Role of Marketing and Marketing Planning in Hospitality Organization

This report discusses the key roles and responsibilities of the marketing function in a hospitality organization and how it interrelates with other functional units. It also compares the ways in which hospitality organizations use elements of the marketing mix to achieve overall business objectives. Additionally, it includes a basic marketing plan for a hospitality organization.

Role Marketing Function and
Marketing Planning

INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................3
P1 Key roles and responsibilities of marketing function.............................................................3
P2 Roles and responsibilities of marketing related to wider organisational context...................5
LO 2.................................................................................................................................................6
P3 Marketing Mix........................................................................................................................6
LO 3...............................................................................................................................................10
P4 Produce a basic marketing plan............................................................................................10
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing refers to an activity that has been undertaken by an organization for promoting their
buying or selling of products as well as services. There are several activities included within
marketing such as advertising, selling and delivery of products to its consumers or business. In
simple terms, it can be said that marketing as a discipline involves every action undertaken by a
business firm to maintain relationships with their customers. This report is based on the TUI
group which is a multinational travel and tourism company whose headquarter is located at
Hannover, Germany. It was founded in 1923 and serving in North America Europe. Products
offering by them are holiday packages, hotels, resorts, cruise lines, charter and scheduled
passenger airline, as well as services, are a travel agency. This assignment will be going to
discuss different roles and responsibilities which handle by the marketing division of a business
firm along with its interrelation with other departments. In addition to this, a report will also cover
comparison among the marketing mix of two different companies as well as develop a
marketing plan for accomplishing desired goals.

LO 1: Explain the role of marketing and how it interrelates with other functional units in a
hospitality organisation
Key roles and responsibilities of marketing function
Marketing is the study and management of exchange relationships to satisfy customers
properly. The key to marketing is the process that involves researching, selling, promoting and
distributing products and services to ultimate consumers.
Development of marketing concepts:
Marketing concept which majorly focuses on finding out the right kind of products and services
for the consumers instead of finding consumers for products (Abushadi, 2015). The
development of the marketing concept relies on majorly four pillars that are target market,
requirements or wants of consumers, market base and profitability. So, it is very much potential
for an organization to allocate proper knowledge and information regarding the respective
subject matter. In the context of the TUI group they before conducting marketing gather crucial
knowledge and information.
Here are the marketing functions with their roles and responsibilities are as follows:
Analysis and collection of market information:
The respective function of marketing is very much important for an organization to deliver the
best products and services to the ultimate consumer base. It not only helps in building brand
value but also contribute to achieving consumer loyalty. The major responsibility of the
respective function of marketing is to collect necessary information such as product
preferences, price and consumers' tastes, and preferences so that the organization builds
products accordingly. In the context of the TUI group, they conduct thorough research on the
various subject matter to remain relevant in the market to build products as per the consumer
needs and demand.
Branding is one of the crucial marketing function and it can be only possible by promoting
products and services and giving proper knowledge about products that helps to build a
distinctive image in the marketplace (Allen, 2016). In the context of the TUI group, it provides
various services under one roof that build a positive image in front of marketers as well as
consumers to gain potential outcomes. By using various promotional tools and techniques that
help to attract consumers and decision making positively such as social media, advertisement.

Pricing of products is a very much important attribute not only for the organization but also in
the context of consumers to gain potential outcomes against products and services. It is one of
the most important functions of marketing by allocating all kinds of costs such as maintenance
cost, ordering cost and other factors so that consumers can pay positively for it (Babiuk, Braun
and Campbell, 2015). It is very much essential that price should be effective in comparison to
the organization's competitors. In the context of the TUI group, they affix one of the best prices
by evaluating their amenities and other attributes that are rare in nature. So it is very much
important for an organization to build one of most marketing functions and their contribution
within the organization. The major role of marketing is to collect necessary information about
competitors' pricing strategy and consumers' capacity to pay so that the organization can
charge accordingly.
Roles and responsibilities of marketing related to the wider organizational context
In an organization, various departments work collaboratively in the self-interest of one another
by sharing the roles and responsibilities. In an organisation kind of departments or divisions
existed and their interrelationship with the marketing department that is as follows;
Marketing and production: In an organisation marketing and production department
both are interrelated with each other because marketing division help in identifying customer
needs and want as per the production department produce goods (Zaccagnini and Pechacek,
2019). As with the assistance of marketing department production will done according to
requirement of customers which result in making them satisfy within more effective manner.
Marketing and Human Resources: working of these both department is interrelated
with each other as Human resource division hire staff members for marketing activity. They will
help them in conducting marketing related activity within more effective manner.
Marketing with Finance department: Finance and marketing are the two major pillar of
an organization that contributes to the growth and profitability by contributing the best efforts to
each other. As finance concerned with all financial aspects such as profits, cost, the feasibility of
projects and growth at the year-end while marketing related to sales targets, the volume of sales
and sales growth in comparison to competitors and advertising with publicity (Groucutt and
Hopkins, 2015). First it is important to know that without the advertisement and publicity of
products, the sales of an organization cannot be improved and without sales, the organization
will not able to generate profitability. Similarly, to gain sustainability successful marketing is very
much potential by a strong base of finance to gain sustainability. In the context of the TUI group

