Hospitality Marketing Essentials: Marketing Mix and Analysis Report

This report, focusing on hospitality marketing, provides a comprehensive analysis of the marketing strategies employed by the Intercontinental Hotel. It begins with an introduction to marketing processes, the roles and responsibilities of marketing functions within an organization, and the influences that shape marketing strategies. The report then delves into the specific roles of marketing, including awareness, market research, and customer relationship management. It examines the responsibilities of marketing managers, such as facility promotion, departmental links, and budget analysis. Furthermore, the report explores the interrelation of marketing with other functional departments like Human Resources, Finance, and Research & Development. The value and importance of marketing are highlighted, and the report concludes by comparing how different hospitality organizations apply the marketing mix to achieve their business objectives. The analysis includes a comparative study and an overview of the marketing mix elements such as product, price, place, promotion, process, people, and physical evidence, providing a holistic view of hospitality marketing practices.

Hospitality Marketing
Essentials

Table of Contents
INTRODUCTION ..........................................................................................................................3
ACTIVITY 1....................................................................................................................................3
1. Overview of the different marketing processes......................................................................3
2. The role and responsibilities of a marketing functions in the context of the organisation.....3
3. Analysis of marketing influences and interrelates with other functional departments...........5
4.Diagram of how roles and responsibilities of marketing ........................................................6
5.Value and importance of the marketing role............................................................................7
6.Compare the ways in which different hospitality organisations apply the marketing mix to
the marketing planning process to achieve the business objectives............................................7
ACTIVITY 2....................................................................................................................................9
COVERED IN PPT.....................................................................................................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is the method of communication or the interaction that is being made between
the people and the other companies in order ton introduce and frame all the new deals and the
offers which are being taking part in the enhancement of that organisation. Hospitality is the
sector which covers food, travel and tourisms and hotels. These sectors plays a vital role in the
revenue of the country as the hotels gives the maximum earning to all. Marketing is there by
changing the future trends and settlements with driving various technology and innovation and
expanding marketing conditions(Amaro, Barroco, and Antunes, 2020). And through marketing
this usually helps out to promote all the areas and the services which were being framed in it.
The organisation chosen in this is Intercontinental hotel, as it is a multi speciality luxury hotel
that has been situated worldwide. The main headquarter is set up in UK. This report will cover
all the marketing mix with the comparative analysis of two hotels, with the roles and the
responsibilities of the marketing.
ACTIVITY 1
1. Overview of the different marketing processes.
Marketing process is mainly the area and the way through which all the customers needs
and the requirements are being fulfilled. There has been framed that all the marketing culture and
the ways embarks that covers the strategic marketing analysis through which the company tends
to create all the areas like targeting the segments of the market with all the marketing niche and
the communication with the requirements of the customers. Marketing mix planning in this tends
to be the second process which governs all the essential detail about the product with that there
will be the implementation of that product in the company and the market and later on the
control of marketing and the image of the product in order to make it work as in raising
customers demands. This implies all the stages through which the product is being framed and
introduced in the market and also being placed and its segmental marketing is taken place.
2. The role and responsibilities of a marketing functions in the context of the organisation.
All the marketing sectors covers the major role in order to expand the business(Arklina,
and et. al., 2020). The Intercontinental hotel covers the major roles and responsibilities in order
to increase the working and revenues which are as follows:
Roles of Marketing

