The paper "Service Firm Audit for Intercontinental Hotel Group" is a great example of a marketing case study. All economic and industrial activities are mainly categorized as primary, secondary or tertiary activities. Services form an essential part of the economic activities and the world today seems to be dominated by the service sectors. A service can, therefore, be termed as an activity with some elements that are intangible and it involves some interactions with the consumers and as opposed to the products, there is no transfer of ownership of the service. Service marketing is therefore termed as the marketing which is based on value and relationship and they are at the time used to markets a product or a service (Kotler 2006).
This essay sets out to conduct a service firm audit for Intercontinental Hotel Group (IHG), the main aim is to conduct an in-depth investigation and analysis of Intercontinental Hotel Group (IHG) service marketing mix (7 P’ s) this will be done by application of marketing and services marketing theory, in addition to the concepts that have been learnt in class. When conducting the analysis areas that the organization succeeded on will be highlighted by offering a comparison with its key competitors in the industry and areas that needs to be improved.
Where applicable there will be a provision for appropriate recommendations that can be implemented ion the organization. Discussion Background of the company Intercontinental Hotel Group (IHG) is a British multinational hotel and the company headquarters are based in Denham, UK (Intercontinental Hotels Group 2016). IHG operates a great number of hotels in about 100 countries. IHG have brands which include but are not limited to the Holiday inn, Hotel Indigo, Holiday inn express, Crowne Plaza and Candlewood suites (Intercontinental Hotels Group 2016).
Some of the properties that have the company brand name are not owned by IHG, in this regard the properties are owned by other parties but IHG has been entrusted with the duty of managing as well as running the hotel and they take a certain percentage of the revenues to for their management fees. IHG fits well as a service provider in that it offers food and beverages and accommodation to their customers and based on the definition of service above the three fits well as services since there is no ownership of a tangible product in the long run.
This essay will focus on one of the hotels run by IHG which is the Delhi Intercontinental hotel and it is among the IHG managed property. 7 P’ s of service marketing As compared to product marketing service marketing mix adds 3 more P’ s which includes people, process service and physical environment to the 4 P’ s that are used in the marketing of products.
The extension of the 4 P’ s is mainly attributed to the high degree of contact that exists between the service providers and the customers (Lovelock & Gummesson 2004), the simultaneity of consumption and production and highly visible nature of the service process. Product The product when it comes service marketing is intangible and this applies to the product at IHG. The product, in this case, is a luxury; the hotels have a great number of rooms as well as suites. The rooms in the hotels are large and they have spacious facilities such as the washrooms.
The rooms at the hotel are well equipped and mostly with modern amenities such as a private bar, plasma TVs, air conditioners, telephones, Wi-Fi connection as well as refrigerators. The floors in the rooms are well covered. The luxury in the rooms is also depicted through the architecture that has been adopted since the hotel building has a very good art deco style. Additionally, the hotels also have some modern painting and some of the paintings have been done by contemporary artists. This creates a lasting and exciting experience for visitors.
In addition to these, the rooms have king-size beds and couches where one can rest. The windows also offer a very good view of the surrounding through the balcony which enables the customers to have a good view of the green lawns of Delhi intercontinental hotel (Intercontinental Hotels Group 2016b). In addition to the lawn, there is also a swimming pool guests usually lounges and enjoy the warm sun. the hotel has three restaurants and they serve the Indian cuisine, Asian cuisine and the continental cuisine and this enables the guests to make a selection among the three.
There is also a bar which has a dancing hall for those guests who like to party. The hotel also offers room services which go further to improve the service offered at the hotel. There is ample parking and thus the guest doing not worry about the safety of their vehicles during their stay at the hotel and the parking services are offered for free to the customers.
Intercontinental Hotels Group 2016a, About Us, viewed 9 September 2016, https://www.ihgplc.com/en/about-us
Intercontinental Hotels Group 2016b, Industry and Market trends, viewed 9 September 2016, https://www.ihgplc.com/about-us/industry-and-market-trends
Kaplan, A & Haenlein, M 2006, ‘Toward a parsimonious definition of traditional and electronic mass customization’, Journal of Product Innovation Management, vol. 23, pp. 168–182.
Kotler, P & Keller, L 2006, Marketing Management, Pearson Prentice Hall, New Jersey.
Loveloc, C & Jochen, W 2004, Services Marketing: People, Technology, Strategy, Prentice Hall, Upper Saddle River, NJ.
Lovelock, C & Gummesson, E 2004, ‘Whither Services Marketing?: In Search of a New Paradigm and Fresh Perspectives’, Journal of Service Research vol. 7, no. 1, pp. 20-41.
Mundt, K., Sharp, B & Dawes, J 2003, An Investigation of Multi-product Loyalty in Financial Services, Aust and NZ Marketing Academy Conference 2003 Proceedings, University of South Australia, South Australia.
Shawn A & Rebecca, A 2004, Training and Development. The HR Answer Book, AMACOM, America.