Unit 15: Hospitality Marketing Essentials

This report focuses on the key roles and responsibilities of marketing functions in an organization, the ways hotels use marketing mix to achieve their desired business objectives, and the marketing plan of Britannia International Hotel. It also discusses the current and future trends of marketing and the interrelationships between marketing and other functional units.

Unit 15: Hospitality Marketing
Essentials

TABLE OF CONTENTS
INTRODUCTION......................................................................................................................3
LO1............................................................................................................................................3
P1 Key roles and responsibilities of marketing functions in an organization........................3
P2 Roles and responsibilities related to wider organisation context......................................5
LO2............................................................................................................................................7
P3 Comparing the ways hotels use marketing mix to achieve their desired business
objectives................................................................................................................................7
LO3..........................................................................................................................................10
P4 Marketing plan of Britannia International Hotel to meet marketing objectives.............10
CONCLUSION........................................................................................................................12
REFERENCES.........................................................................................................................13

INTRODUCTION
The market analysis is considered as an important aspect for the purpose of gaining
an understanding in respect to the current prevailing market conditions. This assist the
organization in determining the gaps and opportunities being available in order to provide
assistance to the marketing leaders in taking informed and better busines decisions. In this
report, Britannia International Hotel is taken as an organization which is based out in London
and is one of the multinational hospitality company. This report concentrates on the
marketing essential elements important for a business organization in today’s globalised
world. It states the roles and functions of marketing and its interrelations with the other
divisional function of the organization. Along with that, it compares the ways through which
the application of marketing mx will result into making the company accomplishing its aims
and objectives. At last, this report provides and evaluates the marketing plan for the Britannia
International Hotel.
P1LO1
P1 Key roles and responsibilities of marketing functions in an organization
Understanding the concept of marketing
Marketing is an important tool which is used by the business organization for
increasing the demand for their products in the market and along with it creating an
awareness among the people. This is also a great of source for creating brand value and in
generating greater revenue.
Current trends of marketing
New media marketing strategy: It involves large number of media marketing tactics
which the business entities undertakes for the advancement of their items. These new media
advertising strategies incorporate making and effectively handling profiles on media
channels, designating paid bloggers as the dynamic promoting subsidiaries, making proficient
content system utilizing SEO to reach to greatest quantities of clients (Yankovets and
Vyshnevska, 2019). The Britannia International Hotel can put its efforts in SEO promotion.
This can empower the organization to upgrade its quality through website improvement and
connecting enormous number of clients through internet.
Content marketing: The organizations in the current food industry are effectively
taking a shot at content marketing. This form of marketing incorporates making, circulating
the reliable, pertinent and significant content. Content marketing incorporates pulling in the
consideration of the potential clients and to in the end drive the productive activities of the

clients. Britannia International Hotel is as of now very little active regarding content
marketing. The organization is needed to recruit a group of content techniques that can assist
the organization with creating client commitment via online media through distributing
engaging content via web-based social networking sites.
Future trends of marketing
Societal Marketing: This type of advertising manages analysing and pursuing
towards satisfying the corporate social obligations of the company for the welfare of the
general population. In this unique situation, the organization's accomplishment incorporates
planning the quality items which can give short and long term advantages to the clients (Lim
and et.al., 2019). Taking this as the future trend Britannia International Hotel is needed to
give great quality and solid food to the clients according to the international food standards.
Besides, starting a mission to take care of the poor may assist the organization with directing
societal marketing in a compelling way.
Relationship marketing: Under this, the focus of the organization is on improving
the level of satisfaction of the clients or the customers and is mainly targeted towards
customer retention rather than concentrating on increasing the sales or number of customers
Britannia International Hotel is required to work on implementing effective communication
and relation with its customers so that they can connect themselves with the company.
Overview of marketing process
There are 5 elements in the marketing process which are discussed below and are
also involved in the current and the future trends of marketing.
Production concept: This is related to the perception of the consumers which
highlights the customers are leaned towards the product or the service which is available
easily and in good quantity and quality at lower price.
Product concept: This concept states that customer chooses the product which offers
value for money in terms of quality and innovation and through this, customers can be
retained easily.
Selling concept: The modern consumers are attracted towards the products through
advertising and other marketing practices and is therefore, it is focused on aggressive
promotion in the market (Seturi and Urotadze, 2017).
Marketing concept: This highlights the brand value of the business entity should be
enhanced for the purpose of connecting with the target group of customers.

