Critically Evaluate the Marketing Strategies and Public Relations Tactics of a Hospitality or Tourism ion

Name : Sohel Yakub patel Student Id : 2027 College : 360gsp college Wembley point 1,harrow road Wembley HA9 6DECTH Membership No: 27702 Evaluating5 the marketing strategies and public relations tactics of a hospitality or tourism organisation.

Defination of Marketing :

The term marketing has changed and evolved over a period of time, today marketing is based around providing continual benefits to the customer, these benefits will be provided and a transactional exchange will take place.

The Chartered Institute of Marketing define marketing as 'The management process responsible for identifying , anticipating and satisfying customer requirements profitably'

If we look at this definition in more detail Marketing is a management responsibility and should not be solely left to junior members of staff. Marketing requires co-ordination, planning, implementation of campaigns and a competent manager(s) with the appropriate skills to ensure success.

Marketing objectives, goals and targets have to be monitored and met, competitor strategies analysed, anticipated and exceeded. Through effective use of market and marketing research an organisation should be able to identify the needs and wants of the customer and try to delivers benefits that will enhance or add to the customers lifestyle, while at the same time ensuring that the satisfaction of these needs results in a healthy turnover for the organisation.

Philip Kotler defines marketing as 'satisfying needs and wants through an exchange process'

Within this exchange transaction customers will only exchange what they value (money) if they feel that their needs are being fully satisfied, clearly the greater the benefit provided the higher transactional value an organisation can charge.

Market can be a

Person : Celebrity, marketing –artists,Musicsian like (David Beckham,Michael Jackson,etc)

Services : Airlines,Hotels etc

Events : World cup ,Olympic, Formula one etc.

Places : London, Dubai,Las Vagas etc

Marketing Mix

• Product:

Name : Sohel Yakub patel Student Id : 2027 College : 360gsp college Wembley point 1,harrow road Wembley HA9 6DECTH Membership No: 27702

A set of characteristics which satisfy the requirements of consumers and provide the benefits claimed

• Price :

Set in accordance with market levels and reflecting the characteristics and quality of the product.

• Place:

Available in multiple outlets and by order from suppliers, providing full coverage of the market area.

• Processes:

Buying and support processes which are easy to accomplish

• Promotion:

Information provided about the product (characteristics and benefits)including advertisements and point of sale material.

• People :

Technical advice given by manufacturers and outlet staff which is knowledgeable and helpful.

• Physical evidence :

This element of the marketing mix was originally introduced for services, but it is equally relevant to the marketing of physical products.

Marketing concept

• Businesses and organizations should:

(1) design their products/services to meet customer needs and wants;

(2) focus on those people most likely to buy their product rather than the entire mass market; and

(3) develop marketing efforts that fit into the overall business objectives.


RIVER VIEW HOTELS

The Riverview Hotel, Notown USA, is representative of the five star brand within the 'ExclusiveBusiness Hotels of the World' group. All Riverview Hotels are boutique properties, offeringbetween 25 and 35 exclusive rooms.The Riverview properties are renowned for their convenient and strategic locations withinmajor cities throughout the country. Also synonymous with the brand are the high level ofpersonal service guests receive, and the extensive range of comprehensive business facilitiesavailable in luxurious settings.The Riverview Hotel, Notown has 35 exclusive rooms and is targeting corporate guests with atwo to three night stay requirement. Target business segments include the IT sector, due tothe proximity of the property to Silicone Hill, USA; the automotive industry in order tocapitalize on the strategic location of the hotel in relation to the Overall Motors Plant and HQ inNotown and travel trade guests attending National and International Travel Fares at theNotown Exhibition Halls.Differentiating the type of business service offered, from that of the competition, will assist not

Name : Sohel Yakub patel Student Id : 2027 College : 360gsp college Wembley point 1,harrow road Wembley HA9 6DECTH Membership No: 27702 only in building the Riverview brand as a whole, but will attract frequent business travelers,who require a higher level of personal service and recognition than they can receive atcompetitive five star properties in Notown. This will provide the Riverview with an opportunityto leverage its core competencies as regards servicing the business traveller in a luxuriousenvironment.

