Hospitality Marketing Essentials (Distinction Criteria)

This project discusses the key roles and responsibilities of marketing functions in the hospitality industry, the interrelation of marketing with other functional units, and a comparison of marketing strategies of The Tower Hotel and Hilton. It also explains a marketing plan for The Tower Hotel.

Marketing Essentials
( Distinction Criteria )

TABLE OF CONTENT
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
Explanation of the key roles and responsibilities of marketing functions ..................................3
Discussing the roles and responsibilities of the marketing in relation to the wider
organizational context..................................................................................................................4
Comparison of the ways in which the different ways .................................................................5
Explaining marketing plan for The Tower Hotel........................................................................8
CONCLUSION .............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is the action which is useful for the promotion of the business for selling the
products and services in the market after a distinctive market research and advertising. The
marketing essentials is the mostly, advertising, publicity and sales techniques which is
considered to be important for the marketing of the organization. In this organization the belief
of the marketing is considered to be very important for the marketing which happens with the
help of designs produced and other methods such as the publicity and selling techniques. For this
project the chosen organization is The Tower Hotel which is hospitality organization that is
based in UK in the heart of the London city. In this project the role of marketing and its
interrelation with other functional units of hospitality organization has been discussed. This
project will provide a comparison ways in which the hospitality organizations use the marketing
mix fir achieving the overall business objectives. Development of a basic marketing plan for
meeting the marketing objectives for the hospitality organization.
MAIN BODY
Explanation of the key roles and responsibilities of marketing functions
The key roles and responsibilities of the marketing functions are,
Defining and managing brand :
It can be said that the business which is able to define what are the standards of the
organization needs to understand what is the factor which influences the different acts of the
company. It can be considered that the hospitality organization needs to understand in the
importance of the experience which the customers have in order to understand the operational
practices of the interaction of the customers with the brand (Rohm, Stefl and Saint Clair, 2019).
Conducting campaign management for marketing initiatives :
There are marketing roles and responsibilities which helps the business in the
identification of the products and services which allow the organization to focus on the course of
the sales which is the cycle of the produced materials and other communicational brilliances.
This is also considered to be the method which helps the organization in the development of the
brand name in the customers.
Production of marketing and promotional materials :

There are different types of marketing qualities which help the business in the
management of the department which helps the business in the creation of the materials which
describes the business and its promotions to help the business with the core products and services
(Master and et.al., 2017). It can be considered to b e the way in which the organization is able to
keep the organization up to date with the services provided.
Creating content for search engine optimization for the websites :
The marketing team of the organization on the first-hand responsible for the information
which is provided by the company to the customers through the method of search engine
optimization. The marketing department is considered to be responsible for the keeping the web
content current and also be ensuring to the websites which are helpful for the business in the
quickly being able to relate with the searches.
Monitoring and managing social media :
The marketing and managing is the contribution of the management and maintenance of
the social media pages which is considered to be the also helpful for the business in the
management of the accounts which can carefully be able to understand and analyse the posted
factors about the online details regarding the organization (Weiss and et.al., 2018).
Production of internal communication :
It is very important for the hospitality organization to understand that the company needs
to generate a value of goals and develop a priority which help the business in the employee
communication through different methods. Marketing is a method which is considered to be an
effective way in which the employee is able to communicate with the organization.
Discussing the roles and responsibilities of the marketing in relation to the wider organizational
context
The role of marketing for the Tower Hotel is very crucial as it provides success to the
organization in the wider context. Marketing is considered to be the very important in the success
of the hotel as it helps the organization in the development of the brand name. It is considered to
be very difficult for highlighting the roles which the marketing play towards the company but it
understandable that it serves the purpose of the thesis which impact the brand value for the
success of the hotel. Marketing is considered to be the very essential for the company's brand
name which takes place the company's products that is the services at the heart of the prospective
of the customers (Malshe and et.al., 2017). For the hotel industry the success of any hotel is often

