Report on Hospitality Marketing Essentials: Roles, Mix, and Planning

This report examines the essential aspects of hospitality marketing, focusing on the roles and responsibilities of the marketing function, the interrelation of these roles within an organizational context, and the application of the marketing mix to achieve business objectives. The report analyzes these concepts through the case study of The Landmark London Hotel, a five-star establishment. It discusses the identification of customer demands, internal communication, and market segmentation as key roles, and highlights the interconnectedness of marketing with departments like HR and Finance. Furthermore, it compares the marketing mix strategies of The Landmark London Hotel with another hotel, Hallmark Hotel, across product, price, place, and promotion, to evaluate their marketing planning processes. The report concludes with the production and evaluation of a basic marketing plan, providing insights into effective marketing strategies within the hospitality industry.

Unit 15 - Hospitality
Marketing Essentials

Table of Contents
INTRODUCTION................................................................................................................................3
TASK 1.................................................................................................................................................3
P1 Discuss roles & responsibilities of marketing function in hospitality industry........................3
P2 Examine inter-relation of roles & responsibility in organisational context. .............................5
TASK 2.................................................................................................................................................6
P3 Compare the ways in which different organisations apply marketing mix to marketing
planning process to achieve business objectives.............................................................................6
TASK 3................................................................................................................................................9
P4 Produce and evaluate a basic marketing plan for an organisation..............................................9
CONCLUSION..................................................................................................................................12
REFERENCES...................................................................................................................................13
Books & Journal:...........................................................................................................................13

INTRODUCTION
Hospitality industry is wider & broader sector which includes wider category of services
such as food & drinks, event planning, theme parks etc. With changing period of time, this sector
has changed at lager scale. Main aim of this report is to understand the importance of marketing
essential that are used to achieve objectives (Akbar, 2017). The Landmark London Hotel, a five star
hotel headquartered in U.K. The hotel provides wide number of services such as WI-Fi, Online
room booking & cancellation, online feedbacks & reviews etc. This report comprises of roles &
responsibilities of marketing functions, inter-relation of roles as well as responsibilities to
organisation, marketing mix and marketing plan.
TASK 1
P1 Discuss roles & responsibilities of marketing function in hospitality industry
Marketing functions are important to be considered as needed to be used in proper manner.
These marketing functions also have various types of roles & responsibilities which are required to
be fulfilled in proper manner. It is necessary to focus on these functions so that it is easy to achieve
goals as well as objectives in most appropriate way. In context of The Landmark London Hotel they
also use marketing functions to fulfil their overall vision and mission. So, various types of roles &
responsibilities are discussed as follows-
Roles
Identification of demands of customers-
It is important role of marketing function in which main role is to examine & identify the
needs of customer so that it is easier to make decision about how to fulfil those needs of customers
in most effective way. Moreover, in relevance of chosen hotel, they carry out this role though
implementing of market research at wider scale to gain information about consumer insights. By
properly analysis & identifying the needs of customers, it is easier to achieve competitive benefit in
most effective way (Andika, 2018).
Performing Internal communications-
This is another role of marketing function in which main role is to perform internal
communication so that message is being transmitted within management & process or procedures
are carried out in correct way. It is crucial to have internal communication so that effective results
are produced.
Dividing of market
In this role of marketing function, it shows that it is necessary to divide the market on basis
of variables such as demographic, psycho graphic, geographic etc. By dividing of market, company

is able to examine their potential customer & audience. Through this segmentation, decision
making process & resources are used in most efficient way. In reference of selected firm, they
divide their market on basis of geographic market. Through segmenting of market, it is easy to
classify everything in proper manner. Moreover, information is to be gathered prior to dividing of
market on basis of which appropriate segmentation is done.
Responsibilities
Increasing productivity- It is essential responsibility of marketing function as in this main
responsibility is to increase productivity of business and operations at higher scale. By increasing
productivity, company is able to improve their overall performance. In relevance of chosen
corporation, marketing department improve firm productivity by proper using of resources at right
place.
Market research-
In this responsibility of marketing functions, their main duty is to conduct proper market
research to gain deep market information & insight. It is important to conduct market research so
that it is easy to achieve competitive advantage & strategies are implemented accordingly. By
carrying out appropriate
Developing positive relationship-
It is also important responsibility in which marketing function are required to develop &
establish a positive relationship between management, customers & other department so that work
is done within a period of time (Apio, 2018). This positive relationship assist in accomplishing of
common desired goals. The Landmark London Hotel need to fulfil this reprehensibility in proper
manner.
Current trends of marketing-
 Digitalisation- It is one of the most important and key current trend of marketing in which
every marketing activity is carried out digitally. In this current base of business sector &
rise of pandemic situations the digital technology has been increased higher scale. In
relevance of chosen firm, they are needed to be used this trend at expanded level (Cheng,
2017).
Future trends-
 Use of AI - It is future trend of marketing in which artificial intelligence will be used to
market focus lion data driven in market. The increased use of technology depicts that every
marketer will be using artificial intelligence in future for selling & purchasing.
From discussed matter, it has been examined that it is necessary to fulfil these roles as well
as responsibilities in most appropriate manner. In this hospitality sector, focusing on these help in
making of decisions effectively & which leads to better results.

