Hospitality Marketing Essentials

This report discusses the significant impact of marketing function in the hospitality industry, specifically focusing on Hotel Grosvenor. It covers the key roles and responsibilities of the marketing function, the interrelation between marketing and other departments, and how different organizations in the hospitality industry apply the marketing mix. It also evaluates a basic marketing plan for an organization.

HOSPITALITY
MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
P1) The key roles and responsibilities of marketing function.....................................................3
P2) Elaborate the interrelation between marketing and other functional department of
hospitality organisation...............................................................................................................5
TASK 2............................................................................................................................................7
P3) Compare how different organisation of hospitality industry apply the marketing mix to
achieve business objectives.........................................................................................................7
TASK 3.........................................................................................................................................10
P4) Evaluation of basic marketing plan for an organisation. ...................................................10
CONCLUSION .............................................................................................................................12
REFRENCES.................................................................................................................................14
Books and journals:...................................................................................................................14

INTRODUCTION
Hospitality industry is a broad category in service industry that includes
accommodations, food services, entertainment sectors and recreation. This report is based on
Hotel Grosvenor and will discuss the significant impact of marketing function in the hotel. Hotel
Grosvenor is a Grade II listed railway hotel that is in heart of London. The hotel is offering
everything that London wants to offer. Marketing is a important activity that every business
needs to perform in an effective way to increase the brand image and to attract more customers
while establishing the loyal base of customers. The report has discussion about the importance of
marketing and its relationship with various other functions in the organisation. Roles and
responsibilities of marketing department in the Hotel are mentioned. The comparison of 7P's of
marketing with a rivalry hotel in the same industry. Also a marketing plan is also mentioned to
help the hotel to grow more in future.
TASK 1
P1) The key roles and responsibilities of marketing function
Covered in PPT
P2) Elaborate the interrelation between marketing and other functional department of hospitality
organisation
Covered in PPT
TASK 2
P3) Compare how different organisation of hospitality industry apply the marketing mix to
achieve business objectives
Marketing mix is a set of various activities regarding production and selling into the
market to get competitive advantage. Organisation prepare effective strategies to gain more more
profit through enhancement of sales. Marketing mix is use of people and their demand in a valid
form so that organisation could overcome from their competitions. In relation with, hotel
Grosvenor, they use people interest, their preferences and requirements as per lading market by
indulging their services, equipment and more (Petrov, M., 2017). To get exact competitive
analysis, it would better understood by comparison between Grosvenor and Hallmark hotel is
described below:

Basis Hallmark Hotel Grosvenor Hotel
Product The hotel provide varieties of
products and services to their
services which includes food
and beverages, liquor and bar,
room services, marriage
garden and party halls, multi
cousin facilities and also
attractive house keeping
facilities. They also provide
rooms Wi-Fi and
entertainment tools to give a
nice experience to customers.
The hotel is also provide
accommodation with the view
to welfare of committee. They
provide valuable rooms, dining
facilities with the great interior
lookout.
Price The hotel deals at reasonable
pricing strategy, through
which they get success in
attracting more number of
customers by providing
relevant services at good
prices. Also they make
strategies to make their
services high maintenance
free. They also charge price
differentiation system by
charging quite high price as
per customers high preference.
Which shows their efforts by
fulfilling customer
requirements.
The hotel enables their pricing
strategy at very moderate level
because of its high demand
into centre of the city, they
have to maintain their price
according to the competitors
into the market, so that they
could get more customers in
situation of similar hotels.
They focus on more of
services oriented rather price
oriented. They uses pricing
policies as per the revert of
their competitor hotels.

Place Location is the key factor to
operate their services and has
to be at customers easy reach.
Hallmark hotels are located at
centre location of city which
said to be the chief area and
are easily reachable to
customers, so that, customers
feel convenient to book their
rooms in order to save their
time in searching for
hotel(.Price, and Mc Alinden,
2017)
Grosvenor hotel Is located at
the the prime place nearby
railway station, airports .
Which is easily reachable for
customers and they do not
have to search of other hotels.
They have their two respective
hotel into at London city.
Their main motive to set their
hotel at relent locations for
customer convenience.
Promotion Promotion is necessary for
hotels well reach to the
customers which require huge
process and various
promotional sources . It is
important factor for every
organisation to promotes their
products and services. for that
instance, Hallmark hotel use
relevant promotional campaign
and banners which evaluate
their services and offers. They
also uses online apps to
provide online booking
facilities to the customers.
Which shows whole lookout of
hotels and customer choose
their preference from variety
The respective hotels
organising promotional
activity at normal level
through online bookings and
through building customer
loyalty towards them which
results in mouth promotion
through their existing
customers. They mainly focus
in promoting via giving social
services and maintain their
relations with people and other
contributors. They highly main
at achieving large customer
retention.

