Comprehensive Marketing Report: Hospitality Industry Strategies

This report provides a comprehensive overview of marketing strategies within the hospitality industry. It begins with an introduction to the marketing process, including mission, situation analysis, objectives, and strategy, with a focus on customer focus. The report then delves into the macro and micro environments influencing marketing decisions, alongside an analysis of consumer markets and market segmentation. Task 2 explores the marketing mix variables (product, place, promotion, and price) and their importance, followed by an examination of pricing policies and strategies. Task 3 focuses on the promotional mix, advertising campaigns, and the roles of sales promotion and public relations. The final task, Task 4, examines the importance of market research, different media of marketing, and the implementation of a marketing plan, all within the context of the hospitality sector. The report concludes by emphasizing the significance of these marketing elements for success in the competitive hospitality market. This assignment is contributed by a student to be published on the website Desklib. Desklib is a platform which provides all the necessary AI based study tools for students.

MARKETING IN
HOSPITALITY

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK 1 ...........................................................................................................................................3
P.1.1 Marketing process along with the marketing concepts including customer focus......3
P.1.2 Macro and micro environment influence the marketing decision.................................4. .4
P.1.3 Consumer market .........................................................................................................5
P.1.4 Market segments...........................................................................................................5
TASK 2............................................................................................................................................6
P.2.1 Marketing mix variable and their importance...............................................................6
P.2.2 Role of pricing, policies and strategies .......................................................................7
TASK 3 ...........................................................................................................................................7
P.3.1 Promotional mix and their roles....................................................................................7
P.3.2 Advertising campaign with promotional objectives ...................................................8
P.3.3 The role of sales promotion and public relation ...........................................................8
TASK 4............................................................................................................................................9
P.4.1. Importance of marketing research ...............................................................................9
P.4.2 Market research for the appropriate product and services ...........................................9
P.4.3 Different media of marketing ......................................................................................9
P.4.4 Implementation of the marketing plan.......................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing refers to the process in which company advertise its product and services as it
is specially made for this purpose only. In this he companies gets its products and services out
for the customers as they are the one who run the company in the market among the tough
competition. Hospitality industry is a service industry that is basically made to serve the best to
the customers as their main consideration is to customers satisfaction in the best price available.
Hospitality industry market itself to attract more customers as they claim that they are providing
the best product and services in the best price available. This report discuss about the factors that
are essential for the company to get recognition through marketing. Hospitality sector select the
different methods of marketing so that they can retain in the market for longer period by earning
more profit.
TASK 1
P.1.1 Marketing process along with the marketing concepts including customer focus
Marketing is the term that is used by the company when they start promoting their goods
and services in the market to attract more customers so that they can make a position in the
market that is undefeatable. Mission : This is the first step of marketing as for start marketing the company need to
make a definite mission that will help the company to achieve the benefits and in
upliftment. Holiday in Manchester is the hotel that dropped its rating because of its
marketing that's why they are making a mission to target the customers over the longer
term (Kusluvan., 2010) . The mission of this hotel might to p[provide continuing in the
global services. Situation Analysis : The next step of marketing is to analyse the whole situation of the
market so that they can make the planning of marketing Manager understand all the
resources so that they can make their moves accordingly as the need and the demand of
the situation. Holiday in Manchester do this analysis to find the possible opportunities
and threats that may affect the business in all the way possible. Objectives : This is the third step of marketing as this sets the marketing objectives.
These are very clear and measurable goals that gives the basis to the decision makers to
make their choice that leads them to the path f success. Holiday in Manchester express its

objectives in terms of quantitative targets as this is possible to achieve within the fixed
period.
 Strategy and evaluation : To market the products and services it is very important to
make the perfect strategy as this leads towards the development of the company in the al
the way possible. This involves the target market which has large amount of customers
who buys the firm's product. The fifth step is evaluation that specify how activities are
monitors and assessed over time (Nunkoo Gursoy and Ramkissoon., 2013) . Holiday in
Manchester make strategy as it provides the effective ways and then to monitor all so that
they can take the corrective measures over the mistake.
Marketing concepts are totally focused on the customers as this includes selling concept
that the fir sells its product and services to the customers with the help of sale and promotions.
Behind each and every concept of marketing the basic consideration is the customers as they
made the company in the position to achieve anything.
P.1.2 Macro and micro environment influence the marketing decision
SWOT Analysis
◦ Strength : This are the strong points which reflects what are you best in as and what
can you do the best in each and every way possible. These are the advantages that
helps the company to get over the competition. This help the company in taking the
correct decision for the growth and upliftment. Weakness : These are the disadvantages as this comes after the comparison with the
competitors. Holiday in Manchester has only disadvantages as they do not pay the
attention to the suggestion that is given by their employees and this is the only reason that
the customers are not showing any kind of interest towards it. Opportunity : They are the current trends which are waiting to be taken advantage of.
Holiday in Manchester has many opportunities of growth and expansion in the market as
their customers are aggressively waiting for their new products and services.
 Threats : These are the external movements that affects the business in al; the way
possible. This cause the problem and may have a negative impact on the business
(Kusluvan., 2010) . Holiday in Manchester avoid these threats and negative impacts by
taking the corrective measures.
PESTLE Analysis

