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Hospitality Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Key roles and responsibilities of the marketing functions of Grosvenor House.........................1
Discussion on roles and responsibilities of marketing in relation to wider organisational
context.........................................................................................................................................2
Analysis of roles and responsibilities of marketing with respect to marketing environment.....3
Analysis of significance of interrelationships between marketing and other functional units of
Grosvenor House.........................................................................................................................4
Critical analysis of key elements of marketing function and their interrelation with other
functional departments of Grosvenor House...............................................................................5
TASK 2............................................................................................................................................7
Comparison of ways in which different hospitality organisations apply marketing mix to their
marketing planning process for attaining their business objectives............................................7
Evaluation of different tactics applied by hospitality organisations for demonstrating how
business objectives can be attained.............................................................................................8
TASK 3............................................................................................................................................9
Covered in poster........................................................................................................................9
Strategic marketing plan that tactically applies the use of the 7Ps and includes measures for
monitoring and evaluation...........................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing refers to management and learning of exchange relationship. It is responsible
for identification, anticipation and satisfaction of requirements of customer profitability.
Marketing essentials is defined as process of creation, promotion and delivery of services to their
customers. Brexit has created significant impact on hospitality sector both in positive and
negative manner (Baker and Magnini, 2016). When brand value of organisation is required to be
improvised then marketing plays important role and it becomes easy to identify specific Hotel. In
this report, different hotels are taken into consideration they are Grosvenor House and
Travelodge. Grosvenor House is a luxury hotel which is in Mayfair, London. Travelodge is a
chain of Hotel which present worldwide and now they are launching SuperRooms in UK. This
report contains key roles and responsibilities of marketing function and their interrelation among
other departments. Marketing-mix of two different hotels i9s provided and marketing plan is
provided by which hotel can attain their objectives.
TASK 1
Key roles and responsibilities of the marketing functions of Grosvenor House.
Grosvenor House Hotel:
It is a chain of JW Marriott Hotels which was founded in 1929 and it is situated at Mayfair,
London, UK. Hotel comprises of nearby 420 rooms which includes suites that are well
equipped with luxurious fabrics and possess exclusive mixture of contemporary and
traditional furnishings. Their rooms have all necessary comforts which includes satellite TV,
private bar and high speed internet. They are providing their customers with an experience
which is best in class services along with comfortability and luxurious living environment.
Roles &
Responsibilities:
Marketing plays vital role for Grosvenor House and it comprises of
different roles and responsibilities which assists to deliver appropriate
services to their guests within peculiar frame of time. They are presented
below:
1 Acknowledging
customer's
requirement
It is essential role of marketing department which aids Grosvenor House
to improvise their services. Marketing manager conducts research in
market to identify latest trends and demands of customer. By this they

can make changes as par requirements of customers and provide them
with enhanced experience. Apart from this, their performance level will
also rise.
2 Monitoring and
management of
promotional
activities
This is other responsibility of department of marketing of Grosvenor
House Hotel where they carry out their promotional activities. For this
they develop promotional plan in social media and keeps on monitoring
them on day-to-day basis so that they can attract more number of
customers.
3 Management of
marketing
budget
When market research, promotional activities related with their products
and services are required, then for doing this effectively they need to
have budget. There are two primary elements which lays impact on
marketing plan, they are Brexit and government. Therefore, Marketing
manager needs to make relevant changes in their budget plan so that
Grosvenor House Hotel do not experience any loss in their expenses.
4 Development of
Product
Marketing department works with external and internal product
development teams for developing new services and making necessary
changes in existing services. Furthermore, they also analyse sales of
existent products and also identify gaps in their services which they can
fulfil to gain competitive edge within market (Baker and Saren, 2016).
Discussion on roles and responsibilities of marketing in relation to wider organisational context
Marketing has critical role within every organisation. Different roles and responsibilities
of marketing manager in organisational context are present below:
Roles & Responsibilities of marketing in wider context
1 Management of
services
Marketing department of Grosvenor House Hotel deals with
critical sections, as if they make any wrong decision then it
will have adverse impact on services of Hotel, reputation and
lots of investment will be required to improvise that which
means finance section will also be impacted (Dinçer and
Alrawadieh, 2017). When any alteration in services is made

