Hospitality Marketing Essentials: Roles, Mix & Plan - Ritz London

This report provides an overview of hospitality marketing essentials, focusing on The Ritz London. It begins by explaining the key roles and responsibilities of the marketing function within the organization, including creating effective marketing plans, managing customer relationships, team and product development, providing information to customers, financing, distribution, and promotion. The report then discusses how the marketing function interrelates with other departments such as operations, HR, and finance. A comparison of marketing mix strategies between The Ritz London and Four Seasons Hotels and Resorts is presented, analyzing the differences in place, price, product, promotion, people, process, and physical evidence. Finally, the report includes a basic marketing plan tailored for The Ritz London, outlining objectives, strategies, and tactics for enhancing their market position. This document is available on Desklib, a platform offering a wide range of study resources and solved assignments for students.

Hospitality Marketing
Essentials

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1 ...........................................................................................................................................3
P1 Explain the key roles and responsibilities of the marketing function....................................3
P2Discuss how roles and responsibilities of marketing..............................................................5
TASK 2............................................................................................................................................6
P3 Compare the ways in which different hospitality organisations apply the marketing mix to
the marketing planning process...................................................................................................6
TASK 3............................................................................................................................................8
P3 Basic marketing plan..............................................................................................................8
CONCLUSION .............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is an important factor that help the management to reach their orientated
targeted consumers with their facilities and services that are provided at the field of market. The
basic aim of adapting various marketing actions, to aware consumers and visitors about their
services in order to satisfy consumers. Hence, it plays an essential role in maximising their
turnover and consumer base by influencing their involvement and purchasing behaviour towards
management's facilities (Aksoy, Kabadayi, and Alan, 2021). The organisation consider in this
report is The Ritz London. It was established in the year of 1906. It is an international hospitality
management that deals with their consumers as globally. The following report covers the
marketing functions and roles and responsibilities as with their interrelationship with other
divisions. The report also follows the marketing mix of the business with same section of
management. In respect to it, marketing plan has been also prepared in this report for the aim of
helping individuals in attaining orientated targets and aims.
TASK 1
P1 Explain the key roles and responsibilities of the marketing function
Overview of The Ritz London
The Ritz London was established in the year of 1906. It is a Grade II listed 5 star hotel
that are located in Piccadilly in London, England. It demonstrate high society and luxurious
sections in the field of the area. In respect to survive in competitive market for effective period of
time, the management has taken various initiatives into consideration of controlling of their
sales, performing functions more effectively as to create their goods and facilities as according to
their demands and necessity of their consumers (Almatrooshi, and et.al., 2021). It will support
them in extending their management at wider scale and earn high term of turnover each year.
Marketing
It is termed as the procedure of influencing consumers by their services with the purpose
of influencing their purchasing behaviour that will increase their sales and turnover. It is an
efficient manner of making aware of consumers about their qualitative and luxurious services
and advantages of their visit by getting discount in the field of market.

Roles and responsibilities of marketing department
Roles of marketing executive
Marketing executive plays an essential and fundamental role in maximising the
productivity and profitability of the business. As there are various sections of roles that are as
follows - Creating an effective planning - A marketing executives is one who creates strategies for
providing their goods to their distribution in market and it will not be possible with no
having a suitable marketing plan (Carter, 2021)(Cheng, and Hackett, 2021). Hence, it is
the duty of executives to create a plan that has implemented of all managerial actions that
are services, hotel advertising, product distribution and more. Hence, they can attain their
targets of market.
 Managing customer relationship – Marketing executive of the business collect the data
that are linked with the records of the consumers from the business. As it will also
supports in developing survey for consumer satisfaction. The source of data that are
gathered from research is shared with other staff faculty to ensure that they offers
excellent facilities to their consumers. Hence, they create healthy and effective dealings
between hotel management and visitors.
Responsibilities of Marketing executive Team and product Development - Team and product development is maintained to
maximise the ability and knowledge of their team members. It is responsibility of their
executives to develop team in the hospitality sector to develop effective and efficient
outcome from them to enhance the productivity and profitability of the business. Provide information to customers - It is responsibility of marketing executives to
provide the brief description of their services and facilities to their visitors by which they
will get all the knowledge and data of their hotel. They will also get influenced to stay
them in their hotel by providing varied term of discount to them. Financing- It is termed as the fundamental section of hospitality sector that offers help to
marketing divisions in implementing their strategies (ERDOĞAN, and KINGIR, 2021).
Marketing executives require to set up budget for their operations and assign cost
accordingly.

