Hospitality Marketing Essentials

Unit 15 - Hospitality
Marketing Essentials

Table of Contents
INTRODUCTION................................................................................................................................3
TASK 1.................................................................................................................................................3
P1 Discuss roles & responsibilities of marketing function in hospitality industry........................3
P2 Examine inter-relation of roles & responsibility in organisational context. .............................5
TASK 2.................................................................................................................................................6
P3 Compare the ways in which different organisations apply marketing mix to marketing
planning process to achieve business objectives.............................................................................6
TASK 3................................................................................................................................................9
P4 Produce and evaluate a basic marketing plan for an organisation..............................................9
CONCLUSION..................................................................................................................................12
REFERENCES...................................................................................................................................13
Books & Journal:...........................................................................................................................13

INTRODUCTION
Hospitality industry is wider & broader sector which includes wider category of services
such as food & drinks, event planning, theme parks etc. With changing period of time, this sector
has changed at lager scale. Main aim of this report is to understand the importance of marketing
essential that are used to achieve objectives (Akbar, 2017). The Landmark London Hotel, a five star
hotel headquartered in U.K. The hotel provides wide number of services such as WI-Fi, Online
room booking & cancellation, online feedbacks & reviews etc. This report comprises of roles &
responsibilities of marketing functions, inter-relation of roles as well as responsibilities to
organisation, marketing mix and marketing plan.
TASK 1
P1 Discuss roles & responsibilities of marketing function in hospitality industry
Marketing functions are important to be considered as needed to be used in proper manner.
These marketing functions also have various types of roles & responsibilities which are required to
be fulfilled in proper manner. It is necessary to focus on these functions so that it is easy to achieve
goals as well as objectives in most appropriate way. In context of The Landmark London Hotel they
also use marketing functions to fulfil their overall vision and mission. So, various types of roles &
responsibilities are discussed as follows-
Roles
Identification of demands of customers-
It is important role of marketing function in which main role is to examine & identify the
needs of customer so that it is easier to make decision about how to fulfil those needs of customers
in most effective way. Moreover, in relevance of chosen hotel, they carry out this role though
implementing of market research at wider scale to gain information about consumer insights. By
properly analysis & identifying the needs of customers, it is easier to achieve competitive benefit in
most effective way (Andika, 2018).
Performing Internal communications-
This is another role of marketing function in which main role is to perform internal
communication so that message is being transmitted within management & process or procedures
are carried out in correct way. It is crucial to have internal communication so that effective results
are produced.
Dividing of market
In this role of marketing function, it shows that it is necessary to divide the market on basis
of variables such as demographic, psycho graphic, geographic etc. By dividing of market, company

is able to examine their potential customer & audience. Through this segmentation, decision
making process & resources are used in most efficient way. In reference of selected firm, they
divide their market on basis of geographic market. Through segmenting of market, it is easy to
classify everything in proper manner. Moreover, information is to be gathered prior to dividing of
market on basis of which appropriate segmentation is done.
Responsibilities
Increasing productivity- It is essential responsibility of marketing function as in this main
responsibility is to increase productivity of business and operations at higher scale. By increasing
productivity, company is able to improve their overall performance. In relevance of chosen
corporation, marketing department improve firm productivity by proper using of resources at right
place.
Market research-
In this responsibility of marketing functions, their main duty is to conduct proper market
research to gain deep market information & insight. It is important to conduct market research so
that it is easy to achieve competitive advantage & strategies are implemented accordingly. By
carrying out appropriate
Developing positive relationship-
It is also important responsibility in which marketing function are required to develop &
establish a positive relationship between management, customers & other department so that work
is done within a period of time (Apio, 2018). This positive relationship assist in accomplishing of
common desired goals. The Landmark London Hotel need to fulfil this reprehensibility in proper
manner.
Current trends of marketing-
 Digitalisation- It is one of the most important and key current trend of marketing in which
every marketing activity is carried out digitally. In this current base of business sector &
rise of pandemic situations the digital technology has been increased higher scale. In
relevance of chosen firm, they are needed to be used this trend at expanded level (Cheng,
2017).
Future trends-
 Use of AI - It is future trend of marketing in which artificial intelligence will be used to
market focus lion data driven in market. The increased use of technology depicts that every
marketer will be using artificial intelligence in future for selling & purchasing.
From discussed matter, it has been examined that it is necessary to fulfil these roles as well
as responsibilities in most appropriate manner. In this hospitality sector, focusing on these help in
making of decisions effectively & which leads to better results.