Marketing in Hospitality: Planning, Research, and Implementation

This report provides a comprehensive overview of marketing within the hospitality industry, focusing on the development and implementation of effective marketing plans and strategies. It discusses key marketing concepts relevant to the service industry, assesses the impact of the marketing environment, and evaluates the significance of consumer markets. The report also explores the rationale behind developing different market segments and assesses the importance of various components of the marketing mix. An advertising campaign plan is presented, along with a discussion on the relevance of market research and an analysis of suitable media channels. The report concludes with an evaluation of marketing plan implementation, highlighting the importance of adapting strategies to meet evolving market demands and customer expectations. This resource is designed to aid students in understanding the complexities of marketing in the hospitality sector, offering insights into strategic planning, market analysis, and effective implementation techniques.

MARKETING IN
HOSPITALITY
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TABLE OF CONTENT
Introduction......................................................................................................................................1
TASK 1............................................................................................................................................2
A.C-1.1 Discuss concepts of marketing for a relevant services industry....................................2
A.C-1.2Assess the impact of the marketing environment on the industry..................................4
A.C-1.3Evaluate the relevance of consumer markets in the industry..........................................6
A.C-1.4Discuss the rationale for developing different market segments....................................8
A.C-2.1Assess the importance of components of the marketing mix to the industry...............10
A.C-3.2Plan an advertising campaign for a services industry operation...................................12
A.C-4.1Discuss the relevance of market research to services industry operations...................13
A.C-4.2 Undertake market research for an appropriate product or service...............................14
A.C-4.3Analyses the suitability of different media for marketing an appropriate product or
service 15
A.C-4.4Evaluate the implementation of the marketing plan for an appropriate product or
service........................................................................................................................................16
Conclusion.....................................................................................................................................17
References......................................................................................................................................18
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LIST OF TABLES
Table 1: Campaign of Market........................................................................................................12
Table 2: Different media marketing..............................................................................................15
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LIST OF FIGURES
Figure 1: Marketing concept............................................................................................................2
Figure 2: Environment Impact.........................................................................................................4
Figure 3: Relevant Consumer Factors.............................................................................................6
Figure 4: Market segment................................................................................................................8
Figure 5: Component of the marketing mix..................................................................................10
Figure 6: Type of marketing research............................................................................................13
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Introduction
The project is based on the marketing in hospitality and following of the marketing plan and
procedure for the implementation of the marketing plan and strategies. The project has used the
various marketing mix, relevant industry services and market segment for the identification of
the market value and pricing strategies of the competitors. The planning of the advertisement of
the product and service is explained in the project along with the importance of the media in the
industry.
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TASK 1
A.C-1.1 Discuss concepts of marketing for a relevant services industry
The concept of the marketing is to promote the product in the significant way so the proper
planning can be increase the sell of the goods and services. The hospitality sector is one of the
wider sectors which is increasing in all over the world. The involving of the marketing strategies
in the goods and services satisfy the customer requirement. The few of the marketing concept
that are relevant of the Marriott hotel are given below:
Figure 1: Marketing concept
(Source: Self created)
Clarification of the vision: The first step of the marketing concept is to clarify the vision of the
particular aim or goals. The Marriott must plan the and set the proper planning of the marketing
strategies so that it does not cause any future refection in market. The industry must objectify the
vision so that the proper and systematic planning can be implemented.
Marketing Research: The second step of the marketing concept is to find the major factors that
are impacting the influence of the market value. The market research can be done for the
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judgmental decision after the observes of the marketing research and analyzing the customer
requirement (Tomczak et.al 2018).
Analysis of the plan: The third step of the marketing plan is to analysis the environmental, social
and economical factors so that the plan can be implemented for the marketing.
Initiate the Plan: The forth step of the marketing concept is to initiate the plan so that in case of
the changes the plan it can be change and new concept can be implemented in the hotel Marriott.
The marketing plan is one the final stage of the concept the can be established by initiating the
plan.
