Marketing Strategies and Functions in Hospitality Industry

The provided document is a solved assignment that reports on marketing in the hospitality industry. The report covers various aspects of marketing in this sector, including different marketing methods related to marketing strategies and functionality. It also references several books and journals on the topic, providing a comprehensive overview of the subject. This assignment is likely for students in hospitality management or tourism studies programs.

Marketing in Hospitality

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Concept of Marketing...........................................................................................................1
1.2 Impact of the marketing environment on the industry:.........................................................2
1.3 Consumer Markets in the industry........................................................................................3
1.4 Rationale for developing different market segments:...........................................................4
TASK 2............................................................................................................................................5
2.1 importance of the components of marketing mix to the industry.........................................5
2.2 Pricing strategies and policies in relation to the industry:....................................................7
TASK 3............................................................................................................................................8
3.1 Role of promotional mix:......................................................................................................8
3.3 Role that sales promotion and public relations play in.........................................................9
promotional efforts:....................................................................................................................9
4.1 market research to service industry.....................................................................................10
:..................................................................................................................................................10
TASK 4..........................................................................................................................................10
3.2 Advertising campaign for a service's industry operation;..................................................10
4.2 Market research for an appropriate product or service:......................................................10
4.3 Suitability of different media for marketing an appropriate product or service:................12
4.4 Implementation of the marketing plan for an appropriate product or service:...................12
CONCLUSION .............................................................................................................................12
REFERENCE ................................................................................................................................13

INTRODUCTION
Marketing in hospitality determine how segments of the hospitality industry like restaurants,
resort hotels tour and travels etc (Bowie and et.al., 2016). it report include how Thomas cook
crate marketing for their and travel business in hospitality industry. It report also define
marketing role in hospitality industry.
TASK 1
1.1 Concept of Marketing
Marketing is concept, the marketing concept is analyse needs of customers and make
decisions to satisfy those who needs it more than competitors make. Marketing also defines how
organisation can examine customers’ needs and demands towards organisation and how can
company fulfil them. In hospitality industry, marketing played crucial role, it defines which
resource can fulfil consumers’ demands and their needs.
Marketing in hospitality attract customers to the organisation. Marketing determine
customers to which company suitable to fulfil their demands and they choose them. In hospitality
industry, many organizations serve their services to customers like hotels, restaurants, tour and
travels etc. all are present to serve their service to customers (Leung and et.al., 2015). In
hospitality industry, Thomas cook presented various deals with attracts the customers to enjoying
their holiday with their family and friends.
 Production Concept- The production concept define company make goods for the
prospectors in widely available price and also determines the company present the
products of the consumers in cheap price and available in large quantity. The production
of a company make manufacturing of goods service it also includes innovation and
invention of the product and organizations are done marketing for those products which
are in cheap and lower price (Minazzi, 2015). For the example in travel and tourism
Thomas cook sometimes organize holiday plan in lower prices and attractive place they
gives exclusive deals which are afforded both lower to higher people.
 Product Concept- in this concept, a company provides their products to consumers and
of marketing of their products. For example, Thomas Cook organize many tours for
customers as they do marketing for those tour form that customers aware and having
those tours and enjoying holiday.
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 Selling Concept- in this concept, organisation selling their product into the marketing
and they do promotional their product and also define what benefits of those products
uses in organizations (Yadav and et.al., 2016). For example- Thomas cook do marketing
for their holiday packages they define each and every holiday destinations and service
which they are serve in holiday.
 Marketing Concept- this concept defines where company con do marketing for their
product and present in market. For marketing, organization gives advertisement on
television and social or other promotional sites. Form that customer are aware those
companies product
1.2 Impact of the marketing environment on the industry:
Impact of marketing environment on the industry defines factors which impacts both
internal and external environment in industry. Like micro and macro environmental factors
which impact organizational both internal and external environments. That are-
Macro factors- Macro factors impact on organization’s marketing external environmental
factors like social, technological, environmental, legal and political factors, they are as follows:
 Political Factors- Political factor impact on marketing defines do marketing many ways
like ads on television and social media and other promotional site but some political
issues are impacts marketing of organisation like they create issue in marketing.
