Marketing in Hospitality Industry Assignment - Hilton hotel

Added on - 22 Nov 2020

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Marketing in HospitalityIndustry
Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................1Explaining different concepts of marketing...........................................................................1Impact of marketing environment on the industry.................................................................2Evaluation of consumer relevance..........................................................................................3Rational for development of different market segments........................................................3TASK 2............................................................................................................................................4Importance of components of marketing mix........................................................................4Analysis of pricing strategies and policies.............................................................................5TASK 3...................................................................................................................................6Evaluation of role of promotional mix...................................................................................6Analysis of role of public relation and sales promotion.........................................................7Relevance of market research for service industry.................................................................8TASK 4...................................................................................................................................8Planning of an advertisement campaign for service industry.................................................8Constituting a market research for product/service................................................................9Analysis of different media suitable for a product/ service..................................................10Evaluation of implementation of a marketing plan..............................................................11CONCLUSION..............................................................................................................................11REFERENCES..............................................................................................................................12
INTRODUCTIONHospitality industry is mainly a service providing industry to provides its clients andguests comfort and leisure and recreational facilities to the guest and clients. The hospitalityindustry include hotels, restaurants, pubs, leisure companies etc. the main purpose of all these areto entertain the guest while providing food and other facilities and amenities to them. Thisindustry have contributed around 4% in the GDP of UK. The marketing means a study andmanagement of exchange relationship. Marketing is done to create, retain and satisfy heconsumer along with determination of their preferences and demand. To determine the markettrends, preferences and habits of the consumer is must for the hospitality sector as this industrydeals with taste and preferences of people which changes very frequently. The present report inabout the marketing in the hospitality industry and for this report hotel Hilton has been chosen.TASK 1Explaining different concepts of marketingProduct conceptA product concept focuses on providing high quality products and service whichdifferentiate your services and products from that of others and helps in fulfilment of customerneeds and attract them. Eg:- Hilton hotel provide luxurious facility to its customers which aredifferent from that of the rival hotels and at minimum cost.Selling conceptA company produces product without any investigation in the market and whethercustomers prefer those products or not. Customer will buy the product only if it is highlypromoted and advertised and they get influenced by them(Goldberg and Majka, Zoomdining,2017). The goal is to sell the products no matter what customer wants.Marketing conceptThe customer is the king and the goal is to fulfil the needs of the customer and this can byachieved by doing a lot of research as to what are the expectation of the customer and how wecan fulfil this expectation. Eg:- Hilton hotel collects feedback from their customers so that theycan improve their services.1
Production conceptThis concept assumes that customer will prefer those goods and services which are easilyavailable and highly inexpensive. Eg:- There are some rooms in Hilton hotel available at lowrate and does not have necessary accommodations.Impact of marketing environment on the industryMICRO FACTORSSupplierThey may impact the reputation and profits. So it is important to maintain a healthy relationship.Hilton provides variety of its products to others countries by supplying quality ad quantitativeproducts.CustomerThey provide variety of services to its customer like organising events and meetings, arrangingparties, wedding ceremonies and other facilities. Customer can seek hotel for breaks, tourismpurpose and for business purpose.CompetitorsDue to its luxury services and heavy advertising, Hilton has grabbed a position in the market ,thus treat of new entrants is not possible to survive in the industry. They provide facility ofearning points which could be redeemed on the next visit.MediaThey provide customers to book hotel online easily and they have their personal page andwebsite where the room can be seen and booking can be done(Kandampully, Zhang andBilgihan, 2015). Hotel has set up solar panels for consumption of electricity which haveincreased there reputation in press.MACRO FACTORSSocialHilton earns most of its revenue from the hospitality sector and they contribute some % in theGDP for growth and development. They also have the community which contributes towards theneeds of the society.EconomicalThey have provided employment opportunity to many people in there hotel and also strengthenthe other sectors of travel and tourism.2
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