Roles and Responsibilities of Marketing Functions in an Organization

This article discusses the key roles and responsibilities of marketing functions in an organization, with a focus on Travelodge Hotels Limited. It covers topics such as market research, gathering information of customers, identifying future risks, and selling. The roles and responsibilities of marketing functions are crucial for the success of the organization.

Hospitality Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key roles and responsibilities of marketing functions in an organization.............................1
P2 Roles and responsibility of marketing relates to the wider organizational context................3
TASK 2............................................................................................................................................5
P3 Comparison of two organization’s way in which they apply marketing mix to achieve
business objectives.......................................................................................................................5
TASK 3............................................................................................................................................8
P4 Marketing plan for the organization in order to meet marketing objectives..........................8
CONCLUSION................................................................................................................................9
REREFRENCES............................................................................................................................10

INTRODUCTION
Marketing essentials are the set of different type of strategies and policies that are
implemented by the organisations to expand their business. It is very important for the
companies to formulate effective strategies so that business can be promoted effectively and
larger market share can be acquired. If the business entities are not able to analyse market
condition that it may affect their ability to perform business operations. Marketing essential may
help to analyse the way in which all the activities can be executed appropriate and may help to
attain all the predetermined goals of the organisation (Albright, 2014. ). Marketers make
decisions by analysing market situations so that issues can be dealt excellently and their
possibilities can be reduced. Organisation chosen for this report is Travelodge Hotels Limited
which is currently operating its business in UK. This project report covers various topics such as
roles and responsibilities of marketing functions, interrelationship of marketing with other
organizational departments, comparison of 7p’s of marketing within two different organizations
and a detailed marketing plan for the company.
TASK 1
P1 Key roles and responsibilities of marketing functions in an organization
Overview of the organization: Travelodge Hotels Limited is a private organization
which is currently executing its business in Hotels and hospitality industry in UK. It is the
world’s second largest hotel in budget hotel industry and third biggest hotel business entity by
rooms as the hotel is having much number of rooms. Parent company of the Hotel is Endell
Group Holdings and it was founded in 1985 by Peter Gowers. Currently 11000 employees are
working with the hotel and revenues of the hotel are 63.71 GBP. Hotel is operating its business
effectively and successfully (Aschengrau, and Seage, 2013). The organization is mainly
concerned with hospitality activities in which all the services are provided to the general public.
Roles and Responsibilities of marketing functions: Marketing functions are the set of
the works that are the part of marketing activities. It includes all the essential actions that are
required to be taken by the marketing teams of the organizations. It is essential for the marketers
of Travelodge to get knowledge of all the roles and responsibilities of marketing functions
because they may help to attain all the marketing goals including attracting customers, increasing
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sales and profits and awaking customers about the products or services that are sold by the
company. All the roles and responsibilities of marketing functions are as follows:
Market research: Main role of marketing is to conduct a marketing research in which all
the information of market can be attained with the help of current situations. It is very important
for the companies to conduct market research so that roper information can be gathered which
can be used while formulating marketing strategies to market the product or services. Travelodge
is providing hospitality services in UK and it is very important for the organization to get the
information of market with the help of proper market research so that managers make take
appropriate decisions that may result positively for the hotel. An appropriate market research can
help the managers and marketers of Travelodge to be more aware about the market trends so that
they may provide innovative services to their customers (Baker, 2014).
Gathering information of customers: Information of customers can be gathered by
conducting survey or by interacting with them face to face. All such type of information may
help the managers of an organization to be more aware about the needs of the customers and they
may provide them products or services according to their requirements. Travel lodge can gather
information of customers with the help of marketing activities as they are mainly conducted for
this purpose. if the marketers of Travelodge are not able to get exact information of the visitors.
It is responsibility of marketing functions to provide accurate content about individuals needs
and demands so that marketers can provide them those services that are customers are willing to
acquire.
Identifying future risk: Marketing function play a vital role to identify the future risk
that may take place as it is very important for all the organizations to attain long term
sustainability for their business. If a company is not able to identify risk than it may have to face
different problems in future because they do not have any effective ways to deal with the same.
In Travelodge marketers get information of risk with the help of marketing functions it is a tool
that may help to gather appropriate information. Travelodge is a lar organization and it is vital
for the hotel to make effective plan to deal with future consequences (Brooks and Simkin, 2012).
Selling: Another responsibility is to enhance sales for the company who are conducting
marketing functions for their organizations. Marketing help to enhance awareness of customers
so that they may get attracted toward company and buy their product or services that sole by the
organization. Marketing help to increase sales because it helps to create urge in the customers to
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buy the product. Marketers of Travelodge are using effective techniques to market their services
that helps to enhance their sales. It is an appropriate way to increase sales and gather profits for
the company.
