Hospitality Marketing Essentials Assignment sample

Introduction Of Hospitality Marketing Essentials Assignment

1. Introduction

In this report, the chosen organization is Hyatt Hotel and the report will be going to discuss he strategy that has been taken or need to take for the development of the marking management program of this company. Business organizations follow proper strategies and techniques for the development of the organization. It is necessary for every organization to follow the basic concepts and maintain a proper atmosphere in the organization. There are several model and theories that have to be followed and applied within the organization. Development of the organization can involve the strategic plans that have been generated in case of development. The development also includes the application of the different marketing functions which are essential for the development of any organization.

New Assignment Help provides exceptional assignment writing help in the UK, ensuring students receive top-quality, customized solutions for their academic needs. Our professional writers are adept at handling various subjects, and delivering assignments that meet your specific requirements. To showcase our expertise, we offer a free sample of our work, allowing you to see the quality of our writing.

2. Discussion

Marketing role and Interrelationship with Functional Units across Hospitality Sectors

Efficient marketing helps the Hyatt Hotel to attract customers, and along with that, it supports them in developing its brand value. It is necessary for an organization to adopt proper strategies for the development of the organization and along with that it needs to maintain adequate functioning to enhance the performance of the organization (Koc, 2020). All the sections of the hospitality industry are interconnected to each other. The performance of all the sections of Hyatt Hotel helps to determine the quality of the organization and the services they provide to its customers.

Figure 1: Marketing Functions

(Source: locusassignments.com, 2023)

The above figure has shown the function of marketing that can be beneficial for the development of the Hyatt hotel service quality. As the figure shows it can be stated that “storing”, “transporting”, and “financing” is very crucial for the enhancement and market management of this selected organization as it serves to give comforts to the people.

The organization “Hyatt Hotel” is considered the leading premier hotel chain diversified across the world. It offers special services to every customer and fulfills the needs and demands of the customer. The functional units of the sector are the housekeeping department, the department related to the service of food and beverages, the food production department, people concerned with the maintenance of cleanliness, and many others. All of them are a crucial part of the organization related to the hospitality sector. It is necessary to maintain familiar relations with these staff and along with that, it is also necessary for those people to provide better service to the customer.

In the case of Hyatt Hotel, it can be found that the HR management system of this organization is very effective and takes different strategies for the development of the organization ((hyatt.com, 2023). For instance, training programs can be launched for the improvement of the employees and along with that the “cross-cultural” management philosophy has been accepted by that organization.

Hospitality Service Marketing

The hospitality sector of the Hyatt Hotel includes gardens, restaurants, spacious rooms, and other delicious cuisines. All of these facilities are connected with hotels, restaurants and tourism. The management of this hotel needs to follow different things for the better performance of the organization. They need to maintain a proper marketing strategy for enhancing the performance of the organization and taking the organization forward (Hossain et al. 2020). The marketing of hospitality services is a necessary component and it is helpful for the organization and the customers.

Figure 2: Marketing concept of an organization

(Source: hotelandrestauranttimes.ie, 2023)

The above figure has shown the different strategies that are essential to take for the improvement in marketing management of hospitality sectors. Along with that the figure has depicted the relevance of analysis, research and teamwork. According to the opinion of Buhalis et al. (2019), all, of these are verry crucial and beneficial or the development of this organization as it is a hospitality sectors. In case of the hospitality sector, it is very important to manage the work properly.

The hospitality industry in the hotel includes hotels, restaurants, casinos, tourism, amusement parks and many others. Marketing about all these sectors is necessary as it helps people know about the services that these organizations provide to the people. The services that hospitality needs to maintain intangibility, perishability, inseparability and variability (Šeri? et al. 2020). The maintenance of all these services is helpful to attract more customers.

The main services of the hospitality industry are:

• They are responsible to provide the qualified foods with low range of price.
• Ingredients are healthy enough so that there may be no issues in health of the customers.
• It avails the customers with a proper package for travel and tourism, where they get a trusted guide and a safe place to live and tour.
• This industry serves the customer with all sorts of recreational activities and organize different events for the entertainment of the customers.

The availability of these services is helpful to attract customers. Along with that, these services help the organization to make the customers happy. It leads the people arriving at those organizations to feel happy and along with that, it develops a positive atmosphere in the organization (Al-Gasawneh et al. 2021). All this led to the maintenance of familiar relationship with everyone and leads to running Hyatt Hotel smoothly.

Roles and Responsibilities of Marketing Functions in terms of the Hospitality Industry

Proper marketing consists of the hospitality industry conveying people regarding the services that the organization brings to the customers. It also states about making the customers aware of different kinds of malpractices (Koc, 2020). The role of marketing functions is stated below.

