Role and Responsibilities of Marketing Function in Hospitality Organization

Unit 15: Hospitality
Marketing Essentials

Contents
INTRODUCTION...........................................................................................................................1
LO1..................................................................................................................................................1
P1 Role and responsibilities of the marketing function...............................................................1
P2.Roles and responsibilities of marketing related to wider organizational context...................2
LO2..................................................................................................................................................3
P3.Comparison of the marketing mix..........................................................................................3
LO3..................................................................................................................................................6
P4.Strategic marketing plan for hospitality organisation............................................................6
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing can be defined as the process of promoting the goods and services which is been
supplied by organisation. It is basically been done to increase the sales of products and services.
Marketing can assist a company in increasing their profit as well as revenue. UK hospitality
business is been struggling because of the COVID-19 pandemic, they are requesting government
to make decisions in support of restaurant pubs and bars as they are unable to pay up their bills
from past 12 months because of this pandemic situation. In this situation it is really necessary for
the hospitality companies to make use of aggressive marketing. Present report will lay emphasis
on Paddington court hotel, London. The hotel is been headquartered in London, United
Kingdom. It will also lay focus on roles and responsibilities of the marketing function. Study will
also discuss about the inter-relationship of marketing function with wider organisational context.
LO1
P1 Role and responsibilities of the marketing function
P1 Explain the key roles and responsibilities of the marketing function within a
selected hospitality organisation Marketing can be defined as the societal process in which
individual and groups obtains what they need and want by creating and offering the high quality
of goods and services. It has also been analysed that marketing of goods also fulfils the needs of
consumers. Paddington court hotel, London is been engaged in making use of marketing
functions, the roles and responsibilities related to same includes the following:
Marketing research: In this function Paddington court hotel, London is been engaged in
doing the market research about the latest trends which has been adopted by other organisation in
order to grow (Kireev and et.al., 2016). The role of market research is to increase knowledge of
company related to strategies followed by other firms during the time of novel corona virus. It
assists company in increasing their knowledge related to products and services sold by other
firms. This will also help Paddington court hotel, London in gaining competitive edge. They will
also be able to grow and achieve the objectives and mission which has been set up by them. It
has also been analysed that marketing research can also allow company in knowing about the
conditions of market so that they can make changes on their strategies.
Promotion: It is the main function of marketing and Paddington court hotel, London
needs to make use of aggressive promotion so that they can attract high range of customers
towards them and be able to cover the losses which have been made by them. The role and
responsibility of this function is to increase the sales as well as revenue of the company.
Paddington court hotel, London can be engaged in making use of various methods of promotion
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like person selling, sales promotion. This will assist them in increasing the sales of services
which has been offered by them to consumers. It has also been analysed that they need to appoint
aggressive marketing teams for promoting the services and they should also make consumer
realised about the safety arrangements which has been implemented by them. Thus, assisting
them in growing and also they will be able to achieve objectives.
Pricing: The main responsibility of marketing function is to assist company in setting the
price of products. In this Paddington court hotel, London will be engaged in doing marketing
research and after that they will set the price of goods and services. This will assist them in
penetrating market and also they will be able to grow. It has also been analysed that prices must
be set in that way by which reasonable amount of profit is also been earned by the company. It
will assist hospitality organisation in growing during this pandemic situation (Chernev, 2018).
P2.Roles and responsibilities of marketing related to wider organizational context
The marketing function is inter-related with so many other functions, it is because without
marketing the work of other departments will not be effective. In Paddington court hotel, London
also the functions of marketing are linked with each other it includes the following:
Marketing with human resource: In this Paddington court hotel, London human
resource department will analyze the vacancy in hotel and will make use of marketing functions
to attract and retain talented and skilled workers. This will assist Paddington court hotel, London
in gaining competitive advantage even during the time of this pandemic situation.
Marketing with housekeeping: It has been evaluated that there must be better
relationship with marketing and housekeeping department as housekeeping department is been
engaged in supplying the promotional services in guest rooms. This will assist Paddington court
hotel, London in making sure that better promotion of services is been done (Keegan, 2017).
Marketing with research and development: Both of the departments are linked with
each other as marketing research implemented by Paddington court hotel, London assists in
making sure that innovative and creative services are been brought up by them. This work is
effectively been done by the research and development department of the company.
Marketing with front desk: It has also been analyzed that Paddington court hotel,
London front desk department also have the better inter-relationship with marketing. The
registration information of guests and consumers which has been noted by the front desk is been
used by the marketing department so that they can implement target market selling campaign.
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