Marketing in Hospitality Industry of UK Assignment Sample

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Marketing in Hospitality Industry of UK
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2013
Marketing in Hospitality Industry of
UK

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TABLE OF CONTENTS
Introduction..................................................................................................................................... 1
LO 1 Understand the concepts of marketing in a services industry context................................... 2
1.1 discuss concepts of marketing for a relevant services industry .......................................2
1.2 assess the impact of the marketing environment on the industry.......................................2
1.3 evaluate the relevance of consumer markets in the industry............................................3
1.4 discuss the rationale for developing different market segments ......................................3
LO2 Understand the role of the marketing mix.................................................................... 4
2.1 assess the importance of components of the marketing mix to the industry....................4
2.2 analyse pricing strategies and policies in relation to the industry....................................5
LO3 Be able to use the promotional mix........................................................................................ 5
3.1 evaluate the role of the promotional mix .........................................................................5
3.2 plan an advertising campaign for a services industry operation ....................................... 5
3.3 analyse the role that sales promotion and public relations play in promotional efforts
.............................................................................................. 6
LO4 Understand the marketing cycle in a services industry environment ..................................... 7
4.1 discuss the relevance of market research to services industry operations........................7
4.2 undertake market research for an appropriate product or service ....................................7
4.3 analyse the suitability of different media for marketing an appropriate product or
service.....................................................................................................................................8
4.4 evaluate the implementation of the marketing plan for an appropriate product or service
................................................................................................................................................8
References....................................................................................................................................... 9
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Figure 1 Micro economic factors...........................................................................................2
Figure 2 Black box model for consumer behaviour ..............................................................3
Figure 3 Overview of segmentation, targeting and positioning..............................................3
Figure 4 Marketing mix elements...........................................................................................4
Figure 5 Market research process ...........................................................................................7
Figure 6 Marketing plan......................................................................................................... 7

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Introduction
Marketing is an essential tool so as to ensure success of any service industry including
hotels. It is very important for managers to conduct market research and analyze it to develop
a tactical marketing strategy for organization. The basic function of hospitality marketing is
to understand the needs of consumers, knowing the segments of market and developing the
best marketing tool to increase the market share by reaching more and more customers.
In the dynamic competitive environment, it is important for any hospitality
organization to adapt itself with the changes in consumer’s preference, lifestyle, purchasing
power etc. So the strategic control is very necessary to ensure that the marketing strategy,
objective and system are so designed that it can adapt to changing external and internal
environment. All the elements of marketing mix are significant for developing the strategy
for hotels. Creative planning and effective advertisements helps the hotel to attract new
customers and retaining the old ones (Porter, 2008).
The marketer should consider all the internal and external business environmental
factors and their far reaching influences before designing and implementing strategies. All
this revolves around four P’s i.e. price, product, place and promotion and all th ese aspects are
governed by social, technological, environmental, economical and legal factors. As one
cannot control the external changes so the marketer can respond to the changing situation by
changing the four P’s (Tribe, 2012).
LO 1 Understand the concepts of marketing in a services industry context
1.1 Discuss concepts of marketing for a relevant services industry
Marketing in the hotel industry plays a key role so as to help the leaders in meeting up
with the needs of consumers by having a brief outlook of their wants and demand. A large
number of products and services are a part of hotel industry in form of restaurant, dining,
accommodation, leisure etc. A number of customer retention techniques are also used for the
same so as to increase the effectiveness of services. For example, customer retention
processes has been made a part of marketing efforts by Hilton group of hotels. They have
used regional marketing concept by integrating local voice into overall plans and objectives
to be achieved by firm (Holiday Inn, 2013).
According to marketing myopia theory given by Theodore Levitt, the marketers must
modify the products and services by analyzing the present marketing trends. The same
concept has been used by many hotels in this industry (Bhasin, 2011). These are the reasons
for growth in case of well known hotels like Sheraton, Holiday Inn etc. Marketing concept