Societal Marketing concept: This concept concentrates on the needs and wants of
the target consumers so that the consumers prefers the company’s brand as against the other
brands in the market.
Roles and responsibilities of the marketing function
The function of marketing is mainly concerned with the buying and selling of the
goods and services. In the wider context, it also incorporates identifying and meeting up with
the needs and wants of the customers. The marketing manager of Britannia International
Hotel exercises following roles and responsibilities.
Undertaking market research
The marketing research is the crucial role in marketing which involves examining
the market based on the specific knowledge and skills in respect to the product, price and the
expectations of the consumers (Hair, Harrison and Risher, 2018). Through this, company can
offer better product and services to its customers.
Market segmentation
The globalised market is very volatile which arises the need for the marketing
manager to accurately segment the market. This assists in identifying the target group from
the diverse market for promoting products and service of the organization.
Brand equity
The consumers are mainly attracted towards brands which provide value added
services (Nuševa and Vukmirović, 2020). Therefore, marketing helps in building up brand
value among the customers. This is having a direct impact over the organization in terms of
increasing its sales.
Analysing the roles and responsibilities of marketing in the context of wider marketing
environment
From the perspective of wider environmental context, marketing manager for
carrying out the various marketing strategies is required to undertake the market research
which helps in identifying the factors which might have an influence over the organization. It
mainly involves, external and internal market analysis. This helps in determining the internal
strengths, weaknesses of the organization along with the opportunities and threats which the
company is currently facing. Along with that, it works on measuring the impact of any
external factors on the performance of the business. Thus, through this, it helps in effectively
formulating the strategies.
P2 Roles and responsibilities related to wider organisation context
Interrelationship between marketing and the functional units

Marketing and Finance: For the purpose of implementing the relevant marketing
strategies, the marketing department is required to sanction the amount from the finance
department (Cacciolatti and Lee, 2016). The finance division of the organization provides
cost related information to the marketing department for the purpose of carrying out the
marketing activities therefore, the marketing department of Britannia International required to
contact finance unit for determining the current positioning of the company so that marketing
plans can be implemented.
Marketing and Human Resource: The HR department works for the welfare of the
employees in terms of recruiting right person at the right place. For filling the vacancy in the
marketing team requires the marketing manager to prepare the job description along with the
HR so that right candidate can fill up the place with relevant skills. Therefore, better
coordination is required among the HR and marketing department of Britannia International
hotel.
Marketing and operation department: The marketing division works in
collaboration with the operation division in order to ensure that the product is developed as
per the requirement and expectations of the consumers and will help in satisfying their needs
as well (Cheng, 2018). Both the departments work together for researching about the new
tastes and preferences of the consumers. Thus, the interrelationship between both the
functional units in Britannia International will help in attaining greater yield and covering
higher market share in the hospitality industry.
Marketing and Customer Service: There is also a relationship between marketing
and customer service departments and both are the significant elements of a business
organization. Both the capacities cooperate for surveying that whether the clients are happy
with the goods and the services of the company. The customer care division of Britannia
International gives client input to the marketing division to help in developing of the new
item. In Britannia International, both the functional units cooperate for building positive
relationship with the clients.
Significance of interrelationships between marketing and other functional units
The marketing department works in close connection with each department such as
finance, customer service, HR, operations. The marketing department requires various
resources in order to carry out its activities like planning, conducting market research,
implementation and execution of the strategic plan (Madhani, 2017). Therefore, all these
activities need cooperation along with the coordination with the other departments which
helps in ensuring that all the departments are working on the common objective in order to

meet the objectives of an organization. The marketing division requires an up to date
description about the product so that strategy can be formulated for the target customers.
LO2
P3 Comparing the ways hotels use marketing mix to achieve their desired business objectives
Marketing mix is the most common methodology being utilized by the marketing
managers in order to determine and evaluate the current market situation for the purpose of
developing the marketing plan. Earlier, only 4 aspects were covered but with the with the
evolving strategic approaches and increase in the role of marketing function, it become
essential to incorporate other aspects as well which will support in attaining the long terms
objectives of the company. A comparative analysis of the two companies is being carried out
below in order to show how each of the organization made use of the different elements of
marketing mix.
BASIS Britannia International
Hotel
Premier Inn London
County Hall hotel
Products Britannia International Hotel
is one of the luxury hotels in
London. It provides wide
variety of services and is
having immense facility
which helps the customers in
staying more. The hotel is
having 2 types of restaurants
one is called as the Jenny’s
restaurant and the other one
is the overstuffed pizzeria
(How to use the 7Ps
Marketing Mix. 2020). It
offers variety of products
with different flavors which
helps it in grabbing more
customers.
On the other side, Premier
Inn London County Hall
hotel also provides excellent
products and services which
results into attaining the
good rating in the marketing.
It works on enhancing its
services on the basis of the
feedback received from its
customers and the
satisfaction index which has
contributed to the growth of
the company.
Price The organization has set the
price of the products and
The organization is having a
targeted customers segment

