Table of Contents INTRODUCTION...........................................................................................................................3 MAIN BODY...................................................................................................................................3 LO 1.................................................................................................................................................3 P 1: Roles and Responsibilities of marketing function with Hilton Hotel..................................3 P 2 Roles and Responsibilities of Marketing..............................................................................3 LO 2.................................................................................................................................................3 P 3 market mix............................................................................................................................3 LO3..................................................................................................................................................6 P4 market plan.............................................................................................................................6 CONCLUSION................................................................................................................................8 REFERENCES..............................................................................................................................10
INTRODUCTION Marketing is the promotions of enterprise products and services to a reference point customers. It is a business process works upon satisfy the need and demands of customers in market. Hotel Hilton is a huge brand of full service's hotel and restaurants. It is multinational hospitality company. It was established by the Cornard Hilton on may 31, 1919, hundreds years ago. This study includes roles and functions of marketing, it also represents the roles and responsibilitiesinwider organization'scontext.Thisstudy alsoconsidersthe conceptof marketing mix and its 7 P's. Also, its shows the procedure of market plan in hotel. MAIN BODY LO 1 P 1: Roles and Responsibilities of marketing function with Hilton Hotel P 2 Roles and Responsibilities of Marketing (covered in ppt) LO 2 P 3 market mix HOTEL HILTONJ. W. Marriott ProductHotel Hilton provides a wide rangeofservicetoits customerswhichincludes onlinebookings,bars, restaurant facility, gym, pool facilitieswhicharesomeof coreservicesprovidedby Hilton to its customers. This services provides a strong base ofcustomers.Theyalso providessecondaryservices The product service offered by Marriottareinwidevariety thereforecustomerneedsto chooseitwhichbecomesa toughforitscustomer. Productsqualityishigher whichmeanshigherprice (GuaracinoandSalvato, 2017).
like24hoursroomservice, laundryfacilitywhich differentiatesHiltonfrom others. pricePricingstrategiesofhotel Hilton is based on the facilities they provide to the customer it consistofeconomyclass premiumclasssuitesand presidential suites which have differentpricingranges. Special offers are given to the permanentcustomers(Dixit, Lee and Loo, 2019). Pricing strategy of the Marriott aredifferentbasedonthe competitoroftheindustry pricing is adjusted according to the market demands like in offseasonspricingismade minimal whereas at the peak time of year pricing are high. Prices of Marriott are usually high as compared to others. placeHiltonHotelshaveastrong hold of customers in UK and elsewhere. They have 745000 roomsinmorethan100 countries. Which give them a vast customer base. They have awiderangeofhotelsand resortsworldwide.Social mediahasalsoboostedthe widespread of Hotel Hilton. Marriottissituatedinmany countries therefore to manage Marriottgivesfranchiseto wholesellerwhoworkfor Marriottandgivesthem profitability. Marriott directly salesitsservicestoclients online.Marriotthasawide rangeofhotelsandresorts across the globe. Which gives themahugecustomerbase (Pike, 2015). PeoplePeopleworkingwithHilton Hotels are quiet satisfied with themanagementandsalary procedure. They play a vital People working with Marriott are skilled but are not paid as theymustget.Theyplaya vital role in making efforts to
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role in making profit to the industry. People working gets ample wages according to the work. makecompanyprofitable. They are always depth to work forlongworkinghourswill less of incentives. promotionsPromotion strategies of Hilton is very clear with the strong customerbasethethe promotions are easy they also promotethroughonline marketing which provide them awidesupporttothehotel (Pappas, 2015.). Promotions done by Marriott are by advertisements done by the industry online as well as offline. Promotions are always done on the basis of discounts provided by the firm to gain customer base. Physical environmentPhysical environment provided to the customer must be good likecleanrooms,niceand healthyatmosphereand surroundingswhichgivesa customerasenseoftouch towards nature Marriott provides a wide range ofphysicalenvironment accordingtotheneedof customer.Physical environment provided is quiet sustainableand healthy. With neatandcleanfloorswell decorated and furnished floor area attractive entrance which give a mind pleasing frame to the customers. processProcess is generally carried out byusingcustomersby providing them with services andusingpromotional strategiestoupholdthe service. Process is carried out to satisfy customers (Melissen Process is generally carried out by the use of elite members. Whichcanmakeservice expand this includes company which have a permanent stay in their hotels. The distribution of goods and service helps the
and Sauer, 2018).process to increase if the client gets satisfied they get profits. LO3 P4 market plan Executive Summary: Hilton Hotels was founded by Conrad Hilton. Hilton Hotels are established in more than 100 countries with a vast customer base. Around 66 properties are purchased or leased and around 244 are franchised. They usually targets business travelers or leisure travelers in many major cities in the world. New facilityintroduced is with theadvancement in technology we have provided with tablets which have all the features like light control, television control, air conditioning control you can even call home service with this tablet (Eletxigerra, Barrutia and Echebarria, 2018). Mission & vision: Vision of HILTON Hotel is to fill earth with light and warmth of hospitality. Mission is to be the first and only choice for customers in the field of Hospitality. Objectives- To increase sales of the new product by 10% till the end of year 2020. To increase the market share by 30% till the end of year 2022. To enhance customers experience by 10% in upcoming 6 months (Pantelidis, 2016.). To increase the profitability by 20% till the end of year 2020. Situational analysis: situational analysis includes SWOT analysis of the firm. Strength: ï‚·Hotel Hilton have a strong customer base. ï‚·They have a very unique customer retention scheme. Weakness: ï‚·they have a high depth to pay as in loans. ï‚·The flexibility and less versatile because of larger size of the organization (Malikand Sharma, 2019). Opportunities: ï‚·formation of a strategies to obtain a higher market value. ï‚·Focusing on the research to obtain a different image in market. Threats: ï‚·threat of political influence in different countries. ï‚·Adverse change in climate in different countries affects performance of firm.
