Marketing Strategies in Hospitality and Tourism Industry

MHI

TABLE OF CONTENTS
INTRODUCTION ..........................................................................................................................1
TASK 1 ...........................................................................................................................................1
AC 1.1: Concepts of marketing .............................................................................................1
AC 1.2 Impact of marketing environment: ............................................................................2
AC 1.3 Relevance of consumer market ................................................................................3
AC 1.4 Rationale for development of different market segment .........................................4
TASK 2 ...........................................................................................................................................5
AC 2.1 Importance of marketing mix components: ..............................................................5
AC 2.2 Pricing strategies and policies: ..................................................................................6
TASK 3 ...........................................................................................................................................6
AC 3.1 Role of promotional mix ...........................................................................................6
AC 3.3 Role of sales and public promotions in promotional efforts: ....................................7
4.1 Importance of market research ........................................................................................8
TASK 4 ...........................................................................................................................................8
3.2 Plan an advertising campaign for service industry operation:..........................................8
4.2Undertake market research for an appropriate product or service :..................................9
4.3 Different media for marketing an appropriate product or service:...................................9
4.4 Evaluate the implementation of the marketing plan for an appropriate product or service :
..............................................................................................................................................10
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
The current Hospitality and tourism industry are also significantly influenced by the
changing marketing strategies. These industries prefer strategies which provides quick response.
With evolution of digital transformations marketing strategies as well as their implementation
approach are changing dramatically. With the case of hospitality and tourism industry strong
customer relation needs to be established for sustaining the growth and for retaining the
customers for long term. The report will provide a brief discussion of marketing concepts and
their impact in relation with hospitality and tour and travel industry.
It will consider a case study of Thomas Cook which is one of the world's largest
travelling related organisation. The report will also focus on the benefits and limitations of
consumer behaviour characteristics in marketing. It will also analyse the marketing mix concept
and different market segments. Further this report also describes the impact of promotional
effects and public relations in these service industries.
TASK 1
AC 1.1: Concepts of marketing
Marketing is defined as the process by which organisations interact with public or their
target group so that they can be informed about the products and services provided by the
organisation. This approach is essential for building customer relationship and customer base as
well. In the absence of these marketing strategies it will be almost impossible for hospitality and
service industry to operate. For instance Thomas cook Travel use following concepts to make its
public relation base wider: Product concept: It first consider the product concept. Thomas Cook marketing strategies
focus on the fact that the quality of the services they provide should be best and different
which can attract consumers. For instance along with travelling arrangements it
accomplishes the related formalities of visa or special tour session for famous festivals. In
this strategy Thomas Cook highlights the best and unique features which can push
customers to choose Thomas Cook over others.
 Sales concept: In order to increase the sales Thomas Cook must use sales concept. It may
happen that its target customers may not want tours and hospitality regularly, thus it is
necessary strategy for Thomas Cook that it should create environment which encourages
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the customer to enjoy holidays and use these hospitalities and travel services. Only then
sales and output could be raised.
 Marketing concept: For sustaining growth and profits Thomas Cook must analyse the
customer approach. Thomas Cook must make continuous research about market trends
and needs of its target audience. It helps them to sustain position among competitors.
 Societal marketing concept: This strategy enables Thomas Cook to make policies in a
way such that they are beneficial for customers as well as for society and environment.
AC 1.2 Impact of marketing environment:
The external micro and macro factors greatly influences the marketing and operational
strategies of Thomas Cook. These factors have following impact:
Micro factors:The stakeholders such as visa related authorities, suppliers of goods and other
services which Thomas Cook Provides to its customers can affect the overall performances. For
instance if the suppliers of cabs encountered any issue then it will influence the Thomas Cook.
Thomas Cook must also focus on the competitors strategies. The policies and actions of
competitors will directly affect the customers. Apart from these factors the public satisfaction
and requirements fulfilment plays key role in marketing strategy and performance.
Macro factors: Thomas Cook marketing policies are in accordance with the social culture and
political restrictions. If these forces are not taken into account it may damage the performance
and number of sales. It should also consider legal and demographical factors otherwise the brand
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