Roles and Responsibilities of Marketing Functions in Hospitality Organization

This report discusses the roles and responsibilities of marketing functions in the context of a hospitality organization. It explores the various marketing concepts and philosophies and their application in the hospitality industry. The report also examines the relationship between marketing and other departments within the organization. Additionally, it discusses how organizations in the hospitality industry use the marketing mix to achieve their business objectives. Finally, the report provides a basic marketing plan for a hospitality organization to meet its marketing objectives.

Hospitality Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................5
TASK1.............................................................................................................................................5
P1) Discuss the roles and responsibilities of marketing functions in hospitality organization
context....................................................................................................................................5
P2) Explain how the roles and responsibilities of marketing are related to wider organisation
context....................................................................................................................................7
TASK 2............................................................................................................................................8
P3 Discuss various ways through which organisations in hospitality industry make use of
marketing mix to achieve business objectives........................................................................8
TASK 3..........................................................................................................................................11
P4) Make a basic marking plan for a hospitality organisation in order to meet marketing
objectives..............................................................................................................................11
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15
Books and journals...............................................................................................................15

INTRODUCTION
The process of marketing refers to exchange of goods and services between various
individuals, firms and customers in market place (Abdeen, Rajah and Gaur, 2016). This also
includes market research, production, planning and monitoring, promoting and all the other other
activities that are necessary to sell a product in the market. In hospitality industry as well it is a
critical function. In the following report Shangri La Hotels are taken into consideration. The
Shangri La at The Shard London is providing a number of different facilities to their guests
which are luxurious in nature. In the following report various insights of different roles and
responsibilities of marketing function required for hospitality business are described. There are
also description regarding relationship between various marketing functions mentioned. In
addition to this a comparison between two competitors through their marketing mix is done. The
report at the end consists of a marketing plan in order to fulfil their objectives.
TASK1
P1) Discuss the roles and responsibilities of marketing functions in hospitality organization
context
Marketing is a philosophy that is used for analysing of customers’ needs and then further
making decisions to satisfy the requirement of target segment of customers. It is based on the
vision and mission statement of Shangri La hotel. It is process that is related with exchange of
product and services in a organisation in order to satisfy the customer requirements (Fursov,
2017).
Marketing concepts and philosophies are based on the prevailing concepts as mentioned below:
Production concept: This concept is adopted where there is preference on the wide
available products and are inexpense at the same time.
Product concept: in this concept the consumers are having preferences to avail high
quality products with innovative features.
Selling concepts: In this concept customers will purchase products only if the company
is aggressively promoting the products.
Marketing concepts: It is a concept where the focus is on wants and needs of the target market
and then delivering of the value that is higher as compared to other competitors.

Societal marketing concepts: There has to be focus on society as it is connected with
target markets and then delivering high value in the society (Yuruk-Kayapinar, 2020).
Roles of marketing function:
There are certain roles that are specially performed by the marketing department in Shangri La
hotel as mentioned below:
Communication: In this the the role of the marketing manager is to communicate with
other functional departments of Shangri La hotel.
Brand: Responsibilities of this department is to engage in contents and then deliver
campaigns across different range of channels such as social media, intranet, e-newsletters and
website.
Brand: In this the role of marketing manager of Shangri La hotel is to focus towards
creation of effective brand image. The responsibility is towards creation of logos and strategies
of Shangri La hotel so that there can be working with other communication teams.
Website designer: With the the impact of COVID-19 Impact there is focus on laying the
emphasis of using social media as a strategic marketing tool. For this the responsibility is to
work towards company's website, layout, ease of use, structure, navigation and feedback of
incorporation in Shangri La hotel (Solimun and Fernandes, 2018).
Researches: The role of researcher in marketing department of Shangri La hotel is to
collect the relevant information of the target market. The repsbility ios to oversee the regular
research work into customer experiences, marketing evaluation of competitors, activities, and
then future monitoring function (Govindan, Khodaverdi and Vafadarnikjoo, 2016.
Product services development: In this there is overseeing of the process of introduction
of new products and providing of some alternatives in case there are issues that are faced by
customers.
Above mentioned are the specific roles that are part of every hospitality organisation and
have to be performed by different employees working in various functional departments. Further
there has to be certain responsibilities that are to be performed in order to achieve the desired
objectives laid for each such departments in Shangri La hotel (Seyfert and Roberge, 2016).

P2) Explain how the roles and responsibilities of marketing are related to wider organisation
context
There are a number of roles which are performed by the marketing in relation to the other
functions of the organisation in order to achieve the objectives and managing these objectives
and appropriate manner. In context of Shangri la hotel, there are a number of departments within
the firm which has a great relationship with marketing function and helps in performing the
different operations in effectively. Some of these roles played by marketing department wider
organisation context are discussed below:
Housekeeping and Marketing Department- This department assures to provide effective
services to all their potential clients. They develop arrangements according to the requirement
of the customers so they can retain with the firm for long term duration. The marketing team has
the overall responsibility of promoting services of Shangri La at larger area. They are mainly
working to maximise the presence of their potential clients at the market place thus enhancing
customer footfalls. In relation with the selected organisation it is evaluated that both these
division are linked to one another as Housekeeping department develops data related to current
status of client, requirement etc. For the marketing authority. This is an important aspect for
developing marketing campaign, personalised strategies and increasing their potential customers
which result in achievement of competitive edge (Roy and Schramm, 2020)
Marketing and frontline department: Front office department within hospitality
organisation play important role in handling the customer as it deals with the customer in a direct
manner from the beginning of the guest within the organisation to the end of their journey.
Marketing department play important role for front house department within the organisation
which can be seen In context of Shangri la hotel, marketing department within the organisation
has the front line department to manage their functions by identifying the current trends of the
customers within the the market as well as help them in identifying the current services which
are provided by their competitors to improve their own services. This is important function, as It
helped the form in achieving the objectives and managing the functions in appropriate way
(Pooler, 2018).
Marketing and HR department: In context of Shangri la hotel, marketing and HR
department has a great relationship between each other where HR department play important role
within the firm to manage the human resources in order to maintain the quality of workforce

within the firm to target the customers and help them in gaining a better experience. In context of
Shangri la hotel, marketing department play important role in managing human resources where
it help in identifying the current trends within the market which can be used by the human
resources department in the process of hiring and recruiting the employees. Human resources
department also help the marketing department within the firm by enabling them talented
employees who are well trained according to the needs and requirement of marketing department
to use their functions and promoting products and services of the form within the market.
Marketing in finance department: Marketing play important role in finance department
of the organisation. This can be seen from the example of Shangri-La hotel. In context of this
hotel, marketing department help the finance department in identifying the current trends within
the the market which are related to the investment opportunities. This is identified by marketing
department by the use of marketing tools in relation to conducting the market research. This
helps in guiding the finance department to use appropriate function in order to invest in future
projects and achieving higher profitability and returns from the investment. Finance department
of hotel also help the marketing department in providing refund to the marketing department to
complete its market research for implementing its tools to attract customers.
It can be seen from the above that there is close relationship between marketing and other
function of the organisation which is required to achieve the objectives in a timely manner and
help in building a cooperative environment within the firm (Neuninger, 2017).
TASK 2
P3 Discuss various ways through which organisations in hospitality industry make use of
marketing mix to achieve business objectives
Marketing mix refers to a combination of various elements which are brought together in
order to promote various products and services effectively. It is very necessary to build a unique
selling proposition (USP) for the business. The components that are included in traditional
marketing mix consists of product, place, promotion and price. The new marketing mix consists
of three additional elements that are people, process and physical elements. Along with the
manufacturing industry this framework is also effectively used in the services industry. Below
mentioned is a comparison of Shangri La hotels with Midland Hotels:

Basis Shangri La Midland Hotel
Product The services provided by Shangri
La include basic services of a hotel
along with which it is also
providing various recreational
activities such as swimming pool,
gymnasium, outdoor games and
facilities in its resort at beach side.
There are a number of services provided
by Midland hotels that which include
lodging facilities, food and beverages,
conference halls and so on. They are
also modifying their catering services
according to the need of their customers.
Price
It includes the strategy of pricing
that organisation is using in order
to charge from their guests for the
services they are providing to
them. Shangri charges as per value
that is gained by the customers that
is also known as value pricing.
The strategy that is used by Midland
hotels for the services they provide to
their guests is competitive pricing in
which the company is using the price of
their competitors as a base to set their
own prices. It helps them to be
competitive in market.
Place The hotel Shangri La is providing
services to a number of customers
throughout United Kingdom
through all its premises present in
country.
Place refers to the location from where
the business is catering the needs of its
various customers. There are a number
of branches of Midland Hotels all of
which are included in its places.
Promotion
The hotel is successfully
promoting their services through
online tools. Along with these they
are also providing various benefits
such as discounts and package
tours and services during holidays.
These are a great promotional tool
There are a number of mediums used by
Midland hotels in order to successfully
promote and communicate their services
to the guests or potential clients. These
includes promotion through social
media pages and online services. There
are also a number of traditional methods

used by company that are
effectively helping them to attract
customers and communicate their
services.
that are used by company such as
advertising through newspapers,
billboards near airports and railway
station and so on.
People
Shangri La have qualified and
experienced staff members who
are devoted towards the objectives
of the organisation. They are also
organising proper training sessions
that is enabling them to
successfully fulfil all the aims and
objectives of the business.
The front office staff that is present in
the company is effectively interacting
with the guests arriving at the hotels.
They are engaging them to make long
term relationships which will help the
hotel in future.
Physical
Evidence
There are a number of different
amenities provided by the hotel
that are tangible such as the front
desk, entrance of hotel, the
uniform of staff and so on. These
are physical evidence of Shangri
La.
The physical evidence for the hotel
consists of the interior of the hotels. The
furniture, the brand image of the hotel
used at various promotional campaigns
is also physical evidence for the
organisation.
Process Convenient check in and check
outs are provided by hotel that are
included in its process. There are
various activities that are to be
performed by the housekeeping
staff, chefs at the restaurant etc.
Which are also included under
process.
The process for Midland Hotels include
the smooth and efficiently designed
process which is providing utmost
convenience to their guests. The guests
are now provided with online booking
services that makes their work hassle
free.

With the help of above description a detailed comparative analysis of marketing mix
between Shangri La and Midland hotels is carried on. These contain of all the seven elements
that are necessary for an organisation to continue their operations in market. They are also
helping businesses to generate their future strategies keeping the competition in market into
mind.
TASK 3
P4) Make a basic marking plan for a hospitality organisation in order to meet marketing
objectives
Marketing plan can be defined as a system which consists of different activities for
achieving the goals and objectives of the business entity. A proper marketing plan is consist of
different aspects which can be used by the firm in order to maintain profitability and achieve the
projects in time related manner. There are a number of functions which has to form by the
Shangri la hotel, in order to achieve the marketing objectives. This is related to formulation of
strategy which is discussed below:
Mission and vision: To provide superior quality services to its guest in order to achieve
the value within the market by providing improvised services.
Marketing objectives:
 To promote the services of the firm in order to increase the customer base and using the
services for profitability in the future period.
 Increasing the sales of production services which include increment in number of
booking by 30% in next 3 years.
STP approach
It can be defined as an approach which is used by the organisation in order to implement
its marketing strategy (Lee and Jung, 2016). This approach is consists of three stages which are
segmenting targeting and positioning the products within the market to achieve higher
profitability. In context of Shangri la hotel, organisation is also using STP approach in order to
implement its marketing strategy and achieving the goals and objectives of marketing. The
different stages of this strategy are discussed below:
Segmenting: Segmenting is a primary stage under the process of STP where organisation
has to segment its market in a small lots. This help the organisation in characterizing different

factors according to the strategy and using them in appropriate manner. In context of Shangri la
hotel, it is using segmentation system where its segment different market according to the factors
and characteristics. Organisation is going to target the customers on the geographical location
basis where it will target the tourist places in order to increase the business and achieve the
marketing objectives (Kiel, Arnold and Voigt, 2017).
Targeting: Targeting is third stage in this process which involve using appropriate
strategy which can be implemented in the organisation. In relation to this, Shangri la hotel can
use to target the customers by increasing the focus. This is helpful to the form in achieving its
objectives in managing the functions in an appropriate way. Organisation and target the age
group 18 to 35 by using digital media for its new targeted segment.
Positioning: positioning is a last stage under this process where organisation has two
positions its products and services in order to fulfil its objectives after segmenting and targeting
the market according to its requirement. In context of Shangri la hotel, organisation can
implement a battery infrastructure at the targeted market so that it can achieve the desired results
in minimum time.
SWOT analysis-
SWOT analysis can be defined as an analysis which is used by the organisation in order
to identify the internal strength and weaknesses which can be impact on the marketing strategy
of the organisation (Holbrook, 2018). In order to strengthening marketing strategy of Shangri la
hotel there is discussion about the swot analysis of the firm which consist strength weaknesses
opportunities and threats of the firm. All these are discussed below:
Strength weaknesses
 Large range of services is a major
strength of the hotel
 Organisation provide different kind of
services which include Games
swimming pools and many others
which help in attracting large number
of customers..
 High cost price of the firm is a major
weakness of the organisation.
 Improper work management and low
level of training to the staff at as and
weakness of the firm in order to fulfil
the requirements of customers.

Opportunity Threats
 The great opportunity in front of
organisation is to improve its functions
by combining with local restaurants and
resorts.
 Increasing competition is a major threat
in front of the organisation because
there is continuous improvement in the
competition which impacting
negatively on the revenue of firm.
Marketing Budget-
Budget can be defined as a system which consists information about various expenditures
which has to be made by the firm in order to achieve its objectives related to marketing strategy.
Appropriate budget of this hotel is discussed below:
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
Evaluation of marketing plan
Sales Analysis- Sales analysis can be defined as a tool which is used by the organisation
to identify the sales capacity of the firm in order to its total services. This is helpful to the form
in achieving objectives by identifying the division within the market and taking action according
to it.
CONCLUSION
It can be concluded from the above mentioned information that there are various functions
which has to be performed in order to execute appropriate marketing strategies. Along with this
it can also concluded that there are various roles and responsibilities which are played by the

marketing function to achieve the objectives in a timely manner and perform the functions
according to the current needs. In the end, it concluded that it is essential for the form to use
appropriate marketing mix which helps in managing the functions and achieving the objectives
in a timely manner.

REFERENCES
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business models of established manufacturing companies–A business level
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