Hospitality Marketing Essentials: Marketing Function Analysis and Plan

This report delves into the core elements of hospitality marketing, examining the key roles and responsibilities within the marketing function, with a specific focus on the context of Hilton Hotels and Resorts. It explores the significance of interrelationships between marketing and functional units such as finance, production, and HR, illustrating how these departments collaborate to achieve marketing objectives. The report also analyzes the marketing environment, including brand equity, market strategies, and monitoring techniques. Furthermore, it presents a comparison of marketing strategies using the 7Ps framework, and develops a marketing plan for Travelodge, offering insights into market segmentation, consumer behavior, and competitive analysis. The report provides a comprehensive understanding of marketing functions and their importance in the hospitality industry.

HOSPITALITY
MARKETING
ESSENTIALS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
LO1..................................................................................................................................................1
1. Representing key roles and responsibilities of marketing function........................................1
2. Specifying responsibilities and role of marketing on basis of huge organizational context...2
3. Representing appropriate analysis of role and responsibilities of marketing on basis of
marketing environment...............................................................................................................3
4. Representing significance of interrelationship among marketing and functional unit...........5
5. Representing critical analysis of various key elements of marketing function with its
interrelationship of functional units............................................................................................6
LO2..................................................................................................................................................7
6. Presenting appropriate comparison among different hospitality organization with context of
marketing mix (7Ps)....................................................................................................................7
7. Developing a marketing plan on basis of Travelodge.............................................................9
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is replicated as an action of business for selling and promoting services and
products such as advertising and market research. Hospitality marketing essentials are very
crucial in the present scenario. The present report will discuss about roles and responsibilities on
basis of marketing function. It will also signify its interrelation of organizational and functional
unit with context of Hilton hotel and resorts. In the similar context, different concept of
marketing would be represented on basis of developing marketing. It will also show comparison
among Hilton and Subway with reference to elements of marketing plan.
LO1
1. Representing key roles and responsibilities of marketing function
Marketing function could be directly explained as function of business entity which helps
for identifying and to source potentially with successful products for market and it will indirectly
help for promotion as well. These functions are mutual in business entities and engages in
product plan, promotion, marketing research, customer service, finance etc. These functions
related to marketing consists of different responsibilities related to Hilton hotel’s growth. The
marketing function directly comprises marketing research, product development, distribution
system, sales support and human resource department etc. The key responsibilities and role
related to marketing functions are finance, communication, planning, selling, promotion etc. The
marketing function has important role in business organization with appropriate association
among marketing functions along with organizational function of Hilton hotel (Chandiok and
Sharma, 2017). It is considered in Hospitality industry where it provides services related to
rooms and luxurious facilities.
Roles and responsibilities How are they executed
Market research It is very important for Hilton hotel along with whole consideration
of necessary marketing function. Research helps in attaining
valuable information related to factors with direct concentration on
its business process. Market research helps in identifying the latest
trends and consumer need.
Planning It is replicated as key function of marketing as process of planning.
The department of marketing consists of financial planning along
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with prediction of sales amount, communication, distribution along
with several other factors of Hilton hotel and resorts. The
department of planning has directly optimises a particular timeline
for planning major strategies for transforming goals into success.
Marketing information
system
It has provided information related to factors such as planning,
controlling, implementation and controlling different marketing
strategies of Hilton hotel. It is reflected information related to
logistics on real time aspect for purpose of distribution network as
an effective aspect in Hilton.
Market segmentation With context of globalisation, there is volatile market as Hilton
hotel has requirement of appropriate segmentation related to
marketing. The accommodation of hotel has been given related to
marketing and two major segments related to families and business
consumers (Perera and Perera, 2018).
2. Specifying responsibilities and role of marketing on basis of huge organizational context
The interrelationship among organizational and marketing function must be explained as
function of marketing are contributed as business organization and other functional and
department units are linked with each other. It could be elaborated as marketing function with
need of backup through department of operation of Hilton hotel and resorts.
