Analysis of Contemporary Hospitality Management

The provided assignment is an analysis of contemporary hospitality management topics. The document reviews several articles and studies on hospitality marketing, branding, and destination management in countries such as Jordan, Taiwan, Ghana, and Vietnam. It also discusses service failure frameworks, social media marketing, and accommodation sharing economy motivations. The analysis aims to provide insights into the current state of hospitality management research and practices.

Hospitality Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Key roles and responsibilities of the marketing function.......................................................1
Discussion of roles and responsibilities of marketing relate to the wider organisational context
................................................................................................................................................2
Roles and responsibilities of marketing in the context of the marketing environment..........4
Significance of interrelationships between marketing and other functional units.................5
Critical analysis of the key elements of marketing function and its interrelation with other
functional departmentss..........................................................................................................6
TASK 2............................................................................................................................................7
Comparison of the ways in which different hospitality organisations apply the marketing mix
to the marketing planning process..........................................................................................7
Evaluation of different tactics applied by hospitality organisations to demonstrate how
business objectives are achieved............................................................................................9
TASK 3............................................................................................................................................9
Covered in Poster...................................................................................................................9
Strategic marketing plan that tactically applies the use of the 7Ps and includes measures for
monitoring and evaluation......................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing can be defined as number of actions related promoting products and services
of an organisation which helps in enhancing productivity and profitability of a company. Away
with this, marketing essentials means creating, promoting, and delivering goods and services to
consumer. In past few years, Brexit have impacted in both positive and negative manner on
hospitality sector. In present report, two hotels which are being taken are “Grosvenor House”
which is a famous luxurious Hotel located in London, United Kingdom and “Travelogue” a
chain of hotels founded in 1985 which is now launching premium economy rooms in UK. Report
will include roles and responsibilities of marketing and interrelation with other departments.
Away with this, assignment is going to be enclosed with marketing mix (7Ps) of two different
hotels and a basic marketing plan that will aid in meeting desired objective of a business hotel.
TASK 1
Key roles and responsibilities of the marketing function
Grosvenor House :
Grosvenor House Hotel a chain of Marriott found in 1922 and is located in glamorous
Mayfair, London, United Kingdom. Hotel is having around 500 bedrooms including suites
that are furnished with luxury fabrics and an exclusive blend of traditional and contemporary
furnishings. All rooms have the essential comforts including individual climate control,
satellite TV, high speed internet and a private bar. Hotel have given opportunities to its clients
to experience the best-in-class services with fully comfortable and luxurious environment of
living.
Roles &
Responsibilit
ies :
Marketing subsection plays a crucial role for Grosvenor House and consists
with a number of roles and responsibilities which helps in delivering right
services to clients and visitors in specific time frame and these are given
beneath:
1 : Listening
to customer
needs
This is being considered as one of the critical role/responsibility of marketing
department that can help Grosvenor House in improving services of the hotel.
Marketing manager is the one who looks current trends and needs of
customers through conducting market research which aid in making
modifications in services of Grosvenor House so that it can serve better in
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order to improve their own performance level.
2 :
Monitoring
and
managing
Promotional
activities
This has also being considered as an another responsibility of marketing
department of Grosvenor House where all the promotional activities related to
internet is being done in an effective manner. Apart from this, developed
promotional plan on social media is also gets monitored on a regular basis in
order to grab attention of clients high in numbers.
3 : Manage
marketing
budget
Another duty of marketing department of Grosvenor House because
promotion of products and services requires a budget. Apart from this,
government and Brexit are two major elements which majorly impacts upon
an existing budget of a marketing plan. Thus, it is responsibility of marketing
manager of Grosvenor House to make changes in existing budget so that hotel
may not face losses or increase in their expenses.
4: Product
Development
The marketing department of Grosvenor House works with Internal or
external product development teams to develop new services or improve
existing ones. The department analyses sales of existing products and
identifies gaps in the product range where there may be opportunities for
Grosvenor House.
