Roles and Responsibility of Marketing in Hospitality Industry

This report discusses the roles and responsibility of marketing in the hospitality industry, specifically in Hilton and Tesco. It compares their marketing mix and provides a marketing plan.

Marketing Essential (A N T)

TABLE OF CONTENTS
Introduction......................................................................................................................................1
1.Roles and responsibility of marketing....................................................................................1
2....................................................................................................................................................2
Relationship between marketing and Human resource ...............................................................2
marketing mix of hotel and retailer..............................................................................................2
3. Marketing mix plan..................................................................................................................7
Conclusion.......................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing Marketing plays a crucial role when anyone talks about the company. It is
consider as the whole point of view of business (Javed, Degong and Qadeer, 2019). Present
report focuses on the roles and responsibility of the marketing. It also compare the TescoTesco
and Hilton hotel marketing mix comparison. Furthermore, it gives the marketing plan by
evaluating 7ps.
1. Roles and responsibility of marketing.
Covered in ppt
Marketing manager of the hospitality industry of the Hilton and IbisTesco styles is responsible
for maximizing the revenues of the hotel revenues. The manager of the Hilton hotel develops
theses kinds of programs to enhance the occupancy as well as profitable utilisation of the
accommodation.
Listening the needs of customer
to make the relationship with the clients stronger it is crucial to listen the needs of the clients and
get closer to the clients .It is the task of the marketing department to plan the crucial means for
receiving the feedback of the customer of Hilton and IbisTesco styles ,London. It can create
surveys information of sales team as well as customer supports.
Conduct market research
Customers choose the hotel on the basis of various factors such as air travel facility, its location,
its access ,also the reputation of the hotel as well as its price .As a manager they must
recognises the factors that able to shape the Hilton 's appeal to the consumers. They can also
monitor the review of the customer on their own websites as well as identify the strengths as well
weakness of the Hilton hotel and IbisTesco Styles such as speak to the guests within person or
also follow up their calls the main aim of the Hilton hotel and IbisTesco Styles is to identify
the trends that can affect the hotel such as enhancing the demand for accommodation of the low
cost family or better facilities ,fuel prices as well as business travellers.
Increase the customer Awareness
Brand awarenesses is crucial to attract the consumers. So Hilton hotel Managers make sure that
the information on the hotel,restaurants as well as resorts is quite a simple thing to find and
always up to date. If the customers do not know about a services they can't able to purchase it.
Hilton Hotel achieve this through advertisements on appropriate travel sites as well as
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collaborating with other partners such as IbisTesco System as well as noncompeting hospitality
services within same market.
Promotion
Another crucial strategy to attract the market is through promotion mainly when the business
becomes slower at certain times of the year .At this time they offer incentives to the
customers .This consider as one of the most prominent way to accomplish as well as grab the
sarket. In the hospitality industry such as Hilton hotel promotion are never endless process. If the
hotel have the conference room Managers of the Hilton hotel and IbisTesco styles hotel so they
required to fill them when the events are not taking place.
Build the relationship
To make the stable revenues base as well as assure the high level of business
repeation ,Managers of Hilton and IbisTesco need to develop the stronger relations with their
customers . Customers needs of simple ways soi that they accumulate points as well as get the
rewards .Managers also target the programs at individual or at corporate customers as they are
the persons who needed regular meetings regarding larger number of travelling people .
Resources
The right kind of education is the best way to embark career within hospitality industry because
marketing plays a vital role within the hospitality industry. It is crucial to choose a program that
gives strong background of business as well as marketing courses.
2.
Relationship between marketing and Human resource
Employee marketing as well as branding
The word branding of the Hotel such as Hilton hotel as IbisTesco hotel both conjures the
vision of the market research ,as company logos as well as product positing meetings. The
product as well as services are only part of the hotel as such as in need of promotion especially
hotel like Hilton to attract the top talent. One of the rule of the marketing function is managers of
the hotel can only promises the things which they deliver to their customers. If the products are
fail to deliver the meet the standards ,trust ,loyalty collapses brand . Since t of the managers to
promise a work environment which they can't offer so that can hurt the employees morale also
marketing mix of hotel and retailer
Hilton hotel Tesco TescoTesco
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PRODUCT – Here products refers to on the
good services as well as business targeting. In
order to peddle up sale as they can be classified
a full service hotel as it includes the wedding,
meeting, banquet facilities as well as restaurant
as well as food and beverages ,swimming tools
,gifts shops and also other facilities (Eng,
2017).
