Roles and Responsibilities of Marketing in Marriott Hotel International

Hospitality Marketing
Essentials
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Contents
Introduction.....................................................................................................................................................3
Concept and context of Marketing in Marriott Hotel International...............................................................3
Roles and responsibilities of marketing function at Marriott Hotel International.........................................3
Relationship of the roles and responsibilities of marketing in wider marketing environment.................5
Marketing Process...................................................................................................................................5
Roles and Responsibility of marketing in the Micro and Macro marketing environment.....................6
Importance of the interrelationship between marketing and functional units in Marriott Hotel.............7
Different tactics used by Marriott Hotel and Hilton Hotel to achieve business objectives............................8
Strategic Marketing plan for a Marriott Hotel..............................................................................................10
Conclusion......................................................................................................................................................16
Reference list.................................................................................................................................................17
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Introduction
Marketing refers to activities of a company which is used in order to promote different products
and service. It consists different activities like buying, selling, advertising of different products to
consumers. It is one of important function in business that allow them to increasing marketing
share of business and also to increase profitability of firm (Ahn and Kwon, 2020). This project
report includes analysation of Marriott Hotel which is an American company that is operating in
different country. It was founded by J. Willard Marriott in the year 1927 in US. It is among top
hospitality companies and is operation in international market. This project report includes
expansion of role of marketing and its interrelation with other functional units. It consists ways in
which hospitality organisation consist different elements of marketing mix for attainment of
business objectives. Moreover, it consists development of basic marketing plan to meet marketing
objectives for hospitality organisation.
Concept and context of Marketing in Marriott Hotel International
Marketing is defined as activities which is related to promoting organisational products and
services in market in order to enhances their awareness. Organisations conduct marketing
functions with the objective of enhancing business sales and profitability through satisfying
customers. Marketing department of Marriott is responsible for performing marketing functions in
order to enhances attracts larger number of customers towards organisation. There are various
marketing functions are conducted by business such as transporting finished goods to customers,
analyse customer’s needs and demands, gain information related to market trends and customers
as well as provide better quality services to customers with the objective of retaining them with
hotel for longer period of time (Chu, Deng and Cheng, 2020). With the help of marketing functions,
hotel can maintain its differentiated image in market and cover higher market share and customer
base.
Roles and responsibilities of marketing function at Marriott Hotel International
Some roles and responsibility of marketing function in the context of Marriott organisation are
explained below:
Conduct marketing research: It is considered as the most important function of marketing
department. Marketing research facilitates Marriott to understand market trends, analyse
potential market target market and market opportunities that helps business to develop effective
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and suitable business strategies that lead business towards gaining competitive advantages over
other competitors. Through conducting appropriate market research, Marriott can understand
customer’s perception towards organisation and its services.
Identify customer requirements: Marketing functions plays important role in understanding all
needs, demands and preferences of customers in order to provide them products and services
accordingly. It also facilitates organisation to identify attitude, behaviour and perception of
customers towards brand. Marriott conducts various activities to identify customers requirement
such ad surveys, questionnaires as well as direct marketing (Efstathiou, Efstathiou and
Psychopoulou, 2019). In current business environment, organisation also conducting digital
marketing that helps business to reach wider customer base and access their requirement. It lad
hotel towards growth and success.
Ensure organisational growth and survival: There are various marketing activities and functions
are conducted by business that plays important role in attracting potential customers as well as
retain existing customers that enhances brand value. It facilitates Marriott to attain pre-
determined objectives in appropriate manner. Marketing functions helps business to get all
information of market than develop effective strategies so business can get competitive
advantages in current market place. Marketing operation enhances customers engagement with
organisation that improves Marriott performance and efficiency in competitive market place.
Face competition: In current competitive business environment, it is important for Marriott to
assess all competitive aspects that are exist in market. Marketing functions facilitates Marriott to
understand customers’ expectations and competitors’ offerings. There are various marketing tools
and techniques are used by the Marriott hotel that helps it to attract wider number of customers
(Elsharnouby and Elbanna, 2021). As respected hotel provides premium services to its guests that
provide it competitive advantages over other competitors. Through conducting marketing
campaigns, Marriott can assess competitiveness of market than develop all policies and planning
to gain higher market share.
Maintaining strong relationship with customers: Marketing functions and activities are
responsible for developing strong and positive relationship with customers. Marriott conducts
marketing campaigns on different social media channels such as Facebook, Instagram and others
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