P2 Examine inter-relation of roles & responsibility in organisational context.
In hospitality industry, market functions has been embedded by them & it is also important
for them to fulfil each & every roles, responsibilities at all aspects. Marketing is being considered
as essential part as it help in delivering of both satisfaction to both organisation as well as
customers. Marketing unit is inter-connected with different departments of firm. In context of
chosen corporation, their are various types of departments which comes under functional units &
are mentioned below-
Marketing & human resource management department-
Marketing department is core department in which their main role is to understand the target
audience so that it is easy for company to carry out their all activities accordingly. Whereas
responsibility of this department is to implement effective strategies to achieve competitive benefit.
In viewpoint of chosen entity, their marketing department focus on these roles as well as
responsibilities in such a way that organisational success is achieved. Other one HR department in
which main role is to hire & recruit right candidate for post (Chernev, 2019). Their responsibility
is to regulate, formulate & implement HR policies & procedures within organisation. The chosen
hotel has HR department who perform these in most efficient manner. Both these department are
inter-linked with each other as marketing manager of hotel communicate to human resource
regarding vacant posts whereas HR department communicate to marketing department regarding
new candidates or employees firm. Both department are linked together and support to each other in
order to accomplishing organisation goal and objectives. It includes marketing department know the
that much candidate required so accordingly this information transferred to HR department and they
fulfilled the vacancy so hiring right person at right time.
Marketing and Finance department:
In this marketing & finance department are inter-relate with each other. Marketing
department role is to use resources efficiently. Responsibility of marketing department is to use
finance allotted by finance department in such a way that resources are used at optimum level. In

finance department, their role is to keep record of every transaction which occur within and outside
business. Their responsibility is to manage the money used by marketing departments. They both
are inter-related with each other (Hay, 2019). In viewpoint of The Landmark London Hotel,
marketing & finance departments both are important as they assist in developing of achieving set
objectives within period of time by increasing productivity at higher scale. Both the department
worked together in order to marketing and finance department are linked together which refers to
finance department preparing budget for marketing activity so accordingly conducting business
operations smoothly.
Marketing & production department-
These two departments are also inter-linked with each other because production department
is one in which focuses on manufacturing of goods & services. Both these department work
together as marketing department role is to analyse the product which has been manufactured &
examining their features properly. Responsibility of this department is ensure sale of products
which have been into manufacturing. Whereas production unit main role is to manufacture the
products depending upon needs & demands. Duty of this department is to ensure quality &
performance of product manufacturing. In reference of chosen firm, they they assures that these
functions are carried out appropriately. Marketing & Production department refers to they are
coordinating activities in order to marketing department conducting market research so they know
about the customers taste, preferences and many others. It is tools and techniques which are
utilising by production department so they accordingly produces products and services.
Therefore, from above analysis of paragraph it has been examined it is necessary to be
aware about these roles & responsibilities in proper manner so that objectives are achieved properly.
Moreover, it is too analysed functions of enterprise are needed to be carried out in most effective
manner.
TASK 2
P3 Compare the ways in which different organisations apply marketing mix to marketing planning
process to achieve business objectives.

In corporate world, marketing mix & marketing planning both are crucial which are
required to be carried out with proper considerations. Marketing mix can be defined as a series of
plans or strategies used by an organisation to advertise and boost usage of their product or service.
It plays a significant role in formulating strategies which help the business in gaining competitive
advantage. This should be applied with proper skill and care as it requires an profound knowledge
about conducting market analysis. It is essential for manager of firm to be aware about this concept
so that it is easier to
The given organisation uses this concept to inform customers about excellent services provided at
their company. Discussed below are the main components of marketing mix with respect to the
given organisation:
BASIS Landmark Hotel Hallmark Hotel
Product The product in this industry are
the services offered by the hotel
to their customers (Heikkilä,
2020). The hotel provides their
customers accommodation
services and solutions for
holding business or personal
events. The enterprise gives
their customers currency
exchange services.
Product are of various types
such as augmented, core, etc.
The services provided by the
hotel which can be refereed to
as their products include health
and beauty services,
recreational services and
amenities for alcohol and
consumption as well as parking
and transport to reach the
airport.

