Roles and Responsibilities of Marketing Functions in Hospitality Organization

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).