Hospitality Marketing Essentials : Assignment Sample

HOSPITALITY
MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK1.............................................................................................................................................3
P1. Key roles and responsibilities of marketing function within a hospitality organisation..3
P2 Marketing Mix strategy to achieve business objectives of Costa Coffee.........................6
CONCLUSION................................................................................................................................9
REFRENCES.................................................................................................................................10

INTRODUCTION
Hospitality industry is one the fastest growing industry in today's business environment.
It is a broad sector in providing services to customer which will give them huge satisfaction.
Furthermore, this industry has led to immense growth and development of country
(JulyErevelles, Fukawa and Swayne, 2016). Organisation undertaken in this report is Costa
Coffee which has initiated its operation in London. It is a UK based company of hospitality
industry that considers as second largest coffee-chain house in entire world. This report will
consist of explaining the role of marketing and manner in which it relates with other functional
units of respective company. Furthermore, it will compare ways in which Costa Coffee use
elements of marketing mix to achieve its business goals and objectives with one of its
competitors.
TASK1
P1. Key roles and responsibilities of marketing function within a hospitality organisation
Marketing can be referred to as the integration of all activities that are associated with
generation of awareness among people belonging to a country regarding the products and
services offered by the respective entity (Du Plessis, 2015). It comprises of activities such as
promotion, advertisement, public relations, after sale services etc. In context with Costa Coffee,
this multinational company of UK is known for its rich brand coffee with a range of savoury
food items. Currently, it operates more than 3882 number of stores in more than 31 countries.
For building this branded image, marketing function has played a significant role
(Constantinides, 2014). It helps in getting industry dominance via competitive strategy and
competing with rivalries. In respective company, its marketing strategy is mainly customised as
per needs of business, including what needs to be offered to attract right customers. In order to
gain loyalty of targeted audience i.e. teenagers and business class people, Costa Coffee has
adopted the customer-centric marketing strategy that directly cater needs of them. This would
help in offering right products to right customers by identifying their actual needs, for meeting
their satisfaction.
Importance of Marketing for Costa Coffee-
Marketing is ascertained to be one of the most essential and significant functions that
ensures success of an entity within market place (Chang, Yu and Lu, 2015). This is so because it

ensures that the corporation is able to maintain healthy relations with customers so as to retain
them for a long duration of time in future prospect. With the help of effective conduction of
marketing activities, Costa Coffee has gained opportunity to reach its target audience and
communicate its mission, vision, goals and objectives to them relevantly and suitably. This
function also holds massive importance for Costa Coffee as with the aid of marketing function,
the enterprise can inflate its existing sales volume and profitability across global market
(Biggemann, 2012). The main mission of Costa Coffee is to ensure that every sip of coffee must
leave a lasting impression on targeted audience. Therefore, to achieve this success, roles and
responsibilities of marketing function with respect to Costa Coffee are given below:-
Development of Marketing Campaigns: This is ascertained to be one of the most
primary roles of marketing function in any entity whereby the department holds the
responsibility to develop effective marketing plans and campaigns (Henriksen, 2012). With
respect to Costa Coffee, it can be said that marketing helps this entity to develop such campaigns
of short period of time which can reach to the target audience and result in increment of sales as
well as profits of organisation (Bigat, 2012). Further, post the development of plans and
campaigns, the role of implementing and monitoring it to find deviations, is also done by
marketing. The new products and offers of Costa Coffee are promoted through this only.
Acknowledgement of needs and preferences of customers: Human resources are
regarded as the most important and valuable resource of an organisation as they are the ones who
are collectively engaged in execution of business activities. The personnel working as a part of
marketing team undertake measures through which the ascertainment of needs and demands of
people prevailing within the market can be done (Beck and Reichert, 2012). Through this, Costa
Coffee is able to identify the latest trends which are persisting among customers and their
likelihood in the tastes of coffee in order to come up with products that can meet their
satisfaction level. This implies inflated revenues and profits of Costa Coffee within market.
Effective Customer Relationship Management: This is identified to be yet another
crucial role and responsibility of marketing function within a company. This is the department
which is handed over with the role to develop effective relations with customer so as to instil a
sense of loyalty and belongingness within them towards the entity (Baker, 2016). With the help
of social media marketing and other effectual strategies, a large base of audience can be reached