The 'Exclusive Business Hotels of the World' group is the ninth largest International Hotel chainin the world, with over 320 wholly owned and managed properties. The group specializes inoccupying strategic, inner city locations and serving primarily corporate clients.The properties range from three to five star plus categories, and include the following brands:River Inns (3*), River Post Houses (4*), and Riverview Hotels (5*+). The group has a highinstance of repeat business across all its brands, particularly the Riverview Hotels properties,which account for 68% of total revenue across the group.The Riverview Hotel, Notown, is dependent on annually contracted clients from the traveltrade, automotive and IT sectors with guaranteed room nights per year. This area of businessaccounts for 70% of the property's revenue.The current market is somewhat depressed, due to the economic downturn and restrictionsbeing made on corporate travel within the U.S. This threat to the critical corporate sector couldbe considered as short to medium term, as indications of a return to business travel areobserved. Riverview Hotel, Notown, must continue to focus on delivering an exemplarybusiness service, at affordable rates, in order to develop the customer relationship beyond onestay.Competitive room rates have been cut dramatically in order to attract contract clients over thenext 10-12 month period. The Riverview Hotel's survival in the current environment, will bedependent on repeat corporate contract business and customer loyalty to the brand. Thebrand must therefore continue to deliver on its promise and values.

Market NeedsThe Riverview Hotel offers value and benefits to clients, over and above the standard ofour facilities and affordable rates. They seek to provide our guests with an exemplary personalservice, and level of recognition that they have come to rely upon. They provide guest with a luxurious, relaxed environment within which to conduct their business.An environment which they cannot find at our larger, more impersonal competitors. Guests need to know that they can develop a relationship with the hotel that will ensureefficiency, value for their money and reliability in supplying them with the support they need,when they need it. The Riverview Hotel operates in a city with a very strong sense ofcommunity.

Macroenvironment


The external, environmental issues that affect the Riverview Hotel are:

•Political:

A stable environment where little affects our ability to generate revenue

. •Economic: the recent recession has seen many smaller business-oriented hotel chains

go into liquidation, as they do not possess the infrastructure to support under-performing properties as the larger chains do. Although recovery is beginning, it maytake some time before corporate travel policy restrictions are fully lifted and businesstravel returns to the same levels of the past three years.

•Social: the trend towards cost effective business travel leads hotel guests to seekmore value for money, which is where our added value differentiation strategy comesinto play.

•Technological: the installation of'on board'room reservations systems on certainaircraft, will require a systems integration with the hotel group's own centralreservation system. This will require a high level of investment

Strengths

•Strategy: established differentiation strategy.•Structure: flat, decentralized structure.•Skills: diverse range of service skills within management and staff.•Style: strong, participative culture.•Staff: specialized and experienced staff that are motivated and highly skilled. A well

trained team who are proud of their hotel and respect and promote the brand values.•Shared Values: clear and well communicated.•Brand Strength: brand values well represented engendering brand loyalty amongstexisting and new guests.•Reputation: a strong reputation within the local market and corporate and traveltrade markets for reliability, exemplary service and quality.

Weaknesses

•Strategy: differentiation strategy needs to be more clearly communicated externally,within local and national markets.•Systems: formal systems result from the detail oriented work and environment.

Interdepartmental communications could be improved.•Staff: seasonal turnover requires ongoing training and orientation of new staff.•Facilities: certain rooms require renovation and upgrade as regards technical

Name : Sohel Yakub patel Student Id : 2027 College : 360gsp college Wembley point 1,harrow road Wembley HA9 6DECTH Membership No: 27702 equipment, such as high speed Internet access and laptop links.

Opportunities•Market: returning growth after a period of slump.•Competitors: no direct competition exists at present, in terms of the five star

'boutique business property' niche.•Suppliers: strong, long-term relationships established with suppliers.•Guest Dependency: repeat corporate business based on personal service and quality,in a small but luxurious environment.

Threats•Market Entry: potential for a competitive, global brand to enter the market with asimilar product.•Substitutes: fully furnished and serviced business apartments offering lower dailyrates.•Economy: recovery from slight recession may take time

Competition

Although no direct competition exists, in terms of the five star plus boutique-style property,other five star hotels and serviced apartments do compete for the same corporate businesssectors.