services on a differentiated
pricing model taking into
consideration the different
needs of the different types
of the customers. The core
objective of the company is
to provide right services so
will help in attracting more
customers towards it. The
organization changes the
price on account of the
festive season, holiday time,
vacation and so forth.
on which it focuses. This
done in order to provide
exclusive services to the
target customers in respect
to the quality of services
which is at the competitive
price. Also, price charged
might varies on account of
the additional services
undertaken by the
customers.
Place Britannia International is
having its business operation
in over 61 hotels across UK.
The company has selected
the locations based on the
near by areas such as airport,
market place, shopping
Centre and so forth which
has helped the customers in
meeting with their
requirements.
Premier Inn is the largest
hotel brand in UK and is
having over 800 hotels. It
operates its business from a
variety of location such as
the city center, airports,
shopping sites etc. The
selection of the places of this
organization is very
immense and high which
attracts the customers
towards it.
Promotion The organization makes use
of the promotional activities
to a certain limit. It makes
use of the social media sites
for promoting the hotel. The
organization is also having
its official website which
provides all the useful
The creative advertisement
is considered as the most
innovative method for
promotion (The Marketing
Mix and the 4Ps of
Marketing. 2020). Premier
Inn make use of television,
newspaper and other

information to the guests.
Along with that, the
company makes use of
pamphlets and newspaper
for promoting its services
which results into targeting
the larger group of
customers all across the
globe. The hotel also
provides discounts and
attractive offers to its
existing and the new
customers.
traditional methods of
marketing along with eth
modern approaches like
advertising on its official
website, social media
platforms etc.
Physical evidence The organization is having
its presence in various part
of UK, having physical
infrastructure, having its
official website and is also
available on social
networking sites which
highlight its physical
evidence.
The company is having its
presence which can eb seen
through its logo, physical
structure, official website
and ratings of the customers.
Process There is series of steps
which the staff are required
to follow in order to
complete the task in an
effective and efficient way.
The procedures of eth
premier Inn hotel is very
consistent and well
organized which reduces the
chances of error and works
on delivering greater value
to the customers.
People The Britannia International
believes in quality and
efficient working of its staff.
The company has provided
On the other hand, the
Premier Inn London County
Hall hotel has also provided
training to its employees

training to its employees in
respect to how to deal with
the customers. It has
established certain standards
which the organization is
required to follow which
results into catering to the
needs of eth customers in an
effective manner.
who are highly motivated
and determined in regard to
giving their best in order to
fulfill the desire and
expectations of the
customer.
LO3
P4 Marketing plan of Britannia International Hotel to meet marketing objectives
MARKETING PLAN OF BRITANNIA INTERNATIONAL HOTEL
COMPANY OVERVIEW
Britannia Hotels Ltd was established in the year 1976 in which the owner bought a 100
rooms hotel which is now a 255 room hotel with a different choice of restaurants, bars and
clubs (A History of Britannia Hotels. 2020). The head office of it is in Hale, Manchester.
MISSION AND VISION STATEMENT
The vision of the Britannia International hotel is “To offer best value for the quality
accommodation” which is a perfect place for the families and business trips with a seafront
location.
OBJECTIVES
 To increase the sales by by 15% till 2022.
 To incorporate new products and services for grabbing more customers.
 To increase the customer satisfaction level by upgrading the technologies.
SITUATIONAL ANALYSIS
SWOT Analysis
Strength
 Presence all across UK and a good
and positive brand image.
 High quality services and
accommodation services
Weakness
 Unable to effectively manage the
data of the customers.
 Moderate financial position and
structure of the company.
 Inability to retain the customers.

