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The management of a chain of hotels has decided that one of its Critical Success Factors (CSF) is to provide excellent customer service'. The following measures have been suggested:
a) The number of customers who make use of their m-room mini bar
b) The percentage of customers who use the leisure facilities
c) The number of customers who complain.
d) The percentage of customers who join the hotel loyalty scheme
e) The percentage of customers who return
Which of these are appropriate Key Performance indicators (KPIs) for the GSF 'provide excellent customer service?
AlpineTrails is a company that specialises In off en rig tailored waking holidays. The company was set up by John and Michael, who each own f50% of the business Alpine Trails books hotels, transport and equipment to create bespoke holidays tot AlpineTrails customers.
An agreement was recently reached with WalkNalion, a national walking organisation, tor AlpineTraile to provide a number or special holidays for Its members. These will be branded as WalkNation Holidays AlpineTrails will be responsible for organising the holidays, but WalkNalion will undertake the marketing and booking of these special holidays tor us members.
As well as customers, which stakeholder groups are- represented in this scenario?
In this scenario, there are three stakeholder groups represented: Regulator, Owner, and Partner. The Regulator is represented by WalkNation, the Owner is represented by John and Michael who each own 50% of the business, and the Partner is represented by WalkNation which is providing the branding and booking of the special holidays for its members
Marketing is primarily concerned with the 4Ps: product, promotion, price and price. The institute of Analysis (IoA) offers qualification in system analysis. A number of interviews have been held with senior stakeholders, including the marketing Manager. Here are two five of the activities that have been identified by stakeholders:
a) Agree new qualifications.
b) Upgrade the website.
c) Recruit new examiners.
d) Register candidates.
e) Analyze website activity.
Which of these activities would reflect the business perspective of the Marketing Manager of the loA?
The activities that would reflect the business perspective of the Marketing Manager of the IoA are a, c and d. These activities involve agreeing new qualifications, recruiting new examiners and registering candidates. These activities are all related to the 4Ps of marketing and would help to ensure the success of the IoA's marketing efforts.
A division of a telecommunication company is reviewing its current product range. It has decided to reposition itself by narrowing its product scope to 'deliver consultancy service'. The activity is the primary doing activity doing on a business Activity Model (BAM) defined by the Chief Executive Officer (CEO). A number of other activities have been identified, five of which are listed below:
Determine which customer to target for
a) Determine which customers to target for our focused service.
b) Track the progress of consultancy contracts placed by customers.
c) Define the skills sets of the consultants supplying our service.
d) Agree on a marketing campaign to make people aware of our new product focus
e) Run monthly open days, showcasing our consultancy expertise.
Which of these would be categorized as planning activities on the CEO's BAM?
Planning activities are activities that are done to set the direction for future activities and to ensure that the organisation is well prepared for them. In this case, activities b, c and e are all planning activities as they involve deciding on the customer to target, defining the skillsets of consultants, and running open days to showcase expertise. These activities will all be necessary to ensure that the company delivers its consultancy services in the best possible way.
An overseas bank is currently undertaking a feasibility study looking into the possible launch of a new bank in the UK.
Preliminary findings suggest that the market is saturated, customers have a lot of choice and UK legislation makes It easy for them to from one bank to another.
In which area of Porter's Five Forces model would these preliminary findings be documented?
The preliminary findings suggest that the market is saturated and customers have a lot of choice, which indicates that the customers have the power to switch from one bank to another. This is an example of the bargaining power of customers, which is one of the five forces of Porter's Five Forces model. The other forces are Threat of New Entrants, Bargaining Power of Suppliers, Threat of Substitute Products or Services, and Rivalry among Existing Firms.
