Marketing Essentials Report: Arosfa Hotel Analysis and Plan

This report provides a comprehensive analysis of the marketing essentials for Arosfa Hotel, a small hospitality organization in London. It begins with an introduction to marketing principles and their application within the hospitality industry, followed by an evaluation of the role and responsibilities of the marketing function within Arosfa. The report examines how marketing functions interrelate with other departments, such as front office, finance, and human resources, to achieve organizational goals. A comparison is drawn between Arosfa Hotel and a small restaurant, highlighting the application of the 7Ps of the marketing mix. Furthermore, the report outlines a basic marketing plan designed to meet the marketing objectives of Arosfa Hotel, including strategies to increase sales and customer engagement through tactics such as online advertising and promotional offers. The report concludes with a summary of the findings and recommendations for Arosfa Hotel's marketing efforts.

Hospitality marketing
essentials

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
Role and responsibility of marketing function.............................................................................3
Marketing functions interrelated with the other functions of Arosfa ......................................5
Comparison of Arosfa hotel with small & beautiful restaurant .................................................6
Basic marketing plan to meet marketing objectives for a hospitality organization.....................7
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................11

INTRODUCTION
Hospitality marketing essentials is made to know the principles of the marketing, lead the
principle to build a normal plan of marketing and use the marketing mix to reach the goals. The
hospitality firm use marketing techniques to influence peoples to buy there commodities and
services. Arosfa Hotel is small hospitality organization in London. They provide rooms to
families, Arosfa's room are refurnished in a good luxury facilities having primal heating and
television, the room's also have air-dried and control fans. There breakfast area is on ground
floor of hotel. The report will evaluate the role and responsibility of marketing function of
Arosfa. This will also evaluate the role and responsibility of marketing relate to Arosfa and the
way of various organization to apply the marketing mix to there planning to achieve there
objectives, a marketing plan for Arosfa to meet marketing objectives.
Role and responsibility of marketing function
Marketing function is defined as vital importance to the organizations business which
lead to know there source possible successful commodities for market and also help in their
promotional activities as well (Bojanic and Reid, 2017). Marketing is playing very essential tool
in the Arosfa organization. Marketing awareness is very important for Arosfa. The companies
revenues depends on the customer focus theory of Arosfa towards the market. The importance of
marketing can be explained with the points :
Promotion: With the help of promotional techniques help to build the awareness of Arofa's in
front of customers. Promotion can be done with advertisement, television and attractive website.
Selling: it is very important part of marketing function as after all the marketing is done to sell
the goods and services of the Arosfa. If there is no selling than there is no marketing function.
Financing: finance is also a necessary function of marketing as without finance their will be no
marketing as marketing function need finance to perform.
Production management: this is a esstial marketing fuction to manage the product in more
effective way that meet the customer desire the team of marketing identifies when they
communicate with outlook, incorporating the feedback from the potential customer's.
Help in transferring the commodities : the marketing essentials to deliver the required goods to
the consumer from Arosfa hotel. This will save the time of consumer and attract, to purchase
more (Keegan, 2017).