• It explains the services they provide and along with that, makes publicity of the brand.
• It conveys the goods and services they provide and helps with the management of the products.
• It helps the promotion of the brand and the organization (Buhalis et al. 2019).
• It is supportive of the management of products, pricing, and distribution and financing of goods and services that this industry brings before the organization.
• This is also helpful to provide a way to expand in a country.
• The organization using or applying this strategy can benefit from financial stability.

Marketing Influence and Interrelationship inside the Hospitality Industry

Proper marketing helps the growth of the organization. It helps the promotion of the brand and services that they provide to their customers. The services that the Hyatt Hotel provides to the customers and the marketing of the organization are interrelated to each other. Marketing supports the hotel to attract customers thus it is necessary to implement a proper and innovative way of marketing to attract more customers toward it (Al-Gasawneh et al. 2021).

The behaviour of the staff and the behaviour of the managers of the company is enough to satisfy the customers. The maintenance of these criteria is very important because it can help to overcome the issues generated by the competitors of the same service Along with that the good relationship between the customers and the workers has strengthened the base of the company. According to the opinion of Limna (2022), with the help of applying this strategy, it can be stated that the company can get a fruitful and positive response from the customers. The positive impact can help to develop the organization and to expand in new markets.

Essence and Value of Marketing in the context of Hospitality Industry

In the hospitality sector of the UK, in this case we have considered the Hyatt Hotel various strategies are followed to improve this business. Therefore, proper marketing strategies are followed by the sector. Customers are the main part of this sector and they are fully engaged in this sector. Basically, this sector wants to expand its business in the world market so applying many theories. Actually, people are enjoying and passing their time in this sector. Therefore, many hotels, restaurants, and the tourism sector are helping people and providing good support (Mahmoud et al. 2021). During the covid pandemic, this sector is affected mostly and various small companies have stopped their business. Therefore, this sector tries to overcome all challenges using many digital tools.

The selected sectors have been involved to give the best services to the customers. As it is a hospitality sector it can be stated that the company has to take effective strategies to enhance the development of the service quality. According to the opinion of (Mariani and Visani, 2019), this is possible only when the company is able to take a good management system and recruitment of experienced employees. Along with that the main target of the company has to deliver the best effort to the work. As a result of delivering the best efforts, it can be seen that there are no challenges faced by them. Th threats from the newcomers or the threats of rivalry can be easily mitigated.

3. Strategies deployed across Hospitality Sectors to utilize the 7Ps of Marketing Mix for achieving Business Objectives

Every organization has maintained various strategies for improving this sector. In this study, the Hospitality sector is the famous organization which is expanding its business in the world market. Every hospitality sector means many restaurants, hotels and other travel sectors and others (Arafah, 2019). This sector wants to provide good quality food and good services for their customers. Many hospitality sectors focused on how to develop this sector. Therefore, a unique marketing mix is followed by the sector and utilizing its business. After COVID, many types of marketing strategies are following this sector to reduce many challenges. Therefore, this sector followed the 7Ps of the marketing mix for achieving its business. This marketing mix is so important for improving this sector's business. According to the opinion of Khan and Abir (2022), the different sectors that provide hospitality can apply the elements of the 7Ps in different ways. The different ways are described below in the case of different hospitality sections such as in hotels or in restaurants.

Marketing Mix and 7Ps

In the Hospitality sector, many companies want to provide good quality products and services for their customers. Therefore, various companies want to expand their business in the world so various factors are noticed by these companies such as product, price and place, promotion, people, process, and physical evidence. These are called the 7 Ps of the marketing mix and these are so effective for business growth.

Product: In the hospitality sector of the Hyatt Hotel, product refers to hotels and rooms because customers want good quality rooms and hotels for staying a few days. Customers are the main factor of every organization. Good quality accommodation is the main part for target audiences (Khatri, 2019). Every customer deal with customers to see their products. Digital marketing is the growing business strategy for improving this sector. During COVID-19, the company faced many challenges and used various technical tools for advertising its attractive rooms through social media posts. As in the case of restaurants like the hospitality sector the products define the foods items that are provided to the customers. According to the opinion of Gontur et al. (2022), the customers are looking towards the quality and quantity they are provided with. Hence it can be understood that products imply different meaning to different sectors.

