Roles and Responsibilities of Marketing Function in Hospitality Organisation

This report discusses the roles and responsibilities of the marketing function in a hospitality organization, focusing on Hotel Hilton. It also explores the influence and interrelation of marketing with other functional departments and compares the marketing mix of different hospitality organizations.

Hospitality Marketing
Essentials

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Roles and responsibilities of marketing function in hospitality organisation........................3
P2 Influence and interrelate of marketing with other functional department.............................6
P3 Comparison between marketing mix of different hospitality organisation...........................6
CONCLUSION................................................................................................................................9
TASK 2..........................................................................................................................................10
Covered in PPT.........................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing can be defined as the set of activities that are used by an organisation for
enhancing the sale of products and services in the market by utilising tools and techniques of
marketing. The main motive of marketing is to promote products and services through
advertisement, CSR activities etc. in order to build positive relation with customer's. This report
is written from the perspective of Hotel Hilton which is a international hospitality organisation.
They are operating their business in hospitality industry from more than a century. Hilton hotel
was founded by Conrad Hilton in the year 1919 and its headquarter is situated in Tysons Corner.
Moreover, this report highlights on roles and responsibilities of marketing function in hospitality
organisation (Yang, Luo and Law, 2014). It also focus on marketing mix to achieve business
objectives within two different organisation. In the last, marketing plan for hospitality
organisation to achieve business objectives will also be developed in this report.
TASK 1
P1 Roles and responsibilities of marketing function in hospitality organisation
Marketing department perform a crucial role in the organisation that leads management to
gain top position in market by delegating equal roles and responsibilities to the manager and
employee's of Hotel Hilton. Marketing refers to an activity which is used for the purpose of
promoting goods and services within the market especially to the target audience by using
advertisement, television etc. as a promotional tools and techniques. The aim of marketing is to
search and encourage goods in the market in order to raise more engagement of customer's as
well as lead in the market positions.
Concepts of marketing defined as an idea which helps in analysing the customers
requirement as well as puts more efforts in order to satisfied them effectively in comparison of
their competitors. Basically, there are mainly five concepts of marketing that are in used by the
organisation Hilton for accomplishing goals and objectives in an effective as well as efficient
manner (Vespestad and Mehmetoglu, 2017).
Production concept: It is associated with the manufacturing and their efficiency level as it
mainly focused on customers thinking because they purchase only those goods and services
which are highly present in the marketplace at a reasonable and affordable prices in
comparison of their rivals. In the context of hotel Hilton, thy can adopts this concept in order

to produce products and services at affordable price and raise the efficiency level of
production.
Marketing concept: It is emphasised on analysing the requirements and expectations of
customers after that manufactures goods and services in order to gain maximum level of
customers satisfaction and engagement. This kind of philosophy helps Hilton to improve
their sales and revenue as well.
Product concept: It is related to the assumptions only at a time of producing products and
services (Sun and et. al., 2017). As they can consider that customers want high quality of
goods and services and the products prices does not impacts on their purchasing behaviour
and decisions.
Selling concept: It is emphasised on the sales volume of products and services within the
marketplace rather than develop strong relationship with their customers. The hotel Hilton
can apply this concept through formulating and implementing appropriate promotional
strategies in order to increase awareness of products and services within the market.
Societal marketing concept: It focused on the society's welfare by facilitating better goods and
services to their potential customers. As hotel Hilton can adopt this concept in order to do
sustainable marketing that satisfy the present market demands as well as improve future
customer satisfaction which results in raising profitability.
Present and future trends of marketing:
The market of hospitality industry is speedily changing which impacts on the operational
functions and activities of an organisation like Hilton hotel. Recently, market moves towards the
development of social and relationship marketing that means an organisation focused on making
loyal customers as well as gain huge satisfaction by facilitating required products and services to
their target market (Papatheodorou, 2016). Whereas, in future scenario, technologies becomes
more advanced that influence the several activities of marketing as well as in forthcoming future
the effectiveness of advertisements and telemarketing will be going to decrease.
Different marketing processes:
Within the context of Hilton, there are several steps of marketing process that assists in
finding unrealised requirements of customers and produce goods and services in order to satisfy
them. Such as follows:

 Situational analysis: It is based on the past, present as well as future elements or
situations. At that level, hotel Hilton, requires to analyse internal s well as external
environment of a firm by using tools such as PEST, SWOT etc. Marketing strategy: After analysing the entire market hotel Hilton requires to formulate a
strategic plan through adopting STP as a strategic marketing tool. Marketing mix decision: At that level tactics are examined and make effective decisions
which involves decisions regarding product, price, promotional as well as distribution.
 Implementation and control: After considering all steps lastly focused on launching a
new product and implement as well as control whole plans in order to stay in a market for
a long duration with more customer satisfaction (Rather, 2018).
Roles and responsibilities of marketing functions:
There are several roles and responsibilities of marketing manager of hotel Hilton in order
to perform the activities and functions of marketing in an effective as well as efficient manner.
Some of these are as follows: Conduct market research: Mostly customers may select a hotel on the basis of several
factors like location, transportation, meeting facility, price etc. So a marketing manager
of Hilton must examine all elements which shape their hotel appeal to the customers.
Also, manage and monitor the feedbacks of customers in order to know about the
strengths and weaknesses. Maximise customer awareness: In the hospitality industry it is must for the customers to
search about a specific hotel. So the marketing manager of hotel Hilton is liable to post
detailed information on the destination websites as well as online sites of hotel booking in
order to raise the target audience reach (Neuhofer, Buhalis and Ladkin, 2015).
 Build customer relationships: In order to improve the sales and revenue of a hotel,
developing a positive and strong relationship with their potential customers is required
essentially. As a marketing manager of hotel Hilton, builds and maintain strong
relationship with customer's by facilitating several activities and programmes through
which they are highly engaged with hotel.
P2 Influence and interrelate of marketing with other functional department
Marketing departments perform an crucial role in the organisation that leads management
to perform their work in effective manner by managing and coordinating organisation task and

function with other departments (Martínez, 2015). Therefore, relationship among all
departments of hotel Hilton are mention as follow:
Marketing and finance department- The main role of marketing department is to
satisfy the needs, demands and wants of customer's in proper manner. In the present scenario,
there are various task and activities are managed by marketing departments such as conducting
market research, too understand customers taste and preference, offering discounts and many
more. Therefore, marketing department must communicate with finance department to perform
all the task as per the budget.
Marketing and HR department- HR department and all other departments of
organisation are linked with each other. This governs that all organisation requires effective
workforce to complete their task in proper manner. So marketing department communicate with
HR department to recruit right employee's that are able to increase their products awareness
among the market.
IT department and marketing department- In the present scenario, information
technology is implemented in all operations and functions of organisation. This governs that it is
for marketing department to complete their work in proper manner by using information tools.
Like to build better relations with customer's management uses email, social media platform etc.
to build positive relation by wishing on special occasion (Litvin, Goldsmith and Pan, 2018).
P3 Comparison between marketing mix of different hospitality organisation
Marketing mix refers to the set of action, strategy and tactics that are used by an
organisation to promote their services and brand with the implement of four P's. This refers that
product, price, place and promotion. But in the present scenario, some other P's are also included
such physical evidence, people and process. They are also used by management to formulate
long term relationship with customer's. This refers that they are various task are used by
management to complete the work in appropriate manner. Comparison between marketing mix
of Hyatt and Hilton is mention as follow:
Basis Hotel Hilton Hotel Hyatt
Product Hilton hotel's are classified as
a full service hotel that
undertakes various facilities
Hyatt hotel provide large
number of different products
and services to its customer's

