Analysis of Ritz Carlton's Marketing Strategies

The assignment provides an in-depth analysis of Ritz Carlton's marketing strategies, including its business operations and management practices. It also explores the intersection of hospitality and healthcare services quality, human resources, and marketing. The report concludes that Ritz Carlton has many branches worldwide and runs a top-level business.

Hospitality marketing
essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
LO1..................................................................................................................................................1
Roles and responsibilities of marketing function within Ritz Carlton........................................1
Discussing roles and responsibilities of marketing relating to wider organisational context.....2
Analysing roles and responsibilities of marketing in context of marketing environment..........4
Analysing significance of interrelationships between marketing and other functional units of
Ritz Carlton.................................................................................................................................5
Critical analysis of key elements of marketing function and their interrelation with other
functional units............................................................................................................................6
LO2..................................................................................................................................................6
Comparing ways in which different organisations apply marketing mix to marketing planning
process.........................................................................................................................................6
Evaluating tactics applied by Ritz Carlton..................................................................................9
LO3..................................................................................................................................................9
Developing basic marketing plan................................................................................................9
Producing detailed, coherent, evidence-based marketing plan.................................................10
Designing strategic marketing plan by using 7ps.....................................................................11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13
Online .......................................................................................................................................14

INTRODUCTION
The term marketing is defined as an act as well as process in order to buy and sell goods
and services. It also means to create advertisements for a product (Burmann, Piehler and Löwa,
2015). Thus, in following report, Ritz Carlton has been taken into consideration. It is an
American company that has 91 luxury hotels and resorts in 30 countries and territories.
Thus, in following report, roles and responsibilities of marketing functions and their
relation with other functional units has been discussed. Further, comparison has been done
between two competitors i.e. Ritz Carlton along with Hilton with help of marketing mix. Thus,
basic marketing plan and tactics applied by Ritz Carlton has been highlighted.
LO1
Roles and responsibilities of marketing function within Ritz Carlton.
Marketing functions is a term that mainly starts from identifying the needs of customers
and end with satisfying those needs of them (Davis and et.al., 2018). The functions that are
universally involved in marketing are buying, selling, transporting, storing, standardizing,
grading. It also includes financing, risk taking and securing information of market. The main
function is promoting goods or services in such way that it helps in attracting customers towards
the organisation.
Hospitality organisation
The term hospitality industry refers to as broad category in which different services are
included as lodging, event planning, theme parks, transportation, cruise line, travelling and
additional fields with tourism industry (Dzhandzhugazova and et.al., 2016). Ritz Carlton is an
American company that basically operates hotel chain that is luxurious. It is a subsidiary of
Marriott International.
Location and activities of hospitality organisation
Various activities have been undertaken in Ritz Carlton as the yoga warrior where people
experience truly unique workout that blends yoga poses that are traditional having graceful
moves. They also undertake pottery classes which includes creating own masterpiece such ash
containers, jewellery holder or candle holder. It is headquartered in Chevy Chase, Maryland, that
is located inn Washington, D.C.
Roles & Responsibilities How is it executed in the selected Organisation
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1. Promotion
Marketing manager of Ritz Carlton has to attract customers
by running promotions during certain times. They must
promote through different channels that includes advertising
through television or social media. They must include clear
and true information about products or services they are
offering to guest.
2. Price The manager of marketing has to manage the price
accordingly so that it helps in attracting customers towards
Ritz Carlton at one instance.
3.Service management The marketing manager collects information about the
requirements of the audience and accordingly distribute or
manage services. Thus, they have to share information
regarding this with other employees in order to offer
excellent service to customers.
4. Distribution They should have excellent communication skills in order to
distribute the desire and needs of the customer at time. The
distribution should be in such way that it helps customers in
choosing Ritz Carlton.
Discussing roles and responsibilities of marketing relating to wider organisational context.
Marketing is an important tool in modern business organisations as it involves
understanding the customers and their demand in marketplace, build relations with them that
leads in achieving higher profit. Thus, roles and responsibilities of marketing with orther
departments has been discussed as per following context.
