Roles and Responsibility of Marketing Functions

MARKETING ESSENTIAL 2 INTRODUCTION 1 LO 1 1 P1 Roles and Responsibility of the marketing functions1 P2Roles and responsibility of marketing relating to organizational context 3 LO 2 5 P3 Comparison of organizations which apply marketing mix to achieve organizational goal.5 LO 3 8 P4 Marketing plan for Premier Inn hotel London, London8 CONCLUSION 8 REFERENCES 10 INTRODUCTION Marketing is a process of business for creating relationship with customers and satisfy them. LO 1 P1 Roles and Responsibility of the

MARKETING
ESSENTIAL

Table of Contents
Table of Contents.............................................................................................................................2
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
P1 Roles and Responsibility of the marketing functions.............................................................1
P2 Roles and responsibility of marketing relating to organizational context.............................3
LO 2.................................................................................................................................................5
P3 Comparison of organizations which apply marketing mix to achieve organizational goal.. .5
LO 3.................................................................................................................................................8
P4 Marketing plan for Premier Inn hotel London, London.........................................................8
CONCLUSION................................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is a process of business for creating relationship with customers and satisfy
them. The marketing is done for keeping customers in focus. This report will cover marketing of
Premier Inn hotel London. This hotel is a hotel chain of British and also called Largest Hotel
brand of UK. Premier Inn hotel comprises of approximately 72,000 rooms and 785 hotels. This
report will lay focus on Roles and responsibility of marketing functions performed in Premier
Inn hotel London. Also, their relationship with other departments of Premier Inn hotel London
will also be explain. The report will also cover comparison of Premier Inn hotel London with
Hotel Hinton along with different marketing tactics applied by Hotel will also be discussed in
this report. A marketing plan will also be formulated for the Premier Inn hotel London.
LO 1
P1 Roles and Responsibility of the marketing functions
Marketing is the process which is used by the business to attract the customers through
their services to enlarge their profits for large scale. Usually organisation invest lot of their
saving to enhance the marketing strategy to bring their products in the market (Definition of
Marketing, 2019). Thus, marketing includes buying, selling and advertising the products and
services to the customers in the process of promoting their business for future growth. This helps
them to maintain the close relationship with their customers through the services and also
enhance their reputation in the emerging market.
The importance of marketing for Premier Inn hotel London is that, As it carries the
biggest brand name but the services which they are offering if bringing new in the market
requires the marketing technique so it can attract the customers towards their hotels (Wood,
2017). As marketing plays an important role in matter related to expanding the business or
innovating new products or services. There ambition is to set more rooms in 2020 through this
they have to use marketing style to influence the customers to deal with them and also enhance
their services which they are offering in the market.
Thus, marketing function helps the companies to differentiate their products with the
other products and also provide various strategy to bring products in the market. This marketing
function promotes the goodwill of the company and also beat the competitors in the market by
using different marketing functions (Ivanova and Rahimi, 2016). To use the proper marketing
functions, it provides a chance to the customers to proved the feedback regarding the products
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and services which the company are offering. The key elements of the marketing function are as
follows:
1. Market Analysis: It incudes the detailed study of the market regarding the volume and
value of the customers to spend in the products and their availability and usage of the that
product. Through this analysis it helps the companies to protect the strategy to bring their
products in the market and also provide barriers to the competitors to enter into the
market.
2. Market segmentation: It mainly divides the market into categories as relating to location
of the people, their needs and wants in the products and also premium customers. This
segmentation helps them to reach to various customers by fulfill their demand and needs
in the available products (Lovelock and Patterson, 2015). As they can minutely examine
the necessary things which is helps them to segment their population in larger scale to
fulfill their needs.
3. Pricing: The major marketing function is related to pricing method as in this method the
prices Should be places with nominal rate. As the customers usually not attract with the
products which is of high costs (Bower, 2018). As their demand is always for low pricing
with better quality.
