Marketing Essentials for Hospitality: Nando's Marketing Report

This report provides a comprehensive analysis of marketing essentials within the context of the restaurant industry, using Nando's Restaurant as a case study. The report begins with an introduction to the core concepts of marketing, emphasizing its role in promotion, distribution, and customer satisfaction. It delves into the roles and responsibilities of marketing, including management processes, customer analysis, and fulfilling customer needs. The report explores the importance of promotion, distribution, and pricing strategies, as well as relationship marketing. It further examines the relationship between marketing and other organizational functions, such as finance, human resources, and production, while also considering the role of marketing in maintaining relationships with the external environment, including customers, competitors, and suppliers. The report concludes by highlighting the significance of marketing in achieving organizational objectives and providing a competitive advantage.

Marketing Essentials
for Hospitality

Table of Contents
INTRODUCTION...........................................................................................................................3
LO1. Roles & responsibilities of marketing ..............................................................................3
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing refers to selling, distribution and promotion of goods & services offered by the
organisations. Marketing plays a crucial role in every organisation as it help companies to make
people aware about its products as well as services. Activities such as advertising, public
relations, door to door marketing etc. is part of marketing. Companies uses unique and effective
marketing activities in order to attract customers and increase its sales (Sertel, 2017). In this
current report, the Restaurant company that is Nando's restaurant is taken into consideration. The
company was founded by Johannesburg in year 1987. Nando's restaurant headquarter in south
Africa and basically deals in Portuguese food. At present it has more than 1100 outlets and
operates in 36 countries. In this report the roles & responsibilities of marketing is defined that aid
companies to gain high earning profits. Marketing function is defined that organisations used in
order to know their customer needs and preferences. In addition to this, 7P's is considered in this
report that assist companies to attain objectives effectively. Later, the evaluation of marketing
plan is discuss that organisations develop to control and analyse marketing activities in an
effective manner.
LO1. Roles & responsibilities of marketing
Management process: The primary role of marketing is to coordinate and manage the
resources effectively as well as efficiently. As a management process it includes controlling,
forecasting, organizing and planning of marketing activities in order to meet organisational
objectives. Marketing is a management process as it ensures that organisational goals are met. In
context to Nando's restaurant, the marketing manager of the company makes effective strategies
of marketing and implement then in appropriate way. They coordinate the activities and monitor
the process in order to achieve task in a specified period of time.
Analyse customer needs: To develop effective strategies for marketing it is essential for
every companies to analyse and identify the choices and requirement of its customers. Maintain a
good relationship with employees and listen their needs leads to improvement in services which
in turns increase profitability of companies (Chandiok and Sharma, 2017). To analyse company
uses both external and internal channels. Internal channels such as take feedback about the
perception of customers from ales team, create surveys and so on. External channels include

social networks, perform searches enc that assist companies to know their customers choices and
make strategies as per their need. With reference to Nando's restaurant , the managers take
feedback or review from customers after giving services to them. This help restaurant to improve
their offerings and develop products as per customers taste and needs. This strategy used by
Nando's restaurant effect its productivity and increase the level of its sales.
Fulfils customers needs & requirements: customer’s are the assets of an organisation
so it is important for every businesses to fulfil ad satisfy their customer’s requirements. A
company can only survive and gain profit due to its customers. Nowadays, organisations produce
their strategies after analysing their customers so that what they offer will be accepted by its
customers. This will lead company to build strong relation with their customers and engage or
retain them for longer period of time. Marketing department examines individual personalities
and culture of customers so that they influence them through their strategies (Neuninger, 2017).
In context to Nando's restaurant, the company has a marketing team that do primary research in
market in order to know their target customer wants. Nando's restaurant fulfil their customers
needs by offering them the option of customization so that food is made according to them and
satisfy them. This helps restaurant to engage their customer and builds loyal customers for the
company.
Promotion, Distribution and pricing of goods & services: The foremost duty of every
marketing department is to do promotions of their goods and services s that sales as well as
revenue can be increased. Promotions activities include advertising, social media, public
relations, door to door marketing and so on. This activities plays a important role as the sales of a
company offerings depends on this activities. The marketing departments build unique and
creative strategy, use attractive pictures, place for advertisements so that they can reach more
customers at at time. Marketing professionals guides sales persons about distribution of products
in the market. As they make different strategy as compare to its competitors so that sales will
increase which further leads to increase in profit. A product is sale when its price of the product
is according to the income and class of its target customers (Eletxigerra, Barrutia and
Echebarria, 2018). Marketing helps organisation to know the income level of its customers and
according to that they charge prices from the customers. With reference to Nando's restaurant,
the marketing managers organizes campaign so that more people get aware about its products