then it requires investment. Hence, services and products can
be managed effectively when healthy relation is maintained
between finance department and their customers and
accordingly changes are made.
2 Market intelligence Marketing department of Grosvenor House collects
information from different sources by which they can make
appropriate decisions which can lead to growth of Hotel.
Therefore, they need to have effectual dealings with research
and development department of hotel by which strategies can
be formulated. If this is not done, then Grosvenor House can
make wrong decisions which will lead to negative impact
functionalities and reputation of hotel (Dioko, 2016).
3 Advertisement It is other obligation of marketing department within
Grosvenor House hotel for which suitable focus is required as
they are offering lavish services to their customers. Due to this
reason they may not be able to pull in more number of
customers as most of people are from moderate background.
This leads them to focus on their premium customers who have
broad level of earnings. For this management needs to make
large investments for promoting their services which will have
direct impact on financial part of hotel but with this they will
be able to fascinate more number of people. They can have
advertisement campaigns by which they can improvise their
sales in trenchant and prompting manner.
Analysis of roles and responsibilities of marketing with respect to marketing environment
Role Responsibility How do they Relate to each other and
to the Marketing environment
1. Market It is essential for Grosvenor House By conducting market research,

research Hotel to ascertain all factors which
creates impact on their services
(Eletxigerra, Barrutia and
Echebarria, 2018). Marketing
manager needs to carry out
marketing research by which they
can identify trends of market and
taste of customers for carrying out
their services and products.
organisation can easily acknowledge
requirements and needs of customers.
By this they can also gain knowledge
about their competitors and their
strategies they are using to stay strong
within market. They can also take into
consideration external environment.
2
Customers
Retention
It is essential for every organisation
to retain their customers and same
goes with Grosvenor House Hotel
for longer time period. For this,
management must create healthy
relation with their potential
customers by which overall sales
can be enhanced.
This will lead to enhancement in
profitability of organisation. When
relationship with customers is good then
this will lead to improvement in their
brand image (Khuong and Huong,
2016).
3
Promotion
This plays critical role for
attracting more number of
customers only when they unique
ideas for promotion. This aids them
to be successful within market. By
this marketing manager can evoke
many customers towards their
offerings and this will also enable
them to retain customers longer run
of time.
To be successful within marketplace, it
is essential that promotional activities of
Grosvenor House must be attractive. By
this they will be able to promote their
services according to trends within
market. By this they will be able to
invite potential customers.

Analysis of significance of interrelationships between marketing and other functional units of
Grosvenor House.
Within organisation, each functional and operating unit carry out their tasks in such a
way that they can attain their goals and objectives, this will bring in competitive image of
organisation within market. Moreover, every department is connected with one other either
directly or indirectly, this also leads to attain competitive position within market (Kotoua and
Ilkan, 2017). With respect to Grosvenor House marketing department is straight-away related
with rooms department and food & beverage. With this marketing department can measure
requirements of customers with respect to food items. By this they can have affirmative
relationship with their customers as their needs are taken into considerations, by this they will be
able to have constructive image of brand with marketplace. Every department of Grosvenor
House Hotel are linked with each other, these departments can be of HR, marketing, food and
beverages and there are many others. Therefore, it is essential for an organisation to have
effective coordination between them to attain favourable results. This will lead Grosvenor House
to provide their customer's with quality service by which they can attain their objectives and
goals.
Critical analysis of key elements of marketing function and their interrelation with other
functional departments of Grosvenor House.
Marketing function Other function Positive Negative
Product Sales In this, marketing
department plays
crucial role for
identifying needs and
requirements of
customers. Food and
beverage also provide
them with same and
they are furnished on
basis of their
If marketing team is
not able to identify
customers needs
effectively then they
will not be able to
provide quality
services.

