Marketing Mix: A Comprehensive Analysis of Mandarin Oriental Hotel

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Marketing Mix
May 21
2019

Marketing
Contents
Introduction.................................................................................................................................................. 3
Part P1..................................................................................................................................................... 3
Part M2.................................................................................................................................................... 6
Part D1..................................................................................................................................................... 7
Learning outcome 2..................................................................................................................................... 8
Part M3.................................................................................................................................................... 9
Learning outcome 3................................................................................................................................... 13
Part P4................................................................................................................................................... 13
Part M4.................................................................................................................................................. 14
Conclusion................................................................................................................................................. 16
References................................................................................................................................................ 17
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Introduction
Marketing is a significant tool for modern and innovative business organizations; and it includes
understanding the whole market, creating consumer needs, creating profitable relationships, customer-
driven and strategic market strategies and providing quality to customers. This work is based on a
business organization, which describes one business organization called Mandarin Oriental, which is
located in Hong Kong. This business Group is member of a Jardine Group, which is a hotel investment as
well as management group and some luxury hotels as well as resorts in Asia, America and in Europe. I
compared it with Ritz-Carlton, Ritz-Carlton Hotel, LLC, which is the U.S Company and it operates in the
luxury hotel business chain and famous as Ritz-Carlton. Ritz-Carlton has almost 91 luxury resorts as well
as hotels in almost 30 countries.
This study focuses on marketing points of the business organizations related to this modern era of
globalization. It describes the initial role of the marketing, the marketing function roles and its interaction
with other business organizations. Second, it compares a way to implement the business organization
marketing mix to achieve organizational objectives. Additionally, this work likewise developed and
evaluated basic or core marketing plan of Mandarin Oriental Hotel. Hotel industry has various types of
details that make a marketing of hotels (or restaurants) apart from high quality marketing of products.
Mandarin Oriental is a large collection of the "luxury hotels" instead of a chain hotel, so keeping the idea
in all places is equally important for its success. However, the products and hotels sold by the companies
should face the same challenges as they run globally and should be included in their strategies and
techniques. Mandarin Oriental has successfully converted few changes into its comparative benefits and
advantages.
Learning Outcome 1
Part P1
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Definition of marketing function is the role of the Mandarin Oriental Hotel that helps to identify or
encourage products successful for the market. These types of features are generally common among
professional organizations, including the marketing features or studies, production planning, development
process, sales, promotions, finance, customer related services and many more. The marketing operations
and function includes various duties of the Mandarin Oriental Hotel, which is responsible for business
organization’s growth. The marketing functions of hotel include strategic business management, sales
assistance systems, good marketing research, production development, finance team, production
distribution system and human resources department. There are various roles in promoting the Mandarin
Oriental Hotel for this unique marketing work. The main responsibilities and roles of the business
marketing functions are the market research, adequate product development, finance, communications,
and planning, promotion, and distribution, sales and so on. The marketing job plays a significant role in
business organizations. It is also very close to the marketing work and other institutional or managerial
activities in the organization.
Part P2
The interaction between marketing work and other organizational actions can be described by this share
that marketing is the main part of marketing of the Oriental Hotel, so more active organizations of other
departments are connected to each other. It can be defined by the need for marketing functions and the
execution of other company's operations effectively. If business organizations are required to create and
implement proper marketing plan, then it is necessary to support the business finance department of the
company, the HR department, the production department as well as the sales department. Additionally, if
the marketing team in Mandarin Oriental Hotel wants to give a big discount on purchase of products, for
example purchasing two plans, entire marketing team must initially communicate effectively with the firm’s
finance as well as manufacturing department. Marketing work is a self-governing entity in the business
organization; however, the work of each department and organization of my organization is linked to
increase profits. The main or most important job of the marketing is to surely increase business profits by
simply increasing the company's overall sales, which is why only a deeper participation in each section of
the organization can be achieved (Yoo, Donthu and Lee, 2000). In addition to the marketing plans
implemented by the Marketing Department, Hotel Finance Department offers the right budget for
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marketing. Production Department also communicates with organizations Logistics Department in order to
provide demand as well as supply of services and products. Market trends, business sales and target
customers formulate HR policies. As a result, all the company's organizations are engaged in bringing
successful or strong marketing plans (Louis, 2013).
