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Marketing in Hospitality Assignment (Solved)

   

Added on  2020-12-23

15 Pages5160 Words54 Views
MARKETING INHOSPITALITY

Table of ContentsINTRODUCTION...........................................................................................................................3TASK A...........................................................................................................................................31.1 Concepts of marketing......................................................................................................31.2 Impact of marketing environment on organisation..........................................................5M1 Identify and apply strategies to find appropriate solutions..............................................6M3 Present and communicate appropriate findings...............................................................61.3 Relevance of customer market.........................................................................................71.4 Rational for developing market segments........................................................................8D1 Use critical reflection to evaluate own work and justify valid conclusions.....................82.1 Significance of marketing mix & its components............................................................8M2 Select/design and apply appropriate methods/techniques..............................................102.2 Pricing strategies and policies of firm............................................................................10D2 Take responsibility for managing and organising activities...........................................114.4 Implementation of the marketing plan for a suitable service or product .......................11D3 Demonstrate convergent / lateral / creative thinking.....................................................12TASK B.........................................................................................................................................12Covered in PPT.....................................................................................................................12CONCLUSION..............................................................................................................................12REFERENCES..............................................................................................................................13

INTRODUCTIONMarketing refers to the process through which firm promotes its goods and services inmarket (Bharwani and Jauhari, 2013). It assists in determining needs and requirements ofpotential clients which helps in the company in meeting those in effective and successfulmanner. In Hospitality sector, segments like restaurants, amusement parks, resorts and hotels usemarketing tools and techniques in order to promote goods and services in an effective manner.As hospitality industry majorly emphasize on creating experiences and developing customers,marketing is essential for increasing customer loyalty. In the present assignment, chosenorganisation is Hilton Hotel which is a global brand of service hotels in US. The assignmentcovers concepts of marketing, relevance of consumer markets as well as impact of marketingenvironment on firm. Significance of marketing mix, role of promotional mix and pricingstrategies used by firm is also defined in this report. TASK A1.1 Concepts of marketingMarketing concepts refers to the philosophy that companies should analyse therequirements of their customers and takes decisions in order to satisfy those needs in much betterway than competitors (Smith, 2015). It includes 5 concepts which are defined below: Product concept: This concept is based on the belief that customers favour thoseproducts that offers performance, quality and innovative features. Under this concept, managersof Hilton Hotel formulates strategies that emphasize on making constant product improvements. Selling concept: This concept is based on the idea that people will not buy enough ofcompany's products unless it undergoes large scale promotional and selling efforts (Smith,2014). Under this concept, management of Hilton hotel emphasize on developing salestransactions instead of developing profitable long term customer relationship. Production concept: This concept is based on the belief that customers wants productswhich are accessible and affordable. Firms adopting this concept runs major risk of emphasizingtoo broadly on their own activities and operations. In application of this concept, managementemphasize on improving efficiency of production and distribution (Bharwani and Jauhari, 2013).Marketing concept: This concept holds attaining goals of organisation rely on needs oftarget market and delivery of desired satisfaction (Hannam, Butler and Paris, 2014). This concept

is customer oriented and Hilton hotel emphasize on providing value to customers for attaininghigh sales and profits. Societal marketing concept: This concept is based on the belief that marketing strategymust deliver value to clients in a way that improves or maintain society and customer's wellbeing (Sharpley and Telfer, 2014). Marketing is a sequential and continuous process through which administration in thehospitality sector plans, implements, controls, plans and analysis activities designed to satisfyboth customers' wants and needs and their personal organization's objectives. Marketing is one ofthe effective department which help to increase sales and creates awareness of services tosociety. In Hilton Hotel, there are techniques which are significant and helps to perform businessoperations effectively (Bowie and Buttle, 2011). According to Philip Kotler: The marketing concepts keeps that the core to accomplishingbusiness goals lies in identifying the wants and needs of target audience and delivering thewanted satisfaction more effectively and efficiently than the completions (Cohen and et. al.,2014). There are many other departments in Hotel such as Room services, kitchen, Human resource,finance, sales, etc. which are related to it.Customer wants, demands and needs: Guests have wants and needs, and when a demandis not satisfied a void exists. There are various offers which help to work according to demand ofsociety. As these days there is trend of customised services, so they have to make changes infunctions of various Hilton. These days’ people visit various destination as per purpose, demand,culture of customer. Hotel Hilton take care of such aspects which are significant for growth ofbusiness (Chan and Guillet, 2011). Customer satisfaction: Marketing and sales professionals strive in order to develop anawareness of an innovative alternative to fill a current requirement through advertisement of theproduct. It help the hospitality industry to maintain better relation with the gusts (Mariani and et.al., 2014). Business runs to runs profits, this can be possible which is effective for approachingcompany and this helps to know what can be done trough which customer gets satisfied.Customer availed service from Hilton Hotel and if they get satisfied, then there will mouth tomouth promotion which is most effective tool of marketing.

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