This presentation discusses the communication objectives of Island Beach resort, a small luxury resort in the United Kingdom. It explores the designation of communication objectives, justification of selected integrated channels of communication, and an integrated marketing communication plan.
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INTEGRATED HOSPITALITY MARKETING COMMUNICATIONS
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TABLE OF CONTENT INTRODUCTION DESIGNATION OF COMMUNICATION OBJECTIVES JUSTIFICATION OF SELECTED INTEGRATED CHANNEL OF COMMUNICATION INTEGRATED MARKETING COMMUNICATION PLAN CONCLUSION REFERENCES
INTRODUCTION Therearecertaincommunication objectives that are set by each organisation in order to effectively share information amongcustomersandcreatedstrong awareness among them. Thispresentationhavediscussedabout communication objectives of Island Beach resort that is small luxury resort in United Kingdom.
Designation of communication objectives Each enterprise operates its various functions and activities in order to earn profit margin by delivering qualitative services to end customers. Island Beach resort is small luxury hotel so it wants to expand its business by motivating most of the individual to select it for staying a night, or having fun, enjoyment at different place away from home. Therefore, it has make use of different communication strategy and channel to attain its objective and sustain, grow in market. Thus, there are various communication objectives of Island Beach resort that can be illustrated as follows:
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CONTINUE To build strong brand image of firm:It is one of the main objectives of Island Beach resort as it helps in longer term grow and success of enterprise. Marketing manager have put immerse efforts, time and energy to satisfy needs of customers in best possible manner or beyond their expectancy. Use of multi channel marketing strategy and offering luxury,qualitativeserviceshavecontributedinbuildingstrong reputation of firm in hospitality industry. Toprovideessentialinformation:Anothermainobjectivesof company is to exchange important information of firm to customers such as prices, facilities and services or offers so that they can make correct decision to select specific resort for spending their leisure time and money.
Justification of selected integrated channel of communication It can be justified that Island Beach resort by making use of more online marketing channel like email marketing, social media, content on official websites and phone call can able to gain strategic positioning in highly competitive market. In hospitality and tourism industry numbers of firms arecontinuouslyincreasingduetomoreprofit marginandhighdemandthusithaveforced company to think innovative and creative way to attract and retained customer for long time frame.
Integrated marketing communication plan AIM The aim of creating marketing communication plan is to effective share or exchanged information to large number of individuals that resides in society. SITUATIONAL ANALYSIS Island Beach resort operates in United Kingdom that is recently facing situation of recession and high level of unemployment rates so most of the people wants to start their business or get job in tourism and hospitality sectors for their better living. Most of the younger generations does not like to stand in line or wait at guest room to book room so they mostly prefer to book rooms while staying relaxed at homes.
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Communication objectives To increase brand image or reputation of firm by 5% till 2021. To add more customers and maximised market share by 12% till 2022 through manufacturing organic and hygiene food for better health of individuals. To enhance overall customer satisfaction and retention level by 7% till march, 2021 for growth of firm.
Segmentation, targeting and positioning Segmented:Island Beach resort manager has planned to classified or segmented people on basis of demographic, geographicalandpsychologicalfactorssothatbetter strategies can be made to influence particular group of people. Targeted:It have mostly target people that belong to high class and are interested in trips, or having fun at luxury resorts in their leisure time. Younger generation is another target group for Island Beach resort as these people are more interested to have stay at place that is away from home.
Marketing mix strategy There are certain marketing mix strategy which have been used byIslandBeachresorttomeetcustomers’requirements. Marketing mix includes price, products or services, method of promotionandplacesthatimpactondecisionmakingof customers. Therefore, it have planned to use of marketing mix strategy to retained and expand its share of market in tourism and hospitality industry. Like: Products or services: It can be stated that Island Beach resort have limited but luxury services and facilities such as SPA or Free WIFI, swimming pool that leads to winning of customer’s satisfaction level.
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Channel of communication for promotion Promotion:Different medium have been used by Island Beach resort to promote its services to customers such advertisements in TV and bill board, information on official websites and after services to expand its business. It have also used medium like: Email marketing Phone analytics Social media Official websites
Control and monitoring It is one of the most crucial functions which monitor and evaluates whether communication plan has been implemented successfully or not.
CONCLUSION It can be concluded from above presentation that communication is required by company at each steps such as to assign task to employees or share information to customers about recent offers and services. Itcanalsobestatedthatplanhelpsindecidingcorrector appropriatestrategythatcouldbeusedbyfirmtoattainits objectivesandgaincompetitiveadvantages.
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REFERENCES Pavia, N. and Floričić, T., 2017. Innovative Accommodation Facilities in Tourism and Hospitality Industry–Integrated Hotels. TOSSe-Tourism in Southern and Eastern Europe, 4. pp.437-450. Law, R., Leung, D. and Chan, I. C. C., 2019. Progression and development of information and communication technology research in hospitality and tourism. International Journal of Contemporary Hospitality Management. Melewar,T.Candet.al.,2017.Integratingidentity,strategyand communications for trust, loyalty and commitment. European Journal of Marketing.