Canopy Hotel Marketing Report: Roles, Mix, and Strategies

This report delves into the marketing strategies of Canopy Hotel, a subsidiary of Hilton, focusing on its roles and responsibilities within the hospitality sector. It outlines the importance of marketing in attracting and retaining customers, emphasizing communication, promotion, and distribution. The report explores the interrelation of the marketing department with other departments like finance, HR, production, and R&D, highlighting the importance of coordination. It then compares Canopy Hotel's marketing mix (7Ps) with Sofitel Hotel, analyzing product, price, promotion, place, physical evidence, people, and process strategies. The report concludes with a comprehensive marketing plan, offering insights into competitive advantages and improvements in business efficiency.

MARKETING ESSENTIALS
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Table of Contents
Table of Contents.............................................................................................................................2
INTRODUCTION...........................................................................................................................3
1: Elaboration of roles and responsibilities of marketing department within hospitality sector. 3
2: Various functions department and its interrelation with marketing department.....................4
3: Comparison between hospitality industry in which company apply marketing mix in its
department...................................................................................................................................6
product, physical evidence, promotion etc..................................................................................6
CONCLUSION................................................................................................................................8
REFERENCE..................................................................................................................................9
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INTRODUCTION
Marketing define as societal process that is responsible for planning and executing all
processes, make pricing strategies and create ideas for distribution of products and services.
There are various activities that includes in marketing activities like advertising and promotion,
develop brand image for hospitality sector. This report on Canopy Hotel which is a subsidiary
company of Hilton and become twelfth brand of Hilton. Canopy hotel's main vision is to provide
quality services to its customer with modern hotel experiences. This report analyses about
different roles and responsibilities that marketing performs within hospitality sector. Further,
report discuss that interlink between various other functional department with marketing
department. The report elaborates 7Ps of marketing mix that an organisation uses in its
operations to achieve its objectives and goals. Lastly, report develop a thorough marketing plan
that helps organisation to carefully analyse its business activities.
1: Elaboration of roles and responsibilities of marketing department within hospitality sector.
Marketing play essential role in an organization that is responsible to attract new customer
and retain existing one. Marketing department has various important roles in hospitality industry
that it performs and that majorly includes effective communication, finance, promotion,
distribution and selling. Let's discuss more in detail about roles of marketing functions below:
Addressing needs of customers:
Before implementing marketing strategy, its vital to get connected with potential clients and
listen to them so that Canopy hotel find out about requirements and plan action as per their
demand and need. Hence, it's as duty of marketing department to plan necessary means so that it
able to receive and means for feedback. Company can establish internal channels that develop
surveys and take information of customer support. As a result, it can enhance and redirect
marketing activities (YILDIZ, 2018).
On the other hand, hospitality sector channels also create channels outside company in which it
identifies and make actions in social needs as it better caters all requirement of clients and help
to transfer them into its loyal customer.
Track trends:
It’s essential to understand actual position of company in context of marketing and its strong
competition. Therefore, with the help of marketing, canopy hotel better learn about best
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marketing trends and tactics that firms know and apply in company along with their mistakes so
that it able to rectify it later and make necessary changes if needed.
Responsibility of marketing:
Marketing involve responsibility that majorly involve:
 The aim of marketing is meet every desire of customers in all that organisations that are
profit oriented. Therefore, company decides for whom it satisfies need and whose wants
should be fulfilled first so that it enable (Koc, 2020). For example, Canopy hotel must
consider all need of customers that are mostly interested in leisure activities.
 Marketing also act as a middle person for Canopy hotel, if it interested to present in
media. Hence, marketers also act as an executives and handle all queries that occur
through media.
 Marketing department also benefits company to identify target markets so that company
develop planning as per trends occur and not fall under any losses. As a result, it helps to
perceived various all products and services that company try to present to its audiences.
 Marketing department also take responsibilities to select and recruit those agencies who
are responsible for selecting and managing all promotional activities. They mostly
involve PR agencies, web providers and vendors etc.
 All customer must attract with vision, mission and value and that it purchases products
and services from that company and satisfied its requirement. Marketing team is
responsible to communicates all relevant information to all its customer.
2: Various functions department and its interrelation with marketing department.
It vital for marketing department to coordinate with other functional department so that it
enhances its productivity and efficiency. Let's discuss more in detail about those functions that
company interrelates with:
Finance Department:
Marketing department will closely need to work with department of finance so that it makes
sure that there is enough budget for marketing department to meet needs for its research,
promotion and development. Finance department make sure that whole organisation will cater
need of financial capabilities and business will run smoothly. Finance department also wants that
marketing department works according to budget allocated to them. It is likely possible that
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marketers may require extra fund, if there are any new opportunities occur in market that Canopy
find it useful and profitable. The marketing department must follow all those guidelines that
finance department make like its main concentration is on sales volume and developing market
share. If marketing team overspend company's overall budgets than finance team try to pay back
all investment as quickly as possible and pay more attention on cash flow and cover all cost as
quickly as possible (Chandiok and Sharma, 2017).
Human Resource Department:
HR team helps marketing team to select appropriate and desired candidates and make sure
that staffing is appropriately place. Marketing department correlates with HR team to research
and develop new ideas for producing new products and services and Canopy hotel able to bring
innovation in all its operations. Further, HR also helps to cater all marketing and production
targets. Lastly, they develop competent sales team. There must be proper coordination between
both teams as few areas of conflicts arises.
