Hospitality Marketing Essentials (Distinction Criteria)

This report discusses the key roles and responsibilities of hospitality function and interrelationships between hospitality and other functional units of an organisation. It also evaluates different tactics applied by hospitality organisations to demonstrate how business objectives are achieved. The report further designs a strategic marketing plan that tactically applies the use of the 7Ps and includes measures for monitoring and evaluation to achieve overall marketing objectives. The subject is Marketing Essentials and the course code is not mentioned. The report is relevant for students pursuing hospitality management courses in any college or university.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key roles and responsibilities of hospitality function.......................................................1
M1 Analyse the roles and responsibilities of marketing in the context of the marketing
environment............................................................................................................................2
TASK 2............................................................................................................................................3
P2: Key roles and responsibilities of hospitality and interrelationships between hospitality and
other functional units of an organisation................................................................................3
M2 Analyse the significance of interrelationships between marketing and other functional
units within a selected hospitality organisation......................................................................4
D1 Critically analyse the key elements of the marketing function and how they interrelate
with other functional units within a selected hospitality organisation...................................4
TASK 3............................................................................................................................................5
P3: Various organisation apply marketing mix to the hospitality planning...........................5
M3 Evaluate different tactics applied by hospitality organisations to demonstrate how
business objectives are achieved............................................................................................8
D2 Design a strategic marketing plan that tactically applies the use of the 7Ps and includes
measures for monitoring and evaluation to achieve overall marketing objectives................8
TASK 4............................................................................................................................................8
P4 Produce and evaluate a basic hospitality plan for an organisation of your choice............8
M4 Produce a detailed, coherent, evidence based marketing plan that applies the marketing
mix to meet marketing objectives for a hospitality organisation.........................................12
CONCLUSION..............................................................................................................................12
References:.....................................................................................................................................13

INTRODUCTION
In current business era, hospitality the common business activity in all business in order
to influence the customers and buyers in the market towards the organisational products and
services. hospitality is the business action which involves the promoting and selling the products
and services along with market research and advertising (Berkowitz, 2021). hospitality is highly
important for business to interact with their target audience and also to gain brand recognition.
The present report on hospitality essential will study about a multinational organisation Marriott
hotel. It is the British multinational hospitality organisation. The present report will discuss about
key roles and responsibilities of hospitality function and interrelation of the hospitality function
with other functional units of an organisation. Further in the report elements of hospitality mix of
two organisations are compared as per their organisational objectives. At last the report has
developed and evaluated basic hospitality plan.
TASK 1
P1 Key roles and responsibilities of hospitality function
hospitality is the wide concept with multiple function and each functions has some key
roles and responsibilities. In Marriott hotel, they have many hospitality functions performed by
the hospitality department such as selling, promotions, distribution, advertisement etc. All these
hospitality functions fulfil with some roles and responsibilities to meet organisational objectives
(Proctor, 2020). Some of key roles and responsibilities of the hospitality functions of the Marriott
hotel are discussed below:
Buying and selling of products: The primary role of the hospitality function in Marriott hotel is
to develop the strategies and tactics that can help in selling and buying of the goods and service
of the company that can satisfy the needs of the customers. Basically in this, the responsibility of
the hospitality function is to transport the goods to correct place where it can be distributed
among consumers.
Identify the needs and demands of the customers: The hospitality function of the Marriott
hotel also help in understanding and recognising the customers requirements through their
buying habits, taste, feedbacks and market survey.
Making profits: the hospitality function of the Marriott hotel devise innovative strategy to
increase the sales of the organisation which in turn leads to more profit. The hospitality team of
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the Marriott hotel develop the strategic hospitality plan with objective to increase the
organisation sales in order to make high profits.
Provide situational analysis: It is the role of the hospitality manager of the Marriott hotel to
provide the organisation with situational analysis in order to analyse the competitiveness and
also to refine the company's goals and objectives accordingly. This also includes the market
research for specific product to analyse market trends (Key and Keel, 2020).
