Unit 15: Hospitality Marketing Essentials

UNIT 15: HOSPITALITY
MARKETING ESSENTIALS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
LO1..................................................................................................................................................3
P1: Role of Marketing functional within organization................................................................3
P2: Impact of marketing on wider organizational context...........................................................5
LO2..................................................................................................................................................6
P3: 7Ps of marketing mix............................................................................................................6
LO3..................................................................................................................................................6
P4: Marketing plan for the Judge’s Lodging...............................................................................6
CONCLUSION..............................................................................................................................10
REFERENCES................................................................................................................................1
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INTRODUCTION
Marketing essential comprises of organizational activities through which marketing for
developed product or services is done. Judge’s lodging is taken for the analysis in this report. It
is an Georgian townhouse that overlook York Minister. Evaluation of roles of marketing will be
done in this report, with that implementation of marketing mix theories will also be done in this
report. Implementation of effective marketing plan will also be done in this report and with that
comparison of implementation of marketing mix will also be done in this report.
MAIN BODY
LO1
P1: Role of Marketing functional within organization
Marketing department is responsible for playing several roles within organization in order to
increase goals achievement capabilities. For achieving this marketing department has to evaluate
the departmental working capabilities of Judge’s lodge such that they are able to evaluate the
difference between current working capabilities and the required criteria which organization has
to achieve in order fulfil organizational goals. Following are the roles of marketing functional
within organization (Pricilla, 2019).
Employee training-
Customer’s experience with organization is very important in hospitality organization,
therefore in order to maintain customer loyalty marketing department has to improvise
organizational structure such that they are able to fulfil customer requirement. It is the role of
marketing department that Judge’s lodge is having an effective customer helpdesk where
organizational customer can discusses the issues which they are facing in organization. Therefore
marketing department is responsible for providing effective training to organizational employees
such that their working and goal achieving capabilities can be improved. Through this
department can make sure that employees are able to high effectiveness in their respective field,
through which customer’s experience with organization can be improved (Rudden, 2016).
Customer feed backs-
Customer’s feedback is very important in case of hospitality industry like Judge’s lodge,
because they are providing services to customers and failure in performance will lead to
decrement in customer count. Therefore it is the role marketing department that they develop an
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efficient communication with customer such that customer are able to provide the feedback
regarding their experience with organization. Through this feedback department make sure that
they are able to improve their working which has to caused decrement in organizational
performance. With that marketing function uses this communication for maintaining customer’s
engagement with organization such that they are able to increase customer’s loyalty towards
organization and reduces those chances of brand switching.
Resourcing organization-
Market competition is increasing day by day, due to which several organizations are providing
high quality services at affordable pricing. Therefore it the responsibility of marketing function
that they are able to implement several developments in organizational structure such that
Judge’s lodge is able to enhance customer’s experience with organization (Henríquez, 2018). For
achieving this department can resource organization with several technological developments
such that they are able to improve communication between employees as well as provide high
level of services through technological developments. Department can also resource organization
by showcasing several trendy equipments as per market requirements.
Monitoring and managing organizational resources-
Marketing function has to closely monitor changing market trend and has to improvise
organizational working such that Judge’s lodge is able to attract trendy crowd for improving its
organizational working. In order to achieve this, department has to closely evaluate other
departmental activities and compare it with the required criteria for surpassing market
competition. For attracting trendy customers, department has to monitor employee’s working
capabilities and improvise organizational structure such that employee’s working efficiency can
be enhanced this improvisation in organizational working will result in improving customer’s
experience with organization. Resulting increment in their loyalty towards organization.
R&D-
In order to attract new customer company has to showcase new products or services through
which it would be able to maintain its customer count. For achieving this marketing functional at
Judge’s lodge has to showcase new executive products such that company is able to attract new
customer on that basis (Larson and Draper, 2018). Therefore R&D department of Judge’s lodge
has to closely evaluate market trend then on that basis new products or services are decided such
that they are highly rare, therefore premium pricing can be established on new and rare items.
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So, marketing department has to provide required criteria for the product or services being
provided at hospitality industry.
P2: Impact of marketing on wider organizational context
Marketing is responsible for playing several roles within and outside organization such as
Judge’s Lodging in which it has to implement several organizational changes such that
company’s performance can be improved. Following are the steps through which marketing
tends to improve organizational working.
