Hospitality Marketing: Roles, Responsibilities, and Strategies

This report explores the key roles and responsibilities of marketing functions within a TUI organization and compares the ways different hospitality organizations apply the marketing mix to their marketing planning. It also provides a marketing plan for a hospitality organization to meet marketing objectives.

Hospitality marketing
essential

Table of Contents
Introduction......................................................................................................................................3
MAIN BODY..................................................................................................................................3
LO1 The key roles and responsibilities of the marketing functions within a TUI organization..3
LO2 Comparison between the ways of different hospitality organizations apply the marketing
mix to their marketing planning to achieve business goal...........................................................6
LO3 Marketing plan for a hospitality organization to meet marketing objectives......................7
Conclusion.......................................................................................................................................8
References........................................................................................................................................9

Introduction
Marketing is one of the most important factors in the organization’s success. It plays a
vital role in the organizations productivity and profitability. Marketing is the process of business
to anticipating, identifying, satisfying customer’s wants and needs. It is a management and study
of exchange relationships. The marketing function is concerned with selling and buying of goods
for satisfying the needs of customers for hospitality organization. Marketing includes the
determination of customer needs and requirements. It also fulfills the3 customer’s expectation to
survive into the competitive environment for organization. TUI is a largest tourism and travel
company. it also includes travel agencies, airlines, hotels, retail stores and cruise ships etc. This
report will include the key roles and responsibilities of marketing functions and its
interrelationships with the other organization’s functions. This report will also highlight the
marketing mix and marketing plan for achieves organizational objectives.
MAIN BODY
LO1 The key roles and responsibilities of the marketing functions within a TUI organization
The key roles and responsibilities of the marketing function are marketing, finance,
research, communication, promotion, planning, product development and distribution etc. this
are essential factor for all organization. The marketing function is concerned with selling and
buying of goods for satisfying the needs of customers for hospitality organization. The
importance of marketing in the hospitality company and its strategy is important for attracting
new customers. The key roles and functions of the marketing include transposing the goods they
needed, collecting marketing information and storing the goods in market. Marketing functions is
included identify the anticipating customer's need and requirements of customers and making
profits if organization.
Anticipating customer requirements
The marketing department is also responsible for mint anticipating the requirements if the
many customers. It can provide the organization can help the company to meets the needs and
demand of customers. The important requirements of needs of customer in marketing (Bowie
and et.al., 2016). Customer is main factor for all organization and the needs of the customers are
satisfied for responsible of very organization. It plies a critical role in marketing functions.
Identifying the requirements of customers
The main marketing function is responsible for identifying the changeling needs of all
customers. It is focused on the wants, needs, habits and attitudes of the customers. This function
is carefully analyzing the data to identify whether customer is actuallydemanding in the

marketplace and it’s also needs for all customer of organization (Murphy, Gretzel and Pesonen.,
2019).
Making profit
Marketing function is responsible to innovative and to devise ways to sell company’s product to
all customers. It is important factor for TUI Company.
Understanding objectives of the organization
This function is important for TUI organization and the long term and short-term
objectives of company are to achieve at both level. It is easy to achieve short germ objectives but
unfortunately the company long term objective is very important top achieve measurable goals.
Roles and responsibilities of marketing relates to the wider organizational context
Marketing function is same for both B2C and B2B businesses. These two types of
business, the marketing function included public, direct marketing, internet marketing and
advertising etc. are essential marketing function for TUI Company. The focus of organization to
remain in coordination with much other function of the company in order to come up with good
marketing strategy (Dzhandzhugazova and et.al., 2016). It helps the orhanzationm in achieving
its desired business objectives with respect to its B2B and B2C business activates. they different
functions of the marketing continues development of an better marketing strategy than can
address the wider needs of customers of successful for organization.
Marketing process
The marketing in valves a number of processes band activities that vary linked with the
better intention of the product journey to the place of consumption and production. It includes
effective strategy for marketing Ps and implement to strategy for attracting new customer in
wider organization.
Promotion
It includes the development and adoption of effective promotional tools for attracting
maximum number of customers of organization.
Service
The role of marketing is regardingthe conducting the different research important to know what
kind of problem the target market has and how a product can solve that specific problem.
The marketing department is required to best design the product that can meets the all
customers needs and to improvement customer product.
Price

Marketing process is focused on pricing the product rights as per the competitive market
price and to make aff9ordable for the customers.
The marketing functions of the TUI Company are focused on formulating the effective
market plan for meet the needs of customer. It is also focuse3d on devising a plan and complies
with the laws and regulations of market. The marketing process focus on use of tools that good
contribute towards promoting their product in the marketing segment (Armstrong and et.al.,
2018).
The interrelationship between marketing and other functional units
Marketing and human resources
The main function of human resource department it to work for the employee and to
recruit the right candidate for the right job in market. It also the marketing department co-
ordinates with the company human resources department to ensure that candidate have been
provided with the best training opportunities. People can help top address the current challenging
conditioned of market. Human resource helps the TUI marketing departments to ensure that the
employee’s ion workers of marketing department are working in satisfactory conditions. The HR
of TUI company furtherprovided the employees performances feedback to marketing department
for evaluating the company performance. It plays major role in organization.
Marketing and finance
Marketing and finance are essential point if wider organization for achievement of goals.
Marketing strategy and many plans to be ensure in the marketing department. It includes taking
into considerations the cost margins and profit for the company product line. The finance
function of marketing is essential for department and can conduct their marking campaign within
the business defined cost (Nicolaides., 2018). The marketing department if TUI Company is
conduct with the finance departments in order to know company current financial position of the
organization. In the marketing activates can be continued according to functions of marketing
department.
Marketing and customer services
Marketing and customer services are the most essential function of organization. It
assessing the customers is satisfied with the services and product. TUI Company, the customer
service department is providing customer feedback top the marketing department to help in
development of business new product in market. Both the department work together for
organization positive relationship with the all customer.

LO2 Comparison between the ways of different hospitality organizations apply the marketing
mix to their marketing planning to achieve business goal
TUI Hotel Marriott
Pricing Company follows the cost
leadership business strategy
that helps in providing the
best services on large scale. It
will help in competing the
competitive market. They
must be reasonable price that
can help the people to make
their visit again to TUI
Company.
Marriott has kept its price
competitive to the market.
The companyhas offered
affordable price and lowered
price to meet the needs of the
targeted lower income group
Place The company aims to
establish the market with its
presence in all over the areas.
The company needs to apply
the aggressive expansion of
company strategy. It provide
better environment to the
customers.
Hotels present all over the
world. This is best services to
provide to the customers and
the best locations in market
place over the world.
Promotion Thecompany applies
promotional strategies like
advertisements as one of the
important technique. It is
helpful to use social media
advertising for the customers
to attract all young people.
The company use different
technique (Chandiok and
Sharma., 2017).
Thecompany conducts its
marketing and advertisement
campaigns through social
media which help the
company to target larger
number of customers.
People There are many people
working in TUI company and
the needed to provide better
services to people. They must
provide training and
developments p[programs to
the employees in company.
Marriott believes in quality
and efficient working of its
people (Cateora and et.al.,
2020). The company has well
trained staff with deals the
customer ion the best possible
manner.

the satisfaction of the
company employees is
essential for the services
providers that will helps in
compete successfully in
market.
Process The process provides the set
of company activities that are
used for achieving something.
It will help to provide
services.
The organization has standard
operating procedures which
are applicable all over the
world. The company check
on its process to maintain its
standard services provided
(Saura, Reyes-Menendez and
Palos-Sanchez., 2020).
Physical evidence It is the best element for
implementing the marketing
plan for organization.
The company offers clean
interiors to customer’s
services and this is essential
for marking development.
LO3 Marketing plan for a hospitality organization to meet marketing objectives
 Mission statements
To satisfy the needs of all customers and provides effective services with reasonable price.
 Objectives
To increases the services and amenities.
To increase the sales by 30%.
To increase the revenue by 20% in period of one year.
 Corporate level strategy
To achieve the said business objectives of TUI organization
1 allocation of resources
The companytodiversify its services and to increase its sales. The company is requires to
allocate its capital wisely (Kotler and et.al., 2017).
2 organizational designs

The organizational design needs readjustment in ordersto define business objectives.All
the function of the TUI Companyneeds to be centralized to enhance the decision making for
diversified products.
3 portfolio management
The company is proper portfolio and it’s required it introduce new services provided to
customers.
4 strategic trade-offs
The company is required to adopt services for diversificationstrategiesfor managing its
risk and for increasing its revenue.
 Business unit strategies
The company to achieve its marketing plan, it is requiringadopting strategic. This
includes product development, market penetration and diversification (Jiang and Alexakis.,
2017).
 Market penetration
In order to increase its sales and overall revenue of the TUI Company. The company is
requires to adopt marketing strategy.
 Produce development
The company is required to expand in product offering and develop the marketing
segment for development strategic
 Diversification
Company is required to diversify its services and products range to meet the current
marketing objectives. The company is bringing to high diversification to current product range
and competes effectively in the market.
Conclusion
From the above report, it is concluded that the marketing plays a crucial role in any
hospitality organization. Marketing creates many functions to develop and increase the
performances and productivity of organization. Marketing assists in all the other functions of the
company such as finance, human resource, customer services etc. Without the effective
marketing planning, hospitality organizations can’t run or operate their business successfully.

References
Bowie and et.al., 2016. Hospitality marketing. Taylor & Francis.
Murphy, Gretzel and Pesonen., 2019. Marketing robot services in hospitality and tourism: the
role of anthropomorphism. Journal of Travel & Tourism Marketing, 36(7), pp.784-795.
Dzhandzhugazova and et.al., 2016. Innovations in hospitality industry. International Journal of
Environmental and Science Education, 11(17), pp.10387-10400.
Nicolaides., 2018. Ethical hospitality marketing, brand-boosting and business
sustainability. African Journal of Hospitality, Tourism and Leisure, 7(1), pp.1-12.
Chandiok and Sharma., 2017. Hospitality Marketing: Strategic Issues. In Strategic Marketing
Management and Tactics in the Service Industry (pp. 213-242). IGI Global.
Saura, Reyes-Menendez and Palos-Sanchez., 2020. The Digital Tourism Business: A Systematic
Review of Essential Digital Marketing Strategies and Trends. In Digital Marketing Strategies for
Tourism, Hospitality, and Airline Industries (pp. 1-22). IGI Global.
Jiang and Alexakis., 2017. Comparing students' and managers' perceptions of essential entry-
level management competencies in the hospitality industry: An empirical study. Journal of
hospitality, leisure, sport & tourism education, 20, pp.32-46.
Kotler and et.al., 2017. Marketing for hospitality and tourism.
Cateora and et.al., 2020. International marketing. McGraw-Hill Education.
Armstrong and et.al., 2018. Marketing: an introduction. Pearson UK.