 Interrelationship of finance and marketing department: The marketing team of
Hilton hotel and resorts has need of offering discount offer related to bulk purchase of
item like as to buy 2 and get 1 scheme, then the marketing team has requirement of
setting communication with production and finance department of business entity on
initial aspect. In this context, marketing function are considered as individual entity in
business organization but each function and department in an organization is associated
for raising margin of company. The main role of marketing is to raise margin with
increment of company’s sales and hence it could be attained with appropriate
participation of every organization’s department correspond (Eletxigerra, Barrutia and
Echebarria, 2018).
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 Interrelationship of production and marketing department: The appropriate budget
had been given through finance department to marketing for purpose of implementation
and planning of marketing. Production department has communicated with logistics
department for purpose of fulfilling supply and demand of different services and
products. HR policies are produced as per trend of markets, target consumers along with
sales. Hence, each functional unit of Hilton resorts is directly correlated with other for
bringing marketing plan as successful aspect among whole entity.
3. Representing appropriate analysis of role and responsibilities of marketing on basis of
marketing environment
The process of execution and planning is elaborated as marketing management along with
various marketing concepts. These specific concept of marketing consist of distribution, pricing,
sales and promotion which are directly complimenting the target audience of Hilton resorts and
hotel. The function of marketing are elaborated as below:
Roles Responsibilities Interrelationship
Brand equity To give added value to services and
products
The consumers tends for
inclining brands or Hilton
hotel gives added value to
services and products. Hence,
marketing gives repo and helps
for building strong value of
brand of Hilton hotel among
its consumers. This process
will directly help Hilton hotel
and resorts for increment of
volume of sales in micro
aspect. On basis of
sustainability development, it
helps for growth of brand
image on macro basis
(Mahadevan, 2018).
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Monitoring
of marketing
environment
To give constructive response for purpose
of development of different services and
product
The process of marketing
has important role for
determining innovative
developments related to
marketing environment as
these help in giving
constructive response for
purpose of development of
different services and product
of Hilton hotel and resorts.
These innovative alterations in
market traits, internal and
external changes of market,
socio economic forces along
with legal and political
changes related to micro and
macro context. In the present
scenario, eco friendly products
are giving positive results on
both micro and macro aspect
as well.
Market strategies Development of strategies and planning of
marketing
The primary role of
marketing has directly
depicted various development
of strategies and planning of
marketing for Hilton hotel and
resorts. The managers has
requirement of particular target
consumers and to give services
and product according to
situation. The marketing
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strategies with huge
development and brings
appropriate balance among
organizational opportunities
and objectives related to
market in macro aspect.
Further, Hilton hotel and
resorts will provide various
technological advancement
which helps for its growth on
macro context.
4. Representing significance of interrelationship among marketing and functional unit
The interrelationship among functional unit and marketing function is very important for
Hilton hotel and resorts. It could be elaborated with instance of finance department association
with marketing. The function of marketing has need different economic resources for purpose of
planning, evaluation, research and implementation of various marketing strategies along with
planning of business entity given through Hilton’s finance department. Marketing functional
could not perform work with absence of appropriate communication and to segregate with its
financial team. In the similar aspect, this function of marketing is linked with different other
departments of Hilton hotel and resorts (Dileep and Mathew, 2017).
The marketing function has need of proper description through production department on
basis of specific services and products of business entity for giving marketing plan. The HR
department has need of different human resources along with economic help through finance
department and logistics via distribution department. The marketing operation has need of
appropriate communication and backed via different department of Hilton hotel and resorts. The
example could be stated as policies of HR must be directly aligned through marketing
department fir raising sales along with production team for conveying information on basisi of
services and products for building potential marketing plan for Hilton hotel and resorts. In this
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context, marketing function are not known on basis of inventory related to raw materials or
capacity of production of Hilton hotel and resorts, then marketing plan will give outcome in form
of losses and blunder. Hence, it could be stated that marketing functions are directly interrelated
to various functional units of Hilton hotel and resorts.