 Technological Factors- The development of new technology can effects needs and
wants and market are change certainty and today technological change constantly provide
opportunity or new products and new marketing technology can improve organization
marketing and also increasing sale of production (Hanks and et.al., 2016).
 Legal Factors- in this many organisations do marketing of those products which is
permits by government and under the formalities. Like
 Social Factors- Many organizations present product according to the country culture and
society environments. This factors impacts on those products which is beneficial for the
society people.
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 Environmental Factors- This factor effect on organizational marketing environments
like people are only focus where they see new in advertising according to the
organizational culture and environment according.
Micro factors- micro factors analysis with SWOT analysis which is described below-
 Strengths - In this, SWOT analysis define the hoe can marketing become strength of
organisation like marketing help company to warn customers and attract them also define
the details about the company. For example Thomas cook define their deals to customers
through social site and proportional ads.
 Weaknesses- Sometime company present few variety products and marketing for widely
products so customers are not rust those organisations which are done fake marketing for
their products (Yüksel, 2017).
 Opportunities-The main opportunity for marketing in company they present each every
details about the company and also define the suitable
 Threats- The main thrusts in marketing for their compositors the always make challenges
doing better marketing for their products and increase sales.
1.3 Consumer Markets in the industry
Consumer markets in industry defines organizations dominated by goods and services
designed of the general consumers. Prospectors’ marketers are divide into the four categories
such as food and beverages products, consumers, retails goods and transportations products.
Apart from that many organization deals with similar organization to make their products a
selling in the market. In marketing many consumers make deals with organization to creating
marketing their product and distribute profit. In hospitality industry consumer markets are which
done business between the organizations and consumer form example some consumers are
adopts business to other organizations as if they adopt those company products and resale it
(Rosenbaum and Wong, 2015). In marketing many organizations give work of marketing to
other organization as they make website of r marketing and post detail about the products and
organisation products.
Apart form that consumer markets are allows us to buying good and service. Those items
can be use for personal use or shred with others. In consumer markets any one take decision
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about how will spend money and use the products of purchase. Many people are purchase
products in retails prices and selling them attractive price and make profits. In this include many
products like foods, clothes, beauty, home decor etc.
Advantages
 The main advantages of consumer markets it sells wide range of products and many
variety products in markets.
 Consumer markets mainly covers large and small both markets in industry and selling
products in the markets.
Limitations-
 The limitation said in consumer markets they provide only that products which is benefits
for the organization and easily afford to each levels customers.
 Limitation in consumer markets present a product with deep strategic decisions and
according to market requirements (Schuckert and et.al., 2015).
Black box- Black box mainly refers to the testing techniques which define organizations can
testing entire input and output products of the company and also determines the company can
examine all the actions of the organizations effect to the organizations in those testing.
1.4 Rationale for developing different market segments:
The market segment mainly basis of customers needs and their characteristics which
define how target market and gives positioning of organizations. Many reasons to organisation
can segments market like opportunity and growth, better satisfy customers needs and wants ,
high profits and increased innovation. The market segment mainly basis of demographic,
geographic, psycho-graphic and behaviour segmentations.
 Geographic segmentations- In these segmentations organizations divide the customers
to according to geography like customers shave different needs in different platform each
a every needs are fulfilled by organizations. In this Thomas cook mainly divide their
customers to according to their needs and demands.
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 Demographic Segmentations- in the segmentations market can divide their customers to
according to their age, family size, income, gender, religion, race and nationality. The
Thomas cook also provide their service according to the customer age, income, gender,
religion, race etc. like for children they provide many games and activities and for
younger they organize party and old for old person they organize activities which thy
enjoy most and also provide those places where each every age people enjoying their
holiday.
