Roles and Responsibilities of Marketing in Hospitality Organizations

This report discusses the key roles and responsibilities of the marketing function in a selected hospitality organization, focusing on Hilton hotel. It explores how these roles and responsibilities relate to the wider organizational context. The report also compares the ways in which different hospitality organizations, including Hilton and McDonald's, apply the marketing mix to their marketing planning process to achieve business objectives.

Unit 15:
Hospitality
Marketing
Essentials

Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
TASK 1............................................................................................................................................1
P1 Explain the key roles and responsibilities of the marketing function within a selected
hospitality organisation................................................................................................................1
P2. Discuss how roles and responsibilities of marketing relate to the wider organisational
context..........................................................................................................................................2
TASK 2............................................................................................................................................5
P3 Compare the ways in which different hospitality organisations apply the marketing mix to
the marketing planning process to achieve business objectives..................................................5
TASK 3............................................................................................................................................9
P4 Produce a basic marketing plan for a hospitality organisation to meet marketing objectives9
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing play essential role on business as it helps organisation to attract more customers
and increase sales of business. In hospitality sector, marketing is very important part of business
as it lead to enhancing business functions and profitability. There are different elements of
marketing that is significant for effectively and efficiently conducting business practices (Baqai
and Qureshi, 2020). This report is based on Hilton hotel. This company is dealing in hospitality
sector and providing its services to world wide customers. This report includes various roles of
marketing function in hospitality organisation and it consist the relationship of marketing role
and responsibility with wider organisational context. In this report marketing mix of different
hospitality organisation is determined. Apart form this, marketing plan is developed for meeting
hospitality company objective.
MAIN BODY
TASK 1
P1 Explain the key roles and responsibilities of the marketing function within a selected
hospitality organisation.
Marketing can be describe as the activities of organisation for promoting and creating
awareness about products or services of company in order to attract more customers. This is
significant process for providing values to customers and meeting with their needs. In hospitality
sector, marketing function includes various activities that is performed by hotel to develop
strong relationship with customers and meeting with their need and demand in significant
manner. This play important role in Hilton organisation as it will lead to increase customer base
as well as gaining competitive edge over other rival companies.
Role of marketing function – There are various important role of marketing function
which are mention below in detail. Identify customer – In Hilton company, marketing function role is to understand need
and want of customers (Abid, Harrigan and Roy, 2020). This is significant role of marketing
function as it helps in identify target customers of respective company along with their
requirement. This support in providing better service to potential customers of Hilton
hotel.
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 Satisfy customer – It is one of the major role of Hilton marketing function and it is
effective for developing strong relationship with customer. Through this role, respective
organisation is able to create right products and services with the motive of enhancing
customer experiences and satisfying customer needs.
 Retain customers – Marketing function play important role in retaining customers. Its
role is to give different reason to customer for coming back and focus on developing
stronger relationship with customers.
Responsibility of marketing – Marketing function consist of different responsibility that
will help in enhancing business functions and attaining goals. Responsibility of marketing
function in context of Hilton company is mention below - Promotion - It is important responsibility of marketing function to promote products and
services of Hilton company (Seebacher, 2020). This is important for attracting more
customers or increase sales of business. Hilton company, marketing function
responsibility is to creatively promote its services and offering in order to influence more
customers. In this responsibility various practices can be perform by Hilton hotel which
will lead to attract targeted customers towards business. Developing relationship – Marketing function major responsibility is to create and build
effective relationship with customers. It is responsibility of marketing function to carry
out different practices which will lead to develop better relationship with customers for
increase loyalty of customers. This will also includes maintain effective relationship
with other stakeholder in order to enhance business functioning.
 Monitoring competition – It is crucial for organisation to carry out different activities for
monitoring competition as well as determining rival company strategies. It is
responsibility of marketing function to monitor competition and analyse their business
practices. This will help in better decision making of business as well as enhancing
organisational performance.
P2. Discuss how roles and responsibilities of marketing relate to the wider organisational
context.
It is very important that different roles and responsibility of marketing is correctly related
to wider organisation context (Petrescu, Krishen and Bui, 2020). There are different functions and
department of Hilton organisation which needs to work correctly and accurately in order to
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successfully perform business task. Hilton organisation is based on hierarchical structure in
which information flows form top authority to down. There are different departments of Hilton
hotel such as marketing, accounting, food and beverages, personnel, purchasing and room
division.
It is essential that all marketing practices is related to working department in order to
successfully and effectively performing business practices. Interrelationship of marketing
practices with organisation structure will lead to enhance overall performance and productivity
of business. This will lead to have significant impact on organisational growth and development.
Relation of roles and responsibilities of marketing to wider organisational context is mention
below -
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Marketing with personnel – In Hilton organisation it is crucial to management different
activities in order to successfully perform business practices. Marketing department of respective
hotel is linked with personnel department in order to advertise requirement of new personnel
with in the business. It is essential that this hotel has well qualities and skilled human resources
for successfully performing required practices. Personnels department will communicate
requirements for new personnels along with needed skills and knowledge. Marketing department
will conduct different practices for influencing skilled candidate with in organisation.
Marketing with food and beverages – This department of Hilton company is related to
developing and creating right food or beverages in order to meet with the needs and wants of
customers. In this marketing department play crucial role for collecting and gathering
information regarding customers wants (Stein and Graham, 2020). It is important role and
responsibility of marketing department of respective company to carry out research practices for
determining the needs of customers. Through this Hilton company will be able to determine the
food and beverages requirement of customers as well as provide accurate products which are as
per their needs.
Marketing with accounting department – Marketing and accounting department is
interrelated to each other as accounting department is responsible for providing budgets to
marketing department. Marketing department function is to gather and collect information from
market area as well as determine new trends that are supportive in order to successfully
conducting accounting practices.
Marketing and purchasing – It is essential for organisation that marketing department
and purchasing department of business is successfully interrelated in order to effectively
conducting business practices. This is useful for meeting with the demand and needs of
customers by full filling their requirements. Marketing department of respective company will
collect and gather information about the requirement of customers as well as sharing collected
information with purchasing department. This is significant and effective as through this
interrelation purchasing department will have all requirement which is needed to full fill the
requirements of customers.
Thus, it has been determined that all function of business is related to marketing practices
and it will lead to have major impact on overall performance and growth of business. It is
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important that marketing function of Hilton company is linked with different department and
function of business in order to successfully enhance and provide effective services.
TASK 2
P3 Compare the ways in which different hospitality organisations apply the marketing mix to the
marketing planning process to achieve business objectives.
There are different organisation that is conducting business practices and task in
hospitality organisation. These organisation have different products and services that is
significant for meeting with the needs and wants of customers. It is essential that hospitality
sector organisation is performing business practices by effective marketing plan that is
significant for gaining competitive advantage over other rival companies. Marketing mix can be
describe as the effective tool and technique that is useful for determining different elements of
marketing practices. Marketing mix includes 7 P’s that is products, price, place, promotion,
process, people and physical evidence. It is essential that Hilton hotel is considering marketing
mix elements while performing its marketing practices as well as successfully conducting
organisational practices. Marketing mix in order to compare marketing planning process of
Hilton and McDonald's organisation is mention below in detail –
Elements Hilton McDonald's
Products or services This refers to the offering of
organisation to its customers
(Lasner and et.al., 2020). Hilton
hotel is a well known
company for its high quality
products and services. Its
major products are hotel,
resorts, restaurant and other
facilities that is provided in
order to meet with the need
and want of customers.
McDonald's is one of the well
known restaurant that is
providing different types of
food and drink products. It s
main products includes
McMor, Spicy vegetable
deluxe, Chicken legend,
chocolatey donut, Irn Bru,
Bacon Roll. Its products and
services are effective for
providing high satisfaction to
customers and successfully
full fill their requirement.
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Place This refers as the area in
which respective company is
providing its products and
services to customers. Hilton
hotel is placed in different part
of the world which is
significant for meeting needs
of worldwide customers. Its
distribution strategy is majorly
dependent on information
technology. This is significant
for successfully and
effectively conducting
business practices.
Placing strategy can be
describe as the technique that
is used by organisation to
offering or distribute its
services to customers.
McDonald's is consider as
one of the large fast food
restaurant chain and its of
offering its products and
services to global market
area. Its is located in different
countries of the world which
is effective for enhance its
customer base. McDonald's is
operating business practices
through franchisees in
different part of the world. It
consist of large restaurant
place that offer high quality
products and services to
customers.
Price It is important for organisation
to set correct and accurate
price of its products and
offering in order to attract
customers as well as meeting
with their needs and wants.
