Hospitality Marketing Essentials: Marketing Functions Analysis

This essay provides a detailed analysis of hospitality marketing essentials, focusing on the context of JJW Hotel and Resorts. It begins by outlining the key responsibilities and roles of the marketing function within the organization, examining how these relate to the wider organizational context and the marketing environment. The essay then explores the significance of the interrelationship between marketing and other functional units within the hotel. Furthermore, it delves into a critical analysis of the major elements of the marketing function, including market research, strategy, product development, and promotion. The essay also compares different marketing mix applications across various hospitality organizations, culminating in the development of a basic marketing plan for Travelodge hotel. Throughout the essay, relevant examples and references support the analysis, offering a comprehensive overview of the subject matter.

Hospitality marketing essentials

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
Explaining key responsibilities and roles of marketing function within selected hospitality
organisation..................................................................................................................................1
Discussing the way roles and responsibilities of marketing relate to wider organisational
context..........................................................................................................................................2
Analysing responsibilities and roles of marketing related to marketing environment................3
Analysing significance of interrelationship among marketing and other functional units..........6
Critical analysis of major elements of marketing function with interrelationship with
functional units.............................................................................................................................6
LO2..................................................................................................................................................8
Comparing different ways in which various hospitality organizations for application of
marketing mix for accomplishing overall business objectives....................................................8
LO3................................................................................................................................................10
Developing basic marketing plan...............................................................................................10
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Hospitality industry is very important for economic perspective. The present report will
discuss about various marketing essentials with context of JJW Hotel and resorts. In the similar
aspect it will reflect role of marketing with its interrelationship to functional units. This report
will provide comparison through marketing mix for attaining overall business objectives.
Further, it will reflect marketing plan with context of Travelodge hotel.
LO 1
Explaining key responsibilities and roles of marketing function within selected hospitality
organisation
Marketing function could be termed as a function of business organization which helps to
determine and directly source various popular products for market and it will indirectly help in
the promotion. These functions are very common in JJW Hotel and Resorts and engage product
plan, promotion, marketing research, customer service, finance, etc. It has a huge involvement in
its responsibilities as these are directly responsible for growth. The marketing function comprises
of market research, product development, distribution, planning, selling, etc. In the present
scenario, it has a crucial role in JJW Hotel and resorts. There is a close association in between
organizational and marketing function in hospitality industry (Role of Marketing department,
2018).
Roles & Responsibilities How is it executed in JJW Hotel and Resorts
Market research It is replicated as major function in JJW Hotel and resorts on the
basis of marketing. It consists of particular knowledge about
price, consumers and product for communicating the best services
and products in market.
Planning After completing procedure of planning, it is considered as the
next key function. The department of marketing in JJW Hotel and
Resorts involves financial planning, distribution, forecasting
figure of sales, communication and different other relevant factors
of business. This planning department optimizes a particular
timeline for planning major strategies for transforming
organizational objectives in the form of success.
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Product development In context of JJW Hotel and resorts, product has been developed
as basic level of its selling to its consumer through giving benefit
to its guests. It offers well-appointed rooms, best dinning along
with exceptional services which are targeted to customers. It also
consists of accessibility atmosphere along with consumer
interaction with this service company. It has a huge consideration
of different extra facilities such as Spa, Gym, etc.
Promotion Development of promotion is considered as the vital part of hotel
marketing related to JJW hotel and resorts. Occupancy is raised
within times of year along with low bookings. In hospitality
industry, throwing special events like gourmet weekends,
providing incentives like booking for specific duration gives one
night extra accommodation and for attracting more guests. It has
presence of conference rooms and so, promotion could be done
for business events and consideration of offering meeting rooms
for local business with application of short term (Perera and
Perera, 2018).
Discussing the way roles and responsibilities of marketing relate to wider organisational context
The function comprises marketing research, strategy management, product development,
sales support system, human resource department, distribution system and its role has to promote
JJW Hotels and resort's growth. The marketing functions are interrelated to wider organizational
context and interrelationship among marketing and organizational function are contributed as
other functional and department units are directly linked. It could be explained as marketing role
with requirement of backup with other departmental operations of JJW Hotels and resorts to
perform effectually. If any business organization has requirement of planning and to implement a
particular marketing plan, there is requirement to support its financial, sales, production and
human resource department.
Further, if JJW Hotel and resort's marketing team has requirement of offering discount
offer for product's bulk purchase like buy 2 get 1 free scheme, as compared to requirement of
communication with production and finance department of organization on prior aspect. In the
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similar context, marketing roles and responsibilities are individual business entites but each
function and department in any company is associated for raising the profitability. The main role
and responsibility of marketing is increment in margin along with its sales and it could be
attained with appropriate participation of each department of JJW hotel and resorts
simultaneously.
Similarly, finance department gives proper budget to marketing department for the
purpose of planning and implementing specific marketing plan. Further, the production
department has directly created communication for logistics department to fulfil supply and
demand of products and services as well. The policies of human resources are directly generated
as per trends of markets along with sales and target customers. Hence, all functional units of JJW
Hotel and resorts directly correlate with each other for preparation of successful plan of
marketing of hotel (Okumus and Cetin, 2018).
Analysing responsibilities and roles of marketing related to marketing environment
The major function of marketing related to marketing environment are stated below:
Marketing management helps in facilitating functions and activities which are directly
engaged in appropriate distribution of services and goods. It could be defined as planning,
analysis, implementation and direct control of program and design in such aspect to bring desired
exchanges with target market for objective of attaining organisational goals. In the similar
aspect, the process of execution and planning of different marketing concepts are present here.
These marketing concepts involve sales, distribution, promotion and pricing which directly
compliments JJW Hotel and resort's target audience. The role of marketing is directly explained
as:
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Role Responsibility How do they relate to each other and
to the marketing environment
Development of
marketing planning
and strategies
Recognising
requirements and needs
of target consumers and
gives technology
advancement
The primary function of marketing
directly depicts appropriate
development of marketing plans and
strategies for JJW Hotel and Resorts. In
this context managers has to accomplish
requirements of target consumers and to
gives services and products accordingly.
The proper development of marketing
strategies brings out appropriate balance
among objectives of organization and
different market opportunities. It will
give direct impact to organization's
image as it is interlinked to customers in
micro perspective. With context of
macro, it is enhancing enhancement in
technology which is recent trend in
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every sector.
Determining
innovative
developments in
marketing
environment
Providing constructive
response about products
and service's
development
The process of marketing in JJW hotels
and group has crucial objective for
determining innovative developments
on basis of marketing environment. It
helps in giving constructive response for
products and service development of
organisation. These specific innovative
developments engages alteration in
marketing traits, legal and political
changes, various socio-economic forces
along with internal and external changes
of market. In the similar aspect, it helps
on macro perspective related to
sustainable development in the future
(Eletxigerra, Barrutia,and Echebarria,
2018).
Increasing volume
of sales
Building strong and
appropriate brand value
With context of brand equity, customers
are directly tends for inclining over
brands along with JJW hotel and resort
for giving value to their services and
product as well. Hence, marketing helps
in giving reputation for building strong
brand value of specific business entity
among the customers. This process is
linked with business organization for
raising volume of sales in micro and
perspective. The present scenario gives
description about social factor as in
present era, eco-friendly products are
directly introduced with context of
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macro aspect.
Analysing significance of interrelationship among marketing and other functional units
The interrelationship of key marketing functions and different other functional unit of
JJW Hotel and resorts are explained below:
The marketing functions are directly associated with separate functional units of hotel
which must be elaborated with connection between finance and marketing department. These
marketing function has huge requirement of various economic resources for purpose of planning,
research, evaluation and implementation of different marketing strategies and planning of JJW
Hotel and resorts. It has been directly provided through organization's finance department. The
marketing functional could not operate with absence of appropriate communication and direct
sort through financial team in business entity. Similarly, in JJW Hotel and resorts the marketing
function are associated with other departments as there is huge requirement of perfect description
through production department on basis of services and products of business entity to give
marketing plan (Scott and et.al., 2018).
In the similar context, there is need of human resources through HR department, logistics
through distribution network along with economic help through finance department etc. The
marketing operation has requirement of appropriate communication and backed through other
departments of organisation. For instance, policies of HR must be appropriately aligned with
marketing department for increasing sales simultaneously the production team must convey
information on basis of services and products for building perfect marketing plan. If marketing
functions are not known on basis of production capacity and inventory of raw material, then
marketing plan will give outcome in form of blunder and losses. Hence, marketing functions are
directly interrelated with different functional units of JJW Hotel and resorts (Loo and Leung,
2018).
Critical analysis of major elements of marketing function with interrelationship with functional
units
Marketing function has directly encloses different functions like distribution system,
advertising, finance etc. but these specific activities are undertaken in process of marketing. The
major elements of marketing functions are elaborated below:
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 Research: In JJW Hotel and resorts, market research plays very important role as it is
replicated as very necessary marketing function with absence of successful market
research where business is next to impossible. It helps in obtaining valuable information
on basis of each facto related to process of business. It also considers logistics, resources,
finance and raw materials, business perspectives along with market information must be
attained via research only. Hence, it is known as important marketing element. However,
it is time consuming element and has need of different resources which might give
negative impact to JJW Hotel and resorts or any other organization via alterations in
different trend.
