Marketing in Hospitality: Strategies, Planning, and Evaluation Report

This report delves into the core aspects of marketing within the hospitality industry. It begins with an introduction that defines marketing and its role in ensuring business profitability. The main body explores the key roles and responsibilities of a marketing function within a hospitality organization, emphasizing their relationship to the wider organizational context. The report analyzes the marketing environment and the significance of interrelationships between marketing and other functional units. It then compares how different hospitality organizations apply the marketing mix to achieve business objectives, evaluating various tactics used. Furthermore, it designs a strategic marketing plan that tactically uses the 7Ps, incorporating measures for monitoring and evaluation to meet overall marketing objectives. The report concludes with a summary of the key findings and recommendations for effective hospitality marketing strategies.

Hospitality marketing
essentials

INTRODUCTION.......................................................................................................................................3
MAIN BODY..............................................................................................................................................3
P1 Explain the key roles and responsibilities of the marketing function within a selected hospitality
organization.............................................................................................................................................3
P2Discuss how roles and responsibilities of marketing relate to the wider organizational context..........4
M1 Analyze the roles and responsibilities of marketing in the context of the marketing environment....4
M2 Analyze the significance of interrelationships between marketing and other functional units within
a selected hospitality organization...........................................................................................................5
D1 Critically analyze the key elements of the marketing function and how they interrelate with other
functional units within a selected hospitality organization......................................................................6
P3 Compare the ways in which different hospitality organizations apply the marketing mix to the
marketing planning process to achieve business objectives.....................................................................6
M3 Evaluate different tactics applied by hospitality organizations to demonstrate how business
objectives are achieve..............................................................................................................................7
D2 Design a strategic marketing plan that tactically applies the use of the 7Ps and includes measures
for monitoring and evaluation to achieve overall marketing objectives...................................................7
P4 Produce a basic marketing plan for a hospitality organization to meet marketing objectives.............8
M4 Produce a detailed, coherent, evidence based marketing plan that applies the marketing mix to meet
marketing objectives for a hospitality organization.................................................................................9
CONCLUSION.........................................................................................................................................12
REFERENCES..........................................................................................................................................13

INTRODUCTION
Marketing is a set of activities or tasks that are performed by a company in order to
establish its name in the market (Baker and Magnini, 2016). This establishment involves
identification of customers, understanding their needs, designing a process through which these
needs can be satisfied and making aware customers about the existence of company in their
segment. It is basically a discipline of communication through which marketer establishes
connection with customers. This is a process which ensures matching up of demand and supply
pattern of company’s product in a market setup. Marketing is done only for products and
services. It can be performed for various things like, events, individual, idea, institution,
organization, etc. To sum up, it can be stated that marketing is a process through which improved
profitability of a business is ensured. This report will focus on discussion of the growth of the
organization, according to the market capabilities and their future based assumption, has been
perfectly analyzed. Explanation of the key roles and responsibilities and their perfect analysis has
been taken into consideration for the organization performance in the market. It helps to give the
clarity under which most of the main fundamentals are cleared in the proper perception. The
marketing mix and this particular approach of an application according to the market need have
been explained according to the market, which is the main aspect of growth and sustainability of
the organization.
MAIN BODY
P1 Explain the key roles and responsibilities of the marketing function within a selected
hospitality organization
Marketing is one of the most important parts of every company that is basically helping
the business to prosper more in growth chart. Marketing function helps management of a
company to expand and diversify the business operations with the help of optimum management
of marketing responsibilities (Beck, 2017). There are several functions, roles and also
responsibilities of marketing department those can be used so as to grow and also become more
popular in the market place. The main function of company is that it has to make a product and
marketing plays the role of making this product reach to customers. The key role of marketing

department of a firm is that it will ensure that company’s capabilities ensures the profitability
generation of the business. It also attempts to clarify the business idea of company to various
stakeholders.
Marketing management plays the important role of analyzing needs and wants of
customers that ultimately helps the company to align their capabilities accordingly. Function of
marketing helps company to utilize their resources in optimum manner through presenting a
proper marketing research. Every other department is dependent upon the success or failure of
marketing department (Cheng and Chen, 2017). All departments, such as, finance, sales
department and HR department are depending upon the volume produced by marketing
department. The observation in which the numbers of products, as well as the quality of
products, are being listed in the company amendments is noticed by the company marketing
executives. Bulk or single basic purchases of products in terms of selling it to the customers are
based on having proper assumption of the marketing executives.
P2Discuss how roles and responsibilities of marketing relate to the wider organizational context
The most important part of company’s success is that is researching and analyzing
properly in the market, so that they gain essential information that will improve the sustainability
of company in market. Marketing department and its employees are working in this direction
only. Marketing personnel are performing analysis over internal strengths and weaknesses of the
company and that make sure that it complements formulation of strategy. The process of
maintaining intensive education in the product based analysis of market development has been
maintained in a particular way. If a company or firm wants to establish its offerings in the market
that it is very important to develop an understanding of what actually is the need of targeted
customers. Marketing department plays the most important role by communicating with targeted
customers and ensuring the strong relationship with target market. This will ensure that company
will generate profits in its decline stage also. Marketing department is that component which
ensures long term sustainability of company in market (Cooper, 2020).

