Roles and Responsibility of Marketing Functions in Hilton Hotel
Added on 2021-06-01
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Table of ContentsIntroduction:................................................................................................................................................3Learning Outcome 1: Role of marketing and the interrelation of marketing with other functional unites in a hospitality context.....................................................................................................................................31.1.Marketing concept:......................................................................................................................31.2.Roles and responsibility of marketing functions in Hilton hotel:.................................................41.3.Inter-relationship between marketing and other functions:..........................................................4Learning outcome 2: The use of marketing mix elements in hospitality industry to achieve overall business objectives......................................................................................................................................52.1. Marketing mix:.................................................................................................................................52.2. Application of marketing mix:..........................................................................................................6Learning Outcome 3: A basic marketing plan to meet marketing objectives for Hilton Hotel.....................83.1. Strategic marketing plan:..................................................................................................................83.2. Strategic marketing plan:..................................................................................................................8References:................................................................................................................................................10Appendix: SWOT analysis of Hilton Hotel...............................................................................................112
Introduction: Hospitality marketing is the process of getting hospitality products and services to the travelers,visitors and guests. Hospitality industry segment includes hotels and resort, restaurant, touringcompany, travel agency, amusement parks, etc. Hospitality marketing concept is based on thepremise that hospitality organisations determine the needs and expectations of customers, andthen design products and services which meet those needs and expectations, while meeting thegoals of the organization (Reid and Bojanic, 2010).Hilton Worldwide, a global hospitality company operates numbers of hospitality brands in theglobal accommodation service industry. As of 2020, there are more than 600 Hilton Hotel andResorts properties in around 100 countries. Hilton Hotels and Resorts in the flagship brand ofHilton Worldwide. It targets mostly high-end travelers who travel for leisure and businesspurpose. Hilton Hotels and Resort strive to offer quality hospitality services to the customer tocreate heartfelt experience for the guests (Hilton, 2021). The marketing department of HiltonHotel and Resorts play the key role in determine the changing customer needs and expectationand thereby designing the products and services and delivering them in a meaningful andconvenient way to the guests. This written hotel marketing report is produced for Hilton Hotel and Resorts based on threespecific learning outcomes as stated in the report. Learning Outcome 1: Role of marketing and the interrelation of marketingwith other functional unites in a hospitality context 1.1.Marketing concept: Marketing simply refers to the process that gets the products and services of a company to thecustomers (banis et al., 2013). According to Kotler et al. (2009), marketing is a process used bythe organizations to create value for the customers and strong relationships with customers inorder to attain business goals through creating and offering products and services to theconsumers. The origin of modern marketing lies around the time of industrial revolution in the eighteenthcentury. However, the concept and process has been continuously adapted and developedbecause of the growth in global markets and competitiveness. Modern marketing relates totechnological development and corporate social responsibilities. The aspects of digital story-telling and the use of e-marketing is the latest expansion in marketing concept and process(Keelson, 2012).Marketing concept and process is based on four pillars, customer customers, customerrequirements and expectations, incorporated market and profitability (Banis et al., 2013). Themarketing plan starts with a well-defined target market and target customers, focuses on theneeds and expectations of targeted customers, coordinates all the interrelated activities that willaffect consumers, and bring the financial value for the organization through attaining customersatisfaction (Reid and Bojanci, 2010).3
1.2.Roles and responsibility of marketing functions in Hilton hotel:Hilton Hotel is a global hotel chain consisting of numerous upscale hotel and resorts as well aschoice service hotels. Hilton offers a wide range of products and services to guests from differentmarket segments. It has been a leading hotel brands around the world over the years. Themarketing efforts helped the company to be a preferred place to the travelers. The customer-driven marketing efforts to get competitive advantage in the global market is the key to Hiltonsuccess (Prataph, 2020). The marketing team of Hilton hotel work at individual brand level and enterprise level. Theindividual brand marketing strategies and the enterprise marketing strategies are used to reach itscustomers and potential guests (Talbot, 2019). The marketing department of Hilton Hotel andResort plays the key role in making the hotel viable and profitable. This department createsawareness, engage customers, research the market and competitors and their products, preparemarketing promotion and ensure seamless delivery of the products and service (Zarrina, 2020). The individual marketing department of specific hotel plays the following roles andresponsibility (Pratap, 2020): 1.Developing and executing robust, destination-specific marketing strategy. Strongconsumer design targets, brand architecture and brand positioning are the keys in meetingunique customer needs and therefore building long term relationship with customers. 2.Conducting through research to identify deep consumer insight and collect data based onwhich marketing strategies are developed. 3.Refining the key message points to ensure that an adequate marketing mix is developedand promoted. 4.Collaboration with key destination partners including county or city officials, Chamber ofCommerce and convention centers. 5.Collaboration between other Hilton-branded hotels in the market.1.3.Inter-relationship between marketing and other functions:Marketing department needs interact with other functional units within the organizationsirrespective to the industry or the nature of the business. The quality movement, serviceexpansion and the overall marketing effectiveness significantly depends on the interrelationshipsbetween marketing and other functional units including human resource, finance, and production(Orsini, 2015). In a hotel industry context, marketing functions needs to interrelate with otherfunctional areas including front desk office, housekeeping, maintenance, event management,food and beverage, safety and security, etc (Banis et al., 2013). Hilton hotels and Resorts have various functional units which have significance relationship withmarketing. Among them product development, human resource and finance are the keyfunctional units of the company. In the case of finance, marketing function need to interact tohave adequate budget allocation for the marketing activities. In addition, finance function helpsmarketing department to set targets and objectives to generate profit for the hotel. 4
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