Production Team
Marketing department also closely work with operation department to make sure that
particular research and development is carefully planned and execute in effective way so that it
helps company to fulfil future and current wants of its customer. Another major point to consider
that all items are manufactured with quality and its specifications for design is set by as per
preferences of consumer. In most of the companies, production department cannot mostly
function with marketing department because they are mostly related with technical fields and
cannot bother much about emerging market trends.
Research and Development department:
Later it is believed that both departments do not work together and seldom coexist.
However, now majority of people are engineer in research and development team, and believed
that its R&D team that marketing department makes work easier and efficient and vice versa.
Research department function properly with help of inputs of marketing team and it cannot start
its work without use of market trends, buyer’s preferences, challenges and threats, opportunities
of environment etc (Dixit, Lee and Loo, 2019). As it is essential for marketing department to
provide channels for testing or advertising. On the other hand, marketing department also largely
dependent on research and development team so that it come with fresh idea and can become
profitable for marketers.
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3: Comparison between hospitality industry in which company apply marketing mix in its
department.
Marketing department need to function properly so that it able its competitive strategy. With
help of marketing mix, company analyses its overall functions that mostly includes people, price,
product, physical evidence, promotion etc.
Marketing-mix elements Canopy Hotel Sofitel Hotel
Product Canopy hotel mostly involve
in many services that mostly
includes laundry services,
provides car facility for airport
or railway station,
On the other hand, Sofitel
Hotel provides laundry
services, all other necessities,
and free parking so that it
provides comfortable stay to
all its clients.
Price Canopy Hotel use competitive
pricing strategy and explain
that it makes changes as per its
competitor’s presence and
strength in market (Mercan
and et.al, 2020). Hotel did
research about its overall
competition and make strategy
for price accordingly.
While, Sofitel hotel use
dynamic pricing strategy so
that it can make changes as per
market trends. It tries to find
out ideal pricing strategy and
not focus on any specific time.
Hotel find out how much
customers are willing to pay so
that it sets prices accordingly.
Promotion Canopy hotel uses many
promotional activities to reach
out with as many customers as
they can. Hotel uses SEO
strategy hotel so that it gains
maximum attention. Grab
Sofitel hotel also used various
digital platforms like Facebook
and YouTube, that helps
company to effectively
promotes its services. Hotel
uses email promotions strategy
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attention of potential
consumers with its creative
content.
and target its clients. However,
email is professionally made
but cover various information
related with its services.
Place Canopy hotel try to focus more
on its activities which relates
with warehouse activities.
Hotel focuses more attention
to shifts its presence from asset
light operating to franchise
channels.
Sofitel hotel spreads its
operations in various other
countries so it’s mostly make
its presence online and make
collaborations so that its help
them to make its easy to
operate globally.
Physical Evidence Canopy hotel try to clean all
its facilities that it installed in
its premises.
Sofitel Hotel mainly focuses
on its infrastructure and try to
make well-established and
maintained interior.
People Canopy hotel provides
thorough training to all its
employees so that it cater
every individual and provides
skills so that it take all
negative comments or
complaints as well.
Sofitel Hotel also take of all its
staff member that involves
catering staff, receptionist and
all other who is responsible to
take care of its clients and have
direct connection with them
(Kandampully and Solnet,
2019).
Process Canopy Hotel involve in
various processes like to make
investment in research and
development so that it bring
innovation in all its operations.
Sofitle Hotel need to make
modifications in all its
processes as its deal in same
type of services and make it
easy for everyone.
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CONCLUSION
To conclude, the above report explains about various responsibilities that helps company so
that it enables to make better performance and make any modifications if needed. Report
discussed that marketing department listen all needs of customer and make strong connections in
order to make necessary changes. With the help of marketing company able to track recent
market trends so that it enables it competitive advantage. Report also discussed key functions of
all about as it helps to bring innovation and company able to expand its businesses and
advancement so that it makes improvements in business and brigs productivity. An organization
able to connect with other companies as well so that it able to more expand and bring advantages
in improving processes for sales and customer. Report also make brief explanation of marketing
plan so that company used this and develop its growth and development in market and how it
brings great efficiency.
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REFERENCE
Books and journals
YILDIZ, E., 2018. The Role of Intermediaries in Marketing of Hospitality Enterprises: A
Comparative Analysis of Hospitality Enterprises in Antalya and Nevşehir. Innovation
and Global Issues 3: Extended Abstracts Book. p.81.
Koc, E., 2020. Cross-cultural Aspects of Tourism and Hospitality: A Services Marketing and
Management Perspective. Routledge.
Chandiok, S. and Sharma, P., 2017. Hospitality marketing: Strategic issues. In Strategic
Marketing Management and Tactics in the Service Industry (pp. 213-242). IGI Global.
Dixit, S.K., Lee, K.H. and Loo, P.T., 2019. Consumer behavior in hospitality and
tourism. Journal of Global Scholars of Marketing Science. 29(2). pp.151-161.
Mercan, S., and et.al 2020. Improving the service industry with hyper-connectivity: IoT in
hospitality. International Journal of Contemporary Hospitality Management.
Kandampully, J. and Solnet, D., 2019. Competitive advantage through service in hospitality and
tourism: a perspective article. Tourism Review.
Kandampully, and Solnet,, 2019 R. edKandampully, and Solnet,, 2019Kandampully, and Solnet,,
2019. Hospitality Finance and Accounting: Essential Theory and Practice. Routledge.
Sertel, E., 2017. Customer Satisfaction, Loyalty, and Financial Performance in the Tourism and
Hospitality Industry: Evidence from North Cyprus. International Journal of Economic
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