Marketing in Hospitality: A Comprehensive Guide to Strategies and Implementation

This comprehensive guide delves into the intricacies of marketing within the hospitality industry. It explores key concepts, analyzes the impact of the marketing environment, and examines the relevance of consumer markets. The guide further discusses the rationale for developing different market segments, assesses the importance of marketing mix components, and provides a detailed plan for an advertising campaign. Additionally, it highlights the relevance of market research, analyzes the suitability of different media for marketing, and evaluates the implementation of a marketing plan for a specific product or service. This resource serves as a valuable tool for students and professionals seeking to understand and apply effective marketing strategies in the dynamic hospitality sector.

MARKETING IN
HOSPITALITY
1

TABLE OF CONTENT
Introduction......................................................................................................................................1
TASK 1............................................................................................................................................2
A.C-1.1 Discuss concepts of marketing for a relevant services industry....................................2
A.C-1.2Assess the impact of the marketing environment on the industry..................................4
A.C-1.3Evaluate the relevance of consumer markets in the industry..........................................6
A.C-1.4Discuss the rationale for developing different market segments....................................8
A.C-2.1Assess the importance of components of the marketing mix to the industry...............10
A.C-3.2Plan an advertising campaign for a services industry operation...................................12
A.C-4.1Discuss the relevance of market research to services industry operations...................13
A.C-4.2 Undertake market research for an appropriate product or service...............................14
A.C-4.3Analyses the suitability of different media for marketing an appropriate product or
service 15
A.C-4.4Evaluate the implementation of the marketing plan for an appropriate product or
service........................................................................................................................................16
Conclusion.....................................................................................................................................17
References......................................................................................................................................18
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LIST OF TABLES
Table 1: Campaign of Market........................................................................................................12
Table 2: Different media marketing..............................................................................................15
3

LIST OF FIGURES
Figure 1: Marketing concept............................................................................................................2
Figure 2: Environment Impact.........................................................................................................4
Figure 3: Relevant Consumer Factors.............................................................................................6
Figure 4: Market segment................................................................................................................8
Figure 5: Component of the marketing mix..................................................................................10
Figure 6: Type of marketing research............................................................................................13
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Introduction
The project is based on the marketing in hospitality and following of the marketing plan and
procedure for the implementation of the marketing plan and strategies. The project has used the
various marketing mix, relevant industry services and market segment for the identification of
the market value and pricing strategies of the competitors. The planning of the advertisement of
the product and service is explained in the project along with the importance of the media in the
industry.
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TASK 1
A.C-1.1 Discuss concepts of marketing for a relevant services industry
The concept of the marketing is to promote the product in the significant way so the proper
planning can be increase the sell of the goods and services. The hospitality sector is one of the
wider sectors which is increasing in all over the world. The involving of the marketing strategies
in the goods and services satisfy the customer requirement. The few of the marketing concept
that are relevant of the Marriott hotel are given below:
Figure 1: Marketing concept
(Source: Self created)
Clarification of the vision: The first step of the marketing concept is to clarify the vision of the
particular aim or goals. The Marriott must plan the and set the proper planning of the marketing
strategies so that it does not cause any future refection in market. The industry must objectify the
vision so that the proper and systematic planning can be implemented.
Marketing Research: The second step of the marketing concept is to find the major factors that
are impacting the influence of the market value. The market research can be done for the
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judgmental decision after the observes of the marketing research and analyzing the customer
requirement (Tomczak et.al 2018).
Analysis of the plan: The third step of the marketing plan is to analysis the environmental, social
and economical factors so that the plan can be implemented for the marketing.
Initiate the Plan: The forth step of the marketing concept is to initiate the plan so that in case of
the changes the plan it can be change and new concept can be implemented in the hotel Marriott.
The marketing plan is one the final stage of the concept the can be established by initiating the
plan.
Reviewing and Revising: The final step of the marketing concept is to revise the plan as if any
change has to be established and the review of the plan can be done so that the final decision can
be done (Tresidder, 2015).
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A.C-1.2Assess the impact of the marketing environment on the industry.
The marketing environment of the hotel industry impact by the macro and micro environmental
factors. The impacts that are affecting the working of the Marriott hospitality industry are given
below:
Figure 2: Environment Impact
(Source: Self created)
Micro Environment: The micro environment effect the hospitability industry by involving the
major important aspect of the marketing such as:
 The supplier is the aspect of the marketing plan which as the involving of the new
strategies can be applied by the supplier so the product can be selling in the
market.
