Use the theories and concept of services marketing as provided in the brief.

Use the theories and concept of services marketing as provided in the brief.
7Ps of marketing – physical environment is physical evidence
Make sure to choose a firm where you can use all 7Ps of marketing –
chose a firm that offers service not a product… e.g when we buy anything from apple
we buy a product (that we get to take home) not a service and on the other hand when
we go to buy a room in a hotel, we pay for the room that we do not get to take back
home.
2 a. briefly explain all the positioning strategies i.e fully focused, market focused,
service focused and unfocused. And which one of those strategies does your firm uses-
and how it differentiates itself from its competitors. It could include- physical attributes
differentiation, service differentiation, personnel differentiation, location differentiation,
image differentiation, etc. E.g how is this hotel or a spa different than its competitors-
does it offer different things? How does the company use their positioning design to
stand out from others?
2 b. Important – what all customers expect from all hotel, e.g, safety from a hotel. If the
firm doesn’t offer this attribute then they won’t consider staying at the hotel, right?
Determinant- not expected but use it if offered. E.g different services and facilities in a
hotel.
when talking about the competitors… Explain and justify the competitors and why you
have chosen them as your competitor/s – what qualities do they have to be your
competitor or what level of service they provide to be a considered a competitor to your
firm.

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