Marketing Report: MIS, Market Audit and Promotion at Crowne Plaza

This report examines the application of Marketing Information Systems (MIS) within Hotel Crowne Plaza, a multinational hotel chain. The report explores the importance of MIS in gathering and interpreting information from internal and external sources to inform marketing decisions. It details the com...Read More

Marketing
Essentials

Table of Contents
.........................................................................................................................................................3
INTRODUCTION .........................................................................................................................4
MAIN BODY ..................................................................................................................................4
CONCLUSION................................................................................................................................8
TASK2 ...........................................................................................................................................8
INTRODUCTION...........................................................................................................................8
MAIN BODY ..................................................................................................................................8
REFFERENCES ...........................................................................................................................12

INTRODUCTION
Marketing is the process of creating relationship with the customers by a way of
providing products according to their requirement and needs and meet up their satisfaction level.
It is of great importance within the hospitality industry as it assist in proper proper promotion of
its products within the target market and enhances sales of its offerings. This marketing report is
based on Hotel Crowne Plaza, which is a multinational chain of of hotels catering to the needs of
business travellers, headquartered in United Kingdom. This report analyses the importance of
marketing information system which is an effective system related to systematic collection,
interpretation of information from both internal and external sources and analyses its
effectiveness within the hospitality industry. It also conducts market audit relating to a new
business start up and effectively promotes its product or service to increase customer awareness
and enhances brand image in the market ((Baker and Magnini, 2016).
Marketing Information System defines as an effective system in which marketing
information is collected, stored and interpreted so as to take effective decisions within the
respective hotel on a continuous basis. It greatly helps the manager within the hotel to make
appropriate marketing decisions and enhances brand image of the company.
As today's business environment is complex and dynamic it is necessary for the manager
at Crowne Plaza to be aware about the marketing developments, its competitors and changing
needs of the customer. This information is required by the manager at the hotel on a regular basis
and therefore the system deals with providing information is known as Marketing Information
System. The major role of MIS is to find out what kind of information is required by the
managers at Crowne Plaza and then provides the right information on right time. Their are four
components of MIS are as follows- Internal records- Marketing manager at Crown Plaza gets
lot of information from internals records within the company such as information related to sales,
inventories and cash flows, this helps the managers to take decision by analysing the information
within proper time. Marketing Intelligence- This component is concerned with collection of
information from external sources, information is related to exiting trends in marketing
environment and changing needs of the customer (Burns, Bush and Sinha, 2014). This assist
manager at Crowne Plaza to take decisions regarding their existing or developing new products.

Marketing Research - This component of MIS helps the marketing manager within respective
hotel to solve marketing problem associated with company. Marketing research provides
information to the manager regarding problem and data is properly tabulated and analysis to
draw effective conclusions out of it and solves the specific problem. Marketing Decision
Support System- It consist of tools and techniques including various hardware and software
computer programmes which assist the marketing manager at Crown Plaza to take effective
decisions by analysing the marketing information effectively. It helps the manager to properly
determine its budget and price fixation of its products and service (Line and Runyan, 2012).
These components of MIS assist the manager to collect and gather reliable information
and takes the decisions appropriately towards enhancing profitability and maintaining its
sustainability in complex marketing environment.
Identify how the company is using MIS and its components as a tool of Marketing,
communication and gathering information
Marketing managers at Crowne Plaza needs information on a regular and a continuous
basis so as to make effective decisions, this information can be properly provided by the
Marketing Information System which stores and collects the marketing information and helps in
future decision making. Manager uses marketing intelligence component of the MIS in which
data is collected and stored from the external sources from magazine, journals and other articles
which provides knowledge to the marketing manager regarding competitors services, its pricing
strategies as well as changing demands of the customer. This helps manager at Crowne Plaza to
frame effective strategies, plans and policies and helps to communicate the information through
the organisation so that employees work in a proper direction towards attaining its goals and
therefore this information helps the marketing manager to promotes its services in the market to
increase customer awareness thereby increasing sales and brand image of the company.
Moreover with the Marketing Decision Support System manager can store information in the
computer and can adopt to different tools and techniques in storing and interpreting the
information and helps in proper market segmentation, price fixation of its service and helps in
planning sales force activity. This greatly helps in taking marketing decisions and leads to proper
gathering and communicating information (Kotler and et.al., 2017).
Managers at Crown Plaza uses MIS and its components as a tool of marketing as with the
help of marketing research it helps in collection of data and leads to solve the problem associated