M1 Analyze the roles and responsibilities of marketing in the context of the marketing
environment
Marketing is one of the most vital components of any organization and it is divided into
five types of ideas that can be taken into consideration so that impact of this function can be
enhanced. These five ideas are production concept, product concept, selling concept, marketing
concept and societal marketing concept.
Product concept refers to the approach through which the focus is kept on producing high
quality products in the manufacturing process (Hofstede, 2017). This is done through rigorous
research and designing processes. This concept concentrates on designing of such products and
services through which customers are attracted to production process and also the product. This
will make sure the loyalty of customers towards product that is produced. Next comes up the
production concept, it refers to the situation where the company is concentrating on the volume

of production, rather than the quality. The idea behind this strategy is that the company believes
that higher the quantity of production, higher will be the amount of sale. This is obviously not
true in most cases as the most important thing is that company attempts to establish relationship
with customers. Next in the line is selling concept and it can be explained as the focus is on
executing the actual sale of the product or service, irrespective of the quality of the product or
need of the customer. The selling concept highlights that customers would buy a company’s
products only if the company were to sell these products aggressively. This philosophy doesn’t
include building relations with the customers. This means that repeated sales are rare, and
customer satisfaction is not great. Marketing concept came in role due to deficiencies produced
by selling concept. This concept draws a circle of targeted market and keeps the customers at the
center of this circle. This makes the marketing concept a more of customer oriented idea. Whole
process and concept is concentrating only on one activity and that is to understand the needs and
wants of customers. This understanding enables the management products and services as a
replica of needs and wants of customers. Last in the row is societal marketing concept and is the
latest approach towards handling of customers. It is emphasizing on the significance of well
being of customers and society as a whole. This approach induces marketers to understand the
importance of social and ethical considerations into their marketing practices (Jones and
Comfort, 2020).
M2 Analyze the significance of interrelationships between marketing and other functional units
within a selected hospitality organization
A business organization is operating in a certain surroundings which make it essential to
evaluate and monitor all those factors which have potential to impact the operations of the
company. This will help the management of the company to formulate appropriate suitable
strategies so as to engage more customers. This will assist in ensuring long term sustainability of
the company in market. In present case of Leopold hotel, to know about the areas of
improvement or care, it is important to consider surveys or feedbacks of customers, who are the
most important stakeholder for a hospitality industry (Melissen and Sauer, 2018).

D1 Critically analyze the key elements of the marketing function and how they interrelate with
other functional units within a selected hospitality organization
As explained in above parts of this report, almost every function of the organization is
dependent somewhere on marketing department. In the process of formulating marketing
strategy in an organization, there are several inputs that are required. These inputs come from
outputs and results from different departments, like finance department, production department,
etc.
P3 Compare the ways in which different hospitality organizations apply the marketing mix to the
marketing planning process to achieve business objectives
The main goal of every company is to achieve success and growth in the market. This
growth and success can only be achieved through serving targeted customers with high quality
products and services. For the purpose of designing good quality products and services,
following techniques can be blended with marketing mix:
 Market strategies: strategy is that roadmap which involves planning and execution of all
those essential steps and processes that will help the company to serve their customers
with best quality of services so as to satisfy their needs and wants. These strategies are
basically focusing on important requirement and that is, to engage customers with the
offerings of the company.
 Marketing information systems: at the time of developing a marketing plan, there is
various informations that is required. Marketing information system is serving this
purpose by furnishing management with required data and information (Mishra and
Gupta, 2020).
 Monitoring of marketing environment: Marketing department of every organization is
operating in a very dynamic state and surrounding, which involves regular changes.
Therefore, it becomes important that marketing personnel are taking different factors of
marketing environment, so that they can be used to bring improvements in the offering of
company.
 Marketing segmentation: Mere preparing of goods and services in alignment of needs and
wants of customers is not enough. It is more important to classify the whole big market in
different parts, called segments and then identifying the target market or the segment

which the company wants to serve. It is important to identify the target market so as to
gain maximum profitability (Ofosu-Boateng and Acquaye, 2020).
M3 Evaluate different tactics applied by hospitality organizations to demonstrate how business
objectives are achieve
To achieve organizational objectives, it is important to formulate and implement different
marketing strategies; some of the important tactics are explained below:
 Research: The main element of an efficient marketing strategy is to research properly
about the market. This will furnish the management with required information so that
they can use this data in formulating decisions and strategies for future course of action.
 Tactics: In terms of the tactics, it has been estimated according to the need of the
management. The high quality of tactics is limited to the promotional significance of the
company. According to the concept of management, there is some of the best possible
suggestion for the development of the tactics through which the particular improvement
of study will be easily available.
D2 Design a strategic marketing plan that tactically applies the use of the 7Ps and includes
measures for monitoring and evaluation to achieve overall marketing objectives
 Product: This is a basically the product, service, idea or any other specific item which is
placed in the market for promotion and sale (Neuninger, 2017). This is the offering of the
marketing plan of the business. This product and service should be designed in such a
way that it appropriately meets the needs and wants of customers. Another important
feature in this offering is that it should be capable of gaining competitive advantage over
other firms in the market.
 Price: This is the cost at which the company is offering products and services to its
customers. In the process of setting this price, it is important to consider various factors,
such as, unit cost price, marketing cost and distribution expenses. This price is an
important tool in making the company enable of competing in the market (Sertel, 2017).
 Place: It is basically the venue at which offered products and services will be distributed
in the market. Basic factor which are kept in mind while making decision about this
component is what channel will be used to deliver products to its customers, whether,

physical or online. Another option is mix of both platforms. Relax and unwind at Leopold
Hotel Ostend, located in a beautiful Art Deco building, completely renovated in 2016,
only 150m from the beach. Dating from 1928, the timeless elegance of unique historic
building has been admired by generations of guests. A perfect base for exploring Ostend:
Leopold Park is just around the corner; stroll along the promenade; see a show or try your
luck at Kursaal Casino; fabulous shopping on Adolf Buylstraat and Kapellestraat and
lively nightlife of Langestraat – all within short walking distance of our hotel. Bruges,
with its Belfry and Begijnhof (monastery) is only 30 minutes away by car or 12 minutes
by train.
 Promotion: Promotion, the fourth P, is the integrated marketing communications
campaign. Promotion includes a variety of activities such as advertising, selling, sales
promotions, public relations, direct marketing, sponsorship, and guerrilla marketing.
 People: This relates to the hu8man stakeholder of the company. In case of a business,
there are majorly two categories, viz., internal and external. Internal stakeholders refers to
employees and other people existing within the set up of a business and external refers to
all those who are outside the premises.
 Physical evidence: This refers to the physical existence of the business or its offerings.
Chosen hotel marks physical existence not only in United Kingdoms but also in other
countries, like, USA and Canada. The company has grown to be popular not only in a
particular way but in several ways by the service and product provision.
 Process: These are the methods and tools adopted by a company to check on its growth
and expansion in the market.
P4 Produce a basic marketing plan for a hospitality organization to meet marketing objectives
Marketing plan refers to a roadmap which is designed so as to achieve desired growth
and expansion in future (Siu, 2019). In chosen organization, following is a marketing plan which
will perfectly suit the needs and wants of company:
 Planning: This step involves conceiving of ideas and keeping them in a planned way so
as to achieve maximum benefits with utilization of least amount of resources. This can be

achieved through adoption of latest technologies so that cost is incurred at minimum
level.
 Resource collection: After the management has appropriately designed and formulated
suitable plans for future course of action, it will lead to next step of organizing needful
resources in accordance of plans. This collection of resources is in accordance of needed
quality of products and services by customers (TOMA and GRĂDINARU, 2018).
 Execution: Next step in the ladder of this plan is to execute what is planned and
organized in above processes. This step will involve checking the processes so that if
there are any faults, those can be identified at initial level only. After determination of
plans and methods required for execution, evaluation will be performed.
 Bug fixing: After the execution of the project has been done, next step comes that will
involve the task of checking and evaluation of any type of bugs that may occur in the
process. These bugs may be due to internal or external factors. Irrespective of the cause,
management will attempt to solve the issue so that it do not affect the plan in long run.
M4 Produce a detailed, coherent, evidence based marketing plan that applies the marketing mix
to meet marketing objectives for a hospitality organization
Marketing Plan
Company mission
and Vision
The mission of the company is to provide the best, high quality of
service to the people. Leopold’s vision is to become the leading
hotel in the travel industry.
Situation Analysis
 SWOT
Analysis
 STP
 PLC
Strengths– Leopold has gathered maximum customer attention in
the market. Also, the financial stability of the business is
remarkable. Other than this, the staff of the company is highly
trained and professional.
Weakness– Leopold has some issues and bugs in the registration
of the rooms when booked online. Other than this, there is a need
for improvement in the technology implemented for the business
operations (van Ginneken, 2019).

