Strategic Marketing for Tourism and Hospitality

This report analyzes the strategic marketing approach of Jamie's Italian restaurant, examining its external environment through a PESTLE analysis and exploring the application of the 7Ps of marketing. It also discusses marketing communication and public relations techniques used by the restaurant.

Strategic marketing for
Tourism and Hospitality

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................1
INTRODUCTION...........................................................................................................................1
Short Brief of Jamie Oliver.........................................................................................................1
Introduction Of Marketing..........................................................................................................1
History of Jamie’s Italian Restaurant..........................................................................................2
Definition of marketing and strategic marketing........................................................................2
Benefits Of Marketing.................................................................................................................2
LO1..................................................................................................................................................3
Pestle Analysis Of Jamie's Italian Restaurant.............................................................................3
LO2..................................................................................................................................................5
7P's of Jamie Italian ...................................................................................................................5
LO 3 ................................................................................................................................................6
Marketing communication and PR contribution techniques towards Jamie Italian marketing
strategy........................................................................................................................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9
REFERENCES..............................................................................................................................11

EXECUTIVE SUMMARY
Strategic marketing is the manner a company efficaciously distinguish itself from its
competition through focusing on its strengths to offer continuously better value to
customers than its competitors. Thus, this report will outline the brief of Jamie Oliver who
was popular the most popular chef and has many Italian restaurants. Further, the project
will also outline the definition of marketing and its benefits to the organization. On the flip
side, the assignment will reflect the PESTLE analyses of Jamie Italian which evaluates
how the political and social factors had affected the working of Jamie Italian restaurant.
Further, the assignment will frame the impact of 7P's on Jamie Italian restaurant and how
they can manage these impacts. Eventually, the project will outline the marketing
communication methods adopted by Jamie Italian for effective marketing activities.
INTRODUCTION
Short Brief of Jamie Oliver
Jamie Oliver is a famous international chef born and brought up in Clavering, united
kingdom on may 27, 1975.Further, in his childhood he worked in his parent's cafe, as a
result pursuing his career route. At age 16, he tended to Westminster Catering university
and then received precious experience in working at several authentic eating places
(Barnes.2017). His entrance into TV came whilst he appeared in a documentary at the
same time as working at the River Café in London and from there, he received honour
after hosting a popular cooking show, The Naked Chef. Further, he has been also
recognized for championing more healthy eating for faculty children within the U.S. and
U.K
Introduction Of Marketing
Marketing is a business attribute and set of procedures involved in developing, handing
over and speaking value to clients, observed by managing customer relationships, ensuing
in mutual advantage for the enterprise and its stakeholders.
Further, marketing leads to success when a corporation’s mission, imaginative and
prescient, duties and capacity to leverage technology reorient with and supplement each
other and the enterprise as an entire. However, marketing presents groups with a
combative edge, due to the fact that's what they want to do, to benefit dependable clients
(Zopiatis, and Melanthiou.2019). Thus, organizations acquire this by convincing
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consumers that their product is the closest aspect that satisfies their want and desires with
the result that the loyal purchaser starts shopping for from them without looking on the
rival products.
History of Jamie’s Italian Restaurant
Jamie’s Italian is established by the means of Jamie Oliver and his Italian mentor, chef
Gennaro Contaldo, in Oxford, 2008 and therefore it has grown to greater than 60 eating
places worldwide, with plans to expand in more in cities and nation worldwide. Further,
the vision of Jamie’s Italian is stimulated via Italy and many of its traditions and values.
Definition of marketing and strategic marketing
Marketing refers to the task of a corporation related with buying and selling a service or
product. It includes various activities like advertising and marketing, promoting and
delivery of products to customers. Personnel who operate in business's advertising
departments try to get the attention of target gathering using slogans, packaging design,
superstar endorsements and popular media publicity.
However, businesses use strategic advertising and marketing to create a plan to
reach and fulfill clients even as increasing profit and productivity (Liu, and et.al., 2018).
Usually, a company will create a written strategic marketing program that prescript what
sort of advertising and marketing packages it's going to use during a given time period and
the way these programs can be carried out. By highlighting how it will interact with
customers and use new promotion techniques, a business enterprise can develop and
increase market share. Thus, strategic marketing assist an enterprise become more
progressive and higher penetrate a market share. However, businesses may additionally
adopt different communication methods like newsletters, podcasts and e-mails of their
strategic procedures ( Fozer, and et.al., 2017).
