Marketing for Hospitality and Tourism –

The name of company to write about is Mitchells & Butlers.

Running head: STRATEGIC MARKETING FOR TOURISM AND HOSPITALITY
STRATEGIC MARKETING FOR TOURISM AND HOSPITALITY
Name of student
Name of university
Author’s note:

1STRATEGIC MARKETING FOR TOURISM AND HOSPITALITY
Abstract
The report provides a detailed overview of external environment for Mitchells & Butlers for
this, a PESTLE analysis is provided. Along with this, this report also explains 7P’s or
marketing mix for Mitchells & Butlers. It has also analysed market communication and
public relations and its importance for business of Mitchells & Butlers. Along with this
analysis recommendations are also provided for enhancing business process as well.

2STRATEGIC MARKETING FOR TOURISM AND HOSPITALITY
Table of Contents
Introduction:...............................................................................................................................2
PESTLE analysis:.......................................................................................................................2
Analysis of 7P’s (marketing mix)..............................................................................................5
Analysis of marketing communication and lic relations:...........................................................9
Analysis of marketing communication:.................................................................................9
Analysis of lic relations:.............................................................................................................9
Conclusion:..............................................................................................................................10
References:...............................................................................................................................12

3STRATEGIC MARKETING FOR TOURISM AND HOSPITALITY
Introduction:
Mitchells & Butlers, also known as Mitchells & Butlers PLC, is one the leading organizations
who operates a number of restaurants, and bars throughout the United Kingdom. It provides a
wide range of products which offers a variety of eating choices for consumers. Miller &
Carter, owned by Mitchells & Butlers offers an extensive eating facility which makes it one
of the most popular restaurants among consumers (Mbplc.com., 2020). In order to server its
consumers in its various outlets, it has ensured a strong employee base and its employee
number is around 10,000. It helps them to ensure that consumers are offered quality services
for ensuing significant consumer satisfaction. Mitchells & Butlers, established in 1898, has
it’s headquarter in Birmingham and operating as a public company. Some of its specialities
includes hospitality, leisure, communities, eating out, drinking out along with its expertise in
retail, multi-unit, food, drink, , dining, fresh food, Carvery, quality food, restaurant, brasserie,
grill as well.
PESTLE analysis:
In order to design organizational strategies and apply for organizational success, it is
important to analyse external environment that affects business process. One of the most
effective tools for analysing external environment of an organization is PESTLE analysis. It
identifies political, economic, social, technological, and legal and environment factors that
affects organizational business process in terms of design and implementation of
organizational strategies (Bernanke, 2016). In this context, a PESTLE analysis provided for
Miller & Carter for identifying these important external environment factors that is capable of
its business process as well.
Political analysis:

4STRATEGIC MARKETING FOR TOURISM AND HOSPITALITY
Laws and regulations has an important effect on any business, but in service industry like
food and hospitality where Miller & Carter operates in, its impact is even more significant. In
this context, two important rules and regulations are analysed which are licensing laws and
regulation on smoking. If any of these restaurants and s does not have required license to
serve alcohol, then Miller & Carter is subject to legal process and it will affect its reputation
and revenue in business significantly (Bessière et al. 2019). According to the Licensing Act
2003, restaurants are not allowed to employ people who are under the age of 18 for doing
work along with serving alcohol. If any restaurant do that, it may put owner of that restaurant
behind bar, provided sale of alcohol is approved by someone who is over 18 and therefore, it
is not legal and Miller & Carter needs to consider this legal aspect for selling alcohol in its
restaurants as well. Along with restriction on serving alcohol, another important legislation
that Miller & Carter needs to consider is ban on smoking by government (Centre for lic
Impact (CPI). 2020). A prohibition act introduced in July 2007 by UK government has a
significant effect on business of restaurants owned by Miller & Carter where smoking
facilities are demanded by consumers. However, Miller & Carter for this prohibition act on
smoking, is not capable of offering smoking facilities to any consumers in any of its
restaurants and they need to manage consumer request for smoking so that it does not affect
quality of consumer service and consumer satisfaction as well.
Economic analysis:
Issues in national and international economy affects business of any kind irrespective of its
industry. If present economic condition of UK is analysed, then it is identified that there has
been a slowdown in national economy and this is an important economic factor for Miller &
Carter for its business. For this economic slowdown government is increasing its duty fee and
there has been an increase of 25% duty fee which means that if a restaurant sell a beer of £3,
it will just receive 23 percent profit. Along with this, there is a market pressure from

