Question

Movement restrictions imposed by various governments to mitigate the spread of COVID-19 pandemic in the form of social distancing and closure of national and international borders and airports has brought a number of business organisations to a standstill, leading to the decline in growth and market share, especially the hard hit tourism and hospitality industries. Assume that you are the manager of IDISAM Hotel LTD, which holds the largest market share in the hospitality industry, but now on the verge of collapsing due to COVID-19 pandemic. Required: Supporting your answers with specific examples and justifications, propose corporate or grand strategies that the company can use to deal with the situation at hand

Answer 1

COVID 19 is affected not only a single country, it spread through out the entire world and affected many organizations very badly. Some of them are facing shutdown and some are trying to overcome this situation. As per in the question said the following are some of the corporate or grand strategies that INDISAM Hotel Ltd. can use to deal with the COVID 19.

• Develop a Covid 19 Prevention Plan:

Which will help to protect the employees and guests while they where on the hotel. which will lead to positive mindsets created for the guests while they are in the hotel.

Example: Reception desk always have a medical kit and necessary equipments like Face or eye masks, gloves (disposible) etc..

• Prepare a website for the Hotel:

The own website will act as a source of truth in-front of the guests who planned to book for the hotel. Which will also help them to get the information very easily on their finger tips, that all they want to know including the safety measures in the hotel.

The website must contain the following topics should be mentioned:

* Prevention plans in hotel

* COVID 19 Frequently asked questions

* Social service of the hotel during COVID 19, which will influence the guests a little more

• A flexible cancellation policy should be implemented:

Because of the COVID 19 many countries are putting travel demand because the situations are day by day changing.

Example: once they book for the room the condition in their area may be quite good, but there may be a possibility of changing the things. in that case he force to make the cancellation. so make it more flexible it will impress the customer.

This will enforce customer to re-book

• Special consideration to health workers:

Many of the workers in the health department are working round the clock (24*7) for COVID 19. so special considerations should be given to them while booking, because most of them can't go to their home, they forced to go for a quarantine to prevent others from the disease.

Example:

* Offer them low rates

* Donate foods from hotel to the hospital near to them

* Offer complimentary room for healthcare workers etc...

• Some entertaining and valuable editorial content should be created:

Make the content which will also helpful to the people to bring their stay at home experience in a better way.

Example:

* Home spa treatments

* Cook with chef etc...

• Marketing plan should be developed to Ramp up with the travel demand:

A month to month marketing plan should be developed by the hotel, which will increase the travel demand soon after the recovery from the COVID 19.

Example:

Month 1: Focus on drive in and local markets

Month 2: Contineously targeting the the website visitors

Month 3: Ramp up lower funnel targeting and re-targeting

Month 4-6 : Adjusting the strategies due to the evolving of the travel demand in the hotel

etc...