Hospitality Marketing Essentials Report: Marketing Plan Analysis

This report delves into the core principles of hospitality marketing, focusing on the roles and responsibilities of marketing functions within the industry, specifically using Hotel Orizont 4* as a case study. It elaborates on the accountabilities of marketing, its interrelationship with other departments like HRM and Finance, and emphasizes the significance of marketing mix elements (product, price, place, and promotion) in achieving desirable outcomes. The report compares marketing strategies with those of competitors. Additionally, the report examines the marketing plan for the Miorita and Winery, including situation analysis, SWOT analysis, and marketing objectives. It aims to provide a comprehensive overview of marketing strategies, market analysis, and the application of the marketing mix to attract tourists and enhance the business.

Hospitality
Marketing
Essentials
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Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Elaborate major accountabilities of the functions of marketing in a specified industry.. .3
P2 Elaborate the accountabilities of marketing in context of firm. .......................................5
TASK 3............................................................................................................................................7
P3 compare and evaluate the various ways by using marketing mix in order to attain desirable
outcomes. ...............................................................................................................................7
CONCLUSION .............................................................................................................................10
REFERENCES .............................................................................................................................12
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INTRODUCTION
Marketing refers to the various works and activities which is undertaken by an
organisation to promote for buying or selling of specified products and services into marketplace.
In marketing must includes advertising, selling and delivering the products to the ultimate
consumers or to the other businesses. Marketing activities is very much potential for every kind
of industry but it is very much crucial for hospitality industry which is the broad group of
businesses which is broken down into three segments that are accommodations, food and
beverages, travel and tourism. Respective report is based on Hotel Orizont 4* which provide
many services such as accommodation, food and beverages and many more. This report is based
on the significance of marketing by relating to the roles and responsibilities of marketing
functions, further it elaborates the interrelationship of marketing with other functional
departments. It also includes the significance of marketing mix by comparing with other same
field company in order to evaluate the various factors in order to gain important insights and
knowledge. At last it includes the marketing plan while introducing some new products and
services into marketplace.
TASK 1
P1 Elaborate major accountabilities of the functions of marketing in a specified industry.
Definition of marketing:
Marketing is the process of potential kind of consumers and clients in regards of
organisational products and services . The key of marketing definition is the process in which
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involves the researching, promoting and selling the products to ultimate consumers in positive
manner.
Section of idea of marketing:
Marketing is process of acquiring citizenry interested towards organizational goods and
services and it can be only possible by market research, reasoning and by knowing the
consumer's interest for gaining potential outcomes (Baker and Magnini, 2016). In context of
Hotel Orizont 4* they in order to enlarge potential results.
Marketing concepts:
Marketing concept is the strategy that implement by the firm to satisfy the consumers
needs and to increase their level of sales and maximise profit to remain competitive in
marketplace. There are four major marketing concepts that are as follows:
Production concepts:
The respective concept states that consumer favour the product that are easily available in
the marketplace and highly affordable in nature. It is one of oldest concept of marketing that
helps to guide sellers in order to obtain potential consumers.
Product concept:
The product concept holds that consumer only like the product that majorly offer in
quality, performance and in best innovative manner. It is one of most important for organisation
to deliver right kind of value to ultimate consumer.
Selling concept:
The respective concept states that consumer not interested and acknowledged about
organisational products until or unless it undertaken in large scale the promotional and selling
activities. Respective activity shows the importance of promotional activity to reach at large no.
of consumer base.
Marketing concept:
Respective concept of marketing states that to achieve organisational goals and objectives
rely on directly to acknowledge about consumers needs and wants in positive manner as
consumers very much demanding in today's scenario.
Marketing process:
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In marketing process which includes the way or method by which organisation can be
able to create value in order to satisfy the consumers needs and wants in proper manner as per
the consumers requirement.
Overview of marketing process:
For an organisation to gain sustainability in marketplace it is essential to opt a suitable
path which pace towards the definite path to remain competitive. In context of Hotel Orizont 4*
they choose one of definite marketing operation that are situation synthesis, marketing strategy,
marketing mix decisions and effectuation and powerfulness the various works and activities in
proper manner.
Roles and responsibilities of Marketing:
 Setting Marketing Strategy: The important role and responsibility of marketing is to
build one of best strategy after evaluating the internal as well as external environment to
fill gaps in positive manner. In order to visualise the skills and abilities of employees so
that they can give one of their best efforts in dynamic business environment in positive
manner.
 Market research: The crucial role of marketing is to collect knowledge and information
about consumers taste and preferences so that organisation can be able to build products
and services as per the consumer needs and demand in positive manner. With the help of
organisation can be able to deliver one of best value to ultimate consumer base.