Opportunities– Website can be improved in order to increase the
customer base. Other than this, the new trends and styles should be
followed which are there in the society (Chaffey and Smith,
2017).
Threats– The competitors are growing and increasing the facilities
which might hamper the business operations.
STP
Leopold has opened its doors for each and every traveller from
around the globe. The rooms are available for families, youth, solo
traveller and senior citizens as well.
External analysis of Leopold
Political- The company follows the political changes in the society
for the management of the business operations.
Economic- The trade policies and changes are also implemented in
the business environment.
Social– All the facilities and services are provided according to the
needs and demands of the customer.
Technological– Leopold has to implement new technologies to
achieve competitive advantage.
Environmental– All the environment related policies are
implemented in the hotel.
Legal– All the information is being provided to the customers.
Other than this, all the legal procedures are being followed to the
customers.
Planning
The main goal of the company is to provide the best and high
quality of services to the people in order to gain maximum
customer satisfaction (Deepak and Jeyakumar, 2019).
Implementation Marketing Mix strategies-

Product
Product is mainly the services that are offered to the customers for
satisfying their needs. The organization can extend its services,
though Leopold hotel provides facilities of room booking, fitness
suite, and loyalty club services (Moorman and Day, 2016).
Price
Leopold hotel can follow a pricing strategy based on the factors of
penetration, skimming, competition, product line, and
psychological.
Promotion
Leopold hotel can extend its market promotion through customers,
hotel directories, travel assistants, social services, media, internet
and FMCG products (Herhausen and et.al., 2020).
Place
If the organization is planning to extend its business then he must
choose a strategic location, nearest to business hubs, tourist place
or can be any heritage area.
Physical evidence
The physical evidence that can be modified in Leopold hotel are
the hotel lobby, telecommunication system
People
The positive behavior of the staff is needed for delivering better
service. Leopold Hotel can also increase their number of staff
heads to provide faster service.

Process
The organization can implement automated service delivery
systems (Mothersbaugh, Hawkin and Kleiser, 2019).
Monitoring
The senior authorities and the managers of the company will
monitor the business activities and will also give feedback and
suggestion for improvement.
CONCLUSION
From the above report, it can be elucidated that marketing is a vital function for any
organization as it establishes the connection of company with most important stakeholder of any
business, i.e., customers. This process ensures that customers are not only aware of the existence
of the company but also attempts to attract these customers to the firm. To sum up the whole
discussion, appropriate statement can be that marketing is a process that compliments the vision
and mission of the marketer.

REFERENCES
Books and Journals
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Beck, J.A., 2017. Selling in the hospitality industry. Routledge Handbook of Hospitality
Marketing. pp.160-167.
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integrating online marketing. Taylor & Francis.
Cheng, J.C. and Chen, C.Y., 2017. Job resourcefulness, work engagement and prosocial service
behaviors in the hospitality industry. International Journal of Contemporary Hospitality
Management.
Cooper, C., 2020. Essentials of tourism. SAGE Publications Limited.
Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
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Management. 90. pp.276-290.
Hofstede, B., 2017. Video Marketing: How Important are Videos for the Hospitality Industry in
Finland?.
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Melissen, F. and Sauer, L., 2018. Improving sustainability in the hospitality industry. Routledge.
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marketing strategy. McGraw-Hill Higher Education.
Neuninger, R., 2017. Qualitative marketing methodology. Routledge Handbook of Hospitality
Marketing. pp.54-65.
Ofosu-Boateng, I. and Acquaye, P., 2020. Effects of Service Quality and Customer Satisfaction
on Customers’ Loyalty in the Hospitality industry of Ghana. European Journal of
Business and Management Research. 5(5).

Sertel, E., 2017. Customer Satisfaction, Loyalty, and Financial Performance in the Tourism and
Hospitality Industry: Evidence from North Cyprus. International Journal of Economic
Perspectives. 11(4).
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TOMA, P.D.S.G. and GRĂDINARU, P.D.C., 2018. The Marketing Mix In A Luxury Hotel
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van Ginneken, R. ed., 2019. Hospitality Finance and Accounting: Essential Theory and Practice.
Routledge.