depended on the good reputation. Thus, the role of marketing develops into a very crucial one for
this organization. The growth of the reputation of this hotel helps it to attract more customers and
also be increase the occupancy rate resulting in the increased revenue of the organization. It
addition to that it can be said that the marketing plays a very important role in the branding
which is considered to be the supportive unit for the communication of the hotel in the
organization.
Effective marketing campaign provides the hotel an edge over the competitors which
helps the business to offer the customers with new and enhanced services which can be
considered to be the very useful practice for the business. In this organization whenever a new
service is added to the list of the services available the marketing is the main method which helps
the organization to make the customers have of the operations of the organization. This is very
important for the organization to develop an understanding of the requirements of the business to
provide the organization with development of the organizational practices. The role of a strong
and effective marketing campaign in the hotel is considered to be an efficient way in which the
hospitality organization is able to manage the resources and be able to generate effectiveness.
Efficiency in the marketing strategy is essential for the adaptation of the hotel resources and also
be able to reduce the waste. This hotel also focuses on the management of the organizational
policies for the development of the organization management which helps the business to
increase the quality of the services provided by the organization.
Comparison of the ways in which the different ways
There are different ways in which the organization is able to develop the different ways
in which it needs to use the marketing for the marketing planning process. The marketing mix of
The Tower Hotel consists of the 7 Ps which explains the different ways in which the organization
should act towards the give objectives present in the marketing mix. Comparison of The Tower
Hotel and Hilton marketing mix goes as follows,
Product/Service :
It can be said that the most important factor which the marketing of an organization needs
to consider are the product/services provided by the business (Mulyana and Prayetno, 2018). The
product of this organization is are the services which it provides to the customers. This
organization provides the following services to its customers,

 Guests Room are the rooms which are present for the guests to spend their time in the
Tower Hotel.
 Food and beverages are also provided in the hotels as it help the hospitality organization
with the services which are essential for this hotel in the development of their brand
image.
 Banqueting rooms are provided for conferences and meetings.
There are other services along with these main which help the organization with their
marketing techniques. Having so many services is essential for the hotel and their marketing
operations. In comparison to the Hilton a luxurious hotel, the products of the Hilton is considered
to be suites and holiday for the hotels for part of their hospitality services. This hotel is known
for Hilton Honers program which is made specially for its loyal customers.
Place and distribution :
The location of The Tower Hotel is a very important factor which helps the marketing of
this organization in the management of the organizational operations. It can be said that this hotel
being in the heart of the capital of the country makes it a very easy way in which the
organization is able to develop an understanding about how the organization can help the
business in the management of the organization (7ps of service marketing in hotel industry,
2021). Thus, this feature that the organization has makes it easy for the business in the managing
the place and distribution of the organization. It can be considered that the place of the hotel is
very useful factor for the marketing and promotion of its services to its customers. This
organization has its operation in only UK in comparison to the Hilton presence in the worldwide
market with 103 countries and having 5100 properties. This provides the business with
consideration of focusing on the western culture.
Promotion and communication :
There are different ways in which the marketing of this hotel communicates with the
customers in order to promote the services of the organization. Thus, it can be said that with the
help of the following ways the promotions of The Tower Hotel is done,
 Brochures
 Television commercials
 Hotel websites
 Social media accounts

 Search Engine Optimization
 Billboards
This organization has decent promotional practices however, in comparison to the Hilton
promotion activities is almost nothing as, this organization is a very well-known brand and is in
the hospitality industry for a longer period. Thus, most of its promotional activities are not based
on the exclusive services and the customer's satisfaction.
Price :
The pricing strategy of The Tower hotel is very strong and considerable with the market
such that the services provided by the organization is helpful for the business (Siakalli, Masouras
and Papademetriou, 2017). The food and beverages provided by this organization is also priced
competitively such that the potential guest which may reject the hotel services. It is considered to
be the method which helps the business in strongly influencing the business in the management
of the organizations practices. This hotel has set prices for different customers such that the
organization will be able to understand how effective the organization can be towards the
management of the business practices. This hotel in comparison to the famous hotel Hilton has
cheap prices but still they serve a specific purpose of differentiating the experiences through
providing the customers different options regarding the price for targeting different customers
segment.
People :
For this hotel the people in the marketing mix is considers the factor which is related to
the people which helps the business in the management of the organizational operations. In this
organization the guests are the most important as all the services provided by this business is
related to the guests which visits the hotel. Thus, it becomes absolutely important for the
organization to understand the importance of providing the most efficient ways in which the
company can segment the customers into categories to plan the strategies according to the
organization. In this organization understanding the benefits of how the business will be able to
develop a strong organizational approach which can provide the organizational effectiveness in
the business. Comparison of the operations of the Tower Hotel and the staff of Hilton is very
effective as Hilton has employees which are loyal and it is very easy for this organization to
attract talent in the organization.
Physical Evidence :