Direct Competition

•Hilton, Notown: 5 star city hotel, room rates on par with Riverview, older facilities.

•Marriott, Notown: 5 star city hotel, room rates approximately 10% higher than

Riverview, facility only four years old.

•Glendale Apartments, Notown: 5 star furnished apartments, daily rates vary

between Riverview's double deluxe and suite rates.

•Hyatt Residence, Notown: 5 star furnished apartments, daily rates 15% higher than

Riverview's double deluxe rate

Indirect Competition

Riverview's indirect competition is "distance" meetings in the corporate world. The morecompanies decide to conduct meeting over the phone, using web conferencing technology, andvideo phone technology, the less business people travel and the more it affects RiverviewHotel. Riverview has to keep abreast of all new distance meeting technology, and continue toreinforce with clients that there is no better way to do business then face to face. Marketing Strategy


Our marketing strategy's objective is to communicate the unique set of services that we offerto discerning hotel guests. We attempt to direct the focus of our guests to the issues of qualityand value for the money as opposed to simply the bottom line costs associated with their stay.Our marketing strategy will allow us to communicate our brand values, develop close workingrelationships with our customers and suppliers and to identify the needs of our guests in aneffective manner. Continued differentiation and growth are two goals we have set forourselves. Growth will take place by targeting new areas of business within both local andnational communities.

Value Proposition

Riverview Hotel offers the best, most personalized service for the corporate traveler. Weinclude business essentials in every room, such as a nice desk, internet connection, wirelessaccess, and provide easy to access meeting rooms with all audio-visual and technology needsas well as catering for longer meetings.

Critical Issues

We have many strengths including our differentiation strategy, our flat structure and highlyskilled and well trained staff. Our weaknesses involve the need to communicate our strategymore clearly in the external environment, our high staff turnover and training requirementsdue to seasonal fluctuations.Although there is a low to medium threat of a competitive brand entering the market, thereare also opportunities as regards the high level of dependency of our guests for our particularservice and our strong position within the community with both customers and suppliers.

Critical issues for the Riverview include:

•Continuing to differentiate from our competition and offering added value to our

guests.

•Retaining our current levels of repeat business and developing further customer loyaltyin a competitive market.

•Attract new market sectors such as the Notown University-based business sector.•Continue to be perceived as a supportive member of the Notown community

Marketing Objectives

•To continue to communicate our strategic objectives to our target markets effectively.•To provide a positive hotel experience to all our guests.

Name : Sohel Yakub patel Student Id : 2027 College : 360gsp college Wembley point 1,harrow road Wembley HA9 6DECTH Membership No: 27702 •To accomplish our growth targets within the given time and budget.•Expand our markets and identify new markets for our product and service

Branding

The Riverview Hotel, Notown USA, is representative of the five star brand within the 'ExclusiveBusiness Hotels of the World' group. All Riverview Hotels are boutique properties, offeringbetween 25 and 35 exclusive rooms.The Riverview properties are renowned for their convenient and strategic locations withinmajor cities throughout the country. Also synonymous with the brand are the high level ofpersonal service guests receive, and the extensive range of comprehensive business facilitiesavailable inluxurious setting

River view of Hotels & Resorts mission is to provide authentic hospitality.

We make a difference in the lives of people we touch every day.

Our definition of hospitality.

MISSION

To provide true and rich hospitality. We make a difference in the lives of those we touch every day - that is our definition of hospitality. We do this in an environment that respects all people and all ideas. We do it in an efficient way that leads to superior results.

IDEOLOGY

The Riverview Group is a place where the genuine care and comfort of our guests is our highest mission. We promise to provide the finest personal service and facilities for our guests with a warm, relaxed and superior ambience.

SATISFACTION

Instant guest satisfaction is the priority of each employee

Name : Sohel Yakub patel Student Id : 2027 College : 360gsp college Wembley point 1,harrow road Wembley HA9 6DECTH Membership No: 27702 INTELLIGENCE

Conserving energy, proper maintenance of our hotels and protecting the environment is the responsibility of each employee

OPEN COMMUNICATION

For us to operate competently and deliver on our commitments, it is very critical that everyone has open communication to obtain current, accurate and timely information.

