Roles and Responsibilities in Hospitality Marketing Functions

Unit 15 - Hospitality
Marketing Essentials

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK 1 ...........................................................................................................................................3
P1 Roles and responsibilities in hospitality market functions:...............................................3
P2 Marketing roles and responsibilities in relation to organisational wider context.............4
TASK 2 ...........................................................................................................................................6
P3 Comparison of various methods to utilize marketing mix by corporations to construct
effective market strategies and complete organisational objectives.......................................6
TASK 3 ...........................................................................................................................................9
P4 Produce a basic marketing plan for hospitality company in order to meet marketing
objectives................................................................................................................................9
CONCLUSION .............................................................................................................................12
REFERENCE.................................................................................................................................13

INTRODUCTION
The term marketing defines a course of actions that is used by management team of
company for promoting, selling and buying of goods/ services. It involves various activities like
delivering, advertising, supplying etc. to end users for spreading awareness about services as
well as for accomplishment of organisational goal. It is considered as the core function of
company which is carried out with the aim of promoting services (Perreault,2018). In which the
following report is based on hotel Grosvenor. It is a luxurious hotel opened in 1929 at area of
London, UK. In present assignment discussion about roles, responsibilities, interrelation with
among other departments is carried out additionally a marketing plan for selected firm.
MAIN BODY
TASK 1
P1 Roles and responsibilities in hospitality market functions:
Marketing functions of any organisation consist of a proper analysis in form of planning,
product management, information analysis, channelling, selling, pricing and promotional
strategies. The main focus on performing these marketing functions is understanding of customer
needs and designing available products accordingly. In a hotel industry, marketing manager has
responsibility of maximizing hotel's profit and managing its revenues.
Responsibilities:
A manger therefore conducts various programs to be aware of needs and attitude of guests in
hotel discussed below:
Conduct research & marketing : There are many factors that affect a customer's
decision on selecting the best hotel experience for themselves. Grosvenor House is one such
hotels that lay emphasis on certain factors such as easy road, rail or flight accessibility, prime
location, hospitality reputation, price and meeting facilities etc. This will eventually help the
organisation take follow-ups and know their strengths as well as weaknesses (Cooper,2020).
Also research on travel industry will give good study on current trends and demand of facilities
by the customers today.
Consumer awareness maximization: Customers today demand for an easy booking
accessibility with required details of the hotel. Hospitality industry today has many options to the

consumer marketplace consisting of motels, hotels, private inns, property bookings, home
sharing etc. Therefore just making people aware of hotel is not enough.
Customer relationship building: Potential customers bring strong revenue base to
organisation ensuring more visits and high level of repeated business. Grosvenor rewards its
customers who usually do regular booking that shows a nice gesture benefiting both customer
and hotel.
Liaison with manager and staff members: Marketing priorities can to be determined by
the marketing manager by working closely with the other hotel management staff of the
workplace. In order to increase the future occupancy rates for Grosvenor, plans are made by
manager on specific event dates to review booking levels in future. Manager manager should be
responsible for scheduled marketing with event management team for additional meeting and
conferences in order to attract customers.
Roles:
Market research: The marketing of chosen hotel therefore should be done in a way it
attracts maximum customers shaping the hotel's appeal positively. One way of marketing
research can be monitoring of guest reviews non hotel site and booking section.
Brand management: Grosvenor make sure it has up-to date information updates over its
website with attractive offers and facilities available making it more appealing and attractive to
visit such a place (Charlesworth, 2020). Customers with regular updates on sites help create
brand loyalty and maintains goodwill of the hospitality firm.
Internal and customer communication: Manager's role here to keep the reward system
simple that can easily be understood by customers for accumulation of points for reward
benefits. The main target can be corporate guests who prefer regular booking or large no of staff
visits etc. Also consistent follow-up in form of feedback forms or surveys with customer service
team should be taken for enhancing satisfaction level standards of customer care.
P2 Marketing roles and responsibilities in relation to organisational wider context
Market concept of any organisation involves strong promotion with the help of
advertisements, campaigns, programs and many other customer satisfying activities. Marketing
in hospitality industry is a broad concept to know and apply in a specific manner. Organisation
such as Grosvenor house also has been adopting such concepts for better progress and increase in
their productivity. Furthermore, In relevance with chosen hospitality workplace, proper data