Hospitality Marketing Essentials Report: Hilton Hotel Marketing

This report provides a detailed analysis of hospitality marketing essentials, focusing on the key roles and responsibilities of the marketing function within the Hilton Hotel. It explores market research, customer satisfaction, and the development of marketing strategies. The report examines how marketing relates to the wider organizational context, including marketing control, annual-plan control, profitability control, and efficiency control. It also analyzes the marketing environment, including brand equity, micro and macro environmental factors. The report covers the formulation of strategies for management processes, and the development of pricing, promotion, and distribution strategies. This report provides insights into how the marketing department of the hospitality industry promotes its services by applying different strategies and tactics to achieve business objectives, ultimately culminating in the creation of a marketing plan to meet specific objectives.

Hospitality Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
P1)Explain the key roles and responsibilities of the marketing function within a selected
hospitality organisation....................................................................................................................1
Analyse the roles and responsibilities of marketing in context of marketing environment. ......2
P2) Discuss how roles and responsibilities of marketing relate to the wider organisational
context..............................................................................................................................................3
Significance of interrelationship between the marketing and other functional units within the
organisation.................................................................................................................................4
P3) Compare different ways in organisation apply marketing mix to marketing planning process.
..........................................................................................................................................................4
Evaluate different tactics applied by organisation to demonstrate business objectives..............4
P4) Produce the marketing plan to meet marketing objectives........................................................4
CONCLUSION ...............................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing defines the promotion of the product and services of a company in the
market to grab the attention and attraction of the customers. The major essentials of the
marketing is planning the strategies, control on inventories and stocks, manage the
distributors, allocation of resources, sales and promotion to enhance the revenue.
Hospitality are the services that provides extra care and luxury to the customers
(Sowter, 2018). Hospitality marketing essentials are the different aspects through which
marketing department of the hospitality industry promote the services by applying
different strategies. Hospitality is the more competitive business in which company has
to dealt with so many products and services that are food and drink, cuisine, beverages,
themes of hotel and many more (Armstrong, 2018). It is important for the company to
build the strong and healthy relationship with the customers by which they always get
attract towards there services. Hilton Hotel is an American based hospitality business
that work with hotels, resorts and restaurants. It was founded by Conrad Hilton in 1919.
This reports includes the brief about how the marketing department helps the company
to plan about the expand that promote the product and services and attracts the
customer's.
P1)Explain the key roles and responsibilities of the marketing function
within a selected hospitality organisation.
Marketing department is one of the most major department that enhance the sale
of the company by presenting the product and services to the market in an effective
manner (Hospitality industry,2019). It also provides the feedback of the customers and
the market trends to the company by which they change there marketing strategies and
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quality of the product according to the requirement of the customers. Whereas, Hilton
Hotel wants to expand the business in terms of basic services that include the
improvement in staff, food and beverages, room services, infrastructure that attracts
the customers and fulfil the basic needs. For that marketing department promotes there
product and services in the market that attracts the maximum number of customers.
There are some roles and responsibilities of marketing department of Hilton Hotel are
as follows:
 Market research: It is a factor through which Hilton Hotel analyse the market are
try to measure the different aspects that attracts the customers. It also analyse
the changes and improvements in the market as per the demand and
requirement of the customer (Camilleri, 2018). Thus all the information is
collected by the marketing department as they did the market research by
conducting the survey and collects feedback from the customers and analyse
the requirement of the market and conveys that to the company. It helps the
company to change the services and product according to the market demand
that leads the success to the business.
 Customer satisfaction: Marketing department measure the market dealings
with that analyse the demand and need of the customers. It is a responsibilities
of the marketing department that they research the trends of the market and with
that provide the specific services according to customers demand. As Hilton
Hotel wants to extend the business and it is necessary for them to get to know
about the need and want of the customer and then implement that change in
expended business. All that information is collected by the marketing department
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that helps the business to work in an effective manner with that company gain
the profit.
 Managing the Budget: It is the first priority of the company to get to know about
the overall changes implements in the business to measure the profit and then
they assign the requires budget to the new expanded business. Changes will
implement when marketing department analyse the market requirement and with
that company applies the different functions to the business. And to manage the
budget is the most important aspect because from that company measure that
they get the profit or not and also collects the funds from the different financial
sources (Camilleri, 2018). That all information is collected by the marketing
department that helps Hilton Hotel to manage the expenses.
