Roles and Responsibilities of Marketing Function in Hospitality Marketing

This report addresses roles and responsibilities of marketing function, relation of roles and responsibilities to organizational context, marketing plan.

HOSPITALITY
MARKETING ESSENTIALS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
LO 1.................................................................................................................................................3
P1 Roles and responsibilities of marketing function ..................................................................3
P2 Relation of roles and responsibilities to organizational context............................................4
LO 3.................................................................................................................................................5
P4 Marketing plan.......................................................................................................................5
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing essentials are basically the various tools which helps the organizations to
achieve their goals by advertising and promoting their products on large platform. Hotel Savoy is
the luxury hotel which is being established in 1889 and headquartered in London, UK. It
provides the full range of services and products to the customers.
This report addresses roles and responsibilities of marketing function, relation of roles
and responsibilities to organizational context,marketing plan.
MAIN BODY
LO 1
P1 Roles and responsibilities of marketing function
Marketing is basically the various activities through which the organizations promotes
their product on large platform and thus take their brand message to wider audience. Various
marketing functions are
Market research
This is the most important functions of marketing which is the process through which the
organizations gather various information about the market, market trends, competitors, needs and
wants of the customers (Bowie and et.al.,2016). The major role of marketing in The Savoy hotel
is that it gather the relevant and reliable data about the market and its attributes and thus satisfy
the needs of consumers. On the other hand, major responsibility of marketing in this function in
The Savoy hotel is to understand the business objective and thus collect the data with the use of
mixture of traditional as well as modern methods and also to consolidate the information to meet
the business goals ad objectives.
Product development
Another major function of marketing addresses product development. This function
basically defines the various innovative product which the organizations produce to meet the
demand of their consumers. The primary role of marketing within this function in The Savoy
hotel is to collect the information about needs of the customer and thus design the product which
suits their demands. On contrary to this, the major responsibility of marketing in this function in
this hotel is to build the new product or makes changes in the existing one by carrying out the
feedback and surveys from consumers abut their expectations.

Branding
One of the significant function of marketing is grading which is predominately providing
name or symbol to the products and services that differentiate the organization for the
competitors. The main role of marketing in branding in The Savoy hotel is to analyse the markets
as well as strengths and weakness of the various competitors and thus choose the name or logo or
symbol which is out of the box and this distinguishes them for other competitors like Marriott
hotel etc. (Nicolaides, 2018). Besides this, the primary responsibility of marketing in this hotel
improve the brand recognition by developing by developing a well through brand plan and thus
manage the brand structure.
P2 Relation of roles and responsibilities to organizational context
Interrelationship between departments
Marketing with HR
Marketing department is basically concerned with selling and advertising the products at
large platform and thus bring great number of customers for the company. HR on the other hand
is responsible for hiring the right kind of staff and thus retaining them. They forms a close
relation with each other in The savoy hotel where marketing department analyse the present as
well as future trends of the market and thus estimate the amount and number of skilled
employees that will be required for meeting the future uncertainties which helps HR and they
recruit that number (Baker and Magnini, 2016). Besides this, the HR department of this hotel
hires the skilled employees who are able enough to sell and entice the customers for the products
and services.
Marketing with Finance
Finance is basically responsible for maintaining the financial performance of the
company and thus manage the cash-flow as well as allocate the budge for various activities. The
marketing department of The Savoy hotel sets the various programmes as well as campaigns for
promoting the services and products of the hotel that increase the cash-flow and sales with the
hotel. They prepares the reports which involves gross per sales of the campaign and thus assist
finance department for managing finance. Finance department on the other hand monitor the
trends of sales as well as expense trends and thus allocate the budget for various activities of
marketing.

Marketing with research and development
The R & D department ids basically involve din making new products and making the
services more better. They have a string relation in The Savoy hotel. While marketing
department of this hotel through market research brings the needs and expectation of customers
from the products, R & D on the other side through the use of this data designs the new products
as well as brings range in the services that suits the needs of consumers.
Significance of interrelationship
The main importance of all these interrelationship is that ultimately each and every
department helps the Savoy Hotel to increase their business performance and thus enhance their
profitability ratio. This link between departments ids highly important and hotel cannot survive if
there is lack of coordination between the various components and departments
(Dzhandzhugazova and et.al.,2016). While one department helps the organization to attract the
customers and build efficient customer base,other departments on the other hand helps them to
manage their work by allocating proper budget, providing them the efficient workforce etc.
Therefore,each and every department contribute towards the overall productivity of the Savoy
hotel and help them to expand in wider geographies.
LO 3
P4 Marketing plan
Executive summary
The Savoy hotel provides a range of services as well as amenities to their customers and
thus also have various products which entice the customers (Fyall and et.al.,2019). The mission
of the hotel is to provide and thus offer world class lodging services to the consumers which are
from different backgrounds, religions. This hotel has the proven record of the corporate
leadership as well as the competitive advantage and thus exceeds the guest experience.
Mission
To increase the lives of various customers through the creation of leisure experience and
thus improve the lives.
Vision
To become one of the premier provider as well as facilitator of the leisure and vacation
experience across the world.

