Marketing Essential of IGH
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Added on 2020-10-05
Marketing Essential of IGH
Added on 2020-10-05
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MARKETINGESSENTIAL
Table of ContentsINTRODUCTION...........................................................................................................................3ASSESSMENT 1.............................................................................................................................3Identify the use of MIS and its component for marketing, information gathering andcommunication............................................................................................................................3Evaluate the effectiveness of MIS for marketing, information gathering and gathering...........5Reason for effective use of MIS for marketing, information gathering and communication.....6ASSESSMENT 2.............................................................................................................................7Business Proposal........................................................................................................................7CONCLUSION..............................................................................................................................11REFERENCES..............................................................................................................................12
INTRODUCTIONMarketing is itself a vast term that include promotional activity, selling as well asdistribution of goods and services to the ultimate consumer. It forms a network with potential aswell as existing customer by forming long term relationship with them through various onlineplatform like email, text messages and so on (Baker and Magnini, 2016). For betterunderstanding of report IGH company has been selected which is world largest travel andtourism industry of UK. It provide various services to the customer such as restaurant, foodservices, booking tickets, travelling and so on. This report cover following topics like identifyingthe use of MIS and its component, evaluate effectiveness of MIS for marketing andcommunication by giving suitable reason in Assessment one. Whereas, assessment two covermarketing environment audit related to start up and segment exercise that includecommunication mix strategy are covered in this report. ASSESSMENT 1Identify the use of MIS and its component for marketing, information gathering andcommunicationMarketing information system: It is a continuous process that helps in collection ofdata, analysis, storage, interpretation as well as spreading the information which is generatedfrom various sources that include internal as well as external source. This information is utilisedfor various department of management such as it helps the marketing department to make thedecision related to packaging, pricing, distribution, advertisement, product development and soon. Therefore, there are some essential component of MIS that helps to gathered information ofMIS useful for marketing and communication in following ways (Blythe and Martin, 2019): Internal record: The company gather the data of customer with the help of recordobtained from the customer or product database, past record of sales, financial data etc. Underthis, main component of MIS that prevails to analyse data and generate reports is computersoftware and hardware. It is helpful in collecting the information and data in an easy manner.Another components which firm can use for purpose of communication is Marketing IntelligenceSystem. Output system is an effective component for marketing purpose. These information helpthe company to conduct their operation in the following ways:
There are some documents which is carried by the hospitality industry that act as a recordof past sales such as billing document or invoice. This gives immense information to themarketing team like how many trips company has organised, number of services sold bycompany or which service are repetitively availed by customer. Therefore, this helps thebusiness to take decision successfully.Respective company prepares the membership card of their customer that carriescomplete information about them like their name, contact details, home address and soon. This is a part of ECRM where business communicate with the customer with the helpof electronic devices. Marketing intelligence system: This system helps the IGH industry to gather the data ofexternal environment. For instance, the changing trend of market, changes in pretences ofcustomer and innovative idea launched in the market. Therefore, this helps the company tofunction as per the changing environment in order to sustain in the market for longer duration(Blythe, 2012).IGH company constantly provides the training and development session so thatemployee can accept the changes and function as per the changing trend. This helps toprovide competitive edge over the competitors.Respective company can enhance their marketing intelligence by gaining the informationof rivalries through the journal or financial report. Thus, based on the competitorsstrategy company can bring changes and communicate it with the help of most desirablechannel. Marketing Research: With the help of primary or secondary data the organisation cancollect and interpret the data this act as a solution to address the business problem. IGH industryindulge into market research so that they can formulated the strategy based on the changingrequirement and remain ahead of their competitors.Marketing research provide the selected company factual data which is authentic and hasbeen gone through various test. Hence, these data can help the market to gain marketinginformation that contribute in flourish the business successfully. It includes the feedback of customer regarding the services which is a part of primarysources and there constructive reviews are considered by company to enhance theirstandard.
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