Help in maintaining the standard : with marketing the customer get to know the trends of
market and purchase accordingly. Marketing made a revolution and modify the living standard.
Marketing build employment : marketing complexity include lots of people in various forms and
the process under this like selling of goods and services ,transportation that needs people to work
for that (García-Granero and et. al., 2018).
Root of revenue : the marketing function is a generates income by bringing the profit. The
function gives different way to earn the profit with the distribution of goods and services.
According to research marketing has the greatest role in the Arosfa hotel because the Arosfa is
survival depends on the effective marketing department they have.
Basis of making Arosfa decisions : Arosfa used to make its decision of what, how and whom to
produce. The company used to inspect this market with the different marketing process and then
take the decision so, that Arosfa gets the best profit out of production.
The marketing function includes lots of responsibilities of Arosfa organization,
responsibilities are answerable for the expansion of the Arosfa. Responsibilities are market
strategies, doing the market research, the intrinsic and extrinsic commodities' development,
supporting the sales team and many more. They have to listen the want of the customers by the
way of feedback, survey so that Arosfa can getting the required information. Some main
responsibilities are :
Hear customer needs : it is very essential to get with buyer and find out there desirable and
want. There are different channels Arosfa's interact with customer intrinsic and extrinsic with
internal, surveys or organize of the department who are nearest to buyers and external with
networks to get the need of audience so, that they converted in the future customers (Lanier and
Lanier, 2017).
Track direction and competition : Arosfa used to monitor the current trend of the market by
which the company can modify its trend and it is very essential to know the Arosfa's position in
market and watch the competition to check the error in way to remove them.
Activity & brand values : Arosfa representing the commodities, services and Arosfa assets show.
This element creates market picture and thoughts which communicates the Arosfa values.

Research the new marketing equipments : It is necessary for Arosfa hotel to find the new and
helpful marketing tools to deal the marketing issues with new method, strategy and more digital
equipment.
Innovation : marketing responsibility to innovate and surprise the buyer by offering them more
than earlier and the department should also work to promote the services they provide with
innovative method so that customer get attracted with that (Baker and Magnini, 2016).
Marketing functions interrelated with the other functions of Arosfa
The marketing function is connected with other function in the Arosfa hotel. Marketing is
cover with different function this are :
Marketing and front office department: The marketing function is working nearly to front office
department to check the want and need of the buyer to be planned to satisfy the customer. Front
office is going well keeping in mind the quality and design that specified by the customer.
Marketing used to lunch there product and services fastly to grab more customers. The marketing
department make a dead line for the front office department to distribute in specific time period.
If there is not marketing for the Arosfa goods and services then customer not know about the
product and this lead to non consumption by customers ultimately loss for the Arosfa hotel. Front
office manager needs to have knowledge of marketing like promotion, advertising, templates and
TV ads so that audience get aware about the think and motivated to by whenever the product or
service come In the market.
Marketing and Finance function : The marketing function is done closely with the finance
function to assure that the Arosfa have the satisfactory amount of money to do there promotions
and distribution of products and facilities to customers. Generally all the function are performed
keep in mind the available finance in the Arosfa hotel. They need to accomplish the work within
the allotted fund to them. Likewise, marketing function is also having there fund to perform there
different way to promote and distribute the produced good in the market. The finance
concentrate on the cash flow and repay there liabilities rapidly. The finance function is to check
the departments and there respective work and accordingly provide them money so the
marketing function also has been focused and provided respective money by which marketing
function work effective and efficiently.

Marketing and Human resource function : the marketing function also make interrelation with
the human resource management to assure the skill of employees and there are capable to
explore and develop new commodities thoughts. Marketing also ensure the employees meet there
planned production goals. The marketing function have to imbalance with different needs of
recruitment and there personal training in Arosfa (Loo and Leung, 2018). Human resource
management use to make effective employees who are going to perform the marketing function
more efficient. The human resource management is responsible for the effectiveness of the
marketing function as well.
Research and development : marketing function interrelated with the R&D function. Arosfa
marketing and research & development department work closely to get things easier and more
productive, also act as weapon in competitive market of Arosfa hotel. These both function and
management aimed to meet the needs of the customers. The research and development useful in
implementing the fresh plan in marketing functions.
Comparison of Arosfa hotel with small & beautiful restaurant
This elements are aimed to achieve the objective of organizations.
7Ps of marketing mix of Arosfa hotel compared with small & beautiful restaurant that are :
M-mix Arosfa hotel comments
Product The Arosfa hotel provides services of rooms, food,
beverages and leisure services to its potential
customer and fresh customer. Arosfa use to
furnish there service on timely basis. They also
have the facilities of travelling, parking ,gym and
check in – check out service too.
Arosfa hotel gives diversified product
range Arosfa is good at their work.
Price Arosfa is using occupancy based dynamic pricing
strategy which lead the hotel to get more revenue
and profit in long-term. According to the strategy
Both are following different strategies
of price to get more customers but
Arosfa is using dynamic pricing

