Hospitality Marketing Essentials

This study focuses on the marketing strategies of different hospitality enterprises and the interrelationship of different functional units on marketing policies. It also provides a marketing plan for the successful growth of hospitality industries.

Hospitality Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................3
P1 Roles and responsibilities of marketing function within hospitality industries.....................3
P2 Relation of marketing roles and responsibilities in a wider business context.......................5
LO2..................................................................................................................................................7
P3 Comparing the different ways in which Hospitality organisation uses different marketing
mix elements...............................................................................................................................7
LO3................................................................................................................................................10
P4 Produce a basic marketing plan for a hospitality organisation to meet marketing objectives
...................................................................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Hospitality marketing essentials can be considered as those requirements which business
industries needed in order to promote products and services in market. Marketing technique is
generally adopted to achieve the main objective of the organisation i.e. maximum profit
generation and can be achieved by influencing the purchasing power of consumers. This study
will be based on the marketing strategies of different hospitality enterprises in order to improve
the overall performance for attainment of overall objectives. This report will focus in describing
that interrelationship of different functional unit's effect on the marketing policies of company.
The study will mainly focus towards the function of McDonald's and KFC which influence the
large number of people by their marketing strategies. It will also determine the optimum
utilisation of marketing mix elements that can be helpful in achieving the overall goal. The report
will also provide a marketing plan of Travelogue for the successful growth and development of
hospitality industries.
LO1
P1 Roles and responsibilities of marketing function within hospitality industries
McDonald's is a widely accepted brand which is an American Fast food company that
deals with wide variety of Eatables such as burger French fries, beverages etc. Its headquarters
are mainly located at United states, Chicago, Illinois etc. This company has achieved its
positions in the world which provides employment to almost 1.9 million people across the
different regions of the world. Marketing can be referred as one of the powerful key element
which plays important role in maximising the overall sales of the products and services (Roos
and Pike, 2018). It might adopt different functions which help in promoting the commodity to
the large number of people. McDonald's generally adopts various promotional techniques to
influence the taste and making strong relationship with the customers by satisfying their needs.
Marketing may performed by adopting various methods or functions such as Advertising,
promotional campaigns, hoardings, newspaper, television etc.
Marketing in McDonald's plays an important role in embracing the customer relationship
with the organisation which involve various tasks such as brand, publicity and a strong
interaction with consumers in order to collect the feedback etc (Dzhandzhugazova And et.al.,
2016). All these marketing functions are implemented in the company using different techniques

such executions of different functionalities in the organisation i.e. described below in a given
table:
Roles and responsibilities
of different units
Execution of different functions in McDonald's
Managing brand and its
positioning
McDonald's adopts customer friendly branding strategy which
helps company to establish a great connection with public in order
to increase the sales of the firm. This influences the mind of the
people and maximises the purchasing power of the consumer
(Dopson and Hayes, 2016). For example, nowadays McDonald's
promote its products by adopting the concept of 50 pricing policy.
This avails the burgers in just $50 which attracts large number of
customers.
Marketing initiatives and
planning
This organisation generally plans to promote its services through
various methods. Roles and responsibilities of effective team
members help in achieving the main objectives of the company so
this company adopts cost effective strategy. This firm provides the
quality of services to people so management never compromises
its manufacturing and production department with quality of goods
and services. If managers plan to develop a new product then key
area of their focus never get distracted from the important element
which links customers to the McDonald's organisation.
Conducting customers and
market research
Innovative ideas and marketing research helps in implementing the
strategies to achieve business goals. Operational functions can be
executed by the effective efforts of employees and proper
availability of resources help in developing the customer
demanded products. This research can be done by knowing the
preferences of the people living in a particular region. Planning the
tastes and preference of products according to requirement of
consumers leads to customer satisfaction and thus it maximises the
sales of the commodity (Pike, 2015).

Monitor competition For any popular organisation, it is very important to analyse the
competitor's firm in the area which helps the managers in
developing the products accordingly. McDonald's usually
promotes its services to the targetted audience in order to attract
large number of people but in this, highly competitive world, it is
hard to differentiate same type of products with other companies.
In order to increase the brand value, company adopts various
techniques like participation in charity and cultural programmes,
contribution in corporate social responsibilities etc.
Inter-relationship of the roles and responsibilities of marketing in terms of marketing
environment
Roles and responsibilities of different functional areas of McDonald's includes various
factors such as marketing department, sales team, customer service, innovation and product
development. Management and operation department of the company have to consider
environment factors which are depended on locations and places of industry.
For instance, development and innovation of a new product in the company directly
impacts on the main objectives of the McDonald's which is profit generation (Brown, 2017).
Before the company plans a new product or innovative concept so along with its benefits, risk
factor also need to be critically analysed. Managers have to also consider negative sides of the
newly designed product as various risk is involved such as customer satisfaction, design and
taste of product, prices etc.
Marketing and sales can be considered as source which helps in exploring and
understanding the requirements of the customer and this analysis results in the introduction of
new product in market. So concerning these factors, responsibilities and roles of the several
functions are interrelated with environment of the market. If sales and promotion team can be
able to perform its effective responsibilities then it directly impacts on the sales target of the
McDonald's (Wood, 2018). Environmental factors such as technology, political environment and
legal factors affect the marketing functions. If tax policy of the country rises then it may effects
the cost of the product and due to alteration in prices of the commodity, it will be not possible to
sustain the customer for longer run.

P2 Relation of marketing roles and responsibilities in a wider business context
McDonald's is one of the popular hospitality industry among different regions of world
and main outlets of this company is available at different places. At broad level, organisation is
distributed in various different parts of the world such as various states of United nations, Asia
Africa, America etc. so the McDonald's corporation is situated in different areas with multiple
segments consists of different departments. These departments are then further divided into
various team to perform roles and responsibilities of a particular task (Guilding, 2014). In order
to deliver effective marketing strategy, one needs to consider different units. These units are
categorised into sub-departments such as marketing, sales and production departments. For
achieving the effective strategies, market research need to be carefully analysed. Formulation of
roles and responsibilities of different sectors may be depend on the efforts of labour availability
of resources.
Other functional departments may effect the marketing functions of different department
such as production sales marketing which comprehensively effects manufacturing of the product
in McDonald's may be achieved by analysing the demands of the customer which are generally
controlled by sales and marketing departments. It might be depend on the products which are
currently available in the recent menu structure of the company as this strategy is also helpful in
identifying the main choices and food preferences of public.
Technological division is also considered as one of the important feature which helps in
generating and producing the commodities in the firm. Efficiency of the work is completely
depended on the technological equipments which company provides in order to perform the
operations. Marketing function includes various key elements including planning, research,
strategy and tactics development (Bowie and et. al., 2016). Effective involvement of all these
element turns the strategies and marketing plan into the maximum sales. Customer relation can
also be achieved by providing timely discounts which is inter-related to the other functional
department of marketing.
Human resource department of the company helps in selecting the skilled human
resources to the company. Functions of HR unit is to manage the efforts of employees so that
resources are properly utilised which results in effective productivity. Functions of HR help in

achieving the top quality products and which may result in satisfied customer. This can help in
achieving the marketing objectives of the company.
Production department can be considered as one of the important unit which helps in
operations of the firm that allows the manufacturing or conversion of raw material into finished
products. This unit is responsible for production of goods and services which directly impacts the
marketing strategies of the company.
Analysing the roles and responsibilities of marketing with its environment
Marketing manager of hospitality industry have to identify the general needs of the
customers and this helps them to establish the healthy customer relationship of McDonald's with
consumers. Planning of marketing strategies can be considered as the important managerial
process which helps in maintaining the balance between resources, efforts of employees and its
changing marketing opportunities. Marketing manager analyse different aspects before capturing
the appropriate market place. Such tasks are as follows: Marketing information system- Managers of McDonald's mainly focus in gathering the
information about the requirement of products. Expanses require developing particular
product and what benefit does the product provide to company. It help in estimating the
appropriate information about marketing. Monitoring environment- As this brand is available at various regions so this plays and
important role change in the environment can effect marketing strategies of the product.
Environmental factors which may get impacted along with the functioning of different
units such as technology, social aspects which deals with taste and preferences of the
consumer etc. Marketing research- This research needs to be performed in order to get the complete
information about marketing and competitor firms available in the market (Davis and et.
al., 2018).
 Creating customer value, satisfaction and loyalty- This function helps in aiding the
customer value in the commodities that helps in customer satisfaction and this will be
helpful in generating maximum profits.

