Marketing Strategies and Analysis: Imperial London Hotel Report

This report examines the marketing strategies of the Imperial London Hotel, a historic establishment in central London. It begins by outlining the key roles and responsibilities of the marketing function within the hotel, emphasizing customer focus, requirement anticipation, and profit motives. The report then explores how marketing integrates with other departments like finance, HR, production, and customer service. A comparative analysis of the marketing mix (7Ps) is presented, contrasting The Imperial London with Whitbread, focusing on product, pricing, place, promotion, people, process, and physical evidence. Finally, the report concludes with a basic marketing plan, including a budget allocation for marketing research, training, and social media efforts, offering insights into the hotel's approach to achieving its business objectives. The report highlights areas for potential improvement, such as expanding services and strengthening online marketing efforts.

Hospitality Marketing Essentials
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Table of Contents
INTRODUCTION...........................................................................................................................................3
TASK 1..........................................................................................................................................................3
Determine the key roles and responsibilities of marketing function in context of chosen organization. 3
P2 Explain the Roles and responsibilities of marketing in context of wider organizational scope...........4
TASK 2 .......................................................................................................................................................6
P3 Determine the ways in which different organizations apply the marketing mix in order achieve the
business objective....................................................................................................................................6
TASK 3..........................................................................................................................................................8
P4 Produce a basic marketing plan..........................................................................................................8
CONCLUSION.............................................................................................................................................10
REFERENCES..............................................................................................................................................12
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INTRODUCTION
Hospitality industry primary focus is on offering extraordinary types of assistance to its
client and cause them to feel charmed (Kandampully and Solnet, 2019). Promoting or marketing
activities is one the fundamental device which is use by each association as it helps in expanding
the deals and income of organization with utilization of compelling showcasing and publicizing
methods. With the association the showcasing methodologies are planned subsequent to thinking
about the outer and inner business climate and current promoting patterns. In setting of cordiality
industry their essential thought process is to offer quality administrations and give agreeable and
spare climate to its clients. The hospitality company picked for this report is The Imperial
London Hotel Limited. The organization was set up in year 1837 and is the core of focal London.
The organization center around giving exuberant climate and incredible experience to its clients.
The points covered in the report are jobs and duties of the promoting capacity and how they
identify with the more extensive hierarchical setting. Promoting Mix of association which helps
in accomplishing business target and showcasing plan of the association.
TASK 1
Determine the key roles and responsibilities of marketing function in context of chosen
organization
Marketing activities has a vital part in the administration of lodging as it is answerable
for making individuals mindful about the administrations and highlights of the organization
(Malik and Sharma, 2019). In Imperial London , showcasing capacity guarantees that the
administrations of the inn is suitably positioned on the lookout and is zeroing in on gathering the
necessities and prerequisite of its clients. The promoting office is include in the exercises
identified with marking and exposure of the administrations in the commercial center and
spotlight on drawing in the clients towards administrations of organization. Additionally they are
creating different procedures which helps in accomplishing the objective market and utilizing
various speculations and standards to stay serious in commercial center. In context of The
Imperial London the showcasing jobs and obligations are clarified as below-
 Requirements of Customers-The part of advertising capacity inside the association is to
recognize and break down the necessities of clients. It is prime duty to distinguish the
necessities, wants, propensities, taste and inclinations of clients. As indicated by
information obtained the advertising division of Imperial London examine what clients
are requesting.
 Customer necessity expectation -The promoting capacity is to foresee the prerequisites of
clients which give extraordinary bit of leeway to the association and helps the
administration in gathering the requirements and needs of clients.
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 Customer fulfillment- The fundamental part of the showcasing capacity is to fulfill the
requirements and needs of clients. They distinguish the administrations which can
possibly fulfill the requirements of clients and offer some incentive to clients.
 Profit motive- Marketing capacity with the association is mindful to discover new and
imaginative strategies to draw in the clients towards the administrations of organization.
They center around offering some benefit to its clients which contributes in expanding
the general deals and benefit volume of the association.
The function of showcasing in setting of Imperial London is to execute the examination
system as indicated by various circumstances. In this way it helps in achieving the corporate
level objectives and destinations of organization (Bao, 2018). The advertising capacity of
organization is focusing on developing the piece of the pie by recognizing the development
regions and furthermore improving the interest for its administrations and offices.
P2 Explain the Roles and responsibilities of marketing in context of wider organizational scope.
