Berners Hotel Marketing: Analysis, Planning & Implementation

This report provides a comprehensive analysis of hospitality marketing essentials, focusing on Berners Hotel. It explores the key roles and responsibilities of the marketing function, discussing its relation to the wider organizational context and analyzing its significance within the marketing environment. The report compares how different hospitality organizations apply the marketing mix, evaluates various marketing tactics, and presents a basic marketing plan tailored to meet the specific marketing objectives of Berners Hotel. It further delves into the interrelationship between marketing and other functional units, such as production and finance, highlighting the importance of these connections for achieving organizational goals. The analysis critically examines key marketing elements like product, price, place, and promotion, emphasizing their role in the hotel's overall marketing strategy and success. Desklib offers a range of study tools and solved assignments for students.

Hospitality Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Task 1...............................................................................................................................................3
P1 Explain the key roles and responsibility of the marketing function with Berners hotel...3
P2 Discuss the roles and responsibility of marketing relate to wider organisation context.. .4
M1 Analyse the roles and responsibilities of marketing in the context of the marketing
environment............................................................................................................................5
M2 Analyse the significance of interrelationship between marketing and other functional units
within Berners hotel...............................................................................................................6
D1 Critically analyse the key elements of the marketing function and how they interrelate with
other functional units within a Berners organisation..............................................................7
TASK 2 ...........................................................................................................................................8
P3 Compare the ways in which different hospitality organisations apply the marketing mix to
the marketing planning process to achieve business objectives.............................................8
M3 Evaluate different tactics applied by hospitality organisations to demonstrate how business
objectives are achieved.........................................................................................................12
Task 3.............................................................................................................................................12
P4 Produce a basic marketing plan for a hospitality organisation to meet marketing objectives
of the organisation................................................................................................................12
M4 Produce a detailed, coherent, evidence- based marketing plan that applies the marketing
mix to meet marketing objectives for a hospitality organisation.......................................18
D2 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..............................................................................................................................19
REFERENCES..............................................................................................................................20

INTRODUCTION
Marketing is defines as all those activities which are connected with advertising products
and services of business (Chaffey and Ellis-Chadwick 2019). There are certain ways to
advertising products and service of company among customers are- sales promotion, personal
selling and many more. It is defined as a most important function of business because if business
will not do the marketing or advertising of its business then customers will not get know about its
business and it will not generate sales (Hanlon, 2019). Therefore marketing essentials means all
those things which are necessary for marketing of business and its product among customers in
market. In this report, Berners hotel is taking into consideration which was built on 1908-10 by
John Slater. The respective hotel is situated Berners street in the city of Westminster, London. The
new name of respective hotel is The London edition. This report will done on what marketing
techniques use by respective hotel to promote its service among customers (Park, and Jung 2021).
MAIN BODY
Task 1
P1 Explain the key roles and responsibility of the marketing function with Berners hotel
Marketing function is defined as all those activities which are done to promote the
products or service of an organisation among customers(Ali, and et.al 2021). It is very important
function in business management in order to promote the business among customers. Without the
marketing function the business cannot run properly because the customers will not get known
about business(Cooper, 2020). In the context of mentioned organisation, the following are the
functions of marketing department are:
 Maximize customer awareness- Customer must be aware about existence of
business in case if business wants to survive in long run. The marketing
department of respective business must do time to time advertisement about
business on different platform so that customers must become aware about
business and its functionality(Fill, and Turnbull 2019).
 Promoting business facilities- Customers must know that what kind of facilities
does business provide in order to rise in sales. The marketing department of
respective organisation must also tell customers about the type of hospitality

service they provide in order to increase customer base(Davis, Lockwood, Alcott,
and Pantelidis, 2018).
 Communication with staff members- Marketing department must ensure proper
communication with its staff members in order to make them update about
organisation products and service. In the terms of respective organisation,
marketing department also make proper communication with its staff members
about the new policies and changes which they make in organisation and also
advertise about it in public because if staff members of respective organisation is
not aware about it then they cannot provide proper service to customers. Hence it
lead to downfall of business(Pappas, 2019).
 Conduct proper market research- The marketing department is solely responsible
for conducting a proper market research for business. In the terms of respective
organisation, the marketing department do a proper market research in order to
know the demand of customer and provide service according to them.
P2 Discuss the roles and responsibility of marketing relate to wider organisation context.
Marketing is defined as a process to make business promote among the customers in
market. It is a broader concept and there are lot of steps involve before business do marketing like
understanding the market place, design a marketing strategy as per customers need, construct a
integrated marketing plan and capturing values of customers. In the context of mentioned
organisation, following are the responsibilities of marketing are:
 Conduct marketing research- The main function of marketing is to conduct a
proper market research in order to know the demand of customers in market. The
mentioned company have to conduct proper market research to know the demand
of customer in market that what kind of service does customer seek from any hotel.
 Develop customer knowledge- Marketing is not only concern about to advertise of
goods and services but also to develop customer knowledge time to time.
Marketing without developing customer knowledge is waste and customer will get
no knowledge about business(Nhamo, Dube, and Chikodzi 2020).
 Increase sales of business- Result of marketing will not get in less time it takes
years to get a proper result of marketing. But when the result comes in positive way

it is so much beneficial for business as it increase the sales of business(Dixit, Lee,
and Loo 2019).
 Helps in building strong customers relationship- Marketing helps in building strong
relationship with customers. Strong customer relationship is most beneficial for
business as it helps to repeat customers and also lead to rise in sales of
company(Fyall, and et.al 2019).
 Advertise business in huge market- The main and most important function of
marketing is that it advertise or publicise the business in huge market. Here huge
market means that it sometimes cross geographical boundaries of business.
Thus above points shows the function of marketing is business.
M1 Analyse the roles and responsibilities of marketing in the context of the marketing
environment.
Marketing environment plays a very important role in overall functionality of business.
This is generally classify under three types: internal environment, micro environment and macro
environment(Siu, 2019). Following roles does marketing play in context of marketing
environment are:
 Helps in organising of data- With the helps of marketing, business can organize
data from multiple sources under one common single roof in order to use it
effectively for development of business(Eletxigerra, Barrutia, and Echebarria
2018).
 Helps in tracking and monitoring of marketing plans- Marketing not only helps in
advertisement of good and services for them. But it also helps in to track or
monitor whether respective business working in right way or not(George, 2021).
 Access to historical data for analysis- It also helps in access of historical data in
order to know the performance of business and identify how business is working
on the basis of past performance. If it is not working as per decided criteria then
what actions can be taken in order to improve the performance of business.
 Changes in data as per requirement- It also facilitate changes or manipulation of
data as per requirement of business to function properly.

M2 Analyse the significance of interrelationship between marketing and other functional units
within Berners hotel.
Basis Marketing department Production department Finance department
Meaning It is a department in an
organisation which is
responsible for
marketing and
promotion of products
and service of business
among consumers in
market. The finance
department provides
appropriate funds to
the marketing
department to carry out
the appropriate
marketing activities
such as branding,
promotions etc.
It is a department
which is responsible
for the production or
manufacturing of
products for business.
The production
department ensures
that the overall
products that are
produced, are marketed
by the marketing
department in an
effective manner
within the market. This
helps in understanding
their preference as well
as need.
It is a department
which is responsible
for allocation of
finance or monetary
resources for business
in order to run business
smoothly. The finance
department maintains a
record about the
different activities that
are carried by the
marketing department
of the company.
Dependability The main function of
this department is to
advertise about
business to its
customers in order to
make business popular.
The marketing
department is
completely dependent
This department is
completely dependent
upon marketing
department because the
level of production in
business depend upon
demand of product and
and more demand
depend upon right of
This department is
dependent upon
production department
because allocation of
finance in depend how
much quantity of goods
is being produced so
that proper finance
allocate as per product

