Analysis of Marketing Strategies in Hospitality Industry

The provided assignment is a detailed analysis of marketing strategies in the hospitality industry. It includes a comprehensive review of relevant literature on topics such as branding, social media marketing, and customer loyalty in the context of tourism and hospitality management. The document also explores the role of promotional mix in the industry, providing insights into how businesses can effectively utilize marketing strategies to achieve success.

Marketing in Hospitality

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Concepts of marketing......................................................................................................1
1.2 Impact of the marketing environment on the industry.....................................................2
1.3 Relevance of consumer markets in the industry...............................................................3
1.4 Discussion of rationale for developing market segments.................................................3
TASK 2............................................................................................................................................4
2.1 Importance of the marketing mix within The Rex Whistler Restaurant..........................4
2.2 Analysis of pricing strategies and policies.......................................................................4
TASK 3............................................................................................................................................5
3.1 Role of the promotional mix.............................................................................................5
3.2 Advertising campaign plan...............................................................................................6
3.3 Role that plays by sales promotion and public relations..................................................7
TASK 4............................................................................................................................................7
4.1 Relevance of market research...........................................................................................7
4.2 Market research for an appropriate product or service.....................................................7
4.3 Suitability of various media marketing ...........................................................................8
4.4 Evaluation of implementation marketing plan for product and services.......................8
CONCLUSION................................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
Hospitality refers to the relationship between a guest and a host where guest receives the
services of the organisation. It provides different types of services like catering in the restaurants.
The present report is based on The Rex Whistler Restaurant which is located in Britain. It is a
popular restaurant with quality products and services in Britain. In this report concepts of
marketing, marketing environment in the industry and different market segment are covered.
Other than that, importance of components of the marketing mix, pricing strategies and policies
plus role of the promotional mix are discussed. Along with this, plan for advertising, sales
promotion and market research are discussed.
TASK 1
1.1 Concepts of marketing
The marketing concept is the strategy that restaurant implements to satisfy need of
customers. When restaurant require and complete the needs of customers, then they use some
marketing concepts in order to satisfy their customers in professional way. In order to increase
sales, maximise the profit and beat the competitor in market, they are using such types of
marketing concepts in their restaurant business (Chandiok, and Sharma, 2017). There are some
concepts which are mentioned below:
1. Production concept
In the business, they should make an appropriate plan for price of the products and
services, so their customers can afford the services of the restaurant. Consumer will favour
products that are available and highly affordable. This concept is one of the oldest marketing
management orientations that guide sellers (Atwal and Williams, 2017).
2. Product concept
Each and every restaurant need to know that their products should be in quality and it has
some innovative feature and performance. In this way, people will get attracted to the products
and want to buy them. It will be more beneficial for the company, if they will offer effective
services and products to their customers.
33 Selling concept
Consumers will not buy enough of the firm's products unless it undertakes a large scale and
promotion effort. Therefore, they need to promote their products and service in the market so
1

that people will know about it and visit the place of the restaurant. If they will visit, then they
will have some dishes of the restaurant. The aim of the organisation should be according to
market needs.33 Marketing concept
The marketing concept plays an important role in the business. Achieving organisational goals
depend on knowing the requirement and wants of target markets and delivering the desired
satisfaction better than competitors do. Through marketing concept, people focus and value the
route to achieve sales and profit (Marketing concept, 2017).33 Social marketing concept
In this concept, they are marketing with social welfare. It is a strategy to deliver some
better value and services to the costumers. When people will not be able to get their products and
services, then The Rex Whistler Restaurant should provide them in familiar way, so they will get
the products and services of the restaurant. It can be home delivery service or phone service.
1.2 Impact of the marketing environment on the industry
Marketing environment is a crucial player in deciding the success or failure of a
marketing plan of an organisation. The Rex Whistler Restaurant operates in a micro and macro
environment that keeps changing on a constant rate. If this change can be in business, then there
are chances to create some effective opportunities or threats. First, the cited restaurant and their
management team should have analysis about the entire marketing strategies. So, if they will
follow the appropriate planning, they will be able to expand their business in other places. They
should coordinate with employees, suppliers, customers and arrange finance for the business.
Along with this, The Rex Whistler Restaurant should analyse about their competitor and start the
activities which are attractive for the people. Marketing environment is the main thing in the
organisation, so its impact should be in positives (Tang, 2014). When company set their target
then marketing environment help in increasing profit and achieving the target and goals.
Marketing environment focuses on economic factors like current interest rate, GDP, disposal
income and consumption pattern is also effective as it directly affects the business operations.
When in the company, they make a plan for marketing environment, they should have analysis
about the macro and micro factors. It impacts on company's political, technical, social, and
demographic factors. Political factors like policies of the government, patents, copyright system
as well as stability of the government should be considered as operating according to the laws
2

