Roles and Responsibilities of Marketing Function in Hospitality Industry

This document discusses the key roles and responsibilities of the marketing function in the hospitality industry. It explains how marketing is related to the wider organization context and elaborates on the ways different organizations in the industry use the marketing mix to achieve their business objectives.

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).

P2) Explain how the roles and responsibilities of marketing are related to wider organization
context
Marketing Department is a crucial department for every organization. Marketers are
responsible to promote and advertise the product at wider level to increase in the sales as well as
profitably of company. It is analysed that it owns strong associations with other divisions within
organization . This interrelation is significant to to achieve business objectives in an efficient
manner. In reference to Hospitality sector there are various departments in entity such as front
office, house keeping, accounts, maintenance, human resources and so on. The interrelation of
various departments in reference of Ritz London is mentioned below:
Front office and Marketing department- Front office division of hotel is responsible
to interact with guest and maintain effective relation with them. It is their duty to manage the
data of client in a proper manner. They keep information and provide it to marketers of Ritz
London who prepares effective strategy to promote the services of hotel. This information assist
marketing team to formulate more customized plans, design efficient advertisement to attract
more number of guest.
House Keeping and Marketing Department- House keeping people of hotel are
responsible to manage proper cleanliness and hygiene within hotel. They make sure to provide
effective services to clients (Yan, and et.al 2016). The team posses information regarding the
status, needs of guest and make arrangements as per their specification. This information assists
marketing managers to develop marketing plan and adopt personalized strategies to increase in
the revenue of entity..
Maintenance and Marketing Department- Maintenance division of Ritz London
ensure to keep the hotel in a proper manner. They make sure that guest do not face any hassles
and inconvenience by undertaking maintenance services in different intervals. It enhances the
number of satisfied as well as loyal guest. With this, they aid marketing department to retain
clients for a longer period of time.
Finance and Marketing Department- Finance division of Ritz London ensure to
allocate appropriate funds to other division to carry out business functions in an efficient manner.
Finance manager keep proper control over cash within hotel. They also render necessary funds to
marketing team so that they can undertake promotional and advertisement strategies to enhance
market presence. Whereas Marketing division helps to increase in cash inflow in organization by

promoting services at market place. Thus, it is monitored that there is strong association between
both of the divisions of hotel.
Marketing and Human Resources- Human resource department of Ritz London is
responsible to undertake recruitment, selection, transiting and development activities. With this,
they provide suitable candidate to marketing department. In addition, they also arrange necessary
training programs for marketing people in order to enhance their efficiency. Further, they ensure
to maintain a positive environment at work place to maintain better coordination among human
resources. On the another side Marketing team promote the vacant position of company to get
maximum applications for vacant position (Park, Seo and Han, 2018).
Out of above discussion, it is analysed that marketing division is one of the important
division of hotel and there is strong interrelation between various departments of company that is
crucial to enhance business efficiency and performance.
TASK 2
P3) Elaborate the ways according to which different organization of hospitality industry
undertake the marketing mix to achieve business objectives
Marketing mix is a tool that is carry out to satisfy customers and get competitive edge in
market place. It generally comprises four elements such as Product, Price, Place & Promotion. In
context of Hospitality sector expanded marketing mix is used that includes three additional
factors like People, Physical equipment and Process. Being in service sector Ritz London and
Belmond undertake expanded marketing mix. Belmond is a multinational company of hospitality
sector based on UK. Comparison between both of the companies with reference of marketing
mix is discussed below:
Basis Ritz London Belmond
Product It renders luxurious as well as
personalized services to guest
with warm, relaxed ambiance.
It has spacious rooms, free Wi-
Fi and room services,
conference halls and wedding
spaces and many more other
It provides services such as
luxuries rooms, better
ambiance, cruise and so on. It
also has spacious rooms, spa,
Wi-Fi and free room services
to attract more number of
guest.

