Marketing Essentials for Marriott International

This assignment analyzes the crucial role of marketing within Marriott International, exploring its essential functions, departmental interrelationships, and applied marketing tactics. It provides a comprehensive understanding of the organization's marketing strategies by delving into key roles and responsibilities, evaluating current approaches, and proposing a basic marketing plan to achieve specific objectives. Furthermore, it outlines a strategic marketing plan tailored to the hospitality sector.

HOSPITALITY
MARKETING ESSENTIALS

Table of Contents
INTRODUCTION ..........................................................................................................................1
LO 1 ................................................................................................................................................1
Explaining the key roles and responsibilities of the marketing function within a selected
hospitality organisation...............................................................................................................1
Discussing how roles and responsibilities of marketing relate to the wider organisational
Context........................................................................................................................................2
Analyse the roles and responsibilities of marketing in the context of the marketing
Environment ...............................................................................................................................3
Analysing the significance of interrelationships between marketing and other functional units
within a selected hospitality organisation. .................................................................................4
Critically analyse the key elements of the marketing function and how they interrelate with
other functional units within a selected hospitality organisation. ..............................................4
LO 2.................................................................................................................................................5
Comparing the ways in which different hospitality organisations apply the marketing mix to
the marketing planning process to achieve business objectives..................................................5
Evaluate different tactics applied by hospitality organisations to demonstrate how business
objectives are achieved...............................................................................................................7
LO 3 ................................................................................................................................................8
Produce a basic marketing plan for a hospitality organisation to meet marketing objectives....8
Objectives..................................................................................................................................10
Design a strategic marketing plan that tactically applies the use of the 7Ps and includes
measures for monitoring and evaluation to achieve overall marketing objectives...................11
CONCLUSION .............................................................................................................................11
REFERENCES .............................................................................................................................13

INTRODUCTION
Marketing is one of indispensable function of organisation that assisting in reaching
standard objectives. Marketing is the tool which is very important to use for every organization
in order to satisfy the needs and wants of the customer's. The services which are performed with
respect to the buying and selling of the product and services is termed as marketing. Marketing
works to gain the customer's attention by offering their goods and services. The assignment is
about the marketing in hospitality. Marriott International is multinational hospitality organization
founded by J. Williard Marriott Headquartered in Bethesda, Maryland, US in 1927. Report will
provide the key roles and responsibilities of marketing function of Marriott International
Assignment will provide the deeper insight of the interrelationship between marketing
departments. It will also evaluate the tactics applied by the hospitality organization and produce
a basic marketing plan for the hospitality organization to meet the marketing objectives along
with the strategic marketing plan.
LO 1
Explaining the key roles and responsibilities of the marketing function within a selected
hospitality organisation.
Hospitality industry is a wide category in the service industry which involve theme
parks, event planning, cruise line, transportation with the tourism industry. This industry is
totally depend upon the availability of the leisure time and disposable income. The groups of
hospitality includes multiple group of the like direct operations and facility maintenance in the
hospitality units (a restaurant, hotel or an amusement park). The industry renders the
accommodation facility which consider (bed and breakfast, hotels, inns, resorts and serviced
apartments), restaurant and bars (bars, cafes, nightclubs, pubs and Public house), tour and travel
etc.
Marriott international was formed in 1983 and entire corporation divided into two
organisation one was Marriott international and Host Marriott corporation. One of the largest
chain of luxury hotel in approx 6,520 location worldwide with 177,000 employees (Hinson,
Abdul-Hamid and Osabutey, 2017).
Keys and responsibilities of marketing function
Roles and responsibilities of Execution in Marriott international
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marketing function
Collecting and examining
the information of market.
It consist of three basic prospects which Marriott International
has executed its organization. The facets considers what are the
requirements of customers, of what quantity they required and
how much price they will pay. By doing market research,
administration identifies the consumer needs and wants
Designing and development
of product and services
Designing and development of product and services is another
roles and responsibilities of marketing function. Being a service
providing organization, Marriott International have to draw the
attention of their customer by providing innovative services by
implementing the research and development process.
Customer support service. Customers are considered 'the king of market'. Marriott
International perform this marketing function by furnishing
consumer with different services like after sale services,
technical services, credit facilities etc.
Standardization and grading Marriott International have to implement the standardization by
supplying quality services to the consumers and along with this
they have implemented the customer feedback system which
provides the gradings to them.
Discussing how roles and responsibilities of marketing relate to the wider organisational Context
In Marriott International Roles and responsibility of the marketing plays an important
role.
Human Resource Management
There are various departments in every organization. Human resource management plays
a major role among all the departments. The human resource management in the Marriott
International performs the function of recruitment and selection which give organization a better,
skilled and technical staffs which formulate the strategy for the profit maximization. These
strategies formulated by the HRM helps in the marketing of product and services(Veríssimo and
Loureiro, 2018).
