Sales Development and Merchandising Report - Hospitality Sector

This report provides a comprehensive analysis of sales development and merchandising techniques within the context of the hospitality and service sectors, using the HILTON Hotel as a primary case study. It delves into key components of product, design, and layout, evaluating their impact on consumer behavior and spending. The report examines product mix, market segmentation strategies, and factors influencing buyer behavior, including cultural and social influences. Furthermore, it explores appropriate advertising media and the role of external merchandising in enhancing customer base and driving sales. The analysis covers a range of factors affecting sales and profitability, offering insights into how businesses can improve their market share and customer retention. The report also references the HILTON Hotel's approaches to market segmentation, customer communication, and retention strategies. References include scholarly articles discussing analytics, neuromarketing, and self-service merchandising.

Sales Development and
Merchandising

INTRODUCTION
This report is based on importance of sales development and
merchandising techniques in business and services operation
level. It pays particular attention to hospitality and catering,
hairdressing and beauty therapy, sports and leisure, and travel
and tourism sectors. This report is based on HILTON hotel,
which is based on United Kingdom. This is help to understand
the concept of internal and external merchandising to improve
level of turnover of organisation.

1.1 Key components of product
Product is anything it could offer attention, acquisition, use
and consumption of market. This will be satisfy need and
want of customer. HILTON hotel is to be focus on each
and every customer inside hotel and provide physical and
physiological satisfaction to customer. This is help to
improve future development of organisation and future
outcome to increase future condition of organisation.

3.1 Design and layout may affect consumer
As per the integrated study, it can be said that the organization and
order of the hotel land site and services impacts the consumer
perception in diverse personal manner which can also powerfulness
client spending on the employment. It has been patched that the land
site of HILTON Hotel covers 3 eating houses in which they provide
amount of food ware to its custom-made. To be focus on satisfy
each and every customer to improve market environment of
organisation. Some changes are made for improve overall
development as well as future conditions of organisation. The level
of customer must be increase, if they organisation provide best and
personal services to every single customer.

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 Accommodation : This hotel is to be provide the
accommodation facilities is different level in market. They
are provided the wide rang of adjustment facility to customer
to increase the number of customer in market place.
 Attraction : It is one of the most important principle motivate
to improve number of customer is with the help of attraction.
If attraction level is high and good, that will be give direct
impact on customer. In addition, internal and external design
is help to improve number of customer in market place.

1.2 Range of contribution to sales and profit
Product mix is combination of variety of different product in market
place. Some changes are made for improve current as well as future
conditions of organisation and improve productivity and profit rate.
This is to be focus on product care development to that is hotel
room's other accommodation facility is increase market share or
profitability must be increase in overall market. Product mix of hotel
is to be proving very attractive as it is providing hotel, resort with
some value addition. A diversification is to be create some strong
brand image among all customer. This is assist to improve Hilton
hotel and increase overall development for internal factor of
organisation. To be focus on brand image of customer and increaser
sales hotel by attracting more and more customer in market price.

1.3 Market segmentation
Market segmentation is to be done by the dividing the
market level and improve future condition of market
share of organisation. In this context, business
organisation goals and to meet the postulate of the
custom-made with the help of merchandising plan of
action is known as market cell division. Without cell
division, company can't investigation necessitate of the
target groups.

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 Focus of the company: The HILTON Hotel should have
focussing on the different markets part because it allows
establishment to have better concentration on their customers
which is good to attain amended returns.
 Increase in competitiveness: If the focus of arrangement is
expanding, then the competition of The HILTON hotel will
besides indefinite quantity. It means with an assistance of cellular
division strategy the business organization can well reduce the
business relation level and focus on social-class grouping. It also
renders better chance to brand recall so that commercial enterprise
can attain neutral effectively.

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 Market expansion: When the market is segmented on the basis of
geographic segmentation, there is an outlook of expansion in functional
possibility. The HILTON hotel point of reference the social class
custom-made who prefer epicurean life as it supply better enlargement
opportunities to the business concern.
 Customer retention: To hold the custom-made or to retain them with
the organization, the HILTON Hotel travel the life cycle of the custom-
made as per cellular division standards.
 Better communication: Communicating is the must cognitive process in
the market cleavage. The HILTON Hotel is also focusing on the direct
communicating between the down and the arrangement so that needs can
be known in befitting mode.

2.1 Factors affecting the buyer behaviour
Buying behaviour affects the establishment sales and its
public presentation so it is necessary for steadfast to
analyse the customers' inevitably and necessitate. It also
associate with their buying powerfulness to buy the
merchandise and employment. Buying behaviour highly
influenced by taste, social, personal and mental factors
which affects the purchasing decision of the go through.

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 Culture factor : This component include consumers'
civilization, subculture, social group class. The HILTON
hotel focussing on the various civilization of the customised
because there are antithetical people of the antithetic culture
which taste sensation and predilection are antithetic from
some other.
 Social factor : This factors consider family, roles, position,
groups etc. which powerfulness the purchasing
determination of the go through directly or immediately. The
HILTON hotel focussing the social class custom-made who
believe in self-indulgence, brands, modular of living etc.

2.2 Appropriate advertising media
It is one of the most important part to improve the current market
environment, which is beneficial for overall development of market
share. As per the structured study, it can be said that advertisement
media is one of most usually used proficiency which furnish various
benefits to business organization in pecuniary as well as non-
monetary terms. In add-on to this, it can be ended that use of
inadvertent tools can amend the gross sales of Ritz Hotel. It is
necessary for business organization to choose media tool as per the
nature of business concern and key desire of commercial enterprise.
There are antithetic kinds of advertisement implement that can be
utilized by administration of HILTON Hotel in order to assist its
sales. Compartmentalization of tools can be as public press, events,
social media, electronic communication, etc.

2.3 Role of external merchandising
In order to have better success and maximization of customer
base. It is necessary for governance to entering on key
proficiency that can win over people to visit hotel and
mechanical phenomenon its services. It will facilitate
commercial enterprise firm to hold over the key regulation and
provide better possibility in the industry. External
commercialism is referred as technique that HILTON Hotel
can use to make over better consumer base. In this,
administration needs to display the merchandise and services
in order to have better consumer base and provide them
increased level of contentment.

3.1 Design and layout may affect consumer
As per the integrated study, it can be said that the organization and
order of the hotel land site and services impacts the consumer
perception in diverse personal manner which can also powerfulness
client spending on the employment. It has been patched that the land
site of HILTON Hotel covers 3 eating houses in which they provide
amount of food ware to its custom-made. To be focus on satisfy
each and every customer to improve market environment of
organisation. Some changes are made for improve overall
development as well as future conditions of organisation. The level
of customer must be increase, if they organisation provide best and
personal services to every single customer.

References
Liao, C.Y., Wu, C.C., Hsu, Y.L. and Chen, Y.C., 2017, July. Analytics
Solution for Omni-Channel Merchandising. In International
Conference on Universal Access in Human-Computer Interaction
(pp. 457-470). Springer, Cham.
Nagyová, Ľ., Horská, E. and Berčík, J., 2017. Application of
neuromarketing in retailing and merchandising. In Neuromarketing
in food retailing (pp. 197-232). Wageningen Academic Publishers.
Hisano, A., 2017. Selling food in clear packages: The development of
cellophane and the expansion of self-service merchandising in the
United States, 1920s–1950s. International Journal of Food Design,
2(2), pp.153-166.