Roles and Responsibilities of Marketing Function in Hospitality Industry

This document discusses the key roles and responsibilities of the marketing function within the hospitality industry. It explains how these roles relate to the wider organizational context. It also compares how different organizations apply marketing mix to the marketing planning process. Finally, it provides a coherent and detailed marketing plan for Travelodge Hotels Limited.

Marketing officer in
Hospitality

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Explain key roles and responsibilities of the marketing function within organisation..........3
P2 Explain how roles and responsibilities of marketing relate to the wider organisational
context.........................................................................................................................................4
TASK 2............................................................................................................................................5
P3 Comparison made for organisations apply marketing mix to the marketing planning
process.........................................................................................................................................5
TASK 3............................................................................................................................................8
P4 Coherent and detailed marketing plan...................................................................................8
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing essential is one of the necessary aspects for every business firm which deals
with any defined products or services to make it sell to the customer in a lesser time period.
Marketing essential also deals with marketing personnel, development of the strategy along with
taking right course of action to build business at the profitable basis (Phelan and et. al.,
2011).Marketing essential is one of the necessary aspects for every business firm which deals
with any defined products or services to make it sell to the customer in a lesser time period.
Marketing essential also deals with marketing personnel, development of the strategy along with
taking right course of action to build business at the profitable basis. In the current era, the
purpose of marketing essential is to deals out with tools such as product, price, place &
promotion. This assessment will try to put down its focus on Travelodge is the well known
premium travel and tourism firm that deals to providing travelling packages and accommodation
services to its customer's in return of value paid. Apart from this, report will cover discussion on
roles & responsibilities of a marketing function, inter-relationship of roles & responsibilities of a
marketing with organisational context along with comparison of the marketing mix in context of
two different firm. Lastly, detailed and valuable marketing plan is already planned.
TASK 1
P1 Explain key roles and responsibilities of the marketing function within organisation
Marketing is one of the diverse function of every organisation whose role is pioneering
for promotion of any products or services. Marketing itself is based on art and scientific theory
to develop an actual image or popularity of a product. Also, it’s a part of theory comes out of the
scientific study of cause and impact. Marketing function is consisting of the branding, promotion
and creates awareness along with market research (Functions of Marketing, 2016). In context of
hospitality industry, marketing plays pivotal role to expand operation and accomplish customer
so as to build operation at profitable state. The purpose of marketing function is to develop
marketing on step by step basis. In context of Travelodge, roles and responsibilities of a
marketing function are as follows:
Branding: It is defined as process involved for creating of the unique name & image for
a product into consumer's mind mainly with use of advertising campaign with consistent theme
(Muller, 2019). However, role of marketing function is to identify need of the branding &

achieve emotional connection with the customer in order to improve overall performance of firm
and enlarge its market share. One of the pivotal branding is to give unique or attractive brand
name or same brand to all products of a business firms. Also, responsibilities of marketing
personnel are to maintain trust of the customer's in service composition of the Travelodge.
Moreover, marketing function of the Travelodge need to give their emphasis on pin point
advertising of this leading hotel to become market leader and pursues with giving tough
competition to its rivalries.
Market research: It is one of the essential element of marketing function, which e
(Magnusson and et. al., 2013). Common purpose of research is to do detailed analysis of
products or services being offered to the customer. As pivotal function of a marketing, research
is necessary to find idea of a new product and develop strategies for its promotion. In context of
the Travelodge, marketing research is helpful to estimate new product or services to be offered to
the customer's and satisfy their need and wants. Roles and responsibilities of the marketing
function is to: first, identify need of the research either development of new product or bringing
changes into an existing one. Second, carry-out and ascertain true sources of information to
conduct research effectively. Furthermore, role of this marketing function is to build need of the
new product in the market.
Awareness and growth: Awareness is the essential marketing function element, whose
aim is to build awareness of services as a product especially for hospitality industry. It’s true that
hotel firm mainly depends on its customer as source of income. So having awareness to the
customer is priority and build their excitement to experience at-least once. Moreover, roles &
responsibilities of marketing personnel is to look on capabilities of the hotel, develops its major
competencies to build effective awareness among people to develop business profitability.
P2 Explain how roles and responsibilities of marketing relate to the wider organisational context
Marketing with HR department: Given two Dept. plays outstanding role to achieve
goals & objective in the lesser period of time. If HR section is confident to recruit skilled
candidates and provides to marketing Dept. in such situation, relationship is effective and
positive (Lovelock and Patterson, 2015). In context of Hilton, role of the marketing Dept. is to
perform assessment for gap between existing and required people for market function and inform
it to the HR Dept. to take immediate action. Best people are hired by innovative techniques such
as campus recruitment, social media, etc. Marketing and HR department of Travelodge are inter-

