Unit 15: Hospitality Marketing Analysis and Marketing Plan Report

This report analyzes the marketing strategies of the Grosvenor Hotel, a luxury establishment in London. It begins with an introduction to marketing concepts and then delves into the roles and responsibilities within hospitality marketing, including market research, brand management, and customer communication. The report then examines the interrelation of marketing with other organizational departments such as production, finance, and human resources. The core of the report is a comparison of marketing mix strategies employed by Grosvenor Hotel and Accor Hotel, highlighting differences in product offerings, pricing, place, promotion, and people. Finally, the report culminates in the creation of a basic marketing plan tailored for the Grosvenor Hotel, outlining marketing objectives and strategies.

Unit 15 - Hospitality
Marketing Essentials

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK 1 ...........................................................................................................................................3
P1 Roles and responsibilities in hospitality market functions:...............................................3
P2 Marketing roles and responsibilities in relation to organisational wider context.............4
TASK 2 ...........................................................................................................................................6
P3 Comparison of various methods to utilize marketing mix by corporations to construct
effective market strategies and complete organisational objectives.......................................6
TASK 3 ...........................................................................................................................................9
P4 Produce a basic marketing plan for hospitality company in order to meet marketing
objectives................................................................................................................................9
CONCLUSION .............................................................................................................................12
REFERENCE.................................................................................................................................13

INTRODUCTION
The term marketing defines a course of actions that is used by management team of
company for promoting, selling and buying of goods/ services. It involves various activities like
delivering, advertising, supplying etc. to end users for spreading awareness about services as
well as for accomplishment of organisational goal. It is considered as the core function of
company which is carried out with the aim of promoting services (Perreault,2018). In which the
following report is based on hotel Grosvenor. It is a luxurious hotel opened in 1929 at area of
London, UK. In present assignment discussion about roles, responsibilities, interrelation with
among other departments is carried out additionally a marketing plan for selected firm.
MAIN BODY
TASK 1
P1 Roles and responsibilities in hospitality market functions:
Marketing functions of any organisation consist of a proper analysis in form of planning,
product management, information analysis, channelling, selling, pricing and promotional
strategies. The main focus on performing these marketing functions is understanding of customer
needs and designing available products accordingly. In a hotel industry, marketing manager has
responsibility of maximizing hotel's profit and managing its revenues.
Responsibilities:
A manger therefore conducts various programs to be aware of needs and attitude of guests in
hotel discussed below:
Conduct research & marketing : There are many factors that affect a customer's
decision on selecting the best hotel experience for themselves. Grosvenor House is one such
hotels that lay emphasis on certain factors such as easy road, rail or flight accessibility, prime
location, hospitality reputation, price and meeting facilities etc. This will eventually help the
organisation take follow-ups and know their strengths as well as weaknesses (Cooper,2020).
Also research on travel industry will give good study on current trends and demand of facilities
by the customers today.
Consumer awareness maximization: Customers today demand for an easy booking
accessibility with required details of the hotel. Hospitality industry today has many options to the

consumer marketplace consisting of motels, hotels, private inns, property bookings, home
sharing etc. Therefore just making people aware of hotel is not enough.
Customer relationship building: Potential customers bring strong revenue base to
organisation ensuring more visits and high level of repeated business. Grosvenor rewards its
customers who usually do regular booking that shows a nice gesture benefiting both customer
and hotel.
Liaison with manager and staff members: Marketing priorities can to be determined by
the marketing manager by working closely with the other hotel management staff of the
workplace. In order to increase the future occupancy rates for Grosvenor, plans are made by
manager on specific event dates to review booking levels in future. Manager manager should be
responsible for scheduled marketing with event management team for additional meeting and
conferences in order to attract customers.
Roles:
Market research: The marketing of chosen hotel therefore should be done in a way it
attracts maximum customers shaping the hotel's appeal positively. One way of marketing
research can be monitoring of guest reviews non hotel site and booking section.
Brand management: Grosvenor make sure it has up-to date information updates over its
website with attractive offers and facilities available making it more appealing and attractive to
visit such a place (Charlesworth, 2020). Customers with regular updates on sites help create
brand loyalty and maintains goodwill of the hospitality firm.
Internal and customer communication: Manager's role here to keep the reward system
simple that can easily be understood by customers for accumulation of points for reward
benefits. The main target can be corporate guests who prefer regular booking or large no of staff
visits etc. Also consistent follow-up in form of feedback forms or surveys with customer service
team should be taken for enhancing satisfaction level standards of customer care.
P2 Marketing roles and responsibilities in relation to organisational wider context
Market concept of any organisation involves strong promotion with the help of
advertisements, campaigns, programs and many other customer satisfying activities. Marketing
in hospitality industry is a broad concept to know and apply in a specific manner. Organisation
such as Grosvenor house also has been adopting such concepts for better progress and increase in
their productivity. Furthermore, In relevance with chosen hospitality workplace, proper data

