...Hospitality Marketing Pham Manh Cuong Index number: RASG00009 Due date: 28/03/2010 Table of content 1.Introduction……………………………………….3 2.Main body…………………………………………4 2.1Nature of business…………………………….4 2.2 Customer perception…………………………6 2.3 SWOT analyze………………………………..8 2.4 Types of marketing…………………………..10 3. Recommendation……………………………….18 Reference…………………………………………..19 1. Introduction I have done a marketing analysis on Starbucks. I will be looking into nature of business of Starbucks, customer perception, the different areas of marketing plan adopted by Starbucks The general areas are analyzing the current situation, the marketing targets, goals, mission and objective, the marketing mix (the “4Ps”) and implementing, controlling and reviewing the marketing process. To source for the information, I have gone down to a Starbucks outlet to do some research. I have also gone to the internet to find articles on Starbucks. Combining the information, I hope the report I have done is able to provide an overview analysis of Starbucks’ marketing plans. 2. Main body 2.1Nature of business Starbucks started operations in Seattle's Pike Place Markets, Washington in 1971. It was originally named as Starbucks Coffee, Tea and Spices and is later changed to Starbucks Coffee Company. In 1982, Howard Schultz joined the company and changed its strategic direction. He sets to establish Starbucks as The Third Place' - a place between work...
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...1. La méthodologie traditionnelle. La méthodologie traditionnelle est également appelée méthodologie classique ou méthodologie grammaire-traduction. Elle était utilisée en milieu scolaire pour l’enseignement du latin et du grec. Puis elle a constitué une méthode d’apprentissage des langues modernes qui ont par conséquent été considérées comme des langues mortes. Elle a été largement utilisée dans l’enseignement secondaire français dans la seconde moitié du XIXème siècle. Il s’agit d’une méthodologie qui a perduré pendant plusieurs siècles et qui a contribué au développement de la pensée méthodologique. D’après Christian Puren, la méthodologie traditionnelle a donné lieu entre le XVIIIème et le XIXème siècles à des variations méthodologiques assez importantes, et a subi toute une évolution interne qui a préparé l’avènement de la méthodologie directe. Le but essentiel de cette méthodologie était la lecture et la traduction de textes littéraires en langue étrangère, ce qui plaçait donc l’oral au second plan. La langue était conçue comme un ensemble de règles et d’exceptions que l’on retrouvait et l’on étudiait dans des textes et qui pouvaient être rapprochées de la langue maternelle. Cependant on accordait plus d’importance à la forme littéraire qu’au sens des textes, même si celui-ci n’est pas totalement négligé. Par conséquent il existe une langue “normée” et de qualité, celle utilisée par les auteurs littéraires qui devait être préférée à la langue orale et imitée...
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...The Marketing Environment is Multifaceted 1. INTRODUCTION A firm needs to have extensive knowledge on what is going on around them to enable them to make the correct decisions in day-to-day activities. This means they need to know what is going on in the marketing environment (Adcock et al, 2001).The marketing environment is all the factors and forces outside the marketing department that would affect the mangers decisions. It is split into 2 sections: The Micro-environment and the Macro-Environment. These factors can bring opportunities or threats hence why managers need to ensure they are aware of them to ensure the company maximize sales and doesn’t go out of business (Baines et al, 2008). The main purpose of this report is to analyse how the Premier Inn marketing strategies relate to the current macro-environment. To enable me to critically analyse this I have taken the 3 forces; Economical, Technological and demographic. Firstly however I will review the theory on this topic. 2. MICRO-ENVIRONMENT The micro-environment forces can be summarised as the forces that directly affect the business (Armstrong et al, 2009). Evan’s (1988) believes that as they are directly affecting the business, they are much easier to identify than macro-forces which are ‘knock on effects’. The common micro-environment factors are: other departments (within the company), suppliers, marketing intermediaries, customers, competitors and public (Armstrong et al, 2009). The company will...
