Questions of perfection of marketing activity are in hotel business

Annaeva Yulduz Serdarovna

Caspian State University named after Sh. Esenov, Kazakhstan, Aktau

Faculty : «Economy and Law»

Department: «Management»

Master of Management,  MNMEN 14/1

Saimaganbetova Gauhar Amangeldiyevna

Scientific leader: associate professor, candidate of economic sciences

 

Аннаева Юлдуз Сердаровна

Каспийский Государственный Университет Технологии и Инжиниринга имени Ш.Есенова, Казахстан, Актау

Факультет: «Экономика и Право»

Кафедра: «Менеджмент»

Магистрант, МНМЕН 14/1

Саймаганбетова Гаухар Амангельдиевна

Научный руководитель: доц., к.э.н

 

Questions of perfection of marketing activity are in hotel business.

Hotel business is the basic constituent of tourist industry. Development of internal and international tourism is largely related to the level of material and technical base of tourist enterprises, ramified and variety of their network, by quality and by volume of the services offered by a hotel. Hotel enterprises execute one of basic functions in the field of maintenance of tourists - provide them dwelling and domestic services during a trip. This type of business has the specific that distinguishes him not only from trading in commodities but also by services.

The French scientists of Lancer and Ollie mark that the hotel marketing is series of basic methods and receptions, mine-out for research, analysis and decision of the put tasks on the most complete satisfaction of necessities of clients, and also for determination of rational (from the financial point of view) methods of conducting business hotels1.

The Swiss researcher Kripendorf determines marketing in hotel industry as systematic co-ordination of activity of hotel enterprises, and also personal and state politics in area of tourism and hotel economy2.

The Russian scientist Ismaev considers that the hotel marketing is the system of trade-productive activity, sent to satisfaction of individual necessities of clients on the basis of exposure and study of demand of consumers with the purpose of maximization of income3.

Efforts of marketing of hotel enterprises must head for the achievement of aims, thus each time new. So, marketing, in opinion of Yankevich and Bezrukova, is not only an advertisement or development of some service, it is the system that unites functions and receptions of marketing on permanent basis. Hotel services, foremost, must be good acquisition. In this connection the hotel marketing is the successive actions of hotel enterprise, sent to the achievement of such aim. Therefore logical enough and reasonable is next determination of the hotel marketing : marketing in hotel business is the system of continuous concordance of the offered services with services that are in demand at the market and that a hotel enterprise is able to offer with an income for itself and more effectively, than it is done by competitors.

A hotel marketing purpose is work that brings in a return from service and satisfaction of necessities of clients. From this point of view marketing must serve to the clearly expressed task: how successfully to function at the market.

The hotel marketing is called to provide the most complete satisfaction of existent necessities of resident, and also to foresee possible changes in the pattern of requirements4.

If marketing identifies the necessities of consumers correctly, assists the production of quality product, establishment of reasonable prices, effectively stimulates demand from the side of consumer and distribution of commodities and services, then a result will be both an attractive product and satisfied consumer. Marketing purpose - to do sales more high. For this purpose it is necessary to know and understand consumer need so deeply, that a commodity or service befitted it is ideal to him.

Worldwide tourist organization (WTO) distinguishes three main functions of marketing in tourism and hotel economy : establishment of contacts with clients, development of tourist and hotel enterprise, control of marketing activity5.

Marketing activity in modern hotels gets organized differently, but single receptions and methods are traced in organization and functioning of services and subdivisions of marketing and sales. The most widespread form is functional organization, at that at the head of different directions of marketing specialists stand on the concrete types of activity - sale, advertisement, marketing researches, and other. They work in hotel chains in a regional scale and on the different types of markets. Organization of services of marketing is more often used on a geographical sign. Thus marketing employees supervise certain geographical units (countries, regions, areas).

Small hotels, as a rule, do not create the valuable departments of marketing, part of marketing functions is executed by a manager by a sale. His primary purposes are sales and increase of loading of containing a number fund. For realization of marketing researches and advertisement campaigns the workers of consulting and advertisement agencies are attracted, as a rule.

In middle in size hotels departments are created of sales, executing marketing functions. In these services specialists work on marketing researches, advertisement, public relations.