All the above mentioned roles and responsibilities of marketing function help to run the
organization smoothly and effectively. There are various ways to market a product that may
attract large number of customers who may buy product or services of the company and provide
benefits. In Travel lodge all the functions are implemented effectively so that it may result in
higher and increased sales and profits with the help of customer satisfaction. Sales and profit
maximization which is major objective of private companies like Travelodge and it can be
attained with the help of effective marketing strategies (Caragher, 2016).
P2 Roles and responsibility of marketing relates to the wider organizational context
Roles and responsibility of marketing is related to the organization’s other functions all
of them are explained below:
Figure 1: Organisational functions, 2018
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 Reception: Customers directly visit to the reception of the hotel and the receptionist is
the part of the hotel. Behavior of them help to market the hotel. In Travelodge the staff
members cooperate with all the visitors so that they get satisfied with the services and
promote their hotel to other.
 Room division: Rooms are divided according to the requirements of the customers.
Marketing division decide the budget for each room and then allot it to the visitors so that
they get a place where they can relax. Marketing department of the company handles the
room division related issues and other activities so that all the customers get what they
are willing to get (Illing and Anders, 2016).
 Bookings: Now a days all the customers are booking their rooms online as they do not
want to waste their time for looking a good hotel. Marketing department handle all the
online booking and then communicate with the other hotel staff so that they May help the
customers to get those things that they are willing to acquire.
 Food and beverages: Foods of Travelodge is promoted online and it is also a good
medium to market the business as good food also help to satisfy the needs of the
customers. Marketing department of Travelodge handle all the food related activities so
that best food can be supplied to their customers and they have a good experience of
visiting the hotel.
 Human resource: All the employees and workforces of the company are the part of
marketing activities as they behave good and cooperate with the visitors so that a good
image of the hotel can be set in the mind of customers. Human resource department is the
main division of the company who may help to market the product or services effectively
as they directly communicate with the customers.
Marketing department of Travelodge is related to all the other functions of the
organization and from all the above points it can be analyzed. For all the staff members the is
very important to be more cooperative with the staff members so that business can be
expanded with the help of good image of the hotel.
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TASK 2
P3 Comparison of two organization’s way in which they apply marketing mix to achieve
business objectives
Marketing mix: It is the combination of seven different P’s that are required to be evaluated
while conducting marketing activities. Main objective of marketing mix is to enhance
organizational sales and profits so that organization may become more competitive in the market.
It is also required to attain long term sustainability for the business. these marketing mix are
product, price, place, promotion, people, process and physical evidence (Khan and Adil, 2013).
All of them are analyzed in detail before deciding for any innovative products and service which
is going to be launched in the company in order to enhance sales and profits as well as expand
then business. For Travelodge it is also very important to have exact information of its marketing
mix so that it may help to operate business activities appropriately. A comparison of
Travelodge’s marketing mix with the Sainsbury’s is as follows:
Marketing
mix
Travelodge Sainsbury’s
Product Product refers to the rooms and the
services that are provided by the hotels
to its customers. Travelodge is
providing high quality services to its
customers that helps it to be their first
choice. It is also very beneficial for the
hotel because good quality of services
helps to retain the customers and
visitors and attract new visitors. If the
quality of services is not good than it is
not easy to attract customers towards
the hotel.
Sainsbury is providing good and
effective products that helps to attract
customers. as quality of its products are
very good hence the organization takes
advantage of this and retain all its
customers and target all the prospect
customers.
Price As quality of the rooms and services is
good and the price doesn’t matter to
some customers when they get good
treatment by the hotel, but price of the
Sainsbury’s is using premium pricing
system as the quality is very good
hence the company sells the goods on
high prices and it is mainly focused
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hotel is very low as compare to other.
Travelodge is using price penetration
strategy in which the hotel keeps the
quality high and prices low so that each
type of customers may get attracted
toward their hotel. Low price is
affordable for all type of tourists and
they prefer those type of hotels who are
providing good quality services on low
prices (Schlenker and Roth, 2013).
with the upper class of the society.
Place It is mainly related to the location of the
organization, that attracts large number
of visitors. As the hotel is near to
railway station and airport hence it is a
place where visitors can reach easily. It
is very important for all the companies
to be easily accessible for the customers
so that they may reach to the destination
in less time.
Location of the organization is very
good and it is easily accessible for the
customers it helps Sainsbury’s to be
competitive in the market and attract
large number of customers so that it can
increase its market share (Kladou and
et. al., 2016).