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...UNIT 8: MARKETING IN HOSPITALITY Get assignment help for this unit at assignmenthelpuk@yahoo.com LO1 Understand the concepts of marketing in a services industry context Core concepts: definition of marketing, customer needs, wants and demands, product and services markets, value, customer satisfaction/retention, quality, cost/benefits, efficiency/effectiveness, profitability, the growth of consumerism, strategic/tactical marketing, reasons for growth, marketing as a business philosophy, relationship marketing, changing emphasis of marketing Marketing environment: micro environment of the company; stakeholders eg suppliers, intermediaries, owners, financiers, customers, competitors, local residents, pressure groups; macro environment demographics eg economy, society, ecology, technology, politics, legal, culture; strengths, weaknesses, opportunities and threats (SWOT) analysis; political, economic, social, technical (PEST) analysis; Porter’s competitive forces Consumer markets: central role of the customer, customer culture, models and types of behaviour, consumer orientation (internal and external), competitor orientation, decision process, value chain, value and satisfaction, long-term relationships Market segmentation: principles of segmentation, targeting and positioning, segmentation bases eg geographic, demographic, behavioural, lifecycle stage, income, gender Ethics and social responsibility: sustainability, social audit, public relations, legal and regulatory considerations...
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...concepts of marketing for a relevant services industry This research is about the concepts of marketing. I will therefore start by introducing the key terms marketing and marketing management. (Allen, 2007) stated that "Marketing pertains to the interactive process that requires developing, pricing, placing and promoting goods, ideas or services in order to facilitate exchanges between customers and sellers to satisfy the needs and wants of consumers". (Kotler et al, 1996) suggested that "Marketing is the process used to determine what products or services may be of interest to customers and the strategy to use in sales, communications and business development'. The American Association of marketing (Gronroos, 1989) define marketing management...
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...TROY UNIVERSITY INTERNSHIP PROGRAM TERM PAPER Submit day: June 1st ,2012 INTRODUCE ABOUT THE TOUSIST IN VIETNAM Vietnam has enough elements to develop tourism into a spearhead economic sector. With tourism potential and rich diversity, this country is a popular destination in the world. In 2008, Vietnam welcomed 4.218 million international passengers; this figure in 2009 was 3.8 million, down 11% over the previous year. Vietnam National Administration of Tourism predicts the number of international visitors to Vietnam in 2010 was 4.5 to 4.6 million; the number of domestic tourists was 28 million in 2010, up 12% to 2009. Revenue from tourism in 2009 reached Vietnam from 68,000 to 70,000 billion. According to the Vietnam National Administration of Tourism, 2015 Vietnam's tourism sector will attract 7-8 million international passengers, 32-35 million domestic tourists; the corresponding figure in 2020 was 11-12 million international 45-48 million domestic tourists. Revenue from tourism will reach 18-19 billion USD in 2020. However, Vietnam's tourism industry for many years, are also alarmed about the victims' tight guillotine, "bullying travelers, weak infrastructure and poor service quality, create a bad impression to tourists. Tourism potential of Vietnam: Monuments: As of May 8/2010, Vietnam has more than 40,000 relics, including places of over 3,000 monuments are ranked national monuments and ruins are over 5000 provincial rankings. and the number density most monuments...
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...1. One marketing opportunity associated with the baby boom generation is that most of the baby boomers are at a point in their life where they feel secure financially and are willing to spend more money on things such as travel, whereas the younger generation may not be paid as much yet at their jobs and may have more bills than the average baby boomer. Another marketing opportunity associated with the baby boom generation is that they have more time to go on these vacations. A lot of baby boomers are retired, so they have the time to go on a lot more trips than the rest of the population, putting more money into the hospitality and tourism industry. A marketing threat associated with the baby boom generation is that they are aging. Things that come along naturally with aging may hold some of the baby boomers back from going on the vacations that they have the time and money for. Another marketing threat associated with the baby boomers is their experience. They may have learned from hasty decisions that they made in the past that doing something on a whim is not always the best, so a lot of baby boomers may take their time and research the area that they want to vacation and to look around for the best deals, or better places to go. This could limit the number of vacations that a baby boomer actually goes on; therefore limiting the amount of money they contribute to the hospitality and tourism industry. 2. Although we have little control over the macro-environment, there...
