Hospitality Marketing: A Comprehensive Analysis of Marriott Hotel

This essay provides a comprehensive analysis of the marketing strategies employed by Marriott Hotel, a leading international hospitality brand. The content begins with an overview of the essential roles and responsibilities of the marketing function within the hotel industry, focusing specifically on Marriott. It then delves into the application of the marketing mix (7Ps) by Marriott and compares it with that of Hilton Hotels. The essay also critically evaluates key elements of the marketing function and their interrelationships with other departments within the hotel. Furthermore, the essay constructs a detailed and evidence-based marketing plan designed to meet the specific marketing objectives of Marriott Hotel. This plan incorporates the marketing mix to achieve strategic goals, including brand promotion, customer engagement, and revenue generation. The essay is a valuable resource for students studying marketing in the hospitality sector, providing insights into real-world strategies and practical applications.

Hospitality marketing
essentials

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
LO1..................................................................................................................................................1
Key Roles and responsibilities of marketing function .........................................................1
Roles and responsibilities of marketing in Marriott Hotel
................................................................................................................................................2
................................................................................................................................................3
Roles and responsibilities of marketing in context of marketing environment with reference to
Marriott Hotel.........................................................................................................................3
Significance of interrelationship between marketing and other functional units...................4
Critical evaluation of key elements of marketing function and the way they interrelate with
other departments of hotel .....................................................................................................5
LO 2.................................................................................................................................................5
Comparison of marketing mix between Marriott and Hilton hotel........................................5
Tactics applied by Marriott Hotel...........................................................................................8
LO 3.................................................................................................................................................8
Marketing plan of Marriott Hotel...........................................................................................8
Produce a detailed, coherent, evidence-based marketing plan that applies the marketing mix to
meet marketing objectives for a hospitality organisation.......................................................9
Design a strategic marketing plan to achieve overall marketing objectives........................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing essential refers to identifying the needs of customers developing plan of
action the product and services that will help in attracting more consumers in the market. A
suitable marketing strategy is very essential in any hotel industry for increasing the brand
loyalty, attracting new customers. Present study is based on Marriott Hotel that provides
hospitality services and accommodation facilities. By collaborating with different segments, firm
operates corporate housing properties and franchises hotels. The report will explain the roles and
possibilities of marketing function. Furthermore, it will describe the roles of marketing in
Marriott Hotel. The report will also compare the ways of applying marketing mix strategy(7Ps)
in company. In addition, the report will critically evaluate the element of marketing function and
its relationship with other functional unit of Marriott Hotel.
LO1
Key Roles and responsibilities of marketing function
Marriott Hotel is an international brand of full-service resort. It is recognised as one of
the large luxury hotel chains worldwide. Business provides services of hospitality and
accommodation services around the globe (Baker and Magnini, 2016). by collaborating with
various segments company is developing, corporate housing belongings and franchises several
hotels, resorts etc. It is operating as a subsidiary of Marriott Inc.
Roles and
responsibilities
Execution of marketing function in Marriott Hotel
Market plan
Development
The marketing function works as a developer and support marketing
manager in developing suitable marketing plan. This function of
marketing is a source of identifying the consumer requirements. It also
assists in evaluating whether Marriott Hotel will be able to achieve
those needs, fulfil the expectations of the target audiences(Beldona
and Kher, 2015). Effective marketing plan help in increasing
profitability, developing its strategies for successfully implementation
of plan.
Market Researcher As a researcher, marketing performs a role of detail provider regarding
customers preferences to Marriott Hotel. It conducts research and
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gather necessary detail about expectation of buyers so that entity can
offer them same products in order to satisfy their requirements (Nath,
2017). This helps manager in identifying target market for business.
Brand Promotion This function plays a role of promoter in Marriott. Through these
function of marketing assist in communicating the product feature,
benefits to the prospective buyers on various social media platforms
that enhance the brand loyalty of people. Ultimately, the enterprises
keeps operating with the revenue generated by increased sales and
gain competitive position in market (Bowie and et. al., 2016).
