Roles and Responsibilities of Marketing in Hospitality Industry

This report analyzes the roles and responsibilities of marketing function in the hospitality industry and in the wider context of the organization. It also evaluates different tactics applied in the hospitality industry and compares different hospitality industries using the marketing mix and marketing planning process.

Hospitality
Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
P1 Roles and responsibilities of marketing function..............................................................3
P2 Roles and responsibilities of marketing related to wider organisation context................5
M1 Analysing roles and responsibilities of marketing in context to marketing environment6
M2 Analysing significance of interrelationship between marketing and other functional units 7
D1 Critically analyse key elements of marketing function and interrelated with other functions
................................................................................................................................................8
TASK 2............................................................................................................................................8
P3Comparison with different hospitality industry with marketing mix and marketing planning
process to achieve business objectives...................................................................................8
M3 Evaluating different tactics applied in hospitality industry...........................................11
TASK 3..........................................................................................................................................11
M4 Marketing plan apply to marketing mix.........................................................................12
D2 Strategic marketing plan applies in marketing mix........................................................13
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Essentially, marketing means creating, promoting and delivering goods and services to
consumer and market. Marketing is an activity, set of institution and process of creating,
communicating, delivering and exchanging offerings that provides value for customer as well as
organisation. Hospitality marketing is unique because it deals with both tangible and intangible
products and services. It is act of kindness in welcoming and looking after basic need of guest
related to service such as food, drink and accommodation. In this report the organisation chosen
is Marriott, which is an American multinational diversified hospitality company that manages
and franchises a broad protocol of hotels worldwide. This report is going to analyse the roles
and responsibilities of marketing function in hospitality industry and in wider context to
organisation. Evaluation of different tactics applied in hospitality industry and comparison with
different hospitality industry with help of marketing mix and marketing planning is mentioned in
the project. Furthermore, development of marketing plan for a respective hospitality industry is
included in this project.
P1 Roles and responsibilities of marketing function
A marketing manager in a hospitality industry is responsible for maximizing revenues by
developing programs to increase occupancy and make profitable use of its accommodation,
meeting and leisure facilities. In organisation context Marriott, the roles and responsibilities of
marketing function are as follows:
Roles and Responsibilities Execution in an organisation
Research Research is an important marketing function. The marketing
manager of Marriott has basic responsibilities to identify
customer views and their appeals. They need to continuous
monitor views on their social sites and official page in order
to identify their strength and weaknesses. Moreover,
identify the current and future trends that could effect such
as increasing on demand for low cost family
accommodations or better facilities for business travellers.
Customer Relationship Marketing function help an organisation to build strong
customer relation . In order to build a stable revenue base

and ensure high level of performance, it is important to
develop strong customer relationship. As a marketing
manager of Marriott, it is necessary to build customer
loyalty program that reward customer and bring benefit for
organisation and customer.
Promotion Promotion refer to set of activities, which communicate
product, brand or services of a particular organisation in
target market. It is an important role and responsibility of
marketing function to promote goods and services in market
in an effective way. Developing promotion is an essential
part of marketing. The marketing manager of Marriott, need
to increase occupancy during times of bookings. Running
special events such as gourmet weekends, and offering
incentives such as extra accommodation to attract more
customer.
Awareness Creating awareness is necessary for an organisation as it
help to build awareness of their product and services they
are offering to customers. As marketing manager of
Marriott, it is important role to create awareness of their
hotel so that customer find hotel without any difficulties.
They also need to provide details of booking as well as
product and services that they are offering to customer on
websites. So that customer feel convenience in bookings
and it leads to reach target audience.
The above mention are roles and responsibilities of marketing manager as these help an
organisation to identify right marketplace. This also help in promoting, creating awareness and
building strong relationship to achieve target audience by differentiating from other hospitality
industry of same product line of offerings.

