Roles and Responsibilities of Marketing Functions in the Hospitality Industry

This article discusses the roles and responsibilities of marketing functions in the hospitality industry, including current and future trends. It also explores different ways hotels use marketing mix to achieve their respective goals.

: Unit 15: Hospitality
Marketing Essentials
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................3
P1 Roles and responsibilities of marketing functions..................................................................3
P2 Roles and responsibilities related to wider organisation context...........................................5
LO2..................................................................................................................................................7
P3 Different ways Hotels use marketing mix to achieve their respective goals..........................7
LO3................................................................................................................................................11
P4 Marketing plan of Marriott to meet marketing objectives....................................................11
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14
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INTRODUCTION
Marketing is main function of organisation that contributed in promotion of products or
services of company and enhancing its overall profitability. Tourism and hospitality industry is
growing at rapid stage due to changes in taste and preferences, increase in disposable income,
more flexible policies of government and development in economies of countries. London is a
destination that each and every individual wants to visit in order to have fun and enjoyment. So,
this report is based on Marriott international that is multinational diversified hospitality company
managing hotels and lodging facilities. It has provided introduction related to concept of
marketing, current and future trends, different marketing process and roles and responsibilities of
marketing function. Different ways hotels have used marketing mix or 7PS to achieve their goals
or attract more customers. At last marketing plan of Marriott have prepared that include key
information related to strategies, tactics and measure that are used to monitor and evaluates
achievements of marketing objectives.
LO1
P1 Roles and responsibilities of marketing functions
Concept of marketing including current and future trends
Marketing is important tool that helps in increasing demand of products or services of
particular company by generating awareness among large number of individuals. It helps in
building strong brand image and increasing market share of firm by adding more and more
customer to the organisation (Suoniemi and et.al., 2020). Marketing manager of Marriott have
played important role in growth and development of enterprise by performing key
responsibilities that are explained below:
CURRENT TREND
Content marketing: It includes creating attractive, innovative and personalised or valuable
content that helps in influencing people to be part of firm for fulfilment of their respective needs.
Marriott marketing department have highly talented and qualified employees that are capable of
making attractive contents which can easily pursue people to choose it as compared to other
firms.
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Internet marketing: Now a days most of the organisation in Hospitality industry are making use
of internet, social media sites or digital media to promote their services to large number of
individuals that are lining across worldwide. Marriott hotel marketing manager has also use
internet marketing to pursue tourist to visit hotels by posting on sites such as facebook, twitter
and instragram. It also has official websites so customers can easily review experienced of
previous customers, types of facilities and services offered by company (Valos and et.al., 2017).
FUTURE TRENDS
It have been analysed and identified that in future trends hospitality marketing manager
can promote business by building strong relationship with customers and ensuring practices of
sustainability and ethical practices in firm. So future trends in marketing are as follows:
Building relationship: It have been founded that the trend in hospitality marketing is shifting
from increasing sales volume to increasing customers satisfaction so that they can be part of firm
for longer time frame. Marriott marketing manager always emphasis on building strong
relationship with customers or resolving their grievance within limited time so that they can be
motivated to be select Marriott hotel only in future circumstances.
Ethical marketing: Due to numerous unethical practices, harmful impact on society and
environment people has started choosing companies that incorporate CSR activities or ethical
practices. Marriott marketing is changing its strategies by adapting to ethical practices and
promoting activities that are beneficial for society and environments so that it can meet changing
customers expectancy (Pomering, 2017).
MAIN ROLES AND RESPONSIBILITIES OF MARKETING MANAGER OF
MARRIOTT
Market research: Marriott marketing manager have put its efforts, time to conduct market
research and survey in order to identify existing needs, wants and preferences of customers.
Thus, in this way it has decided appropriate strategies that can be fruitful in influencing people to
be part of organisation.
Promotion and advertisement: Another roles and responsibilities that have been accomplished
by marketing manager of Marriott is promotion and advertisement of several services provided
by Marriott to its customers. It is also responsible for selecting appropriate method to promote
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brand image such as television, bill boards or social media platform. Such as marketing manager
of Marriott has make use of social media or its official website of company to generate
awareness about its several services (Hartsfield, Johansen and Knight, 2017).
Deciding marketing strategy: After conducting deep market research, gathering information
Marriott marketing manager take correct and accurate decision regarding particular strategies
that can be used to accomplish firm goals. Like manager have decided to deliver unique,
innovative and additional services, facilities to guest so that they are motivated to select Marriott
over other firms in hospitality sector.
Therefore, it can be stated that main roles and responsibilities of marketing manager is to
identify existing needs of customers and find best possible way they can be meet so that firm can
enjoy higher profit margin. Marketing manager in order to perform its function follow a
particular procedure such as first understand mission and vision of firm, then conduct market
survey or situation analysis (Hara, 2019). After research, plan effective marketing strategies that
can used to motivate customers thus make use of marketing mix elements and at last it
implement and control several action taken so that desired objectives can be achieved.