According to application of Porter’s five forces model on hotel industry, the savvy
consumers can force down pricing structure, suppliers may limit profits by charging high,
new entrants may come armed up with capacity and hunger for market share and substitutes
can be offered to lure consumers away (Porter, 2008).
1.3 Evaluate the relevance of consumer markets in the industry
Consumers are the core part of hotel industry as they are the key elements to determine
success of entire industry. Consumer culture is a part of hotel industry and emphasizes on
sociological and psychological impacts of buying and spending behavior of customers.
Consumer buyer behavior in hotel industry is a function of personal influences and external
environmental forces which are shown by generic model that reflects the behavioral patterns
of hotel consumers is a reflection of different type of stimuli.
Figure 1 Black box model for consumer behavior
(Source: Understanding Consumer behavior, n.d)
According to many authors it is achievement of trade off between consumer and
competitor orientation that helps to achieve the desired result. Thus many hotel chains are
trying to achieve a balance between the two so as to get the best of both the worlds. The
concept of value chain is also equally important to maintain long term consumer relations
which have been applied by Holiday Inn hotel. It is famous among consumers for good value
chain as it delivers maximum value at a reasonable cost in form of good room with TV,
internet connectivity and reasonable breakfast (Tribe, 2012).

LO2 Understand the role of the marketing mix
2.1 Assess the importance of components of the marketing mix to the industry
Figure 2 Marketing mix elements
(Source: Marketing plan - how to write. n.d)
The products and services of hotel industry are highly perishable and inseparable in
nature. Hence marketers must give due consideration to producing a unique combination of
marketing mix which is relevant to meet the demands in different times. While formulating
the product blend the hotels must pay due attention to the unique selling points offered by
different products and services. They ought to develop strategies by a controlled test
marketing procedure and develop concept and brand themselves accordingly (Burkard, 2011).
Place refers to how the service actually gets to consumers which can be understood via usage
of effective distribution channel so as to deliver the service at right time and in right amounts
so as to ensure consumer convenience and service availability.
For example, many hotels in UK have used Hotel online services as there sales and
distribution channel so as to deliver superior quality to clients and guests via better logistics
management (Enhance booking volumes with Hotel Online, 2013). Technology has also
played a key role in making profound change in hospitality distribution. New models have
been developed in form of Internet based channel and franchising which allows for online
based reservation network while avoiding the development of intermediaries. There is also a
presence of ethical issues with respect to use of power by a channel leader. It is important
element which must be analyzed by hotel managers so that the leader is not forcing the less

powerful channel members to meet a prescribed standard in behavior (Palmer and Hartley,
2009).
2.2 Analyse pricing strategies and policies in relation to the industry
According to pricing theory, it can either be cost, demand or competition based. This
element helps to set the financial objective to be achieved by any hotel so as to get a greater
market share in relation to rival firms. Hilton hotel has used the pricing policies of demand
oriented and competitive pricing strategies. If hotels around Hilton are priced high then it
applies the same principle. On the other hand if there is an area wise decrease in pricing then
the same concept is applied by the hotel. It thus makes price adjustments accordingly
(Burkard, 2011).
Pricing policies in hotels are based on demand and supply circumstances that make
hotel increase or decrease prices. For example, during London Olympics held in 2012, most
of the hotels in London continued to slash their prices to fill rooms on account of domestic
buyers. Competitive scenario also forces hotels to adopt competitive pricing strategies in
order to be in tune with the demand and supply norms. Along with this, there is also a
seasonal fluctuation and increasing competition that helps in changing and undertaking
strategically as well as tactical pricing decisions. In such a scenario most of the UK hotels
follow ethical norms while charging consumers which also plays a key role in the brand
loyalty aspects.
LO3 Be able to use the promotional mix
3.1 Evaluate the role of the promotional mix
Promotional mix plays a key role in the UK hotel industry which involves
undertaking of efforts to take the product from business to consumer desk. A large number of
strategies have been undertaken by UK based hotels. As a part of its branding element of
promotional mix Marriott hotel has introduced a new fusion menu. It involves introduction of
a wide variety of dishes to come up with new ideas. This has been successful to increase
revenue during London Olympics 2012. Holiday Inn has also promoted itself by used the
elements of online marketing by an ad campaign using internet based channels to reduce the
London based hotel (Tribe, 2012).
A large number of considerations are needed to be evaluated while designing
promotional mix approach. The budget laid by hotel on promotional activities is very

