MKT4001 Principles of Marketing Report: Vineyard Tour & Marketing

This report provides a comprehensive analysis of marketing principles, focusing on a vineyard tour business. It begins by outlining the marketing planning process and emphasizing the importance of marketing orientation for business success. The report then conducts a PESTLE analysis to assess the political, economic, social, technological, legal, and environmental factors impacting the vineyard. The extended marketing mix (7Ps) is discussed, detailing how each element contributes to effective marketing. Furthermore, the report examines the B2C target market, analyzing the demographics and psychographics of potential customers. The concept of positioning is also explored, offering suggestions on how the vineyard tour can be effectively positioned in the consumer market to attract tourists. The analysis includes factors such as product, price, promotion, distribution, and place and how they influence marketing efforts. The report is a comprehensive guide to marketing strategies and their application in the context of the vineyard tour business.

Principles of Marketing Level
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Contents
INTRODUCTION...........................................................................................................................3
SECTION-1.....................................................................................................................................3
SECTION-2.....................................................................................................................................7
SECTION-3...................................................................................................................................10
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15
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INTRODUCTION
Marketing is based on the process or method that associated with buying, distributing,
advertising, selling a product as well as service. Generally, it refers to the perform different
activities an enterprise undertakes to promote buying or selling behaviour of organisation in
marketplace. This report will discuss about the marketing planning process, outline marketing
context in which provide different offers. It will examine the significance of marketing
orientation or application to the business. This documentation will discuss the pestle analysis for
business and ensure that all kind of specific market or enterprise. it will outline marketing mix in
which extend the development of this concept and also contribute to effective marketing
planning for new product. Moreover, this report will discuss the business to consumer target
market, which primarily target the people on the basis of demographics, behavioural aspects.
SECTION-1
Discuss about the components of marketing planning process and identify the importance of
marketing orientation or application to business.
Marketing Planning Process-
It is based on the conceptual termed that deals with different guideline in regards of promoting
or launching a new product or service in marketplace (Alisher, 2017). It is actually deal with
different strategies and adopted policies or procedures by management to sell particular item in
marketplace.
Nowadays, it is important for organisation to make it successful. Marketing process is
basically deals with different strategies such as selection of target market and then enter into
market through goods and Services.
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Component of marketing planning process-
There are different components of marketing planning, it must keep in mind that should
create or develop appropriate documentation. Every business needs to begin with well structure
plan through research & development, competitive positioning and attainable result or outcome.
As per given scenario, it has been analysed that Jamie & Megan Hill focus on the
establishing an own business. Therefore, it offers vineyards tour for UK visitors, tourists. At
certain point, he was realised the importance of marketing which plays important role in business
expansion (Camilleri, 2018). Sometimes, they are trying to use various components of marketing
planning process such as budget, financial needs, and technology, distribution channels. Usually,
it should be developed as website, which provide the better facilities or service for UK based
Visitors, tourist who will attract towards vineyards tour offers.
Identify the importance of marketing orientation or application to business-
In context of tourist business expansion, Jamie & Megan Hill has been focused on
perform significant role in order to adopt the concept of marketing approach. By consideration of
marketing orientation through website. It became easier for tourist, visitor to target towards
better service. Marketing approach will support in the business expansion while implementing
different kind of promotional activities.
According to the given scenario, Jamie & Megan Hill are establishing a coordination with
different people. But it should adopted as market orientation which means that increase
consumer satisfaction, loyalty. It is important to pay attention to client increases loyalty & leads
to repeat sales. The importance of market orientation of tourist business that allows for
organisation to view consumers as individuals with subtle differences, in they need or want.
Through market orientation, it should take some time to ask certain questions with consumers,
offers an excellent quality of vineyards tour offers.
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Discuss the Pestle analysis for business
Pestle Analysis of ‘Hill’s Vineyard’
Political- According to the marketing plan and development strategy, Vineyard tourism
destination aims to develop a business tourism. In order to improve and strengthen the
development of tourism enterprise in different areas or place. Jamie & Megan are actively
participate in further development of business in which perform different promotional activities.
Sometimes, it also provide the various offers, discount so that attracts more consumers. Another
reasons why Hill Vineyard has difficulty in developing enterprise tourism destination, weakness
in term of political factors such as continuous power struggle between ruling party and
opposition. Due to recession, it has been increased the war between change of government and
other parities within Vineyard, which contribute as political crisis.
Economic- this factor is related to the development of economic level in Vineyard, which
is reflected in GDP. It is become consider as main indicator of economic development in
Vineyard destination, investment climate, employment and also encourage foreign investment
(DeLong and Elbeck, 2018). Vineyard is the place where it will be developed the economic crisis
situation, high unemployment and lack of investment activity in term of tourism business. But
nowadays, tourism enterprise is expected to extend at the time of occasion, season and helping
the various visitors who really want to explore new attraction. Historical destination etc.
Social- the Vineyard of Hill’s estate are situated on North Down and also represent its
famous Chalky Soil, land. In this way, it has been identified the best natural attractions and
cultural heritage. So as it is needed to adopt the specific demand of business travellers and
incorporated into concept, offers when visiting business people. in context social factor, it is
emphasis with offer traditional meals, drinks, traditional events and sports. These are majorly
attracts different visitors. Jamie & Megan should consider knowledge of marketing management
and then work in business expansion of tourism. In some situation, it would be raising the
general level of service, kindness both by staff members.
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Technological- This Factor is related to the modern technology which plays important
role in business expansion. “The Vineyards” as developing tourism business destination so that
Jamie & Megan will try to invest to develop as smart conference halls, center that can
accommodate a large number of visitors. In additional, it should work on the adoption of
advanced technology in vineyard destination, inviting the visitors to participate into different
festivals, events, sports activities.
Legal- this factor is related to the rules or regulation that can directly affect on the
development of business tourism in Vineyards. Typically, it is most significant way to represent
actual result on the basis of legislation. Before business expansion, it is important to consider
legal environment law in which operate tourism and eliminate any kind of issue or problem.
Environmental- In context of environmental perspective, Vineyards is one of the
advantage of this tourism destination because of their unpolluted atmosphere, which is always
attract more tourist or visitors (Hopkins and et.al., 2021). But at certain point, it has still a
problem in regards of illegal construction, which is completely prohibited by law. In this way, it
should always perform quality planning in long term sustainable development of tourism. An
efficient task will promote to balance between accommodation, transport and communication.
Micro-environmental aspects such as dominant competitions-
 Capital Structure- The tourism business in the Vineyards destination which needs to be
allocated a proper finance across multiple department. Sometimes, it will have effect on
the tourism business through marketing programmes.
 Resources- generally, it should consider as resources such as reputation, consumer base,
brand equity, patent, intellectual property and trademarks etc.
 Capabilities- Vineyards tourism destination where company can utilize all essential
resources with a proper capabilities. It may be embedded in enterprise routines and may
not documented as strategic procedures.
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Outline extended marketing mix 7Ps and explain development of extended marketing mix.
A marketing mix is based on the process or method that refers to common classification of
product, price, placement and promotion. Typically, it represents as marketing approach in which
touch the broad range of areas as opposed to fix them.
 Product- within Vineyards tourism destination, tourism business should needs to be sold
a best quality of transportation, accommodation and food & beverage services.
 Price- this type of marketing mix is covered production price or cost and ensure
profitability of tourism business in Vineyards destination. Business should be used the
competitive price strategy and then establish a fixed rates which allows them to survive
enterprise position Vineyards destination place (Palmatier and Crecelius, 2019)
Promotion- this type of element is intended to provide the better support for tourism
business in Vineyards destination. Therefore, it is basically used website, email
marketing to promote service or products.
 Distribution- this element in tourism business in which consumer exactly reduce the
transactions and communication channels. These are facilitating the entire product
availability process.
 Place- The tourism business expand in Vineyards destination where attracts more
consumers. It lies in its attractiveness or aesthetic value, accessibility and facilities. It is
highly seeks a place for performed different activities in tourism destination.
SECTION-2
a) Tourist coming to UK, looking to book a Vineyard tour
There are large number of tourist, visitors coming to UK, always focused on the looking to
book a Vineyard tour. This is because it is able to run as English wine tasting which is always
attracts different visitors. Due to covid-19, it has been restricted the different areas or place in
regards of wine selling. Therefore, Vineyard tour is helping to gust to use wine facilities without
any restriction. It is becoming great opportunity for tourism business to establish a strong
position in Vineyard destination place. Tourism business is generally segment to target potential
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audience on the basis of Wine products. During Vineyard tour, it become a great attraction
among youth, adult people which are influencing with product as well as service. Nowadays,
Vineyard tour is becoming popular due to taste session which including camel valley most
renown wine.
b) Determine the B2C target market
The Term business to consumer (B2C) refers to the actual process of selling product or
service directly between consumers or business. Tourism organisation is trying to sell item direct
to the potential client. Business-to-Consumer are immensely popular at the time of 1990s when it
was mainly used to represent the vineyard tour as an online retailer, who sold English wine at the
time of trips.
In context of B2C side, Vineyard tour business is creating a stable position in which
target market identification phase. A buyer persona is a fictional character who represents of idea
consumers. Sometimes, consumer target segmentation depends on the different characteristics
such as demographics, behavioural, lifestyle. In B2C, tourism business that sell wine but needs to
be created as unique identity. Tourism will try to identify the background of individual people
and with varying its demands.
