Hospitality Marketing Essentials: Roles, Responsibilities, and Strategies

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This report discusses the importance of marketing in the hospitality industry, specifically in the hotel sector. It explains the key roles and responsibilities of the marketing function and how they relate to the wider organizational context. It also compares the marketing strategies of different hospitality organizations and provides a basic marketing plan for a hospitality organization to meet its marketing objectives.

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Hospitality Marketing
Essentials

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INTRODUCTION
Marketing is a strategy by way of which a company undertakes to promote its products through
various marketing strategies(Ashton,2018). It includes various activities such
advertising,circulating, promoting, selling products and services to consumers and other
businesses. A strong marketing is imperative for any business establishment, therefore
hospitality industry is no exception as well. The hospitality industry consist of three key
parameters covering tourism, hotels, food and beverages. Marketing industry is essential as it
contributes in generating revenue which strengthen the economy(Avi,2021). The hospitality
industry further classified into several categories out of which hotel sector is the most potent area
which contributes maximum in the economy. Therefore it is very important to maintain the
stature of the hospitality industry by way of promoting its essentials and adopting better
marketing strategies( Rahman, 2021). The concern entity in this report is the Rosewood London
situated at London in UK. This report will cover the key roles and measures along with the
responsibilities,together with other departments to adopt systematic approach for marketing and
In addition, highlights comparison and marketing strategies for the Rosewood
London(Sardar ,2021) .
TASK
P1 Explain the key roles and responsibilities of the marketing function.
The marketing department is the main engine which pulls and undertakes its marketing strategies
to its destination(Dani, 2021). Likewise, the Rosewood London Hotel too has an industrious and
creative marketing department which plays all the important roles of its marketing operations.
On and off they play very important role such as:
Role of marketing
Market Research- The main role marketing department is to conduct authentic research
and analyse the current market trends with the view to obtain relevant information about
the needs of the consumers. Similarly, the concern marketing department of the
Rosewood Hotel is entrusted with the same role to go through the gathered data and
identify the customers requirements and take measures to avail the expected services to
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their costumers. This process initiates with the research collected and stored in industrial
database and monitoring the customer review by taking their feedbacks in person or
through online(Tiwari, 2021). This makes hotel department to identify their shortcomings
in their exiting services and attempts to make improvement in their service based on
customer feedbacks and suggestions.
Spread Awareness- the identity of any hotel reflects from its market reputation, name
and its brand, therefore it is very important to maintain its market value and reputation by
creating brand awareness. In order to create a positive brand awareness of the Rosewood
Hotel it is the responsibility of the marketing department and the other hotel staff to
maintain the basic standards and service delivery that satisfies the customers(Negi, 2021). Building Customer relationships- face to face interaction with customers is fairly
important to build customer relation. It is essential to built trust and confidence in the
minds of the customers. Customers has the potential to make any hotel popular for
experiencing impressive service of the hotel which they share on social media which
helps in promoting hotel. Hotel industry is customer oriented business, therefore the main
priority of Rosewood London should be to welcome and treat its every customer with
respect.
Responsibility of the marketing
Despite important role to play, there are various crucial responsibilities which needs to be
address by the marketing department in order to bring good business to the hotel. Likewise, the
managers of the Rosewood London needs to manage several responsibilities which are mention
below:
Putting the facilities- promotion is imperative function which needs to organise and
perform daily by the marketing department. The marketing department of Rosewood
London needs to organise and spread the positive aspects of the hotel and promotes its
quality of services supported with relevant data and costumers ratings. The managers are
required to address its staff and guide them to take follow up with the customers. The
managers are also directed to organise events with the purpose to promote and generate
more business for the hotel(Dimitropoulos, 2018).
Liaison with managers and staff- hotel industry is association of many departments,
which runs within the hotel premises. The manager of Rosewood London is obliged to
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maintain the coordination between the different concern departments to run hotel affairs
smoothly. Therefore , all the hotel faculty are required to make thing arrange up-to-date
and there shall be no inconvenience face by the any of its customers due to
mismanagement. Managers should deploy help desk at different hotel premises to assist
the customers(Ekroll, 2019).
Overseeing budgets- The budget is another crucial responsibility that lies with the
manager. Separate budget should be allocate for the marketing in order to make proper
marketing strategies. The allotted budget should be spend wisely and with proper
planning .
P2 Discuss how roles and responsibilities of the marketing relate to the wider
organizational context.
Having said that, the hotel administration is the association of several department and in order to
run hotel activities without any disruption the coordination among all the departments is
important. The Rosewood London hotel , if , wants to maintain its reputation needs to work
effectively. The amenities and services of the hotel should be clean and available with ease to the
customers. Standard of Genuine service should be maintained and a common understanding
among the staff should be active in order to give the best service to its customers collectively.
The followings are the inter link of marketing with other unit of the organisation(Gutiérrez-
Martínez, 2019).
Marketing and finance department- the finance department in entrusted with the role
of managing funds of the business. On the other side the marketing department promotes
the business and its services. Both the department is essential, the marketing department
has to closely work with finance department to ensure that it the adequate budget for the
marketing department is ascertained and timely amount is being provided so there may be
no delay in its operation. The foremost objective of marketing unit is to conduct research
and promote the availability and quality of it product and services. Both the department
are equally important and the coordination between both is highly expected(Duhamel,
2019) .
Marketing and Human resource department- Human right department is the primary
department in any industry, the work they do is to maintain and regularise the activities as

