Marketing Strategies and Practices

This project report emphasizes the crucial role of marketing in attracting customers and promoting businesses. It highlights various marketing techniques, such as digital marketing, social media marketing, and mobile marketing, which can be used by hospitality organizations to increase customer satisfaction and drive business success. The report also discusses the importance of creating a strong brand identity and utilizing marketing automation for B2B content marketing. Additionally, it touches on the concept of greener marketing practices and their impact on businesses.

Hospitality Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
Roles and responsibility of marketing function...........................................................................1
Roles and responsibilities of marketing related to wider organisational context.......................2
Analyses the roles and responsibilities of marketing in the context of marketing environment 4
Analysis the significance of interrelationships between marketing and other functional units .4
Critically analyse the key elements of the marketing function and other function within in an
organization..................................................................................................................................5
LO 2.................................................................................................................................................5
The ways in which different hospitality organizational apply the marketing mix.....................5
Different tactics applied by hospitality organisations..................................................................7
Strategic Marketing plan that tactically applies the use of 7ps...................................................7
LO 3.................................................................................................................................................8
Marketing plan for Shangri-La Hotel at the Shard, London........................................................8
Detailed Coherent, evidence based marketing plan that applies marketing mix........................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing function is the tool that manage the different platforms of marketing by the
help of different marketing strategy, they gather and analyzing market information for managing
all the activities of business. There are different types of function which managed by the
marketing such as distribution, market research, setting prices, finance, product management,
promotional channels and matching products to consumers etc. This strategy is helps to success
the business(hastings, and stead, 2017).
Herein, the report will discuss marketing function of Shangri-La Hotel. It is the
Luxurious hotel in London, provides the hotel services to the consumers.
This report will describe the role and responsibility of marketing function in the context
of business growth. Moreover, The report will describe the roles and responsibility of different
functional unit such as financial unit, human resources unit etc. Further More, report will
describe the marketing mix of the product that company will launch in the target market.
Moreover, report will evaluate the marketing plan of new product.
LO 1
Roles and responsibility of marketing function
Marketing functions is helps to identify the different business activities such as marketing
strategy, product development, Communications and promotional activities, market research etc.
Marketing is the essential for every organization because it provides the information that how to
control and manage all the activities which helps to expand the future growth of the business.
Setting marketing strategy
The senior manger of the Shangri-La Hotel at the Shard, London takes the responsibility
for set the different marketing strategy according to the objective of the company. This strategy
is based on the different marketing situations (Charter, and Polonsky, eds. 2017). “Shangri-La
Hotel ” can use this strategy for increases the market share in particular market segment for
example, company can enter in new market sector, or they want to open a distribution channel
such as direct or indirect distribution channels also they expand their business in social media by
the use of Internet to reach a wider international market.
Product Development
Marketing function helps to develop the product or improve the quality of existing
product. The marketing function analyzes and evaluate the sales of existing products. Also,
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identifies the gaps in the product range (Chaffey, and Smith, 2017). So this is the opportunity of
company for improving the quality of product and provide the best services to the customer.
Communications and promotional activities
“Shangri-La Hotel at the Shard” use the marketing function to improve and promote the
products and service to the consumers. Company make plan according to their budget. The plan
is improving the advertising strategy, develop the different marketing program, create the
company official website (Charter, and Polonsky, 2017). So company promote their product with
the help of different promotional strategy in different platforms. Also, company appoint the
advertising agencies, these agencies helps to the company for design the plan to improve the
advertisement process.
Company can use the marketing strategy for research the market that help to identify the
different customer perception. Market research is the essential of every organization . This is the
responsibility for the marketing department of the company. Research provides helps to the
“Shangri-La Hotel at the Shard” which identify market opportunities through provide the best
services to the consumers so this is helps to understanding of customer needs. It also provides
helps to understand competitors strengths and weaknesses and opportunity and threat etc. so
“Shangri-La Hotel ” can take advantage to protect business with their weaker competitors.
Roles and responsibilities of marketing related to wider organisational context
Marketing refers to a process which deals with customers for selling and buying goods
and services. This includes process like promotion, advertising, selling, labelling. Packaging and
delivering of products and services. Hospitality sector provide full room services to customer.