Hilton hotel pricing strategy is
based in competitors pricing
(Tsopatsa, 2020). This
organisation is identifying and
McDonald's is setting price
of its products and services
by considering different
elements and aspects. This
organisation is analysing cost
of offering its high quality
products and services to
customers as well as focusing
on gaining significant amount
of profit. As per these
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determine the price offered by
rival company in while
products its products in same
market area. According to this
Hilton hotel is setting price in
order to attract more
customers along with this gain
competitive advantage over
other rival companies.
elements this organisation is
setting price of its products
and earn revenues.
Mcdonald's is setting low
prices as well as offering
high quality products that is
significant for successfully
and effectively meeting with
customers requirement. This
pricing strategy of respective
company is useful for
attracting more customers
towards business.
Promotion Promotion can be describe as
the marketing practices that is
effective for attracting and
influencing large number of
customers towards business.
Hilton company is considering
both traditional as well as
modern marketing approaches
with the motive of influencing
more customers towards
company and increase sales of
its products. Word of mouth is
another promotional
techniques which is consider
by respective organisation in
order to influence customers
and increase its sales.
McDonald's company is
considering different
techniques and approaches in
order to carry out
promotional practices. It is
essential for this hotel to
effectively perform
promotion practices in order
to gain competitive edge over
other companies. For
promoting its products and
services McDonald's
organisational is considering,
newspaper advertisement,
magazine, social media
advertising, digital marketing
and so on. This is very
effective and efficient for
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attracting large number of
customers towards
organisation.
Process This can be describe as way in
which company is providing
its products and services to
customers. Hilton hotel is
considering very systematic
process of providing its
products and services to
customers. Through this
process, respective hotel is
able to make sure that
company have required
resources for successfully
performing business practices.
McDonald's company
process is focused towards
customers and their needs. In
this respective company is
identifying the need and
wants of customers with the
motive of providing specific
services to meet with their
requirements (Hongwei and
Lloyd, 2020). This process of
McDonald's company is able
carry out business practices
significantly. It process
includes developing food and
drink products which is
significantly according to the
requirement of customers.
People This includes employees that
are performing business
practices. Hilton hotel
organisation is recruiting and
selecting highly skilled and
capable employees who can
successfully performing
business practices and meet
with organisational objective.
This refer as the staff
member of McDonald's
company that is providing its
products and services to
customer with the motive of
satisfying their needs.
McDonald's is effective in
providing effective training
to its employees so that they
can conduct business
practices in required and
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accurate manner. Effective
training to employees
increases their capability to
meet requirement of
customers. People of
McDonald's company have
proper training to carry out
business practices in
significant manner which will
lead to increase their
productivity and
performance.
Physical evidence This includes the
infrastructure or interior of
Hilton company which is
significant for enhancing
experience of customers with
in respective hotel. Hilton
hotel is considering new and
innovative technology with
the motive of increase
customer satisfaction. This
hotel is providing customer
friendly services which is
helpful in developing strong
relationship with customers.
McDonald's has very strong
brand image and this can be
consider as the physical
evidence of this organisation.
Customers are attracted
towards McDonald's brand
name and it is significant for
increase satisfaction level of
customers. McDonald's
restaurant place can be
consider as its physical
evidence as it providing
positive and free environment
to customers so that they can
relex and enjoy meal.
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TASK 3
P4 Produce a basic marketing plan for a hospitality organisation to meet marketing objectives
Marketing plan can be describe as the activities that is performed by organisation to
provide its products and services to customers. it is very important for respective organisation to
develop effective and efficient marketing plan that is significant for enhance performance and
productivity of business (Gaikwad, 2020). marketing plan refer as the document which includes the
blueprint of different elements and aspects which needs to be consider by organisation for
increase its overall performance in market area. Successfully marketing plan will lead to gain
competitive advantage over other rival companies and attain business goals.
1. Describe Your Business – Hilton is dealing in hospitality business and providing its products
and services to global customers. Its major products and services are hotel rooms, resort, food
and beverages as well as other hotel facilities. It is providing high quality products and services
to customers in order to enhance their visiting experience. The goals of this organisation is to
increase its sales and profits by 20 % with in 6 months by enhancing customer relationship.
2. Conduct a Situation Analysis – It is important for respective company to analyse and
evaluate current situation in order in to successfully carry out marketing plan. For analysing
current situation SWOT analysis is mention below –
Strength Weakness
Its major strength is high brand recognition in
market area. Hilton use new and innovative
technology in order to increase customers
experience
Hilton operations are affected because of
different government rules and policies.
Opportunity Threat
This company has high potential to emerging
market area. Hilton company has opportunity
to use different marketing practices.