at one point of time which assists Costa Coffee in persuading them to make a purchase of the
offerings of company.
Interrelation of different functions of Costa Coffee with marketing:
In order to meet objectives of business, every function like human resource management,
financial management, R&D, IT division etc. plays an important role. Here, HR division helps in
introducing talented workers and managing workplace effectively, to carry out entire operations
of business in desired way (Barrales‐Molina, Martínez‐López and Gázquez‐Abad, 2014). While,
finance department helps in allocating funds within different departments efficiently to
accomplish their roles and responsibilities. Therefore, it has seen that every department has
specific roles to conduct business but they mainly work for increasing profitability of business.
In context with marketing function, managers of Costa Coffee take responsibilities to identify
latest trends of marketplace, demand and needs of customers, competitors' strategy, conduct
promotional activities and more. Therefore, to carry out these activities, marketing department
highly dependent on other divisions as well (French and Russell-Bennett, 2015).
Interrelationship of this department with other divisions with Costa Coffee can be evaluated in
following way -
Marketing and HRM: Marketing functions of Costa Coffee is all about branding and
communication with its targeted audience, which is correlated directly with human resource
management. Here, HR managers help marketing division in meeting their needs by providing
talented employees as per eligibility criteria (Henriksen, 2012). They provide effective training
to employees so that they can complete each role and responsibility of marketing functions
appropriately. Similarly, marketing division helps HR managers in determining the strategies
that other competitors use for retaining employees. This would help in developing better HR
policies to attract right employees and retain them for longer period. Thus, role of marketing and
HRM are considered as highly correlated with each other.
Marketing and Finance: Due to increase in competition within hospitality industry,
Costa Coffee concerns more on developing collaboration between both of these departments
(Finch, Nadeau and O’Reilly, 2013). By working in together manner, marketing and finance
managers can develop more effective strategies in increasing market share as well as improving
the bottom line as well. Dependence of marketing on financial department can be evaluated by

its financial needs to conduct the major operations. It includes promotional campaigns for
marketing products or services, identification of customer needs and more, which requires a
proper amount of funds that can only be gained by finance department. Similarly, role of
marketing division in finance management can be analysed via finding sources from where Costa
Coffee can purchase raw materials on cheap rates, raise funds and more.
Marketing and R&D: Both research and development and marketing activities are
interdependent but a healthy relationship between these two will lead to achievement of
organisational objectives (Fan, Lau and Zhao, 2015). When these two understands consumer
needs than both of their work will become easy. R&D will focus on innovation of new product
while marketing understand what are the needs and wants of customers. Both of these
departments need to work together in order to achieve organisational objectives. The basic
purpose of marketing department should be customers satisfaction and produce product
accordingly. The relation of marketing in relation to R&D is ascertained from the point that it
help in their existence as whatever they identify and develop is further present in market by this
department in front of the consumers.
P2 Marketing Mix strategy to achieve business objectives of Costa Coffee
Marketing mix is considered as the best procedure that helps a company in evaluating its
performance at particular marketplace, by comparing with one of its rivalries (Bigat, 2012). This
technique also helps in analysing the areas where organisation need to make improvement so that
higher competitive advantage can be gained. It includes the concept of 7 Ps as Product, Place,
Promotion, People, Physical evidence and Price. This would help in analysing current position of
business as well as analyse where changes are essential to meet goals of business. With respect
to Costa Coffee whose parental company is Coca-Cola can use marketing mix strategies to
develop more effective plans for attainment of good position and business objectives, in desired
way at marketplace (Beck and Reichert, 2012). The current strategy of Costa Coffee hereby, is
analysed by comparing its each marketing mix strategy with its one of the major competitor
Starbucks, that also deals in Coffee House chain sector and operate business in many countries.

