Unit 15: Hospitality Marketing Essentials

Unit 15: Hospitality
Marketing Essentials

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................3
P1 Roles and Responsibility of marketing function....................................................................3
P2. Roles and responsibilities of marketing relate to the wider organizational context..............4
LO2..................................................................................................................................................6
P3.Comparison of Marketing Mix...............................................................................................6
LO3..................................................................................................................................................8
P4. Marketing Plan......................................................................................................................8
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing essentials can be define as process, tools, plans etc. which use by different
firm in order to gain market share in changing business. Hilton is of famous hospitality group
which attract large number of customers as well as increase profit share in changing business.
Report highlights roles and responsibility of marketing function as well as marketing mix
comparison of Hilton and Marriott. In the end describe marketing plan for the organisation.
LO1
P1 Roles and Responsibility of marketing function
Marketing function of Hilton hotel plays multiple roles are responsibility which help in
influencing people for organisation quality product as well as services and hence increase
customer satisfaction level (Henríquez, 2018). It is also responsibility of marketers to take
feedback, suggestion and opinion of customers and make changes in goods & services which
help in making strong relation with buyers.
Identifying customers
In these marketers focuses on analyses demand of customers for example now days they
want organic meal because of health consciousness and hence introducing in business can be
highly profitable for firm (Lanier and Lanier, 2017). It also target customer which can easily
attracted and now days focusing on health conscious people that want fresh environment.
Satisfy Customers
. Hilton marketing team highly focused on providing product & services in United
Kingdom according to changing taste and trend which help in gaining customers and recently
organisation launch various types of recreational activity inside firm’s premises and offers range.
It is focusing on developing sustainable business. It also take suggestion as well as feedback
from customers which helps in improving in its services.
Retain customers
Organisation offer high quality services with full safety as security even and even take
various measures after COVID pandemic which influence large number of customers. Marketing
team analyses competitors’ hospitality business and according to suggest management for
changes in firm and hence timely action helps in gaining loyalty of customers.
Growth of company
3

It is one the main responsibility of marketing function that organisation growth remains
rises. However, pandemic affected its business and there are number of people afraid to travel
(Chandiok and Sharma, 2017). Marketing teams of Hilton using different promotion channels to
attract customers and increase profit share in time of globalization.
Product & Service development
It is another role as well as responsibility of marketing function of Hilton to continue
develop its hostility services by analyses taste and trends of tourist, identifying offering of
competitors according to make changes in product etc. Its helps in gaining control over market
by enhancing customer experience.
Strategy and planning
Hilton group marketers analyse market as well as customers and according to it set
strategy such as during lockdown collaborated with government for gaining customers for
example: quarantine of airline travellers were done in firm and hence it support growth of firm in
changing business. Presently markers focus on attracting local tourist by effective use of
marketing platform such as social media tools Facebook, You Tube etc. Before the lockdown
marketers attract customer by quality services and follow premium prices strategy and now they
breaking of others customers by various discounts.
Selling
Marketers attract customers by number of methods and sales their product according to
price strategy with quality services and hence firm will be able to gain customers and increase
profit share in changing business.
P2. Roles and responsibilities of marketing relate to the wider organizational context
Hilton marketing team plays important part in changing business environment for
example:- Now a day’s customer wants services under reasonable cost within budget and hence
marketer of firm focus on maximizing business by increase in number of customers. Marketing
Communication
In this marketing teams takes feedback as well as suggestion and opinion of
stakeholders which help them analyzing business and deciding strategy that can be suitable for
business. They also contact investors for investing in Hilton's business and convince them by
explaining various profit of it for example: firm able to maintain market position even during
pandemic which can easily attract funders for investing in business. Taking feedback from
4