NEVER LOOSE A GUEST

Whoever receives the complaint resolves it to the guest’s satisfaction that is what we believe in.

VISION

VISION

To increase and expand the rich heritage of our family brands across the globe

INVESTING

Investing continuously in our team members to improve performance

STATEMENT

Guest is the most important factor in our business we are here because of him

IMPROVE

To be competent by constantly improving in satisfying our customers

Name : Sohel Yakub patel Student Id : 2027 College : 360gsp college Wembley point 1,harrow road Wembley HA9 6DECTH Membership No: 27702 OPPORTUNITY

Giving employees opportunity to grow within the company

NOVEL

Delivering new, fresh and creative products to our guests for a WOW experience

Customer Relationship Management (CRM)

CRM is a business philosophy based on upon individual customers

and customised products and services supported by open lines

of communication and feedback from the participating firms that

mutually benefit both buying and selling organisations.

CRM entails all aspects of interaction a company has with its customer,whether it is sales or

service related. It even uses technology to streamlineprocesses that impact customer loyalty,

service delivery and qualitymanagement.

Today, businesses are facing an aggressive competition and they have tomake Efforts to

survive in a competitive and uncertain market place. Peoplehave realized that managing

Customer relationships is a very important factorfor their success. Customer relationship

management (CRM) is a strategy thatcan help them to build long-lasting relationships with

their customers and increase their profits through the right management system

“Customer is the most important person for a business. He is not an interruption to

our work but the purpose of it. He is not an outsider; he is a partof it. We are not doing him a

favour; he is doing us a favour by giving us an opportunity to severe him (MAHATMA

GANDHI)

It has grown mainstream and is being implemented in a wide range of companies and

organizations such as manufacturing, financial services,transportation and distribution,


medical services and products, consumerpackage goods and others. This explosive growth of

CRM reflects theintersection of genuine market need and enabling technology. And, in

thisgrowth period, the impetus for CRM is shifting from an emphasis on efficiency,i.e., doing

more things faster with less cost, to effectiveness, i.e., doing thingsbetter for increased

revenue with a high "return on relationships (ROR)

Loyalty Programs

These program are designed to reward the loyal guests of the hotel . Every time guest check

in the hotel at his touch point or interface with the hotel,every time he spends on a service

provided by the hotel {use of Room services,Restaurant,Bar etc..},the transaction is recorded

at each individual point and is added to th final bill presented to the guest at the end of the

stay. There are certain points attached to the number of money spent by the guest.Therefore

higher the amount bill ,the higher will be the points attained by the guest .These points are

credited to the account of each guest with the help of technology.

The objective of having a loyalty programme is not only to make the guest feel rewarded for

his stay but also providing a chance to the guest to reduce them at the hotel,they essential

“gross self” the other service which would be used and paid by the guest .In case he

redeemed his points for a free stay ,he would spend on the supporting service like

laundry ,bar telephones etc.and the revenue generated from these could be eraned by the

hotels.

"It's possible for these hotels to gather the necessary data to improve their customer contact

and develop programs," he added. "In fact, a rewards program might not be appropriate,

because they don't have a lot of units in their chain -- but there are other things they can use

to improve the ability to recognize customers and provide a good experience. But right now

there's a lot of educating to be done for these hotels in terms of using CRM

Today's technologies allow Web sites, regardless of the hotel company's size, to feature CRM capabilities by seamlessly integrating the Web site with the customer relationship management application," he said. "Customers accessing the Web site can take the initiative

Name : Sohel Yakub patel Student Id : 2027 College : 360gsp college Wembley point 1,harrow road Wembley HA9 6DECTH Membership No: 27702 to manage their personal information, update their preferences, and track rewards in a safe, secure environment that they control."

It's clear that computerized reservation systems and rewards programs are almost universal in the hospitality sector, but hotels at all levels can do much more in capturing and managing guest information and designing customer-friendly programs through the efficient use of CRM tools

Advertisement

Advertisement is a paid form of communication that helps in informing, sensing and

persuading the prospects or users. While advertising, it is significant that the hotel

professionals make possible a productive use of print media, broadcast media and telecast

media. In the face of potentials, requirements and the intensity of competition, there is a need

to select media for promoting our messages and slogans.

