Hospitality Marketing Essentials

This assignment discusses the key roles and responsibilities of marketing function in the hospitality industry, with a focus on Coworth Park hotel. It covers the concept of marketing, marketing process, and the role of marketing in relation to other functional units. It also compares the marketing mix of Coworth Park hotel with Stoke park hotel.

Hospitality Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
P1) Key roles and responsibility of marketing function.............................................................1
P2) Role and responsibility of marketing in relation to wider organisational context................3
LO 2.................................................................................................................................................5
P3) Comparison between marketing mix ...................................................................................5
LO3..................................................................................................................................................8
P3) Marketing plans and strategy................................................................................................8
This part is being covered in PPT...............................................................................................8
CONCLUUSION ............................................................................................................................8
REFERENCES................................................................................................................................9
.........................................................................................................................................................9

INTRODUCTION
The hospitality industry that mainly comprises companies associated with
accommodations, food services, recreations and entertainment sectors is characterised as one of
the most fast growing industry across all world including UK also. With the increasing in size
and importance in hospitality the competition level is also increasing thus, the role of marketing
function is also becoming crucial and necessary for all organisation (Okumus and Cetin, 2018).
Following assignment is based on hospitality marketing essential and the chosen organisation for
this report is Coworth Park hotel situated at Ascot, Berkshire, England, UK which is a luxury
countryside resort spans over acres of land and providing a vast range of services and facilities to
its customer that includes hotels rooms, spa, polo ground, heated pool, etc. This assignment
includes concept of marketing together with its role and responsibility. Beside this, an analysis of
its influence and interrelation with other functional unit is also included. Along with a this, use of
marketing mix in achieving set goals and objective is also there.
LO 1
P1) Key roles and responsibility of marketing function
Concept of marketing
Marketing concept is mainly associated with philosophy of organisation that emphasis on
analysis of customer needs to take best possible decision to satisfy those needs and desire better
than its competitors (Hassanien and Dale, 2019). Marketing also includes various promotional
and communication tool to attract and cater consumers through transferring relevant information
about the product of organisation. The current trend of marketing includes use of online or digital
media for developing a better integration and relation among organisation and its customer that
includes use of social media like Facebook, Instagram, twitter and other online website. The
future trend of marketing will be more focused towards use of artificial intelligence to provide a
much better interface to clients, firms and customers.
Overview of marketing process
Marketing process aim at analysing and identifying various opportunity in the market and
includes selection of most profitable target market and marketing planning and control. The
planning process of any hospitality organisation like Coworth Park hotel includes following four
process or elements:
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Strategic marketing analysis- This process includes timely and well coordinated market
research with the aim of identifying needs, preferences and demand of customers in the target
market.
Marketing mix planning- This step of marketing process involve strategy formulation
and deciding various tactics to achieve the strategic goal including decisions regarding product,
prices, place, promotions and other components of marketing mix (Eletxigerra, Barrutia and
Echebarria, 2018).
Marketing implementation- This step focuses on developing a harmony and coordination
among various marketing components and tool like advertising, sales promotion, publicity ideas,
etc. to ensure the effective implementation and execution of marketing plan.
Marketing control- It includes timely evaluation of marketing plan on periodic basis to
ensure achieving its objective. Various control measures are also adopted by firms to have a
check and control efficiency, productivity and performance of overall marketing function.
Role and responsibilities of marketing function
In the current dynamic and fast growing business environment marketing plays a crucial
role in success of all organisation. Coworth Park hotel is a hospitality organisation of UK which
is providing an ideal destination and best hotel services for its customers that includes acres of
parkland and spacious playground to room outside in fresh air with completely safety. Beside
this, Polo ground and Equestrian centre are also there that provides a wonderful way of
enjoyment to its customers. Beside this, an effective marketing team is also there to help, advise
and generally sort issues and problems of customers together with promotion of its Coworth
Park hotel (Dixit, Lee, and Loo, 2019)(Bao, 2018). The other crucial and important role and
responsibility played by marketing function of Coworth Park hotel are as follows:
Periodic market analysis- It is the responsibility of marketing team to conduct periodic
market research and analysis to get information about current trends and scenario of market. The
marketing function of Coworth Park hotel, includes timely market research to get better
understanding about current situation of target market and to have an overview about desires and
demands of customers together with knowledge about various strategy and plans of competitors
(Malik and Sharma, 2019).