5. Representing critical analysis of various key elements of marketing function with its
interrelationship of functional units
Marketing function consists of different functions such as finance, advertising and
distribution system but these activities are undertaken in process of marketing. The key elements
of marketing function are outlined below:
Key elements of
marketing function
Interrelationship and contrast
Research With context of Hilton hotel and resorts, research is very important as
it is onw of the known hotel in hospitality industry. This function is
replicated as very important as with absence of market research nosiness
could be not able to attain margin. The valuable information could be
extracted through research on basis of each factor related to process of
business. However it is not only for market information but also for raw
materials, logistics, resources and finance with prospect of business and
could be attained via research only. Hence, it is replicated as crucial
element of marketing function in whole industry (Wu and et.al., 2017).
Strategy While gathering data and information through research, it could be
processed for judging all possible strength and weakness in whole business
operations. The data which is processed helps for allowing to make idea on
basis of strategies which could be optimised in Hilton hotel and resorts.
These strategies give valuable guidance for competition from string and
succeed market environment. Further these strategies are built over each
realistic possibilities and results which are directly measures from research.
However, formulated strategies are always pervasive as some situations
could be forecasted such as natural calamities, earthquake or inflation
(Vassou, Zopiatis and Theocharous, 2017).
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Planning After completion of procedure of strategy and research, planning is
replicated as key element of marketing. The department of marketing
consists of financial planning, predicting figure of sales, communication,
distribution and various other factors of business. In the similar aspect,
department of planning helps in utilising appropriate timeline for planning
major strategies for purpose of conversion organizational objectives in
success. However, it could be correlated with strategy as in some
circumstances planning could be void and break or delay the timeline for
accomplishing success (Purcărea and Purcărea, 2017).
Tactics It is referred as very important marketing function as there is presence
of short and small term plans for implementation and for purpose of
attracting its target consumers. It comprises various offers for giving
promotional boost with context of marketing plan and to cornering prior
pressure through Hilton’s competitors and to give appropriate boost in its
sales.
LO2
6. Presenting appropriate comparison among different hospitality organization with context of
marketing mix (7Ps)
Elements Hilton Hotel Subway
Product It offers different services such as
wedding, meeting and facilities of
banquet along with special event
services along with food and
beverage, swimming pools, retail
facilities. Its main product are hotel
room for particular duration.
Subway has a product mix consists
of various food and beverages
products. They have different
product line such as submarine
sandwiches, Chicken Tikka, Italian
BMT, Chicken Teriuaki along with
Veggie Delite.
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Price Hilton hotel and resorts could be
directly specified as premium, as
this offers four and five star rooms
along with capability for charging
consumers at premium level due to
core product. The intangible benefits
are sold like sense of achievement as
luxury and high status (Borza,
2018). Hilton hotel and resorts will
be using distribution and premium
pricing policy.
Subway also offers premium
pricing which has been maintained
with products of high quality and
also offers nutritious alternative to
different traditional fast foods as
they also drives high costs with
outcome of premium pricing.
Place Hilton hotel and resorts serves its
guests which operates in more than
100 territories and countries. It has
wide range of convenience linked
with internet. It has effective
platform fir purpose of service
distribution which is directly
supplied with huge range of features
and capabilities with practical
assistance to its consumers like
booking room, scheduling meetings
and booking airport pick-ups.
These restaurants are spread across
countries with its operations.
Generally, it is found in shopping
malls, business centres, airports
and amusement park etc. It hasboth
take away and eat in services as it
also offers services of home
delivery services.
Promotion With context of promotion, Hilton
hotel promotes with context of
advertising and it is changed. The
alteration of combination among
direct mail, internet and call centres.
Selling criteria is also changed for
promoting its services.
It has implications of numerous
varieties of media for
implementing promotional
activities. It has advertised through
newspapers, television with social
media.
Process Hilton hotel and resorts has followed It is replicated a standardised set of
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online method for giving its services
and for booking, check in and check
out. In the similar aspect it helps
customer for helping with context of
feedback and helpful to its
consumers.
activities which helps in attaining
particular task like appropriate
processing of customer’s order. It
provides customised products.
