Strategic Marketing for Tourism and Hospitality CW2

This presentation discusses strategic marketing and sales strategies in the tourism and hospitality industry. It explores how a chosen destination develops their marketing and sales strategies, evaluates the success of their existing marketing plan, and proposes a marketing campaign. The presentation also covers the importance of strategic partnerships and the impact of external factors on marketing strategies.

STRATEGIC MARKETING FOR
TOURISM AND
HOSPITABILITY CW2

TABLE OF CONTENTS
Introduction
Review how your chosen destination develops their marketing
and sales strategies
Explain what strategic partnership exist within the destination
Evaluate how successful their existing marketing plan
Develop a proposal of a marketing campaign
CONCLUSION
REFERENCES

INTRODUCTION
Strategic marketing is the tool and technique that are used by
the company in order to manage the better and effective
outcomes within the timely manner. The tourism and the
hospitality industry provide the better care to the customers
and provide the broader category to the customers. It
includes the different services as like food and drink
services, lodging, theme parks, event planning, cruise line,
travelling airline, transportation and other different
additional fields as well.

CONTINUE…
Marketing plan includes the different strategies and the tactics that are
applies by the company in order to achieve its objectives within
standardise period of time. This report is based on the Merlin
Entertainments plc is the British-based company and having the
headquartered in Poole, Dorset. They manage the broad portfolio of
the different locations that attracts the family as of for entertainment.
This report includes the marketing and sales strategies that account
the external factor, strategic partnership within the destination and
development of new product and services. In addition to this includes
the marketing plan and the proposal of marketing campaign as well.

REVIEW HOW YOUR CHOSEN DESTINATION DEVELOPS
THEIR MARKETING AND SALES STRATEGIES; CONFIRM
HOW THEY TAKE IN TO ACCOUNT EXTERNAL FACTORS
The marketing strategies involve the different tactics that consist of
the long term goals that are achieved by the company. On the
other hand the sales strategy includes the short time goals that are
performed for the certain period of time as on monthly manner.
Marketing and sales strategies involves the promotion and the
distribution of the different products and the services of the
company that in order to attract the large number of customers

CONTINUE…
There are different marketing and sales strategy of the Merlin
Entertainments that are as defined below as:
 Product: In reflect the different services that are provided
by Merlin Entertainments and they provide the diversified
collection of a lot of memorable attractions. They having the
indoor attraction that is based on the resorts and it include
the city centre as well. In addition to this having the resort
parks that are national branded and operated at the global
level.

CONTINUE…
 Price: Merlin Entertainments is the most leading
entertainment of Europe and the second largest attraction in
all across the world. They generated the revenue of 1.69
billion pound and that is always keeps on increasing as the
time passes on and as per the year passes. They are having
the most walk up pricing strategy that will be changes as per
the requirement and the visitors approach. As the one day
audit of the Legoland resort+ water park+ sea life is around
$121.99 and the cost of Legoland is $95.99 and other too.

CONTINUE…
 Place: Merlin Entertainment uses the demographic target in
order to make the better connectivity with the customers. For
this they make their new hotels in the Legoland themes park
that is next to the Castle Hotel in the California. That helps is
looks like the bricks that is featured with as like the theme
decor. There is the wider painting that looks like that the
individual is living in the medieval castle. Thus they have
more focus to get link with the demographic changes that
helps to make better and strong relation with the customers.

CONTINUE…
 Promotion: Merlin Entertainments works with the aim to
provide the most memorable and unique experience that
added in their life as the rewards and grows the estate with
higher revenue. They have using their own social site as like
merlinentertainments.biz as from there also visitors could
book their package and that has more advanced profit to the
Merlin Entertainments.

CONTINUE…
The external factors define the different aspects that are not in
the control of the Merlin Entertainments but they could
induce several strategies within the company in order to
protect their business from the adverse effect of external
factors. For marketing strategies will be based on the
different up and downs of the market that will affect by the
different situation of the market.

DESTINATION AND EVIDENCE HOW
THEY CAN BE USED WHEN
DEVELOPING NEW PRODUCT AND
SERVICES
The strategic partnership is the agreement between the two
parties that didn’t compete with each other and works
together for to produce and gain the better and effective
outcome. It is the alliance that is presented between the
two or more that two parties and it is to emphasis the
marketing share the profit with more sufficiency. Strategic
partnership is due to gain and expand the growth of the
company with the acquiring with the other parties.

