Unit 15: Hospitality Marketing Report: Hallmark Hotel Analysis

This report provides a comprehensive analysis of hospitality marketing, focusing on the roles and responsibilities of the marketing function within a hospitality organization, specifically using Hallmark Hotel as a case study. It critically discusses the identification of customer needs, market segmentation, profit generation, market research, and social media monitoring. The report then examines the interrelationship between the marketing unit and other departments, such as Human Resources, Finance, Research & Development, and Production, highlighting the importance of coordination for achieving business goals. Furthermore, the report draws a comparison between Hallmark Hotel and Bridge Hotel, evaluating their marketing strategies based on the marketing mix elements: product, price, place, promotion, physical evidence, and people. Finally, the report produces and evaluates a basic marketing plan for an organization, concluding with a summary of the key findings and recommendations for effective hospitality marketing.

Unit 15: Hospitality
Marketing Essentials

Table of Contents
INTRODUCTION................................................................................................................................3
TASK 1.................................................................................................................................................3
P1 Critically discuss roles/ responsibilities of marketing function..................................................3
P2. Examine the interrelationship of marketing unit with different department of organisations...4
TASK 2.................................................................................................................................................6
P3 Draw comparison between two similar organisations by considering concept of marketing
mix...................................................................................................................................................6
TASK 3.................................................................................................................................................9
P4 Produce and evaluate a basic marketing plan for an organisation..............................................9
CONCLUSION..................................................................................................................................12
REFERENCES...................................................................................................................................13
Books & Journal:...........................................................................................................................13

INTRODUCTION
Hospitality sector is broad range of services which focuses on various activities such as food
& drinks services, event planning, theme parks, transportation etc. In U.K., hospitality sector
contribution major proportion of profit and sales revenue (Ivanyi, 2018). With period of time, the
industry has revolutionised at wider scale. Moreover, it seen that this sector has major impact on
growth & development of U.K economy at larger level. Main purpose of report is to understand the
hospitality sector & how business has been changed in market. Hallmark Hotel, five star hotel
headquartered in U.K. It is located globally in many countries such as Canada, London, U.S. Etc.
This report comprises of roles & responsibilities of marketing functions, inter-relation of roles/
responsibilities with organisation, marketing mix and marketing plan.
TASK 1
P1 Critically discuss roles/ responsibilities of marketing function
In business, marketing functions are part of entity as they help in achieving of goals &
objectives. Without use of these functions, it is not possible to carry out activities as well as
operations in proper manner. In hospitality industry, it is crucial to focus on these marketing which
is beneficial for business. It is duty of manager to make assure that appropriate these are fulfilled
with proper considerations. Roles & responsibilities of these functions are further explained below-
Roles-
Identification of needs/ demands of customers-
It is important role in marketing as their main role is to identify & analyse the actual need of
customers so that targeting and approach is done in correct way. It is important to focus on their
needs so that decisions are taken in appropriate way. In relation with Hallmark Hotel, they identify
the need of consumer by carrying out market analysis & focusing on current trends (Khan, 2020).
Segmenting sector-
It is another one role of marketing function in which they access to sector & segment it
which is suitable for business. It is important to examine market sector so that resources are used in
efficient way. Furthermore, by segmentation of market sector it become easy to make decision &
divide workflow in management properly. In context of Hallmark Hotel, marketing function
segment their market on basis of demographic variable.
Responsibilities-