LO4 Understand the marketing cycle in a services industry environment
4.1 Discuss the relevance of market research to services industry operations
Figure 3 Market research process
(Source: The Market Research Process, n.d)
Proper and planned market research plays a key role in understanding the services
offered by rival hotel firms. It also acts as a source of innovation towards introduction of new
service offerings and bringing changes in the existing ones. This is usually carried out in the
hotel industry by use of market information system which plays a key role in collecting
information about prices and other aspects. It also helps to analyze the current market
demand and helps in proper forecasting. The market research process plays a distinct role in
this regard that involves collection as well as analysis of data so as to come at conclusions
and make proper evaluations (Palmer and Hartley, 2009).
Various hotels including Marriott hotel has understood this concept which is
performed at corporate level via corporate marketing services. The goal is to provide for
better management of different services in the hotel and to develop a better understanding
about market as well as the consumers. It has also helped in positioning of its services via
demand forecasting. It has been used as a quality tool by the hotel so as to influence the
perception of consumers towards various products and services (Burkard, 2011).
4.2 Undertake market research for an appropriate product or service

A market research can be carried out in order to find out the response of consumers
towards the new fusion menu introduced by Marriott hotel to lure consumers from all over
the globe. The selection of location was outlets spread all over United Kingdom. Primary
research method can be undertaken on consumers of hotel by conducting interview sessions
open as well as close ended questionnaire. This will help to receive feedbacks by use of two
way communication. On the other hand, the secondary research can be carried out by using
internal records in form of government publications, industry journals and other articles
published in newspapers. Data will be analyzed by use of pie charts and bar graphs prepared
from the answers given by respondents which was further evaluated to find out whether the
fusion varieties are matching the tastes of consumers or not (Wild and Diggines, 2010).
4.3 analyse the suitability of different media for marketing an appropriate product or service
Various forms of media are used by hotel in UK so as to achieve outstanding results
in their marketing efforts. These are usually in form of TV, print media like newspaper and
magazines, radio, visual sources like bill boards and posters. The use of these sources varies
from service, product and market under consideration. For example if Marriott hotel wants to
appeal to global audience then it will have to prefer internet based media which is used all
over the globe. Use of print media in form of newspaper and magazine may not teach Indian
or Australian consumers. If the firm wishes to promote its new website launch then the best
way would be by internet as compared to radio (Capon, 2009).
4.4 Evaluate the implementation of the marketing plan for an appropriate product or service

References
Books and Journal articles
Benson, A. M., Tilbury, J. and Wickens, E., 2012. Sustainable Tourism Management and
Marketing. Journal of Hospitality Marketing & Management. 21(7). pp.703- 709.
Burkard, N., 2011. Market Segmentation and Branding in the Hotel Industry with Special
References to Hilton Cooperation. GRIN Verlag.
Capon, C., 2009. Understanding the business environment. 3 ed. Harlow: Prentice Hall.
rd
Palmer, A., and Hartley, B., 2009. The Business Environment. Berkshire: McGraw-Hill
Education.
Tribe, J., 2012. The Economics of Recreation, Leisure and Tourism. 3 ed. Routledge.
rd
Web, R. J., 2002. Understanding and Designing Market Research. Cengage Learning EMEA.
Wild, J., and Diggines, C., 2010. Marketing Research. Juta and Company Ltd.
Williams, A., 2012. Understanding the Hospitality Consumer. Taylor & Francis.
Online articles
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<http://hotelzon.com/en/uk/service-offerings/hotels-and-venues>. [Accessed on 21
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Holiday
<http://www.holidayinn.com/hotels/us/en/london/lonrp/hoteldetail>. [Accessed on
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<http://hotelmule.com/management/html/79/n-2179-15.html>. [Accessed on 21 January
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<http://www.ihgplc.com/index.asp?PageID=116&NewsID=2202>. [Accessed on 21
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Porter, M. E., 2008. The Five Competitive Forces That Shape Strategy. [Online]. Available
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Marketing in Hospitality Industry of UK Assignment Sample

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Marketing in Hospitality Industry of UK Assignment Sample