Why Marketing Concept Has Been Incorporated at Savoy Hotels and Resorts Miami Beach Florida - Case Study Example

Why an Organization Should Embrace the Marketing Concept. Introduction The previous studies on the implementation of the marketing concept in various firms’ shows that most of the businesses have been much unwilling when it came to the idea of embracing the concept of marketing while obtaining the stated goals and objectives of an organization. However, past analysis into the idea of adopting the concept of marketing by hospitality organizations has always been limited in providing a comprehensive evaluation of understanding how intensively do various firms accept and utilize the concept of marketing while doing their daily and organizational functions. Adoption of the Marketing Concept The notion on the concept of marketing has determined to still lacking behind in most of the managers, especially those never had a chance to attend a formal marketing training; therefore, it is possible that a wide range of businesses enterprises are implementing the concept of marketing without being aware or consciously inclined towards the concept. Even though every description of the marketing concept within different hospitality organizations has different shortcomings, the classification of the marketing concept and its application by organizations, as put by Kotler, Adam, Brown, and Armstrong (2006, 72), accomplishes the expanding of the conception about consumer-need satisfaction. Through his mode of thinking and defining, Houston shows that an entity is supposed to accomplish its own exchange-determined goals and objectives most efficiently. Such achievement is supposed to be realized through a systematic appreciation of different potential exchange partners and their needs and wants; through a thorough acceptance of the existing costs that are associated with satisfaction of the identified needs and wants; and finally through the process of designing, producing, and eventually offering products within the light of this consideration. Therefore, this is a classification of the market concept application that significantly gives emphasis to the need to reveal customer needs and wants, and resourcefully produce better goods and services for the market (Stanton, Miller, & Layton, 1994, p.102). Application of Marketing Concept in Savoy Hotels and Resorts Miami Beach Florida In the run to understand the application of the marketing concept in the organization’s operations, there are a number of questions that should be answered. This has to do with what philosophy is supposed to be guiding an organization towards its marketing efforts; and what relative weights are supposed to be provided especially towards the interests of the organization, the product and service consumers, and the society at large. There a number of competing concepts under which Savoy Hotels and Resorts Miami Beach Florida have conducted its marketing activities, concepts that cannot be separated from each other when the main focus is on customer satisfaction. They include: a. The concept of production b. The concept of selling c. The concept of marketing The concept of production Through this concept, the hotels have been successful in its marketing strategies because of the following reasons. a. Products widely available and inexpensive are most preferred by consumers. b. Managers should be focusing on the concept of realizing high production efficiency, mass production, and low costs products and services. c. Assumption by the managers about the idea that consumers are mainly interested in the availability of products and their affordability. d. Application of orientation will make sense in circumstances where consumers are willing to obtain the basic product and services. The concept of selling In relation to marketing, the concept of selling at Savoy Hotels and Resorts Miami Beach Florida holds that most of the consumers and other related associates may not be in a position to generally buy enough of the products when they are just left alone. It also focuses on the idea that the starting-point within any production cycle is focused on the product, selling and promotion, and finally profit realization from the sales volume. This indicates that the organization is supposed to undertake serious efforts in promotion and selling. The concept of marketing Fill (1995, 65) says that this is a concept has led to the shifting of “make and sell” ideas to concepts of “sense and respond”. The concept of marketing involves the task for marketers to find the right customer for the product and also make the right products and services available for consumers to utilize. At Savoy Hotels and Resorts Miami Beach Florida, the concept holds the idea that the significant focus to achieving the set goals and objectives involves the process of being more effective and efficient than focusing on the concept of competition, delivering and probably communicating higher customer-value within a selected segment of customers. In the application of the marketing concept, all functions are integrated together with a purpose to respond to, critically serve the market and finally satisfy the identified customer. Within the concept of marketing, the initial starting point is on the idea of targeting product consumers; the focus is directed to the needs of the consumer; the means being incorporated marketing; and finally the ends being profits that are achieved through satisfaction of consumers. Therefore, the concept of marketing rest on four main pillars, as explained by Fill (1995, 65): a. Target market b. Customer needs c. Integrated marketing d. Profitability through customer satisfaction Reasons for Embracing Marketing Concept by Savoy Hotels and Resorts Miami Beach Florida The following are some of the reasons as to why marketing concept has been incorporated at Savoy Hotels and Resorts Miami Beach Florida, and how effective is its application. a. The assets of the organization are considered to be of low value when the existence of customers is not noted. Therefore, the main task for the organization is to critically attract and also retain customers, and this can only be achieved through marketing. b. The idea that most of the customers are basically attracted through competitively superior offerings, and that they can only be retained through satisfaction of their needs and wants. Therefore, the main task for the marketing department within the organization involves the aspect of developing superior offering and also ensuring that customer gets the satisfaction they require. c. There is need for the marketing department to persuade other existing departments within the organization to co-operate when it comes to delivering of customer satisfaction, since such kind of satisfaction is entirely affected by the significant performance of all other related departments. Conclusion As explained, a variety of marketing activities are purposively incorporated for communication and delivery of specific and desired value to the targeted market, and therefore; all these marketing activities are supposed to be coordinated for the same reason of maximizing their joint efforts in achievement of better results. This means that businesses are required to incorporate the existing systems for the purpose of demand management, network management, and resource management. It is at this level that the application of the 4Ps is considered of significance, since they entirely represents the sellers analysis over the marketing tools that are available for the purpose of influencing different product and service consumers. In this case, the seller’s 4Ps, which are product, price, place, and promotion, normally corresponds to the consumers 4Cs, that is customer solution, communication, convenience, and customer costs. Therefore, this paper has clearly shown that the marketing concept is ideally developed or structured with an aim of developing mutually satisfying and long term connections with the significant individuals within business market. Such individuals may consist of distributors, customers, suppliers, and other major partners, of which the critical result is directed towards the idea of building a wider scope of marketing networks that are made of the organization and its significant stakeholders. Looking into the current competition in the business world, it is clearly indicated that the fight for a market share has changed to marketing networks, and not as it was with organization. Therefore, this shows that the current marketing effort is supposed to driving towards the concept of building an effective network of relationships, especially with main stakeholders and the urge for achieving profitability will follow in the long run. To effectively achieve this, there should be advances in technology, which will enhance the flow of information within the organization and the market, and efficiency in partnership. References Churchill, G. A., Ford, N. M., & Walker, O. C., 1997, Sales Force Management, 5th ed, Chicago: Irwin. Fill, C., 1995, Marketing Communications: Frameworks, theories and applications, London: Prentice-Hall. Kotler, P., Adam, S., Brown, L., & Armstrong, G., 2006, Principles of Marketing, 3rd ed, Sydney: Pearson-Prentice-Hall. Morris, M. H., & Pitt, L. F., 1993, The Contemporary use of strategy, strategic planning and planning tools by marketers: A cross-national comparison, European Journal of Marketing, 27(9), 36-57. Rossiter, J. R., & Bellman, S., 2006, Strategic Marketing Communication, Sydney: Prentice Hall-Pearson. Stanton, W. J., Miller, K. E., & Layton, R. A., 1994, Fundamentals of Marketing, 3rd ed, Roseville: McGraw-Hill. Read More