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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