In Vineyard tour, it is mainly targeting the youth or adults people those are showing
interest towards wine. In this way, it has been identified that tourism enterprise can segment the
targeted audience on the basis of their psychographics characteristics. It represents the personal
interest of adults towards wine (Rahimi, Köseoglu and Okumus, 2017). The tourism business is
mainly targeted the consumers through interest, lifestyle. Therefore, tourism business would be
selected psychographics effectively and efficiently. In some situation, it is very important for
tourism business to establish a strong relationship with consumer so as it become easier to
determine their need or requirements. Afterwards, it can easily full all kind of demands in proper
manner.
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In recent times, it continuously changing the life style of different visitors, tourists who
are visiting different destination in UK but it always want to select or choose Vineyard tour
because of their wine offers.
c) Discuss the term of positioning and suggest that how vineyard tour would be positioned in the
consumer market
Positioning- it is refers to the statement by which develop a product and brand image in
consumers mind and improve their positive perception about experience. Generally, a
positioning is depending on the current tourism business product as well as service. Usually, an
efficient product service will attract more consumers towards brand. In order to establish a strong
position of brand in marketplace.
How the vineyard tour would be positioned in the consumer market-
The ability of Vineyard tour is to attract the potential tourists depends on the position of
Hill’s Vineyard destination in mind of different travelers. But in case of Vineyard tour that
would be positioned in the consumer market with the help of wine service. it is mainly used the
positioning based strategic process that involves marketing the brand and English Wines. In
certain way to create or establish a strong brand image (Sadq, Othman and Khorsheed, 2019).
Sometimes, it is also identifying the actual demand of consumers in target marketplace.
therefore, Vineyard tour will attract the different visitors where they can select this tour to
increase overall business profitability and productivity. Therefore, it is directly impact on the
position of Vineyard tour in targeted consumer market.
Additionally, Vineyard tour including more features in transportation, accommodation,
Food & Beverage services. These are becoming consider as great opportunity for Vineyard tour
to establish a strong brand position in marketplace.
On the other hand, Wine based tourism is becoming increasingly important within UK
marketplace. it is often assumed that differentiate in different sectors. Usually, this type of idea is
applicable as innovation approaches that combines with consumer’s demand during Vineyard
Tour.
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Moreover, at the time of Vineyard tour, it has been suggested that improve current
accommodation and Beverage service, including appropriate multiple options within drinks. In
this way, it is useful for increasing the demand of vineyard tour among potential consumers.
SECTION-3
Marketing Mix Analysis
Hill’s Vineyard
Product Few product attributes of Fine wine have
become consider as substantial applicability in
UK. Some of the English wines has become
noticeably better so that tourism business
should include Vineyard tour. This is including
more features in wine items and also maintain
their quality of services (Shulgina, 2017). The
Vineyard tour will gain competitive advantage
in market because of different Beverage such
as Wines. Usually, it has been consider as great
competition with other business, those are
already provide wine services. But it is
different from other to give option of consumer
within different wines at the time of Vineyard
tour.
English Wines and other Beverage items are
consistently attracting more tourists, visitors.
That’s why, it become great opportunity for
tourism business to gain more popularity at
Vineyard tour.
Price As focused on the cost or price segmentation.
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Generally, Vineyard wines are meeting all kind
of beverage attributes of competitive. Some of
the large vineyard tour such as Three Choirs &
new Wave. Vineyard tour should maintain
price 4.00 category, offers the best discount.
Place As focused on the distribution arrangement.
Vineyard tour can be provided all kind of
transportation, accommodation service so that
they can fulfil all need or requirement in proper
manner. Moreover, Vineyard such as
distributed more widely involved even more in
place and always maintain the conventional
sense, as a tourist destination.
Promotion Different promotional activities such as
Massive newspaper, television ads. These are
providing the best way to give option for
vineyard tour (Teviana, Ginting and Gultom,
2017). Tourism business is approached the
promotion of UK wines at Vineyard outlet
through leaflets. On the other hand, it is also
used the official website for purpose of
promotion which means that attract visitors
towards brand, wine product or service.
On the other hand, Social media networking is
one of the important promotion approach that
help for establishing a coordination with
consumers. Therefore, it can easily sharing an
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important information or detailed about the
Wine item at Vineyard Tour.
People At Vineyard tour, Staff members plays
important role in which provide the best
quality of Beverage services to the potential
consumers. For purpose of tourism business
expansion, Staff members are becoming
consider as essential part in tourism business
because they can perform different roles and
responsibilities. in order to support in the brand
image development, stable a position of
business in marketplace.
There are lot of problem or issues in regards of
Vineyard Tour solve by staff members. They is
always trying to establish a good relationship
with tourists or visitors, who are going to
choose a Vineyard tour option. At that time, it
has been increased more responsibility of staff
members to provide all kind of facilities and
resolve any kind of queries as soon as possible.
Physical Evidence In tourism business brand, it is very important
to establish an interactive infrastructure or
property in Vineyard destination. A beautiful
property and accommodation service is
becoming consider as visible element in which
attract more consumers. Space area of tourism
brand is one of the important aspect that help
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