Unit 15: Hospitality Marketing Essentials Report: The Landmark London

This report provides a comprehensive overview of hospitality marketing, focusing on The Landmark London Hotel. It begins by defining marketing and its relevance in the hospitality sector, emphasizing the importance of current trends like content and video marketing. The report then delves into the various marketing procedures, including market analysis and target market selection, and details the roles and accountabilities of the marketing function within the hotel, such as market research, customer identification, and brand awareness generation. It explores the interrelation of marketing with other hotel departments, highlighting the significance of these connections. Furthermore, the report analyzes how hotels utilize the marketing mix (7Ps) and compares the strategies of The Landmark London Hotel and London Hilton on Park Lane. The conclusion emphasizes the importance of effective interdepartmental relationships and the strategic development of marketing plans to achieve organizational goals. Finally, it highlights the importance of marketing tactics that align with the aims and mission of The Landmark London Hotel.

Unit 15: Hospitality Marketing
Essentials
1

Table of Contents
INTRODUCTION...........................................................................................................................3
ACTIVITY.......................................................................................................................................3
Overview of varied marketing procedure...............................................................................3
Accountabilities and roles of marketing function in Hotel....................................................3
Interrelation and influence of marketing with other functional departments of hotel............5
Significant and value of marketing role in context of hotel...................................................5
Different manners hotels can use marketing mix...................................................................6
Conclusion base on importance of effective interrelation between different departments....8
Roles and accountabilities of marketing relate to organizational context..............................9
Marketing tactic which capture aims and mission of The Landmark London Hotel.............9
Development of strategic marketing plan that apply utilize of 7ps of marketing mix...........9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11
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INTRODUCTION
Marketing can be define as procedure of teaching specific group of consumers why they
must select a company service or item over those of rivals. It is a type of persuasive interaction
that made up of every act included in moving goods from a venture direct to customers. Current
and future trends boost the marketing activities and practices in effective manner. Content and
video marketing is including in category of this category, which help company to influence mind
of buyers. Rise of voice marketing is future trends that also support in same manner but boost
speed of promotion even better. The current assignment will be based on The Landmark London
Hotel, which falls under list of five star hotels in the United Kingdom. This study will explain
responsibilities and role of marketing function within chosen company and define how it relates
to firm. It will describe importance of interconnection between functional departments within
selected hotel. Furthermore, this report will justify use of marketing mix model by two different
hotels and will also clarify development of strategic promotional plan that meet objectives of
advertising.
ACTIVITY
Overview of varied marketing procedure
A marketing process refer to series of stages that permit hospitality organizations to
determine consumers issues, analyse market chances and develop advertising content which
enable companies to reach at target group of buyers in systematic manner (Jiang, 2020). In the
world of marketing, different processes relate to promotion available that bring a lot of benefits
for chosen brand The Landmark London hotel. Analysing current opportunities in market is
one of the useful marketing procedures that help marketers to gain competitive benefits and
conduct activities according to it. Second process, is develop marketing tactic that is effective
in term of engaging millions of buyers with promotion plan of firm and drive its attention
towards its services or discount offers. It is most common act of procedure which in return
increase customer base. Selection of target consumers or market is one of the toughest
processes that require a lot of hard work and consume time as well.
Accountabilities and roles of marketing function in Hotel
Marketing department of The Landmark London hotel plays vital role which brings
several growth opportunities for its venture and benefits in different terms. Furthermore, it is
accountable for varied acts, following are;
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Market investigation-
The most helpful and essential role marketing department within The Landmark London
hotel can play by conducting market research in order to analyse current market situation and
determine needs of buyers (Tzempelikos and et.al., 2020). Because of this role workers work in
this section can conduct further activities relate to product or service promotion which in return
increases sales and profitability of chosen hotel.
Identify customers-
Second role that selected unit within hotel can play is identification of its consumers
needs especially those who are travel lover. Marketing function play this specific role by
understanding wants and demand of each customer (Heinonen and Strandvik, 2018). It can be
done by determine whom firm want to target and how they can reach to them, without any
mistakes and complications directly.
Satisfy and Retain buyers-
Third role of marketing department and its team members within The Landmark London
hotel is to satisfy people by making offers in front of them through promotion exactly what firm
offer or create for target market (Othman and et.al., 2020). When this type of ad satisfy
individual customer; then company can successfully retain them for longer period of time, which
is quite beneficial in term of increase strong and wide base of travellers in form of consumer.
