Hospitality Marketing Essentials

This report discusses the roles and responsibilities of marketing, interrelation of marketing with other organizational functions, marketing mix of different organizations, and how to produce and evaluate a marketing plan in the hospitality industry with a focus on Marriott and Intercontinental hotel.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Roles and responsibilities of Marketing............................................................................3
P2 Interrelation of marketing and other organizational functions..........................................4
TASK 2............................................................................................................................................6
P3. Marketing mix of different organisations.........................................................................6
TASK 3............................................................................................................................................8
P4. Produce and evaluate a marketing plan............................................................................8
CONCLUSION..............................................................................................................................11
REFERNCES:................................................................................................................................12
Books and Journals:..............................................................................................................12

INTRODUCTION
Marketing can be understood as a process of getting valuable customers or clients
interested in the products or services of a company. Marketing covers various aspects such as
researching, selling, promoting or distributing the goods and services. Now a days, the
significance of marketing has been increasing (Chinokul, 2019). Many companies are concerned
more about their relationships with customers and they try to put every best efforts to satisfy
them. By innovative approach and use of effective marketing strategies, the customer
relationship can be enhanced (Friis, 2018). Marriott is a leading luxury hospitality organization
which serves the global customer base. This report is discussing about marketing, its roles and
responsibilities. Also, the interrelationship of marketing with other departments, comparison of
two brands i.e. Marriott and Intercontinental hotel in marketing mix and marketing plan is going
to discuss.
TASK 1
P1 Roles and responsibilities of Marketing
Marketing is an activity undertakes by an organisation for the buying and selling purpose of their
goods and services. It includes selling, promotion and delivery of products and services to the
customers. Marketing function plays a very vital role to recognize the potential products which a
company can introduce in the market. In context of Marriott, the marketing function ensures that
the product is being placed and meeting the wants and requirements of customers in the
marketplace. Also, the marketing works with branding and promotion of the product in the
market and increases the participation of customers with the offered goods and services.
 Identify the requirements of customers- It is the primary role of marketing function to
identify the needs, wants, habits and attitudes of customers and carefully analyse the
gathered information to understand what the customers is actually demanding in the
market.
 Anticipating customer's requirements- It is also the responsibility of marketing
function to anticipate the requirements of customers as it provide the Marriott with first
mover benefit and can help it to fulfil the demands of their potential customers.
 Making Profits- The key role of marketing function is also to devise the new and
innovative solutions to sell its goods to the consumers which may involve providing the

customers with value added packages which improve the overall sales and profit of the
Marriott and provide the clients value for their money.
 Satisfying the customer's needs- This is a crucial role in which marketing function
identify the needs and wants of customers with a purpose to satisfy them (Fuciu, 2020).
In context of Marriott, the marketing function must be able to identify the products which
are demanding by customers and able to add value for their money.
 Promotion- Promotion is a very important role of marketing which can be understood as
a form of communication in which message has been conveyed about company's
products and services to the consumers. It involves the details of products which is
offering in the market and related with merits and benefits of products with a motive to
attract more customers and make them to purchase.
 Distribution- Distribution is meant by an activity in which products and services are
move to reach the final user. It is a role of marketing in which products and services are
distributed in the market through different modes of distribution which impacts the
profits of Marriott as well.
 Pricing- It is meant by the monetary value that add on to the company's products and
services. It is the most crucial component of marketing function that significantly affects
the consumer’s purchase decision. In Marriott's context, the marketing department works
with finance department to set the prices on the products which add value and consumers
willing to pay the amount.
P2 Interrelation of marketing and other organizational functions.
It has been clear from the earlier section that marketing function plays different roles and
responsibilities. In context of Marriott, it is very important for the marketing function to make a
coordination with other departments of organisation to accomplish goals and objectives in a
specific time (Greenland and Et.al., 2021).
In Marriott's context, the inter-relationship with other departments is mentioned below:
 Marketing and Human Resource- Human Resource is the backbone of any
organization which works for the welfare of employees and to hire the right talent to the
right job in a specific budget. The marketing department coordinates with HR department
to ensure that their vacant seats must be fulfilled with right talent in order to join the
marketing group in the company (Insights, 2020). Furthermore, it also deals to provide