amenities.
Price It is a premium hotel group
that generally target to upper
and upper middle class people
who are ready to pay extra
amount for luxury services.
Thus, it adopts premium
pricing strategy (Phu and et.al
2019).
It is consider as a premium
hotel that allows it to charge
higher prices from guest. The
hotel use competitive pricing
strategies in order to face
competition in an efficient
manner.
Place The hotel originated in United
States and now it has expanded
its business in different
countries. It has operating
nearly in thirty nations as of
now. It focuses on location of
hotel within country.
Although, it has headquarter in
UK but is is offering services
to the people of different
countries. It emphasis to
situated at prime location to
grab the attention of premium
customers.
Promotion Customers are highly satisfied
with its services so hotel is
getting benefits of Word of
Mouth marketing. Apart from
this, it is also using travel
magazine, agents, social media
platforms to promote services.
As per the current trend, it is
using digital technologies such
as SEO, social media
marketing to promote services
at wide level. In addition it is
also carrying out billboards,
hoardings, magazines to
advertise services (Fuad,
Tamtomo and Sulaiman, ,
2019).
People Ritz hires efficient personnels
after a lot of rounds of
screening. In addition it
provides proper training
The hotel select suitable
candidates cater the need of
guest. Further, they provide
them monetary and non

program for them in order
ensure higher efficiency and
productivity.
monetary benefits in to inspire
human resources.
Process The entire process of hotel is
designed to provide effective
services to guest. They are
providing facilities to clients
of effective check ins and
check outs to minimize
hassles.
It provides facility of online
booking and payments to
guest. Along with this,
manager ensures to provide
better front desk as well as
housekeeping services to
significant clients.
Physical Evidence The hotel owns great
ambiances, interior,
accessories to provide comfort
to guest. It make sure to
provide better pre and post
sales services to clients. They
use better quality dishes to
cater customers (Payangan,
Sahabuddin and Girikallo,
2017).
It posses a lot of facilities,
unique and innovative interior.
Efficient staff member to
ensure better services to guest.
In addition, they have spacious
rooms, attractive ambiance to
grab the attention of
customers.
TASK 3
P4 Produce a basic marketing plan for a hospitality organisation to meet marketing objectives
Marketing plan is the documentation of different strategies that are adopted by
organisations in order to achieve the laid business objectives. This function is assisting to focus
on achievement of laid business objectives so that there can be utilisation of the present
resources in a more effective manner (Brand, Schwane and Anable, 2020). Marketing plan is a
core function related to coordinating and directing different marketing efforts in a organisation. It
is operating at tow basic level that is strategic which is used for identification of the market plan.

Second is tactical that is for the purpose of execution of the marketing plan.
Executive summary:
Mission: The main mission of Ritz London is to ensure that guest are provide with guests
personal services and facilities to enjoy a relaxed, warm and refined ambience.
Corporate objectives: There are some corporate objectives that have to be achieved according
to the present marketing plan as mentioned below:
 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.
SWOT analysis:

Strengths Weaknesses
 The main values of the Ritz London
is to offer a impeccable standards
of services that is delighting and
surprising at the same time for their
customers (He and Harris, 2020).
 Ritz London is having presence in
one of the most prominent locations
across different prats of the world.
Their locations are decide based on
the research of customers
preferences.
 Ritz London believes in philosophy
of innovation where they are
following a ritual known as line up
where they can get all their
stakeholders across borders to
synergise. Each employee and
stakeholder is spending 15 minutes
of work by thinking about great
things at workplace that enhances
their satisfaction level.
 There is a proper guest feedback
system where the Ritz London is
offering its properties to be Robust
as they are tracking guest behaviour
on a regular basis to main a loyal
customer base.
 With the increase in competition in the
luxury hotel segment in London there has
to be more emphasis on creation of some
difference. The experiences have to be
designed individually according to high
customisation level.
 Ritz London has to focus on sustaining
of their brand image for especially the
millennial generation who are the most
crucial element of the target customers.
 With the COVID-19 scenario there has
been a compete negative impact because
of reduce in demand for hospitality
industry.
Opportunities Threats