It is critically evaluated that the hospitality functions in Marriott hotel perform their roles
and responsibilities as per the organisational objectives and align their research as the company's
requirements. It is also analysed that conducting situational analysis and hospitality mix is the
effective way to conduct the market analysis of the consumer goods market for the Marriott hotel
hospitality function to meet the organisation objectives. Hence, it is analysed that the roles and
responsibilities of the hospitality function in the Marriott hotel helps the company in gaining
competitive advantage also help in survival and keep the customer's satisfied with new products
and services.
M1 Analyse the roles and responsibilities of marketing in the context of the marketing
environment
As there are several roles that are performed by management in context to the promotion,
advertising, selling, communicating, delivering services and performing actions. Hospitality
operations are responsible to manage the brand value of the business by which individuals can
simply get aware about the brand. Identify the requirement of the customers - It is important for the hospitality operations
to implement new tactics so that the management can effectively get closer with the
organizational visitors in respect to get more engagement of the consumers.
 Analyze the current trend and also monitoring the competition – It is termed as the
primary role that are perform as the hospitality operation by the management of Marriott
hotel.
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TASK 2
P2: Key roles and responsibilities of hospitality and interrelationships between hospitality and
other functional units of an organisation
The hospitality is one of the most essential unit of the Marriott hotel to meet the market
trends and also to stay competitive. The hospitality unit is highly interrelated with the other
functional units of the Marriott hotel. The interrelations of the hospitality unit of the Marriott
hotel with the other functional units are discussed below:
Hospitality and Finance: The interrelation these two units finance and hospitality is
very essential because working in the particular budget is important to analyse the performance
in end. The finance unit of the Marriott hotel sets the budget for the hospitality unit for their
hospitality plan and strategies which means the hospitality department of the Marriott hotel has
to conduct all its market research, campaign under that budget. hospitality unit also interrelates
with finance unit to know the financial position of the Marriott hotel in order to develop
hospitality strategy accordingly (Baker, Grinstein and Perin, 2020).
Hospitality and Production/Operations: The production unit of the Marriott hotel focus
on the development of the new products and services and other related operations. The
hospitality unit helps the production department by informing them about customer preferences,
taste, choice and market trends so that they can develop product accordingly. The production and
hospitality unit work collaboratively with each other to find the new tastes that can be added in
the existing products of the Marriott hotel. Hence, the production and hospitality unit work
together interrelatedly to source out quality raw materials for production and to deliver quality
products to customers.
Hospitality and IT: Both the functional units of the Marriott hotel work together
collaboratively to ensure that organisational objectives of the Marriott hotel and the hospitality
are attained in the best possible manner. The IT functional unit of the Marriott hotel work with
the hospitality unit to ensure that they are using latest technology as per the current market trends
and also to keep them updated and equipped with new market research technology (Arnett,
Wittmann and Hansen, 2021).
Hospitality and Human resource: The HR unit of Marriott hotel has the basic function
related to the employees of the organisation such as maintain their payroll, welfare, training and
development etc. The hospitality Unit of the Marriott hotel work with Human resource unit to
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ensure the employees vacancies are filled, proper job description is posted on different platforms,
right candidate is selected etc. The hospitality department also make the HR unit aware about
new technologies for which training should be conducted.
Hospitality and Customer service: Both the departments are highly important
functional unit for the Marriott hotel in order to keep interacting with customers in the market
either directly or indirectly. Both the functional units of the Marriott hotel are interrelated with
each other to assess the satisfaction level of the consumers with the Marriott hotel product and
services (Simms, Frishammar and Ford, 2021). In Marriott hotel both the units interrelates in
order to build strong and positive customer relationship.
