ICT Use at Hollow Meadows Health & Spa Resort - Essay Example

?The hospitality business of Hollow Meadows Health & Spa Resort is conceptualized on the idea of offering services in the following areas: weight loss programme, exercise, nutrition, well being, nutrition and healthy cooking classes, Spa, romantic weekend getaways for couples, outdoor activities as well as bar/pub and restaurant. The main idea behind the business concept is to maximise revenue and occupancy through targeting several markets given that there are few organisations offering unique fitness training holidays to reduce weight and to start a new life with a healthy regime and lifestyle. The concept of business is further supported by the idea that the surrounding areas and the premises would give a great ground base towards the creation of the vision of the business which is not only limited to exercising and weight loosing, but also cooking lessons, nutrition advice and a long term solution for the clients. The business concept also encompasses secondary offer in cosy boutique rooms which will mainly concentrate on couples wanting to spend a romantic weekend in beautiful surroundings through outdoor activities and spa treatments. However, in order to achieve quality outcomes of the business concept in the hospitality services, it is imperative to harness the appropriate use of information and communication technology. As such, this essay seeks to evaluate how technology and systems would support the management of the concept by focusing on the rationale of the chosen technology as well as its impact on the audiences. The paper will also look at methods going to be implemented to promote the concept and the third part will evaluate the anticipated problems in the implementation and management of the information system as well as potential security issues that can be encountered. Basically, the main discussion of the paper will be centred on carrying out a critical analysis of how information and communication technology can promote the achievement of the business concept outlined above. During the contemporary period, it can be noted that the phenomenal growth of the new information and communication technology particularly the internet has revolutionized the ways people conduct business (Haag, Cummings & Dawkins, 2000). Information pertaining to carrying out business can be exchanged electronically between parties involved and there are many benefits of using this business strategy for the stakeholders involved. Essentially, each business is primarily concerned with serving its customers in a profitable way and this feat can be achieved if that business is in possession of the right information about the targeted audiences at the right time which can only be attainable through the appropriate use of information and communication technology as going to be explained below. In this particular case, there is a trend showing cross functional business systems within the same enterprise which require the use of an integrated communication system such as the internet in order to fully support the management of the concept. Business of this particular nature is comprised of interrelated departments which through combined efforts by the stakeholders involved are aimed at achieving the same goal (Robbins, 1997). However, it is quite challenging to achieve a cross functional team approach in the organisation of this nature without harnessing IT which is supportive of horizontal flow of information. This entails that there is need for coordination between different systems within that particular organisation in order to achieve the set goals. Thus, management of the business concept can be supported by the appropriate use of technology and information systems which are the means by which people and organisations, utilising technologies, gather, process, store, use and disseminate information (Haag, Cummings & Dawkins, 2000). The internet in this particular case is more ideal given that it has several advantages to the targeted audiences as well as organisation as a whole. The rationale behind this strategy is that information dissemination, processing as well as storage have been made easier through the use of internet. As noted, this business concept is comprised of separate entities which however are also concerned with achievement of the same goals. There are likely chances of an information gap between these stakeholders as they perform different functions. There are also chances that the targeted audiences may also miss out on important information since they are detached from the organisation. However, the internet can make it relatively easy to link all the stakeholders including the employees, potential customers as well as suppliers who may be concerned with development of this business concept. If carefully implemented, there are plenty of benefits that can be derived from the appropriate use of information systems and some of them include the following: the use of networked computers is efficient, information can be processed at a tremendous speed and customer satisfaction is likely to be increased (Antion, 2005). The concept of business is premised on the notion that obesity and weight gain problems have always been a major health and fitness issue and the consumers have remained sceptical, as most weight loss programmes are only short – term solutions. Since the weight loss programme is not only concerned with losing weight but on teaching clients about how to change their life style and eating habits in order to achieve a long term solution information dissemination should be a continual process and this can be attained through the effective utilisation of the internet which is instantaneous and capable of reaching a wide range of people from diverse backgrounds. Thus, targeting three different groups of customers guarantees that the hotel will be in use all year round and for this to be achieved, there ought to be a clear network of communication so that business can be recorded throughout the year. The other rationale of using the internet strategy on the clients is that there is little competition in this particular business sector in the Peak District, hence efforts must be continually made to attract as many targeted audiences as possible. The benefits of using the internet by the organisation as well as the targeted audiences are many as going to be illustrated below. The internet plays a significant role in contributing towards the way an organisation collects, stores and processes information (Antion, 2005). On the other hand, it can be seen that the customers are capable of making evaluations of products and services available as a result of the improvement in information and communication technology. This is the reason why it is imperative for Hollow Meadows Health & Spa Resort to utilise the internet in its business operations in order to achieve the expected goals of the business concept identified above. The internet can be used through various ways which include the use of emails as well as specially designed websites. Strydom (2004) posits to the effect that the power of the internet lies in its ability to provide an easy to use communication channel to various individuals and corporations. The organisation can interact directly with the customers using email addresses collected through different customer loyalty programmes. On the other hand, websites are also effective in gathering the views of the customers about their perceptions of the services offered by the organisation. The use of the internet is advantageous in that marketers in particular are in a better position to interact with the customers directly since carefully designed websites have a provision to allow feedback from both ends since there is a two way communication channel. The customers are in constant touch with the organisation which enables to have information about any development that may be taking place in the industry. The other advantage of using the internet in promoting the business concept mentioned above is that it is convenient and a lot of information can be easily accessible which enables the customers to stay informed about the developments that may be taking place in the environment. The marketers are in a position to appeal to both existing as well as new customers which can positively contribute to the development of the business concept. The other rationale behind using the internet is that it is cost effective and it is a secure way of disseminating as well as receiving information (Antion, 2005). Information gathering about the potential customers is greatly enhanced through the use of the internet given that they are not under any jurisdiction to provide information against their wishes. It is envisaged that the use of information technology to promote the concept will be mainly grounded in communication and marketing concepts. It is generally acknowledged that new information technology has dramatically changed the ways of marketing communication given that the internet brought about new features that make communication relatively easier regardless of geographical boundaries. According to Kotler (1998), online marketing is very effective in that there is a direct link between the marketers and the consumers such there is free exchange of information. This enables the marketers to be in a better position to identify the needs of the customers which is a basic tenet of marketing. Thus, according to the marketing concept, it is the role of the marketing managers to identify the needs of the customers in a bid to satisfy them. In the event that the customers are isolated as is the case of Hollow Meadows Health & Spa Resort, the marketing managers ought to undertake marketing research to gather their needs. Basically, marketing research is defined as the “the systematic design, collection, interpretation and reporting of information used to help marketers solve specific problems to take advantage of marketing opportunities” (Strydom, 2004, p. 86). However, in order to promote the business concept identified, it is envisaged that the use of the internet will play a very important role. In this regard, the internet will be used as a vehicle for collecting data, distribution of information and more importantly as a medium of communication. Basically, the internet plays a pivotal role in conducting marketing research which is very important in promoting the business concept identified above. It is also envisaged that communication is greatly improved between the people involved in the initiative and their customers. The internet allows the marketers to communicate directly with both new and existing customers in a cost effective way. There are high chances of mutual understanding between the targeted audiences and the marketers when they are in a position to interact directly. Interactive involvement among the stakeholders through the internet is likely to bring positive results in as much as the development of the above business concept is concerned. The aim is to sell the idea of weight loss programme to three different targeted groups of customers which can be achieved through the use of the internet which is accessible to all targeted customers. Through the use of the internet, various people can come to know about the services offered by the hotel group mentioned above. The success of any marketing initiative is mainly influenced by the exchange of information between the stakeholders involved in that initiative. Emails can also be used as strategic tools of gathering information from various parties involved in the above mentioned business. It is also envisaged that the internet can be used as a strategic tool to segment the market comprising of various groups of targeted customers. Segmentation of the market is primarily concerned with dividing the market into targeted small groups on the basis of basis of their interests, level of income, age as well as geographical location, (Kotler, 1999). When the targeted audience is identified, marketing is made relatively easier given that the marketers are aware of the needs of the targeted groups. It is therefore envisaged that the internet through the use of specially designed websites as well as social network forums such as facebook can play a pivotal role in appealing to the interest of the people. This is termed pull communication strategy (Berry, 2001) as it is designed to create interest among the targeted customers. It has to be borne in mind that the internet does completely change the marketing fundamentals but it only provides an effective channel of reaching the targeted customers. If the company is able to identify the targeted customers, it is in a better position to tailor