But they need to promote services that are offered by “Shangri-La Hotel at the Shard” to people
so that more customers connect with hotel and increase profitability. Marketing unit cannot do it
all alone. Other functional units of organisation need to coordinate with marketing unit to
increase growth and productivity (Chaffey, and Smith, 2017).
Financial unit
Financial unit has responsibility to set price of services and to record the account
statements for the future purpose. Financier do not have direct relation with customers. They are
indirectly contacted through marketing unit. Role of marketing unit correlated with financial nit
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is to solve queries of customers regarding the fare of rooms to stay and have facilities (Hastings,
and Stead, 2017). “Shangri-La Hotel at the Shard” finance unit constantly updates the variations
in price of services so that wrong information do not get delivered to customers. It makes
customer satisfied and comfortable with price by having good relation between marketing and
finance unit.
Operation unit
This unit refers to management team which manages operations in hotel to provide
services to customer as per their demand and expectations. Management team get to know about
customer demands through marketing unit because before booking, customers contact with
marketing department to have facilities. That list of demands are given by marketing manger to
operational manager to have positive feedback. Role of management team of “Shangri-La Hotel
at the Shard” is highly responsible to make customers satisfied. Good service leads to more
customers and more profitability.
Human resource unit
This unit refers to recruitment and selection, training and development and performance
appraisal procedure in organisation. Marketing unit employees has a responsibility of good
interaction with customers to make them satisfied regarding the services. This make customer
retentive for long time and helps in giving positive feedback to other people which is beneficial
for bringing future customers. HR of “Shangri-La Hotel ” has role to select aright candidate who
has good communication skills. They also have responsibility to provide training to employees
for increasing their work performance (Charter, and Polonsky, eds. 2017).
Research unit
This unit has responsibility to analyses competitive environment and economic news.
This helps marketing unit to define strategies against other favorable brands to make profit.
Economic rates of country is variable and changing from season to season. This helps to set a
profit margin for “Shangri-La Hotel at the Shard” marketing unit. This analyses the position of
hotel in competitive world. Marketing unit makes plan to bring changes in existing services or to
develop a new plan to get attention of customers and to make them retentive for long time.
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Analyses the roles and responsibilities of marketing in the context of marketing environment
Pest analysis a framework or tool used to analyses and monitor the macro-environmental factors
that may have a deeply impacted on an organization's performance.
The political factors which affect the business of hotel such as the government
interference is affect the performance of shangri-la hotel
Economical factor is also affect the business of hotel such as disposable income of
consumers and unemployment rates is creates the long term impact on the performance of
shangri-la hotel.
To improve the performance of hotel company use the marketing strategy-
“Shangri-La Hotel ” can research their target market and different market segment also
analyses the different strategy for reducing the number of competitors. Company should focus
on the promotional strategy for attracting the customer (Charter, 2017). They focus on their
product quality and always increase the quality of product and design marketing plan such as a
short- and long-term marketing plan this plan helps to increase the profitability and growth of the
company.
Company should analyses market through regular market research. They use this strategy
for changes the marketing (Chaffey, D. and Smith, P.R. 2017) plan in order to increase the
demand of the product. Company will make the plan and make sure that changes is appropriate
for the company. Company will make plan according to their budget. They use the strategies for
expand the business increase the sales opportunity to attract the consumer by the use of different
marketing strategy (Chaffey, and Hastings, G. and Stead, M. 2017Smith, 2017).
Marketing is help to company for increase the brand value because marketing is the essential tool
of company that recognize the market and customer preferences. So company improve the
quality in the product that helps to improve the brand reorganization.
Analysis the significance of interrelationships between marketing and other functional units
 Financial units has responsibility to solve the queries of customers regarding the fare of
rooms to stay and have facilities. Also provide he best services to the customer.
 Operational units Provides the best services to customer as per their demand and
expectations so employees like the environment of the hotel.
 Human resource unit has responsibility to provide training to employees of the company
for increasing their efficiency of work.
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Critically analyse the key elements of the marketing function and other function within in an
organization
 The financial departments help to marketing department by give the proper
budget that how to manage all the activities of the firm.
