Hospitality Marketing Essentials - Assignment Solved

Hospitality Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
ACTIVITY 1....................................................................................................................................3
Covered in PPT.......................................................................................................................3
ACTIVITY 2....................................................................................................................................3
Identification of business objectives along with marketing objectives and comparison with
competition.............................................................................................................................3
Tactics level by Coca Cola to achieve organisational goals and objectives...........................5
Formulate basic marketing plan for Coca Cola......................................................................5
CONCLUSION................................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing refers to manage various aspect of organisation in exchange of relationships. It
is a business process which create healthy relationship among customers and to fulfil their needs.
Marketing is an art of creating, developing value to gain more profit and expand market share.
Hospitality sector is a broad concept which serve in various industry such as lodging, food and
drinks, transportation and cruise etc. In this report, Coca Cola is taken in account, which is a
global brand pertaining to hospitality industry, serving in almost 200 countries. It is world's third
most valuable company after Google and Apple. The report comprises with different kind of
roles and responsibilities of marketing functions with wider aspect. Beside this, it contains detail
information about marketing roles and responsibilities in respect of marketing environment and
key functions as well as there inter-relation with other department in company. It emphasis
between marketing mix of different organisation and plan for Coca Cola through which they can
achieve their goals.
(Source: Sub Sectors of Hospitality Industry, 2019)
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Illustration 1: Sub Sectors of Hospitality Industry

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ACTIVITY 1
Covered in PPT.
ACTIVITY 2
Identification of business objectives along with marketing objectives and comparison with
competition
Marketing mix is the process of various kinds plans and strategies company uses to
promote their product in marketing-mix. It include various kinds of marketing plans which can
helpful in making decision for a company (Caliskan 2019). There are 7P's known as product,
price, place, promotion, Physical evidence, process and people. This help organisation to identify
their current status and change their environment according the requirement. The biggest rival of
Coca Cola is Pepsi co which deals in same sector as Coca Cola does, Pepsi is giving tough
competition in hospitality industry. Down below are the difference of marketing mix of both the
companies in detail aspect.
7P's Coca Cola Pepsi-co
Product The company provide
beverage services and it is one
of the most popular brand in
the world. They provide
caffeine coke, non caffeine
drinks, diet coke etc. There
every product is popular and
have positive goodwill among
customers.
It also deals in soft drinks,
food snack and beverages to
their customers. They have
Pepsi which is most popular
brand of Pepsi. The company
have generated more than 1
billion in sales and deals in
almost 200 countries.
Price Coca Cola is offering all the
drinks and sugar free diet coke
products, so the price of the
goods or products are feasible
than the standard price, as this
In Pepsi-co they provide
snacks and other soft drinks
and there price depends upon
seasons. In summer price are
hike up in in winter price are
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is for the customers who prefer
to have the high quality drinks
rather than price.
lower down due to lack of
demand in market. They keep
price minimum as to compete
with other rivals.
Place The company operate across
200 countries and have
different manufacturing plants
in several parts of counties.
The firm have wide variety of
product range is its one of the
oldest beverage company in the
world. They have presence in
more than 180 countries and
growing rapidly.
Promotion Coca Cola is spending more on
advertisement they are using
television and social media
platform to promote their
product.
The company is using effective
channel of promotions such as
endorsement of sports , hiring
famous celebrity as brand
ambassador of Pepsi
Process Company is have vast network
of distribution channel as they
have to serve more than billion
people every single day.
Pepsi-co have unique method
of delivery their product which
create a positive impact on
customers. Organisation
depend upon local logistic
service to move there product.
People Organisation have trained and
skilled employees. Company
also focus on research and
development of their product
to enhanced their quality of
offering.
In this company HR hire
experience employees and
company use to provide
training secession so that key
area of performance may
improve.
Physical Evidence Company offer their product
with unique trademark so that
customers can separate and
The company have their
physical evidence in a form of
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identify there product easily.
Beside this company have
their own website .
building and layouts.