 Formulation of strategies for management process: Marketing department of
Hilton Hotel forms different strategies to manage and control the management
process of the company. Management process is the process through which
different procedures of the company will be managed to perform the task in an
effective manner. Thus marketing department develops the strategies with that
easiness and smoothness will be maintains and all the functions will performed in
efficacious way (Duffett, 2019).
 Developing the pricing, promotion and distribution strategies: Marketing
department analyse the market and then differentiate between all the different
company's that works for same business. Thus after that marketing manager
builds or develop the price of different product and services of Hilton Hotel . They
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also manage the promotion and distribution strategies to gain high competitive
advantage from the niche market (Jin, 2018).
 Monitoring the market environment and customers: Marketing department
also analyse and controls the market environment that defines the ongoing
changes and development in the market and with that manager of Hilton Hotel
develops the change within the business to enhance the sale and profit.
Marketing department also monitors their customers and with that analyse the
requirement and demand of the customers and then implements the change
within the business (Jugend, 2018).
P2) Discuss how roles and responsibilities of marketing relate to the wider
organisational context.
There are different roles and responsibilities of the marketing department with
that company achieve there targets and goals in an effective manner (Davis, 2018). To
measure the success in the expand business of Hilton Hotel, thus different department
of the company works altogether by which they get the effective result that helps the
company to manage and control there expanded business. To measure the success
within a period of time different department interrelates with each other that are as
defined as:
 Marketing control: Marketing department has different roles and responsibilities
with that they performs different function as like market control with that manager
control and analyse the market and with that create the balanced conditions
within the business. Marketing control provides all the relevant information about
the market and with that manages the distribution channel of the company as
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well. Thus marketing department provide the adequate and required information
to the market about the ongoing changes in the product and services of the
company (Guerrero Villegas, 2018).
 Annual-plan control: It is the plan that is developed and maintained by the
company to analyse the estimated result of overall sale and profit that company
might get in return of marketing. It has been developed and proceeds by the
promotional activities of the marketing department and thus company promote
their product to enhance the economy of sale. This has been made to get an
estimation with that Hilton Hotel further manage their different functions as
efficient way.
 Profitability control: It is a role and responsibilities of the business with that
Hilton Hotel measures different functions of marketing by which company gains
the profit and that has been control as like by performing different promotional
activities and distribution channel (Bhuian, 2018). Promotional activities includes
different functions as like through advertisement, pamphlets, email, search
engines, etc. Distribution channel includes different forms through which
company further sale out their product and services. Thus Hilton Hotel manages
the different functions with that they promote their services more and more and
gains advanced profit through maximise the sale. Thus marketing department
plays vital role to enhance the profit by controlling the sales and profit.
 Efficiency control: It is the quality of the product and services that is offered by
the company for example, to understand its sales-force efficiency, a company
may keep track of how many sales calls a representative makes each day,nd
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involves micro factor analysis. As like marketing mix, sales, promotion,
advertisement and distribution channel. With that Hilton Hotel controls the
efficiency of the company by controlling the track of sales that is generated with
the help of marketing department (Sahaf, 2019).
Analyse the roles and responsibilities of marketing in context of marketing environment.
Marketing department has different roles and responsibilities that helps Hilton
Hotel to manage the different functions that helps to lead the growth in the new
expanded business. There are different roles of marketing department in context of
marketing environment are as follow:
 Brand equity: It is an expression of the customer's towards the products and
services that is offered by the company. It reflects the value of the brand and it
states the likeness of the products i.e. offered by the company by making that
more recognisable and memorable.
 Development of marketing strategies: Marketing department develops several
strategies that enhance the productivity of the company in customers prospects.
Thus it is major role of marketing department of Hilton Hotel that develops the
strategies according to the environmental changes and requirements.
MICRO ENVIRONMENT
It is an environment that includes all the different factors that is generated within
the environment and affects the sale and profit of Hilton Hotel. There are different
factors that are as explained below as:
 Market intermediaries: These are the intermediator or the middle man that
further distribute the services of the company in the market as like whole
seller,distributors, retailers, agency as financial institutions. It is the link between
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the producers or the intermediaries that manage the supply chain of the company
and with that manage the profit and sales.
