Roles and Responsibilities of Marketing in Hospitality Industry

This article discusses the roles and responsibilities of marketing in the hospitality industry, including market research, customer education, and maintaining customer relationships. It also explores the interrelatedness of marketing with other departments such as HR, finance, and operations. Additionally, it compares the marketing mix of Hotel Hilton and Hotel Hyatt, focusing on product, price, place, promotion, physical evidence, process, and people. Finally, it provides insights into developing effective marketing strategies for Hotel Hilton.

Hospitality marketing
essential

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P2 Roles and Responsibilities of marketing with relation to other department of an
organisation. ...............................................................................................................................3
P3 Comparison of marketing mix of two hospitality organisation.............................................4
TASK 2............................................................................................................................................7
P4 Marketing plan of Company..................................................................................................7
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is a way which assist an organisation to promote its products & services within
the market effectively. It is basically a process of developing good relationship with customers &
satisfy them (Bao, 2018). An effective marketing helps companies to gain large audiences and
enhance their sales and profitability level. Marketing involves various activities such as selling,
advertising, delivering products as well as services to customers. In the present report, Hotel
Hilton is chosen as a base company. It is a multinational hospitality association which is founded
in year 1919 by Conrad Hilton. Its head office is in Virginia, US and is present in more than
5,500 locations. In the present report, different roles and responsibilities of marketing is going to
discuss. With this, Interrelatedness among different departments with marketing department of a
company is described. Moreover, the report involves a comparison among Hotel Hilton with
competitor company Hotel Hyatt considering 7p's of marketing. Later, the report involves
development of marketing plan for the company.
TASK 1
P1 Roles & Responsibilities of marketing function.
Marketing involves different set of activities which is implement by companies with an
aim to present their ideas about products & services at marketplace. The main motive of
implementing activities and functions associated with promotion of goods and services is to
increase sales and to engage more customers.
Concepts of Marketing: This philosophy states that an organisation should first identify
requirements of customer & then implement strategies accordingly that leads to increase in
reputation and higher customer satisfaction as well (Altinay, Paraskevas and Jang, 2015). It
basically includes four concepts that is production, marketing, product and societal marketing
concept that helps companies to raise profitability and gain high market share.
Future & Current Trends of Marketing
Nowadays, changes take place rapidly in the hospitality industry which directly affect on
operations & functions of Hotels and raise competition level. In order to sustain in this
competitive world, organisations uses innovative technologies, identifying needs of customers,
conduct market research and many more. The marketing team of Hilton Hotel uses various social
media apps such as Facebook, Instagram, LinkedIn, YouTube in order to connect with customers

and increase their sales. In the coming future, Technology is going more advanced that cut own
the cost of companies by reducing use of telemarketing & advertisement.
Marketing Process:
Marketing process involves a series of steps which helps an organisation to analyse needs
of customer and then fulfilling it. The marketing process is mentioned below with relation to
Hotel Hilton:
 Situational analysis: Herein, the higher authorities of Hotel Hilton conducts market
research in order to identify customer needs. Along with this, company need to analyse
the affect of external & internal factors by adopting approaches such SWOT, PESTLE
and so on.
 Marketing Strategy: Herein, Hotel Hilton need to develop effective marketing strategies
by using STP approach that helps them to target right customers (Guillet and Kucukusta,
2016).
 Marketing Mix: At this stage, the marketing team of Hotel Hilton takes decision about
price, product, place & promotion as well.
 Implementation & Control: In this, company implement all the activities and evaluate it
according to the standards that helps them to gain desired goals within time frame and
raise the profitability of Hotel Hilton.
Roles & Responsibilities of Marketing Function:
The marketing team of Hotel Hilton perform various functions in a defined manner which
is mentioned below:
Market Research: in order to identify needs and requirements of customer, marketing
team of Hotel Hilton conducts market research or take reviews from customers which help them
to satisfy more customer and raise the number of loyal customers which in turn leads to increase
in profitability and sales of Hilton Hotel.
Educate and aware customers: one of the main role of marketing is to build awareness
about its products and services to customers. In context to Hotel Hilton, the company has its own
website and uses various digital media tools such as Facebook, YouTube etc in order to reach
large audiences and increase awareness in market about its services.
Maintain Customer relationship: Customers are the key assets for an organisation so it
is important to maintain an effective relationship with customer for longer time period

(O'Halloran and O'Halloran, 2017). With reference to Hilton Hotel, its marketing team sent
mails, messages on occasions in order to make them fell valued which builds positive image of
company in the mind of customers.
P2 Roles and Responsibilities of marketing with relation to other department of an organisation.
In order to maintain sustainability and achieve higher growth, it is important for an
organisation to develop as well maintain a good relationship among different departments of a
company. In every organisation, marketing department plays an essential role as they are the
reason behind promotion of goods and services of company (Baker and Magnini, 2016). With
reference to Hotel Hilton, the higher authorities of company emphasise on maintaining an
effective relationship among marketing and other departments. Marketing department assist an
organisation to identify needs of customer's and fulfil them which further helps in gaining higher
number of loyal customer's for the company. The interrelatedness between marketing
departments with other departments of company is mentioned below:
Marketing & Human Resource Department: Every organisation wants to recruit
talented and skilled staff member who can perform business activities in a best manner. In order
to hire candidate, marketing team communicates with Human Resource department who recruit
candidates as per the criteria given by marketing department. In context to Hilton Hotel, its
marketing team share its need of employees to HR team which help them to hire right candidate
in an effective manner.
Marketing & Finance department: Marketing department needs fund in order to
effectively carry out promotional activities at marketplace. The finance department provide
money to marketing department accordingly which assist companies to perform in market and
gain higher profits (Chandiok and Sharma, 2017). So it is important that these two departments
were interrelated with each other in a proper manner. In context to Hilton Hotel, its marketing
team conducts loyalty programs for which the budget is issued by the finance department of
company.
Marketing & Operations department: The products is manufactured by the operations
department of an organisation according to the needs and demand of customers. Marketing
department conducts market research in order to identify needs of customer and then
communicate it to operations department. With reference to Hotel Hilton, the market department

