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Marketing Approaches for Overcoming Increased Competition in the UK Hotel Industry
Pages 16 (4016 words)
Marketing approaches for overcoming increased competition in the UK hotel industry Table of contents 1. Introduction 3 2. Hotel industry in UK 4 2.1 Characteristics and trends 4 2.2 Competition in the UK hotel industry 5 3. Marketing and hotel industry in UK 5 3.1 Marketing and external organization environment 5 3.2 How marketing can be used for overcoming competition problems in hotel industry of UK 9 3.3 Criteria of evaluation of marketing policies used for controlling competition in the hotel industry of UK 13 4.Conclusion 15 5.
However, in practice, problems are likely to appear when having to apply the market principles related to competition. The challenges set can be many, mostly related to the lack of effective marketing policies for ensuring the equal promotion of firms within each one of the market’s industries. At this point, the identification of the characteristics of the marketing environment is considered as critical in order to understand the needs of industries and organizations and to develop valid assumptions regarding the measures required for protecting competition. In accordance with Dibb and Simkin (2001) the marketing environment can be characterized as ‘those external trading forces that directly or indirectly influence and organization’s acquisitions of inputs and generation of outputs’ (Dibb and Simkin 2001, p.199). The marketing approaches appropriate for managing the increasing competition in a specific sector, the hotel industry, of the UK market, are reviewed in this paper. ...
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