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Table of Contents
Target market segments.
Current and future implications.
The purpose of this current report was to develop a service delivery planning through creating an organization, services to be delivered, its operational management and others. It is also a crucial responsibility of the organizational management to select a target group to which the services will be offered. In order to conduct the same strategic service vision framework of Heskett has been followed. The current study has developed such plan for the organization namely travel safe that is aimed at providing hospitality services to the customers in post pandemic situation. The core and peripheral services of the current organization has been designed and most importantly the planning for implementation has been added. The role of human resource in successfully implementing the management plan has been discussed.
Apart from that, three current issues such as economic downturn, travel restriction and promotional barrier have been identified as significant in the current situation of the organization. Apart from that it was found that the current organization might face issues in future regarding increased customer expectation, lack of sustainable approach, difficulty in reputation management as a new company and difficulties in personalizing services die to restrictions.
The purpose of the current report is to imply theoretical understanding into developing a business idea, designing the services it will serve to the customers, selecting the target market and employ the planning through some practical procedures. In doing so the current study will develop a business idea, set a target market, design the services it offers to the customer and to develop some general service concepts. The current study will include development of accompany and its overview, its goals, segmentation of the target markets and the issues it might face along with the mitigation processes. A service concept will also be provided.
The current tourism organisation will be located in Sydney, Australia. The name of the organisation is TRAVEL SAFE. The current organisation’s purpose is to provide the customers with innovatively designed hospitality services embedded with technological tools. The objective of the business is to add value to the customers’ choice by providing technology aided services that will help the customers to travel safely on the post pandemic situation by maintaining safety procedures throughout their journey.
Bundle of services
The core a service of the current organization that is going to be offered to the customers is high quality hospitality services that will ensure post pandemic travel safety. The services will be designed in a way that will be able to track, assist, direct and support for travelling in post pandemic situation (Gössling et al. 2020). This service has been designed to provide the customers with opportunity to follow safety rule and travel without worry and hesitation. The current organisation’s main objective is to provide opportunity to the customers to enjoy their travel experience in a safe and protected environment that will eliminate the probability of being infected.
Along with this, room and food services will be provided in a completely protected and sanitised manner so that the customer safety can be ensured. For instance, complete sanitisation process will be followed before boarding and after boarding to the organisation, before and after having meals and others. Temperature evaluation and sanitisation will be the first step to enter the organisation. Apart from that, peripheral services of the organisation will include wake up calls to the customers for daily sanitisation process and food services. In order to avoid any contact with the service provider’s e-newspapers will be provided to the customers to their rooms. The courtesy vehicles will be provided especially with adequate sanitisation process.
Travel safe will provide parking services in a sanitised environment where customers will be checked for their body temperature and will be provided with sanitisation. The service providers will be working in their PPE suits and will maintain distance with the customers at the time interaction with each other. The interior decor will be themed as a beachside to give the visitors local environmental experience. The temperature will be optimised as per the protection requirements in the post pandemic situation. Air quality and illumination will also be optimised to enhance the safety of the visitors.
As per the views of Haskett et al. (2018), service vision is based on the future outcomes of the business planned by the business owner. This is a mental image that provides the business developer with understanding of how effective decisions and service delivery can be designs that will be able to meet the needs of the targeted customers.
Target markets can be segmented in different manners. Customers can be categorised based on their personal characteristics such as demographic and psychographic characteristics and their responses towards the services that is usage behaviour (Hbr.org, 2020). Here the categorisation based on the personal characteristics will be emphasised as the organisation is new developed and their products are not introduced to the customers.
Based on the age of the customers the current organisation will target young adult and adult people. Children and older adult are not included as their tendency to infection is higher (Lotayif, 2016). Customers with high income level will be targeted and both the male and female travellers will be targeted.
As the economic downturn due to global pandemic has reduced the purchasing power of the potential visitors, the services will target the people that belong from medium to high social classes. The customers that have a positive attitude towards their life will be targeted along with the extrovert customers.
Customers from urban area mostly will be targeted by the current organisation. The size of the population to whom the services will be delivered is medium. The cost of living of the targeted customers will range from medium to high.
