Ritz Carlton: Marketing Practices and Hospitality Performance

This report analyzes the influence of marketing practices on the performance of hospitality organizations, using Ritz Carlton as a case study. It begins with an introduction outlining the research aim, objectives, and questions, followed by a literature review that explores the importance of marketing practices, specific activities employed by Ritz Carlton, and potential challenges. The methodology section details the research methods used, including questionnaires and a deductive approach. Findings are presented based on the collected data, followed by a discussion and conclusion that synthesizes the research. The report concludes with recommendations for the hospitality industry and a reflection on the research process, providing insights into the individual experience and the significance of the study. The report covers key marketing practices like customer engagement, brand reputation and sales.

Advanced Research
Methods

ABSTRACT
Marketing is the set of institutions, activity and processes for delivering offering that
have more value to clients. There are number of marketing practices such as global distribution
system, get savvy with social media etc. These are main practices of marketing that have direct
influence on overall performance of hospitality industry. Ritz Carlton is a chosen hospitality
organisation that provides their services around the world. Main aim of this dissertation is to
analyse influence of marketing practices over the performance of hospitality organisation. In
order to accomplish this aim, different number of activities were completed by researcher.
Introduction is a first activity that have been done by developing effective objectives and
creating main rationale behind doing this research. Along with this, literature review is another
activity that supported in accomplishment of research aim and objectives systematically. In this,
different sources i.e. books, magazines etc. were used for collecting in-depth and detailed
information about the marketing practices. For gathering information about this, number of
methods have been used including questionnaire, deductive approach, quantitative research,
content analysis, positivism philosophy etc. These are main methods that helped in gathering of
reliable data regarding the current research. Data findings have been completed by using
questionnaire as it helped in collection of quantitative information. Discussion and conclusion is
another tasks within an investigation which have been done on the basis of findings. Under
recommendation, number of suggestions were provided to the hospitality industry. These
suggestions main related with the growth and success of company. At last, reflection have been
completed by providing entire information about the individual experience. In this, benefits and
drawbacks of research on individual performance have been explained which help reader in
identification of research importance.

Table of Contents
TITLE .............................................................................................................................................1
CHAPTER 1: BACKGROUND .....................................................................................................1
Overview of the report ...............................................................................................................1
Research Aim..............................................................................................................................2
Research Objectives....................................................................................................................2
Research Questions.....................................................................................................................2
Rationale of the report ................................................................................................................2
Rout Map of the report ...............................................................................................................3
CHAPTER 2: LITERATURE REVIEW ........................................................................................5
Importance of marketing practices for hospitality organisation.................................................5
Several marketing activities that help Ritz Carlton in improving its performance.....................7
Several challenges related with marketing activities that Ritz Carlton may face.......................8
CHAPTER 3: METHODOLOGY.................................................................................................11
CHAPTER 4: FINDINGS ............................................................................................................20
CHAPTER 5: DISCUSSION AND CONCLUSION ...................................................................39
CHAPTER 6: RECOMMENDATIONS .......................................................................................43
CHAPTER 7: REFLECTION AND ALTERNATIVE RESEARCH METHODOLOGY ..........44
REFERENCES .............................................................................................................................46

TITLE
To analyse influence of marketing practices over the performance of hospitality
organisation.
CHAPTER 1: BACKGROUND
Overview of the report
Marketing introduces to activities which are used by an organisation to promote their
product and services in marketplace. There are certain aspects of marketing such as selling,
promoting, advertising and delivering products to customers or other organisations. Additionally,
marketing is the systematic process of interesting potential clients and customers in products and
services offered by an organisation (Bowie and et. al., 2016). There are number of marketing
practices including setting of attainable goals, define target market, establish a clear brand
identity, utilisation of Facebook advertising, utilisation of more channel etc. These are consider
main practices of marketing which will be useful for an organisation in promotion of its services
and products to the customers and in marketplace.
Along with this, this report is based on hospitality industry that depends on the
availability of disposable income and leisure time. The hospitality industry is one of the fastest
and largest growing industries in all over the globe. The industry comprises of different number
of sub-sectors such as restaurant, resort and hotel sector. Hospitality industry is a fastest sector
that most nations in all over the world try to develop. This is a broad category of fields in the
service sector that includes food and drink services, lodging, themes parks, event planning,
travelling, cruise line, transportation etc. These are main services that were provided by
hospitality industry to their customers. Ritz Carlton is a best example of hospitality organisation
that provides number of services to the customers (Hassanien and Dale, 2019). Ritz Carlton is a
chosen American multinational organisation that operates the luxury hotel chain. The company
was founded in 1983 by Cesar Ritz and headquartered in Bethesda, Maryland, United State. This
hotel specialise in producing their services in different categorises such as hotels & resorts,
residences & clubs, meeting and weddings, Marriott bonvoy, SPE, Shop etc. There are different
practices of marketing that were used by Ritz Carlton in order to attract larger customer base.
