Marketing Strategies for the Hospitality Industry

This assignment delves into the realm of marketing strategies employed within the hospitality industry. It examines various competitive marketing approaches adopted by businesses in this sector, particularly focusing on the United Arab Emirates (UAE). The assignment also explores the impact of integrated marketing communication on consumer behavior and decision-making processes within the context of hospitality.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Merchandising functions and its various roles and responsibilities..................................1
P2 Roles and responsibilities of marketing in 'Your Destination'..........................................1
TASK 2............................................................................................................................................1
P3 Application of marketing mix in marketing planning process..........................................1
TASK 3............................................................................................................................................1
P4 Marketing plan of 'Your Destination'................................................................................1
CONCLUSION................................................................................................................................1
REFERENCES................................................................................................................................2

INTRODUCTION
Marketing can be defined as a process of fulfilling needs and wants of customers through
an exchange process. It conducts activities of selling and buying goods and services in market.
Basically, The activities which are conducted here are producing, communicating, delivering
products to customers as per their needs and wants. It means meeting needs profitably both of
marketers and customers (Baker and et. al., 2016). The main aim which is set by marketing team
is to understand the customers so well that products which are produced automatically fits on
them and sells itself. In this report all the marketing functions and activities are done with
reference with UK's new transportation company 'Your Destination'. This company is growing
fast in UK and have successfully completed 3 years in London and Essex. This report will
discuss Roles and responsibilities and marketing along with other functions of organisation. Use
of elements of marketing mix elements in achieving overall objectives of organisation will also
be included in this report. The impact of macro environment elements on business operations of
'Your Destination' and a Marketing plan is also included in this report.
TASK 1
P1 Merchandising functions and its various roles and responsibilities
According to AMA, “Marketing can be defined as process of creating, communicating,
delivering value to its customer and also managing customer's relationship in order to give
benefit to organisation”. Marketing can be done only when there is needs, wants and demands of
customers because of there will be no need then what will companies produce. So, in order to get
successful, many companies first generate need in market so that demand is created and once
demand is there then goods which are created by companies are sold off very easily (Desai,
2013). Nature of marketing can be classified as follows:-
 It is customer oriented.
 It works as a system as well as process.
 It is considered as science as well as art.
 Its main aim is to gain maximum market share.
There are various concepts in marketing which are developed to manage currenty and future
needs of customer . They are:-
Production Concept –
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According to this concept, managers believe that customers are interested in purchasing
only those products which are easily available and less expensive. This helps companies in
producing favourable and affordable products and services. This is the oldest concept and gives
main attention to operational department (Dibb and Simkin, 2013).
Product Concept –
This concept says that customers prefers on;y those type of products which are having
some unique features and good quality and have performed well in market. Here, the main
attention is given to customers and companies tries to provide more and more options to
customers so that they become loyal and stick to one company only.
Selling Concept –
It is in human nature that people are more attracted to those products which are highly
popular in market . There are several products which are really good but due to lack of
promotion it is not marketed well. So, advertising products is really important to make a product
sell in market.
Marketing Concept –
This concept focuses on creating a brand image of company and delivering a better value
of products to customers. Strong brand image helps in attracting large no. of customers. It is
different from selling concept because here main focus is on buyers need instead of Customers
needs.
Societal Marketing Concept –
It guides company in identifying interests and wants of target market so that better
concentration is given to customers (Hsu, 2011).
Marketing Organisational Structure
Structure of marketing department is different in every company. In case of small
companies, there are less people involved so structure is small but in case of large organisations,
there are so many employees involved so structure is big. Creating a marketing structure helps
companies and employees in distributing work and role opf each employees in marketing
department. A sample marketing Organisational structure is given below:-
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Source:-Marketing department structure,2017
The advantages of using a marketing structure are:-
 Through this, role of staff is properly determined in organisation.
 All the responsibilities are properly allocated between the employees and monitoring
them is also easy.
 Authority is clearly determined so employees know that to whom they have to report to.