such as meeting, special event
services, gift and retail shop
under a one roof. This governs
Hilton hotel offers facilitating
as well as supporting services
and products to its customer's.
such as accommodation, food
restaurant and catering etc. All
of them are organised under a
different product lines which
are managed by management
of Hyatt hotel in exact manner.
Price The pricing category for hotel
Hilton is based on economy
and premium aspects. It leads
organisation to attract more
number of visitor by deciding
the right prices for its products
and services (Kriechbaumer
and Christodoulidou, 2014).
Further, it help organisation to
capture more market area.
Management of Hyatt hotel is
focused towards the
competitive price strategy to
decide the prices for its
products and services. This
determines that by
understanding cost
consideration of competitors it
is easy to decide right price of
products.
Place Hotel Hilton is offering their
services at a global level by
managing the facilities for
world-wide guest. For this
management control 745,000
rooms in more than 100
countries under the brand
name of Hilton. Along with
this to decide right place hotel
Hilton is focused to select the
premium places which are at
near tourist destination.
Hyatt hotel sale its products by
implementing various
marketing channel that is B to
B and B to C. This determines
Hyatt hotel is providing their
goods to its customer's through
website, applications and
offline also. This also refers
that it helps management to
capture more market area by
delivering its services to
customer's in easy manner
(Jiang and Alexakis, 2017).
Promotion To promote the products is one Hyatt hotel also focused to

of the major task for hotel
Hilton. In order to implement
promotion method effectively
management advertise their
products with print media as
well as digital media to
approach large number of
customer's (Hapsari, Clemes
and Dean, 2015).
attract more number of visitor
and tourist to consume their
services. For this management
organised CSR practices and
activities to attract large
number of customer's. Along
with social media platform
also utilise by organisation to
build better relation with
customer's.
Physical evidence Hotel Hilton manages their
outlets at a global level.
Further, its products and
services are high in quality. So
management select appropriate
colours and design for its
tangible products.
Major part of hospitality
industry is based on service
sector. Therefore, Hyatt hotel
manage their retail outlets and
online platform to manage
their existence into major parts
of the market.
Process Hilton hotel follow the
transparent process and direct
communication channel for its
employee's to manage and
perform their operations at
global level in minimum time
period.
Online delivery process is the
major tools for Hyatt hotel to
perform their work effectively.
This determines all
departments perform their
work through utilising
techniques and tools that are
linked with each other on
online basis (Hackney and et.
al., 2017).
People Hotel Hilton manage large
number of teams to perform
the work in appropriate
Service department and HR
department of Hyatt hotel
provides training to all

manner by providing them
right training to its customer's.
employee's in exact manner
whether they are engage in
marketing or finance
department.
In the present scenario, majority of the hospitality organisation are competing with each
other at global level. This refers that it is mandatory for Hotel Hilton to manage and formulate
marketing mix according to marketing planning. Due to which business objectives of
organisation are achieved in shorter period ( Gursoy and et. al., 2014). Further, to accomplish
organisational goals effectively management of Hotel Hilton implement some tactics which are
mention as follow: Service and product strategy- Hospitality industry perform all type of work and functions
that are related with service as well as product. Like to manage accommodation of guest
is a service based task. Whereas, to deliver food and beverage is the product based task to
perform their work in appropriate manner.
 Marketing strategies to target customers- Customer's are the key stakeholders of the
organisation that leads Hotel Hilton to achieve top position in market. This governs that it
is easy for management to decide and design right product and services for the customer's
through segmenting them on several basis such as demographic, age and area. It results
this is easy for Hilton marketing department to fulfil the needs of its target customers.
CONCLUSION
In the last, by analysing the above report it is concluded that marketing department
perform various roles and responsibilities in the organisation. This leads management to
complete their task towards the accomplishment of goals and objective in specified time period.
Market research is one of the major role that is performed by management to accomplish their
work in proper manner. On other side, to build better relations and to enhance customers
awareness are also responsibilities of organisation that increases goodwill of organisation in the
market as well as to introduce new products and services in hospitality industry.

TASK 2
Covered in PPT.

REFERENCES
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