appropriate training to the new comers as well as to existing ones which can support to
address the challenges and changes in the market. the HR recruits the effective skilled
and creative employees for Marketing so that they can acrry out their functions
effectively and efficiently.
 Marketing and Finance- It is important that marketing plan and strategies should be in a
given budget. This involves taking into account the cost and profit margins of brand,
goods, product line and many more. In Marriott's context, the finance department
provides a budget to the marketing department with a motive to conduct the market
campaigns and other promotional activities within a certain budget. Also, it helps to
gather information related to the cost for carrying out the marketing activity.
 Marketing and IT- Marketing and IT department deals together to ensure that the
marketing and company's objectives achieved in the best possible way. IT department
works with the collaboration that marketing team are equipped with latest technologies
and all the functions are working as per the existing needs of the market. This unit help
the hotel to conduct effective market research which saves time and effort f this unit. The
data is analysed and evaluated by way of new technology so that the marketing unit can
plan its activities and strategies to grow the business of Marriott.
 Marketing and customer service- - Marketing and customer service department are
inter-related with each other as they both focuses on the customers. Both the departments
are linked for assessing that consumers demand are fulfilled with products and services.
The customer service department of the Marriott provides feedback and review of
customers to the marketing department to assist in the new product development. Hence,
both focusing on to build the positive customer relationship.
 Marketing and production department and operations- Production department is
mainly concerned with the new product development and related operations within the
company. The marketing and production department and operations are interrelated as
they both ensures that new product will match the taste of customers. The production and
marketing department works to research the new tastes that can be add to the existing
ones. On the other side, marketing and operations work together to ensures that
organisational functions are in line with the marketing and objectives of Marriott.

TASK 2
P3. Marketing mix of different organisations.
As per the viewpoint of Lappas (2019), marketing mix can be understood as a mix of
those tools that an organisation engages and decides to accomplish goals of company such as
high valued goodwill in the market, profit maximization and many more. In context of Marriott,
it uses marketing mix to add value to its products and services such as promoting a particular
product through radio, television, newspaper, social networks like Twitter, Instagram and so on
(What is Marketing Mix? 7 Ps of Marketing(Product Mix) & Example, 2019). The cost of the
product automatically increases when advertisement cost will be added to it. Initially, the
marketing mix is consists with four elements i.e. product, price, place and promotion. Lately, due
to the progressive strategic role of marketing, it is deliberated to cover other aspects which
involve people, process and physical evidence in order to gain long term benefits and profits of
company (Intyas and Primyastanto, 2020). In Marriott's context, marketing mix involves set of
plans and tactics which helps to create organisational value in the market. It is identified that all
elements are important and are inter-connected with each other. The success of the company is
based on the effectiveness of all 7P's.
In above picture, it is clear that marketing mix covers seven elements such as product,
place, price, promotion, physical evidence, process and people. Marriott must comprehend all the
elements to make marketing plans and strategies successful.

The following is the marketing mix of Marriott hotel together with Intercontinental hotel
for better comparison-
Marketing
mix
Marriott hotel Intercontinental hotel
Product There are services that are being
divided in 3 parts includes actual, core
and augmented. They are also offering
accommodation, food and recreational
aspects.
The intercontinental hotel is
basically offering the main services
such as accommodation, lodging and
other entertainment activities to their
guest.
Price They are putting various pricing
strategy based on different locations
where the hotel is established. This
also helps in maintaining the brand
value of the company. They are
serving their high-class and using
price skimming for middle class
clients.
In context to Intercontinental hotel is
using the hybrid pricing strategy for
attracting the premium guest. Due to
the luxury property, this is having
the elite and high class customer by
which they are serving premium
pricing strategy.
Place Marriott is the large property which is
operating their business in 120
countries and all the properties are
being located near the airports and the
highways to ensure the better services
to their customers and leading to
access the online portals that cover the
travel agents
It is the global business which is
operating their business in different
locations and availing the services
through the online booking from the
travel agents and also offer their
website booking to offer their
services.
Promotion The Marriott is dependent on various
digital promotion and emphasising on
targeting the large customer base by
using campaigns, advertisement to
advertise its services in the large
market.
They are offering high standard
quality services and using traditional
marketing strategies that includes
word of mouth from its customers by
which they are having the digital
marketing such as emails.

