The purpose of this task is for students to critically evaluate a current organisation’s application of the extended marketing mix and provide strategic recommendations for identifiable service gaps. Students will analyse and describe the seven (7) Ps of the service organisation. Students will then identify some potential issues with the service quality using the Conceptual model of service quality and provide recommendations on how the service may improve.
Students are to work in groups of three.
Students need to select Hilton Hotels Products and Services to analyse. For the selected organisations, students must:• Have either experienced service from them recently (in the last three (3) months), or be able to visit a store or branch (if it is an online service, you need to be able to make an enquiry) before commencing the report.• Be able to access their website and find at least three pieces of promotional material easily.• Be able to identify at least three direct competitors.• Clearly determine who the target market is for the organisation.
Report should contain all the sections outlined in the marking guide, which is located towards the end of this course description. It is recommended that students complete the: executive summary, introduction and summary last.