Generate profit & sales revenue- It is responsibility of marketing function to generate
higher profit as well as sales to business so that everything objectives are achieved. Further, it is
also seen that it is duty of marketing function to achieve these goals in time period. In relation with
chosen hotel, it is seen that they marketing department of firm use resources in such way that profits
& sale is generated at higher level (Lammenett, 2019. Through generating sales as well as profit,
they help expansion of business is done in effective way.
Market research- It is another responsibility of marketing function that to implement
market research so that information and customer insight data is gained at appropriate level. With
help of market research, it is easy to develop effective strategies in a specific sector. In viewpoint of
selected hotel, marketing team conducts market research, when a new branch is opened by hotel in
home or foreign country. Without use of market research, it is not possible for entity to access to
resources, sources, information or data in proper manner.
Monitoring social media- This is considered as important responsibility in which marketing
function monitor as well as measure the process of social media & their impact on business. The
social media is inter-linked with market function because through social platform marketing
department is able to access to customer's data. Marketing department focus on social media as
they gain detailed information about users, changing market trends etc. By monitoring social media,
marketing department is able to make decisions ion business in most efficient manner. (Mahmoud,
2017).
Thus, after analysing above matter it is seen that these roles as well as responsibilities are
essential to be focused so that everything is done in effective way. In context with organisational
point of view, it is easy to make decisions making in effective manner. Further, marketing manager
need to be aware about these so that goal is achieved in timely period.
P2. Examine the interrelationship of marketing unit with different department of organisations
Organisation different types of departments and functions are present on the basis of which
marketing activities are executed. Marketing and other departments are being done through critical
processes which are needed to be on understood with proper considerations. Marketing helps in
achieving growth for business among their targeted clients. All divisions who are involved in this
operation are interlinked with one another. The under mentioned points described marketing
functions linked with other points are evaluated below as:
Marketing and Human resource department: - Main function of this department is to hire
potential candidate who are having innovative skill and capability for achieving business goals. The
marketing managers are coordinating with HR department for developing competent workforce

then results in company growth. Marketing Manager of Hallmark Hotel communicates about the
vacant position in their respective division so that HR can recruit candidates accordingly thus
maximising sales intensity. Thus coordination among department is very necessary for achievement
of success at workplace.
Marketing and Finance department: The main role played by this organisation is linked
with planning, organising and managing funds for effectively performing business activity.
Financial Executive is having responsibility of identifying needs of other division so that funds can
be managed in effective manner. On the other side The marketing division performs different
function activity which required high funding. In order to fulfil the financial needs, it is important to
effectively coordinate with finance professional in order to organise adequate funds effectively.
Manager of midland hotel communicate with financial manager about the promotional business
activity so that amount can be effectively collected for performing business operations. This is
valuable factor for organisation in order to collect fund so that task will be performed effectively.
The main role played by R& D division is to collect data related to need and preference of their
clients in order to gain competitive advantage at work place. This is valuable factor for marketing
department in order to plan strategies by which operations can be performed according to the
business plan (Nordström, 2016).This is important factor for achieving competitive position and
collect data related to their target client who will enhance their business growth. The promotional
strategies should be eye catching so that customers can purchase their goods. Research & Marketing
department are interlinked so that plans can be formulated in order to gain attention of clients.
 Marketing and Production department: The main purpose of production department is to
manufacture goods according to customer demand. The production & marketing manager
should coordinate with each other in order to analyse features of the product that are being
offered to their potential clients. This is valuable factor for planning business operations so
that customers will be easily attracted towards their offered products. Hallmark Hotel is
executing different business plans which are the major reason behind success & achieving
leadership position (Pham, 2019). There is effective communication among both the
department so that message can be communicated towards their potential clients so they can
purchase goods.
From above discussed points it can be stated that there is interrelation between functional
and marketing department for performing business operations by developing required information.
This is also valuable factor for development of strategies for achieving competitive gains thus
maximising work performance.

