Marketing Essentials for Hospitality (Unit 15)

This report covers the marketing essentials of Hilton Hotel which include the marketing process, interrelation of marketing function with other functions of business organisation along with the roles and responsibilities of marketing function. Furthermore, it includes a marketing plan as well.

j
Unit Title and Number:
Marketing
Essentials for
Hospitality (Unit
15)
Student’s name
Registration number
Date
Word Count (max.4000)
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Contents
Table of Contents
Introduction......................................................................................................................................................3
Marketing................................................................................................................................................3
Marketing Process...................................................................................................................................3
Key roles and responsibilities of the marketing function in Hilton Hotel International....................................4
The roles and responsibilities of marketing function...............................................................................4
How roles and responsibilities of marketing relate to the wider organisational context........................5
Analysis of the roles and responsibilities of marketing in the context of the marketing environment.............6
Analysis of the significance of the Inter-relationship between marketing and other functional units in
Hilton hotel..............................................................................................................................................7
Critical analysis of the key elements of the marketing function and their inter-relationship with other
functional units within Hilton Hotel..................................................................................................................8
L02: Comparison of the ways in which different hospitality organisations apply the marketing mix to the
marketing planning process to achieve business objectives.............................................................................8
Evaluate different tactics applied by hospitality organisations to demonstrate how business objectives are
achieved.........................................................................................................................................................11
L03: Produce a basic marketing plan for a hospitality organisation to meet marketing objective.................13
Produce a detailed, coherent, evidence-based marketing plan that applies the marketing mix to meet
marketing objectives for a hospitality organisation........................................................................................14
Design a strategic marketing plan that tactically applies the use of the 7Ps and includes measures for
monitoring and evaluation to achieve overall marketing objectives..............................................................15
Conclusion......................................................................................................................................................16
Reference list .................................................................................................................................................17
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Introduction
Marketing can be considered as an important tool for modern business organisation as the
marketers have to understand the market place along with the demand of customers. Establishment
of relationship with customers is possible only because of the efforts of marketing function. Hence
they are applying various approaches of innovation which leads to the marketing strategy in
business. In this modern world, the current market scenario is based on the marketing essentials.
Below mentioned report is based on Hilton Hotels and Resorts having almost 584 properties in
almost 94 countries (Hilton Hotels, 2021). It is an international brand performing business
operations globally. This report is dealing with the marketing essentials of Hilton Hotel which
include the marketing process, interrelation of marketing function with other functions of business
organisation along with the roles and responsibilities of marketing function. Furthermore, it include
a marketing plan as well.
Marketing
Marketing can be defined as the collection of all those activities which are undertaken by
any organisation in order to promoting the buying and selling of products or services. It include the
process of advertising, selling and delivering the products to the customers.
Marketing Process
Below mentioned are the steps of marketing process:
 Understand the customer need
 Develop a basic strategy
 Make a Decision
 Execute a plan
 Deliver the results
Determining and satisfying the needs and requirements of customer is the basic
responsibility of marketers. They start the process of marketing by analysing the needs of customer
and then make the strategy according to their needs so that they can influence them in an effective
manner. After developing the strategy, markers have to make decision that how to convey the
message to them. After that, a plan is executed and lastly, the results are gathered (Alford, P.,
2018).
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Key roles and responsibilities of the marketing function in
Hilton Hotel International.
Hilton Hotels is a group of multinational hotels performing business operations at various
locations. They are providing services of food and accommodation. Along with this, they also
provide place for several events or parties.
Marketing plays major role in the management of Hilton. They perform various activities so
that the customer can feel comfortable and enjoy the moment. Such acts make the event successful
and this is the result of efforts of marketing. The success of event result in the increase in demand of
such events. Majorly the demand of service is totally based on the presentation and performance of
employees.
Importance of marketing at Hilton Hotel can be defined as the way in which the staff of
organisation present themselves in front of the customers and how they provide services to them. If
Hilton hotel want to survive in this competitive market, they are required to do focus on marketing
activities which help the organisation in improving productivity and profitability. In an hotel
company, the marketing department of organisation want to retain the customers and this is possible
only when the customer get unforgettable experience (McCartney 2020). Doing some creativity at
work place is also an important factor which bring some changes constantly. When any event is
planned, they are required to take good care and make them successful.