 Intermediaries are the third party involvement in the marketing concept which
helps in the service provider of the customer.
 Customer is one of the important segments in the marketing concept as without
customer the product and service cannot be selling and satisfied to the industry.
 The competition level is high in the market so it is important is to analysis the
market research and the requirement of the customer so that the product can be
innovated according to the customer satisfaction (Bowie et.al 2016).
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Macro environment: The Marco environments are not in the control of the industry as it
fluctuates according to the environmental factors that can be kept constant it will be change as
per the change in the environmental activities. The below are the few of the macro environment
factors that are evaluated on the industry.
 The political macro environment change as per the change in the political
industries the hotel industry impact if the rule and regulations change the industry
has to apply on the management.
 Economic change refers to the inflection and deflection value of the economy and
it sometime affect the hospitalities sectors by its change in value of money.
 Technological change refer to the change in the technologies the better techniques
in the industry will increase the growth of the sector.
 Natural calamities can affect the market as the disaster can impact the value of the
industry.
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A.C-1.3Evaluate the relevance of consumer markets in the industry.
The market is determined by the product and service ot the customer that are design in the
effected so that the customer can be identified by the four type of the categories that are given
below:
 Consumer product and services
 Food and beverages
 Retail product
 Transportation service
Figure 3: Relevant Consumer Factors
(Source: Self created)
Internal Factors: The customer can effect from the various factor of the behavior that can affect
the market influence the internal factor of the customer involve the personal aspect such as age,
income, occupation, life style and personality etc. The physiological factors include the
motivation, perception, beliefs and attitude and learning etc. The both the factors are consider in
the internal factor of the consumer (Leung et.al 2015).
External Factor: The external factor of the marketing relevant involve the culture or social
factor the culture involve the following factor of the market such as sub culture and social class
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and social factors involve the family, references and group and status. The external factor
influences the consumer to involve the developing stages.
The hospitality marketing is a social and managerial process that managers the exchange of the
product and values. The marketing is one of the important factors of the hospitality industry as
the competitors are affecting the market value. The hotel industries are consolidating the air
industry as it is affecting the airlines. The development of the hotel industries can make the other
effect the economical, Social and economical factors (Kumar, 2015).
The consumer is important to the market as it encourage the customer to purchase the product
and service and provide the benefit to the industry. The relevance that the consumer finds in the
industry is given below:
 The long term business relationship is conducted
 The satisfaction and value to the customer
 Maximizing of the product and service profit
 Decision making is one of the important decisions.
 The influence of the market value
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A.C-1.4Discuss the rationale for developing different market segments
The involvement of the marketing strategies in the hospitality sector can increase the level of the
market segments. The below are the few of the market segment of the hospitality sector.
Figure 4: Market segment
(Source: Self created)
Better Match of the Customer Need: The market segment can be increase by increasing the
high profit range in the market by introducing the goods and service in the effective ways. The
pricing that can be provided by the customer is one of the best factors.
Retain the more customers: The customer changes with the change in the environment factor so
the market segment will always try to develop the change in segment of the market strategies so
that the new plan can be implemented in the hospitality sector.
Better enhancement: To explore more about the hospitality sector the increase of the market
income can help the industry to develop the segment in the business market. By increasing the
market segment the prices will be increase as per the customer requirement.
New opportunities for growth: For the increase in the market value of the hospitality industry in
the opportunities can be grasped for the development of the hospitality sectors.
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Communication: The communication is one of best mode to sell the product and service in the
effective way. The better marketing strategies can help the industry to increase the profit level
high and enhance the marketing structure (Minazzi, 2015).
Gain and share off: The inclusive of the marketing plan and strategies can help the business
more strong and effective in terms of the market planning and developing the goods and service
in the industry. The main focus of the hospitality sector is to increase the profit in the
organisation and reduce the loss. The lack of the economic, social and environmental support can
make the influence on the business activities.
The above are the market segments that influence the hospitality industries and its development
so that factors that are influencing the market must involve the better service along with the
customer requirement and satisfaction.
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A.C-2.1Assess the importance of components of the marketing mix to the industry.