and regulations may be a tough task for the cited restaurant. Technology factors like software,
new products, applications and system should be examined on a regular basis in the company, so
it will help them in gaining better software system and technology. Social factors as family,
lifestyle of the people, capacity of the people and their expectations must be focused in order to
develop an important marketing plan for the specific company (Knutson, 2017).
1.3 Relevance of consumer markets in the industry
The main focus of The Rex Whistler Restaurant is to satisfy their customers and fulfil
their needs. It is very essential for hospitality marketer to know their target customers and their
purchasing behaviour. The individuals who purchase hospitality service for their personal
utilisation is termed as end users of the service and this group is termed as consumer market. It is
very beneficial for the restaurant because their hospitality group has lots of effective activities. In
their market, lots of people are living so, they can expand their business in location of high
population so that people will use the services and products of the company. It is very important
part of the restaurant, because if they will expand their business in that types of location, then
people will attract to the services, products and hospitality services of the organisation. When
they will be satisfied from the services, then they will start the word-of-mouth marketing and it
will help company in increasing their customers list. Other than that, they can target the people
who are in colleges, universities or any other classes so that they also will use the services of the
restaurant (Pappas, 2015). It very essential that company should follow the rules and regulations
of the organisation and government so, it will help them in increasing their customer's faith and
loyalty. If they will get the faith and loyalty of their customers, then it will be very beneficial and
profitable for the organisation. If company keep better understanding of present and future
requirement of their customers, they will easily get the target and goals of The Rex Whistler
Restaurant.
1.4 Discussion of rationale for developing market segments
When company enters in any market, they should make a segment of market in order to
target their customers or audience professionally. In any business, they must have analysis of
market segment for targeting the audience. At the time of analysis of market segment, they
should consider small market as their target audience, so it will be beneficial for the
organisation. They should have analysis of the entire market, which is the place of high
population. It is the place where they can easily sell their products and services. They can focus
3

on the universities, colleges and schools so the people or student can purchase the products and
services of The Rex Whistler Restaurant. When they use their services, they will get the best
hospitality services from them and they will want to visit again. In the market segment, they can
understand the structure of market and their condition, however, they can easily expand their
business in analysed market. Market segment plays the very effective role in The Rex Whistler
Restaurant (Liu and Chou, 2016).
TASK 2
2.1 Importance of the marketing mix within The Rex Whistler Restaurant
Marketing is critical component in the development of marketing plan and strategies. If
organisation uses the components of the marketing, customer can get the effective and high-
quality products from the restaurant. Product is one of the important component of the marketing
mix. They focus on quality of the products, so people will be attracted towards them and buy the
same Other than that, they can focus on product's price and policies of the organisation When
they examined entire market price, they should be able to set an effective price for the
customers. Through marketing mix components, customers will be able to buy their products
and services (Promotional mix, 2017). It is the affordable for the entire customers, who want to
buy the products and services of The Rex Whistler Restaurant. Along with this, through
marketing, they promote their business in effective places, through it they can get the better
segment of the market and quality customers who are using the products and hospitality services
of the restaurant. Through promotion, they can expand their business anywhere in the world.
Promotion of The Rex Whistler Restaurant is very effective and through it, they can beat any of
the organisation who are their competitors in the market.
2.2 Analysis of pricing strategies and policies
Pricing strategies elements help to set the financial objectives to be achieved by The Rex
Whistler Restaurant. In this organisation, they should set their prices according to market. They
can use some different ways to set prices. If they will provide the products thorough some
effective offer, or attractive cash back, then customers can be attracted to the prices, and they
will buy the products and services of the company Other than that, they can follow some better
policies, so people will attract to the restaurant. Pricing policies in the restaurant are based on the
demand and supply situation that make them increase or decrease prices. According to better
policies, they should follow the policies like changes in prices, offer some gift, or provide them
4

