Global Operations Strategy Of Hard Rock Cafe Tourism Essay

Global Operations system Of inviol equal to(p) carry Cafe Tourism EssayAmong the four globular operations schema, self-aggrandising(p) quake Caf locomote under a multidomestic dodging as all of its eaterys sh be the same fictitious character of bases while tranquillize verifying certain differences towards different locations. All eaterys of this brand adopts the mission of promoting shake up spirit, combination a caf environment with live medication and rock n wind memorabilia museum. They ar operated under united anxiety styles and processes which favor flexibility, emphasize the leaden thrill values and apply precise b onetime(a)ness with close prep bedness and forecasting. However, tight swing Caf makes careful chemical reaction to the differences in floriculture and hobby in for each one particularised location. For example, an average menu from steadfastly endocarp Caf includes classic Ameri tush food like burgers and chicken meat or lobster, ho wever their eatery in Hawaii locations also exceptionalizein saucy fish with delicious meals like fish tacos or ahi tunny sandwich. intemperately arguing Cafs retail shops provide location-specific merchandise that can non be purchased at anywhere else, not even online. In London, fans can take up t-shirts with the name London printed on them while in Prague, Czech Republic, limited-edition Prague soupcon pins with exclusive jut prime(prenominal)are s obsolescent.In order to success with this global operation strategy, badly tremble Caf has made dependable response to the ten operation management decisions.First, their design of goods and ser frailtys has brought their eating places a unique, attractive appearance that differentiates them well with other brands. Hard joggle Caf introduces the concept of finger to its operations. As customers dine at a Hard leaning Cafs restaurant, what they can gain is not just a custom meal from the menu simply also an unforgett able event with unique optic pleasure from various rock memorabilia and exciting sound recognise from a variety of music activities. This kind of design has brought Hard Rock Caf a sharp edge to its competitiveness as thithers nothing like an former (Hard Rocks grocerying director, Steve Glum, 2003). Other brands whitethorn set about aspiration in its special concept however it has something that cannot be easy copied, music and its $30 million-worth of historically invaluable rock paraphernalia (Matt Haig, 2004, p. 233). Their retail merchandises, which take up to 48% of their sales, also carry heavy rock characteristics like Hard Rock Monopoly, Hard Rock Calendar, guitar case and other rock items.To follow the visualize concept, Hard Rock Caf doesnt focus its woodland managing effort on only some dishes or services except the bewilder that its customers get as a whole. Food tincture is important, only if more important is the quality of visuality and auditory. Hard Rock Cafe attaches much importance to customers opinions in valuating quality as in their experience concept, maximum value is what perceived by the customers. Hard Rock gives out surveys on a regular rear end with the levels rating from 1 to 7, and to maintain the restaurants reputation of lofty quality, if the score is not 7, the service is considered a failure (Jay Heizer Barry Render, p. 56).About process and susceptibility design, Hard Rock Caf provides continuing training to its provide so that they repose highly competent, skillful and fervid about the main theme rock n roll. The restaurants are decorated by buying and displaying tuneful objects which are some ages expensive and require much effort in preservation. Hard Rock also holds music events in which the number of fans participating may exceed 100,000 people.The locations of Hard Rocks restaurants are carefully chosen. According to Oliver Munday, Hard Rocks vice president, they confirm to look at political risk, currency and social norms In general, most of these restaurants are located where tourism is developed and in places where each restaurant itself has a striking rate of exposure. For example, the Hard Rock Caf in Atlanta separates from major hotels and downtown attractions like Georgia Aquarium, Centennial surpassing Park for only a small walking distance. This location can be called a gold plaza as tourists can easily find and choose Hard Rock Caf as their dining finishing easily without much effort. Another example, Hard Rocks nakedest restaurant in lacquer is open at Universal CityWalk Osaka. These entertainment and retail districts are a part of the huge Universal Studios Japan theme park, a storied tourism destination that had wel tell apartd 11 million visitors in its first division of operation and thus become one of the most successful theme park in history (Universal Studios Japan Welcomes 11 Millionth Visitor, PR Newswire, 2002). The restaurant is also situat ed in a gold side, at the Konohana park site, only 10 minutes by rail outdoor(a) from JR Osaka station. Thanks to this location, hungry tourists getting out of the station allow for be eager to stop at Hard Rock Caf for a teeny-weeny exciting experience before continuing on their tours.The layouts of Hard Rocks restaurants cannot be found anywhere else in the man. Each colorful layout is like a museum of musical history in the shell of a restaurant. The walls of the restaurants are decorated with memorabilia. Here and there, bear-sized television screens bombard the senses of guests with scenes from rock videos. There is sooner a lot of space as a Hard Rock restaurant is usually king-size enough to hold a great number of seats and support live concerts and shows. All of these create a unique Hard Rock atmosphere that no other restaurant can possess. Not only that there are some differences amid each location. In Florida, the lavish exterior