Hospitality Marketing: MHI Report on Strategies and Environment

This report delves into the core concepts of marketing within the hospitality industry, using Thomas Cook as a case study. It begins by defining marketing and its relevance, emphasizing customer needs and the importance of understanding market segments. The report then explores the influence of the marketing environment, including micro and macro factors like competitors, suppliers, political, economic, and technological aspects. It highlights the significance of customers in the market and the rationale behind market segmentation. The report proceeds to analyze the components of the marketing mix, including product, pricing, place, and promotion, and examines pricing strategies and policies. Finally, the report discusses promotional mixes, advertising campaigns, and market research, offering insights into media suitability and the implementation of marketing plans for service industries. The report provides a comprehensive overview of marketing principles applied to the hospitality sector.

MHI

Table of Contents
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
TASK 1 ...........................................................................................................................................1
1.1 Description about the concept of marketing in terms to hospitality industry.......................1
1.2 Define the influence of marketing environment on hospitality industry..............................2
1.3 Description of relevance of customers in market..................................................................3
1.4 Rational for developing the various market segments. ........................................................4
TASK 2............................................................................................................................................4
2.2 Description on significance of components of marketing mix.............................................4
2.2 Define the pricing strategies and polices in terms to industry..............................................5
TASK 3............................................................................................................................................6
3.1 Define the evaluation and its roles as promotional mix........................................................6
3.2 Draw an advertising campaign for service and industry operation.......................................6
PART 2............................................................................................................................................6
TASK 4............................................................................................................................................6
3.2 Plan an advertising campaign for a services' industry operation..........................................6
4.2 Undertake the market research for an appropriate Product and service................................7
4.3 Analyse the suitability of different media for marketing an appropriate product or services.
.....................................................................................................................................................9
4.4 Evaluate the implementation of the marketing plan for an appropriate product or service.. 9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is one of the concept which works as to understanding the needs of consumers.
It is process to find out the potential customers and it involves the terms as are researching,
promoting and selling of the product and services. The main aim of marketing is to understand
and know the customer so that together they can process the business activities systematically. It
is one of the application which works as to develop and implement the best possible strategy so
that desire objectives can be achieved by maximising the sales of an enterprise. The present
report has covered the activities of Thomas cook enterprise, it is the world largest global leading
brand (Adegoke and Popoola, 2018). This firm engaged in providing the travelling services to its
customers. The accommodation and good facilities to the travellers this both are main source in
relation to attract the customers. This report will be inclusive of the things as are role of
marketing mix, pricing strategies and various policies so that function can be undertaken
expertly.
PART 1
TASK 1
1.1 Description about the concept of marketing in terms to hospitality industry.
The term marketing is a function which works as to have effective analysis and properly
identifying the requirement of customers. The marketing function need to process its business by
having proper planning, organizing, directing. Motivating and coordinating the overall activities
of firm. In this term, they need to take the strong decision so that they are able to satisfy the
demand of customer’s (Camilleri, 2018). In addition to this, the one of the main objective in
terms to rendering high quality accommodation services will be helpful to earn the maximum
number of market share and revenue. Under this term there are five concepts of marketing as are
follows-
Product- As per this it can be said that customers need to provide the high quality products and
innovation in the things is need to be undertaken. Innovation is the approach which is helpful to
targetting the customer’s in market. With the help of delivering the high quality services they are
able to attract the customers.
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Selling- Under this concept it has been stated that customers prefers to purchase those products
which are promoted by the enterprise. Thus, Thomas cook need to take the advertisement
strategy and with the help of this product and services are need to be promoted.
Marketing- This is one of the effective part of marketing and it is very helpful in terms to focus
over the strategies which helps to target potential customers. The one of the main aim of
marketing is to takes the initiatives in order to develop the strong brand image in market. The
term marketing concept is need to be understand so that things of firm can be undertaken
effectively (Griffin and et.al., 2017). This kind of process are helpful in terms to full fill the
demand of the customer’s in market.
Social marketing- It is one of the effective part with the help of which marketing activities are
need to be performed. In this, it is essential to maintain the long term relationship with the
customer’s so that firm is able to survive in the market for the longer period. Thomas cook
enterprise need to take the various initiatives in terms to maintain and develop the healthy
relationship with customer’s in UK.
