Roles and Responsibilities of Marketing Functions in Hospitality Marketing

This document discusses the key roles and responsibilities of marketing functions in the context of hospitality marketing. It explores how marketing is interrelated with other departments in an organization and the impact it has on the overall performance and profitability of the company.

Hospitality Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1) Describe the key roles and responsibility of marketing functions.......................................3
P2) Critically analysed roles and responsibilities of marketing which are interrelated with
other departments to the organisational context.........................................................................5
TASK 2............................................................................................................................................7
P3) Differentiate between two organisation adapting marketing-mix tool in order to
enhancing profitability of company............................................................................................7
TASK 3..........................................................................................................................................12
P 4) Examine basic marketing plan for an organisation in effective manner. .........................12
CONCLUSION.............................................................................................................................14
REFERENCE................................................................................................................................14

INTRODUCTION
Marketing is a societal process that is focussed on creation of need for the target segment of
customers so that they can be attracted to be part of exchange process with organisations. Each
organisation is utilized various promotional tool which come under as marketing and main
person to achieved the goal and objective of firm. Presently the report is based on the discussion
of Hotel Bulgaria that is a 4 star business hotel and is 4th largest building in Bulgaria. It includes
various kind of services which helps to build strong relationship with customers (Arafah, 2019).
Presently there is discussion of the roles & responsibilities of different marketing functions that
are part of wider organisational context. There is use of marketing mix analysis to draw relevant
conclusions and prepare a marketing place to achieve specified laid objectives.
TASK 1
P1) Describe the key roles and responsibility of marketing functions.
Marketing functions play major role in an organisation in order to includes various kind
of activities and operations. It is essential for company because it helps to achieved target of
company. It involves selling or buying products and survives due to operations performed in
smooth manner. In context of Bulgari hotel, marketing head formulated strategies with easily
promotes goods and services. It considered different roles & responsibility which are mentioned
below.
Identifying customer needs and wants-: These is the basic function of every
organisation because without customer cannot generated profit, there has no sales revenue.
Marketing department is responsible to analysed and know about the taste, preference and
market trends of customer so easily fulfil all the requirements of customers. In relevance Bulgari
hotel marketing manger assign the roles for their subordinates to evaluates need of customer in
order to utilize techniques (Asimah, 2018).
Market research-: marketing function play vital role in order to conduct market research
to identify market trends, taste and preference of customer as well as examine the potential
customers which easily sale goods and provides services. In context of organisation, it also
helps know about competitor strategy and evaluates business environment accordingly modify in
products and services.

Attaining goal and organisation-: Marketing functions set targets which accordingly
promotes the product and services in order to achieved profitability along with enhancing sales
revenue. It includes various kind of activities which employees also participated it impact
improve the performance of company. Bulgari hotel of marketing manager play crucial role
because handle daily routine sales target and enhancing customer segment so it leads to increase
goodwill of firm at marketplace (Brennan, 2020).
Satisfy customer needs and wants-: Marketing head modify product and services
according to needs and wants of end users. It possible as provide a full of satisfaction to
customer in order to proper arrangement are made. In relevance of organisation, it focused
business strategies because overall performance of organisation impact image of the firm. It
includes provide high quality of goods and services which helps to achieved all level of
customer satisfaction.
Enhancing profitability-: Further role of marketing department promotes goods and
services in that way to increasing sale revenue which impacts on profitability of company. On
that basis Bulgari hotel expansion of business operation and developing new products and
services so developing brand image in the eyes of customer (Brown, 2017). It develop healthy
relation with customer because they retain longer period of time. It provides various kind of
discounts offers on the festival season on products and services. Moreover, focusing on
responsibility to conduct all these activities at larger level so they able to making profit and
easily achieved profit of company.
Branding of product and services-: In present scenario it is necessary to developing
branding of product and service and then serves to final customers. Marketing function
developed a product at marketplace in that way to easily recognizes on the basis of colour, taste,
symbol and name so it is essential activity and present in front of customer in very effective
manner. In context of Bulgari hotel developed branding of products and services and basically it
is responsibility of marketing manger to present product and services in front of customer very
attractive as well as presentable manner.
All of the above functions is essential in context of firm so accordingly developed
marketing plan and after successfully evaluation key role and responsibility of marketing
department so in order to achieved the organisation of objective and increasing sales revenue.
So, all these functions performed in effective and efficient manner.