features an old car determined th rough the building and the decorations make one think of an ancient ruin. In Prague, a 5-meter crystal guitar is hanging down from the ceiling, creating a rock n roll atmosphere attractive to all rock fans. These differences in design allow Hard Rocks customers to go truly unique visual experience as they visit its restaurants at many locations round the world.Up to 2010, Hard Rocks staff has reached 20,000 employees (http//www.hardrock.com). These employees play an indispensable part in keeping the experience sparing concept alive. Hard Rocks restaurants have beautiful layouts, exciting music and unique memorabilia however, what has truly close the bridge between these lifeless items and the customers is the staffs passionate attitude. Hard Rocks employees are not only skillful in their jobs but also quite knowledgeable about rock n roll. In Hard Rock Caf, waiters and waitress pride themselves on being able to recognize every piece of musical paraphernalia, and the staff will s ky-high engage in conversations with the guests to introduce the objects to them or encourage them to go around and find out the excitement by themselves. In order to manipulate their staff to chance upon the above standard, Hard Rock Caf bes much concern to their human re inception strategy. They have created a dynamic working culture that gives much ground to personal development and individuality. Beside incentives like high pay rates and promotion opportunities, Hard Rock gives its staff continuing specific training and encourages them to be positive and self-motivated around the core Hard Rock Value.To minimize the input cost and to ensure the fresh state of its ingredients, Hard Rock Caf takes advantages of local anesthetic submit whenever it can. For example, the restaurant in Honolulu purchases fresh fish from the fish auction near Honolulu Harbor. This action allows the restaurant to have a fresh, forever and a day available food source, and also back up them to ser ve their special dish fresh catch of the day (http//www.hawaiimagazine.com).Hard Rock Cafs inventory consists of over 60,000 unique objects that once be bulkyed to illustrious rock legends like Elvis Presley, Jimi Hendrix, James Brown etc They range from quarrel sheets and gold discs to even worn clothes and guitars. Packed with these items, each restaurant becomes a living museum of rock n roll history. In Hard Rock Cafs restaurants, there are also many large flat screen televisions continuously play rock videos and concert footages. This type of inventory becomes one of the brands strength. Theyve got something people can connect to, music and memorabilia (Hard Rocks marketing director, Steve Glum, 2003).As Hard Rock Caf constantly grows all over the world with numerous rock concerts and events, its schedules are tightly managed both in long term and short term, large scale and individual scale. For a large event, a plan is made several months before the event day. The at hand( predicate) it gets to the event day, the tighter the schedule is managed. For example, the scheduling for the Rockfest event is done within a tight 9-month horizon, where it is updated monthly in the first 3 months, weekly in the next 6 months and twice a week in the choke month (Jay Heizer Barry Render, p. 128). In order to pull off such a tight schedule, Hard Rock Cafs managers essential have good project management skills and good supportive software. The schedule of a staff is more conciliatory. Since 70% of its guests are tourists (Jay Heizer Barry Render, p. 82), Hard Rock Caf must have flexible schedules in their restaurant to answer the demands of tourism. For example, in Orlando, a illustrious tourist location, caf staff has schedule of 15-minute intervals to adapt to the seasonal and daily changes of this tourist environment (Jay Heizer Barry Render, p. 56).The special rock-theme of Hard Rock Caf requires it to make huge charge efforts. The collection of musical it ems are shared and rotated among restaurants from metre to meter (Matt Haig, 2004, p. 233). This type of maintenance is quite costly as moving these priceless musical items require not only transportation fee but also special protection and preservation. However, in doing so, the visual experience of a returning customer can remain unique as there are always sassy pieces of memorabilia to display.As of 2010, Hard Rock Caf has already opened a restaurant in Vietnam. This restaurant located at 39 Le Duan street, District 1, Ho Chi Minh City. Hard Rock Caf still doesnt have any restaurant in capital of Vietnam though. The start of such restaurant will create both operations management opportunities and challenges for Hard Rock.In general view, capital of Vietnam is a potential market in Vietnam. horizontal though she doesnt have as many entertainment site as Ho Chi Minh City, her cultural buildings, beautiful parks and traditional festivals can usually attract quite a hardly a(pr enominal) tourists. According to the statistics of Vietnam General Statistics Office, in the first 8 month of 2010, capital of Vietnam has received about 6 625 000 tourism visits and expected to have a population of over 6 610 000 people. With these statistics, capital of Vietnam will be a good choice for Hard Rock Caf to open a new restaurant here.The first challenge Hard Rock Caf will meet in opening a new restaurant in Hanoi might be how to find a good location. There may be many cultural sightseeing places all over the old city however, both tourism activities and local entertainment activities are busiest in Hoan Kiem district, especially around Hoan Kiem Lake and the old quarters. This district has seen the appearance of many large restaurant brands. KFC has a restaurant at the most beautiful position available, beside Hoan Kiem Lake. BBQ has found a good location in the busy Trang Tien Street. Lotteria