This report covers in-depth analysis of current marketing situation related to communication in the hospitality sector. It also covers key objectives and goals of communication that can be applied to a specific situation of a business entity.
Contribute Materials
Your contribution can guide someone’s learning journey. Share your
documents today.
Integrated hospitality marketing communications
Secure Best Marks with AI Grader
Need help grading? Try our AI Grader for instant feedback on your assignments.
Table of Contents INTRODUCTION..........................................................................................................................3 TASK..............................................................................................................................................4 Assess that in which manner marketing channels of communication are integrated within the range of organizations of hospitality to add value and increase resources making use of the marketing models into critical manner...................................................................................4 Describe through judgments about how channels of marketing add value with support of particular hospitality examples for demonstrating that in which manner they serve the objectives of communication..................................................................................................5 Design the objectives of communication for the given hospitality situation of organization and provide justification for selection and integration of channels of communication chosen....5 Assesstheapplicationofobjectivesofcommunicationintocontextofmarketing communication mix and the hospitality business objectives................................................6 Create a detailed integrated marketing plan of communication which appropriately integrates multiple communication channels which has tactics and SMART objectives to meet the overall marketing and business objectives.............................................................................6 Produce and design content appropriate to the channel and communication objectives.......7 Determine the strategies of communication which can be used to support into context of achieving objectives and it also include medium or media and channels to use....................8 Evaluate the integrated communication plan of marketing into context of communication strategy, channel choice and creative content........................................................................9 Review and critique the success of monitoring and impact of the integrated marketing communication plan...............................................................................................................9 Providejustifiedandappropriaterecommendationsforimprovingtheintegrated communication marketing plan for maximizing revenue and successfully meet the business objectives and communication as well.................................................................................10 CONCLUSION.............................................................................................................................11 REFERENCES..............................................................................................................................12
INTRODUCTION The marketing communications are considered as one of the major and key approaches which helps a business to pass crucial information to key customers. All the major business organisations in the hospitality sector focus on development of marketing communications and planning to achieve major objectives and goals(Ben Youssef, Leicht, and Marongiu, 2019). The integrated marketing communications also helps a business entity to set an approach in dealing with promotion and advertisements of the business firm. This project has selected example of Langham resortthat is performing key operations in the hospitality sector since150 years.The Langham resort is situated inPortland Londonand provide luxury services to major customers. TheLangham resort was first openedin theyear 1865 and has taken into account innovation and serving valuable guests from Europe's first grand hotel. The resort is one of the topmost luxury resorts in London and is also known for its valuable services. This report will cover in depth analysis of current marketing situation related to communication. This project will also cover key objectives and goals of communication that can be applied to a specific situation of business entity. The project will also cover enhancement of marketing communication plan in relation to voice of channels and strategy related to communication.
TASK Assess the communication of current marketing situation and channels of the resort, identifying the channels, tools and the methods in use In the era of stiff competition between companies, it is essential for a business entity to focus on development of marketing communication plan. The current situation of hospitality sector includes competition between various international and national companies. In order to gain effectiveness in key operations and increase value of the business, it is crucial for a company to develop systematic communication plan(Bruhn, and Schnebelen, 2017). It is necessary for the Langham Resort to focus on developing majority of communication objectives and planning on the basis of digital technology based tools and techniques. It is necessary for Langham resort to focus on recent trends related to marketing in order to develop focused approach at the marketplace. The recent trends in marketingincludes advertisements and publicityondigitalmediatoolsandtechniquesthroughmajorplatformslikeFacebook, Instagram and Twitter. Assess that in which manner marketing channels of communication are integrated within the range of organizations of hospitality to add value and increase resources making use of the marketing models into critical manner The marketing channels of communication are essentially integrated with the range of organisations of hospitality in order to develop focused value. It is major role of a business to analyse key factors which are responsible for adding value and implement them in a systematic manner. The Langham resort is also focusing on utilising all major resources in an optimum manner to ensure business growth and expansion(Camilleri,2018).Marketing channels of communications are integrated with each other with the help of strategic frameworks developed by higher level authorities related to marketing management. The stiff competition era and focus on majority of operations related to social media marketing will provide competitive advantage to Langham resort. The Value addition will be major technique which will help the resort to attract large number of customers. Application of famous and widely accepted marketing models like Marketing mix and STP analysis will help the company to deal with the same.
