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Hospitality Marketing Essentials Assignment - Shangri-La Hotel

   

Added on  2020-10-22

13 Pages3987 Words308 Views
Hospitality MarketingEssentials
Hospitality Marketing Essentials Assignment - Shangri-La Hotel_1
Table of ContentsINTRODUCTION...........................................................................................................................1LO 1.................................................................................................................................................1Roles and responsibility of marketing function...........................................................................1Roles and responsibilities of marketing related to wider organisational context.......................2Analyses the roles and responsibilities of marketing in the context of marketing environment4Analysis the significance of interrelationships between marketing and other functional units .4Critically analyse the key elements of the marketing function and other function within in anorganization..................................................................................................................................5LO 2.................................................................................................................................................5The ways in which different hospitality organizational apply the marketing mix.....................5Different tactics applied by hospitality organisations..................................................................7Strategic Marketing plan that tactically applies the use of 7ps...................................................7LO 3.................................................................................................................................................8Marketing plan for Shangri-La Hotel at the Shard, London........................................................8Detailed Coherent, evidence based marketing plan that applies marketing mix........................9CONCLUSION..............................................................................................................................10REFERENCES..............................................................................................................................11
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INTRODUCTIONMarketing function is the tool that manage the different platforms of marketing by thehelp of different marketing strategy, they gather and analyzing marketinformation for managingall the activities of business. There are different types of function which managed by themarketing such asdistribution, market research, setting prices, finance, product management,promotional channels and matching products to consumers etc. Thisstrategy is helps to successthe business(hastings, and stead, 2017).Herein, the report will discuss marketing function of Shangri-La Hotel. It is theLuxurious hotel in London, provides the hotel services to the consumers.This report will describe the role and responsibility of marketing function in the contextof business growth. Moreover, The report will describe the roles and responsibility of differentfunctional unit such as financial unit, human resources unit etc. Further More, report willdescribe 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 1Roles and responsibility of marketing functionMarketing functions is helps to identify the different business activities such as marketingstrategy, product development, Communications and promotional activities, market research etc.Marketing is the essential for every organization because it provides the information that how tocontrol 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 responsibilityfor set the different marketing strategy according to the objective of the company. This strategyis based on the different marketing situations (Charter, and Polonsky, eds. 2017). “Shangri-LaHotel ” can use this strategy for increases the market share in particular market segment forexample, company can enter in new market sector, or they want to open a distribution channelsuch as direct or indirect distribution channels also they expand their business in social media bythe use of Internet to reach a wider international market. Product DevelopmentMarketing function helps to develop the product or improve the quality of existingproduct. The marketing function analyzes and evaluate the sales of existing products. Also,1
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identifies the gaps in the product range (Chaffey, and Smith, 2017). So this is the opportunity ofcompany 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 theproducts and service to the consumers. Company make plan according to their budget. The planis improving the advertising strategy, develop the different marketing program, create thecompany official website (Charter, and Polonsky, 2017). So company promote their product withthe help of different promotional strategy in different platforms. Also, company appoint theadvertising agencies, these agencies helps to the company for design the plan to improve theadvertisement process. Company can use the marketing strategy for research the market that help to identify thedifferent customer perception. Market research is the essential of every organization . This is theresponsibility 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 bestservices to the consumers so this is helps to understanding of customer needs. It also provideshelps 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 contextMarketing refers to a process which deals with customers for selling and buying goodsand services. This includes process like promotion, advertising, selling, labelling. Packaging anddelivering 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 peopleso that more customers connect with hotel and increase profitability. Marketing unit cannot do itall alone. Other functional units of organisation need to coordinate with marketing unit toincrease growth and productivity (Chaffey, and Smith, 2017).Financial unitFinancial unit has responsibility to set price of services and to record the accountstatements for the future purpose. Financier do not have direct relation with customers. They areindirectly contacted through marketing unit. Role of marketing unit correlated with financial nit2
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