Hospitality Marketing Essentials: Marriott's Strategies and Analysis

This report provides a comprehensive overview of marketing within the hospitality industry, using Marriott International as a case study. It begins by defining the key roles and responsibilities of marketing functions, emphasizing aspects like market research, strategy development, and customer relationship management. The report then explores how these roles relate to the overall organizational goals of Marriott. A significant portion is dedicated to analyzing the marketing mix (product, price, place, promotion, process, people, physical evidence) as applied by Marriott and comparing it with that of IBIS hotels. The report also discusses how to develop effective marketing plans within the hospitality sector to meet objectives, with a focus on strategies such as brand management, customer relationship management, social media monitoring, and employee management. The report concludes by highlighting the importance of marketing in achieving business goals and maintaining a competitive advantage. The document is contributed by a student to be published on the website Desklib.

HOSPITALITY
MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
P1 Define the key roles and responsibility of marketing functions within organisation........3
P2 Explain how roles and responsibilities of marketing are related to the organisation........5
Activity 2.........................................................................................................................................6
P3. Marketing Mix of different hospitality organisation with Marriott.................................6
P4 Covered in PPT.................................................................................................................8
CONCLUSION................................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is the process in which company undertake the promotional activities to
achieve organisational goal. It include advertising, selling and delivering of product to different
consumers or other business activities (Jüttner, and Christopher, 2013). In other words,
marketing involves in planning action to maintain healthy relationship with customers. The
present report is on Marriott International which is an American multinational hospitality
company. It was founded by J.Willard Marriott and its headquarter is Bethesda , Maryland U.S.
This report explain about various roles and responsibility of marketing functions in organisation.
It also compare different ways in which hospitality organisation can apply marketing mix to
planning to achieve desire goal. Elements of marketing mix are explained to gain competitive
advantages from rivals. on At last this report explain about how to develop marketing plan in
hospitality sector in order to meet marketing objectives.
P1 Define the key roles and responsibility of marketing functions within organisation
Marketing is the process of awaking customers about different types of products which
are sold to them so that a company can achieve its goals such as generating higher profits. There
are various current and future trends in marketing which are as follows:
Spam emails: It is one of the the main current trend in marketing in which companies
send mails to individuals which is showed in the spam folder of their mail. With the help of it
companies provide detailed information of their services and products to the customers through
spam.
Expanded use of T.V. Commercials: It is also a common current trend of marketing in
which organisations use television advertisements massively as it helps them to spread awareness
about all their products and services. It costs very high but it facilitate them to reach large
number of customers.
Search engine optimisation: It is the future trend in the field of marketing in which
business entities pay attention towards SEO that helps them to be available at the top of search
engines such as goals. With the help of it organisations can improve their ratings online and
enhance visibility.
There are various marketing processes which are required to be focused by organisations
such as Marriot Hotel. All of them are as follows:

 Market research: It is one of the main process of marketing in which marketers in
Marriott hotel try to gather information the market in which business is operated. With
the help of it appropriate decision for future growth could be taken.
 Strategy development: In this process of marketing, the marketers try to formulate
different strategies according to the information which is gathered by them with the help
of research. It can help Marriott to form such policies which may result positively for it
so that higher profits for future could be acquired.
 Managing activities: There are various activities which are performed for the purpose of
marketing. These are advertisement, promotion etc. and in this process all of them are
managed by marketers of Marriott properly so that the goals can be achieved.
Marketing officers mainly focused on practical application of strategies to meet
organisation objective and aims. It is essential for company to make efficient strategies to
develop marketing functions which have excellent communication and analytical skills to
perform activities smoothly. There are various functions of marketing are research, product
development plan and customer service. Here are some roles and responsibilities of marketing
officers which are explained below:
Defining and managing the brand: Marriott is well known brand is hospitality sector
around the world. The marketing manger of Marriott have to work constantly for promoting and
making goodwill in market. It is important to manage and define the brand which help in
expansion and growth. Marriott is an hotel chain thus it has to focus on carving need of
youngsters and adults in hospitality sector.
Develop marketing strategies: Marketing manager are responsible for creating
marketing strategies for the company. It help to identify new market opportunities, helping
company to make niche market for its product and services. For Marriott, manger should develop
new market plan so that capture large market. It will help Marriott to gain competitive
advantages which will company to gain profitability.
Customer relationship Management: It is crucial for Marriott manager to develop a
healthy relationship among customers to for attracting the larger audience. The marketing
manager collects the information from customers and feedback. Further collected data are
analysed and changes are made as per the requirement.

