This report discusses the key roles and responsibilities of marketing functions in the hospitality industry, the relationship between marketing and the wider organizational context, and a comparison of marketing mix strategies in different organizations. It also includes a basic marketing plan for a hospitality company to meet marketing objectives.
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Hospitality Marketing Essentials
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Table of Contents INTRODUCTION..........................................................................................................................3 MAIN BODY..................................................................................................................................3 TASK 1...........................................................................................................................................3 P1 Key roles and responsibilities of marketing functions in hospitality industry......................3 P2 Discuss how roles & responsibilities of marketing is related with the wider organisational context.........................................................................................................................................5 TASK 2............................................................................................................................................7 P3 Compare the way in which different organisation of hospitality industry apply marketing mix to attain business objectives.................................................................................................7 TASK 3.........................................................................................................................................10 P4 Formulate a basic marketing plan for hospitality company in order to meet marketing objectives...................................................................................................................................10 CONCLUSION.............................................................................................................................13 REFERENCE.................................................................................................................................14
INTRODUCTION Marketing is core function of management in which promotion along with survival other activities is carried out in order to gain success and development at marketplace. Marketingincludesplanningandimplementationofideas,concepts,thoughtsfor servingservicestoconsumersbyofferingbenefitstobothconsumersand organisations. It is a process that is utilised for determining, anticipating, satisfying future consumers requirements(Bojanic and Reid, 2017). The following report is based on hotel the Connaught, which is a five star hotel & luxury hotel situated in London. This is one of the best and prestigious hotel of London. In present report discussion about roles and responsibility of marketing functions is discussed along with comparison of two different companies based on marketing mix. Lastly, formulation of marketing plan according to laid objective in present situational analysis. MAIN BODY TASK 1 P1 Key roles and responsibilities of marketing functions in hospitality industry Marketing of any product or service requires satisfactory efforts on developing good relationships with customers. These functions performed for such brand loyalty of organisation that are identification of target customer needs and wants, developing right product or service forcustomer satisfaction and finally keep them retained with new opportunities coming up that gives them a reason to come back again(Neuninger, Dixit and Loo, 2019). In relevance toThe Connaught Hotel, London follows basic concepts of marketing functions associated to any business product or service mentioned below: The Production concept:Products or services that are easily available and affordable are proffered by consumers in this concept of production. The product concept: Innovative products irrespective of their price having high quality and performance are preferred here by customers being product-specific. The selling concept: The main focus of this concept is aggressive selling of products and service through promotional efforts for increasing company's current market share.
The marketing concept: After establishing above objectives, organisational goals aretobeachieved.TheConnaughtHotelthereforeensuresproperdeliveringof communication driving customer value as compared to its competitors. Roles in marketing function Market research & planning: The marketing research analyst role of chosen hotel company is to analyse all four departments consisting of food and beverages, travel and tourism , lodging andother recreational activities for making proper plans for future marketing(Mariani,BorghiandOkumus,2020).TheconnaughtHotel,appoints concierge to interacts with guests and possible leads directly providing them with required services they want accordingly. Finance & product development: Depending on the nature, size, location and appetiteofselectedhotelbusiness,productmanageroverseesthebudgetingof marketing, advertising and promotion of product. Accordingly marketing consultant role is to provide assistance to all staff members deliver customer experience services within budget satisfying maximum needs of guests visiting the hotel. Communication and distribution: Managing a brand requires both internal and external relationships to be strong be it working with multiple advertising agencies or monitoring competition through partnerships. Hotel General manager supervises the sales & marketing departmental functions that consist of PR activities, organizing of campaigns, event planning, housekeeping, waiter/waitress services etc. Branding and selling: This involves creation of engaging contents across various mediachannelssuchaswebsites,intranet,socialmediaandnewsletters.The Connaught Hotel, has a brand manager that works on delivering creating new strategies and logo brands by working with its communicating team members. Responsibilities There are certain common responsibilities of mangers and staff members The Connaught hotel, London according to the roles discussed above of event planner, executive chefs, marketing and branding manager(Beck, 2017). Apart form those roles, there are certain responsibilities that should be undertaken by all discussed below:
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ï‚·For successful promotion and marketing of brand , The chosen Canaught hotel, Londonworkswithdifferentadvertisementagenciesthroughoutsourcingof resources. ï‚·It is responsibility of the hospitality organisation to establish proper management of relationships with partners and agencies in future. ï‚·Evaluationofstrategiesdrawnbeforeforallmarketingandadvertisement functions performed for making of new ones accordingly. ï‚·Identification of customer needs and wants visiting the hotel experience and improve the services & facilities by effective functioning of hotel employees. ï‚·ITisalsoresponsibilityofmarketingmanagertohaveasupervisionover functions of marketing and sales departments. ï‚·Time management regardingguest check-ins andcheck-outs,room service facilities,foodfacilities,bookingsystem,socialmediacampaignsand promotions etc. are to be managed and updated accordingly. ï‚·Delegation of job tasks to every employee of chosen hotel as per new planed strategies formed is the responsibility of senior team members appointed. P2Discusshowroles&responsibilitiesofmarketingisrelatedwiththewider organisational context. Abusinessreferstoasystemwhichincludesorganisationalstructure, management structure, resources and employees in order to attain the objective of organisation. In which there is a interrelation in all the function of company(Okumus and Cetin, 2018). Interrelation refers to a connection among peoples, parties within or outside of system.