Strategy formulation- Marketing function is having an important role in developing and
formulating a strategy as it one that is having the maximum information about the current market
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trends and situation thus, plays a crucial role in adopting and formulation best strategy as per the
current situation of market. In Coworth Park hotel also marketing function aim at keeping a
balance between current market trends and policy and strategy of organisation so that best
possible results can be achieved and also ensures the fulfilment of targets well on time.
Product development- Apart from strategy formulation, marketing function is also
having a significant role in product development as marketing makes an organisation aware
about the current pricing trend and potential demands and desire of customers thus, facilitates
delivery of desired goods and services (Melissen and Sauer, 2018). For Coworth Park hotel also,
marketing functions makes this organisation aware about the current demands and desire of
customers so that they can also provide and deliver that services and facilities to its customers.
Beside this, marketing also provide information about the prices strategy of competitors so that
Coworth Park hotel can provide its facilities to customers at most adequate price level to attract
and cater more customers.
Promotion and communication- It is the most important role and responsibility of
marketing function of any organisation that aim at communicating and promoting positive
aspects and features of an organisation and aim at enhancing the overall image of products and
brand of an organisation. In Coworth Park hotel, use of various tools and techniques like social
media and other digital promotional and advertising tool are made by its marketing function to
ensure timely and interrupted flow of information among its customers and other related parties
to have better integration and relation with its customers. This role of marketing function of
Coworth Park hotel ensures better brand positioning and makes it different and superior than its
other competitors in the market to have better productivity and profitability.
P2) Role and responsibility of marketing in relation to wider organisational context
Marketing is one of the most important function of any organisation but it cannot achieve
the organizational goal in isolation thus, a close interrelation and coordination among marketing
and other departments are necessary in relation to a wider organisational context to ensure
fulfilment and achievement of targets and objectives of organisation on time (Gibson and
Parkman, 2018). The interrelation and role of responsibility in relation to various functional units
of Coworth Park hotel are provided below:
Marketing and finance- A relation between marketing and finance yield better control
over expenses and also enhance the effectiveness of marketing tool to meet the desired
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objectives. In Coworth Park hotel, finance department made proper analysis and budgets
regarding the financial needs of marketing function provide adequate amount of finance for
marketing tools like advertising, promotion, etc. This keeps a check on expenses made on
marketing thus, facilitates cost efficiency in marketing function and in return an efficient and
effective marketing attract more customers through grabbing their attention thus, facilitates more
profits and sales revenue which makes it easy for finance department to mange its day to day
expanses and meed long term financial needs (Teoh, Wang, and Kwek, 2019).
Marketing and Customer care function- The customers care function of an hospitality
sector plays a crucial role as they are having a responsibility of providing a relaxing and
comfortable stay in hotels and also provide assistance and awareness to customers about various
facility and also hear and address issues of customers. An interrelation among marketing and
customers care function in Coworth Park hotel ensure that best facility and services should be
provided to customers as per the current market trend so that a more comfortable and desired
level of facility can be provided to its customers (Kandampully and Solnet, 2019). Thus, boost
the satisfaction level of customers and retain and maintain the loyalty in consumer to ensure
better profitability and achievement of targets of Coworth Park hotel.
Significance of interrelation
The interrelation among marketing and other functional unit of Coworth Park hotel is
very significant and useful for this organisation as it ensure timely achievement of goals and
objective through keeping a coordination among various functional unit. A collaboration among
marketing and finance lead to achievement of targets of cost efficiency together with an ensure
of having better customers base attracted for Coworth Park hotel through effective marketing
and promotion with the help of better planning and budgeting for advertising and other
promotional tool. Beside this an interrelation and coordination between marketing and customer
care function ensure better services and facilities for customers as per their desires and
preference thus, lead to better satisfaction and comfort level of customers which is necessary to
maintain and retain consumers in an hospitality industry.