P2 Roles and responsibilities related to wider organisation context
Marketing department of Marriott has to perform numerous functions, roles and
responsibilities in context of wider organisation such as supervising the activities, identifying
potential market, evaluation of products or services, channel to be used to promote organisation.
Therefore, roles and responsibilities accomplished by marketing manager of Marriott in context
of wider organisation are:
Supervision of business activities: Marketing manager of company is responsible for
supervising several activities that are performed so that error or mistakes can be avoided and
overall goals can be achieved (Nella and Christou, 2016).
Identify potential market: in current highly competitive market, it is necessary for marketing
manager to understand existing needs, wants and preferences of people so that accurate strategies
can be decided to motivates them. Therefore, marketing manager is responsible for identifying
potential market or individual that wants to enjoy have fun at place where all luxury facilities,
amenities are provided for satisfaction of their needs.
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Channel: Manager has make use of online platform to generate awareness among people or
tourist about types of services, its operations and previous experienced of customers so that they
can take right decision.
So, in order to perform all these function it have to effective coordinate or build strong
interrelationship with other function departments like finance, human resources and research
department. Such as:
INTERRELATIONSHIP BETWEEN MARKETING AND OTHER DEPARTMENTS OF
MARRIOTT HOTEL
Marketing and Finance department: Marketing department requires funds in order to market
Marriott services to customers so it effective coordinates with finance department to assist them
about amount of budget it required to attained company objectives. Thus, finance department
find alternative sources from which fund can be arranged and select best possible sources that
can be used to finance marketing (Celuch, Walz and Hartman, 2018). Therefore, strong
interrelationship between finance and marketing department has contributed in continuous
growth and success of Marriott in hospitality sector.
Marketing and human resources: The main function of HR department is to hire, select and
recruit right individual at right places so that it can perform task in most effective manner.
Marketing manager of Marriott inform human resource department about number of staff
required for which post with detailed related to essential skills, capabilities, knowledge that
needs to be present in them. Thus, better coordination between HR and marketing department of
Marriott have contribute in filling vacancy and retaining highly talented, skilled employees
within organisation for longer time frame.
Marketing and research and development department: It can be also be stated that there is
strong interrelationship between marketing and R&D department of Marriott that helped
company in gaining competitive advantages. Marketing department with helps of R&D is able to
know existing changes or trends in external environment thus plan specific strategies that
inspired tourist to take services of Marriott. At the same time marketing department on basis of
feedback of customers, market survey informed R&D development department to innovative
particular services or facilities so that wants of customers can be fulfilled beyond their
expectancy level. Therefore, interrelationship between R&D and Marriott has helped in yielding
higher profit and market share in tourism and hospitality sector.
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Significance of effective interrelationship between functional departments
It can be critically understood from above analysis and discussion that interrelationship
between functional department is important as it help in performing several function that can
retain satisfaction of customers. Company can easily grow and expand its business operation
across worldwide due to strong relationship between several functional departments of Marriott.
So, overall it can be said that interrelationship is significant for sustainability and increasing
profitability of firm.
LO2
P3 Different ways Hotels use marketing mix to achieve their respective goals
Marketing mix is set of tactics, actions that are taken by manager of firm to promote
brand image and products or services of company to end customers. Initially there were only four
marketing P’s but now there are 7P’s that are used by marketer to attract wide range of
customers. Product, price, place, promotion, physical distribution, people and process are 7p’s of
marketing that are used by both Marriott and Hilton hotel to attract existing as well as new
customers. The table below shows comparison between marketing mix elements that are used by
managers of two different firms to enhance profitability and market share of organisation. Such
as:
BASIS MARRIOTT HILTON
Products It can be stated that Marriott is
one of the recognised luxury
hotel chain in the world.
Core, augmented and actual
are three different services
offered by organisation that
consist resorts, hospitality
management, hotels and
lodging. Maximum revenue of
Marriott hotel has been
generated from its core
On the other hand, Hilton
offers varieties of services and
organised loyalty program
named as Hilton honours
program which is special
services for loyal customers.
company have always
improve its services on basis
of customers feedback and
satisfaction index that have
contributed in growth and
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products i.e., hotels as it have
satisfied needs of customers in
best manner (Dileep and
Mathew, 2017). It have make
use of same concept in
providing services to
customers across worldwide in
terms of environment,
conveniences and location.
Thus, standard delivery of
services has contributed in
building strong brand image
and better fulfilment of
customer’s requirements.
development of Hilton.
