Marketing Essentials Report: Marketing Plan for Hospitality Business

This report delves into the core aspects of marketing within the hospitality sector, focusing on the roles and responsibilities of the marketing function. It examines the relationship between marketing and other organizational departments, such as finance, human resources, and production, highlighting how these collaborations contribute to overall business success. The report also provides a comparative analysis of how different hospitality organizations, specifically Thistle Hotel and Hilton Hotel, apply the marketing mix (product, price, place, promotion) to their marketing planning processes to achieve their business objectives. Furthermore, it culminates in the development of a basic marketing plan tailored for a hospitality organization, designed to meet specific marketing objectives, offering a comprehensive overview of marketing strategies and their practical application in the industry.

Marketing Essential

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................3
P 1 Explain the key roles and responsibilities of the marketing function...................................3
P2 Relationship between the roles and responsibilities of marketing and organisation context.4
LO 2 ................................................................................................................................................6
P 3 Comparison between the ways in which different hospitality organisations apply the
marketing mix to the marketing planning process to achieve business objectives.....................6
LO 3.................................................................................................................................................9
P 4 Marketing plan for a hospitality organisation to meets the marketing objectives................9
CONCLUSION..............................................................................................................................12
REFERENCES .............................................................................................................................13

INTRODUCTION
Marketing is defined as a function which involve researching and planning strategies for
development and expansion of the business along with advertising, promoting, purchasing or
selling of goods and services to increase production and to maximise profitability to achieve the
goals and objectives of the organisation. It is the process which responsible for identifying,
anticipating and meets with the customer's requirements to generates the profitability. Thistle
hotel is located in London, United Kingdom. Headquarters of Thistle Hotel are situated in
Uxbridge, England, United Kingdom. These report will focus on the roles and responsibilities of
different marketing functions and shows the relationship of marketing department with the other
departments of the organisation. This report will also highlight the comparison between the
different strategies of marketing mix used by the hospitality firm in marketing planning. And
lastly it will give the basic marketing plan which helps the hospitality organisation to meet the
objectives of marketing.
LO 1
P 1 Explain the key roles and responsibilities of the marketing function
Marketing:
Marketing is the process to promotes the buying and selling of the of the goods and
services (Babin and Zikmund, 2015). It considers the advertisement, selling and delivering the
goods to the consumers. Marketing is the business activity which creates the relationship and
satisfying customers. It is the process which responsible for identifying, anticipating and meets
with the customer's requirements to generates t(Stern and Porr, 2017)he profitability.
Roles and Responsibilities of The marketing function:
Market research:
Marketing research is the most important responsibility of marketing department in the
organisation. It helps to identify the market opportunities and information about the current
market's needs and wants. Marketing research facilitates the information about the strengths and
weaknesses of the competitors so the Thistle Hotel takes action to protects the business. It can be
carry out by study the industry reports and market data (Baker, and Magnini, 2016). It allows the
firm to discover the target market and get feedback and opinion from the customers. Thistle

Hotel's marketing department is using the viability of a new product or services by directly
communicating with the customers.
Setting marketing strategy:
The marketing department of Thistle Hotel takes a responsibility for establishing the
marketing strategies in the line to overall marketing strategy and goals. Strategies may regarding
to increase the share in a particular market like Thistle Hotel wants to expand their hotel in
another location, for such activity the marketing department of the hotel is needed to establish
new marketing strategies.
Communications and promotion material:
Marketing department of Thistle Hotel plans campaigns and develops the
communication to promotes the goods and services among the customers in the market. It is
typically depends upon the budget available (Rowley, 2016). Marketing team may plans the
campaigns by develops the social media marketing, marketing through emails and creates the
promotional content for the website of the company, department can writes the press releases or
the services publication to promotes the new launching goods and services of the organisation. It
is the responsibility of marketing manager that the promotional communication channel should
be more effective in the organisation. They may appoint the advertising agencies to writes the
design of promotional material to produces the work.
Development of Internal and External products:
It is the responsibility of the marketing function to develops the external as well as
internal product or services or improves the existing ones (Rancati, Gordini and Capatina, 2016).
The marketing department has responsible to evaluates the sales and turnover of existing
services and goods to justify the gaps in the range and finds a ways to covers such gaps.
Marketing team of Thistle Hotel aid to the development team with giving the information
regarding the needs and preferences of the potential customers which helps them to identify the
features which neds an improvements in the new service. After the product development process
and make it more effective the marketing team needs to determine the plans of launching and
sets the prices of the goods or services by taking market research and proper evaluation of the
values of the goods or services in the current market segment.

