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Implementation of marketing mix in an organisation

   

Added on  2021-02-19

11 Pages2996 Words311 Views
Hospitality MarketingEssentials
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Table of ContentsINTRODUCTION...........................................................................................................................3TASK 1............................................................................................................................................3P1 Significant roles and responsibilities of marketing department in an organisation..........3P2 Interconnection of marketing with other units in the organisation...................................5TASK 2............................................................................................................................................7P3 Comparing the ways adopted by different organisations in implementation of marketingmix to conduct marketing planning.......................................................................................7TASK 3............................................................................................................................................9Covered in PPT.......................................................................................................................9CONCLUSION................................................................................................................................9REFERENCES..............................................................................................................................10
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INTRODUCTIONMarketing is a conception that consists of movement of products from concept to thefinal user. It is a set of various activities that are carried out to meet the demands of customersand is directly concerned with consumers in the market (Jiang and Alexakis, 2017) Strategyused by company to deal with marketing issues includes one comprehensive plan with properresearch and data collection. Hospitality organisations make use of marketing mix to determineproduct offerings in market and introduce it successfully within targeted population. It isessential for various businesses to frame marketing plan for continuous improvement of productsand raising the profit or sales margin of company. To conduct this study,Inter continental hotelsgroup company is taken. It is based in Denham, UK and is engaged in hospitality industry. Thisreport covers marketing concepts, processes, different functions of marketing department, interrelation of various units of organisation with marketing, marketing plan and application ofmarketing-mix.TASK 1P1 Significant roles and responsibilities of marketing department in an organisationMarketing concepts in businesses is a philosophy which is utilised by company todetermine the requirements of potential customers and practices exercised to fulfil those needs(Kolb, 2018). It is the responsibility of marketing department to look after proper application ofthese concepts to beat competition, improve profitability and enhance sales. Concepts ofmarketing are divided into five parts such as production, product, selling, societal marketing andmarketing concept. Production concept focuses on maximizing the profitability by producing ample productsat low costs whereas product concept concentrates on engaging valuable consumers and gainingbrand loyalty by providing quality products and services in market. Selling one believes incontrolling the marketplace and customers by investing in emotional as well as aggressivemarketing on the other hand societal marketing is applied by most of the businesses in currentera and it is used in promoting social well being. Marketing concept is customer centric whichprovides products as per their preferences and trends.
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Marketing processesIt refers to a management process which covers identification of appropriate product,discovering its demand in the market, determining price and choosing relevant distributionchannels. Marketing process is formed by four elements like analysis of strategic marketing,planning of marketing mix, implementation of marketing and control. It is engaged in creatingvalue for consumers and satisfying their wants.Roles and responsibilities of marketing function:-Marketing unit in any hospitality organisation plays an important role in building brandimage, pulling new customers and maintaining effective relationship and loyalty with customers(Rather, 2018). A company cannot think of performing its functions without this department as itbrings growth and development in performance of various units. The roles and responsibilities ofmarketing department in International Hotels Group are mentioned below:-Marketing research- Marketing manager conducts market research so as to discover thefactors which influence customers appeal for the organisation. Clients of hotels choose amongthe various availabilities by going through the elements like location, transport facilities throughrail, road, and air, services rendered, or reputation of company. All these reviews are researchedby manager in Inter Continental Hotels Group to promote the services as well as to discoverchanging consumer behaviour.Improve brand awareness- Marketing function in a company looks after implementingvarious strategies to improve and develop brand image of organisation in existing or newmarkets. It establishes new facilities for increasing the accessibility of information so thatcustomers can avail it when needed. In Inter Continental Hotels Group, marketing teamcontinuously works to maximise the awareness among customers through online portals, directmarketing and telephonic services.Maximise promotional activities- It is an important function of marketing department inorganisation. It looks after increasing the occupancy of customers during weak season of sales byaccelerating promotional activities. Promotion is boosted by manager in Inter Continental HotelsGroup by conducting special events on weekends and festivals, providing incentives like freeaccommodation of one day with three days bookings, extra dinner services between conferencesand private rooms for special meetings.
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