the message to meet its needs and this very important information can be disseminated through the internet. Through the use of the internet, it is easier to appeal to the interests of the customers given that the company can design the message in the way it deems suitable. There are no strings attached in as far as message dissemination and creation are concerned. There are likely chances that the concept mentioned above will be developed if proper measures are taken with regards to appealing to the interests of the targeted customers. In order to develop the business concept identified above, there is need for the responsible people in the company to carefully plan and manage the processes that are involved in the dissemination of information through the effective use of the internet. It is also envisaged that the marketer in this particular case has overall control over the information that is disseminated through the company’s website hence the concept is likely to be positively achieved given that consideration is given towards the designing of the website with the aim of appealing to the interests of the customers while at the same time enticing them to visit it. It is relatively easier to attain the business concept in a situation where the responsible people in the organisation are in control of the communication process obtaining on the ground. Therefore, it is important for the organisation to update its website on a timely basis given that the environment in which the organisations operate is subject to change so as to be better positioned to achieve the business concept described above. Technologically, Hollow Meadows Health & Spa Resort is obligated to fully utilise information and communication technology that is up to date and is also compatible with the changes obtaining on the ground at whatever period. The internet is a useful tool of conducting business during the contemporary period but there are likely problems that may be encountered with regards to the implementation of the management process. Whilst the advantages of using the internet in today’s business are evident, there are certain problems that are likely to be encountered if careful consideration is not taken. As such, this section of the paper specifically looks at the problems or issues foreseen in the implementation of the management process that is concerned with the development of the identified concept. The main problem that is likely to be encountered may be related to lack of expertise in web designing and maintenance by the staff at the above mentioned resort. Failure to carefully design the website might negatively impact on the viability of the whole process given that it may fall short of appealing to the interests of the targeted customers. Lack of knowledge of IT among the employees may be a major drawback which can be a severe blow to the initiative given that the internet is used as the most effective strategic tool to appeal to the interests of many potential customers. The other problem that is likely to be encountered is that some customers may feel insecure to freely exchange information deemed to be confidential through the internet which may jeopardise the chances of success of the concept identified above. It is envisaged that its success mainly depends on the availability of reliable information from the targeted audiences so that the operations of the organisation can be carefully designed to meet the needs of the customers. Without correct information, the marketers mail fail to appeal to the interests of the targeted customers which is a problem that requires a holistic approach in order to overcome it. In some cases, the customers may just be sceptical about sharing their information which may also negatively impact on the effort to achieve the set goals of the intended concept. The success of such initiative mainly thrives on the availability of information about the targeted customers. In order to overcome this obstacle, there is need to engage the customers in order to know their needs and interests. The other impediment likely to be encountered is related to power struggles within the organisation. Some members of the organisation may consider as if their powers are stripped through the utilisation of information and communication technology as they may not have total control of the communication system in the organisation. Some people are so obsessed with power such that they may try everything possible to derail the initiative in order to regain their status with regards to control of the information process within the organisation. It may be difficult to coordinate the efforts of the other workers with regards to information dissemination if the managers are not happy about the method of communication to be implemented with regards to gathering the views of the customers. In order to counter this negative development which may derail the proper implementation of the business concept, there will be need to reorient all the members of the staff in order to share the same vision and goals of the organisation. Over and above, it can be concluded that the main idea behind the business concept is maximisation of revenue and occupancy of the hotel rooms through targeting several customers since there are very few organisations offering unique fitness training holidays to reduce weight. The other issue is that all three targeted groups of customers are dislocated and there is need for a holistic approach in order to reach them. It has been observed that the use of information and communication technology especially the internet can play a pivotal role in supporting the management of the business concept identified above. If carefully implemented, it has been noted that the internet has various advantages over other methods of communication given that this method is instantaneous and is secure way of communicating. It is capable of reaching multitudes of people from a diverse geographical background. Specially designed websites can appeal to a large number of people and they are likely to improve the communication system between the organisation and the targeted customers. There will be more chances of creating mutual understanding between the organisation and customers if the internet is properly implemented in the operations of the organisation. 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