Barcodes

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BMR3094

Marketing In

Service Industries

Assignment

TRIMESTER 1, 2014/2015

Lecturer Name: Mr. Ruidaini Sham Bin Abdullah Jumain

Lecturer Section: BM301

Table of Contents

1.0 Introduction

These days hospitality industry quality of services are highly demanded by customers. The rivals between competitors are increasing in terms of the facilities offers, the strategic location, features and others. As the rapid development on the technology recently gives the opportunity to this industry to further the improvement. They are building sustainable competitive advantage to survive in this industry.

Again , regarding the advance technology these days, everyone owns a tablet or a smart device. Eventually the use of coins, papers are being replaced. Imagine if you own a smart device you can now download an application into your device and use barcodes to scan replacing your check in cards or tickets and also keys. Compiling the number of complaints received by the management in Hotel Equatorial regarding the lost of keys and inconvenient card placement into the room slot to operate the air conditioner and light and many more give rooms for the management to do improvements. Not only that, thinking of the queue when you reach the hotel, it is a waste of time to get your keys at the reception.

With the integration of this application, even the reservations can done easily. Barcodes can be scanned at the kiosk to check in that save time and manpower in a hotel. Scanning barcodes during your dining session and also while enjoying the other facilities where you can do the check out with them too at the kiosk after ending your stay at the hotel.

The development of voice control over the application that enable you to adjust the temperature and some features in order to fit best guests needs to make them feels like they are not away from home. Hotel can be as comfortable as home only with an application on a device everything is convenient.

3.0 Molecular Model

Molecular model is a model used by companies to differentiate between the goods and services provided. Molecular model enables companies to break down their products or services into tangible and intangible elements. This model empowers top management to visualize their market entities. We have drawn out the type of services elements that may follow on our potential hotel, Hotel Equatorial.  Below is the molecular model design for before implementation of the integration.

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Figure 3.1: Molecular Model of Hotel Equatorial

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3.1: Before the integration of Fast Check-In/Out Kiosk and Interactive Application System.

Hotel Equatorial has been existed for many years now. It is a well-known 5 star hotel which is synonym with great quality and service offered by the hotel. Hotel Equatorial is also ranked as No #8 Best Hotel in Malacca. Hotel Equatorial Malacca is often being related to its best location, friendly and great service provided by the hotel employees. As shown in above figure, like any other hotels, Equatorial wishes to fulfill all their customers’ needs follow their preferences. They provide different kinds of facilities from fully equipped gym, beautifully decorated rooms designed to perfection, relaxing hotel pool atmosphere, sauna, Jacuzzi, banquet halls, and restaurants and bars located in the hotel and many more.