P2 Relationship between the roles and responsibilities of marketing and organisation context
Marketing with Finance:
Coordination between Marketing department and finance department is very important
for managing a business (Malhotra, 2015). Marketing is dependent on finance to meet its
financial needs for performing all the activities as finance sets and passes the budget required by
marketing. This activities involves research about competitors, selected market and about target
customers, planning business strategies, along with promoting and improving its products and
helps to target and attract large number of people towards the product which increases customer
loyalty and satisfaction, generate sales which results into raise of profits meanwhile raise in
financial status of the company. While working of Finance division is based on incoming and
outgoing of money and on the income of the organisation which is generated through the
practices which are performed by marketing section. It is responsible for setting budgets, prices
for different services, and for managing budgets of different departments in the firm which is
controlled by profits. Marketing and finance sector of the Thistle Hotel are working together in
which finance is setting budget for all the functions of marketing while marketing helps to
develop sales and increase profitability which is the key to the working of finance (Bhatt and
Gupta, 2018). These two branches of Thistle Hotel works together to fulfil the responsibilities of
maintaining financial status and reputation and also gives benefits to the company to maximise
its profits and to reduce chances of debt, financial crisis or failure of organisation. In thistle
hotel finance gives budget to the marketing department for advertising and promotion of the
products.
Marketing with Human resource:
Correlation between the two sections is necessary for the running of the company.
Marketing and human resource work together to increase the productivity of the business.
Marketing department determines the required candidates in the firm and informs human
resources to hire candidates to meet the demand. While Human resource selects and hire right
candidates at right positions and also give them training and prepare them to work with high
efficiency through which all the other sections can undergoes continuous work which helps to
maintain culture of organisation (Larson and Draper, 2015). The two departments of Thistle
Hotel works together as human resource selects and hire correct candidates and also give them
training for managing and handling their work with high efficiency while marketing forecast the

demand and informs human resource to hire new candidate. These divisions of the Thistle Hotel
are very beneficial for managing and running of all departments and of complete vocation as it
helps to generate productivity and to achieve goals and objectives of the firm. In Thistle hotel
HR gives training that helps marketing team in knowing more about product and selling products
in market easily.
Marketing with production:
Interrelationship between marketing branch and production branch is essential for
improving brands or products quality and for increasing customer loyalty and satisfaction (Stern
and Porr, 2017). Marketing department perform research practices regarding needs, expectations
and preferences of consumers and informs the production about the highly demanded goods in
the market about the changes or improvement needed in the services to attract large crowd.
While production department produces and manages the products for sales to run the
organisation. Which is then advertised and promoted by the marketing division to increase sales
and to expand business which raises expenses. These two divisions of the Thistle hotel are
interconnected for producing best quality and most valued and demanded services in the market.
As marketing section helps to analyse and identify needs and expectations of the consumers
while production department produces the preferred products in the market to increase number of
sales which results in maximising the profits of the company (Campbell, 2018). Marketing and
production sections of the Thistle hotel works together to achieve targets and aims of
organisation ultimately success which helps in expansion of the hotel in different areas as it will
also maximise the brand value which will enlarge its demand in different locations. In Thistle
hotel marketing team analyse and understand needs and preferences of the consumers while
production team produces according to the demands of the customers, and also gives knowledge
of the products to marketing team which helps them to generate sales.
LO 2
P 3 Comparison between the ways in which different hospitality organisations apply the
marketing mix to the marketing planning process to achieve business objectives
Marketing Mix:
Marketing mix of an Hotel industry is the sources of success of marketing efforts by the
hotel. Marketing mix is use to indicates the the several marketing variables used by the sales
department to target the market segments (Pike, 2015). It is the term which used to describe the

