SERVICE MARKETING ASSIGNMENT ON OPENING hotel chain In usa

SUBMITTED TO

REJIDOR HOTEL
7Ps of Hotel Rejidor

1.

Product

The hotel services also require a fair combination of core arid peripheral services. More innovative the peripheral services, more attractions is the product mix. This makes it essential that hotels and hotel companies assign due weightage to the formulation of an optimal product mix in which peripheral services prove to be a point of attraction. While formulating the product mix it is pertinent that we make the ways for frequent innovation. The hotel professionals are required to formulate a package that helps in attracting the customers. The Product Mix for Rejidor Hotel will include : a) Deluxe room: 250 sq. ft, large, well appointed rooms, with executive desk and chair and sofa. Rooms feature luxurious marble bathrooms. b) Executive room: 400 sq ft, spacious bedroom with king bed and large marble bathroom with separate walk-in shower. Roomy living room area with a sofa, coffee table, desk and chair. c) Executive Suite: 500 sq ft, two room suite. Separate bedrooms with king bed and suite bathroom and living room. Services: 1. 250 luxurious, executive-sized rooms. 2. The spectacular lobby acting as a meeting point. 3. Enticing restaurants serving Indian, Chinese and European cuisine. 4. Fully equipped health club, fitness centre and squash courts. 5. Extensive, indoor and outdoor meeting and function space.

2.Price
It conveys something to customers even about the quality of a product. It is mention that the hotel professionals need more excellence while fixing the hotel tariffs since the services are found of perishable nature. In addition, the seasonal fluctuation in demand and increasing intensity of competition

also complicate the task of professionals. They need world-class excellence while making strategical and tactical pricing decisions. Also known as price deregulation, tactical pricing is found instrumental in promoting the hotel business. While fixing room tariffs, it is essential that we assign due weightage to the price structure to be adopted. A hotel may also adopt a policy to give high pay roll to provide a higher standard of services that the customers are ready to pay. Offers and discounts could be offered : 1. Seasonal Discounts - Customary to charge lower prices, specially during the off-season. 2. Trade Discounts - Tour operators and travel agents are offered discounts. 3. Special Discounts - Special Discounts are thespecial function room rates for overnight convention.

3. Place
1. Direct individual sales - This is the simplest method. The would-be guest chooses a hotel and then contacts it by letter, telephone or some other medium. Typical methods include mentions in guidebooks, local accommodation brochures or directories such as the motoring organization handbooks. 2. Travel agents - Their main business is to arrange holidays for their customers, including hotel accommodation. Travel agents make their money from commissions received on the sale of tickets and bookings. Since tickets are fixed in price, the mechanism is simple. The agency carries a stock of blank tickets and simply remits the money less the commission to the carrier after it sells one. 3. Hotel representatives - Representatives will also distribute your brochures and other promotional mater locally. They are usually paid an annual fee plus commission on the reservations they generate. 4. Hotel booking agencies - Other hotel reservation agencies deal mainly with travel agents or conference organizers and offer a national, continental or ever worldwide service.

4.

Promotion

We promote our business in such a way that the prospects come to know about the quality to be offered to them as hotel customers. This focuses the attention on innovative promotional measures. The components like advertisement, publicity, sales promotion, personal selling, word-of-mouth promotion and telemarketing need due attention of hotel professionals. A. Advertisement - While advertising, it is significant that the hotel professionals make possible a productive use of print media, broadcast media and telecast media. In the face of potentials, requirements and the intensity of competition, there is a need to select media for promoting our messages and slogans. B. Publicity - While publicizing, the hotelprofessionals play a significant role by managing the media personnel for publishing news items related to the hotel. Public relations activities thus become instrumental in the process of publicizing. In the hotel business, there are a number of events which should be transmitted to the local press, such as the appointment of a new chef, list of cocktails, menus for certain functions held at hotel, photographs of staff dressed up for special days and well-known people staying in the hotel. There are a number of hotels doing a lot of charitable work and helping in organizing charitable fund-raising events too. C. Sales Promotion - The hotels and hotel companies also offer incentives to the users vis- -vis to the personnel and organizations evincing interest in promoting the business. There is a three-tier arrangement for sales promotion in the hotel. There are a number of incentives offered to them. In addition, some of the hotels also offer concessional travelling and accommodation facilities, especially to their staff.

5.

People

The prime focus is on the front-line-personnel working in hotels in different capacities. The receptionists, the porters, the housekeepers, the waiters and waitresses and even the doormen play an incremental role in promoting the business. The sales executives, the marketing managers, the senior executives bear the responsibility of managing the front-line-personnel in such a way that the promised services reach to the ultimate users without making any distortion. They should have proper education and knowledge regarding the services they need to offer. the hotel organizes for them an ongoing training programme, refresher courses, capsule courses, lecture programme, specially related to the behavioral profile. The frontline- staff in particular needs to identify the changing levels of expectations of users.

6.

Physical Evidence

Physical Evidence is the environment in which the service is delivered and where the hotel and guests interact and any tangible component that facilitate performance or communication of service. The interior design will be more appealing, modern equipments will be installed for security checks to ensury the safety of guests, the employees uniform will be neat and clean and the employees will be well-trained to help the customers.

7.

Process

The process involves the actual procedures, mechanism and lfow of activities by which hotel services are delivered. The process involves the front desk personnel who will be trained so that the process of checking in and checking out of customers goes on smoothly. The staff will be trained to provide polite, warm and courteous service.

The house-keeping staff will perform all the specified duties of cleaning the rooms after customer check-out, the room items should be in order as pr customer requirements. The employees will ensure the food provided to customer will be of high quality, proper sanitation of the hotel floors at regular intervals.

SERVQUAL MODEL
Tangibles. Physical facilities, equipment and appearance
of personnel. (2)

(1)

Reliability. Ability to perform the promised service

dependably and accurately.

(3)

Responsiveness. Willingness to help customers and

provide prompt service.

(4) Assurance .
(including competence, courtesy, credibility and security). Knowledge and courtesy of Employees and their ability to inspire trust and confidence.

(5)Empathy.
(including access, communication, understanding the customer). Caring and Individualized attention that the firm provides to its customers.

SERVICE QUALITY GAP ANALYSIS

Gap1: Customers expectations versus

management perceptions:

As a result of the lack of a marketing research orientation, inadequate upward communication and too many layers of management.

Gap2: Management perceptions versus service

specifications:
As a result of inadequate Commitment to service quality, a perception of unfeasibility, inadequate task standardization and an absence of goal setting.

Gap3: Service specifications versus service

delivery:
As a result of role ambiguity and conflict, poor employee-job fit and poor technology-job fit, inappropriate supervisory control systems, lack of perceived control and lack of teamwork.

Gap4: Service delivery versus external

communication:
As a result of inadequate horizontal communications and propensity to over-promise.

Gap5: The discrepancy between customer

expectations and their perceptions of the service Delivered:

As a result of the influences exerted from the customer side and the shortfalls (gaps) on the Part of the service provider. In this case, customer expectations are influenced by the extent of personal needs, word of mouth recommendation and past service experiences.