 Psycho-graphic segmentations- In this segmentation market can divide customers to
according to their lifestyle, interest and activities like Thomas cook present their
customers to holiday packages like some people are higher standards and they going to
enjoy world tour with expensive holiday packages and also heaving quality service
according to their lifestyle. The main motive of these segmentations to provide service to
customers according to their test and their interest.
 Behaviour segmentations- This types of segmentations divides their customers to
according to their behaviour like decision making pattern. Thomas cook divide their
customer to according to the target market like younger people are wants to go Goa for
the tour and old age people are not interest to going Goa (Gummesson, 2014).
TASK 2
2.1 importance of the components of marketing mix to the industry
Components of marketing mix Related application in Thomas cook travel
1. Product In Thomas cook do marketing of their products
like the company organize many tour
according to customers demands like adventure
tour, vocational tour, religion tour and for
children summer holiday tour. Organization
marketing of all tour in their website and also
define which services they give on those tour
like accommodation, transportations, food and
room service etc.
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2.Pricing strategy used In this Thomas cook present pricing strategy
for the customer Thomas cook provide many
holidays and tour in whole world and each
holiday packages have different price
according to holiday packages mainly the
Thomas provide holiday in UK cities but they
also organize tour in many countries like
Morocco, Egypt, Paris etc (Lopes, 2016). all
holiday shave diffident price. Thomas cook
mostly provide tour in attributive and also
gives exclusive deals in their holiday packages
like in cities they provide lower cost people
which is afforded by both higher and lower
categories people and the whole worlds tour
are expensive and their cost is also very it only
affords by higher lifestyle peoples.
3. Place or channel of distribution The Thomas cook mainly do marketing for
those place where they already organize tour
like natural places, adventuresses places in or
other countries tour. The Thomas cook mainly
present those tour which is mostly organized
by all people. They do marketing for post
picture of tour in their website and also gives
advertisement on television.
4. Promotional elements recommendations The main recommendation for promotions of
the Thomas cook travel industry they give all
details about their tours and gives details about
the service which is provided by the Thomas
cook in their travel industries. The
recommendation of all promotional post
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content on website and customer also post
review about the holiday who is having service
of the organization and also having service of
holidays places. For promotions Thomas cook
updates their website and post holiday
packages deals and also present offer in
website from that customers are attracted to the
organization
2.2 Pricing strategies and policies in relation to the industry:
Pricing strategy is important part of industry. The pricing stretchy mainly depends of four
elements products, price, promotion or place. When organizations can set providing to the
products first they examine the market and also examine the marketing strategy. In Thomas cook
set their products pricing according to the customer and their needs. The pricing strategy in
Thomas cook discus below-
 Pricing to gain market share- The Thomas cook adopts this strategy in Oder to enter the
market and gain market share, some times Thomas cook provide free service to
customers it strategy they adopt only because they set customer base in a particulate
market. For example Thomas cook organize free tour for those people who are never
adopts their service before and they don't know about their services (Seetanah and
Sannassee, 2015).
 To increased sell - this pricing strategy main motive to increased sell in the company like
Thomas cook make those strategies which is mainly increased sales in company like they
present exclusive de;as to the customers which attract most and it also helps to make
customer retention in the company and increased sale in company.
 Pricing optional products - in this strategy company make strategy of those provide
which limited and optional to the organizations their cost are also expensive according to
the customers demands like Thomas cook make pricing strategy for those packages
which is limited people and also optional people. Like Thomas cook organize worlds
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tour for only those people who are afforded those expensive deals and also adopts their
service which is high class.
 Pricing for promotion- promotion pricing strategy in company is very part now days. In
this strategy include, gift or money coupons or vouchers and discount offers, buy one get
one offer etc. all this deals are promoted new and existing product of the company like
Thomas cook also make those type pricing promotion strategy which help to make profit
and also make promotion of the organisation services, Thomas cook mainly give deal
their customers to offers price tour like tour service in holiday destinations and also gives
discount occasionally (Manhas and Tukamushaba, 2015).
