Roles and Responsibilities of Marketing Function: A Case Study of Hyatt Hotels

This report discusses the key roles and responsibilities of the marketing function in Hyatt Hotels, including defining and managing brand, conducting campaign management, producing marketing and promotional materials, monitoring and managing social media, producing internal communications, overseeing outside vendors and agencies, conducting customer and market research, and serving as media liaison. It also outlines the link of marketing function with other functions of an organization and differentiates Hyatt hotels with Hilton hotels based on P's of marketing mix. Lastly, a basic marketing plan will be drafted and evaluated.

Unit 2 Assessment

Table of Contents
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
1. Key roles and responsibilities of the marketing function........................................................4
2. Marketing roles and responsibilities related to wider organization.........................................5
3. Application of marketing mix to the marketing planning process...........................................6
4. Drafting and evaluation of basic marketing plan.....................................................................9
CONCLUSION..............................................................................................................................12
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing functions are the specialized activities performed in marketing. Distribution,
finance, market research, pricing, management of product and service, promotion and selling are
the various functions of marketing. Hyatt Hotels corporation is an American multinational
company in hospitality industry. This report will highlight the key roles and responsibilities of
the marketing function. The report will outline the link of marketing function with other
functions of an organization. The report will differentiate Hyatt hotels with Hilton hotels based
on P's of marketing mix. Lastly in this report basic marketing plan will be drafted and evaluated.
MAIN BODY
1. Key roles and responsibilities of the marketing function Defining and managing brand: The marketing department through its functions involves
in defining what the company is all about, what it stands for, what it does, its course of
actions and perceived value for itself (de Sousa Oliveira and Luce, 2020). This helps in
enhancing customers and associated partners experiences while interacting with the
company. Conducting campaign management for marketing initiatives: Proactive marketing
activities by company's marketing department focuses on building up the sales cycle,
materials in product and communication through public word out. Producing marketing and promotional materials: The marketing department creates
describing and promotional materials that promotes products and services of the Hyatt.
The marketing department stays updated to the products and services of the company. Monitoring and managing social media: The marketing department of the company
contributes to, manages and maintains the social media pages that company holds. It also
manages accounts and keeps an eye on the content posted about company on social
media. Producing internal communications: The employees at Hyatt needs to understand the
company, the goals, values and priorities it perceives (Alsamydai, 2019). The marketing
department of the company is considered liable for employee communication via
newsletters and intranet.

 Overseeing Outside vendors and agencies: Marketing Department of Hyatt is
responsible for selection and management of agencies and vendors to produce marketing
materials. Conducting customer and market research: The marketing department of Hyatt helps
the company in defining its targeted markets and opportunities for better understanding of
products and services offered by the company. Serving as media liaison: The marketing department of the Hyatt have a spokesperson
that also guides company's response to the media.
2. Marketing roles and responsibilities related to wider organization Production Department: The marketing department of Hyatt is interconnected to the
production department. The marketing department makes sure that sufficient research and
development is carried out by the organization for satisfaction of current and future needs
of its consumers. The services can be customized as per the desires and preferences of
customers. Order generation volume by marketing department can be met within the time
schedule (Akkaya and Tabak, 2020). For ensuring the competitive advantage marketing
department wishes to get products at the fullest efficiency and effectiveness of the
production department. Finance Department: Close working of marketing department is aligned with the finance
department to ensure ample budget being available for meeting the needs of research,
promotion and distribution (Sadchenko and et.al., 2020). The concentration of marketing
department is on sales maximization and company's market share and the finance
department focuses on cash flows and expenses. Human Resource Management: The marketing department of the company needs to
work side by side with the human resource management department for ensuring right
skills and right staffing levels are placed for researching and developing ideas related to
new products, production targets are timely met and competency of the sales team. The
human resource department fulfil the demands for training and development for
balancing the obligations it has to marketing department.

3. Application of marketing mix to the marketing planning process
Bases Hyatt Hilton
Product It is one of the leading hotel chains
offering luxurious services and
hospitality with authenticity. Advance
amenities based bars, restaurants,
spacious rooms along with modern
facilities such as Wi-Fi connection
without interruptions, suitable transport
facilities, a wide range of food and
options in beverages are important part
in each hotel of Hyatt. Hotel also deals
in providing options for event
celebrations such as banquet, business
meeting etc.
The company provides a variety of
hospitality services through its hotel
chains across the world. The parts of
Hilton's product and service
marketing mix are luxury hotel
chains, Hilton garden inn and
executive services. 'Hilton Honours
Program' is a loyalty program in for
loyal customers special services.
Convention as well as leisure
segments are the targeted business
segments of Hilton. Hilton's
collaborations with airlines, online
platforms, shopping outlets, car
rentals, cruises, dining outlets, rail
travels and American express like
financial institutions for easier
payment methods for aimed at
business expansion (Hilton
Marketing Strategy & Marketing
Mix (4Ps), 2022). Hotel chain
services use feedback and
satisfaction index for maintaining
customer relations. 'Diamond
Membership' is the most exclusive
collaboration of Hilton.