Reviewing and Revising: The final step of the marketing concept is to revise the plan as if any
change has to be established and the review of the plan can be done so that the final decision can
be done (Tresidder, 2015).
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A.C-1.2Assess the impact of the marketing environment on the industry.
The marketing environment of the hotel industry impact by the macro and micro environmental
factors. The impacts that are affecting the working of the Marriott hospitality industry are given
below:
Figure 2: Environment Impact
(Source: Self created)
Micro Environment: The micro environment effect the hospitability industry by involving the
major important aspect of the marketing such as:
 The supplier is the aspect of the marketing plan which as the involving of the new
strategies can be applied by the supplier so the product can be selling in the
market.
 Intermediaries are the third party involvement in the marketing concept which
helps in the service provider of the customer.
 Customer is one of the important segments in the marketing concept as without
customer the product and service cannot be selling and satisfied to the industry.
 The competition level is high in the market so it is important is to analysis the
market research and the requirement of the customer so that the product can be
innovated according to the customer satisfaction (Bowie et.al 2016).
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Macro environment: The Marco environments are not in the control of the industry as it
fluctuates according to the environmental factors that can be kept constant it will be change as
per the change in the environmental activities. The below are the few of the macro environment
factors that are evaluated on the industry.
 The political macro environment change as per the change in the political
industries the hotel industry impact if the rule and regulations change the industry
has to apply on the management.
 Economic change refers to the inflection and deflection value of the economy and
it sometime affect the hospitalities sectors by its change in value of money.
 Technological change refer to the change in the technologies the better techniques
in the industry will increase the growth of the sector.
 Natural calamities can affect the market as the disaster can impact the value of the
industry.
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A.C-1.3Evaluate the relevance of consumer markets in the industry.
The market is determined by the product and service ot the customer that are design in the
effected so that the customer can be identified by the four type of the categories that are given
below:
 Consumer product and services
 Food and beverages
 Retail product
 Transportation service
Figure 3: Relevant Consumer Factors
(Source: Self created)
Internal Factors: The customer can effect from the various factor of the behavior that can affect
the market influence the internal factor of the customer involve the personal aspect such as age,
income, occupation, life style and personality etc. The physiological factors include the
motivation, perception, beliefs and attitude and learning etc. The both the factors are consider in
the internal factor of the consumer (Leung et.al 2015).
External Factor: The external factor of the marketing relevant involve the culture or social
factor the culture involve the following factor of the market such as sub culture and social class
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and social factors involve the family, references and group and status. The external factor
influences the consumer to involve the developing stages.
The hospitality marketing is a social and managerial process that managers the exchange of the
product and values. The marketing is one of the important factors of the hospitality industry as
the competitors are affecting the market value. The hotel industries are consolidating the air
industry as it is affecting the airlines. The development of the hotel industries can make the other
effect the economical, Social and economical factors (Kumar, 2015).
The consumer is important to the market as it encourage the customer to purchase the product
and service and provide the benefit to the industry. The relevance that the consumer finds in the
industry is given below:
 The long term business relationship is conducted
 The satisfaction and value to the customer
 Maximizing of the product and service profit
 Decision making is one of the important decisions.
 The influence of the market value
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A.C-1.4Discuss the rationale for developing different market segments
The involvement of the marketing strategies in the hospitality sector can increase the level of the
market segments. The below are the few of the market segment of the hospitality sector.
Figure 4: Market segment
(Source: Self created)
Better Match of the Customer Need: The market segment can be increase by increasing the
high profit range in the market by introducing the goods and service in the effective ways. The
pricing that can be provided by the customer is one of the best factors.
Retain the more customers: The customer changes with the change in the environment factor so
the market segment will always try to develop the change in segment of the market strategies so
that the new plan can be implemented in the hospitality sector.
Better enhancement: To explore more about the hospitality sector the increase of the market
income can help the industry to develop the segment in the business market. By increasing the
market segment the prices will be increase as per the customer requirement.
New opportunities for growth: For the increase in the market value of the hospitality industry in
the opportunities can be grasped for the development of the hospitality sectors.
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