Hospitality Marketing Essentials Report: London Marriott Hotel

This report delves into the core concepts of hospitality marketing, analyzing the roles and responsibilities of marketing functions within the London Marriott Hotel Park Lane. It examines the interrelationship of marketing with other departments, such as housekeeping, front desk, human resources, and maintenance, highlighting their interconnectedness for organizational success. The report compares how hotels implement their marketing mix, using London Marriott Hotel Park Lane and Hilton Hotel on Park Lane as examples. Furthermore, it culminates in the development of a detailed marketing plan specifically tailored for the London Marriott Hotel Park Lane, addressing various aspects of marketing strategies and providing insights into market analysis, target market selection, and the development of a comprehensive marketing mix to enhance the hotel's performance and competitiveness.

Unit 15: Hospitality
Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
Concept of Marketing, Current and future marketing trends of marketing.................................3
Marketing Processes....................................................................................................................4
LO1..................................................................................................................................................5
P1 Key roles and responsibilities of the marketing functions within London Marriott Hotel
Park Lane.....................................................................................................................................5
P2 Analysis of influence and interrelationship of marketing with other functional departments
.....................................................................................................................................................6
LO2..................................................................................................................................................9
P3 Comparison of ways in which hotels implement their marketing mix...................................9
LO3................................................................................................................................................11
P4 Marketing plan for London Marriott Hotel Park Lane.........................................................11
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
“Marketing has been defined by Philip Kotler as societal process by which individuals
and groups obtain what they need and want through creating, offering and freely exchanging
products and services of value with others”. This definition of marketing outlines marketing from
both buyers as well as seller perception. Marketing has become very important for the success of
organisations as it help in linking requirements of customers with offerings of sellers. London
Marriott Hotel Park Lane is a hotel situated in London, England and this hotel is run by Marriott
Hotels Group. London Marriott Hotel Park Lanes has 152 rooms. This report will discuss about
roles and responsibility of marketing function within organisation and will analyse influence and
interrelationship of marketing with other functional departments of hotel. Further, this report will
discuss about marketing mix and comparison in which organisations implement marketing mix.
Followed by this, report will involve development of marketing plan for London Marriott Hotel
Park Lane.
Concept of Marketing, Current and future marketing trends of marketing
Marketing concept is the philosophy on the basis of which organisation analyse needs and
requirements of customers and subsequently take decision on how organisation can satisfy those
needs better than their competitors. There are different concepts of marketing that are as follows
Production concept- As per this concept of marketing consumers prefer products that are easily
available and are inexpensive. London Marriott Hotel Park Lane requires to increase availability
of its services as per this concept.
Product concept- This concept of marketing outlines that consumer favour products on the basis
of quality performance and its innovative feature. This means that product and quality of product
is centre of consumer decision making (Grzegorczyk, 2017). Hence London Marriott Hotel Park
Lane required to focus on quality of product they are offering.
Selling concept- This concept of marketing requires London Marriott Hotel Park Lane to
promote and sell their products. This means that in order to sell the product London Marriott
Hotel Park Lane require aggressive promotion and have to make efforts to sell product to
consumers.

Marketing concept- As per this concept London Marriott Hotel Park Lane required to focus on
needs and desires of their target market and should ensure that they are able to address those
needs and desires better than their competitors.
Societal Marketing concept- This concept outlines that London Marriott Hotel Park Lane
focuses on society as a connected unit of target market and make an effort to deliver value to
improve society. Rather than solely focusing on product or target market.
Current trends of marketing
Internet marketing - Marketing of London Marriott Hotel Park Lane through use of digital
technologies on internet is known as internet marketing. This is one of current trends of
marketing that is being significantly utilised by organisation.
Content marketing - Content marketing is another trends being followed in London Marriott
Hotel Park Lane (Yankovets and Vyshnevska, 2019). This involves creating, distribution,
relevant and valuable content for marketing of London Marriott Hotel Park Lane.
Future trends of marketing
Relationship marketing - This is another trend in which London Marriott Hotel Park Lane
focuses on forming long term relationships with customers.
Ethical marketing - This is another future trend of marketing in which London Marriott Hotel
Park Lane is likely to promote their products and services through focus on social and
environmental well-being.
Marketing Processes
Analysis of opportunities in market
This is first process in marketing where marketing work on identifying and analysing
opportunity that London Marriott Hotel Park Lane can utilise to achieve its objectives ().
Utilisation of opportunity helps and contributes in long term and sustainable success and
performance of London Marriott Hotel Park Lane in market and enhances competitive capability
of organisation.
Selection of target market/Planning

