Ramada Case Study

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This case study is about service marketing of Ramada Hotel Multan

SUBMITTED TO:

Mr. Nabeel Ahmed

Lecturer
Public Sector Strategy
Air University, Multan Campus.

SUBMITTED BY:

BEENISH TARIQ MB-11-01

HAMAD NAJAM MB-11-28

ACKNOWLEDGEMENT

We are thankful to Almighty Allah, Who is continuously guiding us in all the matters of our life, He is aware what we are doing & He has never left us helpless in any walk of life, thanks our Great Allah for providing us the opportunity to complete this case study on “Ramada Hotel Multan”

We are humbly grateful to our Respected Teacher “Nabeel Ahmed” who furnished us with the opportunity to learn the detailed knowledge of the Services in Hotel Industry by studying Ramada Hotel Multan service structure. To help us discharge our responsibility, he provided us with the worthwhile knowledge and continuous guidance. We are also thankful to all the people who helped us in the completion of this report in time.

Benish TariqMB-11-01

Hamad NajamMB-11-28

Table of Content

Abstract01 Introduction02

Positioning & Segmentation Strategies02
SWOT Analysis05
Customized Services06
Conclusion06

Services in Hotel Industry:

A case study on Ramada Hotel Multan

Binish Tariq MB-11-01

Hamad Najam MB-11-28

MBA (Marketing)

Air University, Multan

Abstract:

This case study is written on Ramada Hotel, Multan. We discussed about marketing & segmentation strategies, the services it’s providing & how it’s differentiating itself from its competitors by its unique services. Semi structured interviewing technique is used to collect data. Ramada Multan is enjoying monopolistic position in Multan being the only four star hotel in the city. But there are many areas of improvement needed to be focused by the management to retain the customers & to increase the customer base. There is a possibility in near future that some other quality oriented hotels enter the Multan market & at that time it will be difficult for the Ramada hotel to retain its customers as it didn’t focus to develop customer loyalty among its customers. So the hotel is under continuous threat of losing its customer base.

Key Words:

Customer loyalty, Marketing, Strategies, Segmentation Strategies

Introduction:

Enterprises exist because they have a customer to serve.( Gandolfo Dominici, Nov 2010) Customer satisfaction plays a very important role in success & survival of an organization. It’s the most critical element in the provision of quality services. We have selected Ramada hotel, Multan to study how they are providing quality services to their customers. We have developed semi-structured questionnaire to collect the data.

Located in the heart of Multan City, Ramada Multan hotel near Shrine of Bahauddin Zakariya is just minutes from popular area attractions and major businesses. Its central location making the hotel the ideal spot for business and leisure travelers alike.

Greet the morning with a smile over free continental breakfast, and catch up on the news with free daily newspaper. Before you head out for the day, go for a refreshing swim in outdoor pool and work up a sweat in fitness room. Stay connected to home or the office right from your air-conditioned room with high-speed Internet access. Hotel offers guest laundry services and express checkout. Handicapped-accessible rooms, non-smoking rooms and presidential suites are available at hotel.

Positioning & Segmentation...
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