Hospitality Marketing Essentials

HOSPITALITY
MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
Marketing Concept-....................................................................................................................3
Marketing Process-......................................................................................................................4
Roles and Responsibilities of Marketing-...................................................................................5
Interrelationship of Marketing with other functional departments-............................................7
Importance of Marketing-...........................................................................................................8
Difference between 7 P's of Hospitality Organizations..............................................................9
Critical analysis of the significance of effective interrelationships between different functional
departments...............................................................................................................................11
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is the process for getting a company's product or service out to consumers. Hospitality
marketing takes a look at how segments of the hospitality industry, such as hotels, restaurants,
resorts and amusement parks, utilize marketing techniques to promote their products or services.
McDonald's Corporation is an American fast food company, founded in 1940 as a restaurant
operated by Richard and Maurice McDonald, in San Bernardino, California, United States. They
rechristened their business as a hamburger stand, and later turned the company into a
franchise, McDonald's is the world's largest restaurant chain by revenue, serving over 69 million
customers daily in over 100 countries across 37,855 outlets as of 2018. Although McDonald's is
best known for its hamburgers, cheeseburgers and french fries, they also feature chicken
products, breakfast items, soft drinks, milkshakes, wraps, and desserts. This report covers
questions such as Marketing Concept, Marketing Process, Roles and Responsibilities of
Marketing, Interrelationship of Marketing with other functional departments, Importance of
Marketing, Difference between 7 P's of Hospitality Organizations.
Marketing Concept-
This concept states that firms must check and analyse the needs of their customers and
according to that they must take decisions so that they can satisfy the needs of the customers and
stay ahead of the competition. Most of the firms implies this concept. (Eletxigerra, Barrutia and
Echebarria, 2018.)
Marketing Process-
This concept states that the firm must check if the needs are of customer are fulfilled or
not. This process is implemented so that company can analyse and fulfil the needs of the
customers. This process is divided into four components that is Situation Analysis, Marketing
Strategy, Marketing Mix Decisions, Implementation and Control.
Situational Analysis-
This is a analysis of a situation which is done thoroughly so that companies such
as McDonald's can find the opportunities which are in scope and satisfy the needs of those
customers whose needs are not fulfilled. To do that first McDonald's need to figure out their

capabilities so they can know where they are lacking. By understanding these measures in the
environment will help to fulfil the needs of the customers. That is why this analysis is
considered as analysis which concerns to factor of external environment. With that this analysis
also covers the internal department of the company. External environment relates to macro
environment which hit many firms at the same time whereas factors which are related to micro
environment are concerned with situations that are specific to a firm. McDonald's must keep in
mind that this aspect includes aspects of past, present and future. If history is involved then it
will help the company to highlight the current state of the company. This will give the analysis
and forecast of the current trends in the market. If the forecasting is done with a good research
then it can help the company to not waste time and money on bringing a product which is not
needed in the market. With the help of the analysis McDonald's can also find out the
opportunities as if the analysis shows the gap between what the consumers want and what is the
company offering to them. This analysis helps the company to take out opportunities, problems
and their summary. With the help of this analysis company can figure out a way to meet their
capabilities and work up to their potential so that they can satisfy the needs of the customer in a
better way than their competitors. This analysis uses several measures such as SWOT analysis,
PEST analysis, 5 C analysis. (Biełuszko and Marciszewska, 2018. )
Marketing Strategy-
This strategy involves segmenting. Targeting, positioning and value proposition in the
market. To make this strategy successful McDonald's need to identify the opportunity to satisfy
the unfulfilled needs of the consumers. Proper research will provide the company the information
of a specific market that will help the company to target a market and position the product
according to the segment. The outcome of the strategy will be considered as a value proposition
in the market.
Marketing Mix Decisions-