Jumeirah Vittaveli: A Report on Marketing Concepts & Customer Service

This report evaluates the customer service aspects and challenges faced by Jumeirah Vittaveli, a leading resort in the Maldives. It examines segmentation, targeting, and positioning strategies, along with the marketing mix elements (product, place, pricing, promotion) employed by the resort. The report also analyzes the tangible and intangible factors influencing service delivery using a molecular model, highlighting the impact of service characteristics such as intangibility, perishability, inseparability, user participation, and lack of ownership. Current strategies are discussed, and recommendations are made to enhance Jumeirah Vittaveli's competitive advantage in the global hospitality sector. Desklib provides access to similar solved assignments for students.

Running head: MARKETING CONCEPTS
Marketing concepts
Name of the student
Name of the university
Author note

1MARKETING CONCEPTS
Executive summary
The report aims at evaluating the different aspects of customer service and the different issues
that are faced by the concerned organization relating to the services proposed by the same. The
different changes that might be undertaken by the organization is being enumerated as a part of
the study. In addition, this report also concluded that there are number of tangible and intangible
factors relevant in the service delivery process of Jumeirah Vittaveli, which are being identified
with the help of molecular model. Current strategies being followed by them are also being
discussed in this report.

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Table of Contents
Introduction......................................................................................................................................3
Company profile..........................................................................................................................4
Segmentation strategies...................................................................................................................4
Targeting strategies..........................................................................................................................5
Positioning strategies.......................................................................................................................6
Marketing mix strategies.................................................................................................................7
Product.........................................................................................................................................7
Place.............................................................................................................................................7
Pricing..........................................................................................................................................8
Promotion....................................................................................................................................8
Molecular model analysis................................................................................................................9
Impact of service characteristics......................................................................................................9
Intangibility..................................................................................................................................9
Perishability...............................................................................................................................10
Inseparability.............................................................................................................................12
User Participation......................................................................................................................12
Lack of Ownership....................................................................................................................13
Conclusion.....................................................................................................................................14
Reference.......................................................................................................................................15

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Introduction
Service characteristics play an important role in the current service sector scenario. This
is due to the reason that the more effective will be the service process, the more productive will
be the entire service delivery approach. However, on the other hand, it should also be noted that
service process will be more effective only when different elements such as customer targeting
strategy and branding activities and marketing mix approaches (Heinonen, Strandvik and Voima
2013). These factors should be in line with the current market scenario to have the maximum
outcome for the service providers. It should also be noted that competitiveness in the service
sector is increasing rapidly in the recent time and this it is also becoming for the service
providers to come up with new service elements to fend off the competition. These new service
elements are the tangible and intangible aspects of a particular service process (Chathoth et al.
2013).
In the current time, one of the most competitive service sectors is the global hospitality
sectors. This is due to the fact that good numbers of players in this sector in global basis. This
competition is more in the tourist destinations around the world. Maldives are being considered
as one of the topmost tourist destinations in the world and Jumeirah Vittaveli is a leading resort
in Maldives. Hence, it is important for them to align their service elements to that of the
changing market scenario in order to gain competitive advantages.
This report will discuss about the influencing factors in service process such as
segmentation and targeting strategies and marketing mix strategies from the perspectives of
Jumeirah Vittaveli. In addition, this report will also discuss about the tangible and intangible
elements of the service process of them using the molecular model. In accordance to the

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identified factors, this report will states a few recommended steps on the basis of key service
characteristics of Jumeirah Vittaveli.
Company profile
Jumeirah Vittaveli is one of the leading resorts operating in Maldives. Jumeirah Vittaveli
is the part of global Jumeirah group. It is stated in their website that authentic Maldivian culture
is being followed in the service delivery process in order to maintain the differences with the
other properties of Jumeirah across the globe (jumeirah.com 2019). It is also being reported that
Jumeirah Vittaveli is having the market leadership in the premium customer segments and with
offering holistic services aspects, user experience is more compared to some of the leading
players. The major reason behind choosing this brand for analysis is their scale of operation. This
is due to the reason that the large scale operation of Jumeirah Vittaveli will help to identify
diverse service elements relevant for this report.
Segmentation strategies
Different segmentation variables will be used in identifying the segmentation strategies
of Jumeirah Vittaveli. In terms of demographic segmentation, age groups across younger and
older customers. This is due to the reason that facilities offered by Jumeirah Vittaveli are being
targeted towards different age groups. In addition, tourists are the primary target segments for
them and different age groups are being included in it (Pyo 2015). Thus, it can be concluded that
demographic segmentation is wide and vast for Jumeirah Vittaveli. In terms of the income level,
premium customers are only be targeted due to the reason that highest standard of services are
being provided. It is reported that Jumeirah Vittaveli is offering 7 stars certified services to the

