Unique Challenges And Opportunities

0 [DOCUMENT TITLE] 1 Table of Contents Part 1 Case Study ................................ ................................ ................................ ... 2 Question 1 ................................ ................................ ................................ ........... 2 Question 2 ................................ ................................ ................................ ........... 3 References ................................ ................................ ................................ ................. 5 Part 2 (Individual Report) ................................ ................................ ........................ 6 Introduction 100 ................................ ................................ ................................ ...... 6 Flow charts of front stage and back stage ................................ .............................. 7 Front stage & back stage ................................ ................................ ........................ 7 Explanatio n of significance of the service encounter ................................ .............. 9 Analysis of managerial implications ................................ ................................ ...... 10 Summary ................................ ................................ ................................ .............. 10 Referencing ................................ ................................ ................................ .......... 11 2 Part 1 Case Study Question 1 Integrated marketing communications (IMC) is a procedure over which administrations fast - track revenues by taking a client - centric tactic to position their marketing and message purposes with their corporate or established objectives (Key and Czaplewski, 2017) . The S composition video of Psy received over 4 billion views on YouTube which assisted him driving from comparative secrecy external from South Korea to the widespread success recognition and fame . According to the short Gangnam Style: the 5Ws model of IMC forecasting procedure comprise s : Who signifies the business pre sent and potential customer whom the business targeted to attain it s planned goal and objectives? This is the essential feature of the corporate to recognize the target section to which it is working to aid the finest to accomplish high development and ach ievement in the marketplace . The offering an estimable level of pleasure and delight targeted the worldwide spectators particularly the South Korean audiences in hunt of individual space and time - period in the entertainment - based as well as marketplace concerned with improvement background (Shin, 2016) . The team of PSY and Gangnam style has efficiently identified that the young audience will be the major part of the target audience of the K - pop dance - pop style. What : This suggests what creation or facility is to be promoted between the client segment. Psy offered the greater Gangnam culture with his audio - visual and imaginative presentation of the music video to assist the clients or spectators with extr a entertainment and enjoyment . How : This describes the track as to how achievement will be attained by the corporate . The composition is audio - visual forming inordinate fun, entertaining , satisfaction , particularly the showy graphics an d inspired dance moves of Psy creating it dissimilar from other composition videos aided fascinating such an enormous crowd, reputation , YouTube supporters , and record - breaking achievements (Ahmad et al, 2017) . This was attained by line - up musicians who had access to numerous social media platform accounts establishing millions of YouTube endorsers , Twitter supporters , and Facebook admirers . Will.i.am, Allkpop.com, and 3 further associates of YG Entertainment record marker of Psy fortified friendly com munications which aided attaining such a high number of views and reviews from the very primary day of its introduction . At present time it has approximately 4 billion views. Where defines the corporate network from which the traffic is motivated on the way to attained consideration of spectators on YouTube which is known as the utmost noticeable feature of marketing communication of the similar music video of Psy with the assistance of integrated marketing communi cation planning procedure approach . When categorizes the period when corporate records its appreciation and development in the target market . When the composition audio - visual was highlighted by the digital technology publications of Gizmo and Gawker, main predictable and generalist mass media foundations , and predictable media driving force of Sky N ews , CNN, and Billboard advertising , the record - cracking peak was attained on all over the social media (Brand, 2017) . Therefore , one of the important characters of social media is sharing audio - visual graphics as it is enormously eff icient in spreading messages exclusively when spectators discover the carried message astonishing , stimulatin g , amusing , and