they change there market price with the demand
and increase the prices when demand is more then
supply.
strategy so the customer get attract by
that and it is better too.
Place Arosfa generally deliver the product yet, they
provide the delivering service to their potential
customers though sales team, personal calls. They
also give online services of travelling by online
agents. Normally people come to the hotel to take
there food and service (Othman and Hafez, 2019).
Arosfa deals in the food and beverage
so the can provide easy transportation
to customer's. And mostly customers
have to visit the hotel to consume the
services.
Promotion Arosfa is listed is hotel in the travel booking site
and having a great network appearance by doing
this, Arosfa's promotion is very well in the market.
Arosfa is having a better way to
promote there goods and services as
compares with S&B.
people Arosfa is filled with dedicated staff employee's
who are willing to work for achieving the
objective of the hotel, there customer service and
there various department are working so will and
improving there profit.
Arosfa having a better quality of
people in their team.
Physical
evidence
Arosfa is focused in making there hotel well
coloured, having a decent lighting and a adequate
space to serve and show to the existing customer's
and new customer's as well.
Arosfa hotel is having a great physical
evidence as they are offer better view
and infrastructure in them.
process Arosfa hotel having a process which includes
review inspection, safety to customers, make sure
availability of product which customer will desire
and there process timing to complete the task.
Both the firms are having a favourable
and good process to attract the
consumer yet Arosfa is having more
feature so it is better.
Basic marketing plan to meet marketing objectives for a hospitality organization
Marketing plan is defined as the strategy which focuses on the operational planning
structure of the market which implements its leads and generate sales from the target customers
in the market with reference to the organization (Innanmaa, 2020).

Executive Summary – The company has targeted the young generation by providing them
services such as free Wi-Fi in the hotel, leisure activities which makes them feel comfortable and
the marketing strategies which were used is promotion through online websites.
Mission and Vision – The mission and vision of the company is to provide quality services and
products which helps the industry in its growth.
Marketing Plan : Action Plan -
COMPANY
OBJECTIVES
STRATEGY TACTICS CONTROL/
MEASURE
1. To increase sales of
the AROSFA hotel by
10%.
Using lower prices to
attract more
customers.
Using google adverts
as digital marketing
tool.
Number of cost per
click.
2. To increase the
number of customers
in the Hotel within six
months.
Using offer cards and
sponsorships.
By Filling
questionnaire.
Number of customers
per number of clicks.
SWOT analysis of AROSFA Hotel -
Strengths of the industry – Safe and comfortable ambiance of the industry provides leisure
rooms with all facilities that is the characteristic feature of hotel (Sarsby, 2016). AROSFA hotel
attracts the local customers of the area and beyond through its fascinating features and helps in
generating revenue of the local market as people visit, bazaars, market, stores, shopping mall,
parks and other places around.
Weaknesses of the industry - When the hotel provides luxury to its customers, it becomes more
expensive as the rates of the luxury items becomes high and the services AROSFA offers

