Hospitality Marketing Essentials: Roles, Responsibilities, and Marketing Mix

This document discusses the roles and responsibilities of marketing functions in the hospitality sector, focusing on the Adamson Hotel. It explores the importance of marketing essentials in increasing market awareness and reaching organizational goals. The document also covers the marketing mix and its impact on the business, as well as the process of creating a marketing plan. Overall, it provides valuable insights into hospitality marketing essentials.

HOSPITALITY
MARKETING ESSENTIAL

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
LO1..................................................................................................................................................3
P1 The roles and responsibilities of marketing functions:...........................................................3
P2 Roles and responsibilities of marketing on a wider context of the organization....................5
LO2..................................................................................................................................................6
P3 Marketing Mix........................................................................................................................6
LO3..................................................................................................................................................8
P4 Marketing plan........................................................................................................................8
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Hospitality marketing essentials refers to the process in which the organizations are using the
marketing process and marketing essentials in the hospitality sector to increase the marketing
awareness managing all the marketing functions of the hospitality industries to reach the
organizational objectives and goals. It is important for the organizations working in the
hospitality sector to have a good marketing essential so that the market awareness of the
organizations to the customers stay high. The Adamson hotels are one of the hotels working in
uniting Kingdom and providing all the hospitality services in the industries (Vujović, Vujović
and Pavlović, 2017). The report will explain the key roles and responsibilities of marketing
essentials and functions and how the roles and responsibilities of the functions can help the
organization in a wider context.
MAIN BODY
LO1
P1 The roles and responsibilities of marketing functions:
The role and responsibilities of marketing functions are very important for the organization as it
is very important for the organizations to have the best marketing functions in the organization
so that they can promote the organization in a wider context and help the organization in
reaching maximum number of profits in the market. It helped the organization in promoting the
business at a higher level and expanding the business with new opportunities and growth
functions.
1. Defining and managing your brand
It is one of the most important but of marketing team to maintain the brand value in the market
as it is very important for the Adamson hotel to increase their marketing and help the barrel to
get raised. it is very important for the organization instrumentation the process of marketing
which can help the organization increasing the brand awareness in the market which help
organizations to reach different and maximum number of people also help in increasing the
brand values and earn a good amount of money a profit out of it.
2. Producing marketing and promotional material
The second most important part of the functions of marketing are to promote the material of the
organizations in different market with using the marketing functions people product and services
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qualities which the Adamson hotel is providing to the customers. promotional marketing is refer
to marketing in which the Organisations promoted production services in the target market which
help the organization in achieving all the business goals and objectives. Is important for the
organization increase the producing marketing promotional marketing to get a good market
capture and would production promotion market.
3. Creating a website
In today’s world it is very important for the organizations to have good website so that they can
use the social media and at their online means to increase the market awareness of the product
and services of the company. The Adamson hotel have made different approaches in creating a
website which provides all the information’s with detailed pricing of the hospitality services
which the ademption hotel is providing to their customers and how the customers can redeem
different offers and vouchers from an online website (Sun and Govind, 2020). it is important for
the organisations which intractable of the audience and can reach to wider number of people in
the market. To help organization in achieving higher profitability and productivity
4. Monitoring and managing social media
Monitoring and managing social media refers to the process in which the Adamson hotel will
manage all the social media activities but the name of the hotel. social media is the widest
platform today's market and it is very important for the organizations to use the social media
factors in the best way to increase the profiting of the organizations. it is important for the
organisations to increase profit by managing and monitoring social media activities and what are
the trends in preferences of the customers and how the preferences are changing due to the
trends, so that the organization can change their strategies accordingly and able to understand the
customer taste and preferences.
5. Conducting customer and marketing research
Conducting customers and marketing research refers to the process in which the organizations
conduct different customers and make a marketing research to understand the concept of how the
market is going and how the organizations can handle different situation with different ways of
understanding create a better communication with the customers and understand the needs and
wants of the customer.