4. Distribution: It plays an important role in the marketing function. As if the company
produce goods, the main stage occurs to distribute the goods at proper place so that their
products are reached at the store and the customers can easily avail that products. The
process of the company occurs at this stage only as they have to conduct a proper
marketing strategy to verify that their products are reachable at proper place and they
customers can easily used that products.
5. After Sales service: It is mainly used to enhance the customer protection and their
retention towards the products. It is important which helps the companies to know the
usage to their products and how customers feel after using that product. It is related to
feedback services which is provided by the customers regarding to that product and also
it helps the companies to improve the review which is given by the customers after
selling their products in the market.
The following are the roles and responsibility of the Premier Inn hotel London in context of
marketing -
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 The function relating to market analysis, it's the major liability of the managers of the
hotel to first analysis the customer demand in the market and then implement the rules for
the welfare of the hotel (Morozova and et.al., 2017). As the customer demand the rooms
at affordable price and also the food with the best quality. As for hotels, the customers are
god which provides profits to them. To enhance their reputation they had to serve the best
faculty to the customers to secure their interest for longer term.
 The major role and responsibility of the Premier Inn hotel is that they have to take risk in
the market regarding expansion of their services. As in the industry of hotel, there are
various competitors who bring attractive services for their customers in the market
(Maseviciute, Gueorguieva and Georgiev, 2015). So without risk taking they can't serve
their customer the best facility which is provided by their hotels in comparison to other
hotels.
 Another important role is relating to segmentation of population, and needs and demand
of the customers in the market. This helps the hotels to fulfilled customers needs at
highest level. If the customers need high facility and good interior they can offer the high
rated room to him and same as with the middle class person who need room at low price,
they can offer such room (James and et.al., 2017). With this segmentation they can take
care of all the class of people and fulfill their needs and demands in different way.
P2 Roles and responsibility of marketing relating to organizational context
The importance of marketing in context of Premier Inn hotel is that firstly, The
importance is related to strategies that is used by the hotels for the success. As marketing is
totally based on strategies and approaches which is used by the marketing managers to influence
the customers towards their services. Secondly its is related to research, as marketing is totally
based on conducting an appropriate research regarding the demand and needs of the customers
towards the services which they are offering (Akter, 2018). Research helps companies to make a
marketing plan and execute it for the results in success. Third importance is related to promotion
of the hotel. As marketing in terms of advertisement of online marketing is the best way to
promote the hotel at large scale. As nowadays customers spend more of their time in social
media, so through this technique they can attract more customers towards their services.
The structure and operation of the organisation determine the internal management of the
hotel to achieve success in the emerging market. In terms of finance, they provide budget to the
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marketing department to bring their products in the market. As without finance they cannot enter
into the market because to innovate any product, cash is the main aspect without it no company
maintain their stability in the market (Xue, 2019). HR also plays an important role in the
operation of the organisation as they recruit people to commit such task which is to be
accomplished buy the management team. As when the demand for new people are needed to
complete the work and fulfils the targets then they need help of HR department to fulfill such
need. In case of customers service, they are the base of marketing as the customers provide
various feedback regarding their products or also needs follow up of their delivery items. In that
case customers service are the basic to accomplish marketing strategy.
Inter relationship between marketing and various other functional units are:-
 Marketing and finance: In case of Premier Inn hotel London, inter relationship between
marketing and finance is that with the marketing strategy, organisation earn more profit
by promoting their name in the market and giving more business (Greenwood and Tate,
2017). This helps to raise their financial stability of the hotels similarly in case of finance
as with having proper budget they can enter into the market and promote their business
into large scale. So there is a close relationship between marketing and finance to handle
the internal management of the organisation.
 Marketing and HR: They both plays an important role in establishing an organisation. As
in the process of marketing, they need people to sales their products in the market and
conduct a survey about their products identity. In this process they need helps of HR
department to mange the people and also trained them to sell the products in the market
(Fallon, 2016). Similarly, as with the HR department, they control the work and people
through the marketing strategy. As they trained people to behave ethically and also guide
them to deal with the people while selling their products In the market.