Benefits Of Marketing
An apparent benefit of advertising and marketing is the promotion of the company
i.e. getting the popularity and interest of your audience throughout a huge ranging or
unique marketplace.
Marketing benefits the organization by enhancing their brand popularity. Thus, in
few years' customers and individuals members will start to relate company's brand with
their business activities.
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Each commercial enterprise needs to ‘spend money to make cash’. Thus, investing
in marketing definitely improves the company's income through increasing promotional
activities.
Advertising and marketing offers the advantage of viewing customers the current
and best products a company can provide (Kraak, and et.al., 2017). However, companies
which have taken benefit of marketing like Apple, that's constantly showing off the brand
new and greatest new technological and digital devices to gain the competitive advantage.
As the sales and logo focus cognizance increases, marketing efforts of companies
result in financial savings as marketing charges begin to decline. And further an in-house
advertising crew is continually much less high-priced than hiring a marketing or
advertising corporation to address advertising and promotional work.
A core benefit of the marketing system is that the company will learn about the
present trends in marketplace within which they are working. However, it is critical to not
only recognize the marketplace but also interpret and realize their customers effectively
(Kukanja, Gomezelj Omerzel, and Kodrič. 2017).
LO1
Pestle Analysis Of Jamie's Italian Restaurant
Jamie's Oliver restaurant namely Jamie Italian is affected by may external environmental
factors which are evaluated through PESTLE analysis. However, PESTLE evaluation of
Jamie's Italian identifies outside elements which have an effect on a business. Therefore,
through PEST analysis they will be analyzing how their restaurant is stricken by political,
economical, social and technological factors. Thus, PEST analysis enables Jamie Italian to
plan with these factors.
POLITICAL: Current trends affects the working of Jamie Italian. However, it is
mandatory for them to include healthier food on their menus as public fitness regulations
are pushing them to introduce for ingredients with lower sodium and sugar intakes (Bowie,
and et.al., 2016).
Moreover, today health guidelines for the public are too conscious which
restaurants need to follow. For instance, according to Health Menu Choices Act, meals
offerings in restaurants have to now publish the variety of calories for food and drinks
openly. Thus, a guidelines like this can affect the customer base of Jamie Italian.
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ECONOMIC: The current situation of countries and unemployment rate can affect
the Jamie Italian restaurant. Further, Healthier options to ingredients are much costlier than
compared to fast food or easy-to-make food. However, food interest quotes, taxation, and
customer spending have an effect on the opportunities presented within the restaurant.
Even though there may be a slowdown in sales of the restro.
Further, if government imposes taxes on the food items, then apparently the Jamie
Italian have to increase the prices of their food items which ultimately reduces the revenue
of the restro. Moreover, the economic situation of the situation will directly impacts the
operations of the restaurant (Kukanja, Omerzel, and Bukovec. 2017).
SOCIAL:Today, fast food tendencies are completely based on totally on what
clients need. As stated at some stage in this evaluation, future health is the point of interest
in many nations. This is not the simplest pushed by means of governmental authorities,
however by way of purchasers, as well. As the population is increasing, the number of
restaurants and adulteration is also increasing, thus the consumers are becoming more
quality conscious and they are also concerned about the ingredients which are used by
restaurants to prepare the food. Thus, these social factors are affecting the profitability and
cost of Jamie Italian restro.
TECHNOLOGICAL: Modifications in technology helps the Jamie Italian to offer
their complete menu online. Thus, they also can offer dietary statistics approximately
every supplying, together with the calories of man or woman meats, greens, and bread of
their food.
Moreover, Jamie Italian can market it their choice on social media and can also
place video advertisements on systems like Facebook and Instagram and can update their
clients on Twitter. Further, through answering questions and displaying off new promos
changed into as soon as most effective feasible via print and classified ads, thus, it’s
simpler for restaurant to attain new customers (Restaurant PESTLE Analysis.2018).
However, sometimes the addition of social media isn’t continually appropriate for
the restaurant as it makes simpler for customers to complain or leave negative reviews.
Thus, this quantity of freedom for clients may be difficult for Jamie Italian to work.
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LEGAL:legislation can once in a while have an incredible impact on WORKING
OF Jamie Italian. Thus, the restaurant need to comply with food quality laws this includes
maintaining a watch on packaging, distribution of food merchandise, and waste control.
