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The Luxury Food Service Industry - Essay Example

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This report concentrates on the marketing tools that build the element ‘luxury’ within the services industry. It will examine the strategies where competition and success are primarily based on providing a “customer experience”…
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The Luxury Food Service Industry

Download file to see previous pages... This research will begin with the statement that marketing concentrates on the most fundamental necessities of companies to identify customers, their needs, and preferences, and to analyse their attitudes to promotion and other factors that influence their purchasing decisions; it also focuses on what influence them to buy products and services from the firm rather than a competitor. The selected three different venues from the high-end foodservice industry based in London are Jumeirah Carlton Tower, Radisson Edwardian Hotel, and the Langham London. This assignment tends to analyze the marketing strategy for these three choices. Jumeirah Carlton Tower: The luxury, five-star Jumeirah Carlton Tower Hotel is located in the heart of Knightsbridge. The demographical advantage which makes the Jumeirah one of the most preferred hotels is its location within the walking distance of Harrods and Harvey Nichols department stores and the exclusive designer boutique of Sloane Street. Moreover, the highlighting points that make Jumeirah Carlton Tower one among the most chosen is that it has been voted Europe’s leading Business Hotel 2011 at the World Travel Awards; top three best hotels for service in the UK in the Conde Nast Traveller Gold List 2011 and 4th place for Best UK Business Hotel in the 2010 Conde Nast Traveller Readers’ Travel Awards. Radisson Edwardian Hotel Radisson Edwardian Hotel is located in the very heart of London’s theatreland, a five-star hotel of a Leicester Square landmark. The hotel is with the accent on contemporary elegance that has the potential to drag the customers into it. The luxury fabrics and muted shades of the individually designed rooms are much liked for its calming and comfortable experience. Moreover, the hotel’s warmth and hospitability belie the red-carpet glamour of its location. In the same way, the Hampshire Bar and Restaurant buzzes suit well for al fresco dining on the square. Today, the hotel has become a part of the Green Tourism business scheme and has received the Silver Award, which proves that it is working well with the high standards set by Green Tourism. The Langham London is a renowned luxury hotel situated in London with more than 140 years of history. Guests can discover its 380 luxurious guestrooms and suites, 15 function rooms and the dazzling Palm Court, a place known for the tradition of afternoon tea. The hotel remains high having enchanted royalty, dignitaries, and celebrities since 1865 when the first grand hotel was opened in Europe by the firm. The Langham Hotel London continues to impress the potential travelers with its legendary ‘service with poise’. The well-celebrated history and renowned reputation of the obviously fine company make it different from other everyday London hotels. Moreover, it offers impeccably luxurious surroundings on Regent Street, one of the city’s premier locations. The service marketing mix, also known as an extended marketing mix is an essential element of a service framework design, which comprises of 7 P’s as compared to the 4 Ps of a product marketing mix. In another word, the service marketing mix presumes the service as a product itself but adding 3 more P’s which are required for optimum service delivery. The product in service marketing mix is intangible in nature, which cannot be measured like the physical products such as soap or toothpaste. Tourism industry or the luxury food industry can be an excellent example. ...Download file to see next pagesRead More
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