Marketing in the Hospitality Industry: Strategies and Analysis Report

This report provides a comprehensive analysis of marketing strategies within the hospitality industry, using the Thomas Cook Group as a case study. It explores key concepts such as the marketing mix (product, price, place, promotion), pricing strategies, and the role of promotional tools including public relations, personal selling, advertising, and sales promotion. The report examines the impact of the marketing environment, including micro and macro factors, and analyzes consumer behavior using tools like the Black Box model. Furthermore, it investigates the importance of market segmentation, market research, and the suitability of different media for advertising campaigns. The assignment also includes a sample questionnaire for market research and concludes with recommendations for implementing effective marketing plans to enhance customer satisfaction and achieve business goals within the hospitality sector.

MARKETING IN
HOSPITALITY INDUSTRY

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Concept of marketing in relevant services industry.........................................................1
1.2 Impact of marketing environment on industry.................................................................3
1.3 Relevance of consumer market in the industry................................................................4
1.4 Rationale for developing different market segment.........................................................4
TASK 2............................................................................................................................................4
2.1 Importance of components of marketing mix to the industry..........................................4
2.2 Pricing strategies and policies in relation to the industry.................................................5
TASK 3............................................................................................................................................5
3.1 Role of promotional mix..................................................................................................5
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
TASK 4............................................................................................................................................7
3.2 Plan of advertisement campaign.......................................................................................7
4.2 Market research for appropriate product and service.......................................................7
4.3 Suitability of different media for marketing of appropriate product or services..............9
4.4 Implementation of marketing plan for product and services..........................................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Hospitality industry considers several operations and functions to perform different
activities. Furthermore, there are several tools and techniques also determines so that businesses
able to fulfil their customer demand and requirement easily. Marketing activities develop
through advertisement, public relations, personal selling, etc. (Tsai, Dev and Chintagunta, 2015).
Present study is based on Thomas Cook Group which deals in hospitality sector and
provides services of travelling, accommodation, bookings, etc. In respect to focus on insight
information towards business, it covers different marketing concepts. Furthermore, it assists to
analyse consumer’s market to develop relevant information. Moreover, it helps to analyse
promotional mix. At last, it covers Market researches towards appropriate product and services
in chosen business.
TASK 1
1.1 Concept of marketing in relevant services industry
In respect to focus on different concepts of marketing, following elements are included:
 Production Concept: Production concept is the oldest one in which customers focus
on those products which are available in market. Therefore, these kinds of products
are not so much expensive like tickets of train and bus (Romenti, Minazzi, and
Murtarelli, 2015).
 Product Concept: According to this concept, customer mainly focuses on quality and
innovative characteristics. Therefore, manager focuses on making superior quality of
products and services.
 Selling Concept: According to this concept, enterprise deals in products which give
them more profits and revenue. They are not considers market demand and
requirement.
 Marketing Concept: In this way, each business making challenge to compete with
other organisations. With the help of plan, they communicate their program in whole
market.
 Societal Marketing Concept: In this concept, organisational elements consider
needs, demands and interests which help to deliver customer satisfaction. For

instance, Thomas Cook Group provides products as per customers’ needs and
requirement.

1.2 Impact of marketing environment on industry
Within the market, there are two kinds of elements consider which create impact on
hospitality industry. For instance, micro and macro.
Micro Factors
Customers: In the market, there are two kinds of customers that exist such as B2B and
B2C. Hence, they impact on chosen industry to produce products and services (Kim, Song and
Lee, 2016).
Suppliers: Suppliers of UK market of hospitality industry have power to control the
success of industry. As a result, it creates impact on success of Thomas Cook Group.
Competition: In the market, there is high competition so that when two or more
businesses compete with each other, it creates impact on industry.
Resellers: In respect to produce products in market, intermediaries also undertaken so
that it also create impact on successful operations and functions.
Macro factors
Basis Positive Negative
Political In UK, political stability
impact positive on hospitality
industry.
Beside this, different rules and
regulations of government
create negative impact on
industry.
Economic High demand of tourism
activities assists to gain more
profits and revenue.
High taxation and inflation rate
impact negatively.
Social For the hospitality industry,
customer satisfaction is
important element so that it
impact positive on it.
Due to changes in market,
industry also needs to make
changes in their products and
services.
Technological In UK, advance technology
exists that help to produce
effective results in the market.
Due to implement advance
technology, business requires
more investment.
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1.3 Relevance of consumer market in the industry
In order to assess consumer behaviour, there are different way consider in hospitality
industry. With this consideration, Thomas Cook Group needs to implement creative work
performances in business. Hence, Black Box tool has been considers following aspects:
 Consumer Characteristics: In order to implement consumer characteristics in the
chosen business, several elements are included such as attitude, belief, knowledge,
lifestyle, etc. With this regard, they need to ascertain functions and operations at
workplace. Main advantages are customers’ needs could be assess. On the other hand,
when company not fulfil customer needs and requirements, it impacts negatively
(Romenti, Minazzi, and Murtarelli, 2015).
 Decision-making Process: Decision-making process includes different elements that
assist to operate systematic functions and operations. Hence, it demonstrates function to
solve problems and undertake different activities.
1.4 Rationale for developing different market segment
In order to develop more systematic work performances, it can be stated that there are
different market segments assist to focus on rationale aspects. They are as follows:
 Demographic: According to this segment, different aspects included such as age, gender,
ethnic, income, etc.
 Geographic: Furthermore, geographic segment implement to break whole enterprise in
different section as per market size, etc. (Randhawa, Kim and Perdue, 2016).
 Behavioural: In this way, market segment implement to divide whole population on the
basis of small activities. Therefore, it includes behavioural pattern of each individual.
 Psychographic: Psychographic segment is also an important tool which ascertain on the
basis of lifestyle of customers, interest, mindset, etc.
TASK 2
2.1 Importance of components of marketing mix to the industry
Marketing mix important element that assists to create significant advantage at
workplace.
Element of Marketing Mix Application in Hospitality Industry
Product In the hospitality industry, different types of
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products and services determine tourism
activities. For instance, Thomas Cook group
included discount, coupons etc.
Price On the basis of competitive pricing, the
selected enterprise considers their operations in
different areas of the world.
Place The chosen business develops their functions
in different areas with physical department and
online booking.
Promotion Thomas Cook Group uses different tools to
promote their services such as advertisement,
social media etc.
2.2 Pricing strategies and policies in relation to the industry
In Thomas Cook Group, effective pricing strategy needs to be implemented so that
policies also implemented in relation to hospitality industry. Hence, single pricing strategy needs
to be set so that online channels also increase to deliver holiday packages. Furthermore, it also
assists to apply customer satisfaction and attraction. With the help of premium pricing strategy,
the chosen business able to increase tourism activities in the market.
TASK 3
3.1 Role of promotional mix
Promotional mix important aspect that help to play major role in business success. In this
regard, following perspective consider that assists to promote different activities:
 Public Relations: In respect to implement effective public relation, it can be stated that
chosen business needs to put their efforts regarding services to maintain effective results.
Hence, it makes positive impact on customers.
 Sponsorship: Chosen business needs to implement sponsorship with brand celebrity so
that they are able to put standard and effectiveness at workplace.
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 Personal Selling: In hospitality industry, personal selling considers presentation of
tangible and intangible services. Main advantage is to attract maximum number of people
at workplace. As a result, it increases relationship to make face-to-face interaction
through communication.
 Advertisement: The selected enterprise can easily consider advertisement from online
tools, magazines, newspapers, etc. Hence, it will help to attract several people to gain
competitive results.
 Direct Marketing: Direct marketing consider through print media that help to sell unique
product and services in market. Innovative products and services help to make creative
results in traditional system. For example, leaflets, poster, etc. (Romenti, Minazzi, and
Murtarelli, 2015).
 Sales Promotion: In this regard, advertisement consider in different ways. Therefore,
Thomas Cook group able to enhance satisfaction level of customers. For instance,
reward, membership, etc.
3.3 Role that sales promotion and public relations play in promotional efforts
Sales promotion and public relations implement significant results in hospitality industry
in the following manner:
 Discounts: Discount is one of the important perspectives that assist to develop sales and
promotional activities (Leung, Bai and Stahura, 2015). In this way, chosen business needs
to take discount on holiday packages towards customer bookings.
 Coupons: Coupons another consideration to attract maximum number of people. Hence,
it is important to create systematic work and provide effective results in the chosen
business environment. Gifts: Thomas Cook Group provides different types of gifts on customer bookings so that
it encourages customers towards industry. Sample: Sample is useful way that assists to meet with excellent work performances.
Therefore, the chosen business need to increase customer awareness towards products
and services.
 Finance: Financing consider essential role which enable to maintain systematic work
performance. In this regard, it is essential to using higher cost which help to make
successful results (Ali, Amin and Cobanoglu, 2016).
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4.1 Relevance of market research to service industry operations
In order to conduct market research, main aspect of Thomas Cook Group is to sell right
product at right time and at right place. Hence, it increases maximum satisfaction level of
customers. Following importance implement at workplace: Assessment of problems and opportunities: In order to conduct market research, selected
business easily identify problems and opportunities exist in market. It develops
advantages to provide competition level, increment in sales, etc. Beside this, more time
and investment needed in this aspect (Tsai, Dev and Chintagunta, 2015). Determines market strategies: Market strategy also useful element that assists to conduct
research. Competition of market reduce negative impact from the business. Advantage of
this aspect in Thomas Cook group is that they have alternative option to attain desired
results. Customer needs and requirement: Market research also consider assess customer needs
and requirement. Therefore, chosen business can easily access customer demand and
requirement. Large scale production system help to fulfil information gap. More
investment require conduct study in business (Leung, Xue and Bai, 2015).
 Effective communication: In order to develop market research, it can be stated that
organisation need to focus on communication mix element. It assists to conduct study
regarding media mix and generate effectiveness with integrated tools.
TASK 4
3.2 Plan of advertisement campaign
Covered in flyer
4.2 Market research for appropriate product and service
The chosen industry, there are different aspects exist that assists to meet with desired
results (Saito, Irving and Solnet, 2015). In this consideration, new tour package develop by
Thomas Cook Group to attract maximum number of people. As results, they are able to attain
proper customer attraction. In order to conduct market research, following questionnaire will be
implemented to attain desired results.
Questionnaire
Name:
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Age:
Gender:
1. Which is main element the chosen business need to implement?
 Product quality
 Pricing strategy
 Convenience
 Promotional tool
2. How will you take services booking from chosen business?
 Online
 Offline
 Both
3. What element generally attract you to take services from Thomas Cook group?
 Content
 Message
 Functionality
4. How are you satisfied with using services from chosen business?
 Highly satisfied
 Satisfied
 Neutral
 Dissatisfied
 Highly dissatisfied
5. Are you satisfied with products and services of selected business?
 Yes
 No
 cannot say
4.3 Suitability of different media for marketing of appropriate product or services
In order to develop effective results, it can be stated that there are different ways exist
through marketing of products and services will be develop in the industry (Huang, Li and Wan,
2016). In this way, Thomas Cook group using tools and techniques that help to attain desired
results at workplace:
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Name of media Explanation Merit Demerit
Newspapers It is one of the best
aspect to produce
information in whole
market. Furthermore,
it also assists to gather
relevant information
towards products and
services that sold in
market (Wu and Liao,
2016).
Main advantage of this
tool is that it could be
applied in mass
communication easily.
However, this is not
suitable in respect to
generate long term
impact.
Magazines It is one of the another
perspective of
advertisement. It could
be easily published at
several areas such as
social perspective,
university, college,
etc.
This tool help to create
long term
effectiveness at
workplace of Thomas
Cook Group.
However, it includes
limited number of
activities.
Direct advertisement In order to develop
systematic work
performances, there
are different types of
advertisement
implemented to attain
systematic advantages
(Romenti, Minazzi,
and Murtarelli, 2015).
In respect to
implement direct
advertisement, in
Thomas Cook Group
personalised contact
need to be set so that
effectiveness will be
develop.
It is not useful when
people illiterate.
Outdoor or Mural
media
In this kind of
advertisement, there
It requires special time
and efforts to know
It cannot be measured
so that it creates
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