This website uses cookies to ensure you have the best experience. Learn more

Brand Management Of Ritz Carlton Hotel

3872 words - 15 pages

ContentIntroduction Pg. 2Importance of service brandBackground information of The Ritz-Carlton HotelReasons for choosing The Ritz-CarltonObjectives Pg. 3Conceptual background Pg.3Brand's central ideaBrand charteringMethodology Pg. 4Result and DiscussionBrand's central idea Pg. 4- 10Brand chartering Pg. 10- 15Recommendation Pg. 15- 16Conclusion Pg. 16Reference Pg. 17AppendixRewards Pg. 18Brand chartering thoughtpad Pg. 18Interview questions Pg. 19- 20Core product and supplementary services Pg. 20- 23Types of information stored in CLASS database Pg. 23Needs and sources of market resources Pg. 24Service quality indicators defects Pg. 25Internal customers' satisfaction data Pg. 25Percentage of turnover rate Pg. 26Gold Standards Pg. 27Business Excellence Roadmap Pg. 28- 29The basic empowerment process Pg. 30I. IntroductionImportance of service brandA brand is an important corporate asset which is the main tool for marketers to distinguish their services from competitors. Brand management is essential because technology and service formulation will be copied by keen competitor quickly while only brand personalities cannot. Also, successful brand is valuable because it can create a stream of future earnings.Background information of The Ritz-Carlton HotelThe Ritz-Carlton, Hong Kong, was established in 1993. It is a wholly owned subsidiary of The Ritz-Carlton Company, L.L.C. in U.S.A., which manages 36 luxury hotels in different countries. The Ritz-Carlton, HK, which strategically located in the heart of the financial district of Central, is a small hotel with only 216 guestrooms and 320 employees. It is one of the five world-class hotels in the world and won lots of awards (Appendix 1). The hotel is designed to suit the requirements of its principal customers: (1) meeting Event Planners (2) Independent Business and Leisure Travelers.Reasons for choosing The Ritz-CarltonAs Ritz-Carlton is well known around the world, its strong hotel brand is valuable to study in the aspect of brand management. Moreover, it has already established numbers of hotels and resorts globally; it would be a difficult job to manage the brand consistently in different countries. This allows us to investigate what measures Ritz-Carlton has carried out to deal with them.II. ObjectivesIn this project, we would like to examine how the Ritz-Carlton manages its brand through product, environment, communication and staff behavior. Also, we will evaluate its performance in managing brand by using the theory of brand chartering.III. Conceptual Backgroundi. Manifestation of Brand's Central Idea (after Wolff Olins 1995)This is a model shows that a brand's central idea is manifested through four media: product, environment, communication and staff behavior. In the following part, we will show how Ritz-Carlton manages its brand through these four elements.Fig.1 Manifestation of Brand's Central Ideaii. Brand chartering (Macrae, Mitchell 1996, Rubinstein 1995)It is a framework for thinking...

Find Another Essay On Brand management of Ritz Carlton Hotel

History of the Ritz Carlton Essay

1198 words - 5 pages Joanne CeruloTQM MidtermRITZ CARLTONSince opening in Boston in 1922, the Ritz Carlton has catered to the needs of prestigious travelers. The Ritz Carlton Hotel Company is a management firm that develops and operates luxury hotels worldwide. It was formed in 1983 when Atlanta-based W B Johnson Properties purchased exclusive USA rights to the Ritz Carlton trademark along with the Boston Ritz Carlton hotel. Today, under the leadership of William B

What benefits would Ritz-Carlton have from the introduction of employee participation in budgeting?

857 words - 3 pages -Carlton this could be between departments within a hotel i.e catering and purchasing but also between separate hotels to make the budget process consistent.Another benefit of the system is that top management have access to information on the technical knowledge and experience of their staff. While the directors of Ritz-Carlton may be experts in corporate management it is unlikely that they will have an extensive knowledge of the changes in health

Portman Hotel and the management of change

1289 words - 5 pages base wages similar to maids in other hotels, but were led to expect high levels of tips.Through these management mechanisms hoped to attract, retain and motivate a much greater number of employees than the usual hotel did, without excessive costs.What would make PV's original design work?Problems of the systemDifficulties encountered by managers about the PV system are due to design and implementation problems.Design problemsLevel of tips far

Hotel Employees’ Attitude and Participation in Environmental Management: A Case Study of Novotel Bangkok Hotel in Siam Square, Thailand.

