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Marketing Essentials: British hotel

   

Added on  2021-02-20

19 Pages5713 Words41 Views
MARKETING ESSENTIALS

CONTENTSINTRODUCTION.................................................................................................................................1TASK – 1 (LO – 1)................................................................................................................................1P1 Key roles and responsibilities of the marketing function..............................................................1P2 Inter-relationship between the roles and responsibilities of marketing to the wider organizationalcontext...............................................................................................................................................3TASK – 2 (LO – 2)................................................................................................................................4P3 Comparison of the ways in which different organizations apply marketing mix to the marketing planning process................................................................................................................................4TASK – 3 (LO – 3)................................................................................................................................7P4 Evaluating a basic marketing plan for Premier Inn.......................................................................7CONCLUSION...................................................................................................................................13REFERENCES....................................................................................................................................14

INTRODUCTION Marketing is being referred as one of the social as well as managerial process throughwhich people get the things they desire by way of developing and exchanging products withothers. Thus, marketing is nothing but the management of exchange relationship. Businesscorporations are now comprehending that marketing is very crucial in their overall successand consequently, they are understanding the functions of marketing in detail. Further, it isessential for the marketing managers to determine the needs of the customers and shouldmake their major decisions based on the identified needs (Coultry, 2008). The presentresearch report also aims to offer the background knowledge as well as comprehension ofmarketing, its role and importance in which the firms operates. As an assistant marketingmanager, a detailed marketing analysis of Premier Inn will be carried out in the report. It is aBritish hotel chain and one of the largest hotel brand in United Kingdom. Further, roles andresponsibilities of the marketing, marketing mix, marketing planning and marketing plan willbe discussed thoroughly in the current study. TASK – 1 (LO – 1)P1 Key roles and responsibilities of the marketing function In today’s market place, marketing is being referred is being referred as the processthrough which companies create value for the customers and at the same time develops goodrelationship so as to capture value from them in return (Kotler and Armstrong, 2013). Thus, amarketing process is simply understanding the needs, demands and wants of the customersand according to the determined needs designing a customer driven marketing strategy. Inaddition to this, modern marketing also involves creating an integrated marketing programwhich helps in delivering superior values to the customers. If the marketers sells the rightlevel of expectations to people than the customers will receive value and they will besatisfied. Consequently, it can be said that market is the set of actual as well as potentialbuyers of the product and they need to be satisfied for achieving success. So, altogethermarketing is creating value for the customers by comprehending their needs, designingeffective strategies, developing proper marketing mix, building relationship and capturing thecustomer value for lifetime. However, business should ensure ethical as well as socialresponsibility. The model below clearly explains the above defined expanded role ofmarketing. 1

Figure 1: An Expanded model of marketing (Branig, 2018).Premier Inn is a service firm that significantly delivers essential food and beveragesand accommodation to its guests. The objective of the hotel is to expand their market reachand anticipate growth. Marketing plays an important role for the hotel as through this theypromote their brand in the market and create a brand image among its target market (PremierInn ‘world’s strongest hotel brand’, 2017). Pertaining to this, the major roles andresponsibilities of the marketing function within the Premier Inn hotel are as follows: Market analysis – It involves studying the customers, products of the competitors,preferences and taste of the target market, demand and supply of the product etc. Thishelps the firm in estimating about the type and amount of goods to be produced. 2

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