Strategic Analysis of Emporium Hotel's Service Marketing Mix - MKT203

This presentation provides a strategic analysis of Emporium Hotel's service marketing. It begins by defining the service using the service hierarchy, differentiating between core, supplementary, and facilitating services. The presentation then describes the service using key characteristics suc...Read More

Services Marketing
Service marketing strategic analysis-
Emporium Hotel South Bank

Brief Objective
RecapDefining the elements of services using the Service
Hierarchy. Understanding & Describing the services using
the Parameters of intangibility, perishability, simultaneity
& Heterogeneity. Using the 7P’s of the Service marketing
mix provide analysis of the current strategies. Towards the
end, provide recommendation to improve its service
marketing Mix. 2

A Glimpse of the Emporium Hotel-South Bank 33

Serivces Hierarchy
▰ Core Services- As the name suggests is the set of
benefits which are delivered to the customer(Lovelock
& Patterson, 2015).
▰ Supplementary Services- These can be understood as
the activities related to the service of Core
Product(Ladhari & Michaud, 2015).
▰ Facilitating Services- These are the services which are
related to the information taking, order taking, billing
& Payment. These can be seen as the service
enhancers(Kushwaha & Agarwal, 2015)
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Services Hierarchy-
Emporium Hotel
Core Services- Accommodation
Supplementary & Facilitating Services-
Information Provided by the Hotel, Order
taking, Billing, Payment, Consultation,
Hospitality, Safekeeping & Exception.
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Service Business Description
▰ Intangibility
Services unlike Product
are intangible in
nature, that is cant
be seen, tasted or
touched, until the
Purchase is made. In
hotel, the hospitality
can only be
felt(Bowie, Buttle,
Brookes &
Mariussen, 2016)
Emporium hotel infuses
tangibility by its
Infrastructure, Staff
Uniform, Cleanliness
and other tangibles.
▰ Perishabilty
As the name suggests,
perishibilty is related to
the concept that service
cannot be stored, saved,
returned, or resold once
given to a customer. Thus
it is important to make a
lasting impression while
delivering services(Della
Volpi & Paulino, 2018)
Emporium Hotel by its
excellent hospitality
ensures its customers
have a good time, every
single time.
▰ Simultaneity & Heterogeneity
Services are unique than product
because they are usually provided
and consumed at the same time,
this is called Simultaneity(Dileep
& Mathew, 2017).
Heterogeneity is also called as
variability, which defines the
uniqueness of service offering. It
implies that the services while
being rendered vary due to human
involvement. Emporium hotel in
order to tackle this problem gives
a good training to its employees.

7P’s of Service Marketing Mix
▰ As defined in the earlier section, Service
unlike Product have the features of
Intangibility, Perishabilty, Simultaneity
& Heterogeneity. Hence, it is important
to do the service right the first time.
Unlike Product which has only Product,
Price, Place and Promotion, services
have extra Three P’s which are Process,
People & Physical Evidence (Debashish
& Dey, 2015)
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Service Marketing Mix
Product
Emporium hotel besides
accommodation has
a great fitness
centre, restaurant,
room service, Bar,
swimming Pool and
other amenities.
Emporium hotel by
consistent
supervision and
infusing elements of
tangibility ensures
its Product is the
best.
Price
Being a 5 Star hotel,
laced with all
modern amenities
the hotel has a
Premium Pricing
Strategy.
Place
The Hotel is located
400m from South
Bank Parklands, and
located at the small
distance from
Brisbane Exhibition
Centre.
Promotion
Emporium Hotel besides having
social media pages also does
promotion through Hotel
booking Portals such as
Make my Trip, Booking.com
and others. Besides this, the
hotel also uses influencers to
promote its Property.

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Service Marketing Mix
Physical Evidence
Physical evidence is one of
the most important
aspect of service
marketing Mix. It is
related to including the
elements of tangibility
in the services.
Bar, Swimming pool,
Uniform, Hygienic
rooms, clean sheets and
other infrastructure is
part of Physical
evidence of services.
Process
It is important for service
industry to not only be
spick and span, but also to
follow a systematic process
in the first encounter with
the customer. Starting from
website, to entering into
the hotel reception, leading
to reservation, luggage
pickup and finally entering
into the room, a process
has to be followed.
Emporium hotel uses a
Service blueprint for its
Process.
People
Service industry is Dominated by
People, which is its most
important and vital
resource. Emporium hotel
employs people with a good
experience in hospitality,
and invests large amount of
training hours to eliminate
the problem of variability
while delivering services to
the customers.

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Recommendation
▰ Product- Emporium Hotel Needs to improve its Product offering for both the
Business & Leisure travelers.
▰ Price- During Off season, the hotel should think of Reducing its prices to ensure a
smooth flow of revenues.
▰ Place- The hotel has to expand in the Asia Pacific regions as those are the emerging
markets of Growth.
▰ Promotion- Invest more in Influencer marketing leveraging on the growing
Popularity of celebs in TV, Fashion & Lifestyle, Food and Sports.
▰ Physical Evidence- Ensure its outlandish infrastructure is renovated at constant
intervals.
▰ People- Create a training calendar for the employees and invest more time and
money in employee training at all levels.

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References
Lovelock, C. and Patterson, P., 2015. Services marketing. Pearson Australia.
Ladhari, R. and Michaud, M., 2015. eWOM effects on hotel booking
intentions, attitudes, trust, and website perceptions. International Journal of
Hospitality Management, 46, pp.36-45.
Kushwaha, G.S. and Agrawal, S.R., 2015. An Indian customer surrounding
7P׳ s of service marketing. Journal of Retailing and consumer services, 22,
pp.85-95.
Bowie, D., Buttle, F., Brookes, M. and Mariussen, A., 2016. Hospitality
marketing. Routledge.
Della Volpi, Y. and Paulino, S.R., 2018. The sustainability of services:
Considerations on the materiality of accommodation services from the
concept of life cycle thinking. Journal of Cleaner Production, 192, pp.327-
334.
Dileep, M.R. and Mathew, V., 2017. Marketing of Tourism Industry: Enhancing
Services through Marketing Mix Elements. In Strategic Marketing
Management and Tactics in the Service Industry (pp. 304-329). IGI Global.
Debasish, S.S. and Dey, M.S., 2015. Customer perceptions of service quality
towards luxury hotels in Odisha using SERVQUAL model. International
Journal of Research, 1.

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THANKS!