Roles and Responsibilities of Marketing Function in Hospitality Organization

This study explores the key roles and responsibilities of marketing function within Travelodge, a hospitality organization. It discusses the importance of market research, promotion, customer satisfaction, and brand image in the marketing function. It also analyzes the interrelatedness of marketing with human resource management and finance. Additionally, it compares the application of marketing mix elements in different hospitality organizations to achieve business objectives.

HOSPITALITY
MARKETING ESSENTIALS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
LO1..................................................................................................................................................1
P 1 The key roles and responsibilities of marketing function within Travelodge..................1
P 2 Roles and Responsibilities of marketing function in relation to wider organisational
context....................................................................................................................................3
LO 2.................................................................................................................................................6
P 3 Compare the ways in which different hospitality organisation apply the marketing mix to
the marketing planning process to achieve business objectives.............................................6
LO 3...............................................................................................................................................10
P 4 Produce a basic marketing plan for Travelodge to meet its Marketing objectives........10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is a concept which is related to promotion, advertisement, creation and
delivering of products to the customers. Marking essentials include different market segments,
identification of customers wants, marking channels, etc. Travelodge will form part of this study
in order to explain various functions and roles and responsibility of marketing essentials in
hospitality services. This study will explain about various roles and responsibilities of marketing
functions and its interrelatedness with other functions performed in Travelodge. Furthermore,
this study will involve different elements of marketing mix which assist business in achieving
their overall business objective. Moreover, this study will consider about a marketing plan of
Travelodge to achieve its marketing objectives.
LO1
P 1 The key roles and responsibilities of marketing function within Travelodge
Hospitality organisation – Hospitality organisation include different sector's which
provide customers with different product and services. This organisation include restaurants,
Hotels, Theme parks, lodging, airline services, ship cruise etc (Babor and et.al., 2017).
Hospitality organisation have more emphasis on customer satisfaction by their offered service.
They provide luxurious experience to make their customer happy.
Brief description of activities of your chosen hospitality organisation, and location:
Travelodge works in hotel and hospitality service. It's headquarter is situated in United
Kingdom. It provides super deluxe room, group booking facility, free Wi-Fi, bar cafe, spa,
saloon service etc.
Roles and Responsibilities How is it executed in the selected
organisation
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Market Research- . Research is a purposeful,
continues and systematic, time bound process
which provide desired information. Research
can be done for explore new market and
opportunities, describe existing market or
casual research to find answer for variation in
routine work.
Travelodge conducts market research for
identifying the area of improvement. They
take help of travel agencies to find out trends
and competitiveness, demanded facilities etc
(Boso, Cadogan and Story, 2017). Explore
opportunists to cover potential customer into
existing customer, research for better customer
satisfaction and innovation adoption In hotel.
For example –they offer discount to new
customers, provide cab service from airport to
hotel etc.
Promote products and services – Marketing
functions revolves around promoting are the
effort an organisation put in to give
information about their product and services.
Promotion include direct selling, advertisement
through print media , social media , word to
mouth sale etc.
Travelodge promote their hotel on social
media, companies own website, tie-ups with
specialist agencies, local shops and
restaurants, travel agencies' relation offer more
services than competitors, sponsors event, etc.,
Ensure customer satisfaction- customer
satisfaction works with efforts make to meet
customer expectation and satisfaction level.
Customer satisfaction is utter most function
and responsibility of marketing because high
chances of customer switch. Customer
Satisfaction has many dimension like
repressiveness, price, psychological
satisfaction, empathetically behaviour of
organisation etc.
Travelodge makes serious effort in customer
relation as proper communication, feedback,
follow up calls, provide virtual experiences of
rooms, speedy service, keep promises, they
provide support to customers by listening to
customers complaint and provide them with
solutions. They also adopt customer
satisfaction measure by conduct email survey,
app rating, feedback etc. The reviews are
further utilised to improve the service
delivery.