and try them. The marketing department of restaurant advertised and promoted its brand on
social network in order to reach large number of people at a time.
Relationship marketing : The ability of an organisation to remain in touch with its
customers is relationship marketing. Marketers understand the customers need and provide then
services that assist organisation to strengthen their relationship with customers. Marketers make
relationship with suppliers also so that no quality issue can arise and the changes can implement
easily and quickly. Marketing helps companies not only making good relationships but also
acquire customers for a longer period of time. The motive of marketing is to make strong and
emotional connections with customers so that they can attach with their brands and remains
loyal. In context to Nando's restaurant, the company gives free service to its customers on their
birthdays. The restaurant maintain the database of its customers and send them wishes on the
special occasions. This creates positive impact on the mind of customer’s and they like to be in
touch with the brand. The restaurant make customers feel valued by giving unique services to its
customers as it helps them to make higher CLV.
Roles & Responsibilities of marketing relate to wider context
The brand of an organization develop by its employees and they have the responsibility to
operate the activities of the company. For instance, Nando's restaurant staff helps them to expand
their operations globally. Before deciding the price of the product organizations considers the
perspective of their customers. Effective communication takes place between the customers and
the organisation due to the marketing activities and operations. Nando's restaurant take feedback
from customers so that they can build relation with its customers. It provide quality foods with
an attractive packaging to the customers. Marketing identifies the need and customer demand so
that they produce those products which are on demand and easily accepted by its customers
(Melissen and Sauer, 2018).
Current and future needs
Current product needs: Marketing identifies the wants and needs of its customer. It can be
done through market research, customer feedback, face to face interactions and so on. It is
important for companies to know their target customer needs and produce goods according to it.
With reference to Nando's restaurant, the marketing manager offers fusion food to the customer
which is prefer by the customers. They analyse the requirement of customers in the market and
implement changes in its product in order to satisfy the customers.

Future needs: Marketing helps organization to know their potential customers and their
needs too so that the selling of companies products will always continue. It also identify the
future needs of customers and help companies to grow in the market. In context to Nando's
restaurant they organize campaigns and make team who do research in market about their
potential customers and their needs. This will help company to do planning for the future so that
they can take the competitive advantage in the market.
Relation between marketing and different functions of an organisation
Marketing and Finance: Finance department estimate budgets in the organization and
according to that marketing departments make their strategies (Hassanien and Dale, 2019). In
order to make optimize use of resources the company require to have strong and good
relationship with these departments. In case of Nando's restaurant the company issue the amount
for marketing activities and then functions execute according to the budget decided. The
marketing trends is rapidly changing nowadays and to match with this, marketing department
needs finance so that they can implement effective strategies in the market and gain competitive
edge.
Marketing and Human resource: Marketing department always wants talented and
skilled that can perform organisation task in an appropriate and feasible manner. HR department
recruit staff as per the specification of marketing department. There should be effective relation
among these departments so that it will benefit the organisation and increase its productivity. In
context to Nando's restaurant the marketing manager wants a sales person for its new outlet, they
described this role to human resource department which help them in hiring talented employee
who have good level of sales skills.
Production and marketing: The production of operation department increases when the
demand of customers is high. Marketing departments makes attractive strategies and attract large
number which increases the demand of the product and thus the production level of
organisations increases. With reference to Nando's restaurant, the company raise its production
level by its effective marketing strategies (Eletxigerra, Barrutia and Echebarria, 2018).
Marketing and purchasing : Activities such as advertising,door to door selling,
discounts, events, exhibitions, conducted by marketing department directly affect the purchasing
quantity of the customers and thus increases sales of the company. There is direct relationship
between these departments and vice versa. In case of Nando's restaurant the sales of the company

increase because of its effective marketing that attracts more customers in the market. This will
automatically increases the market share of the company as well as its customer base.
Role of marketing in maintaining relationship with external environment
Marketing assist organisation in managing strong relation with external environment
which are as follows:
Current and potential customers: An organisation can manage and create good
relationship with its customer’s when its marketing is strong. Marketing evaluates the
requirement as well as preferences of customers that helps organisation to offer those products
that satisfy them as well as attract them. Marketing also analyses the opportunities for the
organisation that is it helps to know about its new customers (Dixit, Lee and Loo, 2019). In
context to Nando's restaurant, the company has effective marketing strategy that attract new
customers to consume its product.
Competition: The creative and unique marketing strategies assist organisation to compete
with its competitors in the market and make a good position in the market. Marketing has the
power to reach customers and make them to buy product (Chandiok and Sharma, 2017). In
context to Nando's restaurant it is one of preferable and leading restaurant in south Africa due to
its creative marketing strategy.
Suppliers: Organisation builds good relation with its suppliers so that quality is
maintained and the goods are delivered to its customer with in the time range. The growth of a
company depend on reliable suppliers therefore it is important to have good and strong relation
with suppliers. In case of Nando's restaurant, marketing managers of the company motivates its
suppliers by giving them good offers that helps them in maintaining quality in its services. In
addition to this, they give payment to suppliers on time so that trust should be maintain and they
did not shift to any other company.
CONCLUSION
From the above study it has been analysed that Marketing is the key of every
organisation that help companies to retain customers as well as engage them. Marketing ensures
success of the company if it is effective and properly implemented. Through marketing a
company can fulfil the needs of its customers and gain competitive edge at market place. The
interrelatedness among the departments of organization with other departments is necessary so
that activities can be carried out easily and appropriately. It helps companies in managing the

functions of the organisation and smoothly executing it. creative marketing attracts more people
in the market and increases its sales as well as profitability. The companies has the opportunities
to know the needs of its potential customers through effective marketing. In addition to this,
marketing assist organisation in making strong relation with its customers and suppliers.

REFERENCES
Books & Journals
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.
Dixit, S. K., Lee, K. H. and Loo, P. T., 2019. Consumer behavior in hospitality and
tourism. Journal of Global Scholars of Marketing Science.29(2). pp.151-161.
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.
Hassanien, A. and Dale, C., 2019. Hospitality business development. Routledge.
Melissen, F. and Sauer, L., 2018. Improving sustainability in the hospitality industry. Routledge.
Neuninger, R., 2017. Qualitative marketing methodology. In Routledge Handbook of Hospitality
Marketing (pp. 54-65). Routledge.
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).
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.
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.