 Distribution- Choosing an effective distribution medium by which the management can
effectively deal with the consumers and offers them their qualitative facilities. The Ritz
London have varied outlets in various nation in which various section of services will get
served to their visitors.
 Promotion- The marketing executive of The Ritz London are liable to range business's
goods and facilities to orientated visitors by utilising diverse marketing techniques like
TV Advertisement, campaigns, online marketing and many other (Fahrana, and
Anggadini, 2021).
Hence, such roles and responsibility are performed by marketing executives of The Ritz
London to enhance their consumer base and capture them for longer period of time.
P2Discuss how roles and responsibilities of marketing
Marketing is an essential section of the management that supports other divisions in
presenting their roles in more efficient way. As it is essential to create dealings between various
departments that will support in decreasing the opportunities of fault and duplication. As there
are various roles and responsibilities of marketing that are as follows - Marketing with operating – The Ritz London is termed as one of the hospitality
management that also involves in providing their services as per to the desires and
requirements of the consumers. For this, marketing department of hospitality require to
conduct survey in their field of marketplace with the mission of determining the concepts
that are highly in trend and as per to their direct functional division and then they will
create variations in their present services to capture their consumer base for longer period
of time. As with it, adaption of progressive techniques in the procedure of developing are
also controlled by marketing department to hospitality department. Marketing with HR department - The basic role and responsibility of HR department are
to hire and choose effective individuals for their management that are able to bring
efficient outcome to management for further. As with it, there are varied operations that
are performed by varied divisions that involves salary increment, training of workers,
performance appraisal and many other (Jalomäki, 2021). Marketing department are
capable to get an experienced candidates by having knowledge about performing diverse
marketing actions that will supports HR division. In this section, the management are

liable to determine the differences in the presentation of candidates of marketing section
and offers higher term of solutions in respect to bring effectiveness in marketing actions.
 Marketing with finance department – As it involves basic fundamental manner of
financial divisions that should scheduled and apportioned funds to diverse departments as
per to their wants and desires (Javed, and et.al., 2021). The funds can be arrange by
financial organisation, venture capital that make sure the management in having
satisfactory liquidity. Hence, on the other side, such divisions offers help to the marketing
divisions in implementation of diverse actions and sections of the marketing. It also
offers an opportunity to marketing department of Ritz London to adapt efficient and
contemporary marketing techniques that will supports in influencing higher term of
consumers as across to the worldwide. The finance division in hospitality are accountable
to manage the cost that are obtain in market actions in respect to increase the profit edge
of the business.
TASK 2
P3 Compare the ways in which different hospitality organisations apply the marketing mix to the
marketing planning process
There are various efficient technique in the management of hospitality that are involves
by the marketers. It involves 7 factors that covers product, price, place, promotion, process,
people and physical evidence (Kunaifi, and Syam, 2021). These all factors supports the
marketing executives in creating an efficient decisions and strategies to implement actions in an
effective way. The comparison is made among the marketing mix of two competitors like The
Ritz London and Four Seasons Hotels and Resorts that are as follows -
Marketing mix of The Ritz London Place - Ritz London started their operations from United Kingdom and at the present
time the management has captured the 25 nations all over the world. It covers 135 hotel
section by their name and it supports them in providing an effective facilities as per to
their honoured visitors. Its headquarter is at London in the United Kingdom. Price – Ritz London follows premium hotel staff and it adapted new premium pricing
tactics. It offers esteemed and elite class individuals and influential who spend their

