Premium Essay

Hospitality Marketing

In: Business and Management

Submitted By SkyIcy
Words 2874
Pages 12
Hospitality Marketing Pham Manh Cuong
Index number: RASG00009
Due date: 28/03/2010

Table of content

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

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 and home, committed to building trust with customers and contribute to community.
Starbucks is a leading retailer of specialty coffee market, it offers quality coffee while conducting business that produces social, environmental and economic benefits. By offering the best roasted coffee, handcrafted beverages, coffee experience products, excellence service and innovation, they are committed to...

Similar Documents

Premium Essay

Marketing in Hospitality

...Assignment On Marketing in travel and tourism Name: Date: Course title: Task 1 1.1 Core concept of marketing for the travel and tourism sector Travel and tourism are interconnected; there are little differences between the two terms. However, Houge Mackenzie & Kerr (2013) describes tourism as “activities of a person or persons staying in a place outside their homes or their environment for the purpose of leisure, business and other purposes”. Marketing for tourism and travel industry requires excellent marketing strategies and plans in order to attract and prompt different kinds of tourist. However, the perception behind marketing for travel and tourism sectors collaborates of consumers’ needs and wants, as well as meeting the demands of customers. Therefore, Customers’ needs are of utmost necessity which sustains their lives, for instance, water and food. While customers’ wants are goods and services that give consumers fulfilment and desires case in point a car etc. Furthermore, wants are boundless and never ending. As a result, marketing can have a great impact on consumer’s judgment to desire things that wouldn’t look attractive in the first instance. Consequently, Expectations on a whole is how consumers look at certain items or things that they fancy. Based on this, the greater the want, the greater the expectation will be of a particular good and service. Therefore, Thomson holiday must ensure that goods or services meets and satisfies the......

Words: 3813 - Pages: 16

Premium Essay

The Marketing Environment of Hospitality Is Multifaceted

...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......

Words: 1080 - Pages: 5

Premium Essay

Unit 8: Marketing in Hospitality

...UNIT 8: MARKETING IN HOSPITALITY Get assignment help for this unit at 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......

Words: 1047 - Pages: 5

Premium Essay

Marketing In The Hospitality Industry Essay

...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...

Words: 826 - Pages: 4

Free Essay

Hospitality and Marketing

...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...

Words: 1055 - Pages: 5

Premium Essay

Ewom Literature Review

...actual, or former customers about a product or company, which is made available to a multitude of people and institutions via the Internet’ (p.39). Hospitality and Tourism Industry has also been affected by this relatively new eWOM, where former visitors or customers express their opinion on destinations and places they have visited. The purpose of this literature review is to focus on the eWOM, its impact on the Hospitality and Tourism Industry and on the potential benefits it has for businesses and destinations. This review will contain information gathered and analyzed from different peer reviewed articles and studies to support the credibility of this paper. The eWOM in contrast of the traditional WOM has different types of electronic media channels that have an impact upon interpersonal relationships. There are the synchronous type and the asynchronous type, the first one include instant messaging, chatrooms and newsgroups. While asynchronous includes blogs, emails, virtual communities and websites (, 2006). All these are use to spread experiences and opinions about a product or a place, they can be positive or negative depending on the experience of the author. The eWOM as mentioned in the introduction has a great impact on the Hospitality and Tourism Industry e.g. on choosing a travel destination or hospitality facilities. According to Park, D.H. and Kim (2008) travel reviews are useful...

Words: 2040 - Pages: 9

Premium Essay

Assessing Career Value of Hospitality Management Curriculum from

...Rochester Institute of Technology RIT Scholar Works Theses Thesis/Dissertation Collections 1999 Assessing career value of hospitality management curriculum from program alumni James Reid Follow this and additional works at: Recommended Citation Reid, James, "Assessing career value of hospitality management curriculum from program alumni" (1999). Thesis. Rochester Institute of Technology. Accessed from This Thesis is brought to you for free and open access by the Thesis/Dissertation Collections at RIT Scholar Works. It has been accepted for inclusion in Theses by an authorized administrator of RIT Scholar Works. For more information, please contact ASSESSING CAREER VALUE OF FROM HOSPITALITY MANAGEMENT CURRICULUM PROGRAM ALUMNI by James A Faculty of thesis the Food, Re id R. submitted Hotel to the Travel and Management at Rochester in partial Institute fulfillment for the of of Technology the degree of Master of August Science 1999 requirements FORM I ROCHESTER INSTITUTE OF TECHNOLOGY School of Food, Hotel and Travel Management Department or Graduate Studies M.S. Hospitality-Tourism Management Presentation or ThesislProject Findin2S Name: J_am_e_s_R_e_id Title of Research: Date: 7/21/99 SS#: Assessing. Career Value of _ Hospitality Management Curriculum From Program Alumni Specific Recommendations: (Use other side if necessary.) Thesis ~ommittee: (I} _D_r_...