The hotel premises is the most important and influencing factor of marketing mix of this
organization as it provides the business of the company new strategies which can develop
organizational benefits (Ekawati and Yass, 2018). The hotel premises are considered to be very
important for the business to develop an understanding of how the organization can be able to
develop a strong marketing operation. Employees of this hotel are although not the assets but are
very important for the organization effective for the organization. Its operations can be said that
this organization needs to develop a strong and effective operations which allows the business
growth in the marketing. In comparison to Hilton this organization has very few hotel properties
which is the reason why this organization is not so successful in the organization. Hilton has
more than 5100 properties world wide.
Process :
The process of this hotel is the way the management of the organization is able to manage
the operations of the organization. In this organization the management is very effective which
helps the business in the development of a strong marketing campaigns that allows the business
to grow with the help of the organizational process (Dewi, Yasa and Indiani, 2018). The process
in the hotel refers to how well the organization is able to manage the operations it has to deal in
relation to the guests. The flow of the process of Hilton is different from the services of any other
organization. This is due to the reliable process which is effective in the maintenance of the
supply chain management which minimizes the total operating cost thus, makes the Hilton
company more successful.
Explaining marketing plan for The Tower Hotel
Marketing plan is concerned with scanning environment, internal evaluation, setting
objectives, strategy and developing functional plan. The current marketing plan will be
beneficial for the organization for gaining competitive edge in turn higher profitability &
sustainability can be derived. The particular company is looking to offer security through
enabling in room technology for improving guest experience.
Mission statement
Main mission of the particular organization is to enhance the productivity and
profitability of organization through innovation, teamwork, integrity, etc for attaining success.
Objectives

 To increase sales by 20% by implementing effective digital marketing practices at the
end of year
 To decline the employee turnover by 10% by providing higher opportunities through
growth of company by the end of year.
 To incline the profitability and sustainability through increasing customer engagement by
15% within 6 months.
 Increasing competitive edge by 20% through innovating strategy of company with h3
months of specified period.
Competitors analysis
It is one of the process which begins with h identifying competitors, assessing strategy.,
competitive advantages, etc. The Tower Hotel is one of the successful organization which is
facing cut-throat competition as there is presence of several larger companies like Hilton<
Marriott, etc (Opresnik, 2018). it becomes essential for the organization to focus on possessing
effective evaluation so that applying relevant course of action to improve performance can be
implemented.
SWOT analysis
It is one of the technique that is taken into consideration by organization for assessing internal
process. It is used to evaluate strengths, weaknesses, opportunities and threats in turn proper
formulation of strategy can be effectively.
Strength
 The specified organization has high
brand recognition and has enough
technical power to implement
innovation.
 The employees of organization possess
effective skills, attributes and
experience which possess competitive
edge.
 It has good location for improving
performance of company.
Weaknesses
 There is lack of employee retention
which is affecting the functioning of
company in adverse manner.
 There is lack of financial management
practices in business which is affecting
efficiency of company.
 There is low market share which is
influencing operational activities.

