Hospitality Marketing Plan: Corinthia Hotel London

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Hospitality Marketing Essential
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Contents
Introduction......................................................................................................................................3
LO1..................................................................................................................................................4
P1 Explain the key roles and responsibilities of the marketing function within a selected
hospitality organization................................................................................................................4
P2 Discuss how roles and responsibilities of marketing relate to the broader organizational
context..........................................................................................................................................5
the responsibility..........................................................................................................................5
M1 Analyze the roles and responsibilities of marketing in the context of the marketing
environment.................................................................................................................................6
M2 Analyze the significance of interrelationships between marketing and other functional
units within a selected hospitality organization...........................................................................7
D1 Critically analyses the critical elements of the marketing function and how they interrelate
with other functional units within a selected hospitality organization.........................................8
LO2..................................................................................................................................................9
P3 Compare how different hospitality organizations apply the marketing mix to the marketing
planning process to achieve business objectives..........................................................................9
M3 Evaluate different tactics applied by hospitality organizations to demonstrate how business
objectives are achieved................................................................................................................9
D2 Design a strategic marketing plan that tactically applies the use of the 7Ps and includes
measures for monitoring and evaluation to achieve overall marketing objectives....................10
LO3................................................................................................................................................11
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Basic marketing plan for Corinthia Hotel London.....................................................................11
Produce a basic marketing plan for a hospitality organization to meet marketing objectives
organization................................................................................................................................13
Produce a detailed, coherent, evidence-based marketing plan that applies the marketing mix to
meet marketing objectives for a hospitality organization..........................................................14
Conclusion.....................................................................................................................................15
References......................................................................................................................................16
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Introduction
This report aims to understand the marketing function of the Corinthia Hotel in London. This is
one of the best hotels in London and is well known for its quality services which they provide to
their customers and retain their existing customers. They have a good brand value in the
hospitality industry in London. In this report, the role and responsibilities of the marketing
function are discussed.
Further, there is a discussion on the elements of marketing concerning the marketing
environment. There is also discussion about the 7 Ps of the marketing mix, which is beneficial
for the growth of the company. A marketing plan is also made for the concerned company, and
SWOT analysis of the company is also done. There is also discussion on the different marketing
concept like the product, production concept etc. which helps in creating different strategies for
the company in achieving the organizational goal.
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LO1
P1 Explain the key roles and responsibilities of the marketing function within a selected
hospitality organization
Marketing functions means managing all the activities which are related to the marketing of the
product and the promotion of the product. There are different types of marketing functions such
as customers services, sales, production, making action plans for the business, market research
finance etc. Management of the marketing activities is necessary for the development of the
product and for creating the demand for the product in the market. There are different functions
which are needed for the management of the company for increasing the sales of the company
such as strategy management, marketing research, product development etc. Marketing functions
helps in the growth of the organization by using different ways to achieve the desired target of
the company. Marketing functions are directly linked with the development of the company (Wu,
et. al., 2018).
Roles and responsibility
Various functions of marketing functions are buying the product, selling the product, market
information, risk-taking, financing, and storing all these are the functions of marketing. Grasping
of the opportunities means following different plan and policies which are required for the
survival of the company and for achieving the target of the company. Market research is the way
to search the essential thing which is necessary to set up and to continue the business. Market
research helps in identify the possibilities and the drawbacks which are there in the market
regarding that product. Risk taking is another function of the marketing, which helps determine
the flaws and advantage of the product and the risk which is associated with it. For achieving the
target and goals of the company, the manager needs to plan and support the different department
for the enlargement and progress of the business (Jindal, et. al., 2018).
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P2 Discuss how roles and responsibilities of marketing relate to the broader organizational
context the responsibility
Marketing is a process in which there is the selling of the product by making a connection with
the customers. It is a way of creating relationships and contact with the new as well as old
customers. There is five marketing concept which is vital for the marketing of a product and the
development of the organizations. They are Production concept, product, selling the idea,
marketing concept and social marketing concept.
 Production concept means the thinking of the customer regarding the quality and quantity of the
product. This system follows the idea of making a balance between the demand and supply of the
product
 The product includes everything about the product, which consists of quality, quantity, price,
size. It consists of a detailed about the product.
 Selling concept includes everything about the product its sales promotions customers trend,
which also helps in deciding the selling of the product.
 Marketing concept including creating of a platform for the product and creating a brand value of
the product which helps in the development and enlargement of the organizations
 The social marketing concept is one of the most influencing ways of marketing the product and
increasing the sales of the product (Azhar, et. al., 2018). This will help in increasing the sales of
the product by advertising the product and creating the brand value of the product.
This all helps in making the business successful and creating a value of the company in the
market. This all helps in focusing on the product and focusing on increasing the sales of the
product within a specific period.
