London Hilton on Park Lane: MIS Application and Effectiveness Analysis

This report analyzes the application and effectiveness of a Marketing Information System (MIS) within the context of the London Hilton on Park Lane hotel. The report begins by defining MIS and its core components, including internal records, marketing research, marketing intelligence systems, and marketing decision support systems. It then details how the London Hilton utilizes these components for marketing, communication, and information gathering, emphasizing the importance of internal data, market research, and the monitoring of market trends and competitor strategies. The study evaluates the effectiveness of the MIS, highlighting its role in data collection, communication with customers, and the development of marketing strategies. The report concludes that the MIS is effective, enabling the hotel to analyze past performance, maintain customer databases, conduct market research, and make informed marketing decisions. The report underscores the MIS's contribution to the hotel's ability to understand customer preferences, improve marketing strategies, and achieve business objectives. The report also provides references to support the findings, including books and journals that discuss MIS, marketing strategies and applications in the hospitality industry.

Marketing Essential

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK...............................................................................................................................................1
Organization use MIS and its component as tool for marketing, communication and
information gathering...................................................................................................................1
Effectiveness of firm's use of MIS for marketing, data gathering and communication..............3
Is Marketing information system is effective or not....................................................................4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Marketing Information System (MIS) is system that assesses and analyse marketing
information, collect continuously from outside and inside sources. Internal records, marketing
research, marketing intelligence system and marketing decision support system is the main
components of MIS system. All the elements helps organizations as to provide important data
about customer, workers and other ones. The present report is based on company chosen from
hospitality and tourism industry. It explains how firm is using MIS and their components as
marketing, information collecting and communication tool. Furthermore, this study justifies
effectiveness of organization use of Marketing information system for promoting, data gathering
dan communication. It clarifies reason for effective used of MIS within company for different
activities.
TASK
Organization use MIS and its component as tool for marketing, communication and information
gathering
London Hilton on Park Lane is one of the most famous and prosperous Hotels, it is
situated in London on Park Lane. It has 28 storeys building and also has 453 rooms including
56 luxuries suites within having all the facilities (Baker, 2014). Top floor of hotel building
Michelin owner of London Hilton hotel starred restaurant name Galvin at Windows. Hilton on
Park Lane is concrete structured building, they serve many services or products to customers.
They try to satisfy their guests and also offer discounts to attract more people towards them. It
considers as one of the best and leading hotel in London. Company efforts to grab the attention
of new clients and also try hard to retain existing ones for longer term period. They are using
many tools or techniques for business growth and success in marketplace. For example,
London Hilton on Park Lane hotel is using Marketing Information System (MIS) and its different
types of components as tool for communicating people and staff members, gathering market
information and for marketing.
Marketing Information system is designed to help marketing department of company to
take their marketing decisions effectively. It is one of the best program or system that support to
gather, analysed and store data and distribute to manager of marketing section in according to
informational requirement on daily basis.
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There are four types of components included in Marketing Information system used by
London Hilton on Park Lane.
Internal records-
By analysing previous internal records in context of marketing London Hilton on Park
Lane can take their decision for marketing new products or services (Chang, Yu and Lu, 2015).
They can be able to gather information through its internal data comprising marketing and sales
data, product database, operations data and financial data. Via collecting information about
previous revenue through marketing activities company can take actions for betterment.
Marketing decision support system-
Marketing decision support system is set of different software programs that is used by
London Hilton on Park Lane to collect data, analyse it and then take decision based on
outcomes. In this software system company feed essential data which can be very beneficial for
business growth.
Marketing Research-
Market research is primary or secondary research, it is one of the systematic information
collecting way, analyse company secondary or primary data and also help to interpreted it.
Marketing research is the appropriate and better term for gathering information in context of
market (Du, 2014). It also helps to get the better outcomes and find out solutions to London
Hilton on Park Lane. With the support of Marketing research it is very easy for organization to
communicate with people and staff members. MIS consider as communication tool that help
to communicate with customers via conducting market research.
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Illustration 1: Marketing Information System
(Source: MIS: Marketing Information System
, 2016)

