HND Hospitality Marketing Essentials: Roles, Mix & Marketing Plan

This report provides a comprehensive analysis of hospitality marketing essentials, focusing on the roles and responsibilities of marketing functions within organizations like Hilton, and how these functions relate to the broader organizational context. It compares the application of the marketing mix by different hospitality organizations, specifically Hilton and Marriott, highlighting their product, pricing, placement, promotion, process, physical evidence, and people strategies. The report also presents a detailed marketing plan for Hilton, outlining its executive summary, company overview, and strategic approaches to meet marketing objectives, including tactics for understanding customer behavior and leveraging social media. Desklib offers a variety of study resources, including past papers and solved assignments, to aid students in their academic pursuits.

Hospitality Marketing Essentials

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................2
P1 Describing the key roles and responsibilities of marketing function.....................................2
P2 Explaining role and responsibility of marketing regard to wider organizational context......3
M1................................................................................................................................................4
M2................................................................................................................................................4
D1................................................................................................................................................5
P3 Comparing the ways through which hospitality organization can apply marketing mix.......5
M3................................................................................................................................................6
P4, M4 & D2 Presenting the marketing plan...............................................................................7
REFERENCES..............................................................................................................................12

INTRODUCTION
In this modern era, most of the business uses effective methods of publicity and for that
effective methods can be used which assists to attract customers. For that the chosen firm is
Hilton which is one of the hotel in UK and also operating in different locations as well. The
report will explain the key roles and responsibility of marketing function and analyzing how this
is relating to the wider organizational context. Moreover, it compares the ways through which
different hospitality can uses marketing mix to attain the business objectives. Lastly, it describes
the marketing plan for Hilton that assists to meet the marketing objectives.
P1 Describing the key roles and responsibilities of marketing function
Marketing function is all about buying and selling the goods and services that helps a
business to meet the objectives. Also, it can be stated that there are different roles and
responsibility of marketing function in Hilton which is as mentioned below:
Market research: It is one of the most important responsibility of Marketing manager of
Hilton that helps the business to remain competitive. Thus, having enough knowledge with
regard to marketing then it helps it to sustain the brand image and improve the business
performance as well.
Promotion and advertisement: It is necessary for the marketing manager to use
effective methods of advertisement that assists to promote the business products (Deepak and
Jeyakumar, 2019). Moreover, it is considered as an essential marketing activities that assists
business to remain competitive in market.
Brand management: Through effective marketing, manager of Hilton can easily
improve the brand image by employing effective marketing management strategy. So, it can be
stated that with the help of marketing, company increase the brand equity in market place and
this in turn assists to grab attention of customers.
Satisfy the customer need: Another important function of marketing that helps a
business to satisfy the need of customers and this is possible when business offer the service by
analyzing the need of customers (Martínez-López and et.al., 2020). This in turn helps to satisfy
the needs of customers and then offer them value for money as well.

Maximize the profit: Majority of the business uses marketing for increase profit and for
that, Hilton also devise new and innovative ways to attract the customers. It helps to improve the
business performance and generate the best outcome for future as well.
P2 Explaining role and responsibility of marketing regard to wider organizational context
Marketing is interrelated with different functions of a business and at that time, the role
and responsibility of the company’s manager is different. These are as mentioned below:
 Identify the market potential: In this competitive era, there is a need to determine the
current market trend and different growth opportunities that assists to develop further
growth opportunities (Park, 2020). However, in the current time, companies are trying to
identify their market needs and then develop ways to satisfy the target market as well.
 Develop marketing plan: In order to meet the business objective, marketing manager of
the company develop a plan in which Marketing mix is included that helps to examine
the ways through company improve profit. Further, this function provides a strategic
direction to the company so that it helps to meet the desired results in an effective
manner.
 Product launch: Before launching a business, marketing manager needs to evaluate both
positive and negative sides of a products because it might harm the business performance.
That is why, there is a need to evaluate the ways through which company can generate an
effective way through which product can be launched and it creates a brand image and
then make effective decision as well (Parsons and Lepkowska-White, 2018). Also, it can
be stated that through effective product launch, marketing manager evaluate both internal
and external environmental factor that affect the business performance.
 Monitor the business activities: Marketing manager of the company also supervise
entire business activities because it helps to examine the effectiveness of entire business
enterprise. This process helps a company to make it familiar with an internal and external
activities of a process. That is why, it can be stated that through effective marketing tool,
company can improve the productivity and sustain the brand image as well.
Through the above, it can be stated that marketing function of business assists the
company to improve the overall performance. Through such functions, company is able to