Part M1
The marketing concept is simply divided into main concepts, in which the marketing centre of Mandarin
Oriental Hotel has been filmed. These marketing concepts are related to current in addition to future
trends in successful marketing programs. Marketing concepts include: production, production, sales,
marketing as well as society.
Product philosophy: This idea is fully based on customer's conception, in which a large number of such
products are displayed, so that consumers do not have any problem at a very lower price in the market.
Therefore, the operational capacities of Mandarin Oriental Hotel should focus on productivity.
Concept of the production: Most of the customers and consumers focus on products that are of value for
quality, money and innovation and determine the concept that the consumers and consumers can always
retain customers through the services and products that benefit.
Sales Concept: Customers feel that modern customers have been attracted to advertising and focus on
customer service and products that are most actively selling in the market.
Marketing Concept: The marketing idea focuses on distributing products as well as services to customers.
In addition, to face the highly competitive market, organization must give better services and products.
The marketing concept focuses on the need to simply increase the overall brand's value to easily connect
with clients and customers. If a brand value of the hotel is improved, the market will definitely pick a brand
rather than the other market participants (McDonald, 2013).
Social Marketing idea or concept: This idea focuses on all the needs as well as desires of the customers,
so consumers are preferred by our brands rather than other partners in the market (Pizam, 2011).
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Part M2
The main role of marketing in marketing environments can be briefly explained as follows:
Marketing management is described as a process of proper planning as well as implementation of various
marketing concepts. These marketing ideas and concepts include price, delivery, location, promotions,
etc. which are complementary to the hotel's target audience. The main role of the marketing mix can be
described as follows:
Market strategy: The main role of the marketing defines the development of marketing policies and
business organizations. The organization's management needs to identify the requirements of the needs
and target customers, and as a result, they provide their services and products. Development of the
adequate marketing strategies and techniques creates a strong balance between institutional goals as
well as market opportunities.
Marketing Information System (MIS): Regarding information about various factors like MIS product,
control of marketing policies like MIS and in the real-time, describes information about logistics that helps
in effectively delivering networks.
Promoting Environmental Monitoring: The advertising procedure assumes a significant job in choosing the
new advancement of the showcasing condition, which gives helpful criticism to the improvement of the
organization's items and administrations. This new advancement incorporates advertise attributes,
financial power and changes all through the market, lawful and political changes.
Advertising Research: Marketing research is viewed as the principle job of showcasing. The market
incorporates investigate, estimating just as client explicit information to express the organization's best
administration and items.
Market Split: In the advanced period of globalization, markets are unstable; that is the reason exchange
associations should precisely be pulverized by promoting. The association's advertising administrator
advances enormous, diverse market clients just as organization's merchandise and new administrations.
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Brand equity: An institution which admits the brand to customers or adds value to all its services and
products. Hence, marketing gives a strong reputation and creates a very strong business value for all
customers. This process directly supports or supports professional organizations.
Part D1
The promoting procedure incorporates different sorts of work, for instance publicizing, dispersion
framework, fund, yet this procedure is continuous in the showcasing procedure, fundamental parts of an
advertising capacity are as per the following:
Research: Mandarin Oriental assumes a critical job in the exploration of the lodging market. This is
constantly viewed as the most significant advertising task in light of the fact that the whole business is
inconceivable without a champ showcase think about. Research underpins the procurement of important
data on all parts of business procedures or segments. Not just the market data notwithstanding,
coordinations, every single crude material, accounts, assets and all other business potential outcomes
can be accomplished by research. That is the reason they are considered as a significant promoting
movement in expert associations (Mejia, 2018).
Approach: After gathering the information and data to learn, it is likewise handled to check every single
imaginable advantage and disservices in the business exercises and activities. This enables prepared
data or information to comprehend the approaches utilized in the association. These procedures give
significant direction in effective market rivalry and market achievement. This technique is completely
founded on every genuine plausibility and has results determined by research or study.
Arranging: Marketing is the following significant activity plan after fruitful accomplishment of the
exploration and vital procedure. The whole showcasing area incorporates financial arranging, deals
information gauges, conveyance, correspondence just as different business substances. The Planning
Department utilizes the definite course of events to design the essential arrangement for effective
arranging.
