Marketing Strategies for Hospitality

This assignment delves into the critical aspects of marketing within the hospitality sector. It examines competitive marketing strategies employed by businesses in this industry, particularly focusing on the UAE market. The analysis encompasses various marketing functions such as branding, promotion, distribution, and customer relationship management. Additionally, the assignment highlights the importance of digital marketing techniques for reaching target audiences effectively.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key role and responsibility of marketing function................................................................1
P2 How responsibility as well as role of marketing has relate to wider firm.............................4
TASK 2............................................................................................................................................5
P3 Ways of implementing marketing mix components by different organisation......................5
TASK 3............................................................................................................................................6
P4 Develop marketing plan.........................................................................................................6
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is a process of selling product and services by analysis clients’ needs and
wants. Through this firm are able to achieve goals and objectives in limited period of time. It
refers to activities of enterprises which are associated with selling as well as buying goods and
services. It covers advertising, promotion, market research and many more. In this report
selected organisation is Cadbury and analyse its market position at market place (Babin and
Zikmund, 2015). Cadbury is a one of the well known international brand at global level
according to “The Daily Telegraph” in 2013. company was establish since 1824 in United
Kingdom. In this assignment, covered components are key role and responsibility of marketing
function, elements of marketing mix and develop marketing plan.
TASK 1
P1 Key role and responsibility of marketing function
Marketing is a function of several activities like promotion, advertisement, market
research, selling and buying product or many other it helps company to satisfied consumers in an
effective manner.
Current and future trends of marketing: In current business scenario, modern marketing
action of plan has been used like internet, social media marketing, gorilla marketing strategies
etc. In future, latest technology as well as innovation is a develop core competences of firm so
that it is a management responsibility to change their working style, machinery etc. to
completing work automatically (Baker, 2014). Through this, firm are able to produce high
quality goods and services resulting into achievement of objectives in given time frame.
Marketing manager perform wider role at work place and all other department has
affected by it. There are various role and responsibility of marketing function that are explain as
follows: Development of product: It is a one of the most important function of marketing through
this firm are capable to achieve their goals and objectives in limited period of time.
Marketing department of Cadbury conducts market research in order to identify
consumers preference, needs, demand, perception etc. For this they have use different
method of data collection like questionnaire, focus group interview, group discussion,
survey, in-depth interview and many more accordingly develop product to get higher
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customer's satisfaction (Batt, 2013). Cadbury offer number of good to their buyers like
Dairy milk whole nut, Dairy milk whole nut chopped, Dairy milk Tiffin and more. Price determination: In present market, number of meddle class person is very high as
compare to poor as well as rich. So that, most of buyers are price sensitive in their nature
and easily switch brand when they find out economic product. Management of Cadbury
has developed pricing strategies in which they offer goods at different prices thus help to
attract larger number of individuals toward their product. For example, 15gm 5star at
rupee 5; 85gm Fruit & Nut at rupee 40; 30gm Dairy Milk sell at rupee 10 and many
more. It shows, Cadbury are producing commodities for all kinds of market segment. Selling: Selling is a unique process in which firm sale their product and services through
several methods like direct and indirect selling, distribution through different channel and
many other. Cadbury has used various method of selling to increase reachability in all
segment (Chinn, 2017). They have directly meet with their distributors those are living in
different nations as well as location resulted Cadbury are able to sell product through
smallest store. Firm are also selling commodities by online or internet mode, malls,
airports etc. Promotion: In order to reach each one segmentation in depth it is very important to
promote product through almost all type of promotional modern as well as traditional and
Cadbury do the same. In which they use newspapers, social media sites, internet,
billboards, hoardings, brochure, point of sales materials and many more. Through this,
company are capable to get attention of large number of individuals toward their
promotional material as well as firm product resulted increase overall brand values and
image in client’s eyes. Finance: Financial manager of Cadbury has developed budget for each one division
through this they are able to manage inflows as well as outflows of the money effectively.
It is a financial manager are responsible for find out most appropriate sources fund from
several like bank, capital venture, depth, share equity, debentures, investment institutions
and many more (Desai, 2013). Marketing department has provide information related to
expenses to fund division like promotions activities, advertisement, market research and
many more accordingly financial manager make budget for marketing department.