Large hotels create valuable marketing structures that is provided by necessary resources and skilled potential, a marketing budget is formed. A large hotel conducts marketing researches, development of new services, develops measures on sales promotion. The leaders of hotel business create the own conceptual going near forming of marketing services. The department of marketing and sales is headed by a director that is appointed by a director general or management.

A company "Vest Global" has a few hotels in Kazakhstan, oriented to the business-tourists, corporate clients and individual persons. "Vest Global" carries on hotel business, the object of that is a hotel "Aktau", comfortable hotel of three-stars with 125th the numbers of different categories, from them: standard are 65 numbers (one, two- three-seater) improved - 32 numbers, first classes and first semiclasses- for 14 numbers.

Besides the grant of services of residence Hotel "Aktau" gives to the guests the next types of services without an additional pay:

-it is free service in the reveille of guests to set time;

-it is informative service that will help a client to be oriented in unknown city;

-it is a call of first-aid;

-it is the use by a medical medicine chest;

-it is delivery in the number of correspondence at her receipt;

-it is a grant of boiling water, needles, threads, one complete set of tableware and flatwares;

-it is a call of taxi;

-are services mini fitness of hall for guests;

-it is a grant of iron.

Also a hotel "Аktau" renders the next types of additional services :

-it is reserving of tickets and confirmation of armour;

-it is meeting and send-offs;

-are loundries;

-are services of unsealing;

-are services of mail;

-it is maintenance of numbers;

-are restaurants and bars;

-it is a grant in the lease of conference halls;

-it is a grant in the lease of microphone, columns.;

-it is organization of stand-up meals, banquets, coffees-break dance;

-it is a grant in a lease office apartments.

The department of marketing and sales of hotel consists of 5 employees, 2 from that engage in marketing researches, and other are managers on sales that engage in the search of "wholesale" customers of hotel services (tour operator’s, large companies to that many clients arrive etc.). A main task of this department is an increase of loading of hotel.

Essence of work of marketing specialist consists in implementation by him his functions:

1.exposure of existent and potential demand of customer on commodities;

2.search and organization of meeting with clients;

3.organization and perfection of the system and methods of sale and distribution of products;

4.organization of methods of advertisement of product;

5.study of competitors and their products.

In particular conception of the traditional marketing, that asserts that the mortgage of achievement of aims of firm is determination of needs and necessities of target markets and providing of the desired satisfaction more effective and productive methods, than for competitors, lies conception of marketing of hotel "Аktau". Conception of the traditional marketing reflects adherence of firm to the theory of sovereignty of consumer. A company produces that it needs to the consumer, and gets an income due to the most complete satisfaction of his needs.

Each month the department of marketing and sales of hotel canvasses the permanent and potential clients for the exposure of strengths and weaknesses of hotel. On the basis of data of this questioning SWOT is developed is an analysis of activity of hotel.

	Positive factors	Negative factors
	Strong parties (internal potential) (S)	Weak parties (internal defects) (W)
Internal environment	1) Caring about the guard of life and property of guest. 2) the Wide assortment of the rendered services. 3) the Good image of hotel in Aktau. 4) Possibility of realization of exhibition measures, banquets, meeting, conferences etc. 5) the Carefully thought out pricing. 6) Operative work with all services of hotel. 7) Implementation of permanent marketing companies and researches. 8) the Individual going near guests (complete satisfaction of necessities, needs and queries of guest, for example, of guest congratulate on Birthday, if it presently lives in a hotel). 9) the Use of the system of motivation of work of personnel of hotel and Guidance of marketing. 10) the Regular in-plant training of personnel. 11) Participating of workers of hotel in training, teaching programs, seminars on upgrading of maintenance of guests.	1) The developed not enough infrastructure of hotel. 2) Distant position of hotel from an airport and motor-car train station. 3) insufficient equipment of row of numbers for the hotel of such class. 4) principle of undivided authority does not function. 5) System of making decision is centralized, it mixes operatively to carry out productive tasks. Shortage of plenary powers for the chiefs of services from that the rapid reacting is assumed.
	External possibilities (O)	Present threats (T)
Environment	1) Reconstruction. 2) Possibility of going into a market business- class (conferences, seminars). 3) Bringing in of guests due to the effective pricing. 4) After a realizable reconstruction there must be positive combination of good image, high category at arranging clients standard of prices. 5) Height of qualification of all employees. 6) Improvement of quality of the rendered services. 7) Increase of efficiency of work of hotel due to innovative activity. 8) Special prices for permanent clients, carefully thought out pricing, discounts, providing of additional services to the clients, aimed at the protracted collaboration with clients in the future. 9) Maintenance of status 3 - "stars".	1) Hard competition at the market of hotel services. 2) the Unfavorable economic situation in a country. 3) Strengthening of positions of companies-competitors. 4) Difficult yielding to control overload of hotel in some seasons. 6) the parameters of permanent client are not certain. 7) Relatively small area that eliminates possibility to serve large measures. 8) not receipt of complete data about guests (aims of arrival, sex, age, arrival city, and other data) for denotation of marketing niche of hotel.