M2 Analyse the significance of interrelationships between marketing and other functional units
within a selected hospitality organisation
The hospitality unit also helps the finance department by providing them the knowledge
about the competitive pricing strategy and other financial plans in order to transform the pricing
strategy of the Marriott hotel. The hospitality department also work with operations department
to look after the packaging and other functions are in-line with business objectives. The
hospitality unit of the Marriott hotel conduct market research in order to advice the IT unit about
new digitally updated technologies which can meet the organisational objective effectively in
less time. The hospitality and Human resource unit of Marriott hotel work together for the
training of employees to meet the challenges of the market. The customer service unit of the
Marriott hotel provide the hospitality unit a information about customers feedback for the
products which assist the hospitality department in developing new product and hospitality
strategy.
D1 Critically analyse the key elements of the marketing function and how they interrelate with
other functional units within a selected hospitality organisation
It is critically evaluated that all the hospitality functions such as research, advertising,
promotions, etc., are the completely and closely interrelated to the other functional units of the
Marriott hotel which helps the company to meet the market trends and also meet their business
objectives. For example, it is analysed that hospitality unit works closely with the finance
department in order to gain economic resources for the planning and implementation of the
hospitality strategy. Also it analysed the production and hospitality department has highly linked
as the product development depends on market research. Also the customer service and
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hospitality department work together to interact with customers and keep them updated about
new products and services of the Marriott hotel.
TASK 3
P3: Various organisation apply marketing mix to the hospitality planning
The marketing mix is the general concept used by the hospitality team of the different
organisations in order to develop hospitality strategy and plan as the current market trends. The
hospitality mix consist of the seven elements and each play strategic role in hospitality
operations of the organisations.
The organisation goals and objectives of Radisson Blu and Marriott hotel are discussed below:
Marriott hotel
Goals - Marriott hotel is planning for growth and sustainability for which the company has three
main goals firstly to assist one billion people in improving their health and well being. Secondly,
to enhance and transform livelihood and at last to shorten the environmental footprint
(Thangavelu and Jyotishi, 2020).
Radisson Blu
Goals - The Radisson Blu has the aim of becoming champion for their customers and help them
to enjoy better quality life and a easier living. Radisson Blu also has an objective of increasing its
sales by 1.36%.
Comparison marketing mix of the Marriott hotel and Radisson Blu
marketing
mix elements
Marriott hotel Radisson Blu
Product The strategy of using multiple brands
helps the Marriott hotel in attracting
visitors as this provides the alternatives
of the products at same place (Park,
Han and Childs, 2021). The food
products of Marriott hotel has best diet
foods that influence their visitors. With
diversified product variety company
use acquisition strategy in staff faculty.
Like other hospitality management with
its product variety like food and drinks,
deluxe rooms many more. However the
availability of services depend on the
type of hotel they visit.
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Price The most common pricing strategy
used by the Marriott hotel are Market-
oriented pricing strategy which means
the prices are set by analysing
competitor's pricing where as in
premium pricing strategy the prices are
kept higher than the competitor's price
to build pressure. During festivals and
occasions the Marriott hotel also use
bundle pricing strategy which means
discounted prices for the product in
bundle.
To ensure this price range Radisson
Blu continuously working on its
supplier chains so that cost of
production can be set to minimum and
has successfully planned a major price
war against the discounters (Nagpal and
Chanda, 2021).
Place The Marriott hotel has a global
operations in all the staff faculty. The
company has different places for the
transactions with customers and target
market. Tourism sector are
interrelated with hospitality sector as it
is basic and most common source of
having visitors in the Marriott hotel.
As on festive or special occasions
Radisson Blu also use discounts offers
to introduce the new services for their
visitors.
Promotion Marriott hotel uses different
promotional strategy such as
advertising, direct hospitality, sales
promotions, social media hospitality,
public relations etc. Advertisement
through television and online media is
the widely form promotional strategy
used the Marriott hotel. Through
Public relations company also
strengthen its corporate image and
All possible methods whether
traditional or new is adopted by
Radisson Blu like discount coupons and
many more.
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make the brand more stronger through
CSR (Foster, Saputra and
Grabowska, 2020).
People People are highly important for the
organisation. The hospitality and sales
team of the Marriott hotel plays a vital
role in hospitality efforts. The team has
excellent persuasive techniques to
influence their visitors. Also the
content writing team is highly creative.
