Hospitality Marketing: Functions, Mix, and Planning Report

This report provides a comprehensive analysis of marketing strategies within the hospitality sector, using The Ritz Hotel, London, as a case study. It begins by defining marketing and its importance, then delves into the marketing functions, including current and future trends, and the roles and responsi...Read More

Hospitality Marketing
Essentials.....

Table of Contents
INTRODUCTION...........................................................................................................................1
Task 1...............................................................................................................................................1
P1 Marketing functions with roles and responsibilities...............................................................1
P2 Role and responsibility of marketing that relates to businesses.............................................3
Task 2...............................................................................................................................................4
P3 Marketing mix of organisation which is compare to other.....................................................4
Task 3...............................................................................................................................................6
P4 Basic marketing plan for hospitality sector (Covered in PPT)...............................................6
Evidence based marketing plan .................................................................................................6
CONCLUSION................................................................................................................................6

INTRODUCTION
Marketing as satisfying needs and wants with the help of exchanging process. It is the
promotional activities for any business organisation which is used to provide information
publicly and attracts sale the products and services. It is good for businesses to influence the
customers and sale them products and services that helps to maintain the profitability (Kolb,
2018). To understand the concept and importance of marketing The Ritz Hotel, London is chosen
that provides different types of services to customers and use marketing to attract the more
people. This report discusses about concept of marketing by including current and future trend,
different marketing process, interrelation with other functional units, role and responsibilities of
marketing functions and value and importance of marketing.
Task 1
P1 Marketing functions with roles and responsibilities
Marketing is long term activity which are used to achieve long term goals of business
organisation. It helps to collect the information about wants of customers and make efforts to fill
such needs (Murphy, Gretzel and Pesonen, 2019). Moreover, whenever organisation is going to
introduce something new then marketing is one, used to provide information to all at one time.
Marketing concept by involving current and future trend:
The marketing concept are classified in to two trend current and future which helps
customers to fill their current and future needs by getting information. Moreover, this trend helps
organisation to complete current target and focus on future goals in order to maximize the
profits. Such as, management of Ritz Hotel are using marketing concept in order to know their
needs and provide them attractive services.
Current trend of marketing:
This refers as what are happening in business industry that involves exchanging of idea
and practice, synthesize on knowledge, business and commercial exchange and crafted as an
profession. For example, Ritz Hotel was established in 24th may, 1906 for providing good staying
and food facility to customers (Soelberg, Lindberg and Jensen, 2018). It is well structure and
designed Hotel that attracts attention of customers in market and emphasis them to avail services.
As compare with other organisation it bring changes in their organisation with the help of
exchanging ideas and develop new one which increases number of customers.
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Future trend of marketing:
This refers as future activities which are performed by organisation in order to attracts
more customers and increase their sale. The main aim of this trend is to decide the future goals
and make efforts to accomplish them. For instance, management of Ritz Hotel is focusing on
digital technology in order to attracts more customers and provide more comfortable services to
customers which helps to maximize the profitability (Zou, 2018). Such as it make plans to use
social media channel to create video and viral lip for the purpose of promoting its services. In
future trend organisation expects that by using new technology and tactics it can increase the
production and profitability.
Marketing concepts
It involves different types of marketing concept such as:
Production: This concept is related with customer perception that states products are at
reasonable prices which can avail easily. This is used by Ritz Hotel in order to know the
operational capacity to produce the Hotel services (Filimonau and Brown, 2018).
Product: Selection of product and services should be done by customers for which they
pays money. By using this concept the customers can chose the optimum services from Ritz
Hotel according to their budget.
Selling concept: This is used to increase the sale of products and services which are
provided by Ritz Hotel. Such as it provides quality of services and also provides delivery
services to customers which helps to increase the selling units.
Marketing functions and its roles and responsibilities in context to Ritz Hotel:
Research and gather information: This function refers as information is collected by
manager or researcher in order to get customer's needs and wants then provide products and
services accordingly. For example, the role and responsibility of Ritz Hotel's manager as
researcher in which they collect information about their taste, preference, current trend, income
level etc. and provide services accordingly (de Freitas Coelho and Wada, 2019).
Product pricing: Prices are the most concern thing for customers which helps to make
purchasing decisions. Organisation perform this function by setting the effective pricing strategy
which helps to purchase the products and services. In context to Ritz Hotel, manager's role and
responsibility is to set the price of their services that should be affordable and reasonable in order
to attract customers.
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Promotion: This function is also perform by business organisation in order to develop
and promote their products or services. Promotion is one through which organisation can
promote their products and increase awareness of people. For instance, manager of Ritz Hotel are
playing a role as promoter who prepare promotional strategy in order to promote its services.
Therefore, role and responsibility of marketing functions are played by manager of Ritz
Hotel who understand the needs of people and make efforts to complete the needs. By using this
they set economic pricing strategy and uses social media, billboards and celebrity advertisement
which attracts customers in order to avail services (Hlee, Lee and Koo, 2018).
P2 Role and responsibility of marketing that relates to businesses
The role and responsibilities means work activities of manager which helps to complete
the task in efficient time and attain business objectives. This helps to increase the value of
customers as they fill their needs by getting information and providing services accordingly. The
object of marketing is to increase the number of customers and maximize the profitability. Such
as the manager of Ritz Hotel are playing an important role in which they manage all functions
and perform all responsibilities in order to get continuous profitability (Feiertag, 2019). The
function of organisation are interrelated with other marketing functions that are defined as:
Marketing with research: To attain the business goal research is important function