four inputs i.e. product, price, place, promotion. The different marketing mix used by the
organisation are following below:
Marketing Mix Thistle Hotel Hilton Hotel
Product Product mix in marketing mix
concerns with services, designing,
facilities provided to the guests.
Thistle Hotel focus on the
effectiveness of services provided by
the hotel to satisfy the customers.
Thistle Hotel offers the attractive
rooms services, food and beverages,
aerobics, saloon facilities, conferences
facilities to attracts the guests. The
facilities are creates to targets the
different market segments and each
market segments have an specific
requirements.
Whereas the Hilton Hotel is provide
the health and care facilities,
Banqueting rooms, bars, Recreational
facilities for their customers or guests
(Baker, and Magnini, 2016). The
Hotel is providing frequent check-in
and check out services as well as
travel desk for attracting the another
market segments. Products that this
hotel provides are gym facility and
spa centres.
Price Companies must use the effective
pricing strategies to sell their goods
and services in the competitive market
places (Rowley, 2016). The Thistle
Hotel use Penetration pricing strategy
to gain maximum market share by
offering the customers their goods and
services at the lower prices in
comparison to there competitors. It
facilitates the stronger market
penetration and after that firm will
raise prices to a more profitable level.
Hotel Hilton use premium pricing
strategy for the new services they
were provides to the guests to gain a
distinct competitive advantages.
Premium pricing strategy is most
effective in the starting of the product
or services life cycle. To making
premium prices the Hotel try to build
an image in which consumers
perceives that the the services are
valuable and worth of the higher
prices.

Place In marketing mix place refers to the
channel of distribution or methods or
location the firm use for the providing
goods and services to there customers.
The Thistle Hotel is using exclusive
distribution strategy in which the firm
selects the few intermediaries. The
benefit of this distribution channel is
the owner retains greater control over
the distribution process.
Hilton hotel use intensive distribution
strategy s a channel of distribution of
their services to the guest (Rancati,
Gordini and Capatina, 2016).
According to this strategy hotel
provides their services in across the
world by opening the branches of the
hotel in worldwide.
Promotion Promotion refers to the type of
marketing communication through
which the firm can introduces their
goods and services in the market
(Perreault, 2018). The Thistle Hotel
use Digital media strategy for the
promotion of their services. Digital
media consider the social media sites
which is the modern way to interact
with the customers.
Whereas the Hilton hotel prefers the
physical environment strategy which
focus on promotion by the
organising the special events like
concerts, trade shows, festival
parties. It facilitates the immediate
interaction between the firm and their
guests.
Positioning Positioning in marketing mix refers to
the image of the organisation that
occupies in the mind of the customers.
For making effective brand image in
front of customers The Thistle Hotel
adapting the restricted distribution
strategy in which the firm creates the
perception of better values by
restricting the distribution of the
goods and services.
Whereas Hotel Hilton is adapting the
repositioning through competitive
comparisons strategy (Malhotra,
2015). From the time the current
positioning strategy fails to resonates
due to the change in the customers
needs wants and preferences and new
entrants in the market so the firm
repositioning their brand image.

Processing Processing mean how the firm aid to
the customers quires. The Thistle
Hotel provides the help line numbers
on the internet and appoint the
persons to communicates with the
customers quires and aid and guide
them for their questionings.
Hilton hotel provides the online
quires boxes in which the customers
can text their problem and question
regarding the organisation and a
particular person response them
immediately.
People Last P stands for peoples means
manpower of the organisation (Pike,
2016). For motivating and
encouraging the human resources to
perform better work The Thistle Hotel
gives rewards and bonus timely to the
employees which motivates them to
perform, better for the hotel.
Hilton hotel use promotion strategy
for motivating the man power in the
organisation. The hotel continuously
redesign the jobs to encourages their
employees to give their best efforts in
order to maximise the profitability of
the hotel.
LO 3
P 4 Marketing plan for a hospitality organisation to meets the marketing objectives
Executive summary
marketing plan is a document that outlines an advertisement strategy that an organisation
will implements to leads the target market (Bhatt and Gupta, 2018). The marketing plan is based
on the company's overall strategies. In this plan the Britannia hotel plans to expand the
accommodation facility in the hotel which provides the better experience to the guests.
Aim
 Aim of the organisation is to launching the new accommodation facilities in the
organisation.
 To provides the positive experiences to all the guests.
 Expand the business and targeting the new market segment for new products and services
like spa centre and gym.

