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Sales Development and Merchandising Assignment
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Added on 2020-05-01
Sales Development and Merchandising Assignment
Added on 2020-05-01
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Running head: HOSPITALITY-SALES DEVELOPMENT AND MERCHANDISINGHospitality Sales Development and Merchandising
HOSPITALITY-SALES DEVELOPEMNT AND MERCHANDISING 2Table of ContentsIntroduction.................................................................................................................................................3Task A.........................................................................................................................................................31.2 Contribution of Hotel products mix into sales and profit...................................................................31.3 Market segmentation contribution in sales.........................................................................................6Task B.........................................................................................................................................................72.1 Different factors which influence the consumer behavior................................................................11Task C.......................................................................................................................................................144.1 Evaluation of personal selling techniques........................................................................................144.2 Influence of operational design on sales revenue.............................................................................16Conclusion.................................................................................................................................................17References.................................................................................................................................................19
HOSPITALITY-SALES DEVELOPEMNT AND MERCHANDISING 3IntroductionLangham Hotel, London is a leading company in the hospitality industry of UK. This firm is recognized due to its facilities, services, and innovative products. Hotel is located in the center ofmetropolitan in Marylebone. It is enclosed by milestone and museums. Moreover, there are different services offered by this hotel which is more productive and influences more customers. Langham Hotel, London has an event and conference organization room, appreciated library for the high class of people and luxury life people. In this way, this report demonstrates regarding the product mix elements, and market segmentation contribution to maximize sales revenue. Thisresearch report also illustrates the factors affecting consumer behavior and influence of operational design on sales revenue. Task A 1.2 Contribution of Hotel products mix into sales and profitThe product mix is also recognized as product assortment which refers to the whole number of product lines that a corporation delivers to its customers. The three aspects of product mix entail depth, width, and consistency (Bowie, et. al., 2016). It is discussed below: WidthThe width related to product mix defines the number of a product line that a firm sells. For instance, if a corporation has different product lines then its width of product mix is two. Langham Hotel, London usually has a wide product mix. It is more effective for this hotel to start with certain basic products and develop market share. Thus, the technology of corporation may allow the organization to diversify into other industries and create the width related to product mix (Gehrels, and Blanar, 2013).Depth
HOSPITALITY-SALES DEVELOPEMNT AND MERCHANDISING 4The depth of product mix defines the whole amount of deviation of each product. In this way, deviation in product mix of Langham Hotel, London shows the flavor, size, and other distinctive characteristics. For instance, if Langham Hotel, London sells three sizes and two flavors of the product then that particular brand of this product has a depth of six (Chandiok, and Sharma, 2017).ConsistencyProduct mix consistency demonstrates that how closely associated product lines are to one another with respect to distribution, use, and production. A product mix of Langham Hotel, London may be consistent in distribution however it is enormously distinct in use. For instance, Langham Hotel, London may sell its food products in restaurants. But, one product could be edible and other could be not. The consistency of these products could be varied in the hotel(Gurol, and Bilen, 2015).Product mix contribution to increasing sales and profitProduct mix contributed to gain revenue and profit of Langham Hotel, London that is discussed as follow: (Sources: Jackson and Ahuja, 2016).
HOSPITALITY-SALES DEVELOPEMNT AND MERCHANDISING 5Place and distribution:It facilitates services to effortlessly access the products. Langham Hotel, London is located in thecenter of Watford city which area is nearest to outskirts and hill station. This hotel uses direct or indirect distribution technique to reach more customers. Under direct technique, Langham Hotel,London uses sales through hotel sales staff, hotel website booking system, banner advertisement and global distribution system. In the indirect technique, the company can maintain good liaison with the planner of event and travel agents (Steenkamp, 2017). The hotel can execute the online travel portals and emphasizes on promotional activities such as making public relation and mail campaigns. Price strategyLangham Hotel, London influences customer by offering devalue and discounting services on products. It also focuses on a certain class of people such as luxury class, business class and special discount for government workforce at weekend (Kanagal, 2014).Promotion and communicationsSales and marketing method is implemented by the recognized Langham Hotel, London to interact with targeted customers. There is a different type of communication channel is used by acompany such as a commercial advertisement, social media like Google + page, YouTube, Facebook, Twitter, and websites and billboards (Wearne, and Morrison, 2013).Service offeredIt also delivers high-class services to their targeted customers. It has luxurious rooms as well as trained staff to make good liaison with the customers. It emphasizes not only old consumers but also penetrate new customers with respect to products and services. Langham Hotel, London facilitates different kinds of banqueting rooms, product guest room, demonstrates check-in and
HOSPITALITY-SALES DEVELOPEMNT AND MERCHANDISING 6check-out facilities, parking services and conference, and seminar rooms (Jakada, and Gambo, 2014). It also facilitates Wi-Fi services, video conferencing, and internet connectivity to persuade business class people. 1.3 Market segmentation contribution in salesIt is analyzed that accessibility, sustainability, and measurability are an essential action for segmenting the market. The market can be segmented on basis of geographic, cultural, demographic, behavioral and psychographic reason. Market segmentation can influence the consumer behavior and purchasing power. Sub-division of the market is required to gain profit and sales (Ailawadi, and Farris, 2017). Langham Hotel, London segmented its market as per the various factors that are discussed as below: Demographic factor:The company should consider different services to their potential customers for developing Langham Hotel, London such as income level of employees. In this way, the company can provide 40% discount to government employees at weekend, age-wise segmentation and can attract luxury and business class people by delivering the product as per their needs. Another factor is social motives of guest, individual requirement, expectation and a behavioral segment that can be used by Langham Hotel, London to segment the market hence it will contribute to enhancing the profit and sale (Low, et. al., 2015).Psychographic Segmentation:Under this category, Langham Hotel, London can segment the market as per the lifestyle of customers such as attitude, notion, views associated with products, and services. In this way, it can set the price and room services as per the customer’s needs (Wilson, and Shailer, 2015). As aresult, it will contribute to gain sales of the Langham Hotel, London.
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