Hospitality Marketing Essentials: A Comparative Report (Unit 15)

This report provides a comprehensive analysis of hospitality marketing, focusing on the key roles and responsibilities of the marketing function within a selected hospitality organization, specifically McDonald's. It delves into the relationship between marketing and other organizational functions, such as finance, human resources, and sales, highlighting their interdependencies. The report also examines the application of the marketing mix by different hospitality organizations, comparing McDonald's and Burger King to illustrate how they apply the marketing mix elements (product, price, place, promotion, people, process, and physical evidence) to achieve their business objectives. Finally, it culminates in the creation of a basic marketing plan designed to meet specific marketing objectives for a hospitality organization. The report covers identifying and satisfying customers, retaining customers, product development, branding, communication, and promotion strategies. It emphasizes the importance of market research and customer orientation in developing effective marketing strategies.

Unit 15 - Hospitality
Marketing Essentials

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1 ...........................................................................................................................................3
P1 Explain the key roles and responsibilities of marketing function within a selected
hospitality organisation..........................................................................................................3
P2 Discuss how roles and responsibilities of marketing relate to the wider organisational
context....................................................................................................................................6
TASK 2............................................................................................................................................8
P3 Compare the ways in which different hospitality organisations apply the marketing mix to
the marketing planning process to achieve business objectives.............................................8
TASK 3..........................................................................................................................................10
P4 Produce a basic marketing plan for a hospitality organisation to meet marketing objectives
..............................................................................................................................................10
CONCLUSION .............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is considered as activities, processes and set of institutions for communicating,
developing, delivering as well as exchanging offering which are valuable for the customers,
partners, society and clients at the large scale. For every company marketing is essential because
through that firm can attract more and more customers, clients or investors which is beneficial
for organization as that provide growth opportunities successfully (Ahmad and et.al., 2020).
Moreover in hospitality industry marketing is also essential as they provide huge business
opportunities. Organization selected for respective project is McDonald's 's which is operating in
restaurant industry. It is founded in year 1940 and its first restaurant is launched by Richard as
well as Maurice McDonald's 's. Respective company is offering their fast food products at
worldwide level. Topics covered in respective report are role of marketing and how it is related
with other organization function. Moreover it also include concepts like marketing mix as well as
marketing plan for attaining the marketing goal successfully.
TASK 1
P1 Explain the key roles and responsibilities of marketing function within a selected hospitality
organisation
Marketing is consider as societal process through which an individual and a group attain
what they want or need by developing, offering as well as freely exchange of products and
services of value with potential customers or others. There are several other other activities
involve in marketing such as pricing, distribution, promotion, communication and so on related
to products and services offer by company (Ajanovic and Çizel, 2020). There are several types of
market such as consumer market, global market, non profit and government market and business
market. In hospitality marketing services character based on intangible, heterogeneous,
perishable as well as inseparable. There are several marketing concepts or philosophies which
need to considered by company's management such as production, product, marketing and
selling. There are several roles and responsibilities of marketing functions in a hospitality
organization, from which some main are mentioned below in respect of McDonald's :-
Roles of marketing function within McDonald's
 Identify customer – It is one of the main role of marketing function within respective
organization that they identify potential customers by understanding customers need,

wants and expectation. Moreover they also identify whom to target in order to increase
sales as well as they also identify strategies to reach them.
 Satisfy customers – According to this role, financial department of McDonald's help in
developing appropriate fast food options according to their potential customers.
Moreover they also ensure that products reach to right person at the right time (Arifin and
Komaryatin, 2020). In respect of this they also develop products according to different
geographical location. For example American menu of McDonald's is different from
Japan menu.
 Retain customers – According to this role, McDonald's marketing function showcase
their brand in best manner which give reason to customer to come back. Moreover
effective marketing help in attaining good business opportunities.
 Product development – It is role of marketing function of respective restaurant that they
do research so that they can develop products according to customer demand and need.
For example McDonald's offer different fast food options according to the geographical
location.
 Communication – This is also considered as another major role of marketing function
within McDonald's . According to this function marketing department communicate
about new products, services, offers or discounts to the potential customers by adopting
attractive marketing strategies. Moreover, effective strategies of communication also aid
in attracting investors.
 Branding – In McDonald's marketing function also plays role in conducting effective
branding so that they can attract more and more customers towards their products and
encourage them to visit store successfully. In order to conduct effective branding
company management do research as well as they also adopt most attractive strategies for
advertisement.
Responsibilities of marketing function within McDonald's
 Successfully promotion of products – It is responsibility of marketing function of
McDonald's that they do successful promotion as well as management of brand so that
they attract more and more customers (Chantayarkul, Ayuthaya and Kiattisin, 2020). By
performing respective responsibility respective company marketing department able to
attract more customer's based as well as investors for business.

