Roles and Responsibilities of Marketing in Hospitality Industry

Hospitality Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
P1 Explain the key roles and responsibilities of the marketing function. .............................1
P2: Explain how roles and responsibilities of marketing relate to the wider organisational
context....................................................................................................................................2
TASK 2............................................................................................................................................4
P3: Define the differences between marketing mix of diverse organisations........................4
TASK 3............................................................................................................................................7
Covered in PPT.......................................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing refers to that processes and procedures which is adopted by a business
organisation to carry out its activities in an effective manner. It includes various functions like
advertising, selling, promoting and delivering the products to the customers. Within the
hospitality industry by maintaining a proper marketing procedure a firm can maintain their all
activities like accommodation, transportation, event planning, cruise line and many others. In this
report the taken organisation is Accor which is a French multinational hospitality company that
owns and franchises various hotel and resorts. This file will cover the study about the roles and
responsibilities of the marketing along with their interrelationship with other organisational
functions. Also, the effectiveness of marketing mix in order to accomplish the organisational
goals and objectives. Along with this, this project also focus on marketing plan of Accor which
will helps them to execute their business strategies or plan in a significant way.
P1 Explain the key roles and responsibilities of the marketing function.
Marketing function is a very crucial part of an organisation as it helps a business in
determining its potential resources in order to enhance the productivity and profitability of the
company. It includes various functions like marketing research, promotion, sales, development
process and many others(Guillet and et. al., 2019). For successfully implementing all these
activities manager of Accor needs to play various role and responsibilities in order to effectively
operate all the functions so that the sustainability and brand value of the business can be
increase. There are defined some roles and responsibilities of the manager within the
organisation.
Formulating strategies : This is the main responsibility of the manager to formulate
effective strategies in order to operate all the business operations smoothly. While making the
business strategies manager of Accor must focus on maintain the flexibility and understanding
level so that the objectives of the business can be fulfil easily.
Market research: In this function manager plays a crucial role as it is necessary for them
to do proper market research. They must give their full efforts on analysing the market segments
and customers so that they will be able to determine about the customers demand and needs and
about the market situations. This will provide great benefit to the company in increasing sales
and profitability.
1

Product designing and development: It is essential for the manager of Accor to focus
on the designing while producing a new product. As if a products consist unique features and
elements then it will attract more customers towards the company's products which will lead the
organisation towards the sustainable success and higher brand value(Zaltman, Olson and Forr,
2015).
Explanation to the key role and responsibilities of marketing in environment :
Marketing is not only necessary for operating the organisational activities effectively but
it also plays an important role in the development of environment. As marketing helps the
business in determining the environmental factors like customers demands, competition,
opportunities and threats which can impact the business. The key roles and responsibilities of the
manager towards the environment are defined below:
Monitoring marketing environment: With the help of proper marketing manager of
Accor can know about all those internal and external factors which can impact on the overall
performance of the business. It also help the Accor to identify development opportunities, market
traits and social and economical factors which will assist them that how they can control and
monitor on these factors in order to attain higher competitive advantage.
Dealing with competition: In today's corporate world competition has covered a big
market place so in this case for maintaining a higher position of the company manager needs to
identify their competitors strategies, objectives, strengthens and weaknesses. So that they will be
able to make some necessary improvement in their business strategies in order to gain the
competitive advantage.
Thus, from the above discussion it can be stated that market have a wide role in
organisational context as well the environmental context. Without proper marketing Accorcan
not get success and growth in the marketplace(Porcu and et. al., 2019).
P2: Explain how roles and responsibilities of marketing relate to the wider organisational
context.
As marketing is wider concept due to which it has great relation with each and every
department in the business organisation. Marketing function is enclosing with various
departments like finance, HR, production and many others for carrying out all the operations in a
significance manner. The interrelation of marketing department of Accor with other departments
are described beneath:
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