upon customers in
market because result
of marketing campaign
will get to know only
when customers come
in business for
purchasing. The
marketing department
is dependent on the
production department
to develop the products
that the customers
prefer.
marketing by taking
consumer needs as first
priority. The
production department
relies on the
information that is
provided by the
marketing department
regarding the products
that have to be
manufactured in an
effective manner to
capture the attention of
the customers.
demand for
manufacturing. The
finance department
ensures that the
marketing department
has appropriate funds
available to ensure that
the different activities
are carried out in a
smooth manner. Hence,
it can be stated that the
finance department as
well as the marketing
department work in
close relation to each
other so as to ensure
that the different
activities are conducted
properly.
D1 Critically analyse the key elements of the marketing function and how they interrelate with
other functional units within a Berners organisation.
From the analysis of above report of marketing functionality of respective
organisation, the key elements of marketing use are product, price, place and
promotion. Hence in order to achieve the organisational goal respective organisation
has to keep consider these four p's of marketing (Mariani, Borghi, and Okumus, 2020).
The marketing department is interrelated with all the other departments within the company such
as operations, production,The production department ensures that the marketing department
conducts the different operations in an effective manner. The overall functions of the marketing
as well as finance departments are interrelated with each other.

TASK 2
P3 Compare the ways in which different hospitality organisations apply the marketing mix to the
marketing planning process to achieve business objectives
The marketing mix plays a vital role in business activities through deciding the best
channel for their products. Through such channels an effective path formed that succours the
mangers of given firm into deliver the product and services more efficiently.
Marketing mix Berners hotel (chosen
company)
Premier Inn (competitive
company)
Product Products The Berners hotel
have spa, golf course, nautical
activities and eco tourism. It is
a five star property with glance
of heritage interior. Company
has a premium segmentation
of product from food quality to
luxurious room. The Berner
hotel have boutique rooms
which attracts the high income
customers towards its product.
Therefore the company
generating the high profit by
its luxurious product. The
hotel promotes its various
services in a way that it is able
to capture the attention of the
customers. This ensures that
the company is able to stand
out from the competitors in the
market.
Premier Inn having a property
of 72000 rooms and 800 hotel.
It has insight restaurants,
luxury pool, and gym. The
company perform its operation
globally with its 800 hotel
which succour the premier inn
to capture the large audience.
It gives an edge to the
company to perform its
operation smoothly and
efficiently in generating the
revenue from its product
portfolio. Thus the globally
existence of Premier Inn
operation helps the company to
perform efficiently in
compared to its competitor.
Also, the respective hotel is
able to offer appropriate
product offering to the
customers. There are various

products that are offered to the
customers to ensure that they
consider booking their stay
with the hotel and not the
competitors.
Price The Berners hotel rely on the
premium price strategy. The
hotel delivers the luxurious
room with luxurious amenities
and charges the high prices.
The company attracts the
potential customers towards its
operation by the help of
premium pricing.
The hotel offers their services
for various prices depending
on the budget of the
customers. This provides the
customers with the flexibility
and hence, they consider the
respective hotel while
travelling.
The company provide
budgetary hotel with decent
amenities as compared to
Berners. It helps the premier
Inn to capturing the price
aware customer in selling its
product services. The prices of
the products that are offered to
the customers are high because
of their quality. Hence, the
customers have to pay
premium prices to stay at the
hotel.
Promotion The Berners hotel uses the
media promotion, magazine,
and conventional marketing
approach to increase the
demand in the market for its
hotel. It succour the company
to acquired the customers
towards its operation.
Premier Inn Uses the printing
promotion, media promotion,
reward programs to highlight
its operations between the
customers. The company
performing its operation on
global level therefore the
promotional activity is needed