Process They are working with proper
transparency in order to provide better
services to its customers and offering
comfortable stays and easy booking.
They are using the modern
technology equipped mediums in
order to avail the better services
which are being managed by the
professional staff and having the
contactless keys and self check-ins.
People They are emphasising on giving
advance training to the employees in
serve the large customer base and this
is the aspects which also influence the
outstanding services so that staff feel
satisfied and valued.
They are having skilled, creative
employees who are contributing to
the growth of the business and
leading to maintain the customer
retention which leads to have higher
profits.
Physical
evidence
Marriott is serving the ambiance that
can attract the customer and also
offering the lavish interior to their
guest. It also focuses on retention of
the guest by offering outstanding
experience.
The hotel is serving to their elite
high class client al which leads to
increase the overall services of the
hotel. The hotel is having the vibrant
colours in public areas and the
unique logo which leads to attract
the large group of customer.
TASK 3
P4. Produce and evaluate a marketing plan.
According to viewpoint of Chen (2020), Marketing plan is an operational document that
outlines an advertising strategies of a company to develop leads and achieving goals and
objectives of company. It also determines the strengths of a company to satisfy the demand of
customers (Marketing Plan, 2020). Marketing is important to promote a brand, its products and
services in the market via advertisement, mouth publicity, brand promotion etc. In order to
achieve the marketing objectives, it is important to produce an effective marketing plan. In
Marriott's context, the main instances of the marketing plan is discussed below:

The hotel is focusing to expand its business in new location with a new service of indoor
swimming pool in the room and personal spa centre in rooms.
Vision and Mission- The vision of the Marriott is to offer their customers enhanced
experience and lives of customers by enabling and creating the luxury hospitality services
STP approach- It is a three step framework which shows a classification of target
customers to fulfil the demands of customers. It includes segmentation, targeting and
positioning:
Segmentation Targeting Positioning
It indicates the classification of
customers based on their
tastes, beliefs, wants, habits,
cultures, buying behaviour and
many more. It is a very vital
element to the companies to
identify their clear targets so
that can produce plans and
tactics according. Marriott
focuses on demographic
factors.
In this approach, the company
focuses on the left out market
by making appropriate plans
and tactics so that it can cover
all the markets. Targeting the
market is very important as the
customers always want best
products which worth their
money. Marriott targets the
market based on income and
make every effort possible to
reach them.
STP approach involves brand
positioning in the market.
Marriott uses best promotional
tools to reach their customer.
With the help of different tools
of communication they can
advertise and promote the
brand and its product.
SWOT analysis- SWOT analysis helps Marriott to identify the internal factors such as
strengths, weaknesses, opportunities and threats.
Strengths Weaknesses Opportunities Threats
 The brand has
allocated their
business in
many countries
and has a
strong
goodwill in the
 It excessively
focuses on the
expansion
which makes it
impossible for
maintaining the
service
 Penetrating and
distributing in
small cities
market can be
the big
opportunity for
the Marriott as
 Competition is
a huge threat
for hotel as
they
continuously
pursuit in order
to become the

market
(Rahman and
Et.al., 2020).
 It gains strong
competitive
benefits by
delivering high
quality services
that no other
hotel can offer.
standard.
 A few cases
has been found
that affects the
quality of
services.
it boosts the
brand presence.
 Marriott can
focus on
unexploited
market such as
LGBT
community so
that it can
enhance sales.
It can offer
special
discounts and
offer to them.
leader of
market.
 Another threat
can be the
global
recession as it
has hit the
business of
hospitality and
many of the
properties are
out in market
for the sale as
they are not
able to
generate
sufficient
revenue.
Identification of target persons- The respective brand is highly concentrated on the
demographic factors to serve their products (Thanasi-Boçe, 2020). Marriott has a broader range
of confectionery products and highly targets the customers from higher section of society. For
that reason, they need technical expertise who could provide the information of competitors and
updates about social media advertisements.
Marketing goals- It covers SMART objectives of brand which are discussed below:
Specific Measurable Attainable Realistic Time-bound
To create a brand
that cannot beat
by any other
competition in the
market. Product
To measure
results, brand can
used KPI
techniques or
Balanced
To make brand
engagement in
various
marketplace
(Unterseher,
Diversifying the
product will not
be more complex
as the company
has strong
Measuring
success will be
time-bound.

diversification is
being used by
company in the
large market area.
Scorecards so that
Marriott can learn
the strategies used
is suitable or not.
2019). financial position
and customer
base.
Measure and success- Formulated plans and strategies can be measured by KPI
techniques and balanced scorecard.
CONCLUSION
It has been concluded that marketing plays a very important role in Marriott organisation.
Marketing has different roles and responsibilities to achieve organisational goals such as its plays
a role of identifying the customer's needs, satisfying the needs of customers, promotion,
distribution and many more. It is also understood that marketing share a significant relationship
with other departments of organisation. Marketing mix involves 7P's that are product, price,
place, promotion, people, process and physical evidence and all are very significant to the
company as they can evaluate what they want to offer in the market. Lastly, a marketing plan has
been produced which helps company to identify the target market and how their products or
services can provide benefits which includes goals, time frames, market analysis and many more.

REFERNCES:
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