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MKT304 Strategic Marketing And Portfolio

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  • Course Code: MKT304
  • University: Kaplan Business School
  • Country: United States

Question:

Individually you are required to select an organization and prepare a visual portfolio of their current business based on the theories you have studied from week 1-5. You will be required to use charts/diagrams/models in order to complete this assessment. Due to the nature of the assessment, there are no wordcount allocated to this assessment.
 
Assessment Details
 
Your portfolio must include following.
 
1. Brief introduction about the organization and their current performance in the respective industry. Use IBISWorld in order to write this part.
2. SWOT Analysis.
3. Current positioning through BCG Matrix.
4. Organization’s current customer value creation and co-creation model.
5. Reference List (you must apply Harvard Referencing Style)
 
 

Answer:

Introduction

Service marketing is a field of marketing that follows exclusive characteristics of the services and different strategies which are required as compared with the marketing of physical products. It includes the marketing of different services by using different tools and techniques (Lovelock, Patterson & Walker, 2015). This report is focused on providing the overview of the services of a hospitality service organization in Australia i.e. The Grace Hotel. It includes the discussion about different services offered by this hotel. The services of hotel are categorized in three categories like core, supplementary and augmented services. Moreover, a service blueprint is drawn by focusing on service delivery process of this hotel. Service blueprint is the visual presentation that includes all the activities and associated parties in that delivery process.
 
Company Description
 
The Grace Hotel is one of the luxury hotels that are situated in Sydney. This service organization is engaged in offering luxury accommodation services with an indoor pool, child care, free Wi-Fi, rooftop terrace from where people can enjoy the excellent views of Sydney. It is located in Sydney Central Business District Royal that is within 5 minute walk of Theatre and Pitt Street Mall. Westfield Shopping Centre and Queen Victoria Building are also within 10 minutes. Thus, it is located at center of the city that is easily approachable from major destinations of Sydney. Along with the café, this smoke-free hotel has a pool and fitness center also. It has 382 rooms and provides different amenities like coffee makers, fridges, minibars, LED, newspapers, free Wi-Fi and room service for 24 hours (The Grace Hotel, 2018).
 
Service Offering Diagram
 
Service offering diagram is a diagrammatic presentation of different services which are offered by a service organization to its potential customers. This diagram includes three types of services i.e. core services, supplementary services and augmented services. In Sydney, The Grace Hotel is offering different types of services effectively, so that it can provide complete satisfaction to its guests (Xu and Gursoy, 2015). Service Offering diagram for The Grace Hotel is drawn below:

Core Services
 
Core Services are the basic forms of hospitality service. To understand it clearly, it can be stated that core services are the major reasons for the customers buying from a business. As mentioned in the above service offering diagram, the core service offering of The Grace Hotel is the hotel rooms where the customers can stay for one or more nights. Under this, this hotel has 382 rooms which are available in different categories like signature deluxe room, premium king, Deluxe king room, superior twin room, deluxe twin room and junior suite. Thus, guests can avail the rooms according to their budget and requirements (Lovelock, Patterson & Walker, 2015).
 
 

Supplementary Services

Supplementary services are the services which are offered by any organization as additional services along with the core product. These services are provided by the business to gain enhanced competitive edge in market. In Sydney, The Grace Hotel offers various supplementary services like online reservation, baggage services, free internet, room service, indoor pool, fitness center, minibars and business center for meetings etc. This hotel provides these services which support the guests to avail its core services i.e. accommodation and hospitality (Byrd, et al, 2016).
 
Augmented Services
 
Augmented services are the non-physical part of the core service of a hospitality organization. Generally, it includes the lots of additional value to the primary service of The Grace Hotel. At The Grace Hotel, augmented services are such as customer support service for guests, guest feedback, interaction with the guests, relaxed environment in hotel rooms and well-behaved interaction with the guests (Bitner and Wang, 2014). Thus, all the above levels of products make a perfect combination of service delivery process at The Grace Hotel.
 
Service Blueprint
 
Service Blueprint is a visual presentation of the service offering and processes of a hospitality organization. It showcases different aspects of the hospitality service like physical evidence, employee actions, support processes and customer actions. Service blueprint diagram for The Grace Hotel is created below:
 
Physical Evidence
 
At The Grace Hotel, physical evidence consists of all the physical things which the guests can utilize to affect their perception for delivery of service. It has a huge impact on the service productivity and quality of hotel. Physical evidence at this hotel includes parking area, cart for bags, reception, elevator hallways etc. The hotel needs to manage these physical evidences effectively so that they can attract more guests (Geum and Park, 2011).
 
Employee Actions
 
This dimension of blueprint is significant for service performance and quality of The Grace Hotel. This aspect displays both invisible and visible actions of employees. It has a warm and welcoming reception that provides a quality imprint to guests. The employees who interact with guests are out of visibility line.
 
Customer Actions
 
This aspect includes the actions of guests who are arriving at The Grace Hotel. The guest arrives at hotel and goes to the reception for checking in to hotel. The person at reception greets him and asks his needs for rooms. This dimension is critical because guest perception and satisfaction level can assist in measuring the success of hotel (Raj and Griffin, 2015).

Support Processes

It indicates the actions of non-contact employees which offer supporting services so that they can deliver quality services to guests. At this hotel, support processes include parking facilities, food order processing, billing counter etc. These play an important role in meeting the expectations of guests at hotel (Wilson, et al, 2018).

Conclusion

From the above service analysis, it can be concluded that each and every service organization needs to categorize its services in three levels core, supplementary and augmented services. The Grace Hotel is offering luxury accommodation services in Sydney and attracting more customers by focusing on its supplementary services. Service offering diagram indicates that the hotel is gaining additional competitive edge by offering the above services. Additionally, all the processes and actions of employees are managed effectively. Service blue print showcases all the involved processes of The Grace Hotel.
 
 

References

Bitner, M. J., and Wang, H. S. (2014) Service encounters in service marketing research, Handbook of service marketing research, 221.
 
Byrd, E.T., Canziani, B., Hsieh, Y.C.J., Debbage, K. and Sonmez, S., (2016) Wine tourism: Motivating visitors through core and supplementary services. Tourism Management, 52, pp.19-29.
 
Geum, Y. and Park, Y., (2011) Designing the sustainable product-service integration: a product-service blueprint approach. Journal of Cleaner Production, 19(14), pp.1601-1614.
 
Lovelock, C., Patterson, P. & Walker, R. (2015) Services marketing: An Asia-Pacific perspective. (6th ed.). Frenchs Forest, N.S.W., Australia: Pearson, Australia.
 
Raj, R. and Griffin, K.A. eds., (2015) Religious tourism and pilgrimage management: An international perspective. Cabi.
 
The Grace Hotel. (2018) The Grace Sydney, Available from https://gracehotel.com.au/ [Accessed from 9 August 2018].
 
Wilson, A., Zeithaml, V.A., Bitner, M.J. and Gremler, D.D., (2012) Services marketing: Integrating customer focus across the firm (No. 2nd Eu). McGraw Hill.
 
Xu, X. and Gursoy, D., (2015) Influence of sustainable hospitality supply chain management on customers’ attitudes and behaviors. International journal of hospitality management, 49, pp.105-116.
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