Analyzing the Role of Marketing Information Systems in Hospitality

This report delves into the significance of Marketing Information Systems (MIS) in the hospitality and tourism sectors, emphasizing their role in data management, analysis, and decision-making. It highlights how MIS aids in organized data collection, understanding customer needs, monitoring market trends, and making sound future decisions. The report uses the example of Hilton Hotels to illustrate how MIS supports effective marketing planning, pricing strategies, and promotional activities. Furthermore, it discusses the effectiveness of MIS in improving communication, reducing costs, and enhancing overall business performance by helping companies adapt to changing market dynamics and build a competitive brand image. The report concludes that MIS is an essential marketing tool for businesses in the hospitality industry, enabling them to create positive customer relations and maintain a competitive edge.

Marketing Essentials

INTRODUCTION
Marketing is an essential activity for company to exchange the relationship with
customers by providing them values as per their requirements. Mainly, it is consider as an action
by which company promote their buying and selling or products to improve its sales (Algharabat,
Zamil and Vasista, 2015). In this regards, marketing information system is also show a important
function in organization as it support in gathering storing, analysing and distributing data in
formal way. By this company take a right marketing decision towards the customers behaviour.
This report is going to discussed about value of MIS and its effectiveness in hospitality and
tourism sector.
Main body
Importance of marketing information system
MIS is consider as an important tool of marketing by which company easily gather or
manage all the relevant information that support them in developing an effective decision
making to enhance effective marketing planning, implementation and control as well. Mainly,
MIS is a set of process that planned to make, analyse and store awaited marketing judgement as
per continuous basis. Along with this, it can be used in business as operationally, managerially
and strategically that assist organization in rising its overall performance level at market place.
Due to increase in agonistic and expanding market, amount of information is required by
company as per daily prospectives. This is the reason, company have to established an effective
marketing information system.
As per current scenario, hospitality and tourism industry is fastest growing industry in
market place. For example, Hilton hotel operate their business in hospitality sector and it
required huge information about the market and customers behaviour. For this, company use
MIS as a marketing tool that support them in taking a best marketing decision (Baker and
Magnini, 2016). By this, company amend their performance ad also tries to established their
competitive image at competitive market. In this regards, there are some importance of
Marketing Information System that help company in managing data and information: Organized data collection: MIS is one of the important tool for company as it used for
collecting lots of data from the market place. In this, it is also crucial for firm to
organising the same so that company can improve their productivity. By effectively
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managing or organising data, organisation can develop their optimistic image at
competitive market (Baker and Saren, 2016). A broad perspective: Effective Marketing Information System is beneficial for
organisation to keep a secure records of its different functional areas in an improved
manner. Due to this, company can easily understand entire working process to take
corrective judgement in order to improve their overall performance at market. Storage of important data: It is significant for company to keep store all the necessary
information in order to manage better relation in market place. For attaining the same,
MIS is appropriate for company as it not only for information but also for execution of
marketing activities in systematic way. By storing all the important data, company can
make their performance positive and competitive as well. Help in understanding customers needs and wants: For satisfying customers, it is vital
for company to implement Marketing information system within the operational activities
with the aim of evaluating customers needs and demand. If company easily satisfy
consumers needs then they improve their popularity at market and also may develop their
competitive image. Through this, organization may create their strong customers base. Monitoring the marketing trends: In market place, it is crucial for organisation to
evaluate as well as monitor environmental forces and marketing trends to find out the
best opportunities. In this MIS play a crucial role in give them all the essential collection
about current market trends done which company amend their course of action. Make sound future decisions: MIS is includes as a marketing tool for company that help
in gathering as well as collecting effectual and reliable data about the current situation in
market place (Barakat, Shatnawi and Ismail, 2016). By this, firm can take effective
judgement towards the marketing and also operate their operations accordingly. It impart
in heighten profitability level and competitiveness in market place.
 Eliminating wastage: MIS is also an effective tool for cut down the wastage from the
production activities and at the same time also save the organisation time. It help in