Discussion of roles and responsibilities of marketing relate to the wider organisational context
Marketing plays a crucial role when it is talked about wider organisational context. In
present context, some of roles and responsibilities of marketing are mentioned in the table:
Roles & Responsibilities of marketing in wider organisational context
1 : Product/Service
management
Marketing department of a hotel mainly deals in crucial areas,
a wrong decision can impact upon reputation and on finance
section as well. A little modification in service at Grosvenor
House may require good investment. Therefore, management
of products and services can be done in an effective way only
if marketing manager will develop good relations with finance
department.
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2 : Market intelligence Grosvenor's marketing department is responsible for gathering
the information for the purpose of making right decisions.
Here, it is required for marketing department to develop
effective relations with research and development department
of the hotel so that data can be used to develop strategies.
Failure into this, Grosvenor House may take wrong decisions
which will ultimately be an impact upon the hotel's reputation
and operations as well.
3 : Advertising Another responsibility of marketing department of Grosvenor
House which needs proper focus as this hotel offers lavish
services, thus, it may not attract a large number of customers
because most of people in present world belongs to a moderate
background. Therefore, hotel will only focus on premium
customers who have high level earnings. To attract them
company needs to make heavy investment on promotional
activities which will directly impact upon financial section of
the hotel. Successful completion of an advertising campaign
may lead Grosvenor to improve its sales in much effective and
efficient manner.
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(Sources: Note on Hotel Organization, 2015)
Roles and responsibilities of marketing in the context of the marketing environment
Role Responsibility How do they Relate to each other and
to the Marketing environment
1. Market
research
It is important responsibility of
Grosvenor House to determine all
the factors that put direct impact on
overall sales of Grosvenor House
(SADÍLEK, 2013). For this
manager of marketing department
is responsible for undertaking
marketing research for analysing
market trends and customers taste
By undertaking market research,
company can easily understand
customers needs and wants. Along with
this it also helps in knowing about the
competitors and their strategies at
market place along with consideration to
the external environment factors.
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Illust
ration 1: Organisational Chart

towards its products and services.
2.
Promotion
It is also play as an important role
in inviting number of customers by
creating unique promotional ideas.
This may helps in attaining better
success at market. With the
assistance of this marketing
manager can easily invite number
of customers towards its offering
and also retain them for longer
period of time.
For attaining success in market place,
promotion should be attractive so that
Grosvenor House can easily promote
their services by doing promotion as per
market trends. This will help in inviting
large number of customers (Eletxigerra,
Barrutia and Echebarria, 2018).
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Customers
Retention
It is important for Grosvenor
House to retain their customers for
longer period of time. For this they
needs to build strong relationship
with their target customers to
enhance their overall sales.
By this, company can easily enhance
their overall profitability. Better
customers relation may aid in making
brand image more popular.
Significance of interrelationships between marketing and other functional units
In an business organization, every functional unit perform their task for attaining set
goals and objectives which directly contribute in making competitive image of the company.
Along with this, all department are connect with each other and also tries to attain competitive
edge at market. In context of Grosvenor House, marketing department is directly relate with food
& beverage and rooms department. With the assistance of this, marketing unit can easily evaluate
customers needs and wants to prepare food items. This will directly contribute in establishing
their positive brand image at market place. Every department of company like, finance,
marketing, HR, Food and beverage and many more are interrelated with each other. Thus, it is
important for company to manage better coordination among them to attain positive outcomes.
By this company can easily serve quality services to its target customers as per their
requirements to attain success.
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Critical analysis of the key elements of marketing function and its interrelation with other
functional departmentss
Marketing function Other function Positive Negative
product Sales Under this, marketing
department play an
important role in
determining the
customers needs and
wants and Food and
beverage provide them
same as per their
requirements (Loo and
Leung, 2018).
If marketing team will
not effectively analyse
customers needs then
they fail in providing
quality service to
customers as per their
needs.
Price Finance department Finance department of
travel-lodge company
responsible for
providing funds to
marketing department
so that they can easily
promote their services
and invite large
number of customers.
Enough finance is
more important for
every function to
perform their activities
as it helps in
enhancing the chances
of attaining positive
results.
If funds are not
enough than it
negatively affect the
marketing activities
which reduce number
of customers within
the company and
towards its products as
well.