These practices are know ideal guest, start collecting ideas, create a conversation, optimise for
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SEO, share user generated content, develop a posting schedule etc. These practices help hotel in
increasing its sales and market share.
Research Aim
The aim of research is “To analyse influence of marketing practices over the performance
of hospitality organisation.” A case study on Ritz Carlton.
Research Objectives
 To understand the importance of marketing practices for hospitality organisation.
 To determine several marketing activities that help Ritz Carlton in improving its
performance.
 To ascertain several challenges related with marketing activities that Ritz Carlton may
face.
Research Questions
 What is the importance of marketing practices for hospitality organisation?
 What are different marketing activities that help Ritz Carlton in improving its
performance?
 What challenges Ritz Carlton may face related to marketing activities?
Rationale of the report
Main purpose for conducting this report is to identifying the effectiveness of marketing
practices within a hospitality industry. Marketing is necessary for each organisation because it
support them in advertising of their products and services to the customers as well as in
marketplace. This research is important at personal as well as academic level. Personally, this
research assist an individual (Researcher) by improving their skills about the research such as
literature review quality, time management knowledge, data collection skill, data analysis skill
and many other (Hoque, 2013). These are main skills that help investigator in completion of
research activities effectively and systematically. This research is also significant at academic
level by enhancing student's knowledge about the marketing practices and its impact on overall
performance of hospitality industry. If this research is publish in market will also help society by
increasing their understanding regarding the marketing and importance of its practices over
performance of hospitality industry.
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Rout Map of the report
This is an important part of research project that includes entire activities or chapters of
dissertation. There are some chapters which will be determined as below in detailed manner.
These are:
Introduction: This is a first activity of research project that includes number of aspects
such as research aim, objectives, questions, rationale, overview of the topic etc. These are
consider sub activities in introduction chapter that will be beneficial for reader in identification
of main purpose for doing this investigation (Inkinen, 2016).
Literature Review: This is a main chapter of research project as it help in identification
of gaps and conflict in previous study. This activity is completely based on secondary data which
is collected through books, articles, magazines, publication study etc. These are main sources of
secondary data which will be used in this section. Under this section of investigation, different
authors have to provide their view point regarding the marketing practices and its usefulness
within hospitality industry. As it is important activity that support in gathering of in-depth
information regarding the current study.
Research Methodology: This is another main activity that includes number of methods.
Qualitative or quantitative research, primary and secondary method of data collection, positivism
or interpretivisim philosophy, inductive or deductive approach, time horizon, research instrument
etc. These are main methods that will be used for collecting and analysing information regarding
the marketing practices (Jakada and Gambo, 2014).
Findings: This chapter is completely based on primary data collection method. For this,
questionnaire will be used by researcher for gathering and analysing quantitative data about the
marketing practices. In this chapter, number of close-ended questions would be prepared which
help reader in identification of respondent's opinion about the topic.
Discussion and conclusion: Discussion is based on primary and secondary data. With
the help of questionnaire researcher can easily discuss primary data which will be beneficial in
completion of dissertation systematically. On the other hand, literature review is used for
discussion secondary information in systematic manner. Along with this, conclusion is based on
findings which will be beneficial for reader in determination of information about the research
aim and objectives are achieved or not (Leonidou and et. al., 2013).
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Recommendation: This is a last part of research project that is also based on findings. In
this chapter some recommendation will be provided to the company about how to attract
maximum number of customers and how to increase sales through marketing practices
(McManus, 2013).
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CHAPTER 2: LITERATURE REVIEW
Literature review is a sort of scholarly paper, which includes number of current
knowledge about the substantive findings. This also includes methodological and theoretical
contribution to a specific area of study. This is essential because it shows the relevance and
originality of research issue. Additionally, it is a comprehensive summary and detailed
information of previous study on a topic (Palacios-Marqués, Merigó and Soto-Acosta, 2015). It
is a systematic process that helps researcher in gathering of detailed and secondary information
through different sources such as magazines, books, articles, etc. These are consider main
sources which help in determination of author's point of view about the topic. Main purpose of
this section is to give foundation of knowledge on specific field of study or topic. In this part of
research project, each objectives of research are address in systematic and ethical manner.
