Hospitality Marketing: Roles, Mix, and Plan for Accor Hotel

This report provides a comprehensive overview of hospitality marketing essentials, using Accor Hotel as a case study. It begins by outlining the roles and responsibilities of marketing functions, including information gathering, service design, and customer support. The report then explores how these roles interrelate with other organizational functions such as human resources, customer relationship management (CRM), research and development (R&D), finance, and production/service management. A significant portion of the report is dedicated to the application of the marketing mix, comparing Accor Hotel's strategies with those of Hyatt Hotels across product, price, place, promotion, and people. The report also briefly touches on current and future marketing trends like marketing funnels, artificial intelligence, and customer experience focus. Finally, the report includes a basic marketing plan for Accor Hotel.

Hospitality Marketing
Essential

Table of Contents
INTRODUCTION...........................................................................................................................1
P1. Roles with responsibilities of marketing function.................................................................1
P2. The ways in which roles as well as responsibilities are related with wider organisational
context..........................................................................................................................................4
P3. Uses of marketing mix elements............................................................................................5
P4. Marketing plan. ....................................................................................................................8
Covered in PPT...........................................................................................................................8
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
In today's competitive era, each organization needs to provide and render such
business offerings to their customer which are better than its competitor (Blythe and
Martin, 2016). In addition, it has to develop such plans and strategies that can help in
increasing its sales volume. Both these requirements can be satisfied with the help of
marketing which can be refer as the set of activities and strategies that are related to
the process from production to the sell of business offerings. It also includes after sell
services. For understanding aspects of hospitality marketing essentials, Accor hotel is
chosen which is a multinational hospitality organization that has various hotel, vacation
properties and resorts and was founded by Paul Dubrule and Gérard Pélisson in 1967
in France. This report is providing a brief about marketing roles and responsibilities, use
of marketing mix, a basic marketing plan for selected company and interrelationship of
various functions with Marketing.
TASK
P1. Roles with responsibilities of marketing function
Marketing is an ongoing activity that involves set of actions for interaction of
potential clients with customers towards organisational commodities or services. The
actions are related to research, manufacture, promotion, distribution addition to selling
business ideas, products and services to wide customers that results in meeting all the
set targets and improving profits.
Concept of marketing:
Marketing concept is defined as the philosophy that is adopted by business
concern for analysing customers needs together with making decisions accordingly that
results in customer need satisfaction (The marketing concept. 2019). Marketing
Analysts of Accor breaks down the desires of target customers and settles choices to
fulfils needs or wants in superior aspects than contenders.
Trends of marketing:
In the competitive scenario, trends within marketing are changing with time.
Some of the current marketing trends are:
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Marketing Funnel: In the market, marketing funnel is current trend where all the
commodities are accepted, assess in profitability as well as rejected by customers when
seems unfit. Customers are considered by organisations as wallet keepers and
meanwhile customers ignores the best as well as insults the worst.
Artificial Intelligence: It is another existing trend that helps in analysing data
more efficiently as well as targets customers rapidly ion behalf on entities. AI also
performs activities which are struggled by human personnels. It further monitors online
patterns as well as understands real time behaviour of customers easily.
Various future trends that are expected to occur in coming time within market
are as follows:
Focus of experiences: In coming duration, organisation will start focusing on
experiences gained by customers rather that their satisfaction level (Bowie and Buttle,
2016). By embracing customer centric models or philosophies, marketers will plan
effective strategies addition to positive digital transformations.
Leaning towards new market lieutenants: As marketers are connecting with
audiences through social media, promotional campaigns as well as e-mails, in future
marketers will lean to incorporating technologies which is required in connecting with
people easily.
Marketing processes:
Marketing process involves activities through which organisations determines
customers problems, grabs opportunities addition to build marketing materials that helps
them to reach to desired audiences. The management team of Accor Hotel performs
following marketing procedures:
Stage 1: Defining Mission statement: Herein, organisational mission statement
is framed that helps in providing directions for further activities. The top authorities of
Accor hotel with consultation to other stakeholders defines mission statement. Accor
hotel is dedicated to deliver innovation as well as high quality services to customers.
Stage 2: Situational analysis: At this stage, different methods are opted by firm
for analysing pertaining situations in the competitive market. The managers of selected
institution understands customer needs, finds problems as well as focuses on services
which are essential to achieve mission.
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Stage 3: Setting strategies: After analysing market situations, managers of
company sets effective strategies along with marketing plan as per the analysed
situations.
Stage 4: Execution and measurement: Herein, all the framed working are
executed to attain satisfactory outcomes (Groucutt and Hopkins, 2015). Marketers
implement marketing strategies so as to promote the products and satisfy targetted
audiences. At same time, they also measures the actual results and set standards so to
redesign strategies if any deviations are found.
Role and responsibilities of marketing functions
Marketing information: Gathering market related information is one of the key
role of marketing function. Personnels of marketing function of any institution collect
market information associated with prevailing customer needs, competitors strategies
and changes in trends. It further helps in gaining insights about large customer base
and translating the information into relevant strategies for business success. In context
to Accor hotel, marketing function provides the collected information to managers so
that effective products or services are designed as per the needs or preferences of
customers.
Service designing: It is connected with developing effective services that
satisfies customers and increases institutional profit margins. It means that marketing
function of Accor hotel has responsibility to devise offerings or services which are
affordable by market audiences and have perceived quality. They designs services after
analysing customers feedbacks together with overall marketing environment (Kolb,
2018).
Customer support services: One of the essential marketing function in which
all the problems, queries and grievances of customers associated with commodities and
services are managed effectively. The function retains customer trusts through handling
the issues in proper manner. Such role is significant at Accor hotel as to deal with all
type of issues or difficulties with potential clients. Forinstance, if customers are facing
problems in finding suitable accommodation packages, then marketing function plays
essential role in resolving their problems in appropriate manner.
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Thus, it is observed that certain responsibilities and roles are associated with
marketing function of entity that has their own significance in delivering key valuable
services to end consumer as per their preferences or demands.
P2. The ways in which roles as well as responsibilities are related with wider
organisational context.
Marketing exists from production to after the sale services within the organization
hence, it has an inseparable connects with each function of organization. Interrelation of
marketing with other functions of Accor hotel is as given below:
Marketing with Human Resource: Marketing needs highly professional and
knowledgable workforce in Accor hotel to handle its activities hence marketing
managers depends on HRM team to recruit and select adequate candidates for the
profile (Kotler and Bowen, 2016). On the other hand, HR department have to provide
required training and development sessions to the workforce for which they need
presence of marketing professionals or their newsletters.
Marketing with CRM: Marketing managers of selected organization needs to
develop their strategies which should be related to the customer needs and desires.
The information regarding customer requirements can be provided by the CRM team to
the marketing team. Whereas customer relations manager needs to develop better
relations with the current and potential customers for which it is essential to attract and
impress customers with the help of marketing strategies.
Marketing with R&D: R&D department provide new innovative and creative
ideas for developing fresh concepts and services in hospitality industry which needs
detailed market research that can be conducted by marketing department itself. On the
other side, marketing always looks for more developed and effective methods and
processes that can help in delivering services efficiently to the customers in which R&D
function of Accor hotel help them.
Marketing with Finance: The financial management have a brief of funds and
distribution of entire establishment which help marketing managers to ensure that
sufficient funds are available for promotion, research and distribution. Whereas
marketing department focus on increasing sales volume and market share so that
required funds can be arranged for financial department to prepare budgets and plans.
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Marketing with Production/Service management: The selected company can
survive only when it render services according to the customers and marketing
department helps in providing the information about customer desires and requirement
as it continuously keep in touch with customers (Thienhirun and Chung, 2017).
Marketing department of the Accor Hotel can promote and advertise the products and
services when these are ready to be sold along with the quality in the production.
Production or operation department can help the marketing department by producing
products and services on time and with quality.
P3. Uses of marketing mix elements.
Marketing mix is attributed as fundamental business model used for pursuing
towards corporate goals in target market. It is popularise as crucial marketing technique
which includes certain elements that influences demand of distinct items, products,
commodities or services offered by institutions. At Accor hotel, marketing mix tool is
used to promote and sell services or various accommodation packages to targetted
customers. Distinct entities uses marketing mix elements in different aspects.
Comparison among Accor hotel and HyattHotels as per elements of marketing
mix
Marketing mix
elements
Accor hotel Hyatt hotel
Product Product strategy of Accor hotel
is consumer based service
development. Managers of the
corporate offers high quality
products together with best
possible services in order to
retain customer loyalty (Van der
Wagen and White, 2018). The
managers only introduces such
services that are mostly
demanded by targetted clients,
Product strategy of Hyatt
hotel is diversification. The
institution caters authentic
hospitality addition to
luxurious services inclusive
of wide offerings.
Restaurant,, spacious room,
advance amenities,
accommodation and
modern facilities are key
services of all Hyatt hotel.
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for instance, effective
accommodation, event
celebration, uninterrupted Wi-
Fi connection, suitable transport
choice, distinct tour packages
and food with beverage options.
Price Marketers of Accor hotel goes
with premium pricing as it
caters its best quality as well as
unmatched services to distinct
sections of society (Bowie and
Buttle, 2016). In addition, the
group also opts bundled pricing
strategy as to offer seasonal
discounts at distinct locations.
Hyatt Hotel managers
believes in carefully
understanding client's
desires and emphasis
towards forwarding best
through offering fabulous
options in luxurious settings.
For this, the company has
adopted premium pricing
strategy as to cater high
business profile class
together with upper sections
of society.
Place Accor hotel is one of the global
operator who has 250000
collaborations worldwide. Some
of the popular places where the
institution has its locations are
Hong Kong, New York, London,
San Francisco, Istanbul, Berlin,
Paris, Budapest and many
more. The hotel has approx
4300 properties in 200
destinations.
Hyatt hotel has presence at
global level. The institution
has established more than
679 properties in 54
countries. Prominent places
where the properties of
hotel are situated includes
Boston, Seol, Manila,
Atlanta, Tokyo, India,
Beijing, Hong Kong and so
forth (Kolb, 2018).
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Promotion For promotional purposes,
marketers of Accor hotel
focuses on using tradition
media including newspaper
advertisements, television,
billboards, radio as well as
travel magazines. Other than
this, social media is also used
to promote information about
new services.
Marketing analysts of Hyatt
hotel opts modern
promotional tools such as
social media portals that
include Instagram,
Buzzsumo, Tint, Facebook
and IFTTT. In addition,
television together with
newspaper articles are also
preferred for promotions.
People At Accor hotel, uncountable
personnels performs activities
in distinct departments such as
marketing, information
technology, room service, retail
management and sales. On the
job training is provided to train
personnels so that they can
perform their roles in prompt
manner (Thienhirun and Chung,
2017).
Management team of Hyatt
hotel recruits and hires
personnels like professional
Chefs, bartenders,
receptionists, room cleaner,
marketers and others.
Management team uses
game based training,
internships, role playing and
team training methods to
build skills and ways to
accomplish work within
personnels.
Process Accor Hotel's managers adopts
numerous processes as well as
methods within workplace
which are considered as
integrated selling exposures.
For example, the organisations
to sell their packages follows
Hyatt Hotel's managers
executes various business
processes at distinct
locations. The procedures
that are followed at
institution includes
preparing content,
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procedures of distribution
system, networking and post
sales services through which
decent relations are made with
customers after selling process
(Vellas, 2016).
executing plans, motivating
decision making of
customers, analysing
results, delivering services
and measuring satisfaction.
Physical evidence All the information about
services and various tour
packages are published on
websites of Accor hotel along
with numerous images and
video which acts as physical
evidence for wide customers.
Hyatt Hotel has attractive
interior, finest dishes,
quality toilet equipments
and antique art collection
that are its physical
evidence.
P4. Marketing plan.
Covered in PPT
CONCLUSION
As per the discussion, it is summarised that marketing helps business concerns
to sell their commodities and generate more revenue. Role and responsibilities that are
connected with marketing function are collecting marketing information, delivering
customer support services and designing various services within hospitality sector.
There are various other departments such as CRM, Human Resource, R&D,
Production/Service management and Finance whose activities are interrelated with
marketing department. In addition, marketing mix elements including physical evidence,
promotion, product, place, process, people and price are used by all entities but with
other purposes.
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REFERENCES
Books and Journals:
Blythe, J. and Martin, J., 2016. Essentials of Marketing. 3rd ed. Harlow: Pearson.
Bowie, D. and Buttle, F., 2016. Hospitality Marketing: Principles and Practice. 3rd ed.
Oxford: Routledge.
Dumitru, A., Motoi, A. and Budică, A., 2016. The Financial Communication and
Financial Communication Strategy. Globalization and National Identity. Studies
on the Strategies of Intercultural Dialogue, pp.445-458.
Groucutt, J. and Hopkins, C., 2015. Marketing (Business Briefings). London: Palgrave
Macmillan.
Kolb, B., 2018. Marketing Research for the Tourism, Hospitality and Events Industries.
Routledge.
Kotler, P. and Bowen, J. et al., 2016. Marketing for Hospitality and Tourism. 7th ed.
Harlow: Pearson.
Mcdonald, M. and Wilson, H., 2016. Marketing Plans: How to Prepare Them, How to
Use Them. 8th ed. Chichester: John Wiley and Sons.
Thienhirun, S. and Chung, S., 2017. Influence of list of values on customer needs,
satisfaction, and return intention in ethnic restaurants. Journal of Hospitality
Marketing & Management. 26(8). pp.868-888.
Van der Wagen, L. and White, L., 2018. Hospitality management. Cengage AU.
Vellas, F., 2016. The international marketing of travel and tourism: A strategic approach.
Macmillan International Higher Education.
Online:
The marketing concept. 2019. [Online]. Available through:
<https://studiousguy.com/marketing-concept/>
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