Hospitality: Developing Marketing Strategies & Campaign Analysis

Verified

Added on 2024/07/02

AI Summary

This assignment provides a comprehensive overview of developing and analyzing marketing strategies within the hospitality sector. It covers essential factors for creating effective marketing strategies, including understanding the product and services, marketing tools, employee skills, market demand, and organizational standards. The assignment delves into business capabilities and resources, such as communication, e-business, equipment, financial, and human resources, and operational hours. It also explores information sources for analyzing marketing campaign effectiveness, comparative market information like benchmarking and competitor analysis, and SWOT analysis to identify internal strengths and weaknesses and external opportunities and threats. Furthermore, it discusses the impact of mobile phones on marketing, competitor analysis components, promotional activity report contents, and resources for identifying market growth or decline. The assignment also addresses economic factors influencing spending habits, market share analysis, emerging trends in the TH&E industry, the triple bottom line sustainability concept, internal and external issues impacting marketing planning, the purpose and approval process of a marketing plan, staff involvement, marketing control steps, reports for analyzing marketing campaign effectiveness, review aspects of marketing campaigns, and the actions following the review of promotional activities. Desklib offers more resources like this to aid students.

Hospitality Set-1

Paraphrase This Document

Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser

Assessment 1
Your task: Answer the following questions. Each question must be completed.
1. List 5 factors you must have knowledge of to develop an effective marketing strategy.
Response
1. The understanding of the product and services.
2. The different promotional and marketing tools must be understood to develop the
marketing strategy.
3. The information about the employees and their skills which can be used in the formation of
the marketing strategies (Akdoğan and Altuntaş, 2015).
4. The demand in the market and customer’s preferences have to be well known by the
management.
5. The aim and standards of the organization have to be understood by the management.
2. When developing marketing strategies, you need to be aware of your business’
capabilities and resources. What do you need to consider for each of the following
aspects?
Communication capabilities
The communication of the business is getting done in an effective and appropriate
manner. With the right use of online and television media the communication with the
customers could be able to get done effectively. It is very important for the organisation
to convey information to the respective people. With the assistance of this, the people
will not be able to get confused and proper management could be possible. With the use
of the online media, the communication gets far better with the customers.
E-business capacity
The social media is one of the best options which the company can use for its presence in
the international market. The online sources which the company uses are the social media
sites. There isa number of sites which can be seen and utilised by the people of the
society (Armstrong, et. al., 2015). Therefore, understanding the market trend the social
media is highly used. The campaigns and other activities are not much done due to fewer

investments and capital amounts.
Equipment capacity
The promotional activities when get performed the equipment like access to social media
and registration on the several sites are very important to make the promotions of the
products and services.
Financial resources
The financial need in the marketing strategy is very high as with the help of this the
proper planning for the marketing strategies can be attained. It is very important for the
management to make a proper plan for the financial resources. Nearly, AUD 500 is to be
developed by the management to carry out an effective marketing study for the project of
the company (Astuti, et. al., 2015).
Hours of operation
There is not the limited time for the promotion, as the social media and television are
used for the promotional activities of the product and services, the time constraint is not
present. The timely advertisements and promotions are getting done on the sites and on
TV. In every advertisement break, the ad of the company is shown.
Human resources
The human resources are adequate as per the need and requirement of the company. The
employees are well skilled and trained and are having command of the assigned works.
The location of the company in Australia and the place is playing an essential role in the
development of appropriate marketing strategies.
Staff skill levels
The knowledge about the market and the changing trends is very much required. It is very
important to understand the changing behaviour of the people in the society.
3. List 5 examples of sources of information for analysing the effectiveness of current and
past marketing campaigns.
Response
1. The business reports and journals.
2. Peers and colleagues

3. Advisories and assistances (Athanasopoulou, et. al., 2015).
4. Websites and industrial reports.
5. Government agencies.
4. Explain each of the following types of comparative market information:
Benchmarking
Benchmarking is basically a method where the standards and objectives are set which has
to be attained by the management of the firm. This will help the organisation to meet the
quality and it also assists in measuring the actual performance and the planned standards.
Best Practice Information
The operations and activities which the organisation is performing have to be very
effective and appropriate as this will help in attaining the market position also the
marketing strategies will be able to get performed in an effective and appropriate manner
(Baltes, 2015).
Competitor Information
The information about the competitors in the market has to be well known by the firm so
that the effectiveness in the marketing strategies can be availed in the proper required
manner.
5. Using a SWOT analysis, define what needs to be analysed for the following areas:
Identify Strengths and Weaknesses – Internal Environment
The strength and weakness of the firms are the internal factors which can be managed
and controlled.
Strength
 The employee’s traits and skills.
 Coordination among the staffs.
 Proper and effective management of the time and assignments.
Weaknesses
 Poor management of the resources, especially the financial resources.

