Impact of Marketing on Hospitality Industry

This assignment delves into the crucial role of marketing strategies in the hospitality industry. It examines various marketing techniques used by businesses to attract and retain customers, highlighting the impact of pricing strategies, integrated marketing communication, and digital marketing on consumer behavior within this sector. The provided sources offer insights into effective marketing practices and their influence on consumer decision-making processes in the dynamic hospitality market.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Key roles and responsibilities of the marketing function.....................................................1
P2 Roles and responsibilities of marketing relate to the wider organisational context..............3
TASK 2............................................................................................................................................5
P3 Ways in which various organisations apply the marketing mix to marketing planning
process.........................................................................................................................................5
TASK 3..........................................................................................................................................10
P4 Produce and evaluate a basic marketing plan for Cadbury..................................................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing refers to develop, promote and also deliver services and products to businesses
and customers. It is an action of selling and promoting goods involving advertising and also
research of market. With the help of marketing, firms develop some values for consumers and
also create a strong relationship with consumers to capture a large market share. It is the
management and study of exchange relationships (Al-Ekam and et. al., 2012). It is the
responsibility of business firm to produce better quality of goods on the basis of needs and
demands of consumers. The organisations produce goods to satisfy needs and demands of
consumers in a better manner. This present report is based on Cadbury. It is a multinational
confectionery organisation which is the second largest confectionery company in all over the
world. It operates business in more than 50 countries in all over the world. The present report
mentions about roles and responsibilities of the marketing function. There is a comparison in
between the marketing mix of two business firms in order to achieve objectives of business in a
better and effective manner. Evaluation of the marketing plan of Cadbury will be discussed in
this report as well.
TASK 1
P1. Key roles and responsibilities of the marketing function
Marketing is a technique by which small and large business firms can earn the growth as
well as success. It is a procedure of satisfying demand of customers through providing better
quality of food on the basis of their demands in an effective manner. Marketing is a process of
delivering goods and services from concept to consumers. It comprises four aspects that is called
as 4P's of marketing named product, price, place, promotion (Arguello, 2013). The marketing
umbrella compromises of public relation, promotion, sales and also advertising. In this modern
time period, tastes and choices of consumers are changing rapidly and it is necessary for
companies to produce products accordingly. Marketing develops some value for goods which
organisation produces for its audience or consumers. With the help of effective marketing,
company can enhance its profit level and meet current needs of consumers in a better manner. In
context of Cadbury, it produces chocolate items for every segment of people. It is helpful in
attaining the organisational objectives in a better manner. This company has a large number of
consumers and through with its chocolate items, this firm can attain the long term as well as
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short term goals in a better manner. There are some roles and responsibilities of marketing
function which are given as below:
Marketing Information System (MIS) - It is the responsibility of each organisation to
know about the existing wants and requirements of its target audience in a better manner (Bačík,
Štefko and Gburová, 2014). In order to collect information regarding consumer’s dislikes and
likes, firm takes help from MIS. With the help of this software, Cadbury can save all the details
of employees as well as consumers. It is helpful for the organisation to take better and effective
decisions which are related to produce services and goods. After gathering information, it is
distribute to marketing function and through this it can take the better decisions regarding
development of goods, media, promotional techniques and many others. For an example,
Cadbury uses MIS for capturing accurate information regarding preferences of consumers and
then making changes in the existing products with producing the new ones accordingly.
Financing- This function is the most necessary and it identifies different sources by
which an organisation can arrange its finance or money with doing further activities. In addition
to Cadbury, it manages all business operations with the help of different sources like for an
instance shareholders, bank loan, debt and many others. Firstly, it is necessary that this company
needs to look at various options and then choose the best option in a better manner.
Promotion- It refers to advertisement of any new product at market place. In this,
through marketing, firm makes its consumers aware about the new products and its importance
in an effective manner. With the help of promotion, company can create interest of audience and
also convenience them to buy products (Bačík, Štefko and Gburová, 2014). Firm uses different
promotional channels in the form of digital media, newspapers, television, social media and
many other sources. In addition to Cadbury, it mostly uses social media or television to aware
about products and will have ability compete its competitors in a better manner. For the
promotion, it invites celebrities people are very inspire from them. In the present time period,
social media is the best way of advertisement and connect with the many people.
Selling- Marketing and selling; both the departments are interrelated with each other.
Firms earn more revenue through giving products on the basis of demands. If firm will produce
goods according to demand of consumers then the sales will be high and consumers will give
more preference to them. It is the responsibility of business firm to deliver right goods at correct
time and at exact plan in a given period of time.
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Distribution- After developing new products, it is essential for an organisation to deliver
goods to its consumers on right time. In this, distribution deals with the final products movement
from one place to another so that it can be reach at the final user. In context to this, it is
necessary that company should select the best channel of distribution (Baker and Magnini,
2016). If the distribution will be at proper place or in an effective manner, then consumers will
be happy and satisfied from its products in a better manner.
