Case study reaction

Course : global startegic management

Student : salsabil chahinez SAOULI

Hillside Beach Club Delivering the Ultimate Family Vacation In The

Mediterranean

Edip Ilkbahar, the founder and CEO of Hillside Beach Club (HBC), was looking over
preparations for a new branch in Cyprus in 2015, after leading the company for 21 years.
Ilkbahar's firm has had excellent occupancy, high guest satisfaction, and strong return-visitor
rates for almost two decades, not to mention rising revenues from HBC's solitary site in
Fethiye, Turkey. Despite the fact that expanding had been on the cards for a few years,
Ilkbahar was feeling pressure to reproduce HBC's culture in a new location in order to live up
to, if not exceed, the company's proven success.
Simultaneously, Ilkbahar wanted to ensure that staff motivation at HBC's original Fethiye site
would not dwindle and that personnel continued to provide enthusiastic service in order to
live up to HBC's reputation. 2015 seems like it would be a difficult year.
The Hillside Beach Club invites guests to totally immerse themselves in paradise ( located
between sea and the trees), with unrivaled and wholehearted service, thoughtful touches, and
attention to detail that has customers returning year after year.
They provide unique activities such as surfing, scuba diving and cycling, hiking, a gym,
fitness classes, and a large variety of activities such as yoga and nutrition, as well as a well-
equipped spa, a tennis court, and a contemporary fitness center. Also they have a Summer
movie evenings, when a screen is draped over the ocean and people congregate on the beach
to view new movies and shows and HBC has its own beach as well as adult-only beaches.
That’s why The Hillside Beach Club is unique with its own style.
The hillside beach club sustain a competitive advantage by some key drivers which are :
 The management of HBC : They preferred the choices of consumers when adopting
any modification for the development of the club's service, and they encourage them
to send feedback, which they prioritize. HBC's competitive edge also includes human
resource management techniques for hiring well-trained people to provide statistical
outcomes to customers and improve the company's market position.
 HBC organizes events that encourage inter-person connection in order to foster a
friendly culture in the club
 Service quality and customer satisfaction : The resort strives to keep their welcoming
attitude by delivering high-quality services that allow visitors to have the vacation of
their dreams. Also offering another services, such as a pillow menu from which guests
may select their preferred pillows, provides them a significant competitive edge.
 Therefore HBC values their employees, motivates them, and provides training and
encouragement for higher performance.
 Efficient guest relationship
This hotel has a high level of guest satisfaction and repeat business because of :

 It is at a great position surrounded by tranquil and natural surrounding and it provides

a Calm Sea
 It has a Turkish restaurant with a la carte menu that serves wonderful meals.
 It serves a range of marine foods as well as delectable Turkish pastries.
 It even has its own private beach and an adult beach.
 The interiors are straightforward, sleek, and minimalist.
 It provides various unique activities in the form of sports such as beach volleyball and
scuba diving.
 The service and warmth are exceptional.
The corporate culture of HBC is ‘Feeling Good’ in which the organization is passionate about
both its clients and its employees. When assistance is required, top management is available
to help. They have a helpful management team and a friendly corporate culture. Work is both
demanding and gratifying, with many opportunities for development and promotion. The
working environment is relatively casual.
The challenges that facing HBC are :
 It is tough to get to the resort because it is positioned on a hill. The HBC is not advised
for visitors in wheelchairs or who have difficulty walking. Although the resort is
nicely maintained, it is not new. The architecture is ancient and in need of repair and
modification.
 People must walk a lot, especially up and down the stairs. As a result, in order to scale
the hotel, they must be physically fit. Furthermore, going from one room to a
restaurant may take a long time.
 This hotel is likewise rather pricey by Turkey standards. Furthermore, even though the
resort advertises itself as an all-inclusive resort, beverages must be purchased if
ordered during non-meal hours.
 The resort also becomes congested on a regular basis, which may have an impact on a
tourist who has come to seek quiet and tranquility.
The strategic option that we would to pursue are :
 Create genuine relationships with guests by soliciting feedback from them. Because
the Hillside Beach Club is so pricey, they need cultivate relationships with its visitors
in order to attract new customers. Rewarding guests builds trust, which leads to
recurring visits. A loyalty program is an excellent method to personalize an
experience.
 Adding value to the guest's experience
  Stay ahead of the competition with high-tech solutions that make full use of
technology. Using technology to ensure that the website is stable and always up to
date, and that the service is faultless.
 Create an outstanding brand experience by providing world-class service and ensuring
that relationships continue long after the guest has checked out.
 Extending the product line and providing more services

According to the case study, Hillside Beach Club operates its activities in Turkey with the
most significant resources to attract clients. Due to the finest tourist attraction location, the
CEO of HBC decided to expand its club operations in Cyprus.