Improve Brand image and competitiveness- Travelodge try to improve brand image by
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Marketing department is responsible to
improve brand image by making innovation,
providing the best service, blogging, social
monitoring. It is the responsibility of
marketing manager to provide good quality
services and keep eye on rivals is also
marketing manager’s responsibility.
increasing their higher rating on various
platform such as video clips and image on
website etc. Travelodge is making efforts in
order to increase its brand image by providing
its customers with different discounted
packages and also providing them with good
quality services.
P 2 Roles and Responsibilities of marketing function in relation to wider organisational context.
Roles and Responsibilities of marketing in relation to wider organisational context
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Analyse the roles and responsibilities of marketing in context of marketing environment
Role Responsibility How do they relate to each
other and to the marketing
environment
1. Market Research Market research provide
assistance to organisation in
identifying various
opportunities and threat which
have its influence on the
working environment of the
organisation. Opportunities
assist in increasing the market
share of the firm. It supports
the firm in finding the strength
and weaknesses of its
competitors.
The role and responsibility of
marketing assist the firm in
identifying various
uncertainties about the market
environment such as changes
in customer behaviours. It also
assists the company in
identifying strength and
weakness of the competitors ,
It also provides help to
Travelodge in identifying
various environmental changes
occurring the market.
2. Product development It is the responsibility of
marketing function to provide
its employees with various
information which support
them in improving the existing
product and also helps in
development of new product.
Marketing supports the
development team in
identifying product which are
developed in the market , so to
have knowledge about the
Marketing assist in
development of a product by
identifying different customers
demands which have a great
influence on the product
marketing. Marketing provide
support to Travelodge in
promoting a new product in the
market. It provides assistance
by identifying different
environmental factors such as
technology changes,
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products of
competitors(Herciu and
Ogrean, 2017).
government policies etc.
Which affect the development
of a product.
3 Communication It is the responsibility of
marketing function to
communicate about new
product and services to their
customers by using different
promotional tools such as
advertising on television,
increasing social media
presence etc.
Communication assist in
building a strong relationship
with the outsiders which helps
in getting information about
different changes occurring the
environment that have its
influence on the working of
Travelodge.
Analyse the significance of interrelatedness between marketing and other functional
units within Travelodge
Relationship between Marketing and Human Resource Management: Human
resource management perform various functions of marketing which helps them in getting
qualified personnel’s for the company. Employees are the internal customers of the Travelodge
so in order to attract people to work for the firm, human resource manager perform various
functions such as promoting the company in front of their employees in order to motivate them
to work for the company. Marketing strategies are modified with the change in customer demand
and there are modifications required with the change in employee’s expectation (Boyland and
Harris, 2017). Human resource manager in order to satisfy its employees expectation provide its
employees with better training and pay scale on the basis of their skills.
Relationship between marketing and Finance: Marketing and finance both are
required by Travelodge in order to achieve the organisational objective. Finance is related to
profits, costs , financial performance at the end of the year etc. marketing is related with different
sales activities which are needed to sale the product to customers. Marketing tools such as
advertising and publicity assist the firm in selling the product to customers(Monitoring and
Controlling Marketing, 2007) . The demand of the product is reduced due to poor advertisement
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and promotion of the product due to which sale decrease and thus there is reduction in the profit
margins.
Analyse the key elements of marketing functions and their interrelatedness with other
functional units of Travelodge
Promotion and Sales: Promotion is required to aware the customers about the
organisational product and services. There are various Promotional tools which are used to
attract customers for purchasing the products of the Travelodge. These tools include advertising
of the product in newspaper, television magazines etc. which attract customers towards the
brand. Purchasing habits of the customer is based on promotion of that product. Promotion helps
in increasing the sales and also supports in achieving the overall objective of the organisation.