M1 Analyze the roles and responsibilities of marketing in the context of the marketing
environment
The duties of marketing are as follows:
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1. Creation of brand value is one of the essential things which helps in increasing profits of the
company and for creating the brand value of the company.it is the best way of creating the value
of the company in the market
2. Marketing segmentation is a way of identification of the customers on the market, and it helps in
the promotion of the goods and services of the company.
3. Marketing research plays a vital role in creating an environment for the company in the market.
This needs a piece of detailed knowledge about the product and the price, and it also helps in
communicate the best thing about the product.
4. Marketing information helps in gathering the relevant information about the product, and it
consists of various activities which include product, planning controlling and implementation of
different market strategies which are necessary for the marketing of the product.
5. Market strategies help to play a fundamental role in the development of the plan for marketing
planning for the development of the business and the company (Loot & Leung, 2018). This also
helps in creating business opportunities for the company and also helps in attracting more
customers in the company for the expansion of the business of the company.
6. Monitoring the environment for marketing is also one of the essential things which help in
developing the business of the company. This involves a change in the earlier techniques and
tools which are used by the firm and changing them according to the requirement of the business.
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M2 Analyze the significance of interrelationships between marketing and other functional
units within a selected hospitality organization
In the dynamic and the competitive environment there is a great need on the part of the authority
concern to focus on the of interrelationships between marketing and other functional units so that
the objective and aims of the concern organization can be effectively and efficiently achieved.
With such aspects, various factors of significance can be gained .some of the functions in this
regard includes:
1. Supports in the effective allocation of authority and responsibility concerning the
understanding of the marketing functions
2. Ensures the best and optimum utilization of the various resources such as human, financial and
physical resources (Scarborough, 2016).
3. Support in the active development in the product leading to the better satisfaction of the needs
and wants of the customers.
4. Ensure a suitable formulation of the planning procedure concerning the understanding of the
marketing function related to the effective management of the concerned organizations.
5. Ensure effective communications with them to the information about the products, the
customers and the major parties.
6. Supports in the conduct of the valid promotional and selling campaigns such that to impart
proper knowledge and understanding among the customers concerning the product and services
of the concerned (Sisodiya & Sharma, 2018).
These factors help access the interrelationship between marketing and other functional units.
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D1 Critically analyses the critical elements of the marketing function and how they
interrelate with other functional units within a selected hospitality organization
There are different task and activities which are involved in the marketing of such are sales,
promotion, advertising, distributions etc. all these activities are essential for the marketing
process as these help in the development of the market and creating a brand value of the hotel in
the market.
Research is essential for the development of the organization as it will help in determining the
essentials for the organizations and helpful in enlargement of the organizations (Hair Jr, et. al.,
2015).
Planning helps in making a plan for the betterment of the organizations and the growth of the
organizations
The strategy is used to achieve the business goal of the company and for working effectively to
achieve the organizational goal of the company (Trivedi, 2018).
The tactic is used to achieve the target of the company most effectively so that the company can
perform the entire task and can work effectively in achieving the organizational goal of the
company.
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LO2
P3 Compare how different hospitality organizations apply the marketing mix to the
marketing planning process to achieve business objectives
The marketing mix is a technique which is used by the organization for the creation of the brand
value of the company and for increasing the sales of the company. The marketing mix is a
technique which is used by the company to understand the market for the company. There the
two concepts in this theory (Larson and Draper, 2015). first are 4ps of the marketing mix, which
includes product, price, place and promotion. This approach is later expanded in 7ps, which
involves a product, price, location, people, process, promotion and physical evidence. Company
spend a considerable amount of money on the understanding and the development of the product
and on the advertising about the goods and services which are offered by them to their customers
(Morgan, et. al., 2019). These theories of marketing mix help in the production and promotion of
the product and attracting the customers towards the services provided to them.
M3 Evaluate different tactics applied by hospitality organizations to demonstrate how
business objectives are achieved
Every company or organization employs different tactics which will help make the
organizational goal of the company. The tactics which are used by the organization are as
follows: First thing is the identification of the market for products and services which the
company is offering to their customers. The second thing is creating a market place for the
product. Segments process is constructed Attraction of the segment, which is evaluated and with
the help of this, there is a selection of the target market. Strategies of the company are developed
and implemented, and feedback is taken (Ismail, et. al., 2018).
.
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D2 Design a strategic marketing plan that tactically applies the use of the 7Ps and includes
measures for monitoring and evaluation to achieve overall marketing objectives
Product
Elements of marketing Proposals for control
Product Monitoring the services which are provided
by the company for satisfying the customers
of the company
Price Focused is to be made to determine the price
of the product and services according to the
affordability of all income groups
Place It should be in the town. not to be far away
from the city
Promotion Tools and techniques to be used for the
promotion of the services and the products
which are offered by the company
Process The process must be smooth and easy to
follow
Physical evidence Measurement of the performance of the
company and taking feedback from all the
customer to improve the services of the
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company.
People People include the employees and customers
of their hotel and their safety and providing
customer services (Malhotra, 2015).
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