5STRATEGIC MARKETING FOR TOURISM AND HOSPITALITY
economic downturn and increase in competition from supermarket pricing which offer lower
prices, this has a significant impact on restaurant business.
Social analysis:
While organizations are doing their business, they should not only consider about profit, they
should provide something to the society as business and profit is about consumers. There are
some moral values and social values that needs to be considered. In this context, Miller &
Carter needs to consider anti-social activities for which alcohol consumption in excessive
amount is also an important reason. Social aspect in terms of external factors includes
preference of people and cultural values in business (Crafts and Mills 2020). People of UK
has preference for hygiene and Miller & Carter needs to ensure that their foods are fresh and
also restaurants need to maintain hygiene in its services for attracting consumers to enhance
its business through quality consumer services as well. Therefore, social and cultural values
needs to be integrated into services that Miller & Carter provides to its consumers for
ensuring that design and implementations of business strategies are effective and efficient as
well.
Technological analysis:
Supply chain and consumer services are two of the most important aspects which play an
important role in restaurant business. Effective supply chain ensures that supply of products
is in accordance with consumer demand while quality consumer services ensure that services
offered in restaurants enhance consumer experience in terms of obtaining services and this is
important for any business (Haider et al. 2017). Application technology and automation
improves effectiveness of supply chain in terms of identifying needs for supply, tracking of
orders and processing of orders which makes it easier to offer products to consumers
according to their requirements. Major restaurants in UK are opting for supply chain

6STRATEGIC MARKETING FOR TOURISM AND HOSPITALITY
automation and along with they are also automating obtaining consumer orders, providing
facilities to book table online, processing bill online which makes services faster and this is
what enhances consumer experience while enhancing consumer satisfaction as well.
Therefore, Miller & Carter need to consider application of technologies for improving its
supply chain and enhance quality of consumer services as well.
Legal analysis:
In order to comply with legal requirements, Miller & Carter need to provide minimum wage
to its employees according to national standard for minimum wage.
According to fair employment act, Miller & Carter should provide employment opportunity
to people who are having required skills and knowledge as required by organization and there
should not be any bias in this context.
Another important legal requirement for Miller & Carter is to follow safety standards as
specified in Health and Safety at Work act 1974 and according to this act it is responsibility
of organizations to ensure safety for all of its employees. If an organization is not capable of
safety for its employees, then that organization is subject to legal review as well.
Environmental analysis:
In order to reduce pollution, government is making it mandatory for restaurants to emphasis
on recycling. Therefore, it is required for restaurants to ensure that they are investing in
techniques for recycling. It means Miller & Carter should ensure that they are committed for
recycling most of its wastes to help in reducing pollution in environment and implement
required strategies for this as well.

7STRATEGIC MARKETING FOR TOURISM AND HOSPITALITY
Analysis of 7P’s (marketing mix)
Product:
Miller & Carter through its various restaurant outlets and s offers variety of food to meet
consumer demand and requirements for quality food that offers extensive variety.
It always experiment with their food offerings to offer consumers menus that are not only
tasty but fresh as well. Its food offerings are classified into following categories (Mbplc.com.
2020):
Made for sharing:
Some of its signature dishes which go perfect with pint along with some live sport or live
music are the followings:
 Chicken wings
 Pasties
 The O'Neill's hot dog
 Freshly prepared salt and pepper dusted calamari
 Home-made nachos
Seafood, salads and more
Items in this category include grilled salmon, seafood linguini and smoked-haddock fish
cakes as well.
Deserts
Items in this category include chocolate brownie, strawberry sundae provided along with
fresh strawberries and Silver Pail vanilla ice-cream as well.

