UKCBC unit 5 marketing principles 3

UKCBC unit 5 marketing principles 3

10-04-17 Maddox Smith 0 comment

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UKCBC unit 5 marketing principles 3

Task 2

Introduction

STP marketing is a three step approach which can be defined as segmentation, targeting and positioning which help in building the marketing planning (Turnbull, & Valla, 2013). This process helps the business in formulating a marketing strategy which is more focussed on customer behaviour and his or her expected buying behaviour (Turnbull, & Valla, 2013). This section will discuss in detail about the micro and macro environmental factors which influence the marketing decisions in Starbucks. This task will also discuss most appropriate segmentation criteria which can be applied to the company in different markets. Then this section will also discuss in detail about the targeting strategies and finally, this section will cover and understand the importance of buying behaviour which affects the marketing activities.

1: Start this task by analysing three micro and three macro environmental factors influencing marketing decisions in Starbucks.

Following are three micro environmental factors which influence the marketing decisions:

1. The supplier is very important part of the company since the coffee bean is not produced in the country but they are imported from countries like Africa, Arabia and South America. So the price of the coffee is highly dependent on the price of coffee beans which make it little expensive in comparison to the competitors like McCafe (Ferrell, & Hartline, 2012).
2. Another important micro-environment factor which influences the marketing decisions are its employees (Douglas & Craig, 2011). The company spent a lot in training the employees and the company are also known for its work culture. The company’s success highly dependent on the experience they provide in the form of the service and for which efficient employees are very important (Ferrell, & Hartline, 2012). The company make sure that the employees are happy and satisfied and that can be seen in their performance and happy customers.
3. The customer is another internal factors which are the most important factors and the basis of all the decision is the customer behaviour (Douglas & Craig, 2011) and their response towards the services and the product offered by the company.

As far as macro environment factors are concerned they are basically external factors like political, economic, social and technological factors. Following are three macro environmental factors which influence the marketing decisions:

1. First very important macro environment factor id economic factors and features like recession have made a huge impact on the company. The company’s growth slowdown like any other company in 2008 and the impact of the recession did hit the company performance. It was when the company decided to major changes in their marketing decisions.
2. A social factor is another which contributed the most to the marketing decision of the Starbucks (Ferrell, & Hartline, 2012). The company is the largest coffeehouse chain in the world and it is important to understand the culture before entering into the business in any country and the company exactly have to do that.
3. Competitors are other aspects of the coffee market which help the company to take many crucial decisions. The coffee market is booming and the competition is fierce so the Starbucks has to make strategies keeping in mind the actions of the competitors.

2: After that propose which segmentation criteria would be the most applicable for Starbucks to use for their products in different markets.

Segmentation is basically a process of dividing the market into different segments based on customer behaviour and needs (Weinstein, 2013). The company’s segmentation criteria are discussed as follows: –

1. Initially, the company visualised their potential customers in affluent people and well-educated customers but slowly they realised that coffee consumption is also very popular among youngsters and the less educated people (Ferrell, & Hartline, 2012). The company pushed their product among these segments also.
2. The company usually open they’re a store in big cities because according to the company coffee drinker is usually found in this area and that too in large number.

3: Thinking about a range of products and services Starbucks offer to choose a targeting strategy for a one of them and propose a positioning strategy for this product.

Following are the targeting strategy and positioning strategy for the product offered by the company: –

1. Since the local coffee market is getting very strong in many countries, the company mainly focuses on an amalgamation of two cultures by focusing on local taste and also promoting the American flavour of coffee all over the world (Ferrell, & Hartline, 2012). At the same time, they modify themselves according to the local taste as well.
2. The company believes in the effective visibility of the coffee houses that is why they choose the most premium location in the country and also focus on the infrastructure and architecture of the coffee house. Not only this, they never introduce all the flavours in one go. Rather they introduce it one by one and this way each product gets the much-needed visibility and each product gets the chance to establish themselves

4: Finish Task 2 by demonstrating how buyer behaviour affects marketing activities in different buying situations. Provide here two examples of buying situations which marketing managers in Starbucks should in your opinion especially consider.

Buying behaviour is mostly concerned with the process which involves people buying tendencies and usage of product (Kotler, 2011). Buying behaviour is directly related to the designing of marketing activities and it is a major factor which contributes to marketing decision making. Be it any type of business a multinational coffeehouse or a local coffee house, understanding the buying behaviour become crucial for everybody. Organisations indulge in various activities like market research and survey to understand the customer’s inclination and the pattern of their response to various things and, of course, it also directly affects the marketing activities.

