Marketing in Hospitality: A Comprehensive Analysis of The Swan Hotel

This report delves into the intricacies of marketing within the hospitality industry, using The Swan Hotel as a case study. It examines the marketing process, analyzes the impact of the marketing environment, and evaluates the relevance of consumer markets in the hospitality sector. The report further explores the rationale for developing different market segments, assesses the importance of components of the marketing mix, and analyzes pricing strategies and policies. It also evaluates the role of the promotional mix, plans an advertising campaign, and analyzes the role of sales promotion and public relations. Finally, the report discusses the relevance and importance of undertaking market research, undertakes market research for a specific product or service, analyzes the suitability of different media for marketing, and evaluates the implementation of the marketing plan.

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MARKETING IN HOSPITALITY

Table of Contents
INTRODUCTION..........................................................................................................3
COMPANY SUMMARY................................................................................................4
TASK 1..........................................................................................................................5
1.1 DISCUSS CONCEPTS OF MARKETING FOR A RELEVANT SERVICES
INDUSTRY................................................................................................................5
1.2 ASSESS THE IMPACT OF THE MARKETING ENVIRONMENT ON THE
INDUSTRY................................................................................................................7
1.3 EVALUATE THE RELEVANCE OF CONSUMER MARKET IN THE
HOSPITALITY SECTOR...........................................................................................9
1.4 DISCUSS THE RATIONALE FOR DEVELOPING DIFFERENT MARKET
SEGMENTS............................................................................................................10
M1 AN EFFECTIVE APPROACH TO STUDY AND RESEARCH THE MICRO AND
MACRO ENVIRONMENT HAS BEEN APPLIED....................................................11
TASK 2........................................................................................................................13
2.1 ASSESS THE IMPORTANCE OF COMPONENTS OF THE MARKETING MIX
TO THE INDUSTRY................................................................................................13
2.2 ANALYSE PRICING STRATEGIES AND POLICIES IN RELATION TO THE
INDUSTRY..............................................................................................................14
M2 RELEVANT TECHNIQUES AND METHODS USED TO ANALYSE THE
VARIOUS PRICING POLICIES AND APPROACHES...........................................16
TASK 3........................................................................................................................18
3.1 EVALUATE THE ROLE OF THE PROMOTIONAL MIX IN HOSPITALITY
INDUSTRY..............................................................................................................18
3.2 PLAN AN ADVERTISING CAMPAIGN FOR A SERVICES INDUSTRY
OPERATION...........................................................................................................19
3.3 ANALYSE THE ROLE THAT SALES PROMOTION AND PUBLIC RELATIONS
.................................................................................................................................20
1

M2 RELEVANT THEORIES AND OR MODELS ARE USED TO IDENTIFY AND
LINK THE HOTEL’S PROMOTIONAL STRATEGIES............................................21
M3 APPROPRIATE STRUCTURE AND APPROACH ARE USED TO CARRY
OUT THE ADVERTISEMENT CAMPAIGN............................................................22
TASK 4........................................................................................................................23
4.1 DISCUSS THE RELEVANCE AND IMPORTANCE OF UNDERTAKING A
MARKETING RESEARCH......................................................................................23
4.2 UNDERTAKE MARKET RESEARCH FOR AN APPROPRIATE PRODUCT OR
SERVICE.................................................................................................................24
4.3 ANALYSE THE SUITABILITY OF DIFFERENT MEDIA FOR MARKETING AN
APPROPRIATE PRODUCT OR SERVICE............................................................25
4.4 EVALUATE THE IMPLEMENTATION OF THE MARKETING PLAN FOR AN
APPROPRIATE PRODUCT OR SERVICE............................................................26
CONCLUSION............................................................................................................27
REFERENCES...........................................................................................................28
2