Words: 10443 - Pages: 42

Premium Essay

Hospitality Industry Management

...Curtin Business School (CBS) School of Marketing Unit Outline HOSP2000 Hospitality Industry Management Semester 2, 2015 Unit study package code: HOSP2000 Mode of study: Internal Tuition pattern summary: Note: For any specific variations to this tuition pattern and for precise information refer to the Learning Activities section. Seminar: 11 x 3 Hours Semester Fieldwork: 1 x .5 Days Semester This unit contains a fieldwork component. Find out more at the fieldwork education website: ( ) Credit Value: 25.0 Pre-requisite units: Nil Co-requisite units: Nil Anti-requisite units: Nil Result type: Grade/Mark Approved incidental fees: Information about approved incidental fees can be obtained from our website. Visit for details. Unit coordinator: Title: Name: Phone: Email: Building: Room: Dr Jong-Hyeong Kim +618 9266 4389 408 2006C Teaching Staff: Name: Phone: Email: Building: Room: Jong-Hyeong Kim +61 8 9266 4389 408 2006C Administrative contact: Name: Phone: Email: Building: Room: Kelly Nowak +618 9266 3882 408 2014 Learning Management System: Blackboard ( HOSP2000 Hospitality Industry Management Bentley Campus 28 Jul 2015 School of Marketing, Curtin Business School (CBS) Page: 1 of 7 CRICOS......

Words: 3280 - Pages: 14

Premium Essay

Analysis of Service Marketing Strategies in the Hospitality & Tourism Business in the Uk: the Sheraton Park Lane Hotel

...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 . +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,......

Words: 3797 - Pages: 16

Premium Essay


...Piccoli Business Portfolio BUSINESS PORTFOLIO 2014.2 “Leave or Stay” The role and benefits of Internships in today’s hospitality industry with a consideration of students satisfaction and effectiveness of the development programs for their future careers. by Daniel Piccoli Daniel Piccoli Business Portfolio Table of Contents Executive Summary …………………………………………………………………… page 4 Introduction …………………………………………………………………………… page 4 Students vs Employer : different perspective of Internship benefits ………………… page 6 Conclusion and Recommendation …………………………………………………… page 12 References ………………………………………………………………………… page 13-14 Daniel Piccoli Business Portfolio Table of Figures Figure 1.1 : Lodging Internship Competency model ……………………………….. page 6 Figure 1.2 : Internship Model ……………………………………………………….. page 7 Table 3.1 : Positive and Negative findings in a Internship ………………………….. page 8 Chart 1.1 : ICON Hotel Internship Model ……………………………………………. page 9 Figure 1.3 : The Voyage Program by Ritz Carlton ………………………………….. page 10 Daniel Piccoli Business Portfolio Executive Summary The purpose of this paper is to have a better understanding of the importance of Internship in today’s hospitality industry from two different point of views, the interns and employers. Nowadays, the hospitality industry is famous and known to offer to his employees and future talents a development and growing opportunity. However, the......

Words: 2951 - Pages: 12

Premium Essay

Hospitality Service Excellence

...The aim of this essay is to take the City@Hotel as a case study to analyse the causes of service failure and determine what service recovery strategies could be taken by the hotel. This essay first gives the brief introduction of service excellence and service failure, and identifies the causes of service failure in this case study. Then, it will apply the concepts of service recovery into the hospitality industry, and come up with some solutions according to the theories. At last, the essay will evaluate the contention that service failure whether can be recovered or not. In order to get a better understanding of the case study, this paper begins with the brief introduction of service excellence and service failure that in relation to the provision of hospitality services. Service excellence is an integrated approach to business that organizations set customers in the centre of all the activities (Clark and Baker, 2004). There is no exactly definition of service excellence, but some researchers (Horwitz and Neville, 1996; Dobni, 2002) pointed out that service excellence refers to the provision of service exceeds the customer's previous expectations. In a word, service excellence is not only meeting customer requirements but also about exceeding their expectations. Conversely, service failure can be defined as that the service does not meet the customer expectation and requirement. Service failure often occurs in the process and the outcome of the service delivery (Lewis......