Marketing and Food and beverage
In terms of food and beverage the role of marketing manager is to boost the brand so that
it will help them to convince customers to select this particular service rather than any other
available (HHSA and Verma, 2015). Thus, it includes following elements as are-
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 Positioning Brand of Ritz Carlton- the marketing manager has to make people aware
about the brand and services offered by them. Thus, Ritz Carlton has to make position in
market as having best and high quality product at lower price as compared to others. Product Packaging- as it is a fact that any product or service offered by the selected
company will be judged by the cover or packet. So marketing manager of Ritz Carlton
has to make sure about the packaging of the product. They must ensure that it is so
attractive that it helps in attracting large number of guests towards it.
Marketing and Human Resource management
Ritz Carlton needs to attract profitable customers to achieve sales rate of the company,
but it is difficult to get the top talented and skilled person (Schaefer, 2015). So for this marketing
manager has to position and market proposition so that it looks attractive. Thus, it includes
following elements as are-
 Attracting right talent-it is difficult to get staffing decisions right at first time. Thus, the
secret to attract such talent requires skills of HR and their strategy. Thus, if they want to
be a top developer of the service they need creative and unique ideas that will be gained
with proper training. Keeping people happy- the main rule is to keep people happy by promising about the
service they can deliver. If marketing manager fails in delivering promised products then,
it will affect the standard of customers, their loyalty and trust which later leads in
decreasing or collapsing brand image.
Marketing and Purchasing/accounting
The department of accounting or purchasing monitors the financial condition of Ritz
Carlton (Hill, 2017). Marketing department manages the sales of business so it must work
closely with accounting department in order to monitor trends in business and efficiency of
promotion of sales. Thus, it includes following elements as are-
 Reports of marketing- marketing department sets program in order to increase sales
with help of advertising or promotions. For this they prepare a variety of reports that is
designed to assist the management in processes of strategies of sales that work. So they
have to work close to account department so that the advertisement done is within the
confines of budget of Ritz Carlton and it does not face financial crisis.
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Analysis of Ratio- management is always concentrating on realtionship between sales and costs
which is known as ratio. Thus, the work performed by both department should be closer in order
to monitor ratios of advertising and marketing expenses to gross sale.
Marketing and Reservation
Reservation means to book or reserve any type of service required by guests. The main
role of marketing is to advertise about the rooms or accommodations that are available in
attractive and creative way so that guests get easily attracted towards them. Thus, both the
departments must work closer in order to skip any type of misunderstandings of the availability
of rooms. As such misunderstandings may affect an image of a brand.
Marketing and Front Desk Services
In this service the role of marketing manager has to check the availability of list of rooms
for future accommodation in terms of number of guests expected by them (McDonald and
Wilson, 2016). Thus, this data is maintained by the front office department, so both has to work
closer that leads in successful booking without any type of conflicts.
Marketing and Room division
The main function of this department is to keep complete record about rooms and update
the status accordingly. This helps the marketing manager to promote complete information about
availability of rooms so that it attracts high number of guests that leads to high profitability.
Analysing roles and responsibilities of marketing in context of marketing environment.
The term marketing is referred to as action of business in promoting and selling products
or services that includes research of market and advertising.
Role Responsibility How do they Relate to each other and to
the Marketing environment
1. Deciding about
what has to be
pushed out into
public.
Marketing manager
Technological factors affect the
marketing manager of Ritz Carlton.
Thus, there is a great change in today's
trend of customers so they have to
update their technology in such way that
they can easily reach their services to
them. This will help them to get up to
date information and can easily compare
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between different competitors and select
the best one.
2. To check mistakes
and says something
ordinary that excites
and generates
interest.
Production manager
Social factors affect the to a large
extent. Thus, they has to know about
changing taste and preferences about the
audience so that it helps in producing
goods and services as per the desire of
the customers and check whether the
goods and services produced by the
selected company matches their desires.
3. It helps in
achieving success by
determining the
strategies or plans
used are correct or
not in terms of
customers desire.
Research analyst
Economic factor affect the business to
large extent as to achieve success the
analyst has to research about the
changing trend that require finance.
Thus, they have to maintain the finance
so that it wont face any type of financial
crisis.
Analysing significance of interrelationships between marketing and other functional units of Ritz
Carlton.