INTRODUCTION
The success of any business not only depends on its product or services but also on
the marketing activities as well. The market has a major influence in driving the
hospitality sector. Through market, the company can identify the needs and wants of
the customers in order to serve them with better quality product or services. The aim
of this report is to understand the conceptualisation of marketing by using different
techniques and methods to be applied in the hospitality industry (Kusluvan, et al.
2010). The internal and external environment is analysed in marketing that impacts
on the decisions of the company in hospitality sector by using tools such as
marketing mix, promotional mix and so on.
3

COMPANY SUMMARY
The Swan hotel was built in the 18th century and is located in the centre of Alresford.
The huge and beautiful industry of the Swan hotel is of over two hundred and fifty
years and offers 22 bedrooms along with the original rooms with high standards. All
the bedrooms in the hotel are equipped with all the facilities and amenities required
for comfy night sleep. The dining areas of the hotel are either in restaurants, bar food
in the tap room stalls, and less formal watercress rooms. The facilities for the
customers at the Swan Hotel are ample free car parking, free Wi-Fi for guests in the
public areas, 22 en-suite bedrooms with flat screen TV and sky, restaurants, bar and
lounge, wedding reception speciality and large function rooms.
4

TASK 1
1.1 DISCUSS CONCEPTS OF MARKETING FOR A RELEVANT SERVICES
INDUSTRY
MARKETING PROCESS
The marketing process is referred to that method in which major purpose is to create
a value in such a way that it satisfies the needs and requirements of the customers.
Marketing process in services is industry is an endless series of action, as well as a
reaction wherein the attempts, are made by both customers and the companies such
as The Swan Hotel to satisfy the needs of the customers by creating the value
(Legrand, et al. 2013). The marketing process includes the examination to identify
the opportunities to formulate strategies and tactics to take a decision and execute
the plan and monitor the results.
Fig 1 Marketing Process
[Source: https://www.smartsheet.com/strategic-marketing-processes-and-planning]
CONCEPTS OF MARKETING
The concept of marketing in service industry includes wants, needs, demands,
products and market that vary in their function that they deal with. The needs want
and demand of the customers are different which needs to be analysed, evaluated
5

and fulfilled. Marketing offer in the service industry are the services that are made
and developed by the marketer as per the requirement of the customer (Brotherton,
2012). The customer is the major focus in the service industry as the value is
observed as the capacity of the products or service which derives the level of
satisfaction among the consumer.
Fig 2 Concept of Marketing
[Source: http://www.scielo.br/scielo.php?script=sci_arttext&pid=S0103-
65132007000300003]
6

1.2 ASSESS THE IMPACT OF THE MARKETING ENVIRONMENT ON THE
INDUSTRY
The companies such as The Swan Hotel need to analyse the impact of the micro as
well as macro environment elements in the hospitality industry (Bharwani and
Jauhari, 2013). Following are some of the micro as well as the macro environment:
Fig 3 Macro and Micro Environment
[Source: Sindhuja, 2018]
MICRO ENVIRONMENT
The micro environment is said to those factors that are comprised in the immediate
environment of the business organization such as The Swan Hotel. It includes:
Suppliers: it is essential for the Swan Hotel to coordinate with its suppliers as well
as intermediaries to provide the facilities considering their price and quality to the
customers (Hassan, 2012).
Customers: the needs, demands and wants of the customers affect the business
operation of the Swan Hotel.
7

Competitors: the customer is influenced by the desire of the customers, form of the
product such as design, features etc and a brand name which creates competition
among the competitors.
MACRO ENVIRONMENT
The below are macro-environmental factors that are comprised of large societal
factors which will impact the micro environment of the Swan Hotel:
Political: the Swan Hotel is impacted by the political scenario or system that is
authoritarianism being prevailed in the UK to foster or control the business activities.
The two systems are democracy and totalitarianism or authoritarianism.
Social: the business operations or activities of the Swan Hotel are impacted by the
desires, expectations, pressure that gives rise to societal laws. The promotion of the
certain products, ideas and services are impacted by the social inertia (Leung, et al.
2015).
Technological: technological emergence has benefitted by the making their online
presence through a website and other mobile application.
Economic: the economic market in any country comprises of three systems that are
capitalism, socialism and communism (Dief and Font, 2010). The economic system
of the UK impacts the activities and promotions of the Swan Hotel.
8