requirements (Loo and
Leung, 2018) .
Promotional Housekeeping
department
Cleanliness of rooms is
done by housekeeping
department by this they
attain attention of their
customers. Marketing
and housekeeping
department is
interrelated with each
other as marketing team
provides information
related with their
services and also
promote that they
provide hygienic
services in their rooms.
This will assist them to
enhance their customer
base.
It has negative impact
also as when guests
will opt for extra room
services then it will
become more
expensive this may
draw out their
potential customers
(Mahadevan, 2018) .
Price Finance department Finance department of
Grosvenor House
provides funds to
marketing department
by this they can carry
out their operations
effectively and attract
more number of
customers. Finance is
essential to carry out
If marketing
department lack funds
then they will not be
able to carry out their
operations in required
manner this will have
relevant impact on
Hotel and number of
visitors will also be
less.

different operations as
this assist to have
positive result (Ng,
Fang and Lien, 2016).
TASK 2
Comparison of ways in which different hospitality organisations apply marketing mix to their
marketing planning process for attaining their business objectives.
Elements of 7P'S Grosvenor House Hilton
Product As per the chain of Marriott
chain, this hotel has 494
bedroom and also provide
luxurious comfort and has
good furnishing. Rooms are
very much spacious and
occupied with separate climate
control and private bar
(Okumus and Cetin, 2018) .
According to the range of its
services it includes in
wedding, meeting and banquet,
restaurant, food and beverages
and other facilities. Mainly
their products are divided in to
three categories such as, core
product, facilitating product
and supporting product which
are helpful in order to gain
competitive advantage in
dynamic environment.
Price In the term of price mix
strategy hotel provides better
services with the affordable
price of rooms. Therefore, this
strategy influence customers in
a positive way.
Price strategy for this hotel is
divided in to four categories
that involves in economy,
penetration, skimming and
premium pricing strategy.
Therefore, Hilton hotel adopts
these strategies in order to gain

customer loyalty towards the
hotel.
Place This hotel is situated in
Mayfair, it is one of the best
location in London with est
end knights bridge at small
distance level.
This hotel worldwide serves
guests operating more than
745,000rooms in more than
100 countries.
Promotion This hotel uses different
advertising strategies like
online promotion, social sites
and sponsoring various events
like the travel marketing award
and so on.
This hotel provides for the
exclusive membership to the
people and well dedicated staff
members focus on about bring
new strategies in order to make
unique brand name
(SADÍLEK, 2013).
Process Visitors are managed by the
staff members in a good way
and take the complaints, if any
delay in providing services.
Process of this hotel is very
good because its operating
their business regularly in a
innovative way.
Physical evidence It offers luxurious life style to
their customers. Along with
this its provide different and
unique interior in every room,
so that these all thing attract
the customers in a positive
way.
These are the part of marketing
mix which helps the customer
in order to select hotel before
they pay.

People Hotel mainly focuses on their
customers satisfaction,
therefore, it invest a sum of
money in order to increase
productivity in a good manner.
These are the most essential
part of hotel, where they
consumed good services
timely.
Evaluation of different tactics applied by hospitality organisations for demonstrating how
business objectives can be attained.
It is essential for every organisation to have effectual tactics by which organisational
goals and objectives can be attained within marketplace. This will create affirmative impact on
market shares of organisation (Salamat Ullah Bhuiyan and Banik, 2013). There are some tactics
which must be taken into account, they are mentioned below:
Online marketing: In this aspect, Grosvenor House uses online marketing to capture
attention of customers towards their services. With this they can create impact on mindset of
people and increase their shares within market (Wirtz, 2012). This will also create affirmative
brand image.
Paid media advertisement: This is common and effective way by which business
organisation can reach number of customer's within market. This is done by giving
advertisements on TV, radio, billboards, hoardings and many others by which they can acquire
strong customer base. This will improvise profit levels of organisation. An example can be
considered like Grosvenor House can promote their services by using hoardings.
TASK 3
Covered in poster
Strategic marketing plan that tactically applies the use of the 7Ps and includes measures for
monitoring and evaluation
Business
Objective
Marketing Mix &
Strategy
Tactics Monitoring &
Evaluation
Acquire and To attain success within They have opted to In this strategies are

