Hospitality Marketing Essentials: Roles, Mix, and Plan Report

This report provides a comprehensive overview of hospitality marketing, examining the roles and responsibilities of marketing functions within the industry, with a specific focus on the Fat Duck restaurant as a case study. It explores the importance of marketing in attracting and retaining customers, emphasizing the need for analysis, planning, and customer support. The report delves into the marketing mix, comparing the strategies of the Fat Duck with the Fordwich Arms restaurant, and highlighting key factors such as product, price, place, promotion, process, physical evidence, and people. The analysis covers the interrelation of marketing with other organizational functions, including research, production, sales, and finance, demonstrating how integrated marketing strategies contribute to business objectives and profitability. The report underscores the significance of effective marketing in achieving competitive advantages and capturing market share in the hospitality sector.

HOSPITALITY
MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1. Roles and responsibility of marketing function in hospital industry ....................................3
P2. Roles and responsibility of marketing relate to organization................................................5
TASK 2............................................................................................................................................6
P3. Marketing mix for hospitality industry..................................................................................6
TASK 3............................................................................................................................................8
Covered in PPT............................................................................................................................8
CONCLUSION................................................................................................................................8
REFERENCE.................................................................................................................................10

INTRODUCTION
In current market there are many business who are performing their business activities
with the help of marketing. It helps all organization to grow it continuously by using marketing,
that helps to attracts customers more and emphasis them to purchase products and services.
Every organization cannot expand business or profitability without help of marketing because it
attracts customers by giving higher satisfaction (Anderson and Han, 2016). It is important for
companies to focus on marketing functions and run a business successfully for the purpose of
making profits. It is also important for hospital industry, to understand this Fat Duck has been
taken that is large size of restaurant provides British and French Cuisine food which people like
most. The manager of such organization play an essential role and responsibility in marketing
function that helps to make higher profits. Different topics are covered in report such as roles and
responsibility of marketing related to organization, marketing mix to marketing planning process
for achieving business objectives and basic marketing plan to meet with objectives effectively
(Boudry, deRoos and Ukhov, 2016).
TASK 1
P1. Roles and responsibility of marketing function in hospital industry
Marketing the the study of human needs and provide them satisfaction by offering better
product and services. The main object of marketing is to develop the relation between employer
and customers who understand problems and needs then provide that kind of products and
services (Eketu, 2016). It is also important in hospital industry as it identify the customer needs
and offer that kind of product and services that helps to make profits. Marketing officer plays an
essential role in hospital industry as they analysis the market, customer's taste and add services
more that helps make better than past. They maintain a productivity and profitability in business
organization with the help of marketing functions. The marketing officer of Fat Duck perform
different roles and responsibilities within organization that are as explained:
Analysis and gathering information: It is essential for all organization to analysis the
market and gather information about customer choice that helps to provide products and services
according to customer (Hanrahan, 2017). The marketing officer of Fat Duck play role and
responsibility such as they analysis the market that helps to know what types of food and

services customers wants from hospital industry and implement within their restaurant that
attracts them and increase the sale.
Marketing planning: Without planning any organization cannot achieve business
objectives because it is the first step that suggest what to do, how to do and when should for the
purpose of achieving business goals (Noordzy and et. al., 2016). Planning is essential for
business organization as it suggest what steps should be taken to complete targets and attain
business goals. This planning is prepare by marketing manager who understand new trend and
make plans to attracts people more. The role and responsibility of Fat Duck's marketing officer
are highly skilled who make plans for introducing new dishes, special services and pre booking
table facility that solves people's problem that attracts them and sale of such organization
increases.
Customer Support: Customer are the king of market who helps organization to increase
profits by purchasing products and services. Therefore, it is important for organization to provide
good customer support and increase number of customer for the purpose of capturing more
market share (O’Hanlon, 2016). In Fat Duck, the role and responsibility of marketing officer is to
listen customer's complaints or query after and before consuming services and then provide a
optimum solution that helps to make customer happy. The benefit of such function is to influence
customers for long term and maintain profits as they avail services again.
Pricing of products: This is prime factor that affects everyone while purchasing products
and services. Every customer is cost possessive as they wants products and services. It impacts
on demand and supply of products that helps make right business decision for purchasing goods
(Sheresheva, 2016). In Fat Duck, marketing manager's role as they set the reasonable prices of
food dishes and other services after considering all cost that helps to gain competitive advantages
and making profits. It is essential for all to set the prices of manufacturing products and maintain
profits by involving all cost while introducing product and services.
Promotion: This function is running fast in all business industry as it provide information
to customer about new products that influence customers and they make decision fast to purchase
that item. It is essential for organization to use promoting function for the purpose of aware
people and encourage them for purchasing products. In Fat Duck The marketing manager uses
different sources like you tube, news paper, celebrity advertisement etc. for promoting its

products and services. It helps to increase the sale turn of business organization and make profits
accordingly.
Therefore, all above roles and responsibility of marketing function are important for
organization that attracts customers and make profits. Marketing officer plays all roles and
responsibility for the purpose of providing information and encourages them for purchasing the
goods and services at affordable cost.
P2. Roles and responsibility of marketing relate to organization
Marketing is consider as first need of companies as it increases brand of organization by
providing better quality of products and services. Company hire skilled and experienced people
for marketing job profile that helps to analysis need of customers and provide better quality of
product and services. Such as marketing manager of Fat Duck get market information and
influence customers by offering better quality of product and services. The roles and
responsibility of marketing are related with Fat Duck industry are defined as:
Marketing and research: These are important functions within organization that are
related with organization. Research manager of any organization analysis the market and get
information what customer like and how they can satisfied (Thompson, 2015). After knowing
information and gathering data they share with marketing department that make aware people for
introducing such products and services. For instance, researcher of Fat Duck analysis market and
get information what dishes in British Cuisine they can add and then use marketing to attracts
people that helps organization to achieve business objectives effectively.
Marketing and Production: Marketing and production are interrelated because they
helps organization to run their business effectively and make profits. For example, production
department or food and beverage department of Fat Duck gather information about customer's
taste and develop new food item for customers. This department get help from marketing
department to sale the products by attracting customers (Anderson and Han, 2016). Without
marketing department production department cannot sale products same as without production
marketing can not make products and make profits. Thus, they are interrelated with organization
so they can make profits effectively and can achieve business goals.
Marketing with Sale: Every business entity focuses on its all department which are
related with each other and helps to maintain higher profits by selling products. For instance,
Selling section of Fat Duck has decided to increase sale 25% by 2020. Manager of sale division