Pricing- It is a responsibility of marketing to set pricing strategy in a better manner. In
this, price should not be very much high or low. Cadbury divides the cost of its products on the
basis of size. On the basis of condition, firm can make changes in its pricing structure.
From the above discussion, it can be concluded that marketing function of Cadbury
should work with all other functions so that it can gain competitive advantages at work place in a
better manner. There are all roles and also responsibilities of marketing mentioned and in
addition to this, it is a responsibility of marketing function to deal with an effective manner. With
the help of this, it can serve the better quality of goods to consumers and also retain them at
workplace for long period of time. It will be helpful in enhancing productivity as well as profit
level of an organisation.
P2 Roles and responsibilities of marketing relate to the wider organisational context
Marketing as business function: It is a true concept as marketing activities is done for
getting higher customer satisfaction because a satisfied consumer makes repetitive purchases and
keep connected with company. For example firm is providing best quality services which is
quite able in making all consumers satisfied and this satisfaction is basis for strongest client base
of company in industry. Marketing department perform its functions in organization as per firm
objectives (Cleverley, 2017). There are different kinds of marketing related activities which are
conducted in marketing department in order to determine demands and needs of consumers. For
an organisation, this is not simple to understand about wants of consumers and for this firm has
to conduct the research in an effective way. So, in order to this it is the responsibility of an
organisation to conduct the research in better manner and also determine needs of consumers.
Along with this, there are different kinds of responsibilities and also roles which are performed
through marketing department staff members and doing all the functioning in better manner.
With the help of this profit level as well as development of an organisation can be enhanced in an
effective manner and it can get the competitive benefits at market place.
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In Cadbury company, there are many different departments which are functioning in an
organisation. Different functions as well as actions performed through the department of
marketing of Cadbury company impact different business operations and activities through
considering all the necessary factors (Desai, 2013). It is necessary that all functions should know
about its roles and duties in a better way. There are some of the responsibilities and roles of the
marketing which are related to organisational context mention below as above:
Human-resource-management and Marketing- HR department plays main role in
recruiting, selection, training and development of staff members in an effective manner. It helps
in doing all the activities of an organisation in an effective manner. This department work with
the marketing and it provides the training to staff members of marketing departments so that they
can work in an effective manner. This function recruit the different persons which are capable to
doing all the things. In regards to this, it is the responsibility of human resource management to
maintain the positive working environment so that all staff members can work together in a
better manner.
Finance and Marketing- It is regraded as a most necessary function of Cadbury
company to to keep all financial records as well as details of every department. There are many
different activities which marketing department do and these are promotion, advertisement and
many others. Regarding all these functions, finance departments arrange the money. It develop a
better budget report so that marketing function can do its all the activities in a systematic as well
as effective manner (Dudu and Agwu, 2014). To aware the people about the new products and
services, Cadbury company conduct the different events along with the programmes so regarding
this the finance function arrange the funds.
Customer service & Marketing- It is the responsibility of each and every business firm
to satisfy the needs and demands of consumers in a better and effective manner. Better customer
service is a first priority of business firm. This function of an organisation is not connect with
business firm as it looks towards consumers which buy the product. In Cadbury company, there
is a customer care department which listen and solve all the queries of consumers in a proper
manner. They take feedbacks from consumer about the products. If in case the customer care
executives of Cadbury will not able to solve all issues of consumers then they will shift from this
brand to the another. From this, its impact will be bad on the mind of consumers. So, it is
necessary that firm should handle the query of consumers in a better manner. From this they will
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be satisfied from services of firm and also sustain at market place for long period of time.
Marketing is helpful in knowing all the problems of consumers through doing the different
surveys.
Research & development and Marketing- Research and development is a most
necessary part of business. Before producing the product, it is necessary that firm should know
about the demands and tastes to consumers at market place so regarding this organisation
conducts the research programme (Forshier, 2012). It is helpful in to know about the strong
competitors at market place, know about the existing products, marketing strategy and many
other things. The research and development function is concerned with the marketing function
because it helps the marketing department to tell about the preferences of consumers so that
marketing function can produce the better and good quality of goods to satisfy the demands and
needs of consumers in an effective manner. Cadbury company makes regularly changes in its
existing products so that consumers will take interest in its confectionery items.
Sales and Marketing – Sales is that department which focus only on selling of products
to consumers at the market place. With the help of selling goods at better manner, firm can
develop the better relationship with the consumers so that they will be loyal towards an
organisation. The team of marketing is helpful in giving products on the basis of needs or
demands of consumers which at available at market. The sales team of Cadbury company
perform its work through selling its goods to consumers with the help of applying the different
strategies to attract them so that they can purchase products in a better way.