1.3 EVALUATE THE RELEVANCE OF CONSUMER MARKET IN THE
HOSPITALITY SECTOR
The success factor of the company such as The Swan Hotel depends on the
customers in the hospitality business. One of the major aim and purpose for
instigation of the hotel chain and other businesses such as the Swan Hotel is to
satisfy the needs and desires of the customer with its quality and high-class products
and services (Kandampully, et al. 2015). The customers often look up to the hotels at
the time of any events such as wedding receptions, group occasions and business
conventions.
A major focus is given by the Swan Hotels in delivering customer care services
which refers to the provision of the service to the customers before, at the time and
after purchase as this activity increases the level of satisfaction by meeting the
expectations of the customers. The vital part of the Swan Hotel is to provide
excellent customer service to its customers for their growth and prosperity (Williams,
2012). This issue is strongly related to the management of quality services and its
significance to the customer's satisfaction and the perceived performance of the
Swan Hotel.
9

1.4 DISCUSS THE RATIONALE FOR DEVELOPING DIFFERENT MARKET
SEGMENTS
Market segmentation is referred to the process of dividing the groups of the
consumer on the basis of their purchasing behaviour as well as their reaction
towards the promotion as well as communication from the company. The customers
in the market are segmented into segments such as demographic, geographical,
behavioural and psychographic (Bowie, et al. 2016). There are several justifications
to develop these market segments. Companies such as the Swan Hotel focus and
target the segment in the market in order to enhance the profit margin and minimise
the competitive pressure.
Fig 4 Types of Market Segment
[Source: https://www.dreamstime.com/royalty-free-stock-images-market-
segmentation-types-image28845369]
The company such as The Swan Hotel create and focus on each segment in order to
match the needs, desires and wants of the customer in better and effective manner.
It helps the company such as the Swan Hotel in building better growth opportunities
and also enhances the profits for the business according to the sales and varied
disposable income of the customers (Ruizalba, et al. 2014). It also helps in customer
retention due to increasing the appeal for the products and services at its different
life-cycle in the hospitality industry. Effectively communicating with the relevant
10

customer audience helps in increasing the profitability and market share of the Swan
Hotel.
M1 AN EFFECTIVE APPROACH TO STUDY AND RESEARCH THE MICRO
AND MACRO ENVIRONMENT HAS BEEN APPLIED
Porter’s Five Forces Model is the most effective and popular approach which can be
used by the company such as the Swan Hotel to analyse and research on the macro
as well as a micro environment that is given below:
PORTER’S FIVE FORCES MODEL
The companies in the hospitality industry such as the Swan Hotel have faced both
recession and growths in the economy of the UK. The companies in the hospitality
industries evaluate the factors of both Micro as well as the macro environment in
order to determine the profitability and sustainable competitive advantage
(Kandampully, et al. 2015).
Fig 5 Porter’s Five Forces Model
[Source: https://www.visual-paradigm.com/guide/strategic-analysis/what-is-five-
forces-analysis/]
11

Bargaining power of suppliers: the bargaining power of the intermediaries and
suppliers are relatively low in the hospitality industry. The Swan Hotel need not
depend on the suppliers but on the power of labour, trained and efficient staff and
personnel.
Bargaining power of Customers: the power of the customers is relatively higher
than the market players in the hospitality industry (Bowie, et al. 2016). A certain
group of people exercise their power on the Swan Hotel while purchasing the hotel
rooms in bulk when required.
The threat of new entrants: high capital cost is required by the new entrants to
enter the hospitality industry. The present hotel chains in the market have
advantaged over the new entrants making it difficult for them.
The threat of substitutes: the Swan Hotel in the hospitality industry faces the
competition of differentiation rather than threats of a substitute. This interprets that
the threat of substitute in the hospitality industry is relatively low (Sánchez-Ollero, et
al. 2014).
Competitive rivalry: the competition in the rivals in the hospitality industry is very
intense due to the limitation I the cost switching and cost of product differentiation.
The Swan Hotel needs to manage the pricing during the time of peak season to
manage the competition.
12

