Marketing Essentials Report: IGH Company Analysis and Proposal

This report delves into the core concepts of marketing, focusing on the application of Marketing Information Systems (MIS) within the context of the travel and tourism industry, specifically using IGH company as a case study. The first assessment identifies and explains the components of MIS and their role in information gathering and communication, followed by an evaluation of MIS's effectiveness, highlighting both its advantages and disadvantages. The report then explores the reasons behind the effective use of MIS in marketing. The second assessment presents a business proposal for a startup travel and tourism company, including an executive summary, mission, vision, and objectives. It also covers market segmentation and communication mix strategies. The report aims to provide a comprehensive overview of marketing principles and their practical application in a real-world business scenario, emphasizing the importance of MIS in strategic decision-making and market analysis within the dynamic travel and tourism sector.

MARKETING
ESSENTIAL

Table of Contents
INTRODUCTION...........................................................................................................................3
ASSESSMENT 1.............................................................................................................................3
Identify the use of MIS and its component for marketing, information gathering and
communication............................................................................................................................3
Evaluate the effectiveness of MIS for marketing, information gathering and gathering...........5
Reason for effective use of MIS for marketing, information gathering and communication.....6
ASSESSMENT 2.............................................................................................................................7
Business Proposal........................................................................................................................7
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is itself a vast term that include promotional activity, selling as well as
distribution of goods and services to the ultimate consumer. It forms a network with potential as
well as existing customer by forming long term relationship with them through various online
platform like email, text messages and so on (Baker and Magnini, 2016). For better
understanding of report IGH company has been selected which is world largest travel and
tourism industry of UK. It provide various services to the customer such as restaurant, food
services, booking tickets, travelling and so on. This report cover following topics like identifying
the use of MIS and its component, evaluate effectiveness of MIS for marketing and
communication by giving suitable reason in Assessment one. Whereas, assessment two cover
marketing environment audit related to start up and segment exercise that include
communication mix strategy are covered in this report.
ASSESSMENT 1
Identify the use of MIS and its component for marketing, information gathering and
communication
Marketing information system: It is a continuous process that helps in collection of
data, analysis, storage, interpretation as well as spreading the information which is generated
from various sources that include internal as well as external source. This information is utilised
for various department of management such as it helps the marketing department to make the
decision related to packaging, pricing, distribution, advertisement, product development and so
on. Therefore, there are some essential component of MIS that helps to gathered information of
MIS useful for marketing and communication in following ways (Blythe and Martin, 2019):
Internal record: The company gather the data of customer with the help of record
obtained from the customer or product database, past record of sales, financial data etc. Under
this, main component of MIS that prevails to analyse data and generate reports is computer
software and hardware. It is helpful in collecting the information and data in an easy manner.
Another components which firm can use for purpose of communication is Marketing Intelligence
System. Output system is an effective component for marketing purpose. These information help
the company to conduct their operation in the following ways:

 There are some documents which is carried by the hospitality industry that act as a record
of past sales such as billing document or invoice. This gives immense information to the
marketing team like how many trips company has organised, number of services sold by
company or which service are repetitively availed by customer. Therefore, this helps the
business to take decision successfully. Respective company prepares the membership card of their customer that carries
complete information about them like their name, contact details, home address and so
on. This is a part of ECRM where business communicate with the customer with the help
of electronic devices.
Marketing intelligence system: This system helps the IGH industry to gather the data of
external environment. For instance, the changing trend of market, changes in pretences of
customer and innovative idea launched in the market. Therefore, this helps the company to
function as per the changing environment in order to sustain in the market for longer duration
(Blythe, 2012).
 IGH company constantly provides the training and development session so that
employee can accept the changes and function as per the changing trend. This helps to
provide competitive edge over the competitors. Respective company can enhance their marketing intelligence by gaining the information
of rivalries through the journal or financial report. Thus, based on the competitors
strategy company can bring changes and communicate it with the help of most desirable
channel.
Marketing Research: With the help of primary or secondary data the organisation can
collect and interpret the data this act as a solution to address the business problem. IGH industry
indulge into market research so that they can formulated the strategy based on the changing
requirement and remain ahead of their competitors.
 Marketing research provide the selected company factual data which is authentic and has
been gone through various test. Hence, these data can help the market to gain marketing
information that contribute in flourish the business successfully. It includes the feedback of customer regarding the services which is a part of primary
sources and there constructive reviews are considered by company to enhance their
standard.