 This department is considered as cost centre and revenue centre so people involved in this
is as per these roles only (Jones and Rowley, 2011).
Duties and Responsibilities of people involved in Marketing department are:-
1. Marketing Manager:- These managers are responsible for carrying out marketing
strategies in organisation. In 'Your Destination' also, marketing managers are required top
create marketing messages, choosing mediums to reach customers, carrying out
marketing campaigns and many other marketing activities. They have report to Vice
president of company and are responsible to manage rest staff in marketing department.
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Illustration 1: Marketing department structure

2. Public Relation Manager:- it is the responsibility of employees or staff to manage public
relations in company. In 'Your Destination', employees who have strong connections in
media can be considered as very helpful because if company wants to advertise product
then they can organise a press release in which information related product will be
provided to public. It is generally a grand launch but it's completely from company's side
and free for customers (Kennedy and Parsons, 2014).
P2 Roles and responsibilities of marketing in 'Your Destination'
Marketing Department plays a very important role in promoting the business. It acts as
face of company and helps in producing and coordinating all the work going on in organisation.
It is the responsibility of marketing department to bring new investors, making new customer
and create an image of company through which company will be represented in market. The
roles and responsibilities of marketing department are as follows:- Defining and managing Brand- They are responsible for defining what the brand is all
about and experience that customers should have when they use the respective brand is
included. Conducting campaign management for marketing initiatives- Marketing campaigns are
conducted by marketing department so that product is introduced to the customers and
sales are increased. Producing Marketing and Promotional materials- Marketing department should produce
those products that describe and promote its core product or services (Mihart, 2012).
 Managing social media- When company is available in various social media, it acts as a
promotional medium for them because in today's world each and every person is using
social media and if marketing is done online then more customers can be extracted.
Role of marketing in B2B and B2C context is given below:-
Source B2B Marketing B2C Marketing
Decision making process Very complex and high risk Easy and low risk
Focus Lead generation and relationship
management
Brand building
Orientation Product oriented Relationship oriented
Method Improve customer acquisitions Marketing plan is to improve
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customer plans
Goals Increase sales and volume of
products sold maintaining best
quality
Aims to increase brand recall
Marketing as a Business Function -
Marketing is considered as one of the most important department in an organisation. It
helps company in identifying potentially successful products and promote them by distinguishing
then from other similar products available in market (Nguyen and Simkin, 2012). Since 'Your
Destination' is a big transportation company, so marketing functions that will be conducted there
will be like performing market research, producing a marketing plan, product development and
also promoting , advertising, maintaining public relations etc. Five core marketing functions that
needs to be conducted in organisation are:-
 Corporate Marketing
 Strategic Marketing
 Product Marketing
 Field Marketing
 Product Management
These marketing functions are discussed in detail below:-
 Corporate Marketing:- This function of marketing helps product in placing it in global
market, helps in increasing investor relations with company, managing corporate
communication with company. An annual corporate marketing plan is set by marketing
team and is followed to do all research.
 Strategic Marketing- It helps in setting strategies for organisation which is related to its
growth and developing programs and maintaining important relations of company. These
are the strategies which are applied whenever company sees any opportunities in market
(Ogunmokun and Tang, 2012).
 Field Marketing- This type of marketing is done to promote product using external
promotion methods. Door to door selling method is adopted by companies so that if any
customer is not aware about product then they will be introduced to the product through
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this. In 'your Destination' company, in order promote its services in new cities they will
tell their sales person to keep their assets like buses on field so that customers can use
then and experience it.
 Product Marketing- here, the detailed steps regarding how marketing of product will be
done is discussed and how will the product will be offered in the market to customers is
also included (Papasolomou and Melanthiou, 2012).
 Product Management- in this, details regarding pricing strategies, Competitive strategies,
market strategies, communication strategies is discussed and how product will be
managed by company is included.
Interrelationship of Marketing function with other functions of management are:-
Functions Marketing
Human resource Marketing and human resources are connected with each other in
many ways like it helps in improving company's brand in market.