they by defining roles and responsibilities of various departments within the organization
attribute one of best efforts to remain competitive in the marketplace.
So all departments in an organization share the common goals and objectives by
allocating roles and responsibilities to one another so that every individual can give one of their
best efforts in organizational as well as self-development.
LO 2: Compare ways in which hospitality organisations use elements of the marketing
mix (7Ps) to achieve overall business objectives
Marketing Mix
The marketing mix is a set of actions or tactics which utilize by an organization for promoting
the brand name and product of the company within a market area with the motive of gaining
competitive advantages. Below mentioned is a comparison within two travel and tourism sector
organization i.e., TUI Group and Cox & Kings Ltd for identifying their important attributes.
Explanation of these are as follows
Marketing mix TUI Group Cox & Kings Ltd
Product TUI is offering wide product
range as they are offering
mainly 5 type of goods and
services. They have individual
product line for every offering
but all of them are sold under
brand name of TUI. Through
there large product portfolio
they are providing choice to
customers for selecting best
out of available. In its product
portfolio consisted of strong
tour operators, 1600 travel
agencies and online portal, six
airlines with 150 aircraft, 380
Cox & Kings Ltd is also travel
and tourism organisation
which organise which offering
wide range of product and
services related to respective
sector. These are tour
operators, charter airlines,
scheduled airlines and hotels
by online booking. Thus, they
have range of offerings which
result in generating high level
of revenue.

hotels and many more.
Price The pricing strategy of TUI
group is competitive based
pricing strategy, for that they
collect data and information
about competitors in order to
gain important insights. They
also takes into consideration
the cost to set prices that are
costlier in nature to remain
competitive in marketplace.
they offer bundle pricing in
which products sold in bundles
or stock rather than individual
pricing to cut the cost in
effective manner.
At the end of the year in 2015
their estimated revenue was
2,569 cores. They targeted
frequent travellers as they are
offer tours with financial
services to enhance their profit
and revenue. They use
competitive pricing in which a
company allocate pricing as
per the competitors price
strategy.
Place TUI group sell its products and
services by using two
channels, the first channel in
which it directly sells to
consumers by using the online
website. The another channel
is to sell by whole seller who
sell to various retailer located
in different places to reach at
large no. of consumers. They
are present on over the 500
retailer throughout the nation.
By following intensive kind of
marketing strategy which tries
Walkabout Scotland has
spread over the local to
international arena in which
includes the several countries
to optimise best outputs. It
provides travel and tours
services for various
destinations which includes
UK, Egypt, Greece, Caribbean
and Corfu, Portugal and
Turkey. Recently they have
distinct five divisions to carry
out their operations such as
Northern Europe, West

to include its products on
many retailers as possible.
They operated in UK,
Belgium, Germany,
Netherlands and Sweden.
Europe, German Airlines and
tour operators in kinds of
places. By using the wide
spread distribution channel, it
reach at large no. of consumer
base in positive manner.
Promotion TUI group use multimedia
channel to promote their
products and services into the
marketplace. By using
advertisement on TV and radio
as it proved beneficial for them
to reach at large no. of
consumer in positive manner.
By using online and social
media advertising by focusing
on YouTube, Facebook and
Twitter as consumers consume
widely.
Cox & Kings Ltd by using the
aggressive marketing policy,
maintain its brand value in the
international marketplace. By
using the innovative and
informative campaigns by
using print and electronic
media to optimise one of best
outcomes. They also use
various sponsorship tools to
enhance visibility in
marketplace.
People The Team of TUI group
working under the sales team
which plays very much crucial
role in its best marketing
efforts (Kuntonbutr,2019).
Respective people working
with their customer service
department in order to serve in
best manner for serving
consumers in positive manner.
They have skilled workforce
and professionally trained
employees with security
personnel with decision
makers that contribute one of
their best efforts in achieving
organisational goals and
objectives in proper manner. In
context of Cox & Kings Ltd
they by providing skills and
competency with help of

training sessions enables to
gain potential outcomes.
Process Related with the system which
used by the organisation helps
them to deliver one of best
services to ultimate consumer
for that they use time tables in
order to avoid delays on
running the tours. They by
allocating the orders in order
to give one of their best
efforts.
They have several processes
which they allow, customer
acquisition done by with the
help of generating the ads and
marketing. As when
consumers come for enquiry
customization effect should be
provided to provide best
results.
Physical evidence Physical evidence is an
important attribute of the
service mix which helps to
evaluate or examine the
perceptions based view of
service provider (Arendt and
Allain, 2019.). In context of
TUI group, it provides
packages to consumers by
delivering special attributes
and discounts on them to
enlarge business opportunities
in positive manner. Their apps
and websites one of best
physical evidence in order to
gain fruitful outcomes.
By using the hoardings that are
one of best way to
acknowledge necessary
information to consumers
about organisational products
and services to optimise one of
best outputs. They provide
forex mobile apps to cater
international caters in order to
remain competitive in the
marketplace.

