Accor's Marketing Strategies, Roles, and Responsibilities: A Report

This report delves into the essential aspects of marketing within the hospitality sector, focusing on the multinational company Accor. It begins by outlining the fundamental roles and responsibilities of the marketing function, including strategy formulation, market research, and product development, emphasizing their impact on environmental factors and competitive advantage. The report then explores the interrelationships between the marketing department and other key organizational functions such as finance, production, research and development, and human resources, highlighting their collaborative roles in achieving business objectives. A comparative analysis of the marketing mix of Accor and Thomas Cook further illustrates the practical application of marketing principles. The report concludes by emphasizing the critical role of marketing in driving productivity, profitability, and brand value within the hospitality industry. Overall, the report serves as a comprehensive analysis of marketing strategies and their significance in the hospitality sector, using Accor as a case study.

Hospitality Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
P1 Explain the key roles and responsibilities of the marketing function. .............................1
P2: Explain how roles and responsibilities of marketing relate to the wider organisational
context....................................................................................................................................2
TASK 2............................................................................................................................................4
P3: Define the differences between marketing mix of diverse organisations........................4
TASK 3............................................................................................................................................7
Covered in PPT.......................................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing refers to that processes and procedures which is adopted by a business
organisation to carry out its activities in an effective manner. It includes various functions like
advertising, selling, promoting and delivering the products to the customers. Within the
hospitality industry by maintaining a proper marketing procedure a firm can maintain their all
activities like accommodation, transportation, event planning, cruise line and many others. In this
report the taken organisation is Accor which is a French multinational hospitality company that
owns and franchises various hotel and resorts. This file will cover the study about the roles and
responsibilities of the marketing along with their interrelationship with other organisational
functions. Also, the effectiveness of marketing mix in order to accomplish the organisational
goals and objectives. Along with this, this project also focus on marketing plan of Accor which
will helps them to execute their business strategies or plan in a significant way.
P1 Explain the key roles and responsibilities of the marketing function.
Marketing function is a very crucial part of an organisation as it helps a business in
determining its potential resources in order to enhance the productivity and profitability of the
company. It includes various functions like marketing research, promotion, sales, development
process and many others(Guillet and et. al., 2019). For successfully implementing all these
activities manager of Accor needs to play various role and responsibilities in order to effectively
operate all the functions so that the sustainability and brand value of the business can be
increase. There are defined some roles and responsibilities of the manager within the
organisation.
Formulating strategies : This is the main responsibility of the manager to formulate
effective strategies in order to operate all the business operations smoothly. While making the
business strategies manager of Accor must focus on maintain the flexibility and understanding
level so that the objectives of the business can be fulfil easily.
Market research: In this function manager plays a crucial role as it is necessary for them
to do proper market research. They must give their full efforts on analysing the market segments
and customers so that they will be able to determine about the customers demand and needs and
about the market situations. This will provide great benefit to the company in increasing sales
and profitability.
1

Product designing and development: It is essential for the manager of Accor to focus
on the designing while producing a new product. As if a products consist unique features and
elements then it will attract more customers towards the company's products which will lead the
organisation towards the sustainable success and higher brand value(Zaltman, Olson and Forr,
2015).
Explanation to the key role and responsibilities of marketing in environment :
Marketing is not only necessary for operating the organisational activities effectively but
it also plays an important role in the development of environment. As marketing helps the
business in determining the environmental factors like customers demands, competition,
opportunities and threats which can impact the business. The key roles and responsibilities of the
manager towards the environment are defined below:
Monitoring marketing environment: With the help of proper marketing manager of
Accor can know about all those internal and external factors which can impact on the overall
performance of the business. It also help the Accor to identify development opportunities, market
traits and social and economical factors which will assist them that how they can control and
monitor on these factors in order to attain higher competitive advantage.
Dealing with competition: In today's corporate world competition has covered a big
market place so in this case for maintaining a higher position of the company manager needs to
identify their competitors strategies, objectives, strengthens and weaknesses. So that they will be
able to make some necessary improvement in their business strategies in order to gain the
competitive advantage.
Thus, from the above discussion it can be stated that market have a wide role in
organisational context as well the environmental context. Without proper marketing Accorcan
not get success and growth in the marketplace(Porcu and et. al., 2019).
P2: Explain how roles and responsibilities of marketing relate to the wider organisational
context.
As marketing is wider concept due to which it has great relation with each and every
department in the business organisation. Marketing function is enclosing with various
departments like finance, HR, production and many others for carrying out all the operations in a
significance manner. The interrelation of marketing department of Accor with other departments
are described beneath:
2

