Strategic Marketing for Tourism and Hospitality

Strategic marketing for
tourism and hospitality

Contents
Learning Outcome 1....................................................................................................................................3
Discussion of how Miller & Carter is affected by the challenges it faces within the external
environment from a globe or national perspective...................................................................................3
Learning Outcome 2....................................................................................................................................6
Analyse service marketing mix and how these component impact one another within Miller & Carter
and wider hospitality industry..................................................................................................................6
Learning Outcome 3....................................................................................................................................8
Access the way in which marketing communication and public relation contribute towards Miller &
Carter marketing strategy........................................................................................................................8
CONCLUSION...........................................................................................................................................9
REFERENCES..........................................................................................................................................10

INTRODUCTION
Strategic marketing within hospitality industry helps in building the brand awareness by
attracting new customer as well as maintaining loyalty among existing ones. Hospitality sector is
one of the most emerging sectors that deals in services so the market manager in order to
generate customer loyalty devote significant amount of time as well as resources to create brand
awareness through interconnected campaigns. It basically comprises of travel and tourism as
well as food and beverages which are more likely to be preferred by different age group as it is
considered as one of the most significant sources of recreational activity (Tsiotsou and
Goldsmith, 2012). For the better understanding of report Mitchell's & Butlers company has been
selected that basically deals in pubs, bar as well as restaurants for the local residents of United
Kingdom. It basically appeals the attention of wide group of customers including both young
generation as well as adults to spend time outside their places and thoroughly leverage the
informal services. The company includes different types of restaurant as well as pubs like All
Bar One, Miller & Carter, Harvester, Browns restaurant and so on. This report cover topics like
external environment challenges that can affect the functioning of Miller & Carter along with
that analyse the impact of service marketing mix within Miller & Carter as well as wider
hospitality industry. Further, describe the way by which marketing communication as well as
public relation can contribute in building the marketing strategies.
Learning Outcome 1
Discussion of how Miller & Carter is affected by the challenges it faces within the external
environment from a globe or national perspective
Miller & Carter is a part of Mitchells and Butler’s that remain fascinated in terms to grab
wide attention of the customer by offering them desirable number of choices in the quality food
as well as drink due to which people find the place value for money. It basically target to the
wide percentage of people that explore pubs as well as restaurant for the purpose to relax and
have informal or casual means (Moutinho and Vargas-Sanchez, 2018). Mitchells & Butlers brand
is the main restaurant that comprises of approximately 1700 restaurants due to which they faces
immense amount of competition in terms to sustain the relationship with internal as well as
external stakeholders.