The people at their hotel that help the
visitors in finding their suitable deluxe
rooms as per choice.
There are huge number of hotel staff
faculty that work in Radisson Blu.
Among the employees the sales
executives are highly talented and are
responsible for the hospitality success
of the organisation. The hospitality and
sales team uses different programs and
techniques such as save as they earn to
gain visitors attention and trust.
Physical
Evidence
Marriott hotel logo is the biggest sign
for the physical appearance of the
hotel. The colourful packaging of the
Marriott hotel for different brands is
easily visible in the shelf of the
hospitality organisation. The online
website of the Marriott hotel is also
user friendly and the high quality
product image is the best strategy for
the hospitality.
The stores and online website of the
Radisson Blu is the way to create the
physical evidence the cleanliness and
attractiveness of the Radisson Blu
stores are the plus point to the
hospitality elements. It involves
website of the Radisson Blu.
Process Marriott hotel has the highly upgraded
and technological advanced system for
the retailers to notify the company
about low stock, order more stock and
also to replenish the stock. The
hospitality team is also actively
involved in market research to
The Radisson Blu has online payment
process for the transaction of money in
exchange of product to keep the billing
process fast and easy for customers.
The customer service process of the
Radisson Blu is also outstanding in
listening to customer issues and keep
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understand customer demands. them satisfied (Solosichenko,
Goncharova and Nesterova, 2021).
M3 Evaluate different tactics applied by hospitality organisations to demonstrate how business
objectives are achieved
Hospitality management are basically dedicated toward the requirements & satisfaction
of their visitors. There are several hospitality management that are utilizing certain marketing
strategies & techniques to acquire more competitive benefits as compared to their competitors in
the field of the market place.
D2 Design a strategic marketing plan that tactically applies the use of the 7Ps and includes
measures for monitoring and evaluation to achieve overall marketing objectives
Marriott hotel apply marketing mix tactics and follow suitable marketing planning procedure that
can helpful to achieve managerial aims (Seidu and et. al., 2021). As there are several components
that are involved in the marketing mix and all such elements are termed as the 7 P's of the
Marketing mix. All the 7P's of marketing mix like “Product, Price, Place, Promotion, Physical
Evidence, and Process & People”. The food products of Marriott hotel has best diet foods that
influence their visitors. Marriott hotel also use bundle pricing strategy that means discounted
prices for the services in bundle. It is basic and most common source of having visitors in the
Marriott hotel. Advertisement through television and online media is the widely form
promotional strategy used the Marriott hotel.
TASK 4
P4 Produce and evaluate a basic hospitality plan for an organisation of your choice
Company Overview
Marriott hotel is the British multinational organisation, based in London, UK. The
Marriott hotel product portfolio include different variety of services for their visitors such as
food and beverages, deluxe rooms, indoor swimming pools, gym services and so on. The
Marriott hotel is the biggest brand as all over the world.
Vision and Mission Evaluate different tactics applied by hospitality organisations to
demonstrate how business operations performs:
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The Marriott hotel's vision statement is to develop sustainable living place. As the team
of the Marriott hotel believes that best way for the growth of their hotel for long term is
sustainability.
The Marriott hotel's mission statement is to integrate vitality to life. As the team of
Marriott hotel try to meet the daily needs for their visitors and staff faculty with hygiene and
personal care through their services as that assist the people in feeling good and getting best out
of life.
Objectives
The three main objectives of the Marriott hotel are:
 To offers services with the aim of improving their safety requirements.
 To enhance and modify their services.
hospitality strategies
The top five hospitality strategy used by the Marriott hotel to meet its objectives and also
to gain competitiveness in the market full of rivalry are:
 The first strategy of the Marriott hotel is to develop the service portfolio that focus more
on hygiene, food and drinks (Quijano, Quijano and Diaz, 2020).
 The second strategy to corporate social responsibility and Sustainability by focusing on
brand that improve their facilities by focusing on differentiated science and technology.
