Hospitality Marketing Essentials

This report discusses the roles and responsibilities of marketing function in the hospitality industry, the interrelationship between marketing and other functional departments, the value and importance of marketing role in promoting a brand, the marketing mix, and the significance of effective interrelationships between different functional departments.

UNIT 15 - HOSPITALITY
MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
Activity 1.........................................................................................................................................3
Roles and responsibilities of marketing function.........................................................................3
Interrelationship of marketing and other functional department.................................................4
Value and importance of marketing role.....................................................................................6
Marketing Mix.............................................................................................................................6
The significance of effective interrelationships between different functional departments......10
Activity 2.......................................................................................................................................10
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is about to promote company's products and services in front of potential
customer in market. This report is on the case study of The Hotel Queen's Park. Company is
currently associated with the hospitality sector. This report is about marketing and promotion in
context to hospitality organisation. Henceforth, report will discuss various roles and
responsibilities related to the marketing functions. Interrelationship between departments in
organisation at a company level; will also discuss in this project. Analytical review in-between
various functional departments of company is also reflected under this project. Furthermore, this
project would precisely justify marketing plan based on need and requirements of business
entity.
Activity 1
Roles and responsibilities of marketing function
Marketing is defined a s a practice that involve advertisement of company's products in
the respectrive market. Today the business environment become so wast that could offer trends
like online and offline trading in marketing. Offline marketing attract to practices like holding,
boards, posters and such related practices are channelises. To deliver the online marketing
practices like social media, digital marketing, search engine optimisation and many such
practices are explored to meet business objectives of company (Campbell and et.al., 2020). In
context to The Hotel Queen's Park following are the roles and responsibilities marketing
operations entertained by business entity.
Improving growth of company: Marketing allow company to maximises the growth of the
business entity. Advancement of growth possibility of business entity is the major responsibility
attached with the business entity in regard to the marketing operations. Marketing involve
exposing services and products offer by The Hotel Queen's Park in front of potential customers
in market (Zeithaml and et.al., 2020). Promotions is the only source available with the company
that can motivate customers to buy the practices offer by organisation.
Boost up sales of company: Enhancing sales of company is the key role marketing operations
play in the organisation. This is among the prominent advantage marketing function entertained
to business entity. Every year The Hotel Queen's Park is achieving a significant level of boost in
sales of company with support of diversified marketing activities sponsors by the organisation.

Cherish brand value of company: Marketing functions of company carry significant amount of
advantages that can only be deliver with support of the effective marketing activities. This
provide boost in company's branding. Brand value is identified as the dignity of company in
between potential customers of business entity (Ritz, Wolf and McQuitty, 2019). This is also a
crucial part of marketing activities where the business entity try to cherish the overall brand
value with support of the diversified marketing campaign entertained by the organisation.
Marketing team at The Hotel Queen's Park usage different tools and techniques like search
engine optimisation, digital branding and other such techniques to take strategic advantages
against the marketing activities deliver by the business entity.
Attracting new customers: Marketing operations undertake by business entity allow the
business entity to significantly attract new customers in the respective market. Attracting new
potential customers to gain the sales turnover is a key strategic feature marketing activities
deliver to the business entity. This is the premium responsibility attached with the business entity
where it tries to attract new potential customers to buy services offer by The Hotel Queen's Park.
Company also give suitable offers like discounts under this so that company can meet this
responsibility.
The above mentioned role and responsibilities are the prominent aspects related to the
marketing operations entertained by the organisation. It can be stated that marketing is the key
tool that support the organisation to achieve the overall objectives behind the business operations
deliver by the company.
Interrelationship of marketing and other functional department
In relation to The Hotel Queen's Park where all operations is segregated into different
departments. Interrelationship between departments could have been reflected in following
points that can allow the organisation to achieve the overall objectives behind the business
operations entertained.
Marketing and sales department: Marketing and sales departments both are interlinked with
each other. Both the departments put collaborative efforts to meet the business objectives of
company. Sales team of The Hotel Queen's Park try to merge the sales target in the marketing
objectives so that a combined effort could have been put to deliver the aim and objectives behind
the business activities entertained. Sales team also try to create a certain trend through effective
marketing approach (Valos and et.al., 2017). Whereas, marketing team required support from

