Hospitality Marketing: Rosewood Hotel London Strategy Analysis

This report provides a detailed analysis of the marketing strategies employed by Rosewood Hotel London, a leading hospitality provider in the UK. It begins by discussing core marketing concepts and their application within the hotel, emphasizing customer needs, value, and relationship building. The report assesses the impact of the marketing environment, including internal and external factors such as competitors, suppliers, economic conditions, social trends, and technological advancements. It evaluates the relevance of the consumer market, focusing on consumer behavior, needs, and feedback mechanisms. The rationale for developing different market segments is discussed, highlighting the importance of tailoring services to meet diverse customer needs. Furthermore, the report assesses the importance of the components of the marketing mix (product, price, place, promotion) and analyzes pricing strategies and policies in relation to Rosewood Hotel London. Finally, it evaluates the implementation of the marketing plan for appropriate services, ensuring alignment with market demands and competitive pressures. The report concludes by summarizing the key findings and their implications for Rosewood Hotel London's marketing efforts.

MARKETING IN HOSPITALITY

Table of Contents
INTRODUCTION...........................................................................................................................................2
TASK 1.1.......................................................................................................................................................3
DISCUSS CONCEPTS OF MARKETING FOR ROSEWOOD HOTEL FROM LONDON..........................................3
TASK 1.2.......................................................................................................................................................4
ASSESS IMPACT OF THE MARKETING ENVIRONMENT ON ROSEWOOD HOTEL LONDON........................4
TASK 1.3.......................................................................................................................................................6
EVALUATE THE RELEVANCE OF CONSUMER MARKET IN ROSEWOOD HOTEL LONDON..........................6
TASK 1.4.......................................................................................................................................................7
DISCUSS THE RATIONALE FOR DEVELOPING DIFFERENT MARKET SEGMENTS........................................7
TASK 2.1.......................................................................................................................................................8
ASSESS THE IMPORTANCE OF COMPONENTS OF MARKETING MIX TO THE ROSEWOOD HOTEL
LONDON..................................................................................................................................................8
TASK 2.2.....................................................................................................................................................10
ANALYSE PRICING STRATEGIES AND POLICIES IN RELATION TO ROSEWOOD HOTEL LONDON.............10
TASK 4.4.....................................................................................................................................................11
EVALUATE THE IMPLEMENTATION OF THE MARKETING PLAN FOR APPROPRIATE SERVICES OF
ROSEWOOD HOTEL LONDON................................................................................................................11

CONCLUSION.........................................................................................................................................12
REFERENCES..........................................................................................................................................13

INTRODUCTION
Marketing is the process of promoting a business in such a way that it leads to gain company’s
product or service out to consumers. In today's industries, every hotel and resort needs an
effective marketing to promote their business. Hospitality Marketing is marketing efforts which
are directed towards generating revenue for the industry. It involves the segment of hospitality
industry such as hotels, restaurants, amusement park and resorts. The purpose of this
assignment is to understand the concept of marketing with the impact of marketing
environment. This report will also cover the components of the marketing mix and also assess
the impact of marketing environment. These aspects will be understood via UK based leading
hospitality industry Rosewood Hotel in London. Rosewood is providing best hospitality services
in the UK.

TASK 1.1
DISCUSS CONCEPTS OF MARKETING FOR ROSEWOOD HOTEL FROM
LONDON
The concept of marketing is to examine the needs of a customer and then make decisions
accordingly to satisfy those needs better than other competitive industries. The job of
marketing concept is to achieve the organizational goal through knowing the needs and wants
of target markets and delivers the suitable value to the customer towards the selected target
market (Tomczak, et al. 2018).
Figure 1: Core marketing concept
[Source: Chowdhury, 2014]
Markets: Rosewood Hotel London considers marketing aspect in such a way that marketing
function integrated and company's policies are built.
Products and services: As per marketing concept they also maintain the relationship with
customers and satisfying them for products and services.
Exchange, transactions and relationships: Rosewood Hotel London is building appropriate
relations with customer's feedback and responses towards the product and services.

Needs wants and demands: They satisfying the customer’s needs central to every activity in a
business organization. The Rosewood hotel London researches a lot to meet the need and
expectation of the customers.
Value, satisfaction and quality: It means that hotel provides luxurious services which help in
minimizing the running costs of the hotel with low employment cost which gives the best
quality and satisfaction to customers (Malhotra, et al. 2014).

