MKT203 Services Marketing: Strategic Analysis of Hyatt Regency

This presentation provides a strategic analysis of the services marketing efforts of Hyatt Regency Australia. It begins with an introduction outlining the study's objectives and the importance of analyzing marketing situations. The presentation then delves into the service hierarchy, identifying the core, facilitating, and supplementary services offered by Hyatt. It explores the characteristics of services such as intangibility, perishability, simultaneity, and heterogeneity in the context of Hyatt's offerings. A detailed examination of the current service marketing mix, based on the 7 Ps of services (Product, Price, Place, Promotion, People, Process, and Physical Evidence), is presented, along with an analysis of existing strategies. The presentation concludes with recommendations for improvement, including strengthening alliances, leveraging technology for automation, and developing customized packages. References supporting the analysis are also included.

Services
marketing
strategic
analysis

Introduction
• The aim of the study is to learn about the strategic analysis of Services
marketing for Hyatt regency Australia.
• It is one of the most renowned hospitality service provider in Australia.
• This presentation will divulges the main topics related to the marketing
strategies of Hyatt inclusive of all the factors, figures, finding.
• It is very important for the companies to analyze their marketing
situations and the customers demand before portraying any marketing
policies (Intercontinental Hotel Group, 2013).

The elements of Hyatt regency using the
service hierarchy
Core, facilitating and supplementary
• Core Product → The core product for Hyatt- Hospitality
services (Brendan Richard, 2017).
• Supplementary- Undertaking strategic alliance with the
tours and travel company and also offer spa and luxuries
services.
• Facilitation is the service and process through which any
company can add on extra benefits for the customers.

• Core Product- Focused hotel services to clients
• Supplementary Services- augments the core products by
adding other services such as spa and tours.
• Facilitation- Offering customized pacakges.

Hyatt’s intangibility, perishability,
simultaneity and heterogeneity

• Intangibility-
• Hyatt offers monkey back guarantee for the pre-booking.
• In case of Hyatt, the intangibility of the offered hotel services are the
ambience, the moods created through various factors like lighting, music,
aroma.
• Simultaneity-
• It offers quality hotel stay services and also provide other
complementary services such as spa, gym and swimming areas
(Gladstein, 2013).

• Heterogeneity-
• Hyatt focus on offering uniform customer experience and
make its offered services Heterogeneity.
• Perishability-
• All the offered services of hhotel rooms, spa tickets, tour
rental, storage spaces of Hyatt are having high perishability.

Hyatt current service marketing mix and
the 7 Ps of services
• Product- Customized hotel rooms, Honeymoon packages and arranging luxury
services for clients.
• Price- Hyatt follows Price skimming strategy and focus on grabbing more
clients through its other offers alongside of its pricing strategy such as ,
discounts, extended stays, free meals, complimentary suites, lucrative and
feasible deals (Zeng, Liu, & Zhang, 2016).
• Place- Most of the Hotels of Hyatt are situated near to green areas and some
of the hotels are situated in porch areas of different country. . (Luth, 2000).
• Promotion- Hyatt uses loyalty card approach to attract more clients. It uses
social media and its own developed app to promote its hotel services (Dangelico,
& Vocalelli, 2017).

• People- It has highly experienced and qualified team of experts. Alll
employees focus on the client oriented services.
• Process- It has set up atomization in its most of the offered
services. Most of the booking is done by the online portals used by
clients.
• Physical evidence- It has strengthen international brand image,
alliance with tours and travel companies on wider level.

Recommendations
• Alliance with the other vendors to strengthen the
client’s satisfaction.
• Focused on the advance technologies to bring
automation for the better handling of clients.
• Developing customized hotel packages for the
different segment of groups based on the seasonal
needs and demand in market.

Conclusion
At last, we can conclude that Hyatt regency is doing
good overall but still requires to be more effective to
maintain the competition as it is very high in hospitality
industry.
They can merge the technology with the marketing
strategies to bring effectiveness.

References
• Brendan Richard, (2017) "Hotel chains: survival strategies
for a dynamic future", Journal of Tourism Futures, Vol. 3
Issue: 1, pp.56-65,
https://www.emeraldinsight.com/doi/full/10.1108/JTF-06-2016-
0018
• Intercontinental Hotel Group (2013), “Annual report 2013”,
available at:
http://www.annualreports.com/Company/hyatt-hotels-corporati
on
accessed May, 2019).
• Voorhees, C. M., Brady, M. K., Calantone, R., & Ramirez, E. (2016).
Discriminant validity testing in marketing: an analysis, causes for
concern, and proposed remedies. Journal of the Academy of
Marketing Science, 44(1), 119-134.
• Fan, S., Lau, R. Y., & Zhao, J. L. (2015). Demystifying big data