Marketing in Hospitality Industry: Analysis and Strategies Report

This report delves into the core concepts of marketing within the hospitality industry, examining the impact of the marketing environment, the relevance of consumer markets, and the rationale behind market segmentation. It explores the importance of the marketing mix components, including product, pricing, place, and promotion, illustrated with the Thomas Cook case study. The report analyzes pricing strategies, the role of promotional mix elements such as public relations and sales promotion, and the significance of market research in the service industry. Furthermore, it discusses the suitability of different media for marketing and the evaluation and implementation of marketing strategies for hospitality products and services. The report provides a comprehensive overview of marketing principles and their practical application within the dynamic hospitality sector.

MARKETING IN HOSPITALITY
INDUSTRY

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

INTRODUCTION
Hospitality industry considered as an association or organisation which is formed to
provide facilities and services as accommodations, reactions and entertainment services in
exchange of monetary considerations. Concept of marketing environment in hospitality sector is
discussed in this report (Tsiotsou and Goldsmith, 2012). Relevance of customer markets in the
industry defined in this context. Thomas Cook travel company case study is overviewed to take
an idea of corporate social responsibility. Marketing communication materials for an exhibition
defined in this context.
TASK 1
1.1 Concept of marketing for a relevant services industry
Product concept: Products and services in travel and tourism industry stands for
experience, people, places, information and ideas. Visitors guests and tourists are considered as
consumers. Development and innovations in the above mention products to enhance the strength
of consumers is considered as a product concept.
Selling concept: This concept retain the ideas related to consumers eager to buy enough
products. For example Hamilton hotel group adopts divers selling concept for long term
profitable relations and customer relationships. Main objective of this concept is to analyse the
market needs and adopting effective selling strategies to explore the sales services.
Marketing concept: This concept remains centralised around accomplishing industry
goals relay on understating the needs and wants of targeted markets and delivering the services
and products accordingly. This also depends upon sense and responds philosophy. This is one of
the important concept remains different selling concept.
Social marketing concept: This concept mainly centralised around major three areas as
society, consumers and organisation. Form society perspective human welfare is the main
priority to centralised. Possible conflicts overlooked between consumer short run wants and
consumer long run welfare. Form company perspective it is important to enhance profit and
generate income.
1.2 Impact of marketing environment in the industry
Micro environment factors
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Suppliers:This is one of the essential factor which helps to determine the market of
supplier of the goods. Groups of suppliers, distributors contains power to affect the end price of
products and services.
Retailers: This factor mainly affect the retail price and perspective of retailers. This
factor plays vital role in terms of building strong and effective brand image of organisation in the
public. Retailer have large connections in local market and customers which indirectly beneficial
to industry (Horner and Swarbrooke, 2012).
Customers:Visitors, guests and tourist are the customers of hospitality industry. Choice,
interest and demand of customers are the factors which affect the position of organisation.
Competition: Competitor's position in terms of providing similar services affect the
possible customers and analysis of business are considered in this factor.
Macro environment factors
(Source: Macro factors in hospitality industry, 2018)
Natural/physical factors: Physical process of operating business is the main factor
which affect the business process. For example Hilton hotel import marine products and
agricultural products from various destinations which is the main attractive factor.
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Technological factors: Advancements, innovations in terms of management and
operations are considered in this context. Proper data retention and recording structure are the
affecting factors.
Social and cultural factors: Culture and social environment with in the country and
region are the factors affect the social factors (Welsh, Memili and Ochi, 2014).
Political and legal factors: Political environmental are the main affecting factor which
affect the legal and political environment of organisation.
1.3 Relevance of consumer market
Consumer is the only element which remains important for growth and development of
business and organisation. It is important for hospitality industries to evaluate the behaviour and
mind set of consumer market. Hotel Sheraton is considered as best example in terms of analysing
consumer analysis and adopting marketing tactics on the basis of customer choice and demand.
Industry target selected group of customers and provides services and products accordingly.
There are type of factors affect the nature and mind set of existing consumer market. These
factors affect the decision and consumer market.
Market team of Hotel Sheraton focuses on the customer market and keep analyse the
changes and variations in consumer perspective and analysis. Before expanding the industry in
China, marketing team of Sheraton analyse the Chinese market of hospitality industry. There is a
cultural analysis done subject to evaluate and bifurcate the customer groups in different sectors
and sextons.
Advantages: This only remains centralised around selected groups of consumers and
customers. This helps in product orientation, reorientation of package. This not helps
organisation to understand the behaviour of customer but also provide opportunities to customers
to analyse the organisation internally.
Disadvantages: It brings extra burden to organisation in terms of gathering the derails
and information form consumer market (Almeida, Silva and Oom do Valle, 2012).
1.4 The rationale for developing different market segments
Market segmentation is a process of assessing the needs and requirement of customers
and align then according to process of business process. Hotel Marriott market segmentation is
mainly associated with analysing the overall market and target situation in the market. Comfort
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and luxury are the main target areas around which market segmentation of Marriott roams. This
is bifurcated as follows:
Demographics: Industry mainly provides multi segments services in hotels as cater to
distinctive target market. For example the brand offers the following hotels as services and
packages, promotion efforts has been introduced to more finely.
