Marketing in Hospitality (Doc)
Added on 2020-12-26
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Marketing inHospitality
Table of ContentsINTRODUCTION...........................................................................................................................1PART 1............................................................................................................................................1TASK 1............................................................................................................................................11.1 Marketing concept.................................................................................................................11.2 Impact of marketing environment.........................................................................................21.3 Relevance of consumer market.............................................................................................31.4 Various market segment........................................................................................................4TASK 2............................................................................................................................................42.1 Importance of the components of marketing mix.................................................................42.2 Pricing strategies...................................................................................................................5TASK 3............................................................................................................................................63.1 Role of the promotional mix.................................................................................................63.3 Role of sales promotion and public relation in promotion....................................................64.1 Relevance of market research to services industry operations..............................................7PART 2............................................................................................................................................8TASK 4............................................................................................................................................83.2 Plan an advertising campaign...............................................................................................84.2 Market research.....................................................................................................................84.3 Various types of media..........................................................................................................94.4 Implementation of the marketing plan................................................................................10CONCLUSION..............................................................................................................................11REFERENCES..............................................................................................................................12
INTRODUCTIONHospitality is the industry which has connection with hotel, catering, guest, theirentertainment. In hospitality industry there are concept of many hotels, conferences, seminars,guest, etc. It is important to know what has to be done through which they can satisfy demand.There are possibilities that due to change in demand of customer hotel industry has to makechanges in their services too (Agapito, Valle and Mendes, 2012). As scope of hospitalitydepartment is increasing so hotels has to give enhance to marketing concept. There are varietiesto ways through which marketing of brand is possible. This report is based on Thomas Cookwhich is one of the largest travel group. Thomas Cook has second rank in United Kingdom. Inthis report there is discussion about marketing concept, impact of business environment,relevance of consumer market, marketing mix, pricing strategies, promotional mix, salespromotion. In this report portfolio report will be prepared which talks about advertisingcampaign. PART 1TASK 11.1 Marketing conceptMEANING OF MARKETINGMarketing means to deliver changes which are taking place in business. This departmenthas direct contact with consumers which help to increase sales and profits. Through marketingdepartment, consumer are able to have knowledge about relevant product and services. Thesedays as changes are taking place in hospitality industry very frequently, so it is essential that theymust deliver that alterations to consumers (Akroush and et. al., 2013). If society is not aware ofchanges then this affects profits of company. In case of Tomas Cook, they give more emphasiseon delivering knowledge about their product to society. CONCEPTS OF MARKETINGThere are some aspects which has to be keep in mind before making marketing strategies.It is essential that company has to make changes in their product, then managers of ThomasCook can consider these concept:Production concept- This concept is the oldest which talks about producing serviceswhich are consumable for company and at affordable cost. This is effective for satisfying need ofconsumer in form of money as well as utility (Baker and Magnini, 2016).1
Product concept- In this concept Thomas Cook has to provide services which are cheapand good in quality. To make good image, it is essential that they must have make continuousimprovement in their services. Selling concept- As per this concept, marketing must be done of products whichcompany produces, rather than producing what is demand of society. This concept is lessrelevant because these days association is thinking about producing what is demand of society(Ekiz, Khoo-Lattimore and Memarzadeh, 2012). Marketing Concept- This concept is much similar to selling concept. As per this concept,managers of Thomas Cook has to think about approaches through which they can market theirproduct and services.1.2 Impact of marketing environmentMarketing is the concept which has important role in running business in effective andefficient way. Due to change in plans and policies association has to make changes in businessenvironment and then take actions in effective way. While running business there are somefactors which are affecting business and its growth. Mainly there micro and macro environmentwhich has to be considered in marketing environment-MICRO ENVIRONMENTIn this environment, there are some factors which are directly related to business and it isessential to take actions which are effective for association. Supplier- Suppliers are the person who delivers raw material to Thomas cook. In case ofHospitality to perform business operations effectively. It is essential that managers has to outsource some resources.Intermediaries- They are the person who acts between company and resources which arerequired by Thomas Cook. Such as Transportation services, etc.Customers- They are key components for which association is working. It is essentialthat managers has to work for satisfaction of customers (Hung and Law, 2011).Competitors- As scope of travel and tourism industry is increasing, so it is essential thatcompany has to make strategies as per competitors, so consumers does not get diverted. MACRO ENVIRONMENTThese factor are not directly related by company but this affects business environmentadversely. These factors are not in control of management of Thomas Cook. 2
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