One World Hotel is a five leading luxury hotel perfect for leisure and concern travellers located in Petaling Jaya, Selangor. It has 438 suites and 20 floors. This hotel is adjoined to the 1 Utama Shopping Centre, which is one of the celebrated shopping promenade in Malaysia equipped with more than 600 retail mercantile establishments, 2 film and 26 lane bowling Centre. The 438 suites consist of 96 superior suites, 144 deluxe suites, 128 executive deluxe suites, 52 junior suites, 14 Prime Minister suites and 4 executive suites.
The guestrooms characteristics are 24-hour in-room dining, satellite/cable telecasting with in-house film channels, 4-feature bathroom with rain shower, 3 telephones including an IP phone in suites, 32 ” LCD TVs in all suites plus 42 ” LCD TVs in every suite, IDD telephone and voice mail, wired internet entree, full size executive desk, to the full stoked mini saloon, tea and java devising installations, Fe and pressing board, bathrobes and slippers, dedicated bedside reading lamps, hair drier, weighing graduated table, individualized java machine in Premier Suite and Executive Suite, massage chair in Executive Suite and added luxury of a kitchenette and life room in executive suiteOne universe hotel is a member of WORLDHOTELS under the gilded aggregation class. WORLDHOTEL is the longest established Europe-based planetary hotel group for independent hotels and regional trade names worldwide. Under the streamer “ Unique Hotels for Unique People ” , it has about 500 affiliate belongingss in more than 300 finishs and 70 states worldwide.The service provided by One World Hotel is called ‘ONE Service ‘ . Hotel conjecture can merely force the particular ‘ONE Service ‘ button through guess room telephone to bespeak for any service. The services include housekeeping, care, concierge service and nutrient & A ; drink.
Before reaching, the hotel ‘s concierge squad connects invitees to a dedicated Web Site that provides insider information about Malaysia, for illustration where locals eat, where invitees can pick up local merchandises and suggested activities. Guests can besides direct personal electronic mails to the Concierge squad to assist orient an itinerary in front of the visit. Full entree transit is available through the Concierge, which includes transit to and from the Kuala Lumpur International Airport. The hotel besides provides free bird service to interesting topographic points in Kuala Lumpur, which includes the nearest Light Rail Transit ( LRT ) station in Kelana Jaya, Sunway Lagoon Theme Park, KL Sentral Station and Petronas Twin Towels.
Other services include babysitting/childcare service, limousine and cab service, wash and gentleman service and foreign currency exchange.There are multiple installations available in One World Hotel. For health and diversion, it has to the full equipped fittingness Centre with professional manager and complete with sweat room and steam suites for both male and female, out-of-door swimming pool, watering place and massage, 2 floodlight difficult tennis tribunal and 2 unreal grass tennis tribunal. For conferences, subject parties, concern meetings and nuptialss, One World hotel has a concern Centre, more than 5000 square metres of run intoing infinite, pillar-less Imperial Ballroom which covers 3100 square metres which is partition-able into three separate dance halls and can suit up to 2000 people for feasts and 3500 individuals theatre-style, A an extended anteroom for pre-function installation complements the Imperial Ballroom which besides has its dedicated entryway from the anteroom degree of the hotel, 15 versatile map suites suited for groups of 20 to 350 people for meetings, private dinners and nuptialss, 3 single retentions suites for very important persons and a secretariat room are besides available.A Other installations include up to 1000 cellar parking tonss for the convenience of hotel invitees, non-smoking suites and wheel-chair accessible suites,Besides services and installations, there are seven advanced eating houses in One World Hotel. Cinnamon Coffee House is a eating house of vivacious gustatory sensation, sight and sound, incarnating locan and international culinary art experiences in a individual locale, Zuan Yuan Chinese Restaurant specializes in reliable Cantonese culinary art, Kura Japanese Restaurant reflects the mastermind of Nipponese culinary art with an keen mix of rare cherished daintinesss, The Sphere Lounge is the perfect topographic point for concern or societal assemblages with its sleek, modern design, yet cosy atmosphere, Poolbar and Grill is best for the hotel conjecture who like to soak in the Sun enjoy exciting thirst slaking drink, bites, light repasts or wellness culinary art, Long Bar is a topographic point for darks of merriment and amusement in a trendy atmosphere and Havana Club is a particular topographic point for cigar lovers.