 The human resources departments also provides the help to the marketing
department by recruit the best marketing employees that it helps to manage all the
marketing activities.
LO 2
The ways in which different hospitality organizational apply the marketing mix
Marketing mix- marketing mix is the tool that firm can use in their business to achieve the
objectives of the firm in the target market. This is tool that can be controlled by a entity to
influence their consumers to purchase the products.
Marketing Mix Shangri-La Hotel at the Shard,
London
Savoy Hotel London
Place The Shangri-La Hotel at Shard
is located at 32 London
Bridge street. The hotel is very
close to London bridge which
is one of the tourist attraction
towards the hotel to stay.
The Savoy Hotel is located in
strand in the city of
Westminster in central
London, England. It is located
at the center place near Covent
garden so that it can easily
attract large number of people
towards it. It is near to the
British Museum.
Price The Shangri-La hotel at the
Shard adopts the premium
pricing strategy. Little
variation can be seen in the
price charged for different
types of rooms.
The Savoy Hotel price is
depended on the type of the
room the guest purchase. It
start from premium deluxe to
luxurious. The cost of Luxury
rooms are generally high.
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Promotion The Shangri-La Hotel use
several marketing strategies to
increase their brand image
(West, Ford and Ibrahim,
2015). For advertising they
publish articles in Newspaper
and magazines.
The promotion activity that is
used by Savoy Hotel London
is that they provide Fairmont
Family offer, various
discounting on hotels room.
Product The product which is offered
by Shangri-La Hotel London is
quality room service and
restaurant. Their Rooms are
spacious, comfortable and
decorated with understated
Asian-inspired motifs which
includes silk chinoiserie wall
panels.
The Savoy Hotel London
offers luxurious delight and
comfortable rooms to increase
the guest's satisfaction towards
the hotel.
People People are the Employees and
customers constitute
stakeholders in Shangri-La
Hotel. The targeted customers
are generally high class people
who have financial ability.
People are the Employees,
workers and Managers which
handles various departments of
Savoy Hotel.
Process The Shangri-La Hotel has fast
processes that address
complaints about room
services. They believe that
customer time is precious.
The Savoy Hotel London has
online processing. The guest
book their rooms from online
website of Savoy Hotel. They
provide fast customer service.
Physical Evidence The Shangri-La Hotel has the
biggest physical evidence in
terms of tangible and
The Savoy Hotel London
provides Brochure as the
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intangible delivery. physical evidence.
Different tactics applied by hospitality organisations
Marketing planning process refers to a systematic approach that helps to achieve the
marketing goals of an organization.
Difference between Strategic plan and marketing plan
The strategic plan is focuses on overall planning of a business enterprise in order to
achieve profitability whereas marketing plan helps to increase the sales of an enterprise through
doing innovation and adopting new promotional methodology.
E- Marketing
The hospitality organization is discovering modern travelers by doing E-Marketing. They are
generating their own website. They are formulating a mobile friendly website. According to a
research 40% of iPhone users access internet from their phone instead of laptops or desktop
computers (Rowles, 2017). The Travelers book their hotel rooms from online website.
Social Media
The hospitality organizations is promoting their brand through various social media channels.
They are doing social media advertisement to attract large number of customers and generally
social media advertising incurred high costs and through social media advertising they can easily
reach to desired customers (Ryan, 2016).
Strategic Marketing plan that tactically applies the use of 7ps
The Shangri-La Hotel London is going to launch family package offers, where family get
discounting in the hotel rooms. Family includes 4 to 8 members in total. They will get various
discounting offers along with the food supply provided by food and beverage department of hotel
itself.
Price – The price of this family package of Shangri-La Hotel various from the premium, deluxe
and luxurious room. The type of room the customers applied for, they will get discount in
accordance with that (Wheeler, 2017.).
Place – The Place would be Shangri-La hotel in London and the others hotels which are
associated with it.
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Promotion - They will do promotion of the family package by giving various holiday discounting
offers to the families. The Shangri-La Hotel London will do promotional activities via their
online website and through different social media channels (Sajid, 2016).
Product – The product which they are offering in this family package is the comfortable rooms
along with the day meal.