Price: The 2nd P is the price and this is another important part of this sector. Price is one of the factors that is searched by any customer. Customers want to get good quality rooms at low prices. The hotel also provides discounts on group bookings for an extended period (hyatt.com, 2023). Many competitors are pushing hard to compete with this organization and finding a lucrative way to offer attractive prices to the customers. In case of restaurants like the hospitality sector, the price indicates the amount of the food and people eagerly expect products with a low amount.

Place: Place is the third P of this marketing mix. Every organization has set a proper place for improving this company's business. Therefore, this sector set which places is the proper place for expanding its business in the world. Target audiences are set in the proper place of this sector. After covid, many hotels and restaurants use so many digital marketing processes such as using websites and posts of their product and expanding their room's video in Facebook posts and other social media apps. The company has established 680 hotels in nearly 56 countries. According to the opinion of Jawabreh et al. (2022), Place is one of the most important factors because people or customers are attracted by the environment they are provided. Hence maintain a well environment is crucial for the development of the management system in any hospitality sector

Promotion: Promotion is the 4th marketing mix of the sector. Every organization wants to expand its business in the world. Therefore, promotion is one of the advertising processes in this sector (Ivanov et al. 2019). Promotion helps to communicate with many people and provides the right messages for improving business in this sector. After COVID-19, these sectors followed so many online strategies for improving this sector. The hotel has a tagline that says “we are for the people”, which states that the hotel invites guests with a warm welcome. In addition, with promotion is one of the most important strategies that should be managed with care to attain the loyalty of the customer. In the case of other sectors, it is the most significant strategy to improve marketing management.

People: It is the 5th P of this marketing mix. Every business organization is built with the engagement of some people. Directly, people are the main part of any business because they manage many works. People are staff of this sector; proper customer services are provided to many staff so they are important to this sector. Various steps are followed by this sector to engage more people. The hotel has maintained adequate standards so that they can provide the best services to the people. It also includes seminars and training sessions to attract customers. Along with that the people are the most valuable elements of this model. According to the opinion of Kumar et al. (2023), this implies the employees or workers associated with the sectors. The development of any sector is typically depended on a contingent workforce paid by them. In the case of hotels, there is a need to manage the clients and handle the room's freshness and overall cleanliness. The maintenance is dependent on the efforts of the employees hence it can be stated as one of the most important elements of the model.

Figure 3: 7 Ps of marketing mix

(Source: marketing10.in, 2023)

Process: Process is another P of this marketing mix and it is the 6th P. Therefore, the process is the most important for improving this sector of business. Every organization follows different steps and different strategies (Martín-Rios and Ciobanu, 2019). A specific sector provides good quality products and good services and provides customers friendly services. The process has been taken by the organization for the development. Several tools are used to mitigate the challenges and also to avoid the effect of the pandemic within their organization.

Physical Evidence: It is the 7th P of this marketing mix and it is one of the important parts of this sector. Customers are noticed staff's behaviours. Good behaviour provides more engagement of customers. Customers want to notice the team presentation process, cleanliness of hotels and branding quality and website engagement also social media posts. These are increasing business productivity and improvement of the business. The staffs and the employees of the hotel are well groomed so that they provide an attractive visual satisfaction to the guests.

Several Tactics employed by Hospitality Organizations to implement the 7Ps

Every organization wants to expand its business in the world market. The Hospitality sector, follow various strategies to improve its business using some unique tools and techniques. The 7 Ps marketing mix is used by this sector to overcome various challenges (Khanra et al. 2021). Various challenges are faced by this sector during this COVID period. These marketing mixes are very effective for utilizing this sector of business. There are two tactics discussed in this study that help to improve the 7 Ps.

Use 8 Ps marketing mix: In case of further development, it is very important to follow the “8Ps marketing mix” because it is more effective than the 7Ps. The company can be able to focus on the accurate point of development and on the other hand the financial stability can be increased by the help of the “marketing mix”. As stated by Knight et al. (2020), it can be found that the selected company has been using the strategy for the development of their organization.

Improve product quality: This sector is increasing its productivity by applying many processes and strategies. It is said that if this sector is improving its rooms and food quality then get good results (Bhutto et al. 2021). Actually, good accommodation is the important part that helps to attract customers. After room quality, Customers are setting a deal with a specific company. These are helping to improve the hospitality sector.

4. Strategic Marketing Plan to meet the Hospitality Sector's Marketing Objectives

Strategic Marketing Plan of a Hospitality Sector

A strategic marketing plan is very important for the Hospitality sector. Every organization has so many objectives that are most important in this sector. In hospitality sector follow various objectives and these are helping to grow this company's business. This sector-focused on expanding its business and how to provide good quality service and products that are very much important (Malefors et al. 2019). This sector follows many unique strategies and these are discussed in the following parts. Strategics marketing plan has to be formed with efficiency because it plays as a role of basement of enhancement of the marketing management of any organization. The development needs to build an effective strategic plan for future development. The effective plans are described for the sake of development below.

