Unit 15: Hospitality Marketing Essentials

Unit 15: Hospitality Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................4
LO1..................................................................................................................................................4
P1 Key roles and responsibilities of the marketing functions within The Ritz Hotel, London...4
P2 Relation of roles and responsibilities of marketing with wider organisational functions......6
LO2..................................................................................................................................................8
Comparison of ways in which.....................................................................................................8
LO3................................................................................................................................................10
P4 Marketing plan for The Ritz, London...................................................................................10
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is a business function that is mainly carried out with an objective with an
objective to promote selling. Several definitions have been developed to explain the concept of
marketing and Peter F. Drucker defines marketing “the aim of marketing is to know and the
customer so well the product or service fits him and sells itself”. This definition suggests that
marketing starts before production and creation of product. Marketing has become significantly
important in hospitality organisations, there are several reasons for that this includes competition
in hospitality, increasing consumer spending in hospitality organisations. This report will
contextualise The Ritz Hotel, London 5-star hotel located in Piccadilly in London. This hotel is
symbol of high society and luxury and this is one of the most prestigious and best known hotels.
Hotel was opened in 1906 by Swiss hotelier Cesar Ritz. There are 111 rooms and 3 suites in
hotel along with 3 restaurants. This report will discuss about roles and responsibilities of
marketing and interrelationship between other organisational functions. This will be followed by
comparison of marketing mix in hospitality organisations. This will be followed by development
of marketing plan for The Ritz Hotel, London.
LO1
P1 Key roles and responsibilities of the marketing functions within The Ritz Hotel, London
Several roles and responsibilities are fulfilled by marketing function in The Ritz Hotel,
London. These roles and responsibilities of marketing functions get affected trends of marketing.
Success of marketing functions gets affected by trends in marketing in which current trends in
marketing involves digital marketing and social media marketing and future trends in marketing
are likely to involve artificial intelligence as a key tool.
Roles and responsibilities of marketing functions involve-
Identification of customers
This is concerned with identifying wants and needs of customers. This involves matching
services of The Ritz Hotel, London with customer needs and requirements (Schmidt, 2017). In

order to do this marketing function ensures that they are targeting right customer group to whom
they can sell their services or customers who will buy services of The Ritz, London. Once
marketing department has identified target market another step in this is to find ways to reach to
potential customers and connect them with The Ritz, London.
Satisfaction of customers
This is another role that is played by marketing in The Ritz, London. Satisfaction of
customer involves providing them right product at right time or ensuring that right product at
right time is available for customers. This also involve that customers feel that services that they
have bought are of value in exchange of the pay they have made for the services. Satisfaction of
customers is not only a responsibility but also an aim and objective of marketing because
satisfaction of customers leads to customer loyalty towards The Ritz, London.
Retaining customers
This is another role of marketing in which marketing have to ensure that customers have
a reason to come back to The Ritz, London (Öberg, 2020). This involves their satisfaction and
asking for their feedback and maintaining regular connect with customers after sale. Retaining
customers is beneficial for organisation as repeat customers are more beneficial, this also saves
marketing cost of The Ritz, London. Along with this there are several other benefits of customer
retention and this involves important role of marketing to retain customer or guest in The Ritz,
London.
Responsibilities of marketing involve-
Market research
Market research is an important responsibility of marketing. This is concerned with
gathering data about target market and customers. This is aimed at getting information regarding
target market and understanding target market. This help in understanding what type of product
and service customers are interested and market research also help in tracking and knowing
changes in taste and preferences of target market.
Product development