 Customers: The major purpose of all the companies is to fulfil the need and
demand of the customers. Hilton Hotel has work with the aim to satisfy the need
and requirement of the company with reasonable prices. For that company
collects the feedback of the customers and implement the changes as per the
requirement of the business(Lerro, 2019).
 Competitors: Hilton Hotel has a lot of competitors as like Marriott, Hyatt, choice
hotels etc. Thus company keep focus the different strategies that has been
developed by their competitors and with that apply the modification to gain the
competitive advantage.
MACRO ENVIRONMENT
It is an environment that will affects the growth of the company as per the outside
sources that are as described below as:
 Demographic environment: It is an environment that is related to the age,
gender, sex, religions, culture, occupation, size etc. Thus it is a factor that directly
affects the growth and development of the business as company supplies the
products and provides the services as per the need and demand of the society.
Thus Hilton Hotel provides the product and services as per the requirement of
the market and the ultimate goal of the company is to gain the profit in all the
environment. For that Hilton worldwide provides the exact and required services
as per the target market and changes or develops the services as per the family
or age structures.
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 Economic environment: It includes the factors as like unemployment rate,
GDP, inflation and interest rate etc. Thus with that company get an employees
that have high skills but with that company have to bear high wages otherwise,
employees switch themselves to other company. For that Hilton Hotel provides
accurate and well services to the employee with that provides equal opportunities
to all to measure the growth that enhance the overall performance of both
employees and company.
 Physical environment: It includes the factors as like air, water,land,
infrastructure, buildings etc. As healthy and wealthy environment is important for
all the companies that improvise the well-being of the employees and company
gets all the resources as per the requirement and demand of the business.
Thus these are different roles and responsibilities of the marketing in context of
marketing environment.
Significance of interrelationship between the marketing and other functional units within
the organisation.
The interrelationship between the different department of Hilton Hotel work
together to perform some of the task and activities and this has been done to achieve
the success in there new expanded business (Luttrell, 2018). As all the departments
works to achieve there target within a particular period of time and there are different
link between the departments by which company gets the success in an effective
manner. This results in achievement of goals and objectives within a time by which
Hilton Hotel gets the success and measure the growth.
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 Marketing and finance department: Marketing department performs a lot of
research work to get aware about the behaviour and trends of customers for that
they need a budget. As Hilton Hotel expands there business thus there financial
department carefully handles all the activities because flow of fund is necessary
to measure the growth. Thus marketing department provides the estimated
budget with that also provides the source of funds by present there financial
reports to the market and collects the investors for the company. Then financial
department arrange the funds and supply it to the marketing department. Both
the departments of Hilton Hotel collectively works to grab the financial stability in
the market that enhance the value and image of the company that helps to raise
the profit of the business.
 Marketing and Production department: Marketing is not the easy process it
includes the lot of activities that has been performed in a creative manner to grab
the attention of the market. With that marketing department provides the accurate
and exact information of the market requirement of the different product and
services to the production department. Whereas production keeps controls on
the product and services that is produced by the Hilton Hotel. Thus with this
relationship marketing department provides the information of the demand of
market whereas, that helps the production department to manages the
production process and develops the required product thus wastage has been
procured (Kandampully, 2019).
 Marketing and research and development department: Marketing department
presents the product in the market with the helps of different advancement like
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websites, google search engine, advertisement etc. Whereas, research and
development department performs different analysis to measure the ongoing
changes of the market. The relationship between these two emphasis the
performance of the Hilton Hotel as R&D performs brief analysis of market and
then marketing department promote their services as per the analysis that is
provided by R&D department.
P3) Compare different ways in organisation apply marketing mix to
marketing planning process.
Marketing Mix: Marketing mix is the sum of all the components which develop the tasks
or plan of actions, so that company can promote its brand image and goods or service
in markets. Hilton Hotel can use marketing mix to compare themselves with other rivals
and to differentiate their techniques with other to stay in competition and to deliver best
to their customers. Marketing manager of Hilton Hotel prepared marketing mix chart of
Hilton to show a comparative analysis between Hilton and their competitor Marriott so
that company may introduce some innovation or change if required.
Basis Hilton, London Marriott,London
Product Hilton is categorised as
providing full hotel services
which includes banquet
facilities, restaurant and
bar, 24*7 hotel room
services which includes
luxurious room with all
Marriott is classified as
hospitality sector which
provides hotel services
which includes 30 luxuries
sub brands that are owned
by Marriott . They provides
banquets, room facilities
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