In lots of instances, workers of Jamie Italian should wear hair nets and gloves before
serving any meals and if they do not keep proper compliance and hygiene of their people,
the restaurant may shut down. Moreover, many laws depicts that restaurants require to
publicly display the quantity of food they offer to their customers, thus it may impact the
legitimate working of the Jamie Italian.
ENVIRONMENT: The environment around their restaurant can have an effect on
their activities in a variety of methods like bills and policies strain Jamie Italian to
undertake greener techniques which includes the control of food and monitoring how the
meals is grown (Luxton, Reid, and Mavondo.2015). However, a few locations criticize the
usage of insecticides and antibiotics in the meat served to their clients. Thus, this impacts
the productiveness of the Jamie Italian.
LO2
7P's of Jamie Italian
Product:Jamie Italian provide various variety of food which are liked by many
customers worldwide but they have to provide quality food ingredients that meets the
customers tastes and wants. However, there may be scope for customizing the food as per
consumer requirements and the actual customer come upon consequently assumes specific
importance but too much customization could compromise the same old service and
adversely have an effect on its satisfactory. Subsequently, precise care has to be taken by
Jamie Italian in designing their food offering.
Price: Pricing of offerings is tougher than pricing of products. Consequently, Jamie
Italian no longer only has to rate for the value of the meals served but additionally has to
calculate a rate for the atmosphere supplied. The final fee for the provider is then arrived at
by using along with a markup for an adequate income margin (Fill, and Turnbull.2016).
However, they should set the price of their food so that could be affordable for every other
customer.
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Place: Jamie Italian ought to provide unique concept in which the service might be
supplied. Thus, they should provide their services with a high-quality dine eating place
located in an upscale market as towards at the outskirts of a metropolis.
Promotion:There are different styles of promotions techniques which are adopted
by Jamie Italian namely: phrase-of mouth that can influence customers in any buying
choice, as it's far very hard for client to degree and judge before actual purchases
(Barnes.2017).
Moreover, Branding additionally provide identification of the services, thus, Jamie
Italian can layout their marketing strategy by designing specific emblem and themes.
People:In Jamie Italian human beings are plays very important function especially
chef as they may be the lower back bone of the restaurant. Research display that this
restaurant is famous due to particular flavor and their chef names (Zopiatis, and
Melanthiou.2019). Thus, management of Jamie Italian should hire more skillful humans
and provides them training in step with restaurant polices and process to continue to supply
the high quality food.
Physical evidence: Jamie Italian have to improve their physical evidence including
decoration, eating room, desk design, menu playing cards, plates, uniforms, and general
services-cape as these physical appearances attracts the customers and they are willing to
visit the restaurant more often.
Process: In restaurant process additionally play important position as serving time,
typical operations and data. In Jamie Italian, management need to looks on the system used
to supply the food and provider for example meals serving time and they also have to look
the system of how patron can pay and the way to essential all records and bills in place
(Gibson, and Dempsey.2015).
LO 3
Marketing communication and PR contribution techniques towards Jamie Italian
marketing strategy.
The marketing communication derived with valuable tools and methods that aids to
grow business and enhance sales and develop brand image. Its is classified into five
categories as-
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 Advertisement- It is advertisement tool that focus over products and services and
helps to create compelling message to buy the commodities. With help of it, Jamie
Italian can use this method to adopt their strategy to gain competitive advantage by
the use of mass media as radio, television, newspaper and magazines.
 Public relationships- The main purpose of this term is to build and create goodwill
of the enterprise within market (Promotion: Integrated Marketing Communication,
2019). Under this, public segment must be reached. Thus, Jamie Italian can adopt
this form of marketing communication by writing stories of achievement of firm in
magazines. It can be easier source to get the publicity.
 Personal selling- This method is also effective as it aids to build and develop
relationship with target audience with aim to selling product and services. This
method can be done with help of having face to face interaction, by understanding
customer needs etc. Jamie Italian must reach to customer and should analyses the
needs so that satisfactory services can be provided.
 Sales Promotions- It is tool that mainly used to boost sales of product and services
by adding effective value to product as offering offers as buy one get one free. This
is strategy that mainly attract the customers. By use of it, entity can able to boost its
sales.
