StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...

Marketing Approaches for Overcoming Increased Competition in the UK Hotel Industry - Assignment Example

Comments (0) Cite this document
Summary
Marketing approaches for overcoming increased competition in the UK hotel industry Table of contents 1. Introduction 3 2. Hotel industry in UK 4 2.1 Characteristics and trends 4 2.2 Competition in the UK hotel industry 5 3. Marketing and hotel industry in UK 5 3.1 Marketing and external organization environment 5 3.2 How marketing can be used for overcoming competition problems in hotel industry of UK 9 3.3 Criteria of evaluation of marketing policies used for controlling competition in the hotel industry of UK 13 4.Conclusion 15 5…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER91.2% of users find it useful
Marketing Approaches for Overcoming Increased Competition in the UK Hotel Industry
Read TextPreview

Extract of sample "Marketing Approaches for Overcoming Increased Competition in the UK Hotel Industry"

Download file to see previous pages However, in practice, problems are likely to appear when having to apply the market principles related to competition. The challenges set can be many, mostly related to the lack of effective marketing policies for ensuring the equal promotion of firms within each one of the market’s industries. At this point, the identification of the characteristics of the marketing environment is considered as critical in order to understand the needs of industries and organizations and to develop valid assumptions regarding the measures required for protecting competition. In accordance with Dibb and Simkin (2001) the marketing environment can be characterized as ‘those external trading forces that directly or indirectly influence and organization’s acquisitions of inputs and generation of outputs’ (Dibb and Simkin 2001, p.199). The marketing approaches appropriate for managing the increasing competition in a specific sector, the hotel industry, of the UK market, are reviewed in this paper. Reference is made to the characteristics of the marketing environment, as described above, but also to the differentiation of competition, compared to the past, as mostly resulted by the high development of technology worldwide. The current status of the hotel industry in UK is also described aiming to show the ways in which marketing could help the industry’s firms to face competition, which seems to be continuously increased. It is made clear that marketing can highly support firms in the hotel industry against competition. However, it is necessary for the relevant plans to be designed and promoted using particular criteria, which are analytically presented below. 2. Hotel industry in UK 2.1 Characteristics and trends Hotel industry is one of the most important sectors of UK market. In accordance with Seaton and Bennett (1996) the strength of the industry can be related to its flexibility, meaning the availability of a wide range of rooms covering the needs of all visitors. It is also noted that ‘short – stay bookings’ (Seaton and Bennett 1996, p.315) which result to an important part of the industry’s profits, are carefully planned in hotels across UK ensuring that short-term visitors, which are most visitors in UK, are fully satisfied with the accommodation services provided across UK. In terms of marketing, reference should be made to the different approaches used by managers of hotels in UK in order to promote their enterprise. In this context, hotel groups are likely to emphasize on ‘brand through brochures’ (Seaton and Bennett 1996, p.315); on the other hand, ‘independent hoteliers tend to use price and market destination techniques’ (Seaton and Bennett 1996, p.315). The performance of the industry can be characterized as rather disappointing. In accordance with a recent report, in 2009, firms in the particular industry had ‘to freeze recruitment at a percentage of 25%’ (Prospects 2009); another 24% of firms in this industry have ‘cancelled their plans to employee new staff’ (Prospects 2009). The performance of the UK hotels from 2003 up to 2009 is presented in Graph 1, Appendix. Despite the market pressures, ‘106 new hotels (with a capacity of 11,800 rooms) opened in 2011’ ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Marketing Approaches for Overcoming Increased Competition in the UK Assignment”, n.d.)
Marketing Approaches for Overcoming Increased Competition in the UK Assignment. Retrieved from https://studentshare.org/tourism/1439145-identify-a-single-critical-issue-form-the-external
(Marketing Approaches for Overcoming Increased Competition in the UK Assignment)
Marketing Approaches for Overcoming Increased Competition in the UK Assignment. https://studentshare.org/tourism/1439145-identify-a-single-critical-issue-form-the-external.
“Marketing Approaches for Overcoming Increased Competition in the UK Assignment”, n.d. https://studentshare.org/tourism/1439145-identify-a-single-critical-issue-form-the-external.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document

CHECK THESE SAMPLES OF Marketing Approaches for Overcoming Increased Competition in the UK Hotel Industry

The Marketing Communications Strategy & Mix: Sports Company

Despite the challenges that Adidas met in the 90s from fierce competitor Nike, the company hit the rebound by the end of that decade and has reclaimed its position as one of the leading sports companies nationwide. Considering that the company almost went bankrupt at its lowest point, it managed to rise and compete once again in the market.
With Adidas’ position in the sports apparel industry, this research aims to find out and evaluate the various marketing communications strategies that Adidas has implemented over the years. Further, this research aims to be able to identify which strategy is proven to be most effective, and which did not bring the desired results.

