Track: Case Studies

Abstract

The emergence of different hotels that fundamentally offers the same lodging services have made marketing strategies an integral part of the hotel industry. This study focuses on resolving the problems encountered by the RVA Budget Hotel by exploiting the opportunity to use marketing strategies and plans to achieve the company’s targeted increase in service income. The researcher utilized different Engineering Management tools in order to analyze the current situation of the RVA Budget Hotel. These tools include the RATER survey model that determines the expectations and perceived experience of the customers through numerical rating, the Job Evaluation that classifies the performance ranking of an employee, the 7P Framework that examines the marketing mix of a company and the Competitive Profile Matrix that compares the operational performance of a company against its competitors. The results from the tools revealed the root causes presented in the Why-Why Diagram and influenced the nature of recommendations used in the How-How Diagram. The expenses incurred from these recommendations that involves plans and marketing strategies were outweighed by the monetary gains that increased the service income of RVA Budget Hotel by 92% as shown in the Cost Benefit Analysis.