Assignment Marketing in Hospitality
Added on 2019-12-28
11 Pages3816 Words202 Views
Marketing in Hospitality1
Table of ContentsINTRODUCTION................................................................................................................................3TASK 1.................................................................................................................................................3A. Discussing the concept of marketing and its process in the context of Radisson Blu................3B. Assessing the micro and macro factors which influence the business activities of firm...........4C. Evaluating the relevance of consumer market in the hospitality sector .....................................4TASK 2.................................................................................................................................................5A. Explaining the importance and elements of marketing mix ......................................................5B. Analyzing the role of several pricing policies and strategies which are used by business ........5TASK 3.................................................................................................................................................6A. Evaluating the meaning and role of promotional campaign or plan ..........................................6B. Planning an advertisement campaign by taking into account suitable promotional objectives .6C. Analyzing the role of sales promotion and public relations in relation to Radisson Blu............7TASK 4.................................................................................................................................................7A. Discussing the relevance of marketing research program for the business organization ..........7B. Assessing different media for the marketing the luxury suits which are offered by Radisson Blu....................................................................................................................................................7C. Discussing the implementation aspect of the marketing plan ....................................................8CONCLUSION....................................................................................................................................8References............................................................................................................................................92
INTRODUCTIONIn the present era, marketing is one of the main parts of each and every sector which helpsbusiness organization in fulfilling its aims and objectives. Marketing activities or practices helpsorganization in developing awareness among the customers about the products or services offeredby them. In this, by preparing distinct marketing mix company can influence the decision makingaspects of target market. Hence, hospitality sector places high level of emphasis on marketingaspects with the aim to enhance the customer base and profit margin. The present report is based on Radisson Blu which is leading hospitality firm of UK. Itoffers luxury suites and accommodation services to the customers which make its stay experiencemore memorable. Radisson Blu is US based hotel which offers accommodation or stay facilities tothe customers at international level. It offers wide variety of the services to customers or guestsinclude spa, gym,bar, pool, puff, disc etc. Vision of Radisson Blu is to become the leadinginternational hotel chain. Mission of the firm is enhancing customer base and profit by offering theunique services to the customers. The main objectives of the firm is to offer quality services to theguests at affordable prices which make their stay experience highly joyful. In this regard, it willshed light on the aspects of marketing mix, promotional aspects and research & developmentactivity. TASK 1A. Discussing the concept of marketing and its process in the context of Radisson BluMarketing is the process which facilitates effectual communication between the businessorganization and customers. Hence, Radisson Blu can effectually communicate to the customersabout its product or services through the means of marketing. Concept of marketing lays emphasison offering products or services to the customers according to their taste and preferences. There aremainly five concepts of marketing such as product, production, selling, marketing and societalconcept (Kumar, 2010). Thus, Radisson Blu undertakes societal marketing concept which makesfocus on customers wants, company's requirement and society's long term interest. This conceptenables firm to build or sustain competitive edge over others. Besides this, business unit employscustomer focus marketing which helps it in fulfilling the needs of target market. For instance: In thepresent era, customers make use of internet and social sites with the very high pace. Hence, forproviding information to the customers about luxury suites company undertakes technologicalaspects such as internet for giving details to the potential and existing customers. Process of marketing is enumerated below:3
Mission: In the very first step, Radisson Blu needs to make focus on setting mission such asoffering innovative services at affordable prices (Yoo and et.al., 2011). In this, missionstatement will provide direction to the personnel about the performance of businessactivities and functions. Situational analysis: This aspect entails that before making any plan Radisson Blu needs tomake assessment of its strength, weakness, opportunities and threats. It enables firm to grabthe opportunities more effectually by taking into consideration the strengths. Objectives: Company needs to set objectives which are realistic, measurable and easilyachievable. Thus, by framing SMART objectives Radisson Blu can motivate its employees.For instance: Objective of Radisson Blue includes developing effectual brand image andenhancement of market share by 20% within 3 months. Marketing mix decision: At this, Radisson Blu needs to make focus on developing suitablemarketing mix which includes product, price, place and promotion. Evaluation and control: In the last stage, business enterprise requires evaluating the successof its marketing plan or strategy in against to set benchmark (Line and Runyan,2012).Hence, by assessing deviations hotel would become able to take effectual measures withinthe suitable time frame.Hence, by considering all these aspects Radisson Blu can enhance its rating from 3 star to 5star which declined in the previous time.Further, in order to satisfy by the interest level of societyhotel chain makes effectual arrangements in relation to waste management. Through this, RadissonBlu can reduce the level of environmental pollution to the large extent. In addition to this, businessunit also makes use of environment friendly approaches with the aim to save energy and otherresources for next generation. All these aspects clearly show that hotel unit has made significantcontribution in the growth and development of society. B. Assessing the micro and macro factors which influence the business activities of firmMicro and macro factors that impacts business activities of Radisson Blu are as follows: Micro factors: It includes suppliers, customers, competitors etc. which closely influences themarketing activities of firm. Radisson Blu requires making focus on placing more and attractiveadvertisement when competitors all do such type of activities. Along with this, when supplier of theproducts or services increase then company can entice sales by offering commission to travel agent(Dev and et.al., 2010). Along with this, taste and preferences of the customers are change with thevery high pace. In this, company can enhance sales only when it serves products or servicesaccording to their needs and requirements. 4
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