Importance of marketing practices for hospitality organisation.
As per the view point of Ward (2019), marketing introduces as an effective process of
interesting potentials customers towards specific product or services. Marketing is the
management and study of exchange relationship. In addition, it is the business process of
developing relationship with and fulfilling customers needs and wants. Marketing is branding,
pricing, naming and the bridge between earned and paid media. Therefore, it is an essential
process of building strong relationship with customers and prospects so that an organisation can
profitably develop and advertise product and services. In simple word, marketing is the activity,
set of institutions and process for developing, communicating, exchanging and delivering
offerings that have value for partners, clients, customers and society at large. Thus, marketing is
essential and necessary for each organisation in promotion of their products or services in
marketplace and to the customers.
According to the Mitchell (2018), there are number of marketing practices such as
analysation of unique position, optimisation of visibility, sell value not price, formalisation and
revise strategy, provide gifts to clients etc. These are main practices of marketing that will be
beneficial for hospitality industry in maximising customer base. Along with this, marketing is
significant and essential part of business success and growth. As it will help an enterprise in
increasing number of customers and maximising sales. Along with this, in hospitality
organisation, marketing practices plays an essential role in building a strong brand image,
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alluring new clients and maintaining loyalty. There are certain importance of marketing practices
which will be determined as below:
Marketing practice is an effective way of engaging customers: It is essential for
hospitality organisation to engage larger base of customers. For this social media introduces as
an effective platform that will be beneficial for hospitality organisation to engage customers and
accomplish long term goals and objectives within given time duration.
Marketing practices assist to build and maintain the company's reputation: With the
help of marketing practices hospitality organisation can easily build their strong brand image and
reputation in marketplace and in the customer's mind. For example: giving gifts to the customers
is best marketing practice that is applied by hospitality industry. As it help them in increment of
customer base and also assist them to improve their brand image in marketplace.
Increasing sales: It is another importance of marketing practices that will help an
organisation in boosting up its sales. By using marketing practices, company can easily promote
their products or services in marketplace. It turn to support them by increasing customer base and
also maximising sales. Therefore, marketing practices is essential part for an organisation in
boosting its sales and improving brand image also.
As per the view presented by Hussung (2016), in an organisation, a solid marketing
practices or strategy is essential to building a strong brand image, attracting large number of
clients and maintaining loyalty. In hospitality industry, customer loyalty is key point because it
will help them in building brand awareness and increasing sales ratio. Companies within
hospitality sector use various methods to create and maintain a marketing plan effectively. There
are some general strategies that is used by marketers for improving brand success easily. These
strategies will be determined as below:
Research: It is important strategy that help customers to select hotels and many other
hospitality services for different reasons. In this, marketers plays an important role in identifying
what factors make clients select a specific hospitality service, and this needs extensive
investigation. Research is important for speaking to current and former guests, review industry
data, monitoring customer review on websites etc. Therefore, it is beneficial for hotel industry in
improvement of its growth and success at marketplace.
Promotion: This is another smart strategy of marketing that helps hospitality industry to
attract large number of customers easily. Introducing incentives as well as offering incentives
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are consider some effective ways that must be used by marketing manager to attract maximum
number of customers towards specific services. Company must use promotional techniques that
will be beneficial for them in increasing brand awareness and attracting maximum number of
customers.
Therefore, marketing within a hospitality industry plays an important role in boosting
brand awareness and increasing sales. It will also support an organisation in development of its
success and growth at marketplace as well as in customer's mind.
Several marketing activities that help Ritz Carlton in improving its performance
According to opinion of Mike (2020) Marketing activities are measures taken through an
organisation to attain marketing objectives. These are undertaken through an organisation to
promote purchasing or selling service or product. Marketing consists selling, advertising and also
delivering good to consumers. These consists several activities which are mainly performed
before goods are produced actually. The main focus of an organisation is to make improvement
in the performance level of an organisation. Ritz Carlton is known for providing the high quality
service and the improved elegance which developed over years in to the contemporary luxury.
This hotel provides the positive experience to consumers so that they visit again to hotel and to
be loyal for it. It is well known for giving the consistent services to consumers in each locations
in all over world. It has struggles for the quality improvement and its staff puts the high value. In
regards to this, everything impact hotel service quality and also customer satisfaction. Ritz
Carlton use the total quality management approach of winning customers heart and make
improvement in service. TQM is all about the teamwork and its functional departments have to
be work together and also support to reach other to attain business excellence. On the other hand,
Ritz Carlton focus on the physical product design and the process designs to enhance hotel
experienced of travellers. Care is needed to taken to be sure that elegance and sophistication is
communicated subtlest details.
