Distribution Channel in Hospitality and Tourism Free-Samples

Question: Discuss about the Distribution Theory System in the Context of The Park Hyatt. Answer: Introduction The Park Hyatt Sydney is an entrusted five star brand located at 7 Hickson Rd, The Rocks NSW 2000, Australia. The Park Hyatt Sydney allows guest to have a calm stay in their hotel. The hotel features abundant meeting and conference facilities based on the local market demand. The convention rooms are part of premium group, meetings or conferences. The business hotel guests are a part of premium group for the travelers seeking effective facilities. The hotel provides a safe stay to the couples and families who wish to enjoy together. The Hyatt is a mixture of corporate and personal experience to the guest. The Park Hyatt Sydney provides a prominent selection to the travelers in a deliberate manner. The brand has developed itself as a personal guest service and provide with an extensive range of comprehensive business services to facilitate luxurious way of living (Andrew, Schmidgall and Damitio, 2007). Scope Purpose The report provides distribution theory system in the context of The Park Hyatt, Sydney and allows readers to understand the distribution product and services. It compares the role, effectiveness of the hotel in the current market situation. Further, the report provides a Critical analysis of the technological applications used by the brand in order to optimize operational effectiveness. An evaluation on the distribution theory and channel players that are been used by the brand in order to manage efficiency. Value Proposition The Park Hyatt Sydney is a combined value of courtesy, care and comfort. It provides a discreet residential and sophisticated style. It is currently offering with a wide range of guest services and luxurious suites to the guest. The Park Hyatt Sydney is a perfect synonym of luxury. The hotel is located at one of the worlds most beautiful harbor. It perfectly personified contemporary harbor side luxury with the popular location between Sydney opera house and Harbor Bridge. The luxurious hotel offers intimate surroundings with a perfect blend of architecture. It includes 155 spacious guest-rooms and luxurious suites with contemporary interiors and floors. They have an open balcony with 24 hours butler services and open sundeck (Our hotel, 2017). The hotel provides spectacular harbor front view of the Sydney opera house and a special dine-in-location. The hotels waterfront restaurant bar and private dining has helped in providing a special feature. The recreational feature has facilitated an enhanced position in Sydney hotel industry. The gallery of the hotel is marked as a contemporary location featuring commissioned artwork and renowned work by eminent personalities. The luxurious new guest house is located on the edge of Sydney Harbor providing an exquisite view to the visitors. The Study of Park Hyatt Sydney is a part of an impressive internal wine cellar for meetings and family engagement. The all three venues are a part of the top most wedding locations at Sydney (Nyheim and Connolly, 2011). Features of the Park Hyatt, Sydney It is located at the coveted Sydney harbor front location. 155 rooms and suites including three new rooftops and private panoramic view at Sydney Harbor Providing complimentary broadband facilities to the guests. They are also providing with the Floor-to-ceiling glass doors and spacious private balconies They have an exclusive commissioned artwork by renowned Australian Artisans He coveted hotel provide 24*7 personal butler facility. They are also providing with a private wharf accessible by water taxi. They have an outdoor rooftop and terrace exclusive guest facility. They have five elegant meeting rooms with the modern amenities and specially commissioned artwork. It has a special spa, private treatment rooms and a relaxation room for the guests. Distribution theory system A distribution channel strategy allows an individual to sell its customers in a particular geographical area or market sector where direct team cannot reach. There are various distribution channels that are used to attain effectiveness. Each channel allows in dealing with the customers and their prospects. In order to manage the distribution channel it is important to incorporate a strategy to control and support the organization (Linton, 2017). The Park Hyatt Sydney believes in incorporating a key concept of an effective distribution channel. The overall strategy of the brand is growing regionally and nationally by reaching out with their efficient distribution channel. E- Marketing is the crucial part for the brand that is used to gain customer attention worldwide. The distribution channel allows them to manage the revenue. It provides them with a platform to compare the overall cost setting to manage network. The distribution channel allows in comparing the margin with the help of training and marketing support. The distribution channel allows contribution to an additional customer base without any direct sales and marketing costs. Employees support programs in order to meet the distribution channel. There are options that allow in managing the direct marketing campaigns in order to deliver a higher standard of service to the customers. They have attained largest customer base through technical team and capability. They are using the channel partners to deal with the customers in an effective way. (Source: Distribution Channels.2017) Marketing campaign The Hyatt is able to manage the distribution channel through sales and marketing Team. The brand is giving preference on driving revenue of the hotel. The sales and marketing teams understand the various customer segments, market dynamics through new technology and media platforms. The marketing strategy is designed to create brand value and awareness. The purpose of the marketing campaign is to create a distinctive brand position in the market. Hyatt primarily focuses on different customer segments by supporting the needs of the hotel though analytical tools. The centralized system at Hyatt believes in maximizing the revenue through sophisticated quantitative strategic analytics and predictive modeling. The electronic distribution channel is the key contributors for Hyatt reservation. It is one of the most interactive portals to deal with the guests. Hyatt.com is the centralized worldwide sales and marketing efforts to optimize the efficiency. Online booking has become one of the im portant parts of the distribution strategy. SiteMinder provides a cost well-organized way to manage the distribution channels. It helps in managing the daily tasks in an efficient way. It provides an overall global support. The distribution theory used by Hyatt is concrete with the marketing strategies. The organization believes in unifying the brand name through distinct integration strategies in order to gain market share. The brand is offering is an integrated marketing communication through search engine optimization and marketing, social media, viral marketing, email programs and distributed content. The business Intelligence unit uses digital marketing efficiencies in order to perform E-commerce. Pricing The Hyatt has efficiently using the business channel by carefully mapping price at every step of the distribution channel. This includes a fair profit for every individual attached with the distribution channel. Pricing conflicts are