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Sales Development and Merchandising - Case Study Example
This assignment is based on sales management and merchandising. It will enable students to understand sales in the context of hotel management and to evaluate the effectiveness of sales and merchandising activities of the chosen hotel. It will depict clearly the activities involved in the hotel business from products and services to sales promotion and merchandising.
The secondary source of information was the brochures and promotional material that the hotel manager provided as well as various hotel guides, reviews on the internet and the corporate website. I also stayed at the hotel for a day to get a feel of its environment, ambience and service and to understand its positioning fully. All the information and observations were recorded and classified into various subtopics. These included general information, consumer insights, desired positioning and image for Holiday Inn and communication strategy. These were then analyzed and feedback was incorporated into the assignment to give it a logical finish.
Even though access to the hotel was fairly easy, certain problems were encountered in doing the assignment. Often customers had highly skewed perspectives of the hotel. Most had a very good opinion of the hotel while few also hated the international chain. However, it was alarming that no one considered the hotel to be moderate or average. To eliminate this skew ness from the sample, customers were encouraged to present a balanced picture of the hotel, detailing both the pros and cons. Sometimes this required prompting on part of the interviewer.
Secondly certain formats and samples ...