Marketing Environment and Strategies in Hospitality: A Report

This report provides a comprehensive analysis of marketing within the hospitality industry, using Thomas Cook as a case study. It begins by defining the concept of marketing and exploring its various facets, including the production, product, selling, societal, and marketing concepts. The report then delves into the impact of the marketing environment, encompassing micro and macro factors, on the hospitality sector. It evaluates the relevance of the marketing environment, discusses market segmentation rationales, and examines the importance of marketing mix components like product, price, place, and promotion. Further, the report analyzes pricing strategies, promotional mixes (including sales promotion and public relations), and the relevance of market research to service industry operations. It also includes the planning of an advertising campaign, market research for a product/service, analysis of media suitability, and evaluation of marketing plan implementation. The report concludes with a detailed overview of the findings and recommendations for effective marketing strategies in the hospitality industry.

Marketing in Hospitality
Industry

Table of Contents
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Discussing the concept of marketing for a relevant service..................................................1
2.1 Impact of the marketing environment on the hospitality industry........................................2
1.3 Evaluate the relevance of the marketing environment on the industry.................................4
1.4 Discussing the rational for developing different market segments.......................................4
TASK 2 ...........................................................................................................................................5
2.1 The importance of the components of marketing mix to the industry..................................5
2.2 Analyse pricing strategies and policies in relation to the industry........................................6
TASK 3............................................................................................................................................6
3.1 Role of Promotional mix.......................................................................................................6
3.3 Role that sales promotion and public relations play in promotional efforts.........................6
4.1 Relevance of market research to service industry operations...............................................7
PART 2............................................................................................................................................7
TASK 4............................................................................................................................................7
3.2 Plan an advertising campaign for a services' industry operation..........................................7
4.2 Undertake market research for an appropriate product or service.......................................8
4.3 Analyse the suitability of different media for marketing an appropriate product or service 8
4.4 Evaluate the implementation of the marketing plan for an appropriate product or service. .8
CONCLUSION ...............................................................................................................................9
REFERENCES .............................................................................................................................10

INTRODUCTION
Hospitality sales are different from consumers product sales because marketers must sell
tangible as well as intangible products. Marketing activities are the most essential and effective
activity growth in order to sustain its marketing opportunity level. It helps to sustain the long
lasting efforts. Hospitality industry are creating from experiences and relationship with
customers and patrons, marketing helps to inspire buyers in different manner. Present study will
have been based on marketing in hospitality. For that, Thomas Cook will be taken into action.
That will be explaining the concept of marketing and impact of the marketing on the hospitality
industry. Besides, it will also explain the relevance of consumer markets in the industry. Apart
from that, it also approves the long term challenges and fast forward result making task. Further,
it will also explain the importance of components of marketing mix to the industry.
PART 1
TASK 1
1.1 Discussing the concept of marketing for a relevant service.
The concept of marketing is the most important and effective process goals in order to
accomplish the company objective and goals (Ali, Amin and Cobanoglu, 2016). Accordingly,
marketing concept helps company to regulate or moderate the best approachable strategy goals.
There are explaining some marketing concept below:
The production concept
Production concept is the oldest concept of marketing, on the basis of which company
make sure to reduce cost, high production efficiency and mass production. Production oriented
business has always dominating the market. During this concept company faces the issues related
to production, manufacturing and efficiency issues.
On the other hand, product concept defines the customer choices and services which
brings the new customer attraction approach. This also helps to select the best resourceful
challenging growth matter of fact. The focus of the production concept is on the consumer
whether they are interested to buy or not as per the low prices of the products (Bowie, Buttle,
Brookes and Mariussen, 2016). It also grows the better opportunity and long lasting efforts in
order to meet the needs of the customer better approachable target goals.
The selling concept
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It is the another concept of marketing which is highly contributed in the business
functions. It is the another business orientation plan and policies. It is the another business
growth that makes the proper challenging and matter of fact that keeps the business value simple
and conquer. Selling concept has decides whether product effectively work in the market or not.
The marketing concept
Marketing concept is the most crucial and necessary point of making charges and better
fast forward results (Cook, Hsu and Marqua, 2014). This concept helps to introduce new product
and services in front of the market leaders. Marketing manager focuses on the needs of the seller.