The term marketing is a set of activity or process in order to create, communicate, deliver
or exchange goods and services that have value for customers or clients to large extent (Ivanovic,
Perman and Grlj, 2015). Their function is to identify needs of customers and accordingly fulfil
them. Thus, there is interrelationship between marketing department and other functional units of
Ritz Carlton.
Marketing department has to work closely with production department in order to ensure
that the volume of orders that are generated can be easily met within specific schedule. It is
important to work together as to ensure that adequate research and development is planned so
that it helps in satisfying the needs of customers.
The marketing department will have to also connect with human resource department in
order to ensure that skills of staff are in place so that they can research and develop new ideas in
terms of production and meet the targets or create ambitious and competent team of sales.
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Critical analysis of key elements of marketing function and their interrelation with other
functional units.
The functions of marketing are the significant and essential part of Ritz Carlton. Thus, the
marketing functions are related closely with other departments (Lovelock and Patterson, 2015).
Finance department is connected with marketing department as the functions of
marketing requires economic resources for implementation and planning among business, so it is
provided by finance department of the company. the function of marketing requires adequate
communication to work. So there is a close link between marketing department and other
functional units of Ritz Carlton.
Thus, if they have to offer discounts or offers then they will have to communicate with
product manager regarding food and beverages.
Further, they will have to communicate with house keeping department in order to attract
customers by giving actual information about inner facilities that are available in Ritz Carlton.
It department maintain the system that are available in Hotel. Therefore, they have to give
up to date information about equipments that are used so that they cabn work without any
trouble.
LO2
Comparing ways in which different organisations apply marketing mix to marketing planning
process.
The term marketing mix is defined as combination of factors that company can
control in order to influence consumers in order to purchase its products or services (Joshi,
2017). Thus, comparison is done with helps of marketing mix as per below context-
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Illustration 1: Marketing Mix
(Source: The Marketing Mix 4P’s and 7P’s Explained, 2014)
Elements of (7Ps) Ritz Carlton Hilton
1. Product They offer the finest facilities
and personal services to
guests. They also offer
spacious room, comfortable
settings, private baths and
internet connection. This helps
them in attracting large
number of customers towards
their brand.
The rooms offered by them are
crafted with modern and
advanced amenities. Hilton
also provides exclusive
membership and discounts on
products and services.
2. Price They have adopted premium
pricing strategy. They serve
high profile elite class' people
and dignitaries who do not
mind spending extra for
They adopt premium pricing
policy. They provide top class
services to guests that makes
the visitor to pay extra cost.
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luxurious settings. For such
people it matters more to have
extra comfort even if cost is
high.
3. Place They started their operations
from United States and has
captured thirteen countries in
overseas market. It has its
headquarters based at
Maryland in United states.
They provide their services in
84 countries across globe and
covers 6 continents with 570
properties.
4. Promotion They have adopted mouth-of-
word promotional strategy.
This means that the
distinguished guests are
satisfied with products that are
offered to them and tell to
other people they know. This
helps in creating vocal chain
which creates higher customer
base.
They choose unique
promotional activities that
makes them different from
competitors. The team and
staff of Hilton focus on
marketing strategies in order to
bring unique marketing
indulgence.
5. People The employees of Ritz Carlton
are trained so well that they
rep[resent the hotel by services
offered by them attract
customers.
Employees of Hilton are
trained in such way that they
are motivated in performing in
attractive and creative manner.
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6. Physical Evidence They offer luxurious facilities
and high tech interiors. They
also have huge spa. This
ambience help guests to easily
attract towards Ritz Carlton.
They have family friendly
environment that attracts
customers with family to spend
some quality time.
7. Process The process is to identify
service professionals that are
committed and use unique
process in order to respond
quickly to customers.
They have to identify the
requirements and offer service
accordingly in order to achieve
customer loyalty.
Evaluating tactics applied by Ritz Carlton.
Tactics applied by Ritz Carlton are that they promote employees ambassadors on social media by
allowing brand to provide them with insiders point of view or guide from an experts on relevant
topic.
Another tactics applied by them is that they put loyal stops for customers who behave
loyal with brand. This will help the selected company to get closer to loyal customers. They
started giving options to guests to select rooms of their choice. This made the cited hotel to boost
up their success as they achieved their targeted objectives with help of these tactics.