P2) Critically analysed roles and responsibilities of marketing which are interrelated with other
departments to the organisational context.
In organisation there are so many department are worked together and each department
play significant role and they contributes to achieving goal and objectives on company.
Marketing manger is liable to perform task in effective manner and also coordinated with other
department so it also be linked to other functions of organisation in that way to improve
performance of company. In context of organisation, marketing play many roles and these
responsibilities linked to other functions, they coordinated worked with other department in
order to attain profits of company. There are ample number of function which marketing
performed with other departments so discuss below (David, 2018).
Marketing and finance department-: Finance department play vital role in order to
perform task and activities in effective manner. It carrying out utmost important activities of
business and it is responsibility of manager to analysed activities which are essential to perform
in very well manner. However, marketing department is make interrelationship between finance
function because they are branding, developing of products and services and utilize promotional
tool which comes as sales promotional tactics due to required a specific amount so they can
performed in proper manner and attract to more customer (Fairley, 2019). In reference of
organisation both the department collaborates work and finance department prepare specific
budget for marketing department and accordingly conducting different activities.
Marketing and human resources-: Human resources function is frequently utilize and
required to each department because it is wider concept not perform single task but handle
various task which related to employees. It main purpose to settled in organisation because
requirement of candidates in that way to right person should be placed at right time. Bulgari
marketing manger provide the information of HR manger in order to need talented candidates
who performed marketing activity in very well mannered so accordingly human resource
department starts hiring candidate and those employees required training programmes so
enhancing their skill and knowledge on that basis HR manager conducting seminars and
programmes.
Marketing and operation department-: Operation department refers to those which
convert raw material into final goods and servicing and reach products to end users. It utilize
effectively manufacturing process with includes different technique so products make more

innovative and fulfil the need of customers. In reference of organisation, marketing function is
directly coordinated with production departments so they produce goods and services in that way
to attract more customers at market place. Marketing manger requires any changes and modify
in product and services so accordingly provides information to operation head so accordingly
made changes on the basis of customer preferences.
Marketing and Research & Development department-: Research and development
function play crucial role and interlinked with marketing departments. Both are significantly
play important role because Bulgari research and development head deliver information to
marketing manger about the taste, preferences and market trends of customer on that basis of
conducting research at market place as well as analysed business environment due to know
about competitors strategy so accordingly prepared plan and gaining competitive advantages
(Ferizi, 2017).
Hence, all the functions of organisation is essential in context of achieving goal and
objective of enterprise because they perform numerous activity and coordinated and work
together so task can be performed in effective manners. It is critical process which intervention
in decision making process. Moreover, all the functions roles and responsibility are linked with
marketing on wider level so it clear pictures come out in the form of targets to be achieved in
proper manner.
TASK 2
P3) Differentiate between two organisation adapting marketing-mix tool in order to enhancing
profitability of company.
In present context, businesses environment changes very fast so accordingly to need used
marketing-mix model which includes various activities, strategies, tools so it help to
implemented activities in effective manner. It involves implementing those strategies it helps to
grape opportunities which are available in the market and compete with rivals in effective
manner. Organisation adopted different strategies and tool so improve performance and
increasing productivity so have been chosen two organisation for comparison in between Bulgari
and Park Plaza Westminster Bridge (Gehrels, 2019).
Marketing-mix is model which helps to analysed various actions or activities in order to
attract more customers at market place. It is tool which helps to promote goods and services with

deep level of market information deliver to consumer. In reference of company, they utilized
these tools in appropriate manner so marketing manger focused on the performance of
organisation so gaining competitive advantages and exploit new opportunities at marketplace
(Handayani, 2016). It is wider and broader concept so includes two organisation one is Bulgari
and another one is Park Plaza Westminster Bridge in order to marketing manger focused
marketing-mix strategy to achieved the organisational goal so which are mentioned below.

