Use of Marketing and Communication Tools to Promote Sustainability: A Study on Jury's Inn

An examination on use of marketing and
communication tools to promote
sustainability. A study on Jury's Inn.
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Executive Summary
Marketing and Communication play a crucial role in establishing better relationships with
customers. Now, these both areas have been combined together and termed as MarCom that is
an essential part of marketing of a company. The current report is about significance of
marketing and communication in the hospitality industry that is really crucial to improve
business performance as well as sustain at market place for longer duration. Managers are
required to make some necessary changes in their existing strategies of marketing and
communication in order to ensure long term sustainability.
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Table of Contents
INTRODUCTION...........................................................................................................................5
RESEARCH METHODOLOGY...................................................................................................10
Main Body and findings.................................................................................................................11
Recommendations.....................................................................................................................19
CONCLUSION..............................................................................................................................20
REFERENCES..............................................................................................................................21
Appendices.....................................................................................................................................22
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INTRODUCTION
Overview of the topic
The research covers the aim that explores the use of marketing and communication tools
to encourage the sustainability in hospitality industry to enhance the business performance in
pandemic COVID-19, sustainability has become vital for almost all firms in industries. It
becomes necessary to adopt strategies related to sustainability to remain competitive in the
market. So, sustainability is an approach considered by firms to work for better economy, society
and environment without harming natural resources. It has made on the prediction that these
strategies would help in developing growth of companies for a long term period. Organisations
has shown their commitments and dedication to take out activities sustainably as well as
providing transparency and considering issues related to materials (Grudzewski and et. Al,
2018).
Marketing is defined as different tasks that an organisation adopts to promote purchasing
and selling of goods and services. It includes activities like selling, advertising and delivering
commodities to customers or another firms. Marketing has some set of actions, that help firms to
maintain relationship with existing as well as potential customers. Basically marketing focuses
on delivering products or services on the basis of needs and requirements of customers (John and
De'Villiers, 2020).
Communication is a factor which is very important in organisation for effective and
efficient working. Because communication has a very large impact on doing various activities on
time. To provide customers good experience it is necessary to have coordination among various
departments of organisations like sales and production department. For maintaining performance
of employees there is strong requirement of managed and continuous communication.
Background of an organisation
Jurys Inn is a part of hotel group working in UK. It is a company founded by William
Jury in 1881. Its headquarters is located in Dublin, Ireland and has more than 38 hotels operating
in the UK which has over 7500 rooms. It works with over 4000 employees who are appointed to
serve guests and customers in an effective and efficient manner (Ivanova and Rahimi, 2016).
The number of locations it is operating are 43. Jury's Inn is selected to conduct current research
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because it is one of the hotels which comes under the hospitality industry and maintains
sustainability even in the tough situation like pandemic.
Research Aim and Objectives
Research Aim
To explore the usage of communication and marketing tools in encouraging the idea of
sustainability within hospitality industry in regards to improve business performance during
COVID-19 Pandemic.” A study on Jury's Inn
Research Objectives
 To determine the concepts of communication and marketing along with its importance in
the hospitality sector.
 To explore effective practices of communication and marketing for promoting
sustainability and its use while COVID-19.
 To examine the challenges in regards to communication and marketing will be faced
by Jury's Inn while promoting sustainability during COVID-19.
Research Questions
 What are the concepts of communication and marketing along with its importance in the
hospitality sector?
 What are the effective practices of communication and marketing for promoting
sustainability and its use while COVID-19?
 What are the challenges in regards to communication and marketing will be faced by
Jury's Inn while promoting sustainability during COVID-19?
Rationale of the research
The main cause to investigate this research is to know the usage of different marketing
and communication tools for promoting sustainability. This research would assist in
understanding the concept of communication and marketing in the sector of hospitality because
they are important for organisations to take towards success. It also explains different practices
of marketing and communication used by hospitality industry to promote sustainability during
the period of pandemic. The another reason to conduct research is it accommodates in finding
challenges faced by Jury's Inn related to communication and marketing while promoting
sustainability during COVID-19. The another reason for selecting this research is meeting two
perspectives: personal and professional. From the personal perspective it helps me in
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understanding the importance of sustainability in real life also that natural resources are
important. From the professional perspective it would help me in applying marketing and
communication tools to create sustainability in my working organisation that help me in
achieving success in professional career.
Overview of other chapters
This research involves various chapters that are vital for conducting research as it helps
researcher to conduct research. The first chapter has introduction in which the concept of
communication and marketing are defined. It also defines sustainability that holds its importance
in organisations because it assists them to grow and develop without harming the environment.
Sustainability makes companies to consider factors related to social, economic and environment.
This chapter only provides background of chosen company that is Jury's Inn, it is selected
because research is conducted on hospitality industry and Jury's Inn is one of the hotels operating
in UK. The next chapter has literature review which describes the selected objectives and their
impact on chosen company. The third chapter is research methodology in which methods like
research approach, research philosophy, data analysis, research choice, data collection are
explained used for collecting information of hospitality industry. Questionnaire is selected for
survey to know the views of employees working in Jury's Inn. The collected data are shown on
graphs and their proper interpretation is also done. After that conclusion is given for the whole
research and recommendation gives ways and measures through Jury's Inn can overcome
challenges that are faced by them.
LITERATURE REVIEW
Literature review refers to the identification and evaluation of the literature within a
certain field of study. It gives out the information that has been already published related to the
study and topic. With the assistance of this the reader gets ideas and information related to a
particular study and it also explains strengths and weakness related to that specific topic. It
involves all the objectives and issues that research is discussing. So, basically it gives
information by the assistance of books and journals.
The concept of communication and marketing along with its importance in the hospitality sector
According to Talathi (2021), communication is very necessary in hospitality sector
because it is the type of sector which involves so many people as workforce, guests and
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