 Working with advertisement agencies – It is responsibility of respective restaurant
marketing function to do effective work with the marketing agencies so that they come up
with new as well as attractive marketing or advertisement ideas. Through that they able to
attract more customer and encourage them to visit store for trying their fast food.
 Managing relationship – It is also considered as responsibility of marketing function at
McDonald's to manage relationship among the customers, agencies as well as partners
(Dambagolla and Sumanasiri, 2020). For this they develop attractive as well as creative
ideas. In order to manage relationship with agencies and partners marketing function
develop profitable ideas.
 Overseeing budget – In respective restaurant it is also responsibility of marketing
function to oversee the budget related to the marketing, advertisement as well as
promotion. In respect of this, they mainly do research and develop plan for the marketing,
promotion and advertisement activities. This is so because through it they able to opt
resources according to budget and develop strategies accordingly.
Characteristics of marketing function within McDonald's
 Customer oriented – It is characteristics of marketing function according to which they
develop strategies and plans according requirement, need and expectation of customers.
In addition to this, respective characteristic will also help in conducting their work
properly so that firm attain their desire goal and objective in effective manner. In respect
of McDonald's their marketing function show characteristics related to customer oriented
as they develop products according to customers' demand.
 Market research – It is also considered as character of marketing that they conduct
market research so that management can develop effective products and services
accordingly for the attainment of desire goal as well as target successfully. In respect of
respective company marketing function they do regular as well as systematic marketing
analysis. It is so because through that they able to understand the requirement of
customers and market accordingly which they can develop more effective decision. In
addition to this it also help respective restaurant in attaining their desire goal as well as
objective successfully.

P2 Discuss how roles and responsibilities of marketing relate to the wider organisational context
Marketing is one of the department which are interrelated with several other department
business functions like research and development, finance, production, human resource and
many more. Interrelation is consider as connection as well as interaction among the people, parts
of system or group of people in the system or outside system. In respect of hospitality industry
marketing department are interrelated with other departments like house keeping, front desk,
maintenance as well as concierge. The respective department perform several roles and
responsibilities at the wider organizational context.
Moreover there is interrelation among the different departments as well as marketing
department, explanation of interrelation between the respective company marketing department
and other departments are given below:-
 Marketing and Finance department – The main role of marketing function is to
conduct market analysis and develop strategies accordingly so that firm can attract more
and more customers. On the other hand, finance department mainly conduct practices
related to finance or funding such as they develop budget according to requirement and
need of different departments. In respect of McDonald's, their financial department is
interrelated with marketing department as marketing department develop strategies and
plans for attracting more customers as well as grow business. In addition to this,

according to that plan or strategies finance department approve budget to the department
so that they conduct their work properly.
 Marketing and Human resource department – The role of human resource
department is to hire most appropriate candidate for the vacant position. For this human
resource department conduct several things such as identify vacant position, collect
candidates application, sort applicants, conduct interview and many more. In the whole
process the main part is to get applicants for specific job role. So in this marketing
function of respective company help human resource department as they conduct
advertisement of the vacant position. It is so because through it they able to attract more
and more audiences or candidates for vacant position. This show how McDonald's
marketing department is interrelated with the human resource department.
 Marketing and Sales department – The function of sales department is to increase sales
of company by adopting innovative as well as creative techniques. In this sales
department need to attract more and more customers and convince them to purchase their
products and services so that they attain their target successfully. In addition to this,
marketing department is interrelated with the sales department as marketing department
do advertisement as well as promotion activities. This will help company in attracting
more and more customers which leads to increase in sales as well as profitability ratio
that is beneficial for sales department.
 Marketing and Information technology department – The role of information
technology department is to adopt new technology and creative ideas so that company
will attain the desire goal and objectives successfully. In respect of this information
technology department conduct market analysis so that they identify best technology or
idea that will help in conducting marketing in effective manner. It is so because when
McDonald's conduct marketing activities in innovative manner by using creative
information technology they able to attract more and more customers. This will help firm
in attaining their desire goal as well as objectives successfully and effectively.
 Marketing and production/ customer service department - Marketing department is
also related or interrelated with production department, customer services department and
so on. It is so because they also perform different functional roles in respect of that, by
this marketing department able to ensure that all the work will done in manner for

