Marketing in Hospitality

This report examines the concept of marketing in the hospitality industry, focusing on Birmingham Marriott Hotel as a case study. It analyzes the impact of the marketing environment, the relevance of customer segmentation, and the importance of the marketing mix. The report also examines pricing policies, promotional strategies, and the role of market research in achieving business objectives. The report concludes that marketing is a crucial function for hospitality businesses to promote their products and services effectively.

Marketing in Hospitality

Table of Contents
INTRODUCTION...........................................................................................................................1
Task 1...............................................................................................................................................1
1.1 Concept of marketing for hospitality industry. ....................................................................1
1.2 Assessing the impact of marketing environment on hospitality industry ............................2
1.3 Relevance of customers market within the industry ............................................................3
1.4 The method of reasoning for creating different market segments .......................................3
Task 2...............................................................................................................................................4
2.1 Importance of elements in marketing mix ...........................................................................4
.....................................................................................................................................................5
2.2 Analysis pricing policies and strategies................................................................................5
Task 3...............................................................................................................................................6
3.1 Evaluating role of promotional mix......................................................................................6
3.2 Plan a publicizing effort for an administration's industry activity .......................................6
Task 4...............................................................................................................................................7
4.1 Relevance of statistical surveying ........................................................................................7
4.2 Undertake of statistical surveying ........................................................................................7
4.3 Suitability of various media .................................................................................................8
4.4 Implementation of advertising design ..................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is an important method that is used by each and every organisation in order to
promote its products and services. It is essential for managers and professionals to analyse
market situation or conditions and design a suitable marketing strategy or plan for the
organisation. The present report is in context to hospitality industry, marketing plays a crucial
role to promote hospitality services in a market. Birmingham Marriott Hotel will be taken into
consideration for addressing concept of marketing. The impact of marketing environment on
hospitality business will be also discussed in the following report. Role of marketing mus and
pricing analysis will be also discussed in the report with respect to the cited organisation. The
main objective of this report is to determine the importance and impact of marketing on the
performance and profitability of a hospitality industry.
Task 1
1.1 Concept of marketing for hospitality industry.
Marketing concept refers to the attribute that an organisation must analyse needs and
demands of the customers to make appropriate decision to satisfy the same. Birmingham
Marriott Hotel focus on offering high quality services to their customers. There are five major
concepts of marketing that are important to be considered by the hotel -
 Selling – According to this concept people are attracted to product and services which are
highly promoted by the companies. Hence, Birmingham Marriott Hotel have adopted
aggressive promotional strategies to advertise their services and attract more and more
customers.
 Product – This concept states that customers are more likely to buy a product or service
which offers a high quality and satisfaction to them. In context to this Birmingham
Marriott Hotel focus on providing unique and impressive services to their customers such
as comfortable accommodation, food services etc.
 Social media marketing – It is another effective concept of marketing, social media help
an organisation or brand develop long term relationship with their customers. Hilton
group of hotel are highly active and show their existence on social media platform that
helps them to stay connected to their customers.
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 Marketing – Marketing concepts is a kind of pull strategy that focuses on demand and
needs of the targeted customers. It assists the organisation to build a strong brand image
and value in the market.
1.2 Assessing the impact of marketing environment on hospitality industry
There are various elements in the business or market environment that affects functioning
of an organisation or company. There are two types of environments having various factors
influencing every organisation as described below -
Micro environment
1. Competitors – There are huge number of competitors affecting Marriott hotel and its
activities, in order to gain competitive advantages the firm offers high quality and
innovative services to their customers at a reasonable price which helps in attracting more
customers. The hotel can get affected by their competitors as the customers shift to other
competitors or rivals in the market providing similar services. Therefore, it is very
important to develop effective and appropriate organizational strategy to sustain in the
market position.
2. Suppliers -The suppliers are responsible for providing raw materials and good to the
organisation. These suppliers can change the price of good as per their will that highly
affect the operation cost and pricing strategy of the hotel.
3. Customers – Customers are very important for each and every business, the profit and
performance of an organisation can be measured by its customer base. The demand and
needs of customers changes rapidly in a market, which influence functions and strategies
of the hotel.