The essential focal point of The Imperial London is to work in coordination and
participation with other utilitarian offices and define business system together which helps in
accomplishing want results. The showcasing cycle remembers different exercises and activities
for the cycle of creation , advancement and utilization of items and administrations. Showcasing
cycle of The Imperial London, center around building and building up a viable market plan
which is fit for meeting the changing requirements and taste of clients (do Carmo Azevedo,
2019). Besides they are likewise zeroing in on planning plans which consent to the principles and
traditions that must be adhered to. They have planned their rooms in most alluring manner to
meet the assorted taste of clients. In this changing business sector climate the promoting capacity
of The Imperial London is zeroing in on the dissecting and assessing the adjustments in the
requirements and needs of clients and appropriately overhauling and changing its items and
administrations.
The interrelationship between marketing and other functional departments within the
organization is describe below-
 Marketing and Finance- Marketing methodologies and the plans are needed to be
detailed according to the set financial plan. These systems and plans includes benefit and
cost edge of the items, administrations, brand and some more. The account division in
Imperial London is dependable to give a characterize spending plan to the advertising
office so they can lead the showcasing efforts in set financial plan. Also the account
division offer help and direction to advertising office in cost related issues and give cost
to conveying diverse showcasing exercises. In setting of The Imperial London, the
promoting division works in a joint effort with account office and knows the current
monetary condition of the organization so it can direct its missions and other advertising
exercises as indicated by the common circumstance.
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 Marketing and Human Resource- The principle capacity of HR division in the
association is to work for the prosperity of the staff individuals and to recruit the correct
individual for the occupation part in the set financial plan. In setting of The Imperial
London, the promoting office capacities in a joint effort with HR divisions and
guarantees that all occupation jobs are perform on schedule, is their requirement for new
representatives and opportune individual should be employed for showcasing group with
required arrangement of aptitudes and capacities. Additionally the showcasing office
helps out the HR office to guarantee that appropriate preparing should be given to new
representatives so they can work successfully in different testing economic situations.
Also the HR division give the criticism of workers execution to the advertising office to
verify that presentation are up to stamp and should help in achieving the objectives of the
organization. Additionally, HR division offer full help to advertising office in assessing
the exhibition of individuals from promoting group so restorative advances can be taken
if there should be an occurrence of shortcoming.
 Marketing department and production and operations department - The creation
division essential capacity is to zero in on the advancement of new items and benefits and
related exercises. In setting of The Imperial London, the promoting division capacities in
a joint effort with creation and activity office to guarantee the advancement of
administrations and items to fulfill the necessities and needs of clients. Additionally the
advertising and creation office works together in exploration work that in distinguishing
the necessities and wants of clients to make improvement in its current items and
administrations. Additionally the advertising office works in a joint effort with activity
office to guarantee that the exercises and tasks are directed in legitimate way that is are
conveyed in accordance with the destinations of promoting group. Moreover, both the
offices work inseparably with showcasing division to guarantee that the plans and
systems are fitting for activities of the executives and for related timetables of creations.
Both the divisions work as a team with one another to obtain quality materials from
providers so they will have the option to give great quality items and administrations to
its visitors (Teeroovengadum and Nunkoo, 2018).
 Marketing and Customer Service-Marketing and the client administrations are the most
fundamental capacities inside the association (Symons, 2013). Both these capacity have
regular propel that is to give fulfillment to its clients and determine incredible client
experience. In setting of The Imperial London , the client care office gives data to the
promoting office with respect to client reaction and their input on the items and
administrations of organization. Henceforth it helps the advertising office being
developed and showcasing exercises of items and administrations of the organization.
The fundamental thought process of both the division is to create positive and solid
connection with its clients.
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 Marketing office and IT department- These both office work in a joint effort with one
another with the intention to give advantage to organization and convey exercises in the
most ideal way. IT office capacities as per the necessities and prerequisites of promoting
office to ensure that most recent innovative help should be given to the advertising group.
This helps promoting office in conveying its activities successfully and effectively.
Illustration 1: Functional areas of business 2020
TASK 2
P3 Determine the ways in which different organizations apply the marketing mix in order
achieve the business objective.
Marketing mix approach is been utilized by the promoting supervisors with the rationale
to recognize and investigate the current market patterns and conditions to make powerful
advertising plan (Neves, 2016).
The Imperial London and Whitbread goals and objectives
Hospitality Sector Goals Objectives
The Imperial London The goal of company is to
provide quality services and
satisfy the needs and desires
of customers.
To deliver services according
to the preferences of
customers and to provide
special and innovative set of
products and services.
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7 P’s of Marketing Mix
7 P’s of marketing mix The Imperial London
Product/ Services They give wide scope of administrations and offices to its
visitors. It causes in coming to expected clients in the
proficient way. It offers types of assistance like vehicle rental
administrations, cleaning administrations, AC rooms, room
administrations and some more.
Pricing The organization has received cost leadership business
procedure as it helps in offering incredible types of assistance
for huge scope to its clients. Also they are offering quality
types of assistance at reasonable costs in contrast with its
rivals.
Place The company is carrying its business in London only.
Promotion The Imperial London is utilizing different limited time
methodologies, for example, notice in magazines, papers, TVs
and some more (Hinson, Abdul-Hamid and Osabutey, 2017).
In addition they are utilizing different famous online media
stages to make individuals mindful about its administrations
and offices.
People There are in excess of 3000 representatives who are working
with the organization and their fundamental target is to give
superb preparing and improvement to its representatives to
convey quality administrations and draw in new possible
visitors.
Process The cycle followed by organization is to convey the quality
administrations to its visitors where they offer extraordinary
administrations to its unwavering clients.
Physical Evidence The organization gives capacities which helps in intriguing
the visitors and its workers. Besides with its planner inside
and cleanliness level it draws in clients.
From the above correlation, The Imperial London is needed to stretch out its
administrations to expand its client base (Loo and Leung, 2018). They should zero in on internet
promoting to pull in likely clients. The organization is working on one area, it should zero in on
extending its business in mainstream urban communities of UK. Besides they should zero in on
reinforcing its standard working techniques while serving its clients.
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TASK 3
P4 Produce a basic marketing plan.
Marketing is characterize as the cycle where different exercises are conveyed by advertisers to
advance the matter of organization (Symons, 2013). Showcasing exercises incorporates
publicizing, selling, conveying of items and administrations to the possible clients.
Marketing Budget
Particulars Amount % in total expenses
Marketing research cost 500 23.92
Marketing training cost 200 9.57
Social media marketing 350 16.75
Brand related expenses 250 11.96
Marketing cost of employees 300 14.35
Marketing analytic cost 370 17.70
Other overhead related to
marketing 120 5.74
2090 100
SMART Objective
The SMART goal of The Imperial London is to extend its business in market of US with
long term with the thought process of expanding its overall revenue by 35% in 1 year.
SWOT Analysis
Strength
 The organization has immense extent of business as individuals are inclining toward inns
and eateries to fulfill their necessities and needs.
 The organization is utilizing most recent innovation and conveying excellent
administrations to its clients.
 Moreover they are having solid and alluring property portfolio which is helping in
drawing in huge number clients (Conradie, 2012).
Weaknesses
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 The organization is absolutely subject to the UK market and isn't adaptable enough.
 They are not having solid organization availability as they are serving one specific region
so will confront parcel of troubles in growing its business.
 Moreover the organization is profoundly subject to its legitimacy and don't have
extraordinary housing organization.
Opportunities
 One of the greatest open door they need to extend its business in the commercial center as
they are offering quality types of assistance at much reasonable costs.
 Moreover they can zero in on setting up and improving its essence in the medium level
planned lodgings which will help in building availability.
Threats
 They are confronting elevated level of rivalry in commercial center as there are different
brands in lodging industry which has solid brand picture in commercial center.
 While growing business in different nations they have danger of illegal intimidation and
the political unsteadiness impact they execution.
STP Strategy
The organization is fragmenting its administrations on the bases of its remarkable highlights and
vibe and offering administrations on corresponding bases, for example, spa, rec center, and so on
(Guillet and Kucukusta, 2016). They are zeroing in on cost initiative estimating technique as
there rationale is to offer types of assistance to business class and working class of the general
public. It is utilizing separation procedure to remain on its words while serving its visitors.
Ansoff Matrix
 Market Penetration-The Imperial London, to build its benefit volume it should receive
the forceful promoting methodology. It incorporates different showcasing efforts on
famous online media stage to upgrade its essence in the commercial center.
 Product development- The organization is presently serving one area and fulfilling the
necessities and needs of individuals having a place with that specific area. Thusly its
basic to upgrade and add more administrations and items in its current line to catch the
market of US.
 Diversification-It is significant for organization to expand its administrations as per its
visitors that is should zero in on offering more and extraordinary types of assistance to its
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unwavering clients. Besides organization need to acquire enhancement its items and
administrations to stay serious in the commercial center.
4P’s of Marketing
Marketing process measure includes making viable and effective procedure for advertising blend
and its usage to hold the current clients and for drawing in the new expected clients (Melissen,
and Sauer, 2018). The objective client portion of The Imperial London incorporates individuals
from all age gatherings and the vacationer who have stayed with the area.