analyse requirements of customer's which assist company to maintain demand and supply
effectively.
P3 Comparison of marketing mix of two hospitality organisation.
Marketing mix involves series of action, tactics & strategies which is adopted by
companies to promote its product & services in the market. It involves 7P's that is price, people,
promotion, place, process, product & physical evidence (Chen, Murphy and Knecht, 2016). In
addition to this, Marketing mix assist an organisation to develop effective relationship with its
customer's. The marketing mix of Hotel Hilton and Hyatt are as follows:
Dimensions Hotel Hilton Hotel Hyatt
Product Hotel Hilton offers luxurious
services to its customer's with
facilities such as meeting
rooms, retail shops, gym and
so on. The company also have
resorts globally that facilitates
various services under one
roof.
Hyatt Hotel offers various
product as well as services
such as catering,
accommodations, Food
restaurant and many more. All
these services are managed and
controlled by management
team of Hotel in an appropriate
manner.
Price The higher authorities of Hotel
Hilton follows price
penetration strategy which help
them to compete with rivals at
market and gain leading
position in hospitality industry.
Moreover, it helps company to
capture high market area and
share as well.
Hyatt Hotel mainly emphasise
on competitive price strategy
in order to set price of its
goods and services. It helps
them to provide good offerings
in market as compare to its
competitors which in turn
leads to increase in sales and
profitability level.
Place The company is present in
more than 5,500 locations that
The company uses B to C and
B to B marketing channels in

directly shows its presence
globally. It offer services in
greater than 500 countries in a
defined manner (Cheng and
Chen, 2017). It operates more
than 7,00,000 rooms
worldwide. In addition to this,
the company emphasise on
selecting premium locations
that is near to tourist
destination.
order to provide its goods and
services at global level. Along
with this, the company has its
own website on which
customers can check all the
details, rooms availability,
images easily. It assist
companies to increases its
sales and gain high market
share.
Promotion In order to promote its
products and services,
Marketing team of Hotel
Hilton uses digital media and
social media platforms such as
Instagram, LinkedIn,
Facebook, YouTube etc. This
assist companies to reach large
number of customers and raise
its sales rapidly within short
span of time.
The management team of
Hyatt emphasise in raising
number of tourist visit in its
hotel. The company conducts
advertising campaigns & CSR
practices with a motive to gain
eyes of more people which in
turns raises its sales and
market hare. In addition to this,
Social media applications is
also used in order to maintain
good relationship with
customers and increase number
of loyal customers.
Physical evidence The company is present on an
around 5000 locations
worldwide. Along with this, it
has its own website which help
The service sector plays a
major role within the
hospitality industry. Hyatt
hotels have its own retail

customers to easily and
conveniently book hotel. Its
hotels have luxurious ambience
which attract customers in a
best manner.
outlets & website which helps
them to deal with customer's
effectively (Dixit, Lee and
Loo, 2019).
Process Hilton Hotel adopts direct
communication channel &
transparent process so that
operations and functions can
be managed as well as
performed effectively.
Hyatt Hotels uses online
process in order to perform and
managed its work in a defined
manner. Its higher authorities
uses different tools &
techniques which assist them
to carry out business activities
appropriately.
People The company has more than
1,00,00 effective workforce
who perform activities
appropriately (Fotouhnezhad,
2017). Moreover, the company
provides training sessions in
order to enhance skills and
capabilities of employees so
that they can give high quality
service to its customers and
builds positive image in
market.
Hyatt Hotels conducts different
sessions and gives training to
staff members on continuous
basis which assist them to
maintain good relationship
with employees and to retain
them for longer time frame.
Nowadays, competition in the hospitality industry increases day to day that affect on
sales and performance of Hotels negatively. It is important for marketing department of Hotel
Hilton to develop and implement effective marketing strategies. In order to attain desired goals

within time frame, top level management of Hilton Hotel execute several strategies which are as
follows:
 Product & Service Strategy: In the hospitality industry, Hotels perform both operations
that is associated with product and services. For instance, To give attractive ambience
and accommodation to customers is a service (Hassanien and Dale, 2019). On the other
hand, offer food & beverages is appropriately a product based task.
 Marketing strategies for targeting right customers: One of the major asset of
companies is its customers that reaches company to a leading position and due to which
an organisation gain higher success and retain in market for longer time frame. The
management team of Hotel Hilton segment market on the basis of age, location,
demographics and then target market accordingly. It assist the to fulfil requirements of
customers and increase its brand image at marketplace.
CONCLUSION
From the above study, it has been analysed that marketing team of an organisation
performs different roles which assist companies to attain goals within time frame. Marketing mix
involves 7P's that help company to identify the level of competition in market. In addition to this,
it is important for Hotel sector to adopt new technologies and give unique services to customer in
order to gain success and remain for longer time period in market.
TASK 2
Covered in PPT

REFERENCES
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