Paraphrase This Document
Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser
Describe through judgments about how channels of marketing add value with support of particular hospitality examples for demonstrating that in which manner they serve the objectives of communication In order to lead the marketplace with focus on effectiveness and development of a company, it is necessary for the business entity to integrate the different marketing channels. If the marketing channels are linked with each other, then they will help and support majority of operations of a business in reaching value development. The primary function of marketing management of Langham resort is to analyse majority of external and internal factors that are associated with business growth and expansion(Chevers, and Spencer, 2017).In the recent times, adding marketing value to a business helps in increasing chances of growth and expansion by adding the desired value. This will also help in serving communication objectives in a well defined manner for achievement of majority of goals and objectives. If the example of Langham resort is taken into account then, majority of its operations are performed with the help and support of marketing strategies that created value development. Design the objectives of communication for the given hospitality situation of organization and provide justification for selection and integration of channels of communication chosen In the overall development of a business entity, communication plays an important role bysupportingfunctioningofmajorityofoperations.Themainobjectivesrelatedto communication and their application for Langham Resort is mentioned below: Information-In the objectives related to communication, the information is one of the major elements. Information includes precise message which needs to be conveyed to the customers(Chu, Deng, and Cheng, 2020). Information includesprimary focus on circulating best message related to products and services which is to be conveyed to the customers. Control-The control and monitoring of the information is very much essential for the business entity in order to seek attention of the customers. Langham resort should establish key control on its message circulation and development in order to achieve key objectives of the marketing. Motivation-In the functioning of a business, motivation is one of the major factors which creates enthusiasm and spirit in marketing employees. This helps a business entity to develop performance of marketing employees.
Emotional expression-The emotional expressions of customers are essential to be understood by a business organisation in order to serve them in a better manner. It is one of the major roles and responsibilities of marketing management to analyse emotional expression of key customers(King, 2017).Maintaining the value of a business is essential with the help of understanding emotional expression of consumers. Assess the application of objectives of communication into context of marketing communication mix and the hospitality business objectives The application of communication objectives is one of the major approaches which helps the business organisation to achieve its set targets. The communication mix of Langham resort will focus on primary targets in order to achieve majority of objectives and goals. In order to achieve key goals and objectives, it is main role of marketing management to apply the communication mix(Kitchen, 2017).The communication mix will also focus on analysing the major factors which are helpful in establishment of communication with major customers. Communication mix and its development is performed by marketing management to develop focus on publicity and advertisements. The objectives of communication can be aligned with communication mix of Langham resort in order to achieve set targets and develop effectiveness in policies. Create a detailed integrated marketing plan of communication which appropriately integrates multiple communication channels which has tactics and SMART objectives to meet the overall marketing and business objectives The marketing communication plan is a major approach which helps a company to develop key marketing operations. Marketing communication plan of Langham resort should be developed by professionals in order to facilitate development of the company. This is one of the most crucial roles of top level and strategic management of a company to facilitate development ofmarketingplanandalsoexecuteittoachievekeyobjectivesandgoals.Marketing management plan of Langham resort is mentioned below with the assistance of SMART objectives: Research of marketplace-This is the primary element or stage in the marketing management plan(Law, Leung, and Chan, 2019). This stage includes conducting precise research of the whole marketplace in order to achieve aims and objectives. The market
survey can be also helpful in development of market research in order to know wants and needs of customers. Development of policies and planning-The planning and policies in the secondary stage are framed by an individual. The policies of a company are systematic frameworks that develops major rules and regulationsframed by a business. These rules and regulations are effective for marketing development and other activities related to marketing plan. Actions and implementation-The action and implementation of the marketing plan is counted in the tertiary stage. It is one of the major roles of a business to focus on development of appropriate actions which are necessary for fulfilment of marketing plan based objectives. It is main role of the marketing manager of company to dictate importance of implementation along with main supervision and control. Feedback and review-The feedback and review of marketing plan is also necessary for the business to be taken into consideration(Romolini, Fissi, and Gori, 2017). The Langham resort must take feedback of all employees in order to increase chances of growth and stability. Feedback approach also helps business entity to done appropriate modifications in the services and products along with the whole marketing plan. Produce and design content appropriate to the channel and communication objectives Most of the successful business organisations in the global and domestic marketplace focus on choosing best approach to produce and design. In the recent time, it is important role of a business to focus on new product development in order to gain effectiveness in majority of operations. The concepts of produce and design concepts are explained below in relation to channel and communication objectives: Produce-The production is considered as the main function of a business entity in order to achieve majority of targets and goals. The business entity like Langham resort should focus on producing quality based product in order to seek attention of majority of customers. The production process is major system oriented process which is main role of operations management in a business(Salakhiddinovna, 2021).The production of a company also plays a systematic role in increasing all major dimensions of a business. Design-Design is considered as key approach which helps a business to formulate best cover designs for the business entity. It is main role of a business to design products with
Secure Best Marks with AI Grader
Need help grading? Try our AI Grader for instant feedback on your assignments.