3896 words - 16 pages tourism’s environmental and social impacts in “Agenda 21” of the 1992 Earth Summit, hotel associations in developed nations are making effort to drive hotels towards controlled environmental management (Kasim, 2004). Most hotel businesses are conducting a practice, policy and strategy known as an Environmental Management System (EMS) to get advantages among competitive hotels in market share (Darliy and Huang, 2001). Therefore, hotels have to

Corporation and Family -- An Integrated Analysis of Human Resource Management in Hotel 373

1912 words - 8 pages Located at 373 Fifth Ave in Manhattan, Hotel 373 is a small, boutique styled hotel nestled in the shadow of the Empire State Building. It’s proximity to one of New York’s most iconic landmarks attracted a booming stream of tourists. Opened in 2007, Hotel 373 is held under the management of the Hersha Hospitality Management Company (HHMC), which also manages over a hundred other hotels within the country. Due to its petite size, the hotel

Amongst brand/marketing management there is a significant polarization about the cost-effectiveness of using celebrities in advertising communications. Explain

970 words - 4 pages divided. One party believes that the use of celebrities in their advertisements is the reason why the sales have gone head-spinning up, while the other party sees it as a waste of budget because the true identity of the brand has been lost and swallowed by the celebrity's appearance. To make sure that the results will be positive, the advertisers must have a clear understanding of the "black box" of celebrity endorsements.If the advertiser goes along

Ritz Carlton

1423 words - 6 pages Tamaras Jack02 April 2014Management Information SystemsDr. Kelly FishAbstractIn the industry of luxury hotel management, the Ritz Carlton hotels a subsidiary of Marriot International are at the top of the industry. The Ritz Carlton specializes in providing the greatest upscale hotel stay experience that it can to keep its customer base returning. It faces stiff competition from the likes of other hotel brands such as: The Hilton, Fairmount, and


2638 words - 11 pages ;…….. pg 3-4 Successful Example of Experiential Marketing - Inter-Continental Hotel Group (IHG) : Holiday Inn, China……… 5-6 - The Ritz-Carlton, Singapore………………………………………… 6-8 Conclusion…………………………………&hellip

Ritz Carlton

1549 words - 6 pages /improve planning processes ·     Conduct monthly reviews of plans at all levels and collect necessary information for the next cycle “Check” – Upper management conducts monthly performance reviews of the strategic plan, focusing on pre-established performance measurements of the 3-year objectives as well as key processes. The information allows the Ritz-Carlton to make improvements and benchmarking comparisons. Criteria 3

Hotel Industry Analysis

610 words - 2 pages hotel industry are relatively high. An expensive startup cost consisting of property, hotel, and staff are just the beginning. In order to compete against many of the corporate leaders one would need extensive amounts of advertising and marketing campaigns. However, at this particular time low interest rates and more investors have helped many new entrances to occur in this industry (Hotel & Motel Management). Although it seems positive for

E-Marketing Four Seasons Hotel

2464 words - 10 pages . In the luxury segment, competition for acquiring new management agreements becomes very high as hotel owners make their choices based on the quality and value of a company's management service and most importantly, its brand name. Moreover, guests who choose to stay in luxury hotels are commonly not very price sensitive, and thus it is essential that a hotel distinguish itself amongst its competition by providing value added services as well as

Similar Essays

The Ritz Carlton Hotel Company L.L.C As The "King Of Hoteliers

1980 words - 8 pages has strived to enhance its core competencies and preventing them from becoming rigidities.The report aims to outline and illustrate how the Ritz-Carlton has used and could adopt Human Resources Management strategy to propel it to a higher level in the industry.BACKGROUND AND ESSENCE OF SERVICE:The Ritz-Carlton Hotel Company L.L.C is a leader in the hotel and hospitality industry that specializes in the development and operation of luxury hotels for

Information, Analysis And Scorecard: The Ritz Carlton Hotel Company L.L.C

1476 words - 6 pages focus and philosophy of the organization. The Ritz-Carlton has adopted the 6P concept that defines their vision and expectations for customer service to include:1.Problem - What is the need of the customer?2.Product - What is it, Hotel accommodations, Facilities Rental or Leisure Services?3.Promises - What can do or has been done for the customer?4.Personal Advantage - Know the needs of your customer and exceed expectations?5.Positioning - What do we

What Value Does A Focus On The Gold Standards Have For The Ritz Carlton Hotel Company?

805 words - 3 pages the company's "Gold Standards", which set out Ritz-Carlton's service credo and basics of premium service.In 1983, when Horst Schulze took over the office as the President and Chief Operating Officer of The Ritz-Carlton Hotel Company, he and his team, comprise of 13 senior executives, decided to personally take charge of managing for quality because they realized that managing for quality could not be delegated!The upper management participation of

History Of The Ritz Carlton Essay

3737 words - 15 pages obtain management contracts for new hotels and resorts around the world (Sucher & McManus, 2001). Business Model The Ritz-Carlton manages properties for hotel owners (Sucher & McManus, 2001). They charged management fees that were typically 3% of the gross revenues, supplementing their income with revenues from land rent, resort timesharing, franchise fees, management incentives, and profit sharing (Sucher & McManus, 2001). The Ritz-Carlton and