of options.
Physical equipment It consist of various tools and
equipments which are used by
hotel to attract customers for
their stay. Customers wants
highly satisfying experience at
their living life. For which,
Hallmark hotel provide TV, air
conditioning, entertainment
tools like TV system and Wi-
Fi facilities which gives better
experience to customers
(Quoquab, and Mohammad,
2016)
Grosvenor hotel is also
providing highly demanded
equipment at hotel premises
form which customers feels
like home and desires to come
back again. As well as they
hire effective professional to
serve best services whether
towards house keeping or
reception specialist so that
they would not go with any
doubt in their mind.
People Into every organisation, there
are always requirement of
effective workforce and
employees who can easily
attend their guest and greet
them with pleasure. Hallmark
hotel hire effective managers
who show the path and clear
all the doubts of customers and
mange hotel operations into
effective manner.
Hotel Grosvenor has highly
effective workforce in terms of
desk manager, housekeeping
and other staff through which
people feel free to contact
with any member and
communicate their respective
requirement.
Process Operational process in must in
managing hotel at high
demands and customer
satisfaction. Hallmark hotel
manage their highly
recommended process by
The hotel; is highly attentive
towards their process at
providing customers services
whenever they want. Also, as
they aim as high customer
retention, they try to get in

analysing customer preference,
they aim at providing desirable
services to customers by being
available for 24/7 day to night.
touch with them by providing
after sales services.
TASK 3
P4) Evaluation of basic marketing plan for an organisation.
In every organisation, marketing plan is essential to formulate effective strategy in
relation with proper marketing and segmenting their product and services. Making this plan and
polices, an organisation would be enable to activate overall procedure of their operations which
include how to target markets and execute strategies to set an visual image for their supply.
These plans gives power to overcome with competitive crises which could be come in future
also, uncertainties would be neglects through right execution of strategies (Rivera, and
Gutierrez, 2018). Marketing plan Include formulation in document form and create an image of
market analysis Into visualize manner. Marketing plan of Grosvenor is discussed below:
company overview: The Grosvenor hotel is established in UK, London. Which has its small
units into prime locations of city centre. They provide effective facilities of dining and stay over
the place by food, housekeeping, entertainment facilities. They aims at low price and high tenure.
Vision and mission: Hotel Grosvenor is aim to expand at global level and their providing high
quality facilities with the view to maintain social services at continuation.
Objective: the objective is to make their hotel premises into other levels and expand their
franchise market at global level (Routman, 2018).
STP: It is an effective framework of marketing strategies which enables the procedure to analyse
market condition and customer demands by determining and differentiating market segment
according to customers area of reliability. This include segmentation, targeting and positioning.
This help in creating brand image into market
Segmentation:
This segment refers to analyse market through dividing into various segment in
demographic, physiological. Which reflects customers age, gender, religion and income factors.
This helps in producing their product and services according to the customer requirement.

Targeting
This help in targeting the marketing by dividing it into the segment and develop strategies
to select particular market in which the hotels are requires to give their services. Mostly hotel
prefer to reach towards middle or adult age people.
Positioning
This helps in developing the strategies in relation to expanding and create their brand
them into market. As this is necessary in hospitality industry to maintain quality image in the
eyes of customers (Shrestha, 2016).
SWOT Analysis
This tool is an effective and necessary to analyse internal environment of an
organisation.
Strength
• Hotel Grosvenor has attractive interior
and and excellent location setup which
positively revert in large customer stay.
Weaknesses
• due to small operations and sufficient
employees, they are unable to expand
their business at global level (Tozer,
and Rowland, 2016).
Opportunities
• The hotel have market opportunities to
interact with government policies and
them into consideration which have
specially engraved for small
organisation ( Sugomori, 2016).
Threat
• the main threat come in way are the
other competitor hotels which have
good financial stability and other
customer services.
In Context with hotel Grosvenor, there are budget of 15000£ for the development of high
maintenance services which is discussed further.
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Early money 4000 5000 6000 5000 20000
Venture 8000 13000 13000 33000 11000
Total 12000 18000 19000 38000 31000

Promotion lay out
Advertising 6000 3000 4000 3300 3250
Publicity 4000 2000 6000 2200 2000
Direct selling 4200 2000 5000 3000 4650
Total 14200 7000 15000 85000 9900
The effective market plan has developed for the Grosvenor hotel. They could assist this
plan in effective manner by putting their valuable efforts.
CONCLUSION
The report on Grosvenor hotel, effective marketing essentials has been analysed as it
helps in developing various marketing function by understanding their roles and responsibilities
in organisational context. This helps in engaging in other market factor for the hotel. Along with
this interrelation off different market function has perform their significance in developing
required department operation at hotel. Marketing mix has prove to be effective by making
comparison between two hotels which significantly shows one another factors. At last, marketing
plan for high maintenance services is prepared in order to fulfil desired objective.

REFRENCES
Books and journals:
Petrov, M., 2017. Probabilistic and thermodynamical approximation of the model of ideal gas for
the microeconomical description of ABC marketing analysis. InIII-rd International
Conference of Econophysics, Greece, Volos, September(Vol. 26).
Price, J. and Mc Alinden, O. eds., 2017.Essentials of nursing children and young people. Sage.
Quoquab, F. and Mohammad, J., 2016Is Loyalty Dead?: Marketing Strategies to Survive in the
Saturated Telecommunication Market. Partridge Publishing Singapore.
Rivera, J.P.R. and Gutierrez, E.L.M., 2018. The Impact of Awareness on Tourism Marketing
Slogan on Length of Stay and Travel Budget Allocation of Young Travellers.Asia-
Pacific Journal of Innovation in Hospitality and Tourism,7(1), pp.1-25.
Routman, R., 2018.Literacy essentials: Engagement, excellence, and equity for all learners.
Stenhouse Publishers.
Shrestha, S., 2016. Dollars to dimes: Disparity, uncertainty, and marketing to the poor at US
dollar stores.International Journal of Cultural Studies,19(4), pp.373-390.
Sugomori, Y., 2016.Java Deep Learning Essentials. Packt Publishing Ltd.
Tozer, T.N. and Rowland, M., 2016.Essentials of pharmacokinetics and pharmacodynamics.