Basis Bulgari Park Plaza Westminster
Bridge
Product Product is defined as it can be
feel and touch and that is thing
which can be offered to
customer for satisfy the needs
and wants. It includes tangible
object which can touch and
feel as well as services, places,
organisation and ideas. In
context of company, they
serves luxurious facility to
customers such as restaurant,
bar, great dinning, lounge, spa
and free Wi-Fi.
In reference of organisation,
there are provides various
services to customer like
online booking of rooms and
comfortable rooms they target
those customer which lies
from lower to higher class
income groups (Hughes,
2018).
Pricing Pricing is the second
marketing-mix element is
refers to those cost which
incurred to produce,design,
promote and distribution of
product and services (Jechová,
2018). Bulgari is set effective
pricing strategies such as
skimming price and
penetration etc. it includes
they use various kind of
Pricing is established by
organisation and its affects two
factor one is demand and
another one is supply. It is set
on the basis of relationship so
Park Plaza Westminster
Bridge hotel utilise various
strategies like comparative
price and cost plus. These
organisation set pricing
strategy on the basis of

pricing strategies depending
upon the demand and quality
of products.
different level of pricing
according to provides different
service or product to customer.
Promotion Promotion is tool which utilize
by organisation in order to
clearly communicated to target
market so it company can
utilise promotional tool like
special offers, discount, free
gifts, advertising, public
relation and billboards all are
effectively used organisation
in order to attract and retain
more customer (Pappas, 2017).
In context of company,
promotional tool are
effectively utilize so promotes
goods and services at global
level. In present scenario,
mostly companies utilise
social media to promotes
goods and services in effective
manner such as Facebook,
twitter, Instagram, corporate
website and what's app.
Place It refers to by which products
and services easily reached to
the consumer. It is location
which customer easily buy
products so its beneficial for
business. Bulgari is utilize
effective distribution channel
with the help of that services
easily reached to customer. It
serves customer globally so it
easier for organisation to
managed in proper way.
In relevance of Park Plaza
Westminster Bridge hotel, they
also targeted worldwide
customer and provide effective
services so it establish multi-
distribution channel such as
warehousing, proper storage
and transportation facility due
to these customer easily find
company's product in
convenient manner
(Nicolaides, 2019).
People People is the valuable asset of
company. It includes provides
effective services to customer
Park Plaza Westminster
Bridge hotel have hired skilled
employees who enhancing

such as sales man, staff,
management and employees.
In reference of organisation, it
recruit or hire those applicant
who capable and able to
perform function in effective
manner (Brennan, 2020).
business productivity. HR
manger conduct various
training programme such as on
job training and off the job
training session provides to
employees and staff. It
includes those people who are
able to perform overall
function and operation in
appropriate manner.
Processes Organisation utilize effective
process of delivered goods and
service to customer. It is very
presentable and attractive
manner distribute goods and
services. Bulgari delivered
services in very attractive
manner that way to utilise
advanced technology so record
a data all the customers.
In relevance of company, they
utilize effective methodology
to serves customer because
their staff present in front of
the guest very presentable
manner. It used advanced
technique to online booking
rooms and tightly security
arrangements. After sales
service to their customer they
are able to increase satisfaction
level of customer all level
(Seraphin, 2020).
Physical Evidence This is last component of
marketing-mix element which
refers to physical proof of
existence of a company. It
involves packaging of food,
web pages, Boucher,
Park Plaza Westminster
Bridge hotel they have as
physical evidence utilise
effective distribution policy
and packaging of products and
services in organised manner.

