Service Marketing Analysis of Hyatt Hotels and Resorts - MKT203

This presentation delivers a comprehensive service marketing analysis of Hyatt Hotels and Resorts. It begins with an introduction to Hyatt, including its founding, target market, and core values. The analysis then delves into the service marketing mix, examining each of the 7 Ps: product/services, price, place, promotion, people, process, and physical evidence. For each element, the presentation provides a detailed description of Hyatt's strategies and practices. The analysis incorporates relevant services marketing theories and concepts. Finally, the presentation concludes with recommendations for improvement and proposes new service marketing mix strategies to enhance Hyatt's market position and customer satisfaction. The presentation is based on the MKT203 Services Marketing course requirements.

Hyatt Hotels and
Resorts

Introduction
Hyatt is the MNC that belongs to America.
It was founded in 1957.
It believes in providing authentic and
premium quality services to the customers.
The target group of Hyatt hotel is business
men, travellers, higher class people (Hyatt,
2019a).

Marketing mix: Product / services
Hyatt offers several services to the customers
that include:
 Banquet Halls.
 Spacious rooms.
 BARS (Hyatt, 2019b).
 Restaurants
 Gardens
 Wide range of food

Price
Hyatt put emphasis on the market by
providing best quality services. In this way, it
uses the premium pricing strategy by
targeting the upper class and business class
people of the society. In addition to the free
meals, other feasible and lucrative deal are
also being provided to the customers.
However, some of the customers are
dissatisfied due to its high prices.

Place
Hyatt hotels has presence all over the world.
It ahs around 679 properties all over the
World. in addition to Australia, it has its
presence in 55 other countries. In all the
place, it provides 27*7 service (Solnet, Baum,
Robinson and Lockstone-Binney, 2016).

Promotion
IN its promotional activities, its uses media
channels in order to aware the customers. It
ahs specially designed the positive awareness
by the word of mouth. It also provides several
festive schemes and discounts to the
customers. In addition to this, it reward the
loyalty to the regular clients by the gold
passport. This passport is accepted all over
the World.

People
Hyatt hotels are known for their trained and
skilled staff. They helps the hotel by
providing best services to the clients. In
addition to this, they recruit the employees
and staffs by their proper knowledge and
experience.

Process
Hyatt hotels are known for their
sophisticated process and luxury services.
Customer can book the rooms from their
website or from the mobile application. They
can also book the room by going physically to
the hotel (Patiar, 2016)

Physical evidence
Hyatt hotels has the largest physical evidence
in gym, rooms, swimming pools, and banquet
halls. The interior look of the hotels are new
as well as vintage. It also made the proper
arrangement along with the interior
decoration. The staff and employees of the
hotel is also well dressed that attracts the
guests (Lai, 2019).

Recommendations
As Hyatt tends to target the higher class
people by providing premium quality
services. Therefore, it should also lower down
its process so that lower or middle class
people from various parts of the world can
visit their hotel (Kharub, Mor and Sharma,
2018).

References
Hyatt. (2019a) Our Company. Online. Available from:
http://investors.hyatt.com/investor relations/our-company/default.aspx
[accessed 13/05/2019].
Hyatt. (2019b) About Hyatt. Online. Available from:
https://about.hyatt.com/en.html [accessed 13/05/2019).
Kharub, M., Mor, R.S. and Sharma, R. (2018) The relationship between cost
leadership competitive strategy and firm performance: A mediating role of
quality management. Journal of Manufacturing Technology Management.
Lai, I.K.W. (2019) Hotel image and reputation on building customer loyalty:
An empirical study in Macau. Journal of Hospitality and Tourism
Management, 38, pp.111-121.
Patiar, A. (2016) Costs allocation practices: Evidence of hotels in
Australia. Journal of Hospitality and Tourism Management, 26, pp.1-8.
Huppatz, D. (2017) Housekeeping by Design: Hotels and Labor. 245-247.
Solnet, D., Baum, T., Robinson, R.N. and Lockstone-Binney, L., (2016) What
about the workers? Roles and skills for employees in hotels of the
future. Journal of Vacation Marketing, 22(3), pp.212-226.