Relationship Building This function of marketing helps Marriott Hotel in three key areas-
messaging development, content marketing and increase brand
awareness among audiences. By developing a healthy relations with
people, hotel can effectively communicate the key messages to the
different public while developing messaging for the next marketing
program(Law, Buhalis and Cobanoglu, 2014)
Roles and responsibilities of marketing in Marriott Hotel
Marketing play a very essential role in attainment success of Marriott Hotel. It performs
a role of market researcher and assist in researching the details regarding current trends in
customers demand in the marketplace. By conducting the research regarding the expectation of
the customers, it assist in making those product that are mostly preferred by the consumers in the
market (Loo, and Leung, 2018). The firm is able to promote its product and services among the
target consumers communicating various features and benefits to the prospective buyers.
Marketing helps in communicating the benefits of services through social media platform,
advertisements etc. This aids to make marketing plan for the hotel such as developing mission,
implementing effective marketing strategies, analysation of business activities and proper
evaluation or monitoring of different plan of actions, strategies that affect the growth and
profitability of the organisation.
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It plays a very crucial role of market researcher Marketing assist in identifying and
analysing the various needs and wants of potential consumers by conducting market research.
that research assist firm in gathering all the information regarding customers expectations like
big space in various rooms expectation of guest and travellers. That details help hotel in
customizing its services as per requirement of target audiences. Marketing perform an important
role of promoting brand among the consumers by providing effective and quality content for the
company websites and blog that attract large number of people to visit in hotel and avail variety
of services. Function of marketing also helps Marriott Hotel in building strong relationship with
its guest by consistent interaction with them on various social media platforms and
communication g various discounting deals with them in order to influence them for having
various services.
Marketing and finance department : Finance department coordinates with marketing
department and prepare budget for promotional activities. This department also provides
financial resources which are required by marketing department for promoting goods and
services.
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sales and marketing department : sales department prepares report related to the revenue
generated by company in particular year which assist marketing department in analysing
business performance. Both functional units coordinate with each other for assisting an
enterprise in improving financial performance.
Roles and responsibilities of marketing in context of marketing environment with reference to
Marriott Hotel
Role Responsibility
Relation of roles and
responsibility with each other
and to the Marketing
environment
Developing market
plan
The function carries an important
responsibility of developing market
plan for hotels and assist in analysing
customers needs and preferences.
Implementation and
development of effective
marketing plan helps in
making strategies as per the
requirements of customer. On
the basis of plans, manger take
an action to influence to
demand of people in market
(Lu, Chi and Liu, 2015).
Building relationship
The primary responsibility of
marketing function is to build
relationship of business with the
customers and building loyal
consumers for organisation.
This function of marketing
helps in maintaining healthy
relations with potential
consumers by developing good
content for marketing of hotel
services.
promoting brand
name
The most crucial responsibility of
promoting the name of brand is done
by marketing with the development of
effective content for social media
websites and blog post of the hotel
Effective and eye catchy
social media content helps in
influencing the people to open
the website and blog post of
hotel. The interest person will
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(Mansour and Ariffin, 2017). further refer to others in case
they find the hotel services
interesting..
Significance of interrelationship between marketing and other functional units
Marketing and food and beverages
Marketing helps in identifying the needs and wants of customer and in making most
effective business strategies through various social media platform and serving beverages
according to taste of people in order to enhance the demand for their product. This helps firms in
designing the hotel logo, design of menu card according to taste and preferences of the
consumers or attractive presentation of food and beverages which will assist in attracting target
market in availing the services of hotel (Sik, 2017). Marketing aids to create a good brand
position in the society by setting a specific selling point for serving the beverages of business
that ultimately increase the productivity and growth of the company.
Marketing and room division
Hotel has various divisions in its business such as sales and marketing division, food and
beverages division etc. The advertisement of hotel needs and conducting or gathering market
research information this responsibility is handled by sales and marketing division. The division
can get variety of information regarding the consumers, taste and preferences with social media
marketing. They come to know the reaction of the people towards offerings of the company and
also able to analyse the strategies of competitors. Food and beverages division can develop its
catering services and can generate high revenues by attracting clients through communicating the
innovative taste of their breakfast, lunch and dinner with the help of different online channels
such as websites, hotel blog (Mohammad, 2015) .
