Key Role and Responsibilities of Marketing Functions in Hospitality Organizations

Hospitality Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
P1: explain the key role and responsibilities of marketing functions in an organization...........1
P2. Examine how roles and responsibilities of marketing which is related in wider context of
organisation. ...............................................................................................................................3
P3 Compare the ways in
which different hospitality
organisations apply the
marketing mix to the..................................................................................................................4
P4 Produce a basic
marketing plan for a
hospitality organisation
to meet marketing
objectives....................................................................................................................................8
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is an activity and process that helps business to promote and sell its product
and services. Marketing is an set of all the activities that undertake in order to achieve
competitive advantages and gain more profitability. This function of the business promote the
business in the market and increase its value in industry. Whereas hospitality marketing refers to
the all different sectors of hospitality and how they work in order to gain success and fulfil the
needs of the customers. Hospitality marketing is focused on the level of customer satisfaction
rather than making profit for the firm. There are different functions of hospitality marketing that
help the organisation in achievement of the goals and objectives. The Costa Coffee(Aydin,
2020) is selected as an hospitality company in this report, Costa is British coffee house chain,
and its headquarter is in Dunstable, England. Company was founded in 1971, by Bruno and
Sergio bothers. Company offers various types of food and beverage to their customers. This
report includes information about different key role and responsibilities of marketing function
within an respective organisation and interlinked between various marketing and other functions
of company. Furthermore, there are comparison between two hospitality business and how they
use their marketing mix. In the last it includes marketing plan for the respective hospitality
organisation.
MAIN BODY
P1: explain the key role and responsibilities of marketing functions in an organization.
The main objective of marketing function is to develop an understanding relationship
between the business and its customers that benefits both customers and the organisation. These
efforts of marketing helps in making the business of hospitality more profitability and make the
customers of the company more loyal. Various marketing function of Costa Coffee (Bilro,
Loureiro, and Guerreiro, 2019) helps its business to attract more customers. Below are various
roles and responsibilities of marketing that helps Costa Coffee to grow and make their
customers satisfy.
Role of marketing functions in Costa Coffee:
 Identify customer: The main role that marketing function of Costa Coffee play is
identification of all the needs and wants of the customer form the organisation. Marketing
helps in analysing all the expectations of it target customers form the respective company
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and how it can be fulfilled in order to make more loyal customers in the organisation.
Marketing also analyse the target market for the Costa Coffee so that they can meet the
needs and wants of the customers. Improvement in the services provided by the
hospitality organisation is the main role that marketing play in order to make organisation
more successful and profitable. Thus, marketing functions of respective organisation
helps in better achievement of customers experience form the organisation and provide
them better services and food.
 Safety customer: marketing function of the (Dewnarain, Ramkissoon, and
Mavondo,2019) Costa Coffee ensure that the company make right food and beverage
products according to the needs and wants of the customers. Organisation ensure that
their customer get food and drinks with more safety and hygiene so that customer get
more satisfaction form the various offerings. Market demand of product and services is
also analyse by the company so that they can provide all the services according to the
customers demand. Analysing target market of Costa Coffee is main objective of the
marketing of that they can analyse actual demand of the food products at right time and
right place. Thus marketing function of the company helps in analyse safe market for the
company and target customers.
 Retain customers: Marketing helps in giving customers reason to stay loyal towards the
organisation. Costa Coffee fulfil all the needs and expectations of the customers and give
them best experience from their services and food so that customers stay loyal towards
the brand. Marketing function play role in identify the new opportunities for the business
so that they can grow better and attract more customer. In the context of Costa Coffee
company is using new technology in their services that help them to attract more
customers and increase the needs and wants of them.
Responsibilities of marketing function in Costa Coffee:
 Product development: The main responsibility of marketing function to analyse the
market demand and than make decision about the new product development or
improvement in the existing products and services. In the context of (Elsharnouby, and
Elbanna, 2020) Costa Coffee, the marketing function of the organisation helps in
identification in the various market demands so that coffee house can make improvement
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