Hospitality Marketing Essentials Activity 1: Travelodge UK Analysis

This report delves into the core aspects of hospitality marketing, focusing on the role and responsibilities of the marketing function within an organization, using Travelodge UK as a case study. It examines the key elements of marketing, including market research, distribution, product management, promotion, selling, financing, and pricing. The report thoroughly explains how the marketing function interrelates with other departments such as Human Resources, Finance, and Production/Operations Management, highlighting the collaborative efforts required to achieve overall business objectives. Furthermore, it emphasizes the importance of marketing in driving profitability and productivity by attracting customers and creating effective marketing plans. The report concludes by underscoring the crucial role of marketing in establishing a competitive advantage within the hospitality sector.

HOSPITALITY MARKETING
ESSENTAIL
ACTIVITY 1

Table of Contents
 INTRODUCTION
 Activity
 Responsibilities and role of marketing function
 Roles and accountabilities of marketing interrelated with other functional areas
and company
 CONCLUSION
 REFERENCES

INTRODUCTION
 Marketing defines as process of satisfying wants and needs through
the exchange process.
 It is management procedure in which they are accountable for determining and
anticipating people requirements profitably.
 With the help of marketing an individual obtain what they want and need
through exchanging and creating goods and value with others.
 This study is based on Travelodge UK, operating their business in hospitality
industry.
 It explain the role and responsibilities of marketing functions in context of
organization and also define accountability and role of marketing interrelated
with other functional areas of company.

Activity 1
Responsibilities and role of marketing function
Organization overview-
 Travelodge hotels limited is the private firm operating in hospitality
industry throughout UK, it is one of the second biggest company in United
Kingdom budget hotel sector measured by number of bedrooms and number
of hotels. They established their headquarter in England, Thames, UK
successfully and operate over 500 hotels in nation. Travelodge UK operate
five hotels in Spain and 11 hotels in Ireland with expansion plans, they
announced to open fifty more hotels in Spain with their business development
partner Citygrove. With the help of marketing they attract people and
increased customer base effectively.

7 elements of marketing functions-
 Market research-
 It is one of the first element of marketing function which define as the
procedure of analysing, collecting and interpreting information about
customers needs and perspectives. The main role of marketing research is to
gather data about services or goods offered by competitors. With the help of
marketing research an industry gather essential information about people like
and dislikes, they also collect information based on current marketing trends
which is beneficial for marketing function of business. Through market
research, marketing department will identify appropriate data in context of
what consumers think, do, believe, buy and why.

CONTI..
 Distribution-
Distribution is the second component of marketing function, it refer to
the procedure of making goods or services available for clients as well as business
users who wants it.
 Product and service management-
Designing, maintaining, improving and developing products and services
is the main function of marketing, marketing department must design goods that
matches with consumers needs effectively and provide appropriate satisfaction to
them.
 Promotion-
 Promotion is the process of communicating and interacting with
target customers within marketplace. With the help of effective advertisement
company generates awareness among people and spread information about
new as well as current products.

CONTI..
 Selling-
 It is an another function of marketing, with the help of direct selling
marketing department communicate with its customers directly in order to
determine their needs.
 Financing-
 Financing is very essential for marketing activities, marketing
department needs to gather funds that help to make the best marketing plan in
market effectively and also support to create the best promotional strategy.
 Pricing-
 Marketing department needs to set price of each services or goods at
right level and also set value of products.

Role and responsibilities of marketing
function-
 Marketing function is the role which support organization to source
and determine potentially successful goods for marketplace in which they
operate and then promote products by differentiating them from similar things.
 Role of marketing function is to develop satisfying and strong
relationships that benefits both the business and consumers.
 In simple words, marketing is one of the most essential function of company
that play vital role in establishing connection between customer and firm.

CONTI..
 Responsibility of marketing function is to attract people towards purchasing
products that helps to increase profitability and productivity.
 Developing marketing plan and strategies for business in line with
organization objectives is the accountability of marketing function.
 Role and responsibilities of marketing in context of wider
marketing environment is explained in different way.
 Their role is to create marketing strategies, monitoring marketing environment
within marketplace, conduct market research, gathering appropriate data about
wider marketing environment and other companies marketing techniques is
one of their main responsibility.

Roles and accountabilities of marketing interrelated
with other functional areas and company
Marketing is strategic function included in appealing and identifying
specific group of people, often including activities like branding, sales,
advertising and pricing. Marketing responsibilities and roles is related to different
functions of company, such as-
 Marketing related with Human resource department-
 HRM is responsible for interviewing, hiring, screening and placing
employees, they handle staff relations, benefits etc. they develop productivity
and accuracy of any department in company and also support marketing
department in collecting experience through training session.

CONTI…
 Marketing department work closely with HRM as they help to advertise job vacancy
and spread information in marketplace related to the requirement of specific job role.
 With the help of marketing strategies, human resource management, attract the most
talented and knowledgeable applicants towards them and easily promote their
employment benefits and policies related to job position

Related with Finance department-
 Marketing and Finance department work together in company in
order to increase market share, profit margin and improve business
performance.
 Marketing department get funds from finance department, finance department
wants that all departments of company run their activities and perform within
allocate budgets which is beneficial for business.
 In order to promote business goods marketing department creates
advertisement strategies and plans that help to spread information in context of
goods and also helps to increased profit margin and financial budgets more
than previous.
 Marketing department get a lot of statistical data through finance department
about moderate price that people expects for particular goods.

Interrelated with production or
operations management
 Marketing department closely work with production department in
order to gather information about products price and quality which help to
create plan of advertisement.
 Marketing department set deadlines of promotion which has been given by the
production management after finishing the product.
 Thorough production management, marketing department collect information
about wants and demand of customers and collect more data in context of
expenses of goods.
 Marketing department also conduct market research which define as one of
their role that help production management to manufacture goods according to
people needs.

 In context of wider organization, marketing responsibilities and
roles is different, it helps to achieve objectives and targets of business by
creating various appropriate marketing plans.
 Marketing function is accountable to decide where business need to sell
products and to whom organization must sell it which is based accordant to
nature of goods itself.

CONCLUSION
 From above it has been concluded, that marketing play essential role
within business structure, it help to increase productivity and gain competitive
benefits for Travelodge hotels in UK.
 With the advertising created by marketing department company will attract
people and it increase their financial performance as well as help to maximize
profitability.
 Through creating marketing plan based on business objectives firm provide
better services to people as compare to their competitors and raise their
position in market effectively.
 Marketing department work closely with finance department, HRM as well as
production management which is quite beneficial for overall business.

REFERENCES
 Feng, H., Morgan, N.A. and Rego, L.L., 2015. Marketing department power
and firm performance. Journal of Marketing. 79(5). pp.1-20.
 Hempelmann, F. and Engelen, A., 2015. Integration of finance with marketing
and R & D in new product development: The role of project stage. Journal of
Product Innovation Management. 32(4). pp.636-654.
 Kotler, P. and et.al., 2015. Marketing. Pearson Higher Education AU.
 Lichrou, M., O’Malley, L. and Patterson, M., 2014. On the marketing
implications of place narratives. Journal of Marketing Management. 30(9-10).
pp.832-856.
 .

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