Servicescape for Hotel

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Service and Customer
Management
Final Report
“Little Woods”

Submitted to:
Dr. Mohan N J Monteiro

Submitted by:
Group 5 (Section-B)
Jayakrishnan Nair N J (11023)
Sourabh Rai (11053)
Prasad Krishna (11094)
Bhushan Atul Ashok (11131)
Rishi Kumar Gandhi (11164)
1|Page

“Final Report”, Group-5(Sec-B)

Table of content:
Introduction: ............................................................................................................................... 1 Positioning Services: .................................................................................................................. 1 Competitive advantage through Market focus: ...................................................................... 1 Developing an effective positioning strategy: ....................................................................... 1 Market Analysis: .................................................................................................................... 1 Internal Corporate Analysis: .................................................................................................. 1 Competitor Analysis: ............................................................................................................. 2 7 Ps of Service marketing for Little Woods: ............................................................................. 2 Managing relationship and building loyalty: ............................................................................. 3 Consumer Behaviour: ................................................................................................................ 3 Pre-purchase stage: ................................................................................................................ 3 Service Encounter Stage: ....................................................................................................... 3 Post Purchase Stage: .............................................................................................................. 6 Three parts of this script that “went smoothly” and conformed to our expectations:............ 6 Three parts of this script that deviated from our expectations: .............................................. 7 The Servicescapes Model- An Integrative Framework: ............................................................ 7 Internal Responses: ................................................................................................................ 7 Environment and Cognition: .................................................................................................. 7 Environment and Emotion: .................................................................................................... 8 Environment and psychology: ............................................................................................... 8 Service Blueprint: ...................................................................................................................... 9

“Final Report”, Group-5(Sec-B)

Introduction:
Little Woods is one of the most popular restaurants on the Chamundi Hill road being visited by a number of people from Siddhartha Nagar and the nearby apartments. The various varieties of food items along with the lightening fast service makes it one of the most sought after restaurants in the vicinity.

Positioning Services:
Competitive advantage through Market focus:
Market focussed strategy is one of the strategies where an organisation provides a variety of services in a limited market. When we put Little Woods on the positioning map, it comes around moderate service with moderate price.

Developing an effective positioning strategy:
Market Analysis:
Location:
The restaurant is strategically located on the main road which leads to the Chamundi Hills. It’s readily visible by anyone who travels on this road. The display boards on the road s ide also attract a lot of people to take note of the...
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