Food and beverages
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Food and beverage department of the organization helps Marriott International in
building good relationship with customers by providing quality service in food and beverages. It
focused on the guest services of the Marriott International. Marketing helps in building the good
relationship with customers.
Reservation
Marketing become easier through reservation. Doing online reservation in Marriott
International is easy and convenient. Reservation gives the remote booking and fast payment
which is beneficial to both the parties. Marketing helps customers by providing easy reach to the
organization and advance booking trough reservation. Sometime reservation agencies provides
offers it also helps to attract the customers
Analyse the roles and responsibilities of marketing in the context of the marketing Environment
Roles Responsibilities With respect to the
marketing environment
Sales manager The responsibility of sales
manager is to develop the
promotional tools of
marketing in Marriott
International.
If the sales manager of
Marriott International is not
capable of making the
effective promotional tool than
this will provide the effect on
to the social factors. As
customers needs and wants are
dynamic in nature. They keeps
on changing as per the trends
so for the sales manager it is
important to develop the
effective promotional strategy
by keeping consumer
preferences in mind.
Human resource manager The HR manager of the
Marriott International makes
the strategic policies for the
The political factor can affect
the policies formulated by the
human resource manager
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organization's benefit. because the changes in
political factor of the country
can provide the negative affect
on to the policies made my the
organisation.
IT Manager IT manager is responsible for
making the automated
software by keeping the
advancement in technology in
mind.
Technologies are dynamic in
nature. IT manager of the
Marriott International have to
update themselves with trends
in technology in order to
generate the profit for
organization.
Analysing the significance of interrelationships between marketing and other functional units
within a selected hospitality organisation.
Entire department of the organization is related with each other. They require the support
of every operational departments to perform marketing function effectively (Ozturk and et.al.,
2017). When the Marriott International requires to implement a marketing plan, the requirement
of sales department, financial department and human resource department occurs. Therefore, the
marketing department of the organisation have to contact with the finance department if they
want to provide the bulk offer in the peak seasons. Every department need to require work
simultaneously so to increase the profitability of the hotel. The important function of the
marketing is to generate the profit for the organisation.
Human resource department recruits those people who will provide the ability to increase
the sales counts. Hr department will go for the recruitment process. This needs the huge budget
which is to be sanctioned by the finance department of the Marriott International. Therefore, it
proves that all the organization are interconnected with each other.
Critically analyse the key elements of the marketing function and how they interrelate with other
functional units within a selected hospitality organisation.
The key elements of marketing function are discussed under-
Research
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In hospitality industries market research plays very important role (Neuninger, 2017).
The very essential elements of the marketing function is the marketing research. Research in
Marriott International helps in acquiring the information about the internal and external factors
which can affect the working of it.
Strategy
This applicable data collected from research furnish the innovative ideas for the
formulation of the strategies which assist the Marriott International in evaluating the direction
for competitive environment.
Planning
Planning is an another essential component of marketing function. Planning process is
needed by every department of the organization (Kotoua and Ilkan, 2017.). Planning takes place
after the completion of research and strategy. Planning processes the forecasting of sales figure,
communication and other factors.
Tactics
Tactics is the last element of the marketing function. It consisted of small plans
formulated to attract the target customers.
Therefore, the other two departments such as Marketing and Food & Beverage,
Marketing and Rooms Division department interrelates with the marketing environment as it
requires to accomplish the necessities of the customer by giving quality food services ,
accommodation services and so on.
LO 2
Comparing the ways in which different hospitality organisations apply the marketing mix to the
marketing planning process to achieve business objectives.
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ELEMENTS Marriott International MARRIOTT INTERNATIONAL
PRODUCT Marriott International gives the
exceptional guest services by giving
them the best personal services . It
offers a big room with comfortable
setting, fresh bouquets of flowers,
bars, restaurants etc.
The service provide by the Marriott
International is divided into three
parts that include core, actual and
augmented. Which includes the end
number of services likes Hotels,
hospitality, management, resort
lodging etc.
PRICE The service that they provide to their
customers in appropriate prices.
The pricing of Marriott international
differs wit different in hotels ,
customers and location. The products
price of the Marriott international is
following the competitive strategy.
PLACE Marriott International, starting the
business from the United states and
overseas in about 30 countries across
the years. They have their resorts in
the best location. They have chosen
the prime locations for their hotels
that either in central or near airports
and highways.
The Marriott international rooted
themselves in across more than 120
countries. They are very much
specific in choosing the location of
their resorts as they prefer the
location which is easily access to
their customers (The 7 Ps of
Marketing, 2018).
PROMOTION Marriott International have done
mouth promotional strategy (Hinson,
Abdul-Hamid and Osabutey, 2017).
Its customer satisfied by the services
they are providing. This helps in
increasing the customer's based and
creates the vocal chain.
The promotional strategy of the
Marriott International is trough the
social media sites. They have also
launched the campaigns Shadi by
Marriott by promoting the bride's big
day.
PEOPLE The essential strategy of the brand
discriminates the value of serving
They provide the authority to the
staff in case of any failure. They
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guest which is necessary. They
provide the training to their staff and
believes that they will serve the best
services to their customers.
motivate their employees by perks
and benefit so that they can provide
good service to their customers.
PROCESS To enhance the quality customer
services Marriott International has a
end number of process in its
business. They ease their reach by
working in an transparent manner so
that their customer can reach them
easily
To certify quality customer services ,
effective bookings and comfortable
stay Marriott have various businesses
process.
PHYSICAL
EVEIDENCE
The biggest physical evidence for the
company Marriott International is its
hotel building and resorts.
The biggest physical evidence for the
company is the building and resorts
and the lavish ambience provided by
them.
Evaluate different tactics applied by hospitality organisations to demonstrate how business
objectives are achieved
In order to achieve the business objective the organization with various culture apply tactics .
The planning process of the Marriott International consisted of seven Ps of marketing mix to
achieve the desired objectives. Tactics are those short term strategies which delivers the long
term outcomes. These tactics includes -
Promotion
In order to achieve the business objective one of the important tactics which Marriott
International must used is Promotion. Entire activity of the organization is based on the
promotion. Promotion helps organization in achieving the desired objective. The business runs
for the one objective that is the maximization of the profit which could be only possible when
Marriott International will do the excellent promotional services.
Customer feedback
In order to achieve the various objectives of the organization, the Marriott International
must implement the customer feedback system which provide them the reviews about their
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Services which they are offering (Dileep and Mathew, 2017). By implementing this Marriott
International will come to know about the needs and wants of the customer's which aids them in
achieving the business objective.
LO 3
Produce a basic marketing plan for a hospitality organisation to meet marketing objectives
Executive summary
The report focuses on the launching premium economy rooms in pan UK. For that the
marketing plan is being made which includes the company over view. The external and internal
analysis of the company. The external analysis include the SWOT of the company where as the
external analysis includes the PEST of the company. The plan will also cover the marketing
objectives and the strategy of marketing will include the STP analysis along with the marketing
Control.
Company overview
It is a third largest hotel chain in the UK by the 32600 number of bed rooms. It provides
accommodation, travelling, lodging and foo-ding facilities to the customers.
Situational analysis
SWOT analysis
SWOT analysis stands for the strength , weaknesses , opportunities and threats. The
SWOT analysis of Travelodge is being discussed under.
Strengths
 They offers their products and services
in affordable prices, including rates for
family also.
 They runs programs for its premium
customer's base such as Travelodge
business accounts cards.
Weaknesses
 Being a budget hotel, it does not
provide the whole range of product and
services which includes room service,
concierge service etc.
 They are often described as plain
looking and boring.
Opportunities
 They can implement the green and
ecotourism which is in trend now a
days.
Threats
 New entrants with providing additional
services
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 They can go global to expand their
markets
 Lack of financial support
PEST Analysis
The pest analysis of the company includes the political , economic, social , technological
factors which can affect the Travelodge.
Political
Being a developing organization Travelodge
can be affected by the political factors.
Political stability can be the basic requirement
for the success of the company. Changes in
policies may affect the working of the
organisation.
Economic
Changes is the economic factors such as
inflation rate , taxes may , income may affect
the operations of the Travelodge.
Social
Changes in the consumer taste and preferences
provides of affect which can reduce the profit
of the organization.
Technological
Technology is dynamic in nature. It keeps on
changing. If the Travelodge do not update
themselves as per the technology they will
reduce their customer base.
Marketing objectives
after the careful analysis of internal and external environment of the Travelodge it has
been seen that organisation has to focus on making the smart goals and objectives. The
marketing objectives are discussed under-
 Increase in customers base
 Increase in number of satisfied customers
 Improving cross functional communication
Marketing strategy
Marketing strategy includes the segmentation, targeting and positioning of the
Travelodge.
SEGMENTATION
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The process of segmentation refers to the dividing of market into various segment such
according to their common characteristics (Loo and Leung, 2018). Segmentation by Travelodge
is done on the basis of demographic behavioural and geographic. Travelodge has done the
segment on the basis of Customer's income as they are known as budget hotels.
TARGETING
Targeting includes the type of customers the organization target to achieve the profit.
Travelodge target the mature people in their late 20s and 50s who prefer the quiet and traditional-
looking accommodation. Apart from that they have target the middle class families which cannot
afford high rated hotels.
