Marketing Strategies and Mix in the Hospitality Industry Report

This report delves into the core aspects of marketing within the hospitality sector. It begins by outlining the key roles and responsibilities of marketing functions, emphasizing customer awareness, marketing research, and staff interaction. The report then analyzes the interrelation between these marketing roles and responsibilities with other organizational functions such as finance, procurement, R&D, and public relations. The application of the marketing mix (product, price, place, promotion, process, people, and physical evidence) to the marketing planning process is discussed, followed by a comparative analysis of different hospitality organizations, using the marketing mix as a framework. The report concludes by highlighting the significance of integrated marketing strategies for success in the hospitality industry.

Hospitality Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
ACTIVITY 1....................................................................................................................................1
Key roles and responsibilities of marketing function:.................................................................1
Analysis of the roles and responsibilities:...................................................................................2
Relation between marketing roles and responsibilities and organizational functions:................3
Significance of interrelationships of organizational functions:...................................................3
ACTIVITY 2....................................................................................................................................4
Application of the marketing mix to the marketing planning process:........................................4
Comparison of different organizations in context with marketing mix:......................................5
ACTIVITY 3....................................................................................................................................7
Covered in PPT............................................................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES:...............................................................................................................................8

INTRODUCTION
Marketing is an important tool or function in the contemporary business entities. It is
concerned about knowing and analysing the marketplace, consumers' demands and needs,
building economic relations, customer compulsive market strategies and rendering quality
products among the consumers. The business administrations have already realised the
significance of client relationships and organizations are approaching to adapt an innovative
formulation towards marketing strategies in establishment (Rodrigues, Rosa and Rebelo, 2017).
The consciousness regarding marketing operations is too broad in the present market scenario.
This report is concentrating over the marketing functions in hospitality business entities
which are deriving business within the modern economy of globalisation. The report describes
the responsibilities of marketing with the roles of marketing functions at first and their
interrelations with the other organizational functions of business. It attempts to explain the ways
of usage of marketing mix to accomplish organizational objectives and goals in the company.
ACTIVITY 1
Key roles and responsibilities of marketing function:
Marketing functions can be defined as a part that aids an organization to determine
potentially profitable products or services for the customers and then advertise and encourage
them by distinguishing them from akin products. Marketing function has numerous roles and
responsibilities more than any other function within the large companies such as. Some roles and
responsibilities of this function are mentioned below:
Enhance Customer Awareness: In order to increase the sales, it is essential to maximise
the knowledge of customers regarding all facilities and services provided by the organization and
that is the job of marketing managers. This is a big task to consider all the choices a customer has
like motels, hotels, inns, peer-to-peer or B&Bs home shares. It is the responsibility of the
marketing function to make the hotel website appealing including updated guest informations
related to rates, facilities, location and travel with detailed description regarding event organising
facilities and services (Aidar, 2018). Posting hotel details on online booking sites and destination
websites to improve reach to potential multitude and coordinating with different meeting locus to
offer their accommodations is also the role of marketing function.
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Conduct Marketing Research: Hospitality industry is based on the customer
satisfaction therefore a marketing manager must identify the factors and elements that shape the
organization according to customer needs. Customers choose their hotel on the basis of various
elements such as its access from road, its location, travel comfort by rail or air, its ratings for
hospitality, its meeting facilities or prices for services (Oliveira, 2017). Marketing department
needs to monitor customer reviews to determine the weaknesses and strengths of the hotel, talk
to visitors in follow-up calls or in person, assess travelling business researches to determine
tendencies that may affect hotel business such as better adroitness for business-class guests,
accelerative demand of low-cost family suits, fuel prices, etc.
Intimacy with Staff: A marketing officer needs to be in touched with other staff
members of the management to understand marketing precedence. Marketing manager has the
responsibility to review future booking dates and plans for promotions, coordinate with event
management department to program marketing strategies to attract additional events and
conferences and share the outcomes of client satisfaction surveys and reviews of customers with
the department of customer services to betterment customer care standards (Silva, 2016).