Objectives
To enhance the sale of products and services by 20% before the termination of 2020.
To capture a large market share of around 30% before the closing of year 2022.
To increase the experience of customer by 10% in forthcoming 5 months.
To rise the profitability ratio by 20% before the year 2020.
SWOT analysis
Strength
The main strength of The Savoy hotel their exceptional performance in the market and
thus the hotel have built expertise by entering into the new markets. Another strength is string
cash flow from the market due to the expansion of their new projects.
Weakness
The major weakness which has dominated this hotel is that it not much successful in
integrating the various small companies having numerous work culture. One more weakness is
that it has high number of attrition rate as compared to other hotels and thus spends less for the
development and training of their employees.
Opportunities
The company has increased a large amount on the online channels and thus this has
opened new ways for promoting their products ans services. Besides this, the advance
technology gives an opportunity to the company for exercising different pricing strategy.
Threats
The main threat for the Savoy hotel is the presence of highly established competitors in
the market like Marriott hotel, Hotel Hilton etc which have a wide customer base and may
threaten the position of this hotel (Hsiao and Ma, 2017).
7Ps of hotel
Product
The Savoy hotel provides a range of amenities and services which includes meeting,
wedding,special event services, lounges, restaurants etc. It has three types of products. One is
core product which includes its hotel rooms. Second is facilitating products which includes its
bars, restaurants etc. last is supporting services which includes additional products like 24/room
service.

Place
The Savoy hotel has around 745000 rooms and thus operates in more than 78 countries as
well as territories. This hotel has its own 267 rooms which also includes suites and have more
than 7 restaurants that includes bars.
Promotion
The hotel focuses on the exclusive services and thus attracts the customers through wide
range of promotional strategies like highlighting on premium magazines, word of mouth, as well
as e-mail marketing (Lynch, 2015).
Price
Hotel Savoy during the occasional seasons uses premium pricing strategies and thus due
to its high quality, it generally charges the high prices form its customers. In the regular go, it
follows penetration pricing strategy where it sells the basic products and provides basic feature to
the customers at low price to suit their needs.
Process
The process of the flow of services and the activities in hotel is imperative and
significant. It consist of the reliable process as well as well managed supply chain that helps to
minimize their operating cost. The flow of services mainly occur through its web portals.
People
Hotel Savoy comprises of highly trained and expert staff which are trained to a high
extent as to serve the customers better. It has around 1000 chefs all around the worlds which are
well trained and thus follows the food standards.
Physical evidence
The hotel has a great presence of the working properties across the world. The trained
workers of the hotel are regularly involved in cleaning the rooms clean and thus maintain
hygienic environment which attracts the customers.
Budget
Expense Amount
Rent £60.00
Salary £30.00
Total £90.00

STP
Segmentation
The Savoy hotel generally uses demographic segmentation and thus targets the particular
group of customers on the basis of their location at international as well as national level. It
emphasizes on development of the hotels on popular locations having the target customers.
Targeting
The hotel targets the niche market and thus uses concentrated targeting within which the
hotel promotes their products and services to the small target group of customers and thus sell to
specific market.
Positioning
The Savoy hotel focuses on the price quality positioning where the hotel provides
services at affordable price along with world class quality. To suit the needs of middle class to
high class their prices ranges but the quality remains top class.
Monitoring and controlling
Monitoring
When the hotel brings any modification in their existing services or brings the new
product then then the hotel monitors their promotional activities. The hotel prepares the business
budget and then compare the results of promotion with this to keep a track of their activities like
expenses in promotional campaigns etc.
Controlling
Once the monitoring is done, hotel analyses the outcome of their promotion activities by
controlling the various tools and assessing them. The various control tools are used by them to
review deviation of results from estimated budget like ratio analysis, sales analysis.

CONCLUSION
It has been summarized that there are various functions of the marketing like market
research,product development etc. in which the role of marketing is imperative and thus involves
fulfilling the needs and demands of the customers. These roles and responsibilities of the
marketing helps an organization to achieve their goals and thus establish the position in market.
For gaining this competitive advantage, organization built the marketing plan in which they
evaluate various strategies which will helps them in attracting customers.

REFERENCES
Books & Journals
Baker, M.A. and Magnini, V.P., 2016. The evolution of services marketing, hospitality marketing
and building the constituency model for hospitality marketing. International Journal of
Contemporary Hospitality Management.28(8). pp.1510-1534.
Bowie, D and et.al.,2016. Hospitality marketing. Routledge.
Dzhandzhugazova, E.A and et.al.,2016. Innovations in hospitality industry. International Journal
of Environmental and Science Education.11(17). pp.10387-10400.
Fyall, A and et.al.,2019. Marketing for Tourism and Hospitality: Collaboration, Technology and
Experiences. Routledge.
Hsiao, A. and Ma, E., 2017. Internal marketing. Routledge Handbook of Hospitality
Marketing.pp.224-233.
Lynch, P., 2015. Understanding hospitality. Hospitality & Society. 5(1). pp.3-5.
Nicolaides, A., 2018. Ethical Hospitality Marketing, Brand-Boosting and Business Sustainability.