furnishings, uniforms and
business cards. In context of
organisation, firm have
physical evidence in order to
online booking and utilize
advanced technology. They
provides services in very
attractive manner so it
becomes increasing trust of
customers.
Thus, they fulfil the need and
wants of customers and build
healthy relationship with
customers so it retain longer
period of time.
Therefore, comparison between the two organisation within same industry on the basis of
marketing-mix so it is crucial aspect which influencing in decision making process. It includes
they carry out various activities and functions in smooth way. Moreover, it is analysed all the
element of marketing-mix and accordingly organisation prepare strategies. It helps to performed
functions in effective manner (Recia, 2016).
TASK 3
P 4) Examine basic marketing plan for an organisation in effective manner.
In present context, it is important to each business model to prepare marketing plan in
order to proper estimation of activities which conducted by organisation. Proper planning is
essential of every business on that basis easily achieved the goal and objective of company. It is
long and time consuming process it includes various component which essential to discuss
below.
Company overview-: Bulgari is one of the famous hotel in London, UK which is 4 star
luxurious hotel and provides all kind of amendments to customer. They are provides ample
number of service to customer with their large portfolio which attracts large consumer segment.
It provides various kind of facility to customers such as restaurant, spa, great dinning, bar and
lounge and convenient parking facility. It utilize effective distribution policy so run their
operations globally (Brown, 2017).

Vision and mission-: Main vision & mission of firm is to deliver high quality product
and services to customers and achieved overall satisfaction of customers. There is main vision is
to be mention their name under as rated 5 star hotel and global leader in industry.
Objectives-: The objectives of company is to more improve performance level and
enhancing customer segment.
Segmentation, targeting and positioning in context of company.
Segmentation-: It refers to process which includes dividing customer in that way who
have similar kind of needs and preferences as assign group of customers. It includes various
kinds of variables such as demographic, geographic, etc.
Targeting-: Targeting is process it can be said that organisation targeted potential
customers on the basis of demographic. They mainly target middle and upper level income
groups and it is provide services to all age groups.
Positioning-: it refers to developing image in the eyes of customers so set image in the
mind and easily attract towards the product and services. It image as create Park Plaza
Westminster Bridge hotel brand so gaining high market share along with achieved profitability
and enhancing customer segment (David, 2018).
Hence, analysed STP model in order to it si responsibility of manager to develop brand image in
the mind of customer.
SWOT -: It is model which utilise organisation to evaluates the strength, weaknesses
opportunities and threats of business environment. Bulgari developing new strategies so manger
analysed their internal capabilities and taking measures to avoid weaknesses and also examine
external market so easily grape such opportunities and take prevention from threats.
Strength
 Main strength of company is that
serves services to customer globally
and accordingly utilize resources in
effective manner (Gehrels, 2019).
 They provides all kind of amendments
to customer so it is larger product
portfolio accordingly expand their
business.
Weaknesses
 there are major weakness of company
provides facility to customer so their
problems not solve in effective manner.
 Lack of management so sometimes
customer face problems and
inconvenient services.

Opportunities
 They are providing services in very
attractive manner so it is one of the
greater opportunity of organisation.
Threat
 They utilise aggressive promotional
strategies so it incurred heavy cost of
production.
Bulgari organisation plan the budget in order to effectively achieved the goal of organisation so
which are mention below.
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Early money 5000 4000 7000 3000 10000
Venture 9000 15000 14000 24000 10000
Total 18000 19000 21000 27000 20000
Promotion lay out
Advertising 5000 2000 3000 3100 3200
publicity 3000 4000 6500 2400 3000
Direct selling 4000 2100 4000 1000 4000
Total 12000 8100 13500 6500 10200
After the prepare plan and budget so organisation utilize in effective way with the help of
marketing plan easily developed new products and strategies (Hughes, 2018).

CONCLUSION
It can be summarized from the information that marketing is a very crucial organisational
function that is used by organisations for the purpose of promotion their products & services.
Marketing mix is a very effective tool that is used by organisations for the purpose of making a
detailed evaluation of various elements that can be used for purpose preparation of marketing
plane for a specified time period. SWOT analysis and STP analysis are two major tools that
lead to making a detailed analysis for achievement of the laid organisations objectives based on
development of tactics and strategies.
REFERENCE
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