Hospitality marketing assignment on a chosen organization highlighting its marketing mix strategies

Question

Task: How will you analyse the marketing mix of any locally owned hospitality, travel and tourism brand in your hospitality marketing assignment?

Answer

Introduction
Due to the rising competition for clients among the organizations in the industry and the tourism sector in general, marketing activity management research is urgently relevant to the hotel and tourism business organizations (Astadiyani and Pan, 2022). AS per the hospitality marketing assignment the hotel industry is increasingly competitive, which means that the focus of the competition is no longer just on lodging rates but also on new types of proposals to entice and encourage customers, quality, a variety of programs to promote discounts for returning customers, bonuses, etc. The steps that follow from this one significantly boost the value of marketing research in the hotel sector by allowing for the identification of trends and potential growth areas, management strategy, and key performance indicator implementation for the entire complex (Toma and Grdinaru, 2018). The hospitality marketing assignmentgoal is to examine and assess the marketing management strategy used by the hospitality, travel, and tourist sectors. The marketing mix of any locally owned hotel, travel, or tourism brand is analyzed in this work.

An overview of the chosen organizationin the hospitality marketing assignment
The organization which has been chosen here is Pan Pacific Hotels Group Limited. Huaye Group Co., Ltd., formerly Wenya Hotel Co., Ltd., founded Pan Pacific Hotels Group Limited (SGX: H49) in 1988 (Oh, 2020). According to the findings of the hospitality marketing assignment, the company primarily runs several hotels in Singapore, China, Vietnam, Malaysia, and other places. On July 18, 1990, the shares were admitted to trading on the Singapore Exchange's main board. Huang Zuyao is the chairman, while Gui Lianqiang is the director. Headquarters are located in Novena Square, 307684. The Pan Pacific Hotels Group in the hospitality marketing assignment, which readers in Asia chose as the "Best Regional Hotel Chain" from 2017 to 2019, consists of three brands. PARKROYAL offers a range of cozy leisure and business hotels and resorts situated in cities throughout the Asia Pacific, while Pan Pacific delivers first-rate hotel accommodations and services throughout Asia and the Pacific Rim (Chowa, 2018). The Global Hotel Alliance, the largest coalition of independent hotels in the world, includes both brands. Along with the Si Chuan Dou Hua restaurants, the award-winning St. Gregory Spas are managed by the Pan Pacific Hotels Group throughout China, Japan, Malaysia, Singapore, and Vietnam.

The Group is renowned among its clients, collaborators, partners, and shareholders for its genuine interest in people and a sense of assurance that lessens the strains of the complex world of today.

The marketing mix
Product Mix
Pan Pacific operates in the tourism industry and provides tourists with a range of hotels and leisure facilities. As per the hospitality marketing assignment the company provides guests with a wide range of hotel services, including comfortable and efficient accommodation, rooms, and dining facilities. However, the definition of classy, dependable hospitality is embodied by Pan Pacific Hotels and Resorts. The organization strives to offer the greatest service to each visitor that stays at their hotel and is distinguished by friendly smiles, unpretentious attitudes, and attentive processes. The focus of their service components is on recognizing their customers, anticipating their wants, being accommodating of individual needs, and going above and beyond (Afrose, Riyadh and Haque, 2019). As per the hospitality marketing assignment data, their resorts and hotels are consistently honored with several national, regional, and international honors by recognized industry professionals around the world, including the World Travel Awards and Tripadvisor Travelers' Choice Awards. Each of their hotels and restaurants, which are spread throughout the cities in Asia, Australia, and North America, offers simple, rejuvenating experiences (McNeill, 2022). Throughout their stay, guests can enjoy comfort thanks to the hotel's attentive room design and service. Their serviced apartments are the perfect home away from home because they are made to accommodate visitors who are staying for a long time. With 24-hour individualized care, consumers are guaranteed the conveniences of home. According to the hospitality marketing assignment the company operates in most of the major nations all around the world and the most important part about their service is, in all the outlets the service quality is the same.

Pricing Strategies
The Pan Pacific Hotels Group is dedicated to providing travelers with high-quality lodging options in advantageous settings at competitive rates. According to the hospitality marketing assignment, families, business travelers, and tourists are people targeted by the Pan Pacific Hotels Group. Tourism is a fast-growing business with a lot of new and experienced players. Although it operates in luxury markets, it poses a great challenge to the hotel company. For its elite guests, the Pan Pacific Hotels Group has opted for a higher pricing strategy (Suprayitno and Heng, 2021). It is mentioned in the hospitality marketing assignment that it provides high-quality goods and services, and its customers come from a group of people who value good service more than material things. The company also faces competition from other companies and thus has a competitive pricing strategy that allows it to keep prices consistent with its competitors (Suprayitno and Heng, 2021). By doing this, Pan Pacific Hotels Group can maintain the foundation of its loyal customers. The company also provides a special offer to their customers for maintaining their competitiveness in the market in the name of the "best rate guarantee scheme". In this scheme, they tend to provide a 10% discount on per night stay (Ford, 2021). According to the hospitality marketing assignment the company also provides exclusive member offers in which there will be attractive benefits for the members and up to 40% savings on seasonal offers (Ford, 2021).

Product distribution strategies in the hospitality marketing assignment
It is found in the hospitality marketing assignment that the location and setting of the hotel have an impact on the development and profitability of the hospitality industry. Due to its appealing position, it is well known across the world. The company has a qualified and efficient crew to provide the hotel's services. To improve and raise the company's revenue and profit, it offers high standard and quality services to visitors and tourists. The Pan Pacific Hotels Group, which operates under the three names Pan Pacific, PARKROYAL COLLECTION, and PARKROYAL, owns and/or manages close to 50 hotels, resorts, and serviced suites in 29 locations in Asia, Oceania, North America, and Europe (Ku, 2021). The booking process is also extremely easy as per the hospitality marketing assignmentas one can book their hotels with the help of their websites, or other websites like go ibibo, TripAdvisor, and many more. The company has aimed at using digital services. To instill the updated service concept, PPHG is also introducing a new service training course in which its own regional and upper-management teams teach staff members (Boo and Chua, 2022). To streamline and simplify the booking procedure in the hospitality marketing assignment, the group has merged its three websites into one. To entice the younger generation of travelers, the new website will also include social components like reviews and user-generated material. The organization's culture is quite strong and productive. The hotel maintains a wonderful and successful interaction with tourists and guests through an effective culture. The essential values of the hotel establishment are culture, value systems, experience, opinion, and skills.

Promotional strategies
In the hospitality industry, advertising strategy is crucial. Public transportation, newspapers, online and social media outlets, television, and the internet are examples of sources for advertising. Additionally it is fund in the hospitality marketing assignment; the business employs advertising tactics to advertise the services provided by the hotel sector. The company might hold a variety of events and seminars to advertise its services in Singapore by utilizing a promotional plan. Additionally, the company runs global advertising and marketing activities. The company has adopted various new advertising techniques for increasing its reach to the people. The company has a strong social media image and they also use a social media marketing policy. Under this technique, the company promotes its offers on social media with the help of various influencers. Following a proposal, Pan Pacific Hotels Group chose Digitas from Publicis Groupe as its CRM partner (Liu and Lin, 2021). The Digitas CXP division, which focuses on applying data insights to understand customer behavior and then informing customer journeys and engagement programs, will provide client service. As the new CRM agency, Digitas will put the client first and orchestrate initiatives that include customer journey mapping, email marketing strategy, and creativity, in addition to getting on CRM operations including data monitoring, marketing operations, technical support, and maintenance.

Furthermore in this hospitality marketing assignment, the business uses the emphasis method to draw in more visitors and guests to the nation (Ferguson-Gander, 2021). This strategy focuses on using a variety of resources to increase market presence and corporate operations. To create a significant competitive advantage, this strategy concentrates on a certain niche market. The key goals of this approach are to satisfy all of the clients, visitors, and tour operators that the company works with globally. Additionally, the business employs a differentiation strategy to benefit from a variety of market advantages (Zerin, 2019). The company develops marketing and programs using this method to draw in more tourists. The corporation is gaining numerous benefits in this way from its successful tactics and methods. The company is improving the guest experience and lower operational costs by using these tactics.

Conclusion
The present strategy choices in the hospitality marketing assignmentmade by tourism businesses often take into account the realities of an environment that is becoming more interdependent, uncertain, global, technical, and concerned with environmental issues. The importance of huge multinational corporations' expanding control, which is based on the supremacy and potential of scale, scope, and knowledge scales, is growing. Further hospitality marketing assignment study should focus on its effects and structural changes on the market, which are thus increasingly important. Regarding the structure of the tourism market, low-cost travel has emerged quickly and is likely to continue to do so, making it a significant segment whose characteristics and any adjustments that can help in bringing equilibrium in the market, should also be taken into account. The proper consideration and evaluation of new business strategies using the unbundling concept and auxiliary revenue are also necessary in the hospitality marketing assignment. Therefore, it is crucial to perform ongoing, methodical investigations that will guarantee the validity of the patterns presented and addressed here, employing various geographic realities, business models, and operational realities.

References
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Chowa, A.D., 2018. Financial Performances of Le Méridien Hotel: A Comparative Study with other Five Star Hotels in Bangladesh.
Ferguson-Gander, R., 2021. AIE Perth: 20th Energy in Western Australia Conference. Energy News, 39(3), pp.19-23. Ford, L.R., 2021. Skyscraper competition in Asia: New city images and new city form. In Imaging the City (pp. 119-144). Routledge.
Ku, G.B., 2021. Preparing Persons with Disabilities for the World of Work: The Case of SG Enable Bridging Job Seekers and Employers. In Special Needs In Singapore: Trends And Issues in hospitality marketing assignment(pp. 219-235).
Liu, Z.G. and Lin, E.C.K., 2021. Development and Innovations of the Hotel and Air Transport Industry in Singapore. In The Hospitality and Tourism Industry in ASEAN and East Asian Destinations (pp. 177-207). Apple Academic Press.
McNeill, D., 2022. BOTANIC URBANISM: The Technopolitics of Controlled Environments in Singapore's Gardens by the Bay. International Journal of Urban and Regional Research, 46(2), pp.220-234.
Oh, S., 2020. Singapore helps hoteliers with staycation stimulus.
Suprayitno, B. and Heng, H., 2021. Significance of the Hotel and Tourism Sector on Economic Development in Singapore. Journal of Hospitality and Tourism Management, 4(2).
Toma, S.G. and Grdinaru, C., 2018. The marketing mix in a luxury hotel chain. The Journal Contemporary Economy, 3(2), pp.105-111.
Zerin, F.H., 2019. Marketing Strategies of Pan Pacific Sonargaon Dhaka in hospitality marketing assignment.