Hospitality Marketing Essentials: Four Seasons Hotel Analysis

This report provides a comprehensive analysis of the marketing strategies employed by the Four Seasons Hotel. It begins with an introduction to marketing concepts and their importance in the hospitality industry, emphasizing the role of marketing functions, including marketing research, brand management, and setting up strategies. The report then delves into the roles and responsibilities of marketing within the wider organizational context, highlighting marketing planning, standardization, risk-taking, and customer support. A significant portion of the report examines the marketing mix (7Ps) – price, product, promotion, place, people, process, and physical evidence – and how these elements contribute to the Four Seasons Hotel's growth and objectives. The report includes a primary marketing plan for the hotel, offering insights into its customer-centric approach and luxury service offerings. The report also examines the interrelation of marketing with human resources and finance departments. The report concludes with a discussion of the importance of effective marketing in the hospitality sector and its impact on customer satisfaction and brand image.

Hospitality Marketing
Essentials

Table of Contents
INTRODUCATION........................................................................................................................3
TASK1.............................................................................................................................................3
P1 Roles and responsibility of marketing functions...............................................................3
P2 Role and responsibility of marketing related to the wider organisational context............5
TASK 2............................................................................................................................................7
P3 Examine the marketing mix to improver the organisation growth and to achieve the
objective in best way..............................................................................................................7
TASK 3............................................................................................................................................9
P4 Primary marketing plan for Four seasons hotel................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCATION
Marketing is a tool which help the organisation to introduce there product in the market.
Busying and selling of products is depends on the need and demand of market. Marking is done
by advertisement, by newspaper, by social media and many other important factors which
increaser selling and buying of products. Marketing play an important role in ever organisation.
Mostly profit of every organisation is depends on effective marketing (Achrol and Kotler, 2012 ).
It also help in build relationship between organisation and its users. In this report Four seasons is
the base organisation which is founded in 1960. it is a international luxury hospitality
organisation and its headquarter is in Toronto, Canada. So they are focusing on roles and
responsibility of marketing function in contextual of this organisation. They also discuss
marketing mix and primary marketing plan of four seasons hotel. Beside it they discuss role and
responsibility of marketing related to the organisation and comparison of two hospitality
organisation with the help of marketing mix.
TASK1
P1 Roles and responsibility of marketing functions.
It is the basic purpose of marketing to introduction innovation product and services with
the market and fulfil the requirement of there customers. Buying, selling, transferring, exchange
of product and services are the basic function of marketing. In the context of Four season hotel
with the help of marking function they provide a effective environment for customers (
Aschemann-Witzel, de Hooge and Normann, 2016). This organisation focus on every
requirement of there customer and provide them sanctification by there services. This hotel
provide its services on international level and cover a big party of market share. So marketing is
helpful for the organisation in various manner and these concepts of marketing are as given.
The marketing concept: It is the basic concept of marketing because market place is the
main attraction point for the customers. Organisation focus on its current and future activities for
manage the requirement of there customers. By using many new strategy an organisation can
attract more customers of the organisation. The evaluate the future trends according to the
current trend. In context of four seasons hotel it has been analysed that these concept of

marketing is important for target achievement. With the help of this four seasons hotel provide
effective services in hospitality industry. With the help of this Four seasons hotel can explore its
business on a big scale.
The product concept: This concept of marketing is totally depends on loyalty of the
customer for a particular product. In this condition price and quality of the product is not effected
on there buying behaviour (Bai and Chang, 2015 ). Organisation also launch new product
according to different category customers. In context of four seasons hotel they also provide
services according to the taste of customers. These various of services is also increase goodwill
of this hotel in hospitality industry. They also analysis the trend and launch provide services
accounting to that.
Content marketing: It is also a important part of marketing. With the help of content
marketing organisation can promote there product and services by blogs and videos. By this an
organisation cant done promotion of there product and services but they can increase interest of
customers for product. Four seasons hotel also focusing on this concept of marketing and build
strong base of customers. It has been analysed that Four seasons hotel use this marketing concept
and increaser the demand of there product and services.
Social media: It is the small part of content marketing. Social media is uses by every
people and it is the easy way of marketing. With the help of this marketing strategy an
organisation can build a strong brand image in effective manner which help them in target
achievement. Four seasons hotel also use this strategy for marketing and build a strong customer
base. Now days Instagram, whatsapp, Facebook is Mosley uses by the customer. By provide ads
on these applications Four seasons hotel increase market share of the organisation ( Baker and
Magnini, 2016).
There are some roles and responsibility of marketing functions are as given in brief and
those are as.
Marketing research: With the help on market research an organisation can collect
indfo5rmantion about customers requirement and productivity. By this they can analysis the
future opportunity and problem related to the production. Four seasons organisation is also
focusing on this strategy of market research to know the actual condition of the market in
hospitality industry. Mostly market research is done with quantitate and quality mothers. Four

seasons organisation use qualitative mothers for market research and found a batter output of this
resect.
Brand management: Branding is important for every organisation to create long term
relationship with customers (Blythe and Martin, 2019). Branding is totally depends on the
effective marketing as well as price and quality of product and services. In context of Four
seasons hotel they provide Lusicury services in whole hotel industry. Even there price are too
much high but they are focusing on the quality services which differentiate them from other
hotels and build a strong image in market.
Setting up strategies:There are many strategies which is follow by the Four seasons
hotel. Targeting, positioning and segmentation are the important strategy through which this
organisation focus on its target market and earn more profit and effect the whole market in
positive manner which is importation for the growth of hotel.
P2 Role and responsibility of marketing related to the wider organisational context.
Mostly organisation development is depends on the marketing. Some leading roles and
responsibility in context of Four seasons hotel which are as given.
Marketing planning: It is provide all information of strategy which organisation apply
for achieving there target. It is documents based which provide guidance related to the project.
So Four season hotel also use it and evaluate the position in the market which is important for the
to find new market opportunity in the market. With the help of marketing plan an organisation
can maximise it profit and increase the growth of that organisation. This plan is executives by the
top authority of the organisation like board of director and CEO of organisation.
Standardisation and grading: It is related to the braiding of the organisation because
imager of the organisation is build according to the grading which is given by the customers.
Four seasons hotel also focusing on this concept because they provide high quality services for
there customer. They also update there quality according to the demand and computation is the
main purpose of this organisation to maintain its standard in customers eyes.
Risk taking: It is the basic approach which is uses by every organisation when they are
launching new product and services in the market (Burns, Bush and Sinha, 2014 ). Every
organisation hire new candidate on there risk because they want to explore its business. In
context of Four seasons hotel it has been analysed that many risk are comes and those are like

social, cultural, economical and they effect the profitability of Four seasons hotel. But by taking
risk they also explore business on big platfo0rm.
Customer support: It is basic responsibility of an organisation to fulfil the requirement
of there customer through providing effective product and services. Customer sanctification is
basic responsibility of Four seasons hotel. They provide effective services for there customers
and also provide extra services for attract them. They provide there services by 24*7 and they
create a strong image in customers eyes.
Market information: It is the basic respons8ibity of an organisation to know the market
condition like what is the condition, position in the market,competitor, new trends and man y
other things (Ellis-Chadwick and Doherty, 2012). An organisation should have all these
information and focus to improve on that. Four seasons hotel is also focusing on these
responsibility which they follow for customers. By all these things an organisation can find many
new opportune from the market.
Interrelation interrelation of marketing with human resource: Human resource
department is important party of every organisation. Four seasons hotel also based on this
department. By human resource e department they fulfil the candidate according to the
requirement of hotel. Selection is based on the skill of that candidate. Human resource
department also provide training and development for there current employees for increase there
performance by motivating them.
Interrelation with finance department: This department is responsible for every
financial transition. They provide budget for every department and than they start there work. All
the financial activities are done under this department.
Product designing and development: Customer's choice and preferences change
accounting to the time. So organisation also update its productivity of product and services
according to the demand of customers (Gummesson,Kuusela and Närvänen, 2014). Four seasons
hotel also focus on this concept. They update it's facility accounting to the trends. They provide
attractive product and services by there design, quality, packaging and way of offering. Using all
these approaches is costly for this hotel but for maintaining there standard in the market they
follow this function. Some people are to much health conscious that by hotel also provide gym
facility for that customers. By this strategy hotel earn more profit.

TASK 2
P3 Examine the marketing mix to improver the organisation growth and to achieve the objective
in best way.
Marketing mix
It is an important tool of marketing which help organisation to achieve there target and
objectives. Beside it marketing mix is also help in the promotion strategy through which that
organisation introduce new product in the market in a effective manner (Hansson, Wrangmo and
Solberg Søilen,2013 ). For offering new product for the customer market is the proper place
where they done this activity. Mostly customers are focusing on the physical evidence of
marketing mix and which are like product, place, price, promotion, people and process all these
things are included in this. In context of Four seasons hotel also use marketing mix for growth
and all 7P's are describe as given.
Price: Value of the product which is paid by the customer is also know as price. It is
totally depends on the buying behaviour and ability of the customer which is totally related to
attracted of customer. New strategy are uses by the organisation to attract m,ore customers which
impact on the reputation of organisation. In context of Four seasons hotel, they pro0vide highly
costly services to there customers. They are not focusing on pricing strategy, main purpose of
this hotel is providing luxury services which are attract them.
Product: By offing effective production for the market an organisation can beat the
market. Four seasons hotel provide luxurious services which are like various of food, gaming
facilities, spa facilities and many other services they provide for customers.
Promotion: It is important to effective promotion of product to increase the demand of
product. Many strategies are uses in this promotion activity beside it symbol and logos are
import in this activates. Four seasons hotel promote its product by using new strategy of
promotion by updated technology. With the help of promotion activities they earn more profit
which is the main output of ll these strategies. It is a important strategy of marketing mix which
is uses by Four seasons hotel in effective manner
Place: It is important strategy which should focus by every organisation while they are
launching new products in the market. Because when they launch product at right place than they
attract there target market. Through this they can increase sale and market share of the

