Ritz- Carlton
The case “The Ritz- Carlton: Managing the Mystique” deals with the strategic marketing decision of how the hotel chain should continue its operations in order to satisfy its customers more. By overcoming the challenges of being one of the top ranking hotels in the world and hiring the right people to do so, the success of your marketing startegy would be inevitable. In this way Ritz- Carlton could potentially increase its sales and and expand in different countries. Therefore, this case will deal with possible solutions and ways of operating in order to create hotel uniqueness and gain a cometitive advantage compare to other five- stars hotels.
Ranked as the best luxury hotel chain in America out of thousands others, for the past years it still provides the same exceptional standard of quality, comfort and fittings (Power, 2012). The essence of the Ritz Carlton experience lies in the quality of the service provided by the company which is also the intangible product the company is selling. The manager makes sure that the service is tailored to the individual and is earnest and helpful. Every guest and employee is treated with respect and the general managers pay special attention to every visitor from the moment of airport picking until the moment the visitor leaves the hotel. An essential part of the service process is the guest recognition procedure, part of the service quality indicators (SQIs) which when implemented “creates a sticky relationship” between the guest and employee, in particular or the hotel, in general. The staff’s responsibility is to make each “guest feels well when they leave” and create an unforgettable, personalised experience which satisfies even the most discerning visitors. Moreover, the company also recognize the technology as a key to a high service level. It is something that the customer expects to receive when stays at a five- star hotel.
In order for Ritz-Carlton to be a leader in what it is selling, the company has realized
Ranked as the best luxury hotel chain in America out of thousands others, for the past years it still provides the same exceptional standard of quality, comfort and fittings (Power, 2012). The essence of the Ritz Carlton experience lies in the quality of the service provided by the company which is also the intangible product the company is selling. The manager makes sure that the service is tailored to the individual and is earnest and helpful. Every guest and employee is treated with respect and the general managers pay special attention to every visitor from the moment of airport picking until the moment the visitor leaves the hotel. An essential part of the service process is the guest recognition procedure, part of the service quality indicators (SQIs) which when implemented “creates a sticky relationship” between the guest and employee, in particular or the hotel, in general. The staff’s responsibility is to make each “guest feels well when they leave” and create an unforgettable, personalised experience which satisfies even the most discerning visitors. Moreover, the company also recognize the technology as a key to a high service level. It is something that the customer expects to receive when stays at a five- star hotel.
In order for Ritz-Carlton to be a leader in what it is selling, the company has realized
References: Gallo, C., 2007, Feedback for Real, Bloomberg Business Week, [online]Available at: ,viewed 10th December 2012 Power, J.D., 2010, As Industry Begins to Rebound from Downturn, Satisfaction with Hotels Increases Notably, Pres Release, [online]Available at: ,viewed 10th December 2012 Robinson, J., 2010, How The Ritz-Carlton Manages the Mystique, GALLUP Business Journal, viewed 11th December 2012, retrived from LexisNexis database Wilson, A., Zeithaml, V. A., Bitner, M.J. & Gremler, D.D., 2012, Services Marketing. Integrating Customer Focus Across the Firm, 2nd European Edition, London: McGraw-Hill, retrived from Aston University Library