HDAF HDBM Assignment – Marketing
HDAF HDBM Assignment – Marketing
HDAF HDBM Assignment – Marketing
You have been hired as the Marketing Manager of [a hotel in Singapore of your choice].
Your Chief Executive Officer (CEO) has directed you to conduct a training workshop for
your staff to provide them employees with the knowledge and skills relating to the key
concepts and functions of marketing in the hospitality industry. Prior to the training
workshop, your task is to prepare and submit a report to your CEO that covers the
following areas:
Task 1 (Learning outcome 1)
1 Explain the term “marketing” and discuss the pros and cons of adopting a
marketing orientation for your hotel.
Task 2 (Learning outcome 2)
2.1 Elaborate on the key macro and micro environment factors that could affect
marketing decisions at your hotel. [10 marks]
2.2 Explain the concept of market segmentation and its benefits for your hotel.[5 marks]
Task 3 (Learning outcome 3)
3.1 Cost plus pricing and perceived value pricing are two common pricing strategies.
Describe these two pricing strategies. Which one would you recommend to the
management of your hotel and why? [10 marks]
3.2 Illustrate how promotional activities for your hotel can be integrated to achieve its
marketing objectives. [10 marks]
3.3 Analyse the importance of the following in the marketing of your hotel:
a. Process
b. People
c. Physical evidence
Task 4 (Learning outcome 4)
4 It has been said that the marketing mix is segment-specific and each market
segment would need its own marketing. Explain how the marketing mix can be adapted
for two different customer segments for your hotel. [10 marks]
Files