TASK 2
P3 Draw comparison between two similar organisations by considering concept of marketing mix
Marketing mix is defined as statistical approach which is utilised by organisations with aim of
promoting their brand in market. A large amount of information and data is required to implement
this marketing approach in effective manner. In context of chosen firm, they also use this approach
so that they are able to promote their services in proper manner. It is strategically approach is
carried out with proper market analysis. It is useful approach which is needed to be done in proper
way. They have competitors such as Meetthemeerkats & Bridge Hotel. Marketing mix includes
several types of elements which are discussed below-
BASIS Hallmark Hotel Bridge Hotel
Product
A product is defined as something for
which selling or purchasing is carried
out. Hallmark Hotel also ample number
of product such as free WI-FI, Guest
Rooms, etc. (Rasheed, 2020).
In context of Bridge Hotel,
they also has variety range of
services which are considered
by them as hotel product such
as transportation services,
room bookings, food services
etc.
Price
A price refers to something which has
valued and is measured in terms of
cost. It is important for businesses to
put a price for product or service. In
relation with selected hotel, they also
have different price for their services.
They use pricing strategies through
which it becomes easy for them to cost
their service in market. There are
different types of pricing strategies
which are used by enterprise such as
price skimming, psychological pricing
etc. So, this organisation uses
skimming price strategy for their
business.
Without putting price to a
product or services, process of
exchange cannot be done. It is
crucial for marketing manager
of hotel to make assure that
prices are put after conducting
market research. Thus, Bridge
Hotel uses Penetration pricing
for their hotel services through
which their margin level is
more than Hallmark hotel.
(Rehman, 2017).
It refers to place or location from In reference with Bridge Hotel,

Place where product is available to customer
as well as market. It is essential to
decide a proper location for hotel so
that it is for end users to access to the
services. For example- Hallmark Hotel
is located in Derby, United Kingdom
and also has branches all over the
country. (Sivarajah, 2020).
it is located opposite to London
South Bank University in
United Kingdom. They also
decide place or location of their
services so that it is easy for
customers to access their firm
in appropriate manner.
Promotion In business, promotion and advertising
the product is essential because without
it is difficult for marketers to market
their brand in market properly.
Promotion is defined as process of
promoting product at by using various
tools. Marketing department is
responsible for promotion of product &
services in market (Summers, 2016). It
is crucial stage which required to be
carried out in proper way. Thus, in
context of selected enterprise they uses
several types of promotion tools such
as promotion through social medial
platforms such as You Tube, Facebook,
E commerce websites etc.
Promotion is beneficial for
business as it helps in
increasing and creating brand
awareness at wider context. It
depends upon a particular firm,
how to promote their product.
Thus, chosen enterprise uses
both traditional & modern
promotions methods for
promotion.
Physical evidence
This is another component of
marketing mix in which it refers to
process of physical proof of existence
of firm. It is important for company to
have physical evidence so that loyalty
of customer increases towards a brand.
For example- in viewpoint of selected
firm they too have physical evidence
such as they promote their hotel brand
through event planning & management,
In this firm, they have physical
evidence such as inventory/
stocks, employees etc. By
focusing on these physical
evidence enhances the positive
relationship between both
customers as well as firm.

etc. Also, they deliver transportation
services to their guests & clients.
People-
These are those who faces customer on
daily basis and are responsible for
maintain relationship with them
properly. In relation with chosen hotel,
people such as staff, employees labour
comes under this category.
They too has people such as
sales man, bell boy, gatekeeper
etc.
Process- It is another component of marketing
mix in which it refers to process of
delivering of distribution of goods or
services to final end users. It is
essential to focus on this process so
that distribution of services to
customers in hospitality sector is
carried out properly. In relevance with
selected hotel, they too have process of
distribution as they have may suppliers
across globes that are responsible for
delivering of product & service (Tan,
2018).
In reference with chosen entity,
they also carry out their process
in such a way that services are
distributed to consumers in
appropriate manner.
Therefore, it is examined that marketing mix is longer procedure and requires proper focus
so that decisions are taken properly. Marketing manager of selected hotel assure that this strategic
approach is carried out properly. Furthermore, it is also seen that comparison has been done of two
hotels with each element of marketing mix & with help of which evaluation is done of both hotels.
TASK 3
P4 Produce and evaluate a basic marketing plan for an organisation
In this competitive world, it is important to implement a plan so that strategies & resources
are used in efficient way. Marketing plan is defined as process of preparing and developing set of
actions & tactics in a written document (Veasna, 2020). In reference of hospitality sector, marketing
plan is necessary so that marketers are able to make proper decisions within business. Also,

