Marketing Analysis in Hospitality Industry: Report

This report provides a comprehensive overview of marketing principles and their application within the hospitality industry. It begins by defining core marketing concepts relevant to service industries, examining the influence of the marketing environment, and analyzing the significance of consumer markets. The report then delves into the marketing mix, evaluating the importance of its components and exploring pricing strategies. Furthermore, it examines the promotional mix, including public relations, advertising, and sales promotion. The report also includes market research, advertising campaign planning, and media selection. The analysis covers consumer behavior, market segmentation, and the rationale behind different market segmentations. The report also discusses the role of promotional mixes and the role of sales promotion and public relations in promotional efforts. The report also touches on the implementation of marketing plans for products and services in the hospitality industry.

MHI

Table of Contents
INTRODUCTION - ........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 Concepts of marketing for a relevant service industry..........................................................3
1.2 Impact of the marketing environment on industry................................................................4
1.3 Relevance of consumer markets in the industry...................................................................5
1.4 The rationale for developing different market segments.....................................................5
TASK 2............................................................................................................................................6
2.1 Importance of the components of marketing mix.................................................................6
2.2 pricing strategies and policies in relation to the industry......................................................7
TASK 3............................................................................................................................................7
3.1 The role of the promotional mix...........................................................................................7
3.2 The role that sales promotion and public relations play in promotional efforts:..................8
PART 2............................................................................................................................................9
TASK 4............................................................................................................................................9
4.1 Relevance of market research and undertake a market research..........................................9
3.2 Plan an advertising campaign for a services industry operation...........................................9
4.3 the suitability of different media for marketing an appropriate product or service............10
4.4 The implementation of the marketing plan for an appropriate product or service..............10
CONCLUSION:.............................................................................................................................10
REFERENCES:.............................................................................................................................11

INTRODUCTION -
Marketing plays an important role in any business. It helps in promoting and advertising
of products and services with creating awareness about new products in the market. In hospitality
industry, it also have set protocol building relationship with customer, communication and
delivering services (Tresidder, 2015). Marketing in hospitality industry improves their services
in different areas that a consistent brand identity in front of customers. Expanding services with
the help of marketing concept and its roles is important for maintaining relationship with
customers. This study is briefly about concepts of marketing for a relevant services industry and
impact of the marketing environment on the industry or relevance of consumer markets in the
industry.
TASK 1
1.1 Concepts of marketing for a relevant service industry
There are number of marketing concept used in hospitality industry which are like:
 Product – Hospitality industry help customers by identifying their choices according z
their taste and preferences. Also industry develops a product of high quality which
usually turns out of expensive. Hospitality industry has different types of services that
can help customer to select according to their preferences. It is important that customer
prefer this services of high quality price and availability so that influence their purchase
decision.
 Selling – Selling include building relation with the customer to repeat sales and
promotion in hospitality. Quality of services help customers to highlight the services in
hospitality. Selling in hospitality is better way to upgrading and growth of different
segments.
 Marketing – In this concept product is the placed at the centre of the organisation to
understand the need of customer. In hospitality, it is essential that focus is on the needs
of market so that industry can deliver more services that its competitors (Pani, 2016).
Marketing effects the hospitality that gets the knowledge about their competitor that have
opportunity that collaborating and at the set time to implement in market so industry have
in profitable condition on that time.

 Societal - this concept is new marketing stage that helps hospitality industries to
highlights the need of target market and well being of society. this concept is build as per
the market practices, consumer satisfaction and public interest.
1.2 Impact of the marketing environment on industry
PESTEL analysis
 Political factors – This factor play a major role that impacts on hospitality industries. If
any changes political it’s directly impact on hospitality industries because different
political parties have rules.
 Economic factors – Any changes in economic sector like changing in taxation, inflation
rate, interest rate, etc. Number of visitors arrive for conference, business meeting that
generate money.
 Social factors – In this factor any changes its affects hospitality industry. Social factor is
related to change in taste and preference of customers
 Technological factor - Hospitality industries can innovate their services according to
technology so that it helps to enhances service quality (Chhabra, 2015). Great technical
specs will impress customer and provide them new services
 Environment factors - Changes in environmental and weather affect the hospitality
industry. It is serious factor that influences the safety of customer equipment that helps to
taking control over it on the time.
 Legal factors - in every sector there are laws that has to be followed. It controls and
affect the business. Hospitality sectors does includes safety and health laws that effects
the industries.
SWOT analysis
 Strengths – in Global market hospitality industries have a big part that connect different
country. In addition there are many tourist destination that attracts large numbers of
visitors.
 Weaknesses – Different countries has different rules and regulation. Any change in laws
will affect hospitality industry. It will also restrict them to operate freely in various
countries
 Opportunities - Hospitality sector have opportunities to expand in different areas that
empty market on particular country.

