MGK1103: Principles of Marketing - Tourism or Hospitality Organisation - Marketing Assignment Help

Assignment Task :

Task Description

Select one Tourism or Hospitality organisation (eg. a hotel, motel, café or a fast-food restaurant or formal dining in restaurants, tours and travel company, an airline or sea cruise company), with a corporate website and/or a place where you could visit so that you could experience its ambiance and service. Check with your tutor whether the organisation is appropriate.  Drawing on the marketing theories you have learned in class and the information you have gathered, briefly discuss the segmentation, targeting, and positioning strategies of that organisation. 

Include in your final report the following: 

1. A brief background of the Tourism  & Hospitality organisation

2. An overview of service offerings (materials studied from the LMS) 

3. Discuss the Segmentation  

4. Analyse: Its target customers

5. Its positioning strategies 

6. Your comments on marketing strategies: Has the company appropriately segmented, targeted customers, correctly positioned itself in the market. 

7. A list of references (at least three sources excluding website of company)

Assessment Criteria

Criteria used to grade this task:

1. Identify the market conditions of the organisation 

2. Discuss the application of the service offerings in the relevant marketing conditions

3. Demonstrate understanding of segmentation, targeting, and positioning process 

4. Discuss and comment on the company’s marketing strategies 

5. Demonstrate information literacy and communication skills 

6. Use and reference academic sources of information to support an argument. 

7. See Separate Marking Rubric for the detailed marking allocation.

8. Links to Subject Learning Outcomes: Learning Outcome  1, 2, 3 is assessed in this task

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