Hospitality Marketing Essentials: Roles, Responsibilities, and Marketing Mix of Marriott and Hilton

This report discusses the roles and responsibilities of marketing functions in Marriott, the marketing mix of Marriott and Hilton, and the development of Marriott's marketing plan. It also covers current and future trends in marketing and the interconnection of marketing with other functional units within the hotel.

Unit 15: Hospitality Marketing
Essentials
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INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................3
Roles and Responsibilities of marketing function in Marriott...............................................3
Roles and Responsibilities of marketing related to organisational regard in relation with
Marriott...................................................................................................................................6
LO2..................................................................................................................................................8
Marketing mix of Marriott and Hilton....................................................................................8
LO3................................................................................................................................................10
Development of Marriott's marketing plan..........................................................................10
CONCLUSION..............................................................................................................................11
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INTRODUCTION
Marketing is termed as a continuous procedure that is inclusive of production, development, and
exchange of services and products. This is mainly a management process that allows
organization to conduct identification anticipation and satisfy customers’ needs and demands
with an aim to generate value (Chan, Gao and McGinley, 2021). In this modern business
environment, it is essential for organisations to conduct the marketing process in an effective
manner with the help of taking advantage of communication and adopting current trends and
practices. The present report has been conducted on Marriott international, which is operating in
the hospitality industry and was founded in the year 1927. The organization offers wide range of
services and facilities to customers. The present reports include discussion on the roles and
responsibilities of marketing functions in Marriott. Along with this report include significant
discussion on the marketing mix and the selected organization’s marketing plan.
LO1
Roles and Responsibilities of marketing function in Marriott
Marketing is a crucial and vital aspects of organization which allow them to attract
attention of customers. In hospitality industry marketing plays crucial role as it allows company
to provide awareness among customers about their facilities. This process is inclusive of
promotion communication branding pricing to fulfill overall goals in a best effective manner.
Mentioned below there are important aspects of roles and responsibilities of marketing function
defined below.
Production Concept:
This is an essential step which is included in marketing, as per this services and products
are preferred by consumers that are easily available and in affordable range. This makes
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company to undertake use of effective form of marketing strategy in order to undertake their
production process with comparatively less operating cost in order to provide more discounts and
benefits to customers.
Product Concept:
This concept is a crucial element which is mainly depend on product. According to this
product concept include consumers those who mainly prefer services and products which contain
high performance and quality and can easy to use (Dixit, Lee and Loo, 2019). It is important for
company to undertake advantage of efficient form of strategies in order to conduct continuous
development in their services and products. It has been analysed at Marriott Hotel offers wide
range of services and products to customers to satisfy their needs and demands. The hotel
provide the services worldwide. Present report include discussion on the roles and
responsibilities of function of marketing in company for the project include effective marketing
plan evaluation.
Selling Concept:
According to this concept of marketing it has been analysed that consumer will not only
purchase a service or product until they are not get attached towards them. In this it is essential
for company to conduct their process with help of implementing strategies in order to promote
their products while developing consumer sentiments to encourage them towards buying.
Marketing Concept:
In context with this it is essential for organization to implement strategies in order to
conduct evaluation of marketing needs to fulfil customers needs and demands. With the help of
this organization can enhance their overall profitability.
Societal Marketing Concept:
In this it is important for company to not only offer their products and services with the help of
benefits but also provide beneficiaries to society. In this organization is needed to take use of
strategies to provide that product and services which also have welfare towards society and
human welfare.
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Marketing is a traditional and continuous process which is an important and vital element
for organizations that allow them to assure long term sustainability and growth in the industry.
There are some certain concept which is included in future and current trends and it’s important
for organization to effectively adhere as to fulfill overall goals and objectives in effective way
and further satisfy customers. Some of the trends of marketing are defined below.
Current Trends
According to this concept the current scenario it is essential for organization to undertake
advantage of strategies in order to gain long term benefits. This also allows them to assure
consumer attraction there are some certain trends of marketing is being stated below.
Social Media Marketing:
Technology is playing important role in this modern business world. In this social media
marketing is playing crucial role for organizations which allow organization to attract attention
of wide base of customers irrespective of geographical location (Elsharnouby and Elbanna,
2021). In this with the help of taking advantage different type of social media platforms company
can make consumers aware of their offerings. Company can undertake advantage of YouTube,
Facebook, Twitter, Instagram to influence attention of customers.
Advertising Campaigns:
The current trend is inclusive of wide range of campaigns that organization can undertake
to promote their services and products. In this with the help of taking use of Internet, radio,
television organization can influence attention of wide base of customers.
