You have just been appointed as marketing consultant to an Irish hotel chain that are developing a specialist service offering in the boutique hotel market segment.

Please do a report outlining the services marketing strategy that you would recommend to the hotel chain. In your report develop the following:

a)   

Background research on the boutique hotel market in Ireland

b)   

An overall services marketing strategy, to include references to the servicescape for the hotel

c)   

Options for managing productive capacity within the hotel

d)   

The strategies that you would recommend for to develop a loyal customer base.

Please refer to the material covered in class and on Blackboard in developing your answer. Word count 3,500. Use Harvard referencing.