Ritz Carlton adopted the mouth of word promotional strategy. It is distinguished that
guests are satisfied with services and goods and also tell the other people about them. It develops
vocal chain and hotels can enhance their consumer base. This company advertise its brand
through travel agents, social media platforms and travel magazines. Other than this, some
strategies like direct communication with the target consumers that can help to sustain long-term
customers. First, there should be a website nowadays that customers prefer online reservations.
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Therefore, there is a need for great website that makes clear all details regarding the Ritz Carlton
and different services which it is offering. Company require the performance measures to
manage service quality. These varied from the standard measures for tangible goods. So, Ritz
Carlton hotel focus on providing the high quality services by removing the quality issues from
services. On the other hand, Ritz Carlton is committed to developing indelible memories for its
consumers so that they can satisfied from services and also focus on sustain towards hotel for
long period of time. By using social media method, Ritz Carlton hotel sharing the package deals
or the pricing discounts to drive sales directly. It uses the different social media platforms to give
new and the exciting venues to aids in meaningful journey. With the help of this, Ritz Carlton
hotel can inspire the travel experience. This hotel cared about its guests communicate with it
even if they are not in hotels. Social networks and Digital programs support efforts to stay with
guests and also add the value to lives. Ritz Carlton leverages continuously efficiency and impact
of the marketing efforts by digital activations and global planning with end objective to develop
the guests throughout touch points with guest journey continuously. With the help of using social
media sites, company can communicate with people and also resolve their queries by providing
them better solutions. It mainly uses the social media to develop deep engagement with the
guests or customers, which leveraging the excellent customer service to develop more memories
shared on the different social media sites. The consumers of Ritz Carlton for community sharing
unique experiences. The social media is one of the powerful tool to extend experience of guests
which actual stay, communities centred on brand and develop the powerful relationships.
Through this, Ritz Carlton hotel is able to gain attention of consumers and also make
improvement in its performance level. On the other hand, management of Ritz Carlton hotel hire
the well qualified employees and also provide them training so that they are able to conduct the
marketing activities effectively and also provide the better experience to consumers. The training
is helpful in make improvement in performance of employees along with the organisation.
Several challenges related with marketing activities that Ritz Carlton may face.
According to the Bhasin (2019), Ritz Carlton has used a mouth-of-word as a promotional
strategy. This strategy distinguished customers are more satisfied with services and products and
tell regarding it to people known to them. It is an effective strategy of marketing that will help
Hotel in increasing their customer base and improving brand awareness. In order to advertise
their services and products in marketplace, Ritz Carlton use different ways including travel
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agent, travel magazines and social media platform like its official website. They also provide
vacation package and many other incentives to their customers which turn to support them in
attraction of more customers easily. Along with this, there are certain challenges or issues related
to marketing activities faced by Ritz Carlton.
According to the Kolowich (2017), there are certain challenges of marketing activities
that may be face by Ritz Carlton such as generating traffic and leads, content performance issues,
expensive paid advertising and many other. These are major challenges that have negative
impact over business growth and success of Hotel. Some challenges will be explained as below:
Generating Traffic and leads: It is a biggest challenge faced by marketing manager of
Ritz Carlton while producing enough information about their services. Lack of information about
the business have negative impact on them by reducing number of traffic and also leads more
difficulties in attracting of more customers towards services.
Content performance issues: It is another challenge that have been faced by hotel by
using marketing activities. As sometime information provided to the customers are not true
which turn to impact on customer loyalty and trust in negative manner. It will also impact on
business by reducing its brand image and goodwill in marketplace and in customer's mind.
Expensive paid advertising: Marketing of business services and product through paid
advertisement is more expansive for the Ritz Carlton. As this type of advertising require
maximum amount of capital from the business which turn to impact on their overall productivity
and performance in negative way (Tajeddini and Trueman, 2012).
Hiring top talent: Marketing of product and services through digital technology needs
knowledgeable and talented workforce. It is another main challenge faced by hotel by promoting
services through digital technology. In this company require to hire more talented employees, for
this they need to use number of internal and external resources that require maximum time and
cost of company. As it will further impact on performance and profitability of hotel in
unfavourable manner.
Identifying the right technology: It is an another biggest challenge that is faced by
marketers. One of the main concern of marketers is to identify which technology is useful for
Hotel in providing of accurate information to the customers. If company use inappropriate
technology that will negatively effect on business. As it increase negative impact in customer's
mind and also in marketplace (Sigala, Christou and Gretzel, 2012).
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