Island Beach Resort: Marketing Communication Strategy Analysis Report

This report delves into the realm of integrated marketing communications within the hospitality industry, using Island Beach Resort as a case study. It examines various marketing channels, including personal selling, advertisement (television, newspaper), digital marketing, and sales promotion, and how they serve communication objectives. The report analyzes the importance of these channels in reaching target customers and achieving business goals. It also explores the development of an integrated marketing communication plan, including situation analysis, setting objectives, budgeting, and strategy implementation, with an emphasis on SMART objectives. The report critically evaluates the IMC plan, its strategies, and creative context in the competitive hospitality market, highlighting the need for effective tactics to ensure long-term sustainability and success. The conclusion emphasizes the crucial role of marketing channels and integrated plans in attracting customers, selling services, and achieving business objectives. References to relevant literature are included.

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. As the hospitality industry are
growing scale so the company needs to use the effective marketing channels to perform the daily
task in the proper manners. further there will be discussion on different type of the marketing
channels, communication objective and integrated marketing plan which helps the organisation
to execute the task in systemic manners. (Wong, 2016)
LO1:
P1: Examine the different type of the marketing channels and how they serve communication
objectives with the area of the hospitality organisation:
To have effective function in the organisation , the marketing channels play the important role in
the management level of the company. It is huge concepts which helps the organisation to come
up with the effective solution to the conflicts which arises in the operational level . it is essential
for the organisation to apply different type of marketing channels in the process so that provide
their goods and services to the targeted customer in the market segment. The organisation can
select the different kinds of marketing channels which is most effective and suitable for their
organisation in the long run. These channels helps the organisation to fill the bridge between the
customer needs and wants with the organisation objectives. It is important to have proper
balance among the different parties in the organisation so that work can be performed in the
profitable manners. with the references of the Island Beach resort, they uses different kind of
marketing channels to have more customer for their goods and services so that they can earn the
desire level of outcomes in the market places. Some of the marketing channels are stated as
follows:
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Personal selling: it is process where the organisation offers their product and services to the
customer without the help of the intermediaries in the process . it helps the organisation to
achieve their objective by having proper channels in the team and overcome the middle parties
and it is also known as the low level of communication channels .in the context of the Resort,
they use this channel to add the values to the their goods and service and attach more customer
towards the resorts. Some of effective channel which are covered under this stage are:
 it is used by the organisation to make the effective marketing and communication
strategies so that they understand the behaviour of the customer in the target market
places and make the positive relationship with the customer and enhance their
performances.
 It also help the organisation to directly meet the needs of the customer and sell the
goods directly to the ultimate consumer so that they can perform their activities in the
better ways in the market places.
Advertisement: under this channel, the organisation use this channel as the communication
medium to advertise their goods and services in the targeted market places. It aim motive of the
advertisement is to influence the purchasing decision of the customer in the market. with the
references of the resort, they uses this a method to attach more customer to their resorts and earn
the desire profits in the long run. Patti,. and Baack, 2017. )
Television: here the Resort, can reach out to large number of the customer as this mode is
used in the mass scale in the market places. The organisation considered as the expensive
model to influence the customer as advertisement agencies take huge capital to show the ads.
Newspaper: in the context of the Island Beach Resorts, they use this process to
communicated with its audience and it is most cheapest source of advertisement in the
organisation.
Digital marketing: it is marketing channel used by the organisation to make its customer aware
about their goods and services which are offering in the market places. The organisation used
different modes such as e-commerce, effective smart device and various another way to attach
more customer to the Resort. It is considered as the effective marketing communication channel
in the market and also incurred the less cost in the process. In the context of the Resort, the
organisation use this model to promote their wedding event in the market so that customer knows
what services the firm offers.
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Sales promotion: this marketing channel are used by the organisation to improve the condition
of the warehouse stocks for this firm used different modes such as offering sales, and various
coupon and prizes in the market so that will get attached towards the organisation services. this
model is known as unemotional approach of making customer targeting towards the firm goods.