Strategy for success-
Marketing function at Judge lodging is responsible for developing effective marketing
strategy such as company’s performance can be improved in front of organizational customers.
For achieving this marketing functional has to closely evaluate the strength and weaknesses of
organization such as marketing functional is able to use company’s strength to overcome
weaknesses (Perreault, 2018). Since hospitality industry provides services to its customer,
therefore marketing functional has to evaluate market trend and then compare it with company’s
position in market. Through this evaluation marketing department is able to develop effective
marketing strategy using organizational resources, such that they are able to achieve high output
in minimum expenditures. Thus organizational strategies developed by marketing functional
enable Judge’s lodging improvise its working as per changes in customer requirement, so they
are able to improve organizational working.
Research-
Hospitality industry is all about providing services to customers, therefore in order to
attract new customers and maintain loyalty of existing customer, marketing function at Judge’s
lodging has to provide high level services. Now at the same time they also have to provide
something new and trendy, so they are able to attract new customers towards organization. For
achieving this marketing department has to evaluate market competition and their pricing
strategy such that they are able to attract new customers on the basis of improving pricing
strategy. Through this improvisation in pricing strategy and organizational working marketing
department will be able to improve the working capabilities of Judge’s lodging. Therefore it can
be evaluated that marketing functional at Judge’s lodging has to closely evaluate changes in
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market trend and has to improvise company’s working such as they are able to achieve
organizational goals.
Relation-
Marketing functional is also responsible for developing organizational relationship with its
customer through this Judge’s lodging will be able to maintain customer’s engagement with
organization and company will be able to maintain its customer count. To achieve this effective
communication marketing department has to establish effective communication with its
customers like, email advertisement, website interaction and social media promotion (Cooper,
2020). With that marketing department is also responsible to developing organizational
relationship with other organizational also such that they are able to implement new customer
attracting schemes. With that through this effective communication organizations can implement
customer sharing, for advertising each other and increasing customer count.
Promotion-
Marketing department is responsible for promoting organization such that it is able to increase
organizational customer count. For achieving this they have to implement several advertisement
strategies such as they are able to attract new customers as well as maintain loyalty of existing
customers. Marketing functional advertise company through various communication means such
as TV, radio, newspaper and social media advertisement. Through these advertisement channels
marketing department is able to attract new trendy crowd towards organization, with minimum
expenditures (Paurva, 2019). Through this activity department enable organization to get a
better grip on market which will result in improving organizational performance and
effectiveness in current market competition.
LO2
P3: 7Ps of marketing mix
Currently many companies and businesses use 7Ps of marketing strategy in their respective
business environment for gaining huge competitive advantage in market place (Bondzi-Simpson
and Ayeh, 2017). In this dynamic and modern world, this business strategy has enabled to
different organisations for improving own levels of customer services in market place. Ways of
using this marketing strategy of two key hospitality organisations of the United Kingdom has
been discussed below in a comparative form. These two hotels are; Judge’s Lodging hotel and
Hilton hotel.
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7Ps of marketing mix Judge’s Lodging hotel Hilton hotel
Product Judge’s Lodging hotel is
generally providing very
premium hospitality services
in the United Kingdom.
Currently its hospitality
services are sufficient to
provide very excellent
experience and satisfaction to
customers.
Hilton hotel also mostly
provides premium range of
hospitality products and
services. Upper management
of company believes in
different and exclusive range
of products, in which hotel’s
most products and services are
completely exclusive.
Price The upper management of this
venture uses competitive
pricing strategy, in which this
strategy helps to company for
making prices of own products
and service something lower
than competitors.
Existing management of
Hilton hotel believes in using
value-based pricing strategy to
charge price according to
market value of a product or
service.
Place Judge’s Lodging hotel
currently serves only in its
home country United
Kingdom, in which the UK’s
hospitality industry is the main
market place to this hotel.
Hilton hotel currently serves
in many countries, in which its
organisational structure is
bigger than Judge’s Lodging
hotel. However, UK, US,
Paris, Norway and Iceland are
major market places to hotel.
Promotion The hotel mostly uses
traditional marketing
strategies for promoting its
brand in market place, like;
banners, bill boards, poster,
radio etc.
Hilton’s marketing department
uses both traditional and
modern strategies of
marketing for promoting its
brand (Fyall and et.al., 2019).
However, it mostly gives
priority to modern strategies,
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like; social media marketing,
affiliate marketing.