CONTINUE…
The new technologies that are highly standardising that also
enhance the capabilities, resources and the knowledge of the
company. Strategic partnership could be used to develop the
new products and the different services as it brings the
better change and more resources that help to gain the
higher and vulnerable opportunity for the company. There
are different strategic visions of the Merlin Entertainments
that are as follows as:

CONTINUE…
 Development of theme parks in to destination needs: In
this Merlin Entertainments will converts the theme parks
and works to demographic changes. They imply the relevant
changes and convert that into the destination locations and
make it more attractive for the visitors.
 Opening new LEGOLAND Parks: Merlin Entertainments
opens the new parks in the California that are more related
to the bricks structure that is more decors related to that. In
this they could make the better attraction for the visitors.

EVALUATE HOW SUCCESSFUL
THEIR EXISTING MARKETING
PLAN IS, INCLUDING EXAMPLES
OF A RANGE OF SPECIFIC
MARKETING MATERIALS
The marketing plan includes the different strategies and the tactics
that are applied by the Merlin Entertainments as they follow the
systematic approach to manage the strategic positioning and
that are as defined below as:

CONTINUE…
 They first clearly analyse and measure the different market
that will be targeted by the Merlin Entertainments. It
imparts more clarity and specifies the target of the company
that supports to measure the effective outcome within the
particular epoch of time.
 After that Merlin Entertainments specifies the list of the
entire different competitor and then make a list of them and
then make a brief analysis to make the reliable strategies
that helps to take better advantage.

CONTINUE…
 At the end Merlin Entertainments examines the different
products and the services that are offered by their
competitors. Then they start taking benefits from their
strengths and work hard to convert the different weaknesses
into the core strength. They always try to convert the
different opportunities for the welfare of the company.

CONTINUE…
There are some different marketing materials of the Merlin
Entertainments that is used to communicate and transfer the
different services of the company in the market by making
difference as compared to their competitors. It includes the
brochures, signs, banner, card, billboard and many other
actions that could be taken to classify the different services
of Merlin Entertainments different as according to their
competitors.

DEVELOP A PROPOSAL OF A
MARKETING CAMPAIGN FROM
THE PREVIOUS ANALYSIS.
The marketing campaign includes the different activities that
could be implied by the Merlin Entertainments in order to
promote their different products and the services from the
different medium of media. In includes the diversified
platforms as like radio, print media, conferencing through
videos and other several techniques as well.

CONTINUE…
Proposal
Strategies Details
Recognize needs
of the customers In this Merlin Entertainments measure
the different needs and the requirement
the customer and as per that implement
the different changes within the company.
They must works to attract the customers
and for that they try to make the better
place for the visitors that add a lot of
experience within the company.

CONTINUE…
Attractive timely
feedbacks Merlin Entertainments collects the feedback of
the visitors and as per that implement the
different changes within the company. In this they
could try to make the better and effective
connection with the visitors.
Employees
training It is the most important for the hospitality services
that they present the best environment to the
customers and for that they provide training to the
employees. As from this they make better relation
with the visitors and influence them to make their
visit again and again.

CONTINUE…
It has been developed in order to satisfy the visitors and make
a huge impact on their life by which they could improvise
the large and the strong customer base. As from this
proposal Merlin Entertainments manages the better flow of
the information and the connection by which people has the
huge attraction towards the different services of the
company.

CONCLUSION
It has been concluded from the above report that there are different
marketing strategies that are applied by the company in order to
enhance more sales and better profit. For that they induce the
marketing plan that helps to perform effective marketing. There are
different strategic partnership that exist and helps to develop the new
products and services for the hotels.

REFERENCES
Brooksbank, R. And et. al., 2018. What differentiates
successful strategic marketing among manufacturers in an
emerging vs developed market?. Asia Pacific Journal of
Marketing and Logistics.
Buhalis, D. and Sinarta, Y., 2019. Real-time co-creation and
nowness service: lessons from tourism and
hospitality. Journal of Travel & Tourism Marketing, 36(5),
pp.563-582.
Chernev, A., 2018. Strategic marketing management.
Cerebellum Press.
Ducange, P., Pecori, R. and Mezzina, P., 2018. A glimpse on
big data analytics in the framework of marketing
strategies. Soft Computing, 22(1), pp.325-342.