Hospitality Marketing Essentials - Hilton Hotels Assignment

HOSPITALITY
MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................3
P1 Explaining roles and responsibilities of the marketing function in context of Hilton Hotels.
.....................................................................................................................................................3
P2 Inter-relation of marketing with various department.............................................................5
LO 3.................................................................................................................................................6
P3 Comparison of different hospitality organisation which apply marketing mix....................6
LO 4 ................................................................................................................................................8
P4 Preparation of a marketing plan for the hotel for their expansion.........................................8
CONCLUSION..............................................................................................................................10
REFFRENCES...............................................................................................................................11

INTRODUCTION
Hospitality is related with maintaining good relationship with their guest. The host
receives the guest and entertainment is provided to guest or visitors. Marketing refers to group of
activities performed by an organization to promote their product through various techniques such
as advertisement, public selling etc(Bai ,Sheng and Li 2016).These techniques are performed to
attract new customers and retain old customers by satisfying their needs. The brand chosen for
this report is Hilton Hotels. Hilton Hotels is a Hilton flagship brand and it is considered as largest
brand among all the hotels. This brand provides official and unofficial trips in many cities or
near airports and on popular vacation destinations. This report will cover overview of marketing
and roles and responsibilities of a marketing manager and how marketing influences or
interrelate with other department and importance of this inter-relation and designing a strategic
plan for monitoring and evaluation with the help of 7Ps and forming a marketing plan to meet
marketing and overall objective of company.
LO 1
P1 Explaining roles and responsibilities of the marketing function in context of Hilton Hotels.
Marketing function is performed in an organisation to promote the product or services
offered by the company. This process is use by the company to attract more customers and make
them ready to buy the product. For this, company has to perform a intense marketing research to
identify the needs of the customer and provide services according to it. The Hilton Hotels, an
American company has separate marketing department which handles all the activities related to
it. The activities like promoting the brand image of the hotel are performed by this department to
achieve the goal of the brand. The company want to expand their business in more countries and
for this marketing function has to perform some roles and responsibilities so that expansion can
be done successfully.
The roles of a marketing manager are as follows-
 Creating strategic marketing plans- The marketing plan is a written document includes
mission, vision, objective and marketing budget. This plan is considered as guide to
marketing team which results in effective operation of marketing activities. This also
work as tool which communicates all the detailed information to marketing team so that

they can perform their functions without any conflicts. The marketing manager of Hilton
is also creating marketing strategies through alignment of individual and organisation
goal so that overall organisation goal can be achieved.
 Social-media Handling- This is another role of marketing function which requires to
handle the social-media activities in the context of marketing. In the current era, there is a
huge scope in digital marketing and at social-media platforms like Facebook, twitter,
Instagram etc. This is the channel to get easily identify the needs of customer through
posting images of brand and videos on these sites and checking reaction of existing of
potential customer. The marketing manger of Hilton also use these sites to promote and
identify the customer reactions which result in identifying the area where the brand is
lacking and rectifying it(Buhler and Nufer2012).
 Development of promotion strategies- This is the another role of marketing function to
build strategies in relation of promoting the goods and services which are offered by the
firm. This result in attracting new customer towards brand if the promotional campaigns
are performed in an expected way. The marketing manager of Hilton also form
promotional strategies to perform promotional campaigns at various places to promote
the brand of the hotel and identify the current trend in the market by proper research and
develop strategies according to it. The Hotel also organise these campaigns to aware
people about the services offered to the customers in the hotel.
The responsibilities of Marketing manager are as follows-
 Building a brand image- This is an responsibilities of a marketing function of company
to build a good image of hotel in the market. The objective and vision of the company is
required to define to the customers and the current position of the company and which
types of services are offered so that interest of the customer can be gain. The marketing
manager of Hilton specify all the information to the users of information which are
customers, investor and suppliers so that a brand image will be formed which will help
the hotel in surviving in long run.
 Customer and market research- This is the responsibility of the marketing function to
identify the needs of the customer through conduction of detailed marketing research.
This research will help the company in determining the current demands of the customer
and supplying according to their expectations. The marketing manager of Hilton