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customers. Thus, only the premium services are being offered by them to their customers (Mohd
Suki 2013).
In terms of the geographic segmentation, tourists from across the world are being
targeted. This is due to the reason that Maldives as the destination is attractive and popular
among the global tourists. Thus, the geographic segmentation for Jumeirah Vittaveli is also wide
and vast for them (Khan 2013). In terms of psychographic segmentation strategy, customers are
having the preferences for premium services, luxury and comfort will be targeted. Hence, it can
be concluded that in terms of different segmentation variables, wide and vast customers are
being targeted by Jumeirah Vittaveli.
Targeting strategies
In terms of targeting strategies, there are number of approaches being initiated by
Jumeirah Vittaveli to target the segmented customers. One of the major strategies being initiated
by Jumeirah Vittaveli is differentiation. This is due to the reason that with the help of the
differentiation strategy, distinctive services are being offered to the customers compared to the
competitors (Banker, Mashruwala and Tripathy 2014). For instance, differentiation in terms of
the service delivery helps Jumeirah Vittaveli to create a unique image among the customers. This
should be noted that in the premium customer segments, customers expect differentiated service
that will be exclusive. This strategy is helping Jumeirah Vittaveli to manage the expectations of
their segmented customers effectively. Service elements such as offering catamaran ride for the
tourists are one of major examples of differentiated approach of Jumeirah Vittaveli (Zehir, Can
and Karaboga 2015). On the other hand, it is also identified that Jumeirah Vittaveli is leveraging
their awards in attracting the customers. According to the information available in their official

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website, Jumeirah Vittaveli has been awarded as the most romantic hotel in the South Asian
region, Best Indian Cuisine winner and 2017 Global Hotel of the Year. These awards are helping
them in enhancing the differentiated approach due to the reason that no other competitors of
them are being awarded the same.
It is also identified that Jumeirah Vittaveli is also following the market focus strategy in
targeting the customers. This is due to the fact that they are offering premium services along with
offering personalized services to their segmented customers. In the current diverse scenario in
the global market, different customer segments are having different sets of expectations from the
service providers and it is difficult for Jumeirah Vittaveli to manage the preferences of all the
customer segments. Thus, in accordance to the preference pattern of the segmented customers,
service delivery process is being designed (Kim and Mauborgne 2014). For instance, Chinese
tourists are one of major portion of customers for Jumeirah Vittaveli and thus some of their
service elements are being designed in accordance to the preference pattern of the Chinese
travelers. Moreover, in the case of the premium service offerings, market focus helps in
providing the personalized services to the customers and this helps in maintaining the exclusivity
of the entire process.
Positioning strategies
In terms of the positioning strategies, it is identified that Jumeirah Vittaveli is following
approach based on service characteristics. This is due to the fact that with the help of the market
focus strategy, customers are being targeted by meeting the requirements of them. Thus, the
features, advantages and characteristics being offered by Jumeirah Vittaveli are being used to
position in the market. In addition, the services of Jumeirah Vittaveli are also being positioned

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on the basis of class also (Akpoyomare, Adeosun and Ganiyu 2013). This is due to the fact that
in the premium category, class and standard plays an important role in attracting the customers.
Being a 7 stars certified hotel, Jumeirah Vittaveli is leveraging their class of service in
positioning in the market. Thus, premium customers seeking for premium and exclusive luxury
services are opting for them.
Marketing mix strategies
Product
All the services are being offered under the single brand name of Jumeirah Vittaveli. One
of the major advantages of their service strategy is the diversity. This is due to the reason that
tourists availing the services of Jumeirah Vittaveli are not only getting the basic accommodations
but also a host of other complementary and paid services ranging from pickup and drop facilities
to entertainment programs (Khan 2014). This is helping them to enhance the user experience of
their customers and enhancing the retention rate. On the other hand, initiation of the diverse
service portfolio is also helping Jumeirah Vittaveli in targeting different customer segments by
meeting their different requirements.
Place
As of now, Jumeirah Vittaveli is having only one property present in Maldives. This is
adequate due to the fact that Maldives is a small country. However, due to the presence of the
number of competitors in the market, it is important for Jumeirah Vittaveli to maintain the
distinctiveness of the property. In accordance to this situation, the service elements including
both the tangible and intangible factors are being differentiated from others (Helm and Gritsch
2014). In addition, the property is being designed keeping in mind the preferences of target

