Marketing in Accro

Hospitality Marketing Essential INTRODUCTION 1 ACTIVITY 1 1 Introduction to marketing by covering current and future trends. 1 Overview of different marketing processes 1 Discuss role and responsibilities of marketing functions in Accro. 1 Justify various ways Accro use marketing mix in order to achieve firm's goals along with tactics method used in accomplishing set objectives.

Hospitality Marketing
Essential

Table of Contents
INTRODUCTION...........................................................................................................................1
ACTIVITY 1....................................................................................................................................1
Introduction to marketing by covering current and future trends...........................................1
Overview of different marketing processes............................................................................1
Discuss role and responsibilities of marketing functions in Accro. ......................................1
Examine how marketing influences interrelates with other functional departments of the
administration. .......................................................................................................................1
Focus on value and importance of marketing role in Accro. ................................................1
Justify various ways Accro use marketing mix in order to achieve firm's goals along with
tactics method used in accomplishing set objectives.............................................................1
Conclusion based on effective interrelationship between several functional departments....1
ACTIVITY 2....................................................................................................................................2
Explain how roles and responsibilities of marketing is associated with wider organizational
context....................................................................................................................................2
Discuss marketing strategy that captures mission and goals of the administration..............3
Prepare a strategic marketing plan ........................................................................................3
CONCLUSION ...............................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Hospitality industry is a wider concept in service sector. This includes, food, lodging,
event planning, theme park, beverages, transportation etc. Continuous research work is
conducted by firm in order to serve best services to their loyal customers. Hospitality sector
main focus is on meeting clients emerging needs and wants as per their expectations. Accor is
selected for this report which is a French multinational hospitality company. It is operating in
hundred countries across the globe. This leading hospitality firm came into existence in the year
1967 by Paul Dubrule and Gerard Pelisson. Organization manges resorts, hotels and vacation
properties. Firm is suited in Issy-Les-Moulineaux, France. This assignment covers roles and
responsibilities of marketing function within hospitality organization (Anghel and Coșciug,
2017). Marketing mix executed by various hospitality firm is studied to determine the
effectiveness of marketing mix in distinguished company. Firm is designing marketing plan to
achieve marketing objectives in intense competitive world.
ACTIVITY 1
Introduction to marketing by covering current and future trends.
Marketing is refers to as promoting and selling of organizational product and services
including market research and advertising. In today's world there are some common marketing
trends such as, internet video advertisement, targeted emails, text message advertising, social
media and so on is possible because of continuous development of technology in the
marketplace (Stanca, 2016). Current market trends are refers to as those which has improved
with the phase of time. Television advertisements and print media has come up with innovative
way of marketing. However, some of future market trends such as, live video, virtual reality ,
augmented reality etc. are the essential part of it. Along with this artificial intelligence is the
emerging popular source of marketing in coming years.
Overview of different marketing processes
Marketing processes is the best way to ascertain opportunities , assist in developing
marketing mix, handling marketing plan and selecting target market. Some of this aspects is
explained as follows:
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Management of marketing efforts: To grow the business successfully in intense
competitive world management of Accor is liable to handle marketing efforts in proper manner.
Here, top level management consider all tactics into action form in the working premises.
Development of marketing mix: When top level management of Accor is able to
successful develop the marketing mix they frame strategies to implement them successfully in
working premises. Management frame tactics so as to study product, place, price, promotion in
effective manner (Balzer, 2019).
Selection of target market: Accor choose target market according to their service
designed. By doing so positive results is achieved in the set time frame. It is very important to
select right market for the service designed so that productivity and profitability ratio can be
raised.
Discuss role and responsibilities of marketing functions in Accor.
The role and responsibilities of marketing function in Accor are mentioned beneath:
Managing marketing budget: In order to commercialize the product it is important to
have sufficient marketing budget. Accor design the budget by examining current trends and
situations so that smoothly marketing of product and services can be done. Business having
sufficient amount of fund leads in accomplishment of huge revenue. Deficiency of finance can
be overcomed by gathering cash amount from banks, relatives and other financial institution so
that marketing activities can be performed smoothly.
Customer satisfaction: To retain business in the market it is important to make customer
satisfy with product and services offered by company. Accor by providing high quality services
is able to increase their sales volume to a large scale. In context to this department of marketing
within Accor will measure targeted customers preferences so that services can be offered to
them according to their expectations (Garcia-Gonzalez).
Track trends and monitor competition: Accor is operating it's business in hundred
countries across the globe, there are numerous competitors prevailing in the market. In order to
overcome them firm is focusing more on customer's current demand and taste in order to raise
goodwill in global market. In order to be in the leading position Accor is studying current
trends as well as adopts all the necessary changes in order to create tough competition for other.
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Focus on value and importance of marketing role in Accro.
In cut throat competitive world marketing department in Accro plays a significant role.
This directly assist them to create value and importance within enterprise (Cantor, 2017).
Marketing department is held accountable in introducing numerous promotional channels in
order to commercialize their product and services globally. By doing so targeted customers
attracted towards the unique service offered by hospitality firm which gradually sales sales ratio
to a large extent. Additionally, marketing department is liable for placing right candidate in
vacant position. By selecting best eye catching advertisement tools competitive advantages is
gained against rivalry.
Justify various ways Accro use marketing mix in order to achieve firm's goals along with tactics
method used in accomplishing set objectives.
Marketing mix is effective part of marketing which help an organisation to accomplish
long term goals and objectives within given time duration. Marketing mix have 7 elements which
are product, price, place, promotion, people, physical evidence and process. These will support
an enterprise in development of its goals and objectives (Sim and Heng, 2017.).
Product: The product element of marketing-mix must do what customers expect it to do.
For this, company must conduct market research and identify needs of customer's about
products.
Price: The price of product must reflect the attributes of target marketplace as best as
possible.
Place: Company must knowing the best and effective channels to promote its content
means understanding where as well as how they spend their time.
Promotion: For this company select best strategies of promotion. As it will support an
enterprise to gain better outcomes within given time period. For this, company uses different
channels of promotions such as social media, television etc.
People: This element is used by company by trained their employees to attract maximum
number of clients. This component will support an organisation in development of its success
and growth.
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Process: It is used by business to attract various number of customers easily. With the
help of supply chain management company can easily deliver their goods and services to the
client (Dolghin, 2018).
Physical Evidence: in order to use physical evidence, company must create eco-friendly
environment and provide quality products to the business.
Therefore, 7P's of marketing mix is more essential for Accro to achieve long term goals
and objectives. It will further assist an enterprise to attain long term goals and objectives within
given time duration. Along with this, marketing mix will also support company to introduce their
new products and services in marketplace.
Conclusion based on effective interrelationship between several functional departments.
From the above discussion it can be summarized that marketing department plays a
significant role in an organization . Effectively performing marketing departments creates
positive impact on operations of Accor. However, the relation between the finance and
marketing is optimistic due to which optimum utilization of the finance is done. Additionally,
Accor marketing department render numerous advantages to human resource (HR) department
as it aid them to recruit the deserving candidates within the administration. By building healthy
relation with marketing department and other department directly help firm to grow in global
market.
ACTIVITY 2
Explain how roles and responsibilities of marketing is associated with wider organizational
context.
In hospitality industry continuous unique services is provided to the customers so that
large section of customers can be attracted towards the service. In this sector numerous facilities
is provided to the customers in to bind them for longer time period. Marketing is considered as
the most significant component within an organization as it the base for building strong relation
with potential customers (Dumitru and Budică, 2016). In hospitality industry each department
perform diverse activities associated with other marketing departments there explanation are
beneath:
Marketing and human resource department: To attain productive results it is
important to build strong relation within marketing and human resource department within
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Accor. Human resource department and marketing both are interdependent on each other to gain
competitive advantages against rivalry. Placing right candidate in the vacant position in Accor is
done by HR and accordingly perform marketing activities so as to accomplish emerging needs
and wants of the customers in intense competitive world.
Marketing and Finance department: In Accor marketing and fiance department need
to share strong relation with each other departments in order to run the business smoothly. Due
to which organization is able to capture huge market ratio in competitive market place. Both
division work jointly as marketing activities involves huge amount of monetary value as it is
concerned with promotional activity, advertisement of the goods and so on. In to commercialize
the products at wider scale it is important to have huge funds. Deficiency of funds can be
overcome by assembling funds from banks, relatives, friends and other financial institution.
Strong relation within departments leads Accor towards their overall enhancement as compare
to competitors (Garcia-Gonzalez, 2016I).
Marketing and production departments: In marketing function adequate research
about market and customers of product is done. Accor marketing department needs to works
closely with production department. Product manufactured by production department is specified
by marketing department. It helps in identifying details of product to be manufactured for
customers according to their preferences. Marketing department set standards about product to
be manufactured by production department. This department set deadlines for volume of order
generated by marketing needs to meet within time schedule.
Discuss marketing strategy that captures mission and goals of the administration.
Accor's is coming up with innovative service which is in- room dining. The mission
statement is “ welcoming people beyond boundary line”. In to accomplish this statement they
motivate their employees to work hard day and night. By diversity marketing strategy is adopted
by Accor in order to attract large number of customer for the service.
Prepare a strategic marketing plan
Marketing plan is a written document which involves all the essential information of the
product which are, mission, vision, type of marketing tool used etc. Accor is coming up with in-
room dining which is creative service offered to the client . For this service marketing plan is
designed which is stated as follows:
Overview of company:
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Accor is a part of hospitality industry and over the years are working day and night to
meet the desire needs and wants of the customer. It is a leading French hospitality company
operating in hundred countries across the globe. Through innovation administration is able to
build loyal and potential customers. In Europe this is the largest hospitality company. Whereas,
sixth largest firm worldwide.
Strategic objectives:
 In order to attract customers for in-room dining service solo travelers are given 20%
discount for first three months.
 In order to grow sales ratio by 25% firm is providing this service to every customers so
consumers are aware about the innovative service.
Market research: Accor conduct market research in order to attain productive results. By
effectively scanning the external market management is bale to frame tactics effectively
(ndrawati, 2019). By assembling data from various sources like, primary and secondary research
business grow and develop gradually in global market place. The sources are explained as
under:
Primary research: In this case data accumulated from questionnaire, survey, sample etc.
are fresh and is not used by any other researcher in their findings. It helps Accor to better
understand emerging needs and wants if the customers. It assist them to make strategies
accordingly to pull customers for in-room dining.
Secondary research: Here, the collected information from articles, books, journals etc.
can mislead researcher in their finding as it is used by many researcher in their findings. In this
the chances of error is high and less productive results are achieved. Accor examine the data
gathered from secondary research in order to make necessary improvements as per customer
expectations.
STP: Accor need to determine customers and market before marketing and offering in-room
dining services. Positioning of product to targeted market and segmented market will help in
earning market share and profits (Kamaamia, 2016.).
Segmentation: It is dividing market into segment from large population on bases on
geographic, demo-graphical, lifestyle. Segmentation helps in-room dining in identifying potential
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Targeting: Targeting is selecting potential customer for product. Accor is targeting
family and solo travelers by providing in-room dining facilities. Company is serving this services
to potential customers at affordable prices.
Positioning: This strategy aims to make position of product in mind of people. This
positioning strategy is used for in-room dining in order to pull customers again and again for the
service.
Marketing mix: This explained as set of marketing tools which firm adopts in order to
pursue marketing set standards in targeted market. There are 7ps of marketing mix adopted by
Accro to grow business successfully . Below are the expatiation of the points:
Product: In- room dining is the creative service offered by Accor for the client. In order
to bind customers for longer time duration they come up with creative product and services.
Price: The prices set for the service is affordable in nature so that targeted customers can
enjoy the service. With the phase of time and demand of in-room dining service firm changes
price strategy (Koehn, 2018).
Place: This service is available in five star hotels and customers can easily reach to the
in-room dining service.
Promotion: Social media platform is adopted by Accor in order to promote in-room
dining services globally.
Physical evidence: Here, customers visiting the place can enjoy the service in Accor can
be attained.
People: Accor design the services by analyzing customers preferences. Also, feedback
are studied in order to make improvements in in-room dining services.
Process: Accor changes it's process according to the demand of the customers. By doing
so productive outcomes is attained in set time frame.
Marketing budget: To grow the business of new service it is very important to have sufficient
budget. Lack of funds delays business function to a large extent in cut throat competitive world.
The estimated budget is as follows:
Basis Amount ($)
Promotional activities 8000
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Catalogues 5000
advertisements 9000
Total 22000
Measures for monitoring as well as evaluating progress:
In order to monitor and evaluate the plan in context of marketing, respective firm can
undertake some measures for attaining the goals. The above provide plan can be measures
through MIS, monitor clients preferences as well as needs. Moreover, plan of action will aids
respective firm manager evaluate in efficacious manner so that its goals can be accomplished at
stipulated time periods. Also, this will assists company to attain sustainability for longer time
periods (Sar, 2016.).
CONCLUSION
From the above report it can be summarized that by performing assigned roles and
responsibilities of marketing function in hospitality organization it become easy to achieve set
goals and objectives. By scanning the external environment strategies can be framed accordingly
in order to gain competitive advantages against rivalry. To grow the business successfully in cut
throat competitive world business associates adopts marketing mix. By effectively implementing
marketing mix in working premises set objectives can be attained in the set time frame.
Additionally, marketing plan is prepared by examining all the aspects occurring in dynamic
environment so that formulated marketing objectives can be achieved in global market.
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