CTH LEVEL 3: FOUNDATIONDIPLOMA IN TOURISM AND HOSPITALITY

CTH Number: 94584 Student Name: Ms TERESIAH

WANGUI NJOKI

Centre Name: CASCADE INSTITUTE Tutor Name: Mr. BONIFACE

OF HOSPITALITY KING’ORI

Unit Title: ESSENTIALS OF MARKETING AND CUSTOMER

RELATIONSHIP IN TOURISM AND HOSPITALITY

Centre Final Mark:

CTH Final Result:

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STUDENT STATEMENT
I hereby declare that this assignment is my own work and any use of materials from
other sources has been referenced accordingly.
Student signature: Date

TUTOR STATEMENT
I hereby confirm that to the best of my knowledge this assignment is the student's own
work and he/she has not collaborated in the production of this assignment with any
other person. I also confirm that I have a record of this student's progress tutorial/s.

Tutor signature: Date:

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INTRODUCTION
The report is demonstrating the learning outcome in essentials of marketing and customer
relationship in tourism and hospitality which include;
1. Evaluation of marketing theories in tourism or hospitality
2. Evaluation of the sales function within tourism or hospitality businesses
3. Analysis of customer care within tourism or hospitality businesses

Report has four based parts on the task given, they include;

TASK ONE- MARKETING THEORIES AND PRACTICE

1.1 The Marketing Theories Applied To Tourism Or Hospitality.
Marketing theory is basically a journal that covers the marketing field, as it allows
individuals to exchange goods and services voluntarily based on the prices.
There following marketing theories are to be analyzed
 Factors affecting the market in hospitality and tourism
 The purpose and features of competitor analysis
Factors Affecting The Market In Hospitality And Tourism Are As Follows(lecturer
martin ndung’u on 15th may, 2019)
Economic growth
When the economic growth is high it benefits the growth of the firms profitably as there will
be high demand of goods and services. Therefore hotels and tourism industry boost their
dividends leading to high productivity in the firms
On other hand when there is price stability businesses and other economic agents do not have
a hedge against inflation and can therefore put the available resources to productive use
Taxes
The higher the taxes the higher the price of goods one is selling hence leading to low demand,
example when the government raises their taxes it tends to affect everyone in the market
segment as they also increase the prices of their goods in order to pay the taxes
Customers
When the customers satisfaction is of a high standard then the demand for the goods also
increase as most of the people tend to be treated in the right way. Example when a hotel

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offers service of high standard to customers, the customers get well satisfied hence more
profit is earned
Competition
Competition is one of the major factors that affect the market business in a negative way,
when there is high competition most of people tend to lower their prices in order to have high
demand hence low profit is earned example. When there are two hotel premises, A is offering
cocktail juice at Ksh150 and premise B offers at ksh80 more customer tend to visit premise B
that offers the lower price.
1.2 Competitor Analysis
Competitor analysis portray an important way of conducting industry analysis as it gives
information regarding probable source of competition and also one is able to identify and
evaluate his or her competitors strengths and weaknesses.
Importance of Competitor Analysis
To study the market trends and pattern
When one is able to identify the competitors to his or her business then it’s easier to study the
market trends and know what commodities they sell and how much they sell so as to be on
the same level.
To develop a plan for organizational growth
When one is able to determine what the competitors are selling, People tend to come up with
unique products which has no competition hence the organizational growth is higher
To identify and understand the strengths and weakness of your competitor
Knowing the strengths and weakness of your competitor one is able to boost his strength on
the competitor weakness. Example if your competitors are offering products of low quality
one can boost their business with products of high quality hence more profit.
To study the market
Studying the market is basically getting to know what the market consist of example what
your competitors are selling, at what cost, where and how they get their goods and finally
how they supply
Features of Competitor Analysis
The various ways of identify the features of competitors’ analysis is through conducting a
swot analysis
Swot analysis

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Swot analysis is the process carried out to identify the strength and weakness of an
organization to its competitors and also the opportunities and threats which an organization
may face in future
Strength and weakness are the internal factors affecting the growth of the firm while
opportunity and threats are the external factors affecting the growth of the firm
The swot analysis for (Eseriani hotel Naivasha)
Strengths: describes what an organization excels at and what is it that they offer. Examples
of hotel strengths are;
Offering standard service to the guest through employing staff that are qualified and has the
basic skills to run a hotel
Having a strong brand image by ensuring they offer products of high quality to the guest who
visit the hotel
Having enough financial resources to boost your business through being able to pay your
suppliers and employees on time
Qualifying to having loyal customers, this is achieved through maintaining good relationship
with your customers
Weaknesses this factors limits an organization from performing well or to its maximum
level. Some of the weaknesses include having a;
Weak brand: This is developed through providing products of low quality and quantity
High percentage of debtors: difficulties in managing financial records leading to increase of
debtors
Adequate capital: Having lack of capital weakens the business since one cannot be able to run
or boost their business
Opportunities this is an external factor that favours business in a positive way. Opportunities
enable one to have an advantage towards their competitors since one is able to identify a
unique product or brand hence acquiring more profit
Threats this is external factors that affect the business in a negative way or simply harms the
business or organization. They include;
Decrease in market growth: when the growth of the market is low it simply means the costs
of products are high therefore an organization will not be able to purchase the product hence
low productivity

