Service Marketing Mix for Convent Garden Dragon Hall

This report discusses the service marketing mix for Convent Garden Dragon Hall, a charitable trust organization based in London. It focuses on the organization's target customer groups, service quality, and recommendations for improvement.

REPORT

Table of Contents
INTRODUCTION...........................................................................................................................1
Reason for your focus on a specific growing/emerging potential group of customers...............1
Organization’s service quality.....................................................................................................2
Recommendation.........................................................................................................................3
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Convent Garden Dragon Hall is an organization which looks at providing services of
different meeting or conference hall to support different chartable operation of business. This
report highlights the operation of business and reason behind choosing selected consumer group.
After that report analysis the service quality of organization and recommendation to improve the
same.
Reason for your focus on a specific growing/emerging potential group of customers
Convent Garden Dragon Hall is the charitable trust organization based in London. This
organization used to operate with the sole motive of serving the need of local people. Generally
they used to focus on children, young people and older residents. Main Operation or market of
operation of the organization is the London Market, as this firm used to provide different
services to the local community of London only. Organization also used to offer some
commercial service to the consumer in the market to support variety of charitable activity of an
organization (Eftekhari, 2019).
Young People and Children: Main reason behind focusing on Young people and
Children is that, organization is working with the sole motive of developing local community in
the nation. As children and Young People in the nation are the future of nation, target of
company is to improve them today so that they can serve them in the future. To do the same
organization used to perform variety of the activity. Some are as follows:
They used to provide opportunity to all the children and young people in the nation to
learn, explore and create safe and secure space for them. They used to take different step
towards young people to challenge different type of native preconception in the organization so
that they can showcase their talent in the organization. There are many types of club and session
are also being organized such as in the year 2018 to 2019 130 after school club for junior
student, 85 Intermediate club sessions for the young people (Mahajan, 2017). Also in the past
organization has succeeded with some of this activity. As it has been find out that 82 percent of
young people who has taken part in this secession has build good amount of confidence which
will help them in future at the time of carrying out different activity.
Adult: This is another category of the customer which is targeted by Dragon Hall. As
these categories of customer generally are not working side and used to enjoy there life at home.
Dragon Hall generally used to organize different activity in the organization to make sure that
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Adult also do not feel bored or tired of their life, they also enjoy there life. There are many types
of activity which is being organized in the organization. Some activities are as follows:
They used to organization different activity like Dance, which includes Tea Dances,
classes in Tango, line dancing and Flamenco, Exercise which includes Yoga, Pilates and
Badminton and also different creative activity. This activity helps adult in keeping them engage
in some or other activity (Amofah, Gyamfi and Tutu, 2016).
To carry out different charitable activity in the organization, there is huge requirement of
funding for the organization. For the purpose of same, organization also used to offer many
commercial service in the market, all the proceeding from these services is used by organization
for carry out different charitable function of an organization.
For carrying out commercial activity, organization used to target different business in the
nation reason behind the same is that different services such as Main Hall, Green Room, Purple
Room. These services are generally used by different sector business to carry out different
meeting, this eventually help company in improving productivity of business in long run of the
business (Meesala and Paul, 2018).
Organization’s service quality
There are many types of charitable service which is offered by the organization in the
local community and used to offered from variety of the different location. Organization always
used to look at the quality of the service which is offered as in the charitable services such as
skill development or confidence development activity. Also, organization used to mix up the
same with variety of different type of innovation and creative idea which help company in
enhancing the quality of different services which is offered by organization. Some innovative
idea which is used by the organization are mixing up of different playing activity in the
organization with the help of 3D printers, Virtual Reality headsets, coding, augmented reality
programming, app design, radio production. This help all the consumer in getting them involved
in variety of different technology along with their development ((Solimun and Fernandes, 2018).
Organization also has merged with many organizations, to enhance the quality of the
different services which is offered by the company in the market. In this activity organization
used to provide voluntary services to the selected consumer. This eventually enhance their skill
development and knowledge development of their in the market, as all the consumer also used to
get on-job experience of different activity.
