Hospitality Marketing Essentials: Plan for Dorchester Collection

This report delves into the essentials of hospitality marketing, focusing on the Dorchester Collection Hotel. It discusses the various roles and responsibilities of marketing functions within a hospitality firm and how they relate to the broader organizational context, including human resources, finance, and production. The report compares the application of the marketing mix (7Ps) by different hospitality organizations, specifically Dorchester Collection Hotel and Savoy Hotel, and provides a detailed marketing plan to help a hospitality organization meet its objectives, covering market analysis, customer relationship development, budget handling, and customer satisfaction. This student assignment is available on Desklib, a platform offering study tools and resources for students.

HOSPITALITY
MARKETING
ESSENTIALS
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Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
Discuss the different roles & responsibilities which are performed by marketing functions.....3
Explain how roles & responsibilities of marketing is related to the wider organisational
context.........................................................................................................................................4
TASK 2............................................................................................................................................6
Compare the ways in which different hospitality organisations apply the marketing mix to the
marketing planning process to achieve business objectives.......................................................6
TASK 3............................................................................................................................................8
Produce a marketing plan for the hospitality organisation to meet their objectives...................8
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13
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INTRODUCTION
The concept of marketing refers to a tool which is involved in businesses for the
understanding of consumer demand, market, developing profitable relations, as well as consumer
driven strategies that brings higher quality to customers. Marketing means a process of
recognising company's brand image as well as products & services to the customers who are end
users of such offerings. The main aim of marketing is to enhance company's sales along with a
generation of higher opportunities. The present report is based upon the discussion on marketing
essentials for a hospitality industry (Carocha, 2018). A hospitality industry refers to a
combination of various firms which provides travel, tourism or hotel services to the customer's.
The report includes roles & responsibilities of marketing function within a firm as well as how it
is related with wider business context. A comparison among different business of hospitality
industry is being made with an application of marketing mix. Lastly, the report covers a
formulation of marketing plan that assists company in meeting its objectives. The hospitality
business which is considered in present report is Dorchester Collection hotel which is a UK
based business.
TASK 1
Discuss the different roles & responsibilities which are performed by marketing functions
The marketing department comprises of a conduct of those activities which are associated
with the promotion of company and its products or services. This generally explores, creates and
delivers such values to the customers which satisfies their needs and wants. A marketing
department not only promotes products or services but also performs different roles &
responsibilities which are mentioned below:
 Market Analysis: This involves a proper research market in which the company is going
to sell or is operating its business. This involves an analysis of market in context to target
customer, product or the values which the product will provide to the buyers. The main
aim of this role is to identify the customer trend and satisfy customer's needs. In relation
to Dorchester Collection Hotel the organisation considers all the factors of marketing
research via its database or customer survey so that can analyse the customer's need and
serve them accordingly (de Almeida, 2021).
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 Developing Customer relationship: A marketing department is one which makes a
communication with its customers and analyses their needs or demands. Its is the role of
marketing department to communicate or develop a relationship with customer's so that
can get proper feedback and views related with the product. Through this a firm is able to
retain its customer's and generate a feeling of loyalty towards the company as well as
product. In relation to Dorchester Collection Hotel, the manager at marketing
departments held responsible to develop a professional relationship with its customer's so
can determine the preferences and tastes which can be indulged in their offerings
(Parnell and et. al., 2021). Handling of marketing budget: Another role which is being performed by the marketing
department is to manage and handle their marketing budget which is being used for the
conduct of various activities and planning. This could include a cost of research,
promotion and advertisement, sponsorships and many other related activities. It is very
important to manage such budget in a way that involves less cost and brings greater
benefits to the firm. In relation to Dorchester Collection Hotel this role is very well
performed as the budget is properly managed and involves all those expenses which are
necessary for the function to run (Fotiadis, Mombeuil and Valek, 2018).
 Providing customer satisfaction: Performing this role is the essential part of marketing
which is done through analysing their demand and identifying their needs. When the
customer's are satisfied they will bring great prosper to the business which allows them to
achieve success & growth. In relation to Dorchester Collection Hotel the hotel through its
room services,restaurant, food and beverages satisfies their customer in a way that they
thinks to be retained with hotel and bring success to them (Ramkumar, Raja and
Kureethara, 2021).
Explain how roles & responsibilities of marketing is related to the wider organisational context
The interconnection of marketing department with other business functions can be stated
as a part which is connected and makes a proper co-ordination with other functions. The other
functions could be human resource,production, finance, etc. The relation of marketing function
with other department's in context to Dorchester Collection Hotel is explained below:
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 Marketing and human resource department: The department of human resource is
responsible for selecting and training potential candidates for the workings of
organisation. The marketing department is related with human resources in a way that
marketing function mentions its requirement for human workforce with HR who will hire
and train employee's. In other way, the human resource department contacts with
marketing function to formulate and publish an advertisement on company's behalf for
hirings and design a job invite for them. In relation with Dorchester Collection Hotel the
hotel co-ordinates with each other in a way that provides a favourable outcome to the
hotel and fulfils their roles successfully(George, 2021). Marketing and finance: The role of finance department is to make the availability or
arrangement of monetary funds for the business through which a business will process its
activities and make necessary purchases or investments. The marketing and finance
department is related in a way that marketing function provides a estimated budget to the
finance in order to acquire required amount of money for its operations. On the other
hand, the finance department takes a proper sheet of all its expenses and also demands a
idea about the requirement of fund so that can arrange those money in time. In relation to
Dorchester Collection Hotel the marketing department of hotel presents its budget to the
finance department which is required to be needed for the proper conduct of their
workings (Samoggia, Bertazzoli and Ruggeri, 2019).
 Marketing and production department: The department of production refers to a
function which is responsible for manufacturing the products or generation of such
services that are offered by a firm to the customer's. The marketing and production
department is related in a way that marketing department provides a customer view or an
the results of market research which the production department considers and
manufactures its items based on to it. Simultaneously, the production department
provides a layout of its product or services which the marketing department advertises at
marketplace for its sales (Hennyeyová and et, al., 2021).
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TASK 2
Compare the ways in which different hospitality organisations apply the marketing mix to the
marketing planning process to achieve business objectives
The concept of marketing mix is denotes as an organisational tool which is being applied
with an aim of promoting company's product & services to the market. The element comprises of
various tactics such as 7P's of marketing that is being applied into organisational context. With
context to Dorchester Collection Hotel the application of 7P's are mentioned below: Products: This is related with the item which a company is manufacturing & selling into
the market. For Dorchester Collection Hotel the products comprises of rooms, foods &
beverages, recreational activities or accommodation services to the customers (Jamal and
Camargo, 2022). Price: This involves an amount of money which is involved in the production or other
process of product. This is the cost at which the product or service which is being sold to
the customers. In relation to Dorchester Collection Hotel they sets their prices based upon
the room services or the cost of vegetables and within the food processing (Shchepakin
and et. Al, 2018). Place: The notion for place includes a market in which company will sell its products or
services. This could be any geographical or regional location where the service are being
rendered to the customers. In relation to Dorchester Collection Hotel the hotel offers its
services to the regions of London. Promotion: This talks about the advertisement of company's products or services which
generates an awareness in the market. Dorchester Collection Hotel promotes its services
through its official websites and via traditional method of advertising (Ziemba,
Jankowski and Wątróbski, 2018).
 Process: This includes a method or strategy through which a company manufactures or
sells its offerings to the customer's. In relation to Dorchester Collection Hotel, they
adopts a proper supply chain and integrated process of generating services which they
offers to their customers (Jaworski, 2018).
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 People: This comprises of all those personnel's who are directly or indirectly indulged in
the process of product manufacturing or service generation. In context to Dorchester
Collection Hotel the people includes company's hotel staff, managers and Shef.
 Physical Evidence: This includes the infrastructure or design of product or services
which is being offered to the customers. In relation to Dorchester Collection Hotel the
hostel's interior, design, presentation of food and beverages comprises of their physical
evidence which attracts customers (Khurana, 2017).
The marketing mix of different hospitality business is mentioned below with different
elements of marketing mix. The one is Dorchester Collection Hotel and the another is Savoy
Hotel from same industry.
Marketing Mix Dorchester Collection Hotel Savoy Hotel
Product Dorchester Collection Hotel
offers hospitality services such
as food & beverages,
recreational and
accommodation services.
The hotel offers food &
beverages and accommodation
services to its costumers.
Price The hotel offers its services at
competitive pricing method
which allows it to be remain in
market competition and attract
customers.
The hotel adopts a hybrid price
strategy in order to set its
process for its services. Savoy
offers its services at premium
prices due to its high brand
image.
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Place Dorchester Collection Hotel is
situated in London, UK so
offers its services to the
visitors who comes London or
to the local customer's who
visits restaurants (Marinchak,
Forrest and Hoanca, 2018).
Savoy being a UK based hotel
offers its services in the
location of London specifically
in the city of Westminster
which is the centre point of
London city.
Promotion The hotel adopts traditional as
well as digital method of
promoting its services.
The hotel promotes its services
through word of mouth and
digital promotional techniques.
Process Dorchester Collection Hotel
adopts an integrated process
within its supply chain or
customer service that allows
them to offer flawless services
to their clients.
Savoy adopts latest techniques
within its process such as self
check-in services to its
customers.
People The hotel includes experienced
and talented employee's or
staff who works with a
positive environment in the
hotel.
The hotel hires skilled and
trained workforce for its
services and focuses more
upon human workforce instead
of technology.
Physical Evidence The physical evidence of
Dorchester Collection Hotel is
related with its design and
interior along with a
presentation and servicing of
its foods & services.
Savoy is built with a high class
infrastructure and a well
structured presentation in its
food offerings which attracts
its customers for more
services.