Paraphrase This Document

Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser

 Reliability of the work in improper.
Identify Opportunities and Threats – External Environment
Opportunities
 Use of emerging technology.
 Expansion of business across the border.
Threats
 Competition
 Changing market needs and trends
6. What is the primary tool for engagement with the world for most people? How does this
affect the marketing environment?
Response
The mobile phones are the primary tools which are used to get engaged with the people. This
is affecting the other marketing sources in the environment as the other sources are not able to
get used much by the organization and customers (Baltes, 2015).
7. List 5 pieces of information you will need to perform a competitor analysis. Where could
this information be sourced?
Response
 Who are the rivalries?
 What are their objectives?
 What are their strategies?
 How are they achieving them?
 What are their competitive plans?
Information can be attained from annual reports, newspapers, government tenders,
conferences, campaigns, presentations, press releases, and many others such secondary
sources.
8. Give 5 examples of information that a promotional activity report should contain.

Response
1. The venue
2. Visited destinations.
3.contact details
4. Date of the seminars and meetings
5. Summary of the discussion
9. List the name of 2 websites which you can use as resources to identify and analyse market
growth or decline.
Response
 www.eventmanagerblog.com
 www.traveldailynews.com
10. Name 3 factors that can affect the economic environment, and affect people’s spending
habits.
Response
1. Interest rates
2. Fluctuation rates
3. Political standards.
11. Provide a description for each of the following aspects used to analyse market share:
Overall market share
The percentage calculated for the buying and selling in the market. The buying and
selling which is getting done in the market for the goods and services of the hospitality
sector, through which the market share can be captured. The overall attained value in the
market is basically understood as the overall market share.
Segment market share
The shares in the particular segmented market. The whole market is divided into different
segments so that the customers can be able to get targeted and their demands can be able

to get fulfilled (Bosomworth, 2015). The shares attained from the different segments are
said to be as the segment market shares where the value of the market is considered from
any one of the segmented marketplaces.
Relative market share
The shares of the company as compared to its competitors. Here the level of competition
will be understood. The shares will be valued on the basis is of the competition in the
marketplace. There will be the comparison of the market shares of the competitors; this is
the way of determining the relative market shares.
Change in market share
The fluctuation in the shares as compared to its previous year’s rates. It is not necessary
that the shares of the market will be remaining the same. There will be a fluctuation in the
market, differences in demands and supply occurs. Therefore, the change in the shares
also takes place. The change that occurs in the present share value as compared to the
previous years, the change in trend line can be identified. This is basically the change in
the market shares.
12. Provide 1 example of an emerging trend relevant to your sector in the TH&E industry:
Response
Trends are emerging in the market like-
Restaurants- Consideration of spoke-economic factors
Travel and tourism-Channels of distributions
Hotels- Discounts and flat offers.
Events- Ticket system
13. Name the 3 aspects of the triple bottom line sustainability concept.
Response
1. Social- Ethical practices in HR functions
2. Economic- Productivity, and profitability
3. Environmental- Managing wastes.

Paraphrase This Document

Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser

14. Name 4 internal issues which can impact on a business’ marketing planning.
Response
1.Conflict among employees
2. Financial issues
3. Handling equipment
4. Time management
15. Name 4 external issues which can potentially result in new business opportunities for a
TH&E business.
Response
1. Political factors
2. Economic elements
3. Changes in laws and norms
4. Social changes
16. What is the purpose of a marketing plan? How is this purpose achieved?
Response
The purpose if the marketing plan is to attain and to carry out the marketing activities in an
effective and appropriate manner with the appropriate use of strategies and tactics. This can
be able to get attained by following the set standards and guidelines. This will aid in meeting
the policies and standards of the marketing plan (George, 2015).
17. Why should you involve your staff in developing marketing strategies and plans?
Response
The involvement of the staffs is very important as with the help of this new and innovative
idea which may management not think can be attained. The involvement of the employee's
assists and aid in an effective marketing plan.

