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Report on Sales Development Techniques and Merchandising - Marriott Hotel

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Added on  2020-06-06

Report on Sales Development Techniques and Merchandising - Marriott Hotel

   Added on 2020-06-06

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SALES DEVELOPMENTAND MERCHANDISING
Report on Sales Development Techniques and Merchandising - Marriott Hotel_1
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1TASK A...........................................................................................................................................1a) (1.2) Significance of product mix in sales and profit..............................................................1b) (1.3) Importance of market segmentation for maximizing sales of Marriott Hotel................4TASK B...........................................................................................................................................7a) (2.1) Factors affect buyer behaviour.......................................................................................7TASK C.........................................................................................................................................10a) (4.1) Personal selling techniques..........................................................................................10b) (4.2) Influence of operational design on sales revenue........................................................12CONCLUSION..............................................................................................................................14REFERENCE.................................................................................................................................16
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ILLUSTRATION INDEXIllustration 1: Product mix elements................................................................................................2Illustration 2: Market segmentation approaches..............................................................................6Illustration 3: Buyer behaviour........................................................................................................9
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INTRODUCTIONSales development is a technique of promoting products of the organisation in market. Itinfluences productivity, profitability and market sustainability of enterprise. This report is toincrease understanding towards sales development techniques and merchandising for serviceswith the example of Marriott hotel. It is wide spread food and accommodation service providerof UK whose facilities are demanded from different countries of the world. In this way,significance of product mix and its impact on sales and profit of the entity is to be identified.However, usefulness of market segmentation in enhancing sales revenue of the hotel isdiscussed. Including this, factors which impact buyer behaviour for food services of the entitycan be identified. Along with this, personal selling techniques for promoting services and impactof operational design on sales revenue of are to introduced. Therefore, effective knowledgetowards sales promotion techniques and its impact on Marriott Hotel's revenue can be understoodwith the help of this report.TASK Aa) (1.2) Significance of product mix in sales and profitDifferent dimensions of a product is called as product mix. In this process, products aredifferent, width, depth and length but have same features. However, entity provides variety ofservices according to different countries' people interest and culture. It influences productivityand profitability of the hotel as increasing revenue. Therefore, market position of theorganisation and its competitiveness get affected (Homburg and et.al., 2017). Apart from this,under product mix, quantity and quality of food is also analysed on which variety of ideas aregenerated for improvement. However, it is able to maximize satisfaction level of its customers onlarge scale also impact on demand for goods and services. Besides this, dimensions regardingmixing taste, flavours and ingredients in food are determined for which promotion of services isorganised. In this way, price is determined as different on different quantity, quality of foodaffect optimum utilization of resources and fund. In this regard, product mix elements which areessential for higher revenue and increasing profitability of Hilton hotel are as:1
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Width:It is considered as number of product lines which a company produces. It is effective forbuilding market share and also techniques diversified to other industries (Ejiko, 2015).Therefore, it builds width of product mix and different ideas are created for management ofentity and marketing of its services for enhancing its revenue.Depth:2Illustration 1: Product mix elements(Source: Elements of product mix, 2016).
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It includes quantity, flavour and material used in preparing and providing food services ofany hotel. For example; if Marriott hotel sells three sizes and two flavours of food then its depthis evaluated as six (Gorman, 2015). Therefore, specific product line is determined which iseffective for enhancing revenue and profit of the hotel. Consistency:This product mix element is recognised that how two product lines are related to eachother. For example; analysing relation of selling food and beverage in terms of their productionand distribution system generates ideas for proper management. However, systematicmanagement of services is recognised which impact on sales revenue and profit earning capacityof any enterprise (Okonkwo, 2016). Thus, consistency is effective for producing services linkedwith sales revenue and profit margin of the entity. These elements are effective for decision making regarding product and services. Forwhich, quality, quantity of used material, price determination and places for providing servicesare determined. Including this, promotion of services as launching and advertising them aredecided. It influences sales revenue and profit margin of Marritt Hotel also generates variety ofideas for improving services and satisfying customers at higher level (Collins and Frydenlund,2015).As analysing width, depth and consistency of food items provided by Marriott hotelgenerate variety of ideas for appropriate decision making regarding business and marketingactivities. It impacts on productivity and profitability as well sustainability for longer timeperiod. However, product mix tools are effective to improve efficiency and quality services ofvariety of food provided by entity on large scale. However, importance of product mix on sales and profit of Marriott Hotel can beunderstood as:Maximizing customer satisfaction level:It is beneficial for organisation to provide variety of dimensions in services to satisfycustomers on larger scale. However, according to income earning level of consumers, price isdetermined differently for variety of food in quantity. However, customers' satisfaction get3
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