People Upper management of hotel
always believes in maintain
effective relations with it’s all
key stakeholders, like;
employees and customers, in
which after taking this step,
Judge’s Lodging hotel gain
huge productivity in market
place.
This hotel also takes different
productive steps towards
maintaining effective relations
with all employees and
customers for improving its
productivity and performance
in market place.
Process It conducts its various
practices of services providing
in a channelized form to
deliver each hospitality
service or product on time as
well as proper quality.
Hilton also uses proper
channel for systematically
delivering or providing its
various exclusive range of
products and services to
customers on time (Langford,
2019).
Physical evidence Existing staff and employees
of hotel is very supportive and
interactive for all customer
and visitors, because they
have trained by management
to properly communicate with
customers. This attribute of
staff put very positive
impression on customers.
Hilton’s staff and employees
also properly help to
customers and customers,
when they have any query
relating to hotel’s products
and services, in which staff of
Hilton also plays an excellent
role in putting positive
impression of visitors.
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LO3
P4: Marketing plan for the Judge’s Lodging
Marketing plan is organized to direct business for implementing different marketing
strategies in the organization which helps to gain all projected goals and objectives within
predefined time period. Marketing plan is designed for the Judge’s Lodging hotel because it has
goal to introduce innovative technology facility such as Robot Butlers and Voice Assistant that
will help to minimize guest interaction with staff and also supports to keep social distance from
guests (Insights, 2020). This new innovative technology will help company to improve guest’s
buying behaviour and improves employee’s productivity in the workplace. It also plays
significant role in minimizing social interaction among people. Currently, Covid-19 pandemic
has become major issue for all people across the world so most of the people avoid staying in
hotel. But this new technology is the custom solution of the proposed issue such as it will enable
guest to engage with hotel’s amenities and services without coming contact with front desk for
face to face communication with associate. Overall organization has goal to augment market
share in it’s sector whereas this marketing plan will help in improving selling revenue on
proposed hospitality service.
Objectives
 Augment the revenue of the company up to 30% by the end year of 2024.
 To increase the large customer base within a year of 2021.
 Boost sales up to 70% between the year of 2021 to 2024.
 To improve the market, share up to 40% with the end of 2024.
These objectives are going to make business to have better functioning in it’s hospitality sector
and support to achieve main goal of the business within defined timeframe.
Situation Analysis
Swot analysis
 Strengths: The Judge Lodging has good brand image in the UK’s market because it has
historical building in York, England whereas judges and governor were used to stay in
this building. But now, it serves as hotel and bar to the customer in UK. Due to good
product services and brand recognition it has established numerous loyal guests who
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always books room in this hotel only. The major strength of the new technology is that it
will help in cost cutting and reduces extra expenditures of workers in the company.
 Weaknesses: It is historical building, so it is famous as Judge’s Lodging but only in UK.
it has very limited brand recognition in UK. It is a small-scale hotel that operates in
hospitality industry, so it has very less cash liquidity. To operate new technology needs
expertise of authorized then it can get benefit from it Wood and Jobber, 2016).
 Opportunities: Company has plan to offer new innovative technology facility to the
customer in the hotel through which it can easily improve selling behaviour of guests and
can put pressure on competitors.
 Threats: The new technology is quite expensive, but it has to invest only a time then in
reruns company get more benefits in pandemic period.
The Judge Lodging serves as hotel and Bar for the guest. It offers restaurant and room services to
the customers at affordable price. It has used Race model to access such customers who are too
busy and prefer to do booking through online platform instead of traditional way. It provides
online booking services to the customers and has official website page on social media so that
customers can direct communicate their employee for booking room. It is evident to say that it
has good online presence e-commerce market as well (Lin and Xu, 2017). Now company is
going to added new service in it’s hospitality services then this official page will help company
to increase awareness in customer’s about the new service. Thus, company will easily attract new
and existing customers to buy it’s services without concerning about safety precautions.
STP model
It is a strategic model that stands for segmentation, targeting and positioning. This framework is
applied by many companies to target it’s market, audience for the particular product segment.
 Market segmentation: The Judge Lodging targets demographic market segment so that it
can target it’s particular audience for the existing product segment. There is a reason to
target only demographic segment such as it classifies customers on the basis of their age,
gender, education, family, social status, occupation and life style. With this segment
company can build large customer base.