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LO 2
P3) Comparison between marketing mix
Marketing mix is a tool that provide a set of tactics and strategy for an organisation to
have better promotion and marketing of its product in the the target market. To have a better
understanding about various elements of marketing mix a comparison between Coworth Park
hotel and Stoke park hotel of UK.
Elements of
Marketing Mix
Coworth Park hotel Stoke park hotel
Product Coworth Park hotel is basically a
luxurious country house hotel and
resort of UK which provides a
Georgian style with an eccentric
decorative flair stay in big Mansion
house together with calm and
spacious rooms and suits (Coworth
Park Hotel, 2019). Beside this, a
Horse riding, Polo club, luxury spa,
refreshing pool and swim area
together with Barn's rustic charm
where dinners are served that
includes an appetite, enjoy a
healthy bite to eat and a chilled
glass of champagne at The
Spatisserie.
It is a 5 AA red star hotel with 49
Luxury Bedrooms and Suites,
around 3 Restaurants, Bars and
Lounges, more than 9 Beautiful
Private Rooms for Entertaining,
Conferences and Weddings, 27 Hole
Championship Golf Course,
Gymnasium, Spa Garden with
Scandinavian Sauna and Outdoor
Hot Tub, Indoor Swimming Pool and
Steam Rooms, Tennis Courts,
Crèche, Games Room and Outdoor
Playground together with Pro Shop
and Spa Boutique and many Private
Gardens(Stoke Park Hotel, 2019.).
Price Being a luxury hotel the premium
pricing strategy is adopted by
Coworth Park hotel. But for some
services like its Polo club and other
facilities competitive pricing
strategy is also adopted to attract
Being an 5 AA red star hotel with
most exclusive and world class
facility the pricing strategy adopted
by Stoke park hotel is premium
pricing strategy (Campos and
Oliveira, 2018).
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and retain more customers.
Place It is basically a luxury countryside
resort situated at Blacknest
Road,Ascot, Berkshire SL5 7SE,
United Kingdom. It is spread across
240 acres of parkland, this upscale
hotel spread over a Georgian manor
house and its out-buildings, is 2.1
miles from Windsor Great Park and
3.3 miles from Royal Ascot Golf
Club thus, providing an acres of
parkland play ground and a fresh,
natural and calm destination to its
customers (Kumar and Mishra,
2019).
This hotel is situated at Stoke Park,
Country Club, Spa and Hotel, Park
Rd, Stoke Poges SL2 4PG, United
Kingdom which is only 35 minutes
from London and 7 miles from
London Heathrow thus, it is easily
reachable by its customers. The main
Building of Stoke park hotel is
located at the centre of 300 acres of
parkland and beside this a Pavilion
building is also there which includes
health and beauty spa, swimming
pool, fitness studio, gym and
bedrooms and suites.
Promotion The promotional techniques of
Coworth Park hotel includes an
online marketing strategy with a
great and interactive website.
Beside this an effective use of
social media is also made which
includes FaceBook, Twitter,
FourSquare, Instagram and
YouTube to have better interface
and connection with customers.
The promotional and marketing
strategy of Stoke park hotel includes
more emphasis on digital ad
campaign and advertising together
with a fresh content and various
loyalty programmes to maintain a
long lasting relation with its
consumers (Hughes, 2018).
People In an hospitality sector the
employees plays a crucial role an
providing a better and more
comfortable experience to its
The people i.e. staff of Stoke park
hotel are well trained and skilled and
have all the abilities to maintain an
positive and friendly atmosphere in
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customers. Thus, proper care is
taken by Coworth Park hotel by
recruitment of employees and
timely training is also provided to
maintain a better friendly
atmospheres and culture at hotel
premises.
hotel for customers.
Process This element of marketing mix is
associated with timely delivery and
procurement of services within the
the premises of hotel (Okumus and
Cetin, 2018). Coworth Park hotel
have simple and efficient
distribution and supply network
which ensure timely availability of
all raw material and inventory so
that an interrupted services can be
offered to customers without any
delays and loopholes.