which helps to collect the information and implement within organisation. Research is
interrelated with marketing function such as information is collected by manager and coordinate
with marketing function which helps to aware the people for new product and services in order to
fill their needs and wants. For instance, the manager of Ritz Hotel are playing a role of research
or information provides in which they gather information about customers and use marketing
function to aware the people from particular products which can be used to satisfy them.
Therefore marketing function are interrelated with research function (Dibb and Simkin, 2013).
Marketing with HRM: To understand the needs of organisation for the purpose of
recruiting employees and provide them training is the role and responsibility of HRM department
which is related with marketing as they recruit the candidates for marketing also by analysing
their skills. For instance, the role of HRM function is to fill the vacant post and marketing
function helps to give advertisement through different sources which helps organisation to
collect the number of applicants and select skilled employees which suits for vacant post.
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Without marketing HRM cannot collect the number of applicant which become difficult to chose
one.
Marketing with Information technology: Information technology is other function in
which manager's responsibility is to be up to date from new technology and implement within
organisation. It is interrelated with marketing such as marketing department analysis the market
and get information about new technology which helps information technology department to
implement new technology and attracts customers. In context to, Ritz Hotel, marketing manager
get information about digital technology which can be helpful for customer to book online and
arrange all comforts as they wants that role plays by manager which helps to maintain the
productivity and profitability (Serrat, 2017).
Interrelationship between marketing and other functional units
Different types of marketing functions are performed by managers who helps to increase
the brand value as well as profitability. All function of Ritz Hotel are interrelated with marketing
as research function helps to collect the information and share with marketing in order to attracts
people, HRM department get the application of applicant with the help of marketing with
advertises in newspaper or official website to provide the vacant position and new technology is
adopted by managers with the help of marketing and IT function which attracts customers and
make buying decision in order to make higher profits (Rai and Nayak, 2019). With the help of
marketing all role and responsibilities of organisation are performed by manager which helps to
increase the number of guests.
Task 2
P3 Marketing mix of organisation which is compare to other
Marketing mix: This is a foundation model for any business industry that helps to make right
business decision towards a product, price, place, promotion, physical evidence, process and
people. The marketing mix of Ritz Hotel and Starwood Hotel has been defined as:
Basis Ritz Hotel Starwood Hotel
Product This provides fines facility, quality
of food and personal services which
customer wants. Good food, staying
services, and other facilities are
This provides different types of
services to customers and make them
comfortable as their homes by
providing relief rooms. Moreover, it
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provided by this (Myung, 2018). gives utmost care and importance in
order to make remember.
Price It has adopted premium pricing
strategy in which they serve high
profile class people who are ready to
pay extra for luxurious setting.
Moreover, for economic class
people it offers economic pricing
strategy which helps to maintain the
productivity.
This adopts lowest pricing strategy
with more benefits which attracts
customers. It has low prices as
compare to competitors which attracts
customers and increase productivity
(Erazo, and et. al., 2019).
Place It has started its operations in 30
countries as it have 130 resorts and
hotels which offers best possible
services to customers.
It has more than 1200 hotels all over
the world in different countries which
helps to achieve much growth and
development of hospital industry.
Promotion It has adopted word of mouth
promotional strategy and uses vocal
chain for the purpose of increasing
customer base. Moreover, it uses
brand advertise through travel
magazines, social media and official
websites (Lai and et. al., 2018).
Different promotional strategy are
using by such organisation such as
newspapers, magazines, discount
offers and billboards which change
the people mind and influence
customers (About Starwood Hotel,
2019).
Physical evidence It has tangible services like
glamorous interior and exterior,
good lighting, well structure and
decorated rooms which delights
customers (Marketing mix of Ritz
Hotel, 2019).
It has a luxurious chain and
glamorous building by locating at
prime place which attracts guests.
Moreover, basic amenities like Wi-Fi,
air conditioned, room services etc
which helps to complete the
marketing mix.
People People are important for all
organisation as it involves
It has more than 180000 motivated
and efficient employees who provide
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employees, manager, cook, room
services, customers service and
many more who are providing
services to customers and attracts
them.
satisfaction to guest. Other than this,
it has marketing manager, customer
services, information technology etc.
who are helping to run a Hotel.
Process To maintain the premium level of
services management use a process
which starts from what need to be
done and what should offer to whom
for gaining competitive advantages.
Moreover, it adopts website process
which helps to inform customers.
Distribution process adopted by
Starwood Hotel which helps to
provide 24 hours services to
customers with better quality and
development (LEGRAND, 2018).
Application of different tactics applied by hospital industry:
From the above has analysed that different tactics are applied by Ritz Hotel after
comparison to other hospital industry which helps to make more profits. Such as Ritz Hotel is a
well known brand which uses product, pricing, promotion, place, process, physical evidence and
process tactics which helps to make different from others and increase number of customers. It
get information which company is providing good services and make efforts to provide better
services than compare company which helps to change the customer's mind and change them in
to customers. As it compared with Starwood hotel and provides better services than this which
attracts customers more and sustain the growth for long period.
Task 3
P4 Basic marketing plan for hospitality sector (Covered in PPT)
Evidence based marketing plan
From the information it has evaluated that marketing plan is measured by management of
Ritz Hotel that helps to complete the task in order to attain business objectives. For instance,
management of Ritz Hotel set a marketing plan in order to introduce new services by involving
budget, STP, SWOT and marketing mix which helps to attain the business goals efficaciously.
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CONCLUSION
From the report it can be concluded that marketing is vital function of businesses that
provide information and attracts people towards itself. It helps to change the mindset of people
and make buying decisions. The role and responsibility of marketing manager are ultimate who
analysis the market and collect information about customers choice and provide products
accordingly. All functions of organisation are interrelated with marketing that helps to perform
all activities and create value for customers. Marketing mix helps to know the services of
organisation and compare with others in order to improve.
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REFERENCE
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