Sunday, April 10, 2016

MARKET: Four Levels of Product/Services

Direct Competitors
1.      Four Seasons Hotel, Atlanta
2.      Westin Buckhead, Atlanta
3.      The Ritz Carlton, Atlanta
2) Table describing levels of product/service. 


Core Product
Tangible Product
Expected Product
Augmented Product
Proposed Venture
·          Guestroom & suites
·          Business Center
·          Concierge Services
·          In-room Dining
·          On premise Laundry
·          Full Service Spa & Fitness facilities
·          Full Service restaurant
·          Meeting Space
·          Indoor Pool
·          Customize service
·          Room size
·          Bed quality
·          Food & beverage options
·          Safety
·          Security
·          Clean guestrooms
·          Friendly staff
·          Anticipatory services
·          Personalized guestrooms
·          Personalized attraction excursions
·          Personalized shopping excursions
·          Personalized services
Ritz Carlton
·          Guestrooms & suites
·          Business Center
·          Concierge Services
·          In-room Dining
·          On premise Laundry
·          Full Service Spa & Fitness facilities
·          Full Service restaurant
·          Meeting Space
·          Bed quality
·          Food & beverage options
·          Ancillary support  services
·          Safety
·          Security
·          Clean guestrooms
·          Friendly staff
·          Anticipatory services
·          High levels of services defined by the chain
Four Seasons
·          Guestroom & suite
·          Business Center
·          Concierge Services
·          In-room Dining
·          On premise Laundry
·          Full Service Spa & Fitness facilities
·          Full Service restaurant
·          Meeting Space
·          Bed quality
·          Food & beverage options
·          Ancillary support  services
·          Safety
·          Security
·          Clean guestrooms
·          Friendly staff
·          Anticipatory services
·          High levels of services defined by the chain
Westin Buckhead
·          Guestroom & suites
·          Business Center
·          Concierge Services
·          In-room Dining
·          On premise Laundry
·          Full Service Spa & Fitness facilities
·          Full Service restaurant
·          Meeting Space
·          Bed quality
·          Food & beverage options
·          Ancillary support  services
·          Safety
·          Security
·          Clean guestrooms
·          Friendly staff
·          Anticipatory services
·          High levels of services defined by the chain
4) Provide an explanatory paragraph after the table.

At the higher levels of service quality in the luxury segment of the lodging industry, there is little differentiation at the core, tangible, expected levels.  As such, the proposed concept will differentiate through augmented products.  
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1 comment:

  1. AnonymousApril 11, 2016 at 1:45 PM

    Hi Lenny,

    I believe your competitors are established and known. However, there is always a way to penetrate the market via a differentiation strategy. All of your main competitors seem to have the same types of products and services, so I would conduct more detailed research per competitor. I think your business is viable with more statistical research.

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