 Political : This includes the global issues, legislations and regulations which affect the
business in all the way possible as all this are important in the decision making process. Economic : This factor includes the taxes, inflation and many more as these all are
needed to take the account so that the company can take the decision after considering
these factors. Social : These includes the changes which are essentially adopted by the company as
buying new trends, media and many more. This factored helps in taking the decisions
which are related to the publicity. Technological : These includes innovation, licensing and patents as the final decision of
the marketing depend upon the funding that is used in these factor. Legal : Legislation is the main consideration of this factor as the firm cannot take the
final decision without considering this factor (Yoo and Bai., 2013) .
 Environmental : These factor focuses on the environmental issues as locally and
globally. The decision is made in this after considering the social and political factor.
P.1.3 Consumer market
Hospitality marketing is a social and managerial process as it follows the need and wants
of the customers that are primarily considered by the firm. Marketing is become more important
in the hotel industry as cooperate giants entered the market. Therefore, it will be more
competitive. Hotels chains are depends upon the expertise of the marketing director. The
relevance of the consumer market in this industry is refers to the occasions that comes in the
group to business conventions. These occasions provide the wide variety of space and food and
beverage packages to meet the all kinds of needs of the customers. Consumer market is al about
the consumers as it only focus on the needs and the wants on the customers.
P.1.4 Market segments
Consumer market divides in the segment as it is very wide and the whole is not useful for
the hospitality industry. This is useful to segments the market as through this they can specify
that what ro target and what should they avoid (Walker., 2016) . Market segments are different
in nature and they can select the appropriate one. Holiday in Manchester is the hotel that is very
popular in the UK as this focus only on its customers wants and needs. By considering the
customers the can retain in the industry for the longer period and will be able to earn more profit.
Holiday in Manchester comes in behaviouristic as their customers are so loyal and help them to

market their hotel in all around the world. Geographic segment of the market also suits this as
they classify the market into various areas.
TASK 2
P.2.1 Marketing mix variable and their importance.
Marketing mix is the combination that fas four variables that totally controls the business.
They are as follows : Product : The product refers to the service and the tangible goods that is served by the
company according to te need and the demand of the customers (Leun, Van Hoof and
Buhalis., 2013) . This is the first essential of the marketing mix as the target market can
only be identified by the product. Holiday in Manchester is the hotel and has services as
it products that it actually serves to its customers.. Place : This refers to the placement where the products are bought for sale as they are
served to the customers in the best possible manner. In this the products are available
where and when the customers are want o buy them. Holiday in Manchester is in the best
place of the UK as it is where there are mostly people come to visit. Promotion : Promotion refers to the advertising of the products end services using the
best manner possible so that they can make their product and services more popular
among the customers. Holiday in Manchester promotes its services in the best possible
manner so that they can retain more of their customers.
 Price : Price refers to the amount that consist of the policies regarding the competitive
upgrade as this gives the actual selling price to the customers on that they purchase the
product in the market. Holiday in Manchester charge very less price from their customers
for their services as their main consideration is to retain more customers.
Importance of these variable It helps in a clean mix creation : Marketing mix have all the P's as it consider all the
factors of the business so that there is nothing left for the competition in the market. Price
should be compatible with the placement of the product (Dev, Buschman and Bowen.,
2010) . Product is compatible with the promotion. Holiday in Manchester uses the
marketing mix as this help in clearing all the confusion among the factors.
 Marketing mix helps in new product development : This is about the redesigning the
product in a very innovative way so that they can serve the best to their customers in all