Macro Environment
1. Economical factors – These factors within the external environment highly affects the
types of services provided as well as price offered to the customers. The economic factors
include recession, inflation, economic conditions of a country or region.
2. Political factors – The political factors consist changes in policies, regulations, business
legislations etc which are imposed in a business or company in a country. The Marriott
hotel needs to consider these policies while operating their organisational functions.
Changes in the policies influence the hotel to modify or change its business activities or
functions.
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1.3 Relevance of customers market within the industry
The achievement of Birmingham Marriott Hotel is to a great extent relies on the
consumer loyalty on the off chance that they are fulfilled by administrations at that point
company's image picture consequently upgrade. Client purchasing conduct is so delicate which
to a great extent influenced by different segments. To expand productivity and piece of the pie,
Birmingham Marriott Hotel need to dissect and comprehend the client purchasing conduct and
ramifications of different parts. It is imperative pertinence of client in the market in light of the
fact that the deals and benefit is influenced by the buying intensity of clients. Following are part
which can influence client purchasing conduct
 Pricing factor- It is critical for Birmingham Marriott Hotel to set the cost of
administrations which is reasonable and moderate by client in the market. Value factor is
generally influenced client purchasing conduct. Explorers and visitors can just remain at
that settlement inn which is reasonable and in their financial plan.
 Psychological factor -In this segment, singular observation, convictions, intrigue are
incorporates which can to a great extent influence client purchasing conduct. The greater
part of the visitor and explorers like to stay or visit spotless and delightful place so their
advantage and recognitions towards that place is sure.
 Internet or web -Most of the client get a kick out of the chance to remain at that hotel or
convenience house which is advanced by most loved celebrities. Moreover, more alluring
website composition and page likewise influence attitude of clients with respect to
hospitality industry. In this way, Birmingham Marriott Hotel should need to consider on
making more appealing and effective plan on the sites and increment special exercises by
web like web based existence, coordinate advertising, and so forth.
1.4 The method of reasoning for creating different market segments
Market division is the procedure under which market is partitioned into the little section
and subset. Major there are three sorts of market division that is psycho realistic, conduct and
land division. With regards to Birmingham Marriott Hotel, market division assume an
exceptionally critical part through which the cited association can obtain substantial number of
client by fulfilling needs and needs of specific portion client. Following are some balanced for
creating market division (Yüksel, 2017).
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1. Market development - With help of market division, Birmingham Marriott Hotel can
ready to extend its business task since it can isolate its business as indicated by geological
area. For instance, Birmingham Marriott Hotel can work its convenience business
different land area in the nation. In the diverse area of the nation, organization can
convey administrations as indicated by client prerequisite and expectations for everyday
comforts. This will ready to extend business and additionally benefit. So one might say
that market division help Birmingham Marriott Hotel in enhancing productivity and
deals.
2. Reduce hazard - The real hugeness of market division is that organization can without
much of a stretch lessen the indeterminate danger of business misfortune and money
related misfortune. By this way, partnership can distinguish what sort of administrations
requires by which sort of clients. Along these lines, Birmingham Marriott Hotel can
ready to realize that in which territory, what sorts of administrations and to whom the
administration will be conveyed. By this, dubious loss of business can reduce.
Task 2
2.1 Importance of elements in marketing mix
The marketing mix plays a vital role which determines the set of techniques and actions
that is used by an organisation to promote its product or services in the market. It includes four
major components as described below -
 Price – It refers to the pricing of a product or services offered by an organisation, Thomas
cook focus on offering their traveling services in a reasonable price so that it can gain
competitive advantages in the market.
 Product – Product are the tangible and intangible goods which are offered to customers in
order their needs and demand. The product of Thomas cook is their holiday services or
packages which attract customers (Litvin, Goldsmith and Pan, 2018).
 Place – Thomas cook focus on offering holiday services mostly in UK and US due to the
healthy economy as well as interest of people with regards to traveling.