 The third strategy is to lead in channels for future such as focus on omni channel e-
Commerce, social media hospitality and digital transformation for fuel based growth.
Situational analysis
Internal
SWOT Analysis
 Strengths: It is analysed that the brands of Marriott hotel are the biggest strength of the
company as they are highly popular in the hospitality organisation.
 Weaknesses: Marriott hotel is much expensive, not everyone can afford it to visit there
due to which company is highly termed to have the drawbacks.
 Opportunities: the growing market trend for the healthy and nutrients base food is the
opportunity for the Marriott hotel to expand its services portfolio in high growth space
facilities to their diet conscious visitors.
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 Threats: The growing trend of digital transformation and use of social media and other
technology advance form is the threat to the company as company still use traditional
methods in some product production (Nagpal and Chanda, 2021).
External
PESTLE Analysis
This technique will concentrates on organisation and also in accomplishing the macro
factors by which all the assessment of the external environment will get maintained. It will
concentrates on all the political, economical, social and technological factors. As in relation to
the Marriott hotel PEST analysis are as follows -
 Political Factors
It involves all the rules and the policies that are being followed by the business. Marriott
hotel after the Brexit had faced fundamental problems and it might be seen that the variations hit
by situation of COVID -19 pandemic due to which their will be decrease in visitors in the hotel.
It also have an impact on the government rules and laws in an effective and efficient manner.
 Economical Factors
It involves all the interest rate, inflation rates, recession and other factors that are being
maintained by the business. Marriott hotel evaluated suitable term of business in terms of
funding in which they can earn the profit but in the situation of the COVID – 19. It will have an
impact on their operations and it will decrease the sales of the hotel management.
 Social Factors
It offers all the demographic factors and the organisational variations that are being taken
place by the hospitality organisation in respect to ensure their consumers who are attracted their
hotel and their services. Marriott hotel have developed the adoptive hygiene tactics in the
pandemic due to which consumers who are willing to go in hotels with all deluxe services.
Hence, they can tend to maintain their performance as per to them.
 Technological Factors
Marriott Hotel promotes all the technological situations in respect to maintain the
development and the digitalisations in the business. It also supported in creating the virtual
rooms facilities by mobile, check in check out by digitalised method by which they can maintain
the innovation and betterment in an effective and efficient manner.
 Legal Factors
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Changes in norms by government of the businesses in terms of higher labour costs,
service reductions value and so on. Hotels in the UK must comply with the United Kingdom's
GDPR.
 Environmental Factors
This factor consider environment and its protection laws in terms of the waste disposal
laws, corporate social responsibilities. The hospitality management of Marriott hotel performs
their roles with the aim of negative impact on environment.
STP( Segmentation, Targeting and Positioning)
 Segmentation: Marriott hotel has diversified range of products in different category and
for each product the segmentation is different. The segmentation is done on basis of
services, discounts and so on.
 Targeting: Marriott hotel different customer base for different services for example for
services like diet foods for the company target visitors in the hospitality organisation.
 Positioning: For the positioning the Marriott hotel use excellent television advertising
using different actresses and stars to promote their brand. The content of hospitality the
organisation is also highly creative (Quijano, Quijano and Diaz, 2020). The high quality
of the services is the priority of the Marriott hotel that helps the company to position in
market.
Budget
Subject Phase 1 Phase 2 Phase 3 Phase 4 Sum
Resource cost $ 2,000 0 0 0 $ 2,000
Travel cost 0 $ 3,000 0 0 $ 3,000
Electricity $ 1,500 $ 1,000 $ 500 $ 2,000 $ 5,000
hospitality manager $ 500 $ 700 $ 800 $ 900 $ 2,900
Others 0 0 0 0
Total $ 4,000 4700 1300 2900 $ 12,900
External costs
Authority approval $ 1,500 0 0 $ 2,000 $ 3,500
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Chiney 0 0 $ 1,500 0 $ 1,500
Machine equipments $ 2,000 0 0 0 $ 2,000
Foundation work $ 2,050 $ 200 $ 1,520 $ 630 $ 4,400
Total cost $ 9,550 4900 4320 8430
M4 Produce a detailed, coherent, evidence based marketing plan that applies the marketing mix
to meet marketing objectives for a hospitality organisation
Marketing
mix elements
Marriott hotel Radisson Blu
Product Marriott hotel deals with wide
range of products in terms of food
and beverage and various services
in terms of deluxe rooms,
discounted coupons.