Price and food and beverages: There is a strong relationship between price and food
and beverages product because customers prefer those products which are good quality and price
is also reasonable. Price of the product is marked on the basis of its quality and benefits which it
provides to customers (Taneja and Toombs, 2014). If Product price is not determined according
to the product benefits it can reduce the demand of the product which leads to decrease in the
market share of the Travelodge.
Product and human Resource Management: Product is an item which is manufactured
by the company in order to satisfy customer wants. Product includes goods and services which
are offered to customers to satisfy their desire (Mallek and Alipour, 2016). Human resource
management formulate various strategies to provide its employees with training and knowledge
which helps in determining the market demand that is required for development of the product.
Human resource manager provide different skills and knowledge to the employees, so that it is
beneficial for Travelodge in product manufacturing.
Person and front desk services: Person as a marketing mix function involve qualified
personnel’s for achieving the organisational objective. Front desk services are provided by the
employees of the Travelodge which requires high skills and knowledge for dealing with the
customers (Song, Seo and Xina, 2016). This function provide assistance to Travelodge in
providing their customers with different services.
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LO 2
P 3 Compare the ways in which different hospitality organisation apply the marketing mix to the
marketing planning process to achieve business objectives
Compare the ways in which different Hospitality apply the marketing mix to the marketing
planning process to achieve business objectives
Elements of (7 Ps) Company 1
McDonald
Company 2
Travelodge
Product McDonald is involved in food
and beverages industry. It
provides its customer with
different product line such as
burgers, fries, chicken and
various snakes and desserts. It
provides customers with
variety of options such as Egg
muffins, Hamburger etc.
McDonald in order to attract
more customers towards the
brand ensure that product are
designed according to the
customer taste and
preferences.
Travelodge is involved in a
hotel business. It includes
services which consists of
meeting, wedding, banquet
facilities, restaurant and
lounges, food and beverages
etc. core products for
Travelodge involve different
hotel rooms consist of deluxe,
super deluxe etc. It also
provides various online
reservation facilities which
brings ease in customer travel.
Price Price of the product is decided
by estimating the demand of
the product in the market.
Product which are designed in
McDonald have implemented
different pricing strategy
which have benefited the firm
and customers (Santos, 2017).
It adopts value pricing policy
in order to maintain its repo
with high quality products and
services. Travelodge provides
its customers with four star and
five star services which attract
customers towards the hotel.
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McDonald product price is
based on different factors such
as location of the store,
customer behaviour etc.
Place Place for distribution of
product is the way through
which customers are provided
with the delivery of product.
McDonald use different
distribution channels in order
to provide its customer with
the delivery. McDonald have
different stores which are
located in different countries
and are attracting more
customers from around the
globe. McDonald have
adopted franchising strategy to
distribute its products
worldwide also provide home
delivery of their products to
customers and also they have
started online ordering through
which customer have an
opportunity to order the food
online.
Travelodge provide its services
in different regions of the
globe. Travelodge in order to
increase its market share is
establishing its branches over
the regions. It also involved in
choosing those places for
working which will attract
more customers, so that their
overall objective is achieved.
Travelodge have adopted
extensive strategy in order to
achieve market penetration.
Promotion Promotion is a tool through
which customers get the
knowledge of products details.
McDonald is using different
Travelodge is involved in
making different promotional
strategies in order to inform its
customers about different
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promotional tools such as
advertising of product in
newspaper, magazines,
television etc. so that
customers are aware of the
product which are distributed
in the market.
services which are being
offered by hotel. It uses
different tools such as social
media posting etc. which helps
in informing customers about
various discounted packages
on hotel rooms etc.
People People include both customers
and employees of the
organisation. Employees and
customers plays an important
part when formulating various
marketing strategies which
assist in achieving various
business objective of
McDonald. McDonald
ensures that the employees are
provided with benefits for
their best performance
otherwise they may frustrate
customers that leads to reduce
in customer.
Travelodge ensure that both
customers and employees are
happy with the services which
are being offered by them.
