Hospitality Marketing Essentials : Hilton
Added on 2021-02-19
12 Pages3415 Words35 Views
MarketingData Science and Big Data
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Hospitality MarketingEssentials
Table of ContentsINTRODUCTION...........................................................................................................................1LO 1 ................................................................................................................................................11 Explain the role of marketing and how it interrelates with other functional units in ahospitality organisation..........................................................................................................1LO 2 ................................................................................................................................................52 Compare ways in which hospitality organisations use elements of the marketing mix (7Ps)to achieve overall business objectives....................................................................................5CONCLUSIONS..............................................................................................................................9
INTRODUCTIONMarketing is the study of relationship among customer. It is the process of makingrelationship and satisfying customers with focus on increasing profits and sales of theorganisation (Kotler and et.al., 2018). Also it is a activity done by companies to promote buyingand selling behaviour of the products and services. Following study is based on the Hilton whichis leading brand in global economy in hospitality sector. It was founded by the Conrad Hilton in1919. I has more than 586 hotel in different locations. This study will includes the differentmarketing processes and role and responsibilities of a marketing manager. It also highlights themarketing influences on other departments and importance of marketing.LO 1 1 Explain the role of marketing and how it interrelates with other functional units in a hospitalityorganisationMarketing processMarketing:- marketing is process of promotion of products and services so in influences thebuying behaviour customers (Shaw, 2016). It id a customer oriented process where it focus onthe consumers and their needs. It mainly focus on satisfaction of customers and retaining thecustomers. Marketing process consist five major steps-11Mission11Situation analysis11Strategic marketing analysis 11Marketing mix planning11Marketing implementation and controlMission:-it means that preparation of mission statement in which it contains objectives of thecompany which are going to be achieve in the future. For hotel Hilton it have to set the plans ofexpansion of business in UK and set objectives which have to achieve (Du Preez and Bendixen,2015). The statement show that why is company exists in market and how it can benefits itsclients.Situation analysis:- in means that analysis of situation which the company have to face in thefuture and analyse that what are future opportunities and what will be difficulties should be facein future. For that Hilton can analyse what is culture of UK, what is taste of customers andwhat they prefer to have,who are competitors of the company and what they are providing to1
society (Ritter and Geersbro, 2018). Also Hilton have the strength of strong channel of deliveringthe services so it can analyse how it can utilise it strength.Strategic marketing analysis:- it means that the find out target section of markets or to setaudience that the company is going to target (Ardito and et.al., 2019). After evaluation of targetsection Hilton should set measurable goal that should be achieve in the near future and developa budget for achieve goals and objectives.Marketing mix planning:- marketing mix refers to the use of marketing mix elements. In thisstep Hilton needs to set the it process of development of the products, price of products andservices that should be achieve, promotion activities which are adopt by company which coverthe more and more no. of customers and decide the place of distribution.Implementation and control:- It means that after making the plan steps it to implement planor put the plan in action and check that plan is working properly or not and control the plan andif it is not working properly than take corrective actions.Role and responsibilities of a marketing managerMarketing manager:- marketing manager is a person who regulate and control the activitiesrelated to marketing also develop marketing strategies and line up goals and objectives of thecompany. The marketing manager play vital functions in an organisation which are as followsIllustration 1: marketing process overview(source: The Definitive Guide to the Strategic MarketingPlanning, 2017)2
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