This methods helps the firm to increase their sale in the target market places for the shortest time
period.
With the references of the Island beach resort, they needs to use the different marketing
communication channel to perform their function in the most effective manners in the market
place and focus on achieving the desire outcomes with the set time period.
Lo2:
P2 Covered in PPT
P3 Covered in PPT
LO 3:
P4 Covered into PPT
Lo4:
P5: Critically evaluate the integrated marketing communication plan in the relation to the
communication strategies, choice and creative context:
In the hospitality industry there is cut throat competition in the market so it is important for the
organisation to integrated marketing communication plan which helps them to make the
effective strategies and tactics so that they can survive in the market and sustain for the longer
period of time. With the help of the plan, the organisation are able to make the sound business
decision which lead to expansion of the their business activities to next level in the management
level. The plan needs to include the Smart objective so that organisation goals and objective can
be achieved in the most effective manners. this plan helps the organisation to understand the
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requirement of the customer and offers accordingly. Integrated marketing communication (IMC)
have steps which are stated as below:
Know your target: here the organisation need to examine or to identify the targeted customer in
the market so that they can earn the more profits in the market . with the references of the Island
Beach resort, manager of the organisation are able to find out the target customer which helps
them to perform better. The firm needs to know what are their mission and vision which needs
to be achieved in long run. (Rosendahl and Gottschalk, 2015)
Developing situation analysis: according to this ,the organisation uses various tools and
technique to examine the environment present in the organisation and its surrounding in which
its operates it function. This analysis helps the organisation to understand the competition present
in the market and make the strategies accordingly. This provide important information to the
organisation about how much cost t includes and what will be the time to complete the task.
Marketing communication objectives: here the organisation needs to make proper international
marketing plan so that effective and proper communication can be done in the market .
Determining the budget: it is process which helps the organisation to find out the budget
requirement for making the effective marketing communication channel so that ultimate gaols
and objective can be achieved in the long run.
Strategies and tactics: while making the IMC plan the organisation focus on preparing the
strategies which helps them to accomplished the objective of the resort in the target market
places. The manager needs to make effective strategies after examine the market and adopt the
tactics which helps the organisation to achieve their goals.
Evaluation and measurement : this stated that IMC strategy needs to be evaluated and
measured so that effective strategies can be made for the organisation which helps them to
achieve the future gaols in the most effective manners. this analysis helps in evaluating the
different area of the organisation and make strong and effective strategies for the growth of the
firm. SMART objective are used by the organisation to make strategies for the organisation”
Specific: the IMC plan needs to be specific about their requirement so that gaols and objective
can be achieved in the long run.
Measurable : here the organisation needs to measure their goals and then make the strategies
which helps in growing their business at the international market places. This also helps in
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making the proper marketing communication plan for the organisation so that more customer
can add the organisation in the long period.
Achievable : this part stated that organisation goals and plan needs to be achievable in the
market place so that effective results can be seen in the organisation. in the context of the Island
beach resort the firm target to increase the sale by the 1 month bases and increase the customer
ration. (Seric, and Mikulic,2016. )
Relevant: here the organisation mission and vision needs to be relevant in the market places so
that they can be achieved by the company in the competitive market places. The plan must be
aligned with the organisation goals so that they can expand their business to the next level in the
market places.
Time bound: the plan which are formed by the manager of the organisation needs to be
achievable within the time period so that effective results can be seen in the company and they
are able to accomplished the desire outcomes.
The integrated marketing channel plan helps the organisation to achieve the desire level of
outcomes in the most profitable manners in the market places. The IMC plan helps the
organisation to make the effective strategies and tactics which guidance the organisation to carry
out the task in the productivity manners. these plan are formed by using the smart objective
which make sure that effective outcomes can be achieved in the long run.
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
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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 .
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(Rosendahl and Gottschalk, 2015)
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