Strategic Marketing: International Tourism and Hospitality Management

Strategic Marketing:
International Tourism and
Hospitality Management
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Executive Summary
The present study focuses on the concept of strategic marketing which shows how
marketing of services in tourism sector enhances the performance of firm and in turn its positive
impact on profitability of the company. For conducting study, organization chosen is Madamee
Tussaud which is well known in the market of London for wax modeling of famous
personalities. With the increase in demand for tourism in country like London the firm is
focusing on marketing so as to provide remarkable experience to the visitors who are arriving
from other country. Through effective marketing, the firm can give effective services to the
customers which can be above their expectation level. Madame Tussaud is considered as one of
the most famous destination place in London where company focuses on different segments with
the motive to provide them with unique experience. Segmentation criteria of enterprise focus on
geographic, demographic along with psychographic segmentation. Further, company is having
different branches in different areas. Company also considers demographic segmentation where
people of every age group prefer to visit museum and it acts as a good source of entertainment.
Psychographic as segmentation criteria is also undertaken by the firm where customers are
segmented on the basis of their lifestyle.
On the other hand, different types of theories are linked with experiential marketing such
as Acho, Pine and Gilmore and Schmitt. Pine and Gilmore focuses on framework with the help
of which various practical relevance linked with tourism is measured. This framework also
highlights that visitors are inclined to pay premium price for the memorable experience provided
to them. Further, Madame Tussuad museum emphasizes on providing education along with
information to the individuals. Another author named Schmitt has highlighted five component of
experience which takes into consideration sense, feel, think, and act. All these components vary
from each other in the form of their attributes. Apart from this, communication plan develop will
support in enhancing awareness regarding services in the market. Main aim of the
communication plan is to target customers so that company can gain competitive advantage.
Promotion with the help of social media is considered to be quite appropriate as through this
target market can easily gain information regarding the service range. Main sources of social
media are Facebook, Youtube, twitter, trip advisor etc.
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................4
SEGMENTATION CONCEPTS.....................................................................................................4
EXPERIENTIAL MARKETING CONCEPTS...............................................................................5
COMMUNICATION PLAN...........................................................................................................7
CONCLUSION..............................................................................................................................12
Recommendations..........................................................................................................................13
REFERENCES..............................................................................................................................15
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INTRODUCTION
In order to meet the changing expectations and to provide memorable experience to the
affluent consumers it is essential for hospitality and tourism organization to focus on
repositioning their services (Nandakumar, Ghobadian and O'Regan, 2011). Therefore, strategic
marketing support the tourism and hospitality organization to improve their services by creating
an effective plan that will reach and satisfy customers which will result in exploding the
profitability and productivity. Preset report focuses on tourism organization that is Madame
Tussaud which is one of the major tourist attractions in the London that displays wax modelling
of famous personalities.
Therefore, with the increasing tourism and hospitality sector in UK experiential
marketing of the chosen organization will directly help customer to experience the brand that
will contribute in the economy. The main objective of experiential marketing is to form
memorable connection with customers or visitors and the brand so that it may result in enhancing
loyalty among customers and will also help in influencing the decisions of visitors. Thus,
marketing manager of the organization must focus on improving target market experience by
providing them with different services that support them in gaining competitive advantage.
Furthermore, the report will also focus on segmentation concepts so that they can easily target
them. The report also focuses on enabling the proper communication plan that will be used by
the marketing manager of Madame Tussaud that help the organization in reaching and attaining
goals and aims of the organization .
SEGMENTATION CONCEPTS
Madame Tussaud museum is one of the major leading destinations in the London which
attracts all types of people (Parvinen, Tikkanen and Aspara, 2007). The main vision of the
organization is to provide branded and family entertainment to all the customers. Thus,
marketing manager of Madame Tussaud will focus on different segment customers as they
provide unique experience to their customers. The organization is considered as a significant
tourist spot that target large number of customers all over the world which assist them in
generating huge revenue. The segmentation criteria of Madame Tussaud generally focus on
demographic, geographical as well as psychographic segmentation (Trim and Lee, 2008).
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