Geographic: This segmentation mainly centralised around four main regions as income,
religion, culture, education. There are specific areas are bifurcated on the basis of needs and
requirement of customer needs. There is an area wise contribution and segmentation done to
explore the services.
Psychographics: Customer perception subject to price and quality of products is the main
objective considered in this context. Accommodations and rental facilities must be adequate in
for type of customers and visitors.
Behavioural Segmentation: Brand loyalty, frequency of targeted market, promotions and
events, organisational activities are the part of these services.
TASK 2
2.1 Importance of the components of marketing mix to the industry
Components of marketing mix Thomas Cook
Product There are type of services provided by
organisation like, foreign exchange facilities,
luxury destinations, flights foreign exchange
facility, currency cards and money transactions
facilities via express money. Holiday types and
deals as family groups and beach packages are
also considered in this context.
Pricing Thomas Cook have a brand image in luxury
and normal segments. As per revenue
statements Thomas Cook were 9007 million
and the medium price policy by adopting
medium pricing policy. Equity holdings are
281b million for the year 2017. there are
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specific charges and the analysis done subject
to explore
Place At present the Thomas Cook has distinctive
divisions to carry out the operations in
Northern Europe, German Airline, central
Europe and the United Kingdom. There are
some targeted places also analysed by the
organisation as UK, Egypt, Greece, Caribbean,
Corfu, Portugal, India and Italy. The
headquarter will be in Peterborough in
England. It also owed charter airlines and tour
operations for exploring the business in
Scandinavia, Belgium and United Kingdom.
Promotional elements Thomas Cook has a vast range of distribution
channels which includes 32722 capable
employees and 97 aircraft. It adopt aggressive
marketing technique to manage and enhanece
the brand awareness in the international
market. It launches various innovative and
informative campaigns as electronic media and
televisions and magazines for popular palaces.
It nearly contains 19.1 million customers on
annual basis.
2.2 Pricing strategies and policies in relation to company
There are type of strategies and plans adopted by Thomas and Cook to explore the
operations and management at large scale (Gayle and Goodrich, 2014). It is seen that single
pricing across high street and online channels are introduced for assisting the consumer
confusion. UK's largest travel retailer Thoms and cook mainly associated with charted brands
and the Air tours and Manos. Industry adopt different pricing strategies and models in different
seasons. Single pricing introduced during the Christmas in stores, online trails and the redefine
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what exactly customers want. The organisation mainly diversified its existing pricing and
development strategies in various forms as goods and services marked with the existing
advertising mix.
There are diversified strategies and plan consolidated with effective and efficient manner
so that competitive advantages would be able to accomplished in given target. It is confirmed
that pricing across channels for components as fight only or room only. There are some external
charges and price for products associated with defining goals and objectives are defined in
various sectors. The single price there are price strategies and expected steps are taken to boost
the sales graph of hospitality services across the world. More over these information remain
centralised around maximising the profitability and customer satisfaction though various
channels. It also adopted the single pricing and mid premium pricing at different markets.
TASK 3
3.1 Role of promotional mix
Promotional mix: It is known as combination of promotional tools and techniques that is
being used for one products or group. It is design in the way that used to perform the overall
target market regarding the values and benefits they are getting from Thomas cook. Promotional
mix helps to derive the values and the changes in various forms. Promotional mix provides an
overall evaluation of programs and development which not not only centralised around
communicating and providing services but also helps to accomplish the objectives of
organisation (Sirmon and et. al., 2011). Thomas Cook Introduced wide range of hospitality chain
which not only introduced the new marketing tactics but also expanded the fusion plan for
exploring the operations in dynamic manner.
Public relations: This element mainly helps to connect new customers and group of
people and managing the relations in more better and effective manner.
Sponsorship: This element mainly centralised around finding a sponsor to execute the
new products and services in the market.
Personal selling: This is also one of the essential element which remains centralised
around managing and exploring the graph of sales by personal interaction and conversation.
Advertising: Aggressive advertisement tactics and channels are the main aspects
considered in personal sales and marketing.
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Direct Marketing: This is one of the cost effective element which reduce the mediators
and connect the organisation directly to the customers. Mainly it helps to divert the policies and
plans in such an manner so that effective customer services provided directly to customers.
Sales Promotion: There are some methods used in marketing communication to enhance
the customer demand, roll up the preferences of market and improving the product availability.
3.3 The role that sales promotion and public relations play in promotional efforts
a) Sales promotion and importance of sales promotion
Sales promotions are considered as a process to enhance the brand value and market price
of products and services of organisation. There are type of sales promotion activities and the
plans are prepared to enhance the scope of marketing.
Importance of sales promotion for certain people
Producer For producers it is required to get low pricing policies subject to raw material
and primary goods.
Intermediaries Sales commission and profit share are the main elements which are adopted by
organisation to enhance the sale graph of organisation.