Future Trends:
Content Marketing: In modern business world content marketing is playing crucial role and is
among the future trend of marketing. It has been analysed that due to the outbreak of COVID-19
and Brexit organisations are facing many challenges to influence consumers. In this with the help
of taking advantage of content marketing, SEO etc organization can influence needs and
demands of customers in an effective manner.
Artificial Intelligence: Covid-19 enhances the importance of implementing digital tools and
technologies. In this artificial intelligence is becoming one of the crucial marketing aspect which
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is essential for companies especially in the hospitality industry to adopt (Fyall, Frochot and
Wang, 2019). In this organization can influence customers needs and demands and can further
influence their buying behaviour.
There are different types marketing processes adopted by Marriott which is defined below:
 Company is needed to conduct situational analysis and further enhance their ability to
determine opportunities for growth.
 Marriott is needed to develop effective research plan in order to identify perception and
current trends among consumers.
 It is essential for company to allocate necessary data and information in context of
strategies methods and resources to undertake their market analysis process in effective
manner to have knowledge associated to recent consumer trend and marketing.
Effectiveness and Ineffectiveness of key elements of marketing functions
Marketing effectiveness is associated to formative measure that allows company to
conduct its marketing strategy in effective manner and fulfil overall goals and objectives of the
company. Marketing function is playing effective role as it enhances the company’s ability to
make investments in marketing process to enhance overall ROI. Ineffectiveness of marketing
function covers losing of consumers over lower price competitors, unclear target and lack of
interest.
Roles and Responsibilities of marketing related to organisational regard in relation with Marriott
Marriott Hotel is operating its roles and responsibilities as a multinational organization which
offer wide range of products and services to customers (George, 2021). In order to overcome the
crisis of Covid-19 and Brexit challenges it is essential for marketing manager of company to
undertake use of effective marketing strategy in order to assure long term growth. Mentioned
below there are some certain responsibilities and roles in terms with marketing.
Co-ordination of Marketing Campaigns:
Marriott Hotel marketing managers plays roles and responsibilities in terms of
coordinating and controlling overall marketing campaigns. However, they are required to
coordinate their efforts with digital marketing campaigns and further track them on regular basis.
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With the help of coordinating of marketing campaigns on both virtual and traditional forms
company marketing manager can assure long term growth.
Integration with Employees:
Employees are crucial asset of an organization marketing manager of Marriott fully
understand the importance of employees for companies’ productivity and performance. However
in order to align employees performance after the outbreak of COVID-19, it is essential for
company marketing manager to integrate with employees with the help of satisfying their
personal needs as per the Maslow hierarchy theory.
The marketing department in Marriott is one of the most important units which is playing
important role in terms of providing higher sales and growth to the company. However in this it
is important to have strong integration with other department in order to enhance success scope.
There are some certain interconnection of marketing department with other functional units
within hotel.
Finance Department and Marketing:
The marketing and finance department in Marriott Hotel are playing important role for long term
growth and sustainability of the company. With the help of strong inter relationship there is an
important need to enhance higher competitiveness in the industry (Kim and Han, 2022). It has
been analysed that marketing campaigns and programs are inclusive of certain aspects of
financial data which helps to determine purchasing time of customers which provides
opportunity to marketing department to explore more opportunities. This helps in enhancing
sales of the company. While on the other hand marketing department provide aid to finance
department in terms of providing them higher sales which is providing benefit to finance
department to fulfill overall financial objectives of company. This inter relationship benefit
Marriott to conduct competitive operations in industry.
HR Department and Marketing:
The marketing and human resource departments in Marriott is acting as one of the strongest
pillars of the company long term growth and sustainability. In context with marketing
department with the help of marketing strategies they influence attention of maximum number of
candidates towards company which helps in fulfilling human resource department opportunities
to grab more talented candidates. While on the other hand human resource department provide
competitive and skilled employees which benefit marketing department to conduct their
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marketing roles and responsibilities in effective manner. This helps Marriott Hotel to enhance
their overall share in industry.
Thus, from the above analysis it has been underlined that with the help of strong inter
relationship marketing department conduct their roles and responsibilities with other units in the
company. In this Marriott Hotel with the help of consumer-centric approach assures that inter
relationship is being undertaken in a collaborative manner with the help of strong
communication network which helps organization to assure long term growth and higher
profitability in the industry.
LO2
Marketing mix of Marriott and Hilton.
Basis Marriott hotel Hilton Hotel
PRODUCT Marriott holds 30 brands has a
place with extravagance,
exemplary and longer-stays. For
example, Delta lodgings, Le
Meridien, Westin and so on.
Hilton Hotels and Resorts gives
extravagance services across
around the world. Hilton gives
items including both explorer's
and business objections.
PRICE It designated high society,
corporates, families and explorers
of premium, business and
recreation class (Myat, Sharkasi
and Rajasekera, 2019). It has
taken on premium evaluating
procedure.