People want to work in that company which has a good brand
image in market so if marketing department will perform well
then company will do good in market and then more people will
want to work in such type of companies.
Finance Function When a marketing plan is made, it includes financial information
of both new and existing products of the company. These plans
help the company taking the investment decision. These financial
inputs provided by marketing is very helpful for the company.
R&D Function Marketing helps R&D in providing new ideas for producing new
products and helping them in implementation also. Marketing
researches also helps the R&D department in getting idea about
what kind of product is liked by the consumers in the market
(Swenson, Rhoads and Whitlark, 2014).
IT Function IT department helps companies in gaining competitive advantage
in market . They help company in getting digitalized which
increases efficiency of companies and competency of employees.
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It brings new techniques in organisation because of which
marketing function is performed easily.
TASK 2
P3 Application of marketing mix in marketing planning process
7P's of Your Destination:
Marketing mix are vital for every business as they are useful in developing plans linked
with marketing so that all activities are executed in effective and planned ways. The main aims
of every firm is achieving all their desired aims and objectives by using tools and techniques
which are linked with marketing as awareness will be created and people can consume products.
Your destination are running their operations in transportation sector and the overall
responsibilities of managing different activities is with marketing mangers. The main focus of
selected firms are linked with expanding their overall business operations and achieve high
profitability and success in their overall business operations (Hsu, 2011). Marketing mix are
useful in analysing the positions at market place when a new products is launched so that firms
can make strategies in order to manufacture products according to customers requirements.
The elements of marketing mix are evaluated below as:
Product: In service sector all services which are offered to clients are intangible in
nature. There main focus is on exporting of those goods which are perishable and heterogeneous
in nature. This is an important aspects in order to serve all their clients by offering them goods
which satisfy them. Business should offer customised products to their customers which helps in
increasing their profitability ratios as large number of people will be using their products.
Pricing: It is the most important task and firms should focus on adopting low prices for
transferring products from one place to another. This helps in increasing number of clients who
will use their services. There should be focus on timely delivery of goods in order to gain loyal
and satisfied customers. Thus firms can maintain strong relations with all their customers by
offering them goods at lower price.
Place: It is very essential factor for all business to set right locations of their business
from where customers can easily approach and does not face any difficulty in getting the
products. The firms should make plans in order to deliver services at every places in economy
which are located at high distances from business. They should run their operations at those
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places which are situated in centre of regions so that people can approach at these places. It is
very vital aspects for all those firms who are dealing in transportation sector in order to easily
carry out their import and export business. Your destinations have made plans in order to divide
the whole regions and assign responsibilities to workers for their region so they can easily
deliver goods to their potential customers. This result in developing effective customer services
and timely delivery of products.
Promotion: The promotional tools and techniques are used by business so customers can
know about the activities of business and they can use them in order to increase their profitability
ratios. The main focus areas of firms are on quality of products which they are offering to their
customers. Promotional activities are beneficial in order to enhance sales ratios of firms and
achievement of growth and success in their overall business operations. Managers are motivating
their employees to achieve their targets in desired time frame in order to increase their
profitability ratios.
People: Firms are mainly focusing on selecting right candidates who can easily execute
their business operations. People in transportation business comprises of employees, customers
and mangers as they are involved in sorting of goods according to locations where it has to be
dispatched (Kennedy and Parsons, 2014). Your destination is dealing in transportation sector so
they need manpower who can effectively perform all business activities in order to achieve
growth.
Process: The process which are followed at business are linked with functional unit
where they have to focus on timely delivery of products so there customers will be satisfied. All
the operations are to be completed with the help of machines and there should be changes in
working patterns according to new innovation in technology. This helps in offering best and
effective services to all customers.
Physical evidence: Services are delivered to all potential customers with assistance of
tangible factors. It described evidences as prof against goods and services which are given to
customers in order to avoid risk in future time.
7P' s of National Express
National expressing are also running their business operations in transportation industry
and their main focus is towards timely and effective delivery of goods to their final clients. They
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are facing high competition from yours destination thus they are making plans to change their
delivery process in order to providing satisfaction to their customers.