Comparison of Costa Coffee with Starbucks marketing strategies
Basis Costa Coffee Star-bucks
Product Main products offer by Costa
coffee to its customers are
includes different type of
coffee and snacks. Company is
popular for quality of its
products.
Star bucks offer variety of
coffee, juices, chocolates
shakes and many more to its
customers.
Price Company charge high prices
from its customers as compare
to its various competitors exist
in market.
Prices of products offer by Star
bucks is also high due to high
quality of its products.
Place Costa coffee serve its
customers from its various
outlets which are in various
locations around the
worldwide.
So many outlets are there of
star bucks in different
locations.
Promotion Different digital platforms are
used by company to carry out
promotions of its products
which help company in attract
large number of customers.
Like the same different social
media channels are use by
company to attract its potential
customers.
People Company encourage its
employees in decision making
process and also take feedback
from them in order to identify
the areas of improvement.
More than 2lakh employees
work in various locations of
star bucks located in various
locations.
Process Costa Coffee follows an
effective process to serve its
Starbucks offer training to its
employees so they can provide

customers in order to satisfy
them and to influence them to
visit again.
excellent services to their
customers.
Physical Evidence Company is operating in more
than 31 countries with more
than 3000 outlets. Locations
and layout of its outlets are
effective which help in provide
a good experience to its
customers.
Star Bucks is considered the
design, layout and location of
its outlets in order to attract
large number of customers.
CONCLUSION
From this assignment, it has been concluded that marketing refers to main function of a
company that helps in increasing the accessibility of business in the eyes of targeted audience.
This function conducts various activities like identifying what customer actually seeks for, by
establishing a perfect relationship with them. It would help in catering their demands more
efficiently so that higher retention of them can be gained. Along with this, marketing department
also help other divisions in completing each function in effective way.

REFRENCES
Books and journals
Baker, M. J., 2016. What is marketing?. In The Marketing Book(pp. 25-42). Routledge.
Barrales‐Molina, V., Martínez‐López, F. J. and Gázquez‐Abad, J. C., 2014. Dynamic marketing
capabilities: Toward an integrative framework. International Journal of Management
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Beck, A. and Reichert, J. M., 2012, July. Marketing approval of mogamulizumab: a triumph for
glyco-engineering. In MAbs(Vol. 4, No. 4, pp. 419-425). Taylor & Francis.
Bigat, E. C., 2012. Guerrilla advertisement and marketing. Procedia-Social and Behavioral
Sciences. 51. pp.1022-1029.
Biggemann, S., 2012. The essential role of information sharing in relationship development.
Journal of Business & Industrial Marketing. 27(7). pp.521-526.
Chang, Y. T., Yu, H. and Lu, H. P., 2015. Persuasive messages, popularity cohesion, and
message diffusion in social media marketing. Journal of Business Research. 68(4).
pp.777-782.
Constantinides, E., 2014. Foundations of social media marketing. Procedia-Social and
behavioral sciences. 148. pp.40-57.
Du Plessis, C., 2015, July. An exploratory analysis of essential elements of content marketing. In
Proceedings of the Second European Conference on Social Media (pp. 122-129).
Erevelles, S., Fukawa, N. and Swayne, L., 2016. Big Data consumer analytics and the
transformation of marketing. Journal of Business Research. 69(2). pp.897-904.
Fan, S., Lau, R. Y. and Zhao, J. L., 2015. Demystifying big data analytics for business
intelligence through the lens of marketing mix. Big Data Research. 2(1). pp.28-32.
Finch, D., Nadeau, J. and O’Reilly, N., 2013. The future of marketing education: A
practitioner’s perspective. Journal of Marketing Education. 35(1). pp.54-67.
French, J. and Russell-Bennett, R., 2015. A hierarchical model of social marketing. Journal of
Social Marketing. 5(2). pp.139-159.
Henriksen, L., 2012. Comprehensive tobacco marketing restrictions: promotion, packaging,
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Online
Comparative Analysis of Starbucks Vs Costa Coffee. 2019. [Online]. Available
through:<https://www.slideshare.net/shreyanshkejriwal/starbucks-40380786>.