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...Emerging sales and marketing challenges in the global hospitality industry Author: Rishi, Meghna; Gaur, Sanjaya S Abstract: Purpose - This paper attempts to identify the emerging themes that can shed light on the sales and marketing issues and challenges being faced by global hospitality organizations. Design/methodology/approach - The paper utilizes a multi-method approach for data collection. A thorough literature review, a focus group and personal interviews were conducted to explore the themes and construct a tentative thematic web. Publicly accessible secondary data in the form of customer reviews were drawn from world's leading web site - Tripadvisor.com. A total of 702 reviews of the customers of luxury hotels from the world's top two tourist destinations - France and USA - were analyzed, using thematic analysis. Customers' perspective is juxtaposed with industry's perspective to offer insights on the sales and marketing issues and challenges being faced by hospitality organizations globally. Findings - Marketing challenges, namely personalization/customization of services, service management, creating a strong parent brand, under-utilization of the social media and diverting tourists from heritage properties, are identified as some of the key emerging sales and marketing issues and challenges faced by the global hospitality industry. Practical implications - Analytically identified themes in this research paper provide valuable insights on issues and challenges...
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...Analysis of Service Marketing Strategies in the Hospitality & Tourism business in the UK: The Sheraton Park Lane Hotel Mashfiq Ahmed The hospitality and tourism industry is one of the biggest industries in the United Kingdom and in the entire world. Two of the major components of this industry are the marketing and public relations as in the highly competitive and sophisticated business world of the twenty first century; they play the key role in attracting and retaining customers i.e. the sales of products and services. Especially for businesses that focus on the luxury consumers, branding is an integral part of their core value proposition and there is no better way to create a brand identity and promote it than the use of interactive marketing strategies and public relations tactics. To get your BUSINESS Reports / Case Studies/ Research Projects / Dissertations / Term papers / Presentations / Assignments done, CONTACT: MASHFIQ AHMED . ahmed.mashfiq@gmail.com +8801674312929 January, 2012 1. Introduction The hospitality and tourism industry is one of the biggest industries in the United Kingdom and in the entire world. Two of the major components of this industry are the marketing and public relations as in the highly competitive and sophisticated business world of the twenty first century; they play the key role in attracting and retaining customers i.e. the sales of products and services. Especially for businesses that focus on the luxury consumers, branding...
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...Hospitality Markets Analysis Marketing Analysis – Portsmouth Football Club Report Table of Content Part 1: Executive Summary Part 2: Intro Part 3: Hospitality Marketing Analysis Strategic Marketing Analysis Strategic Competitor Analysis Part 5: SWOT Analysis of Portsmouth FC Hospitality Services Strengths Weakness’s Part 6: Customer Research (Questionnaire) Questionnaire Finds Part 7: Recommendations for the organisation Marketing Objective Brand Management Improve awareness Recommended marketing Activities Part 8: Conclusion Executive Summary This report contains an analysis of Portsmouth FC’s hospitality markets in attempts to widen their brand name and recognition in not only the football aspect of its daily business but also within that of its hospitality services. This Analysis contains various marketing models, which range from SWOT Analysis, Porters Five Forces, PESTEL and Ansoff Matrix. This reach documents the organisations hospitality markets both internal and externally and analyses all affecting factors that prohibits the growth of club’s hospitality services. Intro For our Marketing analysis, we were tasked to create a hospitality report for Portsmouth’s local football club, ‘Portsmouth FC’, in an attempt to help the organization properly marginalise profits by appropriately utilizing resources. Portsmouth FC has seen the worst of times due to its financial issues and a number...
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...Report on Corporate Hospitality To: Stephen Whitbourn (Chief Executive) From: Matthew Rogers (Commercial and Hospitality Manager) RE: Business Report regarding how best to utilise the facilities at Cheltenham Racecourse which demonstrates key factors which drive the commercial potential of utilising corporate hospitality to be able to maximise value and profit. Terms of Reference?? introduction Corporate Hospitality involves events and activities organised for the benefit of companies that wish to entertain clients, perspective clients or employees at the business’s expense. In Britain the Corporate Hospitality industry comprises approximately 5,000 event organisers and it is estimated that the UK Corporate Hospitality market was worth £998 million in 2003 (Baxter, 2000). In accordance to Baxter (2000), football venues accounted for hosting the largest number of corporate hospitality events (16%) followed closely by horse racing (15%). This research suggests that business’s associate horse racing with corporate hospitality and therefore should look to use venues such as Cheltenham racecourse instead of competitors. In terms of selling corporate hospitality events to business’s Hughes (2000) cited agency research in 1997 which suggested that corporate hospitality routinely accounted for 5% of companies marketing budgets. Therefore by using various marketing techniques we can insure that the business’s in the area will look to the racecourse when spending their corporate...