Marketing decision support system: It is one of the essential components of MIS that
includes software programme (Brooks and Simkin, 2012). These programme are used by
marketer of respective company to collect the data and make significant decision.
 MIS refer to the storage of huge relevant data which is further analysed to take the
decision effectively.
Evaluate the effectiveness of MIS for marketing, information gathering and gathering
Management information system helps in analysis of information which is vital for the
company so that company can take adequate decision. Thus, the positive and negative elements
of MIS is determined below:
Positive use of MIS: There are several advantage of MIS that has helped the company to
grow, expand and operate smoothly. It basically provide raw data to the company which is being
further process to gain the actual highlights about the area where company is doing well or
enhance its performance. Further, it provide the information so that marketer can design the
advertisement and promotional strategy to attract customer (Clow and James, 2014). Therefore,
MIS helps to gather all the relevant information regarding target market that act as a strategy
advantage to utilise the data in favour of company.
Negative use of MIS: Although MIS provide various advantage to the company but it
has some negative implication as well like it involve high maintenance and labour cost. Even
after making huge expenditure company may fail to get revenant data that can be processed
further or come in use of company. As the main sources of importance come from market
research, intelligence system as well as internal company but each of its has some negative
implication. Some of them are stated below:
Market research: Management cannot always rely on the all sources of information thus
they need to conduct deep study which is sometime time taking and complex to handle.
Market Intelligence: This system gather the information from various sources such as
customer, distributor and supplier. Hence, business cannot always rely on all these sources
because the information may not be updated or relevant for the business (Khan and Adil, 2013).
Therefore, marketer needs to critically evaluate the information seek from either internal
and external sources because each source has its merit or demerit.

Reason for effective use of MIS for marketing, information gathering and communication
Marketing Information System refer to the method of collection of data which is used by
market to meet the need of customer. It helps to prepare effective marketing decision that helps
the company to gain competitive advantage over their competitors (Lane, 2016). Moreover,
company can gather the future opportunity by remaining updated about the changing requirement
and competitors strategy. This is one of the most effective tool that can help IGH company to
bind long term relationship with their existing as well as potential customer. As it gain the idea
regarding their choices for instance if some one prefer adventurous trip then this tool keep them
updated regarding such trips only. Thus, it compel the customer not to switch to other similar
type of company. Therefore, the reasons of effectiveness of Management Information System is
defined below:
Monitor the changes: As the business operate in dynamic environment where the need
of customer or the market trend keeps on changing. Thus, in order to achieve long term
sustainable development IGH company needs to take the help of MIS system. This, provide the
data which is further process in term of factual figure and this figure help to identifying in which
direction company has to head forward. Thus, it simply match the pace of business with the
external changes.
Handle the specific issue of business significantly: Market research is basically
conducted to handle the specific issue significantly. For instance, if the IGH company finds that
the percentage of business class people has been constantly decreasing. Then based on the past
data research can help the company in coming up the reason and how to sort the issue
significantly. Like, company must suggest those hotel to the business class that has conference
room with basic amenities like mice, television, internet access and socket board. Therefore, MIS
help the company to gather the information and interact with audience significantly.
MIS seeks the information from various sources: Respective company does not only
depend upon one source to seek the information but it gather the information from customer,
supplier, competitor's financial report, intermediator and so on with the help of MIS. Thus, the
overall information helps to gain the deep insights and is more reliable due to which company
can formulate their decision significantly (Lipsman and et. al., 2012).
Statistical expert helps in conversion of data: The company store the raw data which
statistical expert helps to convert in facts and figure which are much more meaningful. Further,

this data is explained to the other department of company so even they should have the
knowledge where company can enhance its performance. Thus, it helps the company to maintain
long term relationship with their loyal customer.
ASSESSMENT 2
Business Proposal
Executive Summary: Travel and Tourism company deals in various type of product and
services offered to the customer in order to make their journey desirable (Malhotra, 2015) .
Theme hospitality company is a start up that cover various geographical area and provide
services to both national and international tourist. Like it book the package of similar type of
people at a time, reserve their ticket and room. In short company perform all its function in
behalf of customer. The employee of company share all the vital details to the traveller and
provide personal attention to handle the query of each and every guest. Along with that company
will adopt sales promotion technique where special discount and offers are given to the traveller
as well as special treatment is given to the loyal guest of company. In order to expand the
business and strengthen its operation company has plan to form strategic alliance with other
similar types of company. Moreover, with the help of marketing information system company
will gain the data or deep insights about the traveller which will extensively used to promote the
business successfully. Further, Theme travel and tourism uses innovative technology to gain the
competitive edge over competitors. Thus, company has various department like marketing,
operational, financial as well as research and development which have its own roles and
responsibility and perform all the function significantly.
Mission: The mission of Theme travel and tourism is to make the desirable experience of
an individual during their holidays to give them best experience. For this company make
significant effort to provide more quality and reliable services to make up memorable experience
(Nirschl and Steinberg, 2018).
Vision: The vision of company is to make Theme travel the most recognised company by
making significant strategy in order to expand the growth and profitability of business (Pike,
2015). For which company compel peoples in order to explore the world for which company will
organise the trip based on their interest areas. Thus, the happy or satisfied customer are more
keen to avail the service from same company and recommend other as well.