TASK 2
2.1 ASSESS THE IMPORTANCE OF COMPONENTS OF THE MARKETING
MIX TO THE INDUSTRY
The components of the marketing mix in case of the hospitality industry are a
product, promotions, pricing, place, process, people and physical evidence
(Leonidou, et al. 2013). Packaging is also considered as elements of marketing mix.
The Swan Hotel in the UK develops the strategy by considering and evaluating the
elements of the marketing mix to achieve growth and success.
Fig 6 Marketing Mix
[Source: https://www.marketing91.com/importance-marketing-mix/]
The importance of the marketing mix for in hospitality industry is justified through
below given reasons:
 All the P in marketing mix should be compatible with each other by making a
chain of strong bonds as it helps in creating a clean marketing mix for the
products for the Swan Hotel.
 The analyses through marketing mix help in developing a new product by
generating new ideas while designing the existing product by the Swan Hotel.
 It also helps to increase the product portfolio by altering the minor changes to
add certain features to the product at the Swan Hotel.
 It helps in guiding the business to identify the gaps for improvement in the
business of the Swan Hotel.
13

 It also helps in differentiating the products from that of the competitors thereby
gaining competitive advantage in the market (Bowie, et al. 2016).
 It helps the Swan Hotel to understand the business environment by adopting
the dynamic nature to respond with better agility.
2.2 ANALYSE PRICING STRATEGIES AND POLICIES IN RELATION TO
THE INDUSTRY
ROLE OF PRICING STRATEGIES IN RELATION TO HOSPITALITY INDUSTRY IN
THE UK
The role of pricing strategies in the hospitality industry is essential as it is utilised by
the hotels such as the Swan Hotel to signal the value and quality of the products and
services offered by the hotel. It is observed that there is a correlation between the
price-ending strategies and room rates (Dev, et al. 2010). In order to maximise the
revenue and profit of the hotel such as the Swan Hotel, the leaders in the hotel
investigate down to derive the appropriate pricing strategy.
It is must for the hotel such as The Swan Hotel to set the prices according to the
overall objective failing which can destroy the brand building efforts. The emergence
of multichannel online booking facilities has enabled the transparency in price
offerings to assist the decision making of the customers considering the deviation in
the prices due to current market trends (Gustavo, 2013).
POLICIES FOR HOTEL IN HOSPITALITY INDUSTRY IN THE UK
Business names act 1985: under this act, it is essential for the hotel owners such
as the owner of the Swan Hotel to display a notice to show the name of the owner
where it is not same as business name.
Trade Descriptions Act 1968: it is just for the hotel such as the Swan Hotel to
provide an accurate description of the facilities and amenities that are a true and fair
reflection and also ensure that the Swan Hotel does not mislead the potential guests
while producing their marketing pamphlets, advertising literature and also updating
the hotels’ website.
14

Furniture and Furnishings (Fire) (Safety) Regulations 1988: the hotel
management at the Swan Hotel must ensure the availability of safety precaution
such as fire extinguishers, checking fire exits, fire exit signs and undertake fire drills
regularly (Bowie, et al. 2016).
Data Protection Act 1998: through this act, it is an obligation for the Swan Hotel to
maintain the privacy by protecting the personal data of guests. It is essential for the
hotel owner to notify the data protection commissioner regarding the leak of any
personal data from the computer to the public.
Health and Safety at Work Act 1974: the hoteliers such as the Swan Hotel need to
provide the protective clothing required to handle and take notice of harmful and
hazardous substances which may cause injury or illness to their staff (Parente and
Strausbaugh-Hutchinson,2014).
15