Once marketing has identified and analysed opportunity to utilise by London Marriott
Hotel Park Lane another process is to select target market. Target market is the one that
organisation aims to serve by selling its services. Targeting of market is done by segmentation of
customers and then organisation select target market.
Development of marketing mix
Marketing mix involve several elements of marketing and this is another process of
marketing in which marketing function of London Marriott Hotel Park Lane develop marketing
mix (Kose and Sert, 2017). This involves development of product, price strategy, place and
distribution and promotional strategy of London Marriott Hotel Park Lane.
LO1
P1 Key roles and responsibilities of the marketing functions within London Marriott Hotel Park
Lane
Identification of customers
This is one of the important functions of marketing in which marketing requires
identifying customers on the basis of their needs and wants. In order to do this they target
customer segments that are interested and likely to buy services of London Marriott Hotel Park
Lane. Another function undertaken in this role of marketing is design and development of ways
through which London Marriott Hotel Park Lane can reach to its target market segment.
Satisfaction of customers
Customer satisfaction involves ensuring that customers are getting right product on right
time and at right place and marketing ensures availability of this. This also involves that,
customers of London Marriott Hotel Park Lane feels that they have got value in exchange of the
money they have paid for services of London Marriott Hotel Park Lane (Whitler, Morgan and
Rego, 2020). This is a role of marketing to contribute in development of product to ensure
customer satisfaction.
Retaining customers

Retention of customers is another role of marketing function. In this role marketing
requires that customers are satisfied with the services they have received and will again buy
services of London Marriott Hotel Park Lane.
Responsibilities of marketing involve-
Market research
Market research is concerned with collection of data about target market and customers.
Collection and analysis of data regarding customers and potential customers help in identifying
their needs and requirements. Through this London Marriott Hotel Park Lane can also track
possible changes in customer needs and wants and their buying behaviour.
Product development
This responsibility of marketing requires them to develop product according to needs and
requirements of customers that they have identified through research. Marketing function has
information regarding requirements and desires of customers and on the basis of this they have
important role to play in product development as per requirements of customer.
Planning
Planning is concerned with an act of determination of the activities to be carried out in
future. Planning in marketing function involve planning of future marketing activities on the
basis of objectives and goals of marketing in London Marriott Hotel Park Lane.
Promotion
Promotion is another responsibility of marketing function promotion is concerned with
communicating to customers that is aimed at influencing and encouraging customers to buy
services of London Marriott Hotel Park Lane (Eckhardt and et.al., 2019). Several activities are
undertaken by marketing function to promote London Marriott Hotel Park Lane in target market.
P2 Analysis of influence and interrelationship of marketing with other functional departments
Interrelationship can be defined as connection and interactions between people, groups of
people or different parts or functions of organisation. Interrelationship is very important within

an organisation as this facilitates and improves effectiveness and efficiency of organisational
functions. Interrelationship between role and responsibility of marketing function in wider
organisation and with other organisational function in London Marriott Hotel Park Lane is also
important for achievement of organisational objectives. Interrelationship of marketing function
with other organisational functions is as follows-
Marketing and Housekeeping
Housekeeping department in London Marriott Hotel Park Lane is responsible for
cleaning and maintaining order of the rooms, suits and other public areas in the hotel where guest
and customers are go. Housekeeping department ensures that before check -in of guest in hotel,
their rooms are clean and well maintained (De Luca and et.al., 2020). Marketing plays important
role in determination of standards of work of housekeeping and what standard of cleanliness are
important for customer satisfaction and giving them services as promised.
Marketing and Front Desk