 Threats – Staffing problem in hotel and tourism that affects the hospitality industry.
1.3 Relevance of consumer markets in the industry
The demand of product and services depends on consumer buying behavior. Consumer
behavior depends on many economic, social, culture factors that influence hospitality industry
(Leung, Xue, and Bai, 2015). It is important to identify the consumer behavior that affects
services in hospitality industry. Also any change in consumer taste and preference will force
them to develop new product and services .o0
Importance of consumer behavior-
Consumer behavior helps to identify taste and preference that helps to develop products
and services according to their needs. Before launching any new service in hospitality sector
consumers behavior is necessary to find out that effective or not. This study helps to motivate
and buy service to consumer. It is important to know consumer behavior as it helps in designing
of product and setting its price that consumer is ready to pay for that. Also it helps to
understanding the factor that influence buying decision of the consumers. Moreover it help in
selecting the best method of advertising the products and services .
1.4 The rationale for developing different market segments.
 Geographic - for sustaining in hospitality it is important that analyses about the ares that
effective ways for hospitality business. It helps to expand hospitality business is different
countries (Kim, and Law, 2015) . For developing the different segment is helpful for
geographic condition for equation . It helps to find out the nearest situation based that
collaborating service with segment industry is important that they effective consumption
for the contributes the level of controllable situation . It helps to improving hospitality
industry in different segment .
 Demographic - This market segments helps for find out the particular targets like age,
gender, family size, family life cycle, and income occupation and Educational in
hospitality industries. In demographic condition its involving particular consumers
information that special for hospitality industry impact
 Psycho graphic – This segment is focused on consumer attitude, personality,
characteristics and lifestyle that savvy on or effective services provided according to the
consumer . In this segment it is creating the effective personality searching consumer that
helps to best service according to the consumer

 Behavioral – Consumer used services and seek overall the attitude toward the services
that helps for corrective behavior that in organization (Rogers, and Davidson, 2015.).
This sector helps that savvy on consumer behavior that effective impact on the business
for creating behavior on the consumer
TASK 2
2.1 Importance of the components of marketing mix
 Product- as per the case Thomas cook have better service that provided to customer that
helps to retain customer that its service best in the world . So its helps for involving
consumer preference for effective services . For great product and service that have to
implement that effective situation that effective way for creating service.;
 Pricing strategies – Thomas cook focused on comfortable used by consumer. And its
have effective pricing strategies that helps for retain growth of selective areas that
consumer planing for vacation . Pricing that effective ways for the creating that selective
ways for production and limitation of the variable effects .
 Place - Channel of service provide by Thomas cook its that consumer have variety of
chose destination that helps to consumer to choose destination for using services . For
placing its is important that effective ways for corrective information that creating
valuable corrective (Huan, 2015). For the particular situation that helps for the effective
communication that placing the corrective action .
 Promotional – Thomas cook focused on promotional activity that promoting by
advertisement TV, newspaper so its effective way that promoting his business in
competitive advantage . Promotion event is for redirecting the Thomas cook that effects
that is for finest travel agency in the world .
2.2 pricing strategies and policies in relation to the industry
 Premium – pricing is important for the product and services in hospitality that can effect
the equation of the corrective equation treat effective premium the services. It help to
take corrective action by business. They must work hard to create a value perception.
 market penetration - new draws that by offering new product and services that helps for
the selective effect of the pricing theory that of pricing.

 Economy pricing – it is used for the economic value that effects the hospitality industry .
It is useful for economy condition that helps for the conclusion for the effective
communication for the perception for the effective used (Pencarelli, and Forlani, 2017).
 Price skimming – designed to help the business that mix the profitable for the continuing
the pricing effective that influence the hospitality sector. It can affect customer mind.
 Psychology pricing – in this company focus on emotional level of customers rather than
market conditions. This helps in setting right price according to customer psychology.
 Bundle pricing – in this the products are sold in bundles rather than individually. It helps
consumer in purchasing products easily by influencing their mind.
Thomas cook can use market penetration so that they can set prices according to the
market. It will help Thomas cook to make people aware about their products and services.
TASK 3
3.1 The role of the promotional mix.
 Public relations – in hospitality it is essential that particular effective situation that
corrected the equation for the effective public relation on hospitality sector . In this
segment is helps for the corrective action for the variable for the controlling effects .
 Sponsorship – development for collaborating that effective sponsorship helps to improves
the business that creating the level for the selective method for the controlling sector that
have to collaborating with different sponsors (Tresidder, 2015).
 personal selling – on a particular customer that effectiveness on the business that effect in
personal growth that effect on the creating nature that corrective effective for the
equation that implement for the perfection for the business
 Advertising – promoting is the better way to expand for the advertising ion hospitality. It
is effective situation that helps to increase for marketing with that help for the currnet
equation that helps to growth the business
 Direct Marketing - this industries have faced on the direct equation for the creating the
level of selective issue for the door to door selective equation .for particular effect that its
selective equation that marketing in hospitality sector