M2 RELEVANT TECHNIQUES AND METHODS USED TO ANALYSE THE
VARIOUS PRICING POLICIES AND APPROACHES
PRICING STRATEGIES IN HOSPITALITY INDUSTRY
Economy pricing: a considerable amount of the products and services is set by
minimising the cost of the marketing and promotional cost of the Swan Hotel. This
strategy is used at the time of off-season.
Premium pricing: the Swan hotel uses the premium pricing strategy to create the
brand image of the new product being perceived by the customers as worthy and
distinct.
Penetration pricing: the Swan Hotel uses penetration pricing strategy to increase
market share by delivering the product at a relatively low price from customers
Price skimming: this method is used by the Swan Hotel to introduce a new product
by setting a high price and maximise the profit before the entry of any competitor.
Fig 7 Pricing Strategies
[Source: ABCI, 2018]
16

The hotels such as the Swan Hotel should consider the demand-supply balance
before setting the price. The pricing strategies adopted by the competitors are
another factor that affects the Swan Hotel in this highly competitive market scenario
(Noone, et al. 2011). The success of the Swan Hotel along with the profit and
revenue is highly depended on the well-designed pricing strategy through a well-
refined price-optimization system.
17

TASK 3
3.1 EVALUATE THE ROLE OF THE PROMOTIONAL MIX IN HOSPITALITY
INDUSTRY
Promotion is one of the essential elements in the comprehensive marketing program
which is needed to be approached systematically. Generally, the coordination and
integration of different promotion elements are quietly inadequate in the promotion
management in hotel industry due to lack of proper understanding of marketing
(Gustavo, 2013). It is not only important to concentrate on the quality of the services
but also on the ways of promotion to attract the prospects for the hotel. A major
focus is to be given on innovative promotional measures to promote or create
awareness regarding the quality of services offered to the hotel customers.
The components of the promotional mix such as an advertisement, sales promotion,
personal selling, direct marketing and public relation are to be effectively blended
together by professional or member of the Swan hotel so that the effects are
proactive along with the cost-effective process of persuasion (Halinen, 2012). Proper
promotional mix helps in reaching out to a large number of target customer across
the world and is the essence to convert occasional visitors into habitual visitors. The
decision-makers in the Swan Hotel make their sincere efforts in formulating a sound
promotional strategy to create awareness by using scientifically formulated and
optimally blended promotional measures.
18

3.2 PLAN AN ADVERTISING CAMPAIGN FOR A SERVICES INDUSTRY
OPERATION
OBJECTIVE: The aim of the adverting campaign is to increase the awareness of the
products and services offered by the Swan Hotel among the targeted customers
through essential promotion elements to increase the occupancy rate and revenue.
TARGET MARKET: the target market for the Swan Hotel is the middle and upper-
middle-class people, business class, and acting organisers for a wedding reception
and other occasions (Parente and Strausbaugh-Hutchinson,2014).
COST AND BUDGETING: the cost and budget for developing promotional and
advertisement campaign for the Swan Hotel are about £ 355,000.
METHODS: the methods adopted by the Swan Hotel are the blend of personal
selling, advertisement through both print and digital media, sales promotions and
maintaining public relation.
IMPLEMENTATION: the Swan Hotel implements the methods of promotion by using
one-to-one interaction with either potential or already customers, advertising through
digital and print media, sales promotion through offers, coupons and discounts, and
maintaining public relation through social media and other networking websites
(Parente and Strausbaugh-Hutchinson, 2014).
EVALUATION: the Swan Hotel needs to actively evaluate the techniques and
methods adopted by the hotel in the promotional mix (Halinen, 2012). It is essential
to identify the last effect of the promotional mix in creating the awareness or take
corrective measures if needed.
19

