Role of Marketing Environment in Hospitality Industry

Marketing in Hospitality Industry

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 Concept of marketing ...........................................................................................................3
1.2 Impact of marketing environment.........................................................................................4
1.3 Relevance of consumer market.............................................................................................6
1.4 Rationale for developing different market segments............................................................6
TASK 2............................................................................................................................................7
2.1 Importance of marketing mix................................................................................................7
2.2 Pricing strategies and policies...............................................................................................8
TASK 3............................................................................................................................................9
3.1 Role of promotional mix.......................................................................................................9
3.3 Role of sales promotion and public relations in promotional efforts....................................9
4.1 Relevance of market research to service industry operations.............................................10
TASK 4..........................................................................................................................................10
3.2 Advertising campaign for service industry.........................................................................10
4.2 Market research for an appropriate product and services...................................................11
4.3 Presenting different media for marketing ..........................................................................14
4.4 Implementation of marketing plan......................................................................................15
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16

INTRODUCTION
Marketing plays an important role in the hospitality sector. The present report deals with Hilton hotel which is the third largest
hotel in hospitality industry. It presents the concepts of marketing. It also assesses the impact of marketing environment using macro
factors. Report evaluates the relevance of consumer markets and helps to understand the rationale for developing different marketing
segments. The report shows the importance of marketing mix in Thomas Cook Travel using 4 P's of marketing. It also analyses the
pricing strategies and policies of a company. The report also evaluates the role of promotional mix and analyses that sales promotion
and public relation play in promotional efforts. The report explains the importance of market research by enumerating benefits for
Thomas Cook Travel. The report also presents an effective campaign plan and conduct a market research for an appropriate product
and services. The report also analyses the suitability of different media for marketing appropriate products or services.
TASK 1
1.1 Concept of marketing
The marketing concept is the plan that every firm implements to satisfy the needs of customers in order to increase the sale and
help to maximize the profit. Now a days, most of the companies adopted marketing concept in order to increase scope of their
business. Marketing concept is based on four concepts which are described as below:
Product Concept: Hospitality sector provides a lot of products and services to satisfy the needs of their customers such as companies
make their holiday plans which include transport facility, hotels, food service, adventurous activities and attractive/ tempting
destination (Camilleri, 2018).
Selling Concept: This concept presents an idea that customers will not buy enough products until the selling efforts are not done.
Thomas Cook Travel makes too much efforts to increase the selling power such as advertising, providing brochures, etc.
Societal Marketing Concept: This concept presents an idea that hospitality industry should not consider only their customers need
but they should take care of the society's long term goals and it is called as sustainable marketing concept (Aquino, 2018). Thomas
Cook is also using this concept in order to increase their sales.

Marketing Concept: This concept helps to promote their hospitality products in the market using social sites, advertising and
whenever a new plan is organized by Thomas Cook Travel, they provide brochures which contain all details related to the programs.
1.2 Impact of marketing environment
Micro Factors: Micro factors such as suppliers affect the profit of Hilton hotel. They maintain a good relationship with them
and hotel provide almost their product form the suppliers and this suppliers are from 90 different countries. Hilton provides a variety
of products to their customers such as space for wedding, good quality of food products but sometimes, customers give huge impact
while changing their plans and it leads to bear a heavy loss for company (Tussyadiah and Sigala, 2018) .
Illustration 1: Micro Factors

Macro Factors: There are various factors that affect the marketing environment of Hilton such as demographic force which
include persons from different regions, caste and tradition that affect the environment of Hilton. Another factor such as social factor
that influence the external market of Hilton (Kukreja and Batra, 2018). Social factor such as family, friends and status this encourages
users. Different places or destination are definitely attract people and the beauty of this places encourages people to visit.
M1
Illustration 2: Macro Factors