 Internet marketing- It is tool that covers the lot of ground as web sites, search
engines and social media marketing. This is inclusive of tool and technique's that
evolve rapidly with technical advances and used to market and sell product,
services and experience.
PR contribution technique's- In order to build relationship with target audience and to
maintain it on high level Jamie Italian is undertaking some PR tool to gain competitive
advantage within market as-
 Attendance at public events- To attract public attention Jamie Italian needs to
reach at public events. They must open their stall and provide services to guest so
that their services can be promotes.
 Newsletters- By sending relevant information at newsletters about product and
services, the Jamie Italian can directly get engaged to target audience and also can
build and maintain strong relationship with the public.
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 Social media marketing- This is the platform that aids to have better and effective
social media networks (Common PR Tools and Techniques, 2012.). It is inclusive
of tools as blogging, micro-blogging etc. In addition to it, this is helpful to establish
direct communication with consumers, public and investors.
 Blogging- To reach the online audience, Jamie Italian must have the use of digital
platforms as press releases and newsletters and another variety of tools as blogging
etc. This is very effective method as it aids to make two way communication.
CONCLUSION
This report briefly summarizes about the history of Jamie Oliver and its Italian
restaurant. Further, the report have highlighted the pestle analysis of Jamie Italian
restaurant that evaluates the impact of external environment upon the restro. Moreover, the
project have outlined about the marketing mix of restro i.e. price, product, promotion,
place, people, process, and physical evidence and how Jamie Italian will improve its 7P's.
Eventually, the report will highlight the marketing methods adopted by Jamie Italian to
improve its marketing strategies. Lastly, Marketing communication and PR contribution
techniques towards Jamie Italian marketing strategy has been defined to gained
competitive advantage within market.
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REFERENCES
Books and Journals
Barnes, C., 2017. Mediating good food and moments of possibility with Jamie
Oliver: Problematising celebrity chefs as talking labels. Geoforum.84.pp.169-178.
Zopiatis, A. and Melanthiou, Y., 2019. The celebrity chef phenomenon: a
(reflective) commentary. International Journal of Contemporary Hospitality
Management.31(2).pp.538-556.
Gibson, K.E. and Dempsey, S.E., 2015. Make good choices, kid: biopolitics of
children's bodies and school lunch reform in Jamie Oliver's Food Revolution. Children's
Geographies.13(1). pp.44-58.
Liu, H. and et.al., 2018. The role of authenticity in mainstream ethnic restaurants:
Evidence from an independent full-service Italian restaurant. International Journal of
Contemporary Hospitality Management.30(2).pp.1035-1053.
Fozer, D. and et.al., 2017. Life cycle, PESTLE and multi-criteria decision analysis
of CCS process alternatives. Journal of cleaner production.147.pp.75-85.
Kraak, V.I. and et.al., 2017. A novel marketing mix and choice architecture
framework to nudge restaurant customers toward healthy food environments to reduce
obesity in the United States. Obesity reviews.18(8).pp.852-868.
Kukanja, M., Gomezelj Omerzel, D. and Kodrič, B., 2017. Ensuring restaurant
quality and guests’ loyalty: an integrative model based on marketing (7P) approach. Total
Quality Management & Business Excellence.28(13-14). pp.1509-1525.
Bowie, D. and et.al., 2016. Hospitality marketing. Routledge.
Kukanja, M., Omerzel, D.G. and Bukovec, B., 2017. A restaurant quality model
based on marketing factors.
Luxton, S., Reid, M. and Mavondo, F., 2015. Integrated marketing communication
capability and brand performance. Journal of Advertising.44(1).pp.37-46.
Fill, C. and Turnbull, S.L., 2016. Marketing communications: brands, experiences
and participation. Pearson.
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Online
7 p’s of Marketing in service industry.2019.[Online].Available
through:<https://www.academia.edu/29496294/7_ps_of_Marketing_in_service_in
dustry>
Restaurant PESTLE Analysis.2018.[Online].Available
through:<https://bizfluent.com/info-7911098-restaurant-pest-analysis.html>
Promotion: Integrated Marketing Communication. 2019. [Online] Available
through:<https://courses.lumenlearning.com/wmopen-introbusiness/chapter/
promotion-integrated-marketing-communication-imc/>.
Common PR Tools and Techniques. 2012. [Online] Available
through:<http://www.ipr.org.uk/pr-tools-and-techniques.html>.
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REFERENCES
Books and Journals
Online
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