related with each other and if case, any of two failed to response, results could be in wrong
direction. As these two departments can help the organisation in increasing brand image and
reputation of the organisation in the best possible manner. As Travelodge marketing function is
having option to do current and future manpower gap analysis, ascertain number of selection and
passes it to HR manager to conduct recruitment.
Marketing department with IT department: Task of the IT department in Travelodge
is to make use of innovative technology to ease customer experience into the rapid form. With
use of the IT department, marketing would become ease to conduct with use of effective tools to
save time and cost both (Kian Chong and et. al., 2010). As, management of the Travelodge is
competent enough to perform various activities such as research of the new IT product or may be
adoption of an existing technology, its assessment and implementation to building operational
profits. Marketing Dept. of the Travelodge have clear understanding of how IT sector may
contribute to the marketing Dept. in terms of advance technology and growth oriented tools to do
marketing both online and offline. Hence, role of the marketing Dept. is to inform IT unit to
provide tools or devices such as e-storage, share data platform to record customer base and built
protective system for safeguarding customer's visits to the Travelodge. Along with this,
Travelodge customers are privileged to give its valuable reviews using IT based websites, portal
etc. to take out instant step to improve services proactively. Lastly, role of the marketing Dept. is
to provide feedback & review of the customer and inform it to the IT department to record it in
separate data machines or tools.
Marketing with financial Dept.: Finance Dept. is the backbone of every organisation
and marketing with support of finance Dept. is linked to boost awareness of the product and
rising its sales. Role of the marketing unit is to prepare budget for running campaign for
promoting products and services of the Travelodge and makes out additional budget to develops
sales-force to sell. In response, duty of the marketing is to submit bills, invoices etc. to finance
units to record books of accounts (Khan and Adil, 2013). A faithful kind of relationship between
marketing and finance units is focused to grow revenue for company and this gone be long till
operational tenure of the Travelodge. With use of fund, marketing manager of this leading fast
food chain may go for effective of new implemented product in an effective manner.

TASK 2
P3 Comparison made for organisations apply marketing mix to the marketing planning process
Marketing mix is one of the necessary tools helpful to demonstrate product, price, place
and promotion of the organisation. It mainly constitutes of the 4 P's and there exists 3 more P
such as process, people and physical evidence (MarJobber and Ellis-Chadwick, 2012). Marketing
mix is helpful to gather advantage for planning process for any new defined commodity. In
context of Travelodge, marketing mix will be understood with help of comparison with similar
firm. An analysis of the marketing mix is as follows:
Particular Travelodge Trafalgar
Price In tourism marketing refers to any
service which is related to the
transportation, accommodation,
restaurants and many more. Being
leading service provider Travelodge
used to target customers based on an
exclusive segment of the society
(Ionita, 2012). Travelodge is
currently using the premium pricing
policy for their high ended room
along with penetration to offer low
ended rooms. Travelodge is currently
having its exclusive price segment.
Due to this level of pricing, company
becomes success in order to retain its
old customer and succeeded to get
new consumers. This is because of
focusing two ends of pricing to both
high and low ended customer.
Trafalgar uses normal premium
pricing, as they have vision for
realising customer's actual definition
of premium. Moreover, its focuses
on building customer loyalty.
Purpose behind use of such pricing
is to maintain loyalty and an actual
platform of the services.
Product Travelodge provide variety of
tourism services such as
Trafalgar is serving various services
such as suit, food, house based