Marketing intelligence system-
Marketing intelligence system is used by London Hilton on Park Lane, as it give
important data about trend and happening currently in market. As it helps to gather information
about current marketing trends and also help to collect more data about marketing environment
(Tarhini, Arachchilage and Abbasi, 2015). This component involves information about
competitors promotional and pricing strategy and changing market trends.
Effectiveness of firm's use of MIS for marketing, data gathering and communication
Marketing Information System is systematic data collection method or technique that
dissemination of market data, from both external and internal source to London Hilton On Park
Lane on regular basis. Firm is using all the components of MIS system which is quite effective
and beneficial for them as they can be able to gather so much information about market,
customers and other things.
Information gathering-
With the helps of identify and analyse previous records and information company find
out the issues and try to do not get arise in current business environment. They can determine
previous profit data sheet through marketing which is beneficial for them as they can take their
decision based on it and then make effective marketing strategy much better than before
(George and et.al., 2017). Data collection about last revenue must be gathered from documents
such as transmit copies, documents prepared by London Hilton on Park Lane marketing
department once they make advertising plan order to gain profit.
Communication-
Marketing information system is effective for company as they help to conduct market
research systematically. In this procedure marketers try to communicate with many people's in
market to know more about customer preference and current trend in marketplace. With the
help of marketing research they can be able to serve its best services or products according to
clients expectations and demands (Ekman, Erixon and Thilenius, 2015). It supports a lot in
marketing information system as it gives factual data to company that has been tested different
times by marketing manager or researcher. They are using primary data collection method in
which researcher will be able to gather information through certain methods such as personal
interview, seminars and surveys, it considered as one of the best communication tool.
MIS as Marketing tool-
Thus, When London Hilton on Park Lane collect internal records and gather information
through this, they can easily make marketing plan. Internal records or data give all the essential
and important information about previous marketing plans as it is beneficial or not. After this
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process company can be capable to make their own plans and strategies in context of
marketing which help to grab the attention of customers and increase profitability and
productivity better than before.
Is Marketing information system is effective or not
Yes, Marketing information system is effective due to some reasons, for example with
this system it is very easy to analyse previous record and identify its effectiveness within
business growth and success. Internal records give essential data about previous sales and
helps to maintained current sales information on daily basis that provide as the aide to MIS.
Reports on inventory levels and current sales help marketing management to decide on their
business objectives which can be used by marketers to design future marketing strategies and
also support to improve the current ones.
Internal records is one of the Marketing information system components that help
London Hilton on Park Lane to maintain their several databases such as clients data base. They
consider regular customer with the help to internal records system wherein absolute information
about guest name, phone number, financial position and address is saved (Bajdor and Grabara,
2014). These types of information contribute to give potential clients discount offer as they visit
Hotel consistently. Internal records give data about workers, customers, profitability and other
things in which company can be able to improve and develop more things. Salesperson data
base, product database and clients information current and previous records is effective and
beneficial for organization.
After conducting market research, marketing manager can take their decision because
with the help of this research they can be able to communicate with people in society and gather
most important information about market trends which give competitive advantages to London
Hilton hotel. After getting details about market and customer preferences organization marketing
manager communicate with its team members and guide how to make effective marketing
strategies or plans better than its competitors. MIS play role as tool for communication and
information gathering both is useful and effective for achieving business objectives and goals.
Marketing management of London Hilton hotel efforts to garb the attention of people,
they want to increase profit and generate revenue (Macintyre and et.al., 2014). But without
marketing or promoting activities they can not been able to achieve their aim. Thus, for that
marketing decision support system help to give information about marketing functions,
marketers analyse collected data and quickly take better and appropriate marketing decision. As
all the marketing information system components is effective and useful for company to gain
profit, increase financial budgets and generate high revenue.
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CONCLUSION
From above, it has been concluded that Marketing information system give many
benefits to London Hilton on Park Lane as they can be able to give the best service and
promote their products in marketplace. MIS play role as marketing, communication and data
collecting tool which help company to gain profit and raise higher position in marketplace.
London Hilton Hotel On Park Lane can be able to provide and fulfil customer need through
market research and identify internal records both of previous and current.
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REFERENCES
Books and Journals
Bajdor, P. and Grabara, I., 2014. The Role of Information System Flows in Fulfilling Customers’
Individual Orders. Journal of Studies in Social Sciences. 7(2).
Baker, M.J., 2014. Marketing strategy and management. Macmillan International Higher
Education.
Behera, B.S. and et.al., 2015. Information communication technology promoting retail marketing
in agriculture sector in India as a study. Procedia Computer Science. 48. pp.652-659.
Chang, Y.T., Yu, H. and Lu, H.P., 2015. Persuasive messages, popularity cohesion, and
message diffusion in social media marketing. Journal of Business Research. 68(4).
pp.777-782.
Du, J.T., 2014. The information journey of marketing professionals: Incorporating work task‐
driven information seeking, information judgments, information use, and information
sharing. Journal of the Association for Information Science and Technology. 65(9).
pp.1850-1869.
Ekman, P., Erixon, C. and Thilenius, P., 2015. Information technology utilization for industrial
marketing activities: the IT–marketing gap. Journal of Business & Industrial Marketing.
30(8). pp.926-938.
George, B. and et.al., 2017. Method and system for implementing a cloud-based social media
marketing method and system. U.S. Patent 9. 633. 399.
Macintyre, J.W and et.al., 2014. System, method, and computer program product for processing
and visualization of information. U.S. Patent 8. 660. 869.
Tarhini, A., Arachchilage, N.A.G. and Abbasi, M.S., 2015. A critical review of theories and
models of technology adoption and acceptance in information system
research. International Journal of Technology Diffusion (IJTD). 6(4). pp.58-77.
Online
MIS: Marketing Information System. 2016. [Online]. Available through :
<http://www.yourarticlelibrary.com/marketing/mis-marketing-information-system-with-
diagram/48703>.
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