Problem 1: Identify and profile Mercure Hotel Hobart's key target segments using evidence from the case study to support this. Recommend how Mercure could implement Effective Tiering of the Service to manage this customer base.
Problem 2: Analyse the Mecure Hotel Chain to identify and explain the category of service process that Mercure operates. Design a Servuction System that represents Mercure Hobart's service delivery process, separately representing all front-stage, back-stage, and technical core elements, and explain how the level of customer contact has influenced this.
Problem 3: Apply the Flower of Service to analyse Mercure Hotel and one direct competitor in Hobart. Identify the Core Service for both hotels and the differences in Facilitating and Enhancing Supplementary Services. Analyse and explain how these differences may contribute to Service Gaps and how these are likely to impact the customer service experience.
Problem 4: Taking the Service Gaps you identified above, recommend and apply Services Marketing strategies to help Mercure Hobart close each Gap to innovate and improve their Service Product. Identify the extent of each innovation within the context of the Hierarchy of Service Innovations, explaining how each will deliver a positive outcome for the service delivery process and customer service experience.
Problem 5: In the video, the General Manager of Mercure Hobart says that "It's incredibly important to know your customers and be close to your customers", while the Conference Manager comments that "just over 60% of our business is repeat business". Review the case study and identify what Mercure do to build and manage customer relationships. Advise the General Manager how Mercure should develop a CRM system to build and manage relationships with their customers more effectively.