Marketing and finance department: These both departments have very profitable
relation with each other as they both are working for enhancing the market share and amend the
bottom line. As finance department is concern about the management of funds like profits, costs
and financial growth. So for executing the operations of marketing the strong base of finance is
must so that all the activities of marketing can be operated smoothly. Proper allocation of funds
help the Accor to reduce the unnecessary cost from all the operations so that the overall
profitability of the business can be increased(Moulton Ph, 2013).
Marketing and production department: The balanced interrelationship between these
departments lead the organisation in a higher position. As the production department is
responsible for creating new products, maintaining the quality of the products etc. in which
marketing plays a huge role as it helps them to tell about the needs and wants of customer so that
they can produce their products accordingly and can meet from the requirements of the
consumers. This interrelation will provide great benefit to the Accor as they can attain more
customers attention and interest in their company as because they will be able to get the products
according to their choice.
Marketing and research and development department: The positive relationship
between these both departments provide huge benefits to the company. The research and
development department within the organisation is responsible for developing the new product
according to the customers demand. For developing a new product marketing department is
liable to give proper details to the R&D department about the customers so that they will develop
their products accordingly and get the competitive advantage and sustainability.
Marketing department and Human resource department : The function of these both
departments have greatly connected with each other as the human resources department plays an
important role in recruiting and selecting the candidates and give them appropriate training and
development programs. In this , the marketing department play a crucial role as they are helping
the HRM department to advertise the job in the market so that the best candidate can be
employed within business organisation(Nilsen, 2015). This will help the Accor to get advantage
of skills and talents of new candidates in achieving the organisational goals and objectives.
3

TASK 2
P3: Define the differences between marketing mix of diverse organisations.
Marketing mix contains various effective tools within which helps an organisation to
achieve its desired outcomes. It comprises those elements that can influence the products
demands of the company(Mwijarubi, 2017). Different organisations are using marketing mix in a
different manner which are described below:
Elements Description Accor Thomas Cook
Product This element refers to
that item in which
company is dealing for
satisfying the
customers demand and
needs. Company
should focus on
developing that
product which
contains high demand
in the market.
They are dealing their
business in under five
product category in
which each of them is
contains different
product line. They are
offering
accommodation,
holiday airline,
transportation facility
to the consumers.
They are leading their
business in tour and
travel and also owner
of the charter airlines,
tour operators,
hotels4u and
scheduled-airline
Condor.
Price It refers to that amount
which is charging by a
company in order to
sale their products. An
organisation needs to
decide that price of
product which their
customers can pay
easily.
They are adopting
competitive pricing
strategy it which they
are offering their
services according to
the competition.
Mostly, they are using
premium pricing
strategy as they are
providing excellent
services to the
customers.
For attracting a range
of customer and
capturing a big market
share they are adopting
mid premium pricing
strategy in which they
are focussing on
providing best services
at affordable prices.
4

Place It represent that
location where the
products and services
of the company will be
available. It is
essential for the
company to choose
that location where
their customer can
easily reach(Pal,
2019).
They are able to cover
a big market place as
they are leading their
business by its approx
4800 properties approx
2,80,000 employees in
almost 100 countries.
As it is one of the best
travel and tourism
company because of
their huge global
presence. It has almost
32,722 employees,
2926 stores and 97
aircraft which help
them to cover a big
market place and earn
higher profitability.
Promotion This refers to that
activities which are
adopted by an
organisation to
promote its products
and services. These
activities includes
advertising, direct
marketing, personal
selling etc.
They are using
multiple media
channels to promote
its products and
services across the
world. It advertise on
Facebook, twitter, you
tube and other social
websites. Along with
this, they have
launched their own
websites and apps
which enables them to
attract a range of
customers across the
world.
They are adopting
aggressive
promotional strategies
to increase its sales
and profitability. For
this, they are giving
aids in newspaper,
magazines, internet
etc. Also, it organising
big events to enhance
its brand value and
give various discounts
to attract their
customers.
People This refers to the
employees,
management and
For serving their
customer in an
effective manner they
They are focusing on
their customers as well
as their employees.
5

