Strategic Marketing for Tourism and Hospitality

Strategic marketing for
tourism and hospitality

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Discussion about the ways Miller and Carter is affected through challenge it faces in external
environment from national or global perspective........................................................................1
TASK 2............................................................................................................................................4
Analysis of 7 P's as well as the ways these components impact on one another in Miller and
Carter addition to wider hospitality and tourism industry...........................................................4
TASK 3............................................................................................................................................6
Assessment about the ways marketing communication as well as public relations contribute in
marketing strategy of Miller and Carter.......................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Strategic marketing refers to the method or technique used by firm for differentiating
itself in competition through capitalising on strengths in order to provide better values to
customers in consistent manner. In tourism and hospitality industry, the concept is majorly
adopted for evaluating existing environment, establishing clear marketing and other objectives,
determining budgets, streamlining development of product, allocating resources and improving
perspectives of customers towards businesses (Abrate and Viglia, 2016). To understand strategic
marketing for tourism addition to hospitality, Miller and Carter is chosen. The entity is part of
most popular and large hospitality chain that is Mitchells and Butlers Plc. It is located at greater
London, UK and serves range of soft drinks, beefs, chicken and ribs dishes, odd veggie dish,
wine and many more. The report covers the ways external environment affects the company. It
also analyse impacts of 7 P's of marketing mix company and wider industry. At last, it assesses
ways in which public relations addition to marketing communication contributes towards
organisational marketing strategy.
TASK 1
Discussion about the ways Miller and Carter is affected through challenge it faces in external
environment from national or global perspective
Organisational overview
Miller and Carter is a branded restaurant as well as bar of Mitchells and Butlers Plc.
Sourcing, preparing along with serving great steak to guests is the main working of Miller and
Carter. Its steakhouses are located in various unique building as well as locations across UK,
ranging from historic coaching inns, beautifully restored barns, chic shopping centres to even
boats (Miller and Carter, 2020). it works with vision of becoming first choice of people that look
towards going out for relaxed and casual meal. It offers various dishes prepared from beef. Its
cellar is brimming with dandyish wines which matches meals, cocktails addition to other tipples.
External environment
The environment that is composed of diverse outside factors, elements and influences
which have great possibilities to impact organisational operations is termed as external
environment (Baker and Magnini, 2016). The key challenging factors that are part of external
factor includes political, technological, social, environmental, economical and legal. It is
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