analysis of customer visits and leaves is done for making future plans and decision making.
Grosvenor also has expanded roles in the hotel into different departments for application of
different approaches to them as per the goals and objectives of the entity.
Companies often use such approaches in context with organisations operations and functions
discussed below:
Marketing and production department: In every organisation, positive output result is
a significant part used to develop future plans for improved production and services. Production
of good services to guests visiting Grosvenor, is followed by a systematic process of functions
performed on time by all staff members of the hotel such as timely check-ins, check-outs,
arrangement of conference hall meetings or any other event, timely feedback on website queries
etc. The production department of the company is further bifurcated into small departments of
IT, Social media, promotional and customer service departments focusing of new methods and
activities carried out in the company.
Finance and marketing department: Proper audit and financing plays a vital role in
any type of enterprise. Finance managers of Grosvenor keeps record of all offline and online
cash inflows as well as outflow translations. The transactions consist of customer bookings, prior
event bookings, conferences etc. In relation to marketing management, the capital required for
promotion and advertisement of hotel experiences ha to be recorded by the finance department
according to the budget of the company.
Market research and development department: Testing of customers visiting the hotel
weather they are satisfied with the services or not is kind of research done by the manager
(Kuntonbutr, 2019). The manager also need to do market research of hospitality industry to know
their competitors potential and amount of more capital to be invested in future operations of
Grosvenor. The review of customers and safety of their credentials submitted over reception or
sites should be made more secure by development department.
Marketing and human resource department: Selection and recruitment of candidates
is a crucial part of any organisation, as selection of capable candidates for managing activities is
important. In relevance to the selected hotel company, marketing sector help human resource
department with what kind of candidates are actually required in the organisation. Grosvenor too
mainly focuses on recruiting hotel management freshers or experienced professionals in
hospitality industry for providing excellent services to their guests and better coordination at the

workplace. The workers from top to bottom such as front line workers, receptionist, room service
staff, auditor etc. have different role to play at workplace. They too have different marketing
roles to follow such as welcoming guests, regular checks on guests in need of assistance, nice
gesture etc. add on to the marketing roles.
TASK 2
P3 Comparison of various methods to utilize marketing mix by corporations to construct
effective market strategies and complete organisational objectives.
Marketing mix is sequence of strategies applied by an organisation to formulate and
implement effective promotional plans. This plays a significant role in growth and development
of the company as the organisation is able to offer their brand to a wider number of consumer. In
the present context Grosvenor hotel and Accor hotel are selected as the base corporation in order
to provide an effective differentiation on the basis of marketing mix. The difference between
usage of marketing mix in Grosvenor hotel with Accor hotel is provided below:
BASIS Grosvenor Hotel Accor Hotel
Product The services given by the hotel which
are considered their products include
fast and free Wi-Fi connection, Gym,
smart TV unpaid mini-bar, toiletries,
24 hour reception and customer
support services, suitable places for
business or social events, laundry
service and services for wedding
planning. The hotel offers delicious
international cuisines in restaurants
built inside the hotel and afternoon
tea services for an authentic British
holiday experience (Proctor, 2020).
Accor hotels is an international
organisation which is involved in
franchising and managing hotels
resorts and holiday and property. The
organisation owns 20 hotel chains and
offers their consumers various
services according to their selection of
luxury, mid level and economy hotel
brand. The organisation aims to
provide the best vacation experience
by giving them products and services
of superior quality.
Price The price of various services offered
by the hotel mainly depend on the
particular service. As the hotel is
The organisation has offers their
products to a wide range of consumers
which includes business corporations,