Opportunities
 Updating and implementing the
latest technology for meeting with
the data security issues (How to Do
a SWOT Analysis for Your Small
Business. 2020).
 Reducing usage of touch point by
making everything connected for
overcoming the negative
consequences of Covid 19.
Threat
 Negative influence of Brexit and
Covid 19 on the business
operation.
 Increase in competition resulting
into losing the market.
STRATEGIES
Segmentation: The market has been segmented on the basis of the psychological,
geographical and on behavioral basis. Thus, for attaining the goals the organization will be
targeting medium to large group of customers all across the globe.
Targeting: The organization will be targeting the customer who wants to avail the luxury
services at a reasonable cost (Andaleeb, 2016). Therefore, the company will make use of
differentiated marketing practices for the purpose of targeting the respected market
segment.
Positioning: Company will deliver its services by positioning it in the mind of the
customer by stating the core vision and mission of it which is providing quality services
and accommodation and meeting with eth expectations of the customers.
TACTICS
Product: The company requires to diversify its products and services in order to satisfy and
attract large group of customers. It involves bundle of services, lunch and brunch combos,
variety of cuisines which will help in increasing the customer base.
Price: The company should set the price to competitive and place its special items as the
star products having higher price in comparison to other items. For immediate result the
company can implement low cost strategy.
Place: The organization can look out for setting anew infrastructure for specifically
meeting up with the target customers requirements which makes easy for the customers to
reaching out to their requirement in a comfortable way.
Promotion: Britannia International can use social networking sites for advertising and

promoting its new product and services.
Physical evidence: Infrastructure, product and service along with the logo of the company
represents the evidence of its tangible nature.
People: Britannia is required to hire competent employees who can effectively manage the
undertaking and activities and meet with expectations of the customers.
Process: Standard process and procedures should be implemented through which the
activities will be carried out.
BUDGET
Expenses Amount
Marketing expense 2200
Stationery expense 150
Salaries 1000
R&D expense 2650
Total 6000
CONTROL AND MONITORING
The marketing manager of the organization is required to monitor the performance
periodically in order to ensure that everything goes as per the plan. In case, there is any
discrepancy then corrective actions can be implemented to get back on plan.
CONCLUSION
It can be summed up from the above that role of marketing is immense and cannot
be ignored. Along with that, it has an interrelationship with the other divisions of the
organization which helps it to attain its desired goals and objectives. The marketing plan is
given that will help in implementing the strategies in the market. It will also provide
assistance in accomplishing the objectives of the organization. It appeared to be useful for the
Britannia International hotel for concentrating on the strategies and techniques for
showcasing ideas that are valuable for explaining the characteristics and other features of the
product. The marketing plan provides an understanding about the different elements which
should be taken into account for successfully accomplishing the stated objective in the
specific time frame.

REFERENCES
Books and Journals
Andaleeb, S. S., 2016. Market segmentation, targeting, and positioning. Strategic Marketing
Management in Asia. pp.179-207.
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capabilities and firm performance: The moderating role of market orientation,
marketing strategy and organisational power. Journal of Business Research. 69(12).
pp.5597-5610.
Cheng, K., 2018. Operations and marketing alignment to reduce operational risk: how airlines
circumvent well-guarded markets. International Journal of Advanced Operations
Management. 10(4). pp.304-323.
Hair, J. F., Harrison, D. and Risher, J. J., 2018. Marketing research in the 21st century:
Opportunities and challenges. Brazilian Journal of Marketing-BJMkt, Revista
Brasileira de Marketing–ReMark, Special Issue. 17.
Lim, H., and et.al., 2019. Predicting future trends of media elements in hotel marketing by
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Management. 82. pp.270-277.
Madhani, P. M., 2017. Logistics and marketing integration: enhancing competitive
advantages. The IUP Journal of Management Research. 16(3). pp.7-29.
Nuševa, D. and Vukmirović, G., 2020, September. Packaging in the Function of Sustainable
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Strategic Management and Decision Support Systems in Strategic Management.
Seturi, M. and Urotadze, E., 2017. About Marketing Process Model and Relationship
Marketing. In Proceedings of International Workshop „Model-Based Governance
for Smart Organizational Future (pp. 169-171).
Yankovets, T. and Vyshnevska, M., 2019. Innovations and digital marketing: current trends
of development. Evropský časopis ekonomiky a managementu.
Online
A History of Britannia Hotels. 2020. [Online]. Available Through:<
https://www.britanniahotels.com/about-us>.
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