Marketing department is a crucial department of all companies as they are responsible to promote and advertise about product or services of hotel at larger scale in order to increase sales along with profitability of company. It has often seen that it have a string interrelation with other divisions within organisation. It is considered as vitalinordertoattaingoalineffectivemanner.Incontextofhospitalitysector, interconnection between marketing and its other department are as follows: Front office and marketing departments:responsibility of front office division is to carry out effective interaction with guest as this is the first things that imposes impression on visitors. Primary role that is performed by the entities of front desk is to mange the data of clients in effective manner. They keep information and provide that to entities of marketing department of Hotel so that they will able to effectively formulate the strategies that are required for satisfying the needs of consumers(Mirehie, M., and et.al., 2018). This information aid marketing team for developing more customized plans,designsrelatedtoeffectiveadvertisementsforgrabbingmoreconsumers towards services of hotel. This interconnection aids connaught hotel to achieved their aim of reaching and influencing more consumers. Housekeeping and marketing department: Roles that is performed by the housekeeping department is to maintain hygiene and cleanliness within Hotel so that Illustrati on1: organisational chart of Hotel
consuming will able to feel safe while consuming services. Housekeeping team team all information related with the status, requirements of consumers as well as to make arrangementsaccordingtothespecificationofconsumers.Suchinformationaids marketing department to formulate marketing plan & adapt personalised strategies for enhancement of revenue generation of business unit. Maintenance&marketingdepartments:Maintenancedepartmentofthe Connaught hotel is responsible for provision of engineering facilities and that contributes toward comfort of guest & that enhances efficiency of employees. The housekeeping department relies on maintenance in order to keep things in well mannered as well as they determines all deficiencies in facilities hotel like faulty of electric plugs, dripping facets etc. and all that information is transferred to marketing departments in order to increase satisfaction level of loyal guest so that retention of client will improved and enhanced for longer period of time. Concierge and marketing department:A concierge is responsible to assisting guests in order to make reservations, in making arrangements and in delivering related information. As well as assures in coordination and cooperation so that guest will not face any problems. They plays vitalroles in order tomanage all things of hotel effectively. Where as the roles that is played by marketing department is to promote aboutactivitiesandservicesofcompanyandwiththeassistanceofmarketing department, the entities of concierge will effectively able to guide consumers about their services.