funny . Furthermore , it is recognized that the message or communication that is shared broadly inside a rapid period ultimately guides on the way to quick promotion of the message as well as its maker . Question 2 of conducts, consequently , - visual of Psy. The content assisted in de scribing the brand or the video between the spectat ors. This assisted emerging faithfulness among the spectators and the audio - visual and formed a marvelous image, status, and truthfulness of Psy with a similar graphic composition. The Gangnam - style video content - aware the target audience concerning the Ga ngnam ethos of South Korea. Non - spectator was converted to a digital probable spectator with the improved and amusing facility experience. The optimistic comments and gratitude from the YouTube spectators direct the corporate on the way to attaining a natu ral development of the melody (Chung, Kim , and 4 Hwang, 2016) . With the strong facility demonstration, supportive communication material , striking features, illustrations, and imaginative moves, clear call to activities, and Google Analytics gathering traffi c information and behavior, Psy was talented to fascinate enormous website traffic on the way to its eye - catching audio - visual. Furthermore, the excellence and convincing content maintained Psy to obtain superiority and targeted worldwide customers which e ngaged the video to attain a competitive superiority and high hunt positions in the marketplace . A robust association and linking were constructed with the spectators due to the stimulus fashioned with the message content. With its content promotion public formation , the digital discussions and comments minimalized the resources obligatory as likened to the predictable conversational tactics . The contemporary digital podium improved the number of advocates and influencers of the video content which safeguar ded other replies amplified chats inside the communication site content elevated the network traffic and the number of people visiting the identical audio - visual and linked pages while applying call to action appeals . There fore extra worth for the spectators sideways with the grateful , remarkable , excited , and record - breaking graphic composition shared by Psy which also assisted the song to attain high recognition , status , and achievement in the industry easily (Tan, 2015) . audio - visual promoted on YouTube received capitalization and exponentially amplified influence on the spectators who precious , respected , and cherished the song laterally with its attractive and enj oyable dance moves and graphics . The prompt responses , opinions , downloads, observations , clicks, and apprais al realizing the song made it conceivable to reach a long - standing worth to it. S ocial media such as Facebook, YouTube, Twitter, etc. with its cont inually growing shares, likes, opinions , and tweets composed love for the video from a countless number of fans (Oh, 2015) . The crowd was enormously resounded by manipulating their mindset with the extensive delivery of the communication message of the video. Consequently , the communication content extremely a ffects the succeeding rates of the goods being promoted in relations to acceptance , credit , status , image, distinctiveness , development , sales promotion , and improved customer capacity . 5 Re ferences Ahmad, U., Zahid, A., Shoaib, M. and AlAmri, A., 2017. HarVis: An integrated social media content analysis framework for YouTube platform. Information Systems , 69 , pp.25 - 39. Brand, S., 2017. Marketing K - Pop and J - Pop in the 21st Century. Chung, A .Y., Kim, J. and Hwang, I., 2016. Consuming Gangnam Style: Nation branding in Koreatown, New York and Los Angeles. In CUNY Forum (Vol. 4, No. 1, pp. 92 - 102). Key, T.M. and Czaplewski, A.J., 2017. Upstream social marketing strategy: An integrated marketing communications approach. Business Horizons , 60 (3), pp.325 - 333. Oh, C., 2015. Queering spectatorship in K - pop: The androgynous male dancing body and western female fandom. The Journal of Fandom Studies , 3 (1), pp.59 - 78. Shin, R., 2016. Gangnam style and global visual culture. Studies in Art Education , 57 (3), pp.252 - 264. Tan, M., 2015. K - TDR/The Drama Review , 59 (1), pp.83 - 96. 6 Part 2 (Individual Report) Executive Summary In this study , we are going to examine the real - life service association case of Marriott Hotel at Circular Quay and will understand what is referred to by front stage and backstage and how these stages procedures held in this hospitality corporate using flow charts. Ad ditionally, we will deliberate and elucidate the implication of the service come across with their clients and will study what executive characters suggests on these . Introduction 100 Marriott is a global business in the hospitality and housing business. T he Marriott Business was originated by J. Willard Marriott and Alice Sheets Marriott in the year 1927. In the commencement the primary hotel was developed in Virginia in 1957and nowadays there are around 7642 + hotels international in over 131 nations below the brand name. The Marriott brand is a leading instance of brilliance in the facility and has been awarded as the finest business in the corporate of hospitality. This report 's major aim is to examine the business front stage and backstage operations and then discover the significance of its facilities come across together with the administrative suggestions (Lock, 2021) . 