Tactics level by Coca Cola to achieve organisational goals and objectives
The company is dealing in beverage industry and have global presence. Among different
strategies market segmentation is one of important strategy so that company can avail their
targets easily. For Coca Cola it will target youth and adults because they purchase drinks very
often. There are process of market segmentation of Coca Cola.
 Formal step is to figure out taste and preference of customers.
 After identification company must set action and process further.
 Final step include assessment and judgement of market segmentation and take feedback
from them.
Formulate basic marketing plan for Coca Cola
It is blueprint which measures and identify all marketing strategies in organisation. It is a
framework which allow to take effective steps before launching any product in market and it also
reduce future theft. Every company must ensure that before launching anything new they must
have complete information of the market where they are targeting . This will prevent the
company from committing any type of mistake which may affect them adversely. Coca-cola
must also gather complete information of the market they are willing to launch their product.
This will reduce the possibility of any uncertainties. As company will already be ready with the
preventive measures.
Summary of Coca Cola
In this present report, Coca Cola is an American multinational company which deals in
beverages and soft drinks (Malik 2019). It have various product such as Diet coke, caffeine free
coke, cherry, mango life and many more. They provide there services in more than 200 countries
and its is one of the most valuable company on earth. The pricing strategies of company depend
upon seasons in summer sales are high and in winter sales volume is low.
Vision statement of Coca Cola: “To offer the world class drinks that anticipate and satisfy
people's desire and needs”.
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Mission statement of Coca Cola : “To refresh the world in mind, body and spirit”.
STP : This model have been applied to Coca Cola to figure out the target audience for its
new product Coca Cola strawberry drinks.
Segmentation: This can be referred to process in through which market division can be
carried out to identify target audience. Coca Cola, has segmented the market on the basis of
demographics and they have selected the particular age group of 10 to 35 years for their new
product Coca Cola strawberry drinks.
Target: In this process company identify their respective customers. Organisation can
target audience by proving high quality drink at feasible price.
Positioning: Here, company used to set their market presence effectively so that it may
develop trust and goodwill in the minds of customers. Coca Cola is currently positioning its new
product which is strawberry drink for middle age group. Fro this firm is using social media as
well as digital marketing which will provide ease to expand their business.
SWOT analysis:
Strengths Weakness
The company have goodwill and excellent
brand image in market. Coca Coal offers high
quality offering which attract more customers.
Company offer drink which contain high
caffeine which can harm kids and old age
people. This create negative impact on the
minds of customers.
Opportunities Threats
The entity have the potential to launching their
product in urban areas where they can generate
huge profit.
The survival of the business is challenged by
the presence of competitors such as Pepsi co,
red bull etc.
Controlling and monitoring: Here Coca Cola implement the plan to monitor the
business activities with are linked through development in launching new product in market. The
analysis conducted on the basis of time, activities, budgets ,resources and risk etc. through which
company is launching new product to serve large customers and expand business at global level.
PEST of Coca Cola
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Political factor: Company is running different countries and they have their set of rule and
regulation. So Coca Cola must be aware about their rule and policies before entering in new
market. As company is launching new sugar free drinks in UK so they must identify legal
legislations to reduce uncertainties.
Economical: It depend upon the current economic situation of company. If company is
launching their product in developing countries they will gain profit.
Social: This factor is related to society because if society is opened then company can meet their
targets and if society in not open to other company it will be difficulty for Coca Cola to provide
services to its customers.
Technological: By the help of new technology company can improve there efficiency in
minimum time frame. This will allow Coca Cola to gain competitive advantages from their rivals
present in market.
Marketing objectives for new business plan
“To enhance the sales of new product of company by 15% by the end of 1 year through
social media marketing”
Marketing Strategy
Social media is an effective platform whereby two or more person can interact with each
other. It is a method pertaining to the area of digital transformation and mode of communication
which allows company to promote their products in an effective manner. Coca Cola has a strong
presence on social media which help to improve brand image of company. The channels which
the respective corporation make use of are ascertained to be Twitter, Google Plus, Facebook,
Instagram, Snap chat etc. (Stalmirska 2019).