Price Company have set
differentiate prices for
different types of customers,
location and hotels. So, there
main objectives is to deliver
right services to right
individuals at right time and
places so that it can be
motivated to be within
organisations. Customers
demand and cost or expenses
incurred in maintenance and
promotion of company
services are other two factors
on which prices of hotels
varies. It also changes prices
as per its competitors so that it
Company have target people
that belong to exclusive
segments of society as it
provide high quality services
at competitive pricing. Prices
varies as per additional
facilities demanded by
customers like food, extra wifi
and parking.
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can retain its position in
hospitality industry.
Place Company have its operation in
more than 120 countries in
different parts of world at the
same time hotels are also
located in different places so
that guest can have more fun.
So, company by selecting
effective location such as near
airways, central market is able
to earn more profit (Hanaysha,
2020). Both Third party and
direct channel have been used
by Marriott thus it has
contributed in reducing overall
cost.
Hilton have more than 5100
properties with operation
across 103 countries in world
for fulfilling needs of diverse
individuals. Company is
effective expanding its
business in new emerging
market to enjoy huge profit
margin in future
circumstances.
Promotion Marketing manager has make
best use of digital technologies
as it have created its official
websites that clearly state
crucial information about
company. Customers can pre-
book their rooms without
standing in queue or waiting
for booking. It has also post
several videos, images on
social media that helps in
attracting new customers
around the year. At last
marketing manager through
Strong brand image,
qualitative services and
international operation act as
promotional tools for
organisation. Official
websites, online presences and
collaboration with other
business are some medium
that have been used to
promote business (Hilton
Marketing Mix (4Ps) Strategy,
2020).
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various promotional offers and
schemes is able to make loyal
customers for organisation.
Physical distribution Marriott always provide
extreme qualitative services to
its customers thus it has set
strong image in minds and
hearts of people. There are
some other biggest physical
evidences of company like
building and resorts (Marriott
Marketing Mix (4Ps) Strategy,
2020).
Company have its presences in
different parts of country with
an image to offer services that
meet customers expectancy.
Process There are number of process,
activities that need to be
performed by staff member of
Marriott to delivered services
to customers. Manager have
set standard process and
procedure that helps
employees to easily complete
their task and contributed ion
growth of firm.
It can be stated that procedure
and system of Hilton are
consistence that have helped
in minimising errors, mistakes
and deliver of maximum value
to customers.
People Company have large number
of employees from different
background, skills and
capabilities working together
for common goals. Manager
of Marriott by organising
training and development
program have enhance skills
It have talented and skilled
employees that are motivated
and determined to give their
best so that customers desired
can be fulfilled and company
can grow in international
market.
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of employees and delivered
qualitative services to people.
LO3
P4 Marketing plan of Marriott to meet marketing objectives
Marketing plan includes key information related to company mission, vision or long
term goals, the way they will be achieved and several measures that would be taken to control
action so that main aim of firm can be gained. Marketing plan of Marriott is as follows:
MARKETING PLAN OF MARRIOTT
Marriott international corporation that have number of resorts, hotels across worldwide that
delivered qualitative services to customers. It have more than 174000 employees, 30 brands
and 7484, properties in more than 131 countries that are established in order to fulfil
accommodation requirements of foreign visitors.
MISSION AND VISION STATEMENT
“To be world favourite travel company” is vision statement and to enhance live of customers
by providing them leisure experiences is mission of firm. Thus , marketing manager have
formulated all strategies in accordance with mission and vision so that it can grow and sustain
for longer time frame.
SITUATIONAL ANALYSIS
SWOT is an tool that has helped marketing manager in understanding several key internal and
external factors that impact on strategy and operation of business. It helps in identify key
strength and weakness so that manager can decide key actions that can be used to remove threat
and make best utilisation of available opportunities in market. Such as:
Strength
 Global presences, strong brand image
or reputation and large number of
loyal customers are strength of
company that have contributed in
expansion of operation and increment
in overall profit margin. Quality
accommodations, varieties of services
Weakness
 Marriott is unable to protect data and
crucial information of customers as
more than 500 million people
information has been exposed. Thus it
has to face civil law suit that
indirectly impact on image and
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are also strength of Marriott. customers trust or confidences level.
Threat Opportunities
Impact of Covid-19, brexit and increasing
competition level are most common threat
that is faced by whole hospitality industry in
current scenario (Jiang and Wen, 2020).
Emerging market, use of digital technologies
and moving towards sustainable practices or
diversified operation are some opportunities
that can help in growth of firm (Kalva, 2017).
OBJECTIVES
To grow market share and profit margin by 15% till 2021.
To incorporate sustainable and ethical practices while performing several functions.
To enhance customer satisfaction level by investing 20% of profit in new technologies for
achievements of goals.
STRATEGIES
Segmentation: People have been classified on basis of psychological, demographical,
geographical and on their income basis. Segmentation of people into different categorised has
helped in identifying needs and requirements of specific group.
