Hospitality Marketing: Roles and Responsibilities of Marketing Function in London Hilton on Park Lane

This article discusses the responsibilities and roles of the marketing function in London Hilton on Park Lane. It examines how these roles and responsibilities are related to the wider context of the organization. It also compares the various ways in which London Hilton on Park Lane applies the marketing mix to its marketing planning process to attain business objectives.

Hospitality Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Describe the responsibilities and roles of marketing function in London Hilton on park
lane..............................................................................................................................................1
P2. Examine how roles and responsibilities of marketing which is related in wider context of
organisation. ...............................................................................................................................3
TASK2.............................................................................................................................................5
P3. Comparison various ways by which London Hilton on park lane apply marketing mix to
planning process of marketing to attain objectives of business..................................................5
TASK 3............................................................................................................................................8
P4: Marketing plan for Hilton to meet marketing objectives of the organisation.......................8
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Hospitality marketing refers to those activities which are concerned with the business like
hotels, bars and restaurants that relates with food, drinks and people and facilities of sleeping for
the customers, this hospitality refers to the marketing which are related with the marketing
strategies that will applying on the hospitality management is that on any hotels and restaurants
who are inducing more likely with serving the customers through their quality services in respect
to the hospitality (Karamustafa and Ülker, 2020). An effective marketing strategies will build
the branding and attracting new customers for the product and services for which they are
relatively having the image in the international markets. The main aspects of the hospitality
marketing is to formulate the specific planning for the hotels and restaurants with an aim to
achieve the quality service to their customers and satisfying them. The below report is based on
the company Hilton hotels corporation ,is an American multinational hospitality company which
deals in worldwide, this industry type is public as they are serving their customers world wide
here in this report a Hilton based hotel the “London Hilton on park lane” situated in park lane,
Mayfair district of London with 28 storeys and 453 rooms. This report contains key roles and
responsibility of marketing function with marketing planning.
TASK 1
P1. Describe the responsibilities and roles of marketing function in London Hilton on park lane.
Marketing function refers to the process which deals with the buying and selling of goods
and services to satisfy the needs and desires of the end users which relates with the customer
who are engaging in these activities of marketing function. The main aspects of the and key roles
of the marketing is to transportation of goods and services whenever required in the phase of
operational activities, analysing and collecting the data resources for the next processes in the
marketing with a view to attain the objectives (Sijoria, Mukherjee and Datta, 2019). The main
function of market is to evaluating the need of customers, demand of customers in the course of
taking the services of hospitality and strategies by which profitability of the company will
increase and get maximized. In the context of London Hilton on park lane a hotel industry which
are having the various key responsibilities and roles relates with the marketing function is that :
Identify requirements of the customers:
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Its a responsibility of every organisation and considered in one of the marketing function
by examine the changes in the taste and preferences in respective of the needs and wants of the
customers. This marketing function relates with analysing and knowing the customers wants,
needs ,habits and attitude towards the particular products and services if we talk about the
hospitality marketing the main aspect is to provide better quality services after knowing the
needs.
Anticipate requirement of customers:
Marketing functions have to deal with the role of considering the customers needs and
demand as a priority and on the basis of that they have to change their strategies and working
through formulating the required services and product into the market by which the organisation
will attain the objectives in satisfying the customers in respect of the hospitality of London
Hilton on park lane they have to considered the service experience of customers.
Satisfy needs of the customers:
The main aspect of marketing function is to satisfy the needs and wants of the customer
through determining their approach towards the particular product or attitude of them on certain
changes in trends with a view to achieve the customers base line and hence to target the
particular market as well by knowing what sort of product and services they want from the
organisation (Gardini, Ottenbacher. and Schuckert, 2020). In the context of London Hilton on
park lane they having the responsibilities to to quality service to their customer by great
experience towards the particular services they received from the hotel end.
Profit making:
In the process of marketing the main function and responsibilities on which they have to
regularly work is the profit maximization process which are important in the completion of every
task doing by the business in respective of their working through dealing the customers by
providing them assistance in according to the basic needs and wants besides the services if the
customers receives the better services which will be the major profit approach form the side of
hospitality industry like Hilton by giving them extra benefits and receive profits as well.
