This is a solution of Unit 8 Marketing In Hospitality in which we discuss Developing business
Unit 8 Marketing In Hospitality
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What do the words ‘National Trust’ mean to you? Historic houses? Gardens? An organisation that older people join? All of these are accurate, but they reflect only a small part of what the
National Trust is and does. What you might not know is that the Trust’s responsibilities include over 350 historic houses, 255,000 hectares of land including gardens, mills, coastline, forests, farmland, moorland, islands, castles, nature reserves, villages, pubs and even a goldmine! The National Trust is a registered charity that looks after special places. It has over 4 million members and every year welcomes around 19 million visitors to its properties and special places, which are open to everyone. As a not-for-profit organisation managed by a small Board of Trustees, it is completely independent of government. Its funding is generated entirely from membership fees, donations, legacies and revenue raised from its commercial activities such as its National Trust shops and catering business.
The Trust attracts ‘organisation’ of different types, young and old, including families, history lovers and nature lovers. Its mission is to grow the nation’s love of special places ‘Forever, for everyone’, so it aims to inspire as many people as possible in many different ways. These might include themed events to celebrate the UK’s history, guided walks across its estates and countryside to discover wildlife, open-air performances of Shakespeare and music festivals or firework displays. Its properties regularly appear in film sets, such as in the recent Sherlock Holmes and Harry Potter films. However, its interests extend far beyond just bricks and mortar. Much of the Trust’s work reflects its interest in getting people outdoors and closer to nature, as well as wider global and environmental issues, such as increasing energy efficiency, recycling and sustainability.
The National Trust aims to increase membership by 25% to five million by 2020. To do this, it is adopting a strategy of ‘Going local’. This aims to ensure the Trust can respond quickly to local issues on the ground and get more people involved as members, volunteers or employees. It will also put the Trust at the heart of communities so that everyone in the UK can feel like a member.
The National Trust is now adopting a new strategy and modern marketing techniques to excite a younger audience, generate new members and enhance its position as an employer with young people.
Promotion may have a number of purposes depending on the needs of an organisation. For example, it can raise awareness of a brand or business, highlight the benefits of value of its products to attract sales or help to change the image of a firm. Promotion covers a variety of techniques by which an organisation communicates with its customers and potential customers. These communications may have different forms and content to ensure that the target audience can understand and receive the messages properly.
The AIDA model demonstrates the stages of promotion:
•Initiating awareness (attention) among-st non-customers or increasing knowledge of new offers for existing customers
•Generating interest for and creating desire to have the product
•Finally ensuring action to purchase.
The ultimate aim is to keep customers loyal so that over time they become ‘advocates’ and promote the product to other consumers. Customer recommendation is a very strong form of promotion.
As a business, the National Trust has few direct competitors, but there are many alternative ways for the public to spend their leisure time and money. In addition, recent research has shown that, even when aware of the Trust’s work, few young people considered it as a possible organisation to work for. The National Trust is therefore focusing on a promotion strategy that applies equally to highlighting what the Trust can offer its visitors and members and to promoting National Trust jobs of all types.
The Trust is using digital media and social networking sites such as Facebook to highlight the huge variety of roles it offers. These channels enable the Trust to present practical and personal insight into different job roles, such as skilled professional posts, catering staff or young volunteers, through the use of employee profiles, articles or guest blogs.
The National Trust has embraced social media and new technologically-inspired below-the-line activities to increase the ‘share ability’ of its messages. This broadens the Trust’s reach beyond existing members or fans. Different parts of the National Trust use social media for marketing principle and promotion in different ways. For example:
•Use of Twitter helps the National Trust to engage more flexibly and informally with the public and members and both receive and capture their ideas
•Guest articles about its activities and properties on blogs show younger people what the
Trust can offer them
•Facebook updates and employee profiles help to demonstrate the Trust’s job opportunities and widen the pool of possible applicants for jobs.
TASK 1 – LO1 –1.1, 1.2, 1.3, 1.4 (M2. M3, D2 D3)
a) Analyse the environment that the National Trusts operates in. Conduct this analysis using SWOT and PESTLE analysis. It is essential you assess the impact of the marketing environment (Ensure you discuss modern marketing techniques made possible with technology) AC 1.1 and 1.2
b)Highlight the National Trusts relevance and its rationale for developing different market segments (refer to the Product Life Cycle where appropriate and refer to above- the- line and below- the- line marketing). AC 1.3 and 1.4
TASK 2 – LO2 –2.1 (M2, M3, D2, D3)
Apply your knowledge of the marketing mix to at least two products/services that the National Trust provides ensure you cover each area of the marketing mix and outline the importance of the marketing mix to the National Trust and the industry in which they operate. Read more about : Process Of Strategic Planning Assignment
TASK 3 – LO2 –2.2 (M2, D2, D3)
Based upon your above findings conduct a detailed analysis of the pricing strategies used by the National Trust and the industry (i.e. compare with competitors).
TASK 4 – LO3 –3.1, 3.2, 3.3.
a)Focusing on the promotional mix plan an advertising campaign for a product/service that the National Trust provides. Ensure you produce a poster along with your advertising campaign plan that is aimed at sales promotion; you must outline a clear strategy for promotion within the advertising campaign. LO3 – AC 3.1, 3.2 (M1, D2)
b)Using the AID A model analyse the role sales promotion and public relations play within promotional mix for the National Trust. LO3 3.3 (M1, M3, D2)
TASK 5 – LO4 – AC 4.1, 4.2, 4.3, 4.4
a)Design a questionnaire that will act as a marketing survey which will assess the effectiveness of your advertising campaign, the aim of the survey should be to evaluate the suitability of the approach for promotion you have selected in Task 4.
LO4 – AC 4.2, 4.3, D2
b)Present the results of the marketing survey and discuss the relevance of market research. LO4 – AC 4.1 (M3, D2)
c)Evaluate the marketing plan developed earlier based upon the result of the marketing survey and make recommendations and reflect upon your understanding of Marketing in Hospitality. LO4 – AC 4.4 (M1, D1, D2)Important
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