money for luxurious visit. As the management have varied premium prices that helps
them in maintaining their brand among high profile visitors. Product – It will termed to the hospitality facilities and services of the company that
maintain the services to their effective visitors. In respect to boost up the sale they
provide an efficient way and accurate data about their certain favourable products and
then offers them same (Lavuri, 2021). The product should be able of meeting and
satisfying the needs of the consumers. Promotion – As there are several sort of the tactics that are develop to advertise the
goods in the field of market in n respect to made the consumers aware about the services
and facilities. People - Individuals are termed as the factor in a service delivery procedure that involves
varied service that are diverse from other organisation that offers them. Hence, they have
staff faculty who knows how to deal with consumers coming from diverse society and
heritage in an effective manner. Process - It involves the qualitative section of producing qualitative services in context to
the consumers and thus they trust more on the roles of their facilities.
 Physical evidence – To decrease the hospitality uncertainties, physical evidence should
be used. It should be completed by maintaining the services such as cleanliness,
decoration, tidiness and many other. As such services are essential in the hospitality
sector in relation to physical evidence the management might be capable to confirm the
assertions of the consumers.
Marketing mix of Four Seasons Hotels and Resorts Place - It is the plan of management and respective individuals among the hospitality
sector who have potential consumers that are utilised to develop the goods available to
specific location. The management of Four seasons hotels and resort is also known as a
‘marketing intermediary’ or ‘channel member’. Price – Management charged low cost as compare to The Ritz London that they basically
concentrates on influencing income sections as to maximise their market share (Mishra,
Sarkar, and Ghoshal, 2021). Hence, in terms of cost of The Ritz London gives tough
challenge with their challengers.

 Product - The hospitality product can be termed as the section of satisfaction and
discontentment that receives by the consumers from a hospitality experiences. The
product satisfaction will be in terms of the physiological, economic, social or
psychological. Promotion - Four seasons hotels and resort utilise online platform with the purpose of
marketing their goods to the targeted consumers by which their turnover will get
increased (Obermayer, and et.al., 2021). They also maintained their official internet sit
that are also designed well in an efficient manner that will be easy for them to influence
their visitors by their aspects. People – By accomplishing higher number of visitors throughout the world, the
management should hire proficient and qualified candidates who understand the dealings
with their visitors in an efficient manner. By this, training also offered to their staff
faculty in respect to supports in increasing the visitors satisfaction in the management of
Four seasons hotels and resort. Process - The procedure of merchandising the products to the consumers is highly
favourable. In their sections, all the goods of diverse mixture are kept at single divisions
that will provide various facilities to consumers to reach effectively to the divisions in
which they will get product by following process.
 Physical evidence - The hospitality management have divisions as across to the world by
which they create their strong presence in the field of the market. By offering qualitative
services of several sections that will support them in evaluate the consumers in effective
way (Paethrangsi, 2021). By wider term of branches in diverse nations, it will help them
in maintaining their effective brand goodwill in the field of market.
TASK 3
P3 Basic marketing plan
Marketing plan is termed as an important requirements of all management that guide their
candidates to perform marketing actions in pre-determined way. Hence, it will increase the result
that might be received in near further. Marketing is roadmap that guide and direct the candidates
to perform in the business. The basic aim of creating marketing plan is to determine the further
actions as with the issues that might comes in the procedure of implementation that will resulted

in maximisation of the sales and turnover of the business. Before marketing plan, the marketing
require to first concern the mission, vision and aim of the business. It deals with effective section
of the structure that are implemented in an effective way (Sariwulan, and et.al., 2021). It also
need to create variations in present marketing plan as per to the dynamic variations in the
managerial situations. By this, marketing executives are potential to execute efficient variations.
The marketing plan for The Ritz London are as follows -
Company Background
The Ritz London is multinational hospitality management that was founded in 1906 by Swiss
hotelier César Ritz. The Ritz club was owned by the owners of the Ritz Hotel in the year of
1998, it have a casino in the basement of the hotel that occupy the space that are basically
involves the Ritz Bar and Grills. It has produced high term of turnover each and every year that
create the business and it will termed to be the largest chain in the world.
Vision
The vision statement presents that the business basically concentrates on offering rapid term of
hospitality facilities to their consumers in respect to increase their experience by providing
standards, values, cleanliness and varied term of facilities.
Mission
The mission of The Ritz London is to be our loyal visitors, way to drink and eat.
SWOT Analysis of The Ritz London Strength - As in this hospitality management it have various section of effective number
of services in global field of market that come through to their challengers because of
their effective term of the tactics called Just in Time (Seraphin, Smith, and Yahiaoui,
2021). The fundamental feature of this hotel section is related to brand assets in several
sections of the nation. The global brand value of the business is about £20 billion. Weakness - Deficiency of creation in premium level of services in past framework of
time. As due to their past sections that are effectively similar with it. Yearly development
percent have an impact on the management.
 Opportunities - Management require to concentrates on influencing attention by
sponsoring several sections of activity zone in hotel for children and adult. They should
need to provide several strategy of discounts in respect to influence larger amount of
consumers.

