Hospitality Marketing Essentials: Roles, Marketing Mix, and Planning

This report provides a comprehensive overview of hospitality marketing, focusing on the roles and responsibilities of marketing functions within hospitality organizations, using Choice Hotels International as a case study. It examines the relationship between marketing and other departments such as ...Read More

Hospitality Marketing
Essentials

Table of Contents
INTRODUCTION......................................................................................................................3
MAIN BODY.............................................................................................................................3
TASK 1......................................................................................................................................3
P1) Discuss the roles and responsibilities of marketing functions in hospitality organization
context....................................................................................................................................3
P2) Explain how the roles and responsibilities of marketing are related to wider
organisation context...............................................................................................................5
TASK2.......................................................................................................................................6
P3) Discuss the way as per which different organizations of hospitality industry execute
the marketing mix to achieve business objectives..................................................................6
TASK 3....................................................................................................................................10
P4) Make a basic marking plan for a hospitality organisation in order to meet marketing
objectives..............................................................................................................................10
CONCLUSION .......................................................................................................................12
REFERENCES ........................................................................................................................13
Books and journals ..............................................................................................................13

INTRODUCTION
Marketing can be defined as a function which is related to establishing a relationship
between customer and organisation so that firm can sell its products and services by the use
of marketing tools and techniques in effective way (Abdeen, Rajah and Gaur, 2016).
Marketing is also essential for hospitality organisation in relation to managing their functions
and attracting the customer toward the organisation products and services. In context of the
present report choice hotel international is a chosen organisation which is used to conduct the
report in effective manner. It is the hospitality franchise abased in Rockville, Maryland,
United States. Company is performing its operations from 1939. The choice hotel franchise
owns more than 7000 properties in 41 countries and territories worldwide where it provides
more than 600000 rooms to the customers for serving them at every destination. In this report
there is discussion about roles and responsibilities of marketing function in hospitality
organisation and different functions within the firm. This also consist discussion on the
hospitality industry execution of the marketing mix as well as basic plan for organisation to
meet the marketing objectives.
MAIN BODY
TASK 1
P1) Discuss the roles and responsibilities of marketing functions in hospitality organization
context
Marketing is an important function for the organisation as it includes different
promotional and advertising strategies. It is essential for the organisation to improve its
functioning by attracting the customer within the market and increasing the profit margin of
the firm. Under this process marketing play important role and responsibilities within the
organisation to achieve its objectives by implementing the activities related to promotion,
advertisement, branding and many others. In context of choice hotel international, marketing
function play different roles and responsibilities towards the organisation which are discussed
below:
Market research: it is a prime function which is played by marketing in context of
hospitality choice hotels. Under the system, marketing function help in identifying different
factors within the market by analysing the competitors and their strategies. In context of

choice hotel international, marketing function of choice hotels used to conduct a market
research according to the needs and requirement of the firm. For conducting the research
management within the team use online survey, question in order to collect the data and
analyse it according to the requirement of firm for formulating strategies (Fursov, 2017).
Arrangement of finance: Finance is an important part for choice hotels which is
helpful in performing different functions within the firm. Marketing is essential to arranging
the finance and using it in according to the needs and requirement of the firm. This is because
marketing help in enhancing the sale by promoting the products and services. This bring
higher revenue to the choice hotels where the choice hotels international can use this revenue
as a finance to different operations and funding the operations to perform the work in
effective way.
Management of communication: Communication act as an essential part of the firm
because it includes different functions which are based on the communication within the
choice hotels and their effectiveness is also dependent on communication. In context of
choice hotel international, choice hotels has to perform its function in appropriate way which
help in managing the communication within the firm and using it according to needs and
requirement of firm. This bring effectiveness within different channels where inter use
digital media, advertisements direct marketing and other methods to manage the
communication and transfer information related to the production services of the firm to the
customers (Govindan, Khodaverdi and Vafadarnikjoo, 2016).
Distribution: Marketing function is also related to managing the distribution channel
of the firm where it helps in providing information about the products and services as well as
their availability to the customer. This sure that choice hotels can use effective distribution
management system where marketing manager is responsible to manage the distribution
channels. In context of choice hotel international, marketing manager of choice hotels use to
provide information about the distribution channel of the choice hotels and help in managing
the distribution channels by providing knowledge about the market by conducting effective
market research.
These are some roles and responsibilities which are played by marketing manager in
context of choice hotel international to achieve the objectives. These roles are essential for
the firm in order to attain its objectives and perform in a particular way. This can evalauted

from above inficmantion that there are numebr of roles which can be use by intercontnatal
hotl in order to imporve there serveces and perform business fucntion in effective way.
P2) Explain how the roles and responsibilities of marketing are related to wider organisation
context
Marketing is important function for the organisation reading within the hospitality
industry. This is because there is close relationship between marketing and other function of
the organisation which are essential for establishing a coordinator environment and using the
resources in an appropriate manner. In context of choice hotel international, there are
different departments within the organisation which are related to housekeeping finance
maintenance human resources. Hear the marketing department within the organisation play
important role with each department which is discussed below:
Marketing in front office department: Front office department in an organisation can
be defined as a department which deals with the customer and directly interact with the guest
at the main door of the organisation. It includes all the functions which start from checking of
customer to the checkout. Under this, marketing function helps different office department in
assisting them about the function and the requirements. Front office team poses the data and
provide it to the marketing team which have the marketing in analysing the situations and
using the tools and techniques of the marketing according to the current services provided by
the front level staff. This is helpful to the organisation in maintaining a better functional
environment where the requirements of both front line staff and marketing team will be
fulfilled (Holbrook, 2018).
Housekeeping in marketing department: Housekeeping department is essential part
of choice hotel international because it and share in providing the better services to the
customers and the rest of the organisation. Under this system, it makes arrangements
according to the requirements of the clients in order to retain them with the company while
marketing the services in appropriate way. This is helpful in increasing the presence of the
the housing department within the firm because it collaborate with marketing department and
provide the information about the total numbers of the customer which is served by the
department. In relation to the choice hotel international, housekeeping department has the
marketing department in analysing the current situations where a marketing department helps
housing keeping department in providing information about the current trends which are
followed by other organisations.

Finance and marketing department: Finance department act as a backbone of the
organisation because it play various roles in context of marketing function as well as other
function of the organisation. These rules are related to providing finance to the functioning of
department so that they can perform in an effective manner. In context of marketing
department within choice hotel international, number of roles and responsibilities which are
played by marketing in context of finance. Under this, finance department help marketing
department in using the functions which are related to the financial situation of the
organisation and analysing current trends by which finance department can take decision
related to investment. On the other site finance department provide find to the marketing
department in order to complete their market research and other functions for promoting the
products and services of the organisation (Kiel, Arnold and Voigt, 2017).
Marketing and HR department: Human resources department act as an important
part choice hotels international because it consists all the functions related to human
resources which has to be performed by the organisation in order to maintain a good work
force. Marketing department within the choice hotel international has a good relationship
with human resources department. Under this, human resources department within hotel, help
the marketing department in providing trained individuals who can perform marketing
functions in effective way to achieve the objectives of marketing team. On the other side,
marketing function contribute towards human resources department by providing information
regarding the current trends in the market and help in improving the hiring process according
to the current requirements.
It can be evaluated from the above information that marketing and other departments
within the organisation has a good relation in context of choice hotel international which is
useful for the hotel staff in managing a coordinated environment.
TASK2
P3) Discuss the way as per which different organizations of hospitality industry execute the
marketing mix to achieve business objectives
Marketing mix can we define agent combination of different elements which are used
by the organisation in order to promote its products and services within the market and using
the marketing concept in efficient way. It is helpful to the organisation in achieving a unique
selling price within the market by analysing the strategies of competitors and making the

differentiation within the product of the organisation (Lee and Jung, 2016). It consists of
different elements which are product price place promotion and many others. These all are
important in order to expanding the market share of the firm in achieving the objectives of
marketing within a specific area. Hospitality organisation also includes appropriate marketing
mix which can be used in order to achieve the objectives. In context of choice hotel
international, the appropriate marketing mix of organisation is discussed below:
Basis Midland Hotel Cedar Court Hotel
Product Choice hotel international
provide luxury rooms food and
beverages as well as
conference facilities to its
customers which help them in
satisfying the needs and
requirement and provide a
wide range of products in front
of customers.
This organisation it provide
different services as a product
of the organisation which
include housekeeping services
guestrooms food and
beverages and many more
which are directly related to
the organisation and
satisfaction of the customers.
Price It comprises the price of room,
foods, In context of choice
hotel international,
organisation use differentiated
price strategy. Under this
organisation provide prices of
the products and services
according to the needs and
requirement of customer where
it include economic class, high
class medium class and
various other types of guest
House to the customer
according to their requirement.
Rage and other additional
amenities they provide.
this hotel also use appropriate
pricing strategy where it
provides products according to
the market situations and use
the prices fluctuation policy
where charge higher price at
the time of high demand and
low price at the time of low
demand.

Managers of company use
competitive pricing strategy in
order to get more clients
(Neuninger, 2017).
Place
The choice hotel international
is providing international
services to its customer where
organisation is situated in
different nations. This is
helpful to the organisation in
attracting the customer and
managing customers from one
place to another.
In relation to this hotel, this
organisation is working with
the UK where organisation is
operating at smaller level in
comparison to choice hotel
international.
Promotion In order to promote the goods
and services of the
organisation, the choice hotel
international use different
strategies where it use
advertisement social media
platforms content marketing
and many other functions.
These are helpful to the
organisation attractive a large
number of customer care
company also use pouches in
order to enhance the market
presence.
On the other side, this hotel
use websites and customer
friendly information which
help in increasing the
awareness about the
production services. Company
also use rating system to
promote the customer
experience and organisation
within the market (Pooler,
2018).
People In context of choice hotel
international, organisation is
using effective training and
In context of this hotel,
organisation of use some
strategies to enhance the

development system where
company always use qualified
staff members who enjoy
better services and improve the
functioning of the firm. In
order to fulfil the back and
post within the organisation,
strict recruitment process is
followed which consists of
training and development
session to improve the
reliability of workforce.
efficiency of their staff by
improving their functioning in
managing the better additions
to establish cooperative
environment with low level of
conflicts.
Physical Equipment The choice hotel international
is operating with huge number
of staff member rooms and
various the facilities which act
as and physical requirement of
the organisation in the current
business market.
This hotel is using appropriate
strategies which are required to
show the physical
requirements of the firm where
company use conference
rooms furniture and better
interior to manage its physical
equipment in effective way.
Process Processes essential part of
marketing mix which includes
the efficiency and design in
relation to the hospitality
industry to attract the
customers. In context of choice
hotel international organisation
for effective processes it which
includes digital payment
systems online bookings and
good front line systems.
In context of this hotel is
providing services to the
customers where they include
the process to manage their
functions. It includes all those
functions which are required to
fulfil the objectives and render
better services.

It can be elevated from the above mentioned information there are various functions which
are performed by manager in order to achieve the objectives and perform the function in
better way.
TASK 3
P4) Make a basic marking plan for a hospitality organisation in order to meet marketing
objectives.
Marketing plan can be elaborated as an operational document which includes
information about different activities related to the marketing strategy of the organisation. It
includes all those strategies which can be accomplished by the organisation to achieving the
goals and objectives. These are functions and components which are carried out as a
marketing plan. This includes marketing a search platform selections and many other in order
to meet the objectives and achieve them in a timely manner. In context of choice hotel
international a proper strategies discussed below to achieve the marketing objectives (Roy
and Schramm, 2020).
Company overview: Choice hotel international is an American luxury hospitality
organisation which is operating from 1939 within London and various part of world.
Mission and vision: To serve the customer and provide superior quality of services at
international level for improvising the customer experience.
Marketing objectives:
 To promote the services of the organisation in order to increase the market cover and
ensuring the present profitability of the firm.
 To increase the number of booking by 20% in next two years.
SWOT analysis-
In order to improve the functioning and implementing the marketing strategy it is
important for the form to analyse its internal functioning with where the swot analysis can be
used. SWOT analysis can be defined as a tool which is used to identify the internal capacity
is of the form which includes strength weaknesses opportunities and threats.
Strength weaknesses

Better brand management is a major strength of
choice hotel international.
Variety of products and services is also act as
and strength.
Global performance
High prices in comparison to its competitors
within the market.
Low level of social media presence which
impact on performance of firm.
Opportunity Threats
To increase the business and tourism
destinations for better profit margin.
Large number of competitive rivalries and
increasing competition.
Negative impact of covid-19 on performance
of the firm.
STP approach
In order to achieve the objectives of the organisation it is necessary for the firm to use
an appropriate approach which can be used to target the market according to needs and
requirement. In context of choice hotel international organisation can use STP approach. it
includes segmenting targeting and positioning of the products and services to maintain the
market position and achieve the objectives. All these are discussed below:
Segmentation: Segmenting can be defined as a process which is related to dividing
the market into small segments so that organisation can easily implement its strategy and
achieve the objectives by implementing the strategy in small segments. In context of choice
hotel international, organisation is operating at global level where according to its current
objective it can use to segment the customers into two categories which are based on
geographical location and demographic situations (Seyfert and Roberge, 2016). Geographic
locations organisation can target the customers from Asian and Ireland region. Where under
the demographic segmentation organisation can use the policies of BREXIT and other to
attract the customers because of is in the policies and increasing tourism in this demographic
location.
Targeting: Targeting can be defined as a factor which include targeting the categories
customers an appropriate manner by using the strategies related to marketing. In context of
choice hotel international, order to achieve the objectives of the organisation form can use

different kind of strategies where customer can be targeted according to the requirement of
the firm.
Positioning: Position is last step in this process which include identifying the
appropriate system to implement the product within the market which is segmented and
targeted by the organisation in previous steps. in order to implement the product and services
of choice hotel international organisation can use online medium to increase the awareness
about the products and share customer experiences for better services management (Yuruk-
Kayapinar, 2020).
Market strategies
Ansoff matrix
There are varieties of marketing tools which can help any organisation to assist with
growth and marketing techniques. Ansoff matrix is the beneficial tool used by many firms
and organisation to analyse and promote their strategies for growth. The matrix helps the
organisation in future expansion, revenue or market share growth strategies. Here there are
four matrix in regards of choice hotels:
Market Penetration:
Market penetration is a strategy which is least risky by its own suggested by Ansoff
matrix.
This animate the company to increase rate of sales of their present product in the
existing market. Hence, this strategy also help an organisation to increase market share of
business and so the revenue. In respective of choice hotels, decreasing the price of product,
advertising more in digital market may helpful to conquer more consumers. It is one of
known coffee-house chain across the globe. It can also follow the strategy by providing gift
hampers or cards to its loyal customers. Moreover, offering valuable discounts and meals
might be helpful.
Product development:
It is a growth strategy which is proposed by Ansoff matrix. Here the matrix encourages
product variation in existing market. It perhaps helpful in future expansion. In this the
organisation either introduce new product, or different version of same product or relaunch
any old product. choice hotels approved and adopted this strategy by launching choice hotels

card and choice hotels VIA ready brew and coffee with new and unique flavours and
combinations for their customers.
Market Development:
It is described as the expansion of product in new market. This can be executed by
demographically or geographically. Recently, choice hotels has started its services in Middle East regions
like Kuwait, and other cities in Asia countries such as China. choice hotels adopt this plan as it help them
in profit from every country it is operating.
Diversification:
It is a strategy which suggest a new product in the new market to attain growth. This is consider as
riskier or peril strategy among all, as an organisation have to tackle with threats which may create problem.
If the diversification gets accomplished, it brings a great profit and benefit in the company. choice hotels is
known for coffee-house chain, it can diversify itself into food industry. It can offer food along with coffee.
It may help organisation to attain benefits.
Marketing Budget-
Budget can be defined as an plan which is used by the organisation to execute its
function by ordering the finance and requirement of finance within the firm (Solimun and
Fernandes, 2018).
Particulars 1st year 2nd year 3rd year 4th year
Investment 11000 20000 6500 6000
Initial money 12000 25000 7500 8000
Total 23000 45000 13000 14000
Marketing outlay
Sales publicity 2300 2000 2000 2000
Promotion 6000 2500 6000 3000
Total 8300 4500 8000 5000

CONCLUSION
It can be concluded from the above mentioned information that there are various
functions which has to be performed in order to achieve better marketing objectives and
performed within the competitive market. It can be seen that there are various factors which
are related to the roles of marketing in the organisation. Marketing essential part of
hospitality organisation as it helps in performing the functions and achieving the objectives in
a timely manner. It is important for the firm to formulate an effective strategy and achieve its
objectives by managing the operations.

REFERENCES
Books and journals
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develop third-party logistics provider selection criteria. Industrial Management &
Data Systems.
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Kiel, D., Arnold, C. and Voigt, K.I., 2017. The influence of the Industrial Internet of Things
on business models of established manufacturing companies–A business level
perspective. Technovation, 68, pp.4-19.
Lee, S. and Jung, H., 2016. The effects of corporate social responsibility on
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Neuninger, R., 2017. Qualitative marketing methodology. Routledge Handbook of Hospitality
Marketing, pp.54-65.
Pooler, J.A., 2018. Demographic targeting: the essential role of population groups in retail
marketing. Routledge.
Roy, A. and Schramm, M.E., 2020. The Relationship between Competitive Pricing and
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an Integrated Marketing Mix Strategy. Journal of Advertising Research, 60(3),
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Seyfert, R. and Roberge, J. eds., 2016. Algorithmic cultures: essays on meaning, performance
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Solimun, S. and Fernandes, A.A.R., 2018. The mediation effect of customer satisfaction in
the relationship between service quality, service orientation, and marketing mix
strategy to customer loyalty. Journal of Management Development.
Yuruk-Kayapinar, P., 2020. Basic Marketing Strategies and Marketing Mix in Small-Scale
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