Factors like pricing of the product, it’s advertising, the complete packaging and the way the whole product is marketed affect the consumer buying patterns. Following are two incidences which manager of the Starbucks must consider: –

1. Pricing: as discussed pricing to an extent is not in control of the company as it is impacted by coffee beans and dairy product and both these are outsourced (Kotler, 2011). The pricing of the basic coffee in Starbucks is higher than the premium coffee offered by McCafe. This does affect the buying pattern of the customers
2. Local competitors: there are many local cafés functioning in multiple countries that know the taste of local people and their menu suits the taste and preferences of the people. So, the manager should first invest some time in understanding the local preferences and then modify the menu as per customer demand. Also social media plays a crucial role these days so the company must increase its reachability to the customer through various social media network. This networking helps in changing the buying behaviour of the customer.

Conclusion

Understanding the market is very important before establishing the business. It became even more important for a multinational company because they have to work even harder to know the taste and preferences of the people (Kotler, 2011). Initial few months are the trial months because, in this time, the customer just try the product and decide whether they like the product or not. Starbucks is spread worldwide and it is so popular because of this reason. They spent time in understanding their targeted audience and bring modifications accordingly.Order Now

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Unit 1 The Contemporary Hospitality Industry

Unit 1 The Contemporary Hospitality Industry

27-10-17 Maddox Smith 0 comment

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Unit 1 The Contemporary Hospitality Industry

Submission Front Sheet

Assignment Code:               …AB349H1…

Programme:                           BTEC Higher National Diploma in Hospitality Management

Unit Title and Number:            The Contemporary Hospitality Industry (Unit 1)

QFC Level and Credit value: 5;  15 credits; Unit Code: L/601/1788

Module Tutor:                         Pratika Teyssedou

Email:                                     p.teyssedou@mrcollege.ac.uk

Date Set:                                20th September  2016

Name:                                    ………………………………………….

Registration Number:         ……………………………………………

Date:                                      ……………………………………………

	Learner’s statement of authenticity Student’s Name: _______________________Student’s ID Number: ___________________ I certify that the work submitted for this assignment is my own. Where the work of others has been used to support my work then credit has been acknowledged. I have identified and acknowledged all sources used in this assignment and have referenced according to the Harvard referencing system. I have read and understood the Plagiarism and Collusion section provided with the assignment brief and understood the consequences of plagiarising. Signature: ___________________                       Date:  ___/___/_____

Is this a  First  Submission                                or Second Submission                        ?

words

Word Count (max.5000)

%

Turnitin Score

Complete and copy this page and add it as the front sheet to your online submission

Part 2 Assignment Brief

ASSESSMENT  FRONT  SHEET                                            AB349H1

Programme:                           BTEC Higher National Diploma in Hospitality Management

Unit Title and Number:           The Contemporary Hospitality Industry (Unit 1)

QFC Level and Credit value: 5;  15 credits

Module Tutor:                         Pratika Teyssedou

Email:                                     p.teyssedou@mrcollege.ac.uk

Date Set:                                20th September 2016

Key Dates                                 : …20th September 2016

Formative assessment dropbox opens          7th November to 11th December  2016

Final Submission Date (Full Assignment): 20th December 2016

Introduction

The hospitality industry consists of companies within the food services, accommodations, recreation, and entertainment sectors. It is a several billion dollar industry that mostly depends on the availability of leisure time and disposable income. The hospitality industry is growing fast, but it is also changing. Some people say that you have only to look at the USA to see where the British hospitality industry is going: fast food and lots of it, theme parks and themed restaurants, so many eating places that dining out becomes as common as dining in, and an emphasis on customer service.

Using relevant information, theories and examples, you need to a formal report which will describe the current state of the hospitality industry then develop an analysis of trends affecting the industry. It would be good to use current examples from the hospitality related organisations (i.e. hotels, resorts, cruise liners, time-shares etc.) to support your work.

There are four learning outcomes to this unit:

1. Understand the current structure of the hospitality industry
2. Understand staffing in the hospitality industry
3. Understand recent developments affecting hospitality
4. Be able to recognise potential trends and developments in hospitality

Task A Research report describing the hospitality industry Carry out research into the Contemporary Hospitality Industry. Using your research, produce a written report of your findings which should include: a)    An analysis of the structure of the current scale, scope and diversity of the hospitality industry (AC 1.1) b)    A discussion of the organisational structure of different hospitality industries (AC 1.2) c)    An assessment of the role of hospitality related organisations and professional bodies in the hospitality industry (AC. 1.3) d)    An assessment of the staffing requirements of different hospitality industries (AC 2.1) e)    A discussion of the roles, responsibilities and qualification requirements of hospitality staff (AC 2.2) f)     An discussion of the current image of the industry (AC. 3.2) Word count: for task A. 2000-2500 words

Task B Review of recent development Provide a written account demonstrating your understanding of the changes affecting the Contemporary Hospitality Industry. It should provide : a)An analysis of operational, managerial and legislative issues resulting from recent developments affecting the hospitality industry (AC. 3.1) b)A justification of predicted future trends and developments in hospitality (AC  4.1) c)An impact analysis for the predicted trends and developments (AC 4.2) Word count: for task B. 1000-1500 words

GRADING DETAILS

Achievement of a pass grade

A pass grade is achieved by meeting all the requirements defined in the assessment criteria for each individual unit.