The roles and responsibilities of marketing function Market research: It has been found that there are several factors on the basis of which, the
customer select a hotel which include prices, location, its meeting facilities, its access to
road, air travel or rail. It is the responsibility of marketing manager that they should
determine the factors which result in the attraction of customers. Keep an eye on the reviews
on their own website along with the various hotel booking websites which help the
organisation in knowing about their strengths along with their weaknesses. Marketing
function have to do proper research in order to determining the current trends which may
effect the revenue of hotel. Finance: Generating revenue is the main responsibility of marketing function as their main
function is to perform various activities in order to sell the products and services. For the
purpose of smooth running of business operations, they are required to have proper funds so
that they can easily perform all the tasks in an appropriate manner. The marketing function
of Hilton Hotel is responsible for preparing the budget and providing finance to them so that
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they can undertake promotional activities. The marketing manager have to perform all the
promotional activities within the allocated budget. Adapting the right Prices: Put the prices at which the management can be viable enough in
order to offer the prices which helps in attracting the customers. Various of companies want
to organise their events in Hilton as they has organised various events and managed them in
a successful manner. It also works for advertising as it create a clear picture of Hilton in the
corporate world. Marketing manager have to analyse the prices of their competitors which
may suggest them the best pricing policy as they want to earn huge amount of profit by
beating the competition. Matching products with customer requirements: Another responsibility of marketing
function of Hilton hotel is that they have to match the product according to requirements of
customers. Today's world is full of competitors and if the organisation wants to sell goods
and services, the marketing function of Hilton firstly have to identify the need of customer
and after that they should offer the service according to them (Matura 2018). Providing
services according to the demand of customer result in gaining positive feedback from the
customers. In addition to this, it also increase the chances of retaining the customers towards
their organisation.
 Relationship marketing (The changing role of marketing): It can be defined as the another
name of Customer Relationship Management (CRM) which focus only on the loyalty of
customers for the purpose of achieving long term goals. Having a good relationship with the
customers leads to the generation of positive reputation in the market. The customers may
suggest the Hilton hotel to their friends and family. Here the major role of marketers is that
they have to perform polite and positive attitude with their customers. Relationship is mostly
made for the purpose of approaching to the customers in the long run. The marketers of
Hilton Hotel arrange various programmes such as providing incentives to get people
interested, before and after stay services and many more in order to building loyalty of
customers towards the organisation. A loyal customer always promotes the hotel by social
media or by word of mouth.
How roles and responsibilities of marketing relate to the wider
organisational context
Internal
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 Current product/service needs: Marketing function should perform their roles and
responsibilities in such a way so that they can identify the need of customers. By doing
market research, the marketers get to know about the current issues of customers and solve
them on time which result in offering the best services to the customers in order to satisfying
their demand (Kandampully 2019).
 Future product/service needs: Future is unpredictable. Hence it is very common that the
choice of customers may get change in future or organisation have to face various issues. In
order to preparing the organisation to meet the future requirements, the marketers are
required to know about the future demand of customers. It also leads to the removal of
future challenges.
External Current and potential customers: Marketing function of Hilton Hotel plays an important
role in identifying the customers. Along with this, they also have to do market research to
know about the current trends so that they can fulfil customer's need which result in
accomplishing the target of organisation. Competition: It can be considered as a threat to the organisation. There are lots of
competitors of Hilton hotel are available in the market such as Hyatt Hotels & Resorts,
Holiday Inn, Marriott, Radisson Hotel Group and many more. It result in the increase in the
responsibilities of marketers as they have to analyse the strategies followed by other
organisations and bring the changes in their organisation with the various strategies which
are essential to attract and retain the customers. Suppliers: Good relationship with the suppliers result in the availability of raw material and
other products for the organisation.
 Market: It is the place where the buyers and sellers comes in contact and all the marketing
activities are performed in the market so that they can directly influence the customers.
Hence the marketers have to identify all the aspects of marketing in order to perform all the
task in an effective and efficient manner.
Analysis of the roles and responsibilities of marketing in the
context of the marketing environment Political Factor: Stability in the rules and regulations of various countries in which Hilton
Hotel is doing operations is the positive aspect over them (Haywood 2019). The marketing
function of Hilton Hotel is working according to the policies and strategies of politics. They
have to made different strategies according to the rules and regulations of country.
