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Hospitality Marketing Essentials (Doc)

   

Added on  2020-12-09

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HOSPITALITY MARKETING ESSENTIALS
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CONTENTSINTRODUCTION.................................................................................................................................1LO – 1...................................................................................................................................................1P1 Roles and responsibilities of the marketing function within Holiday Inn Hotel...........................1P2 How roles and responsibilities of marketing is related to wider organisational context................3LO – 2...................................................................................................................................................6P3 Comparison of ways of applying marketing mix to the marketing planning process by different hospitality organizations....................................................................................................................6LO – 3...................................................................................................................................................9P4 Producing a basic marketing plan for Travelodge to meet out marketing objectives....................9CONCLUSION...................................................................................................................................12REFERENCES....................................................................................................................................13
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INTRODUCTION Marketing is a broad concept and is quite vital aspect of any business. It begins withthe determination of the needs of the customers and ends with the self-actualization stage.Consequently, it can be said that marketing is nothing but a systematic process which helps inevaluating the relationship existing between the organization and its concerning businessenvironment. Referring to the high level of competition as well as globalization, restaurants,accommodation and hotels in the hospitality sector is coming across with numerouschallenges and issues related to conducting market research (Ferrell and Hartline, 2008).Firms these days are needed to have better comprehension of the market place, demands ofthe clients, profitable relationship with the suppliers and customer driven strategy in place toconquer the modern marketplace.Considering this aspect, the main aim of the current research essay is to comprehendthe role of marketing and other functions within the company. Hotel chosen for the currentstudy is Holiday Inn which is a British owned Multinational brand and a subsidiary of Inter-continental hotel. It has 1173 active hotels all across the world and is being grown as one ofthe largest hotel chains. The research study will evaluate marketing mix of the hotel andcomparison with other hospitality firm will also be performed. Further, it will also payattention on marketing plan for achieving the marketing goals of the hotel. LO – 1P1 Roles and responsibilities of the marketing function within Holiday Inn Hotel American Marketing Association (AMA) continuously revise the definition ofmarketing according to the changing trends in the market and as per them it is a never endingprocess that helps the business firms to shift their merchandise and services to the final users.Marketing is simply an activity concerning to product distribution that includes marketingresearch as well as segmentation (Baines, Fill and Page, 2013). Customers are the kings inthis present competitive business scenario and when it is the case of hotels, there importanceincreases manifolds. Holiday Inn also focuses on offering quality services to their customers.With the support of the marketing function, Holiday Inn is even determining and satisfyingthe needs of their clients. The growth of the hotel is dependent on the marketing strategiesused by them. The main aim of Holiday Inn is to offer fast, quick, quality as well as friendlyservices to their guests. Some of the major marketing function is being elaborated in thesubsequent paragraph: 1
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Roles andResponsibilitiesHow it is implemented in Holiday InnDistributionApproaches and ways through which the goods and services are soldto the clients is equally significant to comprehend by the managers.Marketing function is responsible for managing as well as maintainingthe distribution channels such as computer reserve system, onlinebooking, alteration in the web page and many more. Holiday Inn alsoadopts varied channels of distribution for commercializing theirproducts (Sheela, 2002). SellingIt is considered as the most vital roles of marketing function withinHoliday Inn. This is concerned with the overall sales being taken placewithin the hotel. Varied techniques and approaches are being used byHoliday Inn for selling their products and services in the market.Additionally, to attain the desired sales figure, hotel also understandsthat marketing is quite different from sales. Through market researchthey determine the demands of the target people and thus, attractslarge pool of customers by offering the same to them. FinancingLast but not the least, there is one more important role beingperformed by the marketing function of Holiday Inn i.e. financing. Atthe time of making marketing plan, many elements are included whichcosts too high. Further, for achieving higher profits, more investmentis made by Holiday Inn. Here, the role of financing come into exists(Kotler and Armstrong, 2010). The main role of financing is to returnthe money being invested by the hotel in longer period of time andsupports in developing such marketing plan which is believable,achievable and comprehendible. Lastly, this function of marketingalso decides the budget and varied sources of finance for marketingplan of the hotel. MarketResearchMarket research is being performed by Holiday Inn for the purpose ofidentifying the taste as well as preferences of their clients. With this,the hotel also identifies their potential client base as well. Other thanthis, market research is also carried out by Holiday Inn for analysingthe competition level in the market (McDaniel and Gates, 2014).2
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