3.3 ANALYSE THE ROLE THAT SALES PROMOTION AND PUBLIC
RELATIONS
ROLE OF SALES PROMOTION IN HOSPITALITY INDUSTRY
The role of sales promotion is very important as the managers in the hotel such as
The Swan Hotel uses sales promotion to stimulate the buyers by increasing their
interest to visit the hotel. Sales promotion offered by the hotels is the short-term
incentives includes discount sales, coupons, refund, free stay for a limited period,
demonstrations and so on (Parente and Strausbaugh-Hutchinson,2014). Sale
promotion helps in attracting new customers, persuades occasional customers to
buy and rewards the dedicated customers to keep the services of the hotel in
circulation. For example, the hotels such as The Swan Hotel offers free stay for the
first night to increase occupancy rate.
ROLE OF PUBLIC RELATION IN HOSPITALITY INDUSTRY
The role of public relation in the hotel industry is the most crucial strategy for
communicating with the public to build trust for the hotel such as the Swan Hotel.
The Swan hotel uses the public relation to effectively communicate its key messages
to the diverse public (Gustavo, 2013). It also helps in the content market as the basic
principle of the PR is to establish and maintain public relationships by creating
awareness. One of the core functions of the public relation is the quick distribution of
the information to generate awareness among a large number of audiences.
20

M2 RELEVANT THEORIES AND OR MODELS ARE USED TO IDENTIFY
AND LINK THE HOTEL’S PROMOTIONAL STRATEGIES
The Swan Hotel uses the following promotional mix strategies:
Fig 8 Promotional Mix
[Source: https://www.marketing91.com/promotional-mix/]
Advertising: advertising is used by the Swan Hotel to contribute towards building a
brand and develop perspectives in the market by sending the message to existing
and potential customers.
Personal selling: personal selling is adopted by the Swan hotel in order to
effectively communicate with the potential as well as existing buyers and is one of
the expensive forms of promotion (Halinen, 2012).
Sales promotions: promotions are done to enhance the purchase and sales by
offering coupons, discounts and other promotional offers in order to recapture the
old, lost and new customers.
Public relations: the Swan Hotel uses the public relation to influence the target
customers by creating a favourable and positive image of the hotel (Parente and
Strausbaugh-Hutchinson,2014). This can be done by sharing information regarding
the company as well as the services. It helps in rebuilding the public image.
21

M3 APPROPRIATE STRUCTURE AND APPROACH ARE USED TO
CARRY OUT THE ADVERTISEMENT CAMPAIGN
The following is the appropriate structure to carry out advertisement campaigns:
Campaign goal and tracking: the Swan hotel aims to increase the number of
occupancy rate by attracting large numbers of customers. It can only be possible
through an appropriate and effective marketing campaign.
Campaign insight and targeting: the potential customers of the campaign are
middle class and upper-class people including families, families with children, newly
married couples and business class people (Bowie, et al. 2016).
Key campaign message and offers: the products and services are to be positioned
as similar to 4 stars services and amenities (Halinen, 2012). The campaign offered to
the potential customers is the free stay for one day in case of stay up to 5 days or
more.
Campaign media plan and budget: the company aim to use social networking sites
and other internet mediums such as Facebook, Instagram, Twitter and other social
media portals.
Campaign execution: the IT department of the Swan Hotel tests the applications
and adjusted in case of any gap during the campaign.
22

TASK 4
4.1 DISCUSS THE RELEVANCE AND IMPORTANCE OF UNDERTAKING A
MARKETING RESEARCH
One of the major aims of the hotel such as the Swan Hotel is to develop and deliver
the products and services are per the current trends and needs of the customers in
the market. The hotel needs to carry out market research on a continuous basis in
order to keep up with the latest market trends and gain a competitive advantage in
the business market (Leonidou, et al. 2013). With the help of market research, the
Swan Hotel needs to conduct market research which is very vital to reach out to
target audiences thereby increasing the sales. There are following reasons which
disclose the importance of undertaking market research by the Swan Hotel:
 Identify the area of improvement in the business.
 Identifying the needs of the existing customers and selection of competitor’s
services.
 Recognise the changing market trends to grab new business opportunities.
 Recognise the needs of potential customers in order to incorporate into the
services.
 For setting achievable targets in order to grow to develop the product for sales
(Leonidou, et al. 2013).
 Make well-informed decisions regarding the services and develop effective
strategies for market.
23