Achievement of a merit or distinction grade

All the assessment criteria and merit grade descriptors need to be completed within a unit to achieve a merit grade.

All the assessment criteria, merit and distinction grade descriptors must be completed within a unit to achieve a distinction grade.

Grade Descriptors		Indicative Characteristics		Contextualised Grade Guidance
MERIT
M1  Identify and apply strategies to find appropriate solutions.		effective judgements have been  made complex problems with more than one variable have been explored an effective approach to study and research has been applied		AC 1.3; AC 2.1
M2  Select / design and apply appropriate methods/techniques		relevant theories and techniques have been applied a range of methods and techniques have been applied a range of sources of information has been used the selection of methods and techniques/sources has been justified the design of methods/ techniques has been justified complex information/data has been synthesised and processed appropriate learning methods/techniques have been applied		AC 1.1; AC 1.3 AC 3.1
M3  Present and communicate appropriate findings.		the appropriate structure and approach has been used coherent, logical development of principles/concepts for the intended audience a range of methods of presentation have been used and technical language has been accurately used communication has taken place in familiar and unfamiliar contexts The communication is appropriate for familiar and unfamiliar audiences and appropriate media have been used.		AC 4.1
DISTINCTION
D1  Use critical reflection to evaluate own work and justify valid conclusions	conclusions have been arrived at through synthesis of ideas and have been justified the validity of results has been evaluated using defined criteria self-criticism of approach has taken place realistic improvements have been proposed against defined characteristics for success		AC 4.1
D2  Take Responsibility for managing and organising activities	autonomy/independence has been demonstrated substantial activities, projects or investigations have been planned, managed and organised activities have been managed the unforeseen has been accommodated the importance of interdependence has been recognised and achieved		AC 4.2
D3 Demonstrate convergent / lateral / creative thinking	ideas have been generated and decisions taken self-evaluation has taken place convergent and lateral thinking have been applied problems have been solved innovation and creative thought have been applied receptiveness to new ideas is evident effective thinking has taken place in unfamiliar contexts		AC 1.1; AC 4.2 AC 3.2

Specification of Assessment

• Present your work in one business report style which should include table of contents, reference list, foot or end notes and appendices if any
• Include the reference code of this assignment on your assignment submission front page.
• Each page must be numbered at the bottom right hand side.
• Ensure the following information is in the footer on every page:
  • Your name
  • The production date of your submission
  • The code number of your assignment brief
  • The page number
• Spell-check the document and make sure there are no grammatical errors.
• Complete all the tasks.
• Produce clear specific reasoning and arguments in support of your answers.
• Submit your work in a single work processed document of not more than 5000 words for all Learning Outcomes. This word limit is only for guidelines, and is not applied to grading.
• You must include a bibliography at the end to show where your information was sourced.
• Your sources must be identified using the Harvard referencing system. The words used in your bibliography will not be included in your word count.

Extension and Late Submission

If an extension is necessary for a valid reason, requests can me made using a course work extension request form available from the college. Please note that the lecturers do not have the authority to extend the coursework deadlines and therefore do not ask them to award a coursework extension.

The completed form must be accompanied by evidence such as a medical certificate in the event of you being sick.

Plagiarism and Collusion

Any act of plagiarism and collusion will be seriously dealt with according to the regulations. In this context the definition and scope of plagiarism are presented below:

‘Plagiarism occurs when a student misrepresents, as his/her own work, the work, written or otherwise, of any other person (including another student) or of any institution. Examples of forms of plagiarism include[1]:

• the verbatim (word for word) copying of another’s work without appropriate and correctly presented acknowledgement;
• the close paraphrasing of another’s work by simply changing a few words or altering the order of presentation, without appropriate and correctly presented acknowledgement;
• unacknowledged quotation of phrases from another’s work;
• The deliberate and detailed presentation of another’s concept as one’s own.’

All types of work submitted by students are covered by this definition, including, written work, diagrams, designs, engineering drawings and pictures.

