Mitchells & Butlers Marketing Mix: Strategies for Hospitality Success Case Study

How M&B Combines Innovation and Marketing in the Hospitality Industry

Introduction

• Mitchells and Butlers (M&B) is a well-known organization in the United Kingdom's hospitality business that offers broad options for drinking out and eating experiences to their guests.
• The M&B Company was headquartered in Birmingham, England, and was founded in 1898 (Nicholson, 2021).
• The company works in several locations, from city areas to rural towns.

Note: The company has a promise of sustainability and responsible business programs (Nicholson, 2021).

What is Marketing Mix?

• The marketing mix refers to the set of strategic devices and actions which a company utilizes to sponsor or promote its products and services to its target consumers (Darmawan, 2021).
• Although it is a structure that supports industries in making and executing a successful marketing tactic by acquiring the four main fundamentals of the marketing mix, also called the four Ps of marketing which are price, product, promotion, and place.

Note: By seeing these aspects, a company may make a unique and convincing offering that meets the requirements of its consumers and also attains its business goals (Darmawan, 2021).

What are the elements, or 4Ps, of the marketing mix?

• Product: it refers to goods and services provided by the organization to meet the requirements of its consumers. Companies require careful development and design their products with high quality and separate them from their competitors.
• Price: it refers to the customer’s requirements to pay for a good or service. Although the company requires considering several aspects when setting the cost set, including production prices, competition, and consumer demand.
• Place: it indicates locations and distribution channels where consumers can access the goods and services. The goods are accessible in the correct locations with the correct channels to reach the consumers.
• Promotion: the platforms utilized by the company to encourage their products and services to consumers. It involves advertising, personal selling, publicity, and sales promotion (Hanaysha, 2021).

Chosen organization Marketing Channels

• Online existence- M&B Company has a well-built online presence through a website that expresses data about its brands, menus, and locations. The company has platforms like Facebook and Instagram, where it promotes updates, images, and offers.
• Advertising- M&B utilizes several ways of advertising to reach its target customers, including print advertisements in magazines or newspapers, billboards, and social media advertisements.
• Loyalty programs- M&B provides reliability programs to its consumers to promote and replicate business and prize their reliability through discounts and unique promotions (Bahador, 2019).
• Partnerships: M&B associates with other organizations to sponsor its brands and attract new consumers.
• Events and promotions- M&B organization hosts several events during the year to engage consumers and it involves seasonal marketing and organizing live music events.

Features of production

• The M&B production procedure is customer-centric, homogeneous, and service-oriented, with a point up on quality control.
• Mitchells and Butlers create its facilities at a high level, needing a resourceful production procedure and supply-chain network.
• The company places strong importance on rising the expertise and skills of its team to distribute services in high-quality.

Note: The organization’s production procedure is intended to meet the particular requirements and tastes of its consumers while assuring reliability in the service quality across every outlet.

Nature of market

• Mitchells and Butlers work in the extremely competitive hospitality market that is distinguished by strong cost competition and shifting consumer preferences.
• The company's target market contains customers who are focusing on casual consumption experiences, and it serves a variety of tastes and nutritional needs through its different brands (Karim, al, 2021).
• The market of Mitchells and Butlers' is extremely diverse, involving friends, family, and particular of all ages. The organization hires several marketing tactics, involving promotions and advertising to engage and hold consumers.
• M&B also concentrates on innovation to hold on with shifting consumer tastes, such as providing plant-based choices and preparing new menus.

Note: The M&B Company market is very dynamic, needing the organization to be energetic and responsive to shifting trends and consumer requirements.

The number and location of consumers

• Mitchells and Butlers provide a huge and varied consumer base, with channels located in several localities of the UK.
• The company employs over 1,700 restaurants and bars across the country that are well-used by consumers of every age and culture (Christou, 2020).
• The popular M&B outlets are situated in the urban zone, involving city centers and retail parks, wherever they profit from high footstep and easy availability.
• The company's consumer support consists of friends and families.

Note: With its different portfolios of brands, M&B serves an array of preferences, creating a popular option for customers over the country.