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customers such as sea facing rooms. It is helping Jumeirah Vittaveli to maintain the
competitiveness among the customers coming in Maldives for tourism. However, in customers
are being given virtual tour of the property from across the different booking offices of Jemeirah
along with the availability of the information in their official website. This is helping in
providing the adequate information to the customers even without visiting the property in
physical.
Pricing
As discussed in the earlier section, Jumeirah Vittaveli maintains premium pricing strategy
due to their premium positioning in the market. The target customers of Jumeirah Vittaveli are
the premium customers and thus initiation of premium pricing is helping in maintaining the
favorable impression among them (Davcik and Sharma 2015). It is also being noted that
initiation of the premium pricing is helping them to offer the top notch service to the customers
along with having more revenue per customers. Thus, this strategy is having positive impact on
the profitability of Jumeirah Vittaveli.
Promotion
Jumeirah Vittaveli is having extensive promotional strategy including different forms and
mediums. This includes online marketing and sponsorship marketing. In the case of the online
marketing, social media marketing such as live Twitter and Instagram handle is being used to
communicate with the potential customers along with maintaining the awareness in the market
(Li and Kannan 2014). On the other hand, sponsorships of different travel oriented activities
being telecasted on television is also helping them in creating positive impression among the
customers.

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Market positioning
DistributionPrice
Tangible
Intangible
Property
Assets
Customer service
Pickup and
drop facilities
Added services
Molecular model analysis
Source: Created by the author
The two major elements of molecular model are tangible and intangible factors. In terms
of the tangible factors, property and other physical assets are being included. This is due to the
reason that customers getting the well furnished rooms are the example of tangible elements. In
addition, the food and beverages being offered to the customers are also tangible in nature and
their tangibility is one of the most influencing factors of customer satisfaction. However, this
should be noted that intangible elements are complementary to these tangible elements and
coordination among them is only helping in having positive outcome for Jumeirah Vittaveli.
On the other hand, intangible elements for service of Jumeirah Vittaveli are service
delivery process of the customer faciilities, transport facilities, and added services such as spa

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and sightseeing facilities. Service delivery process of the employees will determine the extent to
which the customers will get satisfied. Transport is one of the major facilities for Jumeirah
Vittaveli, which includes the pickup and drop services and other mode of commute for the
tourists. Thus, the quality of the transport facilities should be effective and proper due to the fact
that drop services are the last service to be given to the customers and issues will cause
dissatisfaction among the customers. In the service sector, especially in the hospitality sector,
ambience is also a determining factor. This is due to the reason that customers will be having
positive impression if they are receiving positive ambience in place and vice versa.
Impact of service characteristics
Intangibility
Kim, Vogt and Knutson (2015) stated that the services are intangible in nature, which
denotes that the experience of the customers is dependent on the efficiency of communication
undertaken by the organization. The concerned organization, Jumeirah Vittaveli Maldives, has
undertaken social media integration in order to make the customers aware of the different service
propositions made by the venture. It has helped the organization in enhancing the marketing
initiatives of the same while operating in diverse economies. However, the organization lacks a
suitable CRM system for identifying and recording the preferences of the different customers,
which has affected their capability of customizing the service offerings of the same. The
identification of the preferences and needs of the different customers would have helped the
organization in maintaining the efficacy of the service propositions.
Recommended actions: The organization might undertake an initiative of implementing the
CRM systems in order to identify the specific needs of the customers and thereby bring forth

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modification in the line of service propositions. Implementation of the CRM systems in the
organizational model will be helping the same in identifying the preferences and concerns of the
customers. It would assist the organization in facilitating proper development of the services as
per the needs of the customers.
Perishability
The services that are offered by organizations are perishable in nature due to the life
cycle of the same. The perishable nature of the services is based on the identification of the peak
season on which the hotel faces the maximum demand. Manipulation of the staff members
according to the identification of the rise and fall of demand helps the organizations in
maintaining their efficacy of service propositions. However, the concerned organization has
faced different issues in assessing the demand of the customers. The issues that are faced by the
organization in identifying the demands of the customers have affected the rostering capabilities
of the same. Frequent roster changes and leaves of the staff members have affected the
organizational capabilities of amending the customers with the promised proposition.
Recommended actions: The concerned organization must take steps to undertake a suitable
market study in order to identify the demand of the customers in the different seasons. The
identification of the market demand will be helping the organization in maintaining the efficacy
of rostering activities. Proper rostering of the staff members will be helping the organization in
maintaining the efficacy of the operations as per the demand that is faced by the venture.
Inventory management and proper supply of workforce will be helping the organization in
facilitating the smooth operations of the same as per the objectives of growth and expansion.
Variability