Example
The societal marketing concept
This concept all based on the organization task to determine the needs, wants and interest
of target markets and to deliver the desired satisfaction to the consumer. The focus of this
concept is on the society objectives.
2.1 Impact of the marketing environment on the hospitality industry
Marketing environment is made up from the external or internal environment. Company
always needs to analyze both external or internal factors for better understanding the market
needs and customer expectations towards the company.
Micro factors
2
Company
Micro Environmental
Factors
Customers
Employees
Suppliers Competitors
Media
Shareholder
s

The Suppliers: Suppliers can control the business success when they hold the power as a single
supplier. Suppliers affect industry when there is only who supply the raw material to all the
company. Customers are not very much important for the suppliers (Jauhari and Bharwani,
2017). Through this factor hospitality industry might get hurt badly in terms of cost and quality.
The customers: Customers are defined in the for of B2B or B2C, local or international. Etc. it
helps to bring the new better challenging growth in the market opportunity. Customers are
always considered high quality at low cost. Which makes the better resourceful task for the
company to achieve in more business successful.
The Competition: competition are the another major micro factors that affect the hospitality
sector and gives direct impact on the sales profit of the companies.
The Society: Society will also help to control the major goals and effective challenging factors.
Company or industry should always have duty to fulfill the public duties and adopt all policies
governed by society or government (Jones, Hillier and Comfort, 2016). Public has full power to
accomplish the goals of the company or breaks as well.
Macro Factors
3
Macro Factors
4. Technological
1. Political
2. Economical 3. Social
5. Legal
6
Environmental

Political: different functions or activities of business get affected by demographic forces, age,
ethnicity, education level, household lifestyle or cultural movements. Through company needs to
change their services or policies accordingly.
Economic: Economic factors can impact on impact both company or industry. Through
company can easily meet the needs of the consumers (Kandampully, Zhang and Bilgihan, 2015).
Social: social factors are highly influencing and challenging for the industry to be followed.
Changes in society needs, no other harmful factors used by the company would be tolerable.
Company should also need to make good image in front of the society.
Technological: technology should always been upgraded and of high level. This brings new
level of marketing growth and better objective performing game. This impact the smooth
functioning of the company.
Legal: Hospitality sector should always carry out legal activities as per the governed market
needs.
Environment: Organization also needs to keep safe the environment, this makes the better fast
forward and long effectiveness. This makes the challenging and better objective performance.
1.3 Evaluate the relevance of the marketing environment on the industry
The main key success factor of the marketing activities will need to allow the major goal
and objective level (Kim, Vogt and Knutson, 2015). This makes the proper effective process
level and objective goals. This also helps to take care the better organization level of better
performance level. UK is the leading country that attract the number of visitors for the better
growth for the company enhancement. Cultural pay a better advancing level of growth that helps
to make the better services of performance. The long term goals that breaks the long
effectiveness growth in more effective manner. Consumer market has been dominating by the
product and services designed for the general consumer, consumer market.
1.4 Discussing the rational for developing different market segments.
Discussing the market segment will helpful to create the long term market in front of
their market opportunities. This brings the new challenging and long lasting performance making
task. Segmentation is the approach through company decides their segment customers for their
product and services (Leung, Bai and Stahura, 2015). It will bring the new major objective goals
and better objective performance. Discussing the new advancing level and brings the new
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opportunity and growth. Overall, it brings the new and better changes growth level. This market
segment has been decides on the basis of demographic, physio graphic and behavioral basis Such
as hospitality sector describes their goals and better performing level. It also helps to take the
best and approachable goal oriented goals. This brings the new major objective and better
forwarder results and makes the better fast forward results. Demographic segmentation
customers has been divides into proper effective manner. Apart from that, it also helps to sustain
the long term goals and objective level performance (Pappas, 2015).
TASK 2
2.1 The importance of the components of marketing mix to the industry.
Marketing mixes the component which discover the important services and task oriented
performance level. Marketing refers to the long lasting performance effective growth. This
brings the new level of growth which makes the level of better performing goals. This also helps
to take care the better fast forward results and makes the better services growth. There are
providing some marketing mix below to describing more in details.
Price : Price refers to the value that is put for a product. Company decides their price of
the product on the basis of cost of production, segmented targeted, ability of the market to pay
etc.
