Hospitality Marketing Essentials

This document discusses the key roles and responsibilities of the marketing function in the hospitality industry, with a focus on The Imperial London Hotel Limited. It also evaluates how different organizations apply the marketing mix to achieve their business objectives. Additionally, it provides a basic marketing plan for The Imperial London Hotel Limited.

Hospitality Marketing Essentials
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Table of Contents
INTRODUCTION...........................................................................................................................................3
TASK 1.......................................................................................................................................................3
Describe the key roles and responsibilities of marketing function in the organization............................3
P2 Roles and responsibilities of marketing relates to the wider organizational context...........................4
TASK 2.......................................................................................................................................................6
Evaluate the ways in which different organizations apply the marketing mix to the marketing planning
process in order achieve the business objective.......................................................................................6
TASK 3.......................................................................................................................................................8
Produce a basic marketing plan which help the organization in accomplishing its business objectives...8
CONCLUSION.............................................................................................................................................11
REFERENCES..............................................................................................................................................12
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INTRODUCTION
Hospitality industry main focus is on providing great services to its customer and make
them feel delighted (Anggani and Suherlan, 2020) . Marketing is one the essential tool which is
use by every organization as it helps in increasing the sales and revenue of company with use of
effective marketing and advertising techniques. With the organization the marketing strategies
are formulated after considering the external and internal business environment and current
marketing trends. In context of hospitality industry their primary motive is to offer quality
services and provide comfortable and save environment to its customers. The organization
chosen for this report is The Imperial London Hotel Limited. The company was established in
year 1837 and is the heart of central London. The company focus on providing lively
environment and great experience to its customers. The topics covered in the report are roles and
responsibilities of the marketing function and how they relate to the wider organizational
context. Marketing Mix of organization which helps in achieving business objective and
marketing plan of the organization.
TASK 1
Describe the key roles and responsibilities of marketing function in the organization.
Marketing has a crucial role in the management of hotel as it is responsible for making
people aware about the services and features of the company. In Imperial London , marketing
function ensures that the services of the hotel is appropriately placed in the market and is
focusing on meeting the needs and requirement of its customers. The marketing department is
involve in the activities related to branding and publicity of the services in the marketplace and
focus on attracting the customers towards services of company. Moreover they are developing
various strategies which helps in achieving the target market and using different theories and
principles in order to remain competitive in marketplace (Brown, Buhalis and Beer, 2020). In
context of The Imperial London the marketing roles and responsibilities are explained below-
 Requirements of Customers- The role of marketing function within the organization is
to identify and analyze the needs of customers. It is prime responsibility to identify the
needs, desires, habits, taste and preferences of customers. According to data acquired the
marketing department of Imperial London analyze what customers are demanding.
 Customer requirement anticipation- The marketing function is to anticipate the
requirements of customers which provide great advantage to the organization and helps
the management in meeting the needs and wants of customers.
 Customer satisfaction- The main role of the marketing function is to satisfy the needs
and wants of customers. They identify the services which have potential to satisfy the
needs of customers and provide value to customers.
 Profit motive- Marketing function with the organization is responsible to find out new
and innovative methods to attract the customers towards the services of company. They
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focus on providing value to its customers which contributes in increasing the overall sales
and profit volume of the organization.
The role of marketing in context of Imperial London is to implement the analysis strategy
according to different situations. Thus it helps in accomplishing the corporate level goals
and objectives of company. The marketing function of company is focusing on growing
the market share by identifying the growth areas and also enhancing the demand for its
services and facilities (Brown, 2017).
P2 Roles and responsibilities of marketing relates to the wider organizational context.
The primary focus of The Imperial London is to function in coordination and cooperation
with other functional departments and formulate business strategy together which helps in
achieving desire results. The marketing process includes various activities and actions in the
process of production , promotion and consumption of products and services. Marketing process
of The Imperial London, focus on building and developing an effective market plan which is
capable of meeting the changing needs and taste of customers. Moreover they are also focusing
on formulating plans which comply with the rules and laws of the land. They have designed their
rooms in most desirable way in order to meet the diverse taste of customers. In this changing
market environment the marketing function of The Imperial London is focusing on the analyzing
and evaluating the changes in the needs and wants of customers and accordingly redesigning and
changing its products and services.
The interrelationship between marketing and other functional departments is describe
below-
 Marketing and Finance- Marketing strategies and the plans are required to be
formulated as per the set budget. These strategies and plans involves profit and cost
margin of the products, services, brand and many more. The finance department in
Imperial London is responsible to provide a define budget to the marketing department so
that they can conduct the marketing campaigns in set budget. Moreover the finance
department provide support and guidance to marketing department in cost related matters
and provide cost for carrying different marketing activities. In context of The Imperial
London, the marketing department works in coordination with finance department and
knows the current financial state of the company so that it can conduct its campaigns and
other marketing activities according to the prevailing situation.