Place The company's hotels have a global
presence, scattered over varied
countries in world. Company has its
headquarters at Chicago in United
States (Marketing Mix Of Hyatt Hotel –
Hyatt Hotel Marketing Mix, 2022). The
first house of Hyatt was located at
international airport of Los Angeles.
Today corporation has six hundred and
seventy-nine properties worldwide in
fifty-four countries. Atlanta, Beijing,
Boston, Chicago, Hong Kong, Manila,
Mumbai, San Francisco, Seol and
Tokyo are the prominent places at
which company have one of its hotels
or resorts. Central reservation system of
the company is at strategic places
globally that offers services to
customers 24×7. Several ties are with
traditional and online agencies by the
company. These travel agencies suggest
customers to stay at company's resorts
or hotels based on their specific
requirements.
The company has world-wide
presence through 5100 plus
properties in 103 countries. There
has been a considerable growth
observed by company with time.
Group targets from the society's
exclusive segment focuses on
countries at west. With the time
there is emergence of focus not
markets such as India and China.
Growth in the new emerging markets
leads to expansion of luxury service
provider. There are different
marketing and distribution strategies
adapted by the company. The all
time focus at Hilton is on best
services at results in better location
selection for new hotel set-ups.
Price Customers' wants and desires are
comprehensively studies and
understood by the company. Offering
products of excellence and luxury
setting services by putting the best foot
forward is the focus of the company.
There are company's dedicated teams in
Hilton's targeted customers are the
segments of exclusive society.
Competitive pricing strategy for
products and services offers
excellent quality and services.

which researchers offer best options in
their opinion that are capable in
meeting both customer and company
requirements. Premium pricing policy
is adopted by the company for its
products as it caters the needs of its
high-profile business class and upper
class section of society. The pricing
policy adopted by the company has
proven successful as the customers are
interested in services more than the
prices. To earn greater revenue from
increase in volume of sales Hyatt offers
discounts on extended stays and group
bookings. Complimentary suites,
vouchers for meals and other lucrative
deals are some ways by which company
cut down premium prices for the
regular consumers.
Promotions Top notch strategy for marketing is
adopted by the company for especially
designing built and maintaining positive
brand awareness and value via meeting
every possible needs of the customers.
Several benefit schemes are offered by
the company for its customers.
Signature membership cards are
rewarded to regular clients. These cards
have given the name as Hyatt Gold
Passport. In stays extensions exceeding
more than two nights consecutively
The well-known hospitality industry
brand since a long time focus
exclusively on exclusive services
customer satisfaction. All over the
globe customers are the targeted
customers of the company. The
company has collaborated with many
firms, MNCs, institutes and groups
are priority bookings and
promotions. Strong brand
recognition world-wide.

voucher cards are offered to customers.
Companies promotional tag-line is “we
care for people, so they cab be their
best and you're more than welcome”.
The best advertising medium (mouth
publicity) for the company is its guests
at the hotels and resorts.
People Well trained staff of Hyatt provides
exclusive services to the customers. The
main source of revenue generation of
the company is its people. Staffs and
employees are recruited based on their
knowledge. Proper training is provided
through sessions, workshops and
seminars.
Hilton employs 169k+ workers
worldwide. The company maintains
excellent work culture. Competitive
salaries, educational assistance
programs etc. are provided to the
employees.
Process It is known for its luxurious services
and sophisticated process.
Guests have option to use website or
app to book hotels and stay
management.
Physical
Evidence
The company have the biggest physical
evidence through its rooms, gym,
summing pool etc. in its hotels and
resorts.
Hotel services are intangible.
Tangible part includes company's
hotel buildings. App provides digital
services and have replaced paper
bills. Paper less check-in and check-
out services are provided by the app.
4. Drafting and evaluation of basic marketing plan
Marketing plan
Overview/ background
The company will introduce a range of health based food products in the menu of its hotels and
resorts.