organisational culture
of the organisation that
how much an
organisation is concern
for their customers and
employees.
are giving training to
their employees with
the help of persuasive
techniques so that their
employees will be able
to deal with the
customers in a
significant manner and
can attain huge
recognition in the
marketplace.
For this they are
providing better
training programs to
their employees. They
have almost 5000
employees in India and
approx 31000
employees in world
wide.
Process It pertains the
processes and
procedures of delivery
of their products to the
customers.
For providing various
services on time they
have installed system
in the retail store
which will tell about
them the inventory
level within the
business and also they
are using the online
delivery process for
providing the best
services experience to
the customers.
For rendering the best
holiday experience
they are adopting all
documentation
processes, currency
exchange, visa
processes and many
more(Amankwaa,
2013).
Physical evidence This defines the
physical appearance of
the overall elements of
the company which
includes designating of
outlets, products
They have impressive
appearance either it is
related to their stores
or employees. Due to
their effective physical
appearance they are
They have great
physical appearance in
all over the world
which can be seen by
the number of their
hotels which are 32000
6

packaging and
labelling etc.
able to maintain
million customers
within their business
which provide them
higher profitability and
growth in the
competitive market.
hotels in India and
more than 150000
hotels are situated
outside the India. Also
they have their own
mobile app named
Forex for serving the
international
customers.
TASK 3
Covered in PPT.
7

CONCLUSION
From the above file, it can be concluded that marketing is an essential part of any
organisation as it helps them to advertise its products and services in the marketplace which
result higher productivity and profitability. In order to operate all the marketing function
smoothly it comprises various roles and responsibilities which help the business to attain growth
in the short period of time. Also, the relationship between all the departments have huge impact
on the succession of the organisation. Moreover, this study also covered about the concept of
marketing mix and marketing plan which is useful in launching a new product.
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REFERENCES
Books & Journal
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14001 standard in the hospitality industry: a case study-Golden Tulip Kumasi City
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International Journal of Contemporary Hospitality Management. 24(5). pp.682-700.
Guillet, B. D. and et. al., 2019. Is there such thing as feminine leadership? Being a leader and not
a man in the hospitality industry. International Journal of Contemporary Hospitality
Management.
J. Montana, P., Petit, F. and M. McKenna, T., 2014. Marketing executive development in a
changing world: the needed executive skills. Journal of Management Development.
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Lam, C. and McKercher, B., 2013. The tourism data gap: The utility of official tourism
information for the hospitality and tourism industry. Tourism Management Perspectives.
6. pp.82-94.
Moulton Ph D, P., 2013. Can You Hear Me Now? Earnings Surprises and Investor Distraction in
the Hospitality Industry.
Mwijarubi, L. B., 2017. The Role of Social Media Marketing Towards Increasing Hospitality
Training Demand (Doctoral dissertation, The Open University of Tanzania).
Nilsen, A. I., 2015. Sustainable Promotion in Hospitality.
Pal, S., 2019. Understanding the impact of marketing transformation on sales and marketing
alignment. Journal of Brand Strategy. 8(1). pp.48-57.
Porcu, L. and et. al., 2019. Analyzing the influence of firm-wide integrated marketing
communication on market performance in the hospitality industry. International Journal
of Hospitality Management. 80. pp.13-24.
Tham, A., 2012. Strategic Hospitality Leadership. International Journal of Contemporary
Hospitality Management.
Zaltman, G., Olson, J. and Forr, J., 2015. Toward a new marketing science for hospitality
managers. Cornell Hospitality Quarterly. 56(4). pp.337-344.
.(Mwijarubi, 2017).(Pal, 2019).(Amankwaa, 2013).(Tham, 2012).(Lam and McKercher, 2013).
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