Analyzing the Marketing Function's Role at Diamond Hotel: A Report

This report, prepared for the Diamond Hotel, addresses the critical importance of the marketing department amidst a company downturn and potential cost-cutting measures. The report begins by defining marketing and its core concepts, including production, product, selling, marketing, and societal marketing. It then outlines the key roles and responsibilities of the marketing function, encompassing the marketing process, consumer behavior analysis (needs, wants, demands, buying behavior), and the distinction between B2B and B2C marketing, as well as market segmentation. Furthermore, the report examines the interrelationships between the marketing function and other functional units of a business, emphasizing the significance of these connections. It includes an analysis of the marketing environment, covering micro and macro factors, Porter's Five Forces, and the internal environment, culminating in a SWOT analysis to provide recommendations. The report aims to persuade the Board of Directors to recognize the essential role of marketing in the hotel's success, especially in the context of the current marketing environment.

ASSIGNMENT 1
PHAM NGO Y NHI 8/6/20 GBD19907

ASSIGNMENT 1 FRONT SHEET
Qualification BTEC Level 4 HND Diploma in Business
Unit number and
title Unit 2 Marketing Essentials
Submission date 6 August 2020 Date Received 1st
submission
Re-submission Date Date Received 2nd
submission
Student Name Pham Ngo Y Nhi Student ID GBD19907
Class GBD0804A Assessor name Alelie C. Zaragoza
Student declaration
I certify that the assignment submission is entirely my own work and I fully understand the consequences of
plagiarism. I understand that making a false declaration is a form of malpractice.
Student’s signature
Grading grid
P1 P2 M1 M2 D1
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 Summative Feedback:  Resubmission Feedback:
Grade: Assessor Signature: Date:
Internal Verifier’s Comments:
Signature & Date:
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Assignment Brief (RQF)
Higher National Certificate/Diploma in Business
Student Name/ID
Number:
Unit Number and
Title: Unit 2 Marketing Essentials
Academic Year:
Unit Assessor: Alelie Zaragoza
Assignment Title: Assignment 1 – The Roles and Responsibilites of
Marketing
Issue Date:
Submission Date:
Internal Verifier
Name:
Date:
Submission Format:
The submission is in the form of an individual written report. This should be written in a
course, formal business style using 1.5 lines spacing and font size 12. You are required
to make use of headings, paragraphs and subsections as appropriate, and all work
must be supported with research and referenced using the Harvard referencing
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system. Please also provide a bibliography using the Harvard referencing system. Any
suspicions regarding plagiarism will lead to failure in results of the assignment. The
recommended word limit is 2,000 words, although you will not be penalized for
exceeding the total word limit.
Unit Learning Outcomes:
LO1. Explain the role of marketing and how it interrelates with other functional units of
an organization.
Assignment Brief and Guidance:
You are the Head of Marketing Department of Diamond Hotel. Your company is in a downturn situation and
facing many difficulties. In view of the situation, the Board of Directors is planning to cut down the costs as
much as they can. One of their decision is to cut down the expenses, as well as the hurman resource for the
Marketing Department as they think it’s not as important as the other departments in their business. A
meeting will be held next week to finalize this decision. As the Head of the Marketing Department, you
have to prepare a report, which will clarify the important role of the marketing department and its
relationships with other department of the company in order to persuade the BOD to change their decision.
In this report, you should be able to address the following subjects:
1. The definition and basic concepts about marketing.
2. The key roles and responsibilities of the marketing function in organizational context and in the
context of current marketing environment.
3. The interrelationship between marketing function and other functional units of a business.
4. You should also provide evidences (e.g. theories, data, examples) to support your ideas.
Learning Outcomes and Assessment Criteria:
Learning Outcome Pass Merit Distinction
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LO1 Explain the role
of marketing and
how it interrelates
with other
functional units of
an organization
P1 Explain the key
roles and
responsibilities of the
marketing function.
M1 Analyze the roles
and responsibilities of
marketing in the
context of the
marketing
environment.
D1 Critically analyze and evaluate
the key elements of the marketing
function and how they interrelate
with other functional units of an
organization.
P2 Explain how roles
and responsibilities of
marketing relate to
the wider
organizational
context.
M2 Analyze the
significance of
interrelationships
between marketing
and other functional
units of an
organization.
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Table of Contents
Assignment Brief (RQF)..........................................................................................................................................................4
Higher National Certificate/Diploma in Business...............................................................................................................4
I. INTRODUCTION:..........................................................................................................................................................10
II. METHODOLOGY:..........................................................................................................................................................10
III. THE DEFINITION AND THE BASIC CONCEPT ABOUT MARKETING:...........................................................................10
1. Definition of Marketing:...........................................................................................................................................10
2. Basic Concepts about Marketing:............................................................................................................................11
2.1. Production Concept:........................................................................................................................................11
2.2. Product Concept:.............................................................................................................................................12
2.3. Selling Concept:...............................................................................................................................................12
2.4. Marketing Concept:.........................................................................................................................................13
2.5. Societal Marketing Concept:............................................................................................................................14
IV. The key roles and responsibilities of marketing:......................................................................................................16
1. Marketing process:..................................................................................................................................................16
a. Understand the Marketplace and Customer Needs:...........................................................................................16
b. Designing a Customer-Driven Marketing Strategy:..............................................................................................17
c. Preparing an Integrated Marketing Plan and Program:.......................................................................................18
d. Building Customer Relationships:........................................................................................................................22
e. Capturing Value from Customers:........................................................................................................................22
2. The Importance of Marketing:.................................................................................................................................22
3. Consumer Behavior:................................................................................................................................................23
a. Definition of consumer behavior:........................................................................................................................23
b. Model of Consumer Behavior:.............................................................................................................................23
c. Characteristics Affecting Consumer Behavior:.....................................................................................................24
d. Types of Buying Decision Behavior:.....................................................................................................................27
e. The Buyer Decision Process:................................................................................................................................27
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4. B2B and B2C:...........................................................................................................................................................28
5. Market Segmentation:.............................................................................................................................................30
III. The interrelationship between marketing function and other functional units of a business:................................30
1. Marketing function:.................................................................................................................................................30
1. Organizational Structure of the Marketing Department:.........................................................................................32
2. Significance of interrelationships between marketing and other functional units of an organization:....................33
3. The key elements of the marketing function and how they interrelate with other functional units of an
organization:....................................................................................................................................................................33
VII. The Marketing Environment and its inter relationships:...............................................................................................34
1. Micro Environment:.................................................................................................................................................34
2. Macro Environment:................................................................................................................................................36
3. External Environment-Porter's Five Forces:.............................................................................................................38
4. Internal Environment:..............................................................................................................................................38
5. SWOT:...................................................................................................................................................................... 39
VII. CONCLUSION:................................................................................................................................................................40
VIII. RECOMMENDATION:....................................................................................................................................................40
IX. REFERENCES:..................................................................................................................................................................41
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Figure 1. 5 Marketing Concepts...........................................................................................................................................12
Figure 2. Definition of Production Concept.........................................................................................................................12
Figure 3. Definition of Selling Concept.................................................................................................................................13
Figure 4. Definition of Marketing Concept...........................................................................................................................13
Figure 5. Difference between Selling Concept and Marketing Concept...............................................................................14
Figure 6. Definition of Societal Marketing Concept.............................................................................................................15
Figure 7. Marketing process................................................................................................................................................16
Figure 8. Examples of Wants and Needs..............................................................................................................................17
Figure 9. 4Ps of Marketing...................................................................................................................................................18
Figure 10. Model of Consumer Behavior.............................................................................................................................24
Figure 11. Factor affects the consumer behavior................................................................................................................24
Figure 12.Types of groups....................................................................................................................................................25
Figure 13. 5 Levels of Maslow's Hierarchy of Needs............................................................................................................26
Figure 14. Marketing Structure............................................................................................................................................33
Figure 15. 6 Factors of the Micro Environment...................................................................................................................34
Figure 16. 6 Factors of the Macro Environment..................................................................................................................36
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I. INTRODUCTION:
Today, our country's economy has made great strides in the process of integration with the world economy. In
the development trend of technology 4.0 and the development of tourism, it can be said that this is a good
opportunity for development services. Therefore, Diamond Hotel needs to establish the right marketing plan.
The following report focuses on explaining, analyzing and evaluating the importance of the role and
responsibilities of marketing and how it relates to the other functional units of an organization.
II. METHODOLOGY:
To collect data about Diamond Hotel, the researcher used the internet to get the background of the company.
The researcher is also using some of the services of various hotels so some data were based on personal
experience and internet.
III. THE DEFINITION AND THE BASIC CONCEPT ABOUT MARKETING:
1. Definition of Marketing:
The process of attracting potential customers or customers interested in products and services is called
marketing. "Process" can be said to be the key word in this definition; marketing involves the research,
promotion, sale and distribution of products or services. Focus on market research and consumer
behavior, to attract and retain customers by satisfying their desires and needs.
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The management process responsible for identifying, anticipating, and satisfying customer
requirements profitably (CIM, 2001).
The process by which companies create value for customers and build strong customer relationships in
order to capture value from customers in return (Kotler & Amstrong, 2013).
2. Basic Concepts about Marketing:
Marketing is a management department that tries to design strategies that will build beneficial
relationships with target consumers.
The marketing concept is a process when a company plans and executes to maximize profits by
increasing sales, meeting customer needs, and beating out competitors. The goal is to create a
situation that benefits both sides; customers and companies (iEduNote, n.d.).
Marketers often have to answer some important questions such as “Which philosophy is best for a
company in setting up marketing strategies?”, “What will be the importance to the organization,
customers and social benefits of the community?”, etc.
And to address those questions, there are five alternative concepts under which organizations design
and implement marketing strategies. These are:
Figure 1. 5 Marketing Concepts
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