Hospitality Marketing: ELM Tree Hotel Expansion and Marketing Plan

This report focuses on the marketing strategies for the ELM Tree Hotel, a UK-based hospitality organization planning to expand its operations. The report begins by defining key marketing concepts and the roles and responsibilities of the marketing function within a hospitality setting. It then delves into the development of a comprehensive marketing plan, including objectives, marketing mix elements (product, price, place, promotion), a SWOT analysis, and strategic recommendations. The plan outlines segmentation, targeting, and positioning strategies, along with cost considerations and marketing evaluation processes. Furthermore, the report examines the interrelationship between the marketing department and other functional units within the hotel, such as Food & Beverage, HR, and Finance, highlighting the importance of coordinated efforts for achieving organizational goals. The report concludes with a discussion on control measures, such as KPIs and benchmarking, to ensure the effective implementation and evaluation of the marketing plan.

HOSPITALITY MARKETING
ESSENTIALS

Table of Contents

INTRODUCTION
Hospitality sector is a part of service industry which involves activities like food &
beverages services, lodging, transportation, theme parks, event planning, travelling, cruise line
etc. This industry is dependent on the disposable income and availability of leisure time. This
assignment is based on The ELM Tree hotel which is a UK based hotel, situated in North Wales.
Marketing executive of company is planning to expand its operation in the UK and wants to
advertise and promote their services with the help of marketing campaign. The first part of the
report define the different marketing concept in broad manner of the marketing environment.
Along with define the roles and function that interrelated with the Elm tree hotel. In the second
part develop a marketing plan that mainly focus on the objectives and marketing mix.
TASK 1
Roles and responsibilities of marketing function in hospitality organisation
Marketing is a tactics which is performed by a business firm to promote and advertise their
products so that high profits can be earned. Hospitality marketing are marketing efforts that are
carried out to extends profits and revenue in hospitality sector. Nature of hospitality marketing is
very unpredictable as demands of people changes on regular basis due to changing market trends
(Sertel, 2017). The ELM Tree hotel is a United Kingdom based hospitality organisation which is
headquartered in North Wales. This hotel is considered as one of the best small hotel in UK. But
now, owner of company has decided to expand its business presence in UK so that high revenues
can be earned. One of the best way to expand business is marketing which benefits in increasing
customer base of a firm.
Development of marketing concepts
 Selling concept: It states that a customer is not going to buy a product itself, it is the duty
of employees working in a company to advertise and promote those products so that
customers can feel the need of these offerings. Marketing executive in The ELM Tree
hotel will be required to promote and advertise their service so that maximum number of
people can acknowledge about it .
 Customer concept: This concept is based on customers and defines that to achieve wide
sales and popularity, a company is needed to give offers, discounts and complementary
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service to customers. This will help The ELM Tree hotel in retaining their customers for
maximum time.
Roles and responsibilities of marketing function
 Setting market strategy: Main role of marketing department in a hospitality
organisation is to set right market strategy so that attention of customers can be gained in
maximised numbers. For example, for introducing new product in market or entering a
new region, marketing Marketing executive of concerned hotel have responsibility to
formulate right strategy. If Marketing executive in The ELM Tree hotel will not set right
market strategy, company will not be able to give good performance in market place
(Ariffin And et. al., 2018).
 Identifying customer needs: This is another role of marketing department in The ELM
Tree hotel. Employees in marketing unit are needed to acknowledge the requirements of
their potential and existing customers. This will help other departments to serve
customers in efficient manner. If marketing Marketing executive in The ELM Tree hotel
is not able to know about needs of customers, people will feel dissatisfied. This will
reduce the image and revenues of company within marketplace (Eletxigerra, Barrutia and
Echebarria, 2018).
 Understanding market environment: The most significant functions of marketing are
research and collection of information about customers and market. At this time a
marketing executive plays essential role for the determination of the environment and
get customer expectation regarding to products and share with procedures. Such as EML
Tree hotel marketing Marketing executive has role as to know the customer's needs and
make efforts to provide foods and services that supports to maintain good marketing
environment (Melissen and Sauer, 2018).