Production and Marketing- It is the responsibility of production department to produce
better quality of services as well as goods to consumers so that their needs can be satisfied in a
better and effective manner (Guffey and Loewy, 2012). This department has a better connection
with the marketing and it is helpful gathering the information and also data at market place.
TASK 2
P3 Ways in which various organisations apply the marketing mix to marketing planning process
Marketing mix is an essential element of each business organisation, it plays a vast role in
growth and success of business organisation. Each small as well as large business enterprises are
concern on implementing the strategy of marketing mix in order to establishing all business
operations and function in effective and efficient manner. Marketing mix has various elements,
which all helps in functioning business operations of firm in more efficient manner. It is a set of
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tactical and controllable tools of marketing which an organisation utilise to manufacture a
determined response from their target market. An extended marketing mix consist of each and
every elements which an organisation can work on for influencing the products demands. The
concept of marketing mix is effective in enhancing organisational performance and productivity
through providing right product to the buyer and also helps in promoting brand and its products
through offering variety of goods and services to their targeted customers (Hanlon, 2010). This
concept helps in comparing one company to other, so each small as well as large business
enterprises are applying this strategy as to comparing their self with other rivals. As a large
business enterprise CADBURY is having large number of competitors such as Mars, hershey's ,
Nestle etc. and the major competitors of CADBURY is Nestle. The concept of marketing mix
involves 7 elements such as product, price, place, promotion, people, process and physical
evidence. These all elements are described as below:
Basis Meaning CADBURY NESTLE
Product A product is a object
which is offered to
customers by company,
it is an object through
which company
communicates with its
customers. The main
objective of this is to
satisfy the needs and
wants of customers in
the most effective way
possible (Khan and Adil,
2013). Before launching
a new product into the
market it is the
responsibility of
company to make proper
research and use of
Cadbury is not a small name
all over the world. It is
producing various types of
product. Its famous products
include dairy milk, 5 star,
gems etc.
It is giving tough
competition to Cadbury
on a global level with its
products like Kitkat,
Munch, Milky bar etc.
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various techniques such
as developing a
marketing plan etc.
Price This can also be
considered as an
essential element of
marketing mix (Mihart,
2012). This is most
effective element which
helps in attaining high
profit and growth for
company. Companies
are concern on setting up
the prices of product as
to selling them at market
place in order to gaining
profit and revenue. Price
of goods and products
needs to be adjusted as
per the needs and
demand of customers
and it also helps in
making effective brand
image of firm at market
place.
As a large business
enterprises CADBURY is
concern on offering variety
of goods and services in
reasonable prises as to
gaining attention of large
number of customers
towards the firm and its
products (Ogunmokun and
Tang, 2012). The company
is widely applying the
pricing strategy of market
penetration as order to
sustaining higher position at
market place.
The company is also
charging reasonable
prices for their products
and services. Nestle is a
most effective
competitor of
CADBURY so they are
not able to putting high
prices of their goods.
Place It is very essential for
different organisation to
launch different products
at appropriate place
without facing any
CADBURY capture large
share in market place so
different products are
available for customer in
easy way in all over world.
Products of Nestle also
capture large market
share but there is less
number of availability of
product are present in
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issues and
complications. It is easy
to increase sales of
different products.
Sometimes it is not very
easy to fix appropriate
place which help to
increase the sales of
products. In marketplace
(Pappas, 2017).
Selection of place is
determined under
distribution strategies.
It open various retail shops
in order to provide its
products to its loyal
customer.
retail shop of nestles.
People wants its
products like milky bar
but it cannot be able in
abundant amount.
Promotion This element also plays
effective role in creating
awareness among
customers about the
offered goods and
services. This element
involves various
activities such as
advertising, sales
promotion, advertising
campaign etc. this
element is helpful in
making product more
friendly in the mind of
customers, so this
method is widely applied
by organisations as to
enhancing product
As a large and popular
business enterprises
CADBURY is having high
position at market place, so
there is no need to explore
their product through
applying any kind of
advertising strategy (Ryan,
2016). The company
provide advertisement on
Television and radio.
Nestale is also having a
high brand impage at
market place, so it is not
necessary for company
to spend huge amount in
advertising, so they
usually promote their
products through
advertisement on
newspaper, television
and social media.
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awareness.
People It is an essential factor of
Marketing mix. It refers
to management of
human resources of
organization as well as
customers with which
company deals
(Swenson, Rhoads and
Whitlark, 2014).
CADBURY is known as a
chocolate company and
because of this fact the
company is loved among all
section of society with all
age groups irrespective of
their tastes and preferences.
The company is not having a
specific target market.
The company is having
not having an edge over
CADBURY . It is seen
as a second option after
CADBURY. The
company needs to focus
on advertising its
product across all
section.
