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Services Marketing: Hotel Group In Melbourne

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Question:

Discuss about the Services Marketing for Hotel Group in Melbourne.

 

Answer:

Introduction

This report is being prepared to assess the marketing mix of the Crest in Barkley’s hotel. It is found to be the largest hotel group in Melbourne which is providing the variety of rooms and services to its customer (Crest on Barkly, 2018a).

Evaluation of Crest on Barkley’s Hotels

Product

Barkley’s hotels are dealing with providing the services to its customer. The main focus of the company is to provide the class service, ease and luxury to its customers. With the growing competitiveness in the hotel industry, Barkley’s group is giving huge importance to planning the product and services provided to its customers. Products are prepared to appeal the customer attractiveness and interest in it. The company is trying to provide the premium arrangements for its customer satisfaction.

Price

The price charged by the Barkley group is too nominal which attracts the customer the most. Price is one of the factors which influence the demand of the customers. The company is using the cost plus margin technique of product pricing. Further companies are also offering the discount and various deals to its customer. This is done by the company to uphold the customer perception or view on the price.

Place

Place represents a location where the product or service is offered by the company. Barkley’s hotel is operating its business in the area of Melbourne and St Kilda. In terms of booking the room, there are numerous avenues available for the same. From the hotel only, direct sales are conducted. Along with this various online platforms and company websites are there to have the booking in the hotel (Crest on Barkly, 2018b)

Promotion

Promotion is the tool to promote the hotel in the market so that its reach can be too the large mass. Advertisement can be done by using the brochures, online advertising, TV, magazines, radio etc. are the techniques which are used by the Barkley’s. The company also do the customizations in giving the service according to the requirement of the customer. It helps the company to have the loyal customer for a long time in the business.

Recommended change in Crest on Barkley’s Hotels

Product

To make the brand stronger Barkly’s can organised and campaign to make its branding strategy stronger in the market in comparison to its competitor. This will make the company attract new as well as the existing customer tied up with the brand. The company should be engaged in providing the quality services to its customer so that the retention can be increased.

Price

Barkly’s hotel should give more discounts and deals to its customer so that its check in the hotels can be increased. The company can opt for the penetration pricing in its business structure in order to get success in regaining its lost consumers and attain new ones (Amin, 2013).

Place

Barkley’s hotel can go for the open counter and direct sales more. The customer service should be provided on the highest priority. The membership services to its customers can be provided by the company so that customer can visit the hotel many times a see the changes and service provided to them (Hospitality Net, 2018).

 

Promotion

Barkley’s should make durable and well-thought implementation of branding through the TV ads and websites on the internet which are focusing on the specific target segments (Wu and Ko, 2013).

Areas where customer expectations are exceeding the service provided by the Barkley’s:

There are some areas in which the customer preference and expectation exceeds the company’s performance. This includes that some customer wants silence and peace in the hotel which every time is not possible in the hotel as there is a number of staffs and guest are present there. The atmosphere in the room, discipline and cleanliness of the hotel staff should be maintained in the hotel all the time. In this, the customer has different perceptions and view in treating the staff. The staffs are trained with the well-mannered behaviour to be followed with the guests. Sometimes the requirements of the guests are different from the normal behaviour of the guest. Another reason is that some customer wants the quick check in and check out which was not possible sometimes due to a high surge in the hotel so customer thinks their expectations are not meet by the hotel (Zaibaf, Taherikia, and Fakharian, 2013).

Strategies to overcome the issue

In order to upsurge the revenue in the hotel, the company needs to accept several advertisement strategies such as using the famous celebrities for promoting its services in the hotel. This can be analyzed using the gap model by seeing the difference between the perceived value and expected value of a service by the customer (Chan, 2013). This strategy makes the company need to add more services and luxury level for the high class satisfaction given to the guests.

Another strategy can be used by the Barkley hotel that the use of the economies of scale in the business. In this strategy, the hotel can make the offers and discounts so that large customer can be attracted and can reach to the hotel. From this large customer, the hotel can able to cover its cost. Using the gap model, the difference between the delivery of customer experience and what is communicated to the customer. in this Barkley will exaggerated what will be provided to the customers to meet the best expectation and in low cost too without harming the customer perceptions about the hotel (Chen, 2013).

Reflection

From the above discussion, it can be concluded that the Barkley’s is one of the well-known hotels in Melbourne and are offering the various discount and offers to its customer. However, the company has to deal with some issues which include that customer satisfaction is not meeting with the company performances which are discussed in the report.  In order to overcome the problems, some strategies have been suggested for the Barkley’s Hotel to attract the customer and increase their satisfaction.

 

References

Amin, M., Yahya, Z., Ismayatim, W.F.A., Nasharuddin, S.Z. and Kassim, E. (2013) Service quality dimension and customer satisfaction: An empirical study in the Malaysian hotel industry. Services Marketing Quarterly, 34(2), pp.115-125.

Chen, W.J. (2013) Factors influencing internal service quality at international tourist hotels. International Journal of Hospitality Management, 35, pp.152-160.

Crest on Barkly. (2018a) Crest on Barkly Hotel Melbourne [online] Available from: https://www.crestonbarkly.com.au/ [Accessed on: 21st June 2018]

Crest on Barkly. (2018b) Hotel Features [online] Available from: https://www.crestonbarkly.com.au/hotel-features.html [Accessed on: 21st June 2018]

Hospitality Net. (2018) Keys to Success - A Fresh Look at the 4 Ps of Marketing or An Unlikely Salute to Collin Ray [online] Available from: https://www.hospitalitynet.org/opinion/4045904.html [Accessed on: 21st June 2018]

SW Chan, E. (2013) Gap analysis of green hotel marketing. International journal of contemporary hospitality management, 25(7), pp.1017-1048.

 Wu, H.C. and Ko, Y.J. (2013) Assessment of service quality in the hotel industry. Journal of Quality Assurance in Hospitality & Tourism, 14(3), pp.218-244.

Zaibaf, M., Taherikia, F. and Fakharian, M. (2013) Effect of perceived service quality on customer satisfaction in hospitality industry: Gronroos’ service quality model development. Journal of Hospitality Marketing & Management, 22(5), pp.490-504.

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