Key roles and responsibilities of the marketing function in XXXX Hotel International.
Introduction of the case study organisation
Marketing in Xxxx Hotel
Importance of Marketing in Xxxx Hotel
The roles and responsibilities of marketing function
Distribution of good and services:
Adapting the right Prices:
Creating Product Promotional channels:
Matching products with customer requirements:
Relationship marketing (The changing role of marketing):
Exchange that have value to customer`s clients, partners and society at large:
Explain at least four of these key roles and responsibilities of marketing in the context of your chosen organisation.
How roles and responsibilities of marketing relate to the wider organisational context
Current product/service needs:
Future product/service needs:
Current and potential customers:
Analysis of the roles and responsibilities of marketing in the context of the marketing environment
Provide analysis and examples for the implication or contribution of marketing roles and responsibilities to marketing environment. Examine the roles and responsibilities of marketing and PESTLE here. What is the relationship between marketing and the political environment? For example, they comply with laws of trade to get the economy running. This also affects the economic environment because more people are employed and disposable income increases.
Analysis of the significance of the Inter-relationship between marketing and other functional units in Xxxx hotel
Research and Development:
Administration and IT support:
Note: Pick any three and Provide analysis on the significance, contribution, benefits etc. of finance department in the organisation, then you analyse how their relationship with marketing function is significant.
Critical analysis of the key elements of the marketing function and their inter-relationship with other functional units within Xxxx Hotel
Note: Provide critical analysis on the implication, advantages and disadvantages with examples of the relationship that exist between key elements of the marketing function and other functional units.
L02: Comparison of the ways in which different hospitality organisations apply the marketing mix to the marketing planning process to achieve business objectives
Elements XXXX Hotel ZZZZ Hotel
Note: After you have described the meaning of each element, you need to compare and contrast by showing differences and similarities of how two different Hotel or Restaurant apply each of the elements to their marketing planning processes to meet their business objectives.
Evaluate different tactics applied by hospitality organisations to demonstrate how business objectives are achieved
Note: Use SOSTAC as listed above to evaluate how a particular Hotel or Restaurant achieve business objective. You MUST provide a minimum of four (4) objectives.
L03: Produce a basic marketing plan for a hospitality organisation to meet marketing objective
Objective (SMART) Action Timeframe Whose Responsibility
Produce a detailed, coherent, evidence-based marketing plan that applies the marketing mix to meet marketing objectives for a hospitality organisation.
Applying the 7ps of the Marketing Mix
7Ps Elements Implementation
Action Timeframe Whose Responsibility Monitoring tool
Design a strategic marketing plan that tactically applies the use of the 7Ps and includes measures for monitoring and evaluation to achieve overall marketing objectives.
Note: To meet the requirement of this part, you need to provide a Four-year plan, state the goal of each year. After using the table above, you need to produce a SWOT analysis that shows the Critical Success Factors (CSF) that most affect the organisation success. These are measures relative to those of the organisation’s competitors. For example, product performance, breath of service, low cost, etc. Then you provide a table that shows evaluation of the marketing plan using Key Performance Indicators (KPI) as shown in the table above.
7Ps Elements Key Focus (CSF) Product / Service Goal Milestone KPI
Product Market research Increased Market share 6 months Customer Loyalty (repeat purchase)
Promotion Communication Service repositioning 1 year Brand recognition
Physical Evidence Refurbishment of hotel lobby & restaurant Improve customer perception of brand 4 months Improved Brand recognition