Of late, there is a significant development in the print media since sophistication in the

printing technologies has made ways for offset printing, screen- printing and laser printing.

These devices are found efficacious in attracting the prospects. There are a number of plus

points in the print media. It is possible to be descriptive while advertising. We are in a

position to attract the attention of prospects by displaying attractive scenes, events, landscape,

comforts, costs etc. To be more specific when we have advanced print devices we find

enough scope for using print media for advertising. In this context, it is pertinent that the

hotel professionals advertise sensibly, intelligently and for that seek the co- operation of

advertising professionals who can simplify and sensitize the process. Another plus point that

we find in the print media is related to economy. We find it economic and therefore the

promotion budget is not to be non-optimal.

The services of advertising professionals would make possible creativity in the advertisement

messages and appeals. While selecting the media for advertisement, it is significant that we

keep in our minds the magazines, newspapers preferred by the target audience. The

magazines, newspapers preferred by women and teens should be given due weightage since

in a majority of the cases, the decisions regarding a particular tour hotel are taken by them.


Of late, the telecast media is considered to be the most sensitive but expensive media of

advertisement. In the world of marketing communication, top position is assigned to the

telecast media because scope for audio-visual exposure makes ways for sensitising the

prospects in a right fashion. It is against this ground that we find hotels advertising through

TV.

In view of the above, it is right to observe that out of all the media, print media is found to be

the most effective media for hotel advertisements. It is due mainly to fact that in the print

media, the advertisers get an opportunity to display facts and figures which may be very

much instrumental in convincing and persuading the prospects. The fact cannot be denied that

while using print media, the materials used for advertising are found of world class, such as

quality papers, quality print, quality photographs, attractive scenes or so. The use of quality

materials paves avenues for attractions.

.

Web Plan

Our website is already up and running, but needs to be revamped to give it an updated lookand feel, as well as to add secure interactivity. The content is good -- it just need a littlerefresher.

We need:

1.New home page design and navigation

2.Online reservations capability

3. Printable brochure

Website Goals

Website needs to be able to do the following:1.Convey our messaging of high quality, luxury business accommodations2.Be indexed on major travel websites so that people find us3.Be able to take reservations online and make changes to reservations online


Website Marketing Strategy

Main website marketing strategy hinges upon making sure all major travel sites such asExpedia.com, Orbitz.com, and Hotels.com list our hotel when customers search for hotels inour area

Conclusion

I therefore conclude that with the short time that I’ve spent at hotel ,I came to

realize that becoming practicumer is not easy, you need to go with the music,

you don’t even know whom to trust first, but despite of these, I found out that being

exposed especially in a hotel is unforgettable.

My practicum there was not just a practicum alone but became a great experience

I ever had in my life. My ideas and knowledge are widened in necessary information

regarding bed making. I’ve learned how to communicate with the different kinds of guest,

I’ve learned the importance of time especially during rush hours, and it is also a big help

in me to be exposed in this area because I was able to overcome my weaknesses. I have

learned the two way process of learning, the give and take process. I won’t deny the fact

that my stay there was not perfect, somehow, sometimes I made mistakes but I learned

from those mistakes. I can also say that I’m not satisfied on my two months training there

because it is lack in exposure, they don’t know how to train their trainees well. I also

believe that the more exposure, the more we develop our skill

Recommendation


I wish to recommend that hotel should have that are knowledgeable

enough in terms of their work because of growing demands they should have mimum staff at

each shift. in that matter they are needof more staff to handle growing customers or guests.

On the other hand they are stilllacking of some amenities and facilities. They should also

pose mission and vision at thefront office, the staff also should maintain personal hygiene

especially on the front office.And they should also talk to practicumers in a nice and proper

way. In order to overcomethis security of things they should see to it that these

recommendations must put into

action.

Reference :Strategic Book Marketing www.riverview .com

Name : Sohel Y Patel Std Id 2027

Documents

Critically Evaluate the Marketing Strategies and Public Relations Tactics of a Hospitality or Tourism ion