The paper "Multi-Segment Model and Buyers Perspective Analysis of a Hotel Accommodation" is an outstanding example of a marketing assignment. This paper discusses the use of a multi-segment model and buyers’ perspective analysis for hotel accommodation. We have chosen the Marco Polo hotel chain in the Asia-pacific region as our case study. It is one of the leading hotels in the region associated with excellent quality of services. We analyzed its hotel accommodation based on the buyer’ s perspective in the services industry. Services are distinguished by their intangible nature and lack of physicality.
It can only be experienced by the buyer and there is no separateness between buyer and seller of services during the services encounter. In the first Quadrant, that is the product quadrant, factors such as accessibility, visibility, distinctiveness or uniqueness of services were explored and it was seen that the Marco Polo hotels score sufficiently high on these points. All their hotels are quite well known and the bran is equated with luxury as well as comfort and a certain standard of services. Moreover, all the hotels of this chain are situated at the central points and close to well-known tourists or public places.
Moving on to the second quadrant that is the product delivery – we looked at the booking and sales services plus the types of accommodation available at the hotel. Marco polo hotel has quite a large number of rooms available which vary according to size and requirement. They have separate rooms and accommodation for people on holidays and people on business travel. The Hotel management takes special care to ensure that visitors and guests get services according to their requirements.
Similarly, in the third quadrant as well, we discuss the auxiliary services such as the room service or the porter service etc. provided by the hotel and Marco Polo again comes out on top on this front as well. Their services are up to the expectations and they try their best to serve each and every guest to the best of their ability.
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