 Marketing and customer service: The success of the organisation depends upon the
feedback provide by the customer through their products and services which they
provided in the market. As marketing technique is successful when they get the positive
feedback and reviews from the customers and to solve the problem of the customers, they
need the experience and knowledge person to solve the issue of the customers and
provide effective service (Lumsdon, 2016). Similarly, as in case of customer service, they
came across when the products are brought in the market and customers experience such
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products. They share their experience with the organisation by using services which can
be online or through calling. Through this method, they have to appoint the experience
person to answer the customers in decent way.
LO 2
P3 Comparison of organizations which apply marketing mix to achieve organizational goal.
Marketing mix
A Marketing mix is a tool of marketing which is used by business entities in order to
pursue their objectives of marketing in target market (Hisrich, and Ramadani,2018). Marketing
mix is all about putting a right combination of product in a place, in a right time and at a right
price.
Business objective
Business objective is a measurable and specific outcomes which companies or businesses
hopes to maintain with their growth of organisation. The leaders of business tracts performance
on every step of business so that they remain sure and move in right direction in order to attain
business objectives (Dzyabura, and Yoganarasimhan,, 2018). Like some businesses have goals
to achieve revenue, where some wishes to achieve improvement in performance and consumer
satisfaction. Such as Premier Inn hotel London is focuses to achieve consumer satisfaction and to
attain profit in their business.
Importance of Business objectives for Premier Inn hotel London.
 Business objectives are important for Premier Inn hotel London in order to attain long
term visions.
 Also, it is important to set future objectives which need to be attained for getting quicker
growth and success in Hotel industry. The Premier Inn hotel London sets objectives of business in order to increase financial
return and also to beat competition which rises from other rivalries.
Comparison of Marketing Mix of Premier Inn hotel London and Hilton Hotel. Product and service – In industry of hotels, the hotel rooms, checking in and out, luggage
facilities, bars, swimming pools, etc. are services offered by various hotels. Hotels
provides various facilities to their guests in order to attract more customers and attain
growth. Like Hotel Hilton is a full service hotel which ranges their services in Banquet
and wedding facilities, Special event service, lounges, bars, restaurant, beverages and
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food services, gift shops, swimming pool, Leisure facility and other retail services
whereas Premier Inn hotel London provides services like Free WI-Fi to guests,
Banqueting rooms, Kids free breakfast, Special facilities for disabled guests, Executive
lounge, Travel desk and also parking facilities (Krajina, and Mladenović, 2015). Also,
Premier Inn hotel London facilitates Business travelers by video conferencing, business
center facilities. Place – In this element of Marketing Mix, Location of Hotels from where they
accessible their services. Such as Hotel Hilton provides their services in North America,
South America, Central America, Europe, Africa, Asia, and Australia whereas Premier
Inn hotel London provides their services only in London (Omar, 2017). This enables
guests of Premier Inn hotel London towards stunning views from their rooms towards
tower bridge, tower of London, The Thames, etc. Price – Different hotel follows different pricing strategies for attracting more number of
customers and to attain competitive edge. Also, the rates of Hotels vary from season to
season. Like in Peak season the hotels charges highest prices whereas in off season they
settle their prices according to the demand. Lower demand decreases the price charged by
Hotels. While in shoulder season hotels try to attract new customer base and charge
medium to high rates. Also, sales and promotional activities are executed by them in this
time interval only. The Premier Inn hotel London follows Price skimming strategy. In
this the hotel charges highest price during seasons and later on according to decrease in
guest arrivals they decline their prices while Hotel Hilton follows Price penetration
skimming strategy. The Hotel Hilton uses this strategy to attract customers. They
initially during seasons charges low prices for their services and attract new customers
and create a customer base during time period. Promotion – Every business and service industry execute different promotional strategies
in their target market in order to attain a huge customer base. The hotels apply different
ways to communicate and advertise their services to attract customers. Hotel Hilton uses
strategies for promote their services in target market by distributing brochures, hotel pens
and pads with Logo, create blogs, TV Advertisement and Online advertisement.