TASK 3
3.1 Role of promotional mix:
The role of promotional mix is define the company promote their products in market and
make profit. Many resource help to make promotions of the product in markets like they do
marketing of each products of the company like Thomas cook do marketing of their each and
service which is they provide in their tour like accommodation service, transportations service,
food and other entertainment services. In Thomas cook the role of marketing mix discuss below-
 Public relation- In Thomas cook organization marketing mix helps define the role of
public relation in marketing mix it helps to understand marketing mix helps maintained
public relation in organisation like some time Thomas make good relation to public and
make free trip for those people never adopts their services like lower people.
 Sponsorship- the marketing helps maintained sponsorship in their platform like many
sponsors are adopt Thomas cook service and and invest mostly that because they know
this is worlds top most travel and tour company which is never have any loss in business.
 personal selling – the marketing mix role in personal selling like Thomas cook present
their deals son their website which they customers personally operate their website and
also booked the service their platform.
 Advertising – the marketing main role in advertisement the Thomas mainly promote their
services to the organisation like they give ads on television and social media and also
gives the ads on promotion sites.
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 Direct marketing- the role in direct selling on marketing define how company can selling
their product to the direct consumer like they directly sells their product to the
consumers.
3.3 Role that sales promotion and public relations play in
promotional efforts:
a) five type of promotions-
1. Post content on website- In this Thomas cook promotes their service on the website to
post content about the service.
2. Advertisement on social sites- Thomas cook also promotes their services to gives
advertisement on social sites (Moutinho eds., 2018).
3. Give door to door promotions- Thomas cook marketing depart do promotion on the
holiday to do door to door marketing.
4. Give ads on news papers- Thomas cook promote their holiday packages to promote their
service to gives ads on news papers.
5. To organize events- Thomas cook promote their services to organize events for the
customers.
b) to make public relation for promotions-
 to make public relation Thomas make events which define how they serve their services
to the customers.
 To make maintained public relations organizations provide free service in year to the
customers.
 For the pub;ice relation organisation manage their service for the customers and also
maintained republic relations.
 To promote service of the organisation Thomson cook post their events content in social
sites.
 To promote their services Thomas make promotions gives ads on television.
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4.1 market research to service industry
:
Market in identify the research about the market price, product and what demands and
needs of customers it also identifies which service is most like to the customers. The Thomas
research about the market what demands of their tour in market and which places most like to the
customers. The benefits of market research in company to know each and very things about the
market and their competitors and also know about the demands of the customers. The main
benefit of the market to identify which demands of market from the organizations.
Operations
TASK 4
3.2 Advertising campaign for a service's industry operation;
In hospitality industry Thomas cook mainly make the plane and campaign which is
included how the organization can improve their service and also define how organization can
maintained service and proportional department in company. The Thomas cook make camping
for advertisement which define how thy promote their service in the market like they give
advertisement on television and gives ads on social media and also give ads on promotional site
for that customers are attracted with their service.
4.2 Market research for an appropriate product or service:
The market research in Thomas cook company define the what demands of customers and their
service in the market. Market research also define the organization examine what needs of
customers and which service and products like most to the customers. The Thomas research
about the market to find what need of the customer sin market and also define what
requirements. For example- Thomson cook research about only those things which is supported
to the organization.
Primary Secondary
This research on products and services by
Thomas cook will be based on current
travellers needs (Xu and Gurso, 2015).
This research by Thomas Cook on travel
services and plan will be based on past data
and record which can be from on financial data
or from articles, books, journals etc.
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This will be collected from interview, survey,
focus group, questionnaire etc.
This will bee collected from already available
data, reviews, articles, online blogs, books and
journals.