Football is undoubtedly the most popular s...
9 Pages(2250 words)Case Study

The Trade Union Movement in the UK

Before the ERA 1999, union membership and recognition in the UK were characterized by voluntarism, in which employers and employees could bargain over the terms and conditions of employment without any legal interference. With the statutory system ushered in by the new law, voluntary recognition of unions is no longer allowed and it becomes unlawful for British employers to deny recognition to unions under any circumstances. That conveys the impression that ERA created a radical change in British industrial relations. This paper takes the contrary view, however, and proposes that while the new industrial relations law looks revolutionary in principle, there are no fundamental changes in actuality for the change to qualify as &ldqu...
8 Pages(2000 words)Case Study

The Popularity of Mobile Phone Marketing

The marketers of today should have a hawks eye on any new marketing trends and issues so that they can be adopted and addressed respectively and so that they benefit the marketing activities of the product to the maximum possible.
The current issues in marketing are those which have not been that prevalent/popular or even existent a year ago, and this is where the need for a spotlight on them arises. Marketers in the making need to have a close look at these current issues so that they can incorporate them into their marketing practices when they step into practical life. Not just those in the making, but it is essential for currently established marketers to be flexible for these current issues so as to provide the best mark...
10 Pages(2500 words)Term Paper

Credit Crunch in the UK

To sell more profitable subprime mortgages, mortgage companies bundled the debt into consolidation packages and sold the debt on to other finance companies. In other words, mortgage companies borrowed to be able to lend mortgages. For example, the lending was not financed out of saving accounts (Mortgage Guide).

These mortgage debts were bought by financial intermediaries. The idea was to spread the risk, but, actually, it just spread the problem. Usually, subprime mortgages would have a high-risk assessment rating. But, when the mortgage bundles got passed onto other lenders, rating agencies gave these risky subprime mortgages a low risk rating. Therefore, the financial system denied the extent of risk in their balance...
8 Pages(2000 words)Case Study

The Effects of Financial Crisis on Supplier Selection Criteria of the Oil and Gas Industry Equipment Market

It is a difficult task to find those vendors who not only have the adequate quality and quantity of the needed raw materials but who also have an attitude of efficiency and display commitment to customer service (Sonmat, 2006). Further, organizations also strive to locate and select vendors who can be depended upon for long term relationship.

The number of factors or attributes desired from the vendor is vast, and different organizations and different industries place different importance on the attributes (Sonmat, 2006). Some of the vendor attributes may gain importance owing to the nature of the industry, for example, in the case of consumer perishables suppliers, like fresh vegetables or fruits, the buying firm would...
20 Pages(5000 words)Literature review

Info-Point: Marketing of New Touch Screen Information Technology

The development of the new Info-Point technology, a stand-alone information module designed to offer the public information on tourism, local shopping, weather, and transportation, has created the opportunity to successfully market these information technologies to different UK cities. The entire marketing concept is to establish self-service information centers that offer a wide variety of regional information, utilizing an easy-to-use touch screen methodology to cater to a broad mass market of consumers. 

Touch screen interface systems are becoming more and more common in the UK and abroad. During a pilot experiment using touch screen information technology, the automotive manufacturer Lexus piloted an informatio...
10 Pages(2500 words)Report

Structure of the Educational System in Morocco and Its Capacity for Addressing the Needs of the Hospitality Industry

It is expected that the development of the tourism sector will assist in providing employment to the young and a valued source of income for the nation.

The tourism sector in Morocco has presented a strong growth of 6%, compared to a world average of 1.6% within the last decade (Alkhatib, 2008, Pp. 2). However, the tourism sector in Morocco must compete with other regional attractions, including those that are found in Egypt, which presented a growth rate of 20.6% for its tourism sector within the same period. The Vision 2010 strategy developed by the government in Morocco in the year 2001 in concert with the private sector targets attracting 10 million tourists compared to the 4.4 million in the year 2001 to generate...
15 Pages(3750 words)Research Proposal

Contrast of Two Explanations of Social Disorder in Contemporary UK Society

As the process of urbanization takes off and more people start residing in major cities, the fissures start to appear within the apparent harmonious co-existence. There are several reasons why disorderly conduct on part of individuals and groups takes place. Sociologists have proposed numerous theories explaining this phenomenon.

Erving Goffman was an astute observer of society, who immersed himself in the social environment which he was studying. He carefully observed and recorded the ways in which people’s behavior and interpersonal interactions are carried out in everyday life. He notes that “people perform their social roles and, as they do so, they produce social order through their actions and the regu...
6 Pages(1500 words)Article

Management Theory and Practice in the Early Childhood Education Industry

As pointed out in a study by Osgood and Halsall (2007) where they carried out research to examine the position of women in leadership or management positions, a “glass ceiling” exists for women in the academic setting, which could significantly impair motivation. Since many of the individuals employed in the early education sector are women, addressing this issue is even more important because these individuals are faced with the difficult task of shaping young minds while also dealing with the problems associated with the actual physical care of very young children. The quality of professionals in this sector is vital because it impacts the growth and development of the children that they care for. The degree of invol...
6 Pages(1500 words)Coursework

The Key Macro Factors that Have Influenced the UK Grocery Retailing Industry since the Early 1960s

...) macro-environment – political, legal, economic forces, social forces and technological forces (Brooks et al, 2004, p.451). The following factors are relevant to UK grocery sector under the PEST analysis model: 1) Political Factors Competition law EU law Planning Law Inward Investment (DEFRA, 2006) 2) Economic and Social Factors High disposable income Disposal Income Alliances Branding Cheaper Car Travel Increasing power of consumers Economic Crisis Social Networking Pricing Mature Markets (DEFRA, 2006) It is submitted that the interrelationship of socio-economic factors has been particularly pertinent to grocery retail management. For example, the DEFRA report highlights that the mature market in particular coupled with planning...
13 Pages(3250 words)Assignment
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Assignment on topic Marketing Approaches for Overcoming Increased Competition in the UK Hotel Industry for FREE!

Contact Us