1.2 Define the influence of marketing environment on hospitality industry.
The term marketing environment consists of the various factors which impacts over the
profitability of the firm. It works as to influence the activities of the firm and build the successful
relationship with customer in market. The Thomas cook enterprise works as to offer the great
travelling to the customer’s so that they are able to live in proper manner. The micro
environment factors will be inclusive of the components as are competitors, government,
suppliers etc. in addition to this macro environment will be inclusive of the factors as are
political, economical, technological and social factors (Sigala, 2018). There are number of micro
environment factors as are-
Customers- They are core person of the enterprise and it is very essential to understand the need
and demand of the customer’s. Firms need to consider the innovative approaches so that they are
able to undertake the activities of the enterprise in systematic mode. In addition to this, with help
of deliver the high quality of services to the customers they are able to meet the need and
requirement of the customer’s on daily basis (Stolldorf, Dietrich and Ridner, 2016).
Competitors- The Thomas cook enterprise is the largest global leading brand. This firm is
having the large number of the rivalries in the market. This kind of firms are responsible in terms
to offering the homogeneous services in the reasonable prices. They need to take the effective
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steps in terms to monitor the performance of the competitors in market. With the help of
disjunctive and effective strategy enterprise is capable of gaining the high market share.
Suppliers- under this term it can be said that the suppliers are those persons in the enterprise
who takes the number of initiatives in terms to supply the raw material and semi finished goods.
It is very crucial to maintain the health and effective relationship with them so that firm is able to
earn high amount of profitability and productivity (Suess and Mody, 2017). Thomas cook
enterprise is able to take the number of the initiatives by providing the greater facilities in
relation to accommodation, restaurants etc.
Macro environmental factors
Political factors- The one of the major component in this relation is to understand the demand of
the customer in the market. In this term it can be said that in UK there are number of legislation,
policies and practices. The Thomas cook enterprise need to abide by the all rules and regulation.
The taxation system of the hotel is need to be follow as it is decided by the legal authorities.
Economical factor- This term is inclusive of number of the rates as are recession, inflation,
interest rate and wage rate. In this term it can be said that if the country economic conditions are
poor than firm is not able to provide the luxury services to its customers.
Demographic factors- under this term it can be said that there are the number of the components
as are age, gender, education, income etc. This all the services are largely affected by the
working of enterprises. Thomas cook enterprise need to focussing over the current trends in eh
market so that this kind of things will be helpful in terms to earn the long term profitability as
well productivity (Tontini and et.al., 2017).
Technological factor- in this term it can be said that technological advancement is very helpful
term in order to attract the customer’s in market. The technological tools as are online promotion
and all other activities will be helpful in order to have enhancement in the operational functional
process of enterprise. In order to promote the service of Thomas cook enterprise they need to
take the online promotion so that customer of the firm are able to attract.
1.3 Description of relevance of customers in market.
In this term it can be said that the success of the firm is largely dependent on the
satisfaction of the customer’s in market. It is very useful in terms to have increment in the factor
as profitability and market share. It is inclusive of the number of components which works as to
affect the purchasing power of customers.
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 Pricing factor- Thomas cook enterprise need to set the price of products which is helpful
in term to attract the customers (Tontini and et.al., 2017). The products in the reasonable
prices are helpful in terms to attract the customer in market.
 Psychological factor- Under these components it can be said that individual perception,
interest rate and beliefs all this term can affect the buying behaviour of customer.
Therefore, it is essential to make better understanding with the need of buyers.
 Web- The promotion is the tool which helps to attract the customers. The advertisement
is need to be taken with the celebrity. It is helpful in order to gather the attraction of
customer in market.
1.4 Rational for developing the various market segments.
Market segmentation means division of business into small units and sub units. It is
defined in follower manner as are-
 Better communication- the communication is the factor which is helpful in term to
manage the whole operation. With the help of better communication with the customers
the firm is able to undertake its activities effectively.
 Reduction in risk- it is the uncertain concept it can be done in any time. It is need to be
cope up so that firm don't have top face any loss which can impact the brand image of
enterprise (Sigala, 2018).
 Expansion- Under this term, the function of the firm is need to be expanded so that
enterprise is able to undertake its business activities effectively. By having expansion in
the working of the enterprise the firm is able to attract the customer’s.
TASK 2
2.2 Description on significance of components of marketing mix.
In this term, marketing mix plays essential role in terms to delivery the greater services so
that each thing can be undertaken effectively. These as are-
Component of Marketing Mix Related Application In Thomas Cook
Travel
1. Product, It is covered under the tangible and non
tangible goods. Thus, the firm need to
take the initiatives with the help of
which firm is able to undertake business
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activities expertly.
