A Comprehensive Review of Marketing Literature

The given assignment is a comprehensive review of marketing literature, encompassing a wide range of topics including destination branding, digital marketing, human resources marketing, and essential business research methods. The document draws from multiple sources such as academic journals, books, and online resources to provide an in-depth understanding of various marketing concepts and practices. It highlights key studies, theories, and strategies that are relevant to the field of marketing, offering insights into the latest trends and developments.

Marketing Essentials

Table of Contents
INTRODUCTION.......................................................................................................................4
P1. Explain the key roles and responsibilities of the marketing function. .................................4
P2. Roles and Responsibilities of marketing related to the organisational context....................1
P3 Marketing Mix of Premier Inn and Holiday Inn ...................................................................2
TASK 3............................................................................................................................................5
P4 Basic marketing plan for Premier Inn ...................................................................................5
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing includes various functions and activities which is used by companies in order
to promote goods and services to satisfy the requirements of customers. Main aim of this activity
is to attract large number of customers with the help of effective strategy of pricing. In this
report Premier Inn hotel is chosen as the base company (Akbar, 2017). It is a British hotel chain
founded in the year 1987 and its headquartered is located in Dunstable, UK. Premier Inn provide
various services to their customers with more than 72000 rooms in around 785 hotels. In this
report, various discussions are going to be made which includes marketing functions roles and
responsibilities. Along with this, it also include a detail description of inter relationship between
marketing department and other functional departments of the company. At the end of this
report, it also includes comparison between two companies as well as marketing plan of Premier
Inn.
P1. Explain the key roles and responsibilities of the marketing function.
The process of marketing is refer to as exchange of products and services. In includes
various activities which are being carried out by managers of organisation to retain and attract
customers buying products and services. The main purpose of marketing function is to encourage
customers to buy products of company. The marketing function is interlinked to all other
function's such as finance, production, sales and advertising department. In order to accomplish
goals and objectives of Premier Inn hotel their must be proper coordination between all
departments of company. The marketing function performs many roles and responsibilities
which help Premier Inn hotel to be successful and leading at international level. The Premier Inn
hotel can achieve their goals and targets mainly by following points which are as follows:-
Conduct Market analyses to examine various opportunities which are prevailing within
marketplace. It basically involves identifying customers’ needs and requirements.
After effective evaluation of market, next step is to choose target market so that company can
approach them easily. After that products and services of Premier Inn are offered to such
customers and guests..
Next step after selecting target market is to develop and frame strategies of marketing. As it
helps in attracting customers by promotional and adverting tools in effective manner.

Last step followed by managers of premier Inn hotel is concerned with execution of strategies
which are formulated to approach customers.
There are various roles and responsibilities of marketing function which are followed at Premier
Inn hotel are as follows:
 Marketing Information Management: - This function is also related to market research
which is designed to support marketing decisions. The marketing information
management system is essential role of marketing department. According to this role, it
helps in analysing about wants and needs of customers. The manager of Premier Inn hotel
perform extensive market research in the target market. After this information is used for
developing strategies which helps in achieving goals and objectives. In order to identify
changing needs of guests and strategies used by competitors proper examination of
market by Premier hotel manager is to be done. Further this will help in adding new and
innovative services and attractive offers which will help in gaining competitive advantage
in market.
 Pricing: - Price is considered to be value of products and services that organisation
charges form customers. The marketing function helps Premier Inn Hotel in deciding
various pricing strategies of product as per purchasing power people in marketplace. The
prices decided by manager of premier inn hotel includes profit margin and production
cost. In today's competitive business environment, Premier Hotel is leading brand which
is known to many people and have good customer retention of customers. Premier Inn
Hotel follows premium and competitive pricing strategy for its various products and
services.
 Financing:- The life blood of business is finance and both marketing & finance
department along with other department is interlinked with each other with the help of
this manager of Premier Inn hotel can make estimations for performing functions of
Hotel. Their is proper availability of funds helps marketing manager of Premier Hotel to
carry out promotional and advertising activities effectively and efficiently. Finance
manager of Premier Inn hotel develops budget statement in advance for estimations for
required amount which will be needed to perform activities in efficacious manner.