the help of professionals and experts in the packaging department. The business entity should also develop majority of operations with more focus on business development in order to increase chances of business growth. The attractive design and packaging of a product is very crucial to be applied in order to achieve communication based objectives. Determine the strategies of communication which can be used to support into context of achieving objectives and it also include medium or media and channels to use Thestrategiesofcommunicationarerelatedtoplanningframeworkswhichare formulated by higher authorities of Langham resort. The business organisation should develop focused strategies in order to achieve majority of set targets and goals. Key strategies related to communication developed by Langham resort are mentioned below: Experts and professional employees-The presence of professional employees is very much important to be a part of a business marketing. These employees will help and support the business organisation to develop systematic and precise functioning of marketing(Šerić, Ozretić-Došen, and Škare, 2020).It is also one of the crucial roles of a business to support development of a company by increasing its approach in marketing management. Convincing techniques-The marketing management of Langham resort should use focused convincing techniques that are helpful in increasing chances of business success. The convincing techniques used by marketing management employees will be supportive for a business in impressing the customers. If the customers are convinces then the sales turnover and profitability of company will also improve. IT tools and technology-Information and technology is widely growing day by day in the corporate world. A business must use key IT tools like customer relationship management and management information system in order to provide good services to key customers. The application of major IT tools and techniques will support the business to achieve all major targets which are set at the starting of the financial year. In the recent times, the importance of information and technology is growing day by day and business organisations are using them to deliver best business practices(Sotiriadis, 2017).The IT department and management of Langham resort should develop effective operations with help and support of key policies and frameworks.
Evaluate the integrated communication plan of marketing into context of communication strategy, channel choice and creative content The integrated communication plan holds importance over various kinds of elements that is based upon performing operations. In order to create dominance within marketplace it is requiredforbusinesstoselectbestcommunicationstrategy.Thisleadsuponmaking communication plan which is necessary element and is required for performing with effective operations. It leads upon creating domination within marketplace, it is important for business over selecting communication strategy and channel choice. Langham resort requires to develop focusoverbusinessforselectingcommunicationstrategywithleadingmarketplace.The organization requires over assisting of board of directors helping in delivering best practices in relation to communication plan.The organizationhelps in assisting directorsand other authoritiesfordeliveringbestpracticeswhichmakescommunicationsuccessful.The communication plan helps upon focusing over different elements regarding marketing mix which increasesopportunitiesforbusinesstosuccess.Alsocommunicationplanisbasedupon conducting brief marketing survey over known preference with needs of majority customers. Integrated communication plan consider upon forming benefits through forming strategies important for growth of system(Strycharz, van Noort, and Smit, 2019).. The communication plan requires over taking account and analysing main external and internal factors that is based over related choices of channels. In order to make creative content business organization must support professional web designer and content creator. Reviewandcritiquethesuccessofmonitoringandimpactoftheintegratedmarketing communication plan As the marketing communication plan has been implemented in successful manner for developing and monitoring about elements supporting business activities. The monitoring if integrated communication plan is required for supporting business activities. The monitoring if marketing communication plan leads upon developing system within business organization through using digital tools. These tools are developed and is used by IT management for reattaching and developing business department more effectively. This is important for business to assists over key strength and weakness regarding marketing with its various perspectives. Marketing plan requiresover support requires within business entity for making success
achieved with goals and objectives. The monitoring should be done on regular basis in order to achieve all major goals and objectives. Provide justified and appropriate recommendations for improving the integrated communication marketing plan for maximizing revenue and successfully meet the business objectives and communication as well In order to accomplish goals and objectives within an organization it is required by business for supporting and planning over recommendation for business. The integrated communication plan requires over making professionalism for increasing revenue making targets achieved more effectively. The main function of Langham resort has been discovered for creating stability and growth by following certain recommendation. Using best websites for advertisements-In this selecting of popular websites that is important for business organization. It is used for increasing business stability and development with key role of management for selection of search engine by optimising websites. In order to select business entity making focus over key approaches developed in marketing. Creative content-In this competition era various business entities leads upon making business develop focus by providing creativity within content(Valos,Maplestone,and Ewing, 2017). The creative content is based upon designing by experts for convening customers. Web design is an important tool that has been analysed by business entity for promoting systematic development. Focus on marketing models and theories-This is recommended for Langham resort developing emphasis on implementing marketing theories. The key theories of marketing like Segmentation, target, positioning, marketing mix and marketing channel model ia helpful for developing Langham resort.