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High increase in bargaining power of buyers causes the business to experience less or non
profit leading to collapsing of the business

TASK-TWO-THE SALES FUNCTION

2.1The Roles of Sales and Marketing
Sales these are operations involved in operating and promoting the selling of goods and
services.
Marketing is a way of getting people interested in goods and services being offered
Comparison between Roles of sales and marketing
Sales requires one to directly approach his target customers while marketing is basically
telling your customers about the product being offered
Sales requires face to face communication due to convincing the customers to purchase your
product while marketing is in charge of the collection of decisions made by the customers
regarding what leads to a successful sales
Sales fulfil the demand of the product by the buyer and create a good relationship while
marketing increases demand for a product or service. Example, through advertising
Sales is the operation and promotion of selling of goods and services while marketing is
getting people interested in goods and services sold
2.2 The sales cycle
Sales cycle is the process an organization undergoes when selling their goods and service to
their customers .procedures on the sales cycle (according to Eseriani Hotel)
Prospecting
Is the first step in sales cycle which consists of identifying potential customers, This can be
done through marketing, networking or cold calling which involves sending of emails to your
potential customers
Qualifying
During the first step the goal was to gather whether your products and services lead to your
customers’ qualification. If products are qualified one may proceed to assess the needs of the
customers
Presenting products or service
An organization presents the product and service they market to their potential customers this
prevent the customers from forgetting to enquire any important information they may need

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Presenting price
After the completion of the third stage, the organization clearly communicates the value of
the product. This is effectively accomplished by connecting the potential customer needs and
wants in corresponding to the benefits of the product
Closing
Is where an organization commits to purchase or to stop the process, this is the most
important stage since can only be carried out when all the other process have been completed
in an orderly manner
Getting re-sales and referrals
Re-sale is to sell what has been bought or sold while referrals is basically telling consumer
about the positive features of their business. Organization should ensure they make their
customers happy since happy customers make excellent candidates for your other services
2.3 Sales Target And The Different Selling Techniques (Lecturer Martin Ndung,U On
27th May, 2019)
Sales target
A sale target is the number of sales that an organization is expected to earn within a particular
period of time
There are two different selling techniques which include;
Face to face selling technique
The process by which a sales person communicates directly with potential buyer in order to
make a sale
Importance of face to face selling technique
One is able to acquire instant answers from the potential buyer: whether the buyer will
purchase the product or not
Attention of the buyer is gained through the face to face interaction and also the overcoming
the market noise
Cold calling technique
This is the process of approaching potential customers via emails telephone calls or social
media who were not expecting such interactions
Importance of cold calling technique
A consumer is able to identify potential connections that help to utilize and build a reputation
quickly and efficiently between him and the customer

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Through the cold selling one is able to build a personal reputation beyond job description
when there is important interaction with the customer
Consumer is able to establish a good relationship and respect beyond normal sales
responsibilities compared to that of face to face selling whereby you may have
misunderstanding with the customer due to direct contact
The interaction during the cold selling is important to ensure you understand the customers’
expectation
2.4 The Difference between Features and Benefits of a Product and Service

Features Benefits
Standard service offered High productivity achieved due increase of
customers
Valuable experience Fulfilling of customers expectation
High quality and quantity of product Leading to high production of products
Meets guest satisfaction Guest and needs and wants are meet

high functionality of products Drives the demand of the product

TASK- THREE
3.1 Demonstrate An Understanding Of The Scope Of Customer Care Within
Hospitality And Tourism
Scope of customer care refers to the actions taken by a customer care attendant in order to
provide and support satisfaction to the customer.
Standard features of customer care program
Customer care program provide useful and accurate information. Through the customer care
program one is able to indicate the accurate information on the price of product

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Ability to communicate clearly with the customers: customer care requires one to meet the
standards of the customer therefore there must be a clear conversation to avoid
misunderstanding
Customer care program enables a business to identify the benefit of a product they are selling
since it helps in offering the standard services
Since customer care involves direct contact to becomes easier for a business to have the
ability to communicate positively with the customer
Ability to read customers: use of customer care program enables one to read the desires of his
or her potential buyer
3.2 Understanding of Customer Segmentation within Hospitality And Tourism
Customer segmentation
www.optimove.comdescribed the customer segmentation as the process of dividing
customers into groups that reflect on their similarity among the customers groups
Importance of customer segmentation
Helps to determine new market opportunities
When grouping of customer into their similar groups one can have an opportunity to identify
a new market trend and therefore focusing on how to make the strategy fit in
Marketing efficiency
When grouping of your customers, it’s easy to identify and target your customers and be able
to know what kind of service they need and how to deliver the service
Building a brand image
Classifying the needs of their customers accordingly it makes it easier to create a good brand
image as one can deliver the only required service to the customers
3.2 Analysis of Wants and Needs of both Internal and External Customers.
Internal customers are the people working within an organization while external customers
are people who use organization services but they areas not part of the organization
Needs and wants of both internal and external customer

