Dorsett City Hotel Marketing: Roles, Responsibilities, and Plan

This report provides a comprehensive analysis of the marketing essentials for Dorsett City Hotel, an international hotel brand established in London, UK. It begins by explaining the key roles and responsibilities of the marketing function within the hotel, including product development, communication, market research, and branding, and how these roles relate to other departments like housekeeping, front desk, maintenance, and concierge. The report then compares how Dorsett City Hotel and Hilton Hotels apply the marketing mix (product, price, place, promotion, physical evidence, process, and people) to their marketing planning processes to achieve their business objectives. Finally, it produces a basic marketing plan for Dorsett City Hotel to meet its marketing objectives, outlining the company's overview, vision, and mission, highlighting the robotic service innovation, and discussing the importance of understanding the target market and how the product or service benefits it. Desklib offers a variety of resources for students, including past papers and solved assignments.

Hospitality Marketing
Essentials
1

Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................4
Explain the key roles and responsibilities of the marketing function within a selected
hospitality organisation...............................................................................................................4
Discuss how roles and responsibilities of marketing relate to the wider organisational context.
.....................................................................................................................................................5
TASK 2............................................................................................................................................6
Compare the ways in which different hospitality organisations apply the marketing mix to the
marketing planning process to achieve business objectives.......................................................6
TASK 3............................................................................................................................................9
Produce a basic marketing plan for a hospitality organisation to meet marketing objectives....9
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13
Books and Journals........................................................................................................................13
2

INTRODUCTION
Marketing is all about the activities a company tackle to publicize the buying or selling of a
product or service. It is a process of getting an individual interested in a company’s commodity
or service. Hospitality is the friendly attitude towards guests or people by providing services like
food, drinks etc. Hospitality marketing is the act of creating marketing strategies for different
sectors of hospitality industries like hotel, accommodation, tourism etc. to promote their products
or services. The chosen company for this report is Dorsett city which is established in 2007 by
the president and CEO Chiu Wing Kwan "Winnie", and the Chief Operating Officer is Lai Wai
Keung at London, UK. It is an international hotel present across several countries and offers
various popular amenities include a rooftop bar, free Wi-Fi, and an on-site restaurant. This file
covers role of marketing and its interrelation with other functional unit of hospitality
organisation. It also covers marketing mix of the selected organisation and a basic marketing
plan for a hospitality organisation to meet marketing objectives (Bianchi and Heo, 2021).
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TASK 1
Explain the key roles and responsibilities of the marketing function within a selected hospitality
organisation.
According to Korman, marketing is the process of increasing awareness of buying and
repurchasing a commodity or service with customer related benefits. It is the process of planning
and executing the conception, costing, advertising and circulation of ideas, products and services
to create exchanges that satisfy individual and organizational objectives.
Hospitality marketing is all about the efforts directed towards the increment in income for the
hospitality industry (Mody, Hanks and Cheng, 2021). It is a crucial part of the service industry
which gives basic needs of human like shelter, food, drinks for consumers etc. There are various
concepts of marketing which firms should examine needs of their consumers and then make
decisions to satisfy those needs includes the concept of product, selling, production etc.
Various roles and responsibilities of marketing functions are:
 Product development: It is a responsibility of a product manager in which it includes
design, development and marketing of new commodities and services. Product
development is a complete process of delivering a new commodity or improving an
existing product for consumers. In case of Dorsett city, this management is the
complete internal process of delivering a new product or improving an existing one
for consumers by implementing the whole process includes designing, testing,
positioning, differentiation etc.
 Communication: Marketing communications is the messages and media that
marketers use to communicate with target markets. It is a fundamental part of a firm
which make efforts in marketing the product which involves advertising, public
relations, branding, packaging etc. These tactics will help the firm to communicate
the messages in a very creative manner. In relation to Dorsett city, they use social
media sites, websites, email for the communication which helps this hotel to build
and maintain relationships with consumers (He, Morrison and Zhang, 2019).
 Market research: It is a set of techniques which is used to collect, analyse and
interpret information and understanding the target of a firm in a better way. This
results in providing relevant data to the market for solving all marketing challenges
which a business will face. In context to the Dorsett city, they take surveys and
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questionnaire from their consumers about their product to make it more perfect. This
process will help to understand the consumers which will help to win their loyalty
 Branding: It is a creation of a name, symbol or design that identifies and
differentiates a product from other products. This will create a strong, positive point
of view for a firm, and its commodities in the mind of customer which will help the
organisation to differentiate them from their competitors and build a loyal customer
base. In relation to Dorsett city, their branding is their logo which they have used to
make their hotel unique. This will help the hotel to give a huge impact by giving a
competitive advantage over their competitors and help them to get and keep the
consumers at a very low cost.
Discuss how roles and responsibilities of marketing relate to the wider organisational context.
Marketing is all about activities of business which is related to the buying and selling of a
product or service which includes market research, advertising etc.
Various roles and responsibilities of marketing related to the wider organisational context are:
 Housekeeping: This department is responsible for keeping safe work environment for all
the customers by keeping all the hotel rooms clean, completing all the needs and wants of
consumers like laundry etc. There should be an active coordination between sales and
marketing department with housekeeping to supply promotional items in guest rooms and
other areas of hotel. This will help marketing department to keep up to date budget for
necessary expenses. In context with Dorsett city, marekting team is helping in promoting
about their cleanliness, laundry of customers, providing safe environment to the
customers in the market. This will increase expectations of guests which helps in
productivity of hotel.
 Front desk: This role is the main job as thy have direct contacts with the clients and is
the first place that consumers come to when they arrive at the company. Marketing
departmnet is dependent on front desk to give data related to the history of guests. In case
of Dorsett city, front office department will transfer reviews of customers to the
marketing team to meet the request of guests and making a good impression on public.
 Maintenance: In this department, it plays a vital role in the companies by maintaining
their resources that are development of budgets by maintain cost control. They also make
sure about the facilities and equipment in a good condition and are functioning in a well
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manner. In relation to Dorsett city, marketing department is promoting about all the
facilities and maintenance department who is providing hand to hand service to their
customers.
 Concierge: It is a role which is responsible for the entrance of building as this person is
only help the guests in making their reservations, booking hotels, arranging some services
which a consumer wants like spa. In other words, this person is the first point of contact
between guests and an organisation which particularly provide personal assistance like
lifestyle, household, transportation management etc (Peshave and Gupta, 2017). In
context to Dorsett city, marketing department will advertise about all the services offered
by concierge department like taxi booking, guest reservation which makes the work
easier for all the visitors.
TASK 2
Compare the ways in which different hospitality organisations apply the marketing mix to the
marketing planning process to achieve business objectives.
Marketing is a technique of guiding consumers to choose their goods and services. Marketing
mix includes profit level, sales, and occupancy. There are 7 Ps of marketing mix of Dorsett city
includes:
Dorsett Hilton
Product It is something that can be
offered to market that might
satisfy a want or need.
It makes the whole process of
connecting with customers
and create sales possible. This,
hotel offers good facility of
food, drinks with better
services like spa.
For Hilton Hotels, its core
product is hotel rooms that
customers stay in for a specific
period of time.
Price It means that an amount a
business charges its
consumers for its commodity
This hotel offers premium
pricing strategy which helps to
enhance the identity of brand
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and services. This
will determines the
profitability of a firm, in the
final investigation by
influencing the sales revenue.
This hotel use competitive
pricing strategy which allows
the business to set the
competition by preventing the
loss of customers and market
share to the competitors.
and adds to the strongly
desired quality of product.
Place This means the geographical
location in which a firm sells
its commodity and provides its
services. It is important to
decide the best ways for
effectively getting the goods
to the consumers (Redmond
and Sharafizad, 2020). This
hotel targets people among all
the countries as it has its
branch present in mostly all
the countries. It targets the
individuals who are near
airports which makes it easily
approachable for the travellers
and other business people.
Hilton Hotels distribution
strategy heavily depends on
information technology and
internet in various formats. As
it has its official website of the
company serves as an effective
platform for service
distribution.
Promotion It is all about aiming at
promoting a commodity or a
brand among the target
consumers which includes
This hotel is using advertising
strategy which helps in
launching new products in the
market. This will result in
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advertising, sales promotion,
direct marketing etc. It is
important to concentrate on
how to attract the attention of
consumers and motivate them
to take action or make a
purchase via e Commerce or
other channels. It use direct
marketing strategy which
gives the opportunity to
promote products and services
directly to the consumers who
mostly need them.
allowing the consumers to
become aware about products
available in the market which
helps in raising their standard
of living. This will also grow
the level of production in the
hotel (Leitch, 2017).
Physical evidence This means with everything
that a consumer sees when
there is an interaction with
business. This is important to
give tangible cues of the
quality of experience that a
company is offering. In this
hotel, its ambience, rooms and
its amenities, conference room
and services offered by the
hotel makes it unique.
This hotel is providing
excellent service,
complimentary breakfast and
Wi-Fi which makes Hilton
different from other hotels.