People – The people in Shangri-La Hotel are families, employees and managers that have staked
in the hotel.
Process – The process they are following is that they will be providing fast room service to the
guests for increasing the customer satisfaction.
Physical evidence – The Physical evidence would be Brochures and various discounting
vouchers.
LO 3
Marketing plan for Shangri-La Hotel at the Shard, London.
Marketing plan
Mission – The mission of Shangri-La Hotel London is to delight their guests by creating
engaging experiences straight from their heart.
Vision – The vision of Shangri-La Hotel London is to become first choice of guests, colleagues,
shareholders and business partners.
Objectives – The objective of Shangri-La Hotel at Shard is to launch their Cloud/ SaaS Software
in hospitality. This software helps to reduced the administrative and IT issues. It is the automated
that manage the various department of Shangri-La Hotel.
STP
Segmentation - The segmentation is done on the basis of Leisure travelers, Business travelers
and families.
Targeting – The targeted people are upper middle and upper class people.
Positioning – The positioning is done across the nearby hotels of London. By positioning the
Shangri-La Hotel can gain competitive edge in the market.
SWOT Analysis
Strength – The Shangri-La Hotels is the reputed brand all over the globe. They have Customer
loyalty.
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Weakness – They have limited focused business travelers. Its fame and brand awareness is
restricted to the area.
Opportunities – The Shangri-La Hotel has an opportunity to built mid markets hotels in the
region. The Shangri-La Hotel has an opportunity of growing tourism industry.
Threats – The Shangri-La Hotel has a threat of increased labor costs. The Shangri-La Hotel has
a threat of terrorist attacks and Natural Calamities.
PESTLE Analysis
Political factor -
 Terrorism attack
 Political stability
Economical factor -
 Lower foreign exchange gains
 Unfavorable global interest rate
Social factor -
 Decreasing overnight corporate stays
and corporate meetings.
Technological factor -
 Increasing use of social networking in
hotel industry
Legal factor -
 Health and safety laws of customers in
hotel.
Environmental factor -
 Promoting programs of Sustainable
development (Pan, Chen and Zhan,
2018).
Budget
The budget for launching SaaS Software in Shangri-La Hotel London is $45 million.
Evaluation & Monitoring
The monitoring and controlling of Cloud/ software will be done on timely basis in Shangri-La
hotel London by the repair and engineering department if they find any fault in the system
software they would immediately recover it and will evaluate that it is working or proper
functioning in the hotel premises or not.
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Detailed Coherent, evidence based marketing plan that applies marketing mix
The Shangri-La hotel is going to launch family package where they are giving family
discounting offers in the hotel rooms. Family consist of 4 to 8 members in total. The families
will get various discounting offers along with the food and meal provided by the food and
beverage department of Hotel Shangri-La. The price would be depend upon rooms types such as
premium, deluxe and luxurious. Luxurious rooms have generally high price. The People are the
Employees and customers constitute stakeholders in Shangri-La Hotel. The targeted customers
by Shangri-La hotel is generally high class people who have financial ability (Järvinen and
Taiminen, 2017). They will promote this family package by doing online advertisement on their
website and through via online social media channels. The product and services which they are
offering are the comfortable and luxurious rooms. The hospitality services they are going to
provide is afternoon and mid-day meal along with the family packages.
CONCLUSION
The Conclusion is being drawn from the above project report is that providing good
hospitality services in hotel industry will lead towards profitability. The Effective Marketing
strategies helps the hospitality organizations to drives towards the success and helpful in
increasing customer satisfaction. It is concluded from the above project that Marketing plays an
important and crucial role for attracting large number of customers or guests towards it. It is
concluded from the above project report that Hospitality organization is doing promotional
activities via online platforms and by creating their own hotel website and through doing
advertisement by various social media channels.
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REFERENCES
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West, D.C., Ford, J. and Ibrahim, E. 2015. Strategic marketing: creating competitive advantage.
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Wheeler, A. 2017. Designing brand identity: an essential guide for the whole branding team.
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Online
SWOT Analysis, 2018 [Online] Available through :
<https://www.investopedia.com/terms/s/swot.asp>
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