Develop product-
Marketing function of chosen hotel can play critical and crucial role in sales by
introducing offers and services of company to its guests and develop effective messaging that
elevate demand & ultimately drives sales (Aljanabi, 2020). This element is a part of marketing
procedure that helps in development of items and produces it according to needs of each guest,
which is really very important to do.
Generate brand awareness-
The most significant accountability of above department is to develop influencing plans
which make them enable to generate excellent brand awareness at all over the world. It could
support to manage brand and promote it successfully (Ya and et.al., 2020). This section has a big
responsibility of develop firm profitable and viable. It needs to be done by creating awareness of
its venture and engaging guests.
Monitor competition-
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The biggest responsibility of marketing department and its team members is to monitor
competitive degree within marketplace, which make them able to develop the effective content
as compare to rivals. By monitoring competition this unit can determine attempts of other hotels
in context of marketing and conduct own practices to get success even better than rivals (Zhan
and et.al., 2020).
Supervise marketing & sales department-
Along with above accountabilities, other responsibility of marketing team is to supervise
sales and overall marketing department workers, which make applicants able to perform better
and systematically (Dai, Zhuang and Huan, 2019). Supervision is very important and useful in
term of managing performance of employees which in return increase productivity of business as
well as profitability more than other brand like London Hilton on Park Lane.
Interrelation and influence of marketing with other functional departments of hotel
The success and growth of The Landmark London hotel, is depend of its operational &
functional departments and staff members. Marketing department by working with other
functional units within firm achieve strategic aims and objectives in effective manner. It
influence by performing together with human resource department in term of promoting require
vacancy or position in market. For example, marketing unit can coordinate with HRM and
perform with it by developing ad that aware local people about roles and jobs accessibility in
hotel. Furthermore, not only this functional department, marketing unit interrelate and influence
with IT section of The Landmark London hotel (Oest and et.al., 2020). For instance, information
technology is one of the most importance departments which make marketing team able to
successfully and innovatively develop message without facing any technical problems. It aid to
directly attract visitors and travel lover to consider accommodation and other services of chosen
hospitality organization.
Significant and value of marketing role in context of hotel
Marketing department role within The Landmark London Hotel is quite important and
valuable. For instance, customers’ wants to build a strong relation with a company and above
unit can be utilized to do that. In short, marketing teams is able to develop impressive
relationship between chosen hotel and its guests by promoting exact services which has been
accessible and offered by organization (Ungureanu and et.al., 2019). Relation is based on trust
and with this activity workers can gain trust of customers. By advertising actual services and
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products especially design for target market, this department can play important role in form of
building trustworthy relationship. It unit is essential because it helps company to sell its services
and generate awareness about offer all around the world which in return gain attention of those
buyers who are travel addicted and want the best hotel or accommodation services.
Marketing department is valuable for hotel because it serves as face of its overall
business; they help to reach out to target customers in systematic manner that is valuable thing.
Different manners hotels can use marketing mix
Marketing mix include different areas of concentrate as part of understanding marketing
strategy (Dolnicar, Grün and Leisch, 2018). It is a strategic tool that can use in context of
organizations in order to determine its tactics and actions in order to achieve set goals. Here,
comparison could do between two different hotels of hospitality base on marketing mix model.
7Ps The Landmark London London Hilton On park Lane
Product It included in category of five star
hotels and according to that thing,
its staff focus on providing
excellent and quality services to
guests. It enable firm to satisfy
customers and gain attention of new
one. Along with accommodation
services, management offer room
selection opportunity to individual
buyer.
As compare to the landmark
London, this organization could
satisfy its target market and attract
new customers by providing wide
parking space where consumer
who likes to travel by his or her
own vehicles can park without
facing any problems.
Price There are different types of pricing
strategies available in world of
business that The Landmark
London can utilize to gain attention
of new guest and retain existing for
long. Organization can use price
discrimination tactic that enable
business to attract new consumers
successfully (Aznar and et.al.,
London Hilton on park lane use
price skimming as pricing strategy
instead of other tactic because it
help to achieve its aims in
systematic manner in term of
increasing profitability level more
than other hotels.
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2018).
