INTRODUCTION
Marketing essential refers to identifying the needs of customers developing a plan of action for the product and services that will help in attracting more consumers to the market. A suitable marketing strategy is very essential in any hotel industry for increasing brand loyalty, attracting new customers. The present study is based on Marriott Hotel which provides hospitality services and accommodation facilities. By collaborating with different segments, the firm operates corporate housing properties and franchises hotels. The report will explain the roles and possibilities of the marketing function. Furthermore, it will describe the roles of marketing in Marriott Hotel. The report will also compare the ways of applying marketing mix strategy(7Ps) in the company. In addition, the report will critically evaluate the element of the marketing function and its relationship with another functional unit of Marriott Hotel.
LO1
Key Roles and responsibilities of the marketing function
Marriott Hotel is an international brand of full-service resort. It is recognised as one of the large luxury hotel chains worldwide. Business provides services of hospitality and accommodation services around the globe (Baker and Magnini, 2016). by collaborating with various segments company is developing, corporate housing belongings and franchises several hotels, resorts etc. It is operating as a subsidiary of Marriott Inc.
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Roles and responsibilities |
Execution of marketing function in Marriott Hotel |
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Market plan Development |
The marketing function works as a developer and support marketing manager in developing suitable marketing plan. This function of marketing is a source of identifying the consumer requirements. It also assists in evaluating whether Marriott Hotel will be able to achieve those needs, fulfil the expectations of the target audiences(Beldona and Kher, 2015). Effective marketing plan help in increasing profitability, developing its strategies for successfully implementation of plan. |
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Market Researcher |
As a researcher, marketing performs a role of detail provider regarding customers preferences to Marriott Hotel. It conducts research and gather necessary detail about expectation of buyers so that entity can offer them same products in order to satisfy their requirements (Nath, 2017). This helps manager in identifying target market for business. |
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Brand Promotion |
This function plays a role of promoter in Marriott. Through these function of marketing assist in communicating the product feature, benefits to the prospective buyers on various social media platforms that enhance the brand loyalty of people. Ultimately, the enterprises keeps operating with the revenue generated by increased sales and gain competitive position in market (Bowie and et. al., 2016). |
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Relationship Building |
This function of marketing helps Marriott Hotel in three key areas- messaging development, content marketing and increase brand awareness among audiences. By developing a healthy relations with people, hotel can effectively communicate the key messages to the different public while developing messaging for the next marketing program(Law, Buhalis and Cobanoglu, 2014). |
Roles and responsibilities of marketing in Marriott Hotel
Marketing play a very essential role in attainment success of Marriott Hotel. It performs a role of market researcher and assist in researching the details regarding current trends in customers demand in the marketplace. By conducting the research regarding the expectation of the customers, it assist in making those product that are mostly preferred by the consumers in the market (Loo, and Leung, 2018). The firm is able to promote its product and services among the target consumers communicating various features and benefits to the prospective buyers. Marketing helps in communicating the benefits of services through social media platform, advertisements etc. This aids to make marketing plan for the hotel such as developing mission, implementing effective marketing strategies, analysation of business activities and proper evaluation or monitoring of different plan of actions, strategies that affect the growth and profitability of the organisation.
It plays a very crucial role of market researcher Marketing assist in identifying and analysing the various needs and wants of potential consumers by conducting market research. that research assist firm in gathering all the information regarding customers expectations like big space in various rooms expectation of guest and travellers. That details help hotel in customizing its services as per requirement of target audiences. Marketing perform an important role of promoting brand among the consumers by providing effective and quality content for the company websites and blog that attract large number of people to visit in hotel and avail variety of services. Function of marketing also helps Marriott Hotel in building strong relationship with its guest by consistent interaction with them on various social media platforms and communication g various discounting deals with them in order to influence them for having various services.
Marketing and finance department : Finance department coordinates with marketing department and prepare budget for promotional activities. This department also provides financial resources which are required by marketing department for promoting goods and services.
sales and marketing department : sales department prepares report related to the revenue generated by company in particular year which assist marketing department in analysing business performance. Both functional units coordinate with each other for assisting an enterprise in improving financial performance.
Roles and responsibilities of marketing in the context of marketing environment with reference to Marriott Hotel
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Role |
Responsibility |
Relation of roles and responsibilities with each other and to the Marketing environment |
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Developing market plan |
The function carries an important responsibility of developing market plan for hotels and assist in analysing customers needs and preferences. |
Implementation and development of effective marketing plan helps in making strategies as per the requirements of customer. On the basis of plans, manger take an action to influence to demand of people in market (Lu, Chi and Liu, 2015). |
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Building relationship |
The primary responsibility of marketing function is to build relationship of business with the customers and building loyal consumers for organisation. |
This function of marketing helps in maintaining healthy relations with potential consumers by developing good content for marketing of hotel services. |
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promoting brand name |
The most crucial responsibility of promoting the name of brand is done by marketing with the development of effective content for social media websites and blog post of the hotel (Mansour and Ariffin, 2017). |
Effective and eye catchy social media content helps in influencing the people to open the website and blog post of hotel. The interest person will further refer to others in case they find the hotel services interesting.. |
Significance of interrelationship between marketing and other functional units
Marketing and food and beverages
Marketing helps in identifying the needs and wants of customer and in making most effective business strategies through various social media platform and serving beverages according to taste of people in order to enhance the demand for their product. This helps firms in designing the hotel logo, design of menu card according to taste and preferences of the consumers or attractive presentation of food and beverages which will assist in attracting target market in availing the services of hotel (Sik, 2017). Marketing aids to create a good brand position in the society by setting a specific selling point for serving the beverages of business that ultimately increase the productivity and growth of the company.
Marketing and room division
Hotel has various divisions in its business such as sales and marketing division, food and beverages division etc. The advertisement of hotel needs and conducting or gathering market research information this responsibility is handled by sales and marketing division. The division can get variety of information regarding the consumers, taste and preferences with social media marketing. They come to know the reaction of the people towards offerings of the company and also able to analyse the strategies of competitors. Food and beverages division can develop its catering services and can generate high revenues by attracting clients through communicating the innovative taste of their breakfast, lunch and dinner with the help of different online channels such as websites, hotel blog (Mohammad, 2015) .
Critical evaluation of key elements of marketing function and the way they interrelate with other departments of hotel
According to Paley (2017), hotel make various plan of action to identify the needs and wants of the consumers to increase sales and revenue and for achieving competitive position in market. The marketing function perform various functional activities in Marriott Hotel that involve- Market researcher, market plan developer, brand and services developer, relationship builder. It works as an coordinator in firm. As a market researcher, this helps marketing manager in identifying the target market at the initial stage of advertising campaign as a market plan developer assisting marketing manager in developing various marketing strategies, goals, mission and objectives. A well developed marketing plan helps in achieve effectiveness and efficiency in operations. It assists in maintaining and enhancing the image of hotel among target audience by proper communication of key messages to them through newsletter, broacher and magazines so that marketing department enable maintain effective relations with public. Sales department can get variety of information regarding changing consumer needs with the help of social media marketing as this helps in understanding the reaction of society towards offerings of company and also assist in attracting large group of consumers towards business products and services. . All these functions aids to increase brand awareness among the target audience relating to offering of goods. It assist in creating demand, enhancing sales volume, and revenue generation and that lead to achieve in overall productivity of the operational functions of the concern (Jafari and Eslami, 2017).
LO 2
Comparison of marketing mix between Marriott and Hilton hotel
Marketing mix is the aggregation of several components which can be managed by organisation to influence customer to purchase their services. Marketing is used by the organisation to communicate their brand message to customers. Here are described 7 core P's:|
Element of 7P's |
Marriott Hotel |
Hilton hotel |
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Product |
The hotel product involves the core hospitality services. Company has divided its services into three segments such as augmented, core group and real that consist different services like hospitality, accommodation, resort and hotel (Davis, 2017). Marriott Hotel provide continent location for delivering its services to people that helps in generating high revenue for the hotels. |
Hilton provides various range of services such as banquet facilities, meeting and conference rooms, weeding and special event services, entertainment services and food & beverages. it has divided its product in three parts: core, supporting, facilitating. Core product involves the hotel rooms in which people stay for particular duration. Supportive services includes additional services that assist in gaining competitive position in market. |
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Price |
The hotel use different price strategies for its different hotel that is located at various locations. Their prices also vary as per the demand of consumers. They also use competitive pricing strategy that is based on deluxe, executive and suited room. |