‘Collusion occurs when, unless with official approval (e.g. in the case of group projects), two or more students consciously collaborate in the preparation and production of work which is ultimately submitted by each in an identical, or substantially similar, form and/or is represented by each to be the product of his or her individual efforts. Collusion also occurs where there is unauthorised co-operation between a student and another person in the preparation and production of work which is presented as the student’s own.’ (’Carroll, J and Appleton, J.( 2001) Plagiarism – A Good Practice Guide.  Oxford Brookes University/JISC, Oxford)

All work for assessment must be submitted with a Turnitin Report on plagiarism.  The Maximum Turnitin score admissible is 15% (after deduction of 1% & 2% records). Assignments with more that this adjusted 15% score will be automatically referred for reworking and resubmission.

Assignment Resubmission Policy

A Resubmission is any work handed in for final assessment a second time.

The Final Deadline is the date on which the whole assignment must be completed and submitted (usually in week 12 at the end of the semester).

Work submitted                                           To be Resubmitted 

• Referred after Final Deadline Four weeks after the final deadline

• Missed Final Deadline End of next semester

• Missed formative assessment(s) and

Referred after Final Deadline                End of next semester

• Referred SMALL after resubmission £25 reassessment fee
• Referred LARGE after resubmission Repeat semester and attend classes

Completed, assessed units (Pass, Merit) from your first Semester may be reworked and submitted  for a higher grade once only  on payment of a reassessment fee of £25.

Part 3 Assessment and Feedback Record 

ASSESSMENT DECISION

Programme:                        BTEC Higher National Diploma in Hospitality Management

Unit Title and Number:          The Contemporary Hospitality Industry (Unit 1)

Module Tutor:                        Pratika Teyssedou

Learner’s Name :__________________________________Learner ID:___________________

Class Group              Hosp Mgmt ……          

Date of Assessment:……………………….            Grade:…………….

Assessment Criteria		Met	Evidence	Feedback
1.1	analyse the current scale, scope and diversity of the hospitality industry
1.2	discuss the organisational structure of different hospitality organisations
1.3	assess the role of hospitality related organisations and professional bodies
2.1	assess the staffing requirements of different hospitalityindustries
2.2	discuss the roles, responsibilities and qualification requirements for hospitality staff
3.1	analyse operational, managerial and legislative issues resulting from recent developments affecting the hospitality industry
3.2	discuss the current image of the hospitality industry
4.1	present justified predictions for potential trends and developments in hospitality
4.2	produce an impact analysis for the predicted trends and developments

Merit Descriptors	Assessment Criteria for Merit. The learner demonstrates that:	Met Y/N	Page No.	Assessor Comments
M1 Identify and apply strategies to find appropriate solutions.	·         effective judgements have been  made ·         complex problems with more than one variable have been explored ·         an effective approach to study and research has   been applied
M2 Select/design and apply appropriate methods/techniques	·         relevant theories and techniques have been applied ·         a range of methods and techniques have been applied ·         a range of sources of information has been used ·         the selection of methods and techniques/sources has been justified ·         the design of methods/techniques has been justified ·         complex information/data has been synthesised and processed ·         appropriate learning methods/techniques have been applied
M3 Present and communicate appropriate findings	·         the appropriate structure and approach has been used ·         coherent, logical development of principles/concepts for the intended audience ·         a range of methods of presentation have been used and technical language has been accurately used ·         communication has taken place in familiar and unfamiliar contexts ·         The communication is appropriate for familiar and unfamiliar audiences and appropriate media have been used.

Distinction Descriptors	Assessment Criteria for Distinction. The learner demonstrates that:	Met Y/N		Page No.	Assessor Comments
D1 Use critical reflection to evaluate own work and justify valid conclusions	·         conclusions have been arrived at through synthesis of ideas and have been justified ·         the validity of results has been evaluated using defined criteria ·         self-criticism of approach has taken place ·         realistic improvements have been proposed against defined characteristics for success
D2 Take responsibility for managing and organising activities	·         autonomy/independence has been demonstrated ·         substantial activities, projects or investigations have been planned, managed and organised ·         activities have been managed ·         the unforeseen has been accommodated ·         the importance of interdependence has been recognised and achieved
D3  Demonstrate convergent / lateral / creative thinking	·         ideas have been generated and decisions taken ·         self-evaluation has taken place ·         convergent and lateral thinking have been applied ·         problems have been solved ·         innovation and creative thought have been applied ·         receptiveness to new ideas is evident ·         effective thinking has taken place in unfamiliar contexts

	Assessor’s General Comments: Resubmission Status:     unnecessary      SMALL                 LARGE Please resubmit Sections indicated above to meet Assessment Criteria: Referral dropbox will open from  –  5th to 18th January 2017 Assessor’s Signature:……………………………………………………  Date: …………………………………… Print Name: Pratika Teyssedou
	Learner’s Comments: Signature:                                                                                                                           Date: Print Name:

Summative Feedback on this coursework will be given on 5th January 2017

Referral result declared –              31st January 2017

Unit 1 The Contemporary Hospitality Industry