 Strategy: After performing each research and gathering whole information, it has been
processed for judging all possible weakness and strength of business operations. The data
which is directly processed and helps to frame innovative ideas for strategies which must
be utilised in JJW Hotel and resorts. These strategies help in offering important guidance
for purpose of competition through strong market and to attain success in market
environment. The strategies are framed over all realistic outcomes and possibilities which
are indirectly measured via research. However, these strategies are formed by taking
certain assumption related to both micro and macro environment factor and environment
is never constant it might change and strategy might give negative outcome (Mahadevan,
2018).
 Planning: After completing procedure of both research and strategy, the coming
marketing function is replicated as planning process. The department of marketing
engages financial planning, prediction of sales figure, communication, distribution and
different business factors. Hence, planning department helps in utilising appropriate
timeline for planning important strategies for transforming objectives of entity in success.
 Tactics: The next function of marketing is replicated as tactics, where small or short term
plans for implementation for attracting target customers. They engage limited duration
offers for giving promotional boost in marketing plans like offers as buy one and get one.
It directly helps for cornering prior pressure from competitors and to give huge boost in
sales.
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LO2
Comparing different ways in which various hospitality organizations for application of
marketing mix for accomplishing overall business objectives
Elements of 7Ps JJW Hotel and resorts Burger King
Product It offers various services such as
meeting, restaurants and
lounges, wedding and banquet
facilities, special event services,
swimming pools, food and
beverage services, gift shops
along with different other
services. The hotel's core
product is its rooms where
customers stay for specified
duration. JJW Hotels and resorts
are trying to improve its
facilities for attracting new
consumers by introducing free
phones to business consumers.
Hence, its quality of service is
reviewed on constant aspect
with various enhancements and
staff training (Zhang, Cheung
and Law, 2018).
Burger King has presence of product
mix which consists of especially
products of food and beverage. It
comprises veg menu beverages, frozen
deserts and non veg menus. It makes
cheese burgers, hamburgers along
with salads, Hash browns, Onion
rings, coffee, shakes, juices, pies and
cookies. It has set itself apart from
competition with theme which helps
in allowing to customize there orders
with several options like tomato,
pickles, onion and lettuce. It cares for
sentiments of customer on basis of
culture and religion so it has different
cooking areas and equipments. In the
similar aspect, it takes dietary
concern.
Place The objective of distribution
strategy for JJW Hotel and
resorts could be specified with
availability of products and
services to consumers related to
preference. This hotel highly
Burger king operates its business
through franchises and in this
agreement, franchise invest in signage,
seating, décor and equipment while
the organization leases or owns
building and land. The revenues are
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relies on information
technology and internet in
different formats. The official
website of organization directly
serves as an effective platform
for process of service
distribution with appropriate
supply of wide range of features
along with capabilities of giving
practical assistance to
consumers like booking room,
events and wedding plans with
scheduling booking and
meetings airport pick-ups (Ong,
Lee and Ramayah, 2018).
generated from majorly three sources
such as royalties, franchise fees, sales
at company restaurants and property
income from franchise which sub
lease or lease property through
organization. The primary locations
are occupies through Burger King.
Price JJW Hotels and resorts has
maintained it reputation through
top class along with amenities
of high class with adoption of
policies or premium pricing for
purpose of upscaling services.
The ream of experts is very
dedicated along with
researchers via well-researched
approaches to take decision of
pricing. This hotel only gives
services to high class services
with not only sense for staying
but also with consideration of
luxury and status.
Burger king uses competitive pricing
due to high competition from
McDonald. Burger King is monitoring
and evaluating their policy of pricing
so that customers are not burdened
through rates. Besides appropriate
analyse of amount about willingness
of consumer to pay and determination
that whether companies are charging
more or less.
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Promotion JJW Hotel and resorts have
selected different promotional
activities for getting unique
position in entire industry. JJW
Hotel and resorts have provided
exclusive membership to its
consumers.
Its strategy of promotion is directly
based on concepts for reorganising
and revitalising its brand at duration
which is definite. Burger king has
overhauled its strategies related to
advertisements, menus, new agencies
and refurbishment of outlets.
People The repo of organization's
product is in hand of people.
Therefore, personnel must be
well trained and has directly
ensured about right job for right
people as various customers
does not separate types of
product which are purchased
through personal selling.
Burger King had paired with “have it
your way” theme with speedy
customer service. For purpose of
facilitating fast service, it had taken
order on continual aspect. After,
process of taking order customer is
moved in line and employees prepare
order (Bao, 2018).
Process This hotel has developed an
online booking and reservation
system with capability of saving
time and money of consumers
for attaining huge customer
satisfaction.
It has directly employed mix of “loss
leader” promotions coupled through
up sell of expensive menu items such
as huge margin on soft drinks and
French fries.
Physical environment It is demonstrated through
organization with ability for
confirming customer's
assertions.
Burger king has presence on internet
through its website BK.com. It is
involved in process of reinventing
image through key alterations in
decor.