Objective: The objective of Theme travel company is to gain profitability by scheduling
the trip and making all the reservation in order to promote the company within national and
international market.
Segmentation: Market segmentation is a process that helps to segment the large market
into the small subsets based on the priorities of people. Theme park has done demographic
segmentation where company target the frequent traveller or one who wish to be part of
hospitality company. Along with that as the company cover both national and international
geographical area so company target interested group of both market (Purvis, 2015).
Targetting: It refer to the potential customer to whom the company target in order to
avail the services and increase the profitability. Within Theme travel company target to the
people of 18 - 60 years of age. Further, the data can be generated of guest can be generated based
on the demographic information as well as spending habits of customer.
Positioning: It refer to the image of product or how the customer consider the product
among its competitors. Theme travel has positioned itself as high quality brand that offer wide
range of desirable service at a reasonable prices. Thus, company can constantly make effort to
maintain their position in the mind of customer and create the positive image. For instance,
company offer various amenities like within luxury services it provide the facility of gym and
spa.
Market audit
Strength
 Although Theme travel and tourism is a
start up of UK but it has its presence in
both national and international
geographical market. Thus, for this
company has extensively make
expenditure to spread the brand
awareness about company.
 Selected company has already made
plan to sponsor various events like
sports event whose visibility is actually
very high. This will help to enhance the
Opportunity
 To boost up the market share of
company and encouraging the traveller
by offering them quality services.
 Company can use digital platform to
serve their customer and provide value
to their traveller (Simkin and Dibb,
2013).

brand presence and recogniti0on value.
Weakness
 Intense competition in travel and
tourism company within UK can
restrict the presence of brand.
 It may take time for the traveller to
switch from other company to Theme
travel and tourism. Hence, they will
switch only if this company will offer
more quality services and at reasonable
price.
Threat
 Intensive price wars can decrease the
market share and profitability of Theme
travel company.
 Uncertainty in airways sector can affect
the planning and schedule of whole
trip.
Budget:
Estimated expenditure of Theme company
Cost Amount(£)
Marketing cost 1000
Administration cost 500
Financial cost 450
Research and development 500
Total 2450
Estimated revenue of Theme company
Services Profit
Travelling 1150
Hotel 590
Food and beverages 450
Booking of flights 1000

Total 3190
Estimated total profit = Estimated expenditure – Estimated revenue
= 3190- 2450
= 740
Therefore, company earns profit of £740 due to which it is profitable situation to carry
forward their business.
Monitoring and control: It is important for any business to control and monitor its
business expenditure as it is one of the initial part of any business to keep track on its expenses
so that the expenses does not exceed its income. In order to control the expense in Theme Tours
and Travel company its is important for a manager to keep a track of its expense by analysing its
cash flow to identify the areas and unnecessary expense which can be reduced to improve the
financial position of the company. It is very important for it to keep a track of its unnecessary
expense and take necessary decisions to over come these problems and improve its position
(Stahlberg and Maila, 2013).
Justification: Based on the business proposal which is explained above Theme travel and
tourism company must establish its business plan. As the company have designed its STP
significantly. Along with that company has taken measure to promote its brand, retain the
existing traveller as well as promote the prospective customer through sales promotion.
Moreover, with the help of budget it has been determined that the estimated revenue is more
expenditure so comp[any can earn significant profit. Therefore, this business plan is viable
which company should carry forward.
Communication mix strategy: Marketing mix strategy is used by many company to
reach their target customers through the process of communication. It consist of message such
as what is to be said , the medium that is where it is to be said and targeting that means to whom
message has been reaching out. Herein, the respective organisation need to make use of
appropriate marketing mix so that it can reach towards its target audience (Wirtz, 2012).
Advertising: With the help of advertising an organisation can covey their message
towards their targeted segments. They are advertising their product on base on age and gender .

So that they can fulfil the need and requirement of their potential customers in competitive
marketplace.
Personal selling: With the help of personal selling a Theme organisation are able to
know the the consumption and buying pattern of an individual so that according they can meet
up the requirement of its potential customer. In this manner they are bale to know the what are
the exact requirement so that they can work upon it in order to attract large number of customers.
Thus, the above mention are the communication marketing mix through the process of
communication they can bale to attract large number of customers towards their organisation
(Wilson, 2014).
CONCLUSION
From the above report it has been determined that marketing is an essential part of
company that helps company to expand its market reach and attract the customer to prefer one
brand over the other. Marketing information system helps the business to collect the data and
utilise it to communicate the customer and build effective marketing strategy. Thus, it is an
effective tool that helps the business to monitor changes and handle the challenging situation
effectively as well as efficiently. Therefore, business proposal and audit programme helps the
business to analyse the profit and helps in determining whether it is profitable for business to
operate.

REFERENCES
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