Promoting Facilities: In the hospitality industry, promotions and advertisements are
essential part of marketing. It is the job of marketing officers to maximize occupancy rate during
low booking times of the financial period. For increasing sale and attract more customers,
promotional strategies such as organising special events like gourmet weekends, offering extra
accommodation during a specific period or offering assembly rooms to local businesses for
short-term use, are developed by marketing team (Arenas, 2015).
Analysis of the roles and responsibilities:
Marketing functions can be explained or characterized as the key roles of a business
organization which assists the company to determine and produce potentially successful services
and products and then provides help in their publicity as well. These roles are common in each
business and pertain product plan and development, marketing research,research & development
process, sales, advertisement, promotion, customer service, finance, etc. These marketing
functions have various responsibilities which are accountable for the development of
organization. The responsibilities of marketing functions are sales support system, strategy
management, product developments, marketing research, finance management, human resource
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department, developing distribution systems, etc. Marketing functions play significant roles to
support growth of the organization.
Relation between marketing roles and responsibilities and organizational functions:
Finance and Accounting: One of the major role of the marketing function is to
implement the idea and calculate the cost of the marketing plans and other related activities
which helps the accounting department to create effective budget plans. It also focuses more on
looking for benefits and rewards that can be achieved with the help of marketing strategies which
ultimately create new sources of funds for the organization.
Procurement and Production: The marketing functions evaluate the customer
requirements and provide the informations to procurement department so that it could purchase
the materials and products which is desired by the clients. With the idea created by marketing
department, production department execute the products and services that could satisfy the
customer needs (Blanco Cartagena, 2017).
Research & Development: Marketing and R&D department work together to identify
the customers' needs nowadays. Marketing managers create an idea about market trends with
their skills and deliver the informations to the R&D so that with the help of surveys and other
methods, it can be cleared if the strategy will work or not. Marketing functions are also helps in
personal development as they provide training and guidance to the employees in the field of
marketing.
Public Relation Department: In the hospitality sector, it is crucial to create and
maintain healthy public relations so that they can advertise about the hotel. In order to create
good public relations, it is important to deliver best customer services which is only possible
with the valuable feedbacks and reviews of the customers that is provided by the marketing unit
of the organization (Moreira Soares and et.al, 2019).
Significance of interrelationships of organizational functions:
The marketing unit is nearly connected with the different functional units of the
organization. Marketing functions need financial resources for the planning, implementation,
evaluation and research of marketing schemes and planning which is supplied by the finance
section of the organization. The marketing managers need accurate informations from the
production division related to the services and products to initiate a marketing program. On the
other hand, they ask for logistics from distribution division, skilled personnels from HR section,
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technical support from IT department, etc. The functions of marketing requires to be helped and
communicated by the other divisions of the establishment. Thus, the marketing functions are
interrelated with all the other functional units of the business organization.
ACTIVITY 2
Application of the marketing mix to the marketing planning process:
Product: In hospitality sector, products are defined as the services and goods that the
hotel provides to its customers. The services must be able to fulfil the requirements of the guests.
Factor of marketing the goods comprises calculation of the potential audience in the market.
Price: The amount or money that sets by a supplier for the services is known as price.
Deciding the price requires acute analysis and calculation, especially for or new services which
mistakenly signified as to offer the lower price or the owner would end up by achieving no sales.
Place: According to the third 'P' which is known as place, the accessibility of the services
of the organization must be effortless for the customers. It defines the geographical position of
the convenience of the products and services (Gonçalves and et.al, 2017).
Promotion: In the marketing mix, the component ‘promotion’ denotes the events and
advertising to influence the certain products and service. The marketers begin various
promotional strategies in order to make the customers aware of the services and to uphold their
goods and services.
Process: The process can be defined as an exposure of integrated procedure from the first
part of interaction, generally with the website or network, to distribution of services to the after
sales service and developing healthy relations with consumers even after buying process.
People: 'People' here mentioned as staff members who deliver services are a shaping
component since the service is indivisible from the person providing it. A hotel is famed for the
services rendered by the staff. Therefore training the staff for customer service has gotten a
apical priority today.