Consumers Sales and promotion activities that keep the interest of customer through
providing discounts and offers on services. E commerce websites and
applications provides vast opportunities to customers in terms of exploring the
sales graph.
b) Ways that public relations can be used for promotional tool
There are type of tools and management activities are followed in terms of deriving plans
and strategies which are as follows;
 Media relations stands for managing the positive message to business and using the
social media to get the attention of journalist.
 News letters are the effective tool to explore the brand image of business
 Brochures and catalogues help to drive customer confidence in effective way.
 Business events provides an opportunities to gain exposure for their businesses.
 Employee relation helps to build the strong bond with the employees with in the
organisation.
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4.1 Relevance of market research to services industry operations
There are type of strategies and plans are considered in market research to service
industries. Market research is one of the essential element which helps to correlate the needs of
sustainable development and growth. There is a particular field is chosen to research the project
and evaluating benefits of organisation (Christopher, 2016).
Benefits of statistical surveying
 It will direct a precise administration by proper arranging according to exact data about
changing needs and requests of customers.
 It is useful to lead a few limited time exercises to pull in more clients towards sustenance
things of Chez Bruce to win better benefits.
 Different operational methods or undertakings can be finished in a suitable way to satisfy
requests of shoppers alongside fulfilment.
TASK 4
3.2 Plan an advertising campaign for a services industry operation
Covered in Poster
4.2 Undertake market research for an appropriate product or service
There are type of market research considered in this subject to operate and consolidate
the information in single format mainly it helps to consolidate the information and details or in-
depth analysis and exposure. Mainly two methods are used for research which are as follows:
Primary data: Data and information are directly gathered form the primary sources and
is summarised that which information remain relevant to the point and exploring the business
operations. Data and information which are gathered form primary sources are considered more
relevant and effective because there is a direct interaction exist between the user and the source.
Secondary data: The auxiliary system incorporates to think about as of now aggregated,
accumulated, sorted out and distributed by others to finish up result (Rasula, Vuksic and
Stemberger, 2012).
Questionnaire
1. Are you happy with the products and services?
2. Is the cost for occasion bundle is suitable or not?
3. Did you discover any bad marks in the occasion bundle?
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4. What transforms your needs in this occasion bundle?
5. DO you have any question about services?
4.3 The suitability of different media for marketing an appropriate product or service
There are type of marketing tools and evaluating techniques developed in various forms
to emerge the sales figures of hospitality services. Media and sources plays vital role in terms of
exploring the products and services at next level.
Product or service Suitable media
Foreign exchange service  Advertisements
Holiday packages  E-mails and messaging
Hotel facilities  Social media
Travelling airlines  Television, radio and magazines
4.4 Evaluate and implementation of the marketing and appropriate product or service
Completeness of plan: This can be depicted as to ensure about fulfilment of arranging
which is required to execute a suitable promoting plan to accomplish wanted outcomes. It is
fundamental to doing a method in total way to achieve better results.
Personal judgement: The term individual judgement can be disclosed as to personal
watch, dissect and assess the arrangement to decide dangers or issues to understand to maintain a
strategic distance from conceivable issue at the season of usage.
Clear strategy: The market design incorporates a few procedures or arrangements which
offer help to lead entire process in redress approach to accomplish wanted objectives effectively
(Jackson, 2017).
CONCLUSION
The above report had inferred that marketing is a completing appropriate limited time
exercises in more successful and proficient way. It will help up standard efficiency and benefit
of hospitality industry. Distinctive kinds of market division is done on premise of different
appropriate elements. These instruments offer help to convey about item to target advertise and
accomplish gaols or destinations of an association. The publicizing efforts alludes to an action
which incorporates an arrangement of notice or messages to advertisement which retain single
intention to impart specific thought or thought to clients.
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REFERENCES
Books and Journals:
Tsiotsou, R. H. and Goldsmith, R.E., 2012. Strategic marketing in tourism services. Emerald
Group Publishing.
Horner, S. and Swarbrooke, J., 2012. Leisure marketing. Routledge.
Welsh, D.H., Memili, E. and Ochi, M., 2014. Japanese women entrepreneurs: implications for
family firms. Journal of Small Business Management. 52(2). pp.286-305.
Almeida, N. M., Silva, J. A, Oom do Valle, P., 2012. The effects of marketing communication
on the tourist's hotel reservation process. Anatolia. 23(2). pp.234-250.
Gayle, D. J. and Goodrich, J. N., 2014. Tourism Marketing and Management in the Caribbean
(RLE Marketing). Routledge.
Sirmon, D. G., and et. al., 2011. Resource orchestration to create competitive advantage:
Breadth, depth, and life cycle effects. Journal of Management. 37(5). pp.1390-1412.
Christopher, M., 2016. Logistics & supply chain management. Pearson UK.
Rasula, J., Vuksic, V. B. and Stemberger, M. I., 2012. The impact of knowledge management on
organisational performance. Economic and Business Review for Central and South-
Eastern Europe. 14(2). p.147.
Online
Jackson, C., 2017. Importance of Having a Website. [Online]. Available
through:<http://smallbusiness.chron.com/importance-having-website-48042.html>.
Macro factors in hospitality industry, 2018. [Online]. Available through:
<http://www.learnmarketing.net/pestanalysis.htm>.
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