determine the key areas that need to improve so that effective measures can be attained in order
to sustain the brand image at global level.
M1
The marketing function of the Hilton’s marketing manager is to make a market research
so that effective measures can be generated by analyzing the market need so that company also
implement the same in order to generate the effective strategy. Further, through effective
planning and promotion of a product, company is able to create a better outcome and this in turn
cause positive impact upon the business performance and let the customer understand about the
new offerings as well (Chernev, 2018). However, on the other side, it can be stated that this helps
a business to define as well as manage the brand that helps to make effective measures for
further improvements. Overall, it can be stated that the role and responsibility of marketing
manager towards a company is to attract the customers so that they provide effective services to
their customers with an aim to meet the business objectives as well.
M2
The interrelationship between the marketing and other functional units are as mentioned
below that helps to derive the better outcomes.
Marketing and Finance: There is a strong interrelationship between the marketing and
finance department because the finance department of Hilton define the budget for marketing
that helps to promote the business product in market. Apart from this, it also asks marketing
department regarding to cost incurred during marketing so that the business activities can be
managed easily.
Marketing and Human resource: Both department are working for the company’s
welfare such that HR recruit the best employees for the vacant seat and ensured that the deadline
can be meet by joining the marketing team (Naudé and Sutton-Brady, 2019). That is why,
marketing department also coordinate with HR in order to ensure that effective training sessions
are offered to the employees so that they can address any challenges in the market. The
Marketing manager of Hilton also provide feedback to HR and then HR evaluate the
performance and make decision.

Marketing and operations: A strong interrelationship between operations and marketing
helps to meet the customer requirement. Such that marketing manager of Hilton identify the need
of customers and tell the same to operation department in order to produce the same so that the
customers’ needs can be satisfy. A close working with Operation helps to make sure that
functions of Hilton meet the marketing objectives effectively.
Marketing and research & development: R&D mainly helps to meet the customer needs
and develop effective and quality products to their customers that helps to increase the profit. A
close coordination with marketing department helps to promote the business product in market
so that customer gets their desired products and meet the defined objectives as well (Lepkowska-
White, Parsons and Berg, 2019). This in turn reflected that it helps to improve overall business
performance and sustain the brand image as well.
D1
Both marketing function and other functional units are interrelated with each other
because market research is linked with Research and development department so that effective
measures can be taken for positive outcomes. This in turn entails that company’s marketing
strategy helps to attract the range of customers and determine the need of customers to meet the
same in near future. In addition to this, it can be critically evaluated that without collaboration
with marketing department, company is not able to improve the business performance and meet
the customer need. So, to improve the brand image, it is necessary for the business to generate an
effective measure so that marketing objectives can be met.
P3 Comparing the ways through which hospitality organization can apply marketing mix
Marketing
mix
Hilton Marriott
Product Hilton offers different services to their
customers which include accommodation,
food and financial institution that assist to
attract the customers. This include airline,
car rentals, online platform, shopping and
dining outlets (Marketing mix of Hilton,
2019).
It manages a broad range of resorts
and hotels. The services offered by
the quoted firm includes room,
restaurant, Spa facility for 24
hours.

Price It uses premium pricing strategy that helps
to attract the customers because it has a
high class facilities for their customers and
improve customer service.
Marriott uses premium pricing
strategy because it is focused upon
value based price products.
Place Hilton covers 6 continent with more than
570 properties at global level. It has been
analyzed that currently Hilton is
established its brand at 84 different
locations.
Marriott has spread to 110
countries with 5700 properties and
it is also seeking to expand other
countries as well.
Promotion It offers exclusive membership to their
customer to attract them towards it. Also, it
uses digital marketing strategy that helps to
improve the overall performance of a
company in order to gain attention of
customers.
To maintain its loyal customers,
company uses modern form of
marketing strategy where it use
Social media marketing strategy in
which Facebook and Twitter used
to attract customers (Bagozzi and
et.al., 2018).
Process The process of Hilton is considered one of
the best management among all chains.
Further, the booking can be done through
online and offline mode. Whereas the
payment can be done through credit card,
web portals etc for the smooth functioning.
The process of Marriott is simple
because it provides online booking
facility to their customers that
assist to grab attention of
customers. The process of check-
in and out is also simple and
attract range of customers as well.
Physical
evidence
The company is operating at global level
and that is why, its wide network and
customers are considered as a physical
evidence (Foroudi and et.al., 2017).
Its building, resort, employees and
towel, booklets, soap are
considered as a physical evidence.
People The target market of Hilton are directly
related to the business. Running support
desk, customer services are some of the
key people of Hilton.
Employees and customers are the
key people of the company who
represent the company.

M3
There are different tactics used by Hilton that assist to meet the business objectives which
are as mention:
 To gain an insight from a customer behavior is the best tactic used by the company that
helps to determine their behavior towards a business. This helps to implement the same
within a company.
 Listen through social media where company identify which key improvement areas that
needs to be considered by the firm to generate the best outcome (Zimmerman and Blythe,
2017).
 Hilton also use survey method in which a questionnaire is designed which can be filled
by regular customers to examine the strength and weakness of a company and then
implement the method accordingly.
P4, M4 & D2 Presenting the marketing plan
Executive summary: The present marketing plan helps to provide a right direction to the
organization so that it helps to attain the goals in effective manner. The current marketing plan is
based upon Hilton which wants to promote its existing services at international level with an aim
to attract the range of customers. For that, effective tools and models used in order to meet the
marketing objectives of a company.
Company overview: Hilton is one of the top international hospitality company that provide
effective services to their customers with an aim to meet the business objectives. Also, there are
many locations where business is operating and this in turn reflected that some of the key
improvement areas so that effective measures can be taken.
Marketing objectives:
 To improve the customer base by 30% within next 6 months.
 To enhance the sales of a company by 15% within a next year
 To increase the market share of Hilton by 25% within next two quarters.
SWOT analysis:

Strength Weaknesses
 It has a brand recognition at global
level because it establishes at different
location i.e. 78 countries.
 The company have a good employee
retention because of using effective
reward system (Dončić and et.al.,
2019).
 Hilton constantly uses technology in
order to upgrade the business process.
 It has a strong reputation in market
and strong customer base as well.
 The company‘s operations affected
due to change in government policies
and parameters.
 Pandemic also affected the business
performance in negative manner
because of lockdown situation in the
market.
Opportunities Threats
 Innovation in the customer service
helps the business in order to improve
the business performance.
 Digitalization and using advance
technology in the workplace also
assist the company to improve the
business performance.
 It can emerge into emerging market so
that it helps the company to improve
the business performance.
 Entry of international brand with a
strong hold affect the performance of
Hilton and its financial performance.
 The strong competition from its
rivalries is also consider as a threat for
Hilton.
 The fluctuation in the economic and
political stability affected the business
performance (Hüttner, 2018).
Pestle analysis:
 Political: This factor deal with political stability of a country and sudden change in the
tax rate affect the business performance and create a negative impact over the business
performance. For that, there is a need to focus upon the tax rate and develop strategy that
might not affected the business performance.

 Economic: this is deal with the economic situation of a company i.e. inflation and
recession that affect the business performance (Misztal, 2019). Also, pandemic affect the
financial performance and to overcome the same, Hilton decrease the price of the
offerings to attract customers.
 Social: It is deal with the perception and views of people that helps a business to improve
the operations. In the same way, company focuses upon cleanliness so that the customers
are attracted without affecting external factor. Along with this, it includes the healthy diet
in its food to gain the attention of customers.
 Technological: The company uses chatbots and robotics that helps to improve the
business performance. Also, it helps in smoothen the business operations so that
company’s performance does not affect (Gornostaeva, 2020).
 Legal: This is deal with laws and legislation that helps to run the business operations in
effective manner. For that, Employment Act, Equal opportunity act needs to be complied
to run a business smoothly.
 Environmental: Hilton also complied with sustainability act that ensure that company
developing strategy that does not affect the business performance and helps in smooth
running of a business.
Segmentation: Hilton segment the target market on the basis of demographic where company
focuses upon the income of a customers, age, gender. This helps a company to improve the
segmentation and increase the market share as well.
Targeting: It uses differentiated targeting strategy that helps a business to improve the business
performance. In this, leisure traveler, honeymooners, corporates and families are targeted that
helps to offer range of products to their customers (Sood, 2017).
Positioning: Offering the luxury living to their customers with prime locations helps a company
to position itself in the market differently.
Marketing mix:
 Product: Hilton offer the accommodation services, food facility that helps the company
to improve the overall performance. Also, it starts dealing at financial institution to offer
the services.

 Place: It is deal at more than 78 countries and there are more than 570 properties
established at global level. This in turn reflected that company has a brand image and its
headquarter is in US.
 Price: It uses premium pricing strategy in which company involves setting the price of a
product higher than a similar product. Also, this strategy assists the company to improve
the overall performance and gain the attention of customers as well (Johnsen, 2018).
 Promotion: Hilton also uses digital marketing style as a promotion strategy that helps a
company to improve the overall performance. This include social media marketing in
which Facebook and Twitter is used to determine the customer’s view pertaining to
offerings. Also, it uses SEO in order to increase the traffic towards a business.
 People: The key people of the company are employees, customers and its suppliers who
represent the firm.
 Process: It has simple process which can be used to differentiate the process from others
i.e. online booking with online mode of payment.
 Physical Evidence: There are different physical evidence such as building, customers,
pen, notebooks, soaps, hoardings etc.
Budget:
Particulars Amount spent (£)
Stationery 10
Promotion 250
Travelling expenses 55
Miscellaneous expenses 300
Total 615
Monitoring and evaluation:
In order to monitor the entire marketing plan, marketing manager of the company must
review the practices monthly or weekly. This in turn assists to generate the effective results and
also determine the changes, if any. Apart from this, for regular monitoring process, it is essential
for the company to continuously monitor the plan so that effective results can be generated. In

addition to this, for evaluation, company use benchmarking tool in order to generate the effective
results. In this, manager evaluate the planning with the actual performance. That is why, it can be
stated that through this marketing plan, company is able to generate the effective results and
meet the defined aim as well. CONCLUSION
By summing up above report it has been concluded that marketing plays an important
role in the business performance. Through the report, it has been evaluated that the roles and
responsibility of marketing manager helps to let the product or service promote in the market.
Further, by using marketing mix process, study evaluated two companies strategy and concluded
that each organizations have their own role and responsibility that helps to meet the defined aim.
Apart from this, with the help of marketing plan, it can be summarized that there is a need to
evaluate different ways through which effectiveness of company’s marketing plan can be
determined. That is why, internal and external factors used along with set budget where expenses
defined that helps marketing manager to improve the business performance.