 Promotion: This is concerned with performing different activities by marketing
department of Premier Inn hotel as to influence, attract and retain customers for longer
period of time. This is most crucial role of marketing manager to provide complete and
relevant information about services and products offered by Premier Inn hotel in target
market. The different promotional activities performed by marketing manager of Premier
Inn Hotel includes advertisement, online ads, attractive discounts and many more.
 Product and service management: - If organisation want to grab opportunities marketing
manager of Premier Inn hotel is responsible to develop and improve process of
marketing mix. It assist marketing manager of Premier hotel to provide effective and
attractive services to guests as per customers needs and expectations. The manager of
Premier Inn hotel conduct proper market research and than focus on providing proper and
effective services to guest so that there is high customer retention ratio.

P2. Roles and Responsibilities of marketing related to the organisational context.
Marketing acts as a process in which buying and selling of products and services are done
as to gain prominent advancements. Marketing is most important element in an organisation in
which organisation engage in the process of attracting wide base of customers. In addition with
this, department of organisation production and functional are interconnected with each other.
Some of the certain department include, human resource department, research department, and
finance department. Major aim that is hold by this interactions is offering best quality products to
customers and satisfy their need in well defined way. Mentioned below there is interrelationship
in between department of Premier Inn is:
Marketing and Administration Department: Relationship of marketing department
and administration department can be seen in many forms with one another. With reference to
Premier Inn, it has been analysed that marketing department of Premier Inn Hotel conducts an
effective research at market that helps them in improving their knowledge on changing demand
and requirements of customers. As a result, it becomes easier for administration department to
develop services according to the requirement of customers. This shows that both the marketing
as well as administration department are interrelated with one another. On the other hand, while
understanding perspective of Administration department it can be said that this department helps
marketing team in formulating effective strategies with which business performance of this hotel
can be improved in positive manner. This clearly depicts interrelationship of both the
departments with one another.
Marketing and Finance Department: Main role of finance department is to provide
effective funds to each and every department so that they can execute their respective work
effectively. In context of Premier Inn, it has been analysed that finance department of this
company provides funds to the marketing team so that their marketing activities can be executed
in effectively. It has been seen that marketing department requires huge amount of money so that
they can effectively promote services of their hotel among the customers. Effective functioning
of this department improves sales performance of Premier Inn which maximises their
profitability as well. This interaction between marketing and finance department shows
interrelationship with one another.
Marketing and Human Resource Department: Human resource department and
marketing department of Premier Inn hotel is interrelated with one another as they

collaboratively work together for maximising business performance of Premier Inn. It has been
seen that human resource department of Premier Inn recruits effective workforce for marketing
department so that their new hired employees easily promotes services of Premier Inn among
customers which results in improvement of business performance of the hotel.
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P3 Marketing Mix of Premier Inn and Holiday Inn
Marketing mix refers to the effective framework that is being used by business organisation in
developing better strategies for the company so that they could improve their business
performance at market place and gain competitive edge. With reference to Premier inn, the top
most authority of this hotel has planned to conduct an effective marketing mix analysis for
improving their knowledge over their own activities. At the same time, the company has also
conducted marketing analysis of Holiday inn in order to find out certain other core strategies that
is being used by rival companies and providing them benefits effectively. In this regard, an
effective comparison has been conducted below in detailed manner so that maximum
information can be gained by the Premier inn.
Premier Inn Holiday Inn
Product Premier Inn mainly offers
services to its customers within
their property premises. The
accommodation facility of this
hotel includes suite rooms, double
bed, irons, hair-dryer, fridge etc.
The hotel also contains swimming
pools, gym, wellness centre, spa
etc. In addition to this, the Hotel
also provides transportation
facility to its customers so that
they can easily enjoy their trip in
their every visit to areas. The
main aid of this company is to
provide satisfactory services to
customers in order to make them
loyal with the company for longer
period of time.
Products and services offered by Holiday
Inn are quite satisfying and high in
quality. They provide rooms, banquet
halls, restaurants, bar, lodging, meeting
rooms, conventions and many more. In
order to retain their customers for a long
period of time they take care about their
requirements and provide them best
service such as hygiene food pantry,
online and offline booking and payment
facilitates. Apart from this, managers of
the hotel personally attend each and
every guest, so that they feel comfortable
and provide them satisfying experience.
Price The prices of the services of In case of Holiday Inn, price of the
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Premier in depend on the
economic condition of the nation.
The company in offering effective
services to its customers at lower
prices in order to influence
interest of customers towards the
company for longer period of
time. The company also tries to
its lower their prices in
comparison of its competitors so
that customers can give more
preference to them instead of
rival company.
products and services offered by them
depends upon the current market
situations. If there are large number of
competitor companies available at the
marketplace they provide services at very
low price, so that they can attract ample
number of customers. Along with this,
sometimes they kept their price high, as
they provide good quality services to
their customers. Apart from this, some of
the customers have a mind-set that high
price services are quite satisfying .
Promotion Sales promotion is mainly used
by this Hotel to influence interest
of customers towards them for
longer time. In addition to this,
the company is also using social
media channel such as Facebook,
Instagram, twitter and others for
promotional purpose. Emails are
also added into the promotional
tool category as company
forwards discount emails to their
customers for attracting them
towards the hotel.
For promoting the products and services
offered by Holiday Inn, marketing team
of the company adopt modern marketing
method. They promote their brand
through online portals which includes
Social media, Website of the company
and so on. Along with this, company
provide seasonal offers and benefits to
their customers, in order to attract new
people towards their company. Also,
they provide discount facilitates to their
regular customers, so that they can retain
them for a long period of time.
Place Premier Inn is chain of hotels
which offers its accommodation
services to numerous of countries
such as United Kingdom, United
Arab Emirates, Ireland, Germany
In case of place, Holiday Inn capture
huge market share across the whole wide
world. They establish their brand in
ample number of countries which
includes America, Africa, Asia-Pacific,
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and India. Customers of all these
places are served with quality of
services for fulfilling their
satisfaction level.
Middle East, Europe and many more.
They provide high quality service to their
customers all over the world according to
their requirements and satisfy their wants
as well as demands effectively.
Process Employees of Premier Inn follow
equivalent process across the
world in order to provide exact
similar services and satisfaction
level to its customers.
In Holiday Inn, staff members of the
company follow a structured process
while accomplishing their task. Along
with this, managers provide training to
them on a regular basis in order to
provide high quality to their customers.
People Management team of Premier Inn
is taking both employees as well
as customer as its core people
who are treated equally by the
company. The company gives
several of discount offers to
customers for enhancing their
satisfaction level. In order to
sustain customers loyal with the
company, it mainly focuses on
providing regular based training
to them so that they learn new
things and perform effectively for
the company.
Holiday Inn gives main preference to its
employees so that their performance can
be improved effectively at marketplace.
For this, they conducts some regular
based meetings and training sessions for
employees in which proper guidance is
provided to each and every employee
through which their skills and knowledge
can be attained. As a result, this training
also helps employees in serving better
services to customers who sustains them
loyal towards the company for longer
period of time.
Physical
evidence
Physical evidence of Premier Inn
can be seen in the form of
common uniform of employees at
every hotel. This helps customers
in experiencing familiar
experience at every visit.
In case of Holiday Inn, infrastructure of
the hotel is quite attractive and staff
members are in well dressed uniforms.
With the help of this, customers feel
friendly and experience quality services
with positive environment.
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As per the above mentioned comparison, it has been identified that both the companies
provide quite similar services to their customers. Apart from this, in case of Holiday Inn they
adopt high pricing techniques which sometimes create negative impact on the company. But on
the other hand Premier Inn set their prices on the basis of economic system of the country which
is effective as compared to Holiday Inn Hotel.
TASK 3
P4 Basic marketing plan for Premier Inn
A marketing plan is defined as the structure or blueprint which is used for managing
the strategies and plans which are important for a success of a marketing plan. This is fdefined as
a formal structure to achieve the marketing goals and objectives of the company. This helsp in
