Hospitality Marketing Essentials

Hospitality marketing essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
P1 Roles and responsibilities of marketing function within McDonald......................................1
P2 Relation of marketing role to wider organisational context...................................................2
LO2..................................................................................................................................................6
P3 Compare ways in which hospitality organisations use elements of the marketing mix (7Ps)
to achieve overall business objectives.........................................................................................6
P4 Produce a basic marketing plan to meet marketing objectives...............................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing is defined as the strategic approach to promote the products and services of an
organisation in a way that organisational profits can be maximized. Marketing concepts aims at
regulating factors which can affect the purchasing behaviour of consumers. The marketing plays
significant role in determining the success of any business. Thus, it is very essential for
organisations to develop highly efficient marketing strategies.
The report will discuss the impact of marketing on business performance and its
interrelationship with other functional department of organisations. It will describe the roles and
responsibilities of marketing functionality within McDonald which is the leading restaurant chain
in the world. The document will also analyse the seven elements of marketing mix which have
great impact on business functions. It will provide comparison of McDonald and KFC on the
basis of marketing mix elements. The report will produce a marketing plan for achieving the
marketing objectives for given case study.
LO 1
P1 Roles and responsibilities of marketing function within McDonald
Marketing can be considered as the key element for successful achievement of long term
business goals. The key responsibilities of marketing are described as follows:
Hospitality organisation: McDonald
Organisation overview: McDonald is ranked as top in fast food restaurants (Chandiok and
Sharma, 2017). The company operates globally and serves the variety of food products in its
restaurants which are located in several countries. The head quarter of organisation is in United
States.
Roles and responsibilities Execution in McDonald
Product development The different kind of dishes or products are prepared in
McDonald after appropriate research and the interest of
consumers. For example as organisation operates in different
countries the product preferences are different for each
customers. The marketing team analyse the choices of
customers and then promote the particular product for further
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development.
Promotion and advertising This is the key responsibility of marketing department of
McDonald (Kotoua and Ilkan, 2017). To promote the
services, organisation use various methods such as social
media publicity, advertisements and collaboration with other
leading brands in foreign countries to establish its roots.
Customer service The marketing objectives and policies are framed by keeping
in mind the interest and preferences of consumers.
McDonald keeps the prices and products in its menu as per
the consumer. To provide quality services the human
resources of McDonald are well trained so that they can
effectively communicate with customers and can provide
them required solutions. For enhancing the customer relation
company also use consumer loyalty rewards and give priority
to feedbacks so that McDonald can become first preference
of its target audience.
public relations It is important for marketing team to develop polices which
helps organisation to build long term public relations. These
relations are important for the company to enhance its market
share and to raise the brand value of organisation.
McDonald can achieve this objective by participating in
charity or cultural events and by contributing in corporate
social responsibilities.
Analysis of marketing responsibilities in relation with marketing environment
Role Responsibilities Interrelation between roles,
responsibilities and
marketing environment
Business promotion The marketing manager and If promotional team of
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