sales team to get proper information in relation to product and services in the respective market.
Target of marketing team is merged with the sales team as the basic role of both the team is to
enhance the sales turnover of the business entity. If the organisation aim to achieve all its
objectives than both these departments required to work collaboratively.
Marketing and human resource departments: Marketing team favour the human resource
department to launch the recruitment campaigns of organisation. In order to meet the
responsibility and objectives human resource department marketing team play role where they
try to present the recruitment drive in front of graduates from all the top-level of institutions and
colleges so that department recruit the best possible hiring. On the other side human resource
department support marketing team by recruiting the best possible talent of employees over
different designated position role in the department. Human resource team also provide suitable
training campaigns to the marketing professionals so that they can deliver the best level of
professional practices against the business operations channelises by the department.
Marketing and finance department: Marketing and finance department work mutually so that
company can match its overall business objectives. Marketing department provide an effective
research related to hospitality sector so that finance team can develop strategic partnership with
different stakeholder group. The other side finance team support marketing team with allocation
of proper marketing budget (Powell and Osborne, 2020). The financial resource department
assist to the marketing team favour them in channelising all different campaigns. Both these
departments work collaboratively for the company to achieve the overall business objectives of
entity.
Marketing and operation department: Marketing team and operation team work together so
that customer expectations, need and requirements could have been meet. Both the department
collaborate with each other so that best level of excellency could have been achieved by the
organisation in order to meet the business objectives.
The above included points reflect that how the department in The Hotel Queen's Park
work together to achieve the overall objectives of the business of company. If the entity look to
achieve all its objectives behind business operations entertained than all these departments need
top work collaboratively.

Value and importance of marketing role
Marketing allow the companies to build a brand image in the market space and also to
attract new customers in order maintaining fidelity (Powell, 2020). For Hotel Queen's Park,
customer loyalty is the main factor associated with designated role of marketing managers and
executives who solely practice to cherish the brand value and loyalty attached with the customer
base of the business entity. In order to achieve the best level of outcomes against marketing
practices manager has to formulate suitable marketing plan. Research strategy is one of the
strategy that marketing manager use in order to perform its associated responsibilities. Market
research allow and guide the manager to know the possible area that needed to represent with
support of marketing campaign of company. Research is also conducted over the customer and
its need or want. With the help of speaking and monitoring customers reviews on various
platforms, marketers of the hotel industry makes the services outstanding and improved.
Marketing managers also have to spread awareness in between the customers of company about
products of company and services it delivers to potential customers in market. Another smart and
important activity offered by marketing managers are the promotion of the hotel as introducing
incentives and offering them to the consumers and their guests are some important ways to
promote the work and at last building relationships is also highly inbuilt with the marketing
operations of company.
Marketing Mix
Marketing mix is the tool that is used to cover up all different areas related to marketing
campaign company formulate. This is comprises with different elements like product, price,
place, promotion and many such factors that can potentially influence the business operations of
organisation (Durgam, 2018). This tool helps the company to make profitable business decision
so that overall objectives behind the business operations could have been channelises by the
company.
This particular activity is generally prepared by the directors of sales and marketing or
sales managers of the Queen's Park. They tool is about to ensure that hotel should have the right
facilities and services identifies or describes good promotional strategies prepared by marketers
with support of access to both the mediums online and offline mode of operations (Harrison ,
2017).

Marketing mix elements Queen's Park Rosewood
Product Queen's park company contain
a broad and diversified
portfolio in hospitality sector.
The hotel believes in constant
up gradation in their services
offered to their customers. The
brand currently operating 30
different hotels of different
luxury class or categories. The
establishment offers
personalized and premium
services to their consumers.
The infrastructure is consists
of all necessary equipments
such as latest technology,
laundry services, courier
services, medical facilities,
baby care, banquet bar, money
exchange and many more.
Rosewood offers business
services that consist of core
products in order to sustain
their brand image in front of
their competitors. Augmented
products offered by
establishment are luxurious
rooms, discounts, attractive
exterior, high class restaurants
and relaxed environment.
Their infrastructure is also
consists of all necessary
equipments in order to serve in
the best way to their guests.
Price Prices of the hotel allow the
company to serve its products
to all economic class or
category of customers in
respective market. Queen's
park hotel offer good food,
services at an affordable prices
and the marketing managers of
the hotel has adopted premium
pricing strategies as it offers
Rosewood offers its services
based on the economic pricing
strategies as well as some of
their resorts follow premium
pricing strategies in order to
attract more customers
towards their business. Hotel
brand portfolio target visitors
in the upper middle class
guests who visited at the