Therefore, in order to create a customer base and to attain competitive advantage these
hotels contribute a lot of activities like promoting green and Leisure tourism by Hotel
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Hilton while Premier Inn hotel London is promoting their services to guests and target
customers by sales promotions, advertisement and direct marketing, Billboards and
online presence. Process – This element of marketing mix is concerned with mechanism and procedures
which occur at the interaction of customer and business. The guest arrive at hotels
follows different process from booking to check out. The hotel Hilton is using
technological advancement techniques like Online books and GPS Facilities which
enable completion of services in cost and time efficient manner. While Premier Inn hotel
London is more concerned towards their quality of food so they kept engage Audit in
hotel in order to serve good quality of food to guests. The hotel Audit follows different
process to execute a successful audit. A tight control on Premier Inn hotel is necessary
for consistent experience of consumers. People – The element People is directly concerned with them who is involved in
rendering services to guests arrive at hotel. It encompasses employees, stakeholders,
partners and press analysts. Hotel Hilton provides a regular on the job training to all the
employees and also, provide relevant information to stakeholders. The hotel also
launches press releases time to time to gain confidence and trust in interested customers.
Whereas Premier Inn hotel London facilitates their employees with monetary benefits
like Perks and bonuses during seasons of customer arrival. They keep motivated their
employees for their work. They also take care the requirement of information for
stakeholders benefits. This way hotel manage their people element in Marketing Mix.
 Physical Evidence - In the sector of service industry, the environment where the services
rendered by the Hotels are physical evidence. Also, tangible elements are included in this.
The Hotel Hilton provides element of physical evidence by managing annual accounts on
timely bases, serve business cards to attract customers while Premier Inn hotel London
post pictures of hotel and past customer reviews which shows their satisfaction with hotel
services (Biaudet, 2017).
Marketing planning process encourages for attainment of business objectives and reduces risks
of competitive advantages. Businesses follow this process becomes proactive and attains growth
quicker than other companies. Application of marketing mix in planning process helps
businesses like Premier Inn hotel London to attain their business objectives.
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 By Marketing Mix Premier Inn hotel London able to get trace the situation of their
business and also able to get clear about the goals they need to achieve (Stephens, 2016).
 Marketing mix enables hotel Premier to target their audience.
 Application of marketing mix offers the Premier Inn hotel London to create a brand in
their target market.
 This also enables the Hotel to identify appropriate marketing techniques to attract target
market.
Therefore, the Premier Inn hotel London may able to attain organizational goal by the help of
using appropriate marketing mix techniques.
Different tactics applied by Premier Inn hotel London Discount – The Premier Inn hotel London provides discount to Leisure tourism and
Green tourism. They promote these tourism in their Hotel and provides a huge discount
to them. Also, the Premier Inn hotel London provides discounts to business trips along
with avail them facility of video conferencing and internet access (Massingham, 2017).
The hotel provides pre-booking discount to attract customers through online bookings in
order to achieve their goal of creating a huge customer base.
 Promotions – The Premier Inn hotel London also adopt different tactics of promotions to
attract customers. They apply sales promotions, direct marketing and advertisement on
TV for promoting their hotel services. They also promote through online advertisement
and display through billboards all over London, UK. Therefore, by applying such
promotion tactics Premier Inn hotel is able to create a customer base (Withey, and Panitz,
2015).
LO 3
P4 Marketing plan for Premier Inn hotel London, London
Covered in PPT
CONCLUSION
This report is concluded about marketing techniques adopted by Premier Inn hotel
London. The report was started with roles and responsibility of marketing function in the
Premier Inn hotel London. Also, the marketing function was related with other functions of Hotel
such as with finance, HR and customer service. After that a comparison of marketing mix
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strategy 7 P's of Premier Inn hotel London was done with Hotel Hilton. At last a marketing plan
was formulated by launching new service of luxurious Taxi in Premier Inn hotel London.
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