There are different methods
that are adopted by the
company in order to promotes
its products in the market. For
instance, the company takes
into account the social media
platforms and promotes its
services among the
competitors.
to opting the high revenue.
The respective company does
promotions through the
different social media
platforms, newspapers as well
as its own website. This helps
in making sure that the overall
attention of the customers is
obtained.
Place Place refers to field where inn
operation activity of firm is
being performed. Having the
advantage of centrally located
in London. The Berners hotel
has museum and Birmingham
palace near its territories
which fascinate the lot of
tourist towards the hotel.
Premier Inn Operates in
various popular location
around the globe with
Acquiring the large number of
customer base in its operations.
The company have immense
number of hotel located at
airport. The operations of the
company are distributed across
different geographical regions
around the world.
People The Berners having a limited
number of sales executive in
its organisations. The
respective company has
employees who are effectively
trained as well as have
appropriate experience. Hence,
they atre able to provide
effective services to the
customers.
Premier Inn deals in various
location therefore its customer
service is bigger than the
Berners. The staff or
employees within the
respective hotel are provided
with higher compensation as
well as various training and
development opportunities to
ensure that they contribute to

the overall growth as well as
success of the company.
Process The mentioned company has a
effective channels for
acquiring the customers. It
uses the online platform as
well as collaborate with others
travelling sites that shows their
hotel for bookings. Customers
can also use the service by on
sight bookings
Premier Inn capture their
customers through providing
the on call bookings as well as
has the options of online
booking that ease the booking
process for its customers.
Physical evidence Berners hotel has designed its
lobby and hotel room
beautifully which succour the
management to sell to its
potential customer. The rooms
within the different properties
of the hotel are designed in an
effective manner and they are
based as per the different
budgets of the customers.
Hence, it can be stated that
these are the physical evidence
for the respective company.
Premier Inn provides the
spacious and comfortable room
in the budgetary price which
attract the price conscious
customer. The hotel has
various properties across the
world.
The above matrix has shown the different mix of strategies using by the Berners and
premier inn in its operations to optimize the revenue. It classified the different stages of factors
which is major concerns for the organisation to perform in the market. Therefore marketing mix
conclude as an dominant factor for Berners hotel. Therefore, it can be stated that the marketing

mix can help an organization in understanding the different aspects and hence, conducting the
business operations in a smooth manner.
M3 Evaluate different tactics applied by hospitality organisations to demonstrate how business
objectives are achieved
The manager of Berners hotel uses marketing mix and SAF model in its operation to
achieving the business objective. The SAF is an framework which helps the manager to opting the
efficient strategy from the various strategies which is elaborated below.
Suitability- The suitability model is the model which assist the organisation to finalize the
Efficient strategy from the various strategies. It succour the hospitality organisation to achieve its
business goal by selecting the suitable strategy according to its business function.
Acceptability- The acceptability model derives the acceptance of the opted strategy from
the stakeholders of the company. The model calculated the return and risk generating from the
chosen strategy. Therefore the Berners hotel uses the model to achieve the profit optimisation in
its operation.
Feasibility- feasibility of SAF model shows the business has the ability to implement the
opted strategy or not. The Berger hotel uses the feasibility model to know whether the company
has the resources to imply in its main functions. Therefore feasibility plays an vital role in
Berners operation to outrage its functioning in the market.
Task 3
P4 Produce a basic marketing plan for a hospitality organisation to meet marketing objectives of
the organisation
Marketing plan: It refers to the plan that a company use to advertise its products and
service among customers in market. This plan covers covers all the important aspects of business
like business goals, values, mission statement, budget and many more. The main purpose of
marketing plan to engage customers in order to achieve business goals and objectives
Marketing plan of (Berners hotel)
Berners hotel Evaluation
Executive summary This marketing plan will evaluate on marketing strategies
adopted by respective company. This will include vision
statement, goals and objectives, marketing strategy, budget