 There is a demand for high end
hospitality services in developing
countries that can be availed by
Ritz London for the purpose of
expansion of their market share.
 There can be further expansion of
business by focussing on sponsor
events that may result into creation
of higher brand awareness for their
target segment of customers
(Pogorelova and Prokubovskaya, ,
2016).
 There is a increasing threat from the
presence of large number of competitors
that includes hotel Hilton., Marriott,
cendant corporation who are having
similar strategies and are leading to high
competitive scenario for Ritz London.
 There is a threat of stiff competition that
can reduce the market share in a drastic
manner.
 With the widespread situation of
isolationism and global conglomerates
there is targetting for tariffs.
STP analysis:
 Segmenting- It refers to divide the whole market into smaller groups comprises similar
characteristics. Ritz London undertakes psycho graphic segment as well as demographic
segmentation. That is based on income level, attitude, status, personality of customers
(EJIKE, 2020)..
 Targeting- After segmentation the next step is to select the target audience. It need to be
select with due consideration after analysing a lot of factors such as profitability and
many more. Ritz is targetting premium segment of customers who are ready to pay extra
amounts for luxury services.
 Positioning- It refers to the perception of guest about brand. Ritz London has established
itself as a brand that provides premium and luxury services to guest at relatively higher
price.
Marketing strategies:
There is formation of marketing strategies according to the marketing mix elements that
is further used to form the tactics in which the overall objectives have to be achieved (Lim,

2020).. For the purpose of understand of the different element of marketing mix there is a
marketing mix analysis of RITZ London as discussed below:
Product: Ritz hotel is a leading hotel chain of brands that is offering high class of
services. They are offering a supreme experience to their customers. The intangible services are
offered in form of quality and soothing ambiance, environment and services. It is added towards
creation of a extensive flowering in public areas, banquet halls, gourmet cuisines, spas
conference rooms to provide a high qualitative experience. There all locations are capable of
catering approx 300 guest will well equipped 150 special suites with a private terrace and
luxurious amenities such as elevated dinning. These special services will be highlighted in their
present marketing campaigns to achieve laid objectives.
Price: The pricing strategy will be premium pricing as it must be according to the level of
services that are being offered by Ritz hotel. The premium pricing strategy can be balanced by
offering of huge discounts and offers so that the prices are affordable for the customers.
Place: Ritz hotel has come up with premium hospitality brands that is resulting into
conversion of this brand into a effective brand image. From its headquarters in UK the presence
in prominent locations such as china, Egypt Spain, Mexico, Malaysia is resulting into widespread
awareness of this brand this is easily approachable by its target segment of customers.
Promotion: Present there can be use of digital media strategies for the purpose of
promoting of products such as Facebook, Instagram can be used for increasing the awareness for
the millennial generation (Kwok, Tang and 2020).
Marketing budget:
Marketing budget is often determined according to percentage of planned revenue. It has to be
targeted to set Budget according to objectives of company. For present marketing plan the
financial budget is mentioned below:

Action plan: tracking is a monitoring of effectiveness of different marketing activities that can
assist in evaluation of program evaluation. In Ritz London the marketing campaign will be
tracked by monitoring of web traffic by use of internet marketing (Dadzie, and et.al 2017). The
display adverting can be tracked by use of phone numbers, special offers and with reference to
some specific departments. In this stage at Ritz London there will be evaluation by answering of
some specific questions such as did goals have been achieved, efforts are resulting into
conversion, utilisation of database to survey or there has been establishment of customer
relationship programs.

CONCLUSION
It can be summarized from the information that marketing is one of the most crucial
aspects of every business organizations, in hospitality organization the range and variety of
marketing services are changing with time. It is related to the way customers are perceiving the
value of marketing services for their effective functioning.

REFERENCE
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