Process It is all about the flow of
activities involved in
delivering products and
services to the consumers. It is
important for the organisation
which can affect the
performance of an
This hotel has its own
application of hotel which
gives the online facility of
room bookings, ordering the
food. It also offers check in
and check out facility by doing
payment online.
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organisation of the service it
provides. This hotel has
offline process of reservation ,
bookings (Bognar, Puljic and
Kadezabek, 2019). Visitors
have to go manually for check
ins, check outs and payments.
People These are not only those
individuals to whom we can
sell and advertise products but
it also involves staff,
salespeople etc. It is an
important element of the
marketing mix. People are the
interface between the firm and
its consumers so people
deliver the service and they
collect money. This hotel has
a great staff of housekeeping
and security which makes the
hotel properly managed and
attractive (Emra, Amri and
Dewata, 2018).
Hilton has a very good staff of
maintenance to take care of all
repairing and maintenance of
hotel. It also has good
managers which are taking
care of all the staff and visitors
by listening them.
TASK 3
Produce a basic marketing plan for a hospitality organisation to meet marketing objectives.
Marketing plan is defined as a report that tells about the roadmap of marketing strategy which a
business must implement to sell its product or service (Wooten and Ferguson, 2021). This is used
to identify the target market and how product or service can benefit it.
Company overview:
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Dorsett city hotel is situated in London, UK. It is an international brand situated among various
countries. Dorsett came up with robotic service as a new service which made everything easier
for them.
Vision and mission:
 Its vision is to be a global leading hotel company that maximizes the quality of service
and give comfort to all the consumers.
 Its mission is to support facilities, systems, services, infrastructure and the environment
for better customer service that satisfies demands and expectations of guests.
Objective:
Main objective of this hotel is to create experience and relationships with a consumer which
encourages customer loyalty and to achieve the growth and development targets within the given
time and budget for the success of hotel (Aswani, Kar and Ilavarasan, 2018).
Situation Analysis:
 Strength: It has its high brand recognition and a very good reputation in the market.
Technical innovation like robotics has improved consumer experience and a very good up
gradation in the process of business.
 Weaknesses: Various operations of this hotel are affected globally because of various
government policies. Entry of new service of robotics, human interactions between
customers and people of hotels will become less. This will affect the relations and
understanding between consumers and manager which is a very huge impact on hotel.
 Opportunity: Digitization and a better use of technology like robotics, innovations in
consumer services is a better opportunity for the hotel. This will help the hotel in terms
of improvement in speed, cost-effectiveness and helps the hotel to work more in a very
less time.
 Threat: Increment in the competition of market is high which a big challenge for the
customer base growth. Robotics can also be a threat as anyone can hack artificial
intelligence (Malhotra, 2018).
Marketing strategy:
It uses positioning strategy in which it is focusing on positioning the hotel as a place where
excellent service is offered. The strategy will focus on creating and sustaining strong consumer
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relation, so as to keep their loyalty. Customer relationship management initiatives, will help the
hotel to understand the needs and expectations of its clients.
This strategy is important to establish a single defining characteristic of a brand in the mind of
the customer.
Marketing Mix:
 Product: Anything a business wants to sell to their customer. In case of Dorsett city, it
offers robotics service to provide easy service to all the consumers by giving comfort to
workers as well as customers.
 Place: It means the location in which company sells its commodities and services to gain
market share and customer purchases (Gaur and Afaq, 2020). In context to Dorsett city, it
is present mostly in all the countries. Its distribution strategy relies on information
technology through where it can advertise its service and do online booking through its
website.
 Price: It refers to the value which an individual pay in exchange for the product or
service offered by a company. In relation to Dorsett city, it offers premium price strategy
as this service is offering spa, better room service , pool facility etc. which helps in
establishing luxury brand image.
 Promotion: It refers to the type of communication used to inform target audience with a
particular aim of convincing them about their product. In context to Dorsett city, they use
advertising strategy which helps the hotel to know their competitors and plan
accordingly. This strategy helps in making visitors aware about new product.
 Physical evidence: It refers to the elements which a consumer see when they interact
with the business. In context to Dorsett city, this hotel has a quality furniture, lightning,
tableware, bedsheets, ambience etc. which is attention-getting for its visitors.
 Process: It refers to the procedure involved in delivering the products and services to the
consumer. In case of Dorsett city, this hotel has the idea of offering this service specially
for providing improvement in terms of speed and accuracy by using artificial intelligence
in their hotel.
 People: It includes everyone who is involved in marketing and sales processes. In
relation to Dorsett city, team who has launched this service and guests who wants to
purchase this will come in this (Haq, 2021).