located at the most tourist friendly
area of London with Buckingham
palace, Victoria palace theatres,
Thames river at a walking distance
price of various commodities is
affected. The hotel gives the
customers certain amount of discount
when making a booking from their
official online website to increase
revisits from customers.
traveller groups, families on vacation
and single consumers on vacation and
as result utilises different pricing
strategy for different hotel brands. The
hotel has utilised value added pricing
plan depending on the location and
type of services offered by the hotel.
This has allowed the hotel to
effectively manage consumers with
different spending power.
Place The respective hotel is located in one
of the most visited localities in
London due to the presence of
Buckingham palace Park street in
nearby areas and is situated near the
closest train and bus station which
allows the customers to reach
different parts of the town easily. All
of the above characteristics along
with existence of airport at a distance
of 29km from the hotel increase the
accessibility and advantage of the
hotel over rival organisations for
consumer retention.
The organisation has various hotel
brands expanded in 5 continents.
These hotels are situated at lucrative
tourist spots which are easily
accessible to the international
customers. The organisation has
constructed strategic alliances with
corporates across the globe to
maintain efficient working of all of
their hotels. The organisation has
invested in developing an application
for smooth and swift booking of
rooms and easy changes in booking of
consumers.
Promotion The Grosvenor hotel is connected to
British heritage due to it's presence on
the past residence the Duke of
Westminster, the organisation has
utilised this connection in various
promotional strategies to attract
Promotional campaigns are one of the
most significant operations conducted
by the organisation (Nirschl and
Steinberg, 2018). The organisation has
started various loyalty programmes by
forming strategic alliance with Qatar

consumers wishing to gain royal
experience during their visit to
London. By forming a planned
collaboration with American express,
the hotel gives various benefits and
rewards to users of their American
express cards and in addition to this
the establishment advertises their
hotel by building social media
accounts on popular applications
(Eletxigerra, Barrutia and Echebarria,
2018).
airways in order to attract air travellers
to their hotels by giving them lucrative
offers. The company has also invested
in constructing strong online presence
through creating interactive social
media accounts, YouTube channel for
advertising their services and
accessible website for increasing
online bookings.
People The hotel employees staff with
multilingual skills in order to
efficiently manage international
customers. The hotel gives
appropriate training to their
employees for efficient management
of various services and help them
adapt with changes in the technology
for development and growth of the
consumers along with giving
appropriate benefits to deserving
employees in order to enhance their
performance.
The organisation has recruited
300,000 on various hotels all across
the globe. The company has
implemented policies which aim to
increase diversity and inclusiveness in
their workforce by employing workers
from different cultural backgrounds
and including people with disabilities
as part of their organisation. The
company has included HEFORSHE
initiative which aims to increase
gender equality in the workplace.
Process The hotel indulges in buying all of
their hotel interior from quality
brands in order to give their
consumers authentic British
The company purchases food items
for their restaurants from suppliers
who offer premium quality products
and uses fresh food items in all their

experience and has developed the
ambiance of their hotel in accordance
with surrounding area with famous
monuments of Britain and colour
schemes which are inspired by Hyde
park (Bünte, 2018).
dishes which enhances the culinary
experience of the consumer. The hotel
has also invested constructing open
house services with adjustable
furniture which give fresh experience
to the consumer.
Physical
evidence
The hotel provides their consumers
sightseeing offers and tickets to
experience functions and
performances at Royal Albert Hall
and has invested in maintaining
proper hygiene throughout the hotels
along with excellent after sales
services to ensure customer revisits.
The company has invested in system
which takes regular feedbacks from
the consumers in order to modify and
change any aspect of their consumer
journey at the hotel according to the
consumers interests and preferences.
The organisation gives their
consumers menus and other
information with excellent look and
decoration.
TASK 3
P4 Produce a basic marketing plan for hospitality company in order to meet marketing objectives
Marketing plan refers to a documented report which provides direction or path to entities
in order to reach potential consumers. It aids company to determine targets and competition
present in market (Baker and Magnini, 2016). It is operating at low basis level that is strategic
and used for determining of marketing plan. Second is tactical with the purpose of execution of
marketing plan.
Executive summery:
Mission : The main mission of hotel Grosvenor is to make sure that guest are offered by
peroneal services along with excellent facilities in order to enjoy , warm and redefined ambiance.
Corporate objective:
 To increase the market shares of company by 5 % within 3 years.

