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