It just gives four and five-star
client administrations. It
additionally took on premium
estimating approaches to its
clients.
PLACE It has roughly 5000 properties
internationally in 110 nations. All
inns are situated at ideal spots
which assists with keeping up
Hilton Hotels and resorts is
offering types of assistance in
84 nations with 500 properties.
Its ideal spots are beach side
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with its quality and spots like
parkways, close to air terminals
and in focus of urban areas.
sides and places with peace and
calmness.
PROMOTION Marriott is a market leader in
worldwide hotel industry. This
hotel embrace a few advancement
systems like get-away coupons,
gifts, rewards, room stylistic
theme and many prizes.
It is a notable brand in
cordiality industry which
utilizes interesting procedures
and systems, for example, free
coupons, allowances in rates
and so forth to advance their
image and increment their
benefit proportion. Hilton gives
different participation offers to
its clients either yearly or for
more than this.
PEOPLE Marriott has around 176 thousand
workers which are as server,
room administrations, supervisors
and others really and give
undeniable level compensation
measures
HR working in this lodgings are
roughly 169000 and overseen
cautiously yet it doesn't match
necessities and offices given by
Marriott
PROCESS Marriott's primary spotlight is on
help process as well as human
administration process which is
given to its end clients and
representatives working overall,
for example, visitor booking,
instalment, consuming
administrations and so forth.
While Hilton's principal center
is around administration
process conveyed to its clients
which incorporate all strategies
from booking of inns to exit
from it and after deals too.
PHYSICAL EVIDENCE Marriott hotel offer different Hilton Hotels and resorts
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types of assistance for excursions,
official gatherings and family
functions, for example, lodging
entryway, meeting rooms, cafés,
when deal administrations and
different extra offices as client
needs.
additionally gives premium
offices to its end clients which
incorporates entryway, music,
telephone, food and different
administrations yet not less
sumptuous than Marriott's
offices.
Effectiveness and ineffectiveness of Marketing Mix:
It has been underlined that the effectiveness of the marketing mix is defined as the
implementation of plans and strategies that are successful for both of these hotels to fulfil
financial objectives (Ossowska and Janiszewska, 2021). While in terms of the ineffective
marketing mix, it has been analysed that some of these services or facilities of customers and
promotion strategies are either under-priced or overpriced for both of these hotels, which is
playing an important role in creating a negative image of these hotels.
LO3
Development of Marriott's marketing plan
Marriott Hotel is operating as an international brand and provide the services and facilities to
worldwide countries around the globe. It is essential for the respective hotel to undertake
strategies and develop plans by evaluating the challenges and issues created by Covid-19 and
Brexit. Mentioned below marketing plan for the respective hotel is being defined.
Organisational overview:
Marriott Hotel is a multinational brand that offers services like resorts and hotels. This
hotel was founded in the year 1957 and operates in the hospitality sector. The respective hotel
offers franchise hotels and licenses vacation ownership to consumers all around the globe.
Vision and Mission: Merit is operating on multinational platforms with a vision to offer their
services to customers with high quality in order to make them feel valued. The company operates
with a vision statement which is to show positive attitude towards all of their stakeholders
inclusive of employees, community, consumer, government etc.
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Mission: Marriott Hotel is conducting its roles and responsibilities with a vision to enhance
consumers living standard by developing and providing them vacations and relaxation
experience. The respective hotel offer best guest services facilities to consumers with a mission
to be one of the leading organization in the hospitality sector.
Strategic goals:
Being a global franchise Marriott Hotel offers lodging and hotel services as their main
products. The respective hotel strategies are inclusive of providing number of services to
customers with high quality in different price best to enhance overall competitiveness in hotel
industry. The hotel strategic alliances are inclusive of partnership with strong global consumer
brand in order to enhance awareness.
Offerings:
It offers different brands such as JW Marriott, Westin, LeMeridien, Courtyard, Residence
IN and many others which provides homely surroundings and equipped rooms with several
amenities.
Market Analysis and Research:
In order to conduct business operations in any industry it is essential for an organization to
conduct market analysis as well as research (Pappas and Papatheodorou, 2021). It is essential for
Marriott to conduct research before providing a new product or existing product services to new
or already existing market place. It is important for organization to develop marketing plan in
order to conducted future roles and responsibility to accomplish their goals and targets. Marriott
is needed to implement primary and secondary research methods which will help them to
conduct their business roles and responsibilities.
Marriott Target Market:
After evaluation of marketing research it is essential for company to evaluate current
market trend, According to the analysis it has been identified due to COVID-19 and Brexit
customers needs and demands or dynamically changing. In this it is essential for organization to
fulfill their objectives with the help of taking use of STP approach.