 Threats - By having high competitive field, it will be hard for their stores to attain
development and attainment in new field of locations.
STP of The Ritz London Segmentation - In respect to maximise the gross sales of the refereed management
utilisation of segmentation is completed in which the global field of market is separated
as per to the demographic, psycho graphic and demographic segmentation. Targeting – The Ritz London is managing their business who have consumers that are
young. Hence, planning is executed by following consumer in mindset of business
(Sultan, Wong, and Azam, 2021).
 Positioning - The management of The Ritz London has adapted various efficient tactics
such as delivering economical goods in the field that will supports in attaining the
competitive benefits and providing challenges to their challengers who are managing in
similar section.
Marketing mix of The Ritz London Product - It is termed as the one of the leading prime brand of hospitality section as
across to the world that deals in offering varied sort of services like arranging events, fun
zone, premium value discount sections for influencing their consumers. Price - The pricing factor create high term of effects on the interest and service behaviour
of the hotel towards their consumers. It need to evaluate the section of costing factor that
mentions and examining the desires of their consumers to follows their dealings in the
field of market. Place - The hospitality management of The Ritz London has situated at several locations
in diverse nations by which they can hold larger market share by offering qualitative
goods and facilities as globally.
 Promotion – The Ritz London has created higher term of the profit and turnover if the
business are effectively influence larger amount of consumers by adapting several
promotional tactics like advertisement, social media, print media, public relation etc
(Wattanapunkitt, 2021). By this, the consumers can attain their visitors strengths by
attracting them through their services and facilities in the field of the area.

Marketing strategy
In respect to attain desirable targets and goals in pre-determined framework of time. It
might need for The Ritz London to create an efficient marketing actions. In terms to this,
relationship marketing is an impressive approach that maintained an effective dealings with their
consumers.
Financial Projection of The Ritz London
Income statement All numbers in thousands
Revenue 31/12/17 31/12/16 31/12/15
Total revenue 22820400 24621900 25413000
Cost of revenue 12199600 14417200 15623800
Gross profit 10620800 10204700 9789200
Operating expenses
Selling general and
administrative 1068100 2460200 2643700
Operating income or
loss 9552700 7744500 7145500
Income from continuing operations
Total other
income/expenses net -57900 6300 48500
Earnings before
interest and taxes 8573500 6866000 6555700
Interest expense - - -
Income before tax 8573500 6866000 6555700
Income tax expense 3381200 2179500 2026400
Net income from
continuing ops 5192300 4686500 4529300
Non-recurring events
Net income
Net income 5192300 4686500 4529300
Net income
applicable to 5192300 4686500 4529300

common shares
Execution
In this section, it need to follow the steps in suitable manner so that expected results will
get received in near future. By this, an efficient tactics require to be developed in respect to attain
orientated targets. It supports in acquiring higher term of advantages for The Ritz London at the
field of marketplace.
Evaluation
It relates to the marketing actions that are performed in further managerial actions and to
determine the section of efficiency of all marketing actions. As there are various approaches that
can be effectively determined that are as follows -
Sales analysis- Market-share analysis- It will consider several market share sections that have lower or
higher term in the field of the higher market share of The Ritz London. Efficiency ratios- Asset Turnover Ratio- Revenue (Sales)/Net Assets
 Cost-Profitability Analysis- It involves a profit analysing in relation to costs. It shows
gap among sales and cost.
CONCLUSION
From the above mentioned report it has been concluded that, marketing plays an essential role in
attaining of the development and success in the field of marketplace for longer run. By this, the
marketing executives might need to perform their roles and responsibilities that involves
adaption of marketing techniques and tools. By creating marketing plan and conducting survey it
will be helpful for the business to attain their objectives and targets. Due to it, the management
can effectively attain further better possible results.