Digital Marketing for Tourism and Hospitality

1
Running head: MARKETING
Digital Marketing for Tourism and Hospitality
Name
Institution
Author’s Note

2
MARKETING
Situational analysis for KFC hospitality organization
The situational analysis in which the digital marketing for the organization will take place
majorly involves a digital context is more advanced and is known to be fully incorporated with
quite a number of ethical considerations to be carried out within the entire boundary of digital
marketing.
Internal environment
Resources
In relation to the internal environment for the organization, there are different issues that
are likely to be experienced in relation to the digital marketing. Various resources are capable of
being utilized at the internal environment to make sure that the entire digital marketing emerges
as a success. One of the major resources required at this level is the human resource which
majorly includes the employees (Lamberton & Stephen, 2016).
Various experts who are well versed with different aspects of digital marketing will be
required within this level with an intention of performing quite a number of digital marketing
operations thus meeting various goals and objectives in real time. Another category of resources
will be the social media platforms that will be used to efficiently reach out to different customers
irrespective of their distance of separation (Shankar et al., 2016).
Capabilities
At the same time, one of the major capabilities include the integrated customer
communications that will spoecifically involve the use of modern technologies to pass
appropriate information to all the targeted consumers that are attached to KFC hospitality

3
MARKETING
organization. Moreover, another capability is customer satisfaction that is carried out through an
adequate supply of various products and services through digital marketing aspects.
External environment
Suppliers
Suppliers are always known to be capable of forming a basis for each and every digital
marketing process in order to ensure that various goals are attained at the right time. KFC
organization should therefore choose suppliers with some of the most reputable records. This
will therefore make sure that the organization is capable to moving forward to the right direction.
Customers
Moreover, when it comes to issues associated with hospitality, KFC will be able to target
customers originating from vast backgrounds both at the local and international boarders where
most of them will majorly include families, couples together with the young generation between
the ages of 25-35 years. At some point, its major targeted customers will be the tourists.
Competitors and intermediaries
On the other hand, Hyatt Regency Sidney together with Wyndham Resort Torquay are
among the major digital marketing competitors that are likely to exist within the marketing
platform. One of the major intermediaries that will be used by the organization is Google
platform, it will be used within the boundaries of KFC organization to promote, sell and even
distribute quite a number of products and services in relation to various aspects of digital
marketing (Kannan, 2017).