Paraphrase This Document
Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser
CONCLUSION From the above analysis it can be concluded that in order to increase the efficiency and effectiveness of a business, it is necessary to focus on development of communication objectives. This project concludes that communication strategies and their development is one of the major approaches which can help a business entity to lead the competition. This project concludes that it is one of the major roles and responsibilities of marketing management to assistance of digital marketing communication plan in order to effectively communicate with key customers. This project concludes that modern technology based tools and techniques should be adopted by an organisation in order to gain competitive advantage. This analysis also concludes that in order to successfully maintain competency edge at the marketplace, it is necessary for a business entity to take support of strategic and planning frameworks.
REFERENCES Books and Journals Ben Youssef, K., Leicht, T. and Marongiu, L., 2019. Storytelling in the context of destination marketing: An analysis of conceptualisations and impact measurement.Journal of Strategic Marketing,27(8), pp.696-713. Bruhn, M. and Schnebelen, S., 2017. Integrated marketing communication–from an instrumental to a customer-centric perspective.European journal of marketing. Camilleri, M.A., 2018. Integrated marketing communications. InTravel marketing, tourism economics and the airline product(pp. 85-103). Springer, Cham. Chevers, D. and Spencer, A., 2017. Customer satisfaction in Jamaican hotels through the use of information and communication technology.Worldwide Hospitality and Tourism Themes. Chu, S.C., Deng, T. and Cheng, H., 2020. The role of social media advertising in hospitality, tourismandtravel:aliteraturereviewandresearchagenda.InternationalJournalof Contemporary Hospitality Management. King, C., 2017. Brand management–standing out from the crowd: A review and research agenda for hospitality management.International Journal of Contemporary Hospitality Management. Kitchen, P.J., 2017. Integrated marketing communications. Evolution, current status, future developments.European Journal of Marketing,51(3), pp.394-405. Law, R., Leung, D. and Chan, I.C.C., 2019. Progression and development of information and communicationtechnologyresearchinhospitalityandtourism:Astate-of-the-art review.International Journal of Contemporary Hospitality Management,32(2), pp.511-534. Romolini, A., Fissi, S. and Gori, E., 2017. Integrating territory regeneration, culture and sustainable tourism. The Italian albergo diffuso model of hospitality.Tourism management perspectives,22, pp.67-72. Salakhiddinovna,M.A., 2021. Branding asa key factor of improving tourismand hotel marketing.ACADEMICIA: An International Multidisciplinary Research Journal,11(5), pp.348- 353. Šerić, M., Ozretić-Došen, Đ. and Škare, V., 2020. How can perceived consistency in marketing communicationsinfluencecustomer–brandrelationshipoutcomes?.EuropeanManagement Journal,38(2), pp.335-343. Sotiriadis, M.D., 2017. Sharing tourism experiences in social media: A literature review and a set ofsuggestedbusinessstrategies.InternationalJournalofContemporaryHospitality Management. Strycharz,J.,vanNoort,G.,andSmit,E.,2019.Contrastingperspectives–practitioner’s viewpoint on personalised marketing communication.European Journal of Marketing,53(4), pp.635-660. Sun, S., Fong, D.K.C., and He, S., 2017. An updated comprehensive review of website evaluation studies in hospitality and tourism.International journal of contemporary hospitality management. Valos, M.J., Maplestone, V.L., and Ewing, M., 2017. Integrating social media within an integratedmarketingcommunicationdecision-makingframework.JournalofMarketing Management,33(17-18), pp.1522-1558.