organisation. It is the only way to maximise the profit of organisation. Four seasons hotel also
launch there new hotels in porch Ares to attract there target market.
People: It is the basic strategy of marketing mix in which organisation focusing on attract
more people by product and services. Four seasons hotel also use this strategy to attract more
customers. Whole profit of this hotel is depends on the customer's buying behaviour which play
an important role in the growth of organisation.
Physical evidence: It show the place where organisation provide its product and services.
Four season hotel doing work on international level
Process: It is important in every organisation because every target is complete with the
help of effective process. Four seasons hotel; also focus on it6s each and every processes which
is important for profit maximisation.
Composition between Four season and Marriott hotel.
So compression of Four seasons and Marriott both the doing work obn a large scale. So
all kind of promotion of these both are as given.
Particular Four seasons Marriott
Price Pricing strategy of Four
seasons hotel is more
expensive from others. They
provide effective product and
services for these customers.
Marriott is also dealing with
high price but they provide
less expensive services
compare to Four seasons
hotel. Marriott use another
pricing strategy.
Promotion Four seasons hotel promote its
services by using content
marketing and social
marketing which effect the
target market and maximise its
profitability. Through using
effective marketing they build
a strong brand image in the
This hotel also using these
strategy of marketing but they
are focusing on the target
market. They using technique
of [promotion in different
manner that is the reason they
are not more effective.

market.
Product Four seasons hotel provide
many luxury services like
various of foods, augmentation
facility, swimming pool,
gaming facility, game zone for
kids, spa facilities and many
other things.
Marriott hotel also focusing on
there facility. they provide
many facility for customers
even they cover all these
facility but the services of that
hotel are too much poor which
is the only thing which
disappoint the customers.
Place Four seasons hotel provide its
services on worldwide level.
Approx 1000 hotel are
available on international;
level.
This hotel also dealing on a big
scale but they are not provide
facility on that lever where
Four seasons hotel providing.
Advantage of marketing mix in context to Four seasons hotel
As reference to Four seasons hotel some benefits of marketing mix which is adopted by
this hotel and all those are as given.
Launching the product in its target market: They marketing mix help this hotel while
they launch there innovative product in the market (Jüttner and Christopher, 2013 ). They are
using this strategy through this they launch innovative market in target market where more
people use there services. it is an important strategy of marketing mix.
Communication should be the important process: Communication play an important
role in every organisation. By using a effective communication strategy Four seasons hotel also
improve the performance of there hotel which is important for the growth of this hotel.
TASK 3
P4 Primary marketing plan for Four seasons hotel.
Marketing plan is a documented plan of an organisation which provide all the
information for the managers and employees about the project plan. It also helpful in effective
manner. Marketing plan is also helpful for target achievement of the organisation.

Marketing plan: Four season is a five star hotel which provide luxury services for there
customer on international level. They provide high quality services and all the profit of
organisation is depends on its quality. They provide innovative product for the market and it
differentiate this hotel from others.
Vision: Through providing effective services, create impression which will stay with you
for whole life.
Mission: Four season hotel is dealing in hospitality sector and provide expensive services
with high quality products and services. Main objective is to explore business in many sectors
like resorts, clubs at several location. We want to work as a company.
STP process: It is an important part of marketing which participate in the growth of
organisation and help in target achievement.
Segmentation: This process in an important which help the organisation in divide a
project in small parts which is more easy to understand. It help in the target achievement in
effective manner (Ko, Hwang and Kim, 2013 ). there are various approach which are include
and those are like demographical approach, geographical approach, behavioural approach. Four
season hotel focusing on demographical approach of segmentation which is workful for this
hotel; in a effective manner.
Targeting: According to this approach of marketing organisation focused on its target
market which utilize its more product. Organisation also analysis the requirement of the
customers. In context of Four season hotel they are also using this approach and through this
they can focus on there target market which help them in target achievement as well as in profit
maximisation.
Positioning: This approach of marketing is important for organisation through this an
organisation can evaluation the position in the market. So quality and promotion activity of the
organisation can attract more customer and increase the position at marketplace. In context of
Four season hotel they also using this strategy for build a strong brand image and increasing the
position in the market (Kotler and et. al., 2017 ).
SWOT Analysis of Four season hotel : Four season hotel have a strong brand image
and SWOT analysis of Four season hotel are as given.
Strength: Four season hotel achieve various awards related to brand equity and it also
cover a large part of market share it is the strength of this hotel.

Weakness: Marriott hotel which is the biggest competitor of this hotel is a big weakness
for it as well as its price.
Opportunity: Brand image of this hotel is a big opportunity through this they also can
start business in another field (Lane, 2016).
Threats: Customers and competitors are main threat of this hotel
CONCLUSION
According to this report it analysed that marketing essential has different activities which
divided into various parts. In Four season hotel manger also need to focus on those strategy
which increase the growth of this hotel. They also discuss roles and responsibility of marketing
function and 7P's of marketing. STP approach is also discussed in this report in order to segment,
target and position. In this report Four season hotel also prepare a market plan which helpful for
this hotel in various manner. Through marketing play they know the actual condition of the
market as well as competitor. It also been compared with another hotel Marriott and its
marketing strategy and all these strategy also use by Four season hotel in effective manner.

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