Promotion Company aim is to reach at global
level which is possible when its
marketing team generate brand
awareness and promote services by
using the latest digital marketing
platforms. They could use social
media channels to conduct
advertising attempts. Instagram is
one of the most popular social
media channels where millions
people are accessible.
Instead of sticking with only one
marketing source, this firm uses
Facebook, Twitter, Linked In and
You tube as digital marketing
platforms which are quite
beneficial in form of maximizing
customer base and increasing
profits margin.
Place The location where The landmark
London hotel has established is
quite attractive and helpful for
customers because it allow guest to
reach at exact location without
facing challenge to find hotel. It
located at heart of city where its
structure attract buyers and get easy
for all of them to reach.
As compare to its rival, London
Hilton On park Lane chosen the
most attractive and experiencing
place for its brand where
customers can enjoy sun set and
rise and feel the beauty of overall
nature. It can help to encourage
buyer to conduct word of mouth
promotion in market.
People The landmark London along with
exiting workforce and hire new
people who are able to satisfy
customer by providing services and
offers according to needs. It can
help to achieve objective of firm
that is to increase satisfactory
degree of guest.
Despite of hiring people, company
can build strong workforce by
motivating existing employees
through catering several awards
and recognizing his or her
performance at workplace. It aid to
achieve aim in form of
strengthening brand efficiency and
increasing productivity level.
Process Furthermore, along with above London Hilton On park Lane by
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strategies hotel and its management
can adopt new act through which
they can satisfy each consumer that
is aim of company. For example,
manager develop official site where
customer get data and then
consume service by reaching at
physical outlet. Hotel can mention
contact number which allow
travellers to gather information
about new offers provide by The
landmark London.
providing advance registration
service to customer retain them for
longer period of time. They use
advanced technologies for booking
and reservation which saves time
and paper.
Physical evidence In order to attract customer and
aware them about new offers firm
can use brochures and internet
pages which help to show its
physical present in hospitality
industry.
On the other hand, to make guest
comfortable and show existence in
industry, London Hilton On park
Lane can utilize application
through which each buyer can
book rooms in advance without
searching too much online.
Conclusion base on importance of effective interrelation between different departments
It has been concluded that interrelation between marketing and human resource
department as well as IT has played important and beneficial role. It help to boost productivity
and performance level of The landmark London hotel in excellent manner which turn into
increase its profitability more than other hotels that has been operated in similar sector.
Furthermore, it is really very essential that all departments work together within chosen brand
because it helps all employees to learn something new and different from applicants who work in
different section (Hausberg and Leeflang, 2019). It gives people chance to develop and improve
skills and level of knowledge which can be used in further situations. Interrelationship between
marketing, IT and HRM is also important as it help to satisfy customers and generate brand
awareness in systematic manner which can attract people in form of workers or consumers.
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Roles and accountabilities of marketing relate to organizational context
In regard to The landmark London hotel, marketing play crucial role and have different
responsibilities. For instance, market research is the main role of this department that is
beneficial for company in term of aware management about current trends in market and identify
needs of travellers that can be changed or influence by varied factors either social or personal.
Furthermore, by this role marketing team can help organization to beat its rivals by attracting
more new guest towards services and facilities. Other role of this functional department is to
promote products of hotel in market where potential and profitable customers are seeking to take
a short holiday trip and accommodation services in well known hotel just like chosen one.
Marketing department is accountable for monitoring each act and practice of its
competitors by using technology, which make hotel stronger to give tough competition to its
rivals by promoting service at international level.
Marketing tactic which capture aims and mission of The Landmark London Hotel
From above discussion, it has been analysed that chosen hotel and London Hilton on park
lane uses several strategies and applied in order to achieve objectives of its businesses. For
example, to show existence in hospitality sector landmark London utilize internet and brochures
which is very helpful and beneficial in form of aware customer about its services and presence.
But one the other hand, this strategy is not much impressive and influencing because most people
avoid internet page while gathering data about specific product or service; they like to
communicate with those who has already enjoyed offers of selected firm.
Furthermore, tactic that London Hilton on park lane hotel apply is provide benefit to its
business in term of retaining target customer, but also impact negatively when technical issues
arise and management could not be able to make reservation due to it.
Development of strategic marketing plan that apply utilize of 7ps of marketing mix
Marketing plan is comprehensive document that can outline The Landmark London
overall marketing attempts. Development of this plan is important because it makes sales of
company much easier and allows management to target profitable buyers. It is needed in order to
gain competitive advantages and reach at international level.