P2 Roles and responsibilities of marketing related to wider organisation context
Marketing play's an important role in establishing relationship between customers and
organisation. In today's world roles and responsibilities of marketing cannot be ignored such as
large and small organisation are today competing for same market (Perera and Perera, 2018). The
roles and responsibilities of marketing help managers of Marriott to survive and marketing
efforts are adopted to remain competitive among hospitality industry.
Listening to customer needs: It is necessary for an organisation to make marketing
strategies to get closer to clients and listen their needs and wants they are looking forward. The
managers of Marriott needs to create a internal company channels as to capture information of
sales team and customer support. This may be relevant in enhancing or redirecting marketing
strategies. Furthermore, the managers also need to create channels outside their organisation that
help them to better understand needs and wants in order to convert them to their potential
customers.
Work and transmit brand values: A brand value is marketing practice of creating name ,
symbol or design that identifies and differentiating a product from other product of same line.
The managers of Marriott, are responsible of creating a value and brand image of their
organisation such as disseminating image, message and ideas that are best to communicate their
brand of organisation. Moreover, they need to ensure that along with roles and responsibilities of
marketing department, other departments of organisation are equally important in creating brand
image in market (Okumus and Cetin, 2018).
Strategic marketing plans: In competitive marketplace it is important for an
organisation to make strategic planning in order to achieve targets and remain competitive in
market. The managers of Marriott, need to make strategic plan for their organisation so as to
meet their goals and objectives in an effective manner. For this firstly they need to identify their
drawbacks where they are lacking behind and accordingly make plans to improve upon it.
Moreover, in addition to this strategic planning, other departments are also need to be aligned to
focus and achieve organisation goals.
The above mention are certain roles and responsibilities that are need in organisation to
attain competitiveness in hospitality industry.

M1 Analysing roles and responsibilities of marketing in context to marketing environment
A marketing manger has to identify customer needs and wants, deliver them by adding
value of products and communicate superior value (Chandiok and Sharma, 2017). Strategic
planning is essential in managerial process of developing and maintaining balance between
organisation objectives, skills, resources and challenging marketing opportunities.
Developing marketing strategies and plans: A marketing manger of Marriott, need to
identify customer needs and wants, deliver them by adding value to their products and services
they are offering. They need to do strategic planning in their managerial process for developing
and maintaining balance between organisation objectives, skills, resources and its changing
marketing opportunities.
Monitoring marketing environment: In organisation, the managers of Marriott, need to
identify trends of market and convert them into opportunities. With the changing global scenario,
they need to monitor continuously the environment factors that may have both positive and
negative impact. This includes demographic, economic, socio culture, natural, technological,
political and legal forces.
Marketing research: Marketing research plays a vital role in an organisation. It help
mangers to analysis need and wants of customer that what actually they are looking forward. The
managers of Marriott need to examine the market keenly in identifying need, wants and demand
of their potential customers. Moreover, they can also hire professional individual for doing
market research of their organisation (Biełuszko and Marciszewska, 2018).
Creating customer value, satisfaction and loyalty: In an organisation, customer are value
maximizers. The managers of Marriott create value in their offerings that are demand by
customer. The utmost importance is given to quality management programmes in order to build
customer loyalty. Customer relationship management is process of managing detailed
information about individual customer and using them to build customer loyalty. Moreover, in
managers of Marriott need to context with digital technology that has made it easy for mangers
to conduct one to one marketing in place of mass marketing.
Above discussed points are certain roles and responsibilities of marketing mangers of
Marriott, to deal in the changing marketing environment. This roles and responsibilities help
them understand the changing environment and monitor needs and wants of customer they are
looking forward from organisation in their offerings.

M2 Analysing significance of interrelationship between marketing and other functional units
Marketing is not only much boarded then selling, not appropriately specialized in all
activities of organisation. It is responsibilities of whole organisation to work together to attain
goals and objectives of business. In order to developing an effective marketing plan managers of
Marriott, need to examine close links with other functional department areas are as follows:
Food and beverage department: The food and beverages department of Marriott need to
work closely with food department to ensure that adequate research and development is planned
to satisfy current and future needs of their customers. It also help food department in
maintaining quality of food specification laid down by customers. Moreover, volumes of order
generated by marketing can be met within schedule required for deliver on time. Furthermore,
marketing department will set deadlines that may stretch capabilities of production department
(Eletxigerra, Barrutia and Echebarria, 2018). Marketers will wish to get products in markets as
soon as possible to ensure competitive advantage. Where as food and beverage department will
test quality of food, fully ensure that there is no defectiveness in items and ensure health and
safety requirements.
Finance department: In context to hospitality Industry, finance and marketing
department are interrelated with each other to ensure adequate budget to meet the needs of
research, promotion and distribution. This department of Marriott, have a whole organisation
brief to ensure that all business operates within financial capabilities. They want that all other
function of organisation need to work under their allocated budget. Both marketing and finance
department is likely to concentrate on sales volume and building market share. Moreover, they
will be focused on cash flow, covering cost and paying back investment as quickly as possible.
Human resource management: The marketing department will need to work closely
with human resource department in order to ensure that all employees have appropriate
knowledge and skills and staffing levels according to their requirement. The managers of
Marriott, ensure that each employee is effective in research and development for new products
and services, meeting production targets and creating ambitious and competent sales team.
Moreover, human resource department will have many recruiting and training demands from
across organisation.

