Hospitality Marketing Essentials: Assignment

Added on - 21 Feb 2021

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HOSPITALITYMARKETING ESENTIAL
Table of ContentsINTRODUCTION...........................................................................................................................3TASK 1............................................................................................................................................3P1: Key roles and responsibilities of the marketing function within a selected hospitalityorganisation..................................................................................................................................3P2: Discuss how roles and responsibilities of marketing relate to the wider organisationalcontext..........................................................................................................................................5TASK 2............................................................................................................................................6P3: Compare different hospitality organisations based on marketing mix..................................6TASK 4...........................................................................................................................................8Covered in PPT............................................................................................................................8CONCLUSION................................................................................................................................9REFERENCES..............................................................................................................................10
INTRODUCTIONTraditionally, the term marketing refer to the mean by which the company identify,communicate, connect as well as engage targetted audience in order to convey the value anddeliver goods and services. With the emergence of digital media lead to the technologyinnovation which has promoted hospitality organisation to build long lasting experience with thecustomer in order to reach potential market(Diffley, McCole and Carvajal-Trujillo, 2018). Forthe better understanding of report, Costa Coffee shops has been selected which is the part ofhospitality industry as it offer various variant in coffee, sandwiches as well as other beverages.The headquarter of company is in United Kingdom and carry out its operations in different partsof the national and international market. This report cover topics like different marketing rolesand its interrelation with the other functional units of the hospitality organisation. It comparesdifferent hospitality organisations on the basis of marketing mix. Further, present the marketingplan for the hospitality organisation in order to meet the certain marketing objective are coveredin this report.TASK 1P1: Key roles and responsibilities of the marketing function within a selected hospitalityorganisationMarketing:Marketing refers to activities operated by an organization topromotethe buying orselling of a product or service. Marketing includes advertising, selling, and delivering products toconsumers or other businesses.Marketing Concept:Marketing concept is a philosophy which says that it is better tounderstand the desires and requirements of the customers and try to satisfy those requirementsrather than competing with others. Costa Coffee adopts some of the marketing concepts whichare presented below:Production Concept:This concept emphasis on the idea that organization should focuson rendering those products and services which it can produce efficiently and with low-cost sothat demand of products can be increased by supplying them on affordable prices.Selling Concept:The selling concept inspire the Costa Coffee to promote and advertiseits products and services in order to compete its competitors. It has been seen that customers
prefer those business offerings that are publicized in the market aggressively (Natakusumah,Nursiana and Suryono, 2017).Social Marketing Concept:Social or societal marketing concept focuses on theenhancement of brand image and value of the products and services which is possible byproviding goods and services according to needs of current and potential customers.Current and future trends:Relationship Marketing:This trend of marketing can be evolved by those organizationswhich directly respond to their customers. This marketing concept focus on customer satisfactionand relationship rather than increasing sales volume.Industrial Marketing:Industrial marketing trend is that where an organization sell itsproduction to the other company which use them to manufacturing complex goods or improvetheir quality and then resell the products (Mahrous and Hassan, 2017).Societal Marketing:This marketing trend is related to CSR in organization and focus onunderstanding customer needs and provide them satisfactory products and services which laterbring short-term as well as long-term benefits for the organization.Overview of different marketing processes:Overall Marketing process follows some steps to complete the process which arementioned as below:Step 1. Situation Analysis: This process involves the identification and satisfaction ofrequirements of current and potential customers.Step 2. Marketing Strategy: Marketing strategy follows three steps which aresegmentation of market, targeting and value positioning.Step 3. Marketing-mix Decision: It includes the balance of products, price, place,promotions, people, process and physical evidences.Step 4. Implementation and Control: This is the process of monitoring the execution ofstrategies and having control over the variances.Roles and responsibilities of marketing:Fulfil Customer Needs:Customer is considered as the king of the market hence it is theresponsibility of the marketing managers to meet customer needs and expectations and providethem products and services that can satisfy their desires. Costa Coffee attempt to to fulfilcustomer needs through the exchange process.
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