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TASK 3
Produce a marketing plan for the hospitality organisation to meet their objectives
The marketing plan refers to a strategy for company's product or services which is going
to be offered to customers in market. The plan is generally formulated by the manager of
marketing department or the core team from such function. The main aim of developing
marketing plan is to determine the company's target market, value associated with it, different
marketing tactics or the promotional techniques that are required to be considered before the
selling of such offerings. The marketing plan includes different components such as executive
summary, internal analysis through SWOT, objectives, STP analysis, marketing tactics or
marketing mix, budget and finally controlling & monitoring of the plan (Mathur and et. al.,
2020).
Executive Summary:
The Dorchester Collection Hotel is related with an industry of hospitality business that
offers premium quality accommodation and food & beverages services to its customers. The aim
of developing marketing plan for Dorchester Collection Hotel is to have a business expansion
and an opening of new branch. This would lead to increase in its sales, revenue and a generation
of higher customer satisfaction through its new services or outlet.
SWOT Analysis
This includes a proper analysis of company's internal as well as external condition
through strength and weakness along with identifying different opportunities and threats. The
SWOT analysis for Dorchester Collection Hotel is conducted below:
Strength
 The hotel is having a high brand
recognition within its market which
attracts more customer's towards its
services. Dorchester Collection Hotel adopts
both tradition as well as digital method
of promotion which caters customer's
Weaknesses
 Having a high market competition in
front of Dorchester Collection Hotel
does not allows them to become a
market leader or hold greater share.
 A week information or communication
channel within the hotel makes it less
preferable above others.
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from every segment.
Opportunities
 The hotel is having an opportunity of
expanding its business at international
level which will bring more customer
visit and enhanced sales. Dorchester Collection Hotel can
involve latest technologies or can bring
innovation in its services which has a
potential to attract customers.
Threats
 The most important threat to
Dorchester Collection Hotel is of
competition at international level
because of incomplete information
about customer's preference and new
market.
 The hotel is depended upon few
suppliers for the supply of vegetables
and various other necessities who can
raise prices due to which Dorchester
Collection Hotel will have less profit
margin.
Objectives
The major objectives of Dorchester Collection Hotel for business expansion and new
branch is mentioned below:
 Enhance hotel's profit margin by approximately 35% in 1 year.
 To acquire nearly 25% of the market share within the hospitality industry. To generate sales nearly to 32% from all its branches including new one within a period
of 15 months.
STP Analysis
The STP analysis an evaluation of company's target customer, market as well as the
position within which they sells their items and services, the STP analysis with respect to
Dorchester Collection Hotel is conducted below:
Segmentation
This is related with hotel's market segment in which it will be offering its services &
catering more customers. The market which Dorchester Collection Hotel has focused includes
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middle & upper class families or individuals who likes to visit hotel or restaurant on frequent
basis.
Targeting:
The target customer's for Dorchester Collection Hotel is those who are ready to pay
premium prices for its services as well as the customer's from upper class segment. Generally the
customer's for hotel are international or foreign visitors who spends their vacation or stays for
some period in London (Opresnik, 2018).
Positioning
Dorchester Collection Hotel positions itself into the category of premium or luxury
hotels whose core objective is to provide high quality services to the customer's. The hotel
presents its services in such a way that distinguishes itself with other hotels within the industry.
Marketing Mix
This includes product, price, place and promotion which are explained below: Product: The product which Dorchester Collection Hotel is going to offer is related with
its industry only that includes accommodation, food & beverages services including gym,
spa, yoga centre, etc. Price: Dorchester Collection Hotel will adopt premium prices for its services as this
offers elite accommodation and rooms. Place: The place for offering its services would be the centre of City London so that can
attract more customer's and a easy reach to every visitor.
 Promotion: Dorchester Collection Hotel will promote its business through work of
mouth as well as through digital platform so that customer's can book their rooms prior
visiting to the hotel.
Budget
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Controlling and Monitoring
This includes a proper analysis and evaluation of the marketing plan which can be
monitored at each step for having efficiency. Monitoring is a process of comparing the standard
performance with the actual one so that the deviation can be identified and corrective actions can
be taken in right time. If there is no deviation then further processing can be done or if found any
then the process should be restructured in proper way.
CONCLUSION
From the above report it can be concluded that, marketing essential carries a significant
position within an organisation. There are different roles and responsibilities which the
department follows and achieves their objectives. The marketing department on the other hand
also having an interconnection with other functional departments such as with finance,
production and human resource who co-ordinates with each other and attains their objective
effectively. There are 7P's of marketing such as price, product, place, promotion, physical
evidence, process and people which gives a clear idea for organisational product and its
marketing. The main aim of having marketing is to promote company's products and services so
that customer's can be aware and buy such products. The report also includes a comparison of
different organisations within same industry so to have more deeper knowledge about the
essentials of marketing. In order to have an effective marketing it is important to have a
marketing plan that involves various elements and presents a view of its feasibility in the market.
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