Marketing Strategy:4 p's Product:product service provided by Hotel Hilton is the advancement in technology by providing a tablets which control the overall feature of the room like lights, fans, televisions, air conditioning system etc. this new features attracts more of customers to the firm. This product is unique in its own way which gives customer a special feature. Pricing: pricing of this feature will be a one time investment as the initial cost will be higher but this will attract more of customers and will allow you to stand out of chaos(Lee and et.al., 2016). Place:this feature can be introduced in the high end firms which are USP of the hotel chain. Where more of business travelers are accommodated. Promotions: this feature can be advertised on the front desk of every hotel of this hotel chain this must be introduced to customers while check-in. It can be promoted online on official site of the Hotel (Chandiok and Sharma, 2017). FinancialPlanning: ExpensesAmount Salary£55.00 Rent£60.00 Other variable expenses£50.00 Total£165.00 STP: SEGMENTATION:This can be applied on the Hotels where the geographical scenario is quiet stable throughout the year where there is less of network problems around which can generate a good local area network (Kooli and et.al., 2016). TARGETING:This features mainly target officials and persons of mid teenage like 23-32 years. POSITIONING:This will help the firm to decrease the cost by increasing the customer base. Which will help the company to flourish better. Monitoring and Controlling: This includes the monitoring of the success of the program which we are under activity. Monitoring can be done by seeing the success rate of the program taking place.
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Its controlling can be done by taking preventive measured that it can not spoiled or misused, this activity need to be tracked and controlled by giving a strict access (Pike, 2015.). CONCLUSION Theabovestudyincludestherolesandresponsibilitiesofmarketfunctions.The marketing functions involves in various roles and responsibilities of organizations, they are responsible for growth of the business. The major roles and responsibilities of marketing is product,development,finance,planning,promotingetc.Thesestudyalsoincludesbasic marketing plan, which is responsible for achieving goal and objects of business. It includes, market research, market strategy, competitive analysis etc.
REFERENCES Books and Journals Chandiok,S.andSharma,P.,2017.HospitalityMarketing:StrategicIssues.InStrategic Marketing Management and Tactics in the Service Industry(pp. 213-242). IGI Global. Cheng, J.C. and Chen, C.Y., 2017. Job resourcefulness, work engagement and prosocial service behaviors in the hospitality industry.International Journal of Contemporary Hospitality Management.29(10). pp.2668-2687. Dixit,S.K.,Lee,K.H.andLoo,P.T.,2019.Consumerbehaviorinhospitalityand tourism.Journal of Global Scholars of Marketing Science.29(2). pp.151-161. Eletxigerra, A., Barrutia, J.M. and Echebarria, C., 2018. Place marketing examined through a service-dominantlogiclens:Areview.JournalofdestinationMarketing& Management.9.pp.72-84. Guaracino, J. and Salvato, E., 2017.Handbook of LGBT tourism and hospitality: a guide for business practice. Columbia University Press. Kooli, K and et.al., 2016. Better together? A hospitality case for umbrella branding.Journal of Business & Industrial Marketing.31(8). pp.1004-1016. Lee, S.M and et.al., 2016. Journal of Tourism & Hospitality. Malik, H. and Sharma, M., 2019. E-Marketing as a Tool to Achieve Competitiveness in Travel Trade Industry. InHandbook of Research on International Travel Agency and Tour Operation Management(pp. 272-283). IGI Global. Melissen, F. and Sauer, L., 2018.Improving sustainability in the hospitality industry. Routledge. Pantelidis, I., 2016. Hospitality management: a brief introduction.Tourism Management,57. pp.311-311. Pappas, N., 2015. Marketing hospitality industry in an era of crisis.Tourism Planning & Development.12(3). pp.333-349. Pike, S., 2015.Destination marketing: essentials. Routledge.
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