Product: This is the main element which are related with marketing mix and services
offered by this industry are always intangible in nature. The products which are developed by
company are unique and innovative thus they are able to achieve competition gains at market
place. Their main aims is to offer timely delivery of goods to their final customers.
Price: There are various pricing policies which are available and firms can choose the
best among them which helps them to achieve growth in their operation thus attainment of high
profitability.
Place: National express are leaders in transportation sector as they are able to achieve
good positions at market places. They are importing and exporting goods from one place to
another and there business operations should be located at prime locations in order to increase
their sales ratios.
Promotion: This is valuable factor by which firms can create awareness about their
existence and they can easily sell their goods at market places. Firms can analyse and select the
best and appropriate method by which they can increase their sales ratios and create awareness
about the services offered by them (Mihart, 2012).
People: It comprises of managers, employees and other staff members who are
performing business operations. They should be given training in order to do their assigned work
in effective and planned ways.
Process: If firms are adopting plans and policies then they can easily achieve all their
gaols and objectives in desired time frames. The resources which can be easily available in
economy should be utilised in planned and effective ways in order to achieve success in their
overall business operations.
Physical evidence: It is linked with proof which is based on goods which are offered to
customers. The clients are paying money in turn for the goods which have been offered to them.
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TASK 3
P4) Evaluate and produce plan of marketing
Business is focusing on making marketing plans in order to carry out all their business
operations in systematic and planned manner. This is also important factor in order to achieve all
goals and business objectives.
Introduction of company:
Yours destination are transportation firms and they are main aims are linked with
effective delivery of goods to their customers thus satisfaction of there needs and wants. There
are working on these sectors from lase three year and making plans in order to expand their
overall business operations. Thus their sales and profitability ratios can be increased.
Vision and Mission statement:
The main vision of firms are related with making plans so they can easily expand their
business activities in different parts of world which include Glasgow, Manchester, Newcastle
and Aberdeen.
Mission is framed in order to gain competitive advantages by making various plans and
policies which are useful for them in order to achieve higher positions from their rivalry business
National express (Nguyen and Simkin, 2012).
SWOT Analysis of company :
Strength
The price at which products are offered to
customers are very economical thus they are
able to attract large group of customers.
They are focusing on quality in order to
achieve satisfied customers.
Weakness
There business operations are new thus they
cannot make contact with suppliers who are
working at national and international areas.
Opportunities
Business are having high opportunities to
expand their operations and achieve high
profitability index.
Threats:
They need more valuable resources in order to
enhance their performance at market place.
PESTEL Analysis
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Political Factor
The political factors like violence, terrorism
wars etc. are greatly affecting the business of
tourist sector as people are not willing to travel
in these situation due to safety and security
aspects.
Travel industry is helpful in bringing
investment in country thus political factors
should be controlled.
Economic Factors
It is very important for travel industry in order
to maintain stability in economic factors like
there should not be any fluctuations in
currency rates so industry can earn higher
profitability.
Social Factors
There are different factors which are valuable
in order to maintain strong positions at market
places. The firms should respect values and
beliefs of people, the likes and dislikes and
then products should be made available to
them accordingly.
Technological Factors
As there is changes in economy so travel
company should adopt new technologies in
order to provide effective services to all their
customers. Technological advancement has
made travelling easier for persons thus they
can safety complete their journey.
Environmental factors:
The travel industry should focus that the fuel
from transport does not affect the environment
and the natural resources. They should make
plans in order to protect the environment and it
should be made as a global concern for travel
industry.
Legal Factors
There are different rules and regulations which
are enacted by government and these should be
followed by travel industry while conducting
their business operations. These factors are
valuable in order to ensure safety and security
of all tourist.
Target market:
The firms are maintaining friendly relations with those business who are dealing in
transportation sector thus they are main target of business. This is vital for firms in order to
achieve high profitability index.