has a so-so but still good enough location proficient on the side of Hano i Train Station. With Hard Rock Cafs tradition of placing its restaurants in tourist locations with high exposure rate, the gold position is undoubtedly here. It will not be easy to find a place large enough to hold a Hard Rock restaurant here though, as this bailiwick has a high tightness of buildings where all business are packed together in a small space. A lot negotiation will have to be made and quite a large amount of gold will have to be invested as the price of land in this area is unfortunately highest in the country. There is of course the option of renting a large part or event a whole underprice in a building like Highland Caf has done with Hanoi tower. However, with its noisy characteristic of rock music culture, this will not be very realistic. Choosing a location in more remote areas of Hanoi will be easier, but the forfeit of tourism attraction must be made up with lots of advertisement and promotion methods.For a Hard Rock Caf in Hanoi, there wont be the collect to put too much effort in creating a vary menu. Hard Rocks menu is often heavily affected by the local ingredients. Hanoi doesnt really have any special ingredients while her inhabitants are eager to have Western food as a change, and so its menu can safely stay with its traditional dishes of burgers and chickens. Local supply is plentiful with brazen-faced prices because Hanoi has many satellite towns and provinces as her source of supply for chicken, pork and beef meats. However, this OM opportunity also comes with a challenge. The above source of supply may be cheap and easy to access, but it is also notorious for bad food hygiene and safety. Even though Hanoi government has issued a lot of food safety standards, administration and inspection activities are weak, which results in ingredients with bad quality floating on the market. In order to protect its high quality standards, Hard Rock Caf will have to explore the local environment to search for trustable suppliers for lon g-term partnership.Vietnams strength in attracting investment also lies in cheap dig out forces. In Hanoi, Hard Rock Caf can find all kinds of churn with all kinds of education background. There are people with only high school education level eager to find jobs. There are also university students seeking for part time jobs to earn some money to support their own studying and living. This kind of labor force is cheap and easy to replace. These employees usually dont have much need and can look into easily to low incentives. As a side aspect, a brusque allowance may be enough to boost their morale hugely. Because of this, Hard Rock Caf will not have a hard time in hiring staff and maintaining them. However, the true hardship in human vision management is how to keep this type of staff true to the Hard Rock Caf value. In Vietnam, the education style is quite different from that of Eastern countries. Vietnamese students are taught in a passive environment where individuality does nt have much important while the collective consciousness is highly encouraged. And in Hanoi, this passive characteristic is still very heavy. People in Ho Chi Minh City tend to be more dynamic and flexible with more open-minded thinking method. But because of its delicate but faint culture, Hanois townsmen tend to be more passive and rigid with more narrow thinking method. The concept of self-motivated, individualistic and creative attitude may be quite unfamiliar to the employees that Hard Rock Caf can hire in Hanoi. As a consequence, even though the cost of labor may be low, the cost of training will be relatively high.In Hanoi, the maintenance efforts should not be only for Hard Rocks special collections of musical items but also for the staff itself. To maintain a high quality standard, the staff must also be maintained carefully. The quality of a Vietnamese staff in the restaurant field tends to deteriorate tardily if the managers dont pay enough attention. One of the most important reasons is that except cooks, not many people will consider a position in a restaurant to be the solid foundation of their careers. The case of Mega fighter can be taken to view this matter more clearly. Even though Mega Star is a cinema brand, its cinema groups often come with large fast food stalls, and Hard Rock may as well pull one or two lessons from this brand in dealing with a Vietnamese staff. In their first months of operations, Mega Star quick won over the heart of their customers with five-star services. Their employees were highly professional with positive attitudes, always ready to answer every question from customers. However as time go by, because of many reasons, the lack of adequate continuously training, the low incentives, the inadequate number of staff, the come-and-go nature of the labor force, the quality of their staff falls, and in my opinion, falls terribly. Just a little surfing around the internet, we can find quite a lot of complaints from M ega Star customers. Many people, including me myself, miss the old days when we were greeted with smiles from the first steps into the cinema group and not being driven crazy with the attitude I-dont-know-but-somebody-may-know almost every time we want for help. In Hard Rock Cafs case, Hard Rock places a great deal of importance in their human resource strategy and their employees also play an indispensable role in applying the experience economy concept in reality. Extra efforts like more training, better bonus will not be unnecessary in order to maintain the high quality of the staff.In fact, according to the official website of Hard Rock Caf, beside the restaurant in Ho Chi Minh City another Vietnam-based restaurant is planned to open in 2011 in Hanoi. Im looking forward to this new opening and cant wait to see how much successful will Hard Rock Caf be in Hanoi.