Ask a question from expert
Marketing Strategy - Marriott Hotel Assignment
12 Pages3522 Words380 Views
Added on 2019-12-04
Marketing Strategy - Marriott Hotel Assignment
Added on 2019-12-04
BookmarkShareRelated Documents
INFLUENCE OF PUBLIC RELATIONACTIVITIES ON BRAND IMAGE OFBUSINESS: A STUDY ON MARRIOTTHOTEL UK1
TABLE OF CONTENTSRESEARCH PROPOSAL...............................................................................................................3Rationale of the study..................................................................................................................3Research Aim and Objectives......................................................................................................3Literature Review........................................................................................................................4Research philosophy....................................................................................................................5Research approach.......................................................................................................................6Research nature............................................................................................................................6Research strategies.......................................................................................................................7Research techniques.....................................................................................................................7Sampling......................................................................................................................................8Time frame...................................................................................................................................8Ethical and accessibility issues 100.............................................................................................9Implementation time plan............................................................................................................9REFERENCES .............................................................................................................................11APPENDIX....................................................................................................................................12Questionnaire.............................................................................................................................122
RESEARCH PROPOSALRationale of the studyOne of the key reasons behind the accomplishment of study will be “To Assess theinfluence of public relation activities on brand image of business”. In order to get the betterresearch outcomes, researcher will focus on the study of work culture in context of MarriottHotel, UK. It will assist in understanding the number of factors that play key role in the successof hospitality sector (Silverman, 2010). Various researchers have conducted study on publicrelation activities but they did not comment on the influence of PR activities on the brand imageof business. Due to this, researcher will choose the concern topic. In the current market scenario,hospitality organisations are facing high ratio of competition which means that it is essential forthe management of Marriott Hotel to focus on activities that can provide competitive advantage.PR activities are considered as one of critical factors that helps in attaining competitive edgeover other rivals so selection of topic will be beneficial for the organisation (Silverman, 2013). With an improved level of information regarding PR practices, hospitality organisationcan easily overcome the issues. It also assists in accepting challenges and accomplishingorganisational goals as well as objectives in an appropriate manner. With a motive to understandthe influence of PR actions on brand image, company can design effective practices that can leadbusiness towards the impressive level of success. Marriott Hotel will be chosen for the currentstudy because it focuses effectively on PR activities (Arnold, 2009). It allows company to sharesignificant information with customers and build strong relationship with them. Advertising andexternal communication are the techniques that are being used by the management of MarriottHotel. It helps in building strong relationship with its target market (Butterick, 2011). In otheraspect, in the current market, Marriott is effectively focusing on PR actions to deal withchallenges and attain long term success. PR practices also assist management to design servicesas per the customer needs and market trends. Research Aim and ObjectivesKey aim behind the study conduction will be “To assess the influence of public relation(PR) activities on the brand image of business: A study on Marriott Hotel UK”.ObjectivesTo evaluate the effectiveness of PR activities in building relationship with customers.3
To analyse the influence of PR activities on the brand image of Marriott Hotel, UK.To recommend ways through which brand image of Marriott Hotel can be improved.Literature ReviewPR activities and its significanceAs per the view of Jefkins (2009), public relation is considered as a strategiccommunication practice that plays a vital role in building relationship with customers. It isadvantageous for continuous improvement in communication system and helps in managingcommunication between organisation and public (Jefkins, 2009). There are number of publicrelation tools and activities that can be adopted by hospitality organisations in order to attainvarious benefits. Kumar (2012) has asserted that the classification of PR activities can be asmedia relation, advertisement, events, sponsorship, etc. It has been identified that the publicrelation tools are significant for organisation because it provides an ability to show to promoteproducts and services in more creative manner (Kumar, 2012). For example, press conferencecan create better brand awareness in the market. Sponsorship of events and charity also buildsbetter brand image in the competitive market that can is also considered as significant aspect inorganisational success. Pieczka (2011) has contended that the PR activities consideration is also essentialbecause it helps in improvement of internal factors that can lead business to impressive level ofsuccess. Public relation campaigns allows to boost potential in the market that may also enhancecommunication system and encourage workforce (Pieczka, 2011). Arnold (2009) has criticallystated that, it also promotes a positive perception in the market that boosts overall effectivenessof the organisation. Public relation practice is also necessary for every organisation because ithelps in maintaining goodwill and provide mutual understanding among members (Arnold,2009). It also plays a vital role in transformation of negative aspects into positive one's toaccomplish goals and objectives. Influence of PR activities on hospitality sectorAccording to Butterick (2011), there are number of PR activities that influences theworking of hospitality sector. With an assistance of advertisement the management of hospitalityorganisation can easily promote products and services in the target market. It plays key role inimproving brand image and provide various benefits to the firm. In addition to this, profit margin4
End of preview
Want to access all the pages? Upload your documents or become a member.
Related Documents
Social Media Marketing Influence On Brand Image Of Hilton Hotel Studylg...
|14
|3808
|356
Marketing Planning and Strategy for Hilton Hotellg...
|18
|4024
|84
(PDF) Positive and negative aspect of globalization in tourismlg...
|7
|1047
|132
Implementing CSR Activities in Business : Case Study on Marriott Hotellg...
|21
|4727
|78
Influence of Social Media Marketing on Customer Buying Decisionslg...
|25
|5515
|78
Significance of Technological System for Hotel Operations: A Case Study on Marriott Hotellg...
|7
|1337
|38