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11801A Product And Operation Management
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11801A Product And Operation Management
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Course Code: 11801A
University: Management Development Institute Of Singapore
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Country: Singapore
Question:
Task Student can select an organisation (Manufacturing or Service) for the assignment task.
a) Describe the processes involved in product or service design. b) Discuss how varies steps are taken to stay competitive in the business environment.
Answer:
Introduction
Operations management is one of the most significant processes that contributes to the growth and success of an organization. In the case of hotel and hospitality organization, it is very important to focus on the process of service designing and service delivery (Bromiley and Rau, 2016). For this discussion, Hilton Singapore is chosen as the organization that is engaged in hospitality and accommodation services. The hotel is located in Orchard that is very convenient for shopping, transport and eateries. All the rooms in the hotels are equipped with flat screen televisions and these are fitted with a private bathroom, free Wi-F, electric kettle, while chosen rooms also boast a balcony and some of the rooms have city views (TripAdvisor, 2018). Moreover, the staff is very professional and provides excellent guest services. This paper includes the discussion about the processes which are involved in the service designing at Hilton Hotel. Furthermore, it covers different steps which can be taken to stay competitive in business environment.
Processes Involved in Product and Service Design
Product and service designing is one of the most significant strategic decision area of operations management. At Hilton Singapore, this focuses on how to maintain continuously higher quality within targeted cost limits for the accommodation and hospitality services of this hotel (Bruntsch and Tse, 2016). The top management at Hilton Singapore always looks for the techniques and methods so that they can minimize the cost fluctuations. These practices include constant monitoring and evaluation of hospitality operations to resolve the issues immediately. At Hilton, service designing process includes different processes which are given below:
Physical Evidence
In effective service designing, one of the most important components is physical evidence that includes managing all the physical things that a guest can use to impact their perception at Hilton Singapore. This component has a great effect on the quality of hospitality and service productivity. As the service process indicates that physical evidence includes different areas such as parking lot, reception, cart for bags etc. These are the first components through which guests have to go through while they enter to the Hilton Hotel. It is very important for the hotel management to manage these evidences efficiently so that they can entice more and more guests (Geum and Park, 2011).
Employee Actions
In service design, this process is very important for the quality and performance of services at Hilton Hotel. It includes both visible and invisible actions of the hotel staff. In this stage, front desk staff plays vital role as they organize the booking of customers and space responsibilities as well. This hotel has a welcoming reception which gives a quality and warm impression to its guests. Here, front office employee welcomes and greets the guests and then registration process and formalities are completed that are necessary for check-in to the rooms. After that, room is allocated to the guests and guests arrive to their allotted rooms. Moreover, this is the responsibility of back office employees to take the food order of guests and then prepare and serve food accordingly. Here, food service managers have the responsibility for dining and other areas allocated to them and serve the dinner and drinks to guests (Haksever and Render, 2018).
Customer Actions
This includes different actions of the customers who have stayed in the rooms of Hilton Singapore. After arriving at hotel, the guest goes to the reception and checks in to the hotel. The front office manager asks for the needs of guests and provides the facilities accordingly. The customers get different services and facilities in the rooms such as free Wi-Fi, non-smoking zones, swimming pool, fitness center, bar and restaurant services etc. This process is very important as perception of guests and their satisfaction level can help the organization to measure and attain the success of Hilton Singapore (Tsay, et al, 2018).
Supporting Process
In service delivery process of Hilton Singapore, there are various supporting processes which also play an important role. It shows the doings of non-contact staff that provide supporting services so that they can provide excellent and quality services to their guests. These processes consist of food preparation processes, parking facilities, billing counter, different amenities in the room etc. Moreover, this hotel is located at 11 minute walk from Cineleisure Orchard that is the best alternative for the travellers and guests who are interested in food, shopping and cleanliness. The organization is very much focused in managing these supporting processes so that they can meet the needs and expectations of guests at Hilton Singapore.
In this, service designing and delivery at Hilton Singapore includes four major processes and components. These processes assist the organization to become one of the best serving hotels in the country (Wirtz, 2017).
Various Steps to Stay Competitive in Business Environment
With the entrance of more and more hotels in hospitality industry, the competition is getting very tough day by day. This is the reason that hotels are struggling to differentiate their services from competing brands. There are various ways which can help the hospitality organizations to stay competitive and gain competitive advantage over other players in the industry. Hilton Singapore is also among the hotels that are using effective practices and strategies for staying competitive in business environment (Ryan, 2015). These practices are discussed below:
High End Amenities and Services
Hilton Hotel is an international brand of full service hotels and it is the flagship brand of multinational hospitality company Hilton. Looking at the interests of millennial customers, this hotel has developed its services and amenities at high end (TripAdvisor, 2018). It has upgraded its services with advanced technologies. It has more than 400 guests’ rooms, fitness center, 2 treatment rooms, 2 business centers and meeting rooms for a large number of people (Mok, Sparks and Kadampully, 2013). This is the effective way that helped the organization in attracting various guests and attaining competitive advantage against other brands in international hospitality industry such as Marriott, Holy Day Inn etc.