TASK 1.2
ASSESS IMPACT OF THE MARKETING ENVIRONMENT ON ROSEWOOD
HOTEL LONDON
While developing a company and achieving goal marketing environment must take into
consideration (Dawson and J., 2014). To get the better idea of the marketing environment
Rosewood Hotel London considers major areas of marketing environment as follows:
Figure 2: Nature and Components of Marketing Environment
[Source: Fredrickson, 2018]
 Internal Environment: It involves all the micro factors of organization which affect its
marketing operations. These components can be grouped as:

 Competitors: With little change in basic strategy of competitors in the market, it
affects the industry’s performance as well.
 Marketing Intermediaries: They work as a link between hotel industry and
customers and with the change in the behaviour of intermediaries it can also
change the position of the hotel industry in the market. The travel agencies,
tour operators are considering as marketing intermediaries
 Suppliers: As the changes in supply cost, creditworthiness, warranties of local
suppliers or vendors will also affect the performance of hotel industry.
 Public: It includes groups, media local people, with better relations with
competitors and suppliers public also influence the industry (Fraj, et al. 2015).
 External Environment: It consists of those factors which are external to the business
and on which marketer has very low control. External factors can be subcategorized as :
 The political and regulatory environment: As changes in government
organization enhances the tax rates which affect the performance of Rosewood
hotel. But freedom of the press of UK government also helps in serving the best
quality by the hospitality industry.
 Economic Factors: Economic factors involve an increase in employment
opportunities and capital investment (Jones, et al. 2016). Rosewood Hotel
London has a multiplier effect in generating value in the supply chain, and the
wider UK economy.
 Social Factors: This factor is made of lifestyle, values, culture and beliefs of the
people. The population of the old generation in the UK is increasing which cause
in below average usage of budget hotels.
 Technological Factors: This factor involves the use of an application that allows a
user to locate the best five-star hotels to book their accommodation or check in
by internet (Neuhofer, et al. 2015). Rosewood hotel has the positive impact on
technological factors as it gives all information which is required by customers
through online portals.

 Competition Factors: This means to keep an eye on the market of competing
brands and the maker of substitute products. Rosewood Hotel London can easily
be stable in the market due to offering the best services than the competitors in
the UK.
 Organizational Factors: This factor is related to elements within the industry
which increase the capability and skills of individuals in an organization.
Rosewood Hotel London provides a high quality of service with promotional
activity such as innovative and engaging service with the tradition of British
manor (Yang, et al. 2015).

TASK 1.3
EVALUATE THE RELEVANCE OF CONSUMER MARKET IN ROSEWOOD HOTEL
LONDON
A consumer market is a system in which product and services are purchased according to
consumers own decision (Sung, et al. 2016). Therefore it is needed to deal with consumer
market in case of the hospitality industry. Rosewood hotel London considers the relevance of
consumer market in following ways:
 Rosewood Hotel London recognizes and forecasts the purchase behaviour of a
consumer which helps the industry to understand the reason for the consumption of
their services (Torres, et al. 2015).
 The Hotel become fully aware of every phase of consumption process such as pre-
booking of the hotel, behaviour during availing the services by hotel and review after
consuming services.
 It analyzes the online activity on its website to learn about the need of customers,
revisiting of customers, and feedback from customers through which they can improve
their hotel services.
 They also observe the consumer behaviour while offering services to them (Cantallops,
et al. 2014).
 They poll their clients and visitors and ask questions for customer satisfaction to serve
the best services to customers.
 Rosewood Hotel London also understands the factors such as social, cultural,
psychological which influence the customers by offering the services of a hotel.
 The hotel industry also trained their staff to observe and perform in a better way while
providing services.
 It also offers some specific services to their clients on special occasion, through which
industry get an honest feedback and it also influences consumers positively for future.

TASK 1.4
DISCUSS THE RATIONALE FOR DEVELOPING DIFFERENT MARKET SEGMENTS
Rosewood Hotel London is the best dynamic hotel industry, in order to know the needs of
customers, there must be sub-division of markets (Liu, et al. 2018). For example: To book a
hotel room needs of the family vary from the needs of the businessman. In the case of the
businessman, they need to have phone services, internet connection for the guest. Creating the
suitable position within market segmentation helps the hotel to deliver the benefit of the
product to the customer.
Market segmentation helps Rosewood Hotel London to distribute the services in a market
according to wants and needs of the customers. It involves providing appropriate services that
meet the need of the customers. The hotel believes in making the strategies in the suitable
manner that can cause the customer to respond in a positive way and they also combine the
services and market appeal to fully satisfy the need of the guest in the proper way (Litvin, et al.
2018).
It consists of developing the demographic segmentation by dividing the target market on the
basis of nationality, ethics, region, income which is connected with the wants and needs of the
customers. Rosewood hotel London can also obtain psychographic information which is the
part of market segmentation by which surveys and questions about the interest of the
customers can be requested. The other manner of developing the market segment is by
considering the places while grouping the customers according to state, region and then
operates the unit within the segments (Bowie, et al. 2016).
Development in market segmentation will surely cause newly developed services to meet the
needs of customers in the dynamic world, through feedbacks or other reviewing message
customers can be reached individually.

TASK 2.1
ASSESS THE IMPORTANCE OF COMPONENTS OF MARKETING MIX TO THE
ROSEWOOD HOTEL LONDON
The marketing mix is a merging of factors that influence consumers with marketing efforts and
helps in achieving the overall goal of industry (Khan, et al. 2014). Rosewood Hotel London
ensures marketing mix inflexible enough to consider the future changes in the market. The 4p's
of the marketing mix is as follows which is used by Rosewood hotel London:
Figure 3: Elements of Marketing Mix
[Source: Bhasin, 2017]
 Product: It refers to the combination of goods and services which offers to the target
market. Rosewood hotel London includes the physical attributes offer to guests as well
as other auxiliary services. They focus on top formulation because its succession is