Hospitality Marketing: Roles, Responsibilities, and Strategies

Unit 15: Hospitality
Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................4
P1 Explain the key roles and responsibilities of marketing function..................................4
P2: Discuss how roles and responsibilities of marketing relate to the wider organisational
Context...................................................................................................................................6
TASK 2............................................................................................................................................8
P3 Compare the ways in which different hospitality organisations apply the marketing mix
to the marketing planning process to achieve business objectives......................................8
TASK 3..........................................................................................................................................10
P4 Produce a basic marketing plan for a hospitality organisation to meet marketing
objectives..............................................................................................................................10
Conclusion.....................................................................................................................................16
REFERENCES..............................................................................................................................18

INTRODUCTION
Marketing is defined as a societal process where groups and individuals are working
towards creation of need & want by creating, offering & then freely exchange of products &
services to achieve higher value. It is the basic process of planning and execution of conception,
promotion and pricing for distribution of goods, services and ideas for creating of exchange that
can lead to satisfaction of organisational and individual laid down objectives. Present report is
based on premier Inn that is a hotel chain having 800 hotels and 72000 rooms across various
locations (Khalili, 2020). There is discussion of key roles and responsibilities of marketing
function and the way roles and responsibilities of marketing are related to the wider
organisational Context. Further there is marketing mix analysis and based on that there is
preparation of a basic marketing plan for a hospitality organisation.
TASK 1
P1 Explain the key roles and responsibilities of marketing function
Premier inn is a hospitality brand that is focussing on providing long term suitable value to their
shareholder by growing successfully and delivering of better returns on the capital. For this the
ingratiation is focussing on present laid down objectives that have to be achieved by the detailed
marketing plan in report buy timely analysis of different elements:
 To enhance the satisfaction of customers by 20 percent in coming time period of five
years by offering them with customised services.

 To enhance the brand awareness for their customers by increasing their sales by 30
percent in coming time period of 5 years by use of digital media applications.
There are different concepts of marketing as mentioned below:
Production concept: In this consumers are having a preference for products that are widely
available and are also inexpensive at same time.
Product concept: In this concept their customers are preferring products that are higher in
quality and preferred because of innovative features, performance (Bloomfield, 2020).
Selling concept: In these consumers can be influenced by use of aggressive promotion and sales
techniques by companies.
Marketing concepts: In this the main focus is on the wants and needs of target market for
delivering a high value better than other competitors.
Societal marketing concepts: The focus is on society as there is connection with target market
and high value to be delivered for improvement of society.
Role of marketing functions:
Identification of customers: In this function there is formation of strategies to attract customer
needs and wants in Premier Inn. This function assists in identification of the individuals who
have to be reached and ways to reach them.
Satisfaction of customers: according to this marketing function there has to be the right product
availability to the right people at right time (Burgess and Munn, 2017). So that customers are
feeling better from the exchange process.
Retain customers: In this function the focus of marketing managers is to ensure that customers
are retaining so that there can be development of loyal base of repeated customer purchase.
Marketing functions:
 The typical marketing functions performed in hospitality organisations includes
researching of Market according to the collected information further a marketing plan is
produced. There is product development and other related activities of marketing such as
promotion, advertising, customer services, public relations and distribution for sale. At
lastly the most important function associated with marketing is development of brand
image.
Responsibilities related to marketing function: