Hospitality Marketing Essentials Report - HND in Hospitality

This report delves into the core principles of hospitality marketing, using Hilton and Travelodge as case studies. It begins by outlining the key duties and accountabilities of the marketing function within a hospitality organization, detailing roles like marketing research, promotion, pricing, and customer support. The report then explores how marketing functions relate to the broader organizational context, examining the interplay between marketing and departments like front office, human resources, and food and beverage. A significant portion of the report is dedicated to comparing ways in which the marketing mix (7Ps) is applied to the marketing planning process to achieve business objectives, using McDonald's as a contrasting example. Finally, the report aims to produce a basic marketing plan for a hospitality organization, synthesizing the concepts discussed throughout the analysis and offering practical strategies for meeting marketing objectives.

Hospitality Marketing
Essentials

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
LO 1 ................................................................................................................................................1
Key duties and accountabilities of marketing function within hospitality organization .......1
Duties and accountabilities of marketing relate to wider organizational context .................2
LO 2 ................................................................................................................................................5
Comparison ways in which apply marketing mix to marketing planning process to achieve
business objectives.................................................................................................................5
LO 3.................................................................................................................................................9
Produce basic marketing plan for hospitality organization to meet marketing objectives ....9
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is the very important in hospitality industry, because of hospitality company's
objective is to increase consumer loyalty and their experience towards their business. In order to
that, marketing managers utilize lot of time and resources to building brand awareness and
making ongoing and interlinked campaigns (Baker and Magnini, 2016). Marketing is important
in hospitality business which can aid to get ahead and stand out in the competitive job market.
This study is based on Hilton hotel and Travelodge hotel. It is the specialized in full of hotels and
resorts services. Report will explain key roles and responsibilities of marketing function within
hospitality industry. It will examine roles and duties of marketing related to wider organizational
context.
LO 1
Key duties and accountabilities of marketing function within hospitality organization
Marketing function:
Marketing is the management procedure for determining, anticipating and satisfying
consumer requirements profitably. It can be determined or explained as the roles of organization
that aid to recognize and source possibility successful goods for marketing and promoting of
services within the marketplace (Bowie and et.al., 2016). There are different marketing functions
which are played various roles and responsibilities within the Hilton hotel.
Roles and responsibilities Ways of executed in Hilton
Marketing research It is the main function of marketing in which
identify factors create consumer select the
particular hospitality services which is required
extensive research (Bunghez, 2016). In this
context, Hilton hotel needs to research the
market by taking review of consumer on
website and data of industry. This function
play role in business to identify the consumer
reviews.
Promotion and advertisement It is also major function of marketing which
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play important role within organization. This
function is informed consumer about the goods
and services to purchase it. In this context,
Hilton is followed different methods of
promotion such as social media marketing,
digital promotion, sales promotion and so on
for increase number of consumer in the hotel
(Eletxigerra, Barrutia and Echebarria, 2018).
Pricing of products and services It is the major function of marketing to set the
prices of products and services. The price of
goods can highly define their success or
failure. Different elements like demand, market
condition, competition prices that can be
considered to come up with accurate pricing
strategy (Jakada and Gambo, 2014). In this
context, Hilton hotel needs to follow
appropriate pricing strategy for increasing the
consumer attraction.
Customer support services It is dependent on products which can be
variety of consumer services that company has
set up. It involves Pre-sales, consumer
helpline, maintenance services and so on. This
marketing function play essential role within
Hilton to increase number of consumer in the
business.
Duties and accountabilities of marketing relate to wider organizational context
Marketing plays important roles and responsibilities within the Hilton hotel which is
determined by using the organizational chart of hotel. It is help to achieve the marketing
objectives of business (Kamau and et.al., 2015). Hotel business is divided into different divisions
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such as finance, front office, human resource, food and beverage, sales and marketing as well as
logistic which are called as hierarchy organizational structure.
Front office: It is the division manges consumer services involving front desk service,
laundry, reservation, concierge, mobile and housekeeping services. These functions interrelated
with marketing functions in which promoting the services, so that marketing department is
conducted the research about services and products within the market.
Human Resources: It is the division which is provided the responsibilities to manage
staff training, employee recruitment, make promotion, check staff attendance and disciplinary
decisions. These functions also interrelated with marketing functions in the Hilton (HOTEL
ORGANIZATIONAL CHART, 2015). Therefore, HR manager needs to hire those candidates who
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Illustration 1: HOTEL ORGANIZATIONAL CHART
Sources: (HOTEL ORGANIZATIONAL CHART. 2015)

have ability to effective marketing and promoting of goods and services within the market.
Skilled employees help to conduct effective marketing research and creating the appropriate
marketing plan in the Hilton.
Food and beverage: This division is accountable for all dining room, restaurant, bars
and kitchen as well as clean up services. Kitchen division is accountable for food planning
involving main food, sweet and beverages. Restaurant section is responsible to provide dining
room operation, waiter services and clean up (Kotoua and Ilkan, 2017). This division is
responsible for providing the high quality food and ssbeverages to consumers in the Hilton. This
help to increase attraction of customers and their experience for the hotel.
Sales and marketing: This department is responsible for selling the hotel services to
single person and group. They sell rooms, food, beverages and special facilities like laundry to
possible consumer through promoting and direct contact. Effective sales technique of products
and services will help to increase the consumer satisfaction and accomplish business objectives
of Hilton (Law and et.al., 2015).
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LO 2
Comparison ways in which apply marketing mix to marketing planning process to achieve
business objectives
Companies need to follow different ways to marketing planning process and achieving
the business objectives. Ways like marketing mix strategy for completing the marketing planning
process within different organizations.
Element of (7Ps) Company 1
E.g. McDonald
Company 2
E.g. Hilton Hotel
Product McDonald’s has a product mix
combined primarily of food as
well as beverage goods. They
have the following main product
lines:
Hamburgers and sandwiches
Chicken and fish
Salads
Snacks and sides
Beverages
Desserts and shakes
Breakfast/All-day breakfast
McCafé
These goods are planned with
customer in mind and there is
constant review of customer
satisfaction through the use of
Apps, adverts, and Special
Discounts with regular variations
in product names and sometimes
content (Pawaskar and Goel,
Provide facilities involving group
meeting, ceremony and dinner
services as well as special event
services, restaurants and lounges,
food as well as beverage services,
swimming pools, gift shops, retail
facilities as well as other facilities
(Pappas, 2015). Core good is
hotel rooms which customers stay
in for a specific time period.
Central services can be justified as
extra products and services as
mentioned above.
Hilton is perpetually rising on its
facilities, to attract new
customers, with modern launching
of Free mobile phone to business
customers. Service quality is
continuously under review with
staff training and enhancements.
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2014).
Price McDonald's utilise broad range of
pricing strategies to sell the
goods. Company is utilised
competitive value driven pricing
the strategy. Prices change slimly
among different restaurants
according to the number of
factors (Pike, 2015). Price is the
consideration which company
charges for interpreting goods and
services to the consumers.
McDonald's proceeds collection
pricing in combination with
premium pricing to sell goods to
the customers.
Hilton targeted consumers are an
extensive segment of society is
being executive service provider.
The cost of different types of
hotels through Hilton group serve
for specific aim. Hilton Resorts
are placed at the land for the
various experience than airport
hotels. With it, all exclusive
hotels, group has ever retained
exclusive price segment.
The price scope change with value
added facilities as additional Wi-
Fi, parking, food, inside services
of guest cost get collected
(Kotoua, and Ilkan, 2017).
Premium prices are measured
with premium price for value
added facilities such as spa,
restaurant, breakfast and
dynamism services. The
exclusivity of the brand is
preserved through its only
consumer segment pay premium
taxes.
Place Place means to distribution.
Distribution strategies are the
modes in which firm gets their
goods to their consumers.
McDonald's have various actions
Hilton existence is global with
103 nations with more than 5100
places. The group has presented
appreciable growth with time.
Hilton is beginning from the
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of distribution in various nations.
Restaurant offers home delivery
in some nations. McDonald's
restaurant is opened 24 hour day.
McDonald's normally operates
from engaged places such as
malls, highways, markets and so
on (Kotoua and Ilkan, 2017).
United States and concentrated on
Western nations as group targets
inside section of society. At the
time, Hilton is focused on fresh
emerging marketplaces like India
and China. Luxury service
supplier is expanded their
business in the new emerging
market with development in
international business. This group
has various marketing and the
distribution strategies.
The services offered by Hilton
group has always directed on first
services resulting in choosing the
better location for way of brand-
new hotels (Kamau and et.al.,
2015). Small town, metro
business hotels, airports, luxury,
leisure time or holiday hotels that
are some of hotel chains
according the needs and
requirements of the consumers.
Promotion The advertisements of
McDonald's are the most famed
between its promotion tactics.
Restaurant utilise TV, newspaper,
magazines to communicate with
its consumer (Jakada and Gambo,
2014). Nowadays, company
utilise the social media ads like
Hilton group is the long-familiar
brand in hospitality business. The
target consumers are business
consumers all over world. Group
have cooperated with various
business firms, multinational
organizations and different group
of their reservation on precedence.
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Facebook, Instagram. Also, they
utilise various technique of sales
promotion. McDonald's offers
discount coupons and gifts for
certain goods.
Also, group has cooperated with
Payment Banks.
People There are around 210000 people
working in McDonald's in UK.
70% Restaurants are operated and
owned by localized businessman
and women. The main goal is to
address issues concerning both
consumers and workers.
The Hilton hotel is only depended
on loyal consumers and upcoming
market community (Eletxigerra,
Barrutia and Echebarria, 2018).
Therefore, hotel requires
maintaining their services,
qualified employees and market
image for maintaining the loyalty.
Physical evidence The interiors of McDonald's are
attractive and hygienic as well as
maintaining clean. This help to
increase visitor and consumer
experience (Bunghez, 2016).
Group of hotel and resorts have
large range and presences of their
employed places across world.
Hilton group has knotted up with
many hotel reservation chains and
websites to enhance its reach and
indication in the market.
Process Process means to set of actions
performed in relation to achieve
something. The food preparation
at the restaurant that is
completely transparent that is
whole procedure is visible to the
consumers.
The systems and procedures of
Hilton group are advised one of
the best management hotel chains
in the world (Bowie and et.al.,
2016). The flow of procedures
and services to the consumers of
Hilton group is conformable.
Marketing mix strategy help to achieve the marketing planning process of Hilton and
McDonald's. With this, companies are easily achieved the marketing objectives of hotel. This aid
to increase consumer loyalty and brand awareness towards the products and services of both
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companies (Baker and Magnini, 2016). This help to increase competitive advantage and
productivity of hotel in the hospitality industry. Therefore, Hilton make efforts to increase online
presences through social media like Facebook, Instagram etc. for increasing the interaction of
consumers within marketplace.
LO 3
Produce basic marketing plan for hospitality organization to meet marketing objectives
COVERED IN POSTER
CONCLUSION
This report has summarised that different roles and responsibilities of marketing function
like marketing research, promotion, advertisement, pricing of products and services, customer
support services within the hospitality organization. It can be concluded that difference between
marketing mix of restaurant and hotel. It can be discussed that produce the marketing plan for
achieve the marketing objectives in relation to boost consumer loyalty and launching the
premium rooms in the hotel. Furthermore, report has completed that role of marketing in wider
organizational context by utilising the organization chart of hotel.
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