D1 Critically analyse key elements of marketing function and interrelated with other functions
In hospitality industry, the key elements of marketing function are interrelated with other
functions of department. Such as research development and promotion are interrelated with each
other (Hassan and Rahimi, 2016). In context to Marriott, theses department are interrelated with
each other finance department is related with marketing and human resource department Though,
these department are related with each other it do have both positive and negative impact on
organisation.
Marketing research: Marketing research is function of marketing department. It identify
strengths and weakness in a product development by studying various needs and wants of
customer. If this research is not properly done then it will to decrease its product value and will
not able to meet up requirement of customer.
Promotion: promotion is one of the most recognised facets of marketing. It an important
method used by markers, it creates an image of a company in mindset of people. But mangers of
Marriott, makes sure they don't use any unethical behaviour in promoting their product and
services. The interrelation of promotional activity with the sales departments of hotel is
ascertained from the fact that this will help in attraction of potential customer belongs from
different groups and society.
TASK 2
P3 Comparison with different hospitality industry with marketing mix and marketing planning
process to achieve business objectives
The marketing mix has been defined as set of marketing tools that firm uses to peruse its
marketing objectives in target market. Accentually, it about putting the right product or
combination thereof in place at right time at right place. This marketing mix will help to know
their competitive position of their hospitality in market.
Comparison of Marriott with Hilton in regards to 7 P's of marketing
MARRIOT HILTON
Price Marriott is one of the
recognised and prominent
luxury hotel chains in world
Hilton being executive service
provider, target its customer of
exclusive segment of society.

wide. Its maximum revenue is
generate from its core products
which ultimately depends on
satisfying customer needs and
wants. They follow premium
pricing strategy as per
convenience of customers
which made it successful all
across global.
They have adopted premium
prices with premium cost value
added to it services. Its
exclusivity of brands are
maintained by its exclusive
customers segment pay
premium traffics.
Product Marriott is providing best and
premium quality of product
and services according to need
and demand of customers.
Such as high class of food and
accommodation.
Hilton groups are providing
variety of hospitality services
across worldwide through its
hotels chains. They are
providing better premium
quality of food and
accommodation services.
Place Marriott hotels are located
worldwide in diverse places
across various areas of city
like near airport, main streets
etc. they are always being
location specific in considering
to attain competitive advantage
and attract more customer
especially business class. They
are operating in US, UK and
Argentina
This group has shown
considerable growth. Such as
they are more focused on
western countries as groups
targets are exclusive segment
of society. Moreover, with
different brands have adopted
different marketing strategies.
As they are focused on best
services and location to setup
of new hotels. Such as UK,
US and Australia.
Promotion Marriott entirely targets on
digital promotion of their
Hilton is one of the well know
brand in hospitality industry

products. They have build their
websites in such a way that
they precisely focus on
services which exhibits all
product offerings in detailed
manner. Such as advertising,
print media and social media.
for a long time. They have
collaborated with payments
banks, different restaurants for
variety of food provider and
much more resulting in
promotional strategies of
group. Such as ethical
advertising of their product and
services, using different social
media and print media such as
news paper and magazines etc.
People Marriott distinguish
importance of serving its
guest, which is main people
strategy of brand. They
provide training to their
employees and staff in minute
details and give them authority
in case of any service failure
of their colleagues. Moreover
they focus on continuous
training of their staff members
to deliver outstanding services
and meet expectation of
people.
Hilton group has successfully
served their customer in an
effective manner. Such as
providing running desk,
different entertainments events
to their customer are some of
strong base of Hilton success.
Process Marriott have numerous
business process in place to
certify quality customer
services, efficient booking
facilities and comfortable stay
Due to reliable process and
maintained supply chain
management this group has
applied to minimise its
operating cost. The services of