Stage of product life cycle

• Introduction stage: It needs major marketing labors, as consumers can be reluctant to test the manufactured goods.
• Price skimming: Charging high costs initially and decreasing the cost as the market grows.
• Price infiltration: Starting with a low cost to rapidly come into the market and take market share,e since enhancing costs relate to market progress.
• Growth stage: The market grow, opposition intensifies, sales increase and the number of consumers increases (Shivankar, 2021).
• Maturity stage: Price underselling and enhanced promotional efforts, and also trying to manage profitability and stop sales from decreasing.
• Decline stage: Product sales begin to fall, and decreasing distribution channels and profitability are reduced.

Customer buying behavior

• Price: Consumers frequently seek good quality value for their money while making buying decisions.
• Convenience: Customers are additional likely to select a hospitality supplier that is easily located or conveniently accessible (Palalic, al, 2021).
• Quality: Consumers wait for high-quality goods and services from hospitality suppliers.
• Experience: Consumers can be eager to pay extra for a different or tremendous experience.
• Personalisation: Customers value personalized suggestions and experiences customized to their tastes and preferences.
• Brand reputation: Customers might select hospitality suppliers based on their brand standard or word-of-mouth suggestions from their contacts.
• Social influence: Customers can be affected by the judgments and suggestions of their friends on social media.

Note: To better understand their customer purchasing behaviors M&B can conduct analyze customer data and market data.

The competitive environment and competitor behavior

• The hospitality industry of the UK is extremely competitive, and M&B faces rivalry from other huge restaurant chains with other businesses (Liu, al, 2019).
• Competitor activities can differ, but common tactics involve cost competition, divergence, growth, branding, and innovation.

Note: To do well in this market environment, M&B Company might concentrate on its unique selling points (USP), spend on branding and marketing, and also conduct research on the market to identify fresh trends and modernization.

Globalization of marketing system

• Globalization has impacted the hospitality business, and several organizations have extended into fresh markets globally.
• To succeed in this market, M&B should adapt marketing methods to meet consumers’ requirements and preferences.
• This includes conducting a market study, developing a universal marketing tactic, adapting marketing techniques, and executing and observing marketing campaigns (Cuevas García-Dorado, 2019).
• Companies should be adaptable, elastic, and approachable to local market situations to do well in a worldwide marketing system.
• They should also comprehend the cultural distinctions and customer preferences in diverse markets.

Note: The success of M&B Company in a universal marketing structure depends on their ability to adapt its marketing tactics to meet market situations.

References

Bahador, M.H.H., 2019. The effect of marketing mix on an organization's performance. In 1st Strategic Management Conference.(Vol. 1, p. 10).

Christou, E. and Chatzigeorgiou, C., 2020. Adoption of social media as distribution channels in tourism marketing: A qualitative analysis of consumers’ experiences. Journal of Tourism, Heritage & Services Marketing (JTHSM),6(1), pp.25-32.

Cuevas García-Dorado, S., Cornselsen, L., Smith, R. and Walls, H., 2019. Economic globalization, nutrition and health: A review of quantitative evidence. Globalization and health,15(1), pp.1-19.

Darmawan, D. and Grenier, E., 2021. Competitive Advantage and Service Marketing Mix. Journal of Social Science Studies (JOS3), 1(2), pp.75-80.

Hanaysha, J.R., Al-Shaikh, M.E. and Alzoubi, H.M., 2021. Importance of marketing mix elements in determining consumer purchase decisions in the retail market. International Journal of Service Science, Management, Engineering, and Technology (IJSSMET),12(6), pp.56-72.

Karim, R., Latip, N.A., Marzuki, A., Haider, S., Nelofar, M. and Muhammad, F., 2021. The impact of 4Ps marketing mix in tourism development in the mountain areas: A case study. Int. J. Econ. Bus. Adm. IJEBA,9, pp.231-245.

Liu, S., Lever, G., Merel, J., Tunyasuvunakool, S., Heess, N. and Graepel, T., 2019. Emergent coordination through competition. arXiv preprint arXiv:1902.07151.

Nicholson, W., 2021. Mitchells & Butlers View scorecard.

Palalic, R., Ramadani, V., Mariam Gilani, S., Gërguri-Rashiti, S. and Dana, L.P., 2021. Social media and consumer buying behavior decision: what entrepreneurs should know? Management Decision, 59(6), pp.1249-1270.

Shivankar, S.D. and Deivanathan, R., 2021. Product design change propagation in the automotive supply chain considering the product life cycle. CIRP Journal of Manufacturing Science and Technology, 35, pp.390-399.