Radisson Blu provide wider variety of
products and online platforms like
hospitality management with its product
variety such as travelling facilities, diet
food and so on.
Price Marriott hotel use different pricing
strategy for it wide variety of
services by keeping in mind all sort
of consumers in context to the
diversification of their goods.
The Radisson Blu use cost leadership as a
pricing strategy which push company to
maintain lowest possible price for its
products and services without any
compromise with quality.
Place The Marriott hotel has a global
operations for their visitors in
various country in terms of 7000+
countries.
There are varied sort of the divisions that
Radisson Blu operates with online
medium of functions.
Promotion The Marriott hotel has extensive
promotional strategy for the
promotion and advertisement of its
products to the target audience.
Radisson Blu spend adequately on
advertisement that supports in maximising
their sales and improve brand image.
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CONCLUSION
It is concluded from the above report that key role of the hospitality is to advertise and
promote the products and services of the organisation among target audience. Also the Marriott
hotel being a multinational brand invest huge amount of capital in hospitality of its products and
services. All the departments of the Marriott hotel are interrelated with the hospitality department
for some information and to meet the current market demands with the products and services. It
is also analysed from the above report that pricing strategy of the Marriott hotel is the strength
for company to market its products with reasonable price and high quality. Hence, it is concluded
that for an effective hospitality the organisations must develop an structured and well
synchronised hospitality plan with strategic objectives.
References:
Books and Journals
Arnett, D.B., Wittmann, C.M. and Hansen, J.D., 2021. A process model of tacit knowledge
transfer between sales and hospitality. Industrial hospitality Management, 93, pp.259-
269.
Baker, W.E., Grinstein, A. and Perin, M.G., 2020. The impact of entrepreneurial orientation on
foreign market entry: the roles of hospitality program adaptation, cultural distance, and
unanticipated events. Journal of International Entrepreneurship, 18(1), pp.63-91.
Berkowitz, E.N., 2021. Essentials of health care hospitality. Jones & Bartlett Learning.
Foster, B., Saputra, J. and Grabowska, M., 2020. Communication strategy planning in
influencing the intention to visit: An implication to hospitality management. Polish
Journal of Management Studies, 22.
Key, T.M. and Keel, A.L., 2020. How executives talk: Exploring hospitality executive value
articulation with computerized text analysis. European Journal of hospitality.
Nagpal, G. and Chanda, U., 2021. Economic order quantity model for two generation
consecutive technology products under permissible delay in payments. International
Park, D., Han, J. and Childs, P.R., 2021. 266 Fuzzy front-end studies: current state and future
directions for new product development. Research in Engineering Design, pp.1-33.
Proctor, T., 2020. Absolute Essentials of Strategic hospitality. Routledge.
Quijano, M.F., Quijano, G. and Diaz, R., 2020. Nueva Ecija’s Philippine Lime (Citrofortunella
microcarpa) Agribusiness Industry: hospitality Disputes and Economic Outlooks.
Simms, C., Frishammar, J. and Ford, N., 2021. The front end in radical process innovation
projects: Sources of knowledge problems and coping mechanisms. Technovation, 105,
p.102214.
Solosichenko, T., Goncharova, N. and Nesterova, Z., 2021. Socialization of educational services
online hospitality in the context of personality harmonization. In E3S Web of
Conferences (Vol. 291, p. 05046). EDP Sciences.
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Thangavelu, S. and Jyotishi, A., 2020. How Do Innovation Lifecycle Phases Affect the
Innovation Success of IT Firms?. In Advances in Data Sciences, Security and
Applications (pp. 295-305). Springer, Singapore.
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