2. Pricing strategy used, The price is one of the major
components of marketing mix. The
overall sales and profitability of the firm
is totally dependent over the sales of the
enterprise.
3. Place or Channel of distribution The Thomas cook enterprise is located
in the commercial area (Stolldorf,
Dietrich and Ridner, 2016). Thus, it is
helpful to search for the hotel and
customers can easily arrive.
4. Promotional elements recommended The goods and service of form can
easily promote with the help of
advertisement policy. The online
activities is very helpful in term to
promote the good and services.
2.2 Define the pricing strategies and polices in terms to industry.
The term pricing factor plays crucial role in relation to exchange the services between the
customer and enterprise. In this there are number of the pricing strategies and it is helpful in
terms to prioritizing the good and services. It is very essential to have the enhancement in vale
and brand image of firm in market. With the help of setting of the price in affordable manner the
firm is able to undertaken business activities effectively (Griffin and et.al., 2017). The quality
services is one of the major components and it is need to be maintained. The organisation need to
focus over the terms as are quality, features, packaging, substitutes and number of the
alternatives so that things can be done in the expertise mode. Thus, The Thomas cook enterprise
is need to adopt the pricing skimming strategy. It works as to charging of the very high prices of
products at the initial level. In this term it can be said that research and promotional activities is
need to be undertaken.
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TASK 3
3.1 Define the evaluation and its roles as promotional mix.
It can be said that promotional mix is one of effective terms and it deals with number of
combination as are adverting, marketing, personal selling etc. The promotional mix is the method
which is related to the number of the tools and communication process. The one main objective
in this relation is to promote and selling the products in the market with the use of this kind of
the strategies (Griffin and et.al., 2017). It is the method which helps to motivate the customers in
terms to influence the customer in relation to purchase the product and services. With help of
promotional mix the firm is able to promote the particular product in market.
3.2 Draw an advertising campaign for service and industry operation.
In order to have the advertisement of the product and services of the Thomas cook,
promotional mix is one of the effective tool. Thus, Thomas cook enterprise is going to draw and
offer package for the travellers as summer holiday trip. In the initial level they need to select the
particular segment in market. In order to target the customer here will be selected the adults and
middle age people. In this, penetration strategy is need to be taken. It works as to charge the low
prices at the initial level (Adegoke and Popoola, 2018). With the help of promotion tool, the
cited venture is able to promote its products and services. By adopting the online strategy the
firm is able to deliver the effective services to the customers.
PART 2
TASK 4
3.2 Plan an advertising campaign for a services' industry operation.
Marketing advertising plan is the most productive and influencing activity that will take
company into higher level. Planning is the essential source to implement all required resources
and better opportunity and growth. Planning also enables to measure the individual roles and
responsibility of each and every organization. Overall, it brings new methods or ways to
implement the proper services and growth (Armstrong, Kotler and Brennan, 2015). For Thomas
Cook, it requires to adopting effective advertisement campaign with the help of systematic
approach that helps to make better opportunity and growth level. Company requires adopting all
changes in the marketing activities that helps to repeating existing customers and potential
opportunity and growth for the company. In order to make productive outcomes, Thomas Cook
Creates online campaign for summer seasons and spread information through T.V, radio channel.
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Overall, company generate new offers and places for customers to exploring new places of
summers. This online advertisement campaign will definitely improve profit revenue for
company.
In spite of that, Company also take over CSR online campaign in order to get the
customer attraction or for getting more publicity in the market. Corporate social responsibility
will also give better. Growth and opportunity in the organization. Overall, changes and better
opportunity and growth.
Marketing strategies:
In order to implement marketing campaign company needs to follow some marketing
strategies in order to get the best possible outcomes. Besides, it also helps to implement some
following steps such as :
Step 1: Identify the customers
Step 2: Choose target plans
Step 3: Budget
Step 4: Creating Ad Content
Step 5: Monitor & Follow up the plans
4.2 Undertake the market research for an appropriate Product and service
Primary and secondary Methods
Primary Method Secondary Method
Exploratory : it is the first method of primary
research. Through researcher collect the
specific results or data point. It is likely to
open ended based with the help of interviews
under which investigator take information
from respondents for collecting data. Present
research will be based on Exploratory research
based on questionnaire technique taking
through 10 customers (Ashley and Tuten,
Qualitative Method: overall, it brings new
opportunity and effective process making that
helps to collect possible data. This generally
based on customer opinion as per the product or
services of the company.