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Dragon hall also used to look at the quality of the commercial activity which is offered
by the organization in the market, Organization used to offer good variant of the services in the
market. Service includes Main Hall, Green Room, Purple Room. Organization always make sure
that all the facility which is offered in the services is properly fixed before offering the same to
the client in the market. As all the business used to have different requirement as per the need of
their business. Organization used to offer different size room to the business. Not only that
organization also used to provide extra benefits to the consumer as well. Such as free Wi-Fi and
kitchen area in the organization. These eventually help company in building good relationship
with the consumer in the market and also helps organization in enhancing customer experience
in market.
Dragon hall also used to perform variety of the marketing activity to promote objective
of an organization and also improve productivity of business in long run. To promote charity
objective of company organization used to take help of third party organization or charity in
different function of an organization (Jaiswal and Dhar, 2016).
At the same time for the commercial activity, organization used to take help of different
promotional platform such as social media marketing and Television advertisement. At the same
time also organization used to research the market before making different policy in the
organization. Reason behind the same to survive against different competition.
Recommendation
After going through the function of organization it has been find out that there are some
changes which need to be looked by the organization to improve productivity and enhance
performance of business in long run of the business. Recommend service marketing mix of an
organization are as follows: (Service Marketing Mix. 2019).
Product: As organization is offering good amount of activity and offering in the market,
there need not fix anything in context to the product of the company (Lafreniere and Howie,
2019).
Price: After going through the pricing structure of organization in the market it has been
recommended that organization my think about bringing some sort of change in the pricing
policy of the company. As organization has to make sure that they used to research market and
low down price of the company. Reason behind this recommendation is that it will help
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company in fixing more competitive price, as price of company product is somewhat high in the
market.
Place: As organization is having objective of betterment of local community in the
organization, So it is very important for the organization to not change the place to offer
company offering.
Promotion: Organization has to bring some sort of change in the promotional policy of
the company in the market. As organization has to make sure that they used to highlights the
different charitable activity of the company with the commercial offering as well. Reason behind
the same is that it will help company in passing on the message to the customer that there
spending in the organization is going for some good cause as well in the organization.
People: It has been recommended that organization has to make sure that they used to
train employee in the organization in such a way that they feel motivated and also organization
has to make sure that they provide good wages to all in the organization. As there is good level
of unemployment in that area (Di Pietro, Spagnoletti and Prencipe, 2019).
Physical Evidence: There is not that requirement for organization to make changes, as in
past also organization is doing great in this aspect of Physical Evidence.
Process: Also there is not that much requirement for organization to make change in this
element of marketing mix.
CONCLUSION
After going through the report it has been summarized that organization used to perform
two type of activity that is charitable and commercial and used to target different customer base
for both. After that report highlight that there are many services is offered in the organization by
looking at the quality of service. In the end report summarized different recommendation to
organization.
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REFERENCES
Books and Journals
Eftekhari, A.A., 2019. Service Marketing Mix and Its Effects on Stakeholders' Behaviors.
Mahajan, P., 2017. Incorporating 11 p's of service marketing mix and its impact on the
development of technical education. Journal of Entrepreneurship Education. 20(2).
Amofah, O., Gyamfi, I. and Tutu, C.O., 2016. The influence of service marketing mix on
customer choice of repeat purchase of restaurant in Kumasi, Ghana. European Journal of
Business and Management. 8(11). pp.102-112.
Meesala, A. and Paul, J., 2018. Service quality, consumer satisfaction and loyalty in hospitals:
Thinking for the future. Journal of Retailing and Consumer Services. 40. pp.261-269.
Solimun, S. and Fernandes, A.A.R., 2018. The mediation effect of customer satisfaction in the
relationship between service quality, service orientation, and marketing mix strategy to
customer loyalty. Journal of Management Development.
Jaiswal, D. and Dhar, R.L., 2016. Impact of perceived organizational support, psychological
empowerment and leader member exchange on commitment and its subsequent impact
on service quality. International Journal of Productivity and Performance Management.
Lafreniere, K.C. and Howie, K., 2019. Operation Red Nose: Providing a Safe Holiday Ride and
Raising Money for Charity Through Social Marketing. In Social Marketing in
Action (pp. 163-174). Springer, Cham.
Di Pietro, F., Spagnoletti, P. and Prencipe, A., 2019. Fundraising across digital divide:
Evidences from charity crowdfunding. In Organizing for Digital Innovation (pp. 111-
124). Springer, Cham.
ONLINE
Service Marketing Mix. 2019. [ONLINE]. Available through
<https://www.feedough.com/service-marketing-mix-7-ps-marketing-mix/>.
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