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System: Marketing is the fourth significant job of the work; these are momentary procedure or plans to
interface with focused clients. This incorporates limits for a constrained period and these offers can
advance the promoting projects, for example, free buy. This causes the contenders to move the
underlying work weight and furthermore increment the deals.
The fundamental parts of the above showcasing exercises are broke down and assessed. The relations
between key advertising capacities and other operational and utilitarian hierarchical elements are as per
the following:
The advancing capacity is immovably related to various activities of the business affiliation. This can be
immediately depicted by the instance of the association between Finance Department and Marketing
Department. Organizing money related methodologies, completing plans and research, and evaluating
promoting frameworks, and orchestrating business foundations given by Corporate Finance Department.
Without an authentic correspondence and course of action with the association Finance Team, the
advancing won't work. Likewise, in a business affiliation, promoting limits and exercises are immovably
related to various bits of the motel. To give advertising intends to promoting division, business creation
office should precisely depict the association's administrations and items. Furthermore, they need the HR
division, money office monetary administrations and appropriation arrange. Promoting activities are
required to impart and bolster through different bureaus of the organization, for example, HR methodology
ought to be in accordance with the showcasing office to build deals, and the creation groups ought to
scatter data about items and administrations. It is important to build up an exact promoting plan if the
association does not think about the crude material stock or the organization's creation limit. There will be
mistakes and impediments of promoting technique. In this way, the advertising work is related with all
different business exercises (Pike, 2015).
Learning outcome 2
Advertising blend has been executed in the promoting arranging procedure to accomplish authoritative
objectives and destinations. Ritz-Carlton utilizes different strategies for actualizing an advertising blend in
the organization. By and large, they depend exclusively on market demography, organization
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administrations and items, showcase size, and size of the organization. Promoting blend is an apparatus
that enables advertisers to comprehend business efficiency.
The Mandarin Oriental Hotel has a huge lavish inn gathering, however client focused endeavors have
helped the organization develop in the initial couple of years and have denoted its blemish on the national
market. Because of the organization's genuine enthusiasm, this is an extended advertising blend and
client centered methodology. Different business associations spend a lot of cash to advance of all shapes
and sizes showcasing procedures, promoting and attention, R and B, however they don't get a reaction
like Mandarin Oriental Hotel. The main purpose behind the accomplishment of Mandarin Oriental is to
comprehend the client and market through essential showcasing apparatuses and to make institutional
procedures and goals through consumer loyalty. Uses of showcasing blend in the advertising arranging
process fundamentally centre on item amount, item deals area, estimating structure and advancement of
the organization. The extended advertising blend exploits the conveyance procedure and is significant for
giving evidence to the clients.
Part M3
Proficient associations with different authoritative societies apply strategies to accomplish their business
objectives. Little and fruitful organizations like Mandarin Oriental Hotel utilize the 7P showcasing blend to
accomplish authoritative objectives in the promoting plan process. Different associations like Ritz-Carlton,
UK are utilizing Modern Oriental to accomplish their authoritative objectives utilizing the showcasing
allotment process. Following are the procedures in the Ritz-Carlton Market portion:
1. Initially, he defined the organizational market, such as the target market.
2. Second, create market segments.
3. Evaluate the different parts for specific criteria.
4. Create the partitioning process.
5. Evaluate the attractions of market areas.
6. Select the target market.
7. Develop and implement strategies of the organization's position.
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8. Segmentation evaluation and reaction process.
Ritz-Carlton uses his expanded marketing mix to achieve his goals and objectives in his organization.
The process is as follows:
Products: The product must meet the customer's needs and requirements. The main objective of the
product is to fully satisfy customers.
Place: Customers must have easy access to company products and services; The store should be near
or near the targeted customer. In case of e-commerce stores, they should be notified for distribution.
Price: The value of products and services provides a strong value for consumers with money experience.
This is an important strategy that represents the value of the customer and provides better resolution with
contemporary people.
Promotion: Promotional process includes advertisements, promotions, social media promotions and
more. Ritz-Carlton is a strong B2C company that specializes in personal sales, including advertising and
promotion.
Process: This process includes Ritz-Carlton services; Result-Carlton offers products to customers who
laugh, who create a good shopping experience for customers.
People: The Ritz-Carlton hotel staff is an important part of management, staff, organizational culture, and
customer service organizations (Kim and Kim, 2018).
Physical environment: It includes the organization's comfort, comfortable and user interface (Lilly, 2014).
Mandarin Oriental Hotel
Product: This product includes a combination of all its work and its products. In this case, the company
also provides services to its customers. This product is another important factor in marketing mix for two
reasons. First is the position of the creator; Products sold on the market express the company's
manufacturing capability and the ability to connect with customers. That is why the company's product
policies and policies are important because they determine the scope and direction of the company.
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Secondly, the company is a product factor and determines marketing mix because they sell other
portfolios individually such as personal sales and advertising, distribution channels, prices and logistics.
Apart from the right policies set by Mandarin Oriental, the company is not able to follow other components
of the marketing mix. The company uses a lot of marketing mix. Its products and services are fully
displayed in this database; It clearly describes the price and its efficiency. Products offered include
accommodation, restaurant services, flight destinations, and more.
Price: This policy requires a specific value especially for a particular product. In simple words, the cost of
the sum bought by a customer for the purchase of certain goods. The process of determining prices is a
complex process. In general, let's assume that more customers are attracted at lower prices. However,
this argument is completely ineffective because the customer's response is not dependent on the price
alone. Instead, customers respond favorably, so selling at lower prices is not necessary for growth,
especially if customer expectations are not met. Under the marketing mix, the price strategy is mainly
focused on two aspects; The first price is price management. The price is a set of processes and actions
used to get a price for a particular product. It is important to consider the profit margin for reaching the
right price. This process involves taking into consideration the value of the related product in the same
category. On the other hand, on the basis of price management, geographical location and other factors,
the process of adopting basic prices for specific goods is referred to. Mandarin Oriental Hotel provide
products at different prices depending on location. Keeping the quality of their services, the price of
Mandarin Oriental Hotel has been set for targeted customers. Every year there is a hotel valet parking fee
of $ 55, a pet fee of $ 100 per night and a bedroom bed for 30 dollars per night. In addition, the hotel has
charged $ 14.95 for a Wi-Fi connection for 24 hours (Mejia, 2018).
Place: Wherever the customer buys the services and services, and should be convenient for the customer
at the place where the goods are delivered. Mandarin Oriental hotel products are used at the right time
and at the right place at the right time. Storage, distribution costs and inventory are kept at an acceptable
level. According to previous customer research, distribution performance is the most important criterion
when choosing suppliers. In addition to this, a specific customer group can also be assigned a location
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with the method presented to the product. The Mandarin Oriental Hotel has completed its work through
internet and physical shops.
Promotion: Promotion is a method for consumers to communicate with all customers, their role, and
content. It includes brands, PR, corporate identities, promotions, as well as special offers. Highlights the
purpose of the project to attract people, constantly communicate messages, and why customers should
opt out of product rather than opt out products. Good communication policy should include interaction
between company and client. Mandarin Oriental offers the benefits of products for the benefit of the
Oriental Hotel promotional policy. Regardless of the leaf's paper or complex prospectus, they attract
customers' attention. Mandarin Oriental Hotel has been displayed in its service database. These features
accurately and accurately describe the quality of the services provided. This lets customers find products
where they can get it. There is good information about the prices and features of products offered to the
hotel's internal shareholders (Kim and Kim, 2018).
People: Anyone who communicates with the customer will have a look that can create a positive or
negative impact. The reputation of the company's products is in the hands of its employees. Therefore, to
ensure that employees are well trained, appropriate jobs are given to the right people. Most consumers
who sell the product have not been bought; they show the importance of related products (Nakhia,
Jharkhand, Ome and Gourgi, 2012). Mandarin Oriental Hotel is a great way to increase the company's
value to provide sales and sales services. It creates competitive advantage for competitors. Therefore, it
is important to check from time to time that after the sale of the highest sales products, the service is
adequate. In addition to the sixth and seventh pies, the traditional service industry will work best.
Process: It is important to ensure the success of a product, such as the process involved in providing
services to customers and the waiting time of the action taken. Understand how the company's system
works, not the customer's interest, but the importance of the operation of the system. There are important
issues like understanding the situation, minimizing wait times, and helping service providers that
companies need to consider. This process is often overlooked by most companies. The company the
company they call is an important source of revenue, not necessarily to have a recorded message.
Maderian Oriental has accepted social media like YouTube, Facebook and Twitter. These social media
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