The role of marketing in the context of London Hilton on park lane they have roles to
analysis the new trends in the countries hospitality with a view to attain the new approach of
dealing the customers through providing better services every time whenever the customer
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reaches the hotels to add the value addition in respect of the generating profits in the organisation
by their branding.
The second most important role is to determine the target market through utilising the
sources by taking the responses of existing customers about their experiences towards the
particular services which are received by them, this will leads to the organisation in making
profitability by adding new services through past service data and by moving towards the cost
saving factor of the organisation by giving better qualities of services to their customers and
attracts the potential one to visit the hotel once (Buhalis and Sinarta, 2019). By taking care of the
environment in respect of the working of the organisation in dealing the customers like by giving
them complementaries on better manner and more interactive hospitality management will leads
to the better retention value of the hotel Hilton and customer will be more loyal towards the hotel
services by them.
P2. Examine how roles and responsibilities of marketing which is related in wider context of
organisation.
The marketing refers to the process which deals with the set of actions and activities
which are concerned with the promotional activities and enhancing the value of the particular
product or services which are related with particular businesses. In the context of London Hilton
on park lane they are having the marketing strategies to build the organisation value in respect of
their brand hotel image they have to continuously work on the marketing aspect of analysing the
customers demands and wants toward the particular services. All the department which are
related with the activities are concerned they have to deal in the marketing function to built the
brand image of the organisation. So here are some of the role and responsibilities of marketing in
relation to the hospitality are :
Finance and marketing aspects:
By analysing the market and determine the sources of required things to do in respect of
the business is the basic need of every organisation in the context of hospitality marketing to
analysis the needs and demands of the customer by taking their responses in respect of their
behaviour and attitude towards the particular services which they already obtained in the past
visiting (Boğan and Sarıışık, 2020). By taking the advantage in determining the trends in the
market the next process for the department like finance department is to formulate appropriate
plans according to the marketing aspects and observational records, on the basis of that approach
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finance department will prepare the budget according to the required resources and preparing the
specific budget for hotel activities in operations.
Marketing and Human Resource:
The role of HR manager is to implement the working of recruiting and selecting the best
peoples for the services after the market players work on their part they have to deal with the
activities like preparing the reports on particular product line and customers base by determining
the aspects of target marketing in the context of London Hilton on park lane they have to market
their r services by offerings and proper format of packages in respect to the addition of retaining
the customer base as well by analysis this factor the next department work is of HR manager
they have to recruit according to the requirement emerges by the marketing department in respect
to the new services and employing the new candidates for the numerous working aspects to deal
the large customer line accordingly (Ali and et. al., 2020).
Marketing and IT:
As marketing function works on the principle of creating the environment of competition
with the best brand hospitality hotels so for that they have to work according to the similar
strategies line or approach for which they have to adopt the techniques of other hotels services in
respect of the working structures is that through online basis and by particular updated websites
which are necessary in the context of dealing the customers in large so after analysing the aspect
they have to inculcate to their IT department. Here IT department works interconnected through
marketing department by making the efforts in creating the websites in proper format and easy
understandable reach to their customers by inducing the technological advancement of new way
of approaching the customers to meet the desire market segment.
The department apart from the marketing function works inter related with each other to
form the importance by giving the assistance to other department in determining the course of
action what ever the needs inside the organisation in relation to the London Hilton on park lane.
They have to work accordingly in promoting their product and services which are the main
aspects of the industry (Kaminakis and et. al., 2019). All the department like finance, IT and
human resource they are opting their activities in according to the marketing aspect which deals
with the number of candidate or human resources required in the industry by making an efforts in
introducing the new techniques in respect to the hotel industry. Finance department has to set the
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budget according to the marketing perspective in regarding the changes which are related to the
cost savings and budget which are preparing with a motive to induce the activity of operations.
TASK2
P3. Comparison various ways by which London Hilton on park lane apply marketing mix to
planning process of marketing to attain objectives of business.
Marketing mix is that strategies which are consists of the proper formulation of nay
business in terms of knowing their activities which are related to the product, place price and
promotion to implement the business structure in more effective manner by inducing the
marketing mix aspect rather than these 4P's is that process, physical evidence and peoples which
is related to the process in which they are dealing right now (Mariani, 2019). In the context of
London Hilton on park lane which organise there marketing mix in respect to attain the
formulation of marketing planning accordingly so as to achieve the objectives regarding better
quality service to their customers.