shares with marketing officer that helps to complete goals in given time period (Eketu, 2016).
The marketing officer of such company uses various sources to introduce from new delicious
food and beverages within organization that helps to increase sale of business organization.
Marketing with finance: Finance is required for all organization, it fill all needs of
organization during business activities (Hanrahan, 2017). This function is related with Fat Duck's
marketing function for instance, marketing officer formulate budget and strategies for marketing
activities like advertisement, seminars, discount on first order etc. that needs finance department
to get funds for the purpose of performing such functions. Finance manager evaluate budgets and
give funds to such department that helps to run a business effectively.
Therefore, all marketing roles and responsibilities are related with Fat Duck's other
functions. It understand gap between customer employer and maintain relation by providing
better quality of products and services that helps to make profits (Noordzy and et. al., 2016). The
main advantages is Fat Duck is capturing high market share and brand by performing all roles in
well manner within business entity.
TASK 2
P3. Marketing mix for hospitality industry
Marketing Mix can be considered as foundation model of every business that helps to
compare with other organization in sale field and bring improvement for increasing sale. This
comparison is based on seven factors such as product, price, place, promotion, process, physical
evidence and people that helps to make right business decision (Eketu, 2016). These factors can
be control by an organization to influence people to purchase goods and services as they wants.
Such as marketing officer of Fat Duck focuses on these factors and influence customer by
offering tasty and healthy food and attractive services also. It can be understood through a
comparison of Fat Duck and Fordwich Arms restaurant which is established in UK and provides
variety of food and beverages (About Fat Duck, 2019). The comparison between them are as
given:
Basis Fat Duck Fordwich Arms
Product This is a well know restaurant in UK
that serves food similar to French
bistro which attracts customers. It
This is pub as well as restaurant in
UK that offers variety of food item
with spicy taste which influence

provides attractive dishes such as
egg and bacon ice cream, salmon
poached, Bavarois of lychee and
mango, Violet tartlets and apple pie
toffee wrapped in sweet paper, hot
and cold iced tea, turtle toast and
many more that influence customers
to eat.
customers and maintain productivity
within organization. Moreover, it
provide different services like event
organize and other parties can be
organize facility (Hanrahan, 2017).
Price It offers food item and services by
adopting competitive pricing
strategy. In this strategy manager
compare with other organization
then set prices of each menu and
services in order to maintain a
standard and brand image.
Fordwich Arms provides variety of
food dishes as customer wants. It
serves its items at economic prices
that attracts customers more and
encourages them for availing services
further more.
Place It refers to distribution of products.
Such organization have different
distribution strategy in different
countries. This restaurant also offers
home delivery at various locations
that are open 24 hour a day. It helps
to maintain trust of customers for
quality and healthy food.
This organization operates business at
different locations by providing better
quality of foods that helps to maintain
customer loyalty (Hazra, Ghosh, and
Sengupta, 2015).
Promotion Fat Duck is large size organization
that promotes its business by using
different sources such as magazine,
celebrity advertisement, you tube,
google search, social media etc. that
attracts people to get services from
such company.
Fordwich Arm promoting its business
activities by using T.V., radio,
magazine and newspapers that helps
customers to know information and
book a table in advance and arranging
events for satisfying customers.

Physical evidence This includes material part of
services that is intangible and food
items that are tangible. The main aim
of such organization is to deliver
better quality of foods that keep
healthy customers.
It provides both online and offline
services through which customer can
order in advance and get a chance to
take tasty food and pub party.
Process In this company chef perform food
production process by preparing
healthy and tasty food in order to
obtain higher profits. Moreover, it
also maintains online system to
deliver or manufacture special
dishes.
This organization is using online or
digital process that gives benefits to
customer post their query and get
quality of food as they want (Jones,
Hillier and Comfort, 2016).
People Many people are contributing in this
industry such as master chef,
production department, marketing
manager, employees, finance
manager, HR manager, room service
and others who provides good
services to people. They manage all
activities of such organization like
food preparing, operation and
delivery with the help of skilled
people.
It has different people such as
technical person who manages all
online system, employees, chef,
finance and marketing manager who
attracts customer by performing
marketing activities in business
environment.
TASK 3
Covered in PPT
CONCLUSION
From the report it is concluded that marketing is a process which ensures the exchange of
offered goods and services and highly needed factor in all companies that aware people for new

goods and services and maintain the profitability. Marketing officer of any organization
understand customer's needs and provide variety of products and services that attracts customers.
Marketing mix is the combination of element which are decided by organization to make profits.
Marketing plan is a strategic plan that helps to perform business activities effectively and also
helps to introduced from new products and services in order to maintain profitability.

REFERENCE
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Online
About Fat Duck. 2019. [Online]. Available through:
<https://en.wikipedia.org/wiki/The_Fat_Duck#Food_scare,_closure,_and_reopening>./