Hilton's hotels as well as Resorts core products
is hotel rooms where customers can stay for a
particular period. Peripheral services describes
the additional products for example
bars,customers services ,restaurants as well as
online reservation facilities.
Supporting products such as additional
products and services that can be offered to
maintain an competitive advantage fir the
increasing the business values of core services
as well as products. A range of products
Hilton hotel includes such as 24/7 room
services ,free business magazines and
newspaper and also concierge services.
Augmented products – they are the products
which consists of core products as well as
peripheral services such as membership
discounts ,exterior designs ,luxurious
room ,high class restaurants as well as relaxed
hotel atmosphere (Abbate, 2017).
PRODUCT- Tesco hotel provides
TescoTesco gives a large amount of products
such as clothing, also provides food, as well
as financial services ,clothing. They want to
fulfil the needs of the customers and also
expanded their product line into the online
marketing sector too. As its offers the grocery
delivery services as well as free music
downloads other 40,000 as well as product
lines that exhibit stores. TescoTesco provides
the new variety of products such as cuisine
within food as well as other choices that unable
to lacking the customers when its comes to
their choices (Steven, 2016).
PLACE- The ultimate goal of the
distribution strategy of the Hilton hotel can
be particular for making products as well as
PLACE- Its headquarter in the England.
Basically it employs the two channels ,theses
two channels are for distribution products as
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services to the costumers such as
where ,how ,when they prefer these facilities
.Hilton hotel serves their guests more than
745,000 rooms within more than 100
countries. They can operates 206,635 rooms
within 86 countries as well as territories.
Hilton hotel heavily relies on the
information technology as well as internet in
various formats. The official website of the
Hilton hotel serves as an effective platforms
regarding services distribution as it able to
supply the wide range of features as well as
capabilities that provides practical
assistance regarding the customers for
example planning events, booking airports
pickups, weddings, booking a room as well
as scheduling meetings (Chinn, 2017).
Also Hilton hotel & Resorts produces
services is also provides the mobile
convenient apps that can also available for
the mobile platforms such as iPhones and
android phones. Social media plays a vital
role as an effective instrument through
Hilton hotels and resorts within distribution
of its services and products.
The main reason for choosing the internet
platform as the base of the hotels like Hilton
distribution strategy to a broad range of
conveniences connected with internet
(Rancati, Gordini and Capatina, 2016).
well as services,online as well as offline
(SHUKLA, 2016).
Tesco sells vegetables and Thai fruits to
all stores of Tesco around the world. They
also exports their other products such as
chicken as well as tinned food ,rice and
electrical appliances.
Prices - pricing strategies used by the Hilton Prices- It can provide the low price as compare
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hotel business can be divided into the four
strategies with refers to the pricing strategy
mix such as Economy, premium pricing,
penetration, skimming strategies.
Economy pricing strategy includes selling
products as well as characteristics to the
consumers within low budgets as well as
services within low prices rather than the
competition in enhancement market share.
Skimming ,considers as price strategy is
opposite to the penetration in a way that
services of products are offered a high rates
levels rather than the competition. The main
criteria for choosing pricing strategy includes
the skimming pricing strategy involves the
require to related services or products with
more elegance as well as high quality (Morgan,
2016).Hilon follows the skimming price
strategy. As they offer low budget prices as
compared to others when there is off-season.
Majority of the rooms of the Hilton Hotel
associated with the upper upscale pricing. Here
premium pricing strategy involves such types
of upper class rooms such as high level prices
of products as well as services that can have
excellent features as well as qualities. Hotel
Hilton some rooms classified as the premium
levels . This hotel only five stars ad four stars
rooms as well as the company that able to
charge its consumers t the premium levels
because in addition to the premium levels of
to other competitors. Without reducing its
quality of its services and products .they want
their customers to be happy. They apply
priming and skimming pricing
strategy(Boschetti, A. and Massaron, 2015).
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services they also sell a set of intangible
benefit such as high status as well as luxury
(Griffitts, 2016).