depicting the actions of company for attaining of corporate objectives. This is also described as
technique that helps any organisation to achieve goals and objectives of the company. There
are few aspects which have to be considered while implementing a marketing plan and these
consists of market research, budget, competition, strategies, goals, marketing mix, and
monitoring results of marketing plan. Following is the marketing plan of Premium Inn, London-
Company overview:- Imperial hotel is a hotel situated in London. This hotel offers a
high quality service to it's people and also it offers breathtaking views across the hotel. The
customer experience of this hotel is very good and most people prefer this hotel for organising
many events and parties. It is a restaurant cum hotel that is offering vary good services.
Vision:- Its vision is promotion of this hotel so that it can attract a lot of customers to
visit this hotel and enjoy services of hotel in a better way. This hotel wants to have an efficient
working capital management and increasing marketing depth.
Mission:- The mission statement of this hotel is that premium inn is a hotel that is
serving customers a quality and healthy stay and make their stay well. This hotel wants to
increase the market share and become a good hotel service provider.
Objective:- The objective of Premium Inn hotel is that it wants to become one of the
best hotel of London and this will help this hotel to increase its profit and sales. The Premium
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Inn hotel requires a SMART objective for fulfilling the requirement of increased market share. A
SMART objective is specific, measurable, attainable, realistic and time bound. Objective of
Premium Inn is to capture 20% of market share by year 2020. Further its objective is take
advantage of technology in order to increase growth, productivity and growth.
Offerings:- The Premium Inn Hotel is a luxury hotel situated in London and it is offering
it's customers a quality service and wonderful stay. This hotel provides various offerings like
swimming pools, Spa services, Gaming zone, study area, etc.
Market analysis and research:- it is very important for premium Inn to conduct a
formative market analysis in effective manner and alos it is important to allocate necessary
prevailing future trends. This will help the hotel to achieve their targets by taking care of both
market and customer needs. The Premium Inn hotel undergoes market research for making a
good planning to achieve the goals and objectives of the company.
STP approach:- STP stands for Segmentation, targeting and positioning. According to
this approach it is important for this hotel to do segmenting, positioning and targeting of the
offering of hotel for improving the conditions of hotel. An appropriate marketing mix will help
in understanding the whole market and choosing the right segment of customers to be targeted. s
Segmentation: It is process by which market is divided into small market area and tehn
the offerings and services of hotel are advertised to these people. The segmentation done by
imperial hotel is listed below -
 Demographic segmentation on basis of income- Luxury hotel rooms will be a good
service that can be used by high earning income people.
 Behavioural segmentation includes occasion segmentation – This hotel can use
organising events and occasions in Hotel and increase it's offerings.
Targeting: A target market is a group of people, to whom organization wants to sell its
goods and services. The target customers of Premium Inn Hotel is youngsters, businessmen,
young couples, etc.
Positioning: It refers to place of a product in the thinking or mind of customers. Premium
Inn hotel has made a good position in market and for increasing the market share of hotel it is
important for this hotel to promote the hotel rooms and offerings in an effective manner.
Swot analysis of premier inn hotels
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A swot analysis is the strength, weakness and opportunities and treats of any organisation . It is
designed facilitate a realistic fact data and it is the technique for performing any task, and also to
check the the potential of the business . The swot is been divided into two parts that is internal
and external.
SWOT helps to identifying the issues of the organisations and also making new innovative ideas
for the company growth.
STRENGTH
Premier Inn had 60990 rooms in 2015 which is
the largest hotel group count in UK.
Premier Inn establish a very good image over
the year.
Premier Inn become the Best UK economy
hotel brand in British and got travel award
in 2017.
Premier in is one of the most profitable hotel
in UK.
Premier Inn in British occupied more than
80% in the operating profit
WEAKNESSES
 big issue with the hygiene because in
Feb 2018 housekeeping staff hired by
the premier inn used the same guest
towel to clean the entire bathroom and
toilets.
 The biggest weakness of premier inn is
that it has limited global presence.
 The premier Inn operates in limited
number of countries.
OPPORTUNITIES
 the biggest opportunities of premier inn
that it can deal in foreign market
company for more growth.
 The premier inn can collaborate with
the reviewal company for capturing the
market.
THREATS
 the premier inn the main competitor are
easyhotel and Ibis within the same
category of budget hotel segments.
 The stronger competition from marriott
and small and indepent hotels .
 The legal threat is that if the premier
inn doest take action from unite trade
from health and safety.
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Budget:- It is a financial statement which represent the estimated amount, which is
required by an organisation to perform their various marketing activities. Budgeting is a plan
which helps in analysing in advance where and how to spend money. Cadbury is estimating in
advance how to distribute its funds in various organisational activities. Following table
communicate the budget plan of Cadbury:
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 6000 8500 12000 14500 18350
Investment 12000 14000 25500 32000 13500
Total 6000 22500 37500 46500 31850
Marketing outlay
Promotion 6500 3200 4300 3300 3250
Sales publicity 2200 2100 3300 2200 2000
Sample distribution 4200 2500 6000 3000 4650
Total 12900 7800 13600 8500 9900
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CONCLUSION
From the above mentioned report, it has been analysed that with the help of effective
marketing strategy company will be able to satisfy the demands and wants of customers. In
addition to this, management team of the company accomplish their organisational goals and
objectives within the specific time period. Along with this, it has also been determined that by
adopting various marketing strategies company will be able to accomplish their goals effectively.
It has also been examined that main aim of the organisation is to enhance the sale at the
marketplace. With the help of comparative marketing mix strategy, managers of the company
will enhance its performance and profitability effectively. At the end of this report, it has also
been determined that with the aid of marketing plan, marketing team of the company will be able
to perform their task within given time period as well as decide the budget in advance needed to
complete the whole task effectively.
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