 Sales Promotion - development of hospitality sector helps to grow business that
improving sector on relabel continuing nature that effect on the business for perfect
equation (Pani, 2016).
3.2 The role that sales promotion and public relations play in promotional efforts:
Producer- for producer put is important the effectiveness for the corrective sales promotion that
helps for the equation that effective used in the market strategies. It helps that the quality for the
corrective environment that effects on the market structures.
Intermediaries – distributors sales and promote service for the hospitality that can
consumers – sales promotion is based on the consumer effects
a )Five types of sales promotional
 Discounts
 Coupons
 Financing
 Sampling
 Bundling
b) In hospitality sector it is important that public relation have to evaluated the selection of
controlling effect that creating the level of the controlling method for the proscription for the
effective major problems for the corrective equation and relation for the particular effectrs of
variable controlling sectors (Chhabra, 2015). For selective action that implements for the
equation on the reliable equation that effective used on the public relation .
five ways of public relations
 Investor Relations.
 Government Relations.
 Community Relations.
 Media Relations
 Customer Relations

PART 2
TASK 4
4.1 Relevance of market research and undertake a market research.
Hospitality sector it is important that operating for betterment in business also perfect
data base for customer so that collects data have to appropriates their level of creating
electroactive action in the market research to get better ideas of planing its proportionate . It
required for the perception on the corrective action on variable controlling behaviour that effect
on the business. JW Marriott have undertake the market research to get better idea for planing for
corrective information on the pedicular compilation (Leung, Xue, and Bai, 2015). JW Marriott
reduces that undertaking lose and increases the sales of its services that affects on the businesses
3.2 Plan an advertising campaign for a services industry operation
Jingle : Discover a place that gives new dimension of luxury .
For plaining for hospitality industries their are some certain points that helps for increasing
profitability with the help company to get betterment:
 Research – organisation of variable research for the organisation selective their segment .
Its helps for the researching the market segments that helps for the effective
implementation .
 Budget – it is important to important a budget that helps for the continuing selective
equation on the relation that effective budget requirement that connective for
requirement.
 Media selection - it is based on the budget that have to required meant that have to
appropriated the nature of obligation of marketing strategy that helps for effective
marketing by the media.
 Execution – better expect on plan in hospitality helps for corrective variation on market
research . It help that market relating theory that provided for the function for the market
relation ( Kim, and Law, 2015)
4.3 the suitability of different media for marketing an appropriate product or service
Media Use

Advertisement hospitality it has important to do marketing by advertising that helps
for the selective environment that creating the level of behaviour
Social media By promoting on various social networking platforms a large number
of people can be attracted this will help in saving cost and time .
4.4 The implementation of the marketing plan for an appropriate product or service.
 Time allotment - in hospitality it is important that effective ways for the timing that
allotting for seating the goals that effective manners that helps for the effective manners
that crating the rules for the continuing the nature for the equation for the corrective
values that effective manners for redirecting the nature for the valuable selective process.
 Budget allocated – it is important that after tine allotting that next step for organisation
that allotting budgeting for equation and that time its em Phase the selective level for the
equation .
 setting standers – for setting standers it helps that the providing the nature for the
productivity that helps for the equating that creating level for the selective method for the
equating nature (Rogers, and Davidson, 2015)
 Controlling – it is essential that controlling is effective working behaviour that
effectively used the controlling section on the organisation behaviour fort gingering
information on particular effects .
 Communication – hospitality helps that communicating the level for the equating that
helps for the variable need that corrective section on the selective method on the
controlling effects
CONCLUSION:
This report concludes that marketing mix plays a vital role in hospitality industry. It helps
in advertising the products and services in different markets. Beside this, companies in
hospitality sector follows different pricing policies to set the price of products according to
market conditions. The demand of product and services that depends on consumer buying
behavior . Consumer behavior helps to identify taste and preference that helps to develop
products and services according to their needs

REFERENCES:
Books and journals :
Chhabra, D., 2015. Strategic marketing in hospitality and tourism: Building a'SMART'online
agenda. Nova Science Publishers, Inc..
Huan, T.C., 2015. Special Issue of the European Journal of Tourism Research" Advances In
Hospitality And Tourism Marketing & Management". European Journal of Tourism
Research, 9, p.5.
Kim, H.H. and Law, R., 2015. Smartphones in tourism and hospitality marketing: A literature
review. Journal of travel & tourism marketing, 32(6), pp.692-711.
Leung, X.Y., Xue, L. and Bai, B., 2015. Internet marketing research in hospitality and tourism: a
review and journal preferences. International Journal of Contemporary Hospitality
Management, 27(7), pp.1556-1572.
Pani, A., 2016. Customer relationship marketing in hospitality a study of star hotels in
Bhubaneswar.
Pencarelli, T. and Forlani, F., 2017. Marketing of touristic districts-viable systems in the
experience economy. Sinergie Italian Journal of Management.
Rogers, T. and Davidson, R., 2015. Marketing destinations and venues for conferences,
conventions and business events. Routledge.
Tresidder, R., 2015. Experiences marketing: A cultural philosophy for contemporary hospitality
marketing studies. Journal of Hospitality Marketing & Management, 24(7), pp.708-726.