7 general monitoring surveillance maintain pool maintain gym Security Recreational activities recruitment payrolls ironing washing guest checkout HR Laundry data collection rental services cleaning food making other special services other services baggage handling House Keeping Kitchen room service offer meals in rooms guest check - ins guest bookings advertise maintain bookings maintain visits dinning Front desk operation Marketing Sales Front stage Back stage Marriott Hotel Flow charts of front stage and back stage Front stage & backstage It is an emphasis on the service come across suggests a difference among the communication of service provider and client , service providers who are the portion of service meetings and other activities that directs to make it conceivable . Service organizations are characteristically separated into 2 mechanisms which are the Frontstage and backstage . The f ront stage signifies the communication among facility provider s and client s , these are established of movements and measures that are used to connect with the clien t (Herhausen et al, 2017) . Staff working in this phase are condensed and refined to communicate and grip all types of clients as they are the face of the association. They are qualified to accomplish all kind s of 8 circumstances in a peaceful and specialized way. Whereas Backstage characterizes the value chain of the facility which clients are incapable to see, these services are not straight connected with the client but these facilities help the front stage staff to deliver the finest conceivable services t o the visitors. Workforces in backstage works in the agreement with front stage. In the overhead stated chart we can understand the segregation of front stage and backstage of Marriott Hotel, generally , the backstage and frontstage is nearly similar for ev ery hospitality corporate association . In the front - end purposes the diagram can support to come across among clients and hotel management facility providers, from welcoming the clients to check out it knobs all the client linked purposes. The key process of the front end is to welcome the clients with beam and simplify and support them in reservations and check - ins, taking their private data and delivering comfort as much as conceivable at the time of reservation, then support them out in their baggage man agement, inquiring their gratification, delivering food and other facilities to their door and reserv ing the conveyance to check - out. These all are a few of the obvious errands of the front - end stage. E very procedure of the frontend stage makes a straight influence on the insight about the association (Bozic and Knezevic, 2016) . If the worker is incapable to solve the matter at that precise moment, it ' s a straight representation of a bad instance on the insight . These staffs have to be skilled to bring in any condition . The front stage purposes are additional concentrated and multipurpose and workforces have to multitask to accomplish visitors with on spot result - making capabilities . In the back - end purpose , it is whispered that they are the purpose which is commenced by support divisions . In our case , these roles are from HR to make remuneration payrolls to the staffing of new - fangled workforces to finances, sales, marketing, kitchen facilities , washing , housekeeping , and safety . These are the roles that are generally not noticeable to the client but they work with an alliance of front stage function to deliver the finest facilities to the clients and visitors . They are denoted as support divisions but they are also an essential part of the background , deprived of these back - end functions front end cannot deliver its finest conceivable facilities to the visitor and ultimately its representation a bad instance on 9 insight , for example , if the food tastes bad which is the ac countability of kitchen (backstage function) the client gratification level will be disappointed , and ultimately front end has to look the furry or dissatisfaction of the visitor . Similarly, sales and marketing are also significant as they market the hotel to the correct persons which direct to bookings and keep the money flow coming (Kaur and Kaur, 2017) . Explanation of the significance of the service encounter Service encounter can be well - defined as the communication of the client or visitor with the demonstrative of the business, who delivers facility or product to the client. This representative can be anybody from worker to manager (Lariviere et al, 2017) . In our situation , the representative is front - stage operation vis come back another time