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Customer Benefit Packages and Value Chain Design of Yardley Hospitality & Hyatt Hotels Corporation
Introduction
In this paper, two different organizations will be compared with each other in concern to their customer benefit packages and value chain designs. This comparison and contrast of both organizations will be done on the basis of their products and services which both organizations serve to their customers. For this study, one organization product will be compared with the other organization service, i.e., Yardley Hospitality products will be compared with the Hyatt Hotels Corporation services. The hospitality industry is leading in a market and playing a significant role in day-to-day business activities (Tao, et al., 2017). In concern to it, operation management activities of organizations get affected because of quality, quantity, shape, size, and services which are provided to customers.
In different sectors, operation management helps in managing the production processes as well as helps in organizing & maintaining a balance between small and large operations of business activities. In concern to it, this report will outline the customer benefit packages which both organizations provide in terms of products and services (Ostrom, et al., 2010). This report study will also determine the value chain design of both organizations and compare the difference in their value chain which provides advantages and disadvantages to their organization. In addition, recommendations will be provided to both organizations in order to improve and develop their operation management system.
Customer Benefit Packages
Compare of customer benefit packages of Yardley Hospitality and Hyatt Hotels Corporation
Customer benefit package can be defined as a set of products and services which are served to customers in order to attract customers them and provide them a good experience. The Hyatt Hotel Corporation focuses on providing the best services to its customers as its main strategic objective is to target the customers with best and effective services and in that also organization provides additional services as complimentary to their customers (Hyatt, 2017). This service of Hyatt Hotel more customers oriented as it focuses n providing the different services to customers as compared to services offered by its other competitors. On the other hand, Yardley Hospitality is also a customer-oriented business which focuses on increasing its sales by targeting large customers with high standards of products (Yardley Hospitality, 2017). The Hyatt Hotels Corporation is one of the best hotels in the hospitality industry in a world which serves various services to its customers.
The strategic objective of Yardley Hospitality is to target a large number of a customer by providing them different products which satisfy their demand. Yardley hospitality offers electronics appliances, cleaning & cooling and small appliances which are required by other business organization like hotels, apartments, and tourist parks. But at the same time, Hyatt Hotel Corporation compares its services with the product organization in terms of quality and product services. The customer benefit package of Yardley Hospitality is effective as it provides customers with wide range of branded products and pricing quality products is supplied to its customers.
In addition to this, the operation system of Yardley is good but not effective as there is difficulty operation system of the organization due to which organization is facing problem in managing and organizing their operational activities in a better manner (Cummings & Worley, 2014). In contrast to it, Hyatt Hotel Corporation has an effective operation management system due to which organization can able to provide its customers with effective services which encourage and satisfy the customer with their services. But in contrast to it, it is identified that Yardley Hospitality is providing its products on time, place and personalized products which attract the customers and satisfy their needs and wants. In simple term, Scott & Davis (2015) stated that a good operation management system always helps in identifying the customer’s needs efficiently and effectively.
In today’s environment, every organization is focusing towards attracting a large number of customers towards their primary products and services. The main primary services of Hyatt Hotel Corporation is core offering for customers for fulfilling their basic needs and respond to their queries effectively. The customer benefit package provides various benefits to its customers and also to organizations in terms of rating, customer loyalty and other (Ettlie & Rosenthal, 2011). In addition to it, the customer benefit package of Yardley Hospitality is designed in an effective manner so that customer gets high benefit in respect of products and their quality. In like manner, this organization also offers various benefit offers like free delivery, supply products on time at a minimum cost.
Moreover, service organization focuses on achieving a competitive advantage in the market by providing the customers with good experience from their prominent services (Gebauer, et al., 2011). While studying the customer benefit packages of both organizations, it is identified that Hyatt Hotels Corporation provides customers with 24*7 services that help an organization to meet the customer’s requirement anytime (Hyatt, 2017). Whereas in Yardley Hospitality, the delivery of products is available according to the customers on their place at the specified time but not 24*7 as like service organizations.
In addition to it, service organization (Hyatt Hotels Corporation) provides discounts only to its members who registered themselves in its member’s program and also provides some instant discounts to customers who visit first time in a hotel in order to satisfy them with services at affordable cost. In contrast to it, product organization (Yardley Hospitality) provides attractive offer discounts to its customers for attracting them towards the sale of new products at an affordable price (Kastalli & Van Looy, 2013). However, it can be stated that both organizations provide their customers with excellent customer benefit packages that help in satisfying customers with overwhelming experience with products and services.
Value Chain Design
Compare and contrast value chain design of Yardley Hospitality and Hyatt Hotels Corporation
Value chain model is an effective framework model that helps in analyzing the different operational activities like primary and secondary activities. The value chain model of organization is designed by considering all supply chain activities and distribution process of products and services (Gereffi & Fernandez-Stark, 2016). The value chain model includes inbound logistics, outbound logistics, marketing and sales, services, and other secondary activities which influence directly on the demand and supply of products and services to the customers.
In context to it, it can be determined that value chain design of service organization and product organization differs as service organization value chain model design in terms of service quality and delivery on time. But at the same time, it also identified that product organization value chain model is developed in order to improve and develop their supply chain and delivering process of the product to their customer on specified time (Christopher, 2016). With the help of value chain model, service organization focuses on developing its human resource management, technology development, and infrastructure facility of the organization.
