Marketing Essentials Report: Marketing Functions and Objectives

This report delves into the core principles of marketing, emphasizing the crucial roles and responsibilities within a marketing function, particularly within the context of the Hilton Hotel. It explores how marketing departments interact with other organizational units, highlighting the significance of effective communication and collaboration. The report analyzes the application of the marketing mix to achieve specific business objectives, providing insights into product development, pricing strategies, and promotional activities. Furthermore, it examines the development and implementation of a comprehensive marketing plan designed to align with and meet the overarching organizational objectives of the hotel. The report also analyzes how marketing strategies affect the overall performance of the Hilton hotel.

Marketing essentials

Table of Contents
Marketing essentials ........................................................................................................................1
Introduction .....................................................................................................................................3
LO1 .................................................................................................................................................4
P1 Key roles and responsibilities of marketing functions. .........................................................4
P2 Roles and responsibilities of marketing relate to wider organizational. ...............................6
LO2..................................................................................................................................................8
P3 Marketing mix to achieve business objectives. .....................................................................8
LO3................................................................................................................................................10
P4 Marketing plan to meet organizational objectives. .............................................................10
Conclusion ....................................................................................................................................12
References......................................................................................................................................13

Introduction
Marketing helps business to develop at a large scale. Marketing helps to develop presence
of a business and develop their image at a large and helps business to achieve goals and
objectives of their business. Marketing helps to attract customers with the working of an
organization. Marketing helps business to engage large number of customers with their products
and services and helps business to achieve their goals and objectives. Overall development of
organization depends on the effectiveness of their marketing plan. Report shows marketing plan
for Hotel hilton and how they develop their business at a large scale and helps them to achieve
objectives and goals of a business. Report shows the role and responsibilities of marketing
executives in development of organization. And effects of marketing department on all other
departments of an organization. Different marketing mix are used for development of product
and business to achieve their objectives at a large scale. Marketing plan is implemented towards
overall success of a business.
LO1
P1 Key roles and responsibilities of marketing functions.
Marketing department of a company plays an important role in success and development
of an organization at a large scale. Hotel Hilton is one of the leading hotels of U.K and work
effectively towards success of their organization and needs to develop effective policies for
marketing to develop their business at a large scale(Okanga and Groenewald, 2016.) . Marketing
helps business to conduct effective use of resources available to them for their success in a long
run. Effective marketing helps Hilton to develop their presence in a market.
Listening to customer needs
Managers of Hilton needs to analyse the market to know what their customers wants.
Customer needs helps them to analyse overall working of their business and develop plans for
overall growth of the business. Company needs to get feedback from their customers to analyse
their needs and wants that helps them to achieve goals of an organization to develop their
business at a large scale. After analysing customer needs hotel needs to prepare a plan for
marketing and choose an effective channel of marketing suitable for their product. Company
needs to conduct surveys to get customers feedback.
Track trends and monitor competition

Company needs to analyse overall working of their competitor that helps them to develop
plan for their business. Hilton needs to know the trends in market like large number of customers
are using social media and marketing over online platforms become easy for companies
nowadays. Company needs to analyse the preference of their customers to develop a new product
that helps them to satisfy wants and desires of their customers. Marketing helps Hilton to analyse
overall working of their competitors and develop plans according to that analysis and helps them
to minimize wastages and mistakes.
Work and brand values
Marketing helps Hilton to develop their brand awareness and develop their presence in a
marketing. Brand helps company to engage customers effectively with their products and
services and helps them to develop their business at a large scale. Marketing department of hotel
needs to develop effective use of resources available like proper use of images and ideas that
helps Hilton to develop their brand image.
Searching for new marketing tools
Hilton needs to analyse new tools and trends in marketing that helps them to achieve
goals and objectives of their business. Proper marketing analysis helps to to select and tools that
have abilities to influence their customers and attract them towards their services. Hilton needs to
use digital marketing as their main tool for development of their business as large number of
customers are using online platforms nowadays and it also saves money and develop business of
Hilton at a large scale.
Coordinate efforts
Hotel needs to coordinate efforts of all other employees in their organization that helps
them to achieve their objectives and goals. Contributors like designers, publishers, consultants
helps them to develop their business(Sigidi, 2017.) . Coordination helps them in effective
fulfilment of their goals and objectives and helps them to achieve goals and objectives of their
business.
Innovation
Marketing executives of Hilton needs to bring creativity and innovation in their overall
working of an organization. Innovation helps them to attract customers like providing new offers
and services to their customers, or introduce a new product with abilities to satisfy needs and
wants of their customers. Hotel needs to develop new plan for marketing of products and

services that helps them to attract customers effectively with their products and services.
Communication needs to be effective an have ability to understand customers. Innovation helps
hotel for their continuous improvement in a long run. When a guest enters in a hotel Hilton needs
make it innovative like providing them refreshments or organic food that helps them to attract
their customers. They can provide inbuilt gym facilities with protein diet.
Communication with rest of company
Effective marketing effects all over the company and each and every department.
Marketing helps Hilton to increase their profitability. Marketing executive of hotel needs to
communicate with all other department of business that helps them to develop plans and policies
for their business to achieve objectives and goals. Information from different department helps
Hilton to plan their marketing campaign. Communication helps executive to know the objectives
of their business and helps them to plan an effective marketing technique for their business.
Helps improve sales process and customers
Communication with all departments helps marketing executives of Hilton to understand
their customers and develop plan according to the requirement of customers. Customer analysis
helps them to develop effective marketing plans which helps them in overall increase of their
sales in an organization.
Manage marketing budget and ROI
Marketing budget for business needs to be managed effectively that helps business to
develop at a large scale. Executives needs to plan a budget for activities of their business at a
large scale. Planning for budget helps business to get positive return on investment that helps
business to develop at a large scale.
Strategic marketing plan
Marketing executives needs to develop plans that have abilities to develop business at a
large scale. Strategies are needs to develop for the business for their effectiveness and after
proper analysis of market situations that helps them to achieve their goals and objectives.
P2 Roles and responsibilities of marketing relate to wider organizational.
Marketing plays an important role in development of organization and effects all other
departments of business and needs to develop effective policies for their business at a large scale.
Marketing is essential for each and every department in an organization.

Marketing and sales
Marketing department plays and important role in overall development of business it
helps to engage large number of customers and develop presence and brand image for a
business(Ferreira, 2018.). Sales is a process after market research it means providing customers
products and services according to their needs and wants. Sales helps business to develop and
increase their profitability. Hilton needs to develop an effective marketing strategy for their
business which helps them to engage large number of guests and increase their sales which
effects overall growth of a business.
Marketing and HR department
Human resources department of Hilton plays an important role in managing employees in
an organization. They works to hire effective employees and train them towards development of
organization. Whenever marketing department wants to recruit new marketing agent then they
get help from HR department to prepare a document of job profile and requirement of the post.
HR department needs marketing department to promote vacancies and advertising job available
in hotel it helps them to gather skilled employees. HR department of Hilton helps marketing
executives by providing information about the objectives and goals of a business which helps
marketers to develop plans for using marketing tools according to the requirement and have
abilities to fulfil objectives of a business.
Marketing and R&D department
Research and development department of Hilton helps them develop their business at a
large scale. R&D department helps to create new ideas and bring innovations to develop new
product. Marketing department helps business to develop a presence and image of those products
in customers. When hotel comes with new innovation in their services and policies they need to
develop an effective marketing plan for success of their business and marketing department helps
them develop presence of their product with new innovations and ideas.
Marketing and production
Production department is a place where products are produces and formed. Marketing
department of Hilton helps production departments by providing them information about the
requirement of their customers that helps them to develop effective product which have abilities
to convince their customers. Production department helps marketers of hotel by providing them
information about products and working of the product it helps them to develop an effective plan

for marketing campaign of product. Operations department provide information about the
availability of stock in warehouses that helps marketers to get information about the availability
of product they are marketing.
Marketing and finance
Finance department helps business to develop at a large scale. Finance department helps
to prepare budget for overall working of an organization(Kashmiri, Nicol and Hsu, 2016.) .
Finance department helps to effective utilize funds available to business. Finance department
helps to maintain overall business. Smooth working of all other departments is largely depends
on the effectiveness of finance department. Finance department of hotel provides budget and
funds to marketers to develop their marketing campaign without money they are not able to
develop image of a company. Whereas marketing department with their effective working
engage large number of customers with business which helps them to gain funds and without
money finance department are not able to work effectively in an organization.
Marketing and purchase
Marketing department of business helps business to engage large number of customers
with their company. Effective marketing helps business to analyse how much products and raw
materials they need to purchase after analysis of demand from customers. Whereas purchase
department helps marketing department to develop effectiveness of their plan according to the
availability in stock.
LO2
P3 Marketing mix to achieve business objectives.
Marketing helps business to improve their presence which in turn attracts customers with
their company and helps them to achieve objectives of their business. Hilton needs to plan an
marketing mix for their business to achieve their objectives.
Product
Product is a item or service that Hotel Hilton is providing to their customers to satisfy
their needs and wants and help business to achieve their objectives(González-Zapatero,
González-Benito and Lannelongue, 2019.). Hotel needs to analyse what their wants from them
and develop their product after that analysis they need to know how customers are going to use
their services. Hilton needs provide the specification of products to customers like luxurious