and again. The very instant client or visitor communicates with the representative (front - stage operative staff), representative converts the real f ace of association, in this very initial communication with a representative, the visitor will judge the excellence of association, and make an understanding about it which he or she will be going to have utmost undoubtedly for rest of his or her life abou t this specific association. This is the motive that it is also called instant of fact, it is the very instant which makes the visitor pleased or displeased. One more significant feature of service come across is to deliver such excellence to the clients o r visitor s that they convert into regular/ trustworthy client s of the association . Unproductive service encounters might outcome in an important cost to the association by having to accomplish the facility again, being obligatory to recompense , or even fin ished up losing a client wh o can be a decent and trustworthy customer in the upcoming . Not only that but this customer will insolently share his insight with their friends and family and on dissimilar social stages which directs to s k epticism in the attentions of numerous possible clients (Legros et al, 2020) . Consequently , if a condition rises where clients or visitors display their disapproval concerning any facility or worker communication , it is very significant to take on impulsive activities to recover the faith of the client , the primary step is to request for confession and admit the mistake right away, by this it is probable that their insight about the facility come across will progress . 10 Analysis of managerial implications Managerial implications comparison the outcomes to ordinary and give a viewpoint on what action must have been engaged and what nonactions must be taken in reply (Long, 2018) . Hospitality corporate is a rivalry corporate in this age where you require to re tain the whole thing faultless at each point of time or else client have so numerous other choices to select from for their subsequent journey, not only that if they get a bad viewpoint by any mean they do not share only share their state of mind with thei r personal and networks but also they will deliberate it on their social media stages which raise the speech of dissatisfaction one hundred times extra, on the viewpoint of just single individual, numerous persons make their insightful as undesirable for t he association even they have not even stayed, then they share this conversation on their social channels and it makes a shackle response producing demolished status just because of 1 unhappy client. Overall Marriott Hotel is a portion of the finest hotel chain in the international marketplace and the clients suppose none other than Excellence in every single zone and can be dissatisf ied if not preserved efficiently (Rony and Awal, 2020) . Summary Marriott is a worldwide business in the hospitality and lodg ing business. Marriott Hotel is share of the finest hotels chain in the international marketplace and its clients suppose none other the outstanding facility in each part and for that the entire hotel system has to effort composed like a team, commencing f rom front stage a meeting among clients and hotel management facility providers from reservation to check out, they are accountable and are front - face of the association. E very procedure of front - stage makes a straight influenc e on the at that exact instant, it straight represents a bad illustration o f the staffs have to be skilled to carry in any condition. In an outer layer front and back ends are the important characters in this corporate if any of the phase fault s , the entire system has to tolerate the price. 11 Referencing performance in the hotel industry. Tourism and hospitality management , 22 (2), pp.225 - 246. Herhausen, D., De Luca, L.M., Miceli, G.N., Morgan, R.E. and Schoegel, M., 2017. When does customer - oriented leadership pay off? An investigation of Frontstage and backstage service teams. Journal of service research , 20 (4), pp.409 - 425. Kaur, J. and Kaur, J., 2017. Investigating Influential Role of Service Quality in Formation of Behavioral Intentions: A Study in The Hotel Industry. PACIFIC BUSINESS REVIEW INTERNATIONAL , 10 (5), pp.44 - 51. Larivire, B., Bowen, D., Andreassen, T.W., Kunz, W., Sirianni, N.J., Voss, C., into the roles of technology, employees and customers. Journal of Business Research , 79 , pp.238 - 246. - office multitasking between service encounters and back - office tasks. European Journal of Operational Research , 287 (3), pp.946 - 963. Lock , S ., 2021., Number of Marriott Internation al, Inc. hotels worldwide 2009 - 2020 . [Online] Available at https://www.statista.com/statistics/247285/number - of - marriott - international - hotels - worldwide/ [Accessed 2 8 /05/2021]. Long, R.J., 2018. New office information technology: Human and managerial implic ations (Vol. 30). Routledge. Rony, M. and Awal, R., 2020. Front Office Operation and Service Features of Haikou Marriott Hotel.