The nearby attractive forces of One World Hotel include 1 Utama Shopping Centre, Sunway Lagoon Theme Park, Petronas Twin Towers, National Science Centre, Lake Gardens, Kuala Lumpur Bird Park, Bukit Utama Golf Club, National Monument, Orchid farm, Batu Caves, Central Market, Chinatown, Suria KLCC and Genting Theme Park.
Industry Analysis ( LH )
Current Situation and Trend
Hotel concern has been peculiarly severely affected by the planetary economic crisis in twelvemonth 2008. This is because during the economic downswing, most corporate companies will present cost economy step, particularly ban on travel and halt on meetings, conferences and preparation Sessionss which largely take topographic point in hotel. Furthermore, leisure concern is besides affected as households do non desire to pass excess on vacations due to occupations insecurity.
The economic downswing caused serious consequence on pick of hotel, those budget hotels will win in the competition with luxury hotels during tough economic times. Corporate will do fewer, shorter and cheaper concern trips, concern travellers will care less on luxury alternatively they are concentrate on whether the hotel present the rudimentss, such as good Wi-Fi entree, an efficient check-in and a quiet room, instead than munificent installations such as superior category eating houses, gym or watering place.It is a clip of existent chance for budget hotels to spread out on market portion. However budget hotels still need to vie on more than monetary value, this is because despite the downswing, travellers still expect to hold a good service. In other universe, offering a extremely customized services that generate a positive impact on invitees makes them return and set uping a solid durable ties.
One World Hotel has prevailed and successfully established its name within the progressively competitory hotel market. However, like most of the hotel, One World Hotel was hit by the planetary economic downswing. Its gross declined by 15 per centum from RM 64 million posted in 2008.
( Business Times, 2010 ) Despite the economic downswing, One World is confronting competition from nearby 5-star hotels such as Armada Hotel, Saujana Hotel, Eastin Hotel and budget hotel such as Tune Hotel.Due to clip consuming, our squad assessed the bing service public presentation of One World Hotel based on consumers ‘ independent hotel reappraisals and remarks shared by a few web site such as trip adviser and agoda web site. In order to hold a more accurate and existent informations, the hotel is extremely recommended to carry on a market analysis study to measure what is the ground behind the concern diminution. From the appraisal, they can happen out the per centum of which class suffer more losingss due to economic downswing, whether it is concern traveller or leisure traveller and their penchant and tendency.In this proposal, our squad assumes that due to economic downswing, the losingss of concern traveller are equal to the losingss of leisure traveller.
Key Issues ( SWOT Analysis )
In order to to the full retrieve from economic downswing and thrive in the coming old ages, One World Hotel must measure its overall strengths and failings as it moves frontward through the new millenary.
The undermentioned SWOT Analysis shows some of the strengths and failings of One World Hotel and besides some chances and menaces that await the hotel.
One World Hotel is a good established hotel with great architecture and installations. The room is really comfy and broad, the hotel is good unbroken and clean. One World is in a great shopping location bordering a immense and great shopping promenade with everything you need, One Utama. One World besides has seven advanced eating houses to provide the clients ‘ demand.
From the client reappraisal, the forepart desk service is instead hapless and the check-in procedure is rather slow, client service staffs may necessitate some preparation. One World besides deficiency of after sale service.
One World has a high room rate with an mean room rate of RM310 which may go a job when monetary value is a concern. One World is non convenient if hotel guest demand to travel anyplace in Kuala Lumpur because the hotel is non in the metropolis Centre, an hr is needed to acquire to the KL Central and there is no light rail theodolite ( LRT ) within walking distance. Although the hotel provides free bird service, the endless traffic is besides a job.
Global economic crisis in twelvemonth 2008 was a major blow to the hotel industry, a similar state of affairs may happen once more and could ensue in another downswing. Competition from other luxury and budget hotels besides poses a menace to One World
One World Hotel should turn the impact of last two old ages into chance. One World should happen a new market scheme alternatively of viing in the ruddy ocean.