accommodation, food services,
entertainment. The target segment of
Travelodge is those people who
belongs from other countries by
offering leisure support also.
Travelodge have also collaborated
with airlines and online platforms to
spread its offered products or
services to their respective
customers.
convenience services along with car
services to its potential customers.
Consistent use of innovation such as
e-tel services to receive orders for
their customers as it is helpful in
conforming their bookings (Hsu,
2011). This has led to the successful
retention of the customer's.
Place It is important element in marketing
mix as it reflects the various
destinations which are covered by
the tourism company. Travelodge
offer various destinations and places
by which they can easily attract their
respective customers and it includes
historical, religious and many more
places. As long support of such reach
has helped Travelodge to acquire
more customers at one time.
Trafalgar have its franchise in
various countries and also advertise
its offerings to its potential
customers. In comparison to the
Travelodge, services offered by
Trafalgar is strategically small.
Promotion Travelodge is well known for ability
to communicate to the people and
promoting business operation at the
high context. The target customers of
Travelodge are those people who
came from different country. Also,
Travelodge is using Social media
and TV in order to promote its
offered services as it also promote
Trafalgar prefers to do promotion
with use of word of mouth, by
advertising through celebrities ,
business magazines and many more.
Moreover, intention of promotion is
to increase reach of their offerings to
the defined state or segment.

their business for long time.
People Target market and people directly
related to this business. Tousrism
business depends only on loyal
customers and upcoming market
which is based on their satisfied
customers (Ehret and et. al., 2013).
Travelodge have number of guides
and employees working all over the
world. Also, people of this company
are well trained and enriched to
perform any defined task or work.
Trafalgar has various number of
employees working around the
globe. Employees of the Trafalgar
are eligible to perform functions
such as customer support,
marketing, client’s management etc.
Process In the Travelodge, use of advance
technology and unique management
in order to guide their customers and
coordinate with them and this
process has led company to maintain
its productivity and continue
operation for longer span.
Travelodge uses “fault find option”
to ascertain flaw into the services
process and same side takes action to
rectify issues.
Trafalgar is using strategic technique
in order to coordinate with their
respective customers and in the
process of services operation. Due
efficient customer satisfaction
process, Trafalgar has succeed to
save cost and time.
Physical evidence Travelodge is well popular for its
polite and well managed services in
order to attract customer's mind.
They have strength as its office looks
attractive, promotional strategies
also attract customers and behaviour
of its employees also help.
Trafalgar is well known for its well
managed services as its offerings is
the basic tool which represent its
better services and it is the strategic
tool for its physical evidence. This
physical evidence has gained lots of
popularity for Trafalgar because its

staff and guides represent them.
TASK 3
P4 Coherent and detailed marketing plan
Marketing plan is the formal structure, which is mainly prepared to understand & realise
situation of the market along with necessary steps for development of a strategy. It’s a business
document outlining marketing strategy and tactics (Peleckienė, 2010). Moreover, it is mainly
prepared for minimum of 12 months. In context of the Travelodge Hotels Limited, detailed
marketing plan is structured as above:
Overview of the organisation: Travelodge is a travel and tourism organisation which is
based on United Kingdom. This organisation is determined as a second largest hotel in the
budget sector hotel in UK. This travel and tourism enterprise has around 580 hotels in total in
UK, Spain and Ireland. It provides various services such as accommodation, food, travelling
packages, and so on.
Products or services: Travelodge offers travelling packages and accommodation services
to its customer with world class service and high definition response to its customer's. As most
popular chain, Travlelodge has its main hands in food, entertainment along with other care
services in their premise which represents them as unique (Gensler and Leeflang, 2012). After
portfolio analysis of services, top management has looks onto launch new service “Pick from
and drop to” airport services for its customer's to save their extra cost and time.
Strategic objectives: Travelodge has reached to maturity stage of a brand image and pure
service composition with greater accuracy at their offering ability. Due to 1 percent slowdown
into operation, hotel has decided to comes up with new service “Pick from and drop to” airport
services for its customer's. Smart objectives are mainly: first, to recover slowdown by 4 percent
within one year and second, point out customer's eye to achieve business loyalty.
Competitors: Major competitors of the Travelodge are Days Inn, Comfort Inn, Quality
Inn, Holiday Express Inn, and so on which already has big name into the UK market. On a
ground level, Travelodge is facing stiff competition from its rivalries. To reduce such stiff
process, new service arrives into an existence.