 Internal and external product Development: It is the major role of marketing is to
develop the product and services in order to serve the consumers requirement in positive
manner. By visualising the internal and external services existed in marketplace
organisation can build best products to remain competitive in marketplace.
Accountabilities of marketing function:
Marketing is one of most crucial activity for an organisation which enables to enlarge
business opportunities by accessing their enchantments to gain potential outcomes. In context of
Hotel Orizont 4* they by using marketing works and activities for gaining sustainability in that
are as follows:
Gathering and analysing market information:
Gathering and analysing the market knowledge and information is one of most crucial
kind of function of marketing in which efforts should be made to acknowledge or understand
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consumers wants in through manner such as wants, quantity and price and many more. In context
of Hotel Orizont 4* they by using marketing practices gather crucial knowledge and information
about crucial insights about them in order to build services accordingly. So this is one of most
important function of marketing is to collect one of most important knowledge and information.
Product and service designing and development:
The another crucial function of marketing is to design products as it is very much crucial
for product selling. The company which design product in more attractive way could be able to
sell more than other company products. In context of Hotel Orizont 4* they conduct the through
research and development for serving one of best services such as décor, smart dining and many
more objects. All respective factors enables to gain crucial goals and objectives.
Standardisation and grading:
Standardisation refers to the deciding the various factors such as size, quality, design and
colour and material which is used to manufacture goods and services in order to gain potential
outcomes (Desai, 2013.). So it is very much essential for business is to give product with some
peculiarities, in context of Hotel Hilton they set some kinds of standards that helps to give sore
sort of satisfaction level to employees. Grading is the another crucial factor in order to enhance
value by raising the quality of products for achieving desirable gains. In context of Hotel
Orizont 4* they by using some sort of standards that enrich the value and attributes of consumer
by delivering right value to them for gaining potential outcomes.
P2 Elaborate the accountabilities of marketing in context of firm.
In an administration there are various departments in the organisation piece of work in
collaborative manner by sharing roles and responsibilities to one another after accessing the
skills and capabilities of in order to gain potential outcomes. In context of Hotel Orizont 4*
there are various department in respective company by sharing roles and responsibilities to one
another to remain competitive in marketplace that are as follows:
Interrelationship in Marketing with HRM:
Both the departments HR and marketing totally engaged with one another in order to
attain desirable goals in positive manner.
Employer marketing and branding:
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The word Branding refers to the marketing research reports, logo of company and
positioning of products into marketplace (Guilding, 2019.). An structure goods and services not
only part of their promotion activity but it also proved beneficial to attract and gain positive
outcomes from employees. In context of Hotel Orizont 4* as candidates want to associate with
the well known brand name into marketplace so with the help of marketing efforts administration
for gaining potential outcomes.
Attracting the right talent:
The another major attribute which enables to accumulate one of most competitive staff
members within organisation after accessing their needs and wants in order to gain potential
outcomes from them. In context of Hotel Orizont 4* they by using various kinds of marketing
tools and techniques helps to attract the people by aligning HR strategy with business plan and
activities. So it can be said that there are close relationship in both the departments as by
accessing the needs and wants put one of their best efforts in order to gain potential outcomes.
In order to there are close relationships in between the departments as it helps in sharing
the goals and objectives in proper by accessing the skills and capabilities of an individual in
order to remain competitive in business environment in positive manner. They by commencing
business relations in order to achieve potential outcomes to achieve sustainability of market.
Interrelationship in marketing and Finance department:
In an organisation there are various department that give their best attempt for serving
their common mission and vision in proper manner. In context of Hotel Orizont 4* they with the
help of collaboration of both the departments access to important knowledge and information
that are:
Finance occupy at one of most strategic steady in organisation as they work and
collaborate very closely with CEO and other strategic leaders at across the organisation to settle
precisely what kind of opening makes sense. It provides necessary information regarding the
How much money receives a department and their investment will grow or shrink which is one
of fruitful information for marketing department ( Harris, 2014.). It is incredibly crucial for
finance department is to understand the strategic nature of the work that accomplish by the
marketing department. In context of Hotel Orizont 4* they make assure that finance department
understands the need of build the new marketing platform and acknowledge the need of
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additional funds for making hiring or investing in new marketing initiative. So it can be state
that there are various departments existed in the marketplace and give one of their best efforts
for achieving desirable outcomes.
Value and importance of marketing role:
Marketing role is very crucial for an organisation in kinds of sphere such as it proved
beneficial for engaging consumers. Marketing is one of crucial tool for keeping the conversation
always going. After engaging consumers with organisational goals and objectives helps to Hotel
Orizont 4* to gain high level of productivity and level of motivation from employees that
ultimately helps in gaining competitive advantage.
 The another major role of marketing is to positively correlate with organisational
reputation. In an organisation reputation determines the brand equity. In context of Hotel
Orizont 4* there majorly of marketing activities initiated towards brand equity and image
of the company. So respective activities plays very much crucial role for organisation for
attaining crucial results for gaining sustainability in market.
 The another crucial kind of marketing role is to supply products and services to the
ultimate consumer base by using the strong supply chain and network (Hassanien and
Eid, 2007. ). Long chain of distribution not occurs only cost but also takes too much time
by accessing the needs and other information related to distribution of products and
services in proper manner.
TASK 3
P3 compare and evaluate the various ways by using marketing mix in order to attain desirable
outcomes.
Marketing mix:
Marketing mix refers to the set of actions or tactics that used by an organisation to
promote their products and services in the marketplace. With the help of 4Ps of marketing that
are product, price, place and promotion an organisation can be able to accumulate necessary
information to take effective decisions.
Basis Hotel Orizont 4* Hotel Hilton
Product In context of Hotel Orizont 4*
their major products are hotel,
In context of Hotel Hilton they
have large product portfolio as
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resorts and also provides
services of food and beverages
to their consumer base in order
to enlarge business
opportunities in positive
manner. By collaborating with
airlines and car rentals by
providing online platform they
reach at large no. of consumers
in positive manner (Jones,
2018.).
they deals with the chain of
hotels with the deluxe rooms,
restaurants and bars. They not
only serve the travellers but
also provide solution for
business meetings and various
events. The operate almost
around the globe by offering
different line of services
crafted with modern diligence
and advanced kind of
amenities. They provide all
round services hotel with
restaurants, hotel, events
celebrations and wedding
banquet to giving one of best
experiences to them.
Price In context of Hotel Orizont 4*
they use the competitive
pricing strategy in which they
acknowledge the pricing
strategies of their competitors
and accordingly select one of
best for their consumers so that
every one can afford their
services in positive manner.
As they known for their repo
and well known for providing
the high qualities amenities by
adopting the premium pricing
for scaling up services. They
by appointing kinds of team of
experts by conducting the
research for their best pricing.
Place Hotel Orizont 4* provides
services on both modes that
are Mortar brick and click
services that helps to enlarge
Hilton involved in providing
the deluxe services by
providing luxurious services to
the globe in almost 84 nations.
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business opportunities in
positive manner. By using
various kinds of marketing and
distribution network and
strategies organisation should
be avail one of best outcomes
to remain competitive in
marketplace ( Lane and
Hartesvelt, 2018).
They by covering the six
continents with 570 properties
by given open leverage by
owned, managed and
franchised the brand to gain
potential outcomes in positive
manner. The hotels and resorts
of Hotel Hilton establish near
the airports and vacation spots
that are easily accessible for
the travellers and people.
Promotion In context of Hotel Orizont 4*
they use various kinds of
promotional tools helps to get
aware people about products
and services of the respective
organisation. The use social
media, sales promotion and
others to reach at large no. of
consumers in order to gain
potential outcomes.
Hilton has great brand value in
the market that helps to them
to select a unique promotional
activities to stand out
distinctively in the crowd. By
providing exclusive
membership to their consumers
they gain pioneer advantage by
choosing appropriate
marketing activities in order to
gain potential outcomes.
Physical evidence In context of Hotel Orizont 4*
they possess the famous hotels
at major places of city in order
to enlarge business
opportunities in positive
manner. They are among the
pioneers in their field as they
use diversified products and
The Hilton hotels and resorts
possess the great reach and
presence by working properties
around the whole world. They
by tide up with large chain of
booking services to enhance
reach and gain proper
evidences of market.
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services in order to
acknowledge the potential
outcomes (Lewis, 2014..).
Respective group of hotels
famous for the manipulation of
customer demand by
converting or transforming
them into hospitality services.
People In order to gain potential
outcomes from their
employees they provide
training and development to
their employees in order to
gain potential outcome from
them in positive manner.
People in an organisation plays
very much great role as target
market directly related to the
business. As hotel industry
directly related with loyal
consumers, hence it is very
much crucial to maintain the
brand loyalty of consumers.
Process By using the strong supply
chain and distribution network
passes services to their
ultimate consumer in positive
manner. By using distribution
network services and products
flows in a systematic way to
get around the people in
positive manner (Mawson,
2014.).
