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Report on Marketing of Hospitality - Saba Hotel

   

Added on  2020-06-04

15 Pages4838 Words38 Views
Marketing in hospitality

TABLE OF CONTENTSINTRODUCTION...........................................................................................................................11.1 Marketing process and concepts of marketing, including customer focus marketing.....11.2 Macro and micro environmental environments that influence the marketing decisions..31.3 Relevance of consumer market in the hospitality sector..................................................41.4 Appropriate market segments to target.............................................................................5TASK 2............................................................................................................................................52.1 Marketing mix variables applicable within the hospitality and its importance................52.2 Role of various pricing policies and strategies used by businesses..................................6TASK 3............................................................................................................................................73.1 Promotional mix and its role............................................................................................73.2 Advertising campaign for Saba hotel with effective promotional objectives..................83.3 Role of sales promotion and public relation in carrying out advertisement campaign....8TASK 4............................................................................................................................................94.1 relevance and importance of undertaking a marketing research in Saba hotel................94.2 Market research for an appropriate product or service.....................................................94.3Different media for marketing of Saba hotel...................................................................104.4 Evaluation of Implementation the proposed marketing plan in Saba hotel....................10CONCLUSION..............................................................................................................................11REFERENCES..............................................................................................................................12

INTRODUCTIONMarketing is considered as significant process that is used management of organisation tounderstand the requirements and demands of particular popular population or consumers andthey make efforts to provide them satisfaction through delegation quality products and services(Kandampully, Zhang and Bilgihan, 2015). Marketing is a analysed as concept which is wideone and has no boundaries as it does not start from anywhere and it is continuous becausecompany needs to continuously analyse the market. They need to make plans and strategies toachieve marketing objectives set by organisation. Present report is based on analysis of Sabahotel, which is five hotels based in London. Issues faced by hotel in marketing has beendiscussed along with the changes in strategies needs to be implemented. Macro and microenvironmental factors are analysed that influence the marketing decisions of Hotel along with therelevance of consumers market. Also, strategies to meet the changing needs of customers arediscussed in the report.1.1 Marketing process and concepts of marketing, including customer focus marketingMarketing process is the structural framework that involves some important terms thatneeds to be accomplished by marketing department of Saba hotel in order to improve their publicimage and meeting customers objectives (Brotherton, 2012). Below give is marketing processwhich is used to promote business in hospitality sector such as:1Illustration 1: Marketing mix process

Situational analysis: A thorough analysis of the relevant condition in which the Sabahotel identifies themselves serving as basis to identify the chances to provide satisfactionto unfulfilled customers demands. It aims to analyse internal and external factors thataffects the marketing decision with the help of PESTLE, SWOT and 5C analysis. Marketing Strategy: Most effective opportunity used to find out unfulfilled customers requirements is a strategic plan used for pursuing the opportunity will be developed. Marketing strategies of Saba hotel will involve the segmentation, targeting, positioning ofproducts and services as well as value prepositions (Bharwani and Jauhari, 2013).Marketing mix decisions: These are detailed tactical decisions which are made for the controllable parameters of the important marketing mix. It involves product development,pricing decisions, contracts of distribution and promotional campaign development etc.Implementation and control:At this, marketing plan will be developed by Saba Hotel and their suites and luxuries rooms as well as services will launch in order to satisfy customers demands. Moreover, results of marketing efforts needs to be monitored closelyby organisation. Concept of marketingProduct concept: As per marketing orientation, If company makes a quality product and fix a reasonable price, then it has to put less marketing efforts. For example: Saba hotel provides luxurious quality rooms and services at premium prices but for increasing sale they need to reduce the prices (Zervas, Proserpio and Byers, 2017).Selling concept: It determines that the consumers will not buy their products and servicesunless it is promoted to them with aggression.Marketing concept: Concepts of marketing explains the requirements of customers must will be analysed first as it will satisfy their requirements more effectively and efficiently.Societal concept: It concentrates on satisfying the requirement in a long run in order toaccomplish the objectives of Saba hotel and welfare of the society.Thus, Saba being a five star hotel which has its global presence and regulates in hospitality andleisure: thus it has to use integrated marketing concept. Along with innovation in marketing mix,they also need to earn customers satisfaction and social respect So that Hotel will emerge as fivestar hotels in market.2

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