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 Economic Factor: Before starting business operations in a new market, it is the
responsibility of marketer to analyse about the growth rate, inflation rate, GDP of the
country so that they can perform the business operations in an appropriate manner. Social Factor: The demand of services of Hilton hotel is made by the person having high
lifestyle, age, gender and culture of customers. It is the responsibility of marketing
department to reach to the customers who have interests.
 Technological Factor: Another responsibility of marketing function is that they have to
analyse the advancement of technology in the competitive organisations. They upgrade the
technology of Hilton Hotel as it is helpful in reducing the cost along with enhancing the
customer experience.
Analysis of the significance of the Inter-relationship between
marketing and other functional units in Hilton hotel
 Finance: It perform the function of making the budget plan for each and every operation
which is being performed in the business organisation. It contribute in the success as it also
provide finance to the complete organisation in order to performing all tasks in effective
manner (Fotiadis 2018). It also provide finance and budget plan to the marketing department
which help them in performing all marketing activities so that they can increase the revenue
of organisation. Human Resources: This function perform the function of doing recruitment and hiring the
right person with right skills at right place. They hire skilled person for the organisation
which contribute in the achievement of organisational goals and objectives. Marketing
function can be performed in a better way if it is performed by skilled employees. The HR
department hire skilled marketers so that they can perform the function of marketing in a
better way.
 Research and Development: This function do the research of various aspects through which
they can increase the revenue of organisation. By doing research and applying various
beneficial strategies for the organisation, they can contribute in the success. Marketing
department can do research and development activities and know about the needs and
demand of customers.
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Critical analysis of the key elements of the marketing
function and their inter-relationship with other functional
units within Hilton Hotel
Marketing function can be performed by the skilled employees who have experience in
marketing as there are various queries has been also come which are required to solve by the
marketers. For the same purpose the Human Resource Management will hire the employees for
marketing having good skill, knowledge and experience. This function of Human Resource
Department is directly related to the marketing department. The employees having great sills will
perform all the marketing activities in an effective manner. It can be the advantage but on the other
hand, there is a disadvantage as well (Purvis 2016). The employees having skills, knowledge and
experience are highly expensive as the organisation have to pay large amount of salary to them
which is a expense for the organisation. Sometimes, this expanse may be higher than the revenue
generation as well.
L02: Comparison of the ways in which different hospitality
organisations apply the marketing mix to the marketing
planning process to achieve business objectives Product: It can be defined as the products or services offered by the Hilton Hotel to their
customers in order to satisfying the needs and wants of customers.
 Price: It can be defined as the amount charged by the organisation in the exchange of
products and services provided by the organisation. Mostly the quality of services are judged
on the basis of their prices (Dixit 2019).
 Place: The channel of distribution or techniques used by the organisation for the purpose of
reaching to the customers is known as place. In simple worlds, it can be defined as the place
where the organisations are providing products and services to the people.
 Promotion: It can be defined as the tactics which are used by the organisations in order to
promoting the services provided by the business. Integrated marketing communication tools
are being used by the organisations for the purpose of connecting to the large number of
people at a same time.
 People: The employees or staff members who are working in the organisation comes under
this factor.
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 Process: It can be defined as the collection of activities which are performed by the
employees to satisfy the needs and demands of customers. It include various activities and
processes which are being used by the employees in order to providing services to the
customers.
 Physical Evidence: It include various tangible and intangible services such as handling the
queries and check in & check out of guest.
Elements Hilton Hotel Intercontinental Hotel
Product Basically, this hotel covers
accommodation, food and beverages.
Along with this, they are open for any even
such as wedding or any corporate meeting
as well. They are providing prime quality
of luxury service.
It is a multinational hotel and it
deals within 3 areas which
include food and beverages
along with accommodation.
Price The Hilton Hotel is applying best pricing
strategy in order to earning good profit by
providing services to the customers. For the
purpose of analysing the pricing, they are
required to know about the complete cost
of operation which is related to the all
activities of event.
This hotel is using hybrid
strategy for pricing as it add the
higher values to their services
(Dileep 2017). It divide the
market in various small
segments on the basis of the
standard of living which
include high class, luxury and
midscale.