The systems and processes are
one of most crucial factor for
Hotel Hilton in context of by
providing best management
hotel chains in the whole
world. They by using the
reliable supply chain
management which helps to
minimize the operating cost.
Different tactical methods for achieving set goals:
In an administration there are various kinds of tactical tools and playing utilized that
enables to enlarge business opportunities by reap important outcomes. In context of Hotel
Orizont 4* they by establishing the vision and mission and overreaching goals in order to move
on definite path for achieving desirable objectives. The another important tactic is to measure the
success by setting standards such as key performance indicator, Benchmarking and many more
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in order to find out gaps in performing well (Oh, 2016.). The another crucial tactic is to build
long term strategies and tactics by determining the goals for gaining potential outcomes. The
one of most crucial tactic in front of organisation is to get each and every one on board by
identifying tactical plan for upcoming year by deploying objectives throughout the organisation
by using span of control. In context of Hotel Orizont 4* they by communicating mission, vision
and objectives within their team and members for gaining potential outcomes.
Critical evaluation of importance of effectual relationship in various functional
departments.
In words of George N. Root III effective relationship in between various departments
plays very much critical role as it proved very much beneficial to build trust in between the
people. In organization accurate and effective communication build trust within organization by
eliminating the extra fact checking steps which slow down the productivity level ( Pappas,
2015.). It helps in Hotel Orizont 4* to build a strong customer services by sharing cognition and
substance for gaining potential outcomes. On other hand if effective kind of communication not
prevailed it impact on the negative way on organizational works and proceedings which hinders
their self interest in achieving the potential outcomes. In context of Hotel Orizont 4* they by
giving group tasks and responsibilities to their team members by accessing their ability and
abilities in order to addition potential outcomes.
CONCLUSION
From the above report it has been ended markting is very crucial activity or action in
order to gain efforts from the side of organization to get aware people about organizational
products and services that ultimately helps in organizational decision making. In an organization
there are various marketing efforts should be implied to build a distinctive brand image in
marketplace. For gaining potential outcomes different departments in the organization work
collaboratively by sharing the goals and objectives to one another. Further marketing activities
helps to acknowledge the major attributes for gaining potential outcomes. Marketing mix helps
to organization design and arrange every concept in proper manner by complying with proper
planning and their implementation.
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REFERENCES
Books and journals:
Baker, M.A. and Magnini, V.P., 2016. The evolution of services marketing, hospitality
marketing and building the constituency model for hospitality marketing. International
Journal of Contemporary Hospitality Management. 28(8). pp.1510-1534.
Chandiok, S. and Sharma, P., 2017. Hospitality Marketing: Strategic Issues. In Strategic
Marketing Management and Tactics in the Service Industry (pp. 213-242). IGI Global.
Desai, S.S., 2013. An Analysis of the Competitive Marketing Strategies of the Hospitality
Industry in UAE. IUP Journal of Management Research. 12(1).
Guilding, C., 2019. Accounting essentials for hospitality managers. Routledge.
Harris, K.J., 2014. International hospitality marketing on the Internet: project
“Interweave”. International Journal of Hospitality Management. 15(2). pp.155-163.
Hassanien, A. and Eid, R., 2007. Developing new products in the hospitality industry: A case of
Egypt. Journal of Hospitality & Leisure Marketing. 15(2). pp.33-53.
Jones, P. ed., 2018. Handbook of hospitality operations and IT. Routledge.
Lane, H.E. and Hartesvelt, M.V., 1983. Essentials of hospitality administration. Reston
Publishing Company, Inc..
Lewis, R.C., 2014. Hospitality management education: Here today, gone tomorrow?. Hospitality
Research Journal. 17(1). pp.273-283.
Mawson, S., 2014. The fundamentals of hospitality marketing. Cengage Learning EMEA.
Oh, H. ed., 2016. Handbook of hospitality marketing management. Routledge.
Pappas, N., 2015. Marketing hospitality industry in an era of crisis. Tourism Planning &
Development. 12(3). pp.333-349.
Pike, S., 2015. Destination marketing: essentials. Routledge.
Rompf, P.D., 2019. Consumer’s evaluation of a new product bearing a familiar name: An
exploratory study on brand equity extensions in the hospitality industry. Journal of
Vacation Marketing. 5(3). pp.253-262.
Ryan, C. and Gu, H., 2018. Destination branding and marketing: The role of marketing
organizations. Handbook of hospitality marketing management. pp.383-411.
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The Importance of Communication Between Different Departments in an Organization, 2019.
[Online]. Available through. <https://smallbusiness.chron.com/importance-communication-
between-different-departments-organization-11901.html>.
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