Comparison between Marketing mix of London Hilton and Shangri-la
Marketing Mix Factors Hilton Shangri-la
Product Hilton groups provides the variety of
hospitality services across the
worldwide in which they are dealing
like luxury hotels chains which are
comprises of Hilton garden inn and
relates with the services like
executives services like stay suites
and vacation packages hotels,these
are the part of their marketing
strategies, they are dealing in Hilton
Honors program for their loyal
customers.
Their hotels and resorts serves
the different segment through
different brand associated with
it that includes hotel Jen, Kerry
hotels, traders hotels, Shangri-
la resorts ,they offers the
luxury and comfortable stay in
the resorts and hotels. It has
spacious rooms that are present
in luxurious manner. The
product services which are
relatively comfortable as
compared to that of
competitors.
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Price They are dealing in the exclusive
segment of society in respect the
target customers, different types of
hotels of Hilton charge different cost
as per their serving for example if
Hilton hotels near beach and
lakeside will charge different cost as
compare to Hilton on airport etc.
They are basically target the
families leisure is that vacation
travellers and business
travellers with the aim to cater
them in most effective manner,
this industry offers the luxury
hotels and suites which are
higher in cost comparatively
with their competitors.
Promotion The Hilton group have collaborated
with many business
firms ,multinational companies and
institutes and along with different
payment banks with different
restaurant having variety of food
products and they are also having
their premium magazines for
promoting values.
They are dealing in the several
marketing strategies to build
the its brand visibility with the
aim to provides the growth to
their business, they have
launched the new campaign in
the market through dealing in
providing their ads in-
flight ,magazines, television ,
newspaper and hoardings
(Gallarza, Arteaga and Gil-
Saura, 2019).
Place This hotel industry deals in 103
countries by making an efforts in
providing the best quality of services
to their customers with more than
5100 properties, they are
approaching to the exclusive
segment of market in western
countries as well .
Their industry is having a
world recognised chain of
hotels as they are dealing in
lots of countries so the source
of maintaining their values I
sin lots of peoples which are
engaged in this industry.
Physical Evidence The Hilton groups have a great reach As this industry having their
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and presence in the working
properties across the globe and
dealing in large channel of their
business branch in almost103
countries, this hotel chain is deals
with many hotel booking chains and
websites to increase their reach and
their identity evidence in the
market .
aspect of reaching the target
customers through its dealing
in upper class and maintaining
the brand value by providing
the outclass facilities in respect
of the physical evidence is that
by providing services like
luxurious complimentary and
identical logo branding on their
magazines and all
People Their target market and people are
directly link with the business ,this
hotel business are depends upon the
loyal customers and upcoming
market customers to maintain this
aspect hotel have to manages their
quality aspect, services and qualified
staff (Hall and Prayag, 2019).
This hotel chain deals in the
people which are having the
high standard of living
generally executive profile
business person who will
arranging their meeting and for
those potential travellers who
are visiting the cities for one
day or so.
Processes The processes of the Hilton group
considering the best management
hotel chain in the world ,due to their
reliable process and maintained
supply chain management has assist
them in minimizing the operating
cost.
As they are having the large
concepts of dealing in larger
customer base they have to
induce several kind of process
is that by investing in the
different segment offering with
other hotel chain and payment
criteria.
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TASK 3
P4: Marketing plan for Hilton to meet marketing objectives of the organisation
Marketing plan is a process which defines the activities which are related with promotion
and advertisement of the particular business in respect of enhancing the selling and buying
process in ease manner, here marketing refers to the societal process by which individual obtain
what they are seeking for and actually what they need. The main aspect and role of this
organisation to deal in the quality services to their customers and by satisfying them they have to
achieve the approach to cover the potential customers as well by making the organisation
profitable through various changes in the services. If they are not going as per the expectation of
the particular existing customers base, marketing department perform many functions by smooth
functioning of their operations through better suitability of the services for the customers .In the
context of Hilton on park lane is that:
Executive Summary:
This London Hilton on park lane is a multinational hotel which deals in 28 storeys and 453
rooms includes 56 suites and the top of the restaurant there is Galvin at windows ,Hilton is the
branding chain of Hilton hotels and resorts which are dealing in the customers through providing
the best qualities of services in respect of the different customer onto different service for which
they are visiting. In the context of this Hilton on park lane they are introducing the new services
for their customers through interacting TV greet and guide concepts in which they are dealing
with the customers through live TV sessions by their guide due to Covid situation.
