(PDF) Marketing in Hospitality - Assignment

Added on - 12 Nov 2020

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Marketing in Hospitality
Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................11.1 Concepts of marketing for service industry......................................................................11.2 Impact of marketing environment on the industry...........................................................21.3 Evaluate relevance of consumer market in the industry...................................................31.4 Developing different market segments.............................................................................3TASK 2............................................................................................................................................42.1 Importance of marketing mix components in industry.....................................................42.2 Analysis of pricing strategies and policies in relation to industry....................................5TASK 3............................................................................................................................................53.1 Evaluate role of promotional mix.....................................................................................53.3 Role of sales promotion and public relations in promotional efforts...............................64.1 Relevance of market research to service industry............................................................7TASK 4............................................................................................................................................73.2 COVERED IN LEAFLET................................................................................................74.2 Undertake market research for appropriate product or service........................................74.3 Analyse the suitability of different media for marketing.................................................94.4 Evaluate the implementation of marketing plan...............................................................9CONCLUSION..............................................................................................................................10REFERENCES..............................................................................................................................11
INTRODUCTIONMarketing is essential process which is conducted by management to create,communicate and exchange information with people about products and services. This helpsorganisation to target customers and attract large number of individuals to enhance sales volumeand profitability. In hospitality, marketing plays important role to construct brand and grabattention of people by providing them data about items (Leung, Xuend Bai, 2015). Present reportis based on Thomas Cook which is second largest travel firm established in UK. Company hasappropriate products that are hotel, travel facilities and many other services to tourists to givethem quality experience. This assignment specifies various concepts that is production, products,selling, marketing and societal marketing and its relation in hospitality sector. Along this,business environment components that is macro and micro are acknowledged. This help managerto examine relevance of consumer market and different market segments. Thus, marketing mix isdesigned and appropriate pricing, promotion tactics are used by administration to inform peopleabout products and services which are provided by Thomas Cook.TASK 11.1 Concepts of marketing for service industryMarketing:Marketing is the process by which organisation connects to its customer in the formof goods & services.Production Concept:Production concept emphasis on increasing production efficiencyto reduce its cost. In context to the service industry, Thomas Cook Edwardian has itsfootprints across the world which increases availability of their services to its customereverywhere.Product concept:Product concept is majorly focusing on quality and innovative serviceswhich are offered to its customers. Quality team of Thomas Cook Edwardian emphasizeon attracting more no. of people by providing quality services to them (Lim, 2014).Selling concept:Selling concept focuses on selling the product which they are making,this does not bother about market want. Manager of Thomas Cook Edwardian believesthat their hotel must always be occupied by the clients. They provide high quality serviceto its customers which automatically supports them in building their name in serviceindustry.1
Marketing concept:Marketing concept emphasis on connecting more no. of peoplethrough the promotional activities & other advertisement methods. Thomas CookEdwardian's marketing team is expertise in order to grab target market and develop theirservices according to the customers requirement.1.2 Impact of marketing environment on the industryBusiness environment has internal and external components which directly as wellindirectly impacts on operations. It is manager's responsibility to have complete informationabout market conditions and system functionality to conduct activities effectively (Lovelock andPatterson, 2015).Micro:Micro environment is termed as the factors which affects the organisation oninternal basis. These factors are suppliers, consumers, intermediaries, competitors, employees,shareholders etc.Suppliers:Suppliers is the person which provides raw material and equipment to thecompany.Consumer:Consumers buys goods & services offered by the company. Customers of areconsidered as the key of Thomas Cook EdwardianMacro:Macro environment includes the external factors of the organisation whichaffects it. External factor can be analysed by the study of PESTLE analysis. PESTLE analysis isdone on the basis of Political, economical, social, technological, legal and Environmental factors.Technological:This factor refers to advance technology which organisation adapts forthere business growth.Positive: Advance technology supports this hotel in providing best class services to itscustomer.Negative: Higher technology leads opted by Thomas Cook Edwardian has also increasedits cost of energy usage which is considered as negative impact of technology (Maggonand Chaudhry, 2015).Economical:This includes changes in tax rate, inflation rates, growth structure of economy etc.Positive: Stable economic condition of the UK has increases the disposable income ofcustomers.Negative: Increase in luxury tax rate has reduced the no. of tourist visitor.2
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