attainment of desire goal and objectives successfully (Fuciu, 2020). In respect of
McDonald's, they perform numbers of functional roles which are interrelated with
different departments such as do market research according to which production
department develop products. In addition to this by the research of marketing department
customers service department develop effective strategies for attracting as well as
retaining customers for long time.
These are some of the main roles and responsibilities of marketing department interrelated with
the other departments like production/ customer service department, Information technology
department, Sales department, Human resource department as well as Finance department . The
interrelation of all departments help company in attaining their desire goal as well as objectives
successfully at the potential marketplace.
TASK 2
P3 Compare the ways in which different hospitality organisations apply the marketing mix to the
marketing planning process to achieve business objectives
Marketing mix is considered as technique which is through which a company able to
pursue its objectives of market in target market. Through adopting marketing mix strategy an
organization get guideline in order to put the right product at the right place. There are main four
elements of marketing mix i.e. product, price, place and promotion but further there is addition to
other three elements in it i.e. physical evidence,people as well as process. Comparison of ways in
respect of McDonald's and its competitor by applying marketing mix is given below, which is
done in context of marketing planning procedure for attaining business objectives:-
Basis McDonald Burger King
Product The product profile of respective
company is classified into
vegetarian menu, non vegetarian
menu, frozen deserts and beverage.
While offering their product,
McDonald's take care for the
customers sentiments in respect of
religion and culture. Main products
The products offer by burger king
are chicken, fish, burger, sides,
salad, veggies bowl, beverages,
sweets and so on (Kamiya and
Branisso, 2020). Respective fast
food restaurant have different menu
for the young people and kids.
Moreover they also offer meal

offer by respective company are
burger, Mc Muffin, shakes, French
fries and so on.
options which include food as well
as beverage.
Price McDonald offer their products at
the affordable price with high
quality. Moreover they also offer
heavily marketed with happy price
menu which is affordable. They
generally adopt cost leadership
style. It is considered as low cost
food franchise.
Respective restaurant adopt different
pricing strategies such as market
oriented pricing strategies as well as
bundles price strategy. Burger kind
set price of product comparable to
the market behaviour as well as
demand.
Place McDonald's is conducting its
business at the international
market. They are offering their
products range through franchises
networks. In addition to this, the
outlets of respective company is
located at those places where there
is huge gathering of people such as
malls, shopping complex, near
petrol pump, high ways and so on
(Keikha, Nouridelavar and Keikha,
2020).
Respective restaurant is also offer
their product and services at the
international level and they also
offer products through franchises.
There franchises outlet is also
located at the different locations
such as malls, shopping complex,
office premises and so on. This
restaurant has high presence in the
western countries.
Promotion In order to promote products
respective restaurant adopt several
strategies such as advertisement
through online, news paper, TV
radio, posters, cinema and so on. In
order to promote happy meal for
children McDonald's offer toys
The strategies which are adopted by
respective restaurant for promoting
their business are advertisement at
newspaper, social media, digital
channels, poster, magazines,
hoardings and many others
(Papastathopoulos and et.al., 2020).

along.
Process Respective restaurant adopt
transparent process of food
preparation which increase trust
level of customers. Moreover they
invented most efficient cooking
equipments as well as they also
invite customers to check
ingredients.
Process of respective restaurant is
designed by its management and
experts which help them in operating
at international market successfully.
The process of this restaurant is
basically depend upon the taste,
customer satisfaction, supply chain,
work culture and so on.
Physical evidence The McDonald's physical evidence
is based on several factors such as
quality, transparency, speed and
cleanness (Puthussery, 2020). In
respect of physical evidence
respective restaurant follow proper
guidelines as well as they also
maintain cleanness at the
workplace.
The physical evidence of respective
restaurant is based on the their
ambiance. The ambiance of Burger
King is same at every location as
well as their employees have same
uniform as whole. Through this they
able to ensure that all employees are
same.
People People refers to the employees of
respective company. The delivery
crew or staffs of McDonald's
carries operations in effective
manner for ensuring customer
satisfaction. Moreover their people
have standard uniform for treating
everyone equal.
In respect of people Burger King
focus on the employees as well as
customer satisfaction. Respective
company follow all rules and
regulations in order to ensure that all
employees treated equally. Moreover
they also conduct different activities
for encouraging employees.