Vision and mission
Britannia hotel has a vision and mission to provide better hotel experience to the guest
and and invest in accommodation facilities for the customers.
Internal and External analysis
SWOT Analysis
Strength
 High brand recognition.
 Good reputation in the market.
 Technical innovation to improves the
customer's experiences (Larson and
Draper, 2015).
Weaknesses
 short market share of good brand
recalls.
 Operations are affected worldwide due
to change in government policies.
Opportunities
 Digitalisation and more better use of
technologies.
 Innovation in the customer services.
Threats
 Frequent change in the demand of the
consumers.
 Competition on the prices point.
PESTEL Analysis
Political factor: Political factor plays a vital role in economy of the country. The
government charge the great amount of tax on the hospitality industry will be impacts on the
profitability of the industry.
economical factor: Economic factor may includes the changes such as inflation,
economic growth, interest rates, and exchange rates (Stern and Porr, 2017). It will significantly
impacts on the firm. Hotels ere try to capitalise the travellers because they bring lots of amounts
and it will bring the opportunities to the hotel industry.
social factor: Change in the social factor impacts on the demand of the organisation's
goods and services. Preferences of individual are different the single female wants the single
bedrooms and some are double. The hotel will maintain the kind of rooms for the guests.

technological factor: Use of technology shows the standard of the hotel specially In the
hotel management (Campbell, Martin and Fabos, 2018). Software used by the hotels facilitates
them to meets the all needs of customers and staff. Even guests prefers the hotels which have
adapts the new technologies in the firm.
environmental factor: Change in the weather have a direct impact on the hotel
industries. Environmental factors that affect the hotel business are flood, storm, heavy rain and
so on. Industry should take effective measures for such factors and makes control over the time.
legal factors: Legal environment plays an vital role in the growth of the industry
(Campbell, 2018). Several laws are fall under the hotel industry such as health and safety law,
age law which are followed by the industry to survive in an ethical market.
Segmentation, Targeting, and Positioning:
Segmentation: In this marketing plan the segmentation strategy will be demographic
strategy chosen by the organisation (Babin and Zikmund, 2015).
Targeting: For this marketing plan the Britannia hotel will apply the positioning strategy
of targeting.
Positioning: Distribution strategy will be applied by the Britannia hotel firm for
positioning the organisation.
Budget:
 The marketing team needs to accomplish the planned growth with budget of $260,000 .
 Hotel increase the level of accommodation facility by 20% on the past few years.
 Attracts the new market segment by launching the faci8lities like spa, gym etc.
Monitoring and Controlling
After the successful implementation of the plan the management team of the Britannia
hotel's management needs to monitor and control over the implementation and process of the
plan and makes sure that the things are going in a correct direction to achieve the plan's
objectives and goal (Pike, 2015). For monitoring the firm use the time sheets and regular
reporting strategy tools.

CONCLUSION
From the above study it has been concluded that marketing is the most essential function
for any organisation. The report has been discuses the roles and responsibilities of marketing
department I.e. establishing the market research, provides Communications and promotion
material Development of Internal and External products, Marketing mix and Setting marketing
strategy of the organisation. The report has been shows the interrelationship between the the
marketing department of Thistle Hotel and its other department like human resources,
production, and finance department of the hotel. Further the report provides the comparison of
different marketing mix strategies applying by the hospitality organisations. Above report
provides the basic marketing plan for a hospitality organisation to meets the marketing
objectives.