 Promotion – There are various ways of promotion used by different organizations,
Thomas cook promote their holiday packages
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Illustration 1: Marketing mix
(Source: Marketing mix, 2017)
2.2 Analysis pricing policies and strategies
Pricing refers to the most important factor that influence demand and profitability of a
business or organisation. It affects customers choices to buy a product or service, in order to
influence or attract customers Thomas cook design and offer innovative holiday packages and
other services to their customer at reasonable prices. There are various pricing strategies that can
be used by Thomas cook such as -
1. Penetration pricing – The penetration pricing refers to a condition in which organisation
offers a new product or service at low prices as compared to their competitors. This helps
in increasing the demand of the new product or service and also increase the sales of the
organisation.
2. Price skimming strategy - In this strategy prices of the products are increased at initial
level, this refers to offering a new product to customers at high price. It helps in
increasing the proficiency of the business and reducing the risk of loss (García-Lillo,
2018).
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Task 3
3.1 Evaluating role of promotional mix
The advancement mix is a particular mix of components like publicizing, coordinate
promoting, individual offering, purpose of offer shows and marketing. It is a critical piece of the
marketing mix through which organization can ready to advance and publicize its item and
administrations in the market. In other word one might say that advancement mix is the mix of
different techniques and apparatuses of correspondence which utilized by organization keeping
in mind the end goal to acquaint item and administrations with target clients. The major vital
component utilized as a part of advancement are publicizing, deals advancement, individual
offering and open connection. With help of these component of advancement mix, organization
can undoubtedly present and make well known its administrations and item in the market. With
regards to Birmingham Marriott Hotel, its significant target is to acquire most extreme
productivity and piece of the overall industry by convey quality administrations to client in the
market. For the accomplishment of this target, cited organisation need to receive successful
component of advancement mix. With help of this advancement mix, Birmingham Marriott
Hotel can make mindfulness about administrations among clients in the market. It can without
much of a stretch give the data about item costs, highlights, quality and so forth.
3.2 Plan a publicizing effort for an administration's industry activity
With a specific end goal to publicize the battle for Birmingham Marriott Hotel, limited
time mix assume an extremely pivotal part. Birmingham Marriott Hotel will arrange the late
spring holiday package for 2018 for center level salary clients. Right off the bat Birmingham
Marriott Hotel will choose particular portion of market where it will work the business. For this
referred to organisation will choose the center level wage gathering of clients. After that
partnership will choose the valuing system for center level pay gathering. It will receive
infiltration evaluating technique by which it set low costs at introductory level After that referred
to organisation will set the limited time device which help client for getting data about summer
holiday package of Birmingham Marriott Hotel. To advance its mid year package, referred to
organisation will pick online market methodology under which it will configuration possess
website page or profile on web keeping in mind the end goal to give data to client. In the claim
sites, organization can give data about costs, offers, rebate, and so on (Hu and Lai, 2017).
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Task 4
4.1 Relevance of statistical surveying
Statistical surveying is a procedure that can be help in to distinguish target advertise
which are fitting for the association. It can give data about advertisers or target clients. Statistical
surveying is an essential action to keeping up intensity over the contenders. According to the in
light of Birmingham Marriott Hotel statistical surveying give vital data to distinguish and
examination the market needs, market size, and rivalry. In Birmingham Marriott Hotel statistical
surveying directing in two different ways some is essential is optional, where essential research
is new research and in auxiliary research utilize beforehand information for inquire about reason.
In Birmingham Marriott Hotel statistical surveying is help to data about the client needs and
needs so that can be help in giving better administrations and qualities. It can likewise help in for
understanding client inclinations about the administrations ventures. Statistical surveying serves
to giving exact and most recent pattern related request. It can help in better comprehension of the
market, in this manner helps in item configuration, highlights and request anticipating.
Organization has legitimately taken after the all progression of statistical surveying that can be
help in particular business and have exceptional yield on speculation.
