Marketing Plan for Hospitality Organisation: Roles and Strategies

This report delves into the essential aspects of marketing within the hospitality sector, focusing on the roles and responsibilities of marketing functions within a selected organization, Holiday Inn. It explains how these roles relate to the wider organizational context, including inter-linkages with Human Resources, Finance, and Customer Service. The report also compares how different hospitality organizations, such as Holiday Inn and Marriott, apply the marketing mix (Product, Price, Place, Promotion, People, Process, Physical Evidence) to the marketing planning process to achieve business objectives. Furthermore, it produces a basic marketing plan for a hospitality organization, outlining strategies to meet specific marketing objectives and enhance overall business performance. This analysis underscores the importance of a well-defined marketing strategy in the competitive hospitality industry.

Hospitality marketing
essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
LO1..................................................................................................................................................3
P1 Explain the key roles and responsibilities of the marketing function within a selected
hospitality organisation..........................................................................................................3
P2 Discuss how roles and responsibilities of marketing relate to the wider organisational
context....................................................................................................................................6
P3 Compare the ways in which different hospitality organisations apply the marketing mix to
the marketing planning process to achieve business objectives.............................................7
P4 Produce a basic marketing plan for a hospitality organisation to meet marketing objectives
..............................................................................................................................................10
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16

INTRODUCTION
In the hospitality sector marketing plays a key role by facilitating the whole company so
it is compulsory for a business entity to focus on marketing operations. The hospitality sector is
considered as major sector which facilitates the tourism industry by providing major food and
accommodation services (Berg, 2022). In the current competitive scenario, marketing play a
major role by promoting tourism in a country. In this report the key roles and responsibilities of
marketing functions within a hospitality sector are explained in a precise manner. This report
also contains also explains the relation of roles of marketing functions in a wider organisational
context. This report also contains a detailed marketing plan which helps a business to sell
product at a faster pace. This project also includes the importance of marketing management in
the contemporary world which develops a business entity according to desire of management. In
this report example of Holiday Inn hotel is taken into consideration in order to better understand
dimensions of hospitality industry. Holiday Inn is an American brand of hotels based in
Atlanta, and a subsidiary of Inter Continental Hotels Group, which has its headquarters in
Denham, Buckinghamshire.
MAIN BODY
LO1
P1 Explain the key roles and responsibilities of the marketing function within a selected
hospitality organisation
In the functioning of a business, there is a major role played by marketing management for
market success. The marketing functions are practical in nature and they require huge efforts by
management in order to develop a business. In Holiday Inn hotel there is a major marketing
department which performs marketing department all over the world. A business organisation
must ensure that it is compulsory for a company to focus on development of marketing related
operations and functions (Chandiok, 2017). Major companies in international and national
market focus on marketing functions with full enthusiasm and spirit for functioning of company.
The marketing functions help a business like Holiday Inn to gain customer engagement and also
increase revenue.
Marketing functions

Marketing is significant functions of a company as it includes recognition of various
sources that will lead to successful advertising of products and services in market area. This is
considered as important industry function as it helps in seeking attention as well as influencing
many customers for company. There are various functions of marketing that support in meeting
with desired goals and objective of respective businesses.
Roles and responsibilities of marketing function
The several roles and responsibilities of marketing functions which are essential for
increasing the overall turnover and sales of a company are majorly planned by top level
management of business. The marketing functions are mainly performed in order to increase sale
of Holiday Inn.
Figure 1Marketng function and process, 2021

 Gathering market information – Market information collection is essential for analysing
the current trends of market. The marketing information is important for a business to
develop marketing techniques to develop perfect product. Most of the successful business
companies in market conduct market survey in order to collect information related to
market. Many companies in hospitality sectors conduct a brief market survey while
entering the market. Creating market survey and follow all the rules and regulations
related to it is essential for business growth. This technique increases the sales of a
company and also helps a business to settle in a new geographical area. Market planning- The planning of marketing is related to formulation of definite amount
of objectives which are related to business strategy. In the market planning marketing
department of a company takes assistance of strategic management to plan for performing
major operations (Dixit, 2019). In the planning related to market, most of the business
companies also take support of top level management in order to gain competency edge. Developing product and service- It is the need of every business to develop the desired
products and services for fulfilment of market demand. The companies in hospitality
sector tries to develop product and service according demand of customers. Many
companies in market try to develop quality products according to demand of various
customers. Pricing –. Pricing is considered as major marketing function which is referred to final
value of a product. The Pricing of a product is majorly identified as the value of output
produced by a company to sell a product in the market. In the recent times many
companies develops effective prices of product in order to attract large from the
marketplace. It is major duty of top level management in a business entity to set
reasonable prices for products in order to sell products to several customers.
 Customer services – It should be the major priority of a company to deliver best
customer services for long term business running (George, 2021). The customer services
should be provided on regular basis by giving top priority to regular customers. Holiday
Inn hotel majorly performs customer related services for systematic growth of business.
The hospitality sector always focuses on performing best customer development services
in order to grow at market place.

P2 Discuss how roles and responsibilities of marketing relate to the wider organisational context
The roles and responsibilities which are performed by marketing staff play a vital role in
development of whole business entity. With the help of marketing activities and roles a business
can easily develop a perfect strategy which is compulsory for business enhancement. In the
business it is the main duty of management to allocate appropriate role and responsibility to each
employee in order to achieve success in definite period of time. In the business development
various departments are connected with each other in order to maintain precise coordination. The
inter-link of roles and responsibilities to a wider organisational context for Holiday Inn hotel is
mentioned below:
Marketing with Human Resource
In a successful business at the marketplace the marketing and human resource department
are linked with each other. Management of all employees is in the hands of human resource
management and the HR management play an effective role in providing good employees to
marketing management (Hay, 2022). The HR management also develops training for various
employees so that they can easily perform well in the marketing department. In marketing
department, the main role of management is to cope up with human resource and train employees
accordingly. It should be major role of marketing staff to obey rules that are formulated by
human resource management and develop a precise culture in the company.
Marketing with finance
The marketing department should be also linked with finance department in order to
maintain effective turnover in the company. Finance department helps a company to formulate
the estimated budget for expenses and income for a financial year. In a business it is main
function of marketing department to develop precise strategy which is helpful in conducting
major financial operations related to marketing. Many companies in competitive market prefer to
prepare budget related to marketing operations in a quick manner and the finance department
mainly helps the company to formulate a meaningful budget (Leung, 2022). There are many
successful companies in national and international market of hospitality sector which combines
the marketing and financial department. In the development of business activities it is essential
for a business to perform strategic financial planning for dealing with several consequences of
finance.
Marketing with customer service

The most important link of marketing department is with customer service and the care of
customer is topmost priority of every business. Companies in general competitive market focus
on development of 24*7 customer service for increasing customer satisfaction and engagement.
The companies in hospitality sector consider customers as god for the business in order to gain a
competitive edge. Holiday Inn hotel regularly takes feedbacks from different customers in order
to modify the desired changes in product and service (Okumus, and Cetin, 2018). Holiday Inn
hotel also provides effective solutions to customers with a priority based toll free number and
help and support on website. The companies should focus most on customer service in order to
grow at faster pace in the market. .
P3 Compare the ways in which different hospitality organisations apply the marketing mix to the
marketing planning process to achieve business objectives
In the recent times the importance of marketing mix has increased significantly and major
organisations in hospitality sector apply marketing mix for business development. In the
marketing mix, there are various elements which a business has to consider in order gaining a
competitive advantage. The marketing mix of hotel Holiday Inn with comparison from Marriott
hotel is mentioned below:
Figure 2 Marketing and its 7Ps, 2021

Basis Holiday Inn Marriott
Product Product refers to the final
commodity produced by a
company to lead the market.
Holiday Inn tries hard to
provide best fast food to
different customers in various
parts of globe. Chinese food i s
the main speciality of Holiday
Inn hotel.
In Marriott hotel, there are
world class chefs that are
available to prepare delicious
food to different customers.
The Marriott hotel has
speciality in serving Mexican
cuisine to different customer in
order to develop customer
engagement.
Price The price is considered as the
value at which product of a
company is sold at the
marketplace. Holiday Inn
always focuses on keeping
reasonable rate of products in
order to increase sales and
turnover (Pappas, and
Papatheodorou, 2021)
Management of Marriott hotel
also keeps an eye on rates of
different products. The hotel
regularly follows effective
pricing policy in order to
maintain main operations in an
effective manner.
Place The place in marketing mix is
considered as geographical
location selected by a
company to sell a particular
product at the marketplace.
Location by Holiday Inn is
chosen by top level
management in different
countries to develop business
Marriott hotel selects
appropriate geographical
location by taking into
consideration advice of
strategic management. It is
essential to select a precise
geographical location for the
business in order to gain
attention of different

organisation in a quick
manner.
customers.
Promotion This is the most important
element in the marketing mix
which includes advertisement
and publicity of products of
company. Holiday Inn mainly
uses social media and
television network to perform
publicity of different
customers.
At Marriott hotel the
promotion also play a major
role by developing customer
involvement. The promotion
of Marriott hotel is possible
through internet and radio
network all over the world.
Promotion increases strength
of business and helps in
increasing attention of
customers (Pike, 2018).
People People for a business are
generally referred to target
customers those are taking
interest in products and
services of a company.
Holiday Inn generally targets
youth customers and offers
good discounts to youth.
In Marriott hotel the main
target customers are old aged
people and kids. Marriott hotel
designs marketing plan and
policy according to the needs
of its target customers.
Process The process is considered as
whole production process
which is formulated by a
company to deal with quality
production. Holiday Inn hotel
has hired professional
managers to handle the process
related to production.
In Marriott hotel, management
believes that quality
production is major target of
every business which is
helpful in increasing sales of
company. This approach also
helps the hotel to maximise
profit related to operations.
Physical Evidence In the functioning of a The physical evidence related

business, physical evidence is
considered as the space
covered by a business entity to
perform worldwide operations.
The management of Holiday
Inn hotel focus on physical
evidence in order to provide
quality product to customers.
to the hotel is performed by
top level management. Whole
physical evidence of hotel
Marriott is professional in
nature and is helpful in
increasing overall strength of
company in a short period of
time.
P4 Produce a basic marketing plan for a hospitality organisation to meet marketing objectives
Marketing plan is an essential element of marketing functions which is prepared by a
business entity to grow in market. The marketing plan of company is essential to be precise and
systematic in order to increase revenue of the business (Pike, 2020). In the long and short run it
is also compulsory for a business firm to formulate marketing objectives and achieve them with
the help of marketing plan in a professional manner.
Marketing plan
Vision- The main vision of Holiday Inn hotel is to establish as world’s largest chain of hotels by
the year 2024.
Mission- In the working of Holiday Inn hotel at the marketplace, the mission of Holiday Inn
hotel is to develop double operations by the year 2022.
Objective- To increase sales of the company by 20% by the end of the year 2021, also to
establish as a main chain of hotels in global market with help of appropriate strategy.

Marketing budget
Particulars 1st year 2nd year 3rd year 4th year
Investment 10000 10000 6000 5000
Initial money 10000 5000 5000 5000
Total 20000 15000 11000 10000
Marketing
outlay
15000 1000 3000 5000
Sales
publicity
2000 2000 1000 1000
Direct selling 4000 3000 1000 1000
Promotion 4000 1000 5000 2000
Total 25000 7000 10000 9000

Profit and loss and break even analysis of Holiday Inn using data collection
2020 2021 2022 2023 2024 2025
Turnover (25 per unit) 189,711.00 199,196.55 209,156.38 219,614.20 230,594.91 242,124.65
Less cost of sales:
Material Cost (3 per unit) 42,597.00 43,874.91 45,191.16 46,546.89 47,943.30 49,381.60
Production Cost (2 per
unit) 15,231.00 15,687.93 16,158.57 16,643.32 17,142.62 17,656.90
Labor Cost (6 per unit) 50,758.00 52,280.74 53,849.16 55,464.64 57,128.58 58,842.43
108,586.00
Gross profit (14 per unit) 81,125.00 87,352.97 93,957.49 100,959.34 108,380.41 116,243.72
Less Expenses:
Administrative expenses 13,751.00 14,026.02 14,306.54 14,592.67 14,884.52 15,182.22
Other operating overheads 22,374.00 22,821.48 23,277.91 23,743.47 24,218.34 24,702.70
Interest 1,943.00 1,981.86 2,021.50 2,061.93 2,103.17 2,145.23
Total Overheads 38,068.00
Profit/(loss) for the
financial year 43,057.00 48,523.61 54,351.54 60,561.28 67,174.38 74,213.57
Break even 2,719 2,774 2,829 2,886 2,943 3,002