Roles of marketing relates with organisational context
Marketing plays an essential role in the smooth working of an organisation. Without the
help of marketing unit, it is not possible for other departments to work in appreciable manner.
Roles and responsibilities of marketing states duties of Marketing executive that supports to
develop value for customers and develop good relations (Teoh, Wang and Kwek, 2019). The
main purpose of marketing to achieve higher profits by satisfying the customers. In the context
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of ELM Tree hotel define the relation of marketing department with other department that will
help to Marketing executive to collect current and future trend information and products are
being introduced accordingly. Role of marketing in organisational context is stated below:
 Marketing and Food & Beverage department: Marketing department in a hotel helps
in identifying the food and drink choices of customers. This helps F&B department to
prepare only those dishes and drinks which are highly liked by people. Also, F&B
department helps marketing team by providing them free samples of Food which are
given to customers to promote and assure about the quality of Food served in The ELM
Tree hotel. If these departments will not work in a coordinated manner, concerned hotel
will not be able to earn high revenues (Larson and Draper, 2015).
 Marketing and HR department: HR department in The ELM Tree hotel recruits and
train employees which then works under marketing department with full efficiency. This
help marketing teams in accomplishing their targets properly whereas marketing team
helps in advertising about vacant positions in hotel due to which HR department is able to
recruit right candidate for right position. Hence, these two departments are interrelated
with each other.
 Marketing and finance department: Finance team in The ELM Tree hotel have the role
to manage all the funds and finances of company. Marketing team of concerned hotel
helps finance manager in identifying those people or firms which can invest in hotel so
that no shortage of financial capital can be faced. Whereas to perform marketing
activities properly, capital and funds are needed. These funds are given by finance team
to the marketing department (Lane, 2016).
Critically analysis Interrelationship between marketing and other functions unit
Marketing is important function for all types of company in which various roles and
responsibilities plays by the Marketing executive s in order to improve productivity as well as
profitability. There is connected marketing with other departments so it is getting that marketing
can help to conduct activities and provide all appropriate information. All functions like sales,
HRM, finance perform effectively when they are getting help from marketing department. Many
times it create problem for other department because marketing department interfering in the
these department. So many time marketing department good and many time is bad. If all
departments in The ELM Tree hotel will not work in coordinate way,company will have shortage
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of money and productivity due to which overall performance and profitability of concerned hotel
will also get compromised (Chandiok and Sharma, 2017).
TASK 3
Marketing plan for hospitality firm to attain objectives
Marketing plan is referred to a business document which outlines marketing strategies of
a company so that varied activities can be performed in systematic and efficient manner.
Importance of marketing plan
An appropriate marketing plan benefits in popularising services of hospitality sector due
to which a firm is able to earn high revenues. In context with The ELM Tree hotel, marketing
plan will help the Marketing executive in reaching their target audience, boosting customer base
and preparing right objectives for company (Hassanien and Dale, 2019). A good marketing plan
helps in creation of effective market strategies and objectives that results in attainment of
competitive advantage over rivals. Marketing plan for The ELM Tree hotel is prepared below:
EXECUTIVE SUMMARY
ELM Tree hotel is a North Wales based hotel which operates within UK. Owner of hotel
is planning to further expand business in UK due to which an appropriate marketing plan is
needed. Business owner of Hotel has decided to open up a branch in Birmingham exclusive for
premium class. By preparing a marketing plan, new branch in Birmingham can be made very
popular among high class customers. This will benefits the hotel in achieving high market shares
and profits.
Vision and mission
“To create value for customer's money by delivering better quality of food and
beverages”.
OBJECTIVES
 To increase their revenues by 40% within 6 month of new branch's inauguration.
 To enhance their market shares by 60% within one year.
Marketing mix
There are defined marketing mix regarding to new service of EML hotel that are
discussed here:
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 Product: The hotel has been introduced new services that is SAAS that can help to
deduct cost and provide food delivery in robotic way.
 Price: the hotel has been followed economic pricing strategy that attract more customers.
 Place: Such services are launching firstly in the region of United Kingdom.