Workers play a major role in
the success of Travelodge
because their hard work
through which they satisfy
customers is the most
important thing to do.
Physical evidence Physical evidence include
elements of the physical
environment visitor and
customer experience (O'Leary,
2017). McDonald ensures that
the interior are properly
maintained in order to attract
customers to the store also it
Travelodge in order to attract
more customers have designed
the interior in such a way
which assist them in increasing
their customer. Travelodge
offer facilities such as deluxe
and super deluxe room, free
breakfast, free Wi-Fi.
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ensures that proper cleanliness
and hygiene is maintained in
the store. This assist
McDonald in increasing their
customer and also support in
increasing their overall
profitability of the firm.
Process Process consists of set of
activities which are performed
in order to achieve the overall
objective of the organisation.
McDonald involve various
activities through which it
delivers their product to
customers(The Segmentation,
Targeting and Positioning
model, 2018). McDonald food
processing is transparent that
is the whole process is visible
to customers.
Travelodge offer different
services which satisfy the
desire of the customers.
Customers are provided with
services such as online
booking, through which they
can book the rooms and enjoy
the facilities easily.
Internet marketing:- Travelodge in order to attract more customers is involved in
internet marketing through which it connects with different people to make them aware about
their services and products which are being offered by them. Internet marketing include different
types of marketing such as social media marketing, blogging etc. For example, Travelodge in
order to increase its online presence is engaged in performing its various activities through social
media and it is also involved in performing activities such as online booking of rooms etc. These
tactics assist in achieving the organisational objective of Travelodge by increasing their customer
base through internet marketing.
Branding :- This tactic of marketing focus on the Brand image which include the company
logo and tag line which assist the organisation in increasing their customers by providing them
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with good quality products. Branding supports the organisation in promoting the product and
services which are being offered by the company. For example, Travelodge is a big company
which have a good brand image in the customer mind .This assist Travelodge in marketing their
product and services.
LO 3
P 4 Produce a basic marketing plan for Travelodge to meet its Marketing objectives.
Enclosed in poster.
CONCLUSION
From the above study it has concluded about various roles and responsibilities of marketing
functions which has assisted the organisation in performing various activities for achieving the
business objective. Furthermore, this study has provided with different marketing planning
process which helps in achieving the marketing objectives of the organisation. Moreover, it has
explained about the strategic planning process of Travelodge which support them in increasing
their profitability.
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REFERENCES
Books and Journals
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populations from the harmful effects of alcohol marketing. Addiction. 112. pp.125-127.
Boyland, E. J. and Harris, J. L., 2017. Regulation of food marketing to children: are statutory or
industry self-governed systems effective?. Public health nutrition. 20(5). pp.761-764.
Herciu, M. and Ogrean, C., 2017. Integrating Holistic Marketing into the Stakeholder
Management Approach. In The Palgrave Handbook of Managing Continuous Business
Transformation (pp. 513-532). Palgrave Macmillan, London.
Mallek, M. and Alipour, M. S., 2016. The Green Marketing Functions based on Image of
Company in the Retail Environment. International Journal of Humanities and Cultural
Studies (IJHCS) ISSN 2356-5926, pp.575-582.
O'Leary, Z., 2017. The essential guide to doing your research project. Sage.
Santos, C. D. S., 2017. Territorial marketing: attracting FDI for the tourism sector in the west
region of Portugal (Doctoral dissertation).
Song, T. H., Seo, H. and Xina, Y., 2016. societal marketing strategy in asian markets: a
comparative study of the korean and chinese markets. In 2016 Global Marketing
Conference at Hong Kong (pp. 240-242).
Taneja, S. and Toombs, L., 2014. Putting a face on small businesses: Visibility, viability, and
sustainability the impact of social media on small business marketing. Academy of
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https://www.entrepreneurship.org/articles/2007/01/monitoring-and-controlling-marketing>
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