Hospitality Marketing Essentials Assignment - Hotel Hilton

HOSPITALITY
MARKETING ESSENTIALS
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
LO 1 ................................................................................................................................................3
P1. Explain the key roles and responsibilities of the marketing function within a selected
hospitality.....................................................................................................................................3
Discuss how roles and responsibilities of marketing relate to the wider organisational context 4
Analyse the roles and responsibilities of marketing in the context of the marketing
environment.................................................................................................................................5
LO2..................................................................................................................................................7
Compare the ways in which different hospitality organisations apply the marketing mix to the
marketing planning process to achieve business objectives........................................................7
Evaluate different tactics applied by Hotel Hilton to demonstrate how business objectives are
achieved.......................................................................................................................................9
LO 3.................................................................................................................................................9
Produce a basic marketing plan for a hospitality organization to meet marketing objectives.....9
Tagline – “Travel should take you places”................................................................................10
Produce a detailed, coherent, evidence-based marketing plan that applies the marketing mix to
meet marketing objectives ........................................................................................................10
Design a strategic marketing plan that tactically applies 7Ps and measures for monitoring and
evaluation to achieve overall marketing objectives...................................................................12
CONCLUSION .............................................................................................................................13
REFERENCES..............................................................................................................................14
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INTRODUCTION
Hospitality sector is growing exponentially these days due to onset of globalization and
technological advancements through internet and social media platforms. Their purpose is to
enhance customers’ expectations by providing high standards of facilities and along with this,
increment in their overall profits and progress. This sector works on basis of proper collaboration
between various departments that assist the marketing team to flourish successfully with
excellent execution and innovation. This report will be based on the marketing of Hotel Hilton,
UK. It is based on the leisure activities with tourism and hospitality. It will include about their
roles and responsibilities of marketing functions with their entire organizational environment.
There will be an evaluation of marketing mix with respect to Hotel Hilton to provide insights
about the significance of elements of 7p’s. Furthermore, it will also present a coherent and
detailed marketing plan to put light on the operational activities of Hotel Hilton situational that
involve analysis, budgeting and evaluation of monitoring their growth.
MAIN BODY
LO 1
Explain the key roles and responsibilities of the marketing function within a selected hospitality
The marketing functions have substantial amount of influence on the potentiality in terms
of identification the source for selling products at various marketplace successfully. Hotel Hilton
UK has strategically implanted these functions to understand the nuances of marketing plan and
product development, research for marketplaces and distribution for pricing, sales etc. They
mainly deal in resorts and hotels on full service basis, situated at the Park Lane, Mayfair,
London.
SL No. Roles and
Responsibilities
Description of its execution
1 Marketing Information
Management
This mainly deals with the performance of all the
activities related to marketing. It comprises of
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collecting, utilising, managing and implementing the
entire information to enhance the decision making of
Hotel Hilton. This is a permanent setup so that there
will always be continuous provision of sufficient and
relevant information related to Hotel Hilton operational
activities. It consists of reporting system, analysis of
research to support decision making and emphases on
the external environment.
2 Distribution This helps in evaluating of the best dealings and
methods to identify customers through localizing them
in terms of utilising the product or service of Hotel
Hilton. It is a web of interconnected chain of
intermediates so that the customers get the product or
service on time (Bowie and Buttle, 2013). There are
number of people involved retailers, distributors,
wholesalers and the internet.
3 Risk Management Due to sudden rise of employing internet tools, there is
also a need of stringent measures taken to manage risk
attached with it such as security breach, hacking etc.
Hotel Hilton has a reputed name and has prominent risk
of incurring failures or losses in context of distribution,
promotion, product development and more (Rollins,
Nickell and Ennis, 2014). It comprises of price wars,
sales risk like high performing salesperson quits, drop
in processes related to brand’s awareness etc, inventory
risk and more.
4 Promoting products Hotel Hilton marketing team can use many promotional
mediums, both online and offline to attract new
customers and along with, able to retain the existing
ones. Inclusion of IT and social media marketing tools
like using Facebook, twitter, mobile app, website, etc
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