Concept of Marketing for Hospitality Industry PDF

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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