developing a positive brand image. This is possible when company perform their
production process as per market trends and changes (Daneshjo and Kravec, 2014). By
this firm may ameliorate their carrying into action and also implanted their competitive
representation at wider area.
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Effectiveness of MIS within hospitality
A MIS is includes as an effective system that implement to assist marketing decision by
includes people, equipment, process to collect decision that help company in taking appropriate
decisions in market. Now a day's market and its competition level is increased day by day. This
is the reason that company required an appropriate marketing information system by which they
can gather all the important information about market and current trends. With the help of this
tool, Hilton hotel can make a successful planning about its products development, its pricing,
promotion and distribution in market as per market trends and customers behaviour as well
(Laudon and Laudon, 2016). In hospitality industry, competition level is too high in which
company face various issues in understanding the customers behaviour. This will negatively
impact on organizational performance at market place. One of the major effectiveness of MIS for
Hilton hotel is that it help to recognise changing dynamics of market environment. It is related to
different aspects like product price, place, promotion and so on. By MIS, marketing manager of
Hilton hotel can easily understand all the changes and at the same time also respond quickly.
In context of marketing, MIS is a set of efficient process that assist company in
evaluating, gathering and generating effective report for developing an effective marketing
decision. With the help of this, company get an arranged flow of data that support entire
marketing activities of Hilton Hotel. Along with this, company also make effective decision
when they have good and relevant information. Thus, it is essential that Hilton hotel obtain
sufficient information so that they come to valid decision that directly impart in heighten market
share of company and at the same time also may aid in establishing competitive and famous
brand image.
MIS system is also effective for communication within and outside of the Hilton hotel.
By this employee of company can easily access all the important information towards the day to
day activities (Novikova, 2015). This is the reason that company use marketing information
system within their operational activities through which employees can communicate with their
customers and suppliers through Email, SMS. It make it more easy for company to effectively
manage or control required information (Queiroz and Oliveira, 2014). This will support Hilton
hotel in enhancing their productivity that directly lend in generating bigger market share from its
competitors at competitive market place. Main advantage of marketing information system is
that it improve communication that develop a better team work. As it also manage required
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information and facilitates communication among diverse team that allow company in enhancing
their financial condition at market place.
For gathering information about market trends and environment, MIS play a crucial role
because it help business organization in managing data to make an proper judgement. With the
help of this, Hilton hotel remain competitive or also enter into new market to established its
positive brand image. Along with this, Top management is also responsible for analysing the
effectiveness of MIS that support them in finding better solution to issues faced by company in
market. Along with this, MIS is also effective for company in reducing time, cost and errors
related with the processing of information. It may increase its productivity level by allowing
customers to share their own transactions (Sulaiman, Hes and Kandakov, 2015). By this
company increase their customers base and also make their brand image more competitive and
acquiring larger market share from its competitors.
CONCLUSION
As per above discussed report it can be evaluated that, marketing information system is
implement as one of the essential tool of marketing through which company collect and organize
all the necessary information about market trends and customers behaviour as well. In this, it is
also effective for company to make decision making in context of company and marketing as
well. By using this aspect as a marketing tool company easily create positive relation with their
customers and also implanted their competitive image at market.
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REFERENCES
Books and journals
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Baker, M. J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
Barakat, H. J., Shatnawi, H. A. and Ismail, S. T., 2016. The role of marketing information
systems in reducing the effects of the international financial crisis: A study applied on
the banks working in the Kingdom of Saudi Arabia from Islamic
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Laudon, K. C. and Laudon, J. P., 2016. Management information system. Pearson Education
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Novikova, E. N., 2015. Design of a marketing information system. Mediterranean Journal of
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Sulaiman, H., Hes, T. and Kandakov, A., 2015. Marketing Information System in Citrus Fruit
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