Hospitality Marketing Report: Accor Hotel, Roles and Responsibilities

This report delves into the core aspects of hospitality marketing, utilizing the Accor Hotel as a case study to illustrate key concepts. It begins by defining marketing functions and outlining the roles and responsibilities of marketing managers within the hospitality sector, emphasizing the importance of understanding current and future market trends. The report then explores the roles of marketing in relation to the broader business organization, highlighting the interrelationships between marketing and departments such as research, sales, and human resources. A significant portion of the report focuses on the marketing mix, comparing the strategies of Accor Hotel with those of Hilton, covering product, place, price, promotion, physical evidence, process, and people. Finally, the report touches upon the creation of a basic marketing plan, providing a framework for strategic decision-making in the hospitality industry.

Hospitality Marketing
Essential

Table of Contents
INTRODUCTION...........................................................................................................................3
Task 1...............................................................................................................................................3
P1 Marketing functions and its roles and responsibilities...........................................................3
P2 Roles and responsibilities of marketing relate to business organisation................................5
Task 2...............................................................................................................................................6
P3 Marketing mix to market planning ........................................................................................6
Task 3...............................................................................................................................................9
P4 Basic marketing plan for hospitality sector (Covered in PPT)...............................................9
Evidence based marketing plan that applies the marketing mix ................................................9
CONCLUSION................................................................................................................................9
REFERENCE.................................................................................................................................10

INTRODUCTION
Marketing strategy is associated with growth and continuous development of organisation
that attracts customers and maintain the profitability. Marketing strategy are developed by
managers of business industries that helps to make right business decisions (Munden, 2015). All
companies are using different marketing strategy in order to promote products and increase
brand image. For better understanding Accor is selected that is hospitality industry provides
different types of food and services to customers. This project discusses about how marketers
plays different roles and responsibilities of marketing, marketing mix helps to make different
planning process to achieve goals by using marketing strategies. In addition to basic marketing
plan for a such organisation helps to meet with marketing objectives will be discuss in respective
report.
Task 1
P1 Marketing functions and its roles and responsibilities
Different activities are used by organisation in order to promote their products and
services with the help of marketing, that increases the interest of customers and make
profitability (Serrat, 2017). Marketing is useful for companies that set the people minds for a
particular product and services.
Concept of marketing by involving current an future trends
The concept of marketing is divided in to five concepts which is important for
organisation to run a business successfully. Current and future trend are considering in the
marketing concept that helps complete the objectives in particular period. The concepts of
marketing are as production, product, selling and marketing that are as explained:
Production concept: Perception of consumer is involved in such concept that defines
products are available in market at reasonable prices. It is used by Accor hotel that states
operational capacity of industry must concentrate on increasing production rate (Dibb and
Simkin, 2013).
Product concept: Products are chosen by consumers for which they have value for
money, quantity and quality of products. This concept helps consumers to get products and
services from Accor hotel and attracts them.

Selling concept: Consumers get attracts or set their minds through promotions that
increases sale of business organisation. Such concept helps Accor hotel to focus on promotional
activities that helps to increase the sale of products and services.
Marketing concept: This concept mainly focus on target customers for the purpose of
delivery of products and services. Accor hotel is multinational company that faces many
competition in hospitality market and deliver better value of food items and services. Mainly this
concept depicts the brand value and its enhancement with the help of marketing that increases
sales (González Romo, García-Medina and Plaza Romero, 2017).
Different marketing function and its roles and responsibilities of marketing manager in
context to Accor hotel are as explained:
Research and gathering information: To research the market and get customers needs
is the main function of organisation in which manager's role is to communicate with people and
get what they wants. Therefore, role of marketing manager in Accor hotel by analysing current
trend is to collect information about products and services and introduce new products.
Product design and development: This is attractive way of influencing people where
role of marketing manager is to develop better designable products and encourage people. The
role and responsibility of manager in context to Accor hotel is to provide better packed and fresh
food with attractive design and influence other people also.
Products pricing: Consideration or amount of money is also main functions of
marketing that can be used to set the people's mind. Every organisation should focus on prices of
products and services which they are going to provides so, profits can be made accordingly. In
context to Accor hotel marketing manager compare the prices of food from other organisation
and set the price of their products which helps to increase the number of customers.
Promotion: Development of products and services are possible through marketing
activities only that attracts customers and make buying decisions. In context to Accor hotel,
responsibilities of manager is to develop different types of marketing activities in order to
promote its brand and increase value.
Therefore, all roles and responsibilities of marketing function are playing by
manager who understand the needs and produce that kind of product at reasonable prices and
also uses promotional activities to enhance the brand name.
Role and responsibilities in context to marketing environment

The most significant functions of marketing are researching, gathering information,
designing, distribution, pricing etc. which are performed by managers in business environment.
A marketing manager plays an important role and responsibilities in marketing environment such
as they analysis the environment and market and get customers expectation regarding products
and share with producers (Emana and et. al., 2015). In context to Accor hotel marketing
manager's role as to know the customer's needs and make efforts to provide expected foods and
services that helps to maintain good marketing environment.
P2 Roles and responsibilities of marketing relate to business organisation
Roles and responsibilities of marketing refers duties of manager that helps to create a
value for customers and build good relationships. Marketing should be professional and creative
that can attracts people and maintain the profitability. The main aim of marketing is to gain
higher profits by satisfying the customers. In context to Accor hotel, marketing is related with
different functional areas in which managers collects current and future trend information and
products are being introduced accordingly. Interrelationships of marketing department with
different functions are as stated:
Marketing with Research: To reach near by goal research is important that helps to
bring the products and services accordingly and marketing function is used to aware people
regarding new product. In regard of Accor hotel, research and marketing functions are co-related
in which manager's roles to analysis the essential needs of customers and used marketing to
provide information. In such case, organisation enter in to new market by obtaining more market
share with the help of manager who perform their responsibilities carefully. Therefore, research
and marketing relates with roles and responsibilities of marketing which are completed by
managers by collecting information and providing whole information through marketing
department (Resnick and et. al., 2016).
Marketing with sales: Sale the products and services are main functions of organisation
that helps to make higher profits with the help of marketing. Marketing refers an activity through
which people get attracts and make buying decisions that helps sales department in order to
increment in their number of sale. For instance, Hotel Accor wants to increase their sale by
formulating different marketing strategy that influence people and change them in consumers.
Herein, role of manager is to formulate marketing strategy through which people get influence
and make buying decisions. Therefore, marketing function is related with sale function in which

manager make planning and implement them in order to increase sale. Moreover, it helps to
make higher profits by developing relationship between large customer base and products
through marketing.
Marketing with HRM: Human resource function is associated with marketing that fill
the needs of marketing department and increase the productivity. Marketing is related with HRM
such as when ever there is requirement of marketing staff, it is recruited by only HR department
who conducts interview rounds and select skilled employees. In Accor Hotel, role of HR section
is to recruit, select experienced and skilled personnel so goals can be achieved easily. Moreover,
training is provided by marketing department so, they can perform marketing activities
effectively in order to make profits.
Interrelationship between marketing and other functional units
Marketing is core function of every organisation in which different roles and
responsibilities are played by managers in order to increase productivity as well as profitability.
All functions such as sales, HRM and research are interrelated with marketing as they provide
information, attracts customers and recruited by HR department in order to perform all
responsibilities effectively. It helps to achieve business objectives by maintaining profitability.
Task 2
P3 Marketing mix to market planning
A process of setting different elements at right and appropriate place is consider as
marketing mix, helps to introduce from different products and services by comparing with
others. It mainly concentrates on consumer satisfaction by providing better quality of products
and services. Growth and success of organisation depends upon how the industry treats
customers and satisfy their needs. The comparison of marketing mix in context to Accor and
Hilton hotel are defined below:

Illustration 1: Marketing mix, 2018
Source: Marketing mix, 2018
Basis Accor Hotel Hilton Hotel
Product It is full service hotel that provides
range services by involving wedding
and banquet facilities, special events,
restaurants, staying services, gift shops,
food and beverages, lounges and retain
facilities (Marketing mix, 2018).
Its products and services are
classified in to core, supporting and
facilitating products that influence
people to get services from such
hotel.
Place It serves worldwide by operating more
than 4,300 hotels in many countries. As
customer are highly aware about
internet services so, it provides online
booking facility in all countries.
It operates 745,000 rooms in more
than 100 countries. The distribution
strategy relies on information
technology and internet that
facilitates customers to buy
qualitative services.

Price Premium pricing strategy is adopted by
Accor hotel in that offers food and
beverages of better quality and
unmatched services.
Penetration pricing strategy is
adopted by Hilton in which it offers
products and services at high prices
which is differentiate from others.
Promotion Accor hotel is a powerful brand that
offers impeccable products and services.
It has launched ad campaigns via T.V,
newspapers, magazines, radio,
billboards and you tube to provide
information.
Hilton is well known brand that
uses newspapers, social media,
twitter, face book and print media
to provide the information
effectively.
Physical
evidence
It involves all tangible services and
physical facility such as luxurious
interior and exterior design that delights
to their guests (Marketing mix of Accor
Hotel, 2019).
Well decorated and clean rooms,
attractive interior and exterior
design of hotel, luxurious facilities
and other tangible facilities are
provides by organisation.
Process Its main aim to maintain premium level
services provision in luxurious manner.
The process of such hotel starts from
deciding what to be and what should be
offer to whom that helps to achieve
competitive advantages.
It involves distribution process,
network and websites that provides
24/7 hours services and attracts
customers by giving better quality
of service (Element of marketing
mix, 2019).
People It involves various people groups such
as employees, customers, suppliers and
others who mainly focus on goals of
organisation and achieve them by
performing well.
People in such hotel such as
customer services, chefs,
receptionists, manager, marketers,
trained staff, bartenders, room
cleaner etc. are helping to increase
the number of customers.
Different tactics applied by hospitality industry

It has analysed that various tactics are applied by organisation by compar8ing with
organisation that helps to make higher profits. Such as Accor hotel is one of the famous brand in
competitive market that formulates different strategies and pricing policy in order to influence
people and change them in customers. As given in above report the marketing manager of Accor
compare its tactics from Hilton's tactics that helps to perform better in order to sustain growth of
respective company. Tactics such as promotional activities, pricing strategy, services and place
helps to provide better quality of food and services at affordable prices, so growth of Accor hotel
can sustain for long period of time (Varadarajan, 2015).
Task 3
P4 Basic marketing plan for hospitality sector (Covered in PPT)
Evidence based marketing plan that applies the marketing mix
Marketing plan is prepared and evaluated by managers by involving all steps that helps to
meet with marketing objectives. In context to Accor hotel, marketing plan is prepared by
manager in which they are going to introduce new service with the help of SaaS software. Plan
covers all information such as objectives, new products and services, mission, STP, SWOT
analysis, marketing mix, budget, measurement and evaluation that helps to control all marketing
activities effective and goals can be attain by organisation (Malhotra, 2015). Marketing mix is
used by Accor hotel to compare with other organisations so, changes can be implement
accordingly that helps to attracts customers.
CONCLUSION
From such report it can be concluded that without marketing an organisation cannot get
success and continuous growth. It is important for organisation as well as customers to use
marketing and provide information to people so, sale can be increased effectively. Managers are
integral assets of organisation whose roles and responsibilities are different from other and
attracts people to buy products from such organisation. Marketing manager is who analysis the
needs gather information and set the prices of goods and services for capturing market share.
Price, product, place and promotion are main element of marketing mix that are used by
organisation to attain business goals. Marketing plan is a tool to introduce innovative products
and services in new market to complete targets.