Vision The company's vision is to build a community that understands happiness lies in eating
healthy.
Mission The company will aim at inspiring people to quit unhealthy eating habits through its
healthy and tasty food products.
Objectives
 Increase market share by 5% by the end of 2023. Satisfy the needs of the customers to build strong feedback network.
Pestle analysis
Political factors
 Wide Regulation: Being a global
company change in rules and
regulation in any country in
which company operates will
affect the company.
Economic factors
 Growing Disposable Incomes: It
results in increase availability of
money in the hands of consumer and it
will positively impact the company.
 Increasing Labour Costs: This will
have negative impact on company as
cost of production will increase.
Social factors
 Health Consciousness: This
factor will increase the sales for
the company (Hyatt PESTLE
Analysis, 2022).
 Dietary Restrictions: Adherence
to dietary restrictions will be
helpful for the company.
Technological factors
 Automation: It will increase the
efficiency of the company.
Legal factors
 Safety Standards: Law
amendments regarding food
safety standards will increase the
complications in the processes.
Environmental factors
 Impact of Meat: Consumer urge to eat
meat will exert negative impact.
SWOT analysis

Strength
 Top corporate brands in
collaborations.
 One of the most popular brand of
hotel chains (Hyatt SWOT
Analysis, Competitors & USP,
2022).
 Frequent technology up-
gradations.
 Existence of worldwide portfolio.
Weakness
 Global penetration resulted in salary
based discontent among its employees.
 Market share is limited.
Opportunity
 Membership plans and customer
loyalty programs can be
improved.
 Betterment in services for
employee retention.
Threats
 Competitors providing better room
facilities.
 Threat of losing major business
travellers to domestic hotel groups.
Marketing mix
 Product: The focus is on new health food products to have competitive edge with
utilizing the recent market trend.
 Price: Premium pricing policy will be adopted based on the previous success of the
strategy in the organization.
 Place: All the hotels and resorts owned by the company all across the globe. Promotion: Online promotional strategy will be adopted to promote the product on
company's social media platforms.
STP approach
 Segmentation: Demographic segmentation is used by company to serve its diverse
customers.
 Targeting: The targeted customers are teenage and middle-aged customers as they are
more health conscious and stay updated with trends.

 Positioning: Customers will be attracted for the exotic taste and quality of the product.
Budget
Expenses Amount
Marketing Salaries
Marketing Research
Promotions
Public Relations
Advertising Cost
180000
165200
250000
900000
300000
Total 1795200
Monitoring and control
The company will use benchmarking technique to monitor its plan. Benchmarking is used
to improve the internal operations of the company (Ebi, K. L. and et.al., 2018). The company
adopts and improves based on the practices of its competitors.
CONCLUSION
Based on the report roles and responsibilities of different marketing functions have been
discussed. The report has highlighted the interconnection of different departments of Hyatt with
the marketing department. Evaluation of marketing mix of the company with Hilton has been
done. The report has drafted and evaluated the basic marketing plan for Hyatt.

REFERENCES
Books and Journals:
Akkaya, B. and Tabak, A., 2020. The link between organizational agility and leadership: A
research in science parks. Academy of Strategic Management Journal. 19(1). pp.1-17.
Alsamydai, M. J., 2019. Marketing Engineering And Making Marketing Decisions. International
Journal of Scientific & Technology Research. 8(11).
de Sousa Oliveira, D. M. and Luce, F. B., 2020. Is marketing department important for
companies?. Revista Pensamento Contemporâneo em Administração. 14(3). pp.120-
131.
Ebi, K. L. and et.al., 2018. Monitoring and evaluation indicators for climate change-related
health impacts, risks, adaptation, and resilience. International journal of environmental
research and public health. 15(9). p.1943.
Sadchenko, О. and et.al., 2020. Marketing tools in stimulating innovative activity of
enterprises. International journal of management. 11(6).
Online:
Hilton Marketing Strategy & Marketing Mix (4Ps). 2022. [Online]. Available
through:<https://www.mbaskool.com/marketing-mix/services/17406-hilton.html>
Hyatt PESTLE Analysis. 2022. [Online]. Available through:<https://www.mbaskool.com/pestle-
analysis/companies/18257-hyatt.html>
Hyatt SWOT Analysis, Competitors & USP. 2022. [Online]. Available
through:<https://www.mbaskool.com/brandguide/tourism-and-hospitality/2900-
hyatt.html>
Marketing Mix Of Hyatt Hotel – Hyatt Hotel Marketing Mix. 2022. [Online]. Available through:
<https://www.marketing91.com/marketing-mix-hyatt-hotel/>
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