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Marketing in Hospitality Industry : Assignment

   

Added on  2020-10-05

12 Pages3389 Words220 Views
MARKETING IN HOSPITALITYINDUSTRY

Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................11.1 Concept of marketing for a relevant services industry..........................................................11.2 Impact of marketing environment in the industry.................................................................11.3 Relevance of consumer market.............................................................................................31.4 The rationale for developing different market segments......................................................3TASK 2............................................................................................................................................42.1 Importance of the components of marketing mix to the industry.........................................42.2 Pricing strategies and policies in relation to company..........................................................5TASK 3............................................................................................................................................63.1 Role of promotional mix.......................................................................................................63.3 The role that sales promotion and public relations play in promotional efforts...................74.1 Relevance of market research to services industry operations..............................................8TASK 4............................................................................................................................................83.2 Plan an advertising campaign for a services industry operation...........................................84.2 Undertake market research for an appropriate product or service........................................84.3 The suitability of different media for marketing an appropriate product or service.............94.4 Evaluate and implementation of the marketing and appropriate product or service.............9CONCLUSION..............................................................................................................................10REFERENCES..............................................................................................................................11

INTRODUCTIONHospitality industry considered as an association or organisation which is formed toprovide facilities and services as accommodations, reactions and entertainment services inexchange of monetary considerations. Concept of marketing environment in hospitality sector isdiscussed in this report (Tsiotsou and Goldsmith, 2012). Relevance of customer markets in theindustry defined in this context. Thomas Cook travel company case study is overviewed to takean idea of corporate social responsibility. Marketing communication materials for an exhibitiondefined in this context. TASK 11.1 Concept of marketing for a relevant services industryProduct concept: Products and services in travel and tourism industry stands forexperience, people, places, information and ideas. Visitors guests and tourists are considered asconsumers. Development and innovations in the above mention products to enhance the strengthof consumers is considered as a product concept. Selling concept: This concept retain the ideas related to consumers eager to buy enoughproducts. For example Hamilton hotel group adopts divers selling concept for long termprofitable relations and customer relationships. Main objective of this concept is to analyse themarket needs and adopting effective selling strategies to explore the sales services. Marketing concept: This concept remains centralised around accomplishing industrygoals relay on understating the needs and wants of targeted markets and delivering the servicesand products accordingly. This also depends upon sense and responds philosophy. This is one ofthe important concept remains different selling concept. Social marketing concept: This concept mainly centralised around major three areas associety, consumers and organisation. Form society perspective human welfare is the mainpriority to centralised. Possible conflicts overlooked between consumer short run wants andconsumer long run welfare. Form company perspective it is important to enhance profit andgenerate income. 1.2 Impact of marketing environment in the industryMicro environment factors1

Suppliers:This is one of the essential factor which helps to determine the market ofsupplier of the goods. Groups of suppliers, distributors contains power to affect the end price ofproducts and services. Retailers:This factor mainly affect the retail price and perspective of retailers. Thisfactor plays vital role in terms of building strong and effective brand image of organisation in thepublic. Retailer have large connections in local market and customers which indirectly beneficialto industry (Horner and Swarbrooke, 2012).Customers:Visitors, guests and tourist are the customers of hospitality industry. Choice,interest and demand of customers are the factors which affect the position of organisation.Competition: Competitor's position in terms of providing similar services affect thepossible customers and analysis of business are considered in this factor.Macro environment factors(Source: Macro factors in hospitality industry, 2018)Natural/physical factors: Physical process of operating business is the main factorwhich affect the business process. For example Hilton hotel import marine products andagricultural products from various destinations which is the main attractive factor. 2

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