Place The location, where the Hilton Hotel is
providing services can be considered as a
very important aspect in their success. It is
also found that the sales of their services is
increasing day by day because they are
placed in various prime locations or their
services are available at many locations
(Shulga 2020). If an event is organised at a
prime location, it leads to the attraction of
number of participants. In the same
This hotel is located in more
than 100 countries such as
Brazil, United Kingdom. They
are accepting the booking
through various travel agents,
hotel website booking system
along with various online travel
portals.
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manner, while customer is travelling to any
other place, they have to make their
decision of stay according to the location.
They are also accepting booking from
various online platforms as well such as
booking.com.
Promotion It is necessary for Hilton Hotel to perform
various promotional activities in order to
increase in the sales of their services
today's world is the world of digitalization.
Various of organisations are reaching to the
customers by the use of advertisements on
different online platforms and social media
as it is helpful in attracting customers at
their special event (Chandiok 2017). It is
required to have effective promotional
strategies so that they can improve the
sales. They are using all the social media
channels such as Instagram, Twitter and
many more.
This hotel is using the word of
mouth in order to promoting
the services. They are using
various online platforms like
online reviews and social
media pages for the purpose of
understanding the needs and
demand of customers.
People Hilton hotel always do recruitment of
highly skilled employees who have
complete knowledge and they can
contribute in in maintaining the status of
organisation.
This hotel is majorly focusing
on the creation of strong
customer relationship. They
always want to hire the
employees who are full of
knowledge and skills. They are
always require trained staff for
their organisation. For Instance,
they hired the marketers who
have good influencing power.
Process Mostly this hotel provide easy to use
services to their guests in order to making
This hotel is using systematic
and organised process which
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their staying experience best and
unforgettable. For the same purpose they
are mostly using fully automatic
procedures so that they can give good
service to their customers.
are properly communicated to
the employees and they are
well trained in performing all
those tasks which gives he best
experience of stay to the
customers.
Physical
Evidence
The interior of Hilton Hotel is really
amazing. This is specially made for the
purpose of attracting the customers as it
provide luxury atmosphere to them which
implies the feeling of comfortable and
relax.
The atmosphere of IHG hotel is
also found creative and
exciting (Beck 2017). The
confidence and aspiration of
customers can be defined from
the logo of organisation which
is designed very beautiful and
attractive.
Evaluate different tactics applied by hospitality
organisations to demonstrate how business objectives
are achieved
In order to demonstrating the objectives of business organisation, SOSTAC model is
developed which help the organisation in knowing about the six fundamental factors of marketing
which include situation, objectives, strategy, tactics, action and control. It provide a logical order
which helps the organisation in tracking the plan. It is very popular plan used at the moment while
the organisation is preparing marketing plan.
Situation Analysis:
SWOT Analysis
It comes under the strategic tool which is which helps the organisation in analysing the
internal and external factors of business environment which the company is working.
The SWOT analysis help the Hilton Hotel to know about the strengths, weaknesses along
with the threats and opportunities (Baker 2016).
Strengths Weakness
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 Presence of organisation in almost 118
countries which approx. 6215 properties
 They had made effective customer
retention schemes.
 Hilton Hotel has a over dependence on
the market of United State.
 This organisation is very huge in the size
hence there is lac of flexibility.
Opportunities Threat
 They can expand their business
operations in the further developing
countries such as Pakistan, India.
 They also have opportunity to make
availability of accommodation with food
and beverages for the mid level budget
people.
 Availability of several organisations in
the hospitality industry is the biggest
threat for the Hilton Hotel such as
Marriott, Omni Hotels and Resorts.
 Availability of various economic and
political turbulence in the most of
countries.
Segmentation, Targeting And Positioning
Segmentation: the new organisation of Hilton Hotel is doing focus on the customers
according to the geographical area.
Targetting: Hilton Hotel is focusing on the high class customers or the people who wants to
avail the high or luxury quality of services.
Positioning: The promotion strategies of Hilton hotel is focusing on the commitment done
by the organisation to their customers for providing best and unforgettable experience to them in
order to fulfilling the demand of customers.
Tactics:
Marketing mix 4P's
Product: Hilton Hotel is planning to expand their business with a new hotel in Birmingham
along with the luxury and quality interior which provide quality services to the customers.
Price: The organisation have a good brand. Hence they are going to adopt premium pricing
strategy because the customers will attract because of name of brand (Avila-Robinson2018).
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Place: This new branch of Hilton Hotel will accept the booking from various online
platforms such as Booking.com, their own website along with the travel portal. Thy also reserve the
rooms for walk in reservation.