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Promotional Housekeeping
department
Housekeeping
department is
responsible for
cleanliness of rooms to
attain customers
attention. Both are
inter-linked with each
other because
marketing department
provide information
about their services
and also promote their
rooms in market. This
will helps in
increasing customers
base of this company.
The negative impact of
this is that sometime
extra room services are
more expensive which
reduce the customers
attention towards its
products (Dioko,
2016).
TASK 2
Comparison of the ways in which different hospitality organisations apply the marketing mix to
the marketing planning process
Element of (7Ps) Grosvenor House The Tower
Product Being part of Marriott chain, it
has 494 bedrooms and suites
offering luxurious comfort and
has beautiful furnishings.
Rooms are immensely spacious
and equipped with separate
climate controls and private bar.
The Tower offers the best to its
visitors. Having 801 rooms and 19
meeting rooms, it offers free high
speed internet and workout rooms. It
has multilingual staff offering
excellent room and laundry service.
Price Since the hotel provides best-
in-class service, the prices of
The price of this hotel stays lower
when compared to its competitors. In
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rooms are relatively high. This
business have opted for
premium pricing strategy for
their services.
this context, the strategy which has
been used by this hotel is economy
pricing.
Place Situated in Mayfair, it is one of
London's most desirable
locations with West End and
Knights bridge at small
distance.
Located near the city centre, it
catches the attention of people who
visit the restaurants & bars nearby.
On the other hand, Internet, direct
sales or retail selling are some of
distribution channels which mainly
helps this hotel to do business.
Promotion Grosvenor uses Advertising
Strategies Like Online
Promotion And Sponsoring
Events Like “The Travel
Marketing Awards.”
They use strategies such as holiday-
themed emails, special discounts and
target more at retaining old guests
than the new ones.
People Their major focus is on
customer satisfaction, thus it
invests a large sum of money on
training its staff annually.
Company hires multilingual staff
and also provides induction to
existing staff so as to deliver quality
service to visitors.
Physical evidence It offers luxurious lifestyle to its
visitors. Interiors are
traditionally and contemporarily
furnished to attract attention of
visitors. The restaurant provides
perfectly prepared meat and
fresh seafood.
This smoke-free hotel has 2
restaurants with delicious food,
fitness centre and bar. Other services
include a cafe, 24-hour room service,
free internet and a business centre.
Process Visitors are warmly managed
by staff who take the
complaints, if any and without
Hotel has fitness centre and
competent staff that provides quick
room service. Food is served in
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undue delay provides best
services leaving no glitches.
timely manner and the hotel also
has lounge for visitors.
Evaluation of different tactics applied by hospitality organisations to demonstrate how business
objectives are achieved
It is important for every business organization to use effective tactics with the aim of
attaining set goals and objectives in market place. This will directly contribute in enhancing
market share. In this context there are some tactics can be understood by following points:
Online marketing: In this strategy, company use online marketing to capture customers
attentions towards its offerings. With the assistance of this travel-lodge can easily enhance their
market share and established their positive brand image (Dinçer and Alrawadieh, 2017).
Paid media advertisement: It is one of the important way and tactics for business
organization to reach large number of customers in market place. For this, company use
hoardings, billboards, radio and many more which help them in making their customers base
strong. This will directly contribute in enhancing profitability level of the company. For
example, travel-lodge promote their services by making hoardings in which company put their
services
TASK 3
Covered in Poster
Strategic marketing plan that tactically applies the use of the 7Ps and includes measures for
monitoring and evaluation
Business
Objective
Marketing Mix &
Strategy
Tactics Monitoring &
Evaluation
Capture and
enhance market
share
For attaining success at
market place Travel-
lodge company needs to
set their prices
affordable so that they
can easily invite large
number of customers
over there. Along with
Travelodge use
price per segment
strategy with the
aim of enhancing
their market share.
In addition of this,
promotional
strategies are also
In this monitoring and
evaluation of strategies
are also helps in analysing
the customers response
towards the company
services. For this
company take feedback
from its customers for
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this, company also
promotional strategy
like word of mouth
publicity to make aware
their customers towards
its services.
used by the
company like
direct marketing.