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...Effects of Social Media on Hospitality/Tourism Name: Institution: Date: Introduction Since the turn of the century, there has been an upsurge in the use of social media. As a result, many tourism organizations that include hotels, travel agencies, and airline companies have started using the internet as one of the important tools in marketing and communication strategies. Many businesses within the hospitality industry rely on good reviews from their customers, and social media is offering this as a natural marketing tool (Bennet, 2012). The use of social media have become very widespread, and the travelers use these sites consistently to brag about their great experiences as well as express displeasure with poor experiences. This is a natural way through which the social media is impacting the hospitality and tourism industry. After realizing the power of social media, businesses are also leveraging on the wide presence of customers in social media to communicate, engage, and market their services and products to the customers (Guzel & Sengun, 2015). The growth of social media has had immense impacts on social media that range from marketing, communication, and even corporate social responsibility. This paper conducts a literature review on the effects of social media on hospitality and tourism. Literature Review According to Mahmood A Khan (2012), the benefits of social media can be very helpful in marketing and management in hospitality and tourism. He states that...
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...Effects of Social Media on Hospitality/Tourism Name: Institution: Date: Introduction Since the turn of the century, there has been an upsurge in the use of social media. As a result, many tourism organizations that include hotels, travel agencies, and airline companies have started using the internet as one of the important tools in marketing and communication strategies. Many businesses within the hospitality industry rely on good reviews from their customers, and social media is offering this as a natural marketing tool (Bennet, 2012). The use of social media have become very widespread, and the travelers use these sites consistently to brag about their great experiences as well as express displeasure with poor experiences. This is a natural way through which the social media is impacting the hospitality and tourism industry. After realizing the power of social media, businesses are also leveraging on the wide presence of customers in social media to communicate, engage, and market their services and products to the customers (Guzel & Sengun, 2015). The growth of social media has had immense impacts on social media that range from marketing, communication, and even corporate social responsibility. This paper conducts a literature review on the effects of social media on hospitality and tourism. Literature Review According to Mahmood A Khan (2012), the benefits of social media can be very helpful in marketing and management in hospitality and tourism. He states that...
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...Proposed Marketing Plan for Introduction of Multi-functional Remote Device of JKL Plc, UK. Section 1: Introduction and Background This report entails the development of a marketing plan for the launch of a new product, a Multi-functional Remote Device (MRD), to be presented to the Investment Committee of JKL Plc. JKL Plc is a large London headquartered multinational FMCG with operations spanning 16 countries across the world. Its turnover for the financial year ended December 31, 2010 amounted to GBP 454 million. The search for innovative products has led the company to focus on the swift technology evolution within the hospitality industry around the world. This has necessitated the accurate estimation of future developments for maximising customer satisfaction and retention. Environmental scanning and market research reveals that customers are driving the industry towards technology convergence (Bentley, 2007, p2). The hotel industry presently relies upon stand-alone modes or discrete technology application devices to fulfil customer service requirements, in areas like electronic check-in/ check-out facilities, purchase and use of in-room entertainment or even the control of room settings for different utilities and appliances that are used by the customers during their stay in the hotel. Due to the continuous nature of the service provided by the industry, it is difficult to install/ retro-fit new technologies in operational properties at reasonable cost outlays. Consequently...
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...Relation in Tourism and Hospitality * Executive Summary In today’s competitive business world tourism and hospitality business are facing a lot of competition. For making position in the market place, tourism and hospitality business are involving more and more in promotional activities. The tourism and hospitality organization is shifting from traditional marketing procedures. They are using more advanced marketing tools and techniques to capture value from the customer. After completing this report, the writer is knowledgeable of understanding marketing strategies and other marketing communication strategies for building customer relationship in order to capture value from them. Contents Executive Summary 2 Introduction 4 Hotel Cafe Royal 4 2 Task-1 Marketing strategies for hospitality and tourism organisations 4 2.1 Marketing strategies for hospitality or tourism sector 4 2.2 Networking and customer relationship marketing strategies for hospitality or tourism organisations 7 2.3 Developing brand identity strategies 9 2.4 E-marketing, Viral and Guerrilla marketing strategies 10 3 Marketing communication strategies for hospitality and tourism organisations 11 3.1 Marketing and customer loyalty strategies for hospitality or tourism organisation 11 3.2 Marketing communications strategies 13 4 Recommendation and Conclusion 14 5 References 14 * Introduction Marketing is a process by which a tourism and hospitality business generates...
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