Promotion: promotion refers to the activity undertaken to make the product or services
to know the user and trade (Kim, Vogt and Knutson, 2015).
Place: this also brings the new major goal and objective performing level to make the
better objective goals. This brings the major objective goals that helps to make perfect decision
making approach. Always Place attractive towards the better advancing performance.
Product : Product is the another marketing mix which takes the better decision making
approach. The product must deliver a minimum level of performance. Product or services of the
company should always attract and creative for customers attraction.
Component of Marketing Mix Related application
Product Accommodations, transportation, tour and
traveling services
Pricing On the basis of customer needs and
requirement.
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Place or channel UK
Promotional Advertisement, social media etc
2.2 Analyse pricing strategies and policies in relation to the industry.
Pricing strategy has always been prepared on the basis of cost, demand and competition
based. This helps company to enable the proper financial objectives to be achieved business
objectives in proper manner (Kandampully, Zhang and Bilgihan, 2015). This makes the process
effectively and complimenting in order to handling the better service. Thomas cook used pricing
normal and acceptable by the company. It also helps to control the customer attraction with the
company. High prices will affect the demand of visitors.
TASK 3
3.1 Role of Promotional mix.
Promotional mix is the blend of different methods and tools of communication which has
presented by the company. Promotional strategy has make on the basis of some functions such as
public relations, sponsorship, personal selling, advertising, direct marketing and sales promotion
hospitality industry products and services. This makes the proper growth and making good
performing level. Besides, it also helps to control the better objective and making good
performance level (Kim, Vogt and Knutson, 2015). Overall, it brings the long term market
presenting. The main role of the promotional activity is that to increased the brand awareness,
provide information, increase customer traffic, build sales and profits.
3.3 Role that sales promotion and public relations play in promotional efforts
a) sales promotion
 Provide free gifts and coupons
 Free shipping
 Limited time offer
 Package of attractive places
 Introduce new attractive packages.
b) Public relation
 Community relations
 Crisis Management
 Government Relations
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 Special event planning
 Public interest and image building
On the basis of above discussing sales and promotional strategies to attract customer
attraction (Kandampully, Zhang and Bilgihan, 2015). With the help of public and sales
promotional strategies this will be more effective process goals it also helps to control the better
objective goals. This makes the whole process more challenging and effective.
4.1 Relevance of market research to service industry operations.
Marketing research is the process to evaluate the market opportunity and growth.
Besides, it brings new opportunity and long term effectiveness process. Hospitality industry
market research to get new current trend and customer requirement, on the basis of which they
promote or create new better service growth. Moreover, it also helps to control the better growth
or opportunity to brings the new level of services. Overall, it keeps the company challenging and
effective matter of fact (Jones, Hillier and Comfort, 2016). All over, this also brings new majorly
target market opportunity in order to select the best effective tools. Market research is necessary
tool to identify the new market growth opportunity and know the level of competition in the
market. Service or hospitality industry is the most challenging goal that helps to keep the market
objective challenging and attractive.
PART 2
TASK 4
3.2 Plan an advertising campaign for a services' industry operation.
COVERED IN FLYER
4.2 Undertake market research for an appropriate product or service
Market researches in very importance for every organisation. So, that organisation come to
known about there competitors in the market. Therefore, they come to known about there loyal
customer and about the requirement of there regular customer. Thomas cook is working on there
market research requirement to work effectively in the market. For the research purpose company
conducts market survey from there costumes (Armstrong, et.al, 2015). Therefore, by the survey
company come to known about demand and requirement of the customers. They also prepare
questionnaire for the market, by that company come to known about there servers. Also, by this they
can bring improvement in there quality of severs and satisfy there customers need. Market research is
very necessary to bring improve in there servers and can provide the best servers to there customers.
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By market research organisation comes to known about there reputation and goodwill in the market.
This helps organisation to improve there strategy and bring changes in there way of working. So, that
can bring development in the organisation.
4.3 Analyse the suitability of different media for marketing an appropriate product or service
Thomas cook invest huge investment on promoting there hotel and for more success in
hospitality industry. It is very importance to use the best media to promote there hotels and make it
very popular. Thomas cook uses great deals to attract its costumes and also uses different media to
promotes. They use different media to promote there hotel and servers.