Hotel use four different pricing strategy i.e. penetration, economy, price, skimming, premium pricing strategy. Business charge low prices for its high quality services and sell basic features product consider customer budget low (Law, Buhalis and Cobanoglu, 2014). They use skimming strategy to present its goods as high quality. |
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Place |
The hotel is operating its business in various locations that is near to airport, highway and central market. That works great for them in attracting more people. It offer its services in 110 countries nearly 5700 rooms. |
Hilton hotel use social media platforms for booking its room services, airport pick-ups, organising events and wedding. By providing this convenience to its consumer, it is achieving a huge success in the marketplace. .the hotel offer its services in more than 745000 rooms in more than 100 countries. |
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Promotion |
The brand use digital network in order to promote its product and services. such as websites like Trivago sand specifying the features of its offerings in a very detailed manner that has increased success of organisation. |
The hotel promote its business services by using various social media platforms such as mobile applications and website that has increased recognition of the brand among people. |
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People |
Marriott consider its guest most important. And provide consistent training to staff so they are able to provide outstanding services to consumers. so get the best review from people for its staff services. |
The business is targeting business class people and provide luxury quality services at low price that as helped them in achieving a huge growth in their business(Lu, Chi and Liu, 2015). |
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Process |
They provide efficient booking and comfortable room services and also provide ease in online booking of rooms that has increased its market share. |
The company has very efficient supply chain which they generally distribute their product through digital technology. |
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Physical Evidence |
The hotel is very big building and resort. It provide intangible services to its customers. Company provides prominent ambience with long lasting physical experience to the people that attract the large number of people easily and also make them as regular customer (Mansour and Ariffin, 2017). |
Hilton Hotel is recognised as one of the large luxury hotel chains worldwide. It has located its business at the entrance of city that works as great strength for the company. |
Tactics applied by Marriott Hotel
Hotel product involves the core hospitality services. Company has divided its services into three segments such as augmented, core group and real that consist different services like hospitality, accommodation, resort and hotel. Marriott Hotel provide continent location for delivering its services to people that attract large group and helps in generating high revenue for the hotels. The hotel use different price strategies for its different hotel that is located at various locations. Product prices are set buy company as per the demand of consumers. The company also use competitive pricing strategy that is based on deluxe, executive and suited room. The entity provides efficient booking and comfortable room services and also provide ease in online booking of rooms for increasing its market share.
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Hilton has used continent location strategies for providing various room services to consumers. The hotels are located at the entrance of city like airport so that helps in getting attention of large group of audiences.
The hotel has big building and resort. (Jafari and Eslami, 2017). The hotel applies different price strategies for its different hotel that is located at various locations. Their prices also vary as per the demand of consumers. Marriott use competitive pricing strategy that is based on deluxe, executive and suited room. They provide efficient booking and comfortable room services and also provide ease in online booking of rooms that has increased its market share. The business is operating its business in various locations that is near to airport, main road and central market. That works great for them in attracting more people.
Social media is the digital marketing technique which is utilised by business entity. Online marketing techniques has assisted an organisation in promoting goods at large scale. It has also enabled firm to provide quick responses to customer queries. In addition to this seasonal discounts and offers are launched by an enterprise for attracting customers.
LO 3
Marketing plan of Marriott Hotel
Marriott Hotel is an multinational hospitality firm. It is recognised as one of the large luxury hotel chains worldwide. They always put their consumer first, pursuing quality and bringing changes. The marketing plan of firm is given as below:
Mission
The main vision and mission of business is to managing and developing of various belongings of hotels that will assist in offering best experiences to guest and achieve sustainable profits for its clients. hotel is aiming to be best service provider in hospitality by providing comfortable and high quality experience by offering secure environment.
Objectives:
To provide luxury facilities in room to guest those who travel for leisure purpose.
- To make quick deliveries of services to customers.
- To increase revenue up to 5 percent within in six months.
- Delivering professional and quality services will help in increasing sales.
- To increase market share.
- Situation analysis
Strength: Business of Marriott Hotel has a very powerful and competitive position in the marketplace and also having diversified and enlarged hotels around the world. Company has a strong financial position in the whole market of hotel industry due to its large number of liability. Organisation always offer broad range of services to its customer and satisfy their needs(SWOT-The Marriott Hotel, 2017).
Weakness: Because of its large extended operations, the management system of entity is becoming weak. Due to large ratio of debt, they are facing the issues of instability and diminution position in the market.
Opportunities: Company can merge its concern with other firms around the globe particularly in Europe.
Threats: Hotel is suffering from various losses because of unrestricted issuance and allowances of different services.
Marketing strategies: Marriott Hotel gives more importance to its guest and also provide continuous training to staff so they are able to provide outstanding services to consumers as well as get the best review from people for its staff services (Marriott marketing strategies, 2018).