Action plan: Before implementation of new service, analysis of the business environment
such as internal comprises of strength and weaknesses and external consists of opportunities and
threats will be discussed to go for final decision making to launch new service. Moreover, STP
(Segmentation, targeting and positioning) will be used to locate appropriate customer and takes
down action to targets them to an organisation (Dann, 2010). Also, entire process will be
monitored to judge and measures outcomes at an appropriate way.
Tools or techniques: SWOT analysis is a tool understood here to know firm's capabilities
and uniqueness, which offers them accuracy to achieves accuracy into a market area. The core
purpose of the SWOT analysis is to analytical platform for capabilities of the firm. Travelodge
top management is under-pressure to undertake analysis of their capabilities and opportunities
are as follows:
Strength Weaknesses
Travelodge is known for world class services
to its customer's such as travelling packages,
accommodation, food, entertainment, support
services. There sources of commitment are
states itself their strengths and carrying out
customer's loyalty over long time zone. Strong
command on market is other strength of the
Travelodge along with strong financial position
till now.
Major weakness of the Travelodge is facing
slowdown of 1.15 percent from last year. Also,
due to lack of training program for new joined
workforce, functioning of a business operation
are facing under-performance from last year
which is the critical call for Travelodge to
overcome and withdraw.
Opportunities Threats
Travelodge is having opportunities such as
launching of the new services to overcome
business slowdown of 1 percent, giving strong
response to its rivalries in context of customer's
care and service satisfaction (Daniel, 2011).
Also, Travelodge is having options such as the
training & development to marketing people,
so that they would perform function
Stiff competition from its rivalries such as
Quality Inn, Days Inn, Comfort Inn, and os so
on, which is also very popular chain of the
hotel. This may have led to the breakdown of
the business operation.

effectively.
STP: It stands for segmentation, targeting and positioning. Using this, Travelodge can go
for locating its customer who will be benefits from “Pick from and drop to” airport services. As,
most renowned organisation, Travelodge must go for research of prospective customer to be
target and point to offers (Chen and et. al., 2010). The above STP analysis is as follows:
Segmentation: Travelodge has locates its major customer's on the basis on demographic,
geographical and behavioural aspects. In case of demographics, age of the customer's is above 21
years, gender will be both male and female. People who use to take advantage of hotel services
mostly.
Targeting: Also, Travelodge will target its customer on visit frequency basis, depends
whether they are capable to reach from airport conveniently or not and affordable or not. This
service will be provided with use of the deluxe car.
Positioning: Travelodge will position proposed service with use of the websites, ads on
the airport, service recommendation while booking for hotel along with business declaration and
seminars too.
Monitoring and control: It is essential to have check and control on activity of the new
service or product introduced using research and execution to the real procedural development
(Cabrera and Williams, 2014). With use of the tools such as KPI, feedback from employees etc.,
to measures its performance and achieves standard targets.
Budget plan:
PARTICULARS 1st Year 2nd Year 3rd Year
Initial investment 13000 17000 20000
Borrowings(Bank loans, credits) 7000 9000 10000
Retaining earnings 10000 13000 14000
TOTAL 30000 39000 44000
MARKETING OUTLAY
Promotion activities 9000 11000 13000
Sales publicity 10000 11000 12000
Distribution and supply expenses 3000 4000 8000
TOTAL 43000 65000 77000

CONCLUSION
From above report, it is concluded that marketing essential is one of the pin point concept
of the marketing, where deep analysis of the marketing function is to be undertaken. Moreover,
relationship of marketing with other functional units has proved as major success for every firm,
especially in case of hospitality sector. It is also concluded that marketing essential is one of the
pin point concept of the marketing, where deep analysis of the marketing function is to be
undertaken. Moreover, relationship of marketing with other functional units has proved as major
success for every firm, especially in case of hospitality sector. Also, marketing mix is realised as
an essential concept in terms of product, price, place and promotion as USP of the hotel sector.
Lastly, marketing plan is proved as a tools to identify need for new strategic action and pursues
decision making for the same.

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