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P2 Roles and responsibilities of marketing on a wider context of the organization
• Track trends and monitor competition
Track train in monitor competitions referred to the process in which then monitor the process of
the organization and understand the market trends and how the market is changing. It is
important for the Adamson hotel to understand the market and the market competitions as the
hospitality sector is one of the biggest markets where the competition is very high in the
organisations needs to monitor their competitions to work better in the industry. It is important
for the Adamson hotel to understand the changes of trend and what the competitors in the market
are doing with the different trends can be helpful for the organization.
• Searching for new marketing tool
there are a lot of tools which are using the marketing and organization are always looking for
new tools which includes different tools like marketing tools, management tools and production
tools information. It is important for the organizations and for the Adamson hotel to understand
how to produce and manage the marketing to increase the profit of the business about the
services they are providing to the customer. Getting two samples and change in doing marketing
functions it’s in a good understanding about marketing in the market where the organization is
working (Jacobs and Karpova, 2020).
• Listening to customer need
it is very important for the Adamson hotel to listens to the customers need as the organizations
want to expand their business and they want to increase the Heights of the business with
providing quality service and raising the standards of hospitality sector in United Kingdom with
different strategies of the organization. The Adamson hotel needs to pull provide the best
services to the customers and they need to listen to the customers to improve their working in the
organizations and industries and can help in getting a better productivity and profitability in the
market.
• Innovation in services
innovation in services are very important as due to changing station preferences of the customers
the customers always demand for new innovations and even the organization understand the
importance of changes and innovations they get remove that customers get attracted to new
innovations in services. It can help the organization increasing the market standard and also in
increasing off productivity and profitability for the Adamson hotel.
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• Increasing communication
one of the best and the roles and responsibilities of marketing is to communicate to the customers
and the management as well as in such a way that it helped in improving the business with better
productivity and higher performance (Chakraborty and Jha, 2019). it is important for the Adams
Inn hotel to increase the communication so that when they get different feedbacks and reviews it
helps the organization in understanding where the organization is lacking and it also helps the
organization in making changes sooner so that the damage can be maintained.
LO2
P3 Marketing Mix
• Product
Product refers to the product and services which the organizations provide to the customers but
which in return they took money. there are different product and services which theorems in
hotel are providing to their customers it includes providing all the hospitality services to the
customers and also helping the customers with guides where they can have open information’s
about the places there visiting in the country (Lahtinen, Dietrich and Rundle-Thiele, 2020). it is
important for the organizations to provide the best quality and product services to increase the
productivity and profitability's of the organization in achieving their business objectives and
goals.
• Price
Price reference to the quest of the product and services which the organization are providing to
the customer. Depending strategies of the Organism hotel are different from other hospitality
companies as the Adams and hotels are using the low-cost pricing strategies so that they can
attract both medium and luxury customers as well which can help the organization in achieving
better objectives and goals with more of the profitability and productivity in the market. The
pricing of product and services are very important as everything depends on the price of the
product and services according to the quality of the product and services so that in return the
organization gets some good margin of profit make them work harder to increase different
strategies.
• Place
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Place refer to the locations of the organisations in the market and the organization with locating
themselves which can affect the overall business of the organization as it is important for the
organizations to choose such place which can help the organizations in attracting every customer.
The place should be located in search of which that it can connect to all the stations and ports
which can do any additional benefits to the customers and it also gives an additional benefit to
the organizations in attracting more of the customers as the customers wants to go nearby to the
airport another station so that they can connect with their things accordingly (Išoraitė, 2016).
Place signifies where the choose to distribution of the product or services.it can include the
warehouses, high street, e-commerce shops, and cloud-based platform. Place refer to the place
where the business resides and has appropriate for brand & accessible audience. It is important to
have the place which can connect more of the audience in the market.
• Promotion
Promotional efforts to the president promoting production services in the market and the
Adamson hotels are utilizing all type of product promotions and different online promotions to
increase the brand awareness in the market. it is very important for the organizations to
understand the importance of promoting their product so that they can reach to maximum
number of people and also make people aware about the product and services and the price
details of the product and services of the organisations to the customers (Pogorelova and
et.al.,2016).
