SNOW VALLEY RESORTS: REVISITING THE SERVICE BLUEPRINT
CASE STUDY SOLUTION
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SYNOPSIS
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On July 10, 2023, Snow Valley Resorts co-owner Varun Bakshi was reviewing his organization’s first quarter
financials for fiscal year 2022–23. Snow Valley Resorts was founded in 1993 in the Indian state of Himachal
Pradesh, when the first of the group’s four resorts, Snow Valley Resorts Manali, was built among the Himalayan
mountain range with panoramic views and pleasant weather. The second resort, Snow Valley Resorts Dalhousie,
was opened in 2009. The third and the fourth resorts, both located in the state capital of Shimla, were opened in
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2015 and 2021. Bakshi noticed that the revenue growth rate had dropped considerably. Service quality and
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customer satisfaction levels were also much lower than in previous years. Feedback from guests at the four
resorts also indicated that a personal touch was missing and customer service was lacking in quality.
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Bakshi had set a goal to increase the organization’s revenue growth rate to nearly twice the previous year’s rate,
but he realized several issues had to be addressed first. Technology and operations at the four resorts needed to be
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integrated. Communications and transactions had to be smoothened. Actions had to be taken to address various
issues raised in the customer feedback. Service quality had to be improved at each of the four resorts. Overall, the
ripples of customer complaints had to be converted into guest satisfaction by taking appropriate measures.
OBJECTIVES
• Understand how an organization attracts new customers.
• Apply the concepts of service quality and the service blueprint.
• Assess the importance of standard operating procedures and the need for personal touch in the service industry.
• Recommend ways for an organization to achieve the goal of increasing its revenue growth rate to twice
the previous rate.
The Case Solution Starts From page 4
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ASSIGNMENT QUESTIONS
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1. What business is Snow Valley Resorts in? How can it differentiate itself from the competition? How
can it attract new customers?
2. What is the Snow Valley Resorts customer base? What feedback has Snow Valley Resorts received
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about the services it provides?
3. What is service quality? How can the perceived level of service quality at Snow Valley Resorts be improved?
4. What is a service blueprint? What are standard operating procedures? How can the blueprint and
procedures be improved in this context? Provide an example to explain the concept of “moment of truth.”
5. What dilemma is Bakshi facing? What actions would you recommend to address his situation?
The Case Solution Starts From page 4
, ANALYSIS
1. What business is Snow Valley Resorts in? How can it differentiate itself from the competition?
How can it attract new customers?
Snow Valley Resorts is a market leader in the northern India hospitality industry, with four properties in the state
of Himachal Pradesh: one in Manali, one in Dalhousie, and two in Shimla. The second Shimla resort was named
Snow Valley Heights Shimla to identify the resort’s elevation—both in height and in premium quality.
Snow Valley Resorts differentiates itself from its main competitor, Himachal Pradesh Tourism
Development Corporation, by offering a greater number of facilities and larger room sizes. The company
also differentiates itself from another competitor, Club Mahindra, by locating its resorts closer and more
conveniently accessible to the town’s markets.
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With a drop in the number of direct (walk-in) customers, Snow Valley Resorts partnered with traditional
pl
and online travel agencies to attract new customers. Traditional travel services operate in physical shops
across the country and cater mainly to corporate customers, whereas retail customers prefer to use online
m
services, where they can compare prices and manage their own bookings. Various special packages are also
available to encourage new customers by offering special activities such as adventure trips, river rafting,
Sa
n
tio
lu
So
The Case Solution Starts From page 4
CASE STUDY SOLUTION
e
pl
m
SYNOPSIS
Sa
On July 10, 2023, Snow Valley Resorts co-owner Varun Bakshi was reviewing his organization’s first quarter
financials for fiscal year 2022–23. Snow Valley Resorts was founded in 1993 in the Indian state of Himachal
Pradesh, when the first of the group’s four resorts, Snow Valley Resorts Manali, was built among the Himalayan
mountain range with panoramic views and pleasant weather. The second resort, Snow Valley Resorts Dalhousie,
was opened in 2009. The third and the fourth resorts, both located in the state capital of Shimla, were opened in
n
2015 and 2021. Bakshi noticed that the revenue growth rate had dropped considerably. Service quality and
tio
customer satisfaction levels were also much lower than in previous years. Feedback from guests at the four
resorts also indicated that a personal touch was missing and customer service was lacking in quality.
lu
Bakshi had set a goal to increase the organization’s revenue growth rate to nearly twice the previous year’s rate,
but he realized several issues had to be addressed first. Technology and operations at the four resorts needed to be
So
integrated. Communications and transactions had to be smoothened. Actions had to be taken to address various
issues raised in the customer feedback. Service quality had to be improved at each of the four resorts. Overall, the
ripples of customer complaints had to be converted into guest satisfaction by taking appropriate measures.
OBJECTIVES
• Understand how an organization attracts new customers.
• Apply the concepts of service quality and the service blueprint.
• Assess the importance of standard operating procedures and the need for personal touch in the service industry.
• Recommend ways for an organization to achieve the goal of increasing its revenue growth rate to twice
the previous rate.
The Case Solution Starts From page 4
, e
pl
m
Sa
n
tio
ASSIGNMENT QUESTIONS
lu
1. What business is Snow Valley Resorts in? How can it differentiate itself from the competition? How
can it attract new customers?
2. What is the Snow Valley Resorts customer base? What feedback has Snow Valley Resorts received
So
about the services it provides?
3. What is service quality? How can the perceived level of service quality at Snow Valley Resorts be improved?
4. What is a service blueprint? What are standard operating procedures? How can the blueprint and
procedures be improved in this context? Provide an example to explain the concept of “moment of truth.”
5. What dilemma is Bakshi facing? What actions would you recommend to address his situation?
The Case Solution Starts From page 4
, ANALYSIS
1. What business is Snow Valley Resorts in? How can it differentiate itself from the competition?
How can it attract new customers?
Snow Valley Resorts is a market leader in the northern India hospitality industry, with four properties in the state
of Himachal Pradesh: one in Manali, one in Dalhousie, and two in Shimla. The second Shimla resort was named
Snow Valley Heights Shimla to identify the resort’s elevation—both in height and in premium quality.
Snow Valley Resorts differentiates itself from its main competitor, Himachal Pradesh Tourism
Development Corporation, by offering a greater number of facilities and larger room sizes. The company
also differentiates itself from another competitor, Club Mahindra, by locating its resorts closer and more
conveniently accessible to the town’s markets.
e
With a drop in the number of direct (walk-in) customers, Snow Valley Resorts partnered with traditional
pl
and online travel agencies to attract new customers. Traditional travel services operate in physical shops
across the country and cater mainly to corporate customers, whereas retail customers prefer to use online
m
services, where they can compare prices and manage their own bookings. Various special packages are also
available to encourage new customers by offering special activities such as adventure trips, river rafting,
Sa
n
tio
lu
So
The Case Solution Starts From page 4