8STRATEGIC MARKETING FOR TOURISM AND HOSPITALITY
Therefore, not only in terms of beverages including alcoholic and non-alcoholic beverages,
such variety in food items has made Miller & Carter consumer favourite as well.
Price:
Economic slowdown in UK market and significant competition in restaurant market has led
Miller & Carterto choose competitive pricing. Competition in market is so intense, that it is
not possible for decide pricing for products that they want (Mbplc.com. 2020). A closer look
to pricing strategies considered by its competitors is an effective approach in this context.
In order to obtain benefits from its products or services that they offers to its consumers, it is
required to decide pricing with reference to market competition. This is why strategy of
Miller & Carter to choose competitive pricing is an effective approach for its business as
well.
Place:
Restaurants and s of Miller & Carter is located in various prime locations of UK. It owns
some premium country clubs that are located in some of the most fantastic location in rural
and urban UK, to offer its consumers premium dining experience. Not only in terms of food
and drink, but attention is also provided to crafts which makes these restaurants an effective
place for people who values superior dining experience which is not only limited to quality of
foods. It has helped Miller & Carter to differentiate itself from its competitors as well
(Mbplc.com. 2020).
Promotion:
In order to promote its business and services, Miller & Carter invest significantly into digital
marketing. According to officials of Mitchells & Butlers, it not only helps to make marketing

9STRATEGIC MARKETING FOR TOURISM AND HOSPITALITY
less expensive, but also engages consumers which makes design and implement promotion
strategies effective and efficient as well.
People:
In order to provide superior consumer services, employees are provide training to enhance
knowledge of its employees regarding how to serve consumers while identifying their
requirements. Miller & Carter has also designed consumer service guidelines so that it is
easier to maintain a proper service quality (Mbplc.com. 2020). Some of the important
standards considered in consumer service guidelines are lack of delay in consumer order
processing, listening to consumers’ preference for customizations in food and prepare menus
according to those customizations, paying attention to consumer feedback and offer quality
consumer service as well.
Physical evidence:
In all of its restaurants and s, interior design is provided close attention so that it complement
location of restaurant (Mbplc.com. 2020). It makes food and services even more appealing to
consumers which is important for enhancing service quality through enhanced consumer
service as well. Some consumers prefer quality crafts and interiors along with quality foods
and for those consumers proper interior is an important aspect for proper dining experience
and therefore, Miller & Carter provide significant effort for enhancing quality of interiors in
its restaurants as well.
Process:
Miller & Carter ensure transparency in food processing so that consumers are capable of
identifying determination of this organization for providing superior food quality. Along with
this, Miller & Carter also ensures that packaging is not only hygienic, but it is also innovative
as well (Mbplc.com. 2020). Consumers are offered facility to review ingredients that are

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provided in food. Therefore, consumers have a comprehensive overview regarding how foods
are processed which enhances quality of consumer service as well.
Analysis of marketing communication and public relations:
Analysis of marketing communication:
Digital advertising has been a preferred marketing communication strategy for Mitchells &
Butlers. They provides details regarding their promotional offers, new menus and various
activities that consumers are capable of accessing in its various restaurants and s. As number
of people that have access to smartphone and internet, communicating promotional activities
to consumers is easier and it is engaging as well (Kucuk 2017). It is possible to reach many
consumers which is not provided in traditional marketing methods. However, there are still
people, especially people not so active on digital platforms and to reach those people
company has opted for traditional advertising mode as well. In March 2010, Miller & Carter
launched television advertising campaign for promoting its new salad and grill menu.
However, increasing popularity of various digital platforms including social media is main
reason for preference of Miller & Carter for digital advertising as part of its marketing
communication strategy.
Analysis of public relations:
In order to maintain an effective public relation with consumer, Miller & Carter has applied
various strategies. It offers consumers opportunity to book restaurants online and they are
also provided opportunity to provide their feedback regarding services. Mitchells & Butlers,
not only analyses these feedbacks, but they also provides reply to queries and feedback
regarding quality of services (Kucuk 2017). It helps Miller & Carter to represent itself as an
organization which cares for consumer feedbacks and suggestions and this is an essential
aspect of an effective public relation strategy.