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LO3
Developing basic marketing plan
Business Objective: To offer luxurious services and to enter in premium market in its
industry with affordable cost.
Market Analysis:
SWOT Analysis:
Strength
 Offers affordable prices as known as
budgeted hotels
 Runs programs for its various premium
customers such as Business account
card
 Extensive presence in entire UK with
500 facilities
Weakness
 It does not equip with customers for
whole services and products with whole
range
 Absence of room, concierge and porter
service
 Plain looking and boring decor
Opportunities
 Environmental protection along with
attaining its momentum and green and
ecotourism is considered as new trend
 Eco-friendly
 Global expansion and to gain more
margin
Threats
 Competitive sector
 Limited international presence
 Absence of premium services
PESTLE Analysis
Political
 Presence of digital economy act 2010
for diminishing sum of illegal file
sharing along with violations of
copyright.
 Innovative immigration policies
Economical
 Crowded market as presence of high
competition
 Increment in UK's touristry
disbursement
 Increment in VAT
Social Technological
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 Location is considered as real import in
hospitality industry
 Proponent of UK enlargement
 It had stood up with easy and very
understandable booking system
 Multiple odd ins
 Wi-Fi facilities
Legal
 Creation of policy statement for
demonstrating commitment of privacy
of consumers
 Dedicated telephone reservations
Environmental
 Flood or heavy rains
 Possibilities of natural factors like
earthquake which directly impact sales
Marketing Mix
Elements Description
Product  Premium economy rooms along with modern residential decor.
 Availability of more seating with USB charging points
 Fresh capsule coffee machine
Place  Establishing at 5 locations which are Central London,
Heathrow, Gatwick
Price  It will use such pricing method which counters its competitor
and helps in giving value added element as consumers want the
best quality in less amount.
Promotion  These rooms will be directly advertised via digital comprises
social and programmatic.
 The current consumers will be communicated with help of
direct marketing.
Process Presence of business operations which are highly consumer focused as
they will be using Travelodge campaign
People Organization's individual like employees, management and customer
representatives
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Physical evidence The experience of user should be good like delivering goods to
different consumers along with consumer representatives
Marketing Tactic
Elements Description
Segmentation Division of current consumers with context of
income as it will give premium services at
affordable cost
Target Quality conscious people with desire on less
cost (Low income consumers)
Positioning Luxurious service such as premium economy
rooms along with all modern facilities
Budget
Administration cost 4000
Electricity cost 3000
Employee cost 3500
Land and building 7000
Promotion cost 4500
Total expense 22000
CONCLUSION
From the above report it could be concluded that marketing plays very important role in
hospitality industry. It had shown appropriate relationship among functional units in hospitality
organization. In the similar aspect it had stated comparison with elements of marketing mix
where product and pricing are very important in hospitality industry.
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REFERENCES
Books and Journals
Bao, H., 2018. Marketing of Tourism Services/Experiences. In The Emerald Handbook of
Entrepreneurship in Tourism, Travel and Hospitality: Skills for Successful Ventures (pp.
261-275). Emerald Publishing Limited.
Eletxigerra, A., Barrutia, J. M. and Echebarria, C., 2018. Place marketing examined through a
service-dominant logic lens: A review. Journal of Destination Marketing &
Management. 9. pp.72-84.
Loo, P. T. and Leung, R., 2018. A service failure framework of hotels in Taiwan: Adaptation of
7Ps marketing mix elements. Journal of Vacation Marketing. 24(1). pp.79-100.
Mahadevan, R., 2018. Examination of motivations and attitudes of peer-to-peer users in the
accommodation sharing economy. Journal of Hospitality Marketing & Management. pp.1-
14.
Okumus, B. and Cetin, G., 2018. Marketing Istanbul as a culinary destination. Journal of
Destination Marketing & Management. 9. pp.340-346.
Ong, C.H., Lee, H. W. and Ramayah, T., 2018. Impact of brand experience on loyalty. Journal
of Hospitality Marketing & Management, pp.1-20.
Perera, G. R. and Perera, I., 2018. Influence of Social Media Marketing on the Brand Image of
Organizations in the Hospitality Industry of Sri Lanka. In Media Influence: Breakthroughs
in Research and Practice (pp. 371-383). IGI Global.
Scott, P., Higson, P., Fletcher, T. and Stokes, P., 2018. An analysis of the transformations of
leadership and direction-setting in place marketing: a UK contextual view and case
study. International Journal of Digital Culture and Electronic Tourism. 2(3). pp.239-254.
Zhang, T., Cheung, C. and Law, R., 2018. Functionality Evaluation for Destination Marketing
Websites in Smart Tourism Cities. Journal of China Tourism Research. 14(3). pp.263-278.
ONLINE
Role of Marketing department. 2018. [Online] Available through
<https://www.thehartford.com/business-playbook/in-depth/marketing-department-role>
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