increases to much higher pace . This also makes taxes high as the increment of the company's
finance is affected.
Opportunities for the industry – Uniqueness of the hotel attracts more customers which
differentiates it from its competitors. The hotel accommodates both local and foreign tourists at
the same time which creates opportunity for the hotel that they receive special market position
and appreciation.
Threats to the industry – Threat to the hotel is from its competitor which is Airbnb. AROSFA
being a local hotel is affected due to the difference in the quality of services that re provided by
the hotel. Pandemic of COVID – 19 has also affected AROSFA as people are more concerned
about their health and have stopped visiting hotels which creates major downfall in the
hospitality sector.
PESTLE analysis of AROSFA -
Political Factor – AROSFA being hospitality sector engages government policies and
regulations which are largely dependent on tourism sector to be promoted well enough (Yusop,
2018). As the government is more open towards the tourism laws it withdraws large amount of
taxes according to the market structure AROSFA possess.
Economic Factor – Recessions, inflations and fallout of AROSFA affect the economic factors in
the hospitality sector. Being a local industry, the hotel should concentrate on growing their
budget to make a special position in the market which will also help on the growth factor.
Socio – Cultural Factor - AROSFA being active on social – media platforms has created a
good image on the people who are not aware of its services and the sector in which it operates.
This has generated customer engagement in its hospitality which it offers all the necessities to
the people without any discrimination factor practised.
Technological Factor – Hotel is covered with the CCTV cameras which helps in knowing the
check - in and check - outs of the customers and if any case of robbery or mishap. Along with
this, the hotel provides Wi-Fi services, lifts, intercoms which is the common type of technology.
Online booking has been of great advantage to the hotel as it helps in knowing all the details of
AROSFA.
Legal Factor – AROSFA hotel has some legal factors which consist of the government offering
tax deductions, safety and health laws, identification of the customers before allowing their

facilities which they prevail. These factors are in major consideration which looks upon the
hospitality of the hotel industry and what basic laws it follows working in the hotel sector.
Environmental Factor – AROSFA hotel is affected due to the several weather conditions which
deteriorate the visit or the reach to it. Government and the environmentalists are putting a lot of
pressure to ensure that minimum carbon or plastic usage is consumed in the hotel, as these
disposable items concern serious environmental issues.
Marketing Mix of AROSFA – There are 7 P's in Marketing mix strategy that AROSFA follows
-
Product – The hotel offers products like guest rooms, food and beverages, banqueting rooms,
conference, recreational, health and wellness facilities etc (Išoraitė, 2016).
Place – AROSFA hotel situated in the historic Bloomsbury district in London provides
accessibility of products with presence in multiple locations.
Promotions – AROSFA promotes its hospitality through brochures, TV, hotel websites, twitter,
Facebook, google+, billboards etc.
Pricing – Pricing and packages of the hotel helps in facilitation and make brand name stronger.
Different packages provide different facilities based according to the customer's need.
Physical Features – Physical feature of the hotel includes the environment and ambiance that
fascinates the visitor to stay and experience the beauty it holds.
People – Employees are a big asset of the hotel. Thus , more customer engagement leads to
increase the brand name AROSFA.
Segmentation, Targeting and positioning (STP) analysis -
Segmentation – The company is focused on the female population who are more eager in the
activities which are been rendered by the Hotel.
Targeting – The industry is targetting the age scale from 24 to 34.
Positioning – Target customers can be positioned by increasing the quality of services and
decreasing the cost on the other hand which results in customer satisfaction.

KPI and Benchmarking of AROSFA Hotel – The target of this industry was to analyse the
loop holes which were covered by setting the benchmark that till the end of year 2020 the
AROSFA would be able to provide its services online and the so the website offers the services
in reference to this context.
Financial Planning of AROSFA hotel –
The budget of the financial plan is Rs.8000/-
EXPENSES AMOUNT
Rent Rs.2000/-
Salary Rs.3000/-
Other expenses Rs.3000/-
Total Rs.8000/-
CONCLUSION
This report concluded that hospitality marketing essentials are made to know the
principles of marketing and enable them to achieve the goals. Marketing function have different
importance and responsibilities to get the successful goods and services and to promote them. It
has also conclude the marketing function is interrelated with all the other function to achieve
efficient goals and shows the comparison of Arosfa hotel with Small & beautiful restaurant with
the elements of marketing mix and able to know the general marketing plan for Arosfa to meet
its marketing goals (Cacciolatti and Lee, 2016).

REFERENCES
Books and journals
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Sarsby, A., 2016.SWOT analysis. Lulu. Com.
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