Mission of Hilton;
Having the motive and objective to be the most hospitable industry across the globe by
providing the best qualities services to their customers ,meaningful opportunities to their team
members and induced with lots of positive aspects to interact the customers (Khan, 2019).
Vision of Hilton:
there vision is to provide the light and warmth of hospitality with the view to cater the customers
by qualities services to them in order to attain the retention aspect from their customers.
SWOT analyses of company:
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This analysis helps to attain the objectives and targets by determining the internal as well as
external environment through analysing the strength,weakness, opportunity and threats which ar
e considered in both the internal as well as external forces that will impact the hospitality
industry, this analysis helps in making the business strategies by determining the SWOT of
Hilton hotels is that :
Strength This industry is having the aspect of comprehensive property portfolio, they
have a strong branding image with the experience leadership, and due to their
servicing towards their customers will leads to the loyalty in them and they
are having varied variety of room chain scale (Volgger and Huang, 2019).
Weaknesses Due to the large expansion of their hotel chain they are likely to depend upon
other countries as well to maintain their value is that over dependence on the
US market ,they are limited presence of Asia pacific region .
Opportunities They have a range of opportunities in making their business growth more
effective through international expansion in large and mid- level of customers
in respect to their affordability criteria.
Threats This industry are mainly deals with the threats of terrorism and political
instability , having the common threat of change in customers preferences in
respect of the services.
Objectives
This industry works on the principle of providing the best qualities services to the customers
through their dealings in respect of the interactive and positive environment by giving them
relaxation through their speciality regarding the services by giving them best experiences.
Strategies
Segmentation: Every industry needs to adopt the marketing strategies in relation to the
market segment according to the customer age group and by having the different cultural aspects
in the countries so as to adopt the specific segment process in relation to the customer base is that
by segment the age group like kids, teens and seniors ones by dividing them for particular
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product or services in the context of new TV interactive services they have to adopt the customer
age group in them to understand the value of services (Sousa and Alves, 2019).
Targeting: This major aspect of the organisation deals in targeting their segment is that
by target the customer this hotel industry will maintain and categorized their services
accordingly through proper statement of dealing customers
Positioning:Hilton having the strong branding image in the context of their services that
are providing to the customers and responses towards their qualities services makes the company
positioning in strong manner due to this , new services by Hilton gets benefited by that image.
Tactics:
Product: This industry deals in their services as a product by giving exclusive services of
stay rooms and suites which creating the quality environment towards the services for the
customers and in the context of new services they have to adopt the new marketing strategies in
catering their customer and attracting the potential one.
Promotion: This hotel industry will adopt the marketing strategy of providing the
assistance of online marketing which helps them to organise the new service through promoting
them in expand manner.
Price: As this industry because of their dealing in executive level of servicing they have
to adopt the pricing policies which are also affordable for the new mid-range class customers as
well in respect of the new service.
Place: They are dealing in the physical hotel chain which are having the importance of
providing the qualities services to their customer (Köseoglu and et. al., 2019).
Budgeting ,Controlling and monitoring:
Hilton hotel industry have to prepare budget in accordance to the marketing plan which are
adopted by the industry inn making the services more effective and by proper format in respect
to the budget preparation after the implementation of this budget they have to follow the aspect
by continuous reports from their financial department for appropriate budget line by controlling
and monitoring the specific budget which are already in processed formation in this hotel
industry that will be the major aspect of every large hotel chain industry (Nart and et. al., 2019).
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CONCLUSION
It has been concluded from the above report is that every marketing plan start with the
proper analysis of the existing performance of the industries by making an efforts to determine
the SWOT analysis by concluding the internal as well as external factor which will impact the
organisation in the regular phase by adopting this aspect, Hospitality marketing will achieve
better growth in the context of providing the services to the customer through qualities approach
in it.
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REFERENCES
Books and Journals
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