Importance of various segments
The current organisation has targeted people whose income range from medium to high. Apart from those customers with both the medium and high living cost has been targeted (Macharia, 2017). It is highly important for the organisation as the scope of the organisation to arrange services in different price range will be possible that will increase its reach and profitability.
Meeting the needs in effective manner
The present organisation has promised to provide fully sanitised and hygienic services to its customers. In order to meet the customer needs the target segment’s general characteristics will be studied along with the requirements to make the journey safe for the customers. All the service providers starting from driving customers to the organisation through courtesy vehicles to the meal providers will maintain the safety rules to ensure customer safety first (Gupta and Sharma, 2016). Suppliers of the organisation will be provided with essential transport services so that the suppliers can overcome the difficulties of delivering the purchased materials for business so that no scarcity of resources may take place.
Current issues that are impacting upon Travel Safe might be categorised into three. It has been identified that due to the Covid-19 pandemic situation, global tourism industry is facing a lot of issues due to lack of customer visits (Wood, 2020). This might impact negatively on the growth of the organisation. For instance, it might get difficult to attract the customers to the service offered in the pandemic situation. In order to deal with this situation, the main theme of the current organisation is required to be promoted in a way which will highlight the safety procedures followed to serve the customers. As mentioned by Kansakar et al. (2019), marketing plan can be effectively implemented through the use of extensive communication facilities provided to the customers. The promotion will be conducted through multi-channel approach where social media and other conventional marketing means can be used to create awareness among the customers. Customers can also contact through social media chatting and online promotional services to develop perception about the business.
As a result of lack of food and accommodation services due to pandemic situation; it might get difficult to find food suppliers and room service providers which might delay the services. This may dissatisfy the customers. As mentioned by Randhawa et al. (2016), the strategic solution for meeting the needs of the customers is highly essential for the success of the businesses. In order to address the above stated problem, the food and room services will be arranged by training internal employees. Along with this, in emergency situation, contract based employment will be considered to support the services with adequate human resource.
Another issue that might impact upon the newly developed organisation is the economic downturn that is harming all the businesses globally. According to Horng et al. (2016), tourism organisations are one of the most effective contributors to a country’s economy. However, as the current situation has reduced the capacity of the global businesses to run effectively, current organisation might face financial barriers. For instance, it might get difficult for the current organisation to get investors. Four issues which might impact on the organisation in future are increased customer expectation, lack of sustainable approach, difficulties in reputation management and difficulties in providing personalised guest services.
The service concept of the current business is meeting the post pandemic travel needs of the customers such as entire travel safety along with food and accommodation services. As per the requirements of the customers and generic health and hygiene principles, customers will be provided with tailored rooms (Paulišić et al. 2016). The service providers will take care of the safety and protection of the customers do that no superfluous situation arrives. All the service providers will be provided with training especially in maintain hygiene and safety of customers and themselves so that the service providers also do not get infected.
The purpose of the current report was to present strategic service vision for the organization Travel Safe focusing on the Heskett’s Strategic Service Vision Framework. The organization has aimed at providing the customers with beachside ambience along with services that are totally safe and secured for the post pandemic travel of the customers. Starting from check-in to check-out, the process of sanitization and proper protection has been promised to satisfy. Along with this, the organization has also planned to provide services to the customers in a manner that enhance their travel experience without risking their health.
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Gupta, S. K., and Sharma, N. 2016. Evaluation of Guest Satisfaction about Hospitality Services: A Case of Accommodation Units in Nainital, Uttarakhand. International Journal of Hospitality and Tourism Systems, 9(2), 47.
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Randhawa, P., Kim, M., Voorhees, C.M., Cichy, R.F., Koenigsfeld, J.P. and Perdue, J., 2016. Hospitality service innovations in private clubs. Cornell Hospitality Quarterly, 57(1), pp.93-110.
Wood, L., (2020) COVID-19's Impact on Hospitality, 2020 Market Report, Prnewswire.com. Available at: https://www.prnewswire.com/news-releases/covid-19s-impact-on-hospitality-2020-market-report-301042147.html (Accessed: 4 August 2020).
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