the way possible in the best price in the market. Holiday in Manchester uses this as in this
the pricing, place and, promotions are decided on the basis of their product and services.
P.2.2 Role of pricing, policies and strategies
There is very huge role played by the pricing, policies and strategy as they give the
specified basis to the hospitality industry to retain more customers by using attractive offer with
the help of these. Roles of pricing, policies and strategy are as follows : Role of pricing : Pricing plays a very crucial role in the organisation as price of the
product decides the future and help in correct decision making as nowadays the
customers wants more in less price that too in the best packet (Zeveke., 2015) . Price
gives the position to the product in the economy and help the company in its growth and
upliftment. Price is a competitive weapon that determines the profitability of the
company in the market. Holiday in Manchester mentioned its price very effectively as it
regulate the demand of their services in the industry.
 Roles of policies : Policies are made including all the important points that are considered
all the important terms. Policies provide guidance to al in the firm implementing plans for
the accomplishment of goals. Holiday in Manchester made their policies to achieve the
mission. Policies provides a perfect mechanism to control the behaviour of the factors
that may harm the business.
 Roles of strategies : Strategies are the operational planing that is done by the
management so that they can develop them into the action so that they can and involve
the staff through the operation. Holiday in Manchester made the strategy that is suitable
for their business as they want to meet the needs of the customers.
TASK 3
P.3.1 Promotional mix and their roles
Promotional mix is one of part of the marketing mix as this consist of the public relations,
advertising and many more. It basically refers to the selling the product and the services that is
produced for the customer's satisfaction in a very efficient way (Line and Runyan., 2012) . This
is the challenge for the marketers as they apply the right variable according to the need of the
situation.

 Increase sales output : Market research provide the valuable insight to the firm that how
successfully they are selling their product and services to the customers so if there is any
mistake then they can take the corrective measure. Better target audience and consumer management : Market research helps the
company to target mare audience as through this they know the choices and preference of
the customers (Tsiotsou and Goldsmith., 2012) . Market research will also help the
company in its customers management. Satisfactory business growth : Market research provide all the data about the market and
help the company in its growth and satisfy them to the core. Bushiness is totally depends
on the strategies and with the help of this they get the ways of best marketing. situation.
This is the optional way that helps in the budget allocation so that they can achieve the
best marketing results. The role of the promotional mix are as follows : Four P's : This is one of four primary strategic component of the marketing mix. The
role of the promotion mix is to create the synergy with the three other three elements.
This optimise the customers and profit potential. Holiday in Manchester chooses this as
it helps it in achieving its objectives and promotes its sales.
 Elements : This is a very broad topic as it includes all the techniques of the three topic.
This is an expensive as it requires lot of funding. Personnel selling is the most interactive
way Holiday in Manchester uses this as it gives all the possible platform for the
recognition that is important in the industry.
P.3.2 Advertising campaign with promotional objectives
Advertising campaign is a series that share the single idea of advertising that will help the
company to get the recognition in the market. The advertising campaign for the Holiday in
Manchester should be like they should use the diverse media channels for the particular time
frame as this provides the stability to the business and will help their product in getting brand
recognition (Yoo, Lee and Bai., 2011) . This will create the understanding and connecting with
the image of the brand. They should focus on the communication in the market as this will help
them to expand . Communication will increase the purchase of the product that is done by the
customers. They should set the objectives for the specific period as this will improve their sales
and they will be able to get the desired position in the industry. They should focus on the

positioning as this will improve their goodwill that is most important for the business to survive
in the market.
Justification
Holiday in Manchester should follow the above as this only ensure the expansion in the
market in all the way possible. The above strategies will help their product and services in
getting brand recognition and attract mare customers to go for it. Through this the sales will
automatically grow and increases the goodwill in the market.
P.3.3 The role of sales promotion and public relation
The role of sales promotion and public relation is very deep in every organisation but as
Holiday in Manchester is a hotel it is totally depends on these tow points (Tresidder and Hirst.,
2012) . Public relation ensures that they are efficient enough to handle all the things as they are
maintaining their customers so nicely. The role of public relation is very crucial as without them
the would not be able to run their business. Whereas the role of sales promotion ensure that they
are taking the initiative to make mare sales of their products and services as they want to retain in
the market for longer period.
TASK 4
P.4.1. Importance of marketing research To know better : Market research is conduct to clarify all the factors that may affect the
business. Holiday in Manchester do the market research so that they can know all the
facts better than now so that they can fight the competition and will be able make the
position in the industry. Product : Market research gives the update about the product in al the situation so that
they can handle all the possible factor (Bowie., 2016) . Holiday in Manchester do this to
get the update all the services that they are providing to their customers.
 Placement : Place refers to the destination where the products are brought for sales.
Holiday in Manchester compare all the characteristics of the different locations so that
they can make the perfect strategy to attract mare customers towards them by showing
that they are in the best place and serving the best services to the customers.
P.4.2 Market research for the appropriate product and services
There are so many kinds of research that are conducted by the Holiday in Manchester by
choosing correct method are as follows :