Promotion- Hilton hotel chooses to select the
unique promotional strategies as well as
activities that assists them to stand out from
the crowd. Hotel Hilton provides the exclusive
membership to the customers. The dedicated
teams as well as staff members of the Hilton
hotel focuses on the marketing strategies to
bring about the unique and new marketing
indulgence. The best way to track the outcomes
of the strategy is that provide a feedback is to
give the promotional strategies to the Hilton
(Umbach, 2017).
Promotion- the biggest advantage of the
TescoTesco is as its lower prices and it uses
to increase the brand image, major objective to
is improvedimprove its brands image for that
they use of the television advertisements,
sponsors, promotional discounts as well as
charitable events and also the point sale
strategies (Pappas, 2017).
PHYSICAL EVIDENCE-The physical
evidence of the Hilton hotel represents their
services in tangible form. As these kinds of
hotels gives the luxurious interior as well as
exterior designs to deliver truly and
exceptional properties that able to delight their
guests. Hilton hotel also provides the resources
as well as programs to assure the properties
that conform their high standards to provides
the surety for the comfortable services
regarding consumption of the services. Also
physical evidence is also calculated he physical
attitude of the workplaces of the Hilton hotel
towards their customers as well as comfort and
quality. The employees of the Hilton hotel are
Physical Evidence- they make their stores
more attractive and clean and also easy to
navigate all the products easily.
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highly skilled regarding the area of expertise
thus they reach the expectation of the
consumers in terms of both quality and
comfort. They treat their customers as the top
most priority to create a beautiful room. They
assist the consumers to enjoy the culture which
is related to the local culture, also dropping the
customers off at the airport and all other staff
members neatly for giving good services.
Process- Hilton Hotel main goal is to maintain
the process of the service within at premium
levels within a luxurious manner. Usually most
of the hotel running on the 24/7 such as 24
hours and 7days .It is because the service
accommodation services that needed to provide
around 24 hours within a day. As per the view
of the marketing process of a hotel that could
begin to decide that what to be offered as
whom to offer. For creating awareness as well
as stimulating the demands between the
consumers are considered as one of the key
marketing process that can assist to accomplish
the competitive advantage.
Process- they can keep their consumers happy
by speeding their bill facility services as
provided products as in offline and online
(Abbate, 2017).
People – All the people who work within the
service industry of Hilton Hotel gives the
customer regarding the nature of the service
itself. The different groups of people involved
such as staff members and suppliers.
Employees can represent a crucial role of the
people Hilton hotel as because the staff
People- their employees are highly competent
as well as compensated for the positive
contributions within making TESCOTesco a
success
Objectives Achieved
It also enhanced the number of products as
well as its services all over he world such as
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members can fulfilled the requirements and
expectation of the consumers. The Hilton hotel
well-trained their employees within an
outstanding training program for meeting,
exceeding, assessing the requirements of the
guests regarding different situation. Thus, the
level of probability the hotel can know the
performance if their employees as who can
affect the outcomes of the services more
appropriately in positive manner. Through the
implementation and service performance the
firm will motivate their staff members.
Moreover, Hotels liker Hilton provides a
broad range of the suppliers as well as
performance of the people that are employed
through suppliers also have the indirect
application as well as performance of the
organisation.
To achieve the business objectives
Objectives achieved
To increase number of products over services
provided to customers
to increase Hilton presence all over the world
or expand their business in emerging countries
like India
.
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3. Marketing mix plan
Executive summary- This plan will consist of the new product and service which hotel
Hilton is going to implement. The company is going to bring out car rental services for the their
consumers. So that they can reach out on time wherever they want to go.
Mission and vision- The Vision is to fill the earth with the light and warmth of hospitality.
Besides, our Mission is to be the first choice of guests, team members, and owners alike and see
below our values.
Objectives-
 To increase the sales liking of car rental services started by hotel Hilton by 20% till
the end of year 2020.
 To enhance the consumer experience by 10% in upcoming year
 To increase the profitability aspects of company by 20% in the year 2020.
Situational analysis
Strength- Hotel Hilton has high brand name. They also offer world’s best cuisines to their
consumers. This has helped them in growing. Now the company is also going to offer car rental
services to their premium consumers. This has supported them in gaining competitive advantage.
They have also opened their hotel and restaurant services in large number of areas. This has
supported them in increasing their profitability. They are also make use of different promotional
methods like endorsement by celebrity so that they can reach out large number of consumers.