An economic downswing may be an opportune clip if One World provides value those clients expect and where possible, exceeds their outlook. New merchandises and services can be developed by One World.
BLUE OCEAN STRATEGY
Reconstruct Market Boundaries ( SP )As gross revenues declined by 15 % from $ 64 million posted in 2008, a mix of desk research, qualitative and quantitative research is strongly recommended in order to understand the implicit in tendencies. Problem happens whenever ideal province is differs from existent province.
Typically, a proper program research answers most of the inquiries and leads to decision, recommendations and determination that solve the job and place the market chance. Of cause, One World Hotel direction should apportion some resources for this study prior to uncover actions. However, our squad members would wish to name this scenario base on some client station purchase rating shared in web site. No uncertainty, it is capable to data deformation and hard to construe due to little figure of sample size, but it is a practical attack supplying at least some information when resources are limited.Given that there are more than 50 hotels ( scope from budget to 5 stars ) functioning concern and leisure traveller in this country, a value curve of Petaling Jaya Hotel Industry in twelvemonth 2008 is drawn in order to understand the current province of drama and develop a scheme canvas. Customer- perceives public presentations in most of the service property are counted and measured scaled comparative to rivals. For case, monetary value, convenience, installation, hygieneaˆ¦..
There for, it shows us the fight across full market. Both luxury hotel and budget hotel serve the same aim are charted in the value curve. In this instance, luxury hotel is interpreted as a hotel that is upscale and costs more than the mean adjustment RM180 per dark. Those below RM180 are categorized as budget hotel.Fig 1: Value curve of Petaling Jaya Hotel Industry in twelvemonth 2008.
From Fig 1, there are luxury hotels that offer a list of “ Stars ” quality services including extravagantly decorated room and most modern installations in order to supply extraordinary experiences that exceed client outlooks. Even those, this cordial reception industry is non selling suites or beds but clients ‘ satisfaction, the overall services provided by those luxury hotels in Petaling Jaya are hardly run intoing clients ‘ outlook despite of it is a cardinal factor for these hotel to success.Figure 1: One of the remark shared in cyberspace. Beginning: hypertext transfer protocol: //www.tripadvisor.
ca/ShowUserReviews-g298313-d656672-r74554228-One_World_HotelPetaling_Jaya_Selangor.html # CHECK_RATES_CONT, 25th September 2010See the budget hotels, they offer lower mark quality services. Their beds are less comfy but located in metropolis centre countries which are a few proceedingss ‘ walk from coach halt, bus station or MRT station. Their mark market is more constrain in “ monetary value ” and they have less outlook for hotel. For them, hotel is merely “ a topographic point to kip ” . Obviously luxury hotel and budget hotel are aiming at two different market sections.Fig 2: Value curve of luxury hotel in Petaling Jaya bespeaking the One World hotel comparative public presentation across hotel ‘s industry competition factors.What is the strategic group from the position of One World Hotel? We identify 3 luxury hotels located in Petaling Jaya country viz.
Eastin Hotel, Hotel Armada Petaling Jaya and The Saujana Kuala Lumpur hotel. Obviously, One World Hotel which is widely accepted as luxury hotel is offering typically merchandise attributes as comparison to their rivals therefore hard to stand apart from the market topographic point. Pulling a scheme canvas is non an easy occupation ; nevertheless the direction should retrace the fight place in order to outcompete from other luxury hotels.
But, the inquiry is “ How? ”
Visualizing Strategy ( TANG )
To win the hereafter, One World required a switch from bing attack of viing with their challengers like Eastin, Armada and Saujana Hotel. Alternatively of looking at current strategic place in this market place and caught up by operation item, we shift our attending on the large image. Like most of the concern environment, One World is exposed to heterogenous market. Looking at the location and concern activities around the country and analyses the demands why client tend to remain around that country, we priorities the mark market for One World to be concern trip client. Due to the heavy traffic at environing, it is less likely that client will take this country for holiday. It is non convenient to travel in and out of this country often and One World chooses to stay this factor. Lapp goes for Bed and Room size to minimise cost.