common in an organization due to difference in implementation of strategy. The Hyatt has a common practice to ensure efficient pricing at each step .They are effectively using service channel and partners in order to procure a high amount of revenue. The Hyatt has expanded its brand portfolio, sales efforts that include Worldwide Sales Force (WWSF) by focusing on promotion numerous brands. They are currently providing services to 1,800 highly valued customers (Competitive strengths, 2017). Sales process With a team of over 100 individuals located across the world, the sales strategy is focusing on maximizing Hyatts Ability to grow the top line revenue. Their exclusive sales automation application allow in accelerating the sales process. The dedicated business and Leisure travel sales force operates the leisure account in an effective way. They have a powerful team that caters to individual needs through advance booking mechanism and associated substantial catering revenue. Professional does rate Hyatt as a most preferred brand. They are able to manage vital relationship with the customers through effective sales strategy. The overall purpose of incorporating an effective sales strategy is to improve the revenue (Competitive strengths, 2017). Channel SWOT analysis The channel Swot analysis helps in understanding the strengths and weakness at The Park Hyatt, Sydney. It further analyzes the opportunities threat that need to be give an importance in order to improve the situation. Strength Offering with a wide range of guest services and luxurious suites to the guest The sales and marketing teams understand the various customer segments, market dynamics through new technology and media platforms. Worldwide Sales Force (WWSF) by focusing on promotion numerous brands at Hyatt. The distribution channel is concrete and is based on human resource efficiency. Weakness Strategies need to be communicated effectively to the external stakeholders The inter-departmental communication need to be improved to accelerate the distribution channel Opportunities Major expansion opportunities in the local market. They can replicate corporate business through personalized services. Another opportunity is to strengthen the distribution channels through distribution channel. Threats There is likely a huge competition from the international brands The other competitive brands have implemented the distribution channel effectively. Effectiveness of current Marketing Plan in terms of distribution channel The marketing plan for managing the distribution channel is confidently designed to maintain brand value and respond to the changing hospitality industry. The Hyatt is focused on targeting serving distinct guests through the exquisite services. They have symmetrically organized incorporated their distribution channels by improving overall brand function (Walker and Miller, 2009). The aim is to maximize the potential revenue through existing customers and to expand the number of new clients through distinctive approach. The purpose of the marketing team is to deliver distinct services according to the customers needs. The quality driven model has enabled the brand to attain a distinct experience on a long term. It is used to develop a valuable model for the customers (Boella and Goss-Turner, 2013). Hyatt is using a coordinated marketing initiative that provides benefit to the sub-set. The purpose of the brand is to organize an effective brand placement by effectively placing a brand name in the market (Pizam and Shani, 2009). The corporate marketing team has effectively enabled itself to organize the marketing services by channelizing the distribution function. The marketing manager utilizes the business requirements by developing the objectives in priority. They have an effective brand promotional and marketing strategy to attain market efficiencies (Law, Leung, Lo, Leung and Fong, 2015). The direct marketing is handled by the PR Agency of The Park Hyatt Sydney. They have however selected a list of corporate companies to send them information about Hotel. They know the importance of direct marketing and PR agency while handling queries. There is excessive competition from the local and international hotel chain (Mok, Sparks and Kadampully, 2013; Hayes and Ninemeier, 2009). Critical analysis of technological applications and Innovations Technology is coming up as an efficient tool to manage the distribution channel in an effective way. The Hyatt is using high ended technology mechanism to attain differentiation strategy. They are providing employees with highly skilled training (Jin-zhao and Jing, 2009). The Hyatt is expanding the business portfolio through Worldwide Sales Force (WWSF) by focusing on selling numerous brands. It is necessary to effectively position in the market so as to attain competitive advantage against the other brands. This is important in terms of gaining effectiveness in the current competitive era. Search engine optimization and marketing, social media, viral marketing, email programs and distributed content are used as a technological process to initiate the distribution channel. Channel power and conflict issues The market strategy of the brand is to attain high efficiency by retaining corporate guests and to follow an effective structure by managing contacts. The role of the distribution channel is to gain efficiency. It is necessary to note that the whole hospitality industry is developing at a fast pace. It is facing issues to keep a track on the market needs and to focus on the evolving market needs like travel trade, information and technology industry and the automotive industry. Apart from the international companies they should target on the local firms. It will enable the firm to attain economy of scale. The independent marketing program will enable the brand to adopt the drastic changes occurring in the overall hotel industry (ONeill and Davis, 2011). An effective distribution channel is important for gaining efficiencies in order to gain maximum result. Recommendations There are ample of growing opportunities in the Sydney market in terms of managing the distribution channel. In this competitive atmosphere it is recommended to shape the policies keeping in mind the needs of the customers. The Park Hyatt serves different types of guest. In order to retain the customers they should strive on developing customized packages for the customers. This will enable in creating an unforgettable experience for the guest. It is recommended to provide corporate services to the local and international companies. This will enable in achieving a competitive advantage against the other local and international brands. It should focus on providing technology based solution to the customers so as to attain the modern structure. They should try to imbibe the modern culture according to the guest by channelizing distribution theory. . In this way the hotel can attain efficacy in the Sydney market. Conclusion The report includes the distribution theory system of The Park Hyatt Sydney. The Hyatt group is a mixture of corporate and personal experience to the guest. The Hyatt provides a prominent option to the travelers in a strategic way. In the recent time the brand has developed itself as a popular brand. Recommendations form an important part of the report offering effective distribution channel theory in the competitive market. 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