Importance of the Additional 3Ps Golden Arch Hotels

Question: Discuss about theImportance of the Additional 3Ps for Golden Arch Hotels. Answer: Importance of the Additional 3Ps of the 7Ps Model in the Success of Golden Arch Hotels It has been found that 7Ps marketing mix strategy has become significantly important, as traditional 4Ps is not enough to develop appropriate marketing strategy (Gordon 2012). It has been analyzed that, this statement is true especially for service industry (Kushwaha and Agrawal 2015). These additional 3Ps are like people, process and physical evidences. All these three factors have been discussed below along with examples. People It has been found that the first dimension of the expanded marketing mix strategy is people. This dimension helps to find out those people who are directly or indirectly connected with the customer satisfaction level for an organization. It has been found from the case study that, the company Golden Arch hotel is running under motivational job rotation principle, in accordance with the philosophy of McDonalds restaurant. This philosophy helps to contrivance consistent standard of service for all the tasks. Akgn et al. (2014) mentioned that this strategy not only helps to increase the level of customer satisfaction for the company but also helps to increase level of synergy during the peak season of the hotel. It is done by allocating workers at different positions with different tasks (Gordon 2012). Process It has been found that the second dimension of the expanded marketing mix strategy is process. Kushwaha and Agrawal (2015) stated that, process is about how a product or service is delivered to customers in order to please them. In case of Golden Arch Hotel, the 4 star hotel is providing major priority to the cleanliness of rooms. The hotel has adopted Service standards of McDonald. Lovelock and Patterson (2015) stated that cleanliness of rooms and hotel area is one of the major factors that affect customer satisfaction. Another feature of the Golden Arch Hotel is that it provides 24 hour service for its McDonalds restaurant. It has been found that 24 hours service for food and beverage is unusual in hotel industry, especially in Switzerland (Akgn et al. 2014). Golden Arch Hotel provides both in-house service and drive-through guests, so that customer can get their meals at any time of the day. Physical Evidences It has been found that the last dimension of the expanded marketing mix strategy is physical evidence. Lovelock and Patterson (2015)) stated that physical evidences can be defined as the tangible proof of service. These evidences are like environmental surroundings of a specific service or product. It also includes ambient element and things that can describe how the service has been delivered. From the case study, it has been found that, the Golden Arch Hotel is more focused on developing the guest rooms more than any other hotel in Switzerland. The hotel has provided various high-tech facilities in the hotel rooms such as internet access, electronic keys and internet facilities. In addition, it has been found that, the hotel has also invested a lot of money to provide oversized bed. Moreover, the hotel provides flexible meeting rooms that can be transformed in accordance to the numbers and needs of customers. For this case study, it has been found that these extended 3Ps have undeniable role is the success story of Golden Arch Hotel. Reference List Akgn, A.E., Keskin, H. and Ayar, H., 2014. Standardization and Adaptation of International Marketing Mix Activities: A Case Study.Procedia-Social and Behavioral Sciences,150, pp.609-618. Gordon, R., 2012. Re-thinking and re-tooling the social marketing mix.Australasian Marketing Journal (AMJ),20(2), pp.122-126. Kushwaha, G.S. and Agrawal, S.R., 2015. An Indian customer surrounding 7PÃâ€" ³ s of service marketing.Journal of Retailing and Consumer Services,22, pp.85-95. Lovelock, C. and Patterson, P., 2015.Services marketing. Pearson Australia.