Budgeting and controlling: the cost of operational activities of hotel involves such as salary of staff EU10000, training cost EU20000 and rent EU10000 and company is generating revenue of EU50000 from its sales operations and they need EU40000 investment in order to expand its business operations. The company will control all the activities by monitoring and checking its the number of booking in hotel and by taking feedback from its guest to know efficiency of its services and take necessary actions to make improvement.
Produce a detailed, coherent, evidence-based marketing plan that applies the marketing mix to meet marketing objectives for a hospitality organisation.
Product : The hotel product involves the core hospitality services. Hotel offer tangible and intangible product an services like accommodation facilities along with that other luxuries,restaurants , superior quality rooms, reception. Get the best online oxford assignment help from experts. Click Here.
Price: The hotel use different price strategies for its different hotel that is located at various locations. Their prices also vary as per the demand of consumers. They also use competitive pricing strategy that is based on deluxe, executive and suited room.
Place: The hotel is operating its business in various locations that is near to airport, highway and central market that works great for them in attracting more people. It offer its services in 110 countries nearly 5700 rooms.
Promotion: The brand use digital network in order to promote its product and services. such as websites like Trivago sand specifying the features of its offerings in a very detailed manner that has increased success of organisation.
People: Marriott consider its guest most important and provide consistent training to staff so they can be able to provide outstanding services to consumers. so get the best review from people for its staff services.
Process: They provide efficient booking and comfortable room services and also provide ease in online booking of rooms that has increased its market share.
Physical evidence: The hotel is very big building and resort. It provide intangible services to its customers. Company provides prominent ambience with long lasting physical experience to the people that attract the large number of people easily and also make them as regular customer (Mansour and Ariffin, 2017).
Design a strategic marketing plan to achieve overall marketing objectives
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Business objectives |
Marketing Mix & strategy |
SMART Objectives |
Tactics |
Monitoring & evaluating |
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Increasing overall room revenue |
Marriott offer best deals, cashback and discounts on food and beverages to its customers on hotel stay. These strategy helps them in attracting more people and ultimately increases the profitability of firm. |
Specific- the hotel is providing best accommodation and food services across the world Measurable- it is measurable in term of number of booking of hotel room and in term of satisfaction level of consumers. Attainable – it is attainable due due to global operations of business. Realistic: the hotel is expanding its business through online platforms and also identifying the new market for its product and services. Time bound: it will take 1 year for expanding the operations of business through digital network. |
The organisation use effective management structure that supports the business model and also mange the activities of entity. that enhance the productivity of hotel(Jafari and Eslami, 2017). |
They regularly monitor the management structure for checking the efficiency of its management functions. |
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Provide best hotel experience to guest |
The company always focuses on providing best accommodation and food services across the world by increasing the performance of its staff in order to provide best services to customers. |
Specific: company is providing best experience to its guest by providing superior quality rooms. Attainable: it is attainable because hotel is also providing other services like entertainment services. Measurable: it can be measured on the basis of satisfaction level of customers. Time bound:it will take 3 months to enhance the performance of employees. |
Hotel provide consistence training to its employees so that they will be able to offer the extraordinary experiences to the people. |
Firm continuously monitor the performance of its employees in order to check their efficiency and effectiveness of its operations. |
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Market Expansion |
The hotel promotes its product and services through digital network and identify new market for products such as websites like Trivago sand specify the features of its offerings in a very detailed manner that has increased success of organisation. |
Specific: the hotel is expanding its operations through digital network. Attainable: it is attainable due to high brand image of hotel in the market. Measurable: it is measurable on the basis of intensity of capturing the number of market. Time bound: It will take 1 year to enhance the intensity of capturing the new area of market trough digital network. |
The method of choosing online platform to do promotion it is of food and beverages services assists concern in increasing its growth by covering large size of audience. |
Organisation always monitor its activities and reactions of people on its social media websites and take suitable action to make improvement. |
CONCLUSION
From the above report it can be concluded that a suitable marketing plan is very essential in any hotel industry for increasing the brand loyalty, attracting new customers etc. In this report, it has been identified that functions of marketing plays a crucial role of researcher, promoter market plan developer. The main vision and mission of business is to managing and developing of various belongings of hotels that will assist in offering best experiences to guest and achieve sustainable profits for its clients. The hotel use effective and eye-catchy social media content that helps in influencing the people to open their website and blog post applications etc. It also provides best deals and discounts for its various services to customers on hotel stay.
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