Market Analysis of Golden Arch Hotel Using 3P's: People, Processes, and Physical Evidence

Market Analysis for Golden Arch Hotel, Zurich using the 3 P's: People, Processes, and Physical Evidence
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Market Analysis for Golden Arch Hotel, Zurich using the 3 P's: People, Processes, and Physical Evidence
The three additional P's of marketing are People, Processes, and Physical evidence (Nijssen & Frambach, 2001, p. 121). These factors have a direct impact on the success of a business in different ways.
People
People involve the human resource that a business employees to promote and deliver its products and services to customers. The significance of employees to a business's success or failure is determined by the level of their skills, experiences, and competencies in their area of operation (Nijssen & Frambach, 2001). In addition, effective management of the human resource pool is necessary to ensure that services are delivered efficiently and they offer clients the best and memorable experiences. At the same time, a customer-service oriented work-force enables the business to create good relationships with customers, which guarantees future use of the company's services or products.
The selection, recruitment, and retaining of experienced and well-trained employees is very important to the success of the Golden Arch Hotel in Zurich. Switzerland being a major tourist attraction globally, the hospitality industry of the capital Zurich hosts many foreign travellers. At the same time, the capital Zurich is an international business hub and headquarters of international organizations, such as the World Trade Center. As a result, it is a destination for many travellers, as well as a stop-over for human and vehicle traffic from neighboring Scandinavian countries. The impact of this situation on the people aspect of marketing is that the hospitality industry in Zurich is already saturated, and it will take a very competitive team of employees to penetrate the market.
The selection of Urs Hammer to head the Golden Arch and oversee its success a major boost for the company, because he comes from a hotelier background. It is expected, therefore, that Hammer will use his experience as a hotelier, especially his insider knowledge of the Swiss hotel industry to make strategic plans that will give the hotel a competitive edge over its rivals.
However, the company's middle and low-level staff seems to be wanting in terms of the quality of service delivery in light of the responses of first-time customers. There are a number of examples from the case study of customers who had unsatisfactory first-time experiences. Upendra Dixit, a travelling Indian business, had a bad encounter with the hotel's service staff the first time. The receptionist was not at his work station, and when he came after the visitors had rung the bell, he was unfriendly. This is a big undoing considering that there are many competitors around Zurich, which gives consumers alternatives if they find the reception at one place unsatisfactory. Indeed, Dixit and his companions did not spend the night at the Golden Arch but went to another place for the night.
Physical Evidence
The physical evidence consists of the facilities used to deliver services to clients. The state of the physical facilities suggests the quality of services to expect. Physical evidence is important in the service industry because it creates images and impressions in the customers. For instance, a clean, well-lit and air conditioned reception area with comfortable waiting seats create a positive impression. The Golden Arch's emphasis on cleanliness is a plus for the business because it assures customers about their well-being and the safety of the foods served (Barrows & Powers, 2008). Cleanness is especially important to traveling customers who usually have a hygiene consciousness about the places they sleep. The hotel's unique design (curved bedroom) and comfortable beds that can be manipulated electronically can provide an unforgettable experience for customers.
The type of room service that the hotel offers is high-class and likely to help it attract more customers. It has imitated the comfort-level of the world-renowned five-star Quellenhof Hotel in Bad Ragaz. In particular, the hotel's oversized king-size beds measuring 200 x 200 cm could be a big attraction to clients who love space, or travelling couples who can check into the same room.
However, the hotel fails in other aspects such as ambience, recreational facilities, and food variety. Nancy Stephens, the professor from Arizona, complained of the fact that the hotel's floors were very hard-almost painful to walk on, th...