 

On the basis of the obtained data, a marketing specialist makes the plan of marketing politics. And also to carry out control after the timely removal of the defects indicated in acting from consumers claims, to organize development of strategy of realization of promotional purposes in mass medias and specialized editions by means of the outdoor, electronic, postal advertising.

Marketing activity, the more advertisement developed not enough. We will analyze advertisement activity of enterprise from a positive and negative side. That a hotel conducts an active enough collaboration with clients through the monthly quizzing for the exposure of strengths and weaknesses of firm behaves to the positive side.

An enterprise not simply sets one or another price. It creates the whole system of pricing, wrap-round different services within the framework of assortment. In addition, an enterprise operates in the conditions of constantly changing competition surroundings, but positive is that rarely takes the lead price change.

But there are negative parties of advertisement activity, that influence on a competitiveness :

- Firstly, not active activity of hotel "Аktau" in the Internet. Here much useful advertisement information takes place for consumers, and also he helps to attract new clients, to increase but as investigation volumes of sale of services. Because exactly the Internet in our time is to the information technology developed, greatest and newest. A marketing specialist must together with guidance engage in the advertisement of hotel in a world network. So, all information about a hotel it is possible to place hotels "Аktau" on an official web page, it is there possible to reserve the suites of rooms. Also information about a hotel it is possible to place and on other Internet-resources. An enterprise offers the flexible system of discounts for permanent clients. It is necessary, that a hotel cooperated with agencies on reserving of numbers, and also with tour operators. It well influences both on activity of agencies and on activity.

- Secondly, for such respectable enterprise, as a hotel "Аktau" the present level of advertisement is quite insufficient. An enterprise does not use all existent receptions and advertising methods.

- Thirdly, as compared to basic competitors, at an enterprise insufficient breadth of assortment row of additional services. Attracting a new client is possible, doing some work above the different types of additional services.

Thus, an analysis showed that the amount of negative parties of marketing activity of hotel "Аktau" is not large. However, it should be noted that quality change in these directions to allow far to improve activity of hotel "Аktau". As, the pointed negative parties are one from base in marketing activity.

 

List of the used literature

1. Lancer ,Ollie Economy of world economity connections : Trudged. with an eng / Under рub. О.B. Ivanova. М.: Progress, 2002. - 520 p.

2. Kripendorf Е.G. Tourist marketing. 1998.

3. Ismaev D.К. Marketing of foreign tourism is in Russian Federation. Theory and practice of activity of tourist firms. - М.: Academy, 2002. - 192 p.

4. Yankevich B. With, and Bezrukova N.L. Marketing is in hotel industry and tourism : Russian and international experience. -М.: Finances and statistics, 2003. – 416 p.

5. Roglev H.Y. Bases of hotel management.

1 Lancer ,Ollie Economy of world economity connections : Trudged. with an eng / Under рub. О.B. Ivanova. М.: Progress, 2002. - 520 p.

2 Kripendorf Е.G. Tourist marketing. 1998.

3 Ismaev D.К. Marketing of foreign tourism is in Russian Federation. Theory and practice of activity of tourist firms. - М.: Academy, 2002. - 192 p.

4 Yankevich B. With, and Bezrukova N.L. Marketing is in hotel industry and tourism : Russian and international experience. -М.: Finances and statistics, 2003. – 416 p.

5 Roglev H.Y. Bases of hotel management.