LO3
Developing basic marketing plan.
COVERED IN POSTER.
Marketing Budget
Travelodge is investing 25 million euros into integrated marketing campaign and invested
100 million Euros in upgrading and modernising rooms across estate.
Producing detailed, coherent, evidence-based marketing plan.
Producing detailed, coherent, evidence-based marketing plan.
The detailed, coherent, evidence-based marketing plan are as follows-
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 Product- the product offered by company must be of high quality. They must fulfil
requirements of consumers with high quality and best products and services.
 Place- the location of store must be approachable for audiences because service
availability is very much important for growth of Travelodge.
 Price- it is the most essential ingredient. They must use unique method of pricing as high
quality product and services at low cost.
 Promotion- the promotion of the products and services must be so vast that all
information may reach easily to target customers.
 Process- Travelodge must have customer focused business operation process. This will
help them in providing customer focused effort to excel in business.
 People- people play important role in pulling customers towards hotel so they must build
good relation with customers to achieve high profitability.
 Physical evidence- this is also an important part as it plays a role of gaining attraction of
customers. So Travelodge has to maintain this feature.
Designing strategic marketing plan by using 7ps.
Business Objective Marketing Mix & Strategy Tactics Monitoring & Evaluation
To grow business
worldwide
Promotion They must promote
their business all
over the world with
creative and
innovative ways.
They must monitor on each
elements before the event of
promotion begins.
To attract large
number of
customers
Physical evidence
They must
maintain
communication
with customers by
listening to their
problems and
respond to it
quickly.
They must monitor on
feedback of customers and
make changes accordingly.
Provide good
services at
affordable price.
Price Money is the first
priority, so they
must maintain
price by reducing
raw materials'
wastage.
Monitor on discounts offered
by the Travelodge in order to
maintain financial crises.
CONCLUSION
In above report, it has been concluded that Ritz Carlton has many branches all over the
world and it is a top class American company. The interrelationship between marketing and
other functional units has been highlighted that helps in analysing the marketing objectives and
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achieving high profitability. Further, with help of comparison between two leading hotels, it has
been analysed that Ritz Carlton runs business in top level.
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REFERENCES
Books and Journal
Burmann, C., Piehler, R. and Löwa, A., 2015. Strategy changes, flexibility and brand
management. In Management of Permanent Change (pp. 217-240). Springer Gabler,
Wiesbaden.
Davis, B. and et.al., 2018. Food and beverage management. Routledge.
Dzhandzhugazova, E.A. and et.al., 2016. Innovations in hospitality industry. International
Journal of Environmental and Science Education. 11(17). pp.10387-10400.
HHSA, B. and Verma Ph D, R., 2015. The Intersection of Hospitality and Healthcare: Exploring
Common Areas of Service Quality, Human Resources, and Marketing.
Hill, T., 2017. Manufacturing strategy: the strategic management of the manufacturing function.
Macmillan International Higher Education.
Ingram, T.N. And et.al., 2015. Sales management: Analysis and decision making. Routledge.
Ivanovic, S., Perman, L. and Grlj, I., 2015. Impact of technological development on business
efficiency in the food and beverage department. UTMS Journal of Economics. 6(2).
pp.321-330.
Joshi, B.P., 2017. High altitude hospitality. Journal of Tourism and Hospitality Education. 7.
pp.62-82.
Kumar, V., 2015. Evolution of marketing as a discipline: What has happened and what to look
out for. Journal of Marketing. 79(1). pp.1-9.
Lee, J.W. and Kwag, M., 2017. Corporate marketing strategy using social media: a case study of
the Ritz-Carlton Seoul.
Lovelock, C. and Patterson, P., 2015. Services marketing. Pearson Australia.
McDonald, M. and Wilson, H., 2016. Marketing Plans: How to prepare them, how to profit from
them. John Wiley & Sons.
Schaefer, C., 2015. Ritz-Carlton Practices for Building a World-Class Service Culture.
Solomon, M., 2016. To deliver Ritz-Carlton quality customer service, you need both
empowerment and standards. Parking.
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