Marketing in Hospitality

MARKETING IN
HOSPITALITY

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Define the term marketing in terms to hospitality industry..................................................1
1.2 Description on impact of marketing environment on Thomas travel group.........................2
1.3 Evaluation on customer relevance as per industry................................................................3
1.4 Define the rational in term to develop market segments.......................................................4
TASK 2............................................................................................................................................5
2.1 Description on importance of components of marketing mix to industry............................5
2.2 Description on pricing strategies and policies......................................................................6
TASK 3 ...........................................................................................................................................7
3.1 Define the evaluation and role as promotional mix..............................................................7
3.3 Description on advertising campaign for industry and service operations...........................7
TASK 4............................................................................................................................................7
3.2 Draw advertising campaign for service industry operation..................................................7
4.2 Undertaking of market research if appropriate product and service.....................................8
4.3 Description on analysis of suitability of differed methods which helps to make appropriate
product and service. ...................................................................................................................9
4.4 Evaluation on implementation of marketing plans for product and services........................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is technique which is based on identifying needs of customers so that
their satisfaction can be achieved. It is systematic process with help of which good and
services move to customers. The process of marketing refer as identification, selection
and development of product so that product can be popular in market (Adegoke and
Popoola, 2018). The present report has covered the activities of Thomas cook travel and
it is one of the largest travel group. The one of the main reason behind have long termed
benefit is their investment and commitment. This enterprise strongly follows all
corporate social responsibility and this is main reason behind getting success. In addition
to this, assignment will cover the following things as are Marketing mix, pricing
strategies, differed marketing segments and various roles in relation to sales promotion.
TASK 1
1.1 Define the term marketing in terms to hospitality industry.
The marketing is process which refer as proper planning, organizing, directing,
motivating and coordinating the activities of an enterprise. With help of taking strong
decision the firm is able to full fill the demand of customers in market. The one of main
advantage is to earn maximum market share and revenue so that high amount or
profitability can be generated. In addition to this, there are five concepts of marketing has
been discussed in following manner as are-
 Production concept: The idea of production concept is “consumer will prefer
those products which are easily available and affordable”. It is an operation based
concept. In this, Thomas Cook focuses on production efficiency, lowering costs
and mass distribution. However, this concept is the oldest in marketing (Adegoke
and Popoola, 2018).
 Product concept: In this concept, consumers prefer to have products which are
good in quality with innovative features. Price and availability doesn't influence
their purchase. Thomas Cook who are always improving their products to keep
themselves ahead from their competitors. It also provides packages for leisure
travellers, corporate business houses etc.
1

 Selling concept: In this the business believes that its product will only sell when
it will do promotions. Thomas Cook focuses on the actual sale of its product.
Thomas cook undertakes aggressive selling and promotional efforts. Their aim is
to sell what they make rather than what the market wants.
 Marketing concept: This concept focuses on the target market, its needs and
wants. In this marketing management “customer first” approach is important.
Thomas Cook focuses finding the right package for its clients rather than finding
the right customers for its product (Camilleri, 2018).
 Social marketing- It is one of marketing concepts which process as that
company should make marketing decisions not only considering the needs or
wants of customers but it is need to be done in terms to benefits of society. With
help of this long term interest of customer can be maintained (Ashley and Tuten,
2015). It is systematic process which works as to improve welfare of people,
social and economic environment.
1.2 Description on impact of marketing environment on Thomas travel group.
This is combination of external and internal factors and this can affects the
performance of an enterprise. It is the ability of firm to build and maintain the successful
relationship of customers. This is defined in following manner as are-
The Macro environment as are-
 Demographic factor- In this, demographic forces relates to people. This kind of
factors relates to size, age, gender, occupation and other statistics. Business
activities will largely get affected by this all components. Moreover, Thomas
cook enterprise need to put their focus on resent trends and developments so that
longer profitability can be achieved.
 Economic factors- The economic factors will be inclusive of components as
recession, inflation, wage and interest rate. It is important to improve the country
economic conditions so that customer’s can able to satisfied with product and
services of firm (Griffin and et.al., 2017).
 Political factor- In this, demand of customer is need to understand and political
factors affects the overall working of firm. In addition to this, it will be inclusive
of policies, practice and legislations. Thomas cook need to abide by all rules and
2