 Price-Pricing the items and administrations as per the market cost of rivals to make it
reasonable for its expected clients. The organization should zero in on serious cost to
continue in the commercial center. The organization ought to have various costs as
indicated by administrations it is giving to its clients that is for exceptional
administrations it ought to have various costs and for typical administrations it ought to
have diverse cost.
 Place-Furthermore the showcasing cycle remembers the spot for the items and
administrations for the market that is correct bearing from where they can reach to its
likely clients. The organization should zero in on setting up its business in ideal spots of
US market.
 Promotion-It's significant for the advertisers to receive the successful apparatuses for
advancement of items and administrations of the organization to pull in greatest potential
clients. As individuals are investing more energy in different web-based media stages so
they ought to do their advancement on the well known web-based media stages, for
example, instagram, snapchat, you-tube, and so on
 Product-The showcasing division plans the items and administrations which are equipped
for addressing the necessities and needs of clients. They have to expand its items and
administrations as indicated by the necessities and wants of clients of US. They should
add more offices and administrations in its current line to pull in enormous number of
clients (Campos and Oliveira, 2018).
Monitoring and controlling-
This pattern of observing and controlling endeavor work is basic as it can happen that
you can complete the endeavor on-time, regardless, have not had the choice to meet the ideal
quality levels (Dvir and et.al., 2010). Checking and Controlling endeavor work incorporate
noticing some other show measure that the endeavor chief has made or used for this assignment.
The undertaking of checking and controlling beginnings when an endeavor begins. Checking and
controlling undertaking work is the path toward following, investigating, and dealing with the
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progression to meet the display objections. It is the fourth cycle during the time spent execution
of marketable strategy.
CONCLUSION
From the above report it has been inferred that advertising plan is fundamental for the
associations to endure and fill in the commercial center. If there should be an occurrence of
cordiality area, the organizations can pull in the enormous number of clients by offering
proficient quality types of assistance and items. The correct detailing of market plan in the wake
of recognizing the different elements in commercial center and its appropriate execute with
powerful observing and controlling helps association in accomplishing its objectives and goals.
The associations should zero in on most recent advances and headway to convey the business
tasks in best and productive way.
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REFERENCES
Books & Journals
Kandampully, J. and Solnet, D., 2019. Competitive advantage through service in hospitality and
tourism: a perspective article. Tourism Review.
Malik, H. and Sharma, M., 2019. E-Marketing as a Tool to Achieve Competitiveness in Travel
Trade Industry. In Handbook of Research on International Travel Agency and Tour
Operation Management (pp. 272-283). IGI Global.
Bao, H., 2018. Marketing of Tourism Services/Experiences'. The Emerald Handbook of
Entrepreneurship in Tourism, Travel and Hospitality. Emerald Publishing Limited,
pp.261-275.
do Carmo Azevedo, N.J.V., 2019. VISUAL MEDIA IN MACAU HOSPITALITY
INDUSTRIES (Doctoral dissertation, University of Saint Joseph, Macau).
Symons, M., 2013. The rise of the restaurant and the fate of hospitality. International Journal of
Contemporary Hospitality Management. 25(2). pp.247-263.
Teeroovengadum, V. and Nunkoo, R., 2018. Sampling design in tourism and hospitality
research. In Handbook of Research Methods for Tourism and Hospitality Management.
Edward Elgar Publishing.
Neves, L.C., 2016. Consumer psychology in the hotel hospitality industry: the impact of price
and service on customer satisfaction (Doctoral dissertation, North-West University
(South Africa), Potchefstroom Campus).
Loo, P.T. and Leung, R., 2018. A service failure framework of hotels in Taiwan: Adaptation of
7Ps marketing mix elements. Journal of vacation marketing. 24(1). pp.79-100.
Symons, M., 2013. The rise of the restaurant and the fate of hospitality. International Journal of
Contemporary Hospitality Management, 25(2), pp.247-263.
Hinson, R.E., Abdul-Hamid, I.K. and Osabutey, E.L., 2017. Investigating market orientation and
positioning in star-rated hotels in Ghana. International Journal of Contemporary
Hospitality Management.
Conradie, R., 2012. Student evaluation of career readiness after completing the hospitality
management curriculum at the International Hotel School (Doctoral dissertation,
University of South Africa).
Guillet, B.D. and Kucukusta, D., 2016. Spa market segmentation according to customer
preference. International Journal of Contemporary Hospitality Management.
Melissen, F. and Sauer, L., 2018. Improving sustainability in the hospitality industry. Routledge.
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