Segmentation:
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Segmentation is defined as a process in which market is mainly divided into different
segments these can be inclusive of geographical area behaviour and demographics of
population .In context with Marriott they are focusing on income structure of population as well
as customers demand as per the purpose of trips and distribution channel. The company has
segmented their market as per the budget shoppers, family vacationers and business travelers.
Targeting:
Management of Marriott develop strategies in plan as per the segmentation and
marketplace they target cities were income structure of population is comparatively higher to
others. This hotel also characterise their market segments in urban areas.
Positioning:
With the help of taking advantage of their strength marketing hotel aim towards enhancing and
expanding their position in consumer mind to be one of the leading organization. In this hotel
develop their importance in the eyes of customers with the help of providing high-quality
production services with best quality at various segment.
Effectiveness of STP are such as follows:
This will provide assistance and support Marriott marketing team to have 7 p’s of
marketing mix as per the analysis in order to fulfill customers existing and new needs and
demands (Pike, 2020). In this with the help of proper segmentation in the company segment their
customers on the basis of vacation, climate trips and single or family members in which they will
offer combined package and discounts.
Marketing Mix:
With the implementation of overall marketing mix range Marriott Hotel is having an
opportunity to enhance their benefits to provide the services and products in market segment in
order influence customers needs and demands, Along with this it has been underlined that it is
essential for hotel to evaluate every aspects of market and further develop strategies accordingly
in order to enhance their competitive edge. It has been analyse that with the help of taking
advantage of digital marketing and target customers accordingly, company can influence
customers buying behaviour with their combo discount offers to target customer segments and
can influence them towards offerings after the outbreak of COVID-19 and Brexit.
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Marketing Budget:
MARKETING BUDGET
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial Amount 17000 7300 13400 13200 16460
Investment 14000 10000 24600 2900 13300
Total 31000 17300 38000 16100 29760
Marketing Outlay
Promotion 4500 2600 4160 3600 2420
Sales publicity 2100 1600 2850 1900 1400
Direct selling 4600 2900 4000 4000 6850
Total 11200 7100 11010 9500 10670
According to the above budget analysis it has been underlined that estimate amount of
1400 Euro is needed to be duly invested by the respective hotel. While on the other hand
company need to invest 4500 Euro in order to promote their combo discounts on vacations and
hotel facilities in the market segment,
Effectiveness and Ineffectiveness of Marketing Plan
Marketing Mix:
By taking advantage of marketing makes the hotel is having ability to effectively
determine current situation in the market segment (Serohina, Petryshchenko and Andrlic, 2019).
In addition to this with the help of effectiveness of the factors of marketing plan which is
inclusive of opportunities identification leverage core competencies as well as avoiding threats.
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Marketing Budget:
By taking assistance of formative marketing plan the respective hotel can make estimated
amount of cost which is needed to be invest in order to promote their services and products.
CONCLUSION
According to the above mentioned report it has been concluded that, in order to sustain in
this modern business environment after the challenges created by Covid-19 and Brexit it is
essential for the respective hotel to make investment in digital tools and technologies and further
influence customers needs and demands. Along with this hotel with the help of emphasising on
different factors of marketing mix can target customers accordingly. This will help them to
assure long term growth and profitability.
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References
Books and Journals
Chan, J., Gao, Y.L. and McGinley, S., 2021. Updates in service standards in hotels: how
COVID-19 changed operations. International Journal of Contemporary Hospitality
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Dixit, S.K., Lee, K.H. and Loo, P.T., 2019. Consumer behavior in hospitality and
tourism. Journal of Global Scholars of Marketing Science, 29(2), pp.151-161.
Elsharnouby, T.H. and Elbanna, S., 2021. Change or perish: Examining the role of human capital
and dynamic marketing capabilities in the hospitality sector. Tourism Management, 82,
p.104184.
Fyall, A., Legohérel, P., Frochot, I. and Wang, Y., 2019. Marketing for tourism and hospitality:
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George, R., 2021. Tourism and Hospitality Marketing Research. In Marketing Tourism and
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Myat, A.A., Sharkasi, N. and Rajasekera, J., 2019. Myanmar’s tourism: Sustainability of ICT to
support hotel sector for online booking and digital marketing. Benchmarking: An
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Ossowska, L. and Janiszewska, D., 2021. Hospitality. In Encyclopedia of Sport Management (pp.
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Pappas, N. and Papatheodorou, A., 2021. Complexity in the tourism and hospitality online
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Pike, S., 2020. Destination MarketingDestination Marketing: Essentials.
Serohina, N., Petryshchenko, N. and Andrlic, B., 2019. Digital marketing in
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Shin, H., Sharma, A., Nicolau, J.L. and Kang, J., 2021. The impact of hotel CSR for strategic
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