People In this people is replicated as
employees, customer, management
and everybody with its involvement.
It has realized brand’s reputation.
The highest priority of subway has
been provided to customer service
as it provides numerous consumers
worldwide. It has provided
employment to motivated and
talented people. It has divided job
in three categories such as local
restaurants jobs, headquarter jobs
Along with regional jobs.
Physical evidence It gives facilities like clean, well
decorated and tidy area for
reassuring. It had also delivered
various financial services product on
basis of formal setting. Hilton had
engaged customers for purpose of
feedback with appropriate
development of reference materials.
It is last element which is
replicated as customer experience
along with physical environment
visitors. It is all about seating
facilities, employees dressed along
with its décor (Jauhari and
Bharwani, 2017).
7. Developing a marketing plan on basis of Travelodge
Executive summary:
Travelodge is referred as a budgeted hotel of UK, as it wants to improve its essence in
premium category. The present report will reflect marketing plan for launching premium services
at low cost. In the similar aspect, it will reflect external and internal analysis for reaching at
conclusion.
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Objectives: To launch SuperRooms throughout UK in affordable price with increment in
sales by 20% in 3 months.
Market analysis
SWOT Analysis
Strength
 The prices of room are affordable
 It is highly committed for campaigns
 It has specific account card which
directly helps for quick booking
Weakness
 It has absence of fashionable décor
 Its customer services are very limited
 It is not sufficient with perspective of
large families
Opportunities
 It has huge opportunity for expansion
in abroad company with exception of
Ireland and UK
 It has huge participation with
innovative partnership and it had
enhanced reputation
Threat
 There is huge competition through
other budget hotel for giving attractive
offers to particular consumers
 There is economy’s growth in future as
per research because of huge demand
about luxurious place (SWOT Analysis,
2018).
PESTLE Analysis
Political
The regulation of business is directly highly
impacted via political environment. It consists
of various regulations and rules set through
government which is going to be followed
through business entity while carrying its
operations.
 New immigration policies
 Digital economy act 2010
Economic
These factors has presence of direct impact on
organizations such as Travelodge along with its
customers. With context of economic factors it
gives services to consumers with cheap rate.
Social
It consists of numerous social factors such as
Technological
It has developing technology on regular aspect
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alteration in trends such as booking rooms
through online booking. It provides different
long lasting products for booking rooms and
quick advancement technology.
with impact on Ecommerce business. In the
similar aspect, Travelodge is directly impacted
through technology (PESTLE Analysis, 2018).
Legal
It has both external and internal sides. There
are various regulations and law which impact
organization’s business.
Environmental
Travelodge has encouraged its consumers for
supporting green programme as it closes
windows and doors for preserving warmth
inside to turn up necessary heating.
Marketing Tactic:
Segmentation It had given services and accommodation of restaurant as result and
market is segmented as leisure and consumers of business class.
Target The offered services via Travelodge with specific aim for satisfaction
about business class consumers and leisure as well.
Positioning It has promoted best quality provider related to restaurant services and
travellers accommodation through UK. On basis of positioning as
appropriate provider about quality services and accommodation of leisure
and business class consumers.
Marketing Mix
Elements Travelodge hotel
Product The core product of Travelodge hotel are replicated as accommodation and
restaurant services. It will be providing internet facility and Wi-Fi service
along with conference and meeting room to business class. It has presence
of appropriate leisure class which provides network connectivity, internet
and television services. It will provide more choice of lighting, full length
mirror and ironing board along with hairdryer.
Price The goods and services to its consumers are given at lowest price along
with luxurious services. This will be considered as one reason for high
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demand among the buyers. General decision regarding price will be taken
according to existing market competition along with other factors by which
sales could be raised.
People Travelodge will consider both potential and existing clients of business
entity are replicated as people. The offers are drafted through management
after analysis about client’s expectation and hence, marketing strategies are
developed on basis of research. It will hire different professional service
providers. They will be appointing best chefs with best experience.