Segmentation, Targeting, Positioning of Holiday Inn hotel
In the functioning of business organisations in modern competitive world, the STP
approach is considered as major marketing approach. The Holiday Inn hotel will take assistance
of this STP approach and this approach with its application for hotel is mentioned below:
 Segmentation- It is the first and initial stage in market planning which includes breaking
the market into different segments. The market in this stage is divided on the basis of
various segments related to product selling. In Holiday Inn hotel this approach is
beneficial in developing major segments that involve development of different markets
according to products and customers.
 Targeting- This stage is considered as most important approach in STP approach which
is majorly beneficial for a business in an effective manner. In this stage a business in
hospitality sector mainly identifies target customers and sell goods according to demand
of different customers (Shafei, 2020). After the identification of customers, a business
develops feature of products according to demand of customers.
 Positioning-This stage also includes the detailed positioning of market for special and
selected segments. After the positioning is allocated in a business, the marketing mix is
developed for each selected segment.
Marketing communication mix
The marketing communication mix is most important part of marketing plan which is
essential for overall development of business. The communication mix involves various
techniques that are helpful in attracting and communicating with target customers for the
business. Marketing communication mix mainly covers techniques to convince different
customers who are present at the marketplace. The main elements of communication mix which
are used by Holiday Inn hotel are mentioned below:
 Websites- In the era of digital technology, internet websites are used by many business
entities to communicate with different customers. The websites are important and quick
source of conveying customers all across the world in fast manner.

 Social media- The use of social media is increasing day by day in this competitive world.
There are many users of social media websites like face book and Insta-gram and
companies use social media to attract towards products and services.
 Direct marketing- This type of marketing is a type of traditional and effective technique
which involve face to face marketing. The direct marketing is considered as main type of
market which helps a business to attract customers in a quick manner.
Digital marketing planning
The digital marketing planning is essential in the tough competition era as in recent times
the importance of advertisement and publicity over internet has increased in a significant
manner. In hospitality sector hotels like Holiday Inn should regularly use digital marketing
operations in a perfect manner for business development (YILDIZ, 2018). The digital marketing
includes use of advanced computer systems and software for performing major operations. Many
companies in recent times in global market are focusing on digital marketing to reach out to
customers in a quick manner.

CONCLUSION
From the above stated report it can be concluded that it is essential for a business entity to
give emphasis on marketing management in order to gain success in market. This report
concludes the need and importance of marketing plan for long term growth and development of a
business organisation. This report concludes the role of marketing management in order to sell a
new or existing product in market. This can be concluded from the above stated report that it is
important for a company to hire professional and skilled workers in marketing management for
business growth. The above stated report concludes that in the era of stiff competition it is need
for a business to prepare a perfect marketing strategy which is helpful in future planning.

REFERENCES
Books and Journals
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Dixit, S.K., Lee, K.H. and Loo, P.T., 2019. Consumer behavior in hospitality and
tourism. Journal of Global Scholars of Marketing Science, 29(2), pp.151-161.
George, R., 2021. Tourism and Hospitality Marketing Principles. In Marketing Tourism and
Hospitality (pp. 3-31). Palgrave Macmillan, Cham.
Hay, B., 2022. Hospitality Spaces. In Encyclopedia of Tourism Management and Marketing.
Edward Elgar Publishing.
Leung, R., 2022. Hospitality IT Applications. In Encyclopedia of Tourism Management and
Marketing. Edward Elgar Publishing.
Okumus, B. and Cetin, G., 2018. Marketing Istanbul as a culinary destination. Journal of
Destination Marketing & Management, 9, pp.340-346.
Pappas, N. and Papatheodorou, A., 2021. Complexity in the tourism and hospitality online
purchasing
Pike, S., 2018. Destination Marketing. The SAGE Handbook of Tourism Management:
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Shafei, R., Saedi, S., Saedi, H. and Mohammadi, H., 2020. The Cultural Marketing Elements:
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YILDIZ, E., 2018, April. The Role of Intermediaries in Marketing of Hospitality Enterprises: A
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