TASK 3
P4 Produce a basic marketing plan for a hospitality organisation to meet marketing objectives
Marketing plan is considered as core related to directing and coordinating all the
marketing efforts inside a firm. An effective marketing plan not need to be long as well as
expensive in nature. It must be conduct work properly by following every stages so that a firm
can attain its desire goal and objectives successfully (Wongwaipairot, Pungnirund and
Sitthiwarongchai, 2020). There are several elements which need to considered in good marketing
plan, which are explain below in respect of McDonald's :-
 Executive summary – The respective document shows that how properly McDonald's
will use several strategic plan in order to promote their products and services in order to
enhance their sales and profit. McDonald's is one of the leading fast food venture which
is conducting its business at the worldwide level. Moreover they offer wide range of veg
and non veg fast food options as well as they also offer beverages and deserts. Respective
company mainly set their outlets at the prime locations such as malls, shopping complex,
high ways and so on. Now current restaurant is planning to introduce healthy menu
option for customers.
 Mission of McDonald's - Mission of this firm is to introduce new menu for their
potential customers so that they increase their sales and profitability ratio.
 Vision of McDonald's - The respective company to adopt innovation in order to deliver
quality products to customers at the worldwide level.
 Objective of McDonald's – To increase the sales by 20 percent in up coming 10 months
by introducing healthy menu option for customers. STP strategy – It means segmentation, targeting and positioning. It is very essential for a
company to conduct STP analysis as that help in developing effective strategies and plans
for the business growth. The STP strategy for developed by McDonald's management in
order to introduce new healthy menu option for customers is given below:-
◦ Segmentation – The McDonald's management conduct segmentation of their new
products on the basis of demographic, lifestyle as well as income level. It is so
because respective company is offering new menu at the affordable price at the
worldwide level. In addition to this they also focus on the people who have lifestyle
of eating healthy food.

◦ Targeting - In respect of this stage, management of respective restaurant need to
identify their customers so that they can develop products or services accordingly
(Yawson and Yamoah, 2020). The target customers of McDonald's for the new
products are all age group people like kids, young age, middle age and old age who
like to eat healthy and tasty food.
◦ Positioning – In order to positing the new healthy menu respective restaurant will
using strategy to advertise on the social media so that they can aware more audiences
about the new menu in short time duration. This will help restaurant in increasing
their sales and profit successfully.
Strengths Weaknesses
McDonald's determine the unique aspect for
their business. In respect of respective
restaurant the unique feature of business is they
offer quality products at the affordable price.
In addition to this they mainly develop their
products options according to the different
geographical location which help in attracting
customers. The unique feature of healthy menu
is that all products used in that are totally fresh,
baked, less oil used, full with nutrition,
minimum fat and every product have its fully
described nutrition value.
The respective restaurant have image that they
have limited vegetarian options which impact
on the customer's believe that they offer wide
range of healthy menu.
Opportunities Threats
McDonald's they have wide range of loyal
customers which show opportunity related to
that they have huge demand at the potential
market. According to opportunity they offer
healthy menu may have high demand which
provide opportunity for high sales.
The main threat for respective restaurant is that
there are several other firms who offer only
healthy menu. This will increase competitions
at the potential marketplace.

 Financial budget - At this stage McDonald's need to develop budget according to which
their operation and functions need to conduct properly. In respect of healthy menu the
marketing budget is developed by management so that work will done properly.
MARKETING BUDGET
PARTICULARS Ist Year IInd Year IIIrd Year IVth Year Vth Year
Initial amount 3100 6500 12500 14260 19970
Investment 9300 10500 23830 31730 13650
TOTAL 11400 17000 36330 45990 33620
MARKETING OUTLAY
Promotion 4746 1459 4593 1875 1211
Sales publicity 1365 900 2452 1492 2050
Direct selling 2000 2000 5651 2000 5434
TOTAL 8111 4359 12896 5467 8405
 Monitoring and controlling - In this management will monitor the effectiveness of
every marketing activities conducted in respect of new product or service (Yawson and
Yamoah, 2020). In respect of healthy menu of McDonald's management is adopting
social media advertisement and display advertisement. It is the last element at which
company need to controlling the enhancement in sales and profit. In respect of healthy
menu of McDonald's they are estimating the high sales and profit which means they able
to attain their desire goal and objectives successfully.
CONCLUSION
Through the evaluation of above mentioned points it can be summarised that for every
company it is essential to conduct marketing activities in effective manner as through that they
able to attain several business growth opportunities. In respect of this management must need to
understand role and responsibilities of marketing function along with the other departments as
that will help in developing decision effectively. In addition to this, it is also essential to adopt
different concepts like marketing mix as that help in understanding market as well as customer
requirement in proper way. Marketing also perform several roles and responsibilities within a

company such as increase customer's base, market value, improve market image and so on.
Along with this, in order to meet the marketing objective it is essential for a company to develop
a marketing plan as that guide as well as help in accomplishing work effectively.

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