Strategic Marketing for Tourism and Hospitality

This document discusses strategic marketing in the tourism and hospitality industry, focusing on the impacts of the external environment on Miller and Carter. It also analyzes the 7 P's of marketing mix and their interdependencies. Additionally, it assesses the contribution of marketing communication and public relations in Miller and Carter's marketing strategy.

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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impossible for entity to control the environment or pertaining factors but responds properly to
them with effective strategies for remaining successful. Miller and Carter operates in tourism and
hospitality sector of UK in which it faces wide complexities that results in either positive or
negative impacts on its operations. To analyse impacts of challenges of external environment,
PESTLE analysis is implemented by the company which is as follows:
PESTLE analysis
A framework that assist organisation to analyse key challenging factors that influences
operation and strategies from outside is defined to PESTLE Analysis. In external environment of
UK is very challenging for Miller and Carter as various sudden changes in the factor impacts
drastically on business. However, some of the factors also impacts positively on its operations,
following are the factors and their impacts on Miller and Carter:
Political: There are number of political environment aspect that clearly impinge or affect
business activities. One of political factor that shows challenges for restaurants in UK is political
stability and government regulations for planning. In last years, it is seen that hospitality and
tourism industry in the nation is affected by diverse regulations that are ban of smoking,
implementation of alcohol disaster zones and many more. Miller and Carter is the restaurant for
agreeing to publish content on calorie content of food on menu that impacted positively on its
activities as large people are attracted with it and increased their visits to enjoy its offerings
which improved its profitability with large margins.
Economic: National and international economic conditions also affects operations of
company as whole (Chathoth and et.al., 2016). In UK, decision making of Brexit have impacted
tourism and hospitality sector at huge extent. However, government of UK have implemented
new rates of employment that are £6.45 for people of 18 to 20 years and £8.20 for 21 to 24 years.
Miller and Carter hires people at these rates on part time basis that impacts positively on its
operations and productivity as to it gets people to meet customer satisfaction that too at lower
rates.
Social: Citizens of society are important for company as changes in attitudes or
behaviour of customers affects business negatively. In UK, population are becoming more
conscious towards their health addition to hygiene and fresh dishes. Miller and Carter is
emphasising towards food preparation as well as incorporate healthy cooking measures and
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practices into kitchen that impacts positively in enhancing interest of mass customers towards its
hygienic and healthy offerings.
Technological: Improvements in technology is possible in organisational value chain
(Dadwal and Hassan, 2016). In tourism and hospitality sector, there are various technologies
such as artificial intelligence, robots and chatbots which impacts positively on company in UK as
it reduces labour costs, making communication smoother, keeping customers informed for
reservations and many more. For example, Miller and Cutter have adopted technologies
including Bluetooth temperature sensor, scheduling software, Virtual reality on-boarding,
automated purchasing tool etc that impacts positively as these gives newest innovation to the
restaurant which provides much required edge over competition.
Legal: Tourism and hospitality industry in UK have to adhere wide number of
legislations for protecting and ensuring welfare for its employees, guests and other businesses.
For example, Antitrust law, Consumer Protection Act, Tobacco Control Act and many more are
necessary to be adhered while performing activities. Miller and Carter have applied and properly
adhered all the defined legislation that impacts favourably while working with strategies and
operations to protect its people addition to promote diversity at workplace.
Environmental: Huge emphasis have been made towards reducing carbon footprints
together with enhancing energy efficiency within hospitality industry of UK. In context to
Miller and Carter, it have invested huge resources on green issues and has commitment for
eradicating carbon footprints as well as maximising greenery around its area. In contrary, the
challenges which impacts negatively on the organisational strategy is fuel prices as decreasing
prices of oils are causing reducing in transportation costs along with huge demand for
reservations at restaurant. Along with this, temperatures are also increasing because of global
warming that drastically impacts on it sales as no customer wishes to come to restaurant at day
time. Due to this, it have to close it premise for certain timings (George, 2017).
As per the discussion, it is analysed that Miller and Carter is facing huge challenges that
impacts positively and negatively on the company in UK.
