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Marketing For Hospitality Industry - Hilton Hotel and Marriott hotels

University: University of St Andrews

  • Unit No: N/A
  • Level: Undergraduate/College
  • Pages: 14 / Words 3513
  • Paper Type: Assignment
  • Course Code: N/A
  • Downloads: 276
Organization Selected : Hilton Hotel and Marriott hotels

INTRODUCTION

Hospitality industry is the fastest growing organization which provided different types of services and facilities to their customers. The hospitality sector is basically depended on the availability of leisure time or disposable income. Hilton hotel is a leading organization to expand their business all over the world. This report will discuss about the specific role and responsibilities of marketing in the Hilton hotel. This assignment will describe the different types of marketing plans that help for increasing the productivity and profitability of organization. Further, this report will discuss about the comparison between the Hilton Hotel and Marriott and also apply the marketing mix for planning an effective strategy for growth and development. This report will produce the basic marketing plan in the organization to meet all the requirement of organization.

TASK 1

P1 Key roles and responsibilities of the marketing function within Hilton Hotel

A marketing manager in Hilton hotel is responsible person for managing the entire hotel responsibilities and developing new plans for increasing their productivity and profitability in marketplace. Manager always maintain the awareness of the factor that motivate the employee towards their goals and achievements (Alnawas and Hemsley-Brown, 2018). They also coordinate with the employee to promote their services in marketplace in effective manner. Many customers attract towards their service which is required for managing the business process and their functionality. Hospitality industry is the fastest growing organization that provided the different functions such as managing the list of guest, arranging the business plans etc. This functions also create stakeholder wealth by servicing and satisfying the customers. It also providing the best quality of services and product to their customers. There are some important marketing function within the organization as followings:

Role and Responsibilities

Execution in Hilton Hotel

Rea search

This is important function of marketing because many customers choose the hotel according to their location that is easily available in nearby areas such as airport, bus stand, road etc. customer also must check the reputation of organization. Marketing manager is playing important role for identifying the need and requirement of customer or modify their hotel services according to demand (Alnawas and Hemsley-Brown, 2018). In Hilton hotel, a manager check the review on the website to find strength and weakness of company.

Awareness

Hilton hotel is providing all the information and detail on their website. It is easy for customer to check feedback and their review towards the hotel (Chandiok and Sharma, 2017). It is important for organization to maintain their website up to date related the information of guest and facilities. Nowadays, online booking is the best option of customers to reserve their room with the help of mobile application. In this way, Hilton hotel is targeting this type of customer and audience.

Promotion-

Marketing and promotions are major part of organization to increase the productivity and profitability in marketplace. Hilton hotel also uses different options for promotion which is required for generating more revenue and increasing popularity in global world. Hotel need to increase the occupancy at the time of years when booking is low. This organization offering different facilities to their customer such conference or meeting room for short time periods.

Customer relation-

Customer relationship is the main function of marketing that help for creating good impression and increase sales. For building stable revenue, it is required for organization to repeat the high level performance in the business process. Hilton hotel offering many discount, voucher and rewards for customer who will benefits for hotel. In this way, customer loyalty increases.

Analysing the marketing responsibilities in the terms of business environment

Role

Responsibilities

Interrelation between roles, responsibilities and marketing environment

Business promotion

Marketing manager is important part of organization to create an effective innovative plan that help for promotion. Hilton hotel is tough competition between Marriott hotel because both organization provided the best quality of services to their customers. In marketplace, both the organization is a leading brand and always gain more attention to the consumer (Alnawas and Hemsley-Brown, 2018).

The promotional team of Hilton is not aware about their marketing process. In this way, they will increase less revenue as compare to Marriott hotel. It is required for organization to plan an effective strategy that help for increasing their business all over the world.

Risk analysis

With regularly increases the advanced technology which affect the market values and demand. That's why, Marriott hotel always planning an effective strategy for achieving their goals and objectives.

There are some important factors of risk analysis such as technological, economical, legal, political, social etc.

Political factor affects the work culture of organization and it also builds more risk in the firms.

P2 Roles and Responsibilities of marketing relate to the Hilton hotel context

Hilton is the fastest growing organization all over the world and there are various branches open in the different state or region. For Example- Asia, America, United Kingdom etc. this organization has different departments to coordinate to entire business process in effective manner such as Marketing, sale, human resource, finance, information technology etc. all the department performs different role and responsibilities to manage the business operations and functions. Marketing research team analysis the entire profit and sale of business because price or quality depend upon on the market research (Hinson, Abdul-Hamid and Osabutey, 2017). Marketing team is analysing the entire business process and then planning strategies for growth and development.

Marketing and information technology department:

Information technology is the best approach for collecting all information and providing the information to the customer with the help of website, mobile application etc. information technology is also useful for marketing purpose because Hilton promoting their services by using technology. This technology provides different facilities such as Email marketing, Email communication, customer relationship management, website and social media marketing etc. these are important factors that support the organization to increase their business all over the world. Hilton hotel is promoting their service by using digital platform which is directly impact on the performance of business functions.(Alnawas and Hemsley-Brown, 2018)

Key elements of marketing functions and their relation with other functional units of organisation

Marketing function consists of different elements for building relation with the function of organization such as strategies, planning, tactic and research etc. these are important criteria that help for maintain the coordination between different departments and their functions

Marketing and human resources:

Human resource management is main function performs in the Hilton hotel because there are many responsibilities to handle and maintain the tasks of hotel. HR manager is planning new strategies according to need and requirement. They also manage the details of each staff member that working in the hotel. HR manager always coordinate with other department to share the information regarding the product and services. Human resource officer coordinate with the sales team to record the details of product, price and quality etc. (Alnawas and Hemsley-Brown, 2018).

Marketing and finance unit:

Price, quality and promotions are the important parameters of marketing functions that support to performs different function in Hilton hotel. Finance department coordinate with the operational team to identify the cost of product, sales revenue etc. all the informations are managed by the finance department. The coordination between marketing and finance are required for managing the entire business process in proper. They are planned strategies which increased the productivity and profitability in marketplace.

Marketing and operational team:

The promotional strategies or product development are related for marketing plan to achieve their goals and objectives in proper manner (Huang, Chen and Lai, 2018). Operation team is backbone of marketing team because they delivering planning, governance and support functions to their traditional method of marketing. This is the best process or mainly focus on the end to end marketing process. Marketing team coordinate with the operational team for managing the business process in effective manner(Alnawas and Hemsley-Brown, 2018). Both are shared the information and details regarding sales and promotions etc.

Marketing and information technology team:

Information technology is the best approach in the organization and this process will help for promoting their product and service in marketplace. Information technology is the best approach for collecting all information and providing the information to the customer with the help of website, mobile application etc (Veríssimo and Loureiro, 2018)). information technology is also useful for marketing purpose because Hilton promoting their services by using technology. This technology provides different facilities such as Email marketing, Email communication, customer relationship management, website and social media marketing etc. these are important factors that support the organization to increase their business all over the world. Hilton hotel is promoting their service by using digital platform which is directly impact on the performance of business functions.

TASK 2

P3 Compare the ways in which different hospitality organisations by using element of marketing mix 7Ps to achieve the goals and objectives

In the hospitality industry, it is required for organization to promote their product and services in marketplace. They also use the different strategies that help for increasing their sales. The marketing mix is called as an extended marketing mix therefore, it is an integral part of service that is provided to the consumers (Veríssimo and Loureiro, 2018).it is simple concept that increased the brand, increase the concern on promotion and marketing.

Comparison between Marriott and Hilton hotel :

Element

Hilton

>Marriott

Product

The product mix of Hilton is widely used and allow their consumer to choose the best quality of services. This organization providing the different services according to the need and requirement of consumers. It includes room services, Food and beverage, conference and banqueting etc.

This organization is targeting those customers who ordered food by online mode. This organisation offering different offered and discount on festivals and seasons etc(Veríssimo and Loureiro, 2018).

The product of Marriott is similar to the Hilton but this organization mainly concern about the facility of rooms and food. They provide high class services. In this way, many consumers attract and enjoy their holiday with friends or families. Marriott includes deluxe guest room, premier ocean view guest room, premier guest room, Executive guest room etc.

Price

The price of Hilton is lower than the Marriott hotel because this hotel provides wide variety of products and services to their customers. Price of hotel is comparatively lower or cheap. This hotel uses different policies such as campaign

The price of Marriott is high as compare to Hilton because they provide the limited product in the best quality. This hotel mainly focus on the customer's need and requirement. This organization is providing the high quality of food but in high rate.

Place

This hotel is located in different countries and states all over the world. There are 570 hotel and resort properties in 85 countries. There properties are based on owned and managed by the operator of firm (Loo and Leung, 2018). No doubt this organization is situated in those places in every city which are below the level of economic capital.

Marriott hotel is located in the metro cities because this hotel deals with the consumer that know about their brand image. They provide the best quality of product and services.

Promotion

Being a global brand it can explore the old market. (Ozturk and Rahimi et.al., 2017). This hotel provides the food item related to the children and adults etc. they also used the website and application to promote their product and services.

This hotel is promoting their non -vegetarian food because there are large number of people who liked this food. In this way, it will more concern about the health safety and services. They also use different marketing tool to promote their services in marketplace.

Physical Evidence

Hilton hotel is popular around the globe. This hotel is also combination of facilities and services It started in 1919 and celebrating the chain function. The physical evidence of service included the tangible representation of services in the Hilton hotel (Veríssimo and Loureiro, 2018). There exterior and interior design according to requirement of guest

The exterior of Marriott hotel is magnificent with two different level entry. 1st is ground, it is entrance of hotel and it is the biggest lobby where the guest does waiting. Another ways there is spacious lobby whereas hotel provide the comfortable seating areas. There is also areas that placed alongside the Arabian Sea.

Packaging

Hilton hotel provide the better quality of packages. They also offering many services according to need of guest.

Packages includes packaging, boxing and taping.

Package room is located on 2nd floor in the business centre.

Marriott hotel fulfil the need and requirement of consumer. They offering effective discount, offer at the time of occasions and parties (Neuninger, 2017).

Process

Hilton hotel is also managing the chain of business process. It is consistently supply the better services. This organization is minimising the cost of operations. In this way, this hotel is increasing the revenue and manage the leading position in marketplace.

Marriott has large number of business process and certify the best quality of consumer services and also provide the efficient booking services. The guest easily uses the website to book the room by using website and mobile application. There is some specific policies check in form 10:00 and check out form 12:00 PM

Different tactics applied by hospitality organisations to demonstrate how business objectives are achieved

Main objective of management system is to increase the business operations and function in proper manner. Hilton hotel is planning an effective strategy for promoting their product and services in marketplace. It is required to plan strategic, budgeting and ongoing monitoring of specific performance measure such as

  • Senior manager
  • individuals
  • Team

Performance Measurement

TASK 3

P4 Produce a basic marketing plan for a hospitality organisation to meet marketing objectives

Marketing plan is the best approach for understanding the need of client and consumer. This plan helps consumer and inviting the people to check their services and facilities. The basic marketing plan for Travelodge that includes all the necessary structure, design of rooms and interior which attract the customer (Okumus and Cetin, 2018). Marketing plan is based on the strategies which help for exploring the various services and facilities all over the world

Executive Summary:

Travelodge organization is providing the best quality of room facilities and services. The management system always communicates with the guest to take their positive and negative feedback. The rooms contain the modern designed and luxury benefits and there are many USB connector and charging facility available. Interior designed is based on the colourful lamps and LED. This hotel provides the hairy dyer, iron and many facilities provided for middle class guest (Veríssimo and Loureiro, 2018).

Introduction -Travelodge launching new room services in lower price. In this way, large number of guest uses this hotel facilities and visit the hotel again and again. Most of the people want to enjoy the services. Karen Broughton is sales director of Travelodge and also provide the different categories of rooms such as “Super Rooms”. This room contains various type of comfortable services for travellers.

Goals and objectives

Main objective of this organization to establish their business all over the world. They mainly concern about to build an effective relationship with the customer. It also identifying their need and requirement.

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4Ps of marketing mix- There are some important elements for making marketing plan for the organization. It also includes different element of marketing mix such as product, services, place, process and promotions etc. Marketing mix is the best approach for managing the business process effectively and efficiently.

Product- This organization provide the good product and services to the customers. It includes room services, Food and beverage, conference and banqueting etc.

Place- This hotel is situated in various countries all over the world. There are 570 hotel and resort properties in 85 countries. There properties is based on owned and managed by the operator of firm (Veríssimo and Loureiro, 2018).

Price-The price of Travelodge is high as compare to Hilton because they provide the limited product in the best quality.

Promotions- This organization us using different marketing tool to promoter their services such as social media, advertising, banner and campaigns.

STP:

Segmentation-segmentation can be happen on the basis of different elements such as cast ism, income, gender etc.

Targeting- This is the second step for dividing the specific groups and people. It also Segregate the market.

Positioning-the position of product always in the mind of consumer. Afterwards, they purchased the particular product in marketplace(Veríssimo and Loureiro, 2018).

Budget:

The director of Travelodge Broughton offering the room in lower price. In this way, the budget of room is cheap and less. This company planned for increasing their budget of economy so they provided premium rooms with the highest price. According to survey, It can concludes that the cost of budget is increase by $7,000 to 8,000 annual yearly.

Control and Evaluation:

The marketing plan is controlled by the manager of organization and also give the quality of services. Sales or marketing director is playing important role for controlling the overall strategies. The strategy and planning is monitored by director and handle the entire business situation in proper manner. The coordination between employee and director is important for successfully designed the best quality of planning for growth and development.

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CONCLUSION

As per discuss, it concludes that hospitality industry is the fastest growing organization all over the world. This report is also providing the specific role and responsibilities of marketing in the Hilton hotel. It also describes the various types of marketing plans and strategies for increasing the productivity and profitability of organization. As per discussion, it also compares between the Hilton Hotel and Marriott hotels by using 7Ps of marketing mix. At last it also discusses about the strategies for managing the business process in proper manner. Marketing plan help for creating and producing the basic marketing plan in the Hilton hotel to meet all the requirement of organization in this report.

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