CHM601: Contemporary Hotel Marketing - Report on Situational Analysis for Hospitality Business - Management Assignment Help

Assignment Task:

Learning Outcomes

This assessment addresses the following subject learning  outcomes: 

a. Identify and understand the critical elements in the planning and execution of an applied marketing research based project to investigate and solve marketing problems; 

b. Exhibit a contemporary understanding of existing and emerging marketing methodologies including those relating to branding, advertising and promotion, digital media, consumer behaviour, relationship marketing and strategy development 

c. Exhibit an understanding of the global environment and dynamic marketing trends 

d. Participate in team decision making and planning to determine and plan effective marketing strategies within specific environments and resources 

e. Produce persuasion based marketing programs using all elements of the marketing mix across multi-media and design interactive communication subjects 

f. Develop a set of criteria to continuously monitor marketing opportunities, to measure marketing success and to determine strategic adjustmentsin accordance with organisational objectives. 

Background Context: 

A Situation Analysis 

Each property and each customer in hospitality is unique. 

Before developing a marketing strategy, it is important to conduct a situation analysis to determine  the health of your business. This analysis serves as a useful tool for determining your business'  strengths and weaknesses, and any opportunities and threats (SWOT) that can affect its health. 

A situation analysis involves the process of environmental scanning, which can be a formal  mechanism within a firm, or merely the result of individuals within the organisation monitoring  changes in the environment. “When marketing managers consider changes in marketing strategy or  tactics, they often examine the changes in five major marketing environments: competitive,  economic, political and legal; social and technological. Firms cannot directly influence their external  environments, but they can monitor changes and be somewhat proactive.” Reid, R.D., & Bojanic,  D.C., Hospitality Marketing Management, 6th Edition, Wiley Publishers. Chapter 2. 

Successful hospitality companies know the vital importance of constantly watching and adapting to  the changing environment. The marketing environment offers both opportunities and threats. The  Macroenvironment are the larger societal forces that affect the entire environment and are defined  as any force outside of a company’s employees, leadership, and business strategy, that can affect an  organization's performance and can be considered an external influence. 

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