Hospitality Marketing Essentials: Marketing Strategies and Planning

This report provides a comprehensive analysis of hospitality marketing, focusing on the roles and responsibilities of marketing functions within Hilton Hotel. It explores the interrelationship between marketing and other functional departments, highlighting the importance of coordination for achieving business objectives. The report then compares the marketing mix strategies of Hilton Hotel and Travelodge, evaluating their approaches to marketing planning and how they contribute to business success. Furthermore, it includes a detailed marketing plan for Travelodge, outlining strategic recommendations and providing a framework for effective marketing in the hospitality sector. The report covers market audits, promotional strategies, customer service, and the application of the marketing mix, offering insights into achieving desired outcomes in the competitive hospitality landscape.

Hospitality marketing
essentials
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TABLE OF CONTENTS
LO1..................................................................................................................................................4
Key roles and responsibilities of the marketing function in Hilton Hotel..............................4
Analysing the way roles and responsibilities of marketing relate to wider organisational
context....................................................................................................................................5
Analysing the roles and responsibilities of marketing in context of marketing environment6
The importance of interrelationship between marketing and other functional department
within an enterprise................................................................................................................7
Key elements of marketing functions and the way they interrelate with other functional
departments.............................................................................................................................8
Lo2...................................................................................................................................................9
Comparing the ways in which two different organisation apply the marketing mix to
marketing planning procedure for achieving business objectives..........................................9
Evaluating the various tactics applied by Hilton hotel in order to demonstrate the way
business objectives are achieved..........................................................................................11
Lo3.................................................................................................................................................12
Basic marketing plan for Travelodge...................................................................................12
Detailed and coherent evidence based marketing plan for Travelodge................................14
Strategic marketing plan for Travelodge..............................................................................15
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................18
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INTRODUCTION
Marketing is very essential business activity. It plays very crucial role in the growth of an
organization. Marketing is mainly concerned with providing high level of satisfactions to
customers. It has focus on fulfilling the demand and satisfying the needs of consumers through
exchange process. Marketing can be defined as the either art or science of exploring, developing
and delivering value to clients. Promotional activities are important as it helps an organization in
achievement of goals. It also supports business entity in increasing sales and profitability. An
effective marketing plan is very much crucial for achieving desired results.
The present report has focus on identifying the key roles as well as responsibilities for the
marketing function in Hilton Hotel. It also has focus on analyzing the significance of
interrelationship between marketing and other functional department within an enterprise.
LO1
Key roles and responsibilities of the marketing function in Hilton Hotel
Marketing function has important role to play especially in service industry. There are
various roles and responsibilities which are required to be performed by marketing department in
an organization. Success and growth of company is totally dependent on the performance of
marketing department. Marketing function plays crucial role in promoting the brand, products
and services. The responsibility of marketing function is to support business entity in identifying
the way for increasing sales profitability (Pike, 2015. ). The role and responsibility of marketing
function in context of Hilton are:
Roles and responsibilities The way these are executed in selected
company
Market audit It is considered to be as an important
marketing function. Responsibility of
marketing is to collect information about the
needs and demands of customers in the market
and provide the same to an enterprise.
Marketing research is very crucial activity in in
context of gaining knowledge about current
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marketing trends.
Promotion: Main role of marketing function is to promote
goods and services. Its responsibility is to
generate brand awareness and inform the
customers about products offered by an
organization. Marketing department in Hilton
hotel has adopted the unique strategies for
promotion.
Public relations: It is core marketing function. Role as well as
responsibility of marketing function is to
spreads information about the services offered
by business entity.
Sales: Responsibility of marketing function is to
assist an organization in increasing sales and
profitability (Brychko and Domegan, 2017). It
is duty of marketing function to support an
enterprise in exploring growth opportunities in
the market.
Distribution of services; It is the important role of marketing function to
make product or service available to
customers. It is required by marketing manager
in Hilton hotel to make an effective plan about
the way services will be distributed to
customers.
Analysing the way roles and responsibilities of marketing relate to wider organisational context.
Roles and responsibilities in context of wider organisational context are:
Formulation of plan for product development: This is an important marketing function. Role
of marketing is to assist business entity in creation of an effective plan for product development.
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Role of marketing function is to assist operational department in developing the Products or
services according to the customer. demand. With the support of marketing function Hilton hotel
has develop services which has assisted firm in delivering high level of satisfaction to their
clients.
Identifying customer needs: roles and responsibility of marketing department of Hilton hotel is
to identify the needs and demands of customers. It is the duty of marketing department to collect
and analyse information, on the basis of data support an enterprise in designing product or
service. This marketing function help an organisation in delivering high level of satisfaction to
client.
Planning: It is the duty of marketing department in Hilton Hotel to make an effective plan for
promoting goods. Role of marketing functional unit is to identify suitable ways for ree3aching to
customers and informing them about the services offered by company. Planning activity will
assist an enterprise in delivering high value to customers (Saxton and Waters, 2014).
Branding; Role of marketing function is to support firm in making important decision related to
branding. It helps business entity in generating brand awareness.
Customer support services: role and responsibility of marketing function is to provide pre sales
services, technical support to customers. It supports business entity in gaining customer loyalty.
Analysing the roles and responsibilities of marketing in context of marketing environment
Development of marketing plan and strategy: It is the role of marketing manager is to make
promotional plans considering the latest trends. Marketing manager in Hilton hotels required
to formulate strategies by taking into consideration business objectives, availability of
resources, changing marketing opportunities etc.
Market segmentation: As in present scenario, market is not homogenous, due to which it has
become important for companies to divide customer group as well as market into small
segments. Role and responsibility of marketing manager is to assist business entity in
identifying the target customer group and suitable market for positioning services provided
by Hilton hotel (Valentini, 2015.).
Dealing with competition: It is the duty of market to recognise the competitors and their
responsibility is to analyse the strategies used by rivalries for attracting customers. Function
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of marketing manager in Hilton hotel is to develop an effective tactic as well a strategies
based on the information collected by them.
Figure 1:Organisational chart
(Source: Agustinus Agus Purwanto,2018)
The importance of interrelationship between marketing and other functional department within
an enterprise
The interrelationship between the marketing department and other functional units has
great importance in context of firm success and growth. An effective relationship between
marketing and other functional department has assisted Hilton Hotel in accomplishing business
objectives. Good coordination between marketing and other functional units has helped business
entity in gaining competitive advantage in the market. It also has positive impact on the
productivity as well as working efficiency of firm.
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Interrelationship between marketing and other functional unit is also crucial for
delivering high level of satisfaction to customers. An effective relationship between marketing
and other functional department has assisted Hilton hotel in expanding business (Weinstein and
Cahill, 2014).
Marketing and Finance department: Finance department prepares budget for marketing
department. This functional unit provides the financial resources to marketing department which
is required for executing promotional activities.
Sales and marketing department: Sales department prepares the report of the total sales of
each product. This report assist marketing department in analyzing organizational performance.
Marketing and sales department works together and develop plans for increasing the sales of
services.
Operational and marketing department: Marketing department conduct research for
identifying the demand and wants of customers in the market. This function unit provide or data
related to the market to operational department. It has helped Hilton hotel in maintaining the
balance between demand and supply (Warren, Sulaiman and Jaafar, 2014).
Marketing and purchase department – Purchase department is responsible for providing
the resources to marketing department. It helps business entity in eliminating the barriers which
might occur in promoting goods and services.
Key elements of marketing functions and the way they interrelate with other functional
departments.
Marketing is considered to be as an important function which helps an organisation in
increasing sales and profitability. An important elements of marketing functions are:
Promotion: This is considered to be an important element of marketing. This component of
marketing helps an enterprise in accomplishing desired outcome. It allows business entity to
effectively communicate with client and inform them about the services. An effective
promotional strategy has assisted Hilton Hotel in in delivering message and company objectives
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to customers. The main purpose of promotion is to generate brand awareness and to promote
goods or services.
Market research: It is mainly concerned with critical evaluation of marketing environment.
It is required by marketing manager in an organization to execute a market research, as this
strategy will assist business entity in successful launching of products or services. Market
research activity has assisted in identifying the demand of customers (Nyuur, Brečić and
Simintiras, 2016.).
Distribution: This element is important for delivering the goods or services to customers. It
is required by marketing manager in Hilton hotel to select an effective distribution channel. As
this strategy will assist business entity in delivering timely servicers to customers. It will enable
an organization in providing high level of satisfaction to guests.
Customer services: This is considered to be as an important element. The main objective of
Hilton hotel is to gain customer loyalty by satisfying their demand. Hilton hotel provides various
services to customers such as accommodation facilities as per the budget of customer, Wifi,
conference room, food services, to its guests (Mehmetoglu and Norman, 2013.).
Lo2
Comparing the ways in which two different organisation apply the marketing mix to marketing
planning procedure for achieving business objectives
Marketing mix elements Hilton Hotel Travelodge
Product/ services Hilton hotel provide
accommodations services to
customers according to their
budget. The various types of
accommodation facilities such
as hotels, villas, lodge are
provided to guest. In addition
to this
Travelodge company has
launch premium economy
rooms for customers. In
addition to this, they provide
extra services to their those
guests who are spending more
time working in the room.
Price Differentiated pricing
strategy is adopted by Hilton
hotel.
Business entity charge prices
according to the quality of
services. Company charges
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high prices for premium
services.
Place Hilton hotel is located at
central location, so that
customers can easily access
the services offered by
company.
Travel lodge is established
only at five locations
Promotion Direct marketing and use of
social media strategy is used
by business entity for
promoting goods or services.
Seasonal discounts re offered
for attracting more number of
customers (Sikdar and Vel,
2010).
Market campaign and digital
advertising strategy has been
used by firm for generating
brand awareness and
informing customer about
services offered by an
enterprise.
People Company mainly focus on
fulfilling customer demands.
All types of travellers rea
target of a company.
An organisation targets
business class people. In
addition to this Travelodge
has focus on providing
training to staff so that
professional services can be
delivered to guests.
Process Business entity has focus on
improving customer services.
In addition to this Service
quality is constantly under
review with staff training and
enhancements.
Firm is mainly concerned
about improving promotional
activities. It also planning to
launch super rooms for guests.
Physical evidence An organisation has
hierarchical business structure.
Firm has simple business
structure which enables
management to make quick
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decision.
Figure 2: Marketing mix
(Source: Marketing mix of H&M, 2017)
Evaluating the various tactics applied by Hilton hotel in order to demonstrate the way business
objectives are achieved.
Every organisation establishes for achieving some set goals. The main purpose of Hilton hotel is
to increase sales and profitability. It also intends to gain customers loyalty. Other objectives of
an enterprise are to increase market share and foster growth.
Set short or long term and clear targets- management in Hilton hotel has set clear objectives
and targets. Management in an organisation has clearly communicated the objectives to
employees and they were also informed about the strategies which will be used by an
organisation for achieving desired goals. This tactic has supported management in ensuring
engagement of all workers. It has provided firm an ease in reaching to the target.
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Measuring progress: This is considered to be an effective tactic which help firm in ensuring
that all the procedures are useful and will help in driving the organisation towards objectives.
Manager in Hilton Hotel has been assigned with the duty to review procedures and performance
of workers ta workplace (Sivesan, 2012). This tactic has assisted firm in producing desired
outcome. Management in order to measure the progress has set some specific standards. This
strategy has helped manager in measuring the actual result with desired.
Turn Long-Term Strategies into Short-Term Tactics: After identifying the reasons for
deviations, it is very much crucial to minimize the gap between actual and benchmark set.
Management in an enterprise is providing training to workers, this tactic has assisted an
organization in improving performance level of workers as well as helped firm in increasing
productivity.
Division of teams: This tactic has assisted in making the work easier for workers. Manager in an
enterprise has effectively communicated ideas and leaders in an enterprise has provided clear
guidance to team workers
Resulted oriented management process: management in Hilton Hotel organizes meeting at
regular interval of time. The main purpose of the meeting is to identify the various issues faced
by employees in performing tasks. In meeting workers are provided with an effective solution for
the problem faced by workers.
Lo3
Basic marketing plan for Travelodge
Executive summary:
Marketing plan can be defined as a document which provide information about the
various activities which will be executed by an organization for promoting their goods or
services in the market. There are various tool such as PESTLE, SWOT , porters five forces ,
value analysis etc. which can be used by manager in Travelodge organization for identifying the
various external factors which have effect on marketing plan of an enterprise. Marketing
objective of an enterprise is to increase sales by 5 to 10 percent within six months.
Analysis of situation:
Porters five force analysis:
Threat of new firm: The company in which Travelodge company is operating is very big and
new companies in order to enter into an industry requires to make huge capital investment.
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Which is not at all possible for small organisation to do so. Therefore, there is less chances of
threat of new entrant.
Threat of rivalries among existing firm: An industry in which travelogue company is
operating its business consist of giants or powerful companies. As organisation is operating
business at international level, therefore, business entity has to face competition from global
companies as well. Hilton hotel is big competitor of Travelodge (Pradana, and .et.al. 2018).
Threat of substitute: There is high chances of additional services which can be provided by
competitors.
Bargaining power of suppliers: Bargaining power of supplier is low, as supplier want to
generate high profit by entering into a contract with such big companies like Travelodge.
Bargaining power of buyers: High, as the switching cost for buyer is low they can easily switch
to other brand.
Objective of Marketing:
Travelodge marketing objective is to increase its sales by 5 to 10 % within six months.
Segmentation, targeting and positioning:
It is better for Travelodge to focus on particular market rather than whole market because
it simplifies the process of achieving target. Segmentation is the process where buyers or clients
are divided according to their taste and preferences. Travelodge can target business class people.
Marketing budget
Basis Estimated budget
Advertising activities £10.22
Promotion £11.35
Blog creators £8.27
Campaigning £9.36
Distribution £9.27
Total £50.52
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