Promotion It has selected process of online marketing by which different marketing
strategies are developed along with appropriate implementation. The details
of services and product are offered to highlighted clients which is expected
to raise sales and to improve brand awareness. With context of premium
services will be promoted through internet and direct marketing. It will
formulate strategies like discount offers on its first booking and advertise
with digital comprises programmatic and social.
Process It comprises of development and introduction of various steps through
which premium rooms could attracted by consumers and strategies for
purpose of product development.
Place It consists of decisions on basis of services which are promoted through
management. The marketing strategies are decided according to client’s
expectations and preferences.
Physical evidence There is appropriate consideration about past performance of organization
as it would create help for purpose of product development and sales
improvement.
Budget
Budgeted Amount
Promotional expense (advertisement) 8000
Land and building 11000
Employees 4000
Security 2900
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Utilities 4500
Transportation 7000
Total budgeted amount 37400
CONCLUSION
From the above study it could be concluded that hospitality plays very essential role with
context of economy. Marketing strategy has an important essence in development of business
and appropriate implementation of its steps which helps in attracting its clients. Further with
reference to process, there are different opportunities and challenges which are directly analyzed
for improvisation of marketing and sales strategies for approaching clients in efficient aspect. It
had shown various concepts of choosing customer dependency on its need and requirements of
clients. It has been articulated that appropriate selection and implementation of marketing
strategies for raising productivity for Hilton hotel and resorts or in hospitality industry as well.
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REFERENCES
Books and Journals
Borza, V., 2018. Intercultural Corporate Communication in the Luxury Hotel Industry. In Luxus
als Distinktionsstrategie (pp. 213-232). Springer Gabler, Wiesbaden.
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Marketing Management and Tactics in the Service Industry (pp. 213-242). IGI Global.
Dileep, M. R. and Mathew, V., 2017. Marketing of Tourism Industry: Enhancing Services
through Marketing Mix Elements. In Strategic Marketing Management and Tactics in the
Service Industry (pp. 304-329). IGI Global.
Eletxigerra, A., Barrutia, J. M. and Echebarria, C., 2018. Place marketing examined through a
service-dominant logic lens: A review. Journal of Destination Marketing & Management. 9.
pp.72-84.
Jauhari, V. and Bharwani, S., 2017. An exploratory study of competencies required to cocreate
memorable customer experiences in the hospitality industry. In Hospitality Marketing and
Consumer Behavior (pp. 159-185). Apple Academic Press.
Mahadevan, R., 2018. Examination of motivations and attitudes of peer-to-peer users in the
accommodation sharing economy. Journal of Hospitality Marketing & Management, pp.1-
14.
Perera, G.R. and Perera, I., 2018. Influence of Social Media Marketing on the Brand Image of
Organizations in the Hospitality Industry of Sri Lanka. In Media Influence: Breakthroughs
in Research and Practice (pp. 371-383). IGI Global.
Purcărea, T. and Purcărea, A., 2017. Services Marketing in the Era of Disruption and Digital
Transformation. Romanian Economic Business Review. 12(4). pp.7-26.
Vassou, C., Zopiatis, A. and Theocharous, A.L., 2017. Intercultural workplace relationships in
the hospitality industry: Beyond the tip of the iceberg. International Journal of Hospitality
Management. 61. pp.14-25.
Wu, K .J. and et.al., 2017. Applying big data with fuzzy DEMATEL to discover the critical
factors for employee engagement in developing sustainability for the hospitality industry
under uncertainty. In Supply Chain Management in the Big Data Era (pp. 218-253). IGI
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ONLINE
PESTLE Analysis. 2018. [Online]. Available through <https://pestleanalysis.com/what-is-pestle-
analysis/>.
SWOT Analysis. 2018. [Online]. Available through <https://www.liveplan.com/blog/what-is-a-
swot-analysis-and-how-to-do-it-right-with-examples/>.
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