Creation and Promotion of Special Deals and Packages
Nowadays, travelers look for many deals and packages while booking their accommodation and stay. Considering this interest, Hilton Singapore is offering different deals to its guests. For example, it is offering spa package along with its booking and any other additional services for their direct booking. It is helping the organization to seal their decisions so that they can select Hilton’s hotel. Hilton believes that adding some value to their services and packages can differentiate them from competitors. Moreover, the organization offers other ad-on services like spa treatments, fitness classes and other packages with the accommodation. It encourages the customers to utilize the services which they may not receive before. It is the best way that is supporting Hilton Singapore to stay competitive in hospitality industry (Lovelock, Patterson & Walker, 2015).
Online and Social Media Marketing
Today, a major part of the country’s population is active on internet and social media networking sites. Considering this, Hilton Singapore is using online and social media sites for its marketing and promotion processes. Availability on search channels and sites is significant to set the Hilton apart from its competitors. The company has posted its videos and pictures on social media networking sites such as Facebook, Instagram and Twitter where people can see its services. It assists them attracting a larger guest base all over the world. Thus, social media is having the popularity in hospitality sector with most of the hotels leaping on to the social media trend. Thus, it can be stated that well-developed social media and online strategies supports Hilton to differentiate it from other competing hotels (Gaimon, 2015).
Expansion and Internationalization
Internationalization is one of the most significant ways that is used by Hilton Singapore to attain sustainable competitive advantage over other players in hospitality industry. This is the hotel group that has its operations in various international markets. It is an American group that is operating its business in different countries. Hilton Singapore believes that business expansion and internationalization is the best way to enhance its brand presence and increase the customer base all over the country and world. It is entering into different markets by using effective market entry modes (Stevenson, 2014). Thus, it is very important for the hotel that their actions affect the guest buying decisions and attract them towards its hospitality services.
In this way, Hilton Singapore is using different practices and steps which assist it is staying competitive in today’s competitive business environment.
Conclusion
From the above analysis, it can be concluded that Hilton Singapore is using different processes to upgrade its operations management. It has developed various processes in its service designing and delivery process. It makes the hotel very competitive and successful in world hospitality industry. The above report shows that company is striving for taking competitive advantage against other players in hospitality industry. In the future, the hotel should make different efforts to stay competitive in this sector.
References
Bromiley, P. and Rau, D., 2016. Operations management and the resource based view: Another view. Journal of Operations Management, 41, pp.95-106.
Bruntsch, A. and Tseng, M.M., 2016. An approach for process control of responsive service processes. CIRP Annals-Manufacturing Technology, 65(1), pp.459-462.
Gaimon, C., 2015. Special Issue of Production and Operations Management on “Management of Technology”. Production and Operations Management, 24(8), pp.1374-1374.
Geum, Y. and Park, Y., 2011, Designing the sustainable product-service integration: a product-service blueprint approach. Journal of Cleaner Production, 19(14), pp.1601-1614.
Haksever, C. and Render, B., 2018. Service and Operations Management. World Scientific Books.
Lovelock, C., Patterson, P. & Walker, R., 2015, Services marketing: An Asia-Pacific perspective. (6th ed.). Frenchs Forest, N.S.W., Australia: Pearson, Australia.
Mok, C., Sparks, B., and Kadampully, J., 2013, Service quality management in hospitality, tourism, and leisure. UK: Routledge.
Ryan, C., 2015. Trends in hospitality management research: a personal reflection. International Journal of Contemporary Hospitality Management, 27(3), pp.340-361.
Stevenson, W., 2014. Operations management. McGraw-Hill Higher Education.
TripAdvisor, 2018, Hilton Singapore, Available from https://www.tripadvisor.in/Hotel_Review-g294265-d306197-Reviews-Hilton_Singapore-Singapore.html [Accessed on 12 December 2018 ]
Tsay, A.A., Gray, J.V., Noh, I.J. and Mahoney, J.T., 2018. A review of Production and Operations Management research on outsourcing in supply chains: Implications for the Theory of the Firm. Production and Operations Management, 27(7), pp.1177-1220.
Wirtz, J., 2017. Designing Customer Service Processes. World Scientific.
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