Roles and Responsibilities of Marketing Function in Hospitality Industry

Unit 15: Hospitality
Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................4
TASK 1............................................................................................................................................4
P1 Explain the key roles and responsibilities of marketing function..................................4
Roles in a marketing function:.........................................................................................................6
P2) Explain how the roles and responsibilities of marketing are related to wider organization
context....................................................................................................................................7
TASK 2............................................................................................................................................8
P3) Elaborate the ways according to which different organization of hospitality industry
undertake the marketing mix to achieve business objectives.................................................8
TASK 3..........................................................................................................................................10
P4 Produce a basic marketing plan for a hospitality organisation to meet marketing
objectives..............................................................................................................................10
CONCLUSION..............................................................................................................................15
REFERENCE.................................................................................................................................16

INTRODUCTION
Marketing is regarded as a process of planning and further execution of the conception,
promotion, pricing and distribution of hoods, ideas and services for creating of exchange benefits
to individuals so that they can satisfy the goals of organisation. It is a process that is used for
identification, anticipation and satisfaction of future customer requirements. Present report is
based on Ritz London, that is a 5 star hotel located in London and is a symbol of luxury and high
society (Fraser-Arnott, 2020). It is also one of the best known and prestigious hotels, present
report is based on the discussion of the roles and responsibilities of marketing function. There is
marketing mix analysis to make a industry comparison based on this there is formation of
marketing plan based on laid objectives in the present situational analysis.
TASK 1
P1 Explain the key roles and responsibilities of marketing function
Ritz London, is a symbol of high luxury and high society best known hotels, it is a
member of international consortium. Presently this hospitality brand has associated with
elegance and luxury as their brand name is now associated with a denotion of fancy, fashionable
and stylish services. It was started in the year 1906 and was established as Hotel Ritz Paris.
There are some laid down objectives in the present marketing report according to which further
analysis will be conducted.
 To increase the market share by 5 percent in coming time of 5 years.
 To focus on more promotional strategies to enhance brand awareness for target segment
of customers that can lead to enhancement of revenue by 2.2 percent in coming time of 2
years.
Hospitality marketing services consist of certain features such as intangible nature that is
services cannot be conceptualised. It is inseparable, variable and also perishable as the quality of
services can never be constant it is likely to vary because of nature of provide, location and
timing (Fuad, Tamtomo and Sulaiman, 2019).
There are different marketing concepts associated with every business as mentioned below:
The production concept: In this the customers are preferring products that are not much
expensive and are easily available.

The product concept: In this concept consumers are preferring products that are high in quality,
innovative nature and performance.
The selling concept: It is a concept that holes by business and customers. Organisations have to
engage in the process of aggressive selling and promotional efforts in order increase their
present market share.
The marketing concept: the marketing concept is holding the key towards achievement of laid
organisational goals. It consist of being more effective as compared to competitors that is leading
to creating, delivering and further communication of customer value for the target market of
customers.
Responsibility of marketing function:
There are certain responsibilities associated with marketing function as mentioned below:
 Successful promotion and management of brand
 Working with different adverting agencies in case Ritz London has outsources the
function of marketing and promotion of brand.
 Management of future relationship with partners and agencies.
 Overseeing the budgets related to various functions such as marketing, advertising and
promotion of brands.
 Supervision of sales and marketing department staff in Ritz London is also the
responsibility of marketing managers.
 Further the major responsibility of marketing team in Ritz London is to evaluate the
strategies adopted by competitors to monitor the competition and evaluate
Roles in a marketing function:
There are certain common roles in a Ritz London that includes Event planner, executive
chef, hotel general manager, waiter/waitress across various functional departments. Apart from
this there are some roles that are assisting individuals in preforming marketing roles:
Customer identification: In this there has to be identification of the target market that is right
product according to right customer segment. In Ritz London the target market has to be
ascertained so that there can be identification of the right target market who have to be
approached in order to promote and market the product and services (Yaghoubian, and 2018).