Unit 15:Hospitality Marketing Essentials

Hospitality Marketing
Essentials

Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................1
ACTIVITY 1....................................................................................................................................1
1. Roles and responsibilities of marketing function...............................................................1
2. Interrelationships between different types functional unit of organisation........................3
ACTIVITY 2....................................................................................................................................5
1 Basic marketing plan for travel and tourism organisation to meet with marketing objective
................................................................................................................................................5
2 Marketing mix of Sheraton hotel:.......................................................................................9
3 The ways by which marketing plan meet the marketing objectives.................................11
4. Comparison of marketing mix of two different organisation of same sector...................11
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
In a hospitality industry marketing refers to an activity which refers to a set of institution,
process of creating effective products or services, communicating and delivering of products that
offers specific value of customers. The main agenda for implementing marketing activities into
hospitality industry is for understanding and addressing the customers’ needs that provide
benefits to customers as well as organisation (Bhalerao and Kamble, 2015). Organisation chosen
for this assignment Sheraton hotel which is an international hotel chain that is operated by
Marriott International. This project highlights on marketing and business objective along with
marketing mix. For considering this in an appropriate manner marketing plan will also be
formulated that helps organisation to earn more amount of profits.
ACTIVITY 1
1. Roles and responsibilities of marketing function
Marketing functions is process which includes planning, framing, implementing and executing
all activities related to marketing of products. It also includes promotional activities, product
design, management of distribution channel, logistics, etc. which allows movement of
product from inventory house to end consumer. Yes of Marriot international marketing
function in walls promoting quality at different platforms, identifying current trends and
activities related to increase in satisfaction level of customers. Does this requires different
responsibilities of the organisation which are essential for the growth of the company. There
are different noses possibilities which marketing function performed in an organisation.
Some of them are as follows:
Market information: one of the most basic responsibility that marketing department perform in
an organisation is collecting and analysing information related to business environment. In
case of Marriot international, information related to customer and their behaviour is
analysed so that their expectations can be achieved.
Selling: the basic function of marketing department is to sell its products and services in the
market place. This includes supply chain management, promotional activities and
distribution network which helps in being effective (Fırat, 2013).
Storage: the another responsibility of marketing function in an organisation is to keep inventory
of raw materials and as well as storage of Finnish products. This requires analysis of

business environment so that demands of customers can be made. Marriot International well
keep inventory of facilities they provide in their hotel along with Raw Material for food
related services.
Standardisation: this is one of the important role of marketing function in any organisation and
set standards for quality and performance. In case of Marriot International the services they
provide in the hotel have a qualitative standard set by marketing Department.
Risk taking: this is one of the major role that marketing functions to perform an organisation by
taking a risk and strategies framing. This requires complete analysis of business
environment an estimation of future so that this can be reduced.
Listening to customer needs: in order to free marketing strategy one of the basic responsibility
that marketing department perform is collecting customer feedback (Jena, 2017). They
perform surveys and collect feedback so that services can be improved an Marriot
International can Achieve its objective.
Monitoring competition.: It is responsibility of marketing department to know the position of
competition in the industry. This will help Marriot International Make strategies according
to the competitor and have competitive advantage.
Innovation: this is one of the major role that marketing function does for organisation so that we
can improve its products and services. That leads to higher efficiency in production, increase
profit margin and enhance brand image in the market place. Marriott international needs to
come up with innovative services with the help of marketing department so that customers
expectation can be achieve.
Communication: there is a need that communication flows at every level of the organisation so
that each and every employee work in direction of achieving common objective. This is the
responsibility of marketing function to communicate about vision and mission of the Marriot
international.
Defining strategic marketing plans One of the most effective responsibility is to plan strategies
for long-term so that objectives can be achieved. These plants need to align with vision of
the Marriot International so that they are effective in bringing advantage for the hotel.
Creating sustainable advantage: this is one of the important role which needs to be performed by
the marketing department. In this operation the planned and managed in such a way that
they create sustainability and have competitive advantage in the industry. Marketing