• People
people refer to the customers and the people who are working for the organization and giving all
their inputs in the organisations to get a good output from the organizations. People the
customers for the Adamson hotels as it is important for the organizations to use the customers
feedback and gets a better understanding about the situations of word the people of the
organizations are feeling and how add organizations can resolve the issues which the people have
facing from the Adamson hotel.
• Process
process refers to the process of working of the organization and how the organization handle all
the processes of operational working and different production working. It is important for the
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organizations to maintain the process of the working of the organization so that the customers do
not need to wait for a longer period of time in the queue and the process of the working of
Adamson hotels should be first to increase the customers satisfaction and wasting a limited
period of time.
• Physical evidence
physical evidence are important and it is very important for the organizations to maintain all the
physical evidence as the first impression is the last impression and when a customers reached to
the organizations they first look at the hotel starve and the promises and make a good or a bad
perception about the organization and it is important for the Adamson hotel to maintain that
perception in a positive way so that they can increase the product and services of the
organization in the hospitality industry to match the objectives and goals (Andika and Susanti,
2018).
LO3
P4 Marketing plan
OBJECTIVES
The overall objective of the Adamson Hotel is to increase the business in new countries and
expand the business in different places so that they can match to the new heights. They want to
provide the best of quality services in the hospitality industry to every type of customer and want
to make the standard of the customer satisfaction to be raised higher.
VISION
The vision of the organization is to increase more of the business and provide the best of quality
services in the market with majority of the audience gets satisfied of the services by the hotels.
SITUATIONAL / MARKET ANALYSIS
PESTLE
PESTEL refer to the tools which are used to calculate the external environment impact in
the organizational overall objectives.
Political factors: Political factor refer to the political impact on the hospitality sectors and the
ways in which the organization can get a direct affect in the business due to the policies and the
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political impact on the business. Political factor of the external environment business plays very
important roles and The Adamson Hotel are providing and focused in managing all the political
and policies of the government so that the impact does not affect the business.
Economic factors: Economic factor refer to the economic policies of the country where the
organization is working in and the economic stability of the country as it impacts the business in
overall profit margin. It is important to have the good economy off the country so that the
organization can find the best use of the economic factors and enhance the business.
Social factors: The change in taste and preferences of the organization products and services
from customers point of view. It is very important for the organization to understand the
important of social factors.
Technological factors: Technologies is very important and the organization is utilising the best
and the latest technologies to increase the efficiency of the organization overall business. It is
very important for the business to work in latest technologies t work faster and enhance the
business quick in better results (Hollensen, 2019).
Legal factors: legal factors refer to the legal laws and legislation which are made by the country
government in the hospitality sector need to be full filled by The Adamson Hotel as it is
important to work in the best legal way so that the business can be developed in professional
manner.
Environmental factors:
Environment factor referee to the factors which are controlling all the environment issues and it
is very important for The Adamson Hotel to maintain the best use and does not waste the
environment laws and follow the environment policies of the government.
SWOT
Strength: Strength of the society is that they focus in provided that the best quality services and
have the best strategy towards the pricing which is one of the major factors of The Adamson
Hotel.
Weakness: weakness of The Adamson Hotel is the low advertising activities which is lacking in
the group from a longer period of time which is resulting in the low growth.
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Opportunity: there are numerous opportunities to The Adamson Hotel as they are ready to
expand their business in new places and can develop the business by promoting the services to
different places.
Threat: the competition in the market is the biggest threat to the organization as there are a lot of
competition in the market.
SEGMENTATION, TARGETTING AND POSITIONING
Segmentation: Segmentation refer to the procedure of segmenting the marketplace into the
different segments giving to the different factor and choices of the market. It is very important
for the organization and for The Adamson Hotel to make the best use of target market and
segment them according to their choice and preferences.
Targeting: it refers to targeting the segmented market in the first step of STP process and The
Adamson Hotel focus in making the best use of segmented market and done the proper way to
increase the targeting into the segmented markets (Chernev, 2020).