Opportunities
 High potential in emerging market
 Innovation techniques for improving
customer experience.
 Good brand image in the local market.
Threats
 Emergence of international competitors
 Changing regulatory environment
 Changing customer attitude
PESTLE evaluation
It is one of the approach which is use by organization for evaluating external elements affecting
growth & development. The Tower Hotel can sued this technique to assess what are crucial
factor which has influence on smooth processing of enterprise.
Political factors There are number of political factor which has
impact on the processing of company. It
comprises political stability, level of
corruptions, legal framework pricing
regulations, etc. The Tower Hotel is based on
London location which possessing good
political stability and affecting positively.
Economical factor It comprises infrastructure quality, labor cost,
economic growth, unemployment, interest, etc.
rate are the components which has impact on
business.
The specified organization is getting
influenced these factors of the company.
Social factor Other aspects like changing customer taste,
preferences, attitude, occupational level, other
demographic factors, etc has higher power to
influence hospitality sector (Paredes
Rodriguez, Alfonso and Asbel, 2021). The
Tower Hotel is one of the organization which
possesses higher good economic situation as in

UK particular sector is growing in rapid speed.
Technological factor Recent technological development, cost
structure, cost structure, value chain, etc
techniques which are executed for having
technical improvement in overall performance.
The Tower Hotel has enough capability to get
positively affected from the prevailing
circumstances.
Legal factor Anti trust law, discrimination, copyright,
patents, employment, Health & safety, data
protections, tax laws, etc are few legal factor
which has influence on The Tower Hotel on
the larger extent.
Environmental factor Climate change, environmental pollution, m
waste management, carbon footprint, etc are
the requirement to have positive working
situation.
Implementation of STP marketing technique
Segmentation
There are different kinds of basis which is taken into consideration by focusing on
geographic, behavioral, psycho graphic, and demographic (Sumarwan, 2019.) The particular
organization has given emphasis on behavioral basis for attracting both domestic and internal
market. The main of conducting practices on the specified basis is to attain higher customers.
Targeting
The targeting the best customer so that highlighted objective can be accomplished. On the
basis of this, it can be identified that company can have appropriate customers through focusing
on London so that attracting client on basis of location competitive edge.
Positioning

In this course of action for conducting innovative practice to increase profitability to
accomplish predetermined objectives can become possible (Nehoda and Sakhanda, 2017).
Marketing mix are decided for creating value preposition. The Tower Hotel can position by
ensuring higher security & safety of clients.
Marketing mix
Product
The Tower Hotel offers product of offering rooms for staying, lunch, breakfast, etc kind of
services. Its product of maintaining higher security & safety is one of the competitive edge which
can meet objectives of firm.
Price
Value based pricing strategy is followed by The Tower Hotel for getting higher profitability
margin. It can allow overcoming prevailing competition.
Place
It is based on London and focuses on attracting both domestic and foreigners client for
meeting objectives/
Promotion
Print media and social media marketing is utilized by organization for having first
ranking through SEO, PPC, etc digital marketing customer.
People
The specified organization has higher employee turnover which can be declined by
applying appropriate training & development technique.
Processing
There are several internal areas like housekeeping, functional department, etc which are
properly managed via executing effective communication channel.
Physical evidence
It has website and presence on social media and business based platform for increasing
reach to customers.
Developing Budget
Expenses Amount

Administration expenses 20000
Employees salary 50000
Marketing and selling expense 60000
Market analysis expenses 85000
Technical device application 50000
Security evaluation expenses 45000
Monitoring performance 50000
Utility bills 45000
Supervisory expense 50000
Total expenses 405000
Executing plan into action
For executing the course of action of having higher level of security in hotel room
through maintaining higher presence of technical devices. It can execute plan by properly
evaluating overall performance and outcome through implementing above mentioned tools so
that relevant course of action.
Monitoring results
It can be monitored by applying variance analysis, KPIs, bench marking, etc. in order to
improve actual outcomes with previous.
CONCLUSION
With the help of this project it can be concluded that the marketing and its essential is a
very important as for The London Tower hotel and is considered to be very helpful feature that
allows the business to develop its business practices. This project helps in the explanation of
those key roles and responsibilities of the marketing function to be impactful for the chosen
organization. This project also discusses the roles and responsibilities of the marketing in relation
the hospitality organization. In this project a comparison of the ways in which the different
hospitality organization apply their marketing mix in the organization is also discussed. This

project also help in the development of the marketing plan which helps the business in the
management of the organizational operations.

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