Through which
company can
easily enhance
their profitability
and market share
as well.
analysing their
preferences.
Enhance overall
profitability level
For this company
required to hire skilled
and capable worker so
that they can easily
analysis customers
needs and wants
towards its products
(Dioko, 2016).
In this strategies
used by travel-
lodge help in
enhancing overall
profitability level.
In this they set
their physical
evidence more
attractive towards
its customers to
invite them.
Under this, monitoring
can be done by the taking
feedback from customers
to analyse their issues and
problems that arise
towards its offerings.
Provide better
services to its
customers
In this, company needs
to set affordable cost of
its services. For this
they offer quality room
services to its customers
at affordable cost which
may helps in enhancing
satisfaction level.
Price strategy may
help in reducing
the cost of the
products which
may help in
making
profitability
higher.
By analysing customers
response towards the new
services can helps in
monitoring the strategies
in effective manner
(SADÍLEK, 2013).
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CONCLUSION
From the above mentioned report it has been evaluated that marketing is one of the
important part of business organization to enhance the overall growth at market place. In
hospitality industry, marketing may directly contribute in providing better hotel services to their
customers as per their needs and wants. Along with this, various roles and responsibilities of
marketing function like develop better relation with target customers, brand awareness,
promotion and many more. It will directly contribute in enhancing brand image of the company
at market place. Comparisons of marketing mix between two organization is also mentioned in
this report which contribute in attaining set business objectives in appropriate time frame.
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REFERENCES
Books and Journals
Baker, M. A. and Magnini, V. P., 2016. The evolution of services marketing, hospitality
marketing and building the constituency model for hospitality marketing. International
Journal of Contemporary Hospitality Management. 28(8). pp.1510-1534.
Baker, M. J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
Dinçer, M. Z. and Alrawadieh, Z., 2017. Negative word of mouse in the hotel industry: A content
analysis of online reviews on luxury hotels in Jordan. Journal of Hospitality Marketing
& Management. 26(8). pp.785-804.
Dioko, L. D. A., 2016. Progress and trends in destination branding and marketing–a brief and
broad review. International Journal of Culture, Tourism and Hospitality Research.
10(1). pp.5-13.
Eletxigerra, A., Barrutia, J. M. and Echebarria, C., 2018. Place marketing examined through a
service-dominant logic lens: A review. Journal of Destination Marketing &
Management. 9. pp.72-84.
Khuong, M. N. and Huong, T. T., 2016. The Influence of Social Media Marketing on
Vietnamese Traveller‟ s Purchase Intention in Tourism Industry in Ho Chi Minh
City. Journal of Economics, Business and Management. 4(4). pp.280-285.
Kotoua, S. and Ilkan, M., 2017. Tourism destination marketing and information technology in
Ghana. Journal of destination marketing & management. 6(2). pp.127-135.
Loo, P. T. and Leung, R., 2018. A service failure framework of hotels in Taiwan: Adaptation of
7Ps marketing mix elements. Journal of Vacation Marketing. 24(1). pp.79-100.
Mahadevan, R., 2018. Examination of motivations and attitudes of peer-to-peer users in the
accommodation sharing economy. Journal of Hospitality Marketing & Management,
pp.1-14.
Ng, E., Fang, W. T. and Lien, C. Y., 2016. An empirical investigation of the impact of
commitment and trust on internal marketing. Journal of Relationship Marketing. 15(1-
2). pp.35-53.
Okumus, B. and Cetin, G., 2018. Marketing Istanbul as a culinary destination. Journal of
Destination Marketing & Management. 9. pp.340-346.
SADÍLEK, T., 2013. Final theses analysis utilizing content analysis at the Department of
Marketing and Business. ECON-Journal of Economics, Management & Business. 23(2).
Salamat Ullah Bhuiyan, S. M. and Banik, S., 2013. Amusement Marketing: A Few Dimensions
of Amusement Parks. International Journal of Business Insights & Transformation.
7(1).
Wirtz, J., 2012. Essentials of services marketing. FT Press.
Online
Note on Hotel Organization. 2015 [Online]. Available through:
<https://www.kullabs.com/classes/subjects/units/lessons/notes/note-detail/7431>.
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