Hospitality Marketing Essentials

Hospitality Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
ACTIVITY-1...................................................................................................................................3
1. Concept of Marketing including current and future trends................................................3
2. Overview of different marketing processes........................................................................4
3. Roles and responsibilities of marketing manager in context of the organisation...............5
4.How marketing influences and interrelates with other functional departments of the
organisation............................................................................................................................6
5. Value and importance of marketing role in context with company...................................7
6.Conclusions that emphasise the significance of having effective interrelationships between
different functional department..............................................................................................7
7 Compare the ways in which the chosen organisation applies the marketing mix to the
marketing planning process to achieve business objectives...................................................8
ACTIVITY-2.................................................................................................................................10
Covered in PPT.....................................................................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is integral part of business organisation who assist them in surviving in
business environment which are more contingent in nature for longer period of time. Using of
marketing makes easy for organisations to seek attention of large number of customers towards
their offerings (Baines, Fill and Page, 2013). For this, the marketing manager must produce a
marketing budget to adopt various marketing tools such as social media, TV advertisement etc.
to influence the buying behaviour of customers in favour of company’s offerings. The present
assignment report is based on McDonald’s which is engaged in producing wide range of food
items that includes Hamburgers, French Fries, Milk Shakes and much more. It was established in
the year 1940 currently considered as one of the world’s largest food chain by revenue. The
report discusses the marketing concepts along with current and future trends in marketing, roles
and responsibilities of marketing department, comparison between marketing mix of two similar
organisations, and formulating marketing plan of McDonald’s to maximise sustainability in
rivalry market.
ACTIVITY-1
1. Concept of Marketing including current and future trends
Marketing act as a medium for organisations to communicate with their targeted customers
regarding their offerings and collecting their preferences so as to meet them in an effective and
efficient manner. It supports organisations in continuing their business operations for longer
period of time.
Marketing concept: It is defined as an assumption that an organisation must identify all the
customers’ needs and requirements and bring awareness about company’s new offerings so as ti
maximise customer strength and profitability.
Concept of Marketing-
 Production Concept- This concept mainly emphasis on bringing efficiency in
production system so that minimum cost could be incurred that makes easy for an
organisation to offer their products at an effective price. This guides manager of
McDonald’s to update their production system with efficient equipment’s so that an
effective could be charged from the customers (Brooks and Simkin, 2012).

 Product Concept- This is the concept which is based on assumption that customers
shows their willingness to buy quality products with having distinct features. This
motivates managers of McDonald’s to update their current offerings with innovative
improvement that helps in satisfying customers’ needs and requirements.
 Selling Concept- Under this concept, organisations believes that without adoption of
promotional tools, sales cannot be increases. In the context of McDonald’s, managers
must focuses on using digital platforms where large number of customers are active. It
makes easy for company to get their attention and increase sales (Clow, and James,
2013).
 Marketing Concept- This concept believes that organisation must identify the demands
and needs of market so as to achieve long term sustainability. Thus, it directs marketing
manager of McDonald’s to conduct market research so that fluctuations in market needs
and demands can be easily identifies and meet them accordingly.
 Societal Marketing Concept- This is the concept that is based on assumption that
products and services offered by organisations must protect the interest and safety of
people living in society or community as a whole. For this, the managers of McDonald’s
must produce quality products using standard ingredients so that it cannot harm the health
of customers.
Current and Future Trends
The current trends in marketing is using of digital technology including social media, TV
advertisement etc. Among these, social media is nowadays more popular where large number of
customers are active on daily basis. Thus, it becomes easy for McDonald’s to communicate with
them within less time and influence them with new discounting offers. This will help increase
customer base of McDonald’s. Apart from this, future trends in marketing includes 4E’s
comprising experience, engagement, exclusivity and emotions that should be beneficial for
McDonald’s if taken such aspects into consideration. Along with this, ephemeral marketing is
another future trends that will last for 24 hours which creates interest among customers in buying
their products (Dibb, and Simkin, 2013).
2. Overview of different marketing processes
Marketing process includes the stages of influencing buying behaviour of customers
towards the company’s offerings. These stages are briefly explained as under: