The paper gives detailed information about what strategic marketing actually is. The paper also aims to examine the process of strategic marketing and its operations in the hotels and restaurants located in the United Kingdom…
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According to the research findings in any business or organization related to hospitality industry, the basic intent or desire of the management officials is to achieve desired goals and objectives. These goals and objectives can only be achieved when a company considers the needs and demands of the consumers, internal and external environments, and business opportunities while designing the business strategies. The hospitality industry includes all such businesses that provide accommodation services, tourism services, and food service to the people. Among all types of business strategies, marketing strategies hold key importance in the progress and development of the hospitality industry of a country. In order to attract and retain the customers through customer centric marketing strategies, a business faces many challenges. For this purpose, the business officials need to implement appropriate strategic marketing plans not only to overcome the marketing challenges but also to provide tourism and food services to the customers in an appropriate manner. Strategic marketing improves productivity of a company. Productivity of a company depends on some critical factors, such as, customer satisfaction and employee retention. If we talk about hospitality industry, if the customers will be satisfied from the food and beverages provided by any specific restaurant, they will work as a source to attract more people towards the restaurant, which will ultimately increase the levels of productivity and profitability of the restaurant. ...
pitality companies use to create effective plans that not only satisfy the customers’ needs and demands but also help the companies increase productivity and profitability. Almost all companies find strategic marketing planning a necessity (Samli 1998, p. 2). Strategic marketing improves productivity of a company. Productivity of a company depends on some critical factors, such as, customer satisfaction and employee retention. If we talk about hospitality industry, if the customers will be satisfied from the food and beverages provided by any specific restaurant, they will work as a source to attract more people towards the restaurant, which will ultimately increase the levels of productivity and profitability of the restaurant. It is a well-known fact that when a company makes a customer, it makes one customer, but when a company loses a customer, it loses a hundred customers. In case of hospitality and tourism industries, quality of foods and services is the main factor which attracts customers and improves customer satisfaction level for a company. So, a company should create and implement a marketing plan, which should not only reach target customer but also should increase customer satisfaction for the company. 3. Impact of Strategic Marketing in UK Hotels and Restaurants While talking about strategic marketing, we should also discuss the basic purpose of strategic marketing for the UK’s hotels and restaurants. So talking about the main purpose of strategic marketing, we can say that it helps hotels and restaurants improve their performance by attracting more customers and retaining old ones. In UK, hotel managers make use of effective marketing methods not only to reach new customers but also to make them realize their value and importance for the business.
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