In addition to it, the market demands for services increases on the basis of season, tourism and other factors whereas market demand for products increases according to the customer requirement and wants. This value chain model provides support to the service organization by enhancing their operational activities like improving central reservation system, developing an effective environment. On the other hand, value chin model of Yardley Hospitality provides support to the management system in managing the sales and after sales services for customers so that customer loyalty can be developed to a large extent.
The primary activities of Yardley Hospitality are different from service organization as the organization uses separate supply and distribution process to deliver the product to customers but service organization provides instant delivery of services to its customers (Rushton, et al., 2014). The Yardley Hospitality organization uses best effective secondary activities in which organization uses high technology system which helps in maintaining the records with the help of customer relationship management (CRM) and enterprise Resource planning (ERP). Both are new technologies used in value chain process of Yardley Hospitality and effective for organization according to the management point of view.
But in customer point of view, the service organization (Hyatt Hotel Corporation) is more customer-oriented as they provide customize services to their customers in order to provide them a great experience (Brandenburg, et al., 2014). In like manner, management point of view of Hyatt Hotel Corporation is difficult for management as changing the services of organization affects the overall performance and relationship with customers. Moreover, the customer’s point of view on the product delivery of Yardley Hospitality is satisfactory as product value chain model is designed intensively in order to improve the operational efficiency.
Recommendations
From above study, it can be determined that both organizations are customer-oriented, but then also customer have some issues with product delivery and services offered to them and organizations are also facing challenges with their operation management system. In order to improve or develop their operation management system, it is recommended to product organization (Yardley Hospitality) to focus more on marketing process for which organization needs to develop an effective marketing strategy which target more number of customers for its products (Pan, 2015). In a similar manner, it is also recommended to a service organization that there is a high need to develop their services in an innovative manner. The service organization can develop its services in terms of providing tangible services, giving assurance to customers for services offered and also need to provide an instant reply to queries of customers i.e., response to customers quickly. In addition, Yardley hospitality should also focus on adding new innovative products and made them available at a low price so that customers purchase those products immediately (Maggioni, et al., 2014). On the other hand, both organizations are also recommended to survey on a regular basis so that they can identify the issues and requirements of customers on time.
Conclusion
From above study, it can be easily concluded that operation management of both organizations is effective as a company provides customers with primary products and services which attract customers and develop customer loyalty towards the organization brand. The offering can also be stated as customer benefit package which organization makes for its customers. The customer benefit package which services organization, i.e., Hyatt hotels provide is additional services like laundry services, spa, and salon, etc. Apart from this, Yardley Hospitality offers different products like small appliances, TV/Video, cleaning, heating and much more.
Moreover, this study helped in analyzing the value chain design of both organization and also helped in determining the difference in their value chain structure in the same industry. The recommendations provided to both organizations is to focus more on developing their services in an innovative way and conduct a regular survey to identify the issues and challenges which organization or customers are facing with the products and services. At last, it can be easily summarized from this study that organization which offers various services to its customers but providing those services develops a challenge for the firm in comparison to the organization which offers products to its customers.
References
Brandenburg, M., Govindan, K., Sarkis, J., & Seuring, S. (2014) Quantitative models for sustainable supply chain management: Developments and directions. European Journal of Operational Research, 233(2), pp. 299-312.
Christopher, M. (2016). Logistics & supply chain management. Pearson UK.
Cummings, T. G., & Worley, C. G. (2014) Organization development and change. USA: Cengage learning.
Ettlie, J. E., & Rosenthal, S. R. (2011) Service versus manufacturing innovation. Journal of product innovation management, 28(2), pp. 285-299.
Gebauer, H., Gustafsson, A., & Witell, L. (2011) Competitive advantage through service differentiation by manufacturing companies. Journal of business research, 64(12), pp.1270-1280.
Gereffi, G., & Fernandez-Stark, K. (2016) Global value chain analysis: a primer.
Hyatt. (2017) [Online] Available at: https://www.hyatt.com/ (Accessed: 12th August, 2017).
Kastalli, I. V., & Van Looy, B. (2013) Servitization: Disentangling the impact of service business model innovation on manufacturing firm performance. Journal of Operations Management, 31(4), pp.169-180.
Maggioni, I., Marcoz, E. M., & Mauri, C. (2014). Segmenting networking orientation in the hospitality industry: an empirical research on service bundling. International Journal of Hospitality Management, 42, 192-201.
Ostrom, A. L., Bitner, M. J., Brown, S. W., Burkhard, K. A., Goul, M., Smith-Daniels, V., … & Rabinovich, E. (2010) Moving forward and making a difference: research priorities for the science of service. Journal of Service Research, 13(1), pp. 4-36.
Pan, F. C. (2015). Practical application of importance-performance analysis in determining critical job satisfaction factors of a tourist hotel. Tourism Management, 46, 84-91.
Rushton, A., Croucher, P., & Baker, P. (2014) The handbook of logistics and distribution management: Understanding the supply chain. UK: Kogan Page Publishers.
Scott, W. R., & Davis, G. F. (2015) Organizations and organizing: Rational, natural and open systems perspectives. UK: Routledge.
Tao, F., Cheng, Y., Zhang, L., & Nee, A. Y. (2017) Advanced manufacturing systems: socialization characteristics and trends. Journal of Intelligent Manufacturing, 28(5), pp. 1079-1094.
Yardley Hospitality. (2017) About us [Online] Available at: https://www.yardley.com.au/ (Accessed: 12th August, 2017).
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