4.2 Undertake of statistical surveying
Each association fused with an expectation to give products and ventures to their client
and satisfy their requirements. Inn Hilton was begun with a plan to give sumptuous offices to
their client (Prebensen, Chen and Uysal, 2017). This Hotel offering merchandise and
ventures which client needs, giving administrations they merit and satisfies needs they expect. In
the event that client needs to invest some energy with their family with wellness routine then
they scan for Birmingham Marriott Hotel. It gives extravagance rooms trendy furniture and
lighting. All associations need to improve their administrations to fulfilling their individuals and
customers too. Some essential administrations are as adjust underneath:
 24 hours wellness focus
 business rooms, party area, conference halls and meeting rooms
 Sumptuous offices in all rooms and different spots
 Completely outfitted rooms
 Free web
 Swimming pools
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Before begin any business they have to take a shot at distinguishing market interest for a
specific item or administrations. On the off chance that they begin business and market request
of an item is law then it drives misfortune to them yet in the event that they as of now inquire
about they know the outcome. Before investigating needs, creation and advancement work ends
up less demanding to them (Ma and Hsiao, 2017).
4.3 Suitability of various media
Each association needs to sort out an advancement work for advance their products and
ventures. Through this procedure client gets mindful about their items, its advantages, rate, uses
and substantially more. Organizations utilize most recent innovation or customary process for
advance their item. Additionally, it makes sites and put all vital data identified with their most
recent bundles on it to educate their client. Individuals can get all data identified with recently
propelled administrations use by them. Tourism bundles for a long visit with extraordinary
advantage which arrives in a financial plan draw in more client. Advertising media which
utilized by Birmingham Marriott Hotel are adjusted as takes after:
 Promotion in daily paper and magazine
 Through television programs
 Television ads
 Creating hoarding, posters and layouts
 Developing websites
 Utilization of most recent innovation like web
4.4 Implementation of advertising design
Executing a marketing plans requires for ideal utilization of assets and improve
development of organization. Organizations makes methodologies and arrangement for
execution. Some part of it are characterized beneath:
 New product launching - Launching new item or administrations in the market is an
extremely difficult assignment for associations. Prior to this organization needs to
distinguishing market request of an item. To winning more benefits with this
Birmingham Marriott Hotel makes some arranging and dispatch its most recent package
with setting procedures (Viglia, García and Pera, 2017).
 Return on marketing investment – Two main elements are used here for measuring
market situations or conditions. These main elements are reporting and operational
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management which are managed by the management in order to improve market value
and development of the business.
 Channel conflict management – In this management of Marriott hotel focus on using
various channels of distributions for supply of good and serveries. The hotel also uses
various online application
CONCLUSION
The above report concluded that marketing is an important function or element that helps
a business or organization to promote its product and services in the market. The report identified
various factors affecting a business along with the marketing strategies and plan which can be
implemented in order to achieve business goals and objectives. The report also included various
media which is used organization such as Birmingham Marriott Hotel to promote its products
and services.
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REFERENCES
Books and Journals
Viglia, G., García, M.N. and Pera, R., 2017. Book review: Marketing in Food, Hospitality,
Tourism and Events.Tourism Management, 63, pp.351-352.
Hsiao, A. and Ma, E., 2017. Internal marketing. Routledge Handbook of Hospitality
Marketing.
Prebensen, N.K., Chen, J.S. and Uysal, M.S. eds., 2017.Co-creation in tourist
experiences. Taylor & Francis.
Hu, S.M. and Lai, H.S., 2017. Developing low-fat banana bread by using okra gum as a
fat replacer. Journal of Culinary Science & Technology, 15(1), pp.36-42.
García-Lillo, F., Claver-Cortés, E., Úbeda-García, M., Marco-Lajara, B. and Zaragoza-
Sáez, P.C., 2018. Mapping the “intellectual structure” of research on human
resources in the “tourism and hospitality management scientific domain”
Reviewing the field and shedding light on future directions. International Journal
of Contemporary Hospitality Management, 30(3), pp.1741-1768.
Litvin, S.W., Goldsmith, R.E. and Pan, B., 2018. A retrospective view of electronic word-
of-mouth in hospitality and tourism management. International Journal of
Contemporary Hospitality Management, 30(1), pp.313-325.
Yüksel, A., 2017. A critique of “Response Bias” in the tourism, travel and hospitality
research. Tourism Management, 59, pp.376-384.
Online
Marketing mix, 2017 [online]. Available through:<http://marketingmix.co.uk/>
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