Words: 2321 - Pages: 10

Free Essay

Growth and Challenges in Hospitality Industry; Issues, Challenges, and Trends, that Facing Hospitality Industry WANG Jin-zhao1 WANG Jing2 Abstract: This article presents findings of issues, challenges and trends that hospitality industry might fact in the year ahead respectively. Top issues that will influence the global hospitality industry in the year ahead include sustainable development calls for green hospitality, labor cost, multicultural issues and higher education. Challenges that facing hospitality include will include operating issues, marketing issues, technological issues and economic issues. Identified ten key trends that, taken together, we believe will shape the hospitality sector this year and for years to come include rapid growth in vacation ownership, integration & globalization, new management. Key words: Issues; Challenges; Trends; Hospitality Industry 1. ISSUES IN HOSPITALITY INDUSTRY 1.1 Sustainable Development Calls for Green Hospitality Going green is a white-hot issue in the hospitality-design industry. People are beginning to look at sustainable solutions in a whole new way. The perception of green has changed; it has gone from a fringe movement to mainstream. As a sign of its sweeping popularity, one of the best attended sessions at the recent Lodging Conference in Phoenix was: “Going Green: Environmentally Profitable Hotels.” Some of the pioneers of the green hospitality movement, there were to share their challenges and triumphs in working......

Words: 2650 - Pages: 11

Free Essay

Generational Differences in Work Values

...The article attempts to explore the work values in the hospitality context and analyze them further through the lens of generational differences on a multi dimensional level. What makes this research unique is the scope, which covers all 3 aspects: multiple dimensions of work values, importance of these work values to people across 3 generations and a focus on Hospitality industry. The author’s approach is to find and shortlist research done on identification of work values, dimensions or factors under which they exist and the importance given to them based on the age of individuals (generation aspect). Post selection of a suitable research covering these criteria, the author attempts to apply these on a sample size from the Hospitality Industry to understand and report the relevance and findings. The sole reason of attempting this study is to analytically approach the challenges faced by human resources in managing a work force that is diverse and consists of different social & demographic profiles. The author believes that understanding of this would lead to better recruitment and retention strategies of managerial workforce in the hospitality industry. Short listing of available research: a) Research on Work Values: Many studies have been conducted on identifying work values in an institution, (Elizur, 1984; Hofstede, 1980; Mok et al., 1998; Pryor, 1987; Rokeach, 1973; Sagie et al., 1996; Super, 1970, 1973; White, 2005; Zytowski, 1970, 1994). Of these, the author chose...

Words: 1765 - Pages: 8

Premium Essay

Term Paper Hospitality Marketing

...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......

Words: 3726 - Pages: 15

Premium Essay

Hospitality Ict

...Computerisation Strategy Proposal for the new TVU/LSHT training hotel (2009) 1. Introduction The aim of this report is to look at the possible implementation of computer and information technologies at the Thames Valley University, London School of Hotel Training (TVU/LSHT). This has become necessary because the business has experienced a severe downturn in revenue since 2009 which has resulted in them experiencing trading losses and a lack of investment in both the business and the facilities. Consequently, it has been recognised that a new strategy needs to be devised; which will include the development of new facilities, the enhancement of existing facilities and the introduction of a hotel wide computerisation system which will maximise the hotels operational efficiency. This proposal will specifically present the Consultants vision for the effective and successful introduction of information technology within the TVU training hotel; it will also take into account the increasing statutory obligations that it needs to meet. According to Wood and Brotherton (2008, p.331) Lodging businesses can no longer expect to succeed without the solid support of information technologies (IT), this is true for a variety of reasons but is partly because the current customers that the lodging establishments are looking to attract are part of the Net Generation, these people are surrounded in their daily life by IT, if these people are not provided with the technology that they...

Words: 2455 - Pages: 10