Hospitality Marketing Essentials : Assignment
Added on - 05 Oct 2020
Marketing Strategy of Hilton Hotels
Hilton hotel is a global brand of full-service hotel and resorts. We will give a brief explanation about the key roles and responsibilities of "hilton hotel marketing strategy pdf" marketing function within a hospitality organization along with a comparison of the ways in which different hospitality organizations apply the marketing mix to the marketing planning process to achieve business objectives. you can also check this hilton hotel case study where you will learn the marketing plan to hilton hotel.
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Hospitality MarketingEssentials
Table of ContentsINTRODUCTION...........................................................................................................................3MAIN BODY...................................................................................................................................3TASK 1............................................................................................................................................3P1 Explain the key roles and responsibilities of the marketing function within a selectedhospitality organisation...............................................................................................................3P2 Discuss how roles and responsibilities of marketing relate to the wider organisationalcontext.........................................................................................................................................4M1 Analyse the roles and responsibilities of marketing in the context of the marketingenvironment................................................................................................................................6M2 Analyse the significance of interrelationships between marketing and other functionalunits within a selected hospitality organisation..........................................................................7D1 Critically analyse the key elements of the marketing function and how they interrelatewith other functional units within a selected hospitality organisation........................................7TASK 2............................................................................................................................................7P3 Compare the ways in which different hospitality organisations apply the marketing mix tothe marketing planning process to achieve business objectives..................................................7M3 Evaluate different tactics applied by hospitality organisations to demonstrate howbusiness objectives are achieved...............................................................................................10TASK 3..........................................................................................................................................11P4 Produce a basic marketing plan for a hospitality organisation to meet marketing objectivesorganisation...............................................................................................................................11M4 Produce a detailed, coherent, evidence based marketing plan that applies the marketingmix to meet marketing objectives for a hospitality organisation..............................................13D2 Design a strategic marketing plan that tactically applies the use of the 7Ps and includesmeasures for monitoring and evaluation to achieve overall marketing objectives...................14CONCLUSION..............................................................................................................................14REFERNCES.................................................................................................................................15
INTRODUCTIONMarketing is defined as a key tool in modern business firms as it involves theunderstanding of marketplace, building profitable relations, understanding consumers demandsand provide quality among the customers. Whereas hospitality marketing explains about howsegment of the hospitality industry such as hotel, restaurant, amusement parks etc. utilise theirmarketing techniques so as to promote their business goods and services (Baker and Saren,2016). This report is based on a hospitality industry name Hilton hotel which is a global brandfull service hotel and resorts as as well an American multinational hospitality company foundedby Conrad Hiltonin1919. This assignment gives the brief explanation about the key roles andresponsibilities of the marketing function within a hospitality organisation along withcomparison of the ways in which different hospitality organisations apply the marketing mix tothe marketing planning process to achieve business objectives. Apart from this basic marketingplan for a hospitality organisation to meet marketing objectives organisation is also beingproduced in this report.MAIN BODYAs per the scenario being a student of hospitality management with a specialisation inmarketing undertaking a industry based internship at Holiday Inn hospitality organisation inLondon for three months. At the end of the internship a written report is being produced whichconsist of following learning outcomes:TASK 1P1 Explain the key roles and responsibilities of the marketing function within a selectedhospitality organisationMarketing definition:Marketing refers to promotion of activities that leads to buying and selling of a product. Itis a broad concept includes selling, promoting, advertising and delivering the commodity to itsend user, that is, Customers (Chandiok and Sharma, 2017).Development of marketing concept:Marketing Function and Marketing Concept needs to walk parallel to complete themeaning of Marketing. MarketingFunction concept suggests that an organisation needs to
identify the products they need to work upon and promote them by differentiating it from theircompetitors. It can be considered as a plan of action that an organisation apply to increase theirsales , satisfy their customers and to maximize their sales.Roles and Responsibilities:Holiday Inn is a chain of British owned hotels established in various parts of world. Witharound 1,100 hotels all over the world, Holiday Inn has become one of the successful hotelchains all over the world (Dioko, 2016).Key roles of marketing function:Relationship Building: Main role that marketing function of Holiday Inn performs is thatthey need to need maintain a cordial relationship with their customers. It is very vital for anorganisation that too in Hospitality industry to have a warm relationship with people for the longrun.Brand Awareness: It states that an organisation needs to attract customers and ,here, inHoliday Inn this role is performed by marketing function. They assure that hotel is easy to findon portals and information is provided to the customers according to their needs easily.Innovate: Every industry needs something new after a period of time, same goes forhospitality industry. It is a role of Marketing Manager to come up with something new to attractmore customers.Key responsibility of marketing function:Research: There are various reasons why a customer choose a particular hotel and it is aparting responsibility of marketing function to identify those reasons and do the promotionsaccordingly, as, this requires whole a lot research which only marketing function can perform.Strategy Implementation: Choosing the right strategy is itself a task and it is theresponsibility of marketing function to ensure the right strategy has been chosen and organisationis working for its correct implementation in the time being.Promotion: The responsibility undertaken by Holiday Inn here is that they make surethat proper promotion is done from time to time especially when business is going slightly lowerto gain the market share at that time as much as possible.P2 Discuss how roles and responsibilities of marketing relate to the wider organisational contextMarketing function plays vital role in every organisation as without the help ofmarketing function business cannot promote its products neither can create awareness about its
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Marketing strategy of hospitality industry:
From the above report "hospitality marketing strategy pdf "overall it can be concluded that marketing function is a term to be one of the essential units for every organization which help business in achieving its targeted aims and objectives on time. Different roles and responsibilities of marketing function are being specified above along with strategic marketing plan which included objectives, aims, mission, vision of business. Apart from this marketing mix of an organization is also examined in the above report which included marketing mix 7ps pdf 7 P's namely, person, place, physical evidence, promotion, place, price, and product.