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Hospitality Marketing Essentials Assignment - Travelodge Hotels

   

Added on  2020-10-22

15 Pages4067 Words167 Views
Hospitality MarketingEssentials

Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................1P1 Explain the key roles and responsibilities of the marketing function within a selectedhospitality organisation..........................................................................................................1P2 Discuss how roles and responsibilities of marketing relate to the wider organisationalcontext....................................................................................................................................4TASK 2............................................................................................................................................7P3 Compare the ways in which different hospitality organisations apply the marketing mix tothe marketing planning process to achieve business objectives.............................................7TASK 3............................................................................................................................................9P4 Produce a basic marketing plan for a hospitality organisation to meet marketing objectives................................................................................................................................................9CONCLUSION..............................................................................................................................11REFERENCES..............................................................................................................................13

INTRODUCTIONMarketing refers to the process or set of activities that is associated with purchasing andselling of goods and services. It is the set of processes and institutions for developing,communicating, delivering as well as exchanging offerings that provides some value tocustomers, society and partners at large (Al-Ekam and et. al., 2012). In today's competitivebusiness environment, use of marketing tool helps company in attaining high sales and profitratios. In the present assignment, chosen organisation is Travelodge Hotels Limited which is aUnited Kingdom based company that deals in hotels and hospitality sector. This assignmentcovers different roles of marketing and its interrelationship with other functional units. It alsocovers the ways in which hospitality organisations utilize marketing mix elements to attainoverall business objectives. At last, a basic marketing plan is developed to meet specifiedobjectives in this project. TASK 1P1 Explain the key roles and responsibilities of the marketing function within a selectedhospitality organisationIn today's competitive business environment, marketing plays a crucial role in successand growth of organisation. It helps in developing brand image of company and placing its goodsand services in minds of potential and existing clients. In hospitality industry, good reputation isthe key factor on which success of any hotel rely. Effective marketing campaigns helps companyin providing competitive advantage in market over competitors. Travelodge Hotels Limited isone of the well known hotel in United Kingdom. Various marketing activities are performed byfirm in order to gain attention of large number of customers. It provides an opportunity to hotelto communicate with market(Functions of marketing. 2018). Different roles and responsibilitiesare associated with marketing function that helps company in improving its sales ratios andprofitability in market. These functions assists hotel in effectively communicating about itsproducts and services such as room rates, facilities provided by firm, easy check in - check outservices etc. All this assists hotel in attracting and maintaining large base of consumers. Keyroles and responsibilities of marketing function in Travelodge Hotels Limited are defined in thebelow mentioned table: 1

Roles &ResponsibilitiesHow is it executed in Travelodge Hotels LimitedConduct marketresearch Hotels may be selected by customers on the basis of its location, access torail, road or air travel, its image in hospitality sector, price of rooms,provided facilities etc. All these factors are considered by customers beforeselecting a hotel to stay. Marketing department of Travelodge HotelsLimited helps in identifying those variables that shapes the appeal of hotelto customers. It is the responsibility of marketing team to monitor reviewsof clients on hotel websites in order to determine its strengths andweaknesses (Campbell and Martin, 2015). Marketing department of hotelplays vital role in determining prevailing trends of market that could affectfirm like increasing demand of low cost accommodation, better facilitiesfor travellers etc. An extensive research is conducted by marketing managerof Travelodge Hotels Limited in order to get proper understanding of thosefactors that encourage customers to choose a specific hotel or service. Byinteracting with guests, taking their feedbacks and review industry data,marketing department enables hotel in effectively meeting all needs anddemands of customers and satisfy them. In this way, this function helpshotel in increasing growth and profitability of Travelodge Hotels Limited. Creating brandawareness amongcustomers For every hospitality organisation, brand awareness is a crucial factor thatassists in attracting large group of customers. Its customers does not haveany knowledge about product and services, they can not buy it. So, increating brand awareness among customers, this function of marketingdepartment plays vital role (Baker and Magnini, 2016). Manager ofTravelodge Hotels Limited ensure that their websites are updated on regularbasis and contains all the informations in detail such as accommodationrates, location, facilities etc., so that customers gets aware about hotel andits product and services. This assists hotel in access to more number ofpeople and maintain large customer base which in turn helps in improvingprofitability and brand image of hotel. Promotion ofPromotion is the most important function of marketing department as2

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