Roles and Responsibilities of Marketing in Hospitality Organizations

Unit 15 - Hospitality
Marketing Essentials

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1 ...........................................................................................................................................3
P1 Explain the key roles and responsibilities of marketing function within a selected
hospitality organisation..........................................................................................................3
P2 Discuss how roles and responsibilities of marketing relate to the wider organisational
context....................................................................................................................................6
TASK 2............................................................................................................................................8
P3 Compare the ways in which different hospitality organisations apply the marketing mix to
the marketing planning process to achieve business objectives.............................................8
TASK 3..........................................................................................................................................10
P4 Produce a basic marketing plan for a hospitality organisation to meet marketing objectives
..............................................................................................................................................10
CONCLUSION .............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is considered as activities, processes and set of institutions for communicating,
developing, delivering as well as exchanging offering which are valuable for the customers,
partners, society and clients at the large scale. For every company marketing is essential because
through that firm can attract more and more customers, clients or investors which is beneficial
for organization as that provide growth opportunities successfully (Ahmad and et.al., 2020).
Moreover in hospitality industry marketing is also essential as they provide huge business
opportunities. Organization selected for respective project is McDonald's 's which is operating in
restaurant industry. It is founded in year 1940 and its first restaurant is launched by Richard as
well as Maurice McDonald's 's. Respective company is offering their fast food products at
worldwide level. Topics covered in respective report are role of marketing and how it is related
with other organization function. Moreover it also include concepts like marketing mix as well as
marketing plan for attaining the marketing goal successfully.
TASK 1
P1 Explain the key roles and responsibilities of marketing function within a selected hospitality
organisation
Marketing is consider as societal process through which an individual and a group attain
what they want or need by developing, offering as well as freely exchange of products and
services of value with potential customers or others. There are several other other activities
involve in marketing such as pricing, distribution, promotion, communication and so on related
to products and services offer by company (Ajanovic and Çizel, 2020). There are several types of
market such as consumer market, global market, non profit and government market and business
market. In hospitality marketing services character based on intangible, heterogeneous,
perishable as well as inseparable. There are several marketing concepts or philosophies which
need to considered by company's management such as production, product, marketing and
selling. There are several roles and responsibilities of marketing functions in a hospitality
organization, from which some main are mentioned below in respect of McDonald's :-
Roles of marketing function within McDonald's
 Identify customer – It is one of the main role of marketing function within respective
organization that they identify potential customers by understanding customers need,

wants and expectation. Moreover they also identify whom to target in order to increase
sales as well as they also identify strategies to reach them.
 Satisfy customers – According to this role, financial department of McDonald's help in
developing appropriate fast food options according to their potential customers.
Moreover they also ensure that products reach to right person at the right time (Arifin and
Komaryatin, 2020). In respect of this they also develop products according to different
geographical location. For example American menu of McDonald's is different from
Japan menu.
 Retain customers – According to this role, McDonald's marketing function showcase
their brand in best manner which give reason to customer to come back. Moreover
effective marketing help in attaining good business opportunities.
 Product development – It is role of marketing function of respective restaurant that they
do research so that they can develop products according to customer demand and need.
For example McDonald's offer different fast food options according to the geographical
location.
 Communication – This is also considered as another major role of marketing function
within McDonald's . According to this function marketing department communicate
about new products, services, offers or discounts to the potential customers by adopting
attractive marketing strategies. Moreover, effective strategies of communication also aid
in attracting investors.
 Branding – In McDonald's marketing function also plays role in conducting effective
branding so that they can attract more and more customers towards their products and
encourage them to visit store successfully. In order to conduct effective branding
company management do research as well as they also adopt most attractive strategies for
advertisement.
Responsibilities of marketing function within McDonald's
 Successfully promotion of products – It is responsibility of marketing function of
McDonald's that they do successful promotion as well as management of brand so that
they attract more and more customers (Chantayarkul, Ayuthaya and Kiattisin, 2020). By
performing respective responsibility respective company marketing department able to
attract more customer's based as well as investors for business.