Royal Palm

Royal Palm Services Analysis

The ExcelsorsM.Tanzeel-e-Rahman Khan (Leader)13125Zaeem Munwar (Coach)13118Arslan Khalil13127Abdullah Muzaffar13165IntroductionRoyal Palm is a Golf CourseSocial club complex in LahoreCanal Road LahorePrevious Owners was Pakistan RailwaysIn 2001 it was sold to MHPL and renamed to Royal PalmNational and international sports venueOne of the best golf courses of subcontinentCompletely and remodeled and landscapedEvery bit of it is designed by expertsMost Exciting country Club in Pakistan

ServicesNarrate the type of services the firm is providing to its customers

Complete Array of Gold Services18 Hole, Par 72 Championship golf courseExquisite settings and eight beautiful lakesDesigned by LDR consultantsBanquetsGym and SportsRestaurantsEvent ManagementAudiplex Cinema

Target marketHas the firm identified its target market and competitors if so described the target market on the basis of demographics, and identify the competitors, of the firm?Limited segments of societyBusiness ClassCorporate professionalsBusiness hubs and corporate societiesGovernment and military officialshealth and fitness Awarenessbusy Schedules and hectic routinesFor their health and fitness through club facilitiesWorking class from business backgroundsHigh Income GroupsThey provide exclusivity and luxury

Customer GapsDoes the form field that there is a customer Gap? How did they discover it? What steps are being taken to address those gaps?

Industry is growing very fastFacilities are gradually increasingTechnology is improvingExpectations are risingIn Lahore, new techniques and operations are being introducedDue to more exposure expectations are much higherTo overcome these Gaps they come out with latest equipmentLatest techniquesAnd latest training modules

Cont.International trainings exposure for employeesForeign training coursesOn regular basisSix monthly analysis of services and equipmentcomparison with the marketExcellent environmentCustomers loyaltyLarge expenditure on maintenanceMaintenance, renovation and upgradation of interior and exteriorProviders GapDo they have providers get? If so how are they managing it?Six monthly analysisCustomer needs and wantsMaximum customer satisfactionLevel of quality standardsCompetitors and marketDelivery of service above the expectation Royal palm tries to identify the latest techniques

Marketing strategyDo they have any marketing programs to create awareness about their services? Do they all promise or under promise their services? If so why?

Royal Palm is an elite clubClosed for general publicThey sell exclusivityStandards will decline if the club is open for general publicCustomer selection criteria Club membershipTarget audience are business community, government officials and military officersBelonging to specific upper income groups

Recovery strategies Whenever the customer is dissatisfied with the firms what steps they are taking to motivate the customer in order to bring him back?Giving the best serviceHardly find dissatisfied customerFeedback programs in all sectionsFeedback Performa always availableFeedback Boxes available all over the premisesMember service department works nine hoursMSD maintain all service standardsMSD are available to solved any urgent problem

Swot analysisPlease conduct the swot analysis of the firm keeping in view its competitors?

StrengthStrong brand nameStrong Brand EquityNo compromise on standardsNo compromise on brand imageAdequate available place for all major eventsLargest golf course in PunjabWeaknessesLimited sized premisesLimited to area and cannot be extending for new ideasComplex Membership proceduresExpensive

Cont..OpportunitiesCinema industryHotel businessDiversificationThreats Political legal and stabilityEconomic slumpsNew entrants with even better facilities yet cost-effective operationsemployee compensationAre the employees of the firm being compensated on the basis of performance along with the firms standards, if so how? Is it helpful in producing is positive results?

Annual performance appraisals, annual increment, annual review and work review reportStrong HR Development DepartmentRegular employee trainings programsIn alliance with HRM departmentRectification of weakness & Career development opportunities Also provide hotel management coursesImproving delivery of standards and level of quality better competition skillsHow to interact, How to serve, How to manage the stress

Over or under demand of servicesIs the firm facing the problem of over or under demand of services? If so how do they manage it?

Facing no under and over demand of serviceRoyal palm is exclusive elite clubTarget limited section of societyAdequate number of memberships of clubIn any worst case MSD is available to cater and manage over and under demand

Employees commitmentHow do they build employees commitment for better performance and retention?