 Increase sales output : Market research provide the valuable insight to the firm that how
successfully they are selling their product and services to the customers so if there is any
mistake then they can take the corrective measure. Better target audience and consumer management : Market research helps the
company to target mare audience as through this they know the choices and preference of
the customers (Tsiotsou and Goldsmith., 2012) . Market research will also help the
company in its customers management.
 Satisfactory business growth : Market research provide all the data about the market and
help the company in its growth and satisfy them to the core. Bushiness is totally depends
on the strategies and with the help of this they get the ways of best marketing.
P.4.3 Different media of marketing Direct mail : This is the first media that is used by Holiday in Manchester as this boosts
the marketing for the luxury suits that they provide to the business executives. Business
executives are the high class people and expect the same in return that's why it is using
this media for its marketing.
 Television : This media is mostly used by all for their marketings it is very trendy and
every one watches it. Holiday in Manchester uses this media for the marketing its suits as
they want to target as more than they can in the audience so that they can get the public
support
P4.4 Implementation of the marketing plan Communicate with the staff : Holiday in Manchester should communicate with its staff
as they are the one who will help the company in the implementation of the strategy that
is made by them (Kumar., 2010) . Know your end goal : Holiday in Manchester knows their goal as they want to retain the
most of the customers and earn more profit by fighting the competition.
 Develop contingency plans : Holiday in Manchester ensures that their all plans are
working or not so if there is any problem then they can make the backup plan in order of
not losing the efficiency.
CONCLUSION
Marketing in hospitality refers to how this sector promotes itself to retain more customers
in order to make the position in the industry. There are many strategies mentioned in it as they

will help the Holiday in Manchester to make sales grow by attracting more customers to
purchase their products ad services. These strategies also improve their goodwill in the industry.

REFERENCES
Books and Journals
Bowie, D., Et al 2016. Hospitality marketing. Taylor & Francis.
Cooper, C., 2013. Essentials of tourism. Pearson Higher Ed.
Dev, C.S., Buschman, J.D. and Bowen, J.T., 2010. Hospitality marketing: A retrospective
analysis (1960-2010) and predictions (2010-2020). Cornell Hospitality Quarterly, 51(4) pp.459-
469.
Kusluvan, S.,Et all., 2010. The human dimension: A review of human resources management
issues in the tourism and hospitality industry. Cornell Hospitality Quarterly, 51(2) pp.171-214.
Leung, D, Van Hoof, H. and Buhalis, D., 2013. Social media in tourism and hospitality: A
literature review. Journal of Travel & Tourism Marketing, 30(1-2) pp.3-22.
Line, N.D. and Runyan, R.C., 2012. Hospitality marketing research: Recent trends and future
directions. International Journal of Hospitality Management, 31(2) pp.477-488.
Nunkoo, R., Gursoy, D. and Ramkissoon, H., 2013. Developments in hospitality marketing and
management: Social network analysis and research themes. Journal of Hospitality Marketing &
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Tresidder, R. and Hirst, C., 2012. Marketing in food, hospitality, tourism and events: a critical
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Tsiotsou, R.H. and Goldsmith, R.E., 2012. Strategic marketing in tourism services. Emerald
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Walker, J.R., 2016. Introduction to hospitality. Pearson Higher Ed.
Yoo, M. and Bai, B., 2013. Customer loyalty marketing research: A comparative approach
between hospitality and business journals. International Journal of Hospitality Management, 33
pp.166-177.
Yoo, M., Lee, S. and Bai, B., 2011. Hospitality marketing research from 2000 to 2009: topics,
methods, and trends. International Journal of Contemporary Hospitality Management, 23(4)
pp.517-532.
Zeveke, O., 2015. Innovative instruments of internet marketing in hospitality sphere/Social and
economic innovations: trends, forecasts and perspectives conference proceedings of the Ist
International Conference. Russian State Social University (Stavropol branch); under the