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per the prospects of the company. The Rosewood London marketing department needs to
maintain the coordination with the HR team to make sure that the candidates which the
HR appointing for marketing department must be creative, skilled and expert in
marketing field. Therefore it is imperative that the HR recruits the candidates as per the
requirement of the marketing department to make team of creative members which helps
in creating productive tactics to promote hotel so that high revenue can be
generated(Elshaer, 2019).
Marketing and Research and development department- the R&D unit is given the
role to initiate research on the latest trends and technology which may beneficial to the
hotel premises and operation by incorporating it in the business. The Marketing and
Research and Development department together has an important role , the marketing
unit with the suggestions of the research and development unit can bring change into its
strategies by adopting the latest technology which may benefit the business.
TASK 2
P3 Compare the ways in which different hospitality organisations apply the marketing mix
to the marketing planning process to achieve the business objectives.
Marketing mix is a strategy which every hospitality industry uses to promote its products and
services(Jooss, 2021). This strategy includes promotional tactics which are adopted by the hotel.
There are 7Ps which are mentioned below with a deep comparison of Rosewood London with
the Marriott Hotel-
Product – it is a thing or a service which the hotel offers to its customers. Product
includes, accommodation, amenities, food and beverage, transport service and many
others.
Price- the value of product which the customers pay in the form of consideration and
avails the service of the premise offered by the hospitality industry.
Place- the location where the hotel situates and delivers its services.
Promotion- it an strategy that the industry adopts to make its business more popular and
profitable by way of promotion. For example, advertisement in newspaper, digital
marketing, mouth to mouth marketing etc.
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Process- its the procedure that is followed on daily basis by the hotel administration. The
process and is to provide the best service to its customers.
People the faculty of the hotel industry who performs their obligations and
responsibilities in the form of duty which is to make their customer satisfied by providing
them the best services available to them.
Physical evidence- it denotes to all the visible things attached or exist within the premise
that is visible to the customers and which makes customers attracted including services
and product that the hotel offers is the physical evidence(Burbach, 2021) .
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Marketing Mix Intercontinental hotel Rosewood hotel
product The intercontinental
hotel serves the
services such as
accommodation, food
and beverage and the
many recreational
activity.
The services that are
provided by Rosewood
hotel are divided into 3
parts that is core, actual
and the augmented.
They have services
such as
accommodation, food
and beverage and many
recreational activity.
Price The pricing strategy
that is used by
intercontinental hotel is
hybrid pricing strategy.
The hotel is very much
luxurious with the high
class customers and
that's why they uses
premium pricing for
their service.
The Rosewood hotel
pricing strategy
includes and varies
from different location
where the hotels are
situated which helps in
maintaining its value in
the market. They are
having premium
pricing strategy for
high class business and
skimming pricing for
middle class guest.
place The intercontinental
hotel is doing their
business on a global
scale and have their
hotels in multiple
locations. It provides
The Rosewood hotel
expand its business in
many countries such as
UK, India. It has global
business which have its
hotel locations near