 Targeting: With this strategy, it targets upper and lower-class customers because these
targeted audiences always wants such hotel which is quite safe in this pandemic and gives
values of their money.
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 Positioning: It has good brand image in the UK’s market through which company will
easily attract new customers who are seeking for such hotel service which can be assured
for safety.
Tactics
4P’s marketing Mix
 Product: It is going to provide voice assistant with Robot Butler’s facility which helps to
minimize social interaction between guests and employees and keeps them safe in the
hotel. In addition, guests do not have to on switches, television or lights because this new
technology will operate all system own by own. So, guests do not have to touch remote
through which Covid-19 virus can spread. Such facility ultimately improves purchasing
behaviour of guests in the hotel in this period.
 Price: Skimming and competitive pricing strategy will be practised by the Judge’s
Lodging to sell it’s hotel’s room and bar services to the guest. With these strategies it can
gain all competitive advantage in it’s market (Phadermrod, Crowder and Wills, 2019).
 Place: This technology services will be offered in UK only because it is mainly
headquartered in England, UK.
 Promotion: Digital promotional strategy will be implemented by the Hotel company for
creating awareness in customer’s about new technology facility.
Budget
The marketing plan will take around 6000 euro.
Action plan
Marketing manager of the Judge’s Lodging Hotel allots tasks among marketing team so
that individual perform their tasks at individual level. Marketing representative has practiced
4p’s marketing mix tool to create awareness in people about company’s services and facility so
that they attract and buy it’s room services (Siakalli, Masouras and Papademetriou, 2017).
priorly. Management of marketing department has conducted market research to understand
customer’s needs and preference regrading hotel services in the pandemic period whereas they
got to know that customer’s wants safety in hotels and desires that in hotel they do not come in
contact with other staff. Based on the reviews, marketing managers has used STP model and
marketing tool to meet up customer’s expectations as resulted company gets profitable outcomes
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i.e. it enables to improve selling revenue of the hotel in short span period. Thus, company
achieves all projected objectives in the business.
Monitoring and Controlling
HR professionals plays effective role in the context of monitoring and controlling such as
they keep control overall operational activities of the Hotel company which performs by
different functional units and HRM reports to upper management about organization’s situation
in the hospitality industry time to time.
CONCLUSION
On the basis of above findings, it can be concluded that marketing function is very
essential to Judge’s Lodging hotel, in which upper management of each venture have to make
some productive strategies of marketing to gain huge competitive advantage in market place.
This report has discussed different marketing strategies, in which marketing management of
hotel have to consider these all strategies for gaining effective profit margins. The marketing
plan will play an excellent role to Judge’s Lodging hotel for attracting maximum customers in
market place.
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REFERENCES
Books and journals
Bondzi-Simpson, A. and Ayeh, J. K., 2017. Serving indigenous dishes in hotels: An inquiry into
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Cooper, C., 2020. Essentials of tourism. SAGE Publications Limited.
Fyall, A., and et.al., 2019. Marketing for Tourism and Hospitality: Collaboration, Technology
and Experiences. Routledge.
Henríquez, F.A.G., 2018. Destination marketing essentials (2. Anuario Turismo y Sociedad, (23),
pp.275-278.
Insights, S., 2020. Essential Digital Marketing Tools.
Larson, J. and Draper, S., 2018. Digital marketing essentials. Publishing by Edify.
Lin, C.A. and Xu, X., 2017. Effectiveness of online consumer reviews. Internet Research.
Paurva, S., 2019. Essentials of marketing research.
Perreault, W.D., 2018. Essentials of marketing. New York: Mc Graw Hill.
Phadermrod, B., Crowder, R.M. and Wills, G.B., 2019. Importance-performance analysis based
SWOT analysis. International Journal of Information Management, 44, pp.194-203.
Pricilla, D., 2019. The Marketing Essentials. pdf.
Rudden, D., 2016. November. Private Practice: Can You Hear Me Now? Marketing Essentials
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p. 325). Thieme Medical Publishers.
Siakalli, M., Masouras, A. and Papademetriou, C., 2017. e-Marketing in the hotel industry:
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Cham.
Wood, M.B. and Jobber, L., 2016. The marketing plan handbook. Pearson.
Online
Langford, S. 2019. The 7Ps of The Marketing Mix. [Online]. Available Through: <
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%20is%20an,Evidence%2C%20People%2C%20and%20Processes. >.
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