Career Development offers, annual appraisals, and annual incrementsSpecial training programs on daily or weekly basisEmployees are assetsPolish them through different development strategiesStrong Human Resource DepartmentEnsure maximum employees performanceMinimum turnover

Physical evidence and service scapeHow much importance the firm is giving to the physical evidence and what measures do they take to improve it?Brand positioning targeting the elite classSelling excellence to their customersPhysical evidence is extremely important to be maintained and improvedLarge amounts on the maintenance of the service scapeThey have very elegantly designed interior and exteriorProvide luxury feel, Keeping them fresh In case of any bad impression, They get it redesigned, repaired and refresh as soon its possible80% engineering and maintenance team is dedicated to maintenance Keep improving club facility and outlookTheir SOPs allow them to act as they require

Unrealistic customer expectationsWhat does a service firm do if customer expectations are unrealistic?

Unlikely to find any unrealistic expectations customers are from elite class, Well aware section of society, and are familiar with club lifeRoyal Palm has created their mind sets about the servicesRelaxation, joy and healthy activitiesRelieve from their hectic routinesThey are provided with overwhelming experience beyond expectationsUnlikely to be faced with unrealistic sort of demandSatisfy the customer with maximum effort and good CommunicationThey will realize themselves that they are expecting unrealistically Mind satisfaction is providedNo bad impact is left in the clubs imageExceeding customer service expectationsHow does a company exceed customer service expectations and delight them?

Excellent customer experience Under promise to the extent not lower then their expectationPromised service is better then local market but the provided service is even better in international standardsCustomer is satisfied Indirect ambassador of the club Under promise is the best way to win a customerPromise 1 and deliver 10, the customer will be delighted Escalation of ExpectationsDo customer service expectations continually escalate? If so how do they manage it?Its a random processCustomers follow patterns of expectations stimulated by the company itself in marketingIf the pattern is broken and the customer is given unusual stimulus of expectations Experience will sufferRoyal palm has set standards for their customersThey communicated these into their customers mind sets Strategy is to deliver what they have placed in their mindsRegular expansion of the market is also influentialThey have to stay ahead in competition allways

Challenges faced by contact employeeswhat challenges do the contact employs face by providing services in the real-time? What steps to the take to address those challenges?

Intelligently designed service delivery procedureMinimized challenges for contact employeesCustomers are random in natureBad MoodMaking issues out of small thingsService with smileEven if the customer is abusive they must smilePositive attitudeMaking every one go happyNo arguments with customersSTAYING AHEAD OF COMPETITION What steps do they take to stay ahead of competition in meeting customer expectations? Continuous up gradation of services, equipment, technology, and service standardsComplete analysis of competitors on quarterly basisDedicated research teamLatest trends in the local as well as international marketTo stay ahead in the competitionNo compromise on service standardsExcellence to such extent that no one can beat it

MARKETING RESEARCHAre they using marketing research to know about their customers expectations? How they have outsourced marketing research or they have some in-house system in place to conduct it? Continuous research process throughout the business lifetimeExtensive regular basis research is preferred for manufacturing firmsMarket awareness on daily basisRoyal palm belongs to leisure industryKeeping an eye on the marketNo continuous research on daily basisThey try to stay ahead in the marketThey try to create something new for the customerMotivate and Compel the customer to take it as his habitIn house research department to cater all these research needs

MYSTERY SHOPPINGAre the collecting mystery shopping research? Is mystery shopping this is helpful in improving their employees performance? No they dont follow mystery Shopping research strategiesHRD keeps continuous eye on the employees performanceOnsite dedicated team for monitoringEnsuring highest standards of service delivery and best customer satisfactionNo tolerance for nonperforming employeesClubs SOPs They provide Employee counselingFailing employees will be removedKeeping the best people to deliver the best standards of service

OVERALL EVALUATION OF THE FIRMWhat are your overall evaluation of the firm? In your point of view what are the critical success factors of the firm? And what are your suggestions to further improve the firms business? Excellent FirmAmazing environmentHighest possible standardsExcellent business strategiesHighly delighted customersLeisure industry in Pakistan is sufferingRoyal palm is performing in great positionCustomer satisfaction and value for moneyImprovement required in research strategiesTrue needs of the customer