This report examines the application of services marketing theories to the hotel industry. The report is divided in two parts. Part one defines the elements of marketing mix and historical development of criticisms, whereas part two focuses on production and consumption of services. This report is based on The Henry Jones Art Hotel, which is located in Australia (Huotari, 2017). Hobart’s Oldest City district Warehouses have been thoughtlessly remained as Australia’s First Devoted Art Hotel. Further, it covers all promotional activities in order to target number of customers in the market. In the same way, the study also critically analyse strengths and weaknesses of service experience.
Assignment Prime is an online assignment writing service provider which caters the academic need of students.Get Best Pricing Quotes Free Samples Email : firstname.lastname@example.org Order Now
This section of the report will be focused on strengths and weaknesses of The Henry Jones Art Hotel for services experience. In this way, service marketing mix is based on seven factors, which is controlled by marketing activities of hotel group. This will help to control external factor of organisation and produce only those factor which are used to make a desired consequence from the target market(Le, 2017). The marketing factors are product, price, place, promotion, physical evidence, process and people. All such factors are one of the most important parts and help to increase customer as well as profit.
- Product: The marketing mix is to be focus on product and quality of services is attracted the number of customer. Identifying the core need to be addressed, and the extent to which a single product is capable of fully satisfying it, presents an objection to an organisation (Meyer, 2017). The strategic merchandising literature recognises this questioning, and holds that there are three basic levels of commodity that must be appreciated by an organization, the core product, the actual product, and the augmented product. The facilitating services include information, order-taking, billing and payment and the enhancing services include consultation, hospitality, safekeeping and exceptions.
- Price: In this context, other element of marketing mix that hotel sector need to be focus on, is the amount of charge its customer for services to be provide. At the most basic level price setting must change an arrangement to recover its costs as well as make some predetermined level of profit. At a more advanced level, the strategical setting of price requires an organisation to consider product placement and price preparation. This is the only factor is change number of demand and supply of organisation. Strong customer is relationship and need to assist the customer is depended on precipitation value.
- Place: It is most essential factor of marketing mix and help at the time of market expansion. The reputation of a mediator may be incongruently with the superior or reputation of an organization, and that this incongruence adversely accord the customised' perception of the organisation's commodity (Gummesson, 2017). This is presenting and selling of the product at right place. An intermediary may prove incapable or missing in the needed expertise for properly stand for and selling the commodity to the consumer. Services are in place that cater for exceptions. Children’s needs have been considered as colouring in pictures and pencils are available on request. In addition, the menu is wide and although the restaurant chain is famous for its steaks, vegetarian options are available.
- People: This part of marketing mix services is offered by the organisation. It refers to the human resources deployed epithelial duct for the various feature of the merchandise transportation processes. Instrumentality the cognitive process element efficaciously means that the arrangement must ensure that its people are enlightened about its product, and what it has to offering and its show levels which impart to the roles of a commercialized dealing.
- Promotion: In this context, promotion means advertisement of hotel industry in target market. There are more and more promotion is help to improve the current market network (Kwiatkowski, 2018). Hotel industry is based on promotion activity in different sector for new target audience. This is help to manage the work or promotional activity is needed.
- Process: The process means way to be used to improve number of customer in market and utilized to assist the structure within its delivering and its work. An example is the banking system, which sends out credit cards mechanically when their consumer old one has expired, this definite quantity an efficient process to identify expiry dates and renewal. A businesslike service that replaces old credit cards will foster user trueness and authority in the organisation.
- Physical Evidence: It includes the tangible cues that facilitate the execution and communication of the service. This definition by stating that as services cannot be displayed to customers and can therefore not be evaluated prior to mechanical phenomenon, a structure must use physical evidence to particular the select of the work to customers. In addition, the physical evidence influences consumer evaluate and in turn client expiation. Through the development and appropriate management of physical evidence, a range of marketing and organisational goals can be achieved. Physical evidence elements into three categories; ambient conditions, space and functionality and, signs, symbols and artefacts (Tran, 2017). It is help to attract the number of customer in market or more promotional activities to solve any issue. In the same way, majority of the furnishings are also made from timber. These colours and materials give the restaurant the feel of an outback steakhouse which fits with the theme of their famous slow cooked steaks.
Strengths and Weaknesses
In this context, to be focus on strength and weakness is help to improve current market level or increase level of customer. Both factors are depends on strengths and weaknesses.
Strengths of Service Deliveries: In this context, service delivery location is close to city and essay to access staff about each and every service of internal environment. The internal and external facility is clean time-to-time (Hamid, 2017). It is a positive impact of organisation and increase market level of new customer. They cannot be bound the customer about choices relented to product and services. This is help to manage the work or other activity internal working environment. To be collecting the customer feedback is help to improve different number of customer and solve customer problems.
The Henry Jones Art Hotel working in aggressive condition and is vital for the chief to create viable plans and arrangements for representatives and additionally for their clients. Additionally, contenders like The Henry Jones Art Hotel likewise give same kind of administrations to clients with moderately same cost. Along these lines, it is essential for the firm to consider their plans and approaches and roll out improvements in their as well (Wieland, 2017). A solid client benefit strategy will desert the opposition as recognition for clients will remain on utilizing The Henry Jones Art Hotel administrations. Besides, it is likewise important for the administrator of referred to friendliness firm to make their workers powerful with the goal that they can render best of the administrations to their customers. To understand each and every factor, which is beneficial for customer and provide the best facility for long period?