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 Distribution: Cadbury is a B 2 B firm that has sell their product through distribution
channel.
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Administration of Cadbury has developed four tier system channel that covers production house,
report, carry forward agent or distributors, re- distributors, wholesaler/ modern trade/ retailer and
consumers.
 Management of information system: It’s a computer based method or system through
this firm are able to established strong communication network at work place. Thus help
Cadbury to reduce conflicts among staff members and enhance their productivity in long
run.
P2 How responsibility as well as role of marketing has relate to wider firm
Marketing is a study of exchange relationship through selling product to potential
consumer. Management of Cadbury has develop group or team that includes several department.
(Diana, 2013). Through this, they are able to identify issues and information of each one
department thus help them to achieve goals and objectives in limited period of time. Here are
explain interrelationship between marketing department and different division of the company: Marketing function versus operation division: Operational department plays a vital role
in Cadbury in which their main function is implementing manufacturing plan, control
over production work, checking security as well as safety of all staff members at work
place, shipment activities, dispatching, hygienic working environment and many others.
For example, marketing manager has get sales order from distributors and provide that
full information to operations team so that they are package their order, send it to
shipment on time through this firm are capable to satisfy distributors channel
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appropriately. So that, both marketing and operational department has work together in
order to achieve future goals and objectives in limited period of time. Marketing role versus human resources department: Human resources manager of
Cadbury is performing work like recruitment, selection, appraisal, training, promotion,
transfer and many more. Through this, enterprise are able to manage and control all staff
members effectively at within work place. HR manager has conducting training program
for marketing employees so that they are able to sell commodities to clients and provide
high quality of services (Durand and Barlow, 2012). Human resources executive has
developed separate compensation plan for marketing staff because they are work in the
field that more is more complex as compare to in-house work. Marketing department help
human resources manager in recruitment and provide training to them to fit in different
job role. Resulted, both human resources department and marketing has contribute in
firm future growth and sustainability. Marketing function versus finance department: Marketing department completing
several different type of activities like market research, selling, promotions,
advertisement and many more. In order to complete these all task effectively they want
money and financial division has provided it to marketing department through this they
are able to achieve goals and objectives in limited period of time. For example, marketing
manager has get £ 7.5 million for their ad campaigning which was the biggest innovation
of the year 2014 (Baker, 2014). With appropriate fund both department has work together
to operate entire business activities in future as well. Marketing versus Production: Marketing manager organises market investigation
program to identify consumer demand, preference, perception etc. These all information
is sent by marketing division to production unit in order to produce product and services
accordingly. Through this, firm are able to achieve goals and aim in an effective manner
(Forrester, 2010). Both marketing as well as manufacture unit has share relevant
information on time to time basis thus help them to completing task on time and run
whole business activities effectively in long run. Latest technology help to manufacturing
as well as marketing to get sustainability in long period and achieve future growth. Marketing function versus research and development: It is a one of the most important
interrelationship which work within an organisation. Research & development
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department has developed new idea to completing task or produce product with
innovative features. These new product has been sell by marketing department into
market place, create awareness about goods new features among consumers by
promotional activities and many more. R & D is not able to sell commodities they are
develop it with innovation so that both are interdependent on each other’s. When both
division research and development as well as marketing wok together then they are able
to expend business activities in long run effectively.
Different type of marketing process: Strategic and general two kind of marketing process
are working at market place and Cadbury used both of them according to current industry
situations (Gummesson, 2011). Both general and strategic have some weaknesses and strength so
that management of the company has select best one method in order to run entire business task
effectively for long period of time.
TASK 2
P3 Ways of implementing marketing mix components by different organisation
Marketing mix can be defined as combination of various components that control as well
as organise by management of the company in order to achieve goals and aim in given time
frame. Here is an explanation of marketing mix elements for Cadbury are its biggest competitor
Nestle:
Marketing mix
components
Cadbury Nestle
Product Cadbury offer diversify product to
their clients like Dairy milk whole
nut, Dairy milk Tiffin, Dairy milk
whole nut chopped and more.