Interrelationship and interaction of marketing and front desk are also important in
organisation. This is because front desk is responsible for directly interacting with customers and
for check-in and check-out of customers. Marketing department ensure that front office has
adequate and required information of customers before they arrive. Transactions between hotel
and guests are also maintained by front office and marketing needs to inform front office
regarding pricing strategy benefits allowed to customers in form of loyalty benefits or other
promotional benefits. This facilitates work of front desk and this also help in ensuring that
customers have an effective experience while every interaction they have with London Marriott
Hotel Park Lane.
Marketing and human resource
Marketing and human resources interrelate with each other in several ways. This means
that in order to ensure that marketing function in London Marriott Hotel Park Lane is effective
hotel needs to have effective people performing marketing function. This requirement is fulfilled
by Human resources by recruiting competent employees and then giving them training to enable
them to perform effectively (Ladipo and et.al., 2016). Other than this, human resource
department also require assistance of marketing for the purpose of human resource planning.
This means that marketing department plan and project sales of organisation and on the basis of
this employees are hired and in order to ensure effective HR planning, HR department require
assistance from human resources.
Marketing and maintenance
Relationship between marketing and maintenance is based on sharing and receiving
information regarding requirement of maintenance within hotel. Additionally, marketing
department shares information regarding rooms occupied and likely to be occupied in hotel. This
help in planning of maintenance project and also help in determination of which rooms are
available for guests.
This suggests that roles and responsibilities of marketing are not only for marketing
function but play important role in success and growth of complete organisation. With help and
support of marketing functions other functions of London Marriott Hotel Park Lane get
facilitated in performing and effectively carry out their roles and responsibilities within

organisation (Pashchuk, 2016). This suggests that role of marketing is very important in context
of wider organisation and success of the organisation in achieving their roles successfully.
LO2
P3 Comparison of ways in which hotels implement their marketing mix
Marketing Mix London Marriott Hotel Park Lane Hilton Hotel on Park Lane
Product
This is concerned with offering of London
Marriott Hotel Park Lane and offering of
the hotel are Hospitality Services. Hotel is
a full service five star hotel and its
services include luxury amenities and
services like car rental concierge desk
room service send several other services.
In relation with dining services London
Marriott Hotel Park Lane offers 24 hour
room service for dining services.
Hilton Hotel on Park Lane is a full
service 5 star hotel. Product offerings
of Hilton Hotel on park lane also
involve on-site restaurants, fitness
centre, business centre, spa, executive
lounge and hotel also offers space for
meetings and events.
Price
Price of concerned with money that is
nearby customers in exchange of services
they have bought from London Marriott
Hotel Park Lane (Wu and Li, 2018). Price
strategy adopted by Hotel is premium
price strategy. On the basis of this London
Marriott Hotel Park Lane has adopted a
value-based price for services of Hotel
because Hotel target upper class families
and travellers.
Hilton Hotel on Park Lane is a luxury
hotel and targets upper-middle class
and upper class customers. Considering
this pricing policy for the hotel is
premium pricing. This means that price
of Hilton Hotel on Park Lane is
premium.
Place London Marriott Hotel Parkland is
situated on Park Lane London. Concerned
with distribution of Hotel services like
reservation London Marriott Hotel Park
Lane has adopted 2 channels in which it
offers direct channel for reservation and
Hilton Hotel on Park Lane is a hotel
situated in park lane, London.
Concerned with distribution strategy,
hotel has adopted a strategy in which
guests can directly book and make
reservation at Hilton Hotel on Park