Quantitative Method: Quantitative Market
research is a kind of market research work that
is based on hard facts and statistical data rather
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2015).
Specific: Specific research is helpful to target
the goals. It is the another process that helps to
accomplish the overall research project and
proper implementing process.
Observation: it is the another method through
investigator can easily identify the actual
perception of customer or growth.
than feelings or any perception.
Questionnaire
Name:
Date:
1. Do you think online booking has made your travel easier ?
 Yes
 No
 Don't Know
2. Are you satisfied with the company Marketing advertisement ?
 Satisfied
 Slightly satisfied
 Dissatisfied
 Slightly dissatisfied
3. How is your experience with Thomas Cook ?
 Good
 Bad
 Excellent
4. Is online campaign is fruitful for the company ?
 Yes
 No
5. Give your recommendation about marketing campaign
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4.3 Analyse the suitability of different media for marketing an appropriate product or services.
Media is the platform or mediator between customers and companies that connects
directly with each others. Through media customer get to know about new services of company.
Besides, company get chance to communicate new offers and products to clients. Overall, those
media platform are Television, Newspaper, Magazines, Posters, Billboards etc. it helps to make
aware different numerous customers regarding company product and services. There are given
some media and their suitability towards company.
Methods Suitability
Television Television is best source of media to
communicate information through 3D graphics
or through visual graphics.
Newspaper Newspaper media is helpful to read out the
proper and detail information of new product
and services (Lovelock and Patterson, 2015).
Radio Radio is the best way to express direct
connectivity with customers.
Online Online is the most wanting and productive way
or media to connect people through various
social sites.
4.4 Evaluate the implementation of the marketing plan for an appropriate product or service.
In order to evaluate marketing plan of the company. Manager needs to measure the return
on investment, identify the number of sales outcomes, how customer respond towards specific
services or products, company market expansion, partner response. These are the ways through
company can easily evaluate marketing plan. There are given some methods through proper
productivity has maintained in the organization (Stolldorf, Dietrich and Ridner, 2016).
 Be honest
 Align goals
 Voice concern
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 Take initiatives
 Avoid confusion
CONCLUSION
From the above findings it can be concluded that Marketing is one of the essential
components in terms to deliver the good services to the customers. The present report has
covered the business activities of Thomas cook enterprise. In addition to this, the report has
focussed the terms as are promotional tool, marketing mix and its various strategies.
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REFERENCES
Book & Journal
Adegoke, A.S. and Popoola, O.N., 2018. Promotional Mix as a Determinant of Consumer
Buying Decision in the Food and Beverages Industry: A Case Study of Nigeria Bottling
Company Plc., Asejire Ibadan. World Academy of Science, Engineering and Technology,
International Journal of Economics and Management Engineering. 5(4).
Armstrong, G., Kotler, P. and Brennan, R., 2015. Marketing: an introduction. Pearson
Education.
Ashley, C. and Tuten, T., 2015. Creative strategies in social media marketing: An exploratory
study of branded social content and consumer engagement. Psychology & Marketing.
32(1). pp.15-27.
Camilleri, M.A., 2018. Integrated Marketing Communications. In Travel Marketing, Tourism
Economics and the Airline Product. Springer, Cham.
Camilleri, M.A., 2018. Strategic Planning and the Marketing Effectiveness Audit. In Travel
Marketing, Tourism Economics and the Airline Product. Springer, Cham.
Griffin, T and et.al., 2017, June. Virtual reality and implications for destination marketing.
In 48th Annual Travel and Tourism Research Association (TTRA), International
Conference, 20-23 June 2017.
Lovelock, C. and Patterson, P., 2015. Services marketing. Pearson Australia.
Sigala, M., 2018. Market Formation in the Sharing Economy: Findings and Implications from
the Sub-economies of Airbnb. In Social Dynamics in a Systems Perspective. Springer,
Cham.
Stolldorf, D. P., Dietrich, M. S. and Ridner, S. H., 2016. A comparison of the quality of life in
patients with primary and secondary lower limb lymphedema: a mixed-methods
study. Western journal of nursing research.38(10). pp.1313-1334.
Suess, C. and Mody, M., 2017. Hospitality healthscapes: A conjoint analysis approach to
understanding patient responses to hotel-like hospital rooms. International Journal of
Hospitality Management. 61. pp.59-72.
Tontini, G and et.al., 2017. Exploring the nonlinear impact of critical incidents on customers’
general evaluation of hospitality services. International Journal of Hospitality
Management. 66. pp.106-116.
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