Company has identified consumer
needs and wants and has
accordingly changed product taste
as well as its features (Jones and
Rowley, J., 2011). For example,
candy, chocolates, gums, drinking
Nestle is a biggest competitor of
Cadbury. Company has focus on
innovating as well as healthy product
thus help them to attract large number
of individual toward their goods. Some
product of Nestle are Kitket, peark,
gams, baby food, cat chows, dog chows
and many more.
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chocolates and many others.
Price In terms of price strategy,
management of Cadbury used to
concern more on purchasing power
of people and age factor of them. In
addition to this, to gain
profitability, it use to offer its
products into combo and party
packages with amazing deals to
generate interest of people in
buying the same. Cadbury used
economic pricing policies to sell
product in high volume.
Products of Nestle are available on
different-different rates. Among which
Maggi is the most selling goods.
Therefore, it has offered this product on
low and high price rate as per quantity.
Apart from this, Neslte is considered as
one of the reputed company and
manufacture amazing tasty eatables so
price rates of the same are not effected
with pricing strategy of competitors.
Nestle focus on premium quality so that
price has been fix according to that.
Place This firm has a wide distribution
and networking channel. Its
products are available in all types
of market i.e. both in urban and
rural areas (Babin and Zikmund,
2015). Along with this, its
commodities are also displayed in
supermarket and airport also like
chocolates of different range.
Cadbury operating their business
more then 50 nations.
In context with Nestle, this firm use
consumer marketing channel to sell its
products. They are distribute their
product through systematic channel.
Nestle has operating their business
activities approx 194 nations.
Promotion Cadbury Management are using
various kinds of promotions such
as advertisement which covers
billboards, hoarding, newspapers,
social media, magazine, internet
and so on.
Nestle has develop various strategies of
promotional as per their geographical
area by which they are able to reach
customers from different area. Thus, it
will aid in attracting large segmentation
of buyers (Baker, 2014).
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Business has developed various
websites for targeting every
segmentation as well as goods.
Several campaigning functions has
conduct by cadbury into various
outlets of traffic. Management also
recruit brand ambassadors for
increasing customers to buy their
goods. Company has spend 20 % to
25 % in their promotions and
advertisement from all revenue in a
year.
Nestle Manager has adopted various
approach such as social media
marketing, billboards, newspapers,
internet, magazine and so on by this
they can able to increase the level of
customers satisfaction for gaining
higher position within market for a
long time properly. Nestle has spending
approx 18 % to 22 % on their
advertisement and promotions activities
from their overall revenue.
Physical
evidence
Organisation is selling their goods
by various types of size, colour,
packaging etc. for attracting
customers. They are selling their
products at various outlets and
supermarket (Batt, 2013).
Nestle has make techniques as well as
open their little outlet in various areas
where having high traffic. They give
different goods as well as most saleable
products is coffee.
Process Cadbury is selling their items by
channel of distribution so this
process came under services of
marketing mix. In this, they are
using B2B method that assist in
building high channel of market for
raising reachability of niche
business segmentation.
In this, Nestle is also operating their
enterprise activities by network
distribution by which they are able to
sell their goods at a level of
international market. Nestle is
enhancing techniques for attracting
distributors which aid in building
higher network of market by which they
are earning higher profitability and
sustainability (Chinn, 2017).
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People Cadbury Management is
conducting a program of market
research for finding out customers
wants and needs. Here are working
approx 71657.
Organisation is continuously declining
their share of market and low growth of
brand is compare to their competitors
due to that they are not able to
concentrate on customers’
requirements. Here approx 335000
employees are working.
TASK 3
P4 Develop marketing plan
Marketing plan is a document or report in which includes different marketing strategies
like advertisement, promotions, packaging, selling plan etc., environmental analysis like SWOT,
STP etc., vision, mission and many other. It help marketing manager to carry out whole business
activities in right path and achieve goals and objectives in given time frame. It also shows
marketing efforts those are done by marketing department in order to get growth as well as
sustainability in long run (KAUR, 2015). Here are detail explanation of Cadbury marketing plan
as follows:
Executive summary: Cadbury is a international confectionery organisation those are
running their business activities approx 50 nations. It was established in the year of 1824 by John
Cadbury. They focus on each one segment like rich, meddle etc. according produce goods and
services.
Vision: Owner of the Cadbury is develop company vision that help them to run business
activities in according to given path through this they are systematically run whole enterprise at
market place. In this they says “ Entire company's staff members has work together for creating
brand building and product those are loved by each one buyers at market place”.
Mission: Management of Cadbury is a develop enterprise mission in which they make
tag line “Cadbury mean quality” that shows their core values. Through this, firm build their
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positive brand image in clients mind and get higher market share as compare to their competitors
in the same industry.
Aim and objectives: each one organisation has develop objectives as well as aim for short
and long period. Accordingly they are develop strategies and plan so that they achieve objectives
in limited period of time (Mitchell, 2012). Cadbury is a biggest and best confectionery firm in
the whole world by operating business activities at global level.
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 59000 15700 17300 24000 20000
Investment 23600 17900 20000 17300
Total 59000 39300 35200 44000 37300
Marketing
expenditures
Advertisement 10000 7100 6700 6400 6600
Sales promotion 2500 2500 5000 3600 9000
Direct marketing 7500 6500 2500 7500 2500
Total 20000 16100 14200 17500 18100
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Available balance 39000 23200 21000 26500 19200
SWOT analysis of Cadbury: It stand for strength, weaknesses, opportunities, threat of the
company through this management are able to know in which area they need improvement and
build core competences. It help company to compete their competitors effectively and get
competitive benefits in long run. Here are explain SWOT analysis of Cadbury in detail:
Strength Weaknesses
 Well established brand at internation
level which are more famous as
compare to competitors.
 Management has fix price of their
goods according to quality as well as
quantity (Ogunmokun and Tang, 2012).
 Consumer have positive perception
about Cadbury commodities and brand.
 Strong and large distribution channel
help Cadbury to sell goods in each
location.
 In the confectionery industry, Cadbury
have large number of product portfolio
through this they satisfy each one target
segment effectively.
 Lack of different market penetration
has create negative impact on their
profits and performance.
 Many individual has suffer cholesterol
disorders as well as diabetes so that
they avoid sugar in their food resulted
sugar free confectionery has sell more
in United Kingdom.
 Poor R & D work reduce market share
and customer's satisfaction.
 Cadbury has hire candidates those have
no better knowledge in their field which
are negatively affect operational work.
Threat Opportunities
 New company as well as brand has
enter into market place which is a threat
for Cadbury.
 Nestle is a biggest competitor of
Cadbury which are directly affect their
operational process.
 Less energy in their product with low
 Continuously increasing acceptance of
global product with same international
standard (Papasolomou and
Melanthiou, 2012).
 Large product portfolio with lots of
variety as well as flavours that
maximum reputation of the company at
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level of sugar has lots of opportunities
at United Kingdom.
 Competitors has innovate in their
product as well as brand image that
create barrier for others.
market place.
STP: Segmentation, targeting and positioning three major strategies those are used by
organisation in order to achieve goals and objectives in limited period of time. These are explain
as follows: Segmentation: Segmentation is a marketing action of plan which are divided all broad
target market into manageable section or subsets of clients, nations, business etc.
Through this perceived common demand, priorities, interest, designing and many more.
Segmentation has divided into three kinds geographic like rural; urban; semi urban,
behavioural, psycho-graphic (Perreault, 2010). Management of Cadbury sell Daily milk
on the basis of size of product like small blocks, large blocks, bars etc. Targeting: Target market is a group of individuals through this Cadbury has decide their
marketing efforts. Management of the company targeting customers on the basis of
needs, perception, education, age and many more. Positioning: It mean build image of the company as well as brand about business
activities and its product. Cadbury positioning their product through website like provide
recipes for life's upbeat occasions in which no matter what is a occasion it.
Marketing strategies: Management of Cadbury has develop action of plan in which they
covers promotions, product development, market research, advertisement, campaigning and
many more (Purvis, 2016). Company has select best method from all available alternatives which
help them to achieve goals and get long run sustainability at market place.
CONCLUSION
From the above report it is concluded that different aspect of marketing is very helpful to
run whole business activities effectively. Marketing manager organises market research in order
to analyse clients preference, perception, needs, wants etc. and accordingly produce goods and
services. Through this firm are able to achieve customers satisfaction in long run. Cadbury get
high profits and market position that help them to achieve long run sustainability at market.
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<http://smallbusiness.chron.com/functions-marketing-business-32399.html>.
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