Select one Australian Tourism or Hospitality organisation for your assignment. You have to choose to use the same Australian company that you researched for Assessment 3. Examples of suitable Tourism & Hospitality (T&H) companies include hotels, cafés, fast-food restaurants, formal dining establishments, tour and travel companies, airlines, sea cruise companies, and tourist attractions like the Yarra Valley, Blue Mountains, zoos, museums, hill resorts, gardens, the Sydney Opera House, or the Melbourne Convention and Exhibition Centre. Please note that fast-food chains like McDonald's, KFC, Subway, and Hungry Jack's should not be used for this assignment.
Identify a company that has a corporate website and/or a location you can visit to experience its ambiance and service. Make sure to consult with your lecturer to confirm that the company you have selected is appropriate for this assessment task.
In your report, please:
I. Briefly discuss the 4Ps of the Marketing Mix, i.e., product or services, pricing, place (distribution), and promotion, for the selected company.
II. If you are building upon your Assessment 3, you may also wish to discuss the STP (segmentation, targeting, and positioning) strategies employed by the organisation in detail.
Your final report should be organized as follows:
Executive Summary
Table of Contents
Brief background of the organisation, including an overview of product or service offerings. Provide evidence of service through photos, pamphlets, or website screenshots.
Description of the value or experience gained by visitors/users.
Brief discussion on the Segmentation, Targeting, and Positioning (STP) strategies.
Discussion on the 4Ps of the Marketing Mix.
Your critical comments: a. Has the company targeted the right segment? b. Are the 4Ps effectively targeting the segments? c. What improvements would you recommend? d. What value-added experience will a visitor gain?
Conclusion
List of References (Include at least three academic sources, excluding the company's website)
Task Length
Your report should be between 2,000 (+ or - 10%) words, excluding the executive summary, table of contents, and list of references.
Assessment Criteria
Your work will be graded based on the following criteria:
Identification of the market conditions of the organisation.
Discussion of the application of the service offerings in relevant marketing conditions.
Demonstration of understanding of the segmentation, targeting, and positioning process.
Discussion and commentary on the company’s 4Ps of the Marketing Mix. Identify any value-added experiences.
Demonstration of information literacy and communication skills.
Utilization and referencing of academic sources to support your argument
Note: This report is provided as a sample for reference purposes only. For further guidance, detailed solutions, or personalized assignment support, please contact us directly.
Sample Solution: Individual Report – The Langham, Melbourne
Word Count: ~2,050
Executive Summary
This report analyses The Langham, Melbourne, a five-star luxury hotel situated in the heart of Melbourne, focusing on its marketing strategies, service offerings, and customer experience. The report examines the Segmentation, Targeting, and Positioning (STP) strategy alongside the 4Ps of the Marketing Mix. Critical analysis evaluates the effectiveness of these strategies in reaching the target market and enhancing customer value. Recommendations are provided to improve customer experience and strengthen brand positioning.
Table of Contents
Executive Summary
Introduction and Background
Visitor/User Experience
Segmentation, Targeting, and Positioning (STP)
Marketing Mix – 4Ps
Product/Service
Price
Place
Promotion
Critical Analysis
Target Segment Assessment
4Ps Effectiveness
Recommendations for Improvement
Value-added Experience
Conclusion
References
1. Introduction and Background
The Langham, Melbourne is a premium luxury hotel located in Southbank, offering world-class accommodation, dining, and event experiences. The hotel provides 388 elegantly designed rooms and suites, a renowned Chuan Spa, a fine-dining restaurant, and exceptional customer service. The Langham brand is part of the Langham Hospitality Group, known for luxury experiences worldwide.
Product/Service Offerings:
Accommodation: Deluxe rooms, suites, penthouse
Dining: “Melba Restaurant”, “Aria Bar”
Leisure: Chuan Spa, indoor pool, fitness center
Event Services: Conference rooms, wedding venues
Concierge Services: Personalized experiences for tourists and business travelers
Evidence of service: (Screenshots of website, brochures, and photos can be inserted here)
2. Description of Visitor/User Experience
Visitors experience luxury, comfort, and exclusivity at The Langham. The guest journey includes:
Booking: Seamless online reservations with detailed room information
Dining Experience: Gourmet meals with a curated menu
Value-added Experience: Spa packages, concierge recommendations for city attractions
The overall visitor experience emphasizes opulence, comfort, and personalized service, aligning with the expectations of high-income domestic and international travelers.
3. Segmentation, Targeting, and Positioning (STP)
Segmentation:
Demographic: High-income individuals, business executives, couples, international travelers
Geographic: Domestic (Melbourne & interstate) and international tourists
Secondary Target: Business clients and event organizers requiring premium facilities
Positioning:
The Langham positions itself as a luxury urban retreat that combines elegance, world-class service, and unique guest experiences. Its positioning strategy emphasizes personalized luxury, high-end dining, and wellness services, differentiating it from competitors like Crown Towers or Sofitel Melbourne.
4. Marketing Mix – 4Ps
4.1 Product/Service
Core Product: Accommodation and lodging services
Actual Product: Premium room designs, spa, dining, event facilities
Public Relations: Partnerships with tourism boards, participation in luxury travel expos
Digital Marketing: SEO-optimized website, email marketing, targeted social media ads
5. Critical Analysis
a. Target Segment Assessment
The Langham effectively targets affluent travelers and business clients, aligning its product and service offerings with customer expectations.
The segmentation is appropriate for maximizing revenue from high-value customers.
b. 4Ps Effectiveness
Product: High-quality services match customer expectations
Price: Premium pricing reinforces exclusivity
Place: Convenient location and online channels increase accessibility
Promotion: Strong digital and PR strategies increase brand awareness
c. Recommendations for Improvement
Introduce loyalty programs for repeat visitors
Increase sustainability initiatives to attract eco-conscious travelers
Enhance virtual tours on the website to showcase facilities
d. Value-added Experience
Personalized concierge services
Spa and wellness packages
Curated city experiences
Special occasion arrangements (birthdays, anniversaries)
6. Conclusion
The Langham, Melbourne, successfully implements STP strategies and the 4Ps of marketing to deliver a luxury hospitality experience. The organization effectively targets high-value customers, offering premium services and personalized experiences that strengthen brand loyalty. With minor enhancements in loyalty programs and sustainability initiatives, The Langham can further solidify its position as a leading luxury hotel in Australia.
