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Marketing is having an key role to play for the businesses. When the company is operating in the hospitality sector then it is important for them to use effective marketing strategies which can allow them in attracting and retaining the customers. The report will consider Fallow restaurant at St James London which is offering innovative cuisine to the customers in London.
When the business is operating in the service sector then it is important for them to use service marketing. In general terms service marketing is referred as the marketing of the non-physical products or where the service is being promoted among the target customers. The case company is offering hospitality service to their customers and for such a firm it is important to make use of service marketing in an appropriate manner. In the technological era it is important for the companies to use the most relevant and latest technologies for service marketing (Grönroos, 2020). The most common trends in the service marketing involves mobilization which allows the companies to connect with their customers though the mobile devices. Ultra personalisation and the customisation are also the common trends in the service marketing. Along with this marketing automation, empowering technologies and marketing centric CRM are recent trends. With the on-going advancement the service marketing would become more advanced and effective for the businesses.
The hospitality industry of London is highly competitive. Large numbers of firms are operating in the industry due to which it is important for the case company to remain effective in attracting the customers. Fallow needs to focus on applying different marketing tools and making better efforts in connecting and attracting the customers (Keller, 2022). If the company would be having appropriate strategies for marketing then it would help them in maintaining their position in the restaurant sector of the hospitality industry of London.
Whenever the company focuses on marketing then it is important for them to understand that how it is interrelated with the different functional department of the company. Marketing is having a direct impact on the sales department. If the company is attracting the customers in a positive manner then it would add value to the company by increasing its sales. For better marketing efforts it is important for the case company to work on having better human resource in the company. For this the human resource department of the company needs to be effective (Castelo-Branco et. al. 2019). Similarly for making use of the latest and innovative marketing tools and methods the research and development department of the company needs to work in an appropriate manner. From this it can be stated that all the different departments of the company are interrelated with one another. In case if the different functional department of the company are not working with each other in an appropriate manner then it would affect the company negatively. For better interrelationship among the different departments it is important for the case company to develop better communication and interconnectivity with all the functional department this would help in having better marketing strategies and practices as well.
When the company focuses on marketing then it is important for the firm to understand the different marketing functions which are required to be completed in an appropriate manner. The most important marketing function is to understand the need of the customers for this Fallow should focus on understanding their customer base as this will help them in fulfilling the need and expectations of the customers (Samatovich, 2021).
Figure 1: Marketing functions
(Source: Rcs Instruction, 2018)
Promotion of the products or the services offered by the company is also an crucial role for the businesses. Fallow need to focus on promoting their restaurant services through different online and offline marketing and promotional methods. Product development is important for remaining competitive in the industry (Altinay and Arici, 2021). Along with this customer service is also an important marketing function which is essential for the company. It can be stated that the firms operating in the hospitality industry it is important to focus on all the different marketing functions which can allow then in managing their sales and having highly satisfied customers. Along with this some of the important marketing functions are as follow such as:
In a nutshell it can be stated that the marketing functions are having different roles and responsibilities which are required to be completed by them. The most important role of the marketing functions for Fallow is to increasing brand awareness and manage the brand in the market. Along with this the marketing functions need to work on new marketing tools, product management, and innovation, communicating with the customers and satisfying them with the services offered by Fallow.
The key roles and responsibilities included the following things such as:
For remaining competitive in the marketing environment it is important for the case company to focus on making better marketing efforts. The marketing department of the case company has the roles and responsibilities to ensure that the customers are able to buy the products as per the choice and the company is offering appropriate products which can satisfy the customer needs (Anser et. al. 2020). Along with this they just need to focus on organising the marketing campaigns and promotional drives which can help them in managing the company performance in the marketing environment. The marketing department of the company should use different online and offline marketing strategies which can help them in attracting and retaining the customers in an successful manner. Also the company should focus on using latest technologies and digital marketing tools for attracting the customers in an appropriate manner.
For better functioning of the company it is important that all the different functional departments of the company should have better interconnectivity among them. When all the departments work together then it helps them in satisfying the customers in an appropriate manner and leading the firm towards success and development. It can be concluded that the case company should ensure that the marketing department should work in corporation with all the other functional departments of the firms. This will help them in completing their roles and responsibilities in an appropriate manner and leading the firm towards better marketing.
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