of customers. They works in
transparent manner so that
customer can easily operate
and use online booking
websites to book their room.
booking via different web
portals helping them to
maximise their revenue and
help in maintaining marketing
position.
Physical evidence Marriott hotels and building
are one of biggest physical
evidence for their company.
Services are intangible in
nature by they try to provide
beautiful lavish ambience and
interior to their customer.
Hilton, infrastructure and its
interior are its biggest physical
evidence of their hospitality.
Along with this their services
and offerings are attractive in
nature.
M3 Evaluating different tactics applied in hospitality industry
The different tactics applied by hotel Marriott in order to achieve it business goals and
objectives are as follows:
Recognise social media is more than social tool: Social media has been platform for
business to sell their products. Marriott has being using different websites portals as to provide
convenience to their customer in bookings.
Consider move towards native advertising: Marriott by doing native advertising content
is often found on publication which resembles their publication editorial content. This types of
ads are more strategic and subtle in attracting more customers.
Thus, theses are some of the important tactics that help hospitality industry to remain
competitive in competitive edge of market.
TASK 3
P4 marketing plan for hospitality organisation to meet marketing objectives of Travelodge's
Marketing plan is necessary for an organisation as it consist of all business and marketing
activities of a particular product. Such as cost accrued in developing a product into market
scenario.

Executive summary: Travelodge's was founded in year 1985, operates in various eye
catching mid scale as it is know for its low cost operations of its product and services. The are
coming up with super room that is modern guest house room's at affordable prices.
Vision: To become one of best low cost hotel in hospitality industry.
Mission: To provide better service and experience to customer and have positive
influence on community.
Objective: Introducing new range of super room's with modern technology and
introducing business service on different location to enhance business growth by approx 20% in
next 2 years.
Segmentation, targeting and positioning: Segmenting, targeting and position are
important aspect of marketing function. It help Travelodge's in identifying its potential
customer's such as: Segmentation: It is the process of dividing a market of potential customer into groups.
Such as mangers of Travelodge's can segment their customer on basis of demographic
such as premium class of people. Targeting: It is important for Travelodge's to target their potential customers. Their
target customer are premium class group of people. Such as people's who are looking
forward for reasonable prices and good quality of product and services.
 Positioning: Selling diversified and business packages at premium price is USP of the
company. They position themselves as an organisation which provide better travel
options and packages at competitive price (honest pricing).
◦
Marketing Budget:

D2 Strategic marketing plan applies in marketing mix
Businesses Objectives Marketing Mix &
Strategy
Tactics Monitoring &
Evaluation
Introducing new
range of super room's
Travelodge's are
coming up with new
product of super
room's. They have
adopted moderated
pricing scheme in
order to attain more
market share.
They have adopted
CRM pricing tool.
Travelodge's are
continuously
monitoring
marketplace in order
know what types of
product and services
customer are looking
forward.
Reasonable price of
their Super Rooms
They are adopting low
Price strategy
Price is the important
factor of customers.
Travelodge's are
Travelodge's are
monitoring and
evaluating their

provide reasonable
price crates to their
customers. In order to
attain competitive
advantage in
hospitality industry.
competitors and keenly
evaluating customer's
perception of buying
behaviour.
Located in main city
such as near airports,
railway station etc.
Place Travelodge's are
locating themselves in
convenient places so
that they able to attract
customers.
They have keenly
evaluated different
localities to know in
which locality
customer are
demanding more.
Adopting various
marketing promotional
tools
Promotion They are promoting
their product and
services from different
marketing tool such as
websites, social media
and its official page
(Kotoua and Ilkan,
2017).
In today's context,
everyone is connected
with internet. This help
them do their
promotions on social
media and other
promotional tools such
as media and
advertising.
CONCLUSION
From the above discussion it has been concluded that marketing roles and responsibility
are very much essential in hospitality industry. As this help managers to know their roles and
enables them to perform their best in achieve task and attain competitive position in marketplace.
Moreover, it also helped managers of Marriott to know how each and every function of
organisation are interrelated and it do have both positive and negative on their organisation.
Furthermore, with marketing mix managers are able know their competitive position in
hospitality industry. Hence, a marketing plan helped travelogue's to know their tactics by

evaluating their product and services with marketing mix and evaluating and monitoring them to
provide best service to their customer.

REFERENCES
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