LO2
P3 Comparing the different ways in which Hospitality organisation uses different marketing mix
elements
In the hospitality organisation, companies are generally adopting different marketing
factors which help in achieving the sales target of the company (Diffley, McCole and Carvajal-
Trujillo, 2018). In Hospitality industries, promotion of the products and service can be
considered as very important aspect which deals with the production and sales of goods and
services. Managers mainly focus towards creating awareness among the minds of people
inspiring the targeted audience who will be interested enough to purchase the goods and services.
Marketing mix plan is developed to achieve the main objectives so below provided table will
describe the comparison of different P's of marketing mix between McDonald's and Hilton
Hotel . There are 7 p's of the marketing mix which helps in creating the effective marketing
strategies for the hospitality organisations. Such are as follows:
Elements McDonald's Hilton hotel
Product This organisation provides wide
variety of eatable products. This
company provides various key
products such as burgers, fries, soft
drink, etc. This company mainly
focus in providing the quality based
products by availing the facilities of
home delivery to consumers and
online payment. These facilities are
provided to grab the attention of the
public towards products and services
of McDonald's (Harrington,
Ottenbacherand Fauser, 2017).
Customer reviews and feedbacks are
given huge importance while
developing the new products.
This company offers different services such
as taking orders for wedding and banquet
facilities, food services in special events
and providing the full lounge bookings
which avails swimming pool facilities also.
Above all of this, core product of Hilton
hotel is providing the staying facilities to
public in the form of hotel rooms. Recently,
the firm have introduced as distribution of
mobile phones to business customers
(Katou, 2016). This strategies attract large
number of customers.

Price Prices of McDonald's are lower as
compared to Hilton hotel because it
deals with limited variety of
products. Prices of MC'd products
are generally very from 5 to 10 $
and this is easily affordable by
people. This company provides
nominal prices goods and services
which is in between $1 to $9.
Hilton Hotel mainly deals with wide
concept like booking of restaurants availing
the lounge facilities that costs somewhat
higher than McDonald's industry. Cost of
the rooms and parties are charged at $45
to$50.
Place The company is located in various
parts of the world but generally its
outlets are situated at many prime
locations such as complexes, malls
etc.
Hilton Hotels are also located at worldwide
countries which covers the areas of several
UK states such as Argentina, Austria,
Azerbaijan etc. (Hospitality marketing ,
2018).
Promotion This is a global brand which is
largely popular among youngsters
and even people of all age group. So
this company generally adopts
different ways of promotion like
Television, newspaper,
advertisement and social media
promotion which gets quick
response of customers within a very
short time period.
This company generally promotes its
products and services by various different
ways. Because the core product of the
Hilton hotel is room services so this
company generally attracts large
businessman's and travellers in order to
attract the customers. It uses various
promotional campaigns such as hoardings,
newspapers etc.
People McDonald's products are available
for all age groups people such as
children, teenage, youngsters etc.
this organisation manages its
workforce by providing the proper
trainings in order to use high
Hotel is generally preferred by high class
people that can be a businessman, travellers
etc. organisation focus in organising and
managing the skilled labour which produce
high quality services to customers such as
proper room services which includes proper

technology equipments for
production of goods.
availability of things to the customers and
healthy environment.
Physical
evidence
It can be referred as lowest payable
job which involves lot of skilled
labours with less opportunities in
this hospitality industry. But
services and products which this
company provides are generally
open to all as these industry uses
open kitchen for manufacturing
goods and services so people are
allowed to see the process of
production anytime. It result in the
satisfied customers.
Hilton Hotel provide hospitality services,
thus, people are not interested in their
production process but notice their service
delivery and quality (Ali, Amin and
Cobanoglu, 2016). Physical appearance of
the products determine presence of Hilton
Hotel. This hotel usually provides the
products surrounded by its logo which
describes written big lettered 'H' along with
great ambience.
Process Under this procedure, the procedure
of production and distribution of
products/service is considered.
McDonald's is popular for its
transparent and hygiene food
production procedure. Organisation
also allow their customer to examine
the ingredients optimised by
McDonald's in food which
strengthen their credibility and
loyalty.
Hilton Hotel provide more cleanliness,
quick process of deliver services along with
delivering advancement in technologies.
This vary the preference of consumer as
they prefer more conveyance and better
services.
LO3
Further part is covered in poster

CONCLUSION
It has been concluded from the above study that marketing strategies play an important
role in increasing the sales of the product. It has also been clear that attainment of sales target
can also helps in obtaining the main goals of the firm. The research has provided a complete
understanding about different ways in which hospitality industries uses its marketing mix
elements to achieve the main objectives. It has also found that considering seven elements in
marketing helps in creating the effective planning which leads to the maximum profit generation
in the company. It had also been clear that establishment of different marketing units helped in
achieving all operations in McDonald company effectively. It was also discovered that provided
a complete understanding about effective strategies of marketing that aimed at generating large
profits along with the sustainability and growth of the firm.

REFERENCES
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Online
Hospitality marketing. 2018. [Online]. Available
through:<https://www.howandwhat.net/hospitality-marketing/>.