Social media: In today world social media is the best way to promote your product and services.
Thomas cook also uses this way to promote there hotel and services. By seeing advertisement people
get more attracted and visit the place (Aulton and Taylor, 2017.).
Television : This is another way to attract customer to there hotels. Thomas cook hire some middle
man there make advertisement for them and those adds are repetitively shown on television and by
this way firm get more famous and attract more customers.
Print media: This is the cheapest way to promote and in this huge investment is also not required by
the organization. Thomas cook uses this media most of the time to promote its hotels.
4.4 Evaluate the implementation of the marketing plan for an appropriate product or service
Thomas cook treat there customer fair and in good very and by this more and more
customers are take interest in going to there hotels. There have their own websites, by this it gets easy
for clients to search them and book rooms for themselves. There can increase there market by e-
marking of there hotels and attract more clients. There use the following way to implement there
plans.
 The company changes there policies and strategy according to the changing environment and
demand of there customers.
 They focus on advertisement of there hotels so that more customers come to there hotels and
enjoy there stay over there.
 Thomas cook take customers feedback very seriously and bring improvement in there services
according to the feedback.
 There implement changes in the structure, if there customers are not satisfied with there
services(Babin, B.J. and Zikmund,2015).
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 This organization provides good working environment to there employees, so that they can
help the organization to achieve there goals and objectives. By this way companies reputation
also becomes good in the market and more customer's come to there hotels.
CONCLUSION
From the basis of above section and potential needs and wants hospitality industry is fast
growing industry as compare to others. It is the highly contributing sector to the national
economic growth as well. Besides, it helps to set the customer criteria in more productive
manner. Study has been discussed different aspects of the marketing of hospitality industry. It
described the four marketing concepts, impact of macro and micro factors that affect the business
activities in more proper manner. This study also described the factors on the basis of which
company has decides the prices of their product and services. It also explained the case study of
Thomas Cook travel under which examination has been done on the basis of company marketing
mix.
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REFERENCES
Books and Journals
Ali, F., Amin, M. and Cobanoglu, C., 2016. An integrated model of service experience,
emotions, satisfaction, and price acceptance: an empirical analysis in the Chinese
hospitality industry. Journal of Hospitality Marketing & Management. 25(4). pp.449-475.
Babin, B.J. and Zikmund, W.G., 2015. Exploring marketing research. Cengage Learning.
Bowie, D., Buttle, F., Brookes, M. and Mariussen, A., 2016. Hospitality marketing. Routledge.
Bowie, D., Buttle, F., Brookes, M. and Mariussen, A., 2016. Hospitality marketing. Taylor &
Francis.
Cook, R. A., Hsu, C. H. and Marqua, J. J., 2014. Tourism: the business of hospitality and travel.
Boston, MA: Pearson.
Gilbert, D.C., 2015. Changes and Development in UK Tourism Marketing. In Proceedings of the
1988 International Conference of Services Marketing. pp. 157-171. Springer, Cham.
Jauhari, V. and Bharwani, S., 2017. An exploratory study of competencies required to cocreate
memorable customer experiences in the hospitality industry. In Hospitality Marketing and
Consumer Behavior (pp. 159-185). Apple Academic Press.
Jones, P., Hillier, D. and Comfort, D., 2016. Sustainability in the hospitality industry: Some
personal reflections on corporate challenges and research agendas. International Journal of
Contemporary Hospitality Management. 28(1). pp.36-67.
Kandampully, J., Zhang, T. and Bilgihan, A., 2015. Customer loyalty: a review and future
directions with a special focus on the hospitality industry. International Journal of
Contemporary Hospitality Management. 27(3). pp.379-414.
Kim, M., Vogt, C. A. and Knutson, B. J., 2015. Relationships among customer satisfaction,
delight, and loyalty in the hospitality industry. Journal of Hospitality & Tourism
Research. 39(2). pp.170-197.
Kotler, P., Bowen, J.T. and Makens, J.C., 2014. Marketing for hospitality and tourism. Prentice
Hall.
Lee, C.G. and How, S.M., 2018. Long-run causality between customer satisfaction and financial
performance: the case of Marriott. Current Issues in Tourism. pp.1-6.
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