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Jaakkola and Alexander (2014) stated that the variability of the service propositions are
based on the multi- dimensional aspects of the quality of the service, the attitude that the
organization holds towards the customers of the same and the organizational culture. The
concerned organization has taken steps to prioritize the customers and thereby designed quality
services as per the requirements of the same. However, the lack of proper training activities has
affected the staff’s potential of meeting the requirements of the clients. It has affected the
organizational propositions as per the common objectives of the same. On the other hand, the
lack of proper training to the employees has affected the organizational objective of adhering to
the needs of the customers.
Recommended actions: The recommended action that might be undertaken by the organization is
to provide the employees with a suitable training in order to make the same aware of the
organizational culture. The training sessions with the employees will be helping the organization
in maintaining the efficacy of the operations that are undertaken by the same as per the
requirements of the customers.
Inseparability
The customer and the services that are provided by the organization are inseparable as the
event of service proposition takes place in the same place. Torres (2014) stated that the services
are unique in nature as they are provided and consumed in the same platform. Therefore, the
uniqueness of the services and the ambience that is created by the organizations helps the same
in maintaining their standards with the propositions made by the same. The concerned
organization has taken steps to develop different services in order to maintain the competitive

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edge of the same. However, the lack of identification of the customer preferences has affected
the customer propositions that are made by the organization.
Recommended activity: The organization might take steps to evaluate the needs of the customers
in order to develop the service propositions of the same as per the requirements of the clients.
The key changes that might be considered by the organization will be dependent on the
assessment of the needs of the customers.
User Participation
Kim, Vogt and Knutson (2015) stated that the user participation in the different
processes will be helping the service oriented organizations in maintaining the proficiency of the
functions. The service related organizations has taken steps to evaluate the feedback from the
customers in order to maintain the efficacy of the operations that are undertaken by the same.
The concerned organization does not have any feedback collection systems from the customers,
which has restricted the factor of customer participation in the developmental activities of the
business. The lack of feedback collection systems has affected the organizational understanding
of the different drawbacks that are faced by the same while operating in diverse international
markets.
Recommended activity: The concerned organization might take steps to maximize the
involvement of the customers in the developmental activities through the creation of feedback
collection forms and customer surveys. The feedbacks will be helping the organization in
identifying the drawbacks that are faced by the same and thereby bring forth relevant
modifications in the processes.
Lack of Ownership

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Prud’homme and Raymond (2013) stated that the lack of ownership deals with the
prioritization that is provided by the organization to the customers and amend the customized
preferences of the same. The ownership to the customers of a service oriented organization helps
the same in maintaining the flexibility of the service design that might be customized as per the
taste and preferences of the customers. The concerned organization moderately prioritizes the
needs of the customers as they facilitate partial flexibility in the customizable options to the
customers. However, the lack of proper flexibility in the service developing models has restricted
the capabilities of the organization to frame the necessary service module as per the preferences
of the customers.
Recommended action: The organization might take steps to induce an option of customizing the
services and propositions as per the needs and preferences of the customers. Suitable
communication with the customers and thereby allocating resources as per the needs of the same
will be helping the organization in adhering to the needs and preferences of the customers
Conclusion
Thus, it can be concluded that Jumeirah Vittaveli are having a number of service
elements that should be well coordinated and managed to have the positive outcome for the
external stakeholders. In this report, different strategies including the segmentation, targeting and
positioning strategies followed by Jumeirah Vittaveli are being discussed along with their
marketing mix strategies. It is identified that majority of the strategies being followed by them
are in line to the current market situations. In addition, it is also being identified that there are
number of tangible and intangible factors relevant for Jumeirah Vittaveli in their business
operation. These factors are being identified with the help of molecular model. A few

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recommended steps are being discussed on the basis of service characteristics of Jumeirah
Vittaveli.

17MARKETING CONCEPTS
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