Promotion: This hotel should be promoted by the use of various sources such as social
media, radio, newspaper, home website and many more.
People: This hotel should hire highly skilled and experienced employees so that they can
maintain the status of hotel. They should also provide regular training in order to increase their
skills (Walmsley 2019).
Physical Evidence: High and luxury quality of interior of hotel will be the physical evidence
of Hilton Hotel.
Process: In order t make a feel of comfortable, they should use automated operations.
Action Plan
Budget Allocation
The budget allocated by the Hilton Hotel for its new expansion is as follows-
L03: Produce a basic marketing plan for a hospitality
organisation to meet marketing objective
Company Objectives:
1. Increase the market share by 20%
2. Improve the profit by 30%
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3. attract the more customers by 70%
4. Improvement in sales by 50%
Objective
(SMART)
Action Timeframe Whose Responsibility
People Departme
nt
Increase the
market share
by 20%
By providing interesting
packages to the customers
12 months Finance
manager
Finance
Improve the
profit by
30%
Developing such marketing
strategy which influence
the customers towards the
organisation
12 months Marketing
Manager
Marketing
attract the
more
customers
by 70%
By applying various
sources of marketing
24 months Marketing
manager
marketing
Improvemen
t in sales by
50%
Attracting the customers by
providing quality services
at lower prices
6 months Marketing
manager
marketing
Produce a detailed, coherent, evidence-based marketing
plan that applies the marketing mix to meet marketing
objectives for a hospitality organisation.
Company Objectives:
1. To attain the market share with 20% by the mid of 2022
2. To increase the profit of 30% by the end of 2023
3. To improve the sales by 50% by the mid of 2024
4. To increase the customers by 70% by the year of 2025
7Ps
Elements
Implement
ation
Action Timeframe Whose Responsibility Monit
oring
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tool
People Departme
nt
Product Offering New Service 8 months Marketing
Manager
Marketing Market
Research
Price Reduction in prices 1 year Researcher Research
and
developme
nt
Comparing
the prices
with
competitor
s
Place New branch in new
country
2 years Operating
manager
Operation Start
operations
in new
branch
Promotion Communication 1 year Marketing
manager
marketing Increase in
sales
People Hiring skilled
employees
2 months HR
manager
Human
Resource
Feedback
from
customers
Process Online availability 1 year Front Desk
executive
Front Desk Accepting
online and
offline
bookings
Physical
Evidence
Refurbishment of hotel
lobby & restaurant
4 months Operating
manager
Operation Brand
recognition
Design a strategic marketing plan that tactically applies the
use of the 7Ps and includes measures for monitoring and
evaluation to achieve overall marketing objectives.
Applying the 7ps of the Marketing Mix
7Ps
Elements
Key Focus (CSF) Product / Service
Goal
Milestone KPI
Product Market research Increase in market
share
8 months Loyalty of
customers or
retaining of
customers
Price Deduction in prices Beating the
competition
1 year Higher sales
and increase in
revenue
Place Opening new branches Attracting the
customers
2 years Covering the
whole
customers of
several
locations
Promotion Communication Repositioning of
services
1 year Recognition of
Brand
People Recruitment Providing best 2 months Increase in
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services to customers productivity
and
profitability
Process Online Availability Increase in sales 1 month Accepting the
bookings from
various online
and offline
sources
Physical
Evidence
Refurbishment of hotel
lobby & restaurant
Improve customer
perception of brand
4 months Improved
Brand
recognition
Conclusion
From the above report, it is concluded that the marketing as an important function for an
organisation. Because of availability of high competition in the market in the hospitality industry,
marketing function is the important aspect of organisation. This function has various roles and
responsibilities which are important to perform in order to achieving the organisational goals and
objectives. For the purpose of identifying the needs and requirements of organisation, marketing
mix plays an important role. In addition to this, it is also analysed that Hilton Hotel is making a
marketing plan for the purpose of expanding their operations in a new city of United Kingdom
which is going to generate the higher revenue and profits which works leads to the growth and
development of organisation. Before starting operations at new place, it is necessary for
organisation to prepare a complete marketing plan as it increase the chances of being success with
their new project.
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Hilton Hotels, 2021 [Online] Available Through <https://www.hilton.com/en/>
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