Monitoring and managing social media: The marketing department must control and
manage social media and should be active on social sites to gain customers attraction (Ko, E.,
Hwang, and Kim, 2013.). Marketing head should post update regarding new product to aware
buyers about new launch. This techniques will help company to attract larger public towards
themselves.
Employee management: Marketing managers of Marriott have responsibility assign
duties and responsibility to employees to achieve organisation goal. Company should manage
employees effectively and efficiently to achieve organisational goals. Managers should also
check performance of employees and provide proper training to operate business smoothly.
Responsibilities of marketing:
Fixing price of product: The marketing manager of Marriott international is responsible
for setting up the price of service which is offered by organisation. Price help in determining the
monetary value of service and also help in generating profit. In the current scenario company is
thinking about increasing the sales of company so the price are kept low in order to capture large
market share.
Sales of the product: Another function of marketing department is increase the sales of
company and fulfil customers needs. Marriott international is taking effective measures for
generating brand image in market. The customers are attracted by various promotional activities
such as offers, discounts and by offering quality services.
Market research: This is important for marketing department of Marriott to conduct
market research to understand the current and future trends of market. It will help organisation to
identify different opportunities in market and fulfil the demand present in industry. Research
facilities finance department to making effective budget fro company to utilize resources
effectively ( Hwang, and Kim, 2013).
P2 Explain how roles and responsibilities of marketing are related to the organisation
The roles and responsibilities of marketing is important for achieving organisational
goals. Marketing function help organisation to operate business activities smoothly and help to
capture larger audience. It also handle activities which are related to advertising and promoting
the products and services in well defined manner. The main purpose of Marriott is to provide
quality services to their respective customers. The inter-relation between various department of
Marriott are given below:

Marketing and Production Department: Marketing department of Marriott analyse the
customers needs and demand to make larger profit. Marketing team identify the current and
future trends for making quality services and offer best in class services to their respective
customers. Whereas production department role is to develop products according the needs and
wants of consumers. It is crucial for production department to maintain the supply and demands
for smoothly functioning.
Marketing and Finance Department: For Marriott international marketing department
plays an vital role in developing brand image in market. Finance team provide appropriate
budget so that marketing team can use resources effectively in future. Marketing provide insight
for setting pricing of Marriott to finance department to make effective allotments of resources in
organisation.
Marketing and Human Resource Department: The prime objective of human
resources is to hire the best talent which increase productivity as well as efficiency of company.
The marketing department of Marriott international explain the requirement of employees to
human resource team to effective outcomes (Ellis-Chadwick, and Doherty, 2012). Human
resource manager of Marriott help in hiring right person so that marketing department can
perform operation smoothly. The common goal for both department is growth and expansion of
business. Beside this human resource department make use of various tools and techniques for
increasing motivations of employees to enhance profit and market share.
Marketing and sales department: The relationship between sales and marketing are
totally different. In marketing, manager will help in identifying new market for generating
profits. Sales team of Marriott international can close the deals effectively and generate revenues
to ensure that marketing team efforts are not wasted. It is important that sales and marketing
team of Marriott value each other and recognize the potential of every task while performing
activities together. Its all about effective communications and between sales and marketing in
order to capture large market share and profitability.
Activity 2
P3. Marketing Mix of different hospitality organisation with Marriott
Marketing mix Marriott IBIS
Product The core of Marriott is hotel The IBIS hotel have

rooms and services. Company
perform their activities at
international level as have
different hotel chain as JW
Marriott. They also provide
different cuisine as per the
demand of customers.
homogeneous product such as
breakfast, gym and
transportation facilities along
with rooms.
Price The pricing polices are
Marriott charge high price as
they have high quality service.
Price depend upon the city and
location where it is situated. It
usage premium pricing policy.
Every IBIS hotel set prices as
per their offering. Company is
focusing on skimming and
pricing penetration strategies
for their business. Firm some
times reduce their price is low
if there is slow down in
market.
Place Marriott have their hotels in
different parts of country such
as USA, Thailand, Argentina
and many more. They are
known for their quality
services to their respective
customers.
IBIS is situated in Greenwich
it is located in the heart of city
near Maritime Museum, Cutty
Sark. The hotel have
worldwide presence and
operate around 1152 hotel
worldwide.
Promotion Marriott international hotel
promote itself on social media
platform. They are indulge in
mass media promotion in order
to capture large market share.
Company also provide service
online where customers can
book rooms according the
Promotion strategies of IBIS is
different from Marriott as they
are focus on offering discounts
and extra services like
membership cards to attract
more and more customers.

requirement.
Process The management of Marriott
international has adopted
effective business strategies to
evaluate the performance for
booking (Blythe, and Martin,
2019). They have made
website through which through
which customers gets actual
image of hotel. This will help
organisation to make
comfortable stay for clients.
IBIS have business process
which involves internet, 24/7
call services ans app to book
rooms easily. The process is
simple and easy in IBIS to
make smooth and hassle free
stay for customers.
People Manager of Marriott hotel are
known for their service and
relationship with customers.
They are constantly trying to
gain trust and loyalty of
customers in order to gain
competitive advantages.
Staff of IBIS hotel are focusing
on customers relations as
people are important to run
business and to generate profit
organisation must constantly
think about to improving
services and quality to satisfy
customers.
Physical Evidence: The hotel have building as
well as resorts for physical
evidence. They have large
layouts where 500 customers
can avail services.
In the context of IBIS hotel,
company have its own staff
and who are available 24/7 for
customer service.
P4 Covered in PPT
CONCLUSION
From the above mentioned report it has been figure out that, marketing is important in
every aspect of business activity (Achrol, and Kotler, 2012). It help in promotion of product and

services in organisation. In this report roles and responsibilities along with management of
Marriott is using marketing mix to make business operation smooth. Beside this, marketing
manager of Marriott has developed effective marketing plan which facilitates management in
attaining the department effectively and efficiently.

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