Hotel Hilton is growing
Weakness- The weakness is that they offer services which is of quiet high price which is
not affordable by many consumers. So this can be an advantage of other companies. They can
grow and be ahead of this company. Also hotel Hilton has been located on far off places, so this
become very hectic for consumers to go over there (Umbach, 2017)..
Opportunities- Making use of advancing technology can act as an opportunity as this can
help them in increasing their profitability. They can also expand their company to various other
locations which hotel Hilton has not covered yet. This will help them in gaining more popularity
(Chinn, 2017).
Threats- Growing number of competitors like J.W Marriott, rose wood hotel can be a
threat to hotel Hilton. This can reduce their profitability aspects. Also for growing they need to
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follow all laws, rules and regulations that has been given by government so that they can
establish positive image in front of people.
Marketing strategy-
Product- Hotel Hilton is going to launch a new service that is car rental service. So that
they can attract and retain more consumers. They have started this service for their premium
consumers. It will help company in growing and establishing their market share.
Price- The pricing strategy which will be used by hotel Hilton will be differential. They
will charge prices according to consumers paying capacity. This will help them in creating
employee loyalty.
Promotion- Hotel Hilton will make use of various promotional techniques like social
media websites. They will put their car rental service on Facebook, Twitter and Instagram. This
will help them in reaching large number of people.
Place- Car rental service given by hotel Hilton will be provided on various places like
London, France, Paris and many more areas where the company is working (Morgan, 2016).
Financial planning
Jan Feb March April May June
Cash inflow
Sales 15000 16000 17000 18000 19000 20000
Total cash inflow 15000 16000 17000 18000 19000 20000
cash outflow
rent 2000 2000 2000 2000 2000 2000
marketing
expenses 3000 2000 4000 3000 3000 3000
raw material
purchase 4000 4000 4000 4000 4000 4000
utility bills 500 600 500 600 500 600
wages 2500 2500 2500 2500 2500 2500
Total cash outflow 12000 11100 13000 12100 12000 12100
Net cash flow 3000 4900 4000 5900 7000 7900
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STP-
Monitoring and controlling-
Conclusion
From the above study it has been summarized that company has been engage in making use
of differential pricing strategy for their new product and service which is car rental. This has
helped them in growing and also gaining competitive advantage. Hotel Hilton has also made use
of various promotional strategies like promoting the new product and service on social media
website like Facebook and Twitter. This has helped them in reaching out the large number of
consumers. It has supported firm in growing and making them establishing their market in new
areas. This has also supported them in growing and making them better.
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REFERENCES
Books and Journals.Journals
Abbate, S., 2017. Text und Konzeption im Content Marketing: Alle wichtigen Grundlagen für
Print, Web, Corporate Blogs und Social Media. Springer-Verlag.
Boschetti, A. and Massaron, L., 2015. Python data science essentials. Packt Publishing Ltd.
Chinn, E.R., 2017. Essentials of Branded Event Marketing(Doctoral dissertation, University
of Oregon).
Eng, P., 2017. Erste Schritte im Online-Marketing. Suchmaschinen-Content-Soziale
Medien, Wiesbaden.
Griffitts, M., 2016. Human resources marketing and recruiting: Essentials of internship
management. Handbook of Human Resources Management. pp.103-118.
javed, M.K., Degong, M. and Qadeer, T., 2019. Relation between Chinese consumers’
ethical perceptions and purchase intentions: a perspective on ethical company/brand
management strategies. Asia Pacific Journal of Marketing and Logistics. 31(3). pp.670-690.
Morgan, D.L., 2016. Essentials of dyadic interviewing. Routledge.
Pappas, N., 2017. Effect of marketing activities, benefits, risks, confusion due to over-
choice, price, quality and consumer trust on online tourism purchasing. Journal of
Marketing Communications. 23(2). pp.195-218.
Rancati, E., Gordini, N. and Capatina, A., 2016. Conceptualizing and measuring content
marketing in luxury firms: an exploratory analysis. In Global Marketing Strategies for the
Promotion of Luxury Goods. (pp. 109-132). IGI Global.
SHUKLA, P., 2016. Essentials of marketing research.
Steven, P., 2016. Destination marketing: essentials.
Umbach, G., 2017. Successfully Marketing Clinical Trial Results: Winning in the Healthcare
Business. Routledge.
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