A Proposed plan for the Manila Hotel

• Main Authors: Alinsonorin, Mia Margaret V., Lee, Michelle, Santiago, Grace, Soliman, Paulleen
• Format: text
• Language: English
• Published: Animo Repository 1995
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/16740
• Institution: De La Salle University

The Manila Hotel was established in 1912. It was built due to the lack of respectable houses for the American families to live in during those times. Being a pioneer in the hotel industry, it has been witness to many significant events that transpired in Philippine history. It has also been exposed to the many hardships that befell the country. But despite all these, The Manila Hotel is once again faced with another major setback-increasing competition. The positive showing of the economy has led to the mushrooming of new hotels since the 70's which continuously eat up a sizeable portion of the hotel's market. In addition, the shift of the business center from Manila to Makati and Ortigas has led to the withdrawal of most of its clientele. These clients prefer to make their bookings at hotels near their places of work. In order to thrive in a cutthroat business such as the hotel business. The Manila Hotel has to make itself distinctively different from its competitors. The service development plan was developed to create a hotel that provides quality service. The strategies in the said plan were formulated based on three frameworks: The Gap Analysis Model, The Strategic Management Trap, and The Service-Oriented Approach. Due emphasis was given to management-employee, management-customer, and employee-customer relationships to bring about a more harmonious internal and external atmosphere. Different promotional activities were also created to complement the strategies. Advertising, pricing, and distribution were likewise improved to match the proposed strategies. The proposed service plan will hopefully provide The Manila Hotel with a highly differentiated service that will give it a competitive edge against its rivals in the industry.