If you’re looking for a drink or a bite to eat you’ll find a Mitchells & Butlers brand that’s perfect for you. They operate around 1,700 restaurants and pubs all over the UK and work hard each day to...

Strategic Marketing for Tourism and Hospitality
Strategic Marketing for Tourism and Hospitality
A Case Study on Miller and Carter
Contents
INTRODUCTION    2
CHALLENGES FROM THE EXTERNAL ENVIRONMENT (UK)    2
SERVICE MARKETING MIX    5
RELATIONSHIP BETWEEN MARKETING COMMUNICATION AND PUBLIC RELATIONSHIP    7
CONCLUSION    9
REFERENCE    9
INTRODUCTION
The world of business from time to time has been dominated by different industries. During the world wars, the manufacturing sector gained much of its momentum. Due to rapid industrialization and technological advancement, the focus grew on the service industry primarily on information technology, financial service, etc. However, the past two decades have witnessed significant growth in the tourism and hospitality industry. The fundamental contributor to the growth is people are traveling today, more than ever either for personal or professional or business or leisure purposes. The market demand for travel calls for a better organized and systematic travel and tourism industry. The report will focus on one important aspect of the industry i.e. marketing for Miller and Carter.
CHALLENGES FROM THE EXTERNAL ENVIRONMENT (UK)
1. Political – the political setup of the UK is very stable and consistent thus contributing to the development of any industry and more particularly travel and tourism. The government is largely working towards the overall development of people and including their personal life and lifestyle. A framework or holistic development of its citizen has ensured business like Miller and Carter stands a better standoff point to scale up business due to favorable policies and norms. The government has introduced tax incentive schemes and subsidiaries for a business like Miller and Carter to set up business in the countryside or sub-urban sides. These parameters ensure to boost Miller and Carter.
2. Economical - the major economic change that the UK is facing right now is BREXIT. The exit of the UK from the European Union one of the international economic associations has brought in a mixed reaction from various quarters. Though the economy has been stable for now the repercussion of the exit from the EU will be felt a few months later. Since Pounds will remain the national currency of the UK, the effect on foreign exchange is limited. The UK economy is well-rooted with one of the highest per capita and disposal income across the world thus increasing the purchasing power of people and enabling them to eat out more regularly.
3. Social – the UK is one of those countries where people prefer to eat out away from home. Eating is considered a social activity thus increasing the demand for Miller and Carter. More than 56% of the population is considered as working population thus increasing the chances of eating out either for personal or social or business purposes. They also consider eating out more fashionable and elite. The people of the UK are inclined towards change and innovation and prefer to experiment with taste. Thus a varied and innovative list on the menu of Miller and Carter is always welcomed. Since the composition of the population is varied due to immigration for work and other reasons, the demand for a variety of cuisine is increasing. Nevertheless, there is an increased level of conscientiousness to be healthy and towards sustainable development. Hence menu that meets these needs will be better welcomed and accepted.
4. Technological –Over the years, technology has impacted multiple stakeholders of Miller and Carter. The business operation is carried out, from end to end on a digital platform. Some examples of how technology is affecting Miller and Carter are:
· Supplier and inventory management
· Logistics and transportation
· Order management
· Human resource management
· Billing and accounting process.
Miller and Carter have rightly adopted technology to reduce the cost of operation and also increase revenue. Alongside technology is utilized to better interact with the market. Miller and Carter use social media platforms to communicate with them on a real-time basis to increase the level of engagement. This helps Miller and Carter to effectively keep the competitors at bay. Miller and Carter have virtual outlets to meet the needs of the customer according to their conveyance. For instance, Miller and Carter have websites, mobile application and listed on third-party aggregators to accept and oblige online orders.
5. Environmental – due to increasing environmental awareness and consciousness, business have to undertake these issues seriously either voluntarily or obligatorily. Some of the burning issues directly associated with Miller and Carter are:
· Waste management – Miller and Carter generate millions of tons of waste through their business operation. It becomes essential to dispose of them most appropriately, ensuring the cost of such operation is within the permissible limit and also takes care of environmental factors.
· Sustainable development – the future of Miller and Carter shouldn’t be on the grave of today’s environment. Thus care should be taken to ensure business development strategies are aligned with environment conservation.
· Use of eco-friendly material – As Business Corporation some multiple products and materials are put to use either as semi-finished or finished products. Thus it is the responsibility of the corporation to ensure such materials are environmentally friendly which generates minimum waste or recyclable.
· Animal welfare – Miller and Carter deal with various types of animal meat that is used in their dishes. Thus it becomes their responsibility to chart out a detailed plan of animal rearing, welfare and management since all these directly or indirectly affect the...