Marketing Plan for Launching a Luxury Hotel: Analysis of Marriott International's 7Ps Strategy

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Unit Name: Marketing Essentials
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Table of Content
Title Page Number
Introduction to the marketing trend and concept adopted by the chosen
organization
03
Current trends of marketing 04
Future trends of marketing 04
Overview of different marketing processes 05
An explanation of the role and responsibilities of a marketing functions
in the context of the organisation
06
Analysis of how marketing influences and interrelates with other
functional departments of the organisation
07
Analyze the roles and responsibilities of marketing in the context of the
marketing environment
08
Explain the different ways Hotels (hospitality organisations) use the
marketing mix(7Ps) to achieve company objectives and include the
different tactical methods used in achieving set goals
10
Evaluate different tactics applied by hospitality organizations to
demonstrate how business objectives are achieve
12
Produce a basic marketing plan for a hospitality organization to meet
marketing objectives
14
Produce a detailed, coherent, evidence-based marketing plan that applies
the marketing mix to meet marketing objectives for a hospitality
organization
17
Design a strategic marketing plan that tactically applies the use of the
7Ps and includes measures for monitoring and evaluation to achieve
overall marketing objectives
19
Conclusion 22
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Introduction
Marriott international is the top lodging service provider company in UK. Marriott operates its
business in worldwide and provide lodging services in various segments including premium,
select and time share categories. Beside this Marriott offers residence and timeshare properties.
This report is going to develop a marketing plan for launching a brand-new luxury hotel for the
travelers. For this environmental factor of Marriott international are analyzed here and 7Ps
marketing mix has been used for the successful implementation of plan.
“Introduction to the marketing trend and concept adopted by the chosen organization.”
Marketing is the promotional activities of an organization used for the promoting of their
products or services for selling or buying. Marketing function design their activities which are
performed by the others department of the organization to achieve the design goals of the
organization.
According to Garcia (2020) marketing concept is the application of marketing data to give
concentration on the consumer needs and requirements for developing marketing strategies
which used for satisfying the consumers’ needs along with accomplishing the organization goals.
There are five concepts of marketing. These are production concept, product concept, selling
concept, marketing concept and social marketing concept.
Production concept: customer favor the products or services which are better, affordable and
accessible. This is one of the oldest marketing concepts which provide guide to the provider.
Moreover, production concept of marketing lead to the marketing myopia.
Product concept: customers need the products or services which are better, highly affordable
and accessible. Beside this the quality of the services, product performance and products features
are most important for appealing customers. Continuous improvement of the services is the
main focusing center of marketing strategies.
Selling concept: Selling concept defines that customers won’t taking the organization products
or services unless the organization take sufficient renting and promotion activities of the
services. Both products. Marriott international use different promotional strategies for their
service promotion.
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Marketing concept: marketing concept defines that success of the hospitality organization rely
on the identification of the travelers needs and delivering the products or services according to
traveler needs better than their business competitor does for their customer.
Social marketing concept: this is the most progressive marketing concept at present which
believes on the providing back to the society by offering quality products or services. Marriott
international deliver their products and services which are good for both of the community and
community peoples.
Current trends of marketing
Content is everything: this is an effective communication way by which hospitality organization
build trust and accomplish advertising of their products or services. To engage new travelers
with the organization it is important for the organization to identify the traveler’s emotion and
the things which encourage or discourage the travelers.
Security: lodging provider organization need to assure their travelers abouts their information or
opinion. At present travelers in the European union are very conscious how hospitality
organization treat and handle their opinion or data. This information enables the business
organization to defines their customer emotion and choices and fulfil their demand.
Marketing funnel: it defines the conversion of marketing system from traditional to digital. It
also defines the journey of the travelers with the business organization. Travelers want to create a
sustainable relationship with the business organization. To create an effective relation
organization should also provide the services which contain update features and that meet their
customer requirement.
Future trends of marketing
Change in customer segment: at present traveler are more conscious and fastidious about their
choice and requirement. For this hospitality organization should develop both online and offline
promotional activities for their services to capture more customer.
Develop mobile communication: organization need to develop their mobile communication
facilities for their products or services promotion. Beside this mobile communication develops
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organizational alignment, improve efficiency, improves staff engagement and increase
productivity.
Personalization of products and design: personalization and customization are important part of
marketing stem. It defines the modification of the products or services based on the past
customer behavior or response.
Personalized data: personalization defines the investment which make better customer
experiences. Organization should communicate with their customer in effective way to get more
information about customer choice and taste and works for meeting customer satisfaction.
“Overview of different marketing processes”
According to Dibb and Simkin (2013), marketing process is a series of activities which enables
the business organization to identify their consumer problems, analyze opportunities of the
market and develop essential marketing materials for reaching desired segment of customer.
There are five basic steps in marketing process. these are described below.
Source: Dibb and Simkin (2013),
Mission: mission is a statement which represent that why a business organization is in business
and how it can have benefited consumers (Dibb and Simkin, 2013). To enhance the lives of their
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consumers by making and empowering fantastic get away and relaxation experience is the
mission statement of Marriott international.
Situation analysis: this is the next step of mission. situation analysis is the analysis of external
and internal factor of an organization. This analysis provides the information about the market
condition and customer patterns.
Marketing strategy: Marriott international believes that hospitality industries should focus on
the social media strategy. Marriott use twitter as a marketing flatform to solve customer queries
and to share their new service or existing services.
Marketing mix: Marriott international hotel use marketing mix for analyzing their brand or
company and this marketing analysis analyze their marketing strategy (Lim, 2018). Marketing
mix of 4Ps cover the products, price, place and promotion of Marriott international. Marriott
international hotel use 4Ps marketing mix strategy for their organizational growth and
development.
Implementation and control: this is the last steps in marketing process which determine the
designed plan launching time, implement the plan into action. It also adds allocation of the
resources in right place. It helps the organization to find out the actual results of their marketing
plan.
“An explanation of the role and responsibilities of a marketing functions in the context of the
organisation”
According to Reid and Bojanic (2009) marketing is the promotional activities of a business
organization used for the promoting of their products or services for selling or buying. Marketing
department of organization plays an important role for the growth of their organization or
company. Marketing function design their activities which are performed by the others
department of the organization to achieve the design goals of the organization. Key roles and
responsibility of marketing function of Marriott international hotel is given below.
Conducting market research: customer choose their hotel based on different factors including
location, access to road, its meeting facilities, reputation or prices of products or services. It is
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