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TASK 2
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
Service marketing mix is defined as assemblage of marketing practices in which a firm
engages for promotion, selling and distributing its services that are intangible in nature. It has
been analysed that services are much different from products. It ranges from financial services,
technological services and many more that are provided by entities to customers (Konovalova
and et.al., 2018). In hospitality and tourism industry, businesses offers services like ambiance,
food and drink etc. the main components of service marketing mix includes product, people,
price, physical evidence, promotion and process. All these are interconnected with each other
and have huge impacts on one another. In case with Miller and Carter, the elements of service
marketing mix are as follows:
Product: It is core offering of entity which meets or fulfils customers needs. In wider
hospitality and tourism industry, wide types of services are offered by the entities as per
requirements of customers. If service of company in the industry is faulty then other elements are
also impacted widely. It is because all the other elements are depended on the offered product or
service. Within Miller and Carter, effective food and drink services are offered to guests that
improves their experiences and also allows spot customisation for other elements of marketing
mix which impacts positively on other elements.
Price: A service is never measured by what substantial goes in its production or creation
and it is difficult to put price label on it (Kotler and et.al., 2017). The ambiance, brand name as
well as experience are some of factor which help in putting final price offering for service within
tourism and hospitality sector that impacts favourably on other elements to carry forward their
workings. In case with Miller and Carter, relative pricing, complimentary item pricing and menu
pricing strategies are used to price the dishes that are offered by customers.
Place: Service is generated and consumed at same place as it cannot be taken away from
emplacement. In tourism and hospitality sector, place is the location wherein service provision
are properly analysed so to allow ease of accessibility as well as desire for making attempts by
other elements to make it popular. Miller and Carter is situated at busy main street of London
and other areas in UK which allow customers to walk in and maintain privacy. The location of
company attract large people to make a visit and enjoy its food and drink services.
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Promotion: The element meets same role as it performs in other marketing context. It
has been analysed that service are easily replicated than tangible product. In order to prevent it
from becoming interchangeable with rivals, companies in hospital and tourism industry creates
desirable brand image as well as leading position in market which assist other elements of
marketing mix to play their roles effectively. In Miller and Carter, its food and drink service is
promoted through offering customers an exclusive preview, social media platforms, email
marketing and sharing customer reviews that impacts widely on other elements.
People: To deliver a service, organisational people plays important role in service
marketing mix (Madera and et.al., 2017). In hospitality and tourism industry, while delivering
service major working are of people. Moreover, other elements of service marketing mix are also
dependent on it. One wrong move from people impacts or creates difficulties for other elements
in the industry. In Miller and Carter, people are the one who serves customers and also performs
key activities in other elements like promotion, pricing and so on. At the time of dining in the
restaurant, when people that are waiter or managers are found rude then the entire experience is
described as bad service.
Process: Service provision requires to strike balance among customisation to that of
standardisation, involvement of process reflects special mention as well as attention. Within
wider hospitality industry, process is required to be appropriately defined for providing any type
of service. If process is not mentioned accurately then other elements lacks clarity and
understandability that impacts negatively on all. In context to Miller and Carter, its process to
deliver food and drink service involves defined areas in which preferences of customers are
accommodated to meet unique experiences.
Physical evidence: Dimensions related to physical environment and customer experience
are part of physical evidence. In this, location of delivery service takes wide significance. In
hospitality and travel industry, physical evidence of services are in form of comfort level
addition to attractiveness which makes wider differences to experience of visitors and travellers.
In Miller and Carter, calm, soothing and refreshing environment is provided and is also taken as
physical evidence of its service. For its food and drink service, billing and prices are considered
as physical evidence that provide security and satisfaction to customers and ensures that they will
visit again (McCamley and Gilmore, 2018).
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TASK 3
Assessment about the ways marketing communication as well as public relations contribute in
marketing strategy of Miller and Carter.
One of effective marketing strategy that is adopted by Miller and Carter is social media
marketing. In this strategy, the restaurant marketing team uses social media platforms for
connecting with audiences with the objective of building brand, driving website traffic addition
to improving sales (Pikkemaat and Zehrer, 2016). Moreover, the strategy comprises publishing
attractive, useful and great content on organisational social media profile, engaging followers,
running advertisements on platforms successfully and many more. Majors social media platforms
that are used by Miller and Carter are Instagram, Pinterest, Snapchat, Facebook, YouTube and
Twitter.