intensify market
share
market, Travelodge
needs to provide their
services at reasonable
and affordable prices by
this they can increase
their customers.
Moreover they need to
have promotional
strategies like word of
mouth to make people
aware about their
services (Note on Hotel
Organization, 2015)..
use price per
segment strategy
with an aim to
enhance market
share. Travelodge
is also using direct
marketing as
promotional
strategy. By this
they improvise
their market share
and profits.
formulated to monitor and
evaluate response of
customers toward their
services. Feedback from
customer is taken to
analyse their preferences.
Enhance overall
profitability level
Travelodge needs to
hire capable and skilled
employees by which
they can analyse
requirements of
customers for their
products.
Strategies are used
by travelodge to
enhance their
levels of
profitability. For
this they make
their physical
evidences
captivating.
Feedback from customers
can be taken to analyse
their problems in their
services.
Provide better
services to its
customers
Reasonable prices must
be offered for their
services. They are
providing quality
services to their
customers at low-cost
which may enhance
satisfaction level of
Pricing strategy
may reduce cost of
services by which
profitability can be
maximised.
By examining response of
customers for new
services, they can monitor
strategies in effective
way.

customers (Baker and
Magnini, 2016) .
CONCLUSION
From above it can be concluded that marketing plays crucial role within organisation to
improve overall growth within marketplace. With respect to hospitality industry, marketing of
provides them with option to render enhanced services to their customers. Apart from this,
different roles and responsibilities of marketing function such as brand awareness, target
customers, promotion and many other. It will directly enhance brand image of organisation
within market. BY comparing marketing mix of two organisation business objectives can be
attained in desired time frame.

REFERENCES
Books and Journals
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Baker, M. J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
Dinçer, M. Z. and Alrawadieh, Z., 2017. Negative word of mouse in the hotel industry: A content
analysis of online reviews on luxury hotels in Jordan. Journal of Hospitality Marketing
& Management. 26(8). pp.785-804.
Dioko, L. D. A., 2016. Progress and trends in destination branding and marketing–a brief and
broad review. International Journal of Culture, Tourism and Hospitality Research.
10(1). pp.5-13.
Eletxigerra, A., Barrutia, J. M. and Echebarria, C., 2018. Place marketing examined through a
service-dominant logic lens: A review. Journal of Destination Marketing &
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Khuong, M. N. and Huong, T. T., 2016. The Influence of Social Media Marketing on
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Kotoua, S. and Ilkan, M., 2017. Tourism destination marketing and information technology in
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Loo, P. T. and Leung, R., 2018. A service failure framework of hotels in Taiwan: Adaptation of
7Ps marketing mix elements. Journal of Vacation Marketing. 24(1). pp.79-100.
Mahadevan, R., 2018. Examination of motivations and attitudes of peer-to-peer users in the
accommodation sharing economy. Journal of Hospitality Marketing & Management,
pp.1-14.
Ng, E., Fang, W. T. and Lien, C. Y., 2016. An empirical investigation of the impact of
commitment and trust on internal marketing. Journal of Relationship Marketing. 15(1-
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Okumus, B. and Cetin, G., 2018. Marketing Istanbul as a culinary destination. Journal of
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SADÍLEK, T., 2013. Final theses analysis utilizing content analysis at the Department of
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Salamat Ullah Bhuiyan, S. M. and Banik, S., 2013. Amusement Marketing: A Few Dimensions
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Wirtz, J., 2012. Essentials of services marketing. FT Press.
Online
Note on Hotel Organization. 2015 [Online]. Available through:
<https://www.kullabs.com/classes/subjects/units/lessons/notes/note-detail/7431>.