 Promotion: They are using advertising, direct marketing, social media and many other
tools for promote their products and services.
SWOT ANALYSIS
Strengths Weakness
 The ELM Tree hotel has wide
popularity in UK due to its standardised
services.
 Hotel do not charge high due to which
average income people can afford it for
accommodations and food.
 High class people do not prefer to visit
it due to its economic pricing.
 Hotel has less marketing channels due
to which people are not well aware
about their services (Pappas, 2015).
Opportunities Threats
 Hotel can enhance their online presence
to target maximum customers.
 Special facilities for premium section
can be introduced like parties, golf
playing etc.
 High competition from big hotels like
Hilton hotel, Marriott international
impacts The ELM Tree hotel negatively
 Local hotels are giving tough
competition which is a big treat for
concerned hotel.
STRATEGIES
 Segmentation: For new hotel branch in Birmingham, Marketing executive is going to
segment customers on the basis of age and income. To show off their status, these people
will happily accept the services offered by The ELM Tree hotel.
 Targeting: High class People within 18 to 60 years’ age and will be mainly targeted by
company. Hotel is also going to focus on youth due to their interest in vacations and trips.
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 Positioning: To position itself in front of targeted people, hotel is going to offer high
class facilities like, Bar, opera show, Golf club, Pool activities etc. This will help the
concerned hotel in achieving high sales and profits.
COST
Expected cost for marketing of new branch of The ELM Tree hotel is around 10,000
pounds.
MARKETING EVALUATION PROCESS
There are different techniques by which marketing processes in The ELM Tree Hotel can
be evaluated in a proper manner. Some of these techniques are efficiency ratios, market share
analysis, sales analysis and cost-profit analysis. In case of concerned hotel, sales analysis will be
carried out for marketing evaluation. Sales can be evaluated by total sold units, profit amounts or
revenue generated. In this context, marketing executive of company can perform marketing
evaluation by comparing total costs for opening and promoting new branch of Birmingham with
the total sales gained (Eletxigerra, Barrutia and Echebarria, 2018).
CONTROL AND MEASURES
To control and measure the activities related with promotion & advertising of new hotel
branch in Birmingham, Marketing executive of company can use tools like KPI and
Benchmarking. KPI and benchmarking will helps in acknowledging efficient performance
indicators which will be beneficial for earning high profits.
CONCLUSION
As per above given report, it can be said that marketing plays a vital role in the
functioning of hospitality industry. Main role of marketing department is to acknowledge the
needs of customers and formulating right business strategies so that high revenues can be
attained. If other departments will not work in coordination with marketing team, attaining
targets and goals will not be possible. Marketing plan benefits a firm in accomplishing objectives
of high profits in desirable manner.
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REFERENCES
Books and Journals
Sertel, E., 2017. Customer Satisfaction, Loyalty, and Financial Performance in the Tourism and
Hospitality Industry: Evidence from North Cyprus. International Journal of Economic
Perspectives. 11(4).
Ariffin, A. A. M. And et. al., 2018. Exploring the influence of hospitality on guest satisfaction
in luxury hotel services. e-Review of Tourism Research. 15(1).
Melissen, F. and Sauer, L., 2018. Improving sustainability in the hospitality industry. Routledge.
Teoh, M. W., Wang, Y. and Kwek, A., 2019. Coping with emotional labor in high stress
hospitality work environments. Journal of Hospitality Marketing & Management. pp.1-
22.
Larson, J. and Draper, S., 2015. Internet marketing essentials. Idaho Falls, ID: Stukent
Incorporated.
Lane, P., 2016. Human resources marketing and recruiting: essentials of employer branding.
Handbook of Human Resources Management. pp.23-52.
Chandiok, S. and Sharma, P., 2017. Hospitality Marketing: Strategic Issues. In Strategic
Marketing Management and Tactics in the Service Industry (pp. 213-242). IGI Global.
Hassanien, A. and Dale, C., 2019. Hospitality business development. Routledge.
Pappas, N., 2015. Marketing hospitality industry in an era of crisis. Tourism Planning &
Development. 12(3). pp.333-349.
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.
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