 Marketing and Human Resource- The main function of HR department in the
organization is to work for the wellbeing of the staff members and to hire the right person
for the job role in the set budget (Chen, Chen and Liu, 2020). In context of The Imperial
London, the marketing department functions in coordination with HR departments and
ensures that all job roles are perform on time, is their need for new employees and right
person should be hired for marketing team with required set of skills and abilities.
Moreover the marketing department cooperates with the HR department in order to
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ensure that proper training should be provided to new employees so that they can work
effectively in various challenging market conditions. Moreover the HR department
provide the feedback of employees performance to the marketing department in order to
determine that performance are up to mark and should help in accomplishing the targets
of the company. Also, HR department provide full support to marketing department in
evaluating the performance of members of marketing team so that corrective steps can be
taken in case of inefficiency (Chiou, Chao and Hsieh, 2020).
 Marketing department and production and operations department- The production
department primary function is to focus on the development of new products and services
and related activities. In context of The Imperial London, the marketing department
functions in coordination with production and operation department to ensure the
development of services and products in order to satisfy the needs and wants of
customers. Moreover the marketing and production department functions together in
research work that in identifying the needs and desires of customers in order to make
improvement in its existing products and services. Moreover the marketing department
operates in coordination with operation department in order to ensure that the activities
and operations are conducted in proper manner that is are carried in line with the
objectives of marketing team. Furthermore, both the departments work hand in hand with
marketing department in order to ensure that the plans and strategies are appropriate for
operations of management and for related schedules of productions. Both the departments
work in coordination with each other in order to acquire quality materials from suppliers
so that they will be able to provide good quality products and services to its guests.
 Marketing and Customer Service- Marketing and the customer services are the most
essential functions within the organization. Both these function have common motivate
that is to provide satisfaction to its customers and derive great customer experience. In
context of The Imperial London , the customer service department provides information
to the marketing department regarding customer response and their feedback on the
products and services of company (David, 2018). Hence it helps the marketing
department in development and marketing activities of products and services of the
company. The main motive of both the department is to develop positive and strong
relation with its customers.
 Marketing department and IT department- These both department work in
coordination with each other with the motive to provide benefit to company and carry
activities in the best possible manner. IT department functions according to the needs and
requirements of marketing department in order to make sure that latest technological
support should be provided to the marketing team. This helps marketing department in
carrying its operations effectively and efficiently.
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TASK 2
Evaluate the ways in which different organizations apply the marketing mix to the
marketing planning process in order achieve the business objective.
Marketing mix approach is been used by the marketing managers with the motive to
identify and analyze the current market trends and conditions in order to create effective
marketing plan (Eisenstein, 2018).
Goals and objective of The Imperial London and Whitbread
Hospitality Sector Goals Objectives
The Imperial London The goal of company is to
provide services to its guests.
To deliver services according
to the needs and desires of
customers.
Whitbread The goal of the company is to
become the market leaders in
the sector of hospitality.
To maximize growth and
provide value to its customers.
7 P’s of Marketing Mix
7 P’s of marketing mix The Imperial London Whitbread
Product/ Services They provide wide range of
services and facilities to its
guests. It helps in reaching to
potential customers in the
efficient manner. It provides
services like car rental
services, dry cleaning
services, AC rooms, room
services and many more.
On the other hand, Whitbread
focus on providing family-
friendly services to its guests.
They provide lodging, food
services, event planning,
transportation and many more
services to its customers.
Pricing The company has adopted cost
leadership business strategy as
it helps in providing great
services on large scale to its
customers. Moreover they are
providing quality services at
affordable prices in
comparison to its competitors.
Whitbread is following
competitive pricing strategy
due to large number of
competitors. In comparison to
Imperial it is charging high
from its guests for the services
it is providing to them.
Place The company is operating in
London only.
Whereas Whitbread is
operating in various cities of
UK.
Promotion The Imperial London is using
various promotional strategies
such as advertisement in
magazines, newspapers,
Whereas Whitbread is using
various marketing and
advertisement campaigns with
the help of traditional and
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televisions and many more.
Moreover they are using
various popular social media
platforms in order to make
people aware about its
services and facilities.
social media platform with the
motive to target large number
of guests across the globe.
People There are more than 3000
employees who are working
with the company and their
main objective is to provide
excellent training and
development to its employees
in order to deliver quality
services and attract new
potential guests.
In comparison to The Imperial
London, they have large
number of employees as they
are operating in various cities
of UK. Moreover the company
believes in the effective and
efficient work of its staff
members.