This is dealing in highly competitive
environment and it has major threat from
existing rival companies.
3. Define Your Customer - Once organisation has determined its strength and weakness it is
crucial to identify customer base. Hilton hotel is targeting customers of all over the world who
have potential to purchase offering of company. Perfect customers or client of Hilton are people
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who prefer high quality services in hotel, tourist, client for business meeting, couples, family and
so on. These customers will be significant for increasing revenues and sales of business.
4. Strategies – It is essential for Hilton hotel to determine its strategies in order to successfully
and effectively performing its marketing plan and increase relationship with customers. Hilton
direct customers are Marriot, Holiday Inn and so on (Devendra, 2020). This company should use
advance and innovative technology in rooms of hotel as this will assist in increase customer
visiting experience. Staff member should communicate effectively with customers in order to
increase relationship with them.
5. Forecast your Sales or Demand Measurement – After developing strategies of business, it
is crucial for company to forecast its sales and measure demand. This will help company to take
correct decision that will be beneficial for growth and development of business.
6. Define Your Marketing Budget – This can be define as the amount or financial resources
that will be required by company for successfully and effectively performing marketing
practices. In this different expenses of business along with the required cost is mentions in order
to take correct decision.
Marketing budget:
Marketing budget
Business start up year 2020
Direct marketing 1500
Promotional marketing 2000
Digital marketing 10000
Selling expenses 5000
Insurance of marketing equipments 2000
Expenses
Lease deposit 1500
Marketing 2000
Insurance 1500
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Marketing budget
Legal expenses 2500
Miscellaneous 1000
Total start up 8500
Financing
Owner investment 12000
External investment 7000
Total equity financing 19000
Bank loan 10000
Line of credit 5000
Total marketing debt 34000
7. Integrate Your Marketing Communication – This refer as the tools and techniques that will
be consider by Hilton hotel for attaining its goals. For integrating marketing communication
marketing mix is used.
 Product – Hilton products are hotel rooms, resorts, food and drink products with high
quality and innovative technology to meet customer needs.
 Price – Its pricing will be based on the pricing strategies of rival company is respective
market area.
 Place – Hilton Company is offering its products and services in all over global market
area.
 Promotion – Its promotion strategy includes digital marketing, social media marketing,
news paper advertisement and so on. This will help in attracting large number of
customers towards business.
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8. Identify Sales Channels - Identification and analysis of sales channel is one of the crucial
marketing aspects that impact on business practices. This company is directly selling its products
and services to customers. This is significant for increasing sales and profitability of business.
9. Track Marketing Activities – In this step of marking plan, respective company will
determine way to track or monitor marketing practices of business. Hilton hotel needs to
consider internet marketing and database in order to successfully determine marketing activities
in most effective manner (Aguirre de Cárcer González-Quevedo and et.al., 2020). Through internet
marketing, Hilton hotel will be able to track web traffic. Database will assist in providing correct
information and structure for performing marketing practices.
10. Evaluate Your Progress – This is the last stage of marketing plan and in this step respective
company will be able to determine and analyse technique for evaluate progress for marketing
plan. In this Hilton company will be able to determine return on investment and its benefit to
company. In this step of marketing respective company will be able to identify its progress for
attaining goals.
CONCLUSION
From the above report it can be concluded that marketing is crucial aspect of organisation
which is significant for increasing its performance and productivity in market area. Marketing
function includes different roles and responsibility that needs to be performed successfully with
the motive of attaining desired goals. Through successful marketing practices and its link with
other function of business will help in improving business productivity. Marketing mix is
essential tool that includes various important elements of business and help in increasing
performance of business. Through this organisation can develop better strategies to carry out
required practices effectively and efficiently. Marketing plan is important for providing accurate
guidance and direction for successfully performing business practices.
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REFERENCES
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Predictive Profit Marketing. In B2B-Marketing (pp. 19-43). Springer Gabler,
Wiesbaden.
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marketing analytics from a consumer policy perspective. Journal of Consumer
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Kreutzer, R.T. and Vousoghi, D.S., Voice-Marketing.
Stein, J. and Graham, C.R., 2020. Essentials for blended learning: A standards-based guide.
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Lasner, T. and et.al., 2020. Carp land: Economics of fish farms and the impact of region-
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Tsopatsa, B., 2020. Digital marketing impact on the growth of small and medium size enterprises
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Aguirre de Cárcer González-Quevedo and et.al., 2020. International Marketing.
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