Internal customers External customers

Salaries: internal customers need to paid Appreciation: external customers need to
better salary according to their job know that the business appreciates them
description example through offering discounts

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 Better environmental conditions: there is Quality standard: external customers need
need for any internal customers to work in a feel they are being offered service of high
secure, safe and comfortable environment standard
Fairness: external customers need to feel they Efficient: external customers need the service
are treated equally example, problem solving or the product to be efficiency example
of all their complaints applying the time consuming process
Information: Internal customers need to be Recognition: external customer need to feel
communicated to in case of any emergency that the business recognized
within the business premise
Equal opportunities: internal customers need Options: customers need to have variety of
to have equal opportunities example is when options that they can choose from
giving out of bonuses and promotions
3.3 Ways in Which Customer Information Can Be Collected and Used
Ways of gathering information include;
Feedback
Feedback cards are used to collect information since an organization is able to ask for a
feedback at a specific aspect level of the organization, therefore organization are able to
determine their potential customers.
Enquiries
A business organization may acquire customers’ information so they are able to follow them
up. Enquiries also give you an opportunity of mentioning organisation website, social media
handle and emails
Recording complaints
Recording complaint is one of the used methods of collecting customer information .When
recording a customer complaint you not only record the complaint but also the details of the
person. Example, the name of the complainant, why they complained and how the complaint
was resolved.
Order forms
Order forms makes it easier for a customer to order a specific service or product that an
organization is able to supply, through this an organization is able to collect information
regarding the customers since personal details is required

TASK-FOUR

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4.1 The Customer Care Programme for one Department In A Hotel Travel Agency That
Includes Why Customer Care Is Important
Front office department customer care program (department)
Front office is the department that comes face to face with the guest and is located at the
front of a hotel
Customer care
Martin ndung.u (2019) described the customer care as a process of serving your customers to
the best care ensuring their satisfaction and goals are meet
Importance of customer care
Retains customers: customers enjoy being treated well and in the right manner leading to
attaining of loyal customer
Prevents business failure: having good customer service attracts more customers therefore
leading to increase in business opportunity
Helps to boost sales: the more customers invest in your business the high the profitability
leading to increase of business sales
Creation of good brand image: offering of good customer service leads to creation a good
brand image since more people became aware of your product
It builds trust and loyalty; offering good customer service means you also offer better product
to your customers leads to obtaining loyal customers

4.2 ‘Moments Of Truth’ and Their Impact to Customer Service

(Lecturer Martin ndung,u ) described the moment of truth as the process whereby
customers and organization come into contact with one another giving the customer an
opportunity to change or form a certain impression about the product
Importance of the moment of truth
Moment of truth can help build or break the relationship between the organization and the
customer since it gives a customer an opportunity to change his or her impression
Moment of truth creates memories for the customer based on the product due to direct contact
with the
Moment of truth acts as an advantage to customers as they are able to recommend different
product due to direct contact with the consumer

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Business is able to collect information from the customer concerning critical decision based
on the product or service
4.3 Importance of Service on Customers
To satisfy customer expectation
Satisfaction of the customer expectation is delivered through offering product and services of
high standard to the guest since is important for the guest to leave a review of his or her
experience on the number of feedback sites
To be realistic
Being realistic simply means being real about your product and service, this way a guest is
made aware of the service leading to fulfilling customers’ expectation
To achieve loyal customers
Having loyal customer is important since it prevents your business from failure and can only
be achieved through maintaining a good relationship with your customers
Acquire feedback information
Through offering service one is able to determine whether the service was a bad or a good
experience to the guest. If the guest information is negative it becomes easier the organization
to collect the mistake

CONCLUSION
Essential of marketing and customer relationship in tourism and hospitality has exposed the
knowledge and skills on how to evaluate the marketing theories, sales function and customer
care in tourism and hospitality. The market research has also helped to determine the basic
knowledge on how to study and analyze your market before setting a business so as to be able
to have minimum threats to our business. Identifying the importance of the customer care
service a business is able to identify their potential customers and their taste of products

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RECOMMENDATION
Before setting a business one should study the market trend of his or her competitors
depending on the type of business one is interested at and the selling techniques they use,
they should also be able to determine the benefits of the product they offer and also the
standards of services to use when serving a customer .business should be able to collect their
customers information so as to keep track of their potential customers

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REFERENCE
1. David C. Bojanic, R.dan Reid (1998) Hospitality Marketing Management, longhorn
publishers (2007)
2. Lecturer Martin Ndung’u on 27th May (2019) selling techniques in hospitality industry
3. Philip K. John T. James C. Seyhmus B. Marketing for Hospitality and Tourism,
Seventh Edition (2017)
4. Philip K. Gary A. Principles of Marketing, fourteenth Edition (2013) British
Publishers
5. www.eserianihotels.co.ke sales cycle and the sales target in hospitality
6. www.optimove.com customer segmentation within hospitality

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TERESIAH WANGUI NJOKI UNIIT CODE: EMCRTH CTH NO.94584