Services of The Landmark
London is being considered as
products.
Price The amount of money that is to
be paid if a consumer wishes to
obtain the products or services
offered by a company is
considered to be the price of
that product ( HR, 2020). The
company does effective
research before setting the price
of their product so as to get
maximum profit after sale.
Also, they uses pricing
strategies of price skimming
their prices are relatively high
as compared to others.
The pricing of a product plays a
crucial role in success of the
product or service offered by a
company. The given
organisation uses various
strategies such as time based
pricing and value based pricing
for deciding the price of their
product.
Placed Place is the element of
marketing-mix which refers to
organisation provided products
and services for customers so
they used various distribution
network in order to customer
easily reached products and
services. In context of
organisation, it providing online
service such as application so
customer get easily information
regarding the staying and
booking rooms so it is
convenient for customers.
In relevance of Hallmark
Hotel, it includes they used
various tools and techniques in
order to products and services
easily reached for customers so
they providing online facility
such as corporate website and
many others. Organisation
situated that place in order to
most of guest easily reached
and very attractive place for
customers (Ivanov, 2019).
Promotion In this element, it refers to
promoting or advertising of
product or a brand. Promotion
Hallmark Hotel also uses
promotion & promote their
services. They spend huge

assist in brand recognition &
sale of goods at rapid scale. In
viewpoint of selected hotel,
they also promote their services
through using social media
tools Facebook, YouTube, e-
commerce websites etc.
(Koivunen, 2018). Through
using of promotional methods
& techniques it is easy to
achieve long & short term
objectives in proper manner.
amount on their promotion &
advertising at higher scale.
People These are people who
encounter customers regularly.
& are also responsible for
engaging customer with brand.
These people are crucial as they
help in increasing productivity
y of company at higher scale.
So, The Landmark London
Hotel , also has people like
subordinates, labours etc.
Hallmark Hotel also have many
people within their enterprise
who are responsible for
managing & handling
productivity company.
Process In this, it shows distributing
channel the way in which
goods are distributed. In
reference of chosen hotel, their
distribution channel is larger as
they have wide range of
suppliers (Smith, 2019).
In reference with chosen
corporation, they also carry
out their process in such a way
that services are distributed to
consumers in appropriate
manner.
Physical evidence Physical evidence refers to
proof of existence of something
or activity. So, selected hotel
has physically evidence as they
are located physically.
This chosen company also
have physical evidence which
increase their engagement with
customers.

From discussed marketing mix, it has been stated that it is essential concept which is
needed to be understood in correct way. It is a time consuming process which require deep level of
knowledge & information about market & targetted customers.
TASK 3
P4 Produce and evaluate a basic marketing plan for an organisation
Marketing plan is defined as set of actions, tactics that are used to promote brand or a
product. In relevance of hospitality industry, it is essential for them to adopt this market plan so that
goals are accomplished. It includes organisation utilising marketing plan which result as guide and
effort to smoothly run the business operation so accordingly they are developing by each and every
company. It is lengthy process in order to effectively and efficient achieving organisation goal and
objectives. It is essential for company in order to smoothly run the business operation such as
attracting large numbers of customers. It is utilised various tools and techniques in gaining
competitive advantage at market place. It is further explained below-
Company overview- The Landmark London Hotel situated in U.K. Firm deals in providing
services such as event planning, car parking, etc. The hotel is being chosen for its fine dining &
high quality of food services. They have skilled staff & employees who deliver positive output to
business (Yadav, 2016).
Vision & mission- Main vision of hotel is to increase brand goodwill globally & become
customer first choice. Mission of entity is generate higher profit by delivering good quality.
Leaders & manager of hotel make assures these are achieved within set period of time interval.
Objective- The selected hotel objective is to achieve a global recognition. Also, other
purpose is to expand business activities globally & widely.
STP- It is also considered as important part of marketing plan in which it is process which
is used by enterprises to achieve objective strategically. In context of chosen entity, when
developing marketing plan they are required to use this STP approach & practice of marketing
which assist them in analysing their market properly (Apio, 2018). It is critical process which
requires deep level of expertise & market knowledge. It comprises of three elements which are
discussed below-

