Role and Responsibilities of Marketing Function in Hospitality Organization

This document discusses the key roles and responsibilities of the marketing function in a selected hospitality organization. It explores the inter-relationship of marketing function with wider organizational context. The document also includes a strategic marketing plan for the 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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This will assist them in attracting large range of consumers and also the profitability of
hospitality organization will grow because of this. It will also assist the firm in building up their
strategic performance.
Marketing with finance: These departments of Paddington court hotel, London also
needs to have better coordination, in this marketing will increase the sales of products and
services and finance department will be engaged in making the budget for same. This will assist
in growing and also they will be able to achieve the set target mission and vision.
Marketing and concierge: These both departments also work with coordination. In this
the concierge department of Paddington court hotel, London will be engaged in creating value to
consumers by providing them with high quality of products and services. This will assist firm in
gaining competitive advantage.
LO2
P3.Comparison of the marketing mix
Company needs to be engaged in making use of different marketing strategy so that they can
grow and also this will assist them in achieving the target goals and objectives. It has also been
analysed that making use of different tactics assists company in expanding business (Adams,
Freitas and Fontana, 2019).
Basis Paddington court hotel,
London
The Tower hotel, London
Product The Paddington court hotel,
London is been engaged in
providing consumers with
exquisite services. In this they
are giving spa, continental
food services and other type of
services to consumers. They
are also been involved in
providing consumers with
food according to taste and
preferences of the consumers.
This will assist hospitality
The Tower hotel, London is
also been engaged in
providing services like Wifi,
room services, free breakfast
services to those who are
staying in the hotel. The
hospitality organisation is
making sure that high quality
services and products are been
provided to consumers.
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organisation in increasing the
consumer experiences and
also satisfaction level will be
increased.
Price Paddington court hotel,
London is been engaged in
making use of competitive
pricing strategy. In this the
prices are been set up by the
company by analysing the
price of competitors. This can
assist them in gaining
advantage over competitors
and also they will be able to
expand their business during
these tough situations. Prices
are been set according to
competitors so that consumers
chooses firm over competitors.
The Tower hotel, London is
been making use of
penetrating pricing strategy.
This is basically been used so
that the hospitality firm can be
able to penetrate the market,
this will help them in
expanding their business and
also they will be able to make
place for their business. This
marketing strategy will assist
organisation in increasing
their productivity.
Place Paddington court hotel,
London is been situated in
London, United Kingdom.
They are providing services all
over London and also
expecting guests from all over
the world. The hotel is also
been engaged in providing
exquisite services all over the
place so that they can also be
able to retain consumers. This
will also assist and support
The Tower hotels, Londons
are also engaged in providing
services in London. They have
also made their hotel in place
which is easily accessible by
consumers. This has assisted
the firm in growing and also
they have been able to
increase their revenue.
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hospitality organisation in
increasing their profitability.
Promotion In this the hospitality
organisation is making use of
various promotional tools and
techniques. Paddington court
hotel, London is been engaged
in making use of sales
promotion and building public
relation. This has assisted
company in increasing the
sales of their goods and
services. It has been analysed
that this has also helped
company in increasing
satisfaction level of consumers
(Hollensen, 2019).
The Tower hotel, London is
been involved in making use
of online channels in
promoting their services. This
has assisted them in attracting
large range of consumers, also
at the lower rate. This has also
assisted hospitality
organisation in increasing
their profit. It has also been
evaluated that hospitality
company is also been engaged
in making use of celebrity
endorsement to that they can
attract more consumers and
also here profit can be
increased by this.
Process Hospitality company is been
engaged in making use of
supply chain management
process. Paddington court
hotel, London is making sure
that they have better
relationship with the suppliers
so that they can negotiate with
the amount of raw materials
during the time of this novel
corona virus crisis. They are
also making sure that suppliers
The Tower hotel London is
been engaged in implementing
better people management
process during this novel
corona virus pandemic. They
are also engaged in
implementing better
distribution channel services
which is necessary for growth.
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provide them with high quality
of materials.
People In this, Paddington court hotel
is been involved in making
sure that only half of the
capacity works in organisation
so that safety and well being
can be maintained. This has
assisted them in increasing the
loyalty of workers during
these tough times.
Tower Hotel is been engaged
in giving adequate training
services to the employees and
also they are making sure that
issues faced by workers in
hotel is been solved by them
for better growth.
Physical evidence The hospitality organisation
has exquisite interior. They
have also made sure to put
better paintings in hotel so that
more guests can be attracted.
Tower hotel London has
attractive pool and also the
guest can sit beside it and have
dinner. This is attracting large
range of consumers.
The hotel also have better and
exquisite interior which can
attract large range of
consumers.
LO3
P4.Strategic marketing plan for hospitality organisation
Executive summary: Present marketing plan has focused on Paddington court hotel, promoting
and planning for their new services to serve food online to consumers. In this plan the different
marketing tactics which will be used by hospitality organisation has also been discussed. It has
also been analysed that company has opened these services by analysing safety measurements of
consumers and employees too amidst novel corona virus crisis.
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Mission and Vision: The mission and vision of Paddington court hotel is to provide high quality
customer services at an affordable price. They have vision to expand the hospitality services all
over the world.
Aim and Objectives:
 To increase profitability by 10% till the end of year
 To enhance consumer satisfaction in upcoming six months
 To increase sales of goods and services by 5% till the end of 2020.