4.2 UNDERTAKE MARKET RESEARCH FOR AN APPROPRIATE
PRODUCT OR SERVICE
DATA COLLECTION AND ANALYSIS:
The marketers and other executives of the Swan Hotel need to carry out market
research to analyse the market for comprehending the response of the customers.
The market research is to be carried out to introduce fusion cuisines in the menu in
The Swan Hotel in order to attract customers at the global level (Line and Runyan,
2012). The research is to be conducted by selecting the numbers of participants who
visit the Swan Hotel. The needs and wants of the customers are to be identified
along with the market trends.
PRIMARY RESEARCH: primary research is to be carried to collect the data using
different primary survey methods such as questionnaire, surveys and interviews and
samples. The most appropriate method is used by asking relevant questions through
questionnaire including open and close-ended questions. The data is collected by
the feedback and responses received from the respondents or sample population
(Line and Runyan, 2012). This helps the Swan Hotel in identifying the preferences
and desires of the customers in identifying the new fusion cuisines and varieties in
menu
SECONDARY RESEARCH: secondary research is conducted by using internal
records including government publications, articles and industry journals published in
the newspapers and magazines and so on (Line and Runyan, 2012).
24

4.3 ANALYSE THE SUITABILITY OF DIFFERENT MEDIA FOR
MARKETING AN APPROPRIATE PRODUCT OR SERVICE
The hotel such as The Swan Hotel uses different ranges of media that are suitable
for specific products and services offered by the hotel in the market (Mok, et al.
2013). They are television, newspapers and magazines, radio, billboards and
posters used by the hotel such as the Swan Hotel to introduce the appropriate
products and services of the hotel. The hotel such as the Swan Hotel implements the
suitable media to effectively aware of the large numbers of customers regarding the
products and services of the hotel.
It is essential for the marketers of the hotel to have a reasonable budget for
accomplishing the aims of the hotel. The selection of the media depends on the type
of services and products offered by the hotel (Mok, et al. 2013). For example, the
Swan Hotel wants to attract a large number of the customer across the globe thus
the best suitable media to be used by the hotel is to use social media and other web-
based networking portals. The hotel can use print media such as magazines,
newspaper and other sources to attract domestic as well as local customers.
25

4.4 EVALUATE THE IMPLEMENTATION OF THE MARKETING PLAN FOR
AN APPROPRIATE PRODUCT OR SERVICE
The market research needs to evaluate the marketing research in order to facilitate
in effective decision-making for the business organisations (Ruizalba, et al. 2014).
The aim of the marketing research conducted by the Swan Hotel to collect the
information regarding the new fusion cuisines and varieties introduced in the menus
for the customers of the UK. The findings and interpretation of the feedback collected
from the participants recommended that new fusion cuisines and varieties in the
menu of the Swan Hotel to be accepted by the customers.
IMPLEMENTATION: the market plan is to be implemented by the Swan hotel is to
introduce the new fusion cuisines and varieties in the menu while considering the
price and quality in the menu to meet the trends and taste as well as preferences of
the customers (Ruizalba, et al. 2014).
TIMESCALE: the timescale required to develop the plan is about 3 months and the
timescale required to implement the plan is 6 months approximately.
COSTS: the costs and budget required by the Swan Hotel to implement the
marketing plan are approximately £ 350,000. It is essential for the hotel to manage
the cost of implementing the costs and expenses required for implementing the
marketing plan.
EVALUATION: the evaluation is done by considering the objectives and goals of the
hotel (Ruizalba, et al. 2014). The marketing plan is to be revised at regular interval to
direct the desired outcome of the hotel such as the Swan Hotel.
26

CONCLUSION
Thus it can be concluded that marketing provides huge scope to grow and develop
the hotel businesses in the hospitality sector in the UK. The evolution of the
hospitality industry in the UK is continuous and contributes to understanding the
different aspects of the marketing mix as well as promotion mix in the hospitality
industry (Bowie, et al. 2016). Therefore with the help of study of The Swan Hotel,
marketing helps in developing a brand name in the hospitality industry of the UK.
media sources effectively help in advertising and promoting the products and
services of the Swan Hotel in the hospitality industry.
27

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