Hotel Management Assignment
Service as a product is very much different from any tangible product. This uniqueness also makes marketing of services very much different for service product when compared to tangible products. When we compare 7P’s marketing mix of service product with 4P’s for tangible products which contains product, price, place, people, Promotions processes and physical evidence (Beaver & Harris 2010, pp.109-19).
In this business report, Rockhampton Plaza Hotel, which is a famous hotel in Queensland, Australia is chosen for being analyzed using 7P’s marketing mix model. The selection of Rockhampton Plaza Hotel is important because of multiple reasons namely, Rockhampton Plaza Hotel as a service provider which gives all kinds of hospitality services like accommodation, entertainment etc. ; secondly, since, it is a famous hotel sufficient information can be found for Rockhampton Plaza Hotel using both secondary and primary sources about its business, services, operations as well as management practices; lastly, personal experiences have also taken place in Rockhampton Plaza Hotel of availing multiple services which will make the analysis more easy and convenient based on those personal experience. Using the above information, this business report will try and use this 7 P marketing mix analysis as a tool to analyses Rockhampton Plaza Hotel practices and offer possible features of advice for Rockhampton Plaza Hotel. This business report has been built upon brief history and background of Rockhampton Plaza Hotel and personal experiences availed in Rockhampton Plaza Hotel. Then, we have conducted 7 P marketing analysis using different resources. Finally, recommendations are being made on multiple parameters of this 7 P marketing mix which is applied on Rockhampton Plaza Hotel (Blankson & Stokes 2007, pp.49-61).
The background of Rockhampton plaza hotel will be discussed on this section as well as personal experiences of known people in this hotel.
Rockhampton Plaza Hotel is a 6 story hotel which has restaurant, bar, party facilities which are near Central Park and St Joseph’s Cathedral. It has earned local fame and respect due to its service and hospitality on offer. This Hotel is big in size and offers multiple hospitality services for customers in a bouquet. It is a six stored hotel and average occupancy is approximate 75% (Rockhampton Plaza Hotel 2012).
Our experience of staying in Rockhampton Plaza Hotel has been amazing. The first image of this hotel has been comfortable to live as well as giving quality of services which was very convenient as well as quick. Rockhampton Plaza Hotel offers diversified services and also consults tourists about the city and where to visit. Our personal experience is very good and the experience and attitude will help in making this business report based on 7P’s Marketing Mix model.
The 7 P analysis for Rockhampton Plaza Hotel includes the analysis of 7P’s of marketing mix, namely, Product, price, promotion, place, people, processes and physical evidence which are explained in the following sections-
It has been analyzed that service products of hospitality industry is very similar in nature, in which products and services which can be offered to customers so that Rockhampton Plaza Hotel can satisfy their wants like those of eating, entertainment, hosting, and other needs in their busy routines. For service product of hotels, which is an important part of hospitality industry contains diversified service portfolio for customers whichthey might not find with any other service providers when they get one quality service provider. This is an easily recognizable trend for hospitality industry in which global standards are being set for service delivery. For assessing the overall quality of hotels, diversification of services is highly needed (Brooksbank, Kirby & Taylor 2009, pp.292-306).
Based on these points and attaching the service product part of the hotel, the service which are being given by hotels fall in 3 different types:-
1) Accommodation services- Accommodation is the main business source of Rockhampton Plaza Hotel. Rockhampton Plaza Hotel serves its customers with a range of services like reservation, valet parking, luggage movement, room service, laundry as well as other value added services.
2) Entertainment Services-The Customer needs multiple services in Entertainment range which can be found in Rockhampton Plaza Hotel. Here, customers can do other exercises like gym, swimming, playing indoor sports like Table tennis, Snooker and Squash. Customers can also enjoy Karaoke Nights as well as drinking in the bar or pub. They can also enjoy the coffee cup in cafeteria adjoining the restaurant. Rockhampton Plaza Hotel also gives various in room options to its customers like TV viewing, internet access using own smart devices or rent them for personal usage on Rockhampton Plaza Hotel.
3) Fine Dining as well as shopping services – There are multiple fine dining restaurants present in Rockhampton Plaza Hotel where customers can enjoy multiple cuisine foods like Chinese, spicy, Traditional, continental, Korean as well as sea foods. Customers can also buy necessary items like packaged foods, edible drinks as well as other needed items from small market present in Rockhampton Plaza Hotel (Rockhampton Plaza Hotel 2012).Order Now