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Budget:
Particulars Income &
Expenditure
Number of rooms at property per night
Projected ADR
Projected average occupancy rate
Total possible room revenue per year
Total projected room revenue per year
Total sales and marketing budget allocation
Recommended digital marketing budget allocation
116
€400
52%
16,936,000
8,806,720
440,336
176,134
Monitoring and controlling:
This will help in distinguishing the most precious and cost-efficient use of resources. It provides
the needed data to plan, design and utilize projects in a better way (Bawole, 2021). In case of
Dorsett city, hotel will watch current trends in market, highlighting issues by taking daily
reviews of visitors and then control it by focusing on the solutions of bad reviews of guests. This
can be done by using a technique of analysis of existing customers and customer opinions to give
a detailed picture of consumers who are buying products and services.
CONCLUSION
It is concluded from the above report is that marketing is very important in transferring,
exchanging and movement of goods and services which are made available through various
wholesalers or retailers etc. Various roles and responsibilities of marketing like product manager,
brand manager etc. are used to make decisions to satisfy those needs includes the concept of
commodity, marketing, production etc. Housekeeping, maintenance also plays a great role in
hospitality industry for the overall cleanliness, ensuring maintenance of the building and its
infrastructure, laundry, linen management, pest control, safety and security of the guests as well
as the infrastructure and interior decoration. Marketing mix is used for comparing the selected
organisation to determine the best channels for effectively getting the goods to the consumers. A
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marketing plan has been made to bring new service or product in the business which helps in
making the sales easier for any of the owner of business.
REFERENCES
Books and Journals
Aswani, R., Kar, A. K. and Ilavarasan, P. V., 2018. Detection of spammers in twitter marketing:
a hybrid approach using social media analytics and bio inspired computing. Information Systems
Frontiers, 20(3), pp.515-530.
Bawole, P., 2021, April. Community based design for developing tourism area in the Village of
Karangwuni, Wates District, Kuloprogo Regency–Yogyakarta Special Region. In IOP
Conference Series: Earth and Environmental Science (Vol. 738, No. 1, p. 012053). IOP
Publishing.
Bianchi, G. and Heo, C. Y., 2021. A Bayesian statistics approach to hospitality research. Current
issues in tourism, pp.1-10.
Bognar, Z. B., Puljic, N. P. and Kadezabek, D., 2019. Impact of influencer marketing on
consumer behaviour. Economic and Social Development: Book of Proceedings, pp.301-309.
Emra, A., Amri, Z. and Dewata, I., 2018. The Development of Surga Beach Tourism Potential in
East Lombok Regency. Sumatra Journal of Disaster, Geography and Geography Education,
2(1), pp.102-107.
Gaur, L. and Afaq, A., 2020. Metamorphosis of CRM: Incorporation of Social Media to
Customer Relationship Management in the Hospitality Industry. In Handbook of Research on
Engineering Innovations and Technology Management in Organizations (pp. 1-23). IGI Global.
Haq, F., 2021. TOURISM EXPERIENCES. The Routledge Handbook of Religious and Spiritual
Tourism.
He, J., Morrison, A. M. and Zhang, H., 2019. Improving millennial employee well-being and
task performance in the hospitality industry: The interactive effects of HRM and responsible
leadership. Sustainability, 11(16), p.4410.
Isayev, E., 2017. Between hospitality and asylum: A historical perspective on displaced agency.
International Review of the Red Cross, 99(904), pp.75-98.
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Leitch, S. R., 2017. The transparency construct in corporate marketing. European Journal of
Marketing.
Malhotra, N. K., 2018. Marketing research: current state and next steps. Brazilian Journal of
Marketing-BJMkt Revista Brasileira de Marketing–ReMark Special Issue, 17, pp.18-41.
Mody, M. A., Hanks, L. and Cheng, M., 2021. Sharing economy research in hospitality and
tourism: a critical review using bibliometric analysis, content analysis and a quantitative
systematic literature review. International Journal of Contemporary Hospitality Management.
Peshave, J. and Gupta, K., 2017. Challenges in the career progression of women in Hospitality
Industry-a review of literature. International Journal of Commerce and Management Research,
3(2), pp.158-165.
Redmond, J. and Sharafizad, J., 2020. Discretionary effort of regional hospitality small business
employees: Impact of non-monetary work factors. International Journal of Hospitality
Management, 86, p.102452.
Wooten, D. B. and Ferguson, N. S., 2021. Reconsidering gaps between perceived and real
discrimination: Commentary on the Galak and Kahn 2019 Academic Marketing Climate Survey.
Marketing Letters, pp.1-6.
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