Process It is methods in which
manager determine
about the product
available in marketplace.
It also following this
process. It help to
deliver the product to its
loyal customer. It help to
attain effectiveness in
providing services to
company.
CADBURY implement
simple and straight policy to
provide different kind of
products in order to mange
demand of customers. It
provide their product to its
retail outlets. It help to attain
goals and objectives of
company (Urbina, 2014). It
implement different types of
strategies to accomplish
different types of processes
of organisation.
NESTLE put its effort in
order to enhance process
to provide different types
ODF products in
abundant amount to its
customer . Organisation
made simple process in
order to provide different
products to its loyal
customer.
Physical
evidence
This element helps in
clarifying the presence
of company at market
place through logo and
any other identification
mark. Logo helps in
recognising the brand
The company is having its
name as a physical evidence,
it is effective in gaining
attention of customers at
market place.
The company is also
putting its name as their
logo, and there is not any
need to use any other
symbol in order to
promote their product.
The company is having
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and its products at
market area. It is
required for each
business firm to have a
physical evidence as to
protecting their image
from fake companies.
less physical evidence as
compared to its
competitor.
TASK 3
P4 Produce and evaluate a basic marketing plan for Cadbury
Marketing plan is a written statement which is created by senior authorities of
management and main motto of preparing this is development of an effective path by following
this all actions could be done in most systematic manner. For making marketing plan effective
and adequate all aspects should be considered very carefully. Marketing plan consider as official
document in which all the strategic policies, procedures and programs are define in order to
achieve the organisational objectives of company. In other word it is a way on the basis of
which PESTEL, SWOT and STP analysis is done in order to gain competitive advantages over
competitors.
Introduction of company:-
CADBURY is consider as one the top most confectionery brand in chocolates industry
and serving more than 200 countries. They establish the marketing plan in order to launch the
new product in the market and consider as effective mechanism to establish better place in
market.
Mission and vision of CADBURY- Its main vision is to working together to establish brand
people love”.
Its mission is “CADBURY always emphasis on quality standard. Our reputation is to build upon
quality commitment to continuous improvement will ensure that promise is delivered.
Objectives of CADBURY
 To best the top most company in chocolate sector.
 To maintain quality standard regarding their products.
 Plan to expand the brand in all over the world.
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 Focuses on earning profit as well as social welfare.
Situational analysis- It is consider as important step which every organisation has to adopt in
order to beat the challenges of both external and internal environment by scanning it on regular
basis. SWOT analysis is done on following manner:-
STRENGTH
 Company is able to maintaining stable
growth rate in external market.
 Successful in establish top position in
chocolate industry.
 It fix the price according to country
they currently working.
 Having strong market place in
marketing and distribution channel.
WEAKNESSES
 They are not successful in achieving
good penetration in rural sector.
 Having lot of substitutes in rural areas.
 If company product is consumed in
excess then excess lead to suffer from
various diseases.
OPPORTUNITIES
 It is generally preferred at the occasion
of festive seasons like Diwali, Holi and
Christmas.
 Company develop lot of new thing in
their chocolate segment which create
more opportunity.
 They also introduce sugar free
chocolates for hygienic individuals.
THREATS
 Cost related to distribution and
transportation is high will lead to
negative impact on price.
 Dynamic environment lead to change in
customer tastes and preferences act as
threads.
 Further company require valuable
resources to improve performance of
company.
Marketing Budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 60000 12000 15000 24000 20000
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Investment 21000 12000 17000 15200
Total 60000 33000 27000 41000 35200
Marketing
expenditures
Advertisement 8500 7600 7100 6900 6500
Sales
promotion
4000 5000 3500 2500 7600
Direct
marketing
9000 6000 2500 6500 3500
Total 21500 18600 13100 15900 17600
Available
balance
38500 14400 13900 25100 17600
Target market- It is very significant part of organisation to have target market on the
basis of which they can sell the products to target costumers without complexity. CADBURY is
such organisation which is liked by everyone therefore they are concentrate on particular market
segment. That enhance profitability index also (West, 2012).
Monitoring and controlling- It is essential for organisation to monitor all the plans and
strategy that company like to develop in order to enhance the sales and profit of company. On the
basis of external market marketing team research market trends and evaluate such programmes
which leads increase in market share and sustainability.
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CONCLUSION
It has been concluded from above given report that this report has focused over marketing
essentials of an organization related to modern era of globalisation. It included various strategies
and marketing plan by comparison of two reputed organisations. Marketing plan included SWOT
and PESTLE analysis of both firms described their status, position and growth at marketplace.
Their way of marketing mix strategies in business has depicted role and interrelation of these
companies. It has concluded from this report that high revenues of company are gained due to
customer focused approaches of them.
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