The sole feature here is well-off for shopping and surrounded by assortment of nutrient. Temptation for the concern trip client to remain within and choose for shopping and feeding after work is evidently there and that can be good ground why client chooses this country during their concern trip.From our study and after our group argue and argument over the competitory factors, we point out those properties which required to raise, cut down, extinguish and make.For this market section on consumer demands and want, normally they aim for comfy and convenient. They will non hold ample of clip to make their personal activities like shopping during their concern trip. Therefore, it will be helpful if information to shopping centre or nutrient is simple, clear and easy accessible.
To supply the added benefit, One World will increase their services as information supplier through cyberspace. Kiosk and online station must be widely available at convenient country like anteroom and back street within the hotel. For those clients who are non frailty poetry or dislike this appliance may near the aid desk, where the client service may provides walking map and direction. One World shall besides fix particular pantryman upon petition for this service at little fees to convey their client about. This group of service staff shall be updated with the latest information for all the retail mercantile establishments as it is portion of alone undertaking to transport out. Customer satisfaction in this country of service shall be their public presentation step.By aiming to raise the property of convenient of shopping and custom-make service, bing installations on eating house shall cut down. With this decrease, it will supply benefit of infinite for kitchen, cashier and storage which seemingly help in cost decrease.
Leaving merely one eating house in One World, this eating house shall fit with particular service where dine in client are able to order nutrient from outside eating house. The thought is to enable the client to hold assortment of nutrient and holding it on the same tabular array. Customer can order their nutrient through particular bill of fares including Nipponese, Indian, Korean, Mexican and more nutrient from the eating house nearby and bringing service will be provided right to the tabular array. This service is merely limited to hotel invitee who will entitle for the same monetary value as if they have it in the original eating house.
With this, nutrient from One World itself is less but the hotel invitee is exposed to more picks. Net income from nutrient can be from the confederation eating houses, plus salvaging and new addition from the extra infinite.There will be riddance of installations like gym and tennis tribunal as to construct One World into more focus hotel. All this riddance every bit good as decrease in installations that carry out at One World will evidently do the current position of 5 stars bead. However, this shall non be the confining factor for them to prosecute their new chance of Blue Ocean. One World shall ignore the common stars standard to custom-make their service so as to supply their client on the benefit that they are looking for. In other word, One World is look up for a different criterion of 5 stars hotel with merely 3 stars monetary value!Area of focal point which One World had to raise is on preparation and some investing in database system. Every client is cherished and they shall return with ‘known individuality ‘ .
Customer ‘s name, penchants on nutrient, involvements on store etc can be captured as database. All these information may assist the client service to fix for appropriate information when the return guest topographic points their engagement before they arrive. It is of import to fit the staff in supplying ‘personalized ‘ service. In add-on, the service figure of speech must be good outfitted with appropriate societal accomplishment in supplying their really personal service.All the alterations as describe above must be communicated to all degrees of staff and guarantee all the aligned with the same mark. System like inducement or wages system and suited public presentation step must be in topographic point when semen to operation and direction. On top of this, continues preparation and motive are of import to raise these properties and sustain at the highest criterion.
Reach Beyond Existing Demand ( Ann )
Oneworld old niche selling schemes that focuses on monetary value exclusivity had created a really little mark market.
In times of recession, this group of people has become smaller. Furthermore, some of them might cut down some unneeded disbursals. Besides keeping current market, Oneworld has to make beyond the bing demand. In making so, the new Oneworld has to understand the demands and make out to the three grades of Noncustomers.
We found some cardinal commonalties across the three grades of noncustomers and bing clients. They are monetary value, convenience, installation, nutrient, leisure, room size, hygiene, shopping installation and other services such as receptionist, after gross revenues service and individualized service.Oneworld can make out to the exile market, the 3rd grade of noncustomers.
Often, these exiles come entirely and were given a immense budget as lodging allowances. They may be seeking for a topographic point with a good and convenience location as they are non familiar with the topographic point. As their assignment may merely be every bit long as a twelvemonth or two, they are non excessively peculiar in seeking for some existent house.This offers chances to Oneworld. Oneworld can offer the same merchandise as a landlord or land lady can offers. A topographic point called place. Adequate room size with good hygiene and perfect quality bed is precisely what these exile are looking for.
Alternatively of leasing a large condominium for a individual individual, and holding to clean the house themselves, these expatriate can choose to hold it all under the roof of Oneworld. These exile can hold the same satisfaction from leasing a house when remaining in Oneworld.Furthermore, Oneworld strategic location that connects to the shopping Centre and nutrient mercantile establishments offers convenience to the exiles.
With Oneworld connexions to the assorted mercantile establishments in One Utama shopping Centre, the exiles can pass their leisure clip utilizing the athleticss installations and gym in the shopping composite.By come ining to tenancy contracts with the exile, Oneworld can be certain of their room tenancy and this guarantees some fixed income for the hotel. Oneworld can apportion some 20-50 suites with assorted for this long term tenancy.Oneworld gross revenues squad to near the transnational company. This is an untapped market in the hotel industry.
Blue Ocean – Get The Sequence Right.
( Gen Lolo )
One World hotel will supply topmost client focal point service – makes client feels like place at an low-cost monetary value. The construct of feeling at place at hotel at an attractive monetary value will oblige clients to take One World hotel as their first pick. One World hotel should endeavor on client productiveness, simpleness and convenience to pull mass client. One World hotel new construct focused on the “ individualized ” service of client. Every client visited One World hotel will hold the expectancy of returning with a “ known individuality ” .
Customer ‘s name and contact is common information which hotel may hive away. One World hotel shall travel one more measure farther by hive awaying non merely client name but besides client petition such as demand to hold Fe and pressing board on each trip, extra pillow, particular design of pillow, or even the demand to hold a room with window confronting E for Feng Shui intent. All the old information will be utilized during the following visit whereby the hotel can hold pre understanding on client and fix the needed service.One World hotel can endeavor to be different from other hotel by merely altering the manner client is normally treated. Supplying good client service is a norm in hotel industry but One World Hotel can supply service and attention like household.
For illustration, it is a general pattern that when a client does non look into in after 6pm and make non go forth an direction that he or she will be look intoing late and supply recognition card information to procure the room, the room reserve will be cancelled automatically. One World hotel can supply a service whereby all room reserve will be treated in such a manner if a client bash non look into in after 6pm, the hotel staff will reach the client to obtain information sing the client reaching in order to guarantee the client will hold a room upon reaching.The booth or online station to ease client ‘s shopping shall be user friendly whereby client can larn to utilize in less than 5 proceedingss. This will promote client to use the engineering to enable them to hold a comfy stay in the hotel.One World hotel shall take for strategic monetary value lower than luxury hotel and comparable with budget hotel.
By extinguishing installations largely unused by mass clients, One World can keep a low cost operation. By cut downing installations illustration gym and tennis tribunal, One World can supply an economical monetary value to client and keep a low cost to run its concern. Investing in preparation of service company ( intangible ) shall be much lower than upgrading or keeping installations which are non the chief focal point of client.Adoption hurdlings on executing of the new construct of handling client like household members and supplying “ personalized ” service while extinguishing installations such as gym and tennis tribunal is the hazard of holding client which required gym and tennis tribunal. Thereby, One World will supply gym installations by supplying transit for client to nearest gym and athleticss diversion.
Since the per centum of client which required such installations is less, thereby this will cut down the cost of buying gym equipments and the care fees. One World hotel new end is to take for value invention instead than installations invention.
Overcome Key Organizational Hurdle ( Chee Howe )
Build executive into scheme ( Ann )
Oneworld old niche selling schemes that focuses on monetary value exclusivity had created a really little mark market.
In times of recession, this group of people has become smaller. Furthermore, some of them might cut down some unneeded disbursals. Besides keeping current market, Oneworld has to make beyond the bing demand. In making so, the new Oneworld has to understand the demands and make out to the three grades of Noncustomers.The first grade of noncustomers, are hotel frequenters that are normally in hunt for bundles that are value for their money.
These people are ready and prepared to migrate whenever there are better offers. They will remain in Oneworld if it is value for their money and are more than willing to exchange to nearby hotels such as Eastin Hotel if they have more to offer.The 2nd grade of noncustomers are people who will normally utilize hotel service but chose non to see Oneworld. They may be environment travellers who like to be near to nature. Hence, these group of people will choose hotels that are close to nature. Until and when Oneworld has something that fit their standards that is near to nature, Oneworld could non make out to these groups.
The 3rd grade of noncustomers, are those who ne’er thought of Oneworld market offerings. They are the house renters particularly among the exiles in Malaysia. The exiles are in hunt of a warm and homelike topographic point to remain.
Oneworld decidedly has something that can be tailored to accommodate their demands.Therefore, we searched for some commonalties and found some cardinal commonalties across the three grades of noncustomers and bing clients. They are monetary value, convenience, installation, nutrient, leisure, room size, hygiene, shopping installation and other services such as receptionist, after gross revenues service and individualized service.Oneworld can make out to the exile market, the 3rd grade of noncustomers. Often, these exiles come entirely and were given a immense budget as lodging allowances.
They may be seeking for a topographic point with a good and convenience location as they are non familiar with the topographic point. As their assignment may merely be every bit long as a twelvemonth or two, they are non excessively peculiar in seeking for some existent house.This offers chances to Oneworld. Oneworld can offer the same merchandise as a landlord or land lady can offers. A topographic point called place. Adequate room size with good hygiene and perfect quality bed is precisely what these exile are looking for. Alternatively of leasing a large condominium for a individual individual, and holding to clean the house themselves, these expatriate can choose to hold it all under the roof of Oneworld. These exile can hold the same satisfaction from leasing a house when remaining in Oneworld.
Furthermore, Oneworld strategic location that connects to the shopping Centre and nutrient mercantile establishments offers convenience to the exiles. With Oneworld connexions to the assorted mercantile establishments in One Utama shopping Centre, the exiles can pass their leisure clip utilizing the athleticss installations and gym in the shopping composite.By come ining to tenancy contracts with the exile, Oneworld can be certain of their room tenancy and this guarantees some fixed income for the hotel. Oneworld can apportion some suites with assorted types for this long term tenancy. Oneworld gross revenues squad can near the transnational company to sell the construct ‘everything you need in one topographic point ‘ .FirstGradeOneworldMarketSecondGradeExileTenantsThirdGradeFigure 1: The Three Tiers of Noncustomers
Part II ( three E rules of the just procedure )
The front line staffs of Oneworld are being complained for being inefficient, slow and non sympathetic. ‘Front office staffs are non sympathetic, really slow and need to demo they welcome invitees. ‘One common grounds of the hapless service among the employees is due to the deficiency of trust.
Often it is non easy to construct trust. Trust comes from communicating and battles. Oneworld can utilize the 3E rules of just procedure to steer them in constructing trust among employees at all degrees.The first rule is engagement. Oneworld should affect their staffs in the strategic determination devising. Staff thoughts should be consulted when Oneworld makes strategic determinations that will impact them. This can actuate the staffs as it makes the staffs feel that they are respected for their input.
Furthermore, corporate wisdoms can convey in more thoughts that will lend to the organisational success.The 2nd rule is explanation. Each and every employee should be made to understand the grounds behind the strategic determination.
Once they understand the thought behind the determination, they began to accept and swear the director ‘s purpose. This rule is really of import as it can besides function as a feedback cringle that enhances acquisition.In doing determinations on service betterments, Oneworld should prosecute all staffs in conveying in thoughts. Front line drives, can supply more constructive thoughts as they deal largely with the clients whilst, in-between direction can do programs to put to death the scheme through the inputs.
Top direction can take part by supplying support and constructive remarks for quality betterments. The concluding determination of the scheme is so communicated and cascade to every degrees so that everyone is clear of their function in Oneworld.The 3rd and last rule is expectation lucidity. This is where Oneworld sets the regulation of the game.
Employees should cognize how they will be judged and what are their wagess and penalties. When staffs know clearly what is expected from them, they can hold a clear way. They can put their ain personal ends and aims to accomplish the organisational aims. Therefore, the scheme can be executed quickly.The 3E rules of just procedure will impact staffs ‘ attitude and behaviours. They are more voluntarily to travel beyond the call of responsibility hence executing above outlooks.1http: //www.tripadvisor.ca/ShowUserReviews-g298313-d656672-r74554228-One_World_HotelPetaling_Jaya_Selangor.html # CHECK_RATES_CONT, 25th September 2010