Marketing communication is said to the ways wherein organisations educate, aware and
appraise customers for their products and services. It represents voice of entity along with the
brand which enable in building relationship with mass customers. In social media marketing of
Miller and Carter, marketing communication plays great role in having dialogues with customers
along with establishing healthy relationships with targeted audiences. Moreover, it contributes
through helping the restaurant to connect with people, experiences, emotions and places (Abrate
and Viglia, 2016). It also enables the business in showcasing the ways its food and drink service
works, why it is more in demand, its values to audiences and satisfied experiences. The tight
integrated marketing communication assists that the content or message cut via competition and
clutter towards enhancing market shares and brand loyalty on social media platform. It also
contributes in the social media strategy of restaurant through devising entertaining content and
distributing it through online platforms swiftly as well as altering it as per responses of
customers. It also contributes in the marketing strategy of company through developing strategic
vision, building brand awareness, attracting talents, fostering goodwill, enlightening investor
community and coming with new ideas of business promotions.
Public relation is termed to the practice which deliberately manages release addition to
spread of information among individual, company and audience. It shapes overall image of
company through spreading message of entity and minimising negative impacts of publicity. It
comprises multiple number of programs that are designed for maintaining and improving image
of business and its products or services. In context to social media strategy of Miller and Carter,
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public relation contributes through devising planned approach with the hope of leveraging
opportunities to make relations with public on different social media platforms. It helps the
restaurant to communicate as well as relate itself to market. It also contributes in the marketing
strategy of the hospitality business via communicating information about product launch,
reposition brand, building or increasing interest of public towards particular offering and
generating additional revenues by greater awareness about the aspects that are provided by entity
(Konovalova and et.al., 2018). It also makes contribution in marketing tactic of organisation by
advising decision markers related to perception of public as well as advising actions that are to
be undertaken for changing negative reviews in social media platforms.
CONCLUSION
The report concludes that strategic marketing creates off market related information for
developing effective customer centric strategy, approach and plan for marketing campaign
having major objective of organisational profitability. It is becoming necessity for entities for
understanding consumers and competitors prior to devising marketing strategy which propel the
institution forward in industry. PESTLE factors creates huge challenges for a company and also
impacts widely on its operations and tactics. Service marketing mix is used for evaluating along
with re-evaluating business activities. Marketing communications as well as public relations
performs wide roles in order to contribute largely on organisational marketing strategy.
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REFERENCES
Books and Journals:
Abrate, G. and Viglia, G., 2016. Strategic and tactical price decisions in hotel revenue
management. Tourism Management. 55. pp.123-132.
Baker, M. A. and Magnini, V. P., 2016. The evolution of services marketing, hospitality
marketing and building the constituency model for hospitality marketing. International
Journal of Contemporary Hospitality Management.
Chathoth, P. K. and et.al., 2016. Co-creation and higher order customer engagement in
hospitality and tourism services. International Journal of Contemporary Hospitality
Management.
Dadwal, S. S. and Hassan, A., 2016. The augmented reality marketing: A merger of marketing
and technology in tourism. In Mobile Computing and Wireless Networks: Concepts,
Methodologies, Tools, and Applications. (pp. 63-80). IGI Global.
George, R., 2017. Responsible tourism as a strategic marketing tool for improving the negative
image of South Africa. Worldwide Hospitality and Tourism Themes.
Konovalova, E. E. and et.al., 2018. Forming approaches to strategic management and
development of tourism and hospitality industry in the regions. Journal of
Environmental Management & Tourism. 9(2 (26)). pp.241-247.
Kotler, P. and et.al., 2017. Marketing for hospitality and tourism.
Madera, J. M. and et.al., 2017. Strategic human resources management research in hospitality
and tourism. International Journal of Contemporary Hospitality Management.
McCamley, C. and Gilmore, A., 2018. Strategic marketing planning for heritage tourism: a
conceptual model and empirical findings from two emerging heritage regions. Journal
of Strategic Marketing. 26(2). pp.156-173.
Pikkemaat, B. and Zehrer, A., 2016. Innovation and service experiences in small tourism family
firms. International Journal of Culture, Tourism and Hospitality Research.
Online:
Miller and Carter. 2020. [Online]. Available through:
<https://www.millerandcarter.co.uk/restaurants>
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