Promotion It is a part of marketing activities in
which organization aware customers
about their business and their new
schemes. Travelodge is using
innovative methods of promotions as it
advertises itself online, provide benefits
to its existing customers by applying
new schemes for them. It is a good way
to attract large number of customers and
acquire higher market share.
Innovative methods are used by
marketers of Sainsbury’s so that they
may attract new custoemrs.it provide
high discount in festive season and also
provide bonus coupons that can
redeemed on next purchase of
customers.
People People are the employees of the hotel
who are well trained and educated they
Employees of the organization are very
cooperative and they listen problems of
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are liable to cooperate with all the
visitors. In Travel lodge all the
employees are directed to guide
customers and resolve all their queries
so that they may get satisfied with the
services of hotel. For hospitality
industry it is very important to retain
good employees they have good
experience of cooperating with
customer and this may help to attain
growth.
customers and resolve them.
Sainsbury’s also provide benefits to
their employees according o their
performance so that they get motivated.
Process It refers to the method in which services
are offered to the visitors which is very
good as firstly they have to go to
reception than managers help them to
find appropriate rooms and then they
take feedback of the services that are
provided to the customers. this process
is followed in Travelodge because it
helps to gain trust of customers and also
set a good image of the hotel in their
mind.
Sainsbury’s is using good processes for
delivering and selling the gods in which
employees communicate with the
customer and take their feedback about
the products so that they may make
changes next time according to the
requirements of customers (Larson and
Draper, 2015).
Physical
evidence
These are the features of the services or
products that make them different from
others and rooms of Travelodge are
very attractive and have good features
that helps to enhance customers
attractiveness in the organization.
It includes market image of the
organization in which it is analyzed by
the customers that they will but
products of such organization whose
market image is good and providing
good products to the customers.
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TASK 3
P4 Marketing plan for the organization in order to meet marketing objectives
Marketing plan: It is detailed plan in which all the marketing related information is
recorded by the marketers of the company. As Travelodge is going to launch premium economy
rooms or super rooms and these room are very innovative and also have new and innovative
features. Travelodge have assured that price of the rooms wont get affected due to the new
feature and this will attract large number of customers (Mueller and et. al., 2015). To analyze the
market conditions Travelodge is going to conduct a SWOT analysis in which organizational
information can be gathered and it may also help to evaluate the response of the customers.
SWOT analysis: It is combination their different aspects that are strengths, weaknesses,
opportunities and threats. It helps the business to evaluate all its market conditions and situations
for a business SWOT for Travelodge is as follows:
Strengths:
Price of the rooms are very low and quality of services is very high that helps to increase number
of loyal customers (Proctor, 2014).
 Market image of Travelodge is very good that helps to attract large number of customers.
 Organization is using innovative marketing techniques to expand its business and acquire
higher market share.
Weaknesses:
 As organization is using penetration pricing strategy that creates a negative image in the
mind of upper class customers that the hotel is for lower class customers.
 Marketing activities are good but Travelodge is using extra innovative techniques for
promotions like providing coupons for next visit in which to redeem the coupon is not
possible for foreigners as they visit a country once in a year.
Opportunities:
 As Super rooms are going to be launched by the company than it may help to set a good
image in the mind of upper class customers as these rooms are mainly going to be
launched for premium customers.
Travelodge can use good marketing strategies to aware customers about super rooms (Rudden,
2016).
Threats:
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 Competition in the hospitality industry is very high and there are various tough
competitors in the market of Travelodge.
 Organization is not sure that customers will adopt its new rooms or not as the name is
super rooms and this may affect the old customers because they think that these rooms
are mainly made for upper class not lower class.
Strategic objective: Objective of the company is to acquire higher market share with the
help of new and innovative style of rooms.
There is another way to launch the business sin the market which is STP. Which is a
combination of segmenting, targeting and positioning. All of them are as follows:
 Segmenting: In this stage the organization identify the target market where the product
or services if going to be launched to attain organizational goals.
 Targeting: This stage is related to target in which customers are targeted according to
their class and taste.
Positioning: This the last stage in which Travelodge is going to set a positive image of company
in the mind of its customers (STP Mode,. 2018).
CONCLUSION
From the above project report, it has been summarized that marketing essentials are the
set of elements that may help to attain all the marketing objectives. It is very important for the
marketers of the company to analyze market trends so that all the marketing activities can be
performed according to those trends. Marketing mix may help to analyze marketing conditions
and organizational position in the market so that effective decisions can be formulated in order to
establish a good market image. If marketers of the business entities are not able to analyze
market conditions that they may not form strategies that are required to be more competitive in
the market.
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REREFRENCES
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