Targeting: Marriott have targeted people that are interested in enjoying luxury services at high
prices thus individual that belong to rich group are mostly targeted by Marriott (Dellaert, 2019).
Positioning: Company by delivering standard services have effective positioned its image in
minds of numerous individuals.
TACTICS
Product: Marriott have more than 30 brands that are providing standard or similar services to
customers in context of location and convinces. Thus, individual are able to enjoy or have fun at
different locations.
Price: It has set competitive pricing for its varieties of products and services in order to give
competition to others and influence more tourists.
Place: Company have its operation in various countries and people can easily book room
through its websites thus it have save their time and contributed in effective delivery of services
(Grădinaru, Toma and Marinescu, 2016).
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Promotion: Innovative technologies are mostly used by Marriott marketing manager to
promote brand image of company. It have make use of all social platform to create knowledge
among people about services that are dealt by Marriott.
BUDGET
Expenses Amount
Marketing expense 3000
Stationery expense 200
Research and development expense 2300
Total 5000
CONTROL AND MONITORING
Marketing manager of Marriott have planned to continuous monitor and evaluate performance
of each employees or action taken by them so that timely corrective action can be taken. It have
make use of information technologies to maintained records of operations and compare standard
goals with outcome achieved to find best possible way to attained particular goals. So, effective
controlling and monitoring of Marketing manager has helped in achievements of company
goals.
CONCLUSION
At last it can be concluded from above discussion, that marketing is necessary for
organisation as it contribute in attracting new and new customers. Marketer devotes high time,
efforts to understand existing trends and preferences of people in order to identified new ideas
that can be fruitful in meeting customer’s expectancy. At last it can be concluded from above
analysis Marriott marketing manager by preparing marketing plan is able to decide appropriate
strategies or action that it would take so that it can grow and sustain business in future
circumstances.
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REFERENCES
Book and journals
Celuch, K., Walz, A. and Hartman, L., 2018. THE ROLES OF TRUST AND CONFIDENCE IN
CUSTOMER CITIZENSHIP BEHAVIOR. Journal of Consumer Satisfaction,
Dissatisfaction & Complaining Behavior, 31.
Dellaert, B. G., 2019. The consumer production journey: marketing to consumers as co-
producers in the sharing economy. Journal of the Academy of Marketing Science, 47(2).
pp.238-254.
Dileep, M. R. and Mathew, V., 2017. Marketing of Tourism Industry: Enhancing Services
through Marketing Mix Elements. In Strategic Marketing Management and Tactics in the
Service Industry (pp. 304-329). IGI Global.
Grădinaru, C., Toma, S. G. and Marinescu, P., 2016. Marketing mix in services. Ovidius”
University Annals.
Hanaysha, J. R., 2020. Marketing Mix Elements and Corporate Social Responsibility: Do they
Really Matter to Store Image?. Jindal Journal of Business Research, 9(1). pp.56-71.
Hara, Y., 2019. Integrated marketing channel relationships: integration dimensions and channel
performance. Journal of Business & Industrial Marketing.
Hartsfield, S., Johansen, D. and Knight, G., 2017. Entrepreneurial orientation, strategy, and
marketing capabilities in the performance of born global firms. International Business:
Research, Teaching, and Practice, 2(1). pp.12-38.
Jiang, Y. and Wen, J., 2020. Effects of COVID-19 on hotel marketing and management: a
perspective article. International Journal of Contemporary Hospitality Management.
Kalva, R. S., 2017. A Model for Strategic Marketing Sustainability (Marketing mix to Marketing
matrix). In National Conference on Marketing and Sustainable Development (pp. 7-23).
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Nella, A. and Christou, E., 2016. Extending tourism marketing: Implications for targeting the
senior tourists' segment. Journal of Tourism, Heritage & Services Marketing, 2(1). pp.36-
42.
Pomering, A., 2017. Marketing for sustainability: Extending the conceptualisation of the
marketing mix to drive value for individuals and society at large. Australasian Marketing
Journal (AMJ), 25(2). pp.157-165.
Suoniemi, S and et.al., 2020. Big data and firm performance: The roles of market-directed
capabilities and business strategy. Information & Management, 57(7). p.103365.
Valos, M. J and et.al., 2017. Integrating social media within an integrated marketing
communication decision-making framework. Journal of Marketing Management, 33(17-
18), pp.1522-1558.
Online
Hilton Marketing Mix (4Ps) Strategy, 2020, [Online]. Available Through:
<https://www.mbaskool.com/marketing-mix/services/17406-hilton.html>.
Marriott Marketing Mix (4Ps) Strategy, 2020, [Online]. Available Through:<
https://www.mbaskool.com/marketing-mix/services/17317-marriott.html>.
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