Question

Marketing - As a team, you've decided to open a Bed and Breakfast (hotel).

Discuss how you will combat

a) Intangibility

b) Inseparability

c) Variability

d) Perishability

for your new business.

Thank you

Answer 1

The bread and breakfast (hotel) is operating in the service industry and similar to any other organization operating in service industry, it is also subjected to the 4 important elements or difficulties of services. The following methods can be used by the hotel to deal with these elements=

a) Intangibility= In order to deal with intangibility, the hotel can use good infrastructure services, better layouts, nice ambience within the hotel building to reflect the quality of the service that will be provided here. By having a neat and clean and well-maintained property, they can provide the impression that the hotel is dedicated to providing high-quality service to its guests.

b) Inseparability= In order to deal with the inseparability, the hotel can provide the home delivery service to those customers who want to have food, while for the guests, the hotel can make the food and other items in advance and when it is demanded by the customers, these products can be warm-up and served to the customers. In fact, some sort of home appliances such as toasters, team or coffee maker, the fridge can be provided in the hotel rooms so that the guests can also make the food items or can store the food items which they want to consume. The hotel can also offer many self-service offers to the customers such as the facility of ironing in the commonplace.

c) Variability= In order to have the controlled variability in service, the hotel can make the standards for facilitating the different services to the customers so that the time variation and service quality variation can be minimized.

d) Perishability= In order to deal with perishability, the hotel can offer discounts and promotional schemes during the off-time so that the services can be utilized by the customers even when the demand is low.