Marketing Functions and Interrelation: Hilton Hotel, London

This report examines the marketing functions within the Hilton Hotel in London, focusing on the role of the marketing department and its interrelation with other departments such as finance, logistics, customer service, human resources, and operations. It explores the importance of market research, customer awareness, promotion, and relationship building. The report discusses the marketing environment (internal, micro, and macro) and how Hilton aligns its marketing strategies with these environments. It highlights the significance of interdepartmental cooperation for successful marketing plan implementation, emphasizing the need for alignment among departments like human resources, customer care, front office, housekeeping, and food and beverage. The analysis also includes the efficient execution of research, planning, segmentation, targeting, and positioning within Hilton's marketing practices. The report concludes by underscoring how the interrelationships between departments contribute to customer satisfaction and overall organizational goals.

NAME OF THE STUDENT
NAME OF THE UNIVERSITY:
MARKETING
FUNCTIONS IN
HOSPITALITY- HILTON
HOTEL, LONDON

THE
HILTON
HOTEL,
LONDO
N

The marketing department
in any organization plays a
vital role in the success of it
(Leung et al. 2013). The
roles that they play are:
 Conducting market
research
 Enhancing the awareness
of the customer
 Promotion
 Building relationships with
the customer
 Coordinate with the
managers and the staff s
ROLE AND RESPONSIBILITY OF
MARKETING IN HOSPITALITY

 They collect data on
buying behavior of the
consumers, their
preferences and their
needs and desires when it
comes to hospitality
(Tresidder 2015).
 Depending on the
information gathered, they
create marketing plans
and decide on marketing
strategy so that customer
satisfaction is achieved.
 They communicate their
strategies and plans with
the other departments of
the organization.
HOW MARKETING MANAGERS
FUNCTION IN HILTON HOTEL

 Each organization has their
own set of goals and
objectives.
 Marketing department works
with other departments such
as fi nance, logistics,
customer service, human
resource and operations.
 The marketing functions
needs budget and workforce
to materialize which the
other departments supply
(Bowie et al. 2016) .
 The discount and promotional
plans need the support of the
customer service and the
RELATIONSHIP OF MARKETING WITH
OTHER DEPARTMENTS IN AN
ORGANIZATION

 The Hilton hotel has
separate department for
each functions.
 The marketing department
works with the customer
service and other
operational units (Šerić,
Gil-Saura and Ruiz-Molina
2014).
 The main motto is to
deliver customer
satisfaction.
 They also coordinate the
supply and services
department so that
customers can have an
unparalleled experience.
 They have diff erent price
RELATIONSHIP OF THE MARKETING
DEPARTMENT OF HILTON HOTEL AND
OTHER DEPARTMENTS

The re are thre e kin ds of
m arke ting env iro nme nt:
internal, microe nv ironm en t and
m acro e nv iro nm ent.
Inte rnal e nv ironm en t are
consis te d of the e mplo y ee s,
stake holde rs , ma nag em ent as
we ll as the org anizatio nal
cultu re .
The m icro env iro nme nt the
com petito rs , s upplie rs, the
consum e rs a nd dis tr ibutor s o r
subsidiarie s (Yoo and Bai 2013).
The ma cro e nv ironm en t
include s the econo m ic facto rs,
de mo graph y, buy ing be hav i or,
leg al fra me w ork , political
condition , techn ology and
natur al forces .
MARKETING ENVIRONMENT IN
HOSPITALITY

 The Hilton marketing
department keep up-to -date
with recent internal and
micro environmental
scenario.
 Though they know they
cannot control the macro
environment, they include all
the considerations of how
they can aff ect them.
 They ensure that the internal
environment of the
organization is balanced so
that they can make
strategies for broader goals
(Leonidou et al. 2013) .
 All the policies and
guidelines that they create
are created to incorporate all
the three environment into
HOW MARKETING IN HILTON ALIGNS
WITH MARKET ENVIRONMENT

 W h e n e v e r m a r ke t i n g d e p a r t m e n t
de v e l o p s a p l a n , i t s
i m p l e m e n t a t i o n re q u i re s t h e
c o n t r i b u t i o n a nd c o o p e r a t i o n o f
a l l t h e o t h e r d e p a r t m e n t s .
 D e p a r t m e n t s l i ke , h u m a n
re s o u rc e , s e r vi c e , c u s t o m e r
c a re , f ro n t o ffi c e , h o u s e ke e pi n g
a n d f o o d a nd b e ve ra g e a l l w o r k
t o ge t h e r t o m a ke t h e p l a n
s u cc e s s f u l ( Tra n , D a u c h e z a n d
Sz e m i k 20 1 3 ) .
 I n ca s e o f H i l t o n , a l l t h e
de p a r t m e n t s a nd t e a m w i t h i n
t h e m a re w i l l i n g t o w o r k
t o ge t h e r t o h e l p t h e
o rga n i z a t i o n .
 T h u s , t h e y h a v e b e e n a b l e t o
c o n d u ct c o r po r a t e s o c i a l
SIGNIFICANCE OF
INTERRELATIONSHIP BETWEEN
MARKETING AND OTHER UNITS

The marketing and other
department interrelation is a
neces sary component in any
organization.
Without the cooperati on and
ali gnment of all the organs of
an ins titution, proper
functioning is not impossibl e.
The marketing teams may
make as many plans as they
want. N one of them would
material ize if the front
operations department fai ls to
foll ow them (Gustavo 2013).
Without the fi nancing, no plan
would ever be impl emented.
ANALYSIS OF MARKETING FUNCTIONS
AND THE INTERRELATION WITH OTHER
DEPARTMENTS

 Hil ton is well known brand
and is distri buted w orld wide.
 The employees m ay bel ong to
di ff erent countries and have
di ff erent cul tures.
 The interrelati onship among
the departm ents ensure that
there i s a semblance of
uniformit y in the work that
they do (Jang et al. 2013) .
 Departm ents are abl e to work
more effi ciently as t he
market ing funct ions are
created keeping i n mind the
consumer dem ographics.
 The research, planning,
segm entati on, target ing,
posi tioni ng are done
effi cient ly.
 Ot her departments work
ANALYSIS OF HILTON’S PRACTICE OF
INTERRELATIONSHIP AMONG THE
DIFFERENT ORGANS

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