value based prices and
services. Hotel offers effective
discounts and offers to their
guests. The hotels also offer
refundable services to their
customers.
hotels. Rosewood also offers
attractive prices to their
customers and a range of
affordable luxury services to
its upper middle class visitors.
Place The hotel is located at all posh
areas of UK, London. It cater
to solo tourists as well as the
people roaming along with the
family members. Location of
hotel make it more
approachable for its customers
in the respective market.
Rosewood operates its
business functions at a
worldwide level with support
of its 28 hotels in 16 countries.
The hotels of Rosewood
provide luxury delegate luxury
rooms and services that can
make the customer experience
more lavish.
Promotion For promotions, the hotel
mainly focused on digital
channels and inclusion of
several reward programs to
maintain consumer loyalty.
The websites and applications
are also among the key source
of promotion of products and
services offer by the business
entity. Company offer quality
discount to its existing
customers so that they can
constantly visit the property of
hotel.
Rosewood follows multiple
media channels for marketing
and promotions. With the help
of newspaper and templates
the hotel promote their
services in the respective
market. Company collects data
so that it can run its campaign
in the right direction.
People Queen's Park provide Rosewood hotels also have

employment opportunities to
approximately 85,000 people
all across the UK (Hossain,
2020). Over the past several
years, the company has earned
strong recognition in the
market. Company owns a
diversified hierarchy that make
the hotel more competitive
employment opportunity.
classified into multiple
departments in all its hotels
and resort. Over all
establishment offer
employment to around 77,000
people all over their hotels as
the employees plays a vital
role in delivering satisfied
consumer oriented practices,
which further make the brand
more capable to address all
customer issues.
Process Queen's park has focused
towards enhancing the process
so that better operation
effectiveness could have been
achieved by the company.
Recently, the company has
tried to cherish the digital
platforms to improve the
process.
Rosewood company has
adopted more off traditional
process and practices
delivering the business
operations. The process of
company is more like physical
where every single functional
responsibility hold physical
vitrifaction chain to ensure the
effectiveness.
Physical Evidence The physical evidence is the
inclusion of properties and
amenities that can attract
customer towards the business.
Room amenities of Queen's
Park are highly equipped that
involve mobile check to ensure
the practices.
Rosewood company use
physical evidence to ensure
the effectiveness and quality
of products and services offer
by the business entity.

The significance of effective interrelationships between different functional departments
Organisation hierarchy of the Queen's Park Hotel is segregated into multiple departments
and functional direction (Liang, 2017). With the help of effective coordination among various
departments of the company tries to ensure effective control in operations and functional
responsibilities attached with the organisation. Organisation hierarchy of the company is
segregated into multiple departments like marketing, sales, finance, human resources and many
such departments (Jung, 2018). IN case the business entity try to achieve the best form of control
and effectiveness in the operation and respective sector it needed to achieve the best form of
coordination ion all the departments associated with the organisation hierarchy. Interrelationship
between department significantly attract company to achieve high level of customer expectation
in market. Also it makes the growth of company stronger due to the high operational efficiency
of the hotel.
Activity 2
Covered in PPT
CONCLUSION
Marketing of company play an important role in building brand image, attracting new
customers and maintaining customer loyalty. The marketing managers of the Queen's Park wants
to ensure that the quality of services of hotel must be keen towards ensuring best form of
customer satisfaction rate.

REFERENCES
Books and Journals
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Zeithaml, V. A. and et.al., 2020. A theories-in-use approach to building marketing
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Ritz, W., Wolf, M. and McQuitty, S., 2019. Digital marketing adoption and success for small
businesses. Journal of Research in Interactive Marketing.
Valos, M. J. and et.al., 2017. Integrating social media within an integrated marketing
communication decision-making framework. Journal of Marketing Management. 33(17-
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Powell, M. and Osborne, S. P., 2020. Social enterprises, marketing, and sustainable public
service provision. International Review of Administrative Sciences. 86(1). pp.62-79.
Durgam, V., 2018. Social Media and its Role in Marketing. International Journal of Advanced
Research in Management, 9(2).
Cross, S.N., Harrison, R.L. and Gilly, M.C., 2017. The Role of Marketing in Ritual
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Hossain, M.S., Kannan, S.N. and Raman Nair, S.K.K., 2020. Factors Influencing Sustainable
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Hospitality & Tourism, pp.1-32.
Phuong, T.T.K. and Tran, T.V., 2020. Job Satisfaction, Employee Loyalty and Job Performance
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Liang, T.L., Chang, H.F., and Lin, C.W., 2017. Transformational leadership and employee
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Jung, H.S. and Yoon, H.H., 2018. Improving frontline service employees' innovative behavior
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