Assignment on Marketing in Hospitality
Added on 2020-07-22
22 Pages6679 Words31 Views
Professional DevelopmentLanguages and Culture
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Marketing inhospitality
Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................11.1 Concepts of marketing for service industry..........................................................................11.2 Influence of marketing environment on industry..................................................................31.3 Relevance of consumer markets............................................................................................41.4 Rationale for developing market segments...........................................................................5TASK 2............................................................................................................................................62.1 Importance of marketing mix components...........................................................................62.2 Pricing strategies and policies related to industry.................................................................8TASK 3............................................................................................................................................93.1 Role of promotional mix.......................................................................................................93.2 Planning and advertising campaign for operational department of services industry..........9TASK 4..........................................................................................................................................104.1 Relevance of marketing research for an effective product or service.................................104.2 Market research for specific goods.....................................................................................114.3 Assessment of suitable media for promoting selected product...........................................134.4 Implementation of marketing plan......................................................................................14CONCLUSION..............................................................................................................................14REFERENCES..............................................................................................................................16
INTRODUCTIONMarketing is a term which shows the exchange relationships between seller and purchaserat marketplace for creating a positive connection with customers. In fact, it consist of numerousof impressive methods for promoting goods or services across international boundaries forseeking attention of domestic as well as foreign clients (Atwal and Williams, 2012). Basically, ithelps an organization in attaining their set targets in a minimum duration by using variouspromotional techniques such as; advertisement through newspapers, magazines, campaigningand so on. Marriott hotel is consider as a luxury five star hotel in UK by having its branches innumerous of countries for attaining maximum benefits. This organization is established bybillionaire whose name is John Christodoulou. Along with this, hotel Marriott is popular for itsluxury bed rooms with splendid interior and attract millions of visitors which resulted in successor development of an organization. This assignment is going to classified into four different partsfor highlighting the promotional technique used by enterprise for expanding their business.Initially, concepts of marketing in the eye of service industry will be described for understandingthe environment in order to utilized promotional tools for accomplishing overall merchandisingactivities. Along with this, it also explains useful role of marketing and promotional mix inhospitality industry because main objectives of this industry is to facilitate consumers in bestmanner by fulfilling their wants or needs. Later on, significance of investigation team is alsooutlined in this project for designing a research team in order to accumulate necessaryinformation used by organization while manufacturing particular goods or services. At last,proper implementation of marketing activities are shown in this report. TASK 11.1 Concepts of marketing for service industryMarketing is an ongoing process which plays a major role in service industry because itsupports their leaders in meeting requirement of desired customers. In fact, maximum number ofgoods or services fall in hospitality industry for example; restaurant, dinning, accommodation,leisure activities and so on (Ayeh and et. al., 2012). Marriott hotel is famous for its qualitativeproducts or services with attractive themes in order to attract numerous of domestic and foreigncustomers by satisfying their needs. Along with this, this association also use customer retentiontechnique for increasing effectiveness of their services. Basically, retention of consumers is an1
appropriate process which is used by marketing department of an organization for encouragingsociety towards experiencing the services provided by Marriott hotel. In other words, marketing in hospitality industry implemented a protocol for creating aunderstanding relationships with customers, interacting and distributing value to consumers inthat way which become beneficial for enterprise as well as various shareholder (Bowie andButtle, 2011). On contrary to this, merchandising in service sector is totally different from otherindustry because it deals with tangible items such as ; bed, food, ambience or services and so on.After understanding the concept of marketing, referred association uses many more promotionaltechniques for encouraging their services at European marketplace by facilitating their customersdemands. However, main focus of Marriott hotel is one identifying their consumersrequirements, desires or wants for designing policies or strategies accordingly. After consideringthis, managers of a company is focussing on maximization of revenue and trying to earnmaximum return on their initial investment for establishing their goodwill at marketplace(Bowie and et. al., 2016). Therefore, it has been understood that integrated marketing is a jointexertion of entire staff members within the enterprise. Furthermore, it has been analysed that concept of marketing is defined in number of waysfor understanding their benefits and drawbacks in hospitality industry which are explained asfollows:- Benefits of effective strategies of marketing is given as follows:- Promotion of goods or services across international marketplace for gaining trust orloyalty of foreign clients.Encouraging employees towards making friendly relations with customers.Efforts for seeking attention of millions of clients toward their services (Wearne andMorrison, 2013).Develop the employees personally and occupationally by enforcing them towardsperforming marketing activities in an efficient manner. Drawbacks are highlighted below:- Sometimes salesmen trying to force the clients by irritating them with again and again.Inaccurate information creates confusion (Chan and Guillet, 2011).Lack of confusion between employees and employers while accomplishing promotionalactivities.2
All these above terms shows advantageous of marketing and its certain drawbacks whichsometime act as a barriers in development path of an enterprise. Therefore, at the end it has beenidentified that marketing is an appropriate term which helps Marriott hotel in maximizing theirprofit by promoting goods or services offered by them as well as making plans or strategies forhighlighting impressive quality (Cooper, 2013). Hence, this concept is very beneficial term inattaining set objectives or goals. 1.2 Influence of marketing environment on industryMarketing surrounding plays a very vital role in growth of Marriott hotel because all thefactors are interlinked with each other and always fluctuated due to alteration in one elements.Micro and macro environment have a greater impact on a hospitality industry because customersare coming from across the world and Marriott hotel is having its branches in number ofcountries (Hyun, 2010). Therefore, managers of an enterprise needs to design their policies orpromotional strategies according to changes in internal or extrinsic factors. Thus, influence ofmarketing environment is shows as follows:- Micro environment:- Various elements are there which falls under this category is statedbelow:- Consumers:- Marriott hotel has to ensure that products or services which was designingby them must be according to choice of customers as well as they need to consider recenttrends in order to obtain attention of clients (Yoo, Lee and Bai, 2011). However,customers are seen as a end user as products are finally consumed by them only.Therefore, it is essential for managerial team to decorate or design rooms of their hotelas per customers choice, preferences and taste so that they get attracted towards interiorof hotel (Korstanje and Olsen, 2011). In hospitality industry consumers are seen as mostindispensable part and they helps in development of an organization.Suppliers:-Crude materials, other settlement like transportation offices to their clientsand different administrations are given by providers just . Subsequently, lodging industryrequires to keep up positive associations with accomplices or providers since it impacttheir assembling division in different way. For instance; lodgings dependably givenourishment benefits in complimentary and if there is non attendance of vegetables ordifferent fixings then kitchen division can't cook delicious sustenance which3
straightforwardly impact the picture of Marriott inn(Morosan, Bowen and Atwood,2014).Employees:- All the activities, roles and responsibilities are performed by humanresource because they are indispensable asset for every industry. Therefore fulfilment ofemployees demand is necessary for enterprise in order to accomplish assigned task in adefined time period by maintaining quality (Lee and et. al., 2010).Macro environment:- Factors that are not controlled or regulated by organization are fallunder this category which are highlighted as follows:- Political:- Number of norms, beliefs, acts, rules and regulations are enacted by regulatorybodies for creating a peaceful environment in UK (Thakran and Verma, 2013). Alongwith this, they are also trying to eradicate discrimination from marketplace and focussingon protecting buyers or sellers from any exploitation because it influence image ofMarriott hotel. Legal:- Laws are designed by legislation bodies for creating equality among Europeanmarket between various competitors. Their main focus is to eliminate issues , barriers orproblems which is faced by hospitality industry. Economical:- Development of economy is fully depend upon success of hospitalityindustry because if employees or customers both are satisfied as well as company issucceeded in creating maximum employment opportunities then it automatically enhancethe economy of a nation (Leung and et. al., 2013). Apart from this, if there is any changein exchange rate or currency rate then it may influence success of an organization byaffecting international deals. Social :- Taste, preferences and choices of consumers always fluctuate or changes due toemergence of various competitors that are coming with innovative ideas of designinghotels or facilitating customers in hospitality industry (Li and Wang2010). Therefore, at the end it has been understood that marketing environment have a majorinfluence on development or growth of hospitality industry due to their roles and responsibilitiestowards success of an enterprise. 1.3 Relevance of consumer marketsIn hospitality industry customers are seen as necessary elements because all the productsor services are finally consumed by them only and as they are also known as a end user. It has4
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