Mkt203 Services Marketing Of Hilton Assessment Answers
You are required to choose a service brand that you have recently transacted with and prepare:
1.A service offering diagram clearly distinguishing between core, supplementary and augmented services for the organization.
2. A service process map/blue print of the service organization’s different steps of the processes followed by the service organisation, time taken for each process etc.
Consider complexity and divergence while preparing these charts. Please refer to week-4 lecture material to prepare this assessment. In preparing your process chart, you will need to include images and any other visual aid that supports your analysis. You are required to reference at least 5 sources of information. These may include corporate websites, government publications, industry reports, census data, journal articles, newspaper articles, and textbook material.
Answer:
Service offering diagram
As put forward by Frow, Ngo and Payne (2014) core product is typically placed in the market by a range of other services related to other activities such as supplementary services. It has also been identified that business running with a core product may face industry saturation as well as increasing competition; thus, it pays attention to supplementary services. This report provides a detailed description of core products, supplementary products and augmented products of poplar organization Hilton located in Australian and running its operation in a large markets such as Europe and United States. The following diagram distinguishes Hilton’s core products, supplementary and augmented products.
|
Organization |
Core Products |
Supplementary Products |
Augmented Products |
|
Hilton, Australia |
The core products of Hilton, Australia are accommodation. This means that the major aim of customers is to book rooms for the staying |
The supplementary products of Hilton include Wifi connectivity, Air Condition, foods- breakfast, lunch, dinner, complementary food items, parking, facilities of using Swimming pool, play grounds for kids and effective guest treatment |
The augmented products of Hilton includes hotel ambience, chance to meet business class people and conference of recognized personalities in the hotel |
Table 1: Service offering diagram of Hilton, Australia
(Source: Www3.hilton.com. 2018)
The above mentioned table helps to observe that businesses, especially in the hotel industry are largely dependent on the supplementary product offerings. In this context, Frow, Ngo and Payne (2014) commented that core offering of a brand can reach the saturation and can be imitated by others in the same industry; thereby, the business is highly reliant on the supplementary product items.
Service Process map
Chart 1: Service Process Chart
(Source: Self-Made)
Creation and Implementation
The above mentioned service map has been done with categorizing the service elements that Hilton, Australia provides to its customers worldwide. Hence, in the map, the element of choosing the hotel is action, which is supposed to be done by the visitors, while the element “Arrival” indicates how the entire service process is managed starting from the customer arrival. According to the map, each item includes a set of sub-activities and each item must include selection of members from each of the functional areas (Carlborg, Kindström and Kowalkowski 2014). However, it is essential that each service process mentioned in the map should be specific instead of vague. Therefore, each box used in the map indicates a particular element which is further considered to be done by the selected organisational members. For example, the activities related to preparing and serving food items are usually done by the canteen staff in the hotel. Likewise, the element of Human Resources indicates how members in the each department are managing to provide the desired quality of services.
References
Carlborg, P. and Kindström, D., 2014. Service process modularization and modular strategies. Journal of Business & Industrial Marketing, 29(4), pp.313-323.
Carlborg, P., Kindström, D. and Kowalkowski, C., 2014. The evolution of service innovation research: a critical review and synthesis. The Service Industries Journal, 34(5), pp.373-398.
Frow, P., Ngo, L.V. and Payne, A., 2014. Diagnosing the supplementary services model: Empirical validation, advancement and implementation. Journal of Marketing Management, 30(1-2), pp.138-171.
Www3.hilton.com. (2018). Hotel Locations in Australia - Hilton. [online] Available at: https://www3.hilton.com/en/hotel-locations/au/index.html [Accessed 17 Aug. 2018]
Ye, Q., Li, H., Wang, Z. and Law, R., 2014. The influence of hotel price on perceived service quality and value in e-tourism: An empirical investigation based on online traveler reviews. Journal of Hospitality & Tourism Research, 38(1), pp.23-39.
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