Additionally, the significant item in which The Henry Jones Art Hotel is managing is their settlement and room administrations. By giving they sound settlement and nourishment, firm will have the capacity to exceed expectations their income and will likewise fulfil necessities and requests of customer's. With that firm will likewise get an aggressive edge over the adversary firms who are working inside a similar industry (). Further, there are diverse methods for gathering and assessing the clients' administration and some of them are in type of taking criticism, gathering data from outside partners and the view purpose of potential clients (Fan and Ku, 2010).
In addition, client benefit is required inside every last segment or association yet it isn't that much critical when contrasted with the neighbourhoods business. It is on account of being a client situated firm, all the task of firm is subject to the customer's entry. In addition, to exceed expectations the proportion of their clients, firm normally connect with the visit administrators and influence them to guarantee that they will render the best nature of administrations for fulfilling the requirements and requests of the people (). The Henry Jones Art Hotel additionally centres around expanding their demographic base with the assistance of web-based social networking channels in light of the fact that an extensive mass of individuals utilizes this day by day and getting the clients' attention with the assistance of successful notices, rebate vouchers and coupons will influence gathering of people to use the specified cordiality administrations for once.
Weakness of Services Quality: There are lack of attention and UN trained staff member is give negative impact on overall development of hotel industry. This is to be giving some changes in marketing environment as well as future conditions of external factor of organisation. On the other hand, some improvement and customer is give some extra help is give negative impact in hotel industry. A major failing in the subsidiary service of order winning is not taking bookings for table of two. Due to this, customers can experience long waits. If customers sounding for a quick casual meal and are told that they necessity wait for an array, it is possible that they will decide to dine elsewhere (Pencarelli, 2017). For some custom-made, this will lessen their perceptual experience of value and their level of dissatisfaction. To better this component, bookings for two invitees could be acquaint or when calling to kind a work and the worker are explaining to bespoken that bookings cannot be made for two guests, they should talk over that there may be a delay for a table. This is to be giving the negative impact on society and reduce the level of current market share. These are one of the major weaknesses is negative impact of society at the time of billing.
In this context, first recommendation is provided by organisation is relented to payment system must be improve in hotel industry. I will prescribe the administration to contract a bar manager who will have the parts of facilitating, PR officer, clerk and aiding the administration conveyance among different thinks including inviting clients when they enter the bar ensuring administration runs easily (Payne, 2017). To rearrange the bar by having a particular administration territory for staff to gather made refreshments, drop off grimy, and discharge glasses from tables. To have the floor staff isolated in segment around the bar floor with duty regarding table administration, clearing and cleaning and also getting the client charge from the clerk and ensuring the situated clients are very much taken care of. There are training is one of the most important part for internal employees of organisation. This is assistance top increase current market value and increase overall development of arrangement.
It is related to sequence of services to be provided by organisation. The implantation of an arrangement of successions of administration preparing to all bar workers with 10 stages that will guarantee productivity and quality client benefit including: One, Acknowledge the client with grin and energy within two minutes of landing. Two, enquiry about client’s particular needs and taking requests when client is situated ensuring that client does not sit tight for over three minutes (Grenha Teixeira, 2017). Three, put in the request in the purpose of offer System inside not later than one moment.
Four, influence a quality check to guarantee the clients to encounter is meet in the meantime offer to refill drinks when the glass is three quarter purges. Five keep clearing void glasses and keeping up neatness in your area. Six when asked for by the client request that the clerk print the bill and take it to the table expressing gratitude toward the client while moving to one side however watching that the client has checked and made the instalment. Seven, considerately approach the table, thanks the client, check the instalment strategy made, and educate the client to rebound for change if necessary. I will suggest that improve the quality of services to be provide by organisation as well other sector in organisation. Some different approaches is help to manage the work or increase number of customer in market place.
In hotel industry one of the biggest issues faced by customer is parking facility. With the help of current technology is introduced in parking facility, so customers are easy to park vehicles in safe zone. I will prescribe administration to present a valet stopping administration with Valet specialist that will be responsible for inviting clients as they venture out of their autos, offering to take the auto to the Hotel stopping while at the same time furnishing a tag to the client with the alto's data including the time taken for stopping, the valet name and a specific scratches to the auto. The specialist before the client will check for any harm to the auto and stamp any indication of issue preceding taking the auto to an assigned secured lodging stopping. The valet will likewise be dependable to login-in the auto data in the attendant work area and setting the keys in a protected area whereby the client upon demand will have the auto conveyed to him or her.
Form the above report is focus on production and consumption of services. This report is based on The Henry Jones Art Hotel, which is located in Australia. As per the above report is focus on desired consequence from the target market. The marketing factors are product, price, place, promotion, physical evidence, process and people. All such factors is one of the most important part and help to increase customer as well as profit. From the above report is focus on selling of the product at right place. An intermediary may prove incapable or missing in the needed expertise for properly stand for and selling the commodity to the consumer. As per the above report is focus on majority of the furnishings are also made from timber. These colours and materials give the restaurant the feel of an outback steakhouse which fits with the theme of their famous slow cooked steaks. In this report is focus on positive impact of organisation and increase market level of new customer. They cannot be bound the customer about choices relented to product and services. This is help to manage the work or other activity internal working environment.
- Huotari, K 2017. A definition for gamification: anchoring gamification in the service marketing literature.Electronic Markets,27(1), pp.21-31.
- Le, T.H 2017. A Review of Exhibit Marketing: A Nordic School Perspective.
- Meyer, J.A 2017, September. An analysis on the marketing of engineering services for the cement manufacturing industry in Sub-Saharan Africa. InAFRICON, 2017 IEEE(pp. 776-781). IEEE.
- Gummesson, E., 2017. From relationship marketing to total relationship marketing and beyond.Journal of services marketing,31(1), pp.16-19.