SWOT analysis: This analysis will assist hospitality organisation in analysing the strength and
weakness of company, so that they can improve it. By this analysis they will also be able to
evaluate opportunities and threats. The points to consider are following:
Strength: Paddington court hotel, London is been involved in providing services according to
needs and demands of consumers. They have also been engaged in making use of competitive
pricing strategy. In this the prices are been set up by the company by analysing the price of
competitors. The hotel also have better and exquisite interior which can attract large range of
consumers.
Weakness: The hospitality organisations also have certain weakness like they are not been
involved in making use of social media channels for attracting consumers. They are also not been
engaged in following the latest trends so that better advantage can be gained by them.
Opportunities: Paddington court hotel has an opportunity to expand their business in new
market areas and also they have the opportunity to provide high quality of services than
competitors. This has assisted them in increasing profitability as well as revenue. It can also help
firm in growing.
Threat: The threat is from competitors so hospitality firm needs to be engaged in developing
better strategies so that they can be able to achieve their strategic objectives. They should also be
ready for next pandemic situation during these tough times better planning must be done (Gupta,
and Nair, 2020).
Marketing mix: Company is been engaged in making use of various marketing tactics so that
They can also be able to retain consumers. They can also be engaged in attracting more
consumers so that their profit includes. This includes the following:
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Product: Paddington court hotel, London is been engaged in providing new services to serve
food online to consumers. They are also been involved in making sure that consumers who want
no contact services is also been given to them. This assists in achieving the target goals and
objectives.
Price: Paddington court hotel, London is been engaged in making use of competitive pricing
strategy. In this the prices are been set up by the company by analysing the price of competitors.
This can assist them in gaining advantage over competitors and also they will be able to expand
their business during these tough situations. They have also set the prices of food and services
lower.
Promotion: The company is been engaged in promoting the new online services on social media
channels. This has assisted them in attracting the consumers and also at the lower cost. This has
also assisted firm in increasing sales of their food and services. It has also been analysed that
firm has also made use of celebrity endorsement.
Place: It has been analysed that Paddington court hotel, London is been situated in London,
United Kingdom. They are providing services all over London and also expecting guests from all
over the world.
People: Company is also been engaged in providing training to employees so that better services
can be provided to people. They have also been engaged in making use of better people
management services. This assists them in engaging employees more and also this has helped
firm in growing.
Physical evidence: Company also have pool and spa facilities. The hospitality organisation has
exquisite interior. They have also made sure to put better paintings in hotel so that more guests
can be attracted.
Process: Paddington court hotel, London is also been involved in following the better distribution
channel process and also they have implemented distribution process better. The hospitality
organisation is making sure that high quality services and products are been provided to
consumers. This has assisted them in retaining consumers and also helped in growing. It has also
allowed the company in achieving and improving the level of performance.
STP: Paddington court hotel is been engaged in making use of segmentation, targeting and
positioning. In this company is been involved in making use of demographic and psychographic
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segmentation. They have segregated the consumers on basis of age, gender, living standard. This
has helped them in creating marketing campaign. Company has targeted young age people who
have high disposable income. They have also targeted consumers from United Kingdom. Firm
has made use of cost positioning strategy. In this they have lower down the cost and enhance
quality of products and services.
Budget: Company has set the budget rate at €400. The expenses include the following:
Rent €200
Other variable expenses €200
Total €400
Monitoring and controlling: In this company has made use of KPI and balance score card. This
has assisted company in measuring performance level and also it has assisted the firm in
knowing about the gaps in their services. They have increased performance level (Deepak and
Jeyakumar, 2019).
CONCLUSION
From the above study it has been summarised that marketing has assisted company in
increasing sale of their goods and services. It has also been analysed from the report that firm is
been able to grow because of marketing and promoting the services. 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. Company has
also been engaged in making use of competitive pricing strategy. This has been used in order to
gain the competitive advantage. The hotel is also been engaged in providing exquisite services
all over the place so that they can also be able to retain consumers. It has also been evaluated that
hospitality firm is also been engaged in giving training to workers so that they can provide
quality of services. This has assisted company in growing. The hospitality organisation is making
sure that high quality services and products are been provided to consumers. This has assisted
them in retaining consumers and also helped in growing.
P3 Compare the ways in which different hospitality organisations apply the marketing mix to
the marketing planning process to achieve business objectives
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REFERENCES
Books and Journals
Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
Gupta, C.B. and Nair, R., 2020. Marketing Management, CB Gupta & N. Rajan Nair. Sultan
Chand & Sons.
Hollensen, S., 2019. Marketing management: A relationship approach. Pearson Education.
Adams, P., Freitas, I.M.B. and Fontana, R., 2019. Strategic orientation, innovation performance
and the moderating influence of marketing management. Journal of Business Research, 97,
pp.129-140.
Keegan, W.J., 2017. Global marketing management. Pearson India.
Martínez-López, F.J., Merigó, J.M., Gázquez-Abad, J.C. and Ruiz-Real, J.L., 2020. Industrial
marketing management: Bibliometric overview since its foundation. Industrial Marketing
Management, 84, pp.19-38.
Kireev, V.S. and et.al., 2016. Marketing management as the realization process of research,
production and sale activity of the enterprise. International Review of Management and
Marketing, 6(6S).
Chernev, A., 2018. Strategic marketing management. Cerebellum Press.
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