manager ensures that planning is done with appropriate market research & analysis so that problem
does not occur in near future. In context with selected entity, it too carries out market plan which is
further explained below-
Company overview- Hallmark Hotel, a four star headquartered in U.K. The hotel is located
globally & is expanding business at larger level. It provides numbers of services such as Wi-Fi,
room bookings, transportation services etc. are being provided by hotel. It also has complex supply
chain through which they provide services across various locations.
Vision & mission- Vision of hotel is to be the global leader in hospitality industry.
Whereas, mission is to provide quality of services to customers. Both these vision and mission are
focused by them in such a way that they achieve them in well organised way.
Objective- Main objective of hotel is to expand the business globally with larger customer
ratio. With this objective, they are developing their services in many foreign countries especially in
Asian countries.
STP- In marketing plan, STP is also used & is elaborated as Segmentation, Targeting, and
Positioning. It is process through which potential market & audience are positioned in market
efficiently. With help of this approach, it is easy to segment, target & position brand or product.
Segmentation-
It is defined as dividing of market on basis of different variable such as demographic,
geographic, etc. It is essential to segment the market so that decision making of potential market is
carried out properly. In relevance of chosen hotel, as they divides their market on basis of
geographic variables.
Targeting-
It is another element in which targeting of potential is market is done by enterprise. Thus,
selected hotel targets market customers of age between (18-45) age old people. By focusing on
targeting, it is easy to distribute services accordingly.
Positioning-
It refers to developing image in mind of customer and in market by positioning brand name.
Positioning is an effective tool which is helpful attracting customers towards a brand. Positioning
can be done such as premium, luxury, etc. Thus, in reference with chosen firm, they positioned
themselves as premium brand in market.
SWOT Analysis- It is framework which is used by enterprise to examine & analyse their
internal capabilities & skills. It is a time consuming process because reliable information is needed

by firm.
Strength
 Main strength of Hallmark Hotel is that
it has strong financial base through they
are able to carry out their activities
further.
 Strength is that provides wide range of
services within a four star hotel sector
(Ivanyi, 2018).
Weakness
 Main weakness of enterprise is that due
to impact of Brexit, it is difficult for
hotel to expand their business globally.
Opportunity
 Hallmark Hotel has opportunity to
expand their business through merging
up with other local brands hotel.
Threat
 With wide range of change in behaviour
of consumer, they have threat of losing
customer base which can affect their
overall organisational structure.
Action Plan
Tactics
To increase customer satisfaction level with different options Hallmark
Hotel will use artificial intelligence to provide better experience to
people.
Completion date The completed date of plan in 26/07/2021
Responsible party In this, person who will be responsible are managers, leaders, hotel
marketing and finance department & human resource department.
Budget
In context of chosen hotel, the budget is 16000£ related to development
of more food services.
Status
The current status of marketing plan is in progress and we are at
evaluation and testing phase of the plan. As, it is essential stage in which
impacts will be determined regarding expansion of services in market.
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Early money 6000 7000 8000 5500 22000

Venture 7000 12000 13000 34000 12000
Total 13000 19000 21000 39500 34000
Promotion lay out
Advertising 5000 3500 4500 3200 3150
publicity 6000 2500 6500 2600 2100
Direct selling 5400 3000 4000 3100 4450
Total 16400 9000 15000 8900 9700
So, above explained paragraph shows that marketing plan is important for development and
growth of business with wider context. So, market plan has been prepared which is focused by
Hallmark Hotel (Khan, 2020).

CONCLUSION
After a brief analysis of above report, it has been concluded that it is important for
hospitality industry to manage and maintain their marketing essentials for achieving long & short
term objectives. This report gives brief knowledge about roles & responsibilities of marketing
functions, marketing mix and marketing plan. Thus, it is evaluated that it is necessary to be active
in market with help of which it is easy to take decisions within a business. Moreover, with rise of
hospitality sector, it is essential for them to market business properly for accomplishing of goals
within a period of time.