Hospitality Marketing Essentials Report: Roles and Marketing Mix

This report examines the core principles of marketing within the hospitality sector, focusing on The Waldorf Hilton as a case study. It begins by outlining the key roles and responsibilities of the marketing function, emphasizing the importance of understanding customer needs, brand values, and market trends. The report then explores how these marketing roles relate to the wider organizational context, highlighting the crucial interdepartmental relationships, such as marketing with IT, HR, R&D, and finance. Finally, the report compares the application of the marketing mix (product, price, place, promotion) by different hospitality organizations, using Hilton and Marriott as examples, to achieve their business objectives. The analysis provides insights into how these companies leverage the marketing mix to create brand value and drive sales.

Hospitality
Marketing Essentials

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Explain the key roles and responsibilities of the marketing function within a selected
hospitality organisation...............................................................................................................3
P2Discuss how roles and responsibilities of marketing relate to the wider organisational
context.........................................................................................................................................5
TASK 2............................................................................................................................................6
P3 Compare the ways in which different hospitality organisations apply the marketing mix to
the marketing planning process to achieve business objectives..................................................6
TASK 3............................................................................................................................................8
Covered in PPT...........................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing is the process of promoting the buying and selling of the goods with the
consideration of delivering products to the potential customer. It includes advertising and selling
to the other business or to their prospective customer (Tasci, Hahm and Terry, 2019). It is the
important department for any business as they attract the large group of customer by various
sales promotion techniques in order to increase the overalls ale of the company. The Waldorf
Hilton is the chosen hotel for this report, It is the historic hotel situated in Aldwych, London.
This is founded by William Waldorf and has a long chain of group hotel with 298 guest rooms,
including 19 suites. This report will covered the roles and responsibilities of the marketing
function within the hospitality sector and key role and responsibilities of the marketing function
in wider organisational context. Furthermore, It will compare ways in which different hospitality
organisations apply the marketing mix to the marketing planning process to achieve business
objectives.
TASK 1
P1 Explain the key roles and responsibilities of the marketing function within a selected
hospitality organisation
Marketing refers to the process targeting the potential costumers in order to promote the
goods and services in the large market with the consideration of achieving higher profitability. It
can done by using the various sales promotion techniques like social media marketing, direct
marketing, through magazine advertisements etc. so that large group of costumer can be attracted
in order to increase the overall sale of the company(Tan and Chen, 2020). Every organisation is
operating their business with the consideration of earning higher profitability and this can be
generated by increasing the sale and with the help of effective marketing in order to establish a
good brand image in the market. There are various roles and responsibilities of the marketing
function which is describe as follows:
 Listen to the customer needs: Marketing is the aspect of influencing the potential
customer in order to make the purchase the products and services of the company so that
they can contribute in generating higher profitability so it is important to listen and
understand the needs and demand of the customer so that they an organisation can make

the products and services in such a manner so that potential customer can satisfy their
various needs sand demand in order to satisfy them.
 Work and brand values: These are aspects which are interpreted with the individual
insight and behaviour. It includes the moral and principles that must be integrated in the
workplace so that they will give their best in attaining the organisational goal by
establishing a right work based values that will help in establishing a good brand image
in the market and all the employee will work in an appropriate manner with the
consideration of attaining the organisational goal.
 Searching for new marketing tool: In order to meet the competitive advantage of the
company. It is necessary to develop the new techniques and method of doing marketing
so that they targeted customer can make the effective purchase and contribute in
generating the higher profitability. Innovative techniques will help in meeting the current
trends of the market and establish a good brand image.
 Track trends and monitor competition: When the firm is operating their business on an
large scale so they have to evaluate the competition and the changing techniques of their
rivals so that organisation can make the required change and manufacture the goods and
services that will meet the demand of the potential customer in the large market in order
to generate higher profitability and growth(Stalmirska, 2020). There are various change
and innovation that are taking place in order to met the current tends of the marketplace.
 Proper coordination with the other aspect of the company: Marketing is the integrated
that promote the products and services in order to make the higher sale so it is important
to have the proper coordination among all the department so that each operation can be
run in an appropriate manner with the consideration of attaining aim and objectives of the
company. This helps in identifying the various sales promotion techniques according the
products and services of the company.
 Innovate: It is the necessary factor which take the organisation to the higher level of
growth so it is important to establish a innovation in their business operations so that it
will helps in launching the innovative products that will meet the various demand of the
prospective customers that will leads increase the various demand of the customer so that
they can make the effective sale and contributing in generating higher profitability.