Mission-
The mission of The Landmark London hotel is to be first choice of its existing and new
guest forever by serving quality services to them from national to global platform.
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Objectives-
 To become the best hospitality firm in the world where customers gain great experience
of holiday.
 To gain competitive edge and be competitive for long.
 To increase number of satisfy target market.
 To enter into US market by using suitable method
Overview of The Landmark London hotel-
The organization is switched at 222, Marylebone road, London and has operated its
venture with skilled applicants. They offer luxury rooms and services to its guest; it has 300
rooms including luxurious suites approx 51, which are certain of hotel flexible suite. Its product
and service will benefits consumers because, firm consider needs and accomplish demand to
traveller. The best thing about its services is that it creates everything from marketing to food
products by considering preferences of buyers. The hotel business is profitable because of quality
which they offer in form of accommodation, Food & beverage and other services. Venture
expansion is the excellent progress chance for hotel. Location, population type and cultural
preferences are geographic marketing area of chosen hospitality company.
Situational analysis-
SWOT-
Strength-
The biggest strengths of The Landmark London Hotel is its workers who make firm
enable to satisfy guests and give great experience to them during overall journey within
company.
Weakness-
Lack of focus on business expansion is one of its weaknesses that put negative impact on
current market position as well as profitability.
Opportunity-
Varied routes accessibility in context of global expansion is the biggest opportunity for
The landmark London hotel which it can grab and generate brand awareness.
Threat-
Intense competition within hospitality industry pose threat for chosen hotel which impact
marketing efforts and current strategies of company.
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Target customers-
Hilton hotel, Marriot and other well known brands are the main competitors of The
landmark London. All these rivals target profitable buyers by using different segmentation
tactics. High and middle class people are perfect customers of this firm which it can target by
using demographic and psychology segmentation strategies. The current consumer base of hotel
can age, income and most important geographic location. Ways to make life stress free and
gather data about holiday and room package via social media sites are few habits that consumers
and potential buyer share with each other. They read marketing content, listen comments and
review on you Tube etc. Firm would not be able to reach at youngster for which they can adopt
several approaches.
Quality of food and services are valuable things that target market value most, firm can
improve reservation service and adjust to serve them better by hiring skill workers.
Tactics for market entry-
The Landmark London will enter into profitable market by expanding business with
product development tactic.
Forecast sales-
Firm can take action and forecast sales by analysing and determining current demand of
guest which enable them to serve accordingly that turn into increase sales.
Marketing budget-
Integrate marketing communication-
Product-
Firm will add more value in existing service and packages by recognizing needs of
target market in form of making food by utilizing organic items.
Price-
Company will use low pricing strategy for its services while entering into new market
because it allow child to buy without thinking too much.
Place-
Chosen company will sell its item through another branch, it is quite easy and simple to
sell product.
People-
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Hotel along with existing workforce can hire local people who known customer better
and sell them appropriately.
Promotion-
Company will use the latest and traditional methods for marketing which help to
generate revenue and awareness in short period.
Process-
Firm will collect all fruits from good suppliers who has organic farm which satisfy
customers needs and increase satisfactory level.
Physical evidence-
Hotel will show its existence and services as well as new offers to people by using
template and creating new website and all digital marketing sources.
Sales channels-
They will utilize direct mail and cyber marketing as sales channels which are quite
common approaches.
Tracking marketing activities-
They will track overall actions by determining number of likes on social media and other
pages where firm already update its data and promote services.
Evaluate success and growth-
Firm marketing team will measure success of its marketing plan by using benchmarking
as KPIs tools.
CONCLUSION
From above analysis, it has been concluded that The Landmark London hotel has
successfully promote its service and venture at all over the world because of its marketing
department. Workers of this units has played vital role in success of hotel by developing
influencing and attractive marketing plans that has gained attention of new travellers towards
reservation & retain existing one for longer period of time. Furthermore, from above discussion
it has been identified that chosen hotel by applying appropriate techniques and strategies take
from marketing mix model has gained competitive advantages and achieved its set goals in
systematic manner. By summing up above analysis it has been summarized that by development
effective marketing plan and using right monitoring techniques firm has gained all benefits and
analyse its success.
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