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its services in many
countries, so in order to
get their services
customer can book the
services from travel
agents and it also
allowed websites
booking to avail
services.
highways and airports
in order to make sure
that customers are
availing services
easily.
Promotion The hotel is working
on a global scale and
offering high standard
quality services. The
intercontinental hotel
uses traditional strategy
of marketing in order
to make promotions of
its amenities and
services. They also
uses digital marketing
such as social media,
emails to promote its
services.
The Rosewood hotel is
making its promotional
activities on the digital
mode and focuses to
target the customer
from the digital media.
They advertise and
organise campaigns to
promote their services.
process The hotel is equipped
with the modern
technology and
generates services
which required skilled
and professional staff.
The intercontinental
The Rosewood hotel
works in very clear
manner to provide
utility customer
services, comfortable
stays and efficient
bookings. They allows
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hotel used equipments
that are technology
driven such as
contactless key, check
ins in terms of in terms
of attract the
customers.
their customer to
automatically book
services.
People The intercontinental
hotel having a
workforce that is
skilled, creative and
talented who manages
the activities of the
organisation. They
have skilled and
knowledgeable
workforce which
maintains strong
customer relation in
order to have customer
trust.
The Rosewood hotel
focuses on providing
trainings to its
employees in order to
serve their guests with
high quality services
and motivate them to
provide outstanding
services to make
customers satisfied .
Physical evidence The hotel is having a
high class
infrastructure which
enhances and depict its
quality. They are
having colours in its
infrastructure to attract
new customers.
The Rosewood hotel
having very grand
interior and the
attractive ambience that
attract customers to
offer services again .
They focuses on
customer loyalty make
them feel satisfied with
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best experience. s
P4 Produce a basic marketing plan for a hospitality organization to meet the
marketing objectives.
Executive summary
The Rosewood hotel in London is famous for its hospitality services, from
the very starting the customer's were really satisfied with the services provided and
the amenities given to the customer's. In this luxury hotel of UK which is situated
in London, earlier there was a building as a headquarter of the Pearl Assurance
Company. But, after the supervision of the English heritage the building known as
Pearl Assurance Company got transformed into the most luxurious hotel
“Rosewood London”. To, open a new franchise in London they want to use their
existing loyal customer's(Huang, 2018).
Situation
SWOT analysis
Strengths
The brand plays a massive role in the
hotel, by the brand name only the hotel
get the customer's.
The place decide the success of the
business, and the Rosewood situated in
such a place at London, where the
crowd has an eye on the hotel.
The way of presenting the amenities
attract the customer's, the Rosewood
have a great presentation on digital
websites.
Weakness
The Intercontinental hotel no economic
hotel which can attract middle class. It
has elite high class people as target
customers
The Rosewood have unsatisfactory
room services.
Due to expand their business, the hotel
is facing the foul management
operations.

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Threats
The famous threat in every business is
competition, which is also facing by the
Rosewood, there are some luxury
hotels also which give the high
competition.
The Rosewood hotel has a threat to get
copied the facilities by the other hotels.
Then, there is no difference in
Rosewood and the other hotels.
Opportunities
There is an opportunity to capture the
whole market due to the worldwide
expansion of their business.
The hotel was established at the time of
World war I, it creates the opportunity
for the hotel to maintain its reputation.
Objectives
The main objectives of the Rosewood hotel behind the expanding its branches are-
To capture the whole line of this hotel business(Jingjiang, 2021).
To get high profit. To increase the sales by 70%.
Segmentation, Targeting and Positioning
Segmentation
The Rosewood has segregated on the basis of its facilities provided, which attract to those
class of persons who wants ultra luxury treatments internationally.
Targeting
Rosewood target's are the rich class people, who will be ready to pay the high amount of
charger for the luxury treatments.
Positioning
It holds the top position in the business line of hotel's due to its luxury services, which
give the full satisfaction to their guest. The customer's came because they didn't found that
similar facilities in any hotel(Jooss, 2021).
Tactics
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Marketing Mix
There are 7Ps of the Rosewood hotel marketing mix;
Product- There are three areas in which the Rosewood hotel offer its services; in the
accommodation, in food and beverages and in the leisure activities like gym, swimming,
spa etc.
Price- The price of the hotel is set for the high class only, this strategy to set the high
price maintain the reputation of the hotel and also the decorum.
Place- The main branch of Rosewood is in London, but there are many other branches of
it in the world wide. It will give easy way to book their place in the hotel from anywhere
and the every branches will give the same satisfaction of Rosewood.
Promotion- The popularity of the hotel is due to the publicity done by the hotel, for the
publicity they spend huge amount on internet and also by following the latest trend to
heir the popular actor for the promotion.
People- The employee's of the hotel are well disciplined, skilful and talented who
provides the services with the warm greets and regards and also get success in satisfying
the customer needs( Ruël, 2021).
Process- easy process to get the facilities attract the customer, the Rosewood made its
process very simple by accepting digital money and without any informal formalities.
Physical evidence- the infrastructure of the hotel become its real evidence to visit the
place again, the Rosewood have a luxury furniture and an ambience, which attract the
customer's.
Budget Distribution
Particulars Amount (£)
Commerce 10000
Publicity activity 20000
Plant and machinery 120000
Media printing 7000
Total 148000
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Action plan
Objectives Strategy Tactics Control and
measure
Time period
To capture the
whole line of this
hotel business.
To achieved this
objective the
hotel expand its
branches all over
the world, which
is a real strategy
to capture any
competitive
market.
By using social
media platform, the
online
advertisement of
the hotel promote
its business and
attract large
number of
customer's.
It shall be
measured by
number of staff
member's , who
were highly
educated and
degree holder in
the subject of
Hospitality.
10 months
To get high profit The offer's will
always get the
attraction of the
customer's and
also the facilities.
The well satisfied
customer will
always do mouth
publicity which
gives more
customer's to the
hotel.
Providing the best
meal and drinks
which customer
hardly found
anywhere, also
give some
complimentary
drinks in breakfast,
lunch or dinner.
It shall be
measured by the
number of
customers who
visit within the
particular period
of offer.
12 months
To increase the
sales by 70%.
It will get achieve
to give the special
offers for the
Organise events
and parties in the
auditorium or in
It can be
measured by the
number of
18 months

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couples, and also
make the hotel
available for the
events.
the conference hall,
which gives the
extra income
source to the hotel.
events and
programmes
held in the hotel.
Controlling and monitoring
In Every business it is really necessary for success to control the business operations, the
term controlling means to overlook all the functions and activities and to supervise the work
whether it would be done on time and within the budget. This is not enough only to get the
success its also important to monitoring the activities, the term monitor means comparing the
actual performance of the company with the planned one. The Rosewood perform both the
activities their controlling is way better to the others and they do the monitoring to compare their
task with the other companies(Burbach, 2021) .
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CONCLUSION
It is concluded from the above report that marketing is an essential feature for an
organization. In view of the hospitality industry, the marketing plays crucial role and obligations
in order to advance its activities and services in efficient manner. In order to provide the best
customer service the employee's will be well trained and educated who knows the way to serve
and who have the polite sound and with the cool nature. Like the Rosewood hotel has an efficient
and skilled marketing department who played their role with their ability. The well developed
marketing plan of the Rosewood hotel help the company in successfully opening its new branch
hotel.
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REFERENCES
Books and Journals
Ashton, A.S., 2018. How human resources management best practice influence employee
satisfaction and job retention in the Thai hotel industry. Journal of Human Resources in
Hospitality & Tourism, 17(2), pp.175-199.
Avi, M., Rahman, A. and Sardar, S., 2021. Application of Innovative Technologies in the
Tourism and Hospitality Industry of Bangladesh: Challenges and Suggestions.
In Technology Application in the Tourism and Hospitality Industry of Bangladesh (pp.
369-379). Springer, Singapore.
Dani, R., Tiwari, K. and Negi, P., 2021. Ecological approach towards sustainability in hotel
industry. Materials Today: Proceedings, 46, pp.10439-10442.
Dimitropoulos, P.E., 2018. Profitability determinants of the Greek hospitality industry: The
crisis effect. In Innovative approaches to tourism and leisure (pp. 405-416). Springer,
Cham.
Ekroll, S., 2019. FACTORS AFFECTING JOB SATISFACTION IN A PRIVATELY-OWNED
HOTEL CHAIN IN NORWAY (Master's thesis, NTNU).
Elshaer, A.M., 2019. Labor in the tourism and hospitality industry: skills, ethics, issues, and
rights. CRC Press.
Gutiérrez-Martínez, I. and Duhamel, F., 2019. Translating sustainability into competitive
advantage: the case of Mexico’s hospitality industry. Corporate Governance: The
International Journal of Business in Society.
Huang, X., 2018. Core marketing subjects in an e-hospitality program from an industrial
perspective.
Jingjiang, L., 2021, October. On the construction of employee performance management system
of smart tourism hotel under PO model. In 2021 2nd Artificial Intelligence and
Complex Systems Conference (pp. 123-127).
Jooss, S., Burbach, R. and Ruël, H. eds., 2021. Talent management innovations in the
international hospitality industry. Emerald Group Publishing.
Jung, H.S. and Yoon, H.H., 2018. Understanding workplace bullying: Its effects on response and
behavior in the hospitality industry. International Journal of Contemporary Hospitality
Management.
Miao, C., Humphrey, R.H. and Qian, S., 2021. Emotional intelligence and job performance in
the hospitality industry: a meta-analytic review. International Journal of Contemporary
Hospitality Management.
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