some cash back (Cooper, 2013). Along with this, if they will follow this type of policies, then
they will get the effective profitability from the business. Customers also will attract to the
product's price and policies, so they also will purchase products and hospitality services of The
Rex Whistler Restaurant. It is the very essential requirement in the business because without
prices strategies and policies they cannot manage the company and earn more profit.
TASK 3
3.1 Role of the promotional mix
Promotional mix plays an important role in The Rex Whistler Restaurant which involves
undertaking of efforts to take the product from business to consumer desk. There are number of
strategies used by the given restaurant in order to promote their business in large number of
areas. Promotion is the key to success for any of the business. If they will not use the
promotional activities, then they cannot expand their business or products in the market.
Promotional mix is an activity to explore the entire products to the customers. It will help
customers in understanding about the products and their services. When they will understand
about the products, they will be able to buy it. Through promotional mix, they provide some
information to the people about entire products, their features and services which can be used by
the customers. When people know about the hospitality services and products, they will want to
buy it and after using the products, they can give them feedback about the company or their
services and products. There are lot of activities done by The Rex Whistler Restaurant in order to
promote their products and business in the different areas. It is very useful activity in The Rex
Whistler Restaurant and through this, they can earn high profit, get number of customers and
their faith and loyalty. Other than that, they can get their target and goals which was set by the
company (Nunkoo and Ramkissoon, 2013).
5

3.2 Advertising campaign plan
In The Rex Whistler Restaurant, they need to make some effective planning for
advertising. It is the tool which can explore the products and services in larger number of area.
Each and every company need to advertise their business in different locations, but some
companies cannot expand their business in another area. However, The Rex Whistler Restaurant
take the great decision that they will use the advertising and making a plan for exploring their
products and services in different areas (Dixit, 2016). They can advertise through transportation
sector, technology based advertising and social media. It is the main activity for the advertising
of the business. Social media is one of the best tool for advertising, because there are many
people who are using internet and social media. It is very important factor which can explore
their products and services in entire market where they want to expand. Media coverage has
6
Illustration 1: Role of promotion mix
(Source: Role of promotion mix, 2017)

several options like print media, television, social media, etc. Through television, they can
advertise their business. It is also the best component of the advertising because there are lot of
people who are watching television, so if they will use this type of components, then people also
will know the products and services of The Rex Whistler Restaurant. Further, they will buy the
goods and hospitality services of the organisation (Yoo and Bai, 2013).
3.3 Role that plays by sales promotion and public relations
In the organisation, they use different types of promotional mix for promoting their
business in large number of locations. When company launches new product in the market, they
use promotion mix to make people aware about their presence. After establishment of the
company in the entire market, they focus on promotion of creating awareness about the benefits
and value to the target audience. When sale promoters promote their products and services to the
public, they build a relation between public and company. It is the very important relation in the
organisation. When they build the relation with public, they can also get their faith and loyalty. It
is the main factor of the promotion, that they will buy the products and services of organisation
(Leung and Buhalis, 2013).
TASK 4
4.1 Relevance of market research
In The Rex Whistler Restaurant, they should have proper and planned market research. It
has the key role in understanding the service offering and bringing changes in the existing ones.
In the business, they should accomplish the research of market, then provide their products and
services in that market (Scott, 2013). It is the best component of the business, if they are not
using these types of tools in the business, then they cannot get the profit and goals of the
company. The restaurant should make strong plan for their market strategies and research. When
they make a plan for market research , they should also include the factors of customers like
customers segment, their need, their requirement, and their interest in the products or services of
the organisation. Market research plays an important role in The Rex Whistler Restaurant.
4.2 Market research for an appropriate product or service
A market research can be carried out in order to find out the response of consumers
towards the new fusion menu introduced by The Rex Whistler Restaurant to customers from all
over the globe (Leung Xue and Bai, 2015). When they launch products and services in the
market, they should confirm if it will be useful or not for the people. It is main research of the
7