POSITIONING
It is technique of portraying an image in the mind set of the target customers. Travelodge
positioned themselves as an affordable budget accommodation providing organisation.
Marketing control
Marketing control is the basic requirement of the marketing plan. It should be performed
by keeping and matching the objectives with the results (Chandiok and Sharma, 2017). Produce
a detailed, coherent, evidence-based marketing plan that applies the marketing mix to meet
marketing objectives for a hospitality organisation.
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Produce a detailed, coherent, evidence-based marketing plan that applies the marketing mix to
meet marketing objectives for a hospitality organisation.
Objectives
 Increasing number of customers
 Improve the service standard. Provide more choices to the customer's
Target customers
As the hotel going to launch premium economy rooms in Pan UK. The target customer
will be the person who are in more working. So, Travelodge will go for the geographic
segmentation.
Pricing strategy
Pricing for the services will be affordable, so that all customers can enjoy the premium
facility in low price.
Marketing materials
Marketing material will be the use of pamphlets, brochures, cards and Catalogues. They
will also use the seven Ps strategy for their super room in hotel (Alnawas and Hemsley-Brown,
2018).
Promotional strategy
The promotional strategy which Travelodge use will be the advertisement on television.
Because it is the cheapest and fast way of promotion.
Financial report
With including all the activities of promotion and expenses incurred will be Approx
$1500.
Design a strategic marketing plan that tactically applies the use of the 7Ps and includes measures
for monitoring and evaluation to achieve overall marketing objectives.
Business
Objective
Marketing Mix &
Strategy
Tactics Monitoring & Evaluation

To render many
Options to
customers at
affordable price
Travelodge will use the
pricing strategy , so that
they can effectively
provide the services.
Collect the
feedback from
customers so
that they can
come to know
about their
choices.
They will monitor my
comparing the expenses
with the sales obtained.
Increase the
customer base
Travelodge will make
use of promotional
strategy to increase the
customer base
They will use
the best
promotional
tools
Evaluation the increase in
sales and revenue.
Improve the
service standard.
To improve the product
and services they will
make use of seven Ps of
marketing mix
Take feedback
and work
accordingly
By observing the
customer response they
will monitor and
evaluate.
CONCLUSION
From the above report it can be concluded that marketing plays an important role in
achieving the objective of the organization. Report has covered all the aspects of the marketing
essentials which are required by the organisation. Assignment has provided the key roles and
responsibilities of the marketing function of Marriott International. Report has provided the
deeper insight of the interrelationship between marketing departments. Present report has also
evaluated the tactics applied by the hospitality organization. Assignment has produced a basic
marketing plan for the hospitality organization to meet the marketing objectives along with the
strategic marketing plan.
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REFERENCES
Books And Journals
Alnawas, I. and Hemsley-Brown, J., 2018. The differential effect of cognitive and emotional
elements of experience quality on the customer-service provider’s
relationship. International Journal of Retail & Distribution Management. 46(2). pp.125-
147.
Chandiok, S. and Sharma, P., 2017. Hospitality Marketing: Strategic Issues. In Strategic
Marketing Management and Tactics in the Service Industry (pp. 213-242). IGI Global.
Loo, P.T. and Leung, R., 2018. A service failure framework of hotels in Taiwan:
7Ps marketing mix elements. Journal of Vacation Marketing. 24(1).pp.79-100.
Dileep, M.R. and Mathew, V., 2017. Marketing of Tourism Industry: Enhancing Services
through Marketing Mix Elements. In Strategic Marketing Management and Tactics in the
Service Industry (pp. 304-329). IGI Global.
Hinson, R.E., Abdul-Hamid, I.K. and Osabutey, E.L., 2017. Investigating market orientation and
positioning in star-rated hotels in Ghana. International Journal of Contemporary
Hospitality Management. 29(10). pp.2629-2646.
Kotoua, S. and Ilkan, M., 2017. Tourism destination marketing and information technology in
Ghana. Journal of destination marketing & management. 6(2). pp.127-135.
Neuninger, R., 2017. Qualitative marketing methodology. In Routledge Handbook of Hospitality
Marketing (pp. 54-65). Routledge.
Ozturk, Y. and et.al., 2017. Travel motivations of Iranian tourists to Turkey and their satisfaction
level with all-inclusive package tours. Journal of Vacation Marketing,
p.1356766717725562.
Veríssimo, M. and Loureiro, S.M.C., 2018. Enhancers and tools to improve luxury customer
experience: Hotel managers’ perspective. Revista Turismo & Desenvolvimento, 4(21/22),
pp.197-206.
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Online
The 7 Ps of Marketing. 2018. [online]. Available
through:<https://www.entrepreneur.com/article/70824>
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