Marketing mix of the Business Plan
The marketing mix a method in which market situation is been identified and before introducing
new product. The company is evaluating marketing mix of new product which is Coca Cola
strawberry drink.
Product The product is Coca Cola strawberry drink
which include caffeine and strawberry flavour .
The research have been done and product is
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ready to launch (Dixit, 2019).
Price Company have decided to keep it piece
minimum to attract more customers.
Place The product will be available at every shop and
outlet in different parts of countries.
Promotion Organisation is using electronics media as
promotional tool to attract more and more
customers. This may develop effective interest
in mind of customers.
Process Coca Cola is using new technology while
producing new product in market to reduce
cost. With respect to distribution, they mainly
use truck to supply their product.
People Company have highly skilled workforce which
perform their task effectively.
Physical evidence Company have good relationship with
employees and have presence in almost every
country.
Implementation plan for the promotional launch
There are many promotional tools like online advertising, personalities advertisement etc., which
have the higher rates and consumes too much time. Below is the budget prepared for the newly
launched product Coca Cola strawberry, are stated below.
Particular Amount
Social media promotion (30%) 40000
online(10%) 10000
magazines(20%) 30000
Publicity (15%) 15000
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CONCLUSION
From the above given report is has been figure out that marketing is the important
elements in launching new product. There are various responsibility of marketing department to
identify different opportunities available in market. The above report have covered marketing
mix of both companies to get to know about market position. It is crucial for organisation to
understand the changing demand of customers which impact on business. At last it has been
concluded that marketing is essential element which require to manage and control various
operations in company.
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REFERENCES
Books and Journals
Dixit, S.K., Lee, K.H. and Loo, P.T., 2019. Consumer behavior in hospitality and
tourism. Journal of Global Scholars of Marketing Science, 29(2), pp.151-161.
Stalmirska, A., Whalley, P. and Fallon, P., 2019. Food as a Component in Destination Marketing.
In Tourist Destination Management (pp. 123-141). Springer, Cham.
Malik, H. and Sharma, M., 2019. E-Marketing as a Tool to Achieve Competitiveness in Travel
Trade Industry. In Handbook of Research on International Travel Agency and Tour
Operation Management (pp. 272-283). IGI Global.
Fairley, J., 2019. Turnaround Strategies in Destination Marketing Organizations. In Tourist
Destination Management(pp. 227-239). Springer, Cham.
Fairley, J., 2019. Turnaround Strategies in Destination Marketing Organizations. In Tourist
Destination Management(pp. 227-239). Springer, Cham.
Caliskan, A., 2019. Applying the Right Relationship Marketing Strategy through Big Five
Personality Traits. Journal of Relationship Marketing, pp.1-20.
Teoh, M.W., Wang, Y. and Kwek, A., 2019. Coping with emotional labor in high stress
hospitality work environments. Journal of Hospitality Marketing & Management, pp.1-
22.
Kennedy, D., 2019. 5 Easy Ways To Reduce Turnover At The Front Desk.
Moura, A.A., dos Santos Mónico, L. and Mira, M.D.R.C., 2019. Measuring quality regarding
destination marketing: Perceptions from local public stakeholders in Portugal. Tourism
& Management Studies, 15(1), pp.44-53.
Hall, C., 4 4. Tourism, hospitality and event organizations: the human resources
context. Strategic Management for Tourism, Hospitality and Events, 9(6), pp.395-406.
Ozturk, Y., Allahyari San, R., Okumus, F. and Rahimi, R., 2019. Travel motivations of Iranian
tourists to Turkey and their satisfaction level with all-inclusive package tours. Journal of
Vacation Marketing, 25(1), pp.25-36.
Guillet, B.D. and Kucukusta, D., 2019. Analyzing attributes of the spa service experience:
Perceptions of spa-goers traveling to Hong Kong. Journal of China Tourism
Research, 15(1), pp.66-83.
Lee, S., Lee, K.S., Chua, B.L. and Han, H., 2019. Hotel restaurants’ challenges and critical
success factors in Klang Valley, Malaysia: the inseparable roles of support centers and
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