11STRATEGIC MARKETING FOR TOURISM AND HOSPITALITY
Miller & Carter also has an official social media page and it is quite active on social media
platform. It provides consumer details regarding various promotional activities and also
engages with consumers as well. It has collected details of 10 million consumers through its
social media platform. These consumers’ data has helped Miller & Carter to identify
consumer requirements and service expectations. Insight into consumer data plays an
important role in marinating an effective public relation. When consumers are provided
services according to their requirements, consumers connect with organization better and it
helps organization to communicate with consumers not just an business entity, but as an
organization who values consumer preference and their opinions in designing and providing
services (Velásquez and Meunier 2017). Effective public relation with consumers has helped
Miller & Carter in increasing its sales as well. For example, Miller & Carter has been
successful in increasing its sales of gift cards 40% as it provided various facilities according
to consumer requirements. Therefore, application of digital platforms, especially social media
has ensured that strategies for public relation for enhancing business process is effective and
efficient as well.
Conclusion:
In order to ensure that there is no legal issues in various restaurants where it offers it services,
it is important to obtain license for all of its restaurants and s as in these restaurants foods are
served along with alcohol. Special permission from government for serving alcohol is
required for all of its restaurants and s as well. Many restaurants and s which are not capable
of managing this economic issues in market, are closing their business. Therefore, in order to
retain its market position, it is important that Miller & Carter offers competitive pricing for its
products and services to attract consumers and ensuring profit in business as well. Mitchells
& Butlers, has implemented 7P strategy effectively for strategic and competitive advantage.

12STRATEGIC MARKETING FOR TOURISM AND HOSPITALITY
Strategies applied marketing communication and public relations are also effective as
identified from this analysis.
While doing PESTLE analysis for Mitchells & Butlers, it is important to identify that all of
these factors related to external environment of this organization are related to each other.
Therefore, changes in one of these factors has significant impact on other external factors.
When these factors change, it affects competitor environment where Miller & Carter operates
and therefore, it is recommended that Miller & Carter analyse each of these factors to obtain
a comprehensive overview regarding external environment of Miller & Carter as well.

13STRATEGIC MARKETING FOR TOURISM AND HOSPITALITY
References:
Bernanke, B., 2016. Economic Implications of Brexit. The Brookings Institution. Tuesday.
Bessière, D., Charnley, F., Tiwari, A. and Moreno, M.A., 2019. A vision of re-distributed
manufacturing for the UK’s consumer goods industry. Production Planning &
Control, 30(7), pp.555-567.
Centre for lic Impact (CPI). 2020. Smoking Ban In The United Kingdom - Centre For lic
Impact (CPI). [online] Available at:
<https://www.centreforlicimpact.org/case-study/smoking-ban-united-kingdom/> [Accessed
12 March 2020].
Crafts, N. and Mills, T.C., 2020. Is the UK productivity slowdown unprecedented?. National
Institute Economic Review, 251, pp.R47-R53.
Haider, A.A., Zafar, A., Khalid, A., Majid, A., Abdullah, M.A. and Sarwar, M.B., 2017.
Marketing Management. Head, B, p.22.
Kucuk, S.U., 2017. Marketing and Marketing Mix. In Visualizing Marketing (pp. 3-7).
Palgrave Macmillan, Cham.
Legislation.gov.uk. 2020. Licensing Act 2003. [online] Available at:
<http://www.legislation.gov.uk/ukpga/2003/17> [Accessed 12 March 2020].
Mbplc.com. 2020. Miller & Carter- Our Brands - Premium Country s. [online] Available at:
<https://www.mbplc.com/ourbrands/premiumcountrys/> [Accessed 12 March 2020].
Velásquez, A. and Meunier, L., 2017. COMPARATIVE MARKETING ANALYSIS OF
THE UK AND GERMANY FOR GLOBAL SUSTAIN.