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Marketing Essentials of Travelodge

Added on - 23 Nov 2020

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MARKETING ESSENTIALS
CONTENTSINTRODUCTION......................................................................................................................1TASK – 1...................................................................................................................................1P1 Explaining the key roles and responsibilities of the marketing function within Inter-continental hotel.....................................................................................................................1P2 Roles and responsibilities of marketing relate to the wider organisational context..........3TASK – 2...................................................................................................................................5P3 Comparing the way of applying the marketing mix to the marketing planning process toachieve business objectives by different hospitality organizations........................................5TASK – 3...................................................................................................................................8P4 Marketing plan for Travelodge to meet out marketing objectives....................................8CONCLUSION........................................................................................................................12REFERENCES.........................................................................................................................13
INTRODUCTIONMarketing is quite important function of business and is a very broad concept. Itinitiates with identifying the requirement of the client and culminates with the self-actualization. Thus, marketing can be defined as a process through which relationship of thefirm with its business environment is evaluated. Pertaining to high level of competition andglobalization, hotels, accommodations and restaurants are facing issues regarding carryingout market research (Lamb, Hair and McDaniel, 2008). Companies engaged in the hospitalityindustry are required to have better understanding of market place, building profitablerelationships, demand of the customers, customer driven marketing strategy and offer qualityto the customers in this modern business scenario. Consequently, the main aim of the currentessay is to understand the role of marketing and its relations with other functions of theorganization. In this regards, Inter-continental Hotel is being taken under consideration. It is aBritish Multinational hotel company having more than 5000 hotels all across the world. Thestudy will analyse the marketing mix of the hotel and will compare with some otherhospitality organization. The later part will throw light on marketing plan to achieve themarketing objectives of the hotel.TASK – 1P1 Explaining the key roles and responsibilities of the marketing function within Inter-continental hotelAccording to the American Marketing Association (AMA), marketing is a continuousprocess that supports the business organizations to transfer the products and services to thefinal consumers. Further, it is nothing but an activity related to product distribution thatabandons marketing research as well as market segmentation (Hooley and Graham, 2008).This definition of marketing alters with the changing trends in the market. In this currentcompetitive world, customers are of supreme importance to the firms and in case of Hotels itincreases by manifolds. Inter-continental Hotel group is also engaged rendering quality andeffective services to their guests so as to make them gratified. Seeking help from themarketing function, the hotel is not just offering products and services to their clients but infact they are accomplishing their desires as well. Thus, it can be attributed that the growth ofthe hotel pertains to the marketing strategies being adopted by them. There are many brandswithin Inter-continental Hotel such as Holiday Inn, Crown Plaza, Candlewood suites,Kimpton Hotel etc. The main aim of Inter-continental group is to provide fast and friendlyservices to their customers, quality products, clean restaurants and value in the menu being1
offered (IHG, 2018). The main roles and responsibilities of function of marketing is beingdefined below:Roles andResponsibilitiesExecution in Inter-Continental HotelSellingThis is being regarded as one of the most important roles of marketingfunction, as it is related with the overall sales of the hotel. For sellingthe products and services in the market, different techniques is used byhotel from time to time. Further, to achieve high sales figure, the inter-continental hotel pay emphasis on comprehending that marketing isdiverse from selling and determines the needs of the target market.With this, they attract large customers towards the hotel (Michael, Hittand Robert, 2004).DistributionIt is also equally vital to understand the ways through which productsand services are being sold or given to the customers. It is theresponsibility of the marketing function to manage and maintaindistribution channels like online booking, alterations in the web page,computer reserve system etc. Further, for commercialization theproducts, the hotel makes use of channels of distribution.MarketResearchInter-continental hotel performs market research in order to identifythe taste and preferences of the customers and to determine thepotentials customers. With this, requirement of the target group andprevailing competition in the market can be analysed (Sanderson,2008).FinancingAnother important role being performed by marketing function ofinter-continental hotel is financing. When the hotel developsmarketing plan numerous aspects are being involved that involveshigh costs. For getting maximum return more investment is made bythe hotel. The main role of financing function of marketing is to returnthe money back being invested by the hotel in long run and helps inmaking the marketing plans which are achievable, believable andunderstandable. Further, budget and also sources of finance formarketing plan is decided by this function (Lancaster and Reynolds,2004).2
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