Segmentation- It is a first element in which segmentation which is dividing of market is
done on basis of different variables such as demographic, geographic, etc. In relevance chosen
hotel, they segment their market on basis of demographic variables.
Targetting- It is second stage in which main aim is to target customers & potential market
for selling & purchase of goods or services. Through targetting it is easy to make decision in
business in proper manner. In viewpoint of selected hotel, they target mostly business class people,
family & youth.
Marketing Strategy-: Organisation utilised various strategy in order to capturing market
share as well as gaining competitive advantages. It includes they are utilising various strategy in
order to increasing effectiveness of organisation and productivity of company. It mainly using as
skimming pricing strategy which refers to attracting large numbers of customers. It involves
organisation set this kind of strategy which result as grape market opportunity and accordingly
enhancing profitability of company. It is process which result as organisation beat competitor and
targeting large numbers of customers.
SWOT Analysis
It is a type of tool which is used by entity to analyse their weak and strong areas through
accessing to strength, weakness, opportunities, threats. It is time consuming process because it
require proper market information. In context of chosen firm, they also adopt this tool in
appropriate manner (Andika, 2018).
Strength Weakness
 Main strength of The Landmark London
hotel is that they have a loyal staff &
employees who do not disclose internal
information to competitors (Akbar,
2017).
 Another strength of selected hotel is that
they have wide range of financial
resources which are use by them
appropriately.
 Due to impact of Brexit, they have been
unable to expand business at larger scale
of market which limits their profitability.
 Further, due to old use of their
management system & technology,m
they are slow responsive to customer
problems & issues.
Opportunity
 They have wider opportunity as they can
merge up with other brands hotels which
Threat
 The biggest threat is that due to this
pandemic situations they have limit their
activities & this can negatively impact on

assist them in accessing into foreign
country easily.
their mission & visions.
Therefore, it has been stated that through carrying out this framework it is easy for hotel
industry to identify their weak areas which require improvement. Moreover, this has been specified
that it is duty of manager to make assure that appropriate tools are being applied when developing a
marketing plan for business (Cheng, 2017).
Further, when preparing for plan budget is required which is needed to be accessed. So,
marketing budget has been prepared & mentioned below-
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Early money 4000 5000 6000 5000 20000
Venture 8000 13000 13000 33000 11000
Total 12000 18000 19000 38000 31000
Promotion lay out
Advertising 6000 3000 4O00 3300 3250
publicity 4000 2000 6000 2200 2000
Direct selling 4200 2000 5000 3000 4650
Total 14200 7000 15000 8500 9900
Monitoring & controlling-: It is process which refers to organisation managers monitoring
marketing plan effectively in order to achieving organisation goal and objectives. It is process
which result as monitoring due to all the business functions and operation smoothly run as well as
analysed and corrective actions are taken. Manager evaluating various activities in order enhancing
productivity so measures the performance of employees and comparison for set the standard. It is
process measured performance and then corrective steps are taken.
So, according to marketing budget it is seen that planning is needed to be carried out
efficiently so that everything is done properly (Chernev, 2019). It is process which refers to
organisation using this marketing budget in order to developing new product and targeting new

customers as well as organisation utilising various tools and techniques in order to attracting large
numbers of customers.
CONCLUSION
After examining of above report, this is analysed that hospitality marketing essential are
important which are to be focused in business sector. Marketing essentials assist in developing of
goals as well as objectives. Further, discussions has been made about marketing functions, roles &
responsibilities, concept of marketing mix & plan for marketing is explained briefly. In hospitality
industry, it is crucial to manage all activities related to marketing so that long & short term
objectives are obtained within timely period. This has been evaluated that main aim of this sector is
to enhance customer satisfaction level & earn more profit. Also, decision-making process is to be
carried out in proper manner.

REFERENCES
Books & Journal:
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humanities,1(1), pp.73-80.
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Parfum Lubeg Padang.
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Cheng, 2017. Job resourcefulness, work engagement and prosocial service behaviors in the
hospitality industry.International Journal of Contemporary Hospitality Management.
Chernev, 2019.Strategic marketing management: Theory and practice. Cerebellum Press.
Hay, 2019. The future of national tourism organisations marketing functions–there is no
future?.Journal of Tourism Futures.
Heikkilä, 2020. Creating a Marketing Plan for a Social Alarm Company.
HR, 2020. Integrated Marketing Mix Framework for Baby Care Retailing in India. International
Journal of Applied Engineering and Management Letters (IJAEML), 4(1), pp.191-218.
Ivanov, 2019. Modern marketing with the application of Big Data. Bulletin of Zaporizhzhia
National University. Economic Sciences, (3 (43)), pp.116-120.
Koivunen, 2018. Marketing plan for a hotel in Bali.
Smith, 2019, July. Determinants of the Marketing Budget Allocation Process across Countries
Using Artificial Neural Network Classification: Japan, Germany, United States: An
Abstract. In Academy of Marketing Science World Marketing Congress (pp. 247-248).
Springer, Cham.
Yadav, 2016. The influence of green marketing functions in building corporate image. International
Journal of Contemporary Hospitality Management.