Build a good community: This sector provides good quality products and services and various people are interested to see this. Therefore, it helps to build a big community day by day. A group of staff takes on many responsibilities to provide good services (He et al. 2019). Customers noticed staff behaviour and their service quality so this sector tries to fulfil customer needs. Therefore, customers are satisfied to see this and build good relationships with employees. Therefore, this company is expanding its business in the world market. As the local community is the main source of development it is a subject to care. A good relationship with the community can help to face the challenges and with the ability to attain numerous human sources, an organization can easily mitigate the challenges.

Start online marketing process: During the covid pandemic, this sector is affected mostly and various companies are stopped their business. Therefore, few companies are using online marketing strategies and this is very much effective for business improvement (Shamim et al. 2021). In the 21st century, many types of digital tools and techniques are used by many companies to improve business. After COVID-19, most people are engaged in social media and online. Therefore, various people are attracted online marketing process so this sector uses this process for utilizing its business. This is very effective strategy to reach the customers and the special service can be quickly reach to the customers. The usage of social media is increased after the pandemic. Along with that, it can be stated that organizations have not faced any serious issues in case of the “Pandemic situation”

Content marketing: In the Hospitality sector, content marketing is so effective in improving its business process. Therefore, content about hotel types and services and their prices all are discussed in the content (Martins et al. 2021). As a result, content is noticed by so many peoples and attracted to see this. Customers are attracted to seeing this content in sitting at home. Therefore, it is one of the factors that help to improve the business of this sector.

Special events: “Special events” are very crucial for the financial stability and attaining the customer satisfaction. After the proper establishment of the customers base and meet their expectations, it is very easy to mitigate the challenges generated from the competitors of the organization. Along with that “Special events” can help to attain large number of customers. In case of taken the “special events” it is very relevant to take effective events that has the ability to retain the employees and the customers.

Loyalty programs: Every organization wants to build a customer base and this hospitality sector wants to build some happy satisfied customers. Therefore, this sector follows loyalty programs so customers are satisfied to get this (Singh et al. 2021). Customers are so satisfied to get this and attracted to get the loyalty of their engagement. With the help of this strategy, an organization can easily find out the way of development.

Video marketing: It is seen in most of the hospitality sectors that they are using the facilities of “Video marketing”. It has the ability to conceptualize the matter they are taking and also the people re easily understand the concept and get an in-depth idea about the events that have been taken by the organization. As stated by Knight et al. (2020), it is an effective strategy for improvement and also for developing the customer base. Along with that, this can help to mitigate the threats from the competitors of the organization.

Conclusion

It is concluded that the hospitality sector of the hotel is improving its business in recent times. During the covid pandemic, this sector of the company faced many challenges and tried to overcome various factors. Different types of strategies are followed by this sector to reduce many bad positions. In this study, a clear image gets from this discussion and it is known how to improve this sector by using some digital tools and techniques. After the COVID-19 pandemic situation, it is very important to use advance technology to mitigate the challenges. Along with that, the organization has been using modern tool for the enhancement of the organization. The organization has been able to reduce the challenges arising from the competitors of the organizations.

References

Book

Koc, E., 2020. Cross-cultural aspects of tourism and hospitality: A services marketing and management perspective. Routledge.

Journals

Al-Gasawneh, J.A., Anuar, M.M., Dacko-Pikiewicz, Z. and Saputra, J., 2021. The impact of customer relationship management dimensions on service quality. Polish Journal of Management Studies, 23.

Arafah, B., 2019. Needs Analysis on English for Vocational Purpose for Students of Hospitality Department.KnE Social Sciences, pp.344-387.

Bhutto, T.A., Farooq, R., Talwar, S., Awan, U. and Dhir, A., 2021. Green inclusive leadership and green creativity in the tourism and hospitality sector: serial mediation of green psychological climate and work engagement. Journal of Sustainable Tourism, 29(10), pp.1716-1737.

Buhalis, D., Harwood, T., Bogicevic, V., Viglia, G., Beldona, S. and Hofacker, C., 2019. Technological disruptions in services: lessons from tourism and hospitality. Journal of Service Management.

Castro-Casal, C., Vila-Vázquez, G. and Pardo-Gayoso, Á., 2019. Sustaining affective commitment and extra-role service among hospitality employees: Interactive effect of empowerment and service training.Sustainability, 11(15), p.4092.