The marketing mix includes the P’s component in the market for the growth and development of
the industry. The marketing mix P’s involved the price, product, planning, promotion and place.
The marketing mix provides the better planning for the growth and development of the
hospitality industry. The below presentation of the marketing mix for the better industrial growth
and development:
Figure 5: Component of the marketing mix
(Source: Self created)
Product: The first marketing mix fist component is the product which involve the better service
to the customer in case of the product and service. The product and service that are provided to
the customer is one of the better plans as it will help in the marketing of the hospitality industry.
Pricing: The affordable price to the customer will involve the customer satisfaction and faith in
the industry. The pricing is the process by which the product and service are used to sell or
purchase (Sotiriadis. and Apostolakis 2015).
Promotion: The promotion is the advancement of the product and services in the marketing mix.
The promotion is the representation of the goods and service in the expansion of the business
activates. The Promotion of the business involves the advertisement of the product and services
so that product can be known to the customer.
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Physical evidence: The marketing mix involves the physical evidence of the product and service.
Process and Place: For the better services and market value help in the increase of the business
growth and development of the product and services. The process must be maintained by the
organisation so that the better planning can be implemented.
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A.C-3.2Plan an advertising campaign for a services industry operation
The services that are provided by the industry refer from the different type of aspect and have the
different majority of working styles:
Table 1: Campaign of Market
o The promotional planning is one of the important planning as it helps in the increasing of
the product and service without the involvement of the service. The first step of the sector
is to determine the objective of the marketing mix and marketing strategies so the new
plan and strategies can be develop in the sector easily.
o The promotional campaign is the best requirement of the industry for the growth of the
hospitality sector. The advertisement of the industry will help the hospitality to increase
the level in the market as the better marketing strategies will provide the support to the
organisaton.
o The development of the communication skill will improve the working style of the
hospitality sector and will increase the development the involvement of the new market
strategies and plan will increase the factors in the hospitality sectors.
o The Marketing mix is one of the most important aspect of the hospitality sector that help
in the proper or systematic planning. The target mix is based on the marketing mix target
strategies so that the better plan can be introduce.
o The advertisement of the better facilities will help the hospitality sector to improve the
facilities for the customer. The better service will help the customer to gain the better
service from the hotel service (Walker and Walker 2016).
o Develop the new promotional budget in the marketing plan for the development of the
hospitality sectors. The breakdown and marketing mix element is used in the industry for
the better and affordable consequences in the marketing plan.
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o The proper communication among the workers and managers will help the industry to
objectify the problem of the consequences.
A.C-4.1Discuss the relevance of market research to services industry operations
The marketing is one of the important activities for the expansion of the product and services in
the market. It is the factors that are seen from the customer point of view to finalize the product
and services designing. The strategies that are used in the marketing are to executive, conception,
promotion, goods and service, distribution and pricing etc.
The marketing research follows the various plans and charts to develop the relevant data in the
hospitality database. The research helps in the identification of the market competition and the
marketing demand analysis. The type of research is given below for the hospitality operations
and the relevant market.
Figure 6: Type of marketing research
(Source: Self created)
The marketing research is based on the two method of the research that is primary and secondary
method. The secondary data contain from the database of the industry and find the collection of
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the data. The secondary are the collected from the previous records or by searching the various
aspect of the marketing. The primary data are the top level data that can be research by taking the
personal interview process for the identification of the individual (Martin et.al 2015).
A.C-4.2 Undertake market research for an appropriate product or service
The marketing researches that are used to identify the factor of the industry are qualitative and
quantitative method. The Qualitative marketing research is the searching that is based on the
finding the previous records, searching on internet, survey and social media analysis. The
qualitative marketing research is also known as the primary research method. The quantitative
research is used for the face to face interview process to identify the actual individual. The
proper questioning format is prepared in this research method. The below is the given are the few
of the marketing research product and service are given below (Randhawa et.al 2016):
Increase sales output: The involvement of the marketing research will help the hospitality
industry to increase the sale of the product and getting the increase in the sale of the product and
services in the market.
Better target and consumer management: The planning of the better target and consumer
management will help the organisation to gain the profit as much as it can. The Market research
will help the industry to achieve the aim and objective of the industry.
Satisfaction of the business growth: The finding the problems and association of the business
growth will help the organisation to increase the industry satisfaction as the individuals have
already identified the level of the market competition (Perera and Perera 2018).
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A.C-4.3Analyses the suitability of different media for marketing an appropriate product
or service
The media for the marketing will help in the identification of the product and services
establishment so that the new strategies can be applied in the industry for the betterment of the
marketing plan and growth. The media marketing will help in the increase of the brand name and
community so that the impact of the participation on consumer can be increase. The below are
the few of the appropriate marketing plans:
Table 2: Different media marketing
Different marketing media Sustainability
 Radio
 TV
 World wide Web
 Direct mailing
This will be approach towards the daily areas or the
metro areas as the marketing can be consider in the
local area of networkings.
The marketing can be applied on the weakly
papering of the known of the brand and its
research.
The services that can take the advantage of the
business service and take the priority for the
development of the marketing plan (Šerić et.al
2014).
The direct communication to the people is also one
of the effective factor that can be consider in the
industry as the direct communication will provide
the better understanding and providing the huge
sustainability in the industry.
The involvement of the media in the marketing will
help in the functioning of the industry in the
appropriate way.
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A.C-4.4Evaluate the implementation of the marketing plan for an appropriate product or
service
The implementation of the marketing plan in the product and service of the industry will help in
to identified the various issues and problem that are arises in the market while the increase of the
competition in the industry. The planning in the proper and way will help in the identification of
the below mentioned point:
 The execution of the product and service can be process in the better ways.
 The planning will be in the systematic way will help the industry to develop its brand
name and association with the organisation (Brandon-Jones et.al 2016).
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Conclusion
The above research is based on the marketing plan and strategies of the hospitality industry
under which the research method is used for the market values. The search is done on the
marketing mix and including the planning, executing, permitting the prices and actual
functioning of the industry so that the proper systematic function can be performed in the market
The implementation of the marketing plan along with following of the marketing strategies are
used in the project. The Media is used for the marketing plan and implementation of the
systematic marketing plan on the industry.
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References
Books and Journals
 Bowie, D., Buttle, F., Brookes, M. and Mariussen, A., 2016. Hospitality marketing.
Taylor & Francis.
 Brandon-Jones, A., Lewis, M., Verma, R. and Walsman, M.C., 2016. Examining
the characteristics and managerial challenges of professional services: An
empirical study of management consultancy in the travel, tourism, and hospitality
sector. Journal of Operations Management, 42, pp.9-24.
 Kumar, D., 2015. E marketing in hospitality industry Practices performance and service
quality
 Leung, X.Y., Xue, L. and Bai, B., 2015. Internet marketing research in hospitality and
tourism: a review and journal preferences. International Journal of Contemporary
Hospitality Management, 27(7), pp.1556-1572.
 Martin, D., Rosenbaum, M. and Ham, S., 2015. Marketing tourism and hospitality
products worldwide: Introduction to the special issue.
 Minazzi, R., 2015. Social media marketing in tourism and hospitality. Heidelberg:
Springer.
 Perera, G.R. and Perera, I., 2018. Influence of Social Media Marketing on the Brand
Image of Organizations in the Hospitality Industry of Sri Lanka. In Media Influence:
Breakthroughs in Research and Practice (pp. 371-383). IGI Global.
 Randhawa, P., Kim, M., Voorhees, C.M., Cichy, R.F., Koenigsfeld, J.P. and Perdue, J., 2016.
Hospitality service innovations in private clubs. Cornell Hospitality Quarterly, 57(1), pp.93-110.
 Šerić, M., Gil-Saura, I. and Ruiz-Molina, M.E., 2014. How can integrated marketing
communications and advanced technology influence the creation of customer-based brand
equity? Evidence from the hospitality industry. International Journal of Hospitality
Management, 39, pp.144-156.
 Sotiriadis, M. and Apostolakis, A., 2015. Marketing challenges in travel, tourism and
hospitality industries of the European and Mediterranean regions. EuroMed Journal of
Business, 10(3).
 Tomczak, T., Reinecke, S. and Kuss, A., 2018. Introduction. In Strategic Marketing (pp.
1-18). Springer Gabler, Wiesbaden.
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 Tresidder, R., 2015. Experiences marketing: A cultural philosophy for contemporary
hospitality marketing studies. Journal of Hospitality Marketing & Management, 24(7),
pp.708-726.
 Walker, J.R. and Walker, J.T., 2016. Introduction to hospitality management. Prentice
Hall.
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