bookings in hotel and also offer third
party channel through which customers
can make reservation. This help in
enhancing speed in maintaining inventory
and also reduce overall cost of Hotel.
Lane through its website and booking
and reservation can be made through
third parties like travel agents.
Promotion
London Marriott Hotel Park Lane has
adopted a digital marketing policy. This
involves promotion of Hotel through
social media bye video content and
campaigns for hotel. Along with this
website is also channel for promotion of
Hotel. Marriott Hotel also has employed a
Loyalty program that is known as
Marriott Bonvoy.
Focusing on exclusive services in
hospitality and customer satisfaction,
Hilton targets business customers and
this is why advertisements of Hilton
Hotel on Park Lane are in premium
magazines (Abril and Rodriguez-
Cánovas, 2016). Other than this Hilton
Hotel on Park Lane also promote
through social media and website of
the hotel. Hilton HHonors is a loyalty
program of Hilton Hotel.
People
Staff plays a crucial role in delivering
qualitative services to customers that
enhance their satisfaction and loyalty for
hotel. In order to ensure effectiveness of
staff Marriott employees consistent
trainings and staff is motivated to deliver
outstanding services that exits customer
expectation.
Hilton Hotel on Park Lane employs
employees from well-known
hospitality organisations and these
employees are given training so that
they can contribute in objective of
customer satisfaction.
Processes Several processes are undertaken by
London Marriott Hotel Park Lane to
ensure our guest satisfaction. Processes of
Hotel involve efficient booking and
comfortable stay for guest.
Hilton Hotel is one of the best
managed hotels and its processes make
effective contribution in customer
service of the company. Processes of
Hilton Hotel on Park Lane include
supply chain management, distribution
management and other regular
hospitality management like,
housekeeping, room service and check-

in and check-out processes.
Physical
Evidence
Physical evidence of London Marriott
Hotel Park Lane involve into table design
documentation that is in fused with
boutique inspired touches and offer
attractive views of city.
Hilton Hotel on Park Lane offers an
high attractive and effective view and
hotel has all modern amenities
(Pogorelova and et.al., 2016). Rooms
of Hilton Hotel on Park Lane are
specious, sophisticated and are of
modern designs. It has different design
and services for different types of
rooms and suites.
LO3
P4 Marketing plan for London Marriott Hotel Park Lane
Executive Summary
Marketing plan involves information and planning regarding marketing function of the
organisation. This marketing plan has included London Marriott Hotel Park Lane’s marketing
planning that allows hotel to achieve its objectives.
Vision
“To become premiere provider and facilitator of leisure and vacation experiences in world”
Mission
“To enhance the lives of our customers by creating and enabling unsurpassed vacation and
leisure experienced”
Objectives
 To increase market share by 10% in current financial year
 To increase revenue by 5% in 2 years
 To reduce cost of operations of hotel by 3% while maintaining existing standards of
quality in current financial year

SWOT Analysis
Strength- Strength of London Marriott Hotel Park Lane is its brand image and brand value and
innovative approach of the company is also strength of company.
Weaknesses- Overemphasis on standardization of service and controversies of Marriott are some
of the weaknesses of Marriott (How to Do a SWOT Analysis for Better Strategic Planning,
2020).
Opportunities- Shift in consumer behaviour and focus on hygiene and Covid-19 responsive
measures is an opportunity for London Marriott Hotel Park Lane
Threats- Impact of Covid-19 and recession, extensive competition are some of threats for
London Marriott Hotel Park Lane (Jiang and Wen, 2020).
Segmentation, Targeting and Positioning
Segmentation- Segmentation of London Marriott Hotel Park Lane is based on demographic
segmentation. Hotel segments upper class families, business executives and travellers.
Targeting- London Marriott Hotel Park Lane implement a undifferentiated targeting strategy.
Positioning- Positioning of Marriott is based on value based positioning. Marriott provide luxury
5-star hospitality services and its positioning is based on luxury (How to use the 7Ps Marketing
Mix, 2020).
Marketing Mix
Product
Product offering of the company is luxury hospitality services. Services also involve event and
meeting space and services.
Price
Premium price strategy based on value of the services to customers because it targets upper class
customers.