with hotel, also by gathering information from internal records regarding sales and profits as well
as cash flows it assist the mangers within the company to do future planning at a greater extent.
and marketing intelligence it helps the manager to analyse the changing trends in the market and
adopts to proper communication and the promotional strategies to increase customer awareness
regarding the services of the Crowne Plaza and targets large number of customers and improve
profit margins for the hotel (Pappas, 2015).
Therefore manager within the respective hospitality industry uses Marketing Information system
as a tool of marketing, information gathering and communication and maintains growth and
success of their business.
Effectiveness/ Importance of Marketing Information System
Sales of hospitality products and services are much different from selling consumer
goods. Therefore marketing information system greatly helps the manger to take effective
decisions by analysing the information from the internal as well as the external sources. This
system act as a effective tool in proper gathering and analysing information as well as act a tool
in marketing of hospitality products and services.
Marketing information system helps in gathering data from the internal as well as the
external sources and provides information about the customer insights towards the services in
Crowne Plaza and helps the manager to modify or provide new services to meet the requirements
of the existing market. This maintains growth and success of the respective hospitality industry.
It also helps the marketing manager at Crowne Plaza to analyse the level of competition as
marketing intelligence gathers information from the external sources and provides insights to the
manager so that proper plans and strategies can be made and innovative service should be
provided to the customers so as to gain competitive advantage and maintains sustainability in
competitive business environment.
Apart from this marketing information system act as an effective tool in providing
information to the managers regarding internal records of Crowne Plaza such as data regarding
past sales and cost information which helps in evaluating the performance of the respective hotel
within past years and helps in future planning for the same. Therefore Marketing information
system supports management decisions within Crowne Plaza and helps in proper planning,

organising, coordinating and controlling the decisions in a effective manner and helps to
maintain accountability in the business activities.
Therefore, these are the effective uses of marketing information system within the Crowne Plaza
which leads to proper promoting, storing and maintaining information on a regular and a
continuous basis.
MIS is a effective tool or not
It has been analysed that Marketing information system is a effective tool of marketing,
information gathering and communication which helps the Managers at Crowne Plaza to perform
their business activities in a proper manner, maintain success and growth of the organisation.
With the help of Marketing Information System manager at Crowne Plaza can effectively gather,
store and interpret the information and communicate and distribute it to the managers according
to their needs. This greatly helps the manager to effective decisions and gain competitive
advantage. It also helps the manager to conduct future planning of their business by analysing the
past sales, cash flows and cost incurred to the company, this helps in proper formulation of its
plans and strategies regarding increasing their performance within the respective organisation.
Moreover it also provides data regarding the market trends which allows manager to develop
new innovative products or service or to start a completely new start up and gain competitive
advantage.
If the company doesn't uses marketing information system, it will need more time to
gather information relating to market trends and moreover there will be less access to the
information as without MIS data cannot be collected and stored on a regular and a continuous
basis and this affects the performance of the company to sustain in competitive dynamic
environment. This affects decision making by the managers as they don't have access to much
information and affects the sales and profit margins of the Crowne Plaza. Moreover MIS is also
not considered as an effective tool regarding promoting, communicating and gathering
information as it is considered as as expensive system regarding implementation of hardware and
software to record and maintain information as well as requires technical expertise to manage the
system. This would be an additional cost for the respective information as well as lot of
maintenance charge has to be incurred by the hospitality sector regarding storing of information.

CONCLUSION
From the above information gathered it has been analysed that Marketing information
System should be adopted by the organisation to properly gather, store and interpret the
information on a regular basis and takes effective decision to sustain effectively in competitive
business environment. MIS helps the organisation to get proper information regarding the
external marketing trends as well as provides insights regarding internal records of the
organisation which assist manager to plan effective strategies and policies to achieve growth and
development in their business.
CONCLUSION
It has been concluded from the information that it is necessary to conduct marketing
environment audit to identify opportunities before taking the decisions to establish a new
business. This assist in developing the venture according to the requirements in the market and
hence maintains sustainability of the business. Market segmentation should be effectively
conducted so as to adopt effective communication startles regarding promoting and creating
awareness about its product.

REFFERENCES
Books and Journals
Baker, M.A. and Magnini, V.P., 2016. The evolution of services marketing, hospitality
marketing and building the constituency model for hospitality marketing. International
Journal of Contemporary Hospitality Management. 28(8). pp.1510-1534.
Burns, A.C., Bush, R.F. and Sinha, N., 2014. Marketing research (Vol. 7). Harlow: Pearson.
Kotler, P., Bowen, J.T., Makens, J. and Baloglu, S., 2017. Marketing for hospitality and tourism.
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.
Pappas, N., 2015. Marketing hospitality industry in an era of crisis. Tourism Planning &
Development. 12(3). pp.333-349.
Piercy, N. and Evans, M., 2014. Managing marketing information (rle marketing). Routledge.