Strategic IMC Plan for Island Beach Resort: A UK Hospitality Case

This report examines the integrated marketing communication (IMC) strategies employed by Island Beach Resort, a UK-based traditional hotel established in the 19th century. The report highlights the importance of effective communication channels in meeting customer needs and achieving business objectives. It discusses various communication objectives, such as attracting a larger audience, offering superior facilities to foster customer loyalty, and leveraging social platforms to build a strong brand presence. The report justifies the use of communication channels for setting achievable objectives and improving market performance. It also explores the components of an integrated marketing communication plan, including identifying communication channels like email and social media, developing a marketing communication plan, content marketing, and implementing the plan to enhance customer service and brand image. The conclusion emphasizes the crucial role of marketing channels in growing the hospitality industry and achieving desired profit levels through effective business strategies and customer engagement. Desklib provides students with access to similar reports and study tools.

Integrated Hospitality Marketing
Communications

Introduction:
The hospitality marketing communication channels
is a process which includes the strategic and
tactical customer based methods which are used
by the manager of the organisation to achieve their
goals by examining the requirement of the target
customer. the marketing channels are the way
which organisation to reach out the larger
customer in the market place. under this report,
Island Beach resort, having the headquarter in the
UK market was established in the 19th Century and
known for the traditional hotel in the market
places.

communication objective:
 To meet the needs and wants of the customer in
the market place the organisation needs to have
effective communication channel in the target
market. In the context of the Island Beach resorts,
they need to focus on examining their business
objective by making use of integrated marketing
communication plan which will help them to
concentrate on the performances of the
organisation.

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there are different kinds of business objective of the
resort which are stated as below:
The aim purpose of the communication plan is to attach
more audience to the resort so that they can stay in the
market places and achieve their mission and vision
statement in the long run..
The organisation needs to offer best facilities to its
customer so that they can stay loyal to the resort and
remain the permanent customer of the organisation in the
market places.
 The Island Beach resorts must use the social platform to
have more customer in the market and build the strong
brand name in the market places.

justification:
 The communication channels helps the organisation to
set the effective objective which can be achieved within
the set time period to perform better in the market places.
There are various kind of objective and communication
channels used by the Island beach resorts:
The resorts offers the different kinds of events, corporate
parties, family get together and various another activities
to its customer to enhance their market share. They also
offer the online services to its customer which helps them
increase their customer number and adopt to number of
strategies which helps them to make the customer
awareness about their operational activities.

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 In the context of the Island Beach resort, they uses
their own online websites which helps the customer
to find out the facilitates the firm provide with the
effective prices. these online system helps the
customer to know what events is taking place in the
resorts and achieve the desire number of customer.
It can be justified that organisation needs to make
effective communications strategies which helps
them to achieve the mission and objective of the
organisation in the most profitable manners and
stay in the market for longer period.

integrated marketing communication plan :
In the hospitality industry, the integrated
marketing plan are essential part of the
organisation which helps them to run all the
activities in the smooth manners. with the
references of the Island beach resorts, the
plan includes the effective strategies which
guidance or show them path which to
complete the task in the proper manners. the
organisation needs to make the proper plan
to perform better in the market places.

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Identify the marketing communications
channels : here the organisation uses the
correct information which helps them to
provide goods service to its customer in the
market. it helps the organisation have proper
channel of marketing to attach more
customer. some of the channels are stated as
below:

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E-mail: with this mode, the Island Beach resorts, are able to transfer the
correct information to the customer though the e-mail so that customer
are aware about the events taking place in the organisation and customer
can get the different accurate information about the process..
 Social marketing: it is a most effective tool to aware the targeted
customer about the organisation facilities and here the firm share the
details about their activities which they perform in the organisation.
Developing the marketing communication plan: here the respective
resorts needs to identify the plan for their business which helps them to
achieve the desire objective in the most effective manners.
Content marketing: it is important part of the communication channel
as it helps the organisation to transfer the accurate and timely
information to its customer in the market places. This helps the
organisation to provide the details about the events and another process
which are followed in the company.

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 Implement marketing communication plan:
here the respective resorts are able to make the
strategies which helps them to serve the customer
in the most efficient manner where they can
increase their performance and build the strong
brand image in the international market places.
 In order to get the targeted customer towards the
resorts it is important for form and make the
profitable plan which can be applied to the
organisation and achieve the desire goals within
the time period.

Conclusion :
According to the above discussion, it can be stated that
marketing channels play the important role in growing the
hospitality industry at the international market places. The
organisation can use the different kind of communication
channels to reach out the larger number of consumer in
the target customer and offers their goods and services
and earn the desire level of profits in the market . the
marketing plan are used by the organisation to make the
effective and sound business strategies so that firm focus
on goals and objective which are to be accomplished with
the set time . the proper communication helps the
organisation to attach more customer so that their goods
and services can be sold in the market .

References:
Bowie, D., Buttle, F., Brookes, M. and
Mariussen, A., 2016. Hospitality marketing.
Taylor & Francis.
Kerr, G. and Patti, C., 2015. Strategic IMC:
From abstract concept to marketing
management tool. Journal of Marketing
Communications, 21(5), pp.317-339.