The process of Stoke park hotel
ensures a timely delivery and
accomplishment of all services and
facilities in a proper way to provide
best experience and satisfaction to its
customers.
Physical evidence All the services and exclusive
amenities provided by Coworth
Park hotel is enough to create a
good impression and long lasting
impact on the minds of customers.
It includes a luxury car valet to a
special surprise to welcome and
creating a felling of being special in
customers to have its presence feel
in the industry. Beside this, Scratch
pads with hotel logo and use of
Stoke park hotel is having a legacy
of being the first Country club and
hotel in UK in late 1908 is creating
better image for this luxury hotel
(Hassanien and Dale, 2019). The
world class guest experiences
together with effective marketing
strategy and use of digital
commercial and an iterative website
are creating physical evidence for
Stoke park hotel.
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Billboards are also made.
LO3
P3) Marketing plans and strategy
This part is being covered in PPT
CONCLUUSION
On the basis of above assignment it can be summarised that marketing is plays an essential
and crucial role in growth and success of nay organisation. The marketing function is having a
reasonability of conducting timely market research to have effective strategy formulation and
selection of best marketing and promotional tool to reach a wider section of customers. Beside
this, an international between marketing and other functional unit yields better achievement of
gaols. Along with this, it can be concluded that use of marketing mix is made to have better
strategy and plans for accomplishing targets and desires.
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REFERENCES
Books and Journals
Okumus, B. and Cetin, G., 2018. Marketing Istanbul as a culinary destination. Journal of
Destination Marketing & Management. 9. pp.340-346.
Hassanien, A. and Dale, C., 2019. Hospitality business development. Routledge.
Eletxigerra, A., Barrutia, J. M. and Echebarria, C., 2018. Place marketing examined through a
service-dominant logic lens: A review. Journal of destination Marketing &
Management. 9. pp.72-84.
Dixit, S. K., Lee, K. H. and Loo, P. T., 2019. Consumer behavior in hospitality and
tourism. Journal of Global Scholars of Marketing Science. 29(2). pp.151-161.
Bao, H., 2018. Marketing of Tourism Services/Experiences. In The Emerald Handbook of
Entrepreneurship in Tourism, Travel and Hospitality: Skills for Successful
Ventures (pp. 261-275). Emerald Publishing Limited.
Malik, H. and Sharma, M., 2019. E-Marketing as a Tool to Achieve Competitiveness in Travel
Trade Industry. In Handbook of Research on International Travel Agency and Tour
Operation Management (pp. 272-283). IGI Global.
Melissen, F. and Sauer, L., 2018. Improving sustainability in the hospitality industry. Routledge.
Gibson, P. and Parkman, R., 2018. Cruise operations management: Hospitality perspectives.
Routledge.
Teoh, M.W., Wang, Y. and Kwek, A., 2019. Coping with emotional labor in high stress
hospitality work environments. Journal of Hospitality Marketing & Management, pp.1-
22.
Kandampully, J. and Solnet, D., 2019. Competitive advantage through service in hospitality and
tourism: a perspective article. Tourism Review.
Campos, J. and Oliveira, M., 2018, March. Exploring Decision Making on Hospitality Brands:
Emotional or Rational Factors. In International Conference on Tourism Research (pp.
15-VIII). Academic Conferences International Limited.
Kumar, P. and Mishra, J.M., 2019. Destination marketing & management organisation in India:
Conceptual evolution & present status. Asian Journal of Multidimensional Research
(AJMR). 8(11). pp.11-22.
Hughes, J. C., 2018. 10. Advancing engagement: debates in the field and proposed directions for
hospitality and tourism research and practice. Handbook of Human Resource
Management in the Tourism and Hospitality Industries, p.235.
Online:
Stoke Park Hotel. 2019. [Online] Available Through:<https://www.stokepark.com/>
Coworth Park Hotel. 2019. [Online] Available
Through:<https://www.dorchestercollection.com/en/ascot/coworth-park/>
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