 Awareness- The company or the industries tries to maintain there brand image as in the
hotel industry it is important that the awareness about there hotels should be given to all
the customers. As intercontinental hotel makes sure that there information should be
passed on to all the customers and there has been made an adequate different mediums to
reach out to all the potential customers. Market Researching- The main aim through this that the hotels and the companies try to
gain all the essential information so as to reach to the customers and get to know about
the latest trends and the changing requirements, the intercontinental hotel serves as they
takes the customers feedbacks and monitors all the customers details in order to know the
requirements of the customers(Bowen, 2020). Through this they make there customer
satisfied b y serving them the best what they need.
 Customer Relationship- The marketers tends to frame all the important areas like making
a strong relation with there customers so they will come more and helps in promotion. As
intercontinental hotel develops a strong relation with there customers, as they use to help
in the promotions by making there promotions in the social media platforms, and all the
verbal communication with there fellow members.
Responsibilities in marketing
There are varies responsibilities that has been played by the managers as in order to make
the business and the organisation being promoted among all. As in the hotel business the main
aim of the mangers is as follow: Putting up the facilities- The managers tends to promote the intercontinental hotel in a
specific manner that they will apply all the essential areas and all the facilities of the
company can there by being allocated in it(Vuignier, 2017). Like the managers tries to
make the proper utilization of all the resources that has been covered and framed in such
a manner that it aware the customers about its accommodation and all the facilitates that
has been given. Link with all managers and staff- All the departments are being connected with each
other as the manager will there by in order to promote the hotel will have to link with all
the management team so as to make the promotion works better and organize various
events in the teams there has also been seen that to get aware about the demands raised

by the customers the managers will there by make all the query about the information of
customers feedback about the services and make it work accordingly.
 Analysing Budgets- the managers will there by allocate the budgets and make all the
teams being aware about the raised budget so as to frame there important requirements
and make it clear for all. All the services given to the customers will have to be framed in
an framed budget.
3. Analysis of marketing influences and interrelates with other functional departments.
As all the companies work for the growth and gaining more customers, all the
departments plays an Important role in the companies as when there has been seen that all the
sectors of the company being framed and differentiated in a proper manner so as top take case of
all the areas but they all are interlinked and aims to promote the growth of the company
(Devendra, 2020). The Intercontinental hotel covers that there all the department are interlinked
with each other and they frames out according to the needs and the requirements of the
customers so it tends out to make and give the quality of service to all the customers coming
cover there and for the there are following methods through which the company do there work
they are as follows: Marketing with Human resource department- The human resource department plays a
vital role in the company as it helps out to recruit all the employers and also governs the
training and development of those employees there has been analysed that the
intercontinental hotel managers and the teams keep an eye and proper detailing in this
department. As they tends to aware that all the employees being appointee d in the hotel
should be skilled and are ready with all the prepared mindset. It is the main aim of the
company that they recruit such tactics in a way through which the employees will help in
the promotional activity of the company and also in the growth that leads to increase the
production, the organisation also keeps check on the training of the employees in order to
know the capabilities of the employees and there working manner so that may help them
out to achieve more goals. Marketing and finance departments- In this all the budgets and the funds has been
prioritised as it has been seen that all the company and there working depends on the
projects that has been made and also on the basis of the fund that is designed by the
company(Hassan, and Sharma, 2018). In this the intercontinental hotels marketing

sectors takes a c,lose eye on all the finance departments as that helps them to get a
complete knowledge about the working and the profit and losses that has been mandate
by the hotel. The marketing frames different channels through which they tries to
research in all the areas through which the fund can there by being raised and that will be
managed in the proper and promotional manner. With all the potential customers and
there working.
 Marketing and the research and development sector- Through this R&D department all
the companies tends to focus on the research areas as it helps them to gain out the
methods and the way the company can extend there image and profit in the company
there has been analysed that all such activities and the zones were being made for the
benefit of the company and it applies that all the R&D team try to interact with the
customers and all the forgoing companies that what is the new advancement in the market
and also zooms out the innovation and the technology in the advancement further being
framed(Lecoeuvre, Turner, and Kuppelwieser, 2021). The intercontinental hotel makes
there marketing department to take care of all the R&D work as in order to know the
main areas that need enactment and with that to provide the company and the customers
the high facility in all the sectors.
4.Diagram of how roles and responsibilities of marketing
Illustration 1: interrelation with different departments (2020)