Process The process followed by
company is to deliver the
quality services to its guests
where they offer special
services to its loyal customers.
The process of Whitbread is
well defined that is they have
standard procedure for
operations where they
maintain set standards in its
services and offer best
services and experience to its
customers.
Physical Evidence The company provides
functions which helps in
impressing the guests and its
employees (Yaldaie, 2019).
Moreover with its designer
interior and hygiene level it
attracts customers.
Whitbread has its headquarters
in England and it servers
china, Dubai, UK and many
other countries by offer same
level of services.
From the above comparison, The Imperial London is required to extend its services in
order to increase its customer base. They should focus on online marketing in order to attract
potential customers. The company is operating on one location, it should focus on expanding its
business in popular cities of UK (Elshaer and Marzouk, 2019). Moreover they should focus on
strengthening its standard operating procedures while serving its customers.
TASK 3
Produce a basic marketing plan which help the organization in accomplishing its business
objectives.
Marketing is define as the process where various activities are carried by marketers in
order to promote the business of company. Marketing activities includes advertising, selling,
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delivering of products and services to the potential customers (Foroudi, Tajeddini and Marvi,
2019).
SMART Objective
The SMART objective of The Imperial London is to expand its business in market of US
with 2 year with the motive of increasing its profit margin by 35%.
SWOT Analysis
Strength
 The company has vast scope of business as people are preferring hotels and restaurants in
order to satisfy their needs and wants.
 The company is using latest technology and delivering high quality services to its
customers.
 Moreover they are having strong and attractive property portfolio which is helping in
attracting large number customers (Hughes, 2018).
Weaknesses
 The company is totally dependent on the UK market and is not flexible enough.
 They are not having strong network connectivity as they are serving one particular area
so will face lot of difficulties in expanding its business.
 Moreover the company is highly dependent on its propriety and don’t have great lodging
network (Jiao and Lu, 2019).
Opportunities
 One of the biggest opportunity they have to expand its business in the marketplace as
they are providing quality services at much affordable prices.
 Moreover they can focus on establishing and enhancing its presence in the medium level
budgeted hotels which will help in building connectivity.
Threats
 They are facing high level of competition in marketplace as there are various brands in
hotel industry which has strong brand image in marketplace.
 While expanding business in other countries they have threat of terrorism and the
political instability effect they performance (Krupskyi and Stesenko, 2018).
STP Strategy
The company is segmenting its services on the bases of its unique features and ambience
and offering services on complementary bases such as spa, gym, etc. They are focusing on cost
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leadership pricing strategy as there motive is to provide services to business class and middle
class of the society. It is using differentiation strategy in order to stand on its words while serving
its guests (Krupskyi and Stesenko, 2018).
Ansoff Matrix
 Market Penetration- The Imperial London, in order to increase its profit volume it
should adopt the aggressive marketing strategy. It includes various marketing campaigns
on popular social media platform in order to enhance its presence in the marketplace.
 Product development- The company is currently serving one location and satisfying the
needs and wants of people belonging to that particular location. Therefore its essential to
enhance and add more services and products in its existing line in order to capture the
market of US (Ramaj and Ukaj, 2018).
 Diversification- It is very important for company to diversify its services according to its
guests that is should focus on providing more and special services to its loyal customers.
Moreover company need to bring diversification in its products and services in order to
remain competitive in the marketplace (Ruhanen, 2019).
4P’s of Marketing
Marketing process involves creating effective and efficient strategy for marketing mix
and its implementation in order to retain the existing customers and for attracting the new
potential customers. The target customer segment of The Imperial London includes people from
all age groups and the tourist who have come to visit the location (Sepula, 2019).
 Price- Pricing the products and services according to the market price of competitors in
order to make it affordable for its potential customers. The company should focus on
competitive price in order to sustain in the marketplace. The company should have
different prices according to services it is providing to its customers that is for special
services it should have different prices and for normal services it should have different
price.
 Place- Furthermore the marketing process includes the place for the products and
services in the market that is right direction from where they can reach to its potential
customers. The company should focus on establishing its business in prime locations of
US market.
 Promotion- It’s very important for the marketers to adopt the effective tools for
promotion of products and services of the company in order to attract maximum possible
customers. As people are spending more time on various social media platforms so they
should do their promotion on the popular social media platforms such as instagram,
snapchat, you-tube, etc.
 Product- The marketing department designs the products and services which are capable
of meeting the needs and wants of customers (Shin, Severt and Fjelstul, 2017). They need
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to diversify its products and services according to the needs and desires of customers of
US. They should add more facilities and services in its existing line in order to attract
large number of customers.
Monitoring and controlling-
This cycle of monitoring and controlling undertaking work is critical as it can happen that
you can finish the venture on-schedule, in any case, have not had the option to meet the ideal
quality levels. Checking and Controlling venture work include observing some other exhibition
measure that the undertaking director has made or utilized for this task. The task of monitoring
and controlling beginnings when a venture starts (Tan and Chen, 2020). Checking and
controlling task work is the way toward following, inspecting, and managing the advancement so
as to meet the exhibition destinations. It is the fourth cycle in the process of execution of
business plan. Moreover, this cycle significantly explains about:
 Estimating the real presentation and comparing it with the set targets.
 Evaluating execution to decide if any remedial or preventive activities are shown, the
status is accounted for and additionally suitable action plans are being formulated and
executed (Virabhakul and Huang, 2018).
 Keeping up an exact, convenient data base worried about the undertaking yield and its
related documentation till venture finishing.
CONCLUSION
From the above study it has been concluded that marketing plan is essential for the
organizations in order to survive and grow in the marketplace. In case of hospitality sector, the
companies can attract the large number of customers by providing efficient quality services and
products. The proper formulation of market plan after identifying the various factors in
marketplace and its proper implement with effective monitoring and controlling helps
organization in achieving its goals and objectives. The organizations should focus on latest
technologies and advancement in order to carry the business operations in most effective and
efficient manner.
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REFERENCES
Books and Journals
Anggani, M. and Suherlan, H., 2020. E-reputation Management of Hotel Indusrty.
Brown, L., Buhalis, D. and Beer, S., 2020. Dining alone: improving the experience of solo
restaurant goers. International Journal of Contemporary Hospitality Management.
Brown, P. T., 2017. Food Safety Knowledge of Undergraduate Nutrition Majors vs. Hospitality
Management Majors (Doctoral dissertation, Kent State University).
Chen, L., Chen, T. L. and Liu, H. K., 2020. IDENTIFYING AIRBNB
ENTREPRENEURS'ROLES AND COMPETENCIES: PERSPECTIVES FROM
PRACTITIONERS. International Journal of Organizational Innovation. 13(1).
Chiou, M. R., Chao, S. L. and Hsieh, H. Y., 2020. The Moderating Role of Service Recovery on
Customer Loyalty in the Context of Cruise Passengers. Maritime Policy & Management.
pp.1-17.
David, J., 2018. PESTEL analysis of Australia. Howandwhat. Recuperado de https://www.
howandwhat. net/pestel-analysis-australia.
Eisenstein, B., 2018. Markenführung von Destinationen–Zwischen ökonomischem Nutzen,
sozialer Konstruktion und Machbarkeit. Zeitschrift für Tourismuswissenschaft. 10(1).
pp.67-95.
Elshaer, A. M. and Marzouk, A. M., 2019. VOCATIONAL SKILLS TRAINING IN HIGHER
TOURISM AND HOSPITALITY EDUCATION IN EGYPT: AN ANALYTICAL
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Hughes, J. C., 2018. Advancing engagement: debates in the field and proposed directions for
hospitality and tourism research and practice. In Handbook of Human Resource
Management in the Tourism and Hospitality Industries. Edward Elgar Publishing.
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Krupskyi, O. and Stesenko, Y., 2018. International experience of integration of tourism and
hospitality enterprises.
Krupskyi, O. P. and Stesenko, Y. E., 2018. Mizhnarodnyy dosvid intehratsiynoho rozvytku
pidpryyemstv turyzmu ta hostynnosti [International experience of integration of tourism
and hospitality enterprises].
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Ramaj, B. and Ukaj, F., 2018. Review of literature for internet marketing and social media in
tourism. Acta Universitatis Danubius. Communicatio. 12(2).
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purchase online reviews. Journal of Hospitality and Tourism Management. 39. pp.110-
116.
Sepula, M. B., 2019. Predicting Customer Satisfaction Using a Two-level Service Expectation
Framework: Empirical Evidence from Star Rated Hotels in Malawi. African Journal of
Education, Science and Technology. 5(3). pp.90-105.
Shin, Y. H., Severt, K. and Fjelstul, J., 2017. RV traveler’s pull factors to campgrounds in leisure
tourism. Journal of Quality Assurance in Hospitality & Tourism. 18(4). pp.493-508.
Tan, W. K. and Chen, Y. C., 2020. Tourists’ work-related smartphone use at the tourist
destination: making an otherwise impossible trip possible. Current Issues in Tourism.
pp.1-16.
Virabhakul, V. and Huang, C. H., 2018. Effects of service experience on behavioral intentions:
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Management. 27(8). pp.997-1016.
Yaldaie, T., 2019. Profitability analysis of digitalization tools for small hospitality service
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