rooms, availability of gym,room services, welcome drinks that helps them to engage large
number of customers. They need to analyse the product of the competitor to develop their
product with effectiveness to attract customers. Hotel needs to know features that helps them to
attract large number of customers like different offers are provided to customers with room
service.
Price
Price is a component that every customers will look before purchasing a product or
service. Companies profit largely depends on the price of their product. Price builds an image of
product in eyes of the customers. Price plays an important role in overall marketing strategy of a
business. Hilton needs to analyse the cost they incurred for providing services to their customers
like salary of staff, hotel bills, food charges, laundry charges all are the services provide by hotel
and they need to analyse those services to set prices for their customers. Prices are set by
analysing competitors price in market and also according to the wants of their customers.
Place
Place is a physical presence of a business and the area where they want to engage large
number of customers. Companies need to know where customers will find their product. They
need to provide place to their customers about where they will find their product and services.
Hilton needs to develop their online portals and websites so that customers are able to easily
books rooms and plan events. Hilton needs to decide on an effective distribution strategy that
helps them to achieve goals and objectives of business. Company needs to know that their
distribution strategy needs to be more effective then their competitors.
Promotions
Promotion helps business to develop their brand image and presence and helps them to
achieve objectives and goals of the business. Promotion means advertising and marketing of
products and services of a business. Helps to engage large number of customers. Hilton needs to
develop effective promotion policies like marketing over social media or on a newspaper,
hoardings in the areas where hotel is located. Promotion helps them to provide information about
the services and offers they are giving to their customers and helps them to engage large number
of customers. Hilton needs to analyse the promotion strategy of the competitors that helps them
to develop plans for their business.
People

Hilton needs to analyse the number of customers they are able to engage with their
products and services(Karjaluoto, Mustonen and Ulkuniemi, 2015.) . People means each and
every individual in hotel and needs to know the importance of every employee in business. It
helps them to analyse effective employees who works for fulfilment and achievement of goals.
Effective analysis helps Hilton to train employees who have abilities to develop their business.
Process
Hilton needs to conduct a regular analysis of working of an organization. Analysis helps
them to achieve their goals and objectives of business and develop a plan according to the
requirement. Hotel needs to know the effectiveness of their management that helps them to
minimize cost of their services and increase profit for their business.
Physical evidence
Physical evidence is a presence of a product or a company in a market. Hilton needs to
analyse their presence and develop plan according to that analysis that helps them to achieve
goals and objectives of their business. Brand image plays an important role in development and
increasing profitability of business.
LO3
P4 Marketing plan to meet organizational objectives.
Each and every organization requires an effective plan for development of their business
at a large scale. Hilton needs to prepare an effective marketing plan that helps them to achieve
objectives and goals of their business.
Know your business
It is a first step for development of marketing plan. Hilton needs to know their business
and their services that they are providing to their customers(Baker, 2016.) . They need to know
the services that they are providing to their customers and effectiveness of those services to
satisfy customer wants. Analysing their business helps Hilton to grab opportunities for
development of their business. Hilton needs to know the positive and negative impact of their
business by analysing their strength and weakness.
Determine target market
In this Hilton needs to know who their customers are what they want from them and
abilities of their business to satisfy those wants and desires. Information like customers

preference, age, gender that helps organizations to achieve their goals and objectives. Needs to
know the behaviour of the employees towards their products and services.
Analyse competitors
Hotel needs to analyse their competitors to develop plan for marketing their products.
Analysis helps them to know the effectiveness of the competitors plan to satisfy needs and wants
of their customers. Analysis of distribution channels they are using. Competitor analysis help
them to know the problems in their products and services and develop plans to overcome those
products and services.
Set goals
Company needs to set goals for their business by analysing market as well as their
competitors helps them to develop plans for their business to grow at a large scale. Company
needs to set goals that motivates their employees to achieve and develop plans and policies for
their business. Goals helps business to work hard and effectively. Setting goals helps business to
analyse resources and skills required for fulfilment of task.
Outline strategies
Hilton needs to develop strategies for marketing their business. They can use social
media or online platforms as large number of people are using social media. Strategy helps them
to develop presence of their product. Strategies helps them to attract customers with their
products and services. Hilton needs to develop an effective strategy to influence customers
towards their products and services.
Set a budget
After analysing the strategy Hilton needs to know the budget required for fulfilment of
their task. Setting budget for marketing helps them to reduce wastage of money and increase
their overall profitability(Sahadev, Purani and Malhotra, 2015.). Hilton needs to set budget
according to the requirement of their business which helps them to achieve as well as explore
their services at a large scale.
Get to work
It is a last stage of an marketing plan. Hilton needs to use all resources effectively and all
other steps of the marketing plan to develop their business at a large scale.

Conclusion
Report shows the effectiveness of the roles and responsibilities of a business that helps
them to achieve goals and objectives of a business. Marketing plays an important role in overall
development of an organization at a large scale and success of their business largely depends on
the effectiveness of their plans and policies. Marketing is required at each and every department
of an organization. Marketing mix provide a guidelines for a hotel to develop their business at a
large scale and effective use of available resources to develop business and increase
effectiveness of a business organization. Marketing plan helps hotel Hilton to develop their
business at a large scale and provide and process to develop business.

References
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