Positioning: it refers to positioning the business in such a place so that The Adamson Hotel can
be attracted to the customers and people in such a way that it remain the best for both the parties
and help the organization in achieving the business objective and the customer in the
satisfaction..
MARKETING BUDGET
S.No. Particulars Amount (in £)
1. Market research 1500$
2. Traditional advertisements 1000$
TV And broadcasting 250$
Direct mail 250$
Promotions and discounts 150$
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Banner advertisements and hoardings 150$
Print ads and Promotional brochures 200$
3. Online marketing 1000$
Web advertisement 200$
Endorsements 150$
Social media marketing 150$
Database marketing 250$
Miscellaneous 250$
Total expenditure 3500$
Marketing budget is the budget which is required for the purchasing and buying of product and
services to make the business more impactful in the market and it is important to have the
minimum required stock.
MEASUREMENT AND CONTROL
Monitoring: - Monitoring refer to the procedure of monitoring the business doings and the
strategies which The Adamson Hotel are using in attractive the business and achieving the
overall objective of the business (Wood and Jobber, 2016). It is one of the most important factors
of the marketing plan as The Adamson Hotel need to monitor the overall business activity if they
want to see the success. It is most important to monitor all the changes so that they can
understand the change in the working of The Adamson Hotel wants to monitor so that they can
understand the market changes and the ways in which they can earn more of the profit with high
productivity.
Controlling: - it is important for The Adamson Hotel to control the process so that the
organization can control the overall working and can handle the changes they are in the strategies
to increase the performance. It is very important for the organization to control the overall
changes and working to make the best use of the industry to earn good profit (Han and et.al.,
2019).
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CONCLUSION
The report conclude that it is very important for the organizations and for the Adamson hotel to
maintain all the hospitality marketing essentials in the organizations so that they can reach to
maximum number of people and make the people aware about the product and services of the
hospitality sectors which the organization are providing with a good pricing strategies and
quality of product. the report further conclude that the organizations are focused in providing the
best quality products and increasing the marketing standards of the hospitality sectors any want
to reach to the higher level of places in the hospitality sector and want to achieve a good success
in the business.
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REFERENCES
Books and Journals
Andika, A. and Susanti, F., 2018. Pengaruh Marketing Mix Terhadap Keputusan Pembelian
Parfum di Azzwars Parfum Lubeg Padang.
Chakraborty, A. and Jha, A., 2019. Corporate social responsibility in marketing: a review of the
state-of-the-art literature. Journal of Social Marketing.
Chernev, A., 2020. The marketing plan handbook. Cerebellum Press.
Han and et.al., 2019. Robust consensus models based on minimum cost with an application to
marketing plan. Journal of Intelligent & Fuzzy Systems, 37(4), pp.5655-
5668.
Hollensen, S., 2019. Marketing management: A relationship approach. Pearson Education.
Išoraitė, M., 2016. Marketing mix theoretical aspects. International journal of research
granthaalayah, 4(6), pp.25-37.
Jacobs, B. and Karpova, E., 2020. Clarifying the merchandising function: analysis of
merchandising roles and responsibilities in the South African apparel
retail industry. International Journal of Fashion Design, Technology and
Education, 13(3), pp.364-375.
Lahtinen, V., Dietrich, T. and Rundle-Thiele, S., 2020. Long live the marketing mix. Testing the
effectiveness of the commercial marketing mix in a social marketing
context. Journal of Social Marketing.
Pogorelova and et.al.,2016. Marketing Mix for E-commerce. International journal of
environmental & science education, 11(14), pp.6744-6759.
Sun, W. and Govind, R., 2020. A New Understanding of Marketing and “Doing Good”:
Marketing’s Power in the TMT and Corporate Social
Responsibility. Journal of Business Ethics, pp.1-21.
Vujović, Т., Vujović, S. and Pavlović, M., 2017. Social responsibility in marketing of the food
industry and its distributors. Economics of Agriculture, 64(3), pp.1277-
1295.
Wood, M.B. and Jobber, L., 2016. The marketing plan handbook. Pearson.
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