Marketing Budget :
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Particular
(Marketing
Expenditure)
1st year 2nd year 3rd year
Advertisement 8000 5000 6000
sales promotion 4000 5000 4000
Direct marketing 5000 15000 16000
Total 17000 20000 26000
Monitoring and controlling
The major responsibilities of handling all business operations are with marketing manger
and they are making plans in order to execute all business operations in effective and planned
ways (Jones and Rowley, 2011). It is useful in order to gain high profitability ratios for their
overall business operations.
BOSTON BOX
When the companies plans to expand their strategies or manage their portfolio, they use
this model. It was developed in the early 70's. They help companies in deciding that in which
products or business they should do investment. This model can be explained as:-
1. Relative Market share – It is on the horizontal axis in the matrix. The higher the share,
the more to the left a product is positioned. It shows the current value of product.
2. Market Growth – It is on the vertical axis on the matrix. If the growth rate is high then it
means that there is high need for cash. It shows the future value of the product.
The Boxes STARS – It implies high market share and high market growth. Here, markets are
attractive and they are having excellent position as compared to their competitors. its
short term objective is to maintain or even increase the relative market share. Question Mark – It implies Low market share and high market growth. Here, the
growing market is promising but still the position of product in market is weak. If
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company wants to increase the market share then they have to grow their product above
the market growth rate. Cash Cows – It implies High market share and low market growth. It helps in generating
cash which will be used elsewhere in the company. Company is having a secure place in
the market since they have a secure position.
 Dogs – It implies low market share and low market growth. It shows the situation in
which the product is reaching towards the end of its product life cycle.
Source: Boston Box, 2017
CONCLUSION
From the above report it can be concluded that main responsibilities of marketing is
related with analysing needs of customers in order to provide customised products which can
satisfy their needs and wants. Marketing plans are developed in order to ensure coordination
among all business operations thus attainment of success for business. Marketing mix are useful
task in order to analyse current market conditions and accordingly design products which can be
purchased by customers.
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Illustration 2: Boston Box

REFERENCES
Books and Journals
Baker, M.A. And et. al., 2016. The evolution of services marketing, hospitality marketing and
building the constituency model for hospitality marketing. International Journal of
Contemporary Hospitality Management. 28(8). pp.1510-1534.
Desai, S. S., 2013. An analysis of the competitive marketing strategies of the hospitality industry
in UAE. IUP Journal of Management Research. 12(1). p.22.
Dibb, S. and Simkin, L., 2013. Marketing essentials. Cengage Learning.
Hsu, W., 2011. The vocabulary thresholds of business textbooks and business research articles
for EFL learners. English for Specific Purposes. 30(4). pp.247-257.
Jones, R. and Rowley, J., 2011. Entrepreneurial marketing in small businesses: A conceptual
exploration. International Small Business Journal. 29(1). pp.25-36.
Kennedy, A. M. and Parsons, A., 2014. Social engineering and social marketing: why is one
“good” and the other “bad”?. Journal of Social Marketing. 4(3). pp.198-209.
Mihart, C., 2012. Impact of integrated marketing communication on consumer behaviour: effects
on consumer decision–making process. International Journal of Marketing Studies.
4(2). p.121.
Nguyen, B. and Simkin, L., 2012. Fairness quality: the role of fairness in a social and ethically
oriented marketing landscape. The Marketing Review. 12(4). pp.333-344.
Ogunmokun, G. O. and Tang, E. C. H., 2012. The effect of strategic marketing planning
behaviour on the performance of small-to medium-sized firms. International Journal of
Management. 29(1). p.159.
Papasolomou, I. and Melanthiou, Y., 2012. Social media: Marketing public relations’ new best
friend. Journal of Promotion Management. 18(3). pp.319-328.
Swenson, M. J., Rhoads, G. K. and Whitlark, D. B., 2014. Startup marketing: Leveraging
leverage. The Journal of Applied Business and Economics. 16(6). p.56.
Wirtz, J., 2012.Essentials of services marketing. FT Press.
Online
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