5.Value and importance of the marketing role.
Marketing plays an important role in all the companies and sectors as there has been seen
that all the sectors are there by being connected with the marketing sector. There has been
analysed that marketing helps the companies to make there products and the services to reach out
to the customers. They also helps in attaining the proper and the clear methods in which the
growth in al,k the sectors were being framed. The customers were being reach out through the
marketing process. As the intercontinental hotel has a strong marketing strategy they make there
marketing departments being interlinked from all that helps them to reach out to the customers
and also towards there needs and the requirements in all the emerging times.(Oktadiana, and
Chon, 2017). Through this they make there employees get to know about the working of all the
sectors and also helps in allocating the financial budgeting of the company. Thus marketing
plays a vital role in maintaining the company and its growth and production.
6.Compare the ways in which different hospitality organisations apply the marketing mix to the
marketing planning process to achieve the business objectives.
The marketing mix helps out to frame all the different strategies that helps in the growth
of the company and which helps them to analyse and frame the companies work in varies
departments and areas. It covers varies tactics and methods they are as follows: Product- It covers all the services that are being provided by the hotels as to there
customers that can be accommodation, food and beverages etc. Price- the amount which is given by the customers in order to get that services from the
hospitality industry. Place- this covers the geographical area which tends to provide the services to the
company or the areas where they make there resources being driven. Promotion- The tools that are used by the company in order to get it well known among
all the individuals like digital marketing services, advertisement etc(Nomm, Albrecht,
and Lovelock, 2020). Process- the methods and the ways through which service is being given by the company. People- the person who use to provide all the services are being covered in it. As they
frames to provide all the facility to the customers.

 Physical evidence- the appearance or the infrastructure of that company that attracts the
customers covers in it.
Marketing mix Intercontinental hotel Pizza Hut
Product It gives all the essential services like
food, beverages and accommodation
etc.
It is a fast food restaurant which
provides various desserts, pizzas,
salad to there customers with wide
range of products.
Price It covers the hybrid price strategy so
as to give luxury experience to there
customers at premium pricing
method (Yawson, and Yamoah,
2021).
It cover the competitive pricing
method as in order to make the
pricing according to the market
change and competition.
Place This hotel covers in various countries
and there has been made that all the
booking and service can be made by
the websites.
This is being expanded worldwide
and is in all the countries where
they also provide the home
delivery services to attract the
customers with easy availability.
Promotion They tends to use the traditional style
of marketing strategy through the
customers mouth by making
promotion of there amenities. And
also by the emails, social media etc.
The pizza hut promotes there
restaurant through all the
platforms and medium being
possible which are newspaper,
television, advertisements and by
coming up with various offers.
Process They use the updated technology
services for there customers ion order
to give them various skilled and
innovative facility(Lee, and Fenich,
2018).
They use the transparency process
as all the things being serves to
them and the time being taken
will be made to the customers. As
that helps them to gain trust from

the customers.
People The intercontinental hotel use to take
all the skilled employees as in order
to maintain a good relation with there
staff and manage there image in the
market.
The pizza hut being a well known
restaurants tends to work with
approximately 130000 employees
in UK, and that with the high
training being given to them so
that to reach to the customers
demand in quick and in a proper
manner.
Physical evidence The hotel has various vibrant textures
and colours in order to attract the
customers and also covers the
attractive logo in the physical
potential guest.
Pizza hut has the attractive bright
colours texture with an eye catchy
logo in order to make the
customers attracted towards it.
ACTIVITY 2
COVERED IN PPT
CONCLUSION
From this above report it is concluded that marketing is the key feature and it helps and
plays an essential role for all the departments. As there is being seen that in hospitality industry
there are varies services and record that has been kept in mind it has been also analysed that all
the marketing mix of the company and with the help of further skilled managing the departments
and the areas. The intercontinental hotel has a skilled marketing department and there is a
marketing mix of two luxury hotels and with that there is a marketing planning which frames out
and helps in the opening of new hotel.

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