LO 3: Develop a basic marketing plan to meet marketing objectives for a hospitality
organisation
Produce a basic marketing plan
A marketing plan is written document within that overall business strategy has been outlined as
well as their offerings. In the relation of the TUI group which aimed to launch a wearable device
that will track their experience and give a personalized experience to customers. It helps them in
gaining competitive advantages within a market area as well as with the development of
wearable, customizable and RFID equipped magic band which assists in reducing down waiting
for time and ability to track the location of guests for providing them one of the best services.
Executive summary: TUI group which is a multinational travel and tourism company whose
headquarter is located at Hannover, Germany. It was founded in 1923 and serving in North
America Europe. Products offering by them are holiday packages, hotels, resorts, cruise lines,
charter and scheduled passenger airline, as well as services, are a travel agency. They aimed
to launch a new product for customers i.e., a wearable device that helps in reducing waiting time
and helps in tracking location to a guest so they can reach properly.
Mission and vision: Discovering the world’s diversity, exploring new horizons, experiencing
foreign countries and cultures: travel broadens people’s minds. At TUI we create unforgettable
moments for customers at a worldwide level and make their dreams come true. Think about
Travel. Think TUI.
Objectives:
To provide one of the best quality services in the form of travel and tour packages to consumers
for customized experiences.
To enhance profitability by 25% in the upcoming year.
To obtain advanced technology to give one of the best experiences to consumers.

SWOT analysis:
Strength Weakness
 One of the major strength TUI Group
has is good return on capital invested.
 Along with this they have high level of
customer satisfaction.
 They have highly skilled workforce by
their successful training and learning
programs.
 Investment in Research and
Development is below the fastest
growing players in the industry.
 There is gap within range of products
offering by TUI group.
 There is no proper financial planning
doing by them.
Opportunity Threats
 One of the major opportunity TUI
group have is that they are getting new
customers through Online Channel.
 Decreasing transportation cost because
of lower shipping prices because it
result in cutting cost of TUI group
products which result in boosting
revenue.
 Raising raw material rate will result in
threat on profitability of TUI group.
 Along with this, rising competition
within respective industry also become
threat for company.
Marketing mix: It is a combination of factors that are controlled by the company to influence
consumers to purchase their products and services. 7P’s of marketing are as follows in a
relation of TUI group:
Product – TUI Group will offer a wearable device in which they can track customer services
and experience. Along with this, they deal with several other products and services related to
travel and tourism for making their customers satisfied.
Price – Respective company is using a premium pricing strategy as they are offering a unique
product which helps in satisfying customers requirement within a more effective manner.
Place – Company will sale this product online as well as offline method. An organization needs
to select such a place to sell the product which is easily available for targeted customers.

Promotion – For promotional and advertisement purposes TUI Group is using social media as
well as advertisement as a promotional tool. Because this helps in easy gaining the attention of
customers.
People – Within an organization there sales staff play an important role so for serving
customers in an effective manner TUI group provide training as well as development session to
their employees.
Physical evidence – By using the apps and their website by which they deliver potential
knowledge to their consumers.
Process - They use both online and manual methods to reach ultimate consumers to remain
competitive in the marketplace.
STP (Segmentation, targeting and positioning):
MARKETING BUDGET (£)
PARTICULARS Ist Year IInd Year IIIrd Year IVth Year Vth Year
Innovative services 3000 5000 9000 9960 12970
Investment 7300 9500 12830 18630 25550
TOTAL 10300 14500 21830 28590 38520
MARKETING OUTLAY
Promotional
activities 5746 1500 5000 1875 1211
Selling activities 2365 800 2452 1492 1050
Direct selling 3235 1900 4651 1000 4434
TOTAL 11346 4200 12103 4467 6405
Monitoring and controlling:

After implementing plans and policies framed by the government now it’s time to monitor all
these ineffective manners for gaining positive outcomes. In the relation of TUI Group, they are
launching new products after analysing available market opportunities. Then, they should have
to use key performance indicators as well as several other tools to set standards for gaining
effectual results.

CONCLUSION
After going through the above discussion it has been summarised that there are several
activities which have been performed by the marketing division. All these will result in the growth
and development of the company effectively. Along with this, the respective department
identifies customers' needs and provide them as per the requirement for enhancing their
satisfaction level. The marketing department also works closely with other organizational
functions to ensure improved performance as they are getting the inputs from each other to get
the desired output. The marketing mix allows the firm to determine its different aspects of the
business and comparing it with competitors will enable the firm to determine its effectiveness.

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