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TASK 2 P3Comparethewayinwhichdifferentorganisationofhospitalityindustryapply marketing mix to attain business objectives Marketing mix is a strategy that comprises different elements like product, price, promotion and place which are essential to attain predefined goals. It is considers as a combination of different elements that are related to business operations and provide competitive edge to organisation. In addition, with marketing mix managers are able to prepare effective strategies in order to strengthen their marketing position. In reference of the Connaught hotel, there are some additional elements such as people, process, physical equipmentare also included in marketing mix(Eletxigerra, Barrutia and Echebarria 2018). Comparison between marketing mix of the Connaught and the Ritz London is discussed as under: BasisThe ConnaughtThe Ritz London ProductItreferstotheservices, facilitiesthatarebeing providedbyhospitality organisation. In regards of Here, organisation provides rangeofservicessuchas customized rooms, delicious food and beverages, online Illustration2: interrelation among all departments of hotel
respectivehotel,itoffers facilities such as free wi-fi, food and beverages, room facilities, waiting room and manymoreinorderto provide ease to customers. roombooking,WI-Fi servicesandmore.In addition,italsohasSpa, bars,golfbanquetand conferencehallstomeet withtherequirementsof clients. PriceIt is analysed that hotel is renownedamong customerswhichmake themenabletocharge higherprice.Mostofits customersbelongto premiumgroupofsociety thatallowedmanagersto determinehigher pricefor their services. Here,RitzLondonadopts premium pricing strategy as theyareservingtoelite group of customers. It helps them to maintain the brand imageoforganisationat market place(Mercan,and et.al., 2020). PlaceTheConnaughthotelis located at prime location of Londonsoitiseasyfor customers to reach. Here, it isoperatingatdifferent locations of country that is essentialtoenhancethe presenceandserve customersinbetter manner. ItisanalysedthatRitz Londonisaninternation hotel that has presencein overseas market. Currently, it is operating in nearly 30 countriessuchasUnited sates, Germany and more. Managersconsciousabout locationthusselectprime locationstoprovideeasy accessibility to customers. PromotionThereareseveralways usedbymanagersto The Ritz London is majorly dependonwordofmouth
promoteservices. Hoardings, posters are also usedbyorganisationto promoteservices.In addition,theyaremaking efficientuseofdigital techniquessuchasSEO, social medial platforms and more to enhance the brand visibility.Forpromotion purpose, they also provides complimentaryservices, vacationspackageand moreinordertoget competitiveadvantage (Koc, 2020). advertisement by stratifying itsexistingcustomers through better services.In addition,theyalsogive advertisementintravel magazinestoattractmore numberofbuyers.In addition,thewebsiteof organisationalsoplaysa major role to ensure higher bookingsthatisessentials to inflate in sales and profit margin. PeopleHere,managershire candidatesfromelite institutionswhoare competentenoughto perform assigned task in an efficient manner. They also arrange necessary training programsfortheir enhancement. In Ritz London, employees areeffectiveandableto dealwithguesteffectively thatisessentialtosatisfy customers.Theyhavethe competencytoprovide effectivefrontdeskand housekeepingservicesto customers that is crucial to maintainpositiveimageof brand. Physical equipmentIt comprises tangible things thatarevisibletopeople andhelptograbtheir Here, ambiance, interior of organisationarehighly attractive that is essential to
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attention.In reference of the Connaught,ambiance, interior of hotel is designed in such a manner that grab the attention of visitors. providebetterexperience to9 clients. In addition, they havequalifiedand competentfrontdeskand housekeepingstagewho areabletointeractwith guest in better manner. ProcessTheConnaughthotelhas effective process to provide betterservicesto customers. They ensure to use appropriate steps with anaimtodeliverhigher satisfaction to guest. IncontextofRitzLondon, there is proper coordination betweendifferent departmentsofhotelsuch ashousekeeping,front desk,maintenanceand morethatmakethem enabletocarryoutwhole processinanefficient manner. TASK 3 P4 Formulate a basic marketing plan for hospitality company in order to meet marketing objectives Marketing plan refers to a documentation of various strategies that are acquired by companies for achieving laid objectives of business unit. This activity helps to concentrate on attaining the goal of business so that there will be effectively and better utilisationofavailableresourcesiscarriedout.Marketingplanreferstoacore strategieswithregardstocoordinationanddirectingcertainmarketingeffortsin company. It is carried out with basic level i.e. strategies which utilises for determining marketing plan(Cheng and Chen, 2017). Another is tactical which is used for execution of marketing plan. Goal setting
Mission:Primary mission of Connaught hotel is to make sure that guest will feel a little like entering another elegant world by offering immersed culture, warmed and refined ambience. Corporate objective:Here, are some corporate objectives of company which need to be attain on the basis of present marketing plan as follows: ï‚·To enhance the market share of company by 7 % in upcoming period of 4 years.ï‚·To more concentrate on promotional policies for increasing brand awareness as well as to target more users. So that the revenue generation will be increased by 2.4 % in upcoming time of 2.5 years. SWOT analysis StrengthWeakness ï‚·Biggest strength of connaught hotel isthattheyoffersluxuriousand premiumservicestotheir consumers. ï‚·There is a proper guest feedback systems where connaught offers its properties to be robust as they are tracking behaviour of consumers on regular basis for maintaining royal consumer base. ï‚·WithCOVID-19case,thereis decrement in demand for hospitality industry. ï‚·They are only targetting higher level incomeconsumersanddueto which low level consumer will not afford their services(Guaracino and Salvato, 2017). OpportunityThreat ï‚·By concentrating on sponsor events connaught hotel have opportunity of further expansion and that creates highbrandawarenessfortheir target market. ï‚·Threatofstiffcompetitionthat reducesmarketsharesindrastic manner. ï‚·Large number of competitor rivalries such as Hilton, Marriott who have similar strategies and lead to have high competition.
STP analysis Segmentation:Segmentation tend to division of marketplace into sub small factors based on some characteristics such as geographic, demographics, psycho graphicsandbehavioural.IncontextofhotelConnaught,theyundertakes demographics and psycho graphics segmentation and that is based on income level, attitudes, statues, areas along with personality of consumers. Targetting:Targetting is the next step, in which segment group are targetted. It is carried out by considering and analysing some factors like profitability and many more. Connaught hotel mainly targets premium segments consumers who are willing to pay extra and hight charges according to luxury and qualitative services. Positioning: It tends to perception of guest towards brand and their services. Connaught has established a well imaged brand at marketplace as they offers premium and luxury services to their prominent guest in relatively higher price. Marketing strategies: On the basis of marketing mix there is a marketing strategies which are used to form tactics so that overall objective will be attained. In order to understand different elements of marketing mix, there is a discussion of marketing mix in context of hotel Connaught: Products:The connaught hotel is a five star hotel of London which offers excellentandhighclassservicestotheirconsumersinordertoincreasethe experiences of consumers. Intangible services offered by chosen hotel is quality and smooth ambiance. Tangible services provided by them are wifi, fine dinning, chauffeur services, airport transfers, spa, conference room, gourmet cuisines with high quality experiences. Price:Pricing strategies that is chosen by them is premium pricing as it is according to the level and quality of services that are being offered by connaught hotel. It can be balanced by offering various discounts and offers so that price will become affordable for potential consumers. Place:Connaught come up with a premium and luxury brand of hospitality industry that means they are well establish and imaged brand at marketplace. They are present at various location such as china, Mexico, London, Malaysia in resulting, they
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arespreadingawarenessesoftheirbrandandduetowhichitbecomeseasily approachable by its target segment of users. Promotion:For effectively promotion of services r products, Connught use digital marketing media strategies with the assistance of digital tool such as Facebook, Instagram. Also they are able to increase brand awareness for their consumers. Marketing budget:It is often determined on the basis of marketing planned revenue. It has to be targetted in order to set budget based on goal of organisation (Sertel, 2017). For present marketing plan the financial budget is mentioned below: ParticularsAmount ( euro) Marketing2000 Equipments2500000 Human resources10000 Place50000 Action plan:Tracking refers to monitoring of effectiveness of strategies along with different marketing activities that helps in assessing the evaluation of programmes. In context of hotel Connaught, marketing campaign will be tracked by monitoring of web traffic through internet marketing. The displayed advertisement could be trailed with the use of mobile phones, special offers as well as with relevance to some particular divisions. At this point, hotel Connaught carried out evaluation by replying on queries or question like how did goals have been attained, efforts are resulting into conversions use of database for surveying process or there has been establishments of consumer relationship programs. CONCLUSION From above discussed report it can be concluded that marketing is one of the crucial aspects of each business organisation as well as it plays vital roles in grabbing moreconsumerstowardsofferingsofcompany.Ananalysisofrolesalongwith responsibilities assist in performing business function of marketing effectively. Moreover
interrelation among all departments of company aids entities to offer and deliver good quality services to guests. Comparison between two different organisation on the basis of marketing mix assists entities to develop business strategies and policies in order to attain pre defined goal of company. Lastly, with the assistance of marketing plan, mangers will able to full fill the needs of consumers as per their requirementsat marketplace.
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