It is observed from the above discussion that marketing department of the business play
an important role by performing various roles and responsibilities in order to enhance the overall
functionality of the business. In context to Hilton, marketing manager play an important role in
order to promote the various goods and services of the hotel that leads to increase the overall
efficiency of the business in establishing good brand image in the marketplace.
P2Discuss how roles and responsibilities of marketing relate to the wider organisational context.
Every organisation is giving their best in attaining the higher profitability in the business
and this can be done through proper coordination and corporation within the department so that
they can run their business enterprise in an appropriate manner (Nair and Raju, 2017).
Communication is the important factor that must be their in order to pass the correct information
to the right person so that they can perform their task in a systematic manner. In context to
Hilton, there are various department that are interrelated and perform their each task with proper
c ordination so that each each operations of the business can be run in an approached manner.
Interdepartmental relationship of various department is explained as follows:
 Marketing with Information technology: IT department is concern with the usage of
digital platform and networking of the computers in an organisation so that each work
can be done in an appropriate manner with the consideration of accomplishing of various
task in an appropriate manner. It give easy to every operation to perform their task in an
appropriate manner with proper record keeping. This helps the marketing department to
use the artificial intelligence in which they use the internet and power point presentation
in order to meet the digital change in the marketing department. It will help in covering
the large market and leads to perform the promotion techniques in an easy approach.
 Marketing with Human resource department: Human resource department is responsible
for hiring the deserving candidate who will give their best in attaining the organisational
goal by using their skills and competencies(Mukherjee, Adhikari and Datta, 2018).
Employees are the valuable resources for any company who perform their job in an
appropriate manner so It is important for the marketing department to coordinate with the
Human resources so that they can hire the individual who must have the skills and
knowledge in relation to promote the goods and services in order to increase the overall
sale of the company.

 Marketing with research and development department: R&D department is concern with
finding the innovative techniques or the processes so that organisation can implement the
new methods in their business operations in order establish a good brand image in the
market. In the current scenario, changing tends are taking place in market and there are
various needs and demand of the prospective customers then innovation and invention
will help in meeting the changing demand of the customers and marketing department
will leads to use the innovative techniques of sales promotion so that they can increase
their sale in the large market with the consideration of generating higher profitability and
growth(Koskinen and Wilska, 2019). In context to Hilton, research and development
helps in implementing the new techniques and method of doing business in order to meet
the various demand of the prospective customers and establish a good brand image in the
market.
 Marketing with finance department: Finance department is concern with the procurement
and allocation of funds so that each department will use the sufficient resources so that
each operation can be run in an appropriate manner that help in attaining the
organisational aims and objectives. It helps the marketing department by providing the
required resources so that they can use and implement the new techniques of promotion
and advertisement in order to enhance and improve their sales practices. In context to
Hilton, Marketing require huge investment on advertisement that will be procured by
finance department in order to run their operation in an appropriate manner and leads to
attain the aims and objective of the company.
It can be said that, marketing department must coordinate with the other department so
that they can perform the various business task in an appropriate manner with the consideration
of achieving the organisational goal. Hilton can able to implement the innovative techniques in
order to meet the changing demand of the prospective customers.
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 the techniques of evaluating the factors of production that help in
uplifting the business to the growth and success(Khoo-Lattimore, Yang and Lai, 2016). It is

comprises of product, place, price and promotion so that an organisation can establish good
brand image in the market by meeting the current trends of the market. All the aspects of
marketing mix is explained as follows:
 Product: It is the item which is manufactured by the firm for making sale in the large
market. A product is the item which represent the firm in the large market so that they
can meet the competitive advantage by offering quality goods.
 Price: This is the cost which is imposed for the purchase of goods and services by the
prospective customer in the large market(Guillet and Kucukusta, 2019). The prices must
be according to their competitors so that firm can generate the higher revenue.
 Place: This is the location where the company is locating their business, warehouse and
stores so that they can cover the large market in order to generate higher revenue. Stores
must be easily accessible to everyone and convenient to reach to the stores.
 Promotion: It is the method of promoting the products and services by using various sales
promotion techniques in the large market by which they can enhance their productivity
and performance.
 Process: It is the way in which an organisation is performing the various activities in
order to manufacture products and services so that they can sell in the large market.
Marketing mix Hilton Marriott
Product The hotel is currently having the 298
guest rooms with 19 suits with
various features like a telephone,
central heating, elevators etc. in order
to offer the quality services to their
prospective customer.
Marriott is having 206 bedrooms
some of them offers Big Ben
views. It has 12 meeting rooms,
the Library and 25m indoor
swimming pool.
Price This hotel is using the premium price
policy due to which they offers the
quality products and services in order
to satisfy the prospective customer.
The company is working on
premium price policy as it is
offering the quality services in
order to meet the various demand
of the customers(Devendra,

2020).
Place The hotel is situated in the Aldwych,
London and use various medium for
the prior reservations.
Hotel is situated in Westminster,
London and also offers online
medium to book the room and
attain other services.
Promotion Hotel is using the social media
marketing and directing marketing
with interacting with the loyal
customers so large group of
customers can be attracted in order to
increase the sale.
The Hotel is using the social
media and their own websites in
order to promote their products
and services.
Process The hotel is using the advance
techniques in their various operations
and also keep innovating their
methods in order to meet the
competitive advantage in the market
(Cornwell, 2020).
It is using the 66-step cleaning
process in order to clean the room
and operating their business in
such a manner so that they will
satisfy the needs and wants of
their loyal customers.
People The hotel is working with skilled and
capable employees so that each
operations or the task can be done in
an appropriate manner.
The hotel is working with
expertise employees who perform
their job in such a manner that it
contributes in generating higher
profits.
Physical evidence The hotel is having the attractive and
appealing lobby in order to attract the
large group of customers and having
vibrant colours and texture with the
taste of London culture.
The building is constructed by
Portland Stone and the Oak has
covered the walls. It has bronze
doors that give the beautiful
appearance at the entrance.
TASK 3
Covered in PPT

REFERENCES
Books and Journals
Alexander, B.D., 2018. Communication in Multinational Hospitality Organizations (Doctoral
dissertation, Capella University).
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Loyalty towards Malaysia. International Journal of Business & Management
Science, 8(3).
Cornwell, T.B., 2020. Sponsorship in marketing: Effective partnerships in sports, arts and
events. Routledge.
Devendra, G.D., 2020. Current Scenario of Different Type of Services Marketing and Delivery
in Customer Relationship Management. International Journal of Engineering and
Management Research (IJEMR), 10(1), pp.30-32.
Guillet, B.D. and Kucukusta, D., 2019. Analyzing attributes of the spa service experience:
Perceptions of spa-goers traveling to Hong Kong. Journal of China Tourism
Research, 15(1), pp.66-83.
Khoo-Lattimore, C., Yang, E.C.L. and Lai, M.Y., 2016. Comparing the meanings of food in
different Chinese societies: The cases of Taiwan and Malaysia. Journal of Hospitality
Marketing & Management, 25(8), pp.954-974.
Koskinen, V. and Wilska, T.A., 2019. Identifying and understanding spa tourists’ wellness
attitudes. Scandinavian Journal of Hospitality and Tourism, 19(3), pp.259-277.
Mukherjee, S., Adhikari, A. and Datta, B., 2018. Quality of tourism destination–a scale
development. Journal of Indian Business Research.
Nair, V.K. and Raju, M., 2017. Formation of memorable tourism experience and its influence on
destination image-evidences from literature. International Journal of Qualitative
Research in Services, 2(4), pp.325-334.
Stalmirska, A.M., 2020. Cultural globalisation and food in urban destination marketing. Tourism
Geographies, pp.1-19.
Tan, W.K. and Chen, Y.C., 2020. Tourists’ work-related smartphone use at the tourist
destination: making an otherwise impossible trip possible. Current Issues in Tourism,
pp.1-16.
Tasci, A.D., Hahm, J. and Terry, D.B., 2019. A longitudinal study of Olympic Games’ impact
on the image of a host country. Journal of Travel & Tourism Marketing, 36(4), pp.443-
457.