Gontur, S., Gadi, P.D. and Bagobiri, E., 2022. Service quality and customer loyalty: The mediating effect of customer brand identification in the Nigerian hospitality industry. International Journal of Marketing & Human Resource Research, 3(1), pp.38-51.

He, J., Zhang, H. and Morrison, A.M., 2019. The impacts of corporate social responsibility on organization citizenship behaviour and task performance in hospitality: A sequential mediation model. International Journal of Contemporary Hospitality Management, 31(6), pp.2582-2598.

Hossain, M.S., Sambasivan, M., Abuelhassan, A.E. and Khalifa, G.S.A., 2020.Factors influencing customer citizenship behaviour in the hospitality industry.Annals of Leisure Research, pp.1-24.

Ivanov, S., Gretzel, U., Berezina, K., Sigala, M. and Webster, C., 2019. Progress on robotics in hospitality and tourism: a review of the literature. Journal of Hospitality and Tourism Technology.

Jawabreh, O., Shniekat, N., Saleh, M.M.A. and Ali, B.J., 2022. The strategic deployment of information systems attributes and financial performance in the hospitality industry. Information Sciences Letters, 11(5), p.110504.

Khan, M.Y.H. and Abir, T., 2022. The role of social media marketing in the tourism and hospitality industry: A conceptual study on Bangladesh. In ICT as Innovator between Tourism and Culture (pp. 213-229). IGI Global.

Khanra, S., Dhir, A., Kaur, P. and Joseph, R.P., 2021. Factors influencing the adoption postponement of mobile payment services in the hospitality sector during a pandemic. Journal of Hospitality and Tourism Management, 46, pp.26-39.

Khatri, I., 2019. Information technology in tourism & hospitality industry: A review of ten years' publications. Journal of Tourism and Hospitality Education, 9, pp.74-87.

Knight, D.W., Xiong, L., Lan, W. and Gong, J., 2020. Impact of COVID-19: research note on tourism and hospitality sectors in the epicenter of Wuhan and Hubei Province, China. International Journal of Contemporary Hospitality Management.

Koc, E., 2020. Do women make better in tourism and hospitality? A conceptual review from a customer satisfaction and service quality perspective.Journal of Quality Assurance in Hospitality & Tourism, 21(4), pp.402-429.

Kumar, M.V.P., Emerging New Marketing Trends in the Hospitality & Tourism Industry. Recent Trends in Tourism and Hospitality, 240.

Limna, P., 2022. Artificial Intelligence (AI) in the hospitality industry: A review article. Int. J. Comput. Sci. Res, 6, pp.1-12.

Mahmoud, R., Al-Mkhadmeh, A.A. and Alananzeh, O.A., 2021. Exploring the relationship between human resources management practices in the hospitality sector and service innovation in Jordan: the mediating role of human capital. Geo Journal of Tourism and Geosites, 35(2), pp.507-514.

Malefors, C., Callewaert, P., Hansson, P.A., Hartikainen, H., Pietiläinen, O., Strid, I., Strotmann, C. and Eriksson, M., 2019.Towards a baseline for food-waste quantification in the hospitality sector—quantities and data processing criteria.Sustainability, 11(13), p.3541.

Mariani, M.M. and Visani, F., 2019.Embedding eWOM into efficiency DEA modelling: An application to the hospitality sector.International Journal of Hospitality Management, 80, pp.1-12.

Martín-Rios, C. and Ciobanu, T., 2019. Hospitality innovation strategies: An analysis of success factors and challenges. Tourism Management, 70, pp.218-229.

Martins, D., Amaro, S. and Silva, S., 2021. The importance of shift work: The hospitality sector. Journal of Tourism & Development= Revista de Turismo e Desenvolvimento, 36, pp.233-243.

Šeri?, M., Ozreti?-Došen, ?. and Škare, V., 2020. How can perceived consistency in marketing communications influence customer–brand relationship outcomes?.European Management Journal, 38(2), pp.335-343.

Shamim, S., Yang, Y., Zia, N.U. and Shah, M.H., 2021. Big data management capabilities in the hospitality sector: Service innovation and customer generated online quality ratings. Computers in Human Behavior, 121, p.106777.

Singh, N., Bhatia, S. and Nigam, S., 2021. Perceived vulnerability of job loss and satisfaction with life in the hospitality sector in times of pandemic: a multi-mediational approach. International Journal of Contemporary Hospitality Management.

Zepeng, W., Mohammed, A. and Harris, I., 2021. Food waste management in the catering industry: enablers and interrelationship. Industrial Marketing Management, 94, pp.1-18.