Critical evaluation of key elements of marketing function and the way they interrelate with other
departments of hotel
According to Paley (2017), hotel make various plan of action to identify the needs and
wants of the consumers to increase sales and revenue and for achieving competitive position in
market. The marketing function perform various functional activities in Marriott Hotel that
involve- Market researcher, market plan developer, brand and services developer, relationship
builder. It works as an coordinator in firm. As a market researcher, this helps marketing manager
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in identifying the target market at the initial stage of advertising campaign as a market plan
developer assisting marketing manager in developing various marketing strategies, goals,
mission and objectives. A well developed marketing plan helps in achieve effectiveness and
efficiency in operations. It assists in maintaining and enhancing the image of hotel among target
audience by proper communication of key messages to them through newsletter, broacher and
magazines so that marketing department enable maintain effective relations with public. Sales
department can get variety of information regarding changing consumer needs with the help of
social media marketing as this helps in understanding the reaction of society towards offerings of
company and also assist in attracting large group of consumers towards business products and
services. . All these functions aids to increase brand awareness among the target audience
relating to offering of goods. It assist in creating demand, enhancing sales volume, and revenue
generation and that lead to achieve in overall productivity of the operational functions of the
concern (Jafari and Eslami, 2017).
LO 2
Comparison of marketing mix between Marriott and Hilton hotel
Marketing mix is the aggregation of several components which can be managed by
organisation to influence customer to purchase their services. Marketing is used by the
organisation to communicate their brand message to customers. Here are described 7 core P's:
Element of
7P's
Marriott Hotel Hilton hotel
Product The hotel product involves the core
hospitality services. Company has divided
its services into three segments such as
augmented, core group and real that
consist different services like hospitality,
accommodation, resort and hotel (Davis,
2017). Marriott Hotel provide continent
location for delivering its services to
people that helps in generating high
revenue for the hotels.
Hilton provides various range of
services such as banquet facilities,
meeting and conference rooms,
weeding and special event
services, entertainment services
and food & beverages. it has
divided its product in three parts:
core, supporting, facilitating. Core
product involves the hotel rooms in
which people stay for particular
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duration. Supportive services
includes additional services that
assist in gaining competitive
position in market.
Price The hotel use different price strategies for
its different hotel that is located at various
locations. Their prices also vary as per the
demand of consumers. They also use
competitive pricing strategy that is based
on deluxe, executive and suited room.
Hotel use four different pricing
strategy i.e. penetration, economy,
price, skimming, premium pricing
strategy. Business charge low
prices for its high quality services
and sell basic features product
consider customer budget low
(Law, Buhalis and Cobanoglu,
2014). They use skimming strategy
to present its goods as high quality.
Place The hotel is operating its business in
various locations that is near to airport,
highway and central market. That works
great for them in attracting more people. It
offer its services in 110 countries nearly
5700 rooms.
Hilton hotel use social media
platforms for booking its room
services, airport pick-ups,
organising events and wedding. By
providing this convenience to its
consumer, it is achieving a huge
success in the marketplace. .the
hotel offer its services in more
than 745000 rooms in more than
100 countries.
Promotion The brand use digital network in order to
promote its product and services. such as
websites like Trivago sand specifying the
features of its offerings in a very detailed
manner that has increased success of
The hotel promote its business
services by using various social
media platforms such as mobile
applications and website that has
increased recognition of the brand
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organisation. among people.
People Marriott consider its guest most important.
And provide consistent training to staff so
they are able to provide outstanding
services to consumers. so get the best
review from people for its staff services.
The business is targeting business
class people and provide luxury
quality services at low price that as
helped them in achieving a huge
growth in their business(Lu, Chi
and Liu, 2015).
Process They provide efficient booking and
comfortable room services and also
provide ease in online booking of rooms
that has increased its market share.
The company has very efficient
supply chain which they generally
distribute their product through
digital technology.