Physical Evidence: The procedure of selecting a service might be detected as hazardous
since it is like purchasing something intangible. To decrease the dubiety, physical evidences that
are capable to confirm the assertions of the customers should be used by organization
(Bleckmann, 2014).
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Comparison of different organizations in context with marketing mix:
Elements Carbis Bay Hotel Hilton Hotel & Resorts
Product The company provides wedding and
ceremony event services, business
class and family suits, luxury rooms,
spa services, restaurants with Michelin
starred chefs, water adventures
activities and luxury yachts.
The hotel offers popular alleviating
services such as wedding, meeting
and banquet halls and extraordinary
event services, food, lounges and
restaurants, beverage services, gift
shops, swimming pools, customer
services, retail facilities, bars and
restaurants facilities.
Place The hotel is situated in a 25 acre area
with a three storey building and
provides 47 rooms to its guests. It has
bays either of its sides and blue flag
beach which is a beautiful place for
wedding ceremonies and peaceful
holidays.
The organization serves visitors
operating more than 100 countries
and territories. The official website
of the hotel provides an impelling
platform for service dispersion as it
supplies with a broad range of
attributes rendering practical
assistance to guests.
Price Carbis bay hotel provides luxury
services and facilities to its customers
and according to the excellent quality,
the hotel's pricing strategies are
premium type.
Pricing strategies of the company can
be divided into four categories:
economy (selling products of primary
characteristics with low budgets),
penetration (high quality services in
low prices than the competitors),
skimming (services are sold for
higher price) and premium (high level
prices for products and services with
excellent quality). (Hilton Hotel,s
Marketing Mix, 2019)
Promotion In order to promote the services, the Hilton renders for the exclusive
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company organizes gourmet events,
advertise the facilities and provide
discount and after sale services to its
customers.
membership to the potential
customers. The well-dedicated staff
and team concentrate on marketing
strategies to come up with unique and
new marketing indulgence.
Process A well established and maintained
process is followed in order to
purchase of all the goods to provide
the customers and all the information
related to bookings and visitors are
kept with the help of updated
technology.
The process mix of Hilton Hotels &
Resorts involve the reservation &
booking system, information
providing process to the customers,
the facilities provided in the premises,
Baggage handling facility, check in
and check out process and follow-ups
with guests.
People The hotel owns well qualified and
skilled employees, staff, chefs, event
managers and instructors within its
services. The customer service
executives are well trained to built
healthy relations with the guests.
The Hilton hotel is strict about the
skills and professionalism of the
employees. The services provided by
the staff is always up to the marks.
The company also offers post sale
service has been one good way of
adding value.
Physical
Evidence
The organization is a well known
brand with its logo. It also provides all
the case studies and feedbacks of the
customers on the website.
The physical evidence of the
organization is the trademark as well
as the beautiful atmosphere of the
premises. It furnishes a superior
experience and aids in holding the
brand image with expertness.
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ACTIVITY 3
Covered in PPT.
CONCLUSION
With the help of above presentation , it can be concluded that marketing plays an
important role in today's business world. Marketing functions helps to improve the efficiency
and profitability of an organization. In order to create awareness among the potential customers
and assisting other organizational functions, marketing functions are the key elements.
Interrelation between marketing roles and other departments of the organization is crucial to run
the business smoothly.
Marketing strategies also important elements which helps in achieving organizational
goals. In order to develop effective marketing plan and strategies, marketing mix of 7Ps i.e.
product, price, place, promotion, people, process and physical evidence has to be prepared with
all thoroughness.
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REFERENCES:
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involved in growth and survival.
Bleckmann, B., 2014. Ambivalent sexism and womanhood in Nulliparous Women: a comparison
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Trás-os-Montes wine route. In International Workshop Tourism and Hospitality
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Online:
Hilton Hotel,s Marketing Mix, 2019. Available online through
<https://research-methodology.net/hilton-hotels-marketing-mix/>
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