Analysis of Park Hyatt Melbourne's Marketing Strategies

This report provides a marketing analysis of Park Hyatt Melbourne, a subsidiary of Hyatt Hotel Corporation USA. It examines the hotel's market condition within the Australian hospitality industry, highlighting its competitors and the industry's financial performance. The report identifies Park Hyatt Melbourne's target customers, encompassing both Australians and international travelers, and details its positioning strategies, particularly focusing on product and price. Furthermore, the report offers an overview of the services provided, structured around the 7 P's of the marketing mix: product/service, price, place, promotion, people, physical evidence, and process. The conclusion emphasizes the hotel's commitment to meeting the needs of its guests and local visitors. References include academic journals and online resources related to service marketing and retail management.

MARKETING

Executive Summary
This report is focusing on market condition, target audience and positioning strategies
used by Park Hyatt Melbourne which is subsidiary of Hyatt Hotel Corporation USA. From the
report it is been concluded that Park Hyatt Melbourne follows all types of policies and
procedures which helps them in meeting needs and wants of travellers and local vistsors.

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................1
BACKGROUND OF COMPANY..................................................................................................1
MARKET CONDITION.................................................................................................................1
TARGET CUSTOMER...................................................................................................................1
POSITIONING STRATEGIES.......................................................................................................1
OVERVIEW OF SERVICE............................................................................................................1
CONCLSION..................................................................................................................................2
REFERNCES...................................................................................................................................3

INTRODUCTION
This report is focusing on market condition, target audience and positioning strategies
used by Park Hyatt Melbourne which is a subsidiary of Hyatt Hotel Corporation USA.
BACKGROUND OF COMPANY
Park Hyatt, Melbourne is a five-star hotel located in Melbourne which have club, health
and day spa facilities and it offers many personalised services to its targeted audience. The hotel
also has many operations like finance, human resources and marketing and with the help of it,
they are trying to expand their operations.
MARKET CONDITION
The hospitality industry under which company is working in Australia, is generating
income and is also spending huge amount of money in tourism sector (Wilson, Zeithaml and
Gremler, 2012). It offers various services like, restaurants, cafes and hotels to attract visitors, as
Australia is one of the famous tourist destinations. Park Hyatt Melbourne has many competitors
within Australian hospitality industry like Emirates One & Only Wolgan Valley.
TARGET CUSTOMER
The target customers of Park Hyatt Melbourne are almost all Australians and potential
travellers from rest parts of world. It is offers various types of accommodations and service to its
targeted customers which shows that customers are attracted towards hotel.
POSITIONING STRATEGIES
Park Hyatt Melbourne is one of the beneficial and profitable hotels of country as they are
following good positioning strategies like that of product and price, based on use or application
(Goworek, McGoldrick and McGoldrick, 2015). In the former strategy they are providing world
class service to their customers and then based on price they are having convenient option of
pricing according to other 5 star hotels of Melbourne and they are making their efforts in
positioning to expand their branding markets.
OVERVIEW OF SERVICE
Product or service- This element comprises services of Park Hyatt Melbourne which are
provided with the aim of delivering comfortable living experience to travellers and local visitors
(Service Marketing Mix (7 P’s), 2018).
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Price- It is the value for the service which customers pay to company and it is the most important
factor for which hotel make use of different pricing strategy.
Place- It is the location of Park Hyatt Melbourne from where all type of service is served to
customers.
Promotion- It consists of all kinds of efforts that Park Hyatt Melbourne makes in order to attract
more and more customers like advertisements and corporate programs.
People- These are the employees of Park Hyatt Melbourne who are meant to give service to
customers so that they are satisfied with company (Lovelock and Patterson, 2015). People or
employees of company are well trained and qualified so that they are able to serve proper service
to customers.
Physical evidence- This particularly refers to physical environment within which firm is
operating and availing services.
Process- This comprises activities and procedures which company follow to serve satisfactory
experience to employees and its customers.
CONCLUSION
From the report it is been concluded that Park Hyatt Melbourne follows all types of
policies and procedures which helps them in meeting needs and wants of travellers and local
visitors.
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REFERNCES
Books and Journals:
Goworek, H., McGoldrick, P.J. and McGoldrick, P.J., 2015. Retail marketing management:
Principles and practice. Harlow, UK: Pearson.
Lovelock, C. and Patterson, P., 2015. Services marketing. Pearson Australia.
Wilson, A., Zeithaml, V.A., and Gremler, D.D., 2012. Services marketing: Integrating customer
focus across the firm (No. 2nd Eu). McGraw Hill.
Online:
Service Marketing Mix (7 P’s). 2018. [Online]. Accessed through:
<https://www.toolshero.com/marketing/service-marketing-mix-7ps/>.
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