Physical
Evidence
The hotel is very big building and resort. It
provide intangible services to its
customers. Company provides prominent
ambience with long lasting physical
experience to the people that attract the
large number of people easily and also
make them as regular customer (Mansour
and Ariffin, 2017).
Hilton Hotel is recognised as one
of the large luxury hotel chains
worldwide. It has located its
business at the entrance of city that
works as great strength for the
company.
Tactics applied by Marriott Hotel
Hotel product involves the core hospitality services. Company has divided its services
into three segments such as augmented, core group and real that consist different services like
hospitality, accommodation, resort and hotel. Marriott Hotel provide continent location for
delivering its services to people that attract large group and helps in generating high revenue for
the hotels. The hotel use different price strategies for its different hotel that is located at various
locations. Product prices are set buy company as per the demand of consumers. The company
also use competitive pricing strategy that is based on deluxe, executive and suited room. The
entity provides efficient booking and comfortable room services and also provide ease in online
booking of rooms for increasing its market share.
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Hilton has used continent location strategies for providing various room services to
consumers. The hotels are located at the entrance of city like airport so that helps in getting
attention of large group of audiences.
The hotel has big building and resort. (Jafari and Eslami, 2017). The hotel applies different
price strategies for its different hotel that is located at various locations. Their prices also vary as
per the demand of consumers. Marriott use competitive pricing strategy that is based on deluxe,
executive and suited room. They provide efficient booking and comfortable room services and
also provide ease in online booking of rooms that has increased its market share. The business is
operating its business in various locations that is near to airport, main road and central market.
That works great for them in attracting more people.
Social media is the digital marketing technique which is utilised by business entity.
Online marketing techniques has assisted an organisation in promoting goods at large scale. It
has also enabled firm to provide quick responses to customer queries. In addition to this seasonal
discounts and offers are launched by an enterprise for attracting customers.
LO 3
Marketing plan of Marriott Hotel
Marriott Hotel is an multinational hospitality firm. It is recognised as one of the large
luxury hotel chains worldwide. They always put their consumer first, pursuing quality and
bringing changes. The marketing plan of firm is given as below:
Mission
The main vision and mission of business is to managing and developing of various
belongings of hotels that will assist in offering best experiences to guest and achieve sustainable
profits for its clients. hotel is aiming to be best service provider in hospitality by providing
comfortable and high quality experience by offering secure environment.
Objectives:
To provide luxury facilities in room to guest those who travel for leisure purpose.
To make quick deliveries of services to customers.
To increase revenue up to 5 percent within in six months.
Delivering professional and quality services will help in increasing sales.
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To increase market share.
Situation analysis
Strength: Business of Marriott Hotel has a very powerful and competitive position in
the marketplace and also having diversified and enlarged hotels around the world. Company has
a strong financial position in the whole market of hotel industry due to its large number of
liability. Organisation always offer broad range of services to its customer and satisfy their
needs(SWOT-The Marriott Hotel, 2017).
Weakness: Because of its large extended operations, the management system of entity is
becoming weak. Due to large ratio of debt, they are facing the issues of instability and
diminution position in the market.
Opportunities: Company can merge its concern with other firms around the globe
particularly in Europe.
Threats: Hotel is suffering from various losses because of unrestricted issuance and
allowances of different services.
Marketing strategies: Marriott Hotel gives more importance to its guest and also provide
continuous training to staff so they are able to provide outstanding services to consumers as well
as get the best review from people for its staff services (Marriott marketing strategies, 2018).
Budgeting and controlling: the cost of operational activities of hotel involves such as
salary of staff EU10000, training cost EU20000 and rent EU10000 and company is generating
revenue of EU50000 from its sales operations and they need EU40000 investment in order to
expand its business operations. The company will control all the activities by monitoring and
checking its the number of booking in hotel and by taking feedback from its guest to know
efficiency of its services and take necessary actions to make improvement.
Produce a detailed, coherent, evidence-based marketing plan that applies the marketing mix to
meet marketing objectives for a hospitality organisation.
Product : The hotel product involves the core hospitality services. Hotel offer tangible
and intangible product an services like accommodation facilities along with that other
luxuries,restaurants , superior quality rooms, reception.
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