18. Why must your marketing plan be approved before being implemented?
Response
As to attain and maintain the quality of the chosen plan the approval for the marketing plan
before its execution is highly required. The quality is one of the major aspects which is
needed to be managed and maintained as the hospitality sector is availing the services to the
clients. The services can only be measured with its quality; therefore, the approval is highly
required before implementing the marketing plans.
19. What are the 4 steps in marketing control?
Response
1. Setting the goals of marketing
2. Measuring and determining the performance.
3. Examining the done performance.
4. Making required corrections.
20. Give 2 examples of reports you may generate to help analyse the effectiveness of
marketing campaigns.
Response
1. The market share analysis is one of the reports that can be prepared from the gathered
information and the planned data. The marketing campaigns will be aiding the company to
understand effectively and appropriately about the market shares (George, 2015).
2. The expenses that will get occur to the company will also be analysed in an appropriate and
required manner. With the marketing campaign, the expenses that the company has to come
across will be identified and analysed appropriately.
21. List 3 aspects why marketing campaigns do need to be reviewed:
Response

1. As to understand and determine the level of performance done by the staffs in the
organization, it is very important to understand and to review the market campaign.
2. The investment of time, cost, human resources are there in the marketing approach,
therefore to attain success and well-managed operations in the organization. Hence, it is
highly needed to have a proper review of the marketing campaigns done.
3. The change in the market and the business activities have to be recognized. The impact of
implementing the marketing campaign has to be monitored and identified so that the
performance can be get attained in a more effective and appropriate manner. Therefore, the
reviewing of the marketing campaign is very important (Gillespie and Riddle, 2015).
22. What needs to happen once promotional activities have been reviewed for their success or
failure?
Response
After the review of the promotional activities in regards to the failure and success, there must
be utilization of the results so as to update strategies of marketing.
23. Who should be informed about updates to the marketing strategy?
Response
There are various people who must be informed regarding the updates in the strategy of
marketing and they are defined as management, stakeholders, employees and front-line staff.
24. List the key aspects of a marketing plan and outline what these involve:
Response
Various aspects related to the marketing plans are:
 Pricing strategy: It includes labor overheads, material costs, market position,
discounting and pricing techniques
 Stakeholders: It includes business’ key personnel who plays the main role in the

Paraphrase This Document

Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser

formation of the marketing strategy
 Location: It makes the inclusion of the location which is being used to sell services
and products
 The services and products: selling points, features, and benefits
 Competitors: share of the market, weaknesses, and strengths, demand, comparison
among products of different business
 The budget of marketing: allocated cost for promotion and advertisement, different
types of media and the cost of the advertisement.
25. What is a disadvantage of direct sales distribution?
Response
There are various disadvantages which are having relation with the direct sales distribution
but the major one is if the business wants to make direct sales; they will opportunities to grab
different markets which must be accessed by the distributors.
26. Name 2 methods of indirect sales distribution.
Response
1. Wholesalers and agents
2. Value-added resellers
27. List 3 aspects of a business’ conduct covered by consumer law.
Response
 Advertising and pricing
 Safety of products
 Warranties
28. A marketing plan should include a mission statement and a business vision. Explain what
each of these should outline.

Response
Business vision makes description regarding what is being wished by the business to make
delivery and the image it wants to portray for the public. It also makes a description that how
the business wants to make growth and progress in the future.
The mission statement makes a description regarding what business wants to achieve.
29. What are the key principles which must be considered for ethical advertising? List 3 codes
which regulate advertising:
Response
 Coordination with the needs of the consumer law of Australia is very effective as
several ethical considerations like not making use of misleading and false
advertisements. Three codes that make regulation of the advertising are:
 AFGC, it is the marketing initiative for the responsible children of the Australian
Beverages and Food industry (Gillespie and Riddle, 2015).
 AANA code is being used for marketing and advertising communication
 An initiative of Australian Quick service restaurant industry is having responsibility
for marketing and advertising for children.
30. What is the role of Australian Consumer Law in relation to marketing?
Response
Consumer law of Australia is being designed to make promotion of the competition in the
market and also prevent anti-competitive and unfair practices of work. By having control on
the competitive activities, this act not just stops business to compete unfairly but also make
provision of the protection that may give unfair competition. Different conducts like
unconscionable conduct and predatory pricing is outlawed in this Act.
31. What is the purpose of Copyright? How is copyright managed?
Response