The Pizza Puzzle - Essay Example

Several facts are evident after considering the proposal presented in an effort to increase the sales of pizza. The Holiday Inn – Amman has been operating as a hotel that gives quality services to its guests. However, two years ago, the hotel registered decreased returns because of the evident decline in the room service business. In accordance with the opinion of the food services manager, the hotel decided to install a pizza kitchen in an effort to take advantage of the increased demand for pizzas. Notably, the declining room service business coincided with increased sales of pizza on a national scale. The idea of introducing a pizza kitchen in a restaurant that had previously focused on traditional steak and seafood was a great move towards diversification. However, the idea did not bring in the expected returns. A closer analysis of the situation revealed that the quality of pizza prepared in the hotel’s kitchen did not match the quality of pizza sold by renowned brands. This was a challenge for the Holiday Inn – Amman, which compelled the food services manager to put in place measures that could lead to improved quality of the pizza. The efforts of improving the pizza quality were evident after a blind taste test purposed to evaluate the difference in quality between the pizza made by the hotel and that from other companies. This evaluation proved that the pizza quality had improved to a remarkable level, and that there was no difference between the taste of pizza offered to guests from the hotel and that from other companies. Despite these efforts, the pizza sales remained remarkably low. This prompted the development of a proposal that could increase the sales of pizza. The food services manager suggested that the hotel could create a Napoli pizza image, which would serve to attract more sales for the hotel pizza. Notably, the Napoli Pizza is a renowned brand that sells original Italian pizza. Therefore, the food services manager opined that creating such an image would definitely alter the customer’s perception of the hotel’s pizza. This is because the food services manager had identified that there was a mismatch between the image of the hotel and the expectations of guests regarding the pizza makers. Therefore, creating the Napoli pizza image would ascertain the customers and guests that the pizza was of high quality. The food services manager also suggested that the hotel should prepare Napoli Pizza brochures and present to each guest highlighting a phone number that the guests would use to order for the pizza. In her opinion, the phone number indicated in the brochures should have a different prefix from the one used by Holiday Inn – Amman. Moreover, guests calling the line indicated would receive a reply that it was the Napoli Pizza brand customer service. The hotel would deliver pizza to the guest placing orders in Napoli Pizza boxes. In addition, the hotel would ensure that the waiters and the servers delivering pizza to the guests would have to wear hats and jackets with the Napoli Pizza mark. Ethical Issues Evidently, the proposal presented by the food services manager as outlined above presents several ethical issues. The food services manager suggests that the hotel can use a false identity and create a false brand in an effort to confuse the guests to make a different decision concerning the pizza offered by the hotel. Evidently, using the Napoli Pizza image is a contravention of the trademark law (McNeal, 2007). Moreover, creating a false brand image culminates to the deception of customers by ensuring that the customers confuse the product offered with that of a renowned brand, hence choose to purchase the product. This is an unethical issue because the marketing of the pizza is false information concerning the identity of the trader and the manufacture of the product. Although guests would buy the pizza, they would do so because of the deception that it is Napoli Pizza (DeWitt & Dahlin, 2009). This is a clear case of unethical business practices. However, it is evident that the plan would multiply the pizza sales of the hotel. Stakeholders Involved in Decision Making Since the proposal presented by the food services manager is under marketing, the marketing department should review the proposal and forward it to the hotel executives. The general manager of the hotel is beyond the obligations and mandate to make the ultimate decision. Top executives of the hotel should be involved in the decision making process. Moreover, the views of the employees, specifically the waiters and the servers who will be wearing the Napoli Pizza uniform and delivering the pizzas to the guests are of critical importance (McNeal, 2007). Since the hotel operates as a subsidiary of hospitality enterprises, the decision-making process should also bring into focus the board of directors as well as the chief executive officer of the Parent Hotel Hospitality Enterprises. This is because the executives and the board of directors are responsible for evaluating the risks that the business can take and deciding upon those that are worth taking (DeWitt & Dahlin, 2009). The Possible Alternatives and their Consequences The case described above has two alternatives. One of the alternatives would be accepting the proposal and implementing it. This would mean that the hotel is ready to take the risk of engaging in unethical business practices in an effort to increase its profits. Evidently, this would be a risky move for the hotel because it would eventually lead to litigation cases because of the contravention of the trademark law (McNeal, 2007). In addition, accepting the proposal would later create a scandal when the customers realize the deception. This would ruin the reputation of the hotel and would attract charges from the authorities. It would even contribute to the closure of the subsidiary. On the other hand, the hotel could choose to reject the proposal because of the risks it poses. In its determination to uphold business ethics, the hotel would reject the proposal because it promotes deception, which is an unethical practice seeking to exploit the customers and manipulating them unfairly (DeWitt & Dahlin, 2009). The Best Alternative for the Ethical Dilemma A close consideration of the consideration of the alternatives presented above highlights that the best alternative would be rejecting the proposal presented the food services manager. This is because the proposal promotes unacceptable deceptive practices under the consumer protection law, and would get the hotel into serious problems. Rejecting the proposal would uphold the image of the hotel and promote ethical business practices. Upon the rejection of the proposal, the marketing team would develop an effective strategy of increasing the pizza sales in an ethical manner (McNeal, 2007). References DeWitt, A. O., & Dahlin, L. A. (2009). Socially Responsible Marketing. Proceedings of The Northeast Business & Economics Association, 69-72. McNeal, J. U. (2007). On becoming a consumer : the development of consumer behavior patterns in childhood / James U. McNeal. Amsterdam ; Boston : Butterworth-Heinemann, c2007. Read More