 To considered more promotional strategies in order to increase brand awareness towards
target consumers and that leads to increment of revenue by 2.3 percentage within 1.5
years.
SWOT analysis
Strength Weakness
 The biggest strength of Grosvenor
hotel is it offers qualitative and
luxurious services to their consumers
and that increase brand image.
 There is a proper guest feedback
systems where Grosvenor provides
their services to be robust as they are
tacking the behaviour of consumers on
regular basis to maintain the loyalty
(Hanlon, 2019).
 With the covid-19, there is negative
impact on hospitality industry as it
reduces the demands to due
implementation of lock down.
 With the increment in competition in
luxurious hotel at London, it become
more crucial to ficus on
differentiations. It will be designed on
the basis of high customisation level.
Opportunity Threat
 Demands of high end hospitality
services in developing nations and that
can be utilised by Grosvenor hotel with
the aim of expansion of their market
shares.
 By focusing on further expansion on
sponsored events they may create high
brand image for targeted consumers.
 Biggest threat in hospitality industry is
with the competitors such as Hilton,
Marriott who are having similar
strategies to Hotel Grosvenor.
 Stiff competition that lowers market
shares in drastic manner (Eng, 2017).
STP approach:
Segmentation: It tends to division of whole market into sub small market for reaching out
all potentials consumers and this is carried out on the basis of some characteristics like
geographic, behavioural etc. selected company undertakes psycho graphic along with
demographics segmentation on the basis of income level. Attitudes, status of consumers.

Targetting: After segmentation next step is to target the segmented peoples. It need to be
selected with the due addressing after assessing a lot of factors like probability (Uncles, 2018).
Hotel Grosvenor target those consumers who are willing to pay extra charges for qualitative
services.
Positioning: It refers to the perceptions of consumers towards services. In context of
chosen firm they strongly maintained themselves as a brand which offers premium & luxurious
services to visitors at higher prices.
Marketing strategies:
There is information of marketing strategies on the basis of marking mix elements which
are further used to develop tactics so that goal will be attained. In order to understand various
elements of marketing mix there is a marketing mix analysis of selected company as discussed
below:
Product: Grosvenor offers high quality and luxurious services to their consumers in order
to improve the consumers experiences. The intangible services that offered by them are quality,
smooth ambiance, environment and hygiene. As well as its added creation of extensive flowering
in public area, banquet halls etc. there all location are capable of cratering about 200 or more
than it visitors with well equipped rooms and terrace as well as elevated dinning (Okumus and
Cetin, 2018).
Price: The pricing strategy that is adopted by chosen firm is premium pricing as it need to
be selected on the basis of services that are being offered by hotel. It can be balanced by proving
many discounts & offers so that the prices will become affordable to consumers.
Place: Grosvenor hotel is a UK based and present at various location of UK such as
London in order to spread awareness about brand so that consumers will easily take advantages
or consume services.
Promotions: Currently there can be use of digital media strategies with the aim of
advertising services such as Facebook, Instagram, snap chat and so on for raising awareness for
million generations (Chernev, 2019).
Marketing budget: Marketing budget determine the invest required for marketing as well
as percentage of planned revenue. On the basis of objective of company is has to be set budget.
In order to present marketing plan, financial budget is mentioned below:

Action plan: Monitoring and tracking of effectiveness of various strategies is vital to
evaluate the programs. With relevance to selected company, the marketing campaign is tracked
with the help of web traffic of internet marketing. It display the advertising by using phone
numbers, special offers (Wilson, 2017). An evaluation can be carried out by answering some
specific questions like did goals have been achieved, efforts are resulting into positive outcome
or not.
CONCLUSION
From above discussed report it has been analysed that marketing departments plays
essential role in every organisation in order to gain competitive advantage as in hospitality
industry range and marketing services are changing with time. It relies on manner of consumer
perceptions and they are perceiving values of marketing services for effective functioning.