Marketing Essentials for Hospitality

MARKETING
ESSENTIALS FOR
HOSPITALITY

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Roles and Responsibilities of marketing function within the organisation.......................3
P2 Relation of roles and responsibility of marketing to wider organisational context..........6
TASK 2............................................................................................................................................7
P3 Ways in which different hospitality organisations apply marketing mix to marketing
planning process to achieve business objectives....................................................................7
P4 Basic marketing plan for the organisation to meet business objectives..........................10
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is the set of activities and processes which helps in delivering and
communicating the information to the customers, clients or partners regarding the product or
service being offered by the company. It helps in promoting the goods or services so that
potential buyers are attracted towards the organisation. In hospitality industry, the importance of
marketing has increased over the time due to rise in competition level (Baker and Magnini,
2016). The companies uses marketing process to follow the steps to identify the problems or
needs of the customers, analysis the opportunities available in market and to create materials of
marketing to reach the target audience. The organisation chosen for this report is Savoy Hotel,
situated in Central London, England. It was the first luxury hotel opened in UK in 1889. This
report shall cover the roles and responsibilities of marketing in hospitality industry together with
its inter-relationship with other functional units. Further it will include the marketing mix of the
company and its competitor and a strategic marketing plan of the organisation.
TASK 1
P1 Roles and Responsibilities of marketing function within the organisation
Marketing is an integral function of an organisation as it helps in building the brand so
that customers are attracted towards the offerings of the company (Caragher, 2016). A consistent
brand recognition is essential for a hospitality industry as this sector is also made up from
tourism so a continuous campaign of brand awareness is necessary to maintain customer loyalty
as well as to attract potential customers. Savoy Hotel uses different marketing strategies to
promote its services so that it can maintain good relationship with past customers and can attract
new ones. The marketing department of Savoy Hotel plays many role and responsibilities in
order to communicate and promote its service to large number of people so that its organisational
goals are achieved.
Roles and responsibilities of marketing is discussed below-
Roles-
The marketing department of Savoy Hotel plays a vital role in advertising its organisation
so that it can reach the new level of success and growth. The roles are as follows-
 Market Research- The marketing of a hotel is a complex process. Customers look into
many factors before choosing a hotel to avail services. The Marketing department of

Savoy Hotel identify the key factors that will help in shaping the appeal of hotel to
customers. It continuously monitor the reviews of customers and follow up with the past
customers and travel industry to improve in its services and also helps in identifying the
new trends like current prices, improved facility to business travellers, etc.
 Distribution of goods and services- The marketing unit of Savoy Hotel uses different
channels to provide services to the customers. It promotes its luxurious service on social
media platform, home website or through other intermediaries. The marketing unit either
uses short channel, that is, offering services from hotel to customer directly or uses long
channel by involving intermediaries like travel agents in the process.
 Finance- The money spend on the marketing the hotel services are huge. Without
promoting the services, customers cannot be attracted due to number of competitors in
the market (Eletxigerra, Barrutia and Echebarria, 2018). The marketing department of
Savoy Hotel manages the funds allocated by the finance department in such a way that it
does not exceed the budget as well as the effective promotional strategy is also adopted to
promote the services (Chandiok and Sharma, 2017). Adapting the right price- The marketing department of Savoy Hotel ensures that the
right price is allocated to the services being offered by the organisation after detailed
market research on customer demands, competitors strategy, new trends, etc.
Responsibilities-
After playing important roles in hotel industry, there are many responsibilities of the
marketing department of Savoy Hotel which it need to fulfil to achieve the organisational goals.
These responsibilities ensure that the role of the marketing is performed well. The
responsibilities act as mandatory requirements which are to be performed so that the Hotel can
work with customer centric approach and communicate to the customers what they needed and
demanded.
 Matching product/service with customer requirement- The marketing head is firstly
responsible to identify the customer requirements and then take steps to fulfil it after
matching it with its services available. He/She is responsible for creating a balance
between the services offered and the requirement of customers. The Hotel ensure that
after the market research, it bring such services into its hotel which satisfy their demand
so that loyal customer base is built.