Questionnaire
Name:
Age:
Gender:
1. What are your preferences for tourist destination?
 Adventure
 Culture and heritage
 Museum and art
2. Do believes travellers are price sensitive?
 Yes
 No
 May be
3. What your travel priorities?
 Accommodation
 Entertainment
 Tourist attraction
4. What according to you should be next travel plan of Thomas cook?
 Morocco and Egypt
 Turkey and Spain
5. Will you travel with Thomas Cook for summer holiday package of 2019?
 Yes
 May be
 No
4.3 Suitability of different media for marketing an appropriate product or service:
The Thomas cook do marking for the help of media in organizations like they promote
their service and holiday plane on social media and also post about their service and holiday plan
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and also define exclusive deals and discount price packages on media which make stability in
their organizations. The Thomas cook mainly ficus on product a service to do marketing ion on
social media like they define service which is lower and higher and also various tour which they
provide in their holiday place (Cook and et.al., 2014).
4.4 Implementation of the marketing plan for an appropriate product or service:
The implementation plane for the marketing in Thomas cook, company make camping of
the organization also make the which include events which define all the service for Thomas
cook and plane which help to take decision for long holiday packages. In tour a travel industry
Thomas cook make pane to implement their services and product to the organization. To the
implement plan for organization they provide service according to the organization help to make
decision for the company.
CONCLUSION
In this above report it concludes the marketing in hospitality promote all the service of
their department like hotel service accommodation service etc (Ryan, 2015). it report concluded
how Thomas cook present marketing in organisation and what benefits company adopts from
that. It report also define the marketing methods which is related to the marketing strategies and
functionality.
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REFERENCE
Books and Journals
Bowie, D., and et.al., 2016. Hospitality marketing. Taylor & Francis.
Cook, R.A.,and et.al., 2014. Tourism: the business of hospitality and travel. Boston, MA:
Pearson.
Gummesson, E., 2014. Productivity, quality and relationship marketing in service operations: A
revisit in a new service paradigm. International Journal of Contemporary Hospitality
Management. 26(5). pp.656-662.
Hanks, L.,and et.al., 2016. The impact of self-service technology and the presence of others on
cause-related marketing programs in restaurants. Journal of Hospitality Marketing &
Management. 25(5). pp.547-562.
Leung, X.Y., and et.al., 2015. Internet marketing research in hospitality and tourism: a review
and journal preferences. International Journal of Contemporary Hospitality
Management,.27(7).pp.1556-1572.
Lopes, M., 2016. The hospitality industry (Doctoral dissertation).
Manhas, P.S. and Tukamushaba, E.K., 2015. Understanding service experience and its impact on
brand image in hospitality sector. International Journal of Hospitality Management. 45.
pp.77-87.
Minazzi, R., 2015. Social media marketing in tourism and hospitality. Heidelberg: Springer.
Moutinho, L. and Vargas-Sanchez, A. eds., 2018. Strategic Management in Tourism, CABI
Tourism Texts. Cabi.
Rosenbaum, M.S. and Wong, I.A., 2015. Green marketing programs as strategic initiatives in
hospitality. Journal of Services Marketing.29(2). pp.81-92.
Ryan, C., 2015. Trends in hospitality management research: a personal reflection. International
Journal of Contemporary Hospitality Management. 27(3). pp.340-361.
Schuckert, M.,and et.al., 2015. Hospitality and tourism online reviews: Recent trends and future
directions. Journal of Travel & Tourism Marketing. 32(5). pp.608-621.
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Seetanah, B. and Sannassee, R.V., 2015. Marketing promotion financing and tourism
development: The case of Mauritius. Journal of Hospitality Marketing &
Management. 24(2). pp.202-215.
Xu, X. and Gursoy, D., 2015. A conceptual framework of sustainable hospitality supply chain
management. Journal of Hospitality Marketing & Management. 24(3).pp.229-259.
Yadav, R.,and et.al., 2016. The influence of green marketing functions in building corporate
image: Evidences from hospitality industry in a developing nation. International Journal
of Contemporary Hospitality Management, 28(10). pp.2178-2196.
Yüksel, A., 2017. A critique of “Response Bias” in the tourism, travel and hospitality
research. Tourism Management.59. pp.376-384.
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