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Hospitality Marketing Essentials Assignment : Hilton hotel

   

Added on  2021-02-21

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Hospitality MarketingEssentials
Hospitality Marketing Essentials Assignment : Hilton hotel_1
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1LO 1.................................................................................................................................................1P 1 Roles and responsibilities of marketing functions.................................................................1P 2 How marketing role and responsibilities are connected to wider organisation context........2LO2..................................................................................................................................................3P3 Comparing ways in which hospitality company applies marketing mix to achieve businessobjectives.....................................................................................................................................3LO3..................................................................................................................................................5P4 Marketing Plan for Hilton Hotel.............................................................................................5CONCLUSION................................................................................................................................9REFERENCES................................................................................................................................9
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INTRODUCTIONMarketing essentials plays an important part in order to create, communicate, deliver aneffective marketing plan in the organization in order to reach objectives of the firm(Perreault,2018).. Present study is based on the company Hilton hotel that is a privately held companyfounded in the year 1919 by Conrad Hilton having its headquarter at McLean. Virginia, US.Report will include roles and responsibilities of marketing function and also its relation withwider organizational context. Different marketing mix is plan in order to achieve businessobjective. A marketing plan is prepared in order to meet marketing objectives. LO 1P 1 Roles and responsibilities of marketing functionsMarketing department of Hilton hotel plays a vital role in doing market research, finance,setting price, promotions, product management etc. Marketing department has various roles andresponsibilities to perform these functions, these functions are as follows:Market research:Marketing department of Hilton hotel plays an important role in doingmarket research such as identifying the needs of customers, doing competitors analysis,identifying new trends, target customers. Hilton hotel marketing manager is responsibleto collect information related to customers needs competitors, new trends and targetcustomers in order to frame marketing strategies. It is one of the most important roleplayed by marketing department(Kotler and et.al., 2017).Setting price: The main role of marketing department of Hilton hotel is to make pricingstrategies on the basis of purchasing power of the customers. Marketing department roleis to identify the purchasing power of customers and them frame policies because if theprice are high then company may loose the customers. Marketing department isresponsible for listening the needs of customers and respond to their wants by deliveringthe products at affordable price(Datta, Ailawadi and Van Heerde, 2017). Promotion: To promote and make customers aware of the product, the role of marketinghere is to build positive brand image in the minds of customers so that they become loyal.Hilton hotel marketing manager is responsible to communicate their products andservices in such a ways that it creates brand positioning(vom Brocke, Zelt and Schmiedel,2016). They need to communicate their products on social media as well so that they1
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attract large customer base. They need to satisfy existing customers and attract newpotential customer to increase customer base. Product delivery: The role of marketing department is to deliver the product accordingto the needs of customer. Marketing department of Hilton hotel identify the needs ofcustomers such as what are their perceptions, wants etc. Customer also expects a goodquality and affordable products(Fan, Lau and Zhao, 2015). It is the responsibility ofmarketers to produce and deliver good quality product, deliver products on time, productshould not be defected and need top meet the requirements of consumers.P 2 How marketing role and responsibilities are connected to wider organisation contextThere are various departments in the organisation and marketing department is relatedwith other departments of Hilton hotel as follows: HR department with marketing: Both the departments are dependent on each other andif one of the department fail to perform their duty then it will impact the businessperformance. The role of HR department of Hilton hotel is to hire skilled and talentedemployees so that they can perform the given job profile effectively. It also deals with thetraining and development of employees to make sure that they are being updated with thecurrent technologies and skills. Marketing department is responsible to evaluate all themarket activity and ensure that their performance is better than their competitors. If HRdepartment fails to recruit skilled candidates then an individual is not able to perform thetask properly thus, business will suffer loss(Golder, Jap and Steckel, 2017).Finance department with marketing: The role of finance department of Hilton hotel isto make budgets and make sure that every department in working under thepredetermined budgets. Finance department evaluate the performance of the companyand develop budgets by forecasting previous years budgets. Finance department analysefinancial report of the company, cash flow statements etc. to identify the expenses andmake budgets on the basis of them. The role marketing is to promote the products andservices of Hilton hotel as per the given budget(Javanmard, Noruzi and Nakhoda, 2016).It is necessary to plan all the marketing activities such as creating brand awareness,advertisement of services, doing market research etc. according to the given budget.Marketing department can use social media platforms to market their services in order toreduce cost and use the budget efficiently. 2
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