Was the concept boutique hotel sustainable? Was it enough to differentiate it from its competitor?

What is BOUTIQUE Concept

They tend to be smaller A boutique hotel offer a friendlier service, homelier along with all the features and facilities of a large five star hotel. A boutique hotel is also a trendy, designer and niche hotel, where things are happening . Service are not formal, but customer friendly,

The concept of boutique hotel was sustainable.

Boutique concept differentiated park from traditional 5 star hotels and budget hotels. The boutique concept targeted youth. The informal style of boutique was/is preferred by youth. By imbibed the local culture in the dcor and keeping a very strong emphasis on contemporary design, the hotels are extremely modern but with a flavour of the local cultural ethos as well The concept ensured the profitability and growth of the company for the long-term benefit of shareholders, customers and employees.

uniqueness through dcor, personalized service menus room service Customization of offerings

Each hotel tried to provided a certain atmosphere and a standard of service involving systematic training of its staff of different categories, but since turnover of staff from one hotel to another was common, the service styles etc., also tended to be more similar than dissimilar.

Boutique concept differentiated PARK and gathered attention.

Hotel Hotel Ashoka Hotel Oberoi Grand. Hotel Taj Bengal Hotel Hindustan International.

How they differentiated themself Location near airport(easy to assess) Pioneer in the introduction of unique Services, image of exclusivity Excellent reservation system, consistency of service. did not have a clear image in any segment, and nor did it have any particular reputation for quality of its service.

 They tried to provide this uniqueness through dcor, personalized service, menus, room service and customization of offerings. Since essentially the facilities, the general quality of service, the general quality of food, and sometimes even the taste of food were very similar among all the five star hotels, differentiating a hotel from its competitors was not easy. Each hotel tried to provide a certain atmosphere and a standard of service that could be called unique to it. This involved systematic training of its staff of different categories, but since turnover of staff from one hotel to another was common, the service styles etc., also tended to be more similar than dissimilar. In this situation, the following were thought to be important factors for success in this industry.

Points to be Discussed
park hotel:- Brief Background Case in Nut Shell - Brief History Does it have Strategy ? How good it is ? Functional Strategies production &logistics ,marketing , branding , finance What is meant by internal consistency ? S/ W - & Future Goal & Path

SFI-1
The environment

Expectation and purpose

SFI-2
Resources, competencies and capability

Strategic Analysis

Strategic bases

Strategic Choice
Option Evaluation and selection

Strategic Implementation

Organization structure and design

Strategic option

Monitoring Strategic change

Resource allocation and control

Wisdom/Knowledge High Qualitative Aspects

Excellence

Success

Failure

Performance

Low Low

Quantitative Aspects
Learn From Failure High

What is good Strategy?academic Originality Purpose logical consistency risk and resources flexibility
Class-1 Strategy -2011-13 batch -Prof VinayAuluck

Understanding a Company s Strategy -What to Look For

Actions to diversify Actions to strengthen resources & capabilities How functional activities are managed Efforts to pursue new opportunities or defend against threats Actions to out compete rivals Responses to changing external circumstances Actions to alter geographic coverage Actions to merge or acquire rival companies

Pattern of Actions That Define Strategy

Actions to form strategic alliances and collaborative partnerships

Class-1 Strategy -2011-13 batch -Prof VinayAuluck