new products because each and every new product need number of promotional activities to
explore in the market. Other than that, the selection of location was outlets spread all over Britain
market. They should examine about choices of the people and customers, who are using the
products and services of The Rex whistler restaurant. However, it is very important to examine,
then they will provide them of effective services, so they will visit again in The Rex Whistler
Restaurant.
4.3 Suitability of various media marketing
There are various activities of media are used in The Rex Whistler Restaurant so as to get
outstanding results in their marketing efforts. This is usually in form of television, print media,
new channels, advertising, newspaper, radio, posters, and hoarding boards. Through these entire
activities of advertising, they promote their products in the market. However, people will attract
to the products and service of the restaurant. Media marketing play very important role in the
business to promote any of the products in the desired market(Perera and Perera, 2017). The
restaurant wishes to promote its new website launch then they will get the best result.
4.4 Evaluation of implementation marketing plan for product and services
When The Rex Whistler Restaurant uses the marketing mix in their business, they should
follow some better activities for the marketing plan. If they follow marketing mix and in it they
are using price, promotion, etc. then they should do implement according to activity. If they will
not implement according to marketing activities, they will not be able to sell their products and
service in the market. In order to achieve target and goals of the company, they should use some
effective marketing plan (Janicic and Jankovic, 2014). It is a very important in the business. If
they make the best plan for appropriate products and service, then they will be able to achieve
target and goals of the company. Other than that, they will earn high profit from the marketing
plan in the business.
CONCLUSION
In the present report, it has been recognised about concept of marketing and impact of the
marketing environment on The Rex Whistler Restaurant. Other than that, it is concluded that
different market segment is developing the business activity, and pricing strategies and policies
is beneficial for the organisation. Along with this, in the given report, it is also concluded about
the role of promotional mix and analysis of the role that sales promotion and public relation
8

plays. Moreover, it also describes about market research and use of different media as a
marketing plan.
9

REFERENCES
Books and Journals
Atwal G. and Williams, A. 2017. Luxury brand marketing–the experience is everything!. In
Advances in Luxury Brand Management (pp. 43-57). Palgrave Macmillan, Cham.
Chandiok, S. and Sharma, P. 2017. Hospitality Marketing: Strategic Issues. In Strategic
Marketing Management and Tactics in the Service Industry (pp. 213-242). IGI Global.
Cooper, C., 2013. Essentials of tourism. Pearson Higher Ed.
Dixit, S. K. 2016. eWOM Marketing in Hospitality Industry. In Managing Public Relations and
Brand Image through Social Media (pp. 266-280). IGI Global.
Janicic R. and Jankovic, M. 2014. Strategic marketing planning of Montenegro tourism and
hospitality. Economic and Social Development: Book of Proceedings, p.262.
Knutson, B .J. 2017. The foundation of twenty-first-century hospitality marketing strategy.
Routledge Handbook of Hospitality Marketing.
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.
Leung, D. and Buhalis, D. 2013. Social media in tourism and hospitality: A literature review.
Journal of Travel & Tourism Marketing. 30(1-2). pp.3-22.
Liu C. H. S. and Chou, S. F. 2016. Tourism strategy development and facilitation of integrative
processes among brand equity, marketing and motivation. Tourism Management. 54.
pp.298-308.
Nunkoo R. and Ramkissoon, H. 2013. Developments in hospitality marketing and management:
Social network analysis and research themes. Journal of Hospitality Marketing &
Management. 22(3). pp.269-288.
Pappas, N. 2015. Marketing hospitality industry in an era of crisis. Tourism Planning &
Development. 12(3). pp.333-349.
Perera G. R. and Perera, I. 2017. Influence of Social Media Marketing on the Brand Image of
Organizations in the Hospitality Industry of Sri Lanka. Media Influence: Breakthroughs in
Research and Practice: Breakthroughs in Research and Practice, p.371.
Scott, N. 2013. Marketing of tourism experiences. Routledge.
Tang, L. R. 2014. The application of social psychology theories and concepts in hospitality and
tourism studies: A review and research agenda. International Journal of Hospitality
Management. 36. pp.188-196.
10

Yoo M. and Bai, B. 2013. Customer loyalty marketing research: A comparative approach
between hospitality and business journals. International Journal of Hospitality
Management, 33, pp.166-177.
Online
Marketing concept, 2017. books, [online]
<http://www.businessdictionary.com/definition/marketing-concept.html>
Promotional mix, 2017. books, [online]
<http://www.businessdictionary.com/definition/promotion-mix.html>
Role of promotion mix, 2017. books, [online] <https://www.google.co.in/search?
biw=1742&bih=806&tbm=isch&sa=1&ei=R0dDWualL4H7vgSfzYfQDw&q=role+of+pr
omotional+mix&oq=role+of+promotional+mix&gs_l=psy-
ab.3..0i24k1.124155.126249.0.126565.8.8.0.0.0.0.260.666.2-3.3.0....0...1c.1.64.psy-
ab..6.1.259....0.rwGY2VdCiJQ#imgrc=jcPcbxBmQ70DdM:>
11