The rooms in the Accra hotel varied in prices because of many factors. The first factor
was the category. That is, the rooms were divided into three distinct categories, which were;
island view, pool view, and ocean view rooms. The other factor that brought about the
distinction in prices was the decoration. We are told for instance that four two-bedroom and
two and six Penthouse suits which had decorations with handcrafted furniture, tropical pastel
prints, TVs, air conditioning, fans, hair driers and other equipment. The other factor that was
considered when giving the different prising of rooms was the bed types and sizes. It is
explained that the standard rooms had had king-sized beds or two twin beds. So the cost
would depend on the one you choose. Ultimately, the prices of the rooms depended on the
king of comfort in a given room and also the decorations.
The Accra hotel served people from varied segments of the market. They included
business people, tourists from the UK and Canada, people on vacation, the locals, and many
other groups. Serving customers from varied fields has its pros and cons. The advantages are
as follows; it can allow the business to focus on the lucrative part of the market but deal with
the smaller market at the same time (Sheryl & Jochen, 2016). For example, the Accra hotel
can focus mostly on business people since they visit the hotel in larger numbers but still serve
the others who would also be visiting the hotel in smaller numbers.
The hotel can as well enjoy serving customers from varied segments since it helps
them create a distinct treatment, food and decoration depending on each segment. This will
relieve the workers from creating the same things every other time, hence, reduce monotony
at the workplace. They will also enjoy serving people with different tastes and the thought
process, this arouses the urge to serve better. Relating this to the Accra hotel, they will enjoy
CASE ANALYSIS OF THE ACCRA BEACH HOTEL 3
making different dishes from people overseas and the local customers, the way of
communication with these groups will as well be different, the rooms will be decorated in
different ways as well depending on the values and the beliefs of each segment.
It is also important because the work with customers from different because the
organization has to come with ways of attending to the specific needs or calls of each group.
Serving varied segments is equitable to having more customers and that means more and
faster sales will be realized. That means the Accra hotel increased its customer capacity
because of the different groups that use the hotel, the numbers would have fewer would it
have only been serving a single segment (Sheryl & Jochen, 2016). The other importance is
that the business can go a long way to learn how distinct people are in life. This insight will
make them come up with prospects of serving different groups in different ways. By so
doing, it encourages people to understand humanity as to be different, hence respecting the
values and beliefs of each group of people. This approach of serving people from varied
groupings can as well be beneficial to the business as it will be easy to measure the impact of
each group. That is, for example, the business owners will know the group that uses their
services more compared to other groups. This can help them to focus more on that group.
Some of the disadvantages of serving customers of varied segments are as follows; it
can be expensive. This is because the business has to carry out research on how to serve each
of the segments. These segments will also require different treatment and equipment and this
may force the organization to spend more trying to satisfy each group. In the case of Accra
hotel, the staffing will be improved and increased so as to attend to the different needs of
each segment. Another disadvantage is that one group could be forgotten since they are so
many with very many different needs. This is because the company may try as much as
possible to meet the individual needs of each group but they may in one way or the other
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forget and give much attention to the largest group. This is because it is in the nature of
human beings to tend to develop an attraction for the best.
The Accra hotel should put many factors into consideration before allowing the
cricket team from the West Indies Cricket Board to use the hotel. The behavior of the cricket
team and people from the West Indies is one consideration that should be given its pride of
place. They should think of how they will think of the hotel, whether it is similar to the
regular customers, whether they will behave similarly to the other clients and if anything they
have different tastes and preferences.
Another consideration that they should put in place is research on the value system,
beliefs, and including all aspects of the life of the West Indies. This is because majority of
customers only love those brands they have used before and loved them. That is the reason,
the research will help the hotel know how best to interact and interact with the customers
from the west Hindi. The hotel will, therefore, understand their pains and desires hence better
service. The hotel will as well know the products that they love more.
Cherita Howard, the manager of Accra hotel should consider segmenting the hotel in
different parts to serve customers with varied needs. After doing that, then she can go ahead
and accept the request from the West Indies Cricket Board. The purpose of segmentation is to
serve her customers better by concentrating on the tastes and preferences of each segment.
That will make the Accra grow faster and serve its customer in groups hence not disrupting
the other group(s). This she can do by allocating each room category to each segment.
CASE ANALYSIS OF THE ACCRA BEACH HOTEL 5
Sheryl. E. K., & Jochen. W., (2016). The Accra Beach Hotel: Block Booking of Capacity
during a Peak Period, US.