Marketing in Hospitality: A Case Study of Sheraton Hotel, United Kingdom

MARKETING IN
HOSPITALITY

Table of Contents
INTRODUCTION...........................................................................................................................2
OVERVIEW OF THE SHERATON HOTEL, UNITED KINGDOM.................................................3
LO1................................................................................................................................................4
1.1 CONCEPT OF MARKETING FOR RELEVANT SERVICE INDUSTRY..............................4
1.2 IMPACT OF MARKETING ENVIRONMENT ON THE INDUSTRY.....................................4
1.3 RELEVANCE OF CONSUMER MARKET IN INDUSTRY...................................................5
1.4 RATIONALE FOR DEVELOPING DIFFERENT MARKET SEGMENTS.............................5
LO2................................................................................................................................................7
2.1 IMPORTANCE OF COMPONENTS OF MARKETING MIX TO INDUSTRY.......................7
2.2 ANALYSING PRICING STRATEGIES AND POLICIES IN RELATION TO THE
INDUSTRY.................................................................................................................................8
LO3..............................................................................................................................................10
3.1 ROLE OF PROMOTIONAL MIX........................................................................................10
3.2 PLANNING AN ADVERTISING CAMPAIGN FOR SERVICE INDUSTRY ORGANIZATION
.................................................................................................................................................10
3.3 ROLE OF SALES PROMOTION AND PUBLIC RELATIONS IN PROMOTIONAL
EFFORTS................................................................................................................................11
TASK 4........................................................................................................................................12
4.1 RELEVANCE OF MARKET RESEARCH FOR SHERATON HOTEL OPERATIONS.......12
4.2 MARKET RESEARCH FOR APPROPRIATE HOTEL OR SERVICE................................13
4.3 ANALYZING THE SUITABILITY OF DIFFERENT MEDIA FOR MARKETING AN
APPROPRIATE PRODUCT OR SERVICE.............................................................................14
4.4 IMPLEMENTING THE MARKETING PLAN FOR PRODUCT...........................................15
CONCLUSION.............................................................................................................................16
REFERENCES............................................................................................................................17
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2

INTRODUCTION
This report helps in the understanding of the concept for the purpose of doing marketing in
hospitality organization of United Kingdom. Marketing helps in understanding the needs as well
as the demands of the people so that they can offer them with the products as well as the
services (Bowie, et al. 2016). Marketing helps in building the growth of an organization by
increasing the profitability. The main component of the marketing is the market research which
is done in order to build the strategy of marketing for the UK based organization named HW
Marriott. This report will help in the understanding of the strategy needed for this organization in
order to review it. The marketing strategy is developed because of the variation in the market
forces as well as the competition in the market.
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OVERVIEW OF THE SHERATON HOTEL, UNITED KINGDOM
Sheraton hotel is among the international hotel and it consists of a chain and resort of hotel
which is being operated by the Marriott International. Sheraton consists of about 500 hotel
across the world and these hotels are situated in Africa, South America, Asia Pacific, Europe,
North America, Middle East, Caribbean, and Central America (Taylor and Hotel, 2011). This
hotel was founded in the year of 1937 in the United States by Ernest Henderson and Robert
Moore. The size of the organization is about 145,000 employees. The hotel is situated in White
Plains, New York, United States. The aim of this hospitality industry is to deliver the best
experience of travelling. All the technical needs of the customer are being fulfilled by the hotel.
An online facility for booking a hotel is also provided by the hotel. The hotel consists of the
different types of services offered to the customer such as food as well as the beverage, the
clubbing facilities, an everlasting experience, workouts, etc. this hotel has also been recognized
as the official hotel for different leagues of baseball. The hotel consists of about 155,815 rooms
which are open and 19,616 rooms which are pipelined.
Figure: Hotel Sheraton
Source: Admin, 2016.
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LO1
INTRODUCTION
This report will help in an understanding of the marketing concept needed for the Sheraton hotel
as well as their impact on the industry. In addition to this, the report also describes the
consumer market of the Sheraton hotel.
BODY
1.1 CONCEPT OF MARKETING FOR RELEVANT SERVICE INDUSTRY
The marketing helps in establishing the relationship with the customer through the process of
communication in order to provide the services to the customer so that the organization, as well
as the stakeholders, can receive the profit from it. The integration of the services provided by
the Sheraton hotel together with the needs as well as the demands of the customer helps in
achieving the profit of an organization (Lovelock, 2011). The main aim of this hotel is to satisfy
the needs of the consumers by analysing it through the market. This analysis helps in
generating the revenue for the organization so integration needs to be done.
In order to develop the campaigns of the marketing, the management team of the organization
must focus on determining the culture of the market for the purpose of embedding it. The
integrated type of marketing is being used by the Sheraton hotel. The services provided to the
customer are of the superior quality which helps in bringing the growth of an organization. The
priority of this hotel is to focus on the needs of the customer.
1.2 IMPACT OF MARKETING ENVIRONMENT ON THE INDUSTRY
The plan of the marketing is implemented in the environment of its own consisting of the macro
as well as the microenvironment which is of